You’re in business to make money doing something you love, right?
I’m excited to share a post by my friend Jan Saunders Maresh. Jan is an Author, Speaker and Group Talk expert who teaches authors, speakers, service professionals and entrepreneurs how to build sustainable businesses, by giving Group Talks where they actually sell something.
In late 2014, Saunders-Maresh launched Talk For Profit. To market her company and expertise she teaches several online classes and speaks at national and local industry events. For more on Jan visit www.TalkForProfit.com.
Thanks so much Jan for sharing your marketing insights with us! Read on to become inspired!
The reality of owning and running your business is that you spend 20% of your time doing what got you into the business in the first place. The other 80% is doing everything else you need to do to keep money flowing in the door, right?
And unless you have an unlimited advertising budget, you need to market constantly. Easier said than done.
Reality is that consumers today are sick of the arms-length marketing that’s been popular over the last 10 years.
They crave personal connection. Facebook, Twitter, Linked-in, Instagram, Pinterest – all are helping people make connections. But the marketplace wants more and clients want a deeper connection with their favorite brands and services.
[Tweet “Clients crave personal connections with their favorite brands and services”]
You’re in business to make money doing something you love, right? So you want a marketing strategy that makes it easy to connect with your ideal client and won’t take a lot of time.
If you’ve been selling one-to-one and have a better than average closing ratio, you’re probably just keeping afloat. Why? Selling one-to-one is just too slow. Yes, some of it is necessary but if you want to grow a sustainable business and are relying on one-to-one selling alone – you just can’t get enough clients to avoid those unpredictable highs and lows we know so well.
Early in my career I quit my corporate job. I was used to a regular paycheck, paid vacations and benefits. The country was in a recession, unemployment was over 8%, and mortgage interests rates were 14% and no one was hiring. Not great timing on my part.
My friend Pam said her company was hiring. It was straight commission job, but it was either that or move home with Mom and Dad. I took the job. What I didn’t realize (until I got to training) was that I was paying my own expenses, too. And of all things I found myself selling school jackets. Not to high school students… but to kindergarten through eighth grade kids. Talk about herding cats.
The normal way to sell jackets at that time was by setting up a table in the lunchroom and taking orders. Very slow and I would never have made the rent. So I did it a different way.
Top 3 Keys I used to sell $1,000,000.00 of school jackets — $20 at a time in 18 months.
Key #1: Always Sell To A Gathered Group
What I learned by doing this “silly little jacket job” was the fastest way to sell anything was to speak to a group of your target customers. By creating and using a very well crafted group presentation, I connected with the kids to establish that all-important Know-Like-Trust factor and managed a 95% closing ratio.
Key #2: Magnetize Your Talk
Magnets attract the right materials. In business you want to do the same thing to attract what I call “Your Ideal Client Avatar”. You do this by creating a magnetic title for your talk and creating a magnetic experience for your audience. My friend, Gina, gives a “Mantels and Martinis” talk to promote her interior re-design business. Another client promotes her digital I Know book series by doing “I Know Play Dates” for kids and parents so they can actually experience her interactive books. Magnetic titles — magnetic experience.
Key #3: Ya’ Gotta Know Your Numbers
Okay, this was the part of the jacket business I hated, but my manager narrowed it down for me to one simple number. The only number I focused on every day was the number three. All I needed to do was to give three sales talks a day. Everything else flowed from there. Those three sales talks, lead to Jacket Assemblies in schools all over Central Ohio and that $1M in personal sales.
Why should you care? Here it is in a nutshell. This same system works to sell anything. I’ve sold books, decorating products and even virtual products this way. And it doesn’t have to be complex.
So if you want to spend more time actually doing your business than getting the business, consider adding a couple of group talks a month into your marketing mix. And remember this, the same talk is used for each audience!
To learn more about the Talk For Profit $1,000,000 Group Talk System and how to increase your Value Per Hour by well over 30%, go to http://talkforprofit.com/free/ and register for the $97 Free Training.
Please share your thoughts and comments
Which key strategy will you apply to your business this week?
To contact Jan directly, you may find her at www.TalkForProfit.com.