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The very first step you have to take is to make a choice as to just what niche market you’d like to work in. To accomplish this, find out solutions to problems a specific set of net users are anticipating, and what solutions will help them. An efficient way of doing this is to search for unique sets of highly specific longtail keywords or phrases; by and large people look for these less, even so more of these convert.

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These important keywords can be rooted out by using Micro Niche Finder. Selective Information generated by this program or analogous applications or computer software makes a listing of associated terminology which you can focus on in order to get top placing on the web based search engines.

Further information is supplied by the application, such as how many searches every word or phrase gets, just how many different web sites are exploiting them, and how good the competition is. Lastly, the info created will help in finding related domains, content for your site, and point out suitable products for you to sell. Next you need to put together a site; however there are still crucial things to do. It is essential to fine tune your website to better your ranking on the search engines. This is where SEO Elite information comes in. Competing internet sites are examined by SEO Elite information which then provides suggestions to better search results.

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To begin, you must decide which items or niche market best suits you. A method of doing this is, you need to find out solutions to issues a unique customer profile is experiencing, and what solutions are available to help them. One of the best ways to find this task is to look for unique extremely drilled down words or phrases; there are less searchers for these as a rule, but many more of these end up in a sale. If you’d like to find these lucrative keywords, use Micro Niche Finder. The info gathered by Micro Niche Finder or other applications or software can give you a list of related words and phrases allowing you to have top ranking on internet searches. Further info is available by the application, for to illustrate how many searches each one gets, precisely how many other internet sites who exploit those keywords, and how good those web sites are. Lastly, Micro Niche Finder data can identify appropriate domains, help you put together your site, and even draw your attention to the greatest sales opportunities.

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Constructing a web site is next on the list; but there are still crucial tasks to complete. Getting the best placing on the search engines demands the optimization of your site. Programs like SEO Elite should make this less complicated. Competing internet sites are analyzed by the software which then offers suggestions to better search results.

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Respect is a very important issue when gauging the quality of a referral. The more respect the person being referred has for the person who is making the referral, the greater the likelihood the person being referred will make the time to have a MEANINGFUL conversation with you.

Why are referrals such a great source of sales leads?

Think about it – what could be better than a respected businessperson bragging about the quality of your products, services, and/or customer service to their equally well-respected friends and associates? Do you think this kind of input might jump-start some sales cycles? Plus, which is more fun (and profitable): working with prospects who already think favorably of you and your company, or trying to get the attention of people who have no idea who you are, what you do, or the level of service that you provide?

This brings up a very important point, which is that all referrals are NOT created equal! Here are four categories of referrals, ranging from MOST effective to LEAST effective:

1. Live, In-Person Introduction

This is when your contact walks you over to a potential prospect and makes a live, in-person introduction. Ideally, the introduction includes a glowing testimonial about you, your products or services, and your company.

2. Live Telephone Introduction

If time or circumstances do not permit a live, in-person introduction (for example, your contact and the prospect work in different facilities), the next best option is a live telephone introduction. This can be a conference call or a call from a speakerphone in your contact’s office. Your contact may participate in the entire conversation, or they may leave the call after making introductions.

3. Electronic Introduction

If you cannot arrange for a live in-person or telephone introduction, the next best option is for your contact to speak with, leave a voice mail for, or send an e-mail to the prospect PRIOR to you contacting them. When you make your introductory call, be sure to mention that “(Name) recently contacted you to introduce me and explain why he/she thinks it would be a good idea for us to get together.”

4. Authorized Name Dropping

The least effective referral is when your contact gives you a prospect’s name and phone number and permission to mention their name when you call the prospect. This is certainly “warmer” than a cold call, but it is not as effective as the other types of referrals.

Why do we overlook referrals?

Like many of the activities involved in selling, asking for referrals requires a little practice before it feels comfortable. It is not difficult to ask for referrals (“Hey, Bob, who do you know – friends, family, or business associates – who might benefit from the things we have been discussing?”). But, you need to make a CONSCIOUS EFFORT if you are going to ask for referrals as frequently as you should. Once you get in the habit of asking for referrals, it just rolls off your tongue naturally.

How do you earn referrals?

The absolute best way to earn referrals is by providing great service to your customers. It is also helpful if you set an expectation right up front that referrals are one of your preferred rewards for providing exceptional service.

When should you ask for referrals?

When you do a favor for a customer, ask for referrals. When a customer places an order, ask for referrals. If a customer comments they are happy with something that you or your company did, ask for referrals. When you help a customer solve a problem, ask for referrals.

Customers are not the only source of referrals. Anyone you speak with is a potential source of referrals. If you feel you have built credibility with someone, or they seem interested in what you do, do not hesitate to ask them for referrals.

Conclusion

Referrals can be one of the most productive and profitable lead sources available to salespeople. However, it takes some practice to get comfortable asking for referrals. Plus, there are different kinds of referrals that produce different levels of results.

If you want maximize the positive impact of referrals on your sales opportunity pipeline, follow these steps:

1. Practice what you are going to say when asking for referrals until it rolls off your tongue naturally.

2. Hold yourself accountable for asking for referrals at EVERY opportunity. If you realize you forgot to ask for referrals during a specific meeting or phone call, no problem – call your contact back as soon as possible and ask for referrals!

3. Keep in mind that not all referrals are created equal! When you ask for referrals, always ask for in-person introductions first. If your contact can’t arrange an in-person introduction, work your way down the list of referral types from most effective to least effective.

Best wishes for sales success!

Copyright 2005 — Alan Rigg

Sales performance expert Alan Rigg is the author of How to Beat the 80/20 Rule in Selling: Why Most Salespeople Don’t Perform and What to Do About It. His company, 80/20 Sales Performance, helps business owners, executives, and managers DOUBLE sales by implementing The Right Formula for building top-performing sales teams. For more information and more FREE sales and sales management tips, visit http://www.8020salesperformance.com

It’s hard to do so when you have all these other aspects of your job howeling for your attention.

How do you manage all of this while at the same time you build your sales? How do you sort through all of this and focus on the essentials of your job?

Good question. Let’s start by identifying one of those essentials. Think about the sales process – the activities that it takes to make a sale – and certain key activities come to mind. You know that you need to make appointments with qualified decision makers, to collect information about their needs, to build relationships, to demonstrate products, to follow up, to answer questions, etc. Your list of important sales activities is probably expanding monthly. But if you’re going to focus on the essentials, there is one absolutely necessary activity around which everything else resolves. All of the other activities are either means to bring about this activity, or actions that spring out of this one key activity.

What is it? Making a persuasive offer to your customer. Think of it as an offer. In its simplest terms, making an offer means saying something like this to your customer, “Here is this… (product, service, package, deal, etc.). How about buying it?”

You make an offer whenever you respond to a request for a price. When you demonstrate a product, you make an offer. When you bring in a piece of literature and tell your customer about some new product or service, you make an offer. When you respond to your customer’s request with information about a product or service, you make an offer. All of these are variations on a theme, but all of them can be classified as the presentation of an offer.

And those offers are the heart of your job. Without them, you can sell nothing. Your customers will never buy if you never offer them something to buy.

It is an unmistakable fact of life that in sales, quantity counts. In other words, to be successful, you must make a certain quantity of sales offers. No matter how much skill and sophistication you apply to your job as a salesperson, you cannot totally negate the quantity aspect of it. Given two salespeople in approximately equal territories, or of approximately equal abilities, the one who makes the greater quantity of sales offers will generally have better results than the other.

With this in mind, one simple way to cut through all the mass of things that you have to do is to focus on the essential component of the sales process – making an appropriate quantity of sales offers. If you’re looking for a simple way to increase your results, focus on the quantity of sales offers that you make.

Do two things. First, begin to keep track of how many of these sales offers you make in the course of a week. Initially, don’t worry about what you’re presenting, and don’t be concerned about the dollar volume of each potential piece of business. Those are more sophisticated concerns that can be considered later. For now, just keep track of how many offers you make. Use a simple hash mark system in your planner. Each day, make a hash mark for each offer you presented to a customer. At the end of each week, add up the number of hash marks.

There is an amazing law of management that states that the behavior that you measure is the behavior that you get. That applies to self-management as well. Just the act of keeping track (measuring) the quantity of sales offers you present will help you to focus on those essential activities. As you become more aware of the quantity of sales offers, you’ll naturally be drawn to ways to increase that quantity.

Which brings me to the second thing you need to do. Begin to find ways to increase the quantity of those sales offers. If you find yourself averaging five presentations a week, try to increase that to an average of ten.

When I was a new distributor salesperson, my manager told me that I ought to attempt to have at least one new product to present at every sales call. I thought he probably new better than I did, so I did what he suggested. At some point along the way, I began to think in terms of the quantity of sales offers. It occurred to me that I could double the number of sales offers I made by taking two or more products in to every sales call. So I began to spend a little more time preparing my samples and literature each week, so that I could dramatically increase the quantity of sales offers I made. That simple strategy was certainly part of my $1Million a year increase in sales.

It can be for you, too. When you’re overwhelmed with too much to do, and when you’re feeling like you’re being drawn in a kaledscope of conflicting directions, focus on the essential part of your job. Measure and increase the quantity of sales offers you make. It will keep you close to the heart of your job and help you focus on the highest priority activities.

About Dave Kahle, The Growth Coach®:

Dave Kahle is a consultant and trainer who helps his clients increase their sales and improve their sales productivity. Dave has trained thousands of salespeople to be more successful in the Information Age economy. He’s the author of over 500 articles and five books. His latest is 10 Secrets of Time Management for Salespeople. His “Thinking About Sales” Ezine features content-filled motivating articles, practical tips for immediate improvements, useful resources and helpful tips to help increase sales. Join for NOTHING on-line at http://www.davekahle.com/mailinglist.htm.

You can reach Dave at:
The DaCo Corporation
3736 West River Drive
Comstock Park, MI 49321
Phone: 800-331-1287 / 616-451-9377
Fax: 616-451-9412
info@davekahle.com
http://www.davekahle.com