Email is one of the most powerful marketing tools because of its personalized power. The challenge is to make your email personal, but how do you do this?

In the beginning

A relationship starts when the customer first meets you. They see your brand and decide that you’re the right choice…or at least for the meantime.

An initial email makes first-time customers feel special because they’re recognized.  All too often people are left to feel like “a number”.   Be sure that your email is sourced from an empowered personality. Thank them for choosing your business, but also don’t forget to ask for feedback that will help you hone your customer appeal and business skills.

Staying in contact

Newsletters, updates, or even just a “thank-you for their business” letter can help to continue a developing relationship. You want them to stay in a constant exchange of conversation with your customer.  Customer relationship management relies on regular contact with your customers. The purpose is to manage your image in the eyes of the customer to keep them interactive with your brand.

Keeping them actively attentive

Not every customer will walk into your business every day.  Customers may wait for deals, sales, or even a specific season before purchasing from you. Someone that hasn’t purchased anything recently needs a different kind of attention than a regular customer. Sending an email to them right when they’re getting ready to make a regular purchase keeps you fresh in their mind. Here, they are still aware and loyal to your brand, so all they need is a little incentive to return to you.

In order to do this, you’ll need to utilize your database. It’s imperative that you keep track of and take the time to identify customer patterns in your database. Analyze sales patterns, taking into consideration what the characteristics of your service or product are. A customer may be interested in your business for a particular item that may be seasonal, or they may even buy in bulk to last them long term. Consider what a customer wants from you, and use that information to develop a personalized email. You’ll be able to target and ensure that you send the right emails to the right customers. That’s when you increase your customer’s activity with your business.

Winning back a customer

Customers that have been inactive for long periods of time often just need some incentive to return. Some may have left for better deals, or they may even have forgotten about your excellent services.  This is why newsletters and regular or quarterly updates are important in your email marketing strategy. If you have customers that have been inactive for long periods of time, you may also consider that they’ve chosen a new email address (this can be a big problem with hackers capturing social media accounts and email addresses), so be sure that your email asks for new updated email information regularly. You’ll be able to ensure a continuous relationship with your customer by taking the time to make sure you keep in contact with them, even if they move addresses.

Done in a very personal, interactive nature – email can continue to create relationship with customers so they’ll want to keep doing business with you.

John Paul Narowski

I’ve been hacking at various business ideas since I was 16. I’m a full stack developer and love crafting user experiences. I’ve been nose deep in code since I put the legos down, and built several successful businesses in the process. I’ve lost some hair, gained some experience and throughly enjoyed the journey.

http://www.jpnarowski.com

A sale is the end result of all the business processes we implement correctly. These processes include letting people know who we are, what we do, and the valid reasons why we should be considered as their supplier. Sales come about due to a number of factors, but the number one technique is to understand your prospect’s perspective prior to ever beginning to sell. Building the relationship first by getting to know one another well will bring about better than anticipated results.

The manner in which we communicate is what will detract or attract interest in us and in our business.  If you have ever had the experience of attending an event where you met new people, some of whom you either immediately liked or disliked, you will more easily understand to what I am referring. Likewise, entrepreneurs will be far happier when they pay close attention to those whom they find to show the most interest and to whom they feel the strongest attraction.

Given that marketing, branding and sales can be full time occupations, it is a wise move to focus on those to whom you are automatically drawn and from whom you wish to learn more. You will eliminate wasted time chasing something that most likely will not happen while increasing the joy and reward of doing business. This concept applies not only to in-person networking but online social media too.

Think about the annoying tweets you receive. Most likely you simply ignore them. But when you see a tweet that appeals to you, do you click on the person’s picture to learn more about them? This is precisely one of the methods I have used to build a sizable following. My fellow tweeters and I hold mutual admiration for one another reflecting this premise by re-Tweeting one another and incorporating the #Follow Fridays into our weekly routine.

When it comes to social media, the traditional push-selling no longer works. Instead it is the attraction marketing that gains much momentum. Recognition of what it was that motivated your clients to initially purchase from you in the past will provide insight on what to deliver now in your tweets, posts, blogs, articles and videos. In fact, all methods of communication should provide valuable content that empowers others. This is what will attract increased attention and ultimately sales.

Utilizing as many methods of communication as possible will enable you to reach many more audiences and potential clients. Each service and product you offer should be able to stand on its own merit but at the same time all of them collectively should support one another. Communication methods should work in the same manner. Given the interest cross-over, the audience potential becomes almost limitless. A combination of 10 formats to get your messaging out brings about over 3.6 million possibilities. This is found by multiplying 10 x 9 x 8… all the way down to 1. By using this approach for everything you do, including the number of products and services, your name and business become noticed remarkably well. One particular theme comes to mind as I write this: Public Relations Professionals claim, “You need to get noticed, remembered and referred.”

The argument becomes, if I give away all of my information, no one will need to hire me. In fact, the opposite is true. By providing samplings of what you have to offer, your expert advice will attract people, bringing noteworthy attention to your brand. Trust begins to build, as do new opportunities in the form of requests for a variety of your services.

Trust and relationships are further built by asking pertinent questions. Listening to the answers, and clarifying anything that is not entirely understood demonstrates your honesty and sincere desire to deliver your best. The key is to delve into the intended client’s needs, wants and deep down desires.  Are they facing problems that give way to further ramifications? Are you able to resolve some of these?  If money is not a problem, what extras would they hope to see? Your job is to play detective by asking relentless questions until you see the entire picture and can help put the pieces back together again in perfect order.

One of the major outcomes entrepreneurs should strive for is to transform their clientele into their sales force. Ultimately the goal is to earn repeat business, referrals and testimonials. The process begins the moment you meet someone new and reflect a warm smile. Patiently building the relationship leads to a long lasting friendship as your prospects become new friends. If you listen carefully throughout the sales cycle and over deliver on expectations, your clientele will voluntarily let everyone know about the excellent job you did and provide outstanding recommendations.

You now have the secret ingredients for the Smooth Sale!

_______

Elinor Stutz, CEO of Smooth Sale, LLC, (800) 704-1499, www.smoothsale.net. Open View Labs selected Stutz to be in their “Top 25 Sales Influencers for 2012.”  Elinor authored the International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, Source books and the best selling career book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”, Career Press. She provides team sales training, private coaching and highly acclaimed inspirational keynotes for conferences.  Elinor is available for consultation.

John Paul Narowski

I’ve been hacking at various business ideas since I was 16. I’m a full stack developer and love crafting user experiences. I’ve been nose deep in code since I put the legos down, and built several successful businesses in the process. I’ve lost some hair, gained some experience and throughly enjoyed the journey.

http://www.jpnarowski.com

Had a recent opportunity to visit and interview, Elinor Stutz, founder of Smooth Sale. Earlier this week, I posted the beginning  of our conversation.  You can read part one here:

https://www.karmacrm.com/blog/sales/when-you-want-a-smooth-sale.html

KarmaCRM: What comes easily to you and that you are very good at doing?

Elinor Stutz: I am a natural at selling but not in the usual style.  My gift is making friends with people, listening and finding ways to help them.   In return, they ask permission to buy from me and then proceed to sell my services for me to everyone they know.  It’s a true Smooth Sale that works exceptionally well online.

KarmaCRM: What do you do that fulfills your clients WIFFM (what’s in it for me)?

My clients enjoy the fact that I remove the fear of selling by teaching it is more about serving your intended clientele.  They appreciate that I advocate no scripts or manipulative techniques; instead developing the relationship comes first.  The advanced training techniques that seem complicated are simplified so that everyone may implement immediately. My clients leave training confident with the gained knowledge, and believing they too are able to sell to grow their business. A sale is made by speaking to the needs, wants and desires of the other party, and most of all trust.

KarmaCRM: What have you achieved based on what you know?

Elinor Stutz: The top three achievements for me are:

First, two best-selling published books on the market:

1. Nice Girls DO Get the Sale: Relationship Building That Gets Results, Sourcebooks – which was featured in the TIME Magazine Business Supplement, and translated into several languages.

2. HIRED! How to Use Sales Techniques to Sell Yourself On Interviews, Career Press – serves to further aid my community service work.

Second, I grew into becoming an inspirational/motivational speaker at conferences.  My study with Les Brown transformed my delivery into receiving standing ovations.

Third, after the years of harassment in the corporate sales world, my validation and crowning glory was an honor recently granted by Open View Labs designating me in their list of “Top 25 Sales Influencers for 2012”!

KarmaCRM: What parts of your past work/volunteer experiences have been most enjoyable?

Elinor Stutz: The same applies to every aspect of my business – I love it when someone says my advice helped them succeed.  The biggest surprise became learning that I greatly enjoy writing.  For me it is very freeing to get thoughts into the written format, and again recognize others enjoy the end result.

KarmaCRM: What kinds of tasks do you complete in which time flies quickly?

Elinor Stutz: Efficiency is part of my DNA.  This allows me to write a blog, extend it into an article, and create a video, and share all online in a very short period of time.  Recently, I have been making cold calls for an event.  I’m one of the rare few who loves doing this because I always make new friends in the process.  The secret is when you enjoy what you do, the time flies!

KarmaCRM: What do your clients say to people they know when they describe or introduce you?

Elinor Stutz: My mantra is always to deliver exceptional value and that is precisely what my clients recognize. They additionally add it is fun working with me.  Again, enjoyment in my work is paramount.

KarmaCRM: What in your past absolutely influences and makes you “the best” in what you do now?

It is said one needs to experience rough times to enjoy the better ones ahead.  In the corporate world, even as a continual top producer, I had to be on my toes to watch my back, prove my worth and hold my value.  By the time the surgeon predicted paralysis, I told him in very exacting words that I expected to be well.  The medical staff called me a walking miracle.  However, I saw it as once again holding my value.

The entire experience led me to recognizing what brings success:

You must hold 100% belief in your success, a long term vision for what your success will look like, create a plan of action for success and circle back to the belief you will be successful.  The added component is interconnecting business development with community service working for the greater good.  In this way success is exponential and everyone wins.

John Paul Narowski

I’ve been hacking at various business ideas since I was 16. I’m a full stack developer and love crafting user experiences. I’ve been nose deep in code since I put the legos down, and built several successful businesses in the process. I’ve lost some hair, gained some experience and throughly enjoyed the journey.

http://www.jpnarowski.com

Part One – An Interview with Elinor Stutz, Founder of Smooth Sale

Customer relations have always been a vital part of business. How you treat your clients ultimately determines your success. Whether your customer has a good or bad experience with your business is no longer the issue- it is about the relationship development that takes place. Social media has only furthered the ability and importance of the client/sales relations, creating new windows through which we can share, build, and develop a positive experience for our clients.

Elinor Stutz has developed the Smooth Sale Mission, articulating the importance of developing sales by developing relationships. One of the many things to consider when making a sale is how to approach the entire situation and that is by developing quality relations with your clients. Consider that a potential client walks into your establishment with the need to purchase your product. They may very likely walk out with product in hand, but the question is: Will they be back? That is why it is vital to work towards developing these relationships, whether they are big or small. Remember, every client is important.

Keep them coming back for more

This could be referred to as “attraction based selling.” A client would potentially be attracted to your business, depending on how they “feel” about working with you. If your client likes the product, but doesn’t like how you deliver the product, why would they buy from you? What makes you special? The answer should be: YOU!

KarmaCRM: Tell me your story on how you started Smooth Sale?

Elinor Stutz: There are two major components to my story.

Part One:  My last sales position was at a high tech company in Silicon Valley.  It proved to be highly unethical.  The executives were waiting for me to collect money from very large advertising agencies but the service I was selling would not be put into place.  Upon this realization, I quit on the spot and said “Never again”.  But before I walked out the door, I called everyone lined up to buy to inform them of my resignation and suggested they take time to contemplate what that might be.  They each thanked me and I walked out the door with a clear conscience.

Part Two:  I am one of the rare few who survived a broken neck.  As I was lying on a stretcher waiting to be admitted to the hospital I could hear my family burst into tears upon hearing the prediction of paralysis.  Meanwhile I was having a very different experience with two visions flashing before my eyes.

The first was a report card indicating high marks but to my embarrassment, community service was clearly missing.

It was that night in ICU that I mentally created my first business plan to incorporate community service.  I transferred my sales ability into Smooth Sale, LLC, a sales training company.

My community service encompasses teaching those in career transition how to sell themselves on interviews.

In fact, on April 27, I am co-hosting An Evening of Inspiration, “Be inspired to Get HIRED!”  A percentage of proceeds will be donated to the Sherland Charitable Organization providing resources for Pancreatic Cancer and Parkinson’s Disease patients and their families.  Our philosophy is to weave build business and community together.  http://www.smoothsale.net/an-evening-of-inspiration/

Stay tuned!  Next week we will cover Part 2 of our interview with Elinor Stutz, Founder of Smooth Sale, Inc.

John Paul Narowski

I’ve been hacking at various business ideas since I was 16. I’m a full stack developer and love crafting user experiences. I’ve been nose deep in code since I put the legos down, and built several successful businesses in the process. I’ve lost some hair, gained some experience and throughly enjoyed the journey.

http://www.jpnarowski.com

How much time and effort is spent in the wrong places?  Sales practices are best defined by a system. A system needs to be structured in such a way to help coordinate your efforts and the efforts of others within your business, and to help become more time efficient through activities that yield great return yet require less thought and creation.

Analyze your business

• Are you spending loads of time on things that are a regular part of your sales process and practice?

• Do you find yourself missing important steps sometimes – especially when you’re busy?

These are regular mishaps that occur when a proper system is not in place. Remember that systems with proper analysis and coordination prevent these needless problems from occurring.

Then, ask yourself what can make your business more effective? Are there certain practices you’ve overlooked or ignored? When you give yourself the opportunity to step back and examine your inner functions, you become aware of what is working and what isn’t.

Developing a system that can help

Once you’ve analyzed your current sales methods, you can begin developing a system. This consists of people, processes, and strategies that function together to create consistency. The entirety of your business, including employees, management, and customers, must work together for the system to work. This leads to defining the process by which you will base your system on.

Even if you don’t have a team and you alone are responsible for sales in your business, there are times when you will need to step back and stop being the ‘technician’ in your business and act as the sales manager looking for opportunities and pitfalls.

When you organize your sales methods and system, focus on particular goals set in place to prevent confusion.

At the same time, ask yourself – are your methods transferable to other department?   A system needs to rely on an inner structure that is balanced and adaptable. It will simplify the organization of your business activities.

Systems must always be repeatable. This is perhaps the most important quality of a system.  In fact, my favorite acronym for SYSTEM is Save Yourself Significant Time, Energy and Money – S.Y.S.T.E.M.  Consider a form that you would fill out. There are lines of text and instructions with blanks for you to fill out. This allows for a form to become universal and repeatable. Create your system as though it were a form to fill out.

That brings up the importance of flexibility. This characteristic goes hand-in-hand with the ability to repeat. The blanks within your system provide flexibility. This is key, especially since marketing strategies and customer demands change with each trend.

It is also important that your system be assessable. Calculating differences enables you to measure changes in business productivity. It will help you prepare for upcoming trend changes and adjust your methods properly.  This characteristic demands feedback from everyone, especially the customer. Your system must be flexible enough to allow for feedback to effectively alter and adjust your methods. But, it must also provide the means by which you receive and process the information.

Juggling many hats

Consider the fact that being able to stay in contact with your customers is one of the revenue generating activities that often takes enormous amount of time.  Why?  Often, it’s because we search for little slips of paper, to do lists, and spend countless hours on developing what the “next step” should be.

Cloud based systems, such as KarmaCRM, help to provide a method by which you can easily track your sales contact management, tasks, and deals in a single sourced location. When developing a system, these abilities can provide an excellent tool for systematic organization.

John Paul Narowski

I’ve been hacking at various business ideas since I was 16. I’m a full stack developer and love crafting user experiences. I’ve been nose deep in code since I put the legos down, and built several successful businesses in the process. I’ve lost some hair, gained some experience and throughly enjoyed the journey.

http://www.jpnarowski.com

Teams must work together in order to succeed. A manager’s job is to help their team become successful through guidance and understanding. It is not about control.   Together, managers and associates work together through communication to reach their goals.

The truth is that many managers have concern for how their team is functioning. They view their efforts from outside or above the situation, seeing how things work without always understanding how things work. Only once you’ve asked questions, discussed, and seen for yourself can you truly understand how effective your team is.

Communicating with your team

If you can’t achieve effective communication, you will fall short of your management duties, and your team won’t function as a whole.

Rather than demanding your team do what you tell them, consider asking what they think may be necessary to become more productive. Often times, there are small differences which can affect success. These differences can’t always be seen from above, and instead can only be discovered through discussion and communication.

Your team sees these differences every day through their work habits, and understand what functions can help them be successful – their input is vital and valuable.

Team meetings

Be sure that your meeting is a two-way street. Avoid simply saying “no” to advice or communication.  Nothing will shut down the lines of communication faster than feeling devalued and unheard.

When you give the reason for your “no,” you help them understand where you are coming from and give them a reason to stay on the right track. Team meetings are events that need to work, in all elements, to bring the team together, and not simply be a “pep” talk.

Communicating between sales associates and sales management

Open communication channels are vital to your success as a small business owner leading a sales team (or sales person) or a sale manager. Work your team as though it were a “think tank” rather than workers performing tasks. They can come up with new methods or ideas that can speed up or advance productivity.

Growing with your team

Communicating with your team helps everyone in the group operates as one smooth working engine that achieves and understand far more than otherwise possible. This allows you to adapt before problems arise. These problems can be economical, trend issues, or even productivity problems that can present debilitating situation later down the road.

Sometimes we find that the communication breakdown happens from crazy busy schedules where the owner or sales manager has just run out of enough day to communicate what it is they need, what needs to be adjusted or even how the sales team can be even more helpful and productive. Consider putting some great systems in place that will aid in streamlining your daily functions so you can focus on things that are “closer to the dollar” – things like a well armed, informed and motivated sales team.  Utilize systems that don’t require additional thought or energy to create and can deliver a checklist of activities that will produce results.  Perhaps start with how you manage your client’s contact information?

John Paul Narowski

I’ve been hacking at various business ideas since I was 16. I’m a full stack developer and love crafting user experiences. I’ve been nose deep in code since I put the legos down, and built several successful businesses in the process. I’ve lost some hair, gained some experience and throughly enjoyed the journey.

http://www.jpnarowski.com