Newport Interactive Marketers: Increase Sales With a Revenue Coach

What Your Current Clients Can Teach You

What you think is important, isn’t what is important to the customer
Go where the customers are: a lot of CEOs are NOT on Facebook
If you’re imitating another company then you’re blowing it…customers are coming to you for a reason!
Best market research/data mining is asking existing customers the RIGHT questions
Client interviews will reveal the trends, in 6 phone calls; they’ll all basically say the same thing
Anticipate their questions and help buyers on their journey. You guess= you lose!
Have to ask current customers the right questions in the right way
People are doing their homework on you before they even contact you
If you call your customers yourself, you will still get the data, they’ll just be more polite
If you’re only asking one question of an existing client, ask them what they would do if they were in your shoes.
Channels,social media etc.- without customer knowledge is like whistling in the wind
Treat customers properly and give them what they want

Understanding the Buyer’s Process

Buying process changing radically. Overall, you are NOT in control of the process
Buying: First friends, then websites, and then Google
80% of buyer’s questions are answered by others, not you!
Need to know why and how buyer’s bought from you
What’s going to happen to me after I buy? A key question buyers have that you need to answer.

Common Marketing Flaws

“Marketing is no longer about what you say, it’s about what you do.”
Don’t follow fads and don’t obsess with channels!
Is your data flawed? If you’re relying on salespeople, focus groups, social media, surveys and 3^rd parties, the chances are your data is flawed
Stop selling and start supporting the buyer process
Relationship marketing is a misnomer. Do you want car dealers showing up to dinner?
Surveys are a waste of time, people will not say in writing what they are really thinking
Need to understand where you are in the spectrum to know what to say on your site, newsletter and other content
Everyone is doing something that gets in the way of sales
Usually you’re screwing up how you’re presenting the product or something else that’s fixable
Are you emphasizing what everyone already promises anyway? Everyone expects a boat to float
The problem with social media, It’s the biggest time-suck!
Usability matters more than design: We don’t look at billboards on the highway never mind on your screen

Branding

The difference between branding and your brand? Branding is what you say; your brand is what they say about you
Branding is the promise you make. Your brand is the promises you keep