Creative Sales Ideas to Grow Your Business
Our focus is typically towards online marketing strategy, but there are other facets that can’t be ignored when looking at how to grow your business. How do you think strategically about your sales? First, you want to define who you’re targeting. Who is your target customer? Where are they? Try to empathize; put yourself in their world. Don’t stop at thinking in terms of, “A business owner with ___ sized company”, with a certain cap, this many employees, this industry, this region…those things are helpful and they’re a good place to start, but the next level of strategizing for sales is truly entering their world.
Think about their day to day experience. If it’s a large company, they’ll have several roles; they’ll be busy. They’ll be looking for a certain type of customer or company to partner with, and you want to flesh that out to understand if it’s a good fit for both of you. At Day Creative, we’re looking for owners of companies who are still doing everything from HR management to day to day operations. They’ve reached a growth point where it feels overwhelming to do their own advertising and they’re ready to branch out and partner with a company that can fit into the plan. They want more leads, they want more sales, they want to get better at closing on leads, and they’re open to partnering and outsourcing some of this, but they’re wondering how to find the right people. We’re perfectly poised to take the marketing burden off of them and be a good partner because we’ve done the groundwork and evaluated their needs, and grown our model to provide solutions. If they grow, we grow–we get in the door by providing value and stay involved by continuing to do so.
You can learn the pain points of your target customer, but you also have to know how to speak their language. Find out where they are, who they are..and what will sound awesome to them. What’s in it for them, if they work with you? Not “Here’s how awesome we are and all the awesome things we offer”, but “Here’s how working with our awesomeness makes your life easier, better, etc.” There’s a two-way education taking place; you learn about their process in enough depth to provide deep solutions, and you educate them about you.
Once you have an idea of who you’re targeting and what’s going to move the needle with them, you ask, “Where are they?” and what’s the best use of your time? It may not be worth it for you to drive around town and find people one business at a time to cold call…the thought is, “Are there strategic places where you can get in front of a whole bunch of new prospects, potential partners, all at once?”
There are professional associations–like home builders associations, financial planner associations, etc.–show up to events. Provide lunch, give a talk, set up at one of their trade shows…find the ways you get in front of them. Sometimes associations have committees; you may be able to contribute to the success of these associations which would tell a prospective customer that you understand their industry. (You need to actually understand the industry in order to do this, obviously. See “Educate”, above.) Having conversations about their world, their concerns, is key in demonstrating value.
At Day Creative we prefer to frame ourselves as “trusted advisors”. When you work business to business, as we do, you look at the relationships any business owner has, and trusts as potential sources. His banker, his insurance agent, his attorney, his HR company…could you build relationships with those ancillary connections to find clients that have problems you can solve? Build trusted relationships across a spectrum of “Gatekeepers”. Business coaches, incubators, lenders…how do you get in with them? Anything that serves the function of qualifying leads for you will work. Whatever keeps you from relying on going door to door–those sort of interactions have their place, but you need to focus energy and attention on what gets you qualified leads that can benefit from your service. By the time it gets to you there’s someone who is actively looking for what your business does.
An unexpected source of sales for us has been…other companies in our industry. It’s worked well for us, as a media/marketing company, to extend offers to other companies, either to support their efforts when they need extra help or take on contract work if there’s overload. If your industry is similar, consider abandoning the cutthroat mentality and look to other businesses and say, “Hey, if you need someone to step in, either behind the scenes or as an option when you can’t help someone, keep us in mind.” Doesn’t work in every industry, but it’s likely that there’s more openness to that model than you realize. You can also find companies in your industry that may be lacking where you’re strong; maybe they provide service or maintenance, and you provide sales, or actual strategy. Do they install a product you service? Maybe you specialize in someone that’s of less priority to a competitor and you can help each other out by partnering and increasing each other’s sales.
However you do it, developing strategy for your sales is key to continued success.