3 Things to Know: Success in Sales

In our 3 Things to Know series we explore a variety of topics popular on the Mind Your Business site. This month we’re focusing on what our experts think is important to know when it comes to being successful in sales.

When you own a small business, you are in the business of sales. Sometimes this is not a hat you like wearing, or a role that comes naturally. Luckily, our resident sales experts have thoroughly tackled this topic. Take a look at these three things they want you to know when it comes to having success in sales.

First thing to know: Every salesperson or company should adopt a selling system that works well for them. This is the process by which you develop an opportunity from start to finish. Whether that finish is closing the sale or closing the file, you must have a defined beginning and end. Check out the flow of the selling system that Sandler Training uses.

And, once you have a system that works for you and your company, it’s important that those involved in the process receive the necessary training. Proper sales training can mean the difference between keeping and losing a customer. Here’s what you should look for in a sales training program.

Second thing to know: You must make people feel confident about their decision to work with and buy from you and your company. From managing successful transitions to being engaging and innovative, here are five tips to being successful in sales.

Third thing to know: You don’t have to become a sell-out just to land the sale. Don’t roll over like a puppy dog; do keep in mind that the customer may not always be right. Don’t perform a “dog and pony show” every time you pitch your business; do subscribe to the line of thinking that sometimes less really is more. Keep the integrity of your business and your confidence high with these do’s and don’ts of selling.

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  • Next up: 5 Reasons You Should Invest in SEO for Your Business

    5 Reasons You Should Invest in SEO for Your Business

    If your business is not ranking high in online search results, then your website really isn’t working for you. You may not realize the importance of search engine optimization, but here are five reasons why SEO matters and how to go about making that investment.

     

    It's not optional. In order to thrive in today's online world and reach your constantly-online customers, you need to have a strong online presence. Unwrapping what that means, though, takes a little more work. It's not uncommon in my line of work to encounter businesses that, while recognizing the general value of digital marketing, do nothing to improve their ability to rank highly in a search. And yet, that might just be the most powerful tool at your disposal. After all, Google alone accounts for more than 50% of traffic to most websites. In fact, investing in search engine optimization (SEO) might just be one of the best moves you can make.

    When I talk to potential partners about SEO, I tend to hear some common reasons why they don't pay much attention to it. Let's turn that around. In reality, these five reasons are actually the top five reasons you should be investing in SEO to grow your business.

    Reason No. 1 to invest in SEO: Social media marketing is not enough

    Yes, channels like Facebook and Instagram are hot. You'll find plenty of marketing experts recommending them. And sure, they can play a vital role in your overall marketing efforts. But in reality, social media marketing is never enough to market your business.

    That 50% number quoted above? The same study found that social media only accounts for 5% of traffic generation. In addition, even the best presence on your (or your audience's) favorite networks will have no direct impact on your search rankings.

    Social media is great for brand awareness. It might be even better for customer service interactions. It does not, however, lead to traffic to your website that drives actual leads and customers.

    Google only includes quantifiable data in its search algorithms and because it doesn't have access to social media metrics, it disconnects social from search rankings. If you want to rank highly, you need an SEO strategy.

    Reason No. 2 to invest in SEO: Investing in SEO is not expensive

    I often hear that investing in SEO is expensive. That's relative, but generally not true. In fact, you can get to a #1 ranking on a popular search term with absolutely no budget at all. Because you can't pay your way to the top, you don't need a line item. It really can be that simple.

    Instead, SEO is all about the time you invest and the expertise you bring to the table. If you are looking for external expertise, that does mean spending some money. But you don't need to budget anything for actual ads, because SEO is all about authenticity. It's your actual website or business that ranks, not promotional messages.

    Even when you do invest some money, don't think about SEO as a cost. It's an investment in your business that will pay off long after you spend the money. Your SEO rankings need nurturing, but they won't just disappear. There is no campaign length. The investment you make now is into your business future and growth.

    Reason No. 3 to invest in SEO: Slow and steady can win the race

    Closely related to the above notion is the idea that SEO is not effective because it cannot achieve results quickly. That's true. It takes the average business 4-6 months to see a tangible increase in web traffic as a result of search optimization. The important thing to remember is that this slow and steady approach is actually a good thing.

    When you're embracing SEO, you're playing the long game. The reason it's such a good long-term investment is that even though it takes some time to build, that build will pay off multifold. If you are looking for immediate results, don't abandon SEO—instead look into some paid SEM ads that can complement your long-term efforts to rank on relevant keywords.

    Reason No. 4 to invest in SEO: You can still beat your competition

    Looking at those relevant keywords for your business and industry can be depressing, especially if your competition is already ranking highly and you're nowhere to be seen. That doesn't mean you shouldn't even start. Beating your competitors and climbing to the top of the rankings is impossible if you don't start somewhere. Remember: You miss 100% of the shots you don't take.

    Viewed differently, your competition's head start might not actually be a bad thing. It gives you the opportunity to find the chinks in the armor of your closest competitors. They're not doing all they can either, and once they reach a high spot on a relevant search results page, they tend to get lazy. Now is the time to strike.

    Knowing what your competitors are doing is half the battle. Use some competitive SEO research to uncover their tactics and devise a strategy to beat them. They'll never see you coming until your website suddenly receives more clicks and climbs up the rankings higher than theirs.

    Reason No. 5 to invest in SEO: Bad experiences don't predict the future

    Unfortunately, I sometimes run into potential clients who swear off investing in SEO because they've had a bad experience. That's all too common. Many in this game are unscrupulous or not transparent. They engage black hat tactics to get some immediate results, which get your website penalized and hurt your efforts in the long run.

    Don't let that take your eyes off the potential of this digital marketing channel. Instead, look for a partner who offers you the following:

    • Transparency. Being open about pricing builds trust. Transparency about techniques, methodology, and processes showcases expertise.
    • A good relationship. The right partner is open to constant communication, wants to learn about your business needs, and is committed to your success.

    Sometimes, it's just as important to simply avoid some of the red flags that come with questionable SEO companies:

    • Guarantees. SEO is determined by search engines, not marketers. Anyone who guarantees results should be viewed questionably. No marketer has a 'special relationship' with Google or gets preferential treatment.
    • Secret sauces. They just don't exist in digital marketing. There are some best practices, and they tend to be well-known among experts. Strategy and execution will drive your success, not some secret recipe you never get to learn.
    • Black hat tactics. Google specifically hunts and penalizes efforts to circumvent its algorithms. That includes automatically generated content, so-called doorway pages, hidden text and links, keyword stuffing, or link buying. Basically, anything that doesn't involve building value and relevance for your audience first.
    • The cheap option. The company promising to outbid everyone else probably is worth about that much. You get what you pay for. Sometimes, a larger initial investment actually gets you the skill and dedication you need and deserve.

    Ready to Begin Investing in SEO the Right Way?

    You won't find easy help anywhere. But when you find the right help, you set a foundation for digital marketing success and sustainable business growth. All you need is a partner committed to you, and ready to help you build your efforts over time. If you're ready for that step, let's talk. Allow me to better understand your business, with a no-commitment conversation about your search engine optimization efforts.

    Nachum Langsner is the Co-Founder & CMO of LocalBizGuru, a full-service digital marketing agency based in Cleveland, OH. He has over 10+ years of experience in the SEO industry and is a frequent presenter and instructor of digital marketing and SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as COSE, Jumpstart, the Better Business Bureau, Score and the Ohio SBDC at CSU.  

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  • Next up: 6 Ways to Succeed at Facebook Marketing in 2020

    6 Ways to Succeed at Facebook Marketing in 2020

    Despite Facebook being one of the best ways to reach potential customers, many business owners are still unsure how best to go about marketing on social. Here are six tips to finding success on Facebook in the New Year.

     

    Many businesses rely on social media marketing to increase business. Social media today has become a powerhouse when it comes to businesses generating more brand awareness and gaining loyal customers. As 2019 comes to a close, Facebook is still one of the leading social media platforms for businesses to not only connect but to engage new audiences. For this reason, here are six ways to succeed at Facebook Marketing in 2020 and beyond.

    1. Focus Content for Facebook Groups

    Many business owners create their business page and begin posting their curated content for their audience to see. While this is a great method to establish credibility and start bringing traffic to your Facebook page, your methods can be better spent focusing on creating a Facebook Group or becoming part of an existing group.

    Facebook is focusing its attention away from public pages to private experiences. This is primarily due to the fact that private messaging and small groups are taking over online communities. Many of these private experiences are happening within groups on Facebook. This is why posting within groups needs to be a primary focus for business owners moving forward.

    Groups are hyper-focused and tend to bring more engagement. Additionally, the ability to narrow groups down to individuals' interests allow businesses to create more meaningful social interactions with their customers versus just posting on their business page.

    Another benefit of a Facebook group is that it can serve as a valuable tool to track data pertaining to potential customers. Facebook groups are automatically putting your audience into a segment, which can be just as powerful as targeted ads. Along with this, Facebook groups give businesses a real-time view of conversations that their audience is having. These valuable insights make it easier for business owners to make better business decisions and shape the customer experience.

    2. Don't Just Post Links, Respond to People

    As a business owner, your first instinct is probably to post a link that leads to your products, services or website. After all, your goal is to run a business successfully and in order to do that, you have to be able to direct potential customers to where you need them to go.

    The only problem with this is that many businesses post links and go on with their day. Meanwhile, they are providing little to no engagement with potential customers. It's important for businesses to actually take the time to respond to those individuals who are engaging with them and inquiring about their business. This lets your audience know that you care about their opinions and want to keep an open line of communication with them.

    It's these steps that will make potential customers click on the links you provide while simultaneously increasing your odds of turning potential customers into loyal ones. Not forgetting to mention, engaging with people on your Facebook page keeps you at the top of their minds, which will give you a competitive advantage in the long run.

    3. Add Video & Go Live

    People are spending more time watching videos in 2019. In fact, 45% of people watch more than an hour of video on Facebook or YouTube a week. Adding video content to your Facebook marketing strategy is an effective way of increasing that coveted engagement metrics

    With that said, going live is one of the best ways that businesses can engage with their audience on Facebook.

    Going live gives businesses an opportunity to get more personal with their audience and offer even more transparency. This helps your audience form a better connection with your business. In turn, you will be more likely to turn them into customers. With that said, the more engagement you can create on your page, the better this is for your business when it comes to Facebook's algorithm.

    4. Engage with Customers Through Tools on Facebook

    Unfortunately, many businesses underutilize the tools that are available to help promote their business on Facebook. However, the marketing possibilities with Facebook are nearly unmatched when tapping into the right tools. Tools like Facebook Messenger allow businesses to connect with their customers instantly. Whether it be to answer a customer's query or promote a new product or service, Facebook Messenger can be very influential in connecting you with your ideal customers.

    In fact, 1.3 billion people use Facebook Messenger each month, which makes Facebook Messenger an excellent way to reach more people. Additionally, Facebook Messenger is a better alternative to email marketing, as there is a higher click-through rate.

    Even more, when you integrate platforms such as Many Chat, you can create your own chatbot and send newsletters through messenger as a convenient way to keep your customers abreast with what's going on in the business, including new product or service launch, upcoming sales, and just informing them in general on things pertaining to the company.

    5. Be Consistent

    If you want to make the most out of your Facebook marketing, then consistency truly is key. However, it's not just about quantity but consistent quality content. It's not enough for businesses to make one good post on Facebook and then abandon their accounts. You want to bring awareness to your business, show customers that you are dedicated, and that you are a credible source. The more consistent you are with your content means the more consistent and assertive your brand message is.

    In addition to this, your marketing patterns impact the way your audience views your business. For instance, if you post video content on Facebook sporadically, not only will your audience not know when to look for your content, but they will also be less engaged. This is because sporadic content sends a bad message. Your audience will assume you are not invested in your business and that you may not deliver on what you promise.

    6. Consider Using Facebook Ads & Boosts

    Unfortunately, even with all the techniques mentioned, Facebook's algorithms currently do not favor organic traffic nearly as much as they used to—and certainly not those who are not yet proficient using these tactics.

    So how can you as a business broaden your influence and get in front of a wider and deeper pool of potential clients on Facebook?

    Start using Facebook ads and spend some money boosting your posts.

    This will help you:

    1. Compensate for your declining organic reach;
    2. Reach a wider, but targeted audience; and
    3. Leverage the platform effectively until your organic game kicks in.

    Next Steps

    Marketing can be overwhelming for businesses trying to navigate the online world. The good news is, though, that Facebook offers many opportunities for businesses to better connect and engage with their customers online. If you want to improve your marketing efforts through Facebook or want to learn more about how we can help your business, contact the experts at LocalBizGuru today.

    Nachum Langsner is the Co-Founder & CMO of LocalBizGuru, a full-service digital marketing agency based in Cleveland, OH. He has over 10+ years of experience in the SEO industry and is a frequent presenter and instructor of digital marketing and SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as COSE, Jumpstart, the Better Business Bureau, Score and the Ohio SBDC at CSU.  

     

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  • Next up: Alesha Washington Named ACCE 40 Under 40

    Alesha Washington Named ACCE 40 Under 40

     

    The Association of Chamber of Commerce Executives (ACCE) is an organization dedicated to recognizing and supporting the most talented professionals in the chamber industry. Its latest 40 Under 40 List names Alesha Washington, Vice President of Advocacy at GCP, as one of the industry’s best emerging leaders.

    The list, which includes CEOs and staff professionals from a wide variety of roles and chamber sizes, recognizes up-and-coming leaders that are shaping the chamber industry with their creativity, dedication, and commitment to innovative problem-solving.

    Referring to her role as Director of the Great Lakes Metro Chambers Coalition, GCP CEO Joe Roman said, “In her short time, Alesha has reinvigorated the coalition, stabilized the finances and elevated the influence of the organization in Congress.” You can view ACCE’s full 40 Under 40 List here.

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  • Next up: Apply for the 2020 Safety Innovation Awards

    Apply for the 2020 Safety Innovation Awards

     

    Has your company addressed a workplace safety or health risk in an innovative way? You could win a cash award for submitting your unique process or practice to the Ohio Bureau of Workers’ Compensation (BWC) 2020 Safety Innovation Awards.

    BWC established the Safety Innovation Awards to encourage and recognize innovative and creative solutions that reduce the risk of workplace injuries and illnesses. Showcasing the most successful innovations inspires other Ohio employers to develop innovative solutions of their own.

    BWC Division of Safety & Hygiene subject matter experts will select finalists at the Ohio Safety Congress & Expo on March 12, 2020. Cash awards range from $1,500 - $10,000.

    Apply here by September 30, 2019 and click here to learn more.

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  • Next up: Bill to Prohibit Bag Bans Clears House Committee

    Bill to Prohibit Bag Bans Clears House Committee


    On Wednesday, the Ohio House State & Local Government Committee approved Ohio House Bill 242 (HB 242), a bill to prohibit taxes, fees, or bans on auxiliary containers like plastic grocery bags.

    When Cuyahoga County introduced and later passed an ordinance that would ban single-use plastic bags countywide, GCP supported an amendment to delay the implementation of the ban pending further examination.  GCP recognizes plastic bags are harmful to the environment but bans like these have the potential to drive up use of paper bags, which are economically and environmentally costlier to produce. In the case of the Cuyahoga County ban, GCP was also concerned about the potential impact on retailers that make up our membership.  For example, Heinen’s, a Cleveland-based, family-owned grocery store, could see costs for bags increase by $2 million per year because of the switch to paper.

    The GCP submitted written testimony supporting HB 242 earlier in June, urging lawmakers to further study how to reduce the use of plastic bags while preserving the economic vitality of Ohio’s small businesses and retailers.  You can read more about GCP’s advocacy work regarding this issue here.


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