2009 SEA to SEA Promotional Fair & Tradeshow

Over 135 SEA clients attended the annual tradeshow at the Orillia Fairgrounds on Wednesday, October 14th, 2009 to support 65 SEA clients who were exhibitors as well as 40 special guests, alumni and media.

Feedback from 'mystery shoppers' were summarized and given to the exhibitors.

Exhibitors held press conferences.

Prizes were donated for the silent auction which raised $1,256 for United Way.

Barb Donnelly, Home & Garden Retreats, presented promotion ideas.

Rachelle Reckzin, Euphoria Smoothies & Bistro, presented "Winning Promotional Strategies".

Cindy Massolin, Mountain Graphics, presented "Branding & Promotional Success Factors".

Michelle Zorychta, Just Push Play Arcade, presented advertising opportunities.

Lunch was available onsite from The Artful Caterer (SEA client from Collingwood).

Make Time for Your Sales Activities!

In order for your business to be viable, to earn money to live, you need to generate revenue. The only way to do this is to "sell" your idea to prospective users of your product or service. "Sales" is therefore a NECESSARY PART OF BEING SELF-EMPLOYED. You need to budget time for it in your weekly schedule. If not, it will most likely be neglected, and you will be frustrated with the lack of results. As planning is needed for all other aspects, including product development, bookkeeping, deliveries, etc., you need to set aside time for this essential activity. "Failure to plan is planning to fail." Most people spend more time writing out a grocery list or planning a vacation than they do planning the direction or outcome of their business. Serendipity will not produce favourable results.

If you are struggling with sales, I recommend that you do an urgent self-examination. Ask yourself, "How much time and effort do I devote to this necessary part of my business?" If you detect a lack, here's the decisive action you need to take:
1. Work at being willing to adjust your mind to accept that it is necessary;
2. Learn that you can be trained to do it;
3. Plan specific days and times when you WILL give it your attention;
4. Ask for help!
5. Apply any suggestions given;
If you were to write down, hour-by-hour, what you do in a typical day, you would probably be surprised at the amount of time wasted. May exclaim: "I simply don't know where the time goes." What can help people to solve the problem of wasted time? R. Alec Mackenzie, a leading management consultant, answers: "Self-discipline. Before you can master time, you must first master yourself. And the rewards make it eminently worthwhile." You can most likely "buy" some time from some other non-essential, non revenue-generating activities that would be better used for driving sales.

If you were drowning and someone threw you a lifeline, would you not eagerly reach out for it? In summary, identify the activities most likely to achieve results, formulate a simple plan, set aside the time then stick to your plan!

Planning for Sales Success

"If you fail to plan, you are planning to fail", quote attributed to Benjamin Franklin, aptly describes the importance of planning for all of your business activities. Unfortunately, many small business owners, busy doing the "technician" side of their business, use the "fly by the seat of your pants" method of securing customers. This method limits your potential for sales success. So, here's a very simple review of how to arrange for this essential activity:

First, determine what are the primary things you do that individuals or companies are willing to spend money on. Then, make up a comprehensive list of potential customers within the area you hope to service. Then, find out where these prospects are and how to reach them. Next, go have a discussion with each prospect. During the conversation, listen carefully for clues as to how you could make their situation better. Make your offer. If the situation calls for a subsequent visit to provide a quote, return promptly. Finally, follow up after sales calls that show any reasonable potential; and follow up after each piece of work is completed.

Critical to all of this are two vital factors: time management and discipline. You MUST schedule time for sales activity. Let nothing interfere with the days and times you set aside for sales. Discipline yourself to do these tasks that will earn you money, even if it is far outside your comfort zone.

Included in your sales plan should be a list of target customers, your strategy for securing their business, your sales goals (S.M.A.R.T.) and a plan to set up an initial meeting with each targeted prospect. Also, employ a system of tracking your activity; whether a sophisticated computer customer relationship management system (CRM) or your written notes in a loose-leaf binder.

To summarize, the main message here is to actually have a plan; then work your plan. When you do, it will dramatically increase your opportunity for sales success!

Sell The Way Your Customers Want To Buy

If I were to ask you, "What is the purpose of your business?" How would you respond? "To make a profit"? That answer identifies why so many businesses struggle to survive, let along grow. It's centered on the desires of the business owner, not on the needs and desires of their customers. Imagine walking up to a potential customer and saying, "Hello. My purpose is to make a nice, big profit from you today!" That would not attract the client's interest. It would be better to think of it this way. The purpose of a business is to attract and serve the needs of as many customers as possible, at a fair profit. Profit comes in, not at the beginning where most people put it, but at the end. Profit is the result of how well you serve your customers' needs. Focus on serving your customers better than your competition, while maintaining good business sense - and your sales and profit will automatically rise.

When you sell the way your customers want to buy, your products and services sell like crazy! If two of your products are selling very well, and three of them aren't, your customers are telling you something. Eliminate the losers and focus more time and energy on the winners. If you have an effective system in place to let your prospects and customers know about your products and services and you offer them excellent value and good deals, and they still don't buy, then there's a good chance you're not listening to your customers. Find out what they are buying from your competitors. Always informally poll your customers for feedback on your products and services and how you deliver or provide them.

Make your customers feel important, listen to their customers.

As small business owners, you have a significant advantage over the big companies who are clever in their marketing slogans promising great customer service, you will build your business by actually DELIVERING great service. You do this with a customer centric approach.

Determing the Gap

In your sales efforts, you need to determine the needs of the prospect. Brian Tracy calls this 'gap analysis'. You are a "problem detective". He says your job is somewhat like a police inspector searching for suspects, to find problems for which your product or service is the ideal solution. You need to establish what the person would like to see different from the current situation. What would they like the situation to be? The 'gap' is the difference between their current circumstances and their desired circumstances. Only when you have made this determination can you proceed with your offering, your solution to their difficulty.

To find out, here's the 'big sales secret'. ASK! Yes, your use of open-ended questions is your greatest sales tool. Use them to dig for hidden needs, to uncover unmet desires. Have some idea of the kind of questions you want to ask; however, displaying sincere personal interest is more important than a standard questionnaire. When it is very clear what they would like to see different, what the need is, and you are sure you have a cost-effective solution, you can then present your idea, which makes the 'close' a lot easier. Offer yourself in a consultative role, rather than simply as somebody trying to sell them something. Show the prospect how much better his or her situation could be by owning and enjoying what you are selling. The person must also feel that the 'gap' between the current situation and the situation your solution would create is large enough to warrant taking action. With the use of samples, pictures showing your work on similar jobs, or by 'painting a word picture' the person will picture himself or herself already benefiting from what you do.

When you identify a need and you can fill the gap, then ask for the opportunity to provide the answer. You will then make a sale!

New Businesses Care the Community!

SEA Businesses raise over $1200 for United Way. Please click on the link for photo and article: http://businessenterprise.ca/sea/uwthanks.asp

Customer Satisfaction is Just the Beginning

Don't get caught wondering why, oh why, your customer or prospect left you or gave you a bad rating (then left you). So, you think that you are satisfying your customers? So, what? Please read this article to verify what the sales industry has found to be the biggest mistake we can make when it comes to assuming that satisfying our customer is enough...

There was a time when targeting Customer Satisfaction as a goal was a worthwhile pursuit. Unfortunately, in most markets, that time is long gone. Today, satisfied customers switch suppliers all the time. In other words, Customer Satisfaction is the table stakes for the game of business.

What all business owners should be striving for is Customer Loyalty. Customers switch for a variety of reasons. Here are the top 6 reasons:

• The customer dies (1%)
• The customer moves (3%)
• The customer tries a friend (5%)
• A competitor paid them a visit (or called) them. They seemed nice and the offer was reasonable so they tried them out (9%)
• You don't have the right product or price (14%)
• The customer felt that the supplier did not really care whether they came back or reordered. In other words, perceived indifference (68%)

And to make matters worse, 95% of customers that are dissatisfied vote with their feet; they don't return and they don't complain. They just walk away, quietly. In order to achieve customer loyalty, you need to shoot way beyond satisfaction and aim for customer delight in every customer interaction.

Customer Delight Formula: Positive Result > Customer Expectation = Delight
There are two fundamental ways to increase customer delight:

• Provide more positive results
• Create more favourable expectations. Many customers (especially novice buyers) have unrealistic expectations. For example, real estate sales people will tell you that many buyers will have highly unrealistic expectation of what they can sell their property for. Trying to cater to these unrealistic expectations by "listing high then pricing down when the property doesn't move" is the perfect recipe for customer dissatisfaction.

Here are four ways to create more favourable expectations:

• Educate your customer. Give him or her the information they need to form a realistic view of the options available. Do this early in the customer interaction. Wherever possible, do this in your printed material and on your web site. Verbal information if often discounted (ie. dismissed as self serving).
• Do or offer something unique. If you aren't different, then people will only judge you on your price and possibly your sales person.
• Stick to what you do well. Don't try to be all things for all people. It will stretch you too thin and increase the chances of expectation gaps.
• Target customers that value your uniqueness. This will ensure a closer match between what you offer and customer expectations. For example, if you are selling high end products or service with lots of value added, don't write ads that place emphasis on price. You will attract the wrong people.

Doing those "little extras" can make all the difference!

Sifting for Gold

When you think of "prospecting", what comes to mind? Perhaps the old grizzled prospector in the gold rush days hunched over a stream in the Yukon, sifting through pebbles, seeking that valuable nugget. 'Sales' is just like that - you have to sift through many potential buyers of your product or service to find those who will actually part with their money. However, common sense says that you would prospect in the streams known to have more nuggets, and use methods that are more likely to produce what you are in search of.

A well thought out, organized approach to business prospecting will enable you to increase the number of pre-qualified prioritized prospects, increase the effectiveness of initial contacts for new business, and shorten the time needed to engage high potential prospects and convert them to new clients.

Here's some ways to narrow your search:

• Market research to identify target markets
• Profile ideal customers
• Who is most likely to benefit from what you do?
• Who is using a similar product now?
• Read trade magazines, articles and stories
• Discover what niches you can fill.

Where do I find Prospects?

• Family, friends, acquaintances and those they know
• Former business associates, customers
• Hobbies, sports, neighbourhood, children's activities
• Civic clubs, associations
• Self-improvement activities
• Where you do business
• Ask for and use referrals
• Observe - be alert to potential clients
• Speaking engagements
• Lists and directories
• Drop-bys
• Telephone cold calling
• Conduct a seminar - build your credibility and recognition

Constantly 'have your radar up'. Learn to see prospects everywhere. Expect prospects to enter your life. Believe you have a solution for them! Prospect regularly and consistently. It is important to block off specific time on your calendar for prospecting activities such as phone calling and emailing. Treat your prospecting time with the same respect as you would any other important appointment or it will slip through the cracks. Set the tone by closing your office door and have your incoming calls held unless it is a call from a client or a prospect.

In summary, know that prospecting is a vital business activity. Develop and use a system. It's how you will discover gold! Make sure that it is part of your regular routine, and constantly strive to improve your productivity.

2008 SEA to SEA Promotional Fair & Tradeshow

Over 55 SEA clients attended the annual tradeshow at the Orillia Fairgrounds on Tuesday, October 28th, 2008 to support 24 SEA clients who were exhibitors as well as 24 special guests, alumni and media. Exhibitors held press conferences. Prizes were donated for the silent auction which raised $700 for United Way. Feedback from 'mystery shoppers' were summarized and given to the exhibitors.

Doug McKenzie, Shanty Bay Woodworks and SEA alumni, presented "My Trade Show Secrets".

Rachelle Reckzin, Euphoria Smoothies and SEA client, presented "Winning Promotional Strategies".

Cindy Massolin, Mountain Graphics and SEA client, presented "Branding & Promotional Success Factors".

Lunch was available on-site from Taste This! (SEA client)