3 Sales Lessons From The Presidential Election

3 Sales Lessons From The Presidential Election
Ramon Ray: Behind The Book “Facebook Guide to Small Business Marketing”
Sales Are Running Flat: Cartoon
10 Ways You Can Cut Business Costs Today

Posted: 01 Mar 2013 11:00 AM PST

sales lessons Another U.S. Presidential election campaign has come to a close and the political analysts and statisticians have sifted through the results and the data. Many interesting trends and facts have shaped our understanding of why Americans voted the way they did.

This analysis is already being used for the next election in 2014. For those of us in the sales business, the presidential election can teach us a lot about how to motivate people, how to close the deal and how to make the most efficient use of customer data to help nurture sales leads.

Below are a few lessons from the U.S. presidential election that sales people should take to heart

Sales Lessons From The Presidential Election

Reward Your Most Loyal and Enthusiastic Customers

Every presidential campaign is an exercise in "rallying the base" – presidential campaigns don't usually try to persuade voters from the other party. Instead, they focus much of their resources on trying to motivate and inspire the voters from their own party who were already likely to vote.

The reason is simple: By rallying the base, political campaigns can get their most dedicated supporters to give money, volunteer and spread the message of the campaign on social media in a way that will hopefully reach more voters than television ads could.

In the same way, sales people need to constantly build relationships with existing customers. Who are your most loyal customers? These are your organization's "base," those more likely to refer you to their friends and colleagues. Instead of trying to constantly introduce your company to new sales leads, who might not know anything about you and might be hesitant to take your call, you might get better sales results by "rallying the base."

Reach out to loyal customers who have bought from you before (and who have referred you to others).

Back to Basics Tactics Often Bring the Biggest Results

There is a new book about the surprisingly successful tactics of presidential campaigns called "The Victory Lab," which discusses how some of the most "old fashioned" and mundane campaign tactics can have the biggest results.

For example, two of the ways that have proven most effective at boosting voter turnout are personal door knocking and phone calls from volunteers. Not robo-calls or television ads. There are many parallels like this between the worlds of politics and sales. Many sales people get caught up in technology and rely too heavily on their customer relationship management system and other tools.

While technology is important, one of the biggest ways to ensure sales success is to keep doing the mundane. The less exciting work of dialing prospects and setting up appointments and working through the sales cycle.

Know Your Customers

In the 2012 presidential election, both the Obama campaign and Romney campaign were trying to reach a narrow sliver of undecided voters. These two "brands" were basically competing for the same tiny pool of "customers," trying to close the deal on election day.

One of the most important tasks for each campaign was to conduct internal polling and tracking to make sure they were targeting the right voters. It does no good for a campaign to spend money and time talking to voters who were already going to vote for the other candidate. Accuracy in the collection and analysis of this "customer data" is one of the most underrated aspects of the modern presidential campaign.

In the same way, sales people need to make sure they understand their own customer data by focusing on the right metrics and analytics. Just like a campaign has internal polling that helps them focus attention on the right voters, your company needs to identify the most promising prospects at each stage of the sales cycle. So you don’t waste time, effort and resources trying to sell to people who aren’t ready to buy or who aren’t the right fit.

In many ways, sales is a more forgiving business than presidential politics. There is not just one "winner" in sales. Even if you fail to close the deal with a customer today, you can make up for it tomorrow.

But there are many lessons that sales people can learn from the results and process of the 2012 presidential election: rally the base, get back to basics on your sales tactics and use technology and data analysis to focus your efforts on the right sales prospects at each stage of the sales cycle.

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Ramon Ray: Behind The Book “Facebook Guide to Small Business Marketing”

Posted: 01 Mar 2013 08:00 AM PST

Most would agree that Facebook is a valuable marketing venue for small businesses. Tune in as Ramon Ray, Editor and Technology Evangelist for SmallBizTechnology, joins Brent Leary to discuss his timely new book, “The Facebook Guide to Small Business Marketing.” Ramon shares Facebook tips he learned while researching the book.

* * * * *

Small Business Trends: Why did you write the book, “The Facebook Guide to Small Business Marketing?”

Ramon Ray: Small businesses need help marketing. I think that many of them are highly confused by marketing overall. Facebook is one of the biggest platforms out there. There’s Twitter, LinkedIn, Facebook, Google Plus and more.

I had to research and study it. I found that it is a great platform for small businesses for testing. I would dare say it is the new Google AdWords. Adwords was really hot and it is still is. But Facebook is now the place where many small businesses are.

Small Business Trends: How successful are small businesses with marketing and how successful have they been when integrating Facebook into their marketing strategy?

Ramon Ray: For some, it is wildly successful. But I think, in general, marketing overall is still a challenge.

I think the benefits small businesses are having with Facebook, the smart ones, the successful ones, are not trying to sell so much. They are just trying to be your friend, trying to be my friend, trying to just be friends – and over time, sell to you.

Small Business Trends: What are some of the surprising misconceptions that you see small business have when it comes to Facebook marketing?

Ramon Ray: Some don't realize how easy it is. If you don't type well, you know what? You can you pull out your phone and click a button. Do a five to 10 word subject line and do it twice a day, or whatever the time frame is. I think that is the most surprising thing. That it is easy to do and the barrier to interest people is so low, you can make mistakes.

Unlike doing a test on a $10,0000 radio ad. You can do a $50 test on Facebook and innovate to make it better and better.

Small Business Trends: Are you thinking that people feel it is too complex?

Ramon Ray: I think complexity is still a bit worrisome for some. You have to track this stuff. You have to do analysis on it to know, my first ad was blue and I got 550 clicks. I made changed it to yellow and I got 75 clicks. It takes a bit of time to do that and get it right. But you do have to do it.

Small Business Trends: How are companies measuring success? Is it just dollars? Is it new customers or is it keeping the customers longer?

Ramon Ray: PetFlow is one. I talked to their founder and he told me the best lesson he learned for using Facebook was:

“I have stopped trying to advertise to the people that I want to buy my products. I don't do that on Facebook anymore. What I do is, engage with those who are interested in what I am selling, if you get the difference. I am not worrying about if you want to buy it.”

In his case, he is not trying to find out if you want dog food. Instead, he puts a photo up and asks which dog picture you like better. He can find people who love dogs and then he can go a little deeper if you follow what I am saying?

Small Business Trends: You are tying into their emotions a bit more.

Ramon Ray: That is absolutely correct. Very few of us go to Facebook and say, “What can I buy?” We are chatting and we are having a good time. Therefore, those companies who want us to buy there are going to have to have a good time with us in that environment.

Small Business Trends: You've devoted a whole chapter to using Facebook to generate local store foot traffic.

Ramon Ray: You know that is one of my favorite sections. I think what I like about Facebook, going back to the central tenant of it, is that it's about relationships. I go into my local store, I shake the hand of the owner, here is my little bag of candy sweets, bread or whatever it is. Maybe now they will take a photo of me and say, “Here is our newest customer.” And then post it to their Facebook page.

Or maybe they will say, “When you stop by, check in on Facebook and we will give you a discount.” Other companies are doing that. So what I like about Facebook is, it keeps that warm Laura Ingalls like, you know that. . .

Small Business Trends: Little house on the prairie. . .

Ramon Ray: Right. That main street aspect of. “I like you, you like me.” Human connectivity with a song. I think that is where Facebook has an edge.

Small Business Trends: What are some important tools businesses need to be aware of that help them leverage Facebook for marketing?

Ramon Ray: One is Facebook Analytics. I think whether you have a page or a profile or whatever it is you are analyzing, just go to Facebook Insights and know what's there. You can go down to gender level, male, female and where they are coming from – all of that.

When you want to go to the higher level, there are a number of different third party tools out there that help you to add customize tabs or apps to your Facebook page. As you know, I have worked for Infusionsoft. They just bought a company called GroSocial so that is one app. There are many others.

I think that once you get to that level it’s not even tools so much. Just check your page and respond back to people. If someone says, “Dear sir, I bought your cookies for my grandmother, I like them a lot." Please reply back and say, “Thank you.”

Small Business Trends: What are the top 2 or 3 things you want people to walk away with after reading the book?

Ramon Ray: I hope this book helps you with social media, overall. I would also say to take pictures. I can go deep, but I think that is the biggest thing.

Small Business Trends: Where can people learn more about the book, “The Facebook Guide to Small Business Marketing”?

Ramon Ray: You can buy the book from Amazon, and Barnes and Noble. [Editor's Note: See the Small Business Trends review of "The Facebook Guide to Small Business Marketing."]

This interview is part of our One on One series of conversations with some of the most thought-provoking entrepreneurs, authors and experts in business today. This interview has been edited for publication. To hear audio of the full interview, click the right arrow on the gray player below. You can also see more interviews in our interview series.

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Sales Are Running Flat: Cartoon

Posted: 01 Mar 2013 05:00 AM PST

business cartoon

I love the noon business report on my local radio station. Every day they talk about the economy, interesting companies and the financial markets. It’s good stuff, but my favorite part is the jargon.

Prices are mixed, growth is negative, triggers are pulled – it’s like a cartoonist’s candy store.

So when a guest complained of “sales flattening” during a recent interview, my ears perked up and this business cartoon wasn’t far behind.

The post Sales Are Running Flat: Cartoon appeared first on Small Business Trends.

10 Ways You Can Cut Business Costs Today

Posted: 01 Mar 2013 03:00 AM PST

Small businesses are seeking ways to tighten their belts and cut business costs without sacrificing growth. As a small business owner, you can cut costs simply by reducing incidental spending.

For example, some businesses are buying less paper, staplers, snacks and coffee machines to tighten their budgets, according to a recent report from Sam’s Club where many small companies buy these items for their offices at a discount.

However, making choices that lead to a more efficient and effective organization is a better way to cut your business costs while boosting profits. Here are 10 approaches you can try:

Cut Business Costs Through Better Planning

Create a Dynamic Budget

Don’t let your budget be a static one, created at the beginning of the year and almost never consulted again. Small business consultant Brad Farris explains how a dynamic budget checked regularly and adjusted as your business evolves can tell you when it’s time to invest more in marketing and when to cut business costs by waiting on that bigger office. He also shares an e-book on how to create a dynamic budget of your own. Initiative for a Competitive Inner City

Get Serious About Internet Marketing

At first this might seem like a marketing tip, but behind it lurks a question about the efficient use of your company’s resources. Claiborne Yarbough, the business development manager for North Carolina-based inbound marketing agency Paveya, explains the dangers of scrimping on Internet marketing and suggests moving more of your resources to the Web for better, more consistent results. Resource Nation

Do Some More Research

You may think market research is just for huge corporations. Not so, writes Maryalene LaPonsie. First, market research can be done cost effectively without devoting much budget to the effort. Second, research is a first step to developing specific, measurable, attainable, realistic, and timely goals for your business, giving you the best results at the least cost. Small Business Computing

Keep Your Focus Strong

Focusing on a few key areas will maximize your profits while cutting business costs, suggests Steve Greenbaum. Improve your brand’s image, identify website objectives, optimize your Web presence, practice good accounting, and be disciplined about customer acquisition. Following these tips can increase your chance of success while cutting unnecessary costs. Fox Small Business Center

Borrow From the Big Guys

Software entrepreneur Russ Warner has simple but effective advice for making your business perform like a much larger company without the big budget. Simply borrow best practices from other organizations and add instant sophistication to your own while you cut business costs. Warner runs down some basic ideas that have served him well when improving his sales team. Huffington Post

Hone Your Message

Okay, this may seem like just more sales or marketing advice. But remember, time is money. Building a unique business message allows you to articulate your value proposition, explains Michael Bowers. This will decrease the time it takes you to close new sales, saving you money while increasing revenue. Bowers discusses a few simple ways to create your unique message today. Ideas to Deals

Lower Costs Through Better Technology

Use WordPress for Your Web Presence

Greg Taylor lists six reasons your business should consider flexible content management System WordPress when developing your online presence. In addition to all of its other great features, WordPress may be one of the most affordable resources in its class, helping you cut business costs. It’s an option Taylor insists is good for any budget. Business 2 Community

Don’t Pay Too Much for Web Development

Of course, guest blogger Miranda Marquit insists you should also be sure you don’t pay too little. Marquit gives a guide on how to find reasonably priced developers for your Website as a way to cut business costs. Pay too much and you’ll deplete your funds. Pay too little and you may find the cost of countless errors too much for your budget to bear. Don’t Do It Yourself

Embrace Cloud-based Accounting

Cloud-based accounting is a way to cut business costs on expensive software you need to maintain your ledger. These solutions will save you money in another way too: They’re a more efficient way of keeping an eye on your budget and identifying other places you can cut costs. Here are five inexpensive cloud-based solutions to meet your needs. CIO

Outsource Everything

Well, maybe not everything. One way that technology cuts business costs is by letting us cheaply and easily outsource tasks we don’t have time or talent to take on. Hiring employees to do some of this work would be costly and impractical. Gina Rushton shares these suggestions about jobs that might be easier to outsource. Dynamic Business

Cut Costs Photo via Shutterstock

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