Sales vs Marketing

Having a tough time closing sales?

Go back to your marketing. Chances are you do not know enough about your client. The more you know about your target market the easier the sale is.

If your clients never go on the computer then do not market on the computer; do not send them quotes on the computer and do not ask them to pay on the computer.

If your clients are extremely busy then do not waste their time. Respect their busy life and ask for time and make it as useful as possible. Potential fitness members love to get a free workout when they tour a new facility. They get to do their workout and test the facility without having to go to their old facility after their tour.

If your clients are ladies who buy all of their food at the local health food store then start working out some marketing opportunities with the health food store.

If your clients are brand new business owners who think they can do it themselves then include that in your marketing -- get faster results than doing it on your own.

If clients that do their own home repairs are your clients then you may do something like - get the project done on time and get back to normal. How long did your last project take?

All messages throughout your marketing and sales should reflect your client and your conversations with a prospect.

Book Fit For Business to create a marketing action plan for your business so that your sales will be easier and you will close more deals.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Educational Events / Networking

Keep your eyes open for events where you will learn something that can help your business grow and you can network as well.

Last week I spoke at YMCA Markham Business Centre, so people could network and then they listened to my presentation on "Networking For Business Success".

SoHo International has a free all day workshop on Wed. Oct 27th in Toronto.

Alison Silbert, author or "Boost your Revenues by Turning People Away" is launching her book with a workshop on internet marketing. www.idealvisitor.com.

Need more ideas on where to network
- call me
- check out www.thenetworker.ca
- check out www.biznetworknews.com

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca

Boosting Cashflow

Boosting Cashflow

Cashflow is a serious issue for business owners.

When money is tight you really need to be super careful about all purchases.
1. avoid any long term commitments - do not sign up for 1 year of advertising; buy 1 month
2. start with urgent purchases
3. write down all upcoming purchases so you can put them in the correct order for payment
4. pay bills ontime when possible - save the interest; build up good rappore so if you need an extension some day they will trust you.
5. talk to the people you owe money so they know what is going on
6. collect outstanding payments
7. be sure all bills are sent
8. go get more clients

Do not stop marketing - if you have no money then market with no money.
1. phone old clients; current clients and potential clients
2. send individual emails
3. set up some joint ventures
4. use commission sales people
5. go door knocking - old-fashioned but it works well

If you have no cash in your business then how does your business function? How do you buy food for your home? Get your cashflow more predictable and under control.

Call for a free introduction to business consulting and let's see how we can fix your cashflow problem today.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Blogs, Newsletters & Email

Blogs, Newsletters & Email

We can communicate with potential clients and clients using a variety of online systems. Our marketing has expanded well beyond the traditional newspaper ads and posters.

E-mails - Usually emails are sent out indivdually. You should take the time to be polite and write like a business letter. Keep it short so that people will read it. Remember to tell everyone what you want them to do after they read your email.

Newsletters - you can still create and print a hardcopy (paper) version of your newsletter and distribute them to your contacts. You can also create emails that you will send a group. Be careful - you should blindcopy your group emails unless everyone has preapproved the distribution of the list. You save time by sending out the same newsletter to 25 people at a time. You do lose the ability to customize the newsletter. Be careful that it does not get too long. Really long newsletters in a regular email can be tough and bory to read.

Online newsletters - whether you use your website system to create fancy, online newsletters or a special program like Constant Contact -- you can send a more professional looking newsletter to large groups of people. It is easy to add pictures and your logo into these programs. Everyone can get their first name in the newsletter. Even though the received knows it is a group email; it is still customized with their name. You can use and track the usage of links to your website and create more traffic to your website. The best thing is that you can track which newsletter topics get people to open the newsletter and read.

Your choice of communication system depends on your budget, your target market and your time.

Call Cheryl Rankin, www.fitforbusiness.ca for help on choosing the best system. We can also do the newsletter for you if you do not have the time.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Sales Training - Mississauga

Sales Training

Have you ever been surprised when a potential client said "no" to your services?

The most popular reason that people say "no" to services are that they do not understand the value for the money. They say it is too expensive or they picked someone less expensive.

- do they understand the value of your service?
- do they know that your service will solve your problem?
- do they understand why you are better than your competition?
- do they know what and how you will deliver your service?

Make a better connection with your potential clients and get more sales for your small business. Sign up today for Fit For Business' "Shape Up Your Sales" sales training workshop in Mississauga.

Check the website for details for the September and October dates.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Too much paperwork?

If your office is overcrowded with papers and paperwork; you are slowly down your business and maybe losing some opportunities as well.

1. set up a system - files or online files and a calendar system
2. put the info where you need it - we save a full piece of paper so we have a phone number -- get the phone number in your contact list and throw away the paper.
3. take care of all of today's papers
4. get 5 pieces of paper off the top of a pile and put in the correct place.
5. block 15 minutes a day to focus on papers until you are under control.

In some cases, you may need to pull in a professional organizer to set up a great system that works for you and in other cases you may want to hirie an assistant or virtual assistant.

To set up business systems that work for you, call Fit For Business at 647-287-0320.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Blogs - why bother?

Blogs are one of the very best ways to communicate with your clients, potential clients and people who might find you for the first time.

Tips for successful blogs
- try to blog regularly (at least once a month, maybe once a week or even more)
- talk about topics your clients are interested in
- highlight your products or services by using stories and examples (do sell through the blog)
- prove you are an expert by writing an article
- post pictures to show off your good work
- have some great clients post tesimonials through the comment feature
- use your blog until you can afford a web-site
- keep all messages short and sweet
- do not forget to use the catchy words / keywords in the message and post them in the labels section as well
- if you are promoting blogs as part of a marketing plan then put that in the message
- include a call to action
- include your contact information

Call Cheryl Rankin, Fit For Business to arrange for a free consultation concerning your current marketing strategies.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Fireflies - Prospects

Fireflies and Prospects

Have you ever seen a firefly? These lightning bugs as some people call them flash on and off in the evening dusk and early darkness.

Your prospects for new clients are exactly like these fireflies. They seem to pop out of nowhere and signal you whether you are ready to catch them or not. Then when you want to catch the firefly (your prospect) the light goes out and you can not find them. Just when you start to walk away; they flash their light again and you start your new chase to get them.

To catch a firefly -
1. Watch for the firefly in the correct neighbourhood (forests are great).
2. Plan ahead - do you want to put them in a container? Is the container ready and handy?
3. Plan your strategy - are you going to catch them in your hands?
4. What other factors could affect your pursuit? Do you need to wear running shoes and jeans so you can walk freely through the forest and not get hurt on sticks and branches?
5. Focus - if you stop watching the firefly then you will loose them in the darkness.
6. Contact / catch your firefly when you get the chance because the chances come few and far between them.
7. Be happy but do not celebrate too much or you will scare away the other fireflies.

To get a new prospect -
1. Watch for your prospect in its correct neighbourhood (target market).
2. Plan ahead - what do you want your prospect to do? read a newsletter, check out a website, phone you or book a meeting.
3. Plan your strategy - how are you going to communicate with your prospect?
4. What factors could affect your pursuit of this new prospect? (competition, timing)
5. Focus - keep in touch with your prospect without scaring them off.
6. Contact your prospect to close the sale when you get the chance because the chances come few and far between them.
7. Be happy but do not celebrate too much or you will scare away other prospects.

To create your marketing action plan so that you can change your prospects into clients, contact Cheryl Rankin at Fit For Business for your complimentary introductory session.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
*sign up for our newsletter at www.fitforbusiness.ca

Tradeshow signs - easy decisions

To make your decision on what tradeshow sign you need - answer these questions and then go see your sign contact. Fit For Business has some great signs available so please count us in when you look for quotes.
- How many people will be setting up the sign?
- Will it be outdoors, indoors or both?
- How big will the booth space be?
- Do you need a podium or table built-in?
- Do you need shelves for product built-in?
- Do you need lights?
- How often will you change the message on your tradeshow sign?
- Will different people / groups be using the sign and have different contact info?
- How often will you take down / put up the sign?
- How long will the sign be set up at a time?
- Where do you plan to store the sign?
- How do you plan to move it to the events and set it up? LOgistics companies can be hired to move, set up and strore your great display. We have these contacts as well.
- What kind of events will you be at? What kind of signage will everyone else have?
- Do you have graphic design done already?

To create your tradeshow presence and attract new clients, please call Fit For Business for help with your sign.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Do not Sell Anything!

Help your clients buy!

How do you help your client buy? What else can you do to help them buy?
- hours of operation
- price
- coupon for 1st time sale
- statistics
- references
- give them a taste / sample of your product or service
- guarantee
- package price so people know the final price
- testimonials
- comparison charts of the competition
- go to their place of business / home
- teach them how to use your services (google calendar, shoe box to off-site bookkeeper, checklist for an accountant)
- answer all questions
- tell them what questions they need to be asking
- payment plan
- accept creditcard payments
- fast service
- confidentiality guarantee

Small business sales training should actually focus on how to help the client buy. If you are having trouble getting people to close the sale / buy from you; then stop to see how you can help your client buy.

Call for a complimentary introductory session.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Perfect Voicemails

Does anyone return calls from a voicemail message?

1 - A - action - tell the person that you want them to call back. Many times we leave a message but do not tell or ask anyone to call back. If they have a busy day, will they squeeze you on to their list of things to do?
2 - B - benefit - what do they get by calling you back? Tell them the advantage of calling you back or hiring you.
3 - C - cutoff - do you want them to call back today? next week? soon? before you run out of stock? before your schedule fills up?

Be sure to have a positive feeling to your message. If you are tired or grumpy then take a break before making that call.

Remember that people do not want to buy from you, they want to solve their problem.

Write down the script for your basic voicemail message and practice it.

Say your phone number twice (SLOWLY!)

To get help with your voicemail messages, call Cheryl at 647-287-0320, Fit For Business

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca

Follow-up

Follow-up

Hot leads! Warm Leads! New Leads!
Do you follow-up correctly? Most business owners and sales representatives do not follow-up at all and when they do they do not do it correctly.

1 - use the same method of communication the lead used to contact you when you respond (if they sent an e-mail, respond by e-mail before you phone)
2 - respond in a timely manner? 24 hours is the traditional acceptible time period. Definitely follow-up within a week.
3 - respond with the information they want. If their question is how much then answer that question before doing the rest of your sales pitch.
4 - use a variety of communication tools to follow-up -- mail a thank you card, e-mail, phone and even visit.
5 - track your follow-up so you know when you last contacted them and if you actually connected or not.
6 - stay on top of leads so that you do not forget anyone but do follow-up on old leads as well.
7 - respect their requests -- not ready to talk for three month then make yourself a note to call in 2 1/2 months to book that 3 month meeting.

Check out the Shape Up Your Sales Workshop offered by Cheryl Rankin, Fit For Business on Tuesday, May 11th. For details, www.fitforbusiness.ca or www.fitforbusinessspring.eventbrite.com .

This sales training in Mississauga includes 3 hours of sales training for small business owners and sales reps and a one hour consultation.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca

Targeting your Marketing

Targeting Your Marketing

All marketing workshops and books talk about target markets. They are important because the more you know about them - the more money you save, the faster you get clients and the easier it is to get clients.

If you are selling make-up and I sen you to one networking meeting:
a) 100 ladies - you might have a chance of getting the attention of half of the people
b) 100 men - you might have a chance of getting the attention of 1 or 2 of the people
c) 50 women / 50 men - you might have a chance of getting the attention of 26 people

Which event would you go to if you were only allowed to attend one? The event that has 100 ladies would be your best option for your time, money and effort.

You can target your marketing even more than that. I challenge you to list 20 details about your target market.
- geographical area
- male / female
- age
- size of business
- are they busy? are they slow?
- are they searching for your services or have no idea you exist?

Once you have 20 ideas then stop and read them outloud. Usually a great marketing idea will jump off the page at you. Try this and send me an e-mail with your new / revised idea that jumps off the page.

Having trouble coming up with a list of 20 - book a coffee session and let's do it together.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
***sales workshops on April 27th and May 11th

Marketing Plans That Work

Marketing Plans That Work

Everyone talks about having a marketing plan that works. The very best marketing plans include target market details, budgets, variety of communication strategies and of course creativity. The biggest difference between a marketing plan that works and one that does not work is the implementation.

If monthly newsletters are on your marketing plan - do they go out once a month or once in awhile?
If social media is on your marketing plan - do you work it a little bit daily or on the weekends when no one will see your entries?
If phone calls are on your marketing plan - do you make at least 15 calls to live bodies everyday? Do you make 15 pro-active calls a week?

Follow and implement your marketing plan and watch your results soar!

Need help creating your marketing plan and/or implementing it, then call Cheryl Rankin, Fit For Business for some marketing consultations.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
**next sales training Toronto workshop is April 27th in Toronto
**next sales training Mississauga workshop is May 11th in Mississauga

Shape Up Your Sales

Categorize your contacts and leads into three categories.

1 - cold leads - never officially met or talked
2 - warm leads - you have met and / or talked; they seemed interested to know you and or your products better
3 - hot leads - they expressed an interest in your product

Boost your sales to the next level -- sign up for the next "Shape Up Your Sales" Workshop. This sales training will give you a 3 hour workshop and a one hour consultation.

See a previous blog for more details or check out our web-site at www.fitforbusiness.ca

April 27th - Toronto / May 11th - Mississauga

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca
twitter: fitforbusiness

Marketing Money is Wasted

Marketing Money

Are you wasting your marketing money or actually using it?
1. Was it just a deal that you can not say no to?
2. Did you get any leads?
3. Would your money be spent better with another marketing strategy?
4. Do you have a plan so all of the marketing things you do create a brand?
5. Did you say "yes" just because of who was selling it?

Use your Marketing Plan to make good use of your money -
a. Do you have a chance of getting $10 for every $1 that you spend on marketing?
b. Do you have a marketing budget? (20% of your revenue)
c. Does it focus on your target market?
d. Track the results so you know whether or not to repeat that strategy.

To determine if your marketing money is wasted, call Cheryl at 647-287-0320 to set a complimentary introductory session.

Free marketing template - just e-mail info@fitforbusiness.ca and put "marketing template" in the subject line.

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca
twitter: fitforbusiness

Making A Tradeshow Work

Making A Tradeshow work for your business takes some planning. Do not waste your time or money unless you plan for success.
1. Confirm that your target market will attend the event.
2. Ask what advertising the event has done to get attendees.
3. Be visible - have a sign that stands up (at least on the table) Make sure people can see your info from the other side of the walkway.
4. Create handouts that match your target market.
5. Figure out how to attract people to your booth - candy, draw, fun activity.
6. Collect names of potential clients - draw, newsletter sign-up.
7. You need to be visible - stand up as much as possible.
8. Be ready - offer a smile and say hello to everyone. Do not sit and read the paper. Ask a question that helps you decide if they are a potential client.
9. Talk to people - engage people in conversation. Booths with visitors attract more visitors.
10. Follow-up

Whether a tradeshow is $50 for a small business owner at a local event or $5,000 for a national level; being prepared will help the success of the event.

To create your tradeshow plan, marketing pieces and / or staffing for your event, please call Cheryl Rankin, Fit For Business at 647-287-0320,

Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca
twitter - fitforbusiness
linked in / facebook

Shape Up Your Sales

Shape Up Your Sales

Just like a fitness routine that you have to do regularly -- you need to do your sales regularly. Making a few calls a week will result in extremely slow sales. Call at least 15 people a day. If you can not make these calls yourself, then it may be tiime to consider a virtual assistant or a sales assistant.

Sign up for the next sales workshop and learn how to grow your list, connect with clients and close more sales.

Shape Up Your Sales Workshop
3 hour sales workshop
1 hour consultation

Tues. May 11th
1 - 4pm
GPO Network
5925 Airport Rd, suite 200
Mississauga
$150 plus GST

Tues. Aprl 27th
1 - 4pm
401 Bay, 16th floor
Toronto
$150 plus GST

Call today to register
Cheryl Rankin
Fit For Business
647-287-0320
info@fitforbusiness.ca
http://www.fitforbusiness.ca/

No Dollars Marketing

No Dollars Marketing

Here are some helpful ideas to market your business without spending any money from Cheryl Rankin, Fit For Business.

- use a signature block on your e-mail
- make sure your voicemail has your name, your business name and try to give them a reason to leave a message
- respond to incoming newsletters and advertisements (thank you, your ad or something to help them)
- put all of your contacts in your e-mail and phone lists
- send 5 pro-active e-mails and make 5 pro-active calls a day
- have coffee with a new contact every week
- call at least one previous client for a nice chat each week
- put your business cards in all stores, coffee shops and board of trades that will let you
- send out an advertisement / introduction to a business contact to everyone on your list in trade for them to send out an ad/introduction to their list
- offer to be a guest speaker at your networking group/other groups
- volunteer for any charity but remember to tell them that you run your own business (bet they ask what you do!)
- post your product or services on some other web-sites like kijiji
- put your business listing on any internet directories that you can for free
- update your profile on all member listings that you have in books and internet directories
- linked in / Facebook / twitter – use them for business only
- find 3 other people who have the same target market and create a mailer to be sent to your target market; divide the cost by 3 and you do the work
- be the contact person for the next event
- help at least one other business owner a week with no strings attached
- tell people what to listen for in order to find you referrals
- offer a referral fee to a few people who might promote your business
- trade with someone who can get you publicity or advertising in trade for your product or service
- go knock on doors
- be sure that your close friends and family actually understand and can talk about what you do….they are going to talk anyway make sure it is helpful
- hire someone on 100% commission sales
- create a helpful handout

To get help implementing this list into your action plan – call Cheryl Rankin at 647-287-0320 to book a Brainstorming Session for your business.

Fit For Business
info@fitforbusiness.ca www.fitforbusiness.ca
Twitter: FitForBusiness / Linked In / Facebook

International Networking Day

Learn how to make your networking more useful and more profitable.

I (Cheryl Rankin, Fit For Business) am presenting a workshop on "connecting for better results" at this all day event on Feb 2nd.
- learn how to connect faster and better to your potential clients
- learn how to build on your connections
- learn how Business Connection Exchange helps business owners connect
- practice connecting and make some new connections during this session

International Networking Day
Feb 2nd 9am to 8pm
Estonian House, 958 Broadview Ave, Toronto, M4K 2R6
* networking mastery / marketing mastery
* a full day of business networking
* all day pass includes: morning workshops, lunch networking, afternoon workshops and evening schmooze
For tickets: Jennifer Beale, Unleash PR, 416-865-3274, jenniferbeale@unleashpr.com

Looking for events and networking meetings - call Cheryl Rankin,
647-287-0320, info@fitforbusiness.ca, http://www.fitforbusiness.ca/

2010 - the year to make money

2010 - how do you make this the year that you actually make money?

Everyone starts the new year with big plans to do better than the year before. Make this year the one that works by actually do it.

1. Set up a daily routine that matches your goals
2. Find a buddy to help keep you on track
3. Divide your time into three categories (today, two weeks from now, 3 months from now)
4. Track your progress on everything (calls out, meetings, proposals - marketing results)
5. Think positively!

If you do not believe that this is your year to be successful then quit now. Believe and then get out there and make it happen.

Call me if you want to have a Brainstorming Session and get you started on the right track.

Cheryl Rankin,
Fit For Business
647-287-0320
info@fitforbusiness.ca
www.fitforbusiness.ca