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Newport Interactive Marketers: Increase Sales With a Revenue Coach

Revenue Coach Shares Proven Strategies to Increase Sales

Let’s look at our websites and social media from a proven sales perspective. Revenue Coach and author Kristin Zhivago helps helps brands become to customer-centric. 

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 3rd 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

 

A special thanks to all the NIM attendees who tweeted during the event! @KristinZhivago, @JoAnnLefebvre, @SusanneDay, @johnpicozzi, @PRnick, @scottindermaur, @vallerieMalkin, @trendyjenny, @NEMultimedia, @sue_DesigEditor, @NewMediaNPT

 

Don’t miss Newport Interactive Marketers’ next gathering: March 29 public is welcome to the film “Connected” at the Jane Pickens Theater. Tickets are $10, payable to the theater. Preregistration requested. 

Revenue Expert Shares Proven Strategies on How to Increase Sales

Do you know why people buy from you? What about those who don’t?

Find out with Revenue Coach and author Kristin Zhivago at Newport Interactive Marketers on March 1 in Newport, RI.

Revenue Coach Kristin Zhivago is an expert at aligning buyers’ perceptions with sellers’ assumptions. Zhivago has interviewed hundreds of business owners and their customers to determine what attracts people and what makes them come back.

Join Newport Interactive Marketers on March 1, 2012, to learn from Revenue Coach and author Kristin Zhivago at 41 North, 351 Thames St., Newport, R.I. Offering Southern New England’s best networking and learning, Newport Interactive Marketers gather monthly to help area businesses and professionals leverage social media, online marketing, websites, and more. The March 1 event is free and open to the public.

Sellers, Zhivago says, do not know these crucial components: “What you think is important about your business may not be important at all, and what they think is important may be something you never even talk about.”

Her main goal is to help her customers understand the relationship they have with their own clients. And on Thursday March 1, Zhivago will help Newport Interactive Marketers attendees do the same.

“With that knowledge, all of your messaging – everything from your signage to your emails – will be relevant to new customers looking for the same experience,” Zhivago says.

The biggest mistake small businesses and local retailers make: They never find out why someone chose them in the first place – nor why they keep coming back.

It is possible to rectify these mistakes: Interview current and past customers by phone, using the guide Zhivago outlines in her book, Roadmap to Revenue. While online surveys may be more convenient, Zhivago advises using the telephone.

“These interviews work best because people talk freely when they are engaged in a private conversation,” she says. Using the information acquired from the interviews, businesses can make relevant changes to attract new clients.

It only takes about seven customer interviews for the business to see profitable trends. These interviews will show the company exactly what customers’ value about their business.

“The differences are sometimes subtle but always significant. Words matter. Sellers always talk to buyers in one kind of language, and buyers talk to other buyers in another kind of language. Until you actually interview your buyers, you won’t know what those exact words and phrases are,” Zhivago warns.

“And your words and phrases will not resonate with potential customers. And, by the way, you won’t get this data from social media discussions, interesting as they are,” she said.

Social Media and the Revenue Coach’s Perspective

In today’s modern age where every company seems to have a social media site, it can be difficult to “stand out” in the crowd.

“The trick, is to be helpful in a relevant way (interviews help with this also – you’ll know what is relevant).”

Zhivago advises companies to set up a content production system and work on it daily, whether it’s creating content from scratch or curating for your audience.

“Social media is the most resource-hungry marketing method ever invented. You can’t be lazy about it.”

Learn what to say to your customers, via social media and offline

Don’t miss Revenue Coach and author Kristin Zhivago and Newport Interactive Marketers on March 1, 2012. Free registration.

Register for Optimize Online Marketing With Secrets of a Revenue Coach in Newport, RI on Eventbrite