Setting goals and building trust in Digital Marketing
How many times has it happened to you? You walk into a business and here they come – perfectly groomed with a smile planted across their face in greeting you. Within a few minutes they have talked non-stop and promised you everything, including the stars if you purchase their item. You lift and eyebrow, and think to yourself… “Yeah,sure!”
The distrust between consumer and salesman is a longstanding feeling. We can all picture the above scenario when walking onto a car lot. After all, you know they are wanting to make a buck off your purchase. Sure, you don’t mind them making a few dollars… everybody has to make a living… but heck, it would be nice if they were at least a little concerned about what your needs are too!
Let’s face it… your potential customers aren’t likely to buy from you unless they feel confident that you will deliver your product or service.
There are a few easy things that you can provide to them to give them the confidence they need to take the plunge.
1. Let Previous Customers Make The Claims For You
The proof is in the pudding…literally. No one can say that you deliver and make good on your promises like a satisfied customer. It pays to use customer testimonials. Solicit them, especially if you believe in your product or service. Now, we’re not talking about blindly pasting testimonials everywhere… a little business sense and organization will be helpful in making the most of them. Reviews are a key buying factor for people when comparing products or services.
Choose testimonials that are exact and talk about specific aspects of your business. “Thank you so much for your hard work!” is wonderful, but “Thank you for spending a few hours with me yesterday. Your personal attention is greatly appreciated.” says a lot more. Yeah, the reader knows that you are willing to take whatever time it takes to help them through the purchasing process. If you can get your keywords sprinkled in so much the better for your SEO efforts.
Be sure to get your customer’s permission to use their testimonial as part of your advertising campaign. While you’re at it, get as much personal information about them as you can. Their occupation, city, etc., create a more realistic appeal to their testimonial.
2. Be Specific In Your Claims
Specific claims are more believable than vague, generic brags. Order today! It’s Fast, Easy and Cheap! Sounds much better when you say… Order Today! Take 2 Minutes to Fill Out Our 7 Step Order Form and Save 10% on Your Purchase!
3. Be Realistic
Don’t alienate customers with claims that sound too good to be true. Yeah, we all know the old saying that if it sounds too good to be true, it probably is. Unrealistic claims steal your credibility and leave the customers with a raised eyebrow.
Customers who believe in you aren’t afraid to buy from you. That means higher sales numbers and greater profit.
It’s unlikely that any successful person or company operates without goals. They may have one giant or lofty goal. They may have a series of smaller goals leading up to the ultimate achievement but success is built upon goals. Goals accomplish many things. Three of the primary accomplishments are:
- Goals signal the direction of the company and sales team.
- Goals measure the achievement of the organization.
- Goals energize people and energetic people achieve more.
Do you know how to establish reasonable goals?
Follow this simple five-step plan to set goals to increase sales.
1. Start with clear cut objectives.
You must know all metrics acceptable to sustain growth. Historical data should be considered in addition to the makeup, ability and desire of the entire sales organization. If the economy or governmental regulations impact your business you must consider them in your plan. Why not start at the bottom to establish goals? After all, don’t salespeople have a better feel for potential and reality?
2. Review territories and results to understand expectations and buying behavior.
Can you assess the impact of repeat or carryover business? Does your business fluctuate due to seasonality? Do you employ enough sales representatives to adequately serve the market? Can you quantify the effect of pending mergers and acquisitions? Did last year provide useful information?
3. Finalize the formula and process you marketing plan to adopt.
Then you must test it by asking many questions that start with, “What if??” What if mergers and acquisitions besiege your industry? What if a tropical storm causes catastrophic damage in your Southeast region? What if the largest account in each territory reduced the need for your product by only five percent? How would that affect your performance? Compare your plan to the performance last year. How would the new compensation plan have worked last year? Imagine you’re a salesperson working under the proposed plan. Would it energize you? Would it move you to selling the right products? Is the plan aligned with company objectives?
4. Review the primary goals one more time and communicate them with the entire team and the department responsible for tracking and compensation. Schedule periodic reviews to assess achievement and progress.
Establishing goals is challenging but essential. Poor goal setting leads to increased costs and can lower morale. If you sell in a volatile market you may consider goals with shorter time frames. In addition you should review them frequently and make adjustments as needed. Remember to communicate with the sales team the likelihood of this review as well as your solid business reasons for doing so. Understanding market potential allows you to reduce turbulence in the goal setting process. This is difficult in many business sectors but not impossible.
Goals based on business objectives and good market analysis are the most accurate. Strong sales managers are aware and recognize the difference in establishing goals for rewarding and recognizing employees and goals for use in performance evaluations.
Goals accomplish many things. They energize individuals and companies. They clearly communicate the direction of the company. Goal setting is a very integral component in the best selling organizations in the world. Do not trivialize this opportunity to increase sales.
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