Counter Productive Tool
Turn your counter into your own mini-trade show space to get sales leads.
Companies spend thousands of dollars each year to rent trade show space to install their booths, attract buyers, and get leads. Expenses are incurred for travel, hotels, and dining.
The majority of small businesses can’t afford the commitments of time and money to participate in the shows. But that’s not to say they can’t do their own trade shows – and be more productive than the professionals.
Leads are walking into your office every day. But because they’re so familiar, you can’t see them. Current customers. They’re standing in your reception area now. They’re leaning on the counter talking to your service manager. They’re paying at the register. People you know already. Customers who could give you add-on business today, new sales tomorrow, and referrals every day. Customers with money and a proven need for what you sell. More qualified buyers than trade shows can attract. Ever. People you let walk out the door without getting permission to market to them later.
Is it because you don’t know what to say? Or how to capture their information? Or what to do with it once you get it? That’s going to change.
Chances are your company has two points of contact with customers every time they walk in to your establishment: your front counter (or reception area) and your service counter. Two areas that you can establish as your own mini-trade show domains. Areas where you can cross-sell, get referrals, and prime customers for future sales.
Your first priority is to capture people’s marketing information. Like trade shows, get the information by having drawings for prizes. Their name and email address is all you need. The less information you ask for, the more likely they’ll give it to you. Let people know that once they’ve entered for one drawing, they’ll be automatically entered for all monthly drawings. Then have at least one drawing per month in order to get your marketing message to every entrant.
The drawings serve two purposes. First, it gets important hard-to-get email addresses. Second, you get permission to send them your You’ve Got Contacts D-I-Y Sales & Marketing Email Postcards ™ each month. Drawings create a second customer list, a highly qualified list of people giving you permission to market to them.
Every retail establishment, every company where customers enter, should have their own in-house, mini-tradeshows. This is the easiest way to get highly qualified leads from people who like you and trust you already.
If you’re not counter productive you’ll quickly become counterproductive.
(For more detailed information on how to make your counter productive, download my free ebook, Selling without Cold Calling? – the Holy Grail of Selling, and read the chapter “A Trade Show Every Day – Without the Expense”.)
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