Tuesday, August 23, 2022

THE POWER OF CONSISTENCY

 


Why Business Consistency is So Important

People are always preaching that when it comes to marketing: “consistency is key!” But why? What’s the big deal about marketing consistency? 

First marketing consistency is about building trust

In order for people to trust you, they have to feel like they know you In order for them to feel like they know you, they must be aware of you, recognize you, and remember you. In order for people to recognize and remember you, you must show up in a way that’s consistent

Here you are, spending your time and effort on marketing, and nothing seems to be happening. Did you know as of Mar 21, 2022, there are currently over 1.93 billion websites online. That is a lot of online competition.

If you want to become recognized and remembered in order to earn  trust, you must show up in a way that’s consistent so you can be consistently seen

Consistency helps you avoid the “who is this again and why are they in my Facebook feed?” — and keeps the process of building company trust.

Why Consistency Matters

A big mistake people make is thinking that marketing is a process of getting in front of as many people as possible where a percentage of them are sure to say, “yes, this is brilliant, where do I sign up?!“ well. . .  name recognition beats number of names every time.

All businesses have days that are filled with putting out fires. Because of that, the problem of the urgent can often overshadow the importance of constant marketing.

More than likely, you answered yes to both of those questions. If that’s truly how you feel, look for ways to keep the urgent tasks at bay and focus on what’s really important.

While you want people to buy whatever you’re selling the instant they see it, you know it just doesn’t work like that. You know that’s not how buying decisions are made because that’s not how you make decisions is it.

When people don’t know you, they’re not sure whether they can trust you — it doesn’t matter how brilliant your first impression is. They’re going to go out and consider a few more options, or maybe wait a little longer until the time is right…  for whatever reason, they’re just not ready. And it is their reasons so your needs don't matter

Awareness is a process.

It might take them seeing you in their field of vision 15 times before they’re really super-awesomely aware and remember people only see 1 our of 3 marketing messages. so that is (ouch) 45 messages to the same person!

So, you’re gonna need a way to get in front of those people a second, third or eighty times so you can prove to them you’re credible, trustworthy, and the best option available from all the others they might be considering.

This is where a consistent message is needed to provide the glue of consistency in your message (both your words and visuals) and that has the power to speed this whole trust- and awareness-building process up.

So What Are You Waiting For?

If you want to wait for the perfect time, that was yesterday.
The second best time is now. 
But if you have no time? 

Call Larson & Associates
1. We Make Sure Your Message is Clear 
2. Create A Marketing Plan 
3 We Set A Realistic Schedule 

4 We Create And Batch Your Content 
5, We Will Break Your Plan Down To Smaller Workable Action Steps 
6. We Set Up A Support System And Accountability 

As always, I really hope you’ve found these thoughts and idea useful and that you’ll take them and apply them to your own business. But if you can't or need help you can call us. Larson & Associates 847-991-1294

 

Larson & Associates

Making Good Businesses Great and Great Businesses Even Better

Copyright © 2022 Larson & Associates, All rights reserved.

Larson & Associates
3475 Steeplechase Way    Suite 101
Grayslake IL 60030
847-991-1294
howard@larsonassociates
www.larsonassociates.ws

Wednesday, August 17, 2022

A GUIDE TO EMAIL CAMPAIGNS

 



Let's talk Email Campaigns! 

They are fast, nimble and trackable, but are they worth it? A long term marketing strategy is all about long game. If you are in it for the quick buck forget it. It takes time, trust, consistence and balance. If you are not willing to put in the effort marketing though email or any other way is not going to give you the big payday. It is like tossing your money in the waste basket. 

So he is the short, 73%, yes 73% of businesses use email as their primary source of communication? You need to be a part of that in your marketing, and long term email campaigns are where you need to be.

Long Term Email Needs 5 parts

Consistency
Balance
Commitment
Follow-up
Niche Target


Email campaigns are a series of marketing emails sent in sequence to lead your customers, past customers and prospects to the point of purchase or purchasing again. The again people are what you take to the bank! Banks tend to love long term customers. But then don't we all?

Long term campaigns that get open get their success from the value they provide to your audience, gradually providing them with good solid information, updates, products, and ideas on how you and your company can help them achieve their goals, not yours. In the process helping them have success with give you success. These emails tend be more education-based or more focused, personalized, and timely, which keeps the open rate high. If you sell office furniture talk about the productive trends into days line of chairs. If you sell insurance talk about the latest trends in workers comp. If you sell pallet loaders talk about how todays technology makes a working safer and give a higher ROI.

In marketing, you send these emails in a timely basis to your target's actions (or inactions) based on certain market triggers. These triggers can be specific to timelines, time frames, government reports or other any other event that makes you consistent in your marketing.


3 BENEFITS OF CONSISTENT EMAIL CAMPAIGNS



1. ENGAGE MORE CUSTOMERS WITH LESS THOUGHT

Having a consistent campaign can help increase your engagement and open rate, which is one reason they generate more revenue than other email campaigns. If no one opens the email you will not get any action.

The fact is, the click rate for consistent campaigns increases by over 121%, which is significant compared to other types of campaigns. People open emails from people they know with the understanding that they will get something useful from it. I keep sending you my emails and I hope you find them valuable. If you can use the information great. If you like what I say and how I think maybe you will use my company when you are in need of additional marketing efforts. You know how I think so the good thing for me is you know what to expect. No one likes surprises.

By sending relevant content proactively, you avoid much of the work needed to engage prospects because they stay engaged with you and do not opt out as much. Because your niche based leads are already interested, you can move them through the sales funnel faster. And can also help you reach out to unresponsive list members, saving you time and energy to the ones who do respond. 

Secondly, emails are sent out timely so you don’t have to monitor them constantly. You or your staff (or our staff) don’t have to spend a great deal of time creating and sending emails because we know the niche and the market problems and how we work to solve those needs.

Marketing with a niche driven email marketing campaign has the potential to dramatically increase sales simply through the ongoing nature of communication and common market connection.

2. REVENUE INCREASES WITH PRECISE SEGMENTATION

Through niche email marketing, your prospects can be pulled into a campaign, your leads can be educated, and your customers can be rewarded.

It is possible to reach the right people at the right time by identifying, segmenting, and reaching out to specific niche groups.

In addition to building trust with your audience, segmented email campaigns can also be very effective. In an ideal scenario, you could divide your list into different funnels and approach them differently, rather than blasting all your subscribers with the same campaign. Because your emails are more targeted they will be more relevant, they will come across as more personal. If I met you at the National Restaurant Show you probably don't want marketing ideas about trends in CNC Micro Machining Equipment.  

In the long run, this will decrease unsubscribes and increase conversion rates. And that is what we want!

3. CONVERSATIONS CONTINUE TO REMAIN TOP OF MIND

Niche campaigns can be used to communicate between you and pin pointed subscribers. It allows you to update your subscribers on information they find important (not you) or have previously received (from you) to stay connected and dig deeper into answers which are important to them.

At the same time you are keeping your brand at the forefront of your customers’ minds, this also helps establish a relationship of trust. Online trust can be very hand to establish. Regular contact and giving a phone number that a real person answers or even your direct line. demonstrates your commitment to them and allows you to deliver more to your target market consistently.

EMAIL CAMPAIGN IDEAS FOR YOUR LIST

When it comes to email campaigns, there is a wide variety you can choose from. These include the following:

ONBOARDING EMAILS

Onboarding emails ultimately help convert prospects into paying customers because they educate and nurture trial users over time.

WELCOME EMAILS

New subscribers are introduced to your brand immediately via a welcome letter. These campaigns allow you to leave an in-depth message, make a great first impression, and demonstrate that you’re in this relationship to offer them help. You can send an introductory email saying, “Hi, nice to meet you!” or just use your regular content.

REENGAGEMENT EMAILS

Contacting inactive prospects with these is an excellent way of bringing them back. Reengagement emails can captivate past subscribers who have been deleting your emails without opening them.

If they are no longer interested in your brand, that is fine to give them the option of unsubscribing or canceling their account.  You need to give them an opt out anyway) You can develop a bad reputation by annoying people who aren’t interested.

CONFIRMATION EMAILS

An email campaign does not end after a sale is closed. By setting up a “thank you” campaign immediately after a customer makes a purchase, you can still confirm their purchase and encourage your customers to stay engaged with you beyond the first sale.

CART ABANDONMENT EMAILS

Even though it’s common for shoppers to abandon a shopping cart, an email campaign can reengage them You can remind s website visitor of what they left in their cart, confirm the items are still available.

The average cart abandonment rate is over 69%, ouch, a huge number of potential sales. Creating a compelling abandoned cart email can improve your conversion rates, if only by reminding people of the ease of completing the sale.

READY TO GET STARTED BOOSTING YOUR SALES WITH NICHE SPECIFIC CUSTOM EMAILS!

It’s almost impossible to argue the value of creating engaging emails for your business. You can increase sales, improve margins, and accelerate customer

Can We Help You?

Sure you can do this yourself. I totally understand and for those of you with the time to write content, flow it into a program like this one and be consistent and still have time for the follow-up,  wonderful. Have fun and enjoy!
But for those who can't there's . . .  

Larson & Associates


We Make Good Businesses Great and Great Businesses Even Better

Larson & Associates

3475 Steeplechase Way    Suite 101
Grayslake IL 60030
847-991-1294

Copyright © 2022 Larson & Associates, All rights reserved.

Larson & Associates
3475 Steeplechase Way    Suite 101
Grayslake IL 60030
847-991-1294
howard@larsonassociates
www.larsonassociates.ws

Wednesday, July 13, 2022

GROWING EXISTING ACCOUNTS

 

EXISTING ACCOUNTS

Existing accounts are the most valuable thing in your business!

Well maybe tied with employees because I think after the last year or so our employees and associates are the absolute most important we have to work with and to grow or even sustain your business . . . 

Yet, when asked that question in a general survey, business owners often look to the bottom line listing off expensive things like equipment, buildings, etc, equating value with costs. Not even thinking about the intangibles such as good will. But dare I say the most valuable thing to your business are your customers! 

You can lose your equipment. You can lose your best employees and team members. You can loose your office or building. You can loose all your money. It might hurt but you can replace each and every one of those things.

But there is one thing that a business absolutely cannot lose in order to remain viable: your customers. 

So ask yourself:

  • How can we better understand the needs of our customers?
  • How can we stay top-of-mind when our customers are ready to order?
  • How can we build and maintain trust and credibility with our audience?
  • How can we leverage our existing customer relationships for more sales?
  • How can we position our customers for a successful future for them with us?
  • How can we exemplify our unique selling proposition (USP)?

UNDERSTAND THE NEEDS OF YOUR CUSTOMERS

Customers are the lifeblood of any business, my business, your business any businesses. Loose your focus on that and poof your gone faster then the speed of light. And and did you also know that 76% of those same customers expect a company to understand their needs? This means that to succeed in selling more of what you do, you need to ask yourself how your company can better help and understand your current customers needs.
 

That is one of the reasons
Larson & Associates exists.

If you don't have the time, the talent or the training to keep in consistent contact with your customers WE do. With a Larson & Associates 3-legged stool marketing method for customer retention you can keep what is yours.

If you don't have a customer follow up system: We do!
If you don't have a new customer follow up system: We do!
If you don't have a customer survey system: We do! 

We can help you keep what you already have!

Call me
at 847-991-1293
and let's have a conversation.

It is what we do best!

Larson & Associates

We make good businesses great and great businesses even better. 

Target Marketing, Teleprospecting & Sales Professionals
for New Account Acquisition

EXISTING ACCOUNTS

Existing accounts are the most valuable thing in your business!

Well maybe tied with employees because I think after the last year or so our employees and associates are the absolute most important we have to work with and to grow or even sustain your business . . . 

Yet, when asked that question in a general survey, business owners often look to the bottom line listing off expensive things like equipment, buildings, etc, equating value with costs. Not even thinking about the intangibles such as good will. But dare I say the most valuable thing to your business are your customers! 

You can lose your equipment. You can lose your best employees and team members. You can loose your office or building. You can loose all your money. It might hurt but you can replace each and every one of those things.

But there is one thing that a business absolutely cannot lose in order to remain viable: your customers. 

So ask yourself:

  • How can we better understand the needs of our customers?
  • How can we stay top-of-mind when our customers are ready to order?
  • How can we build and maintain trust and credibility with our audience?
  • How can we leverage our existing customer relationships for more sales?
  • How can we position our customers for a successful future for them with us?
  • How can we exemplify our unique selling proposition (USP)?

UNDERSTANDING THE NEEDS OF YOUR CUSTOMERS

Customers are the lifeblood of any business, my business, your business any businesses. Loose your focus on that and poof your gone faster then the speed of light. And and did you also know that 76% of those same customers expect a company to understand their needs? This means that to succeed in selling more of what you do, you need to ask yourself how your company can better help and understand your current customers needs.
 

That is one of the reasons
Larson & Associates exists.

If you don't have the time, the talent or the training to keep in consistent contact with your customers WE do. With a Larson & Associates 3-legged stool marketing method for customer retention you can keep what is yours.

If you don't have a customer follow up system: We do!
If you don't have a new customer follow up system: We do!
If you don't have a customer survey system: We do! 

We can help you keep what you already have!

Call me
at 847-991-1294
and let's have a conversation.

It is what we do best!

Larson & Associates

We make good businesses great and great businesses even better. 

Target Marketing, Teleprospecting & Sales Professionals
for New Account Acquisition

Copyright © 2022 Larson & Associates, All rights reserved.

Our mailing address is:
Larson & Associates
3475 Steeplechase Way
Suite 101
Grayslake IL 60030
847-991-1294


Wednesday, June 1, 2022

What Are Your Sales Numbers

 

No More Sales Slumps
But You Need To Know Your Numbers!

If you read though that last email I sent, No More Sales Slumps, you might have noticed the key was knowing your sales and marketing numbers. So what are your numbers. 

Don't know? If you don’t know your numbers you will need a month to track them out, or at least week if you are in a rush to get started.
 
You need ___ Suspects (anyone in your lists that can or might buy from you)
To get ___ Prospects  (anyone you have made some kind of contact with)
To get ___ Leads (having direct interaction with)
To get ___ Proposals (written proposal or estimate)
To get ___ Sales (closed and paid for project)

If this was me 
I need 9501 to get 784 prospects
Wit 784 prospects I get 42 leads
With 42 leads I get 3 proposals
With 3 proposals I get 1 sale

Now I track everything from networking meetings to trade show walk-bys to social media views to phone calls and everything in between. If I can find a way to track it I do. I know I might have a lot of junk in my numbers but if they can fog a mirror they count. I learned a long time ago not to write anyone off.

The key is to start tracking. If you reading this thank-you because you are 1 suspect or prospect or something to add to my numbers. I want you to advance to a proposal and a sale but win, loose or draw the numbers never lie.

Now that you have YOUR numbers you can work the rest of this cost of sales analyst sheet.
 
The Sales Slump Planning Sheet will enable you to determine the average number of contacts per day you MUST make (or average) to achieve your goal for the next 12 months.

Your name: _____________________________________________
 

  1. Your average earnings per sale are? . . . . . . . . . . . . .  .             __________
  2. How much money do you want to earn in the next 12 months?  __________
  3. How many presentations do you make to gain a sale? . . . . .    __________
  4. Divide your earnings per sale (1) by presentations per sale (3).
    This is your earnings per presentations . . . . . . . . . . . .             ___________
  5. A) How many contacts do you make to gain a presentation?   ___________
    B) Divide your earnings per presentation (4)
    by contacts per presentation (5A) This is your earnings per contact ___________  
  6. A) Divide your earnings goal for the next 12 months (2) by the number of
         weeks you will work. This will give you your weekly earnings amount . ___________
    B) Divide the result by 5 or 6 depending on te number of days you work.
         This is your earnings goal per day.   . . . . . . . . . . . . . . . . . . . . . . . . . .  .     ___________
  7. Divide earnings per day (6B) by earnings per contact (5B). This is your
    required contacts per day you need to achieve your earnings goal.   ____________
Now you have a good idea what you need to do to hit your goals, you know what a sale or lead costs you. Now maybe you can actually justify a service like mine. That is unless you like lead generation and cold calling, but what ever you do:

Take Action

Time is waiting so sit down and start tracking. One by one. If you have nothing to track get cooking. Go knock on some doors. Send out some e-mails. Work your LinkedIn, Twitter and Facebook social network and groups. Go to a trade show. Ask customers for referrals. Talk to any and everyone about what you do.

 

At Larson & Associates we are always ready to put forth that extra effort, to work hard and persevere in everything that we do for you. We can help you avoid the dreaded sales slumps, overcome marketing anxiety and map out new places to ‘dig’. When prospecting for gold or for sales, remember that your success is directly proportionate to your effort. If you do only the minimum, your payback will be minimal. The more you do, the more you get. It really is that simple.

 

And when you need help reaching out for sales, proposals, leads, prospects or suspects we will be here waiting for your call at 847-991-1294.

Larson & Associates


Making Good Business Great and Great Businesses Even Better

End Sales Slumps

 

End Sales Slumps
Starting Now!

We all have slumps: Those times when you just can’t quite find or maintain your rhythm.  No matter how good you are or how long you have been in sales, sooner or later you're going to hit a sales slump.  Mandscratches head looking at down sales arrow

  That time when you can’t seem to close the sale despite your best effort.  When each call or conversation that you do get seems that much harder than it ever was before.  The pressure is on, the volume is down and you just can’t get that deal to click.
Understanding that we can influence this cycle, spot problems, change behaviors and avoid repeating mistakes that lead to slumps in sales is key. Wouldn’t it be nice to know when a slump was about to happen? 
Larson & Associates we usually don’t like to brag, but we have a secret where we can successfully predict when a sales slump is going to happen, well, nearly 95% of the time that is. After all, no one is perfect, right?
sales secret manila envelope
So do you want to know our secret to avoiding sales slumps? It really is quite simple, it all comes down to: Prospecting. Yes prospecting. Sales prospecting is one of the most important aspects of an organization, let alone a sales process.
All companies (startups especially) have to fill their pipeline with good leads in order to acquire customers. Helping you understand prospecting and what it means for your sales is a big part of how our secret can work for you, the other thing you need to know is predicting when the slump will happen.
The crystal ball to that answer is identifying the length of your sales cycle, is it 1 day, 1 week, 1 month 1 year?    Once you pinpoint that then you are in the driver’s seat. Knowing this will not only help you predict when you are heading for a slump but also how long you can expect it will take to get out of it. Sales slumps have a way of self-perpetuating, with the lack of sales eroding our confidence and expectations of positive results, which in turn makes it even more difficult to return to the good form we have lost along the way.  In sales the natural reaction is to fight off the pressure and panic with a quick fix, by ‘digging’ for more sales. Digging in places where you know the sales were, looking for that next pot of gold. This is what went wrong in the first place, stop ‘digging’ where the sales were, trying to work that same ‘claim’ endlessly and move on to new ground.  If there is a trick to prospecting it’s doing the work to make it ‘work’. The only real way is to get back out there and start making the calls,   working the leads. Initiating conversations with cold f2f sales calls and going to the events where your prospects will be, these are still the ‘nuts and bolts’ that hold the process together. Opportunity is out there, your job is to find it, through prospecting.
At Larson & Associates we can fill in the potholes and help you be where you need to be, as your guide and as your partner in success. We can work with you to avoid mistakes and plan for the future. 
So when you find yourself in a slump take a deep breath, a real, fill your lungs and hold it for a second, deep breath, acknowledge that you are in one and get rid of all that emotional baggage. Make the commitment and set aside a daily time for prospecting.
Invest your time, energy and emotion into actions that you can control.
Sales success is a process, do the basics and the rest will follow. Prospecting is less about luck and more about effort, hard work and perseverance, searching for that new ‘strike’ and being ready to move onto the next.
So go on now. Sit down and pick up the phone. Go knock on some doors. Send out some e-mails. Work your LinkedIn, Twitter and Facebook social network and groups. Start asking for referrals. Talk to any and everyone about what you do.
 At Larson & Associates we are always ready to put forth that extra effort, to work hard and persevere in everything that we do for you. We can help you avoid the dreaded sales slumps, overcome marketing anxiety and map out new places to ‘dig’. When prospecting for gold or for sales, remember that your success is directly proportionate to your effort. If you do only the minimum, your payback will be minimal. The more you do, the more you get. It really is that simple.

Larson & Associates


Making Good Business Great and Great Businesses Even Better

Secret To Avoid Sales Slump

 

Secret To Avoid Sales Slump

Mandscratches head looking at down sales arrow

 
We all have slumps: Those times when you just can’t quite find or maintain your rhythm.  No matter how good you are or how long you have been in sales,
sooner or later you're going to hit a sales slump. That time when you can’t seem to close the sale despite your best effort.  When each call or conversation that you do get seems that much harder than it ever was before.  The pressure is on, the volume is down and you just can’t get that deal to click.
Understanding that we can influence this cycle, spot problems, change behaviors and avoid repeating mistakes that lead to slumps in sales is key. Wouldn’t it be nice to know when a slump was about to happen?
sales secret manila envelope.
Larson & Associates we usually don’t like to brag, but we have a secret where we can successfully predict when a sales slump is going to happen, well, nearly 95% of the time that is. After all, no one is perfect, right?
 
So do you want to know our secret to avoiding sales slumps? It really is quite simple, it all comes down to: Prospecting. Yes prospecting. Sales prospecting is one of the most important aspects of an organization, let alone a sales process.
All companies (startups especially) have to fill their pipeline with good leads in order to acquire customers.
Helping you understand prospecting and what
it means for your sales is a big part of how our secret can work for you, the other thing you need to know is predicting when the slump will happen.
     The crystal ball to that answer is identifying the length of your sales cycle, is it 1 day, 1 week, 1 month 1 year?  Once you pinpoint that then you are in the driver’s seat. Knowing this will not only help you predict when you are heading for a slump but also how long you can expect it will take to get out of it.
Sales slumps have a way of self-perpetuating, with the lack of sales eroding our confidence and expectations of positive results, which in turn makes it even more difficult to return
to the good form we have lost along the way.  In sales the natural reaction is to fight off the pressure and panic with a quick fix, by ‘digging’ for more sales. Digging in places where you know the sales were, looking for that next pot of gold. This is what went wrong in the first place, stop ‘digging’ where the sales were, trying to work that same ‘claim’ endlessly and move on to new ground.  If there is a trick to prospecting it’s doing the work to make it ‘work’. The only real way is to get back out there and start making the calls, working the leads. Initiating conversations with cold f2f sales calls and going to the events where your prospects will be, these are still the ‘nuts and bolts’ that hold the process together. Opportunity is out there, your job is to find it, through prospecting.
At Larson & Associates we can fill in the potholes and help you be where you need to be, as your guide and as your partner in success. We can work with you to avoid mistakes and plan for the future.
So when you find yourself in a slump take a deep breath, a real, fill your lungs and hold it for a second, deep breath, acknowledge that you are in one and get rid of all that emotional baggage. Make the commitment and set aside a daily time for prospecting.
Invest your time, energy and emotion into actions that you can control.
Sales success is a process, do the basics and the rest will follow. Prospecting is less about luck and more about effort, hard work and perseverance, searching for that new ‘strike’ and being ready to move onto the next.
So go on now. Sit down and pick up the phone. Go knock on some doors. Send out some e-mails. Work your LinkedIn, Twitter and Facebook social network and groups. Start asking for referrals. Talk to any and everyone about what you do.
 At Larson & Associates we are always ready to put forth that extra effort, to work hard and persevere in everything that we do for you. We can help you avoid the dreaded sales slumps, overcome marketing anxiety and map out new places to ‘dig’. When prospecting for gold or for sales, remember that your success is directly proportionate to your effort. If you do only the minimum, your payback will be minimal. The more you do, the more you get. It really is that simple.
 
 
 Larson & Associates
leaders in providing todays marketing for tomorrows success.
847-991-1294