Angela Kambarian - Marketing Consultant Email: angela@kambarian.com Phone: (516) 889-8636
Angela Kambarian - Marketing Consultant & Copywriter (516) 889-8636

6 Crucial Tips for a Killer Content Strategy

Dear savvy business professional:

Let me ask you something...When was the last time you saw someone share a
banner ad, or a 30-second radio spot, or a 1-(800) number online?? Can't remember?
Well...there is a reason for that. It never happened. Ever!

What it means is that people do NOT exchange traditional advertising (with the possible
exception of Superbowl ads). Most of the time, they trade content. So, if you want people
to read your content or trade it on social media, you need to make sure that your
marketing strategy includes a powerful content strategy. It is absolutely crucial to
your success!

Now, the question is: where do you start and how do you build your strategy?
Please review some of my insights below and let me know what you think...

1. Fill the Knowledge Gap

Your audience always needs interesting, valuable and timely information.
So, what is that information? One well-known and well-revered marketing
expert maintains that "it rests in the gap between what they do NOT know,
what they conceptualize but wish to understand, and what they understand
but want to hone and refine."

As you know, your audience is composed of potential clients or customers and 
knowledge leaders - those individuals who deem you as a well-established
expert, who appreciate your wisdom, and are ready to pass it on to others...

2. Use Your Content to Build Relationships

Interesting and compelling content gives people something to talk about. If you
don't have powerful content to offer to your prospects, you will have a hard time
building relationships with them. Chris Brogan,  one of the most popular and
successful bloggers around, says that the posts with more conversation are not
finished. That's why, he leaves them open on purpose, in in an effort to invite
conversation. In fact, the posts with fewer responses might deter some of your
readers and even send them off your site.

Need more ideas for your articles? Here is what I suggest you do: Check with customer support specialists, your experts in Research and Development (R&D), or maybe even
internal communicators. They usually know the product or service well and might share
some valuable insights with your audience. It would be wise to use them as reliable
content sources, and their input might make a difference.

3. Extend Your Knowledge and Expand Your Horizons

You can't know everything - even if you are a well-known and established
business professional, with impressive educational credentials and a proven
track record. We all gather intelligence from others. That's what we should
always do - seek value and information from other people - partners, customers,
clients, advocates and even competitors...

4. Never Talk Down to Your Audience

Believe it or not, some people do it. Pretty amazing, isn't it? You should resist
the urge to talk AT your readers. In order to provide a successful content strategy,
you should lose the marketing attitude that all communication is about delivering
YOUR message. Let me assure you that no one cares about your message. People
care about themselves, their needs, goals and aspirations. Therefore, to reach your
audience, you have to lose the "broadcast attitude" and adopt a conversational tone.
Here is what you should keep in mind: engaging your customers or initiating conversations should always be at the core of your marketing strategy.
Don't talk AT them. Talk WITH them!

5. Share Content When People Need It

Effective content strategy is not only about posting it online. As you know, there is
no shortage of articles out there...It is all about anticipating needs and sharing
relevant information that is in line with your business objectives. Advertisers
usually obsess over making messages timely and relevant. Content creators
should too! By the way, there are simple things you can do to come up with
content when people need it. For example: last minute tax tips in early April, etc...
You can also monitor various information feeds, such as Facebook, Twitter, blogs,
to see what people are talking about.

6. Support Your Sales Cycle

There are five stages of the purchase cycle:
Discovery, Research, Purchase, Use, Additional Purchase.
So, content can feed all five stages of the cycle. Your goal is to determine what content
is relevant at each stage and figure out how to deliver it. One marketing manager
points out that "regardless of what business you are in, you are really in the content
business." I couldn't agree more...

I hope you will find my suggestions above helpful as your continue your journey
towards marketing success.  Good luck with your endeavors!!

If you need any help with your Marketing, Public Relations or Writing projects,
please call (516) 889-8636 or email: angela@kambarian.com today.











5 Social Media Secrets

Dear Savvy Business Professional:

In this article, you will discover a few crucial strategies you should know about.
Let's face it - the world has fallen in love with social media. You can no longer ignore it...
A new wave of companies are starting to take social media seriously as a business tool.
I hope that my suggestions below will help you to stay on top of things and use social
networks to propel your business forward.

So, here is what you should do if you are intent on tapping into
this global phenomenon:


1. Pay Attention to the Metrics

You can't manage what you can't measure. Simple as that...Smart business owners
or chief marketing officers should start paying more attention to metrics and incorporate
social media directly into overall business goals, not just web-related goals.
Here is the deal: Each time you initiate a new project, you should determine what
the metrics should be and what goals are appropriate.

2. Scale Good Habits

Make sure that your business structure encourages good habits and brings out
the best in your employees. You should always match your structure, policy and
guidelines to the size of your organization. What works with 2 or 3 people won't
necessarily work with 20 or 50 employees.

3. Set Up Rules, But Trust People


As your social media strategy evolves, you might have to create more rules and guidelines.
However, you cannot be TOO rigid and have a specific rule for every situation. How
can you possibly accomplish that? Therefore, you need to trust your team. What it
means is that you should lead by example, not manage with a rulebook.

4. Personality and Creativity May Trump Big Budget


Social media is one of those areas where money doesn't ALWAYS win. Creativity
and personality should remain high on your list of priorities. In good times or bad...
These two traits are the most essential ingredients in social media. They are the key
to having a viral message and being a highly-trusted resource. They might even
help you discover useful strategies and tactics. As a savvy business professional, you
should keep your mind open, be courageous enough to try something new or even
go against the grain.

5. Listen. Listen. Listen


You shouldn't always focus on YOU and YOUR message. Maybe you should just
put that farther down on your to-do list. First and foremost, focus on your clients
or customers, hear what they have to say, see what they are up to. Do everything
you can to figure them out, learn about their biggest challenges and concerns, then
see how you can help.


If you need help with your Marketring, Public Relations or Copywriting projects,
please call
(516) 889-8636, email angela@kambarian.com or visit www.kambarian.com

A Profitable Ebook Strategy

Dear Visitor:

As you may already know, ebooks are becoming increasingly popular. They are easier to produce and considerably less expensive to publish and distribute than physical books.
There are no shipping, distribution or warehousing costs involved. The upfront costs are the same, whether you sell the ebook to one person or ten million people. Besides, reselling the rights to an ebook can encourage a viral effect.

There are so many different ways to benefit from your ebook. Therefore, I decided to write an
article and provide a few valuable ebook strategies that may help you increase your earnings
and gain more credibility.  There are tens of thousands of people who have authored books,
articles, speeches and other content that can easily be sold online. So, let me help you get
your content on the market and make money in the process.

Here is how to create an ebook or an electronic document that a client, customer or
patient can download for a fee.

1. Start with an idea related to your area of expertise, passion, business, product or service.

2. You can create a "niche" book or one with a broad-based appeal. Let's face it - the larger
the audience, the more clicks you will get.

3. Don't forget about incorporating important keywords into your copy. Keywords will direct
more traffic to your book, creating more sales.

4. Look up the subject line on the Internet and measure your competition. Before you
get started, you need to determine the popularity of your subject.

5. Research and brainstorm ideas and information. Do not plagiarize another person's
work. Let me assure you - it is never been easier to find work that has been taken
from another.

6. Consult other websites, books, periodicals and resources that may come in handy
and help you develop interesting ideas.

7. Organize all the information in a logical and interesting way. Create your document
using a simple word processing document.

8. Add graphics, charts and design a cover. Proof, refine and finalize your work.

If you want to generate more interest, you may offer a free sample chapter on Amazon
as a gift or in exchange for giving you their email address.

I hope some of my suggestions above will encourage and inspire you to take action and
benefit from this important marketing strategy. Good luck with your endeavors!

If you need help with your Public Relations or Writing projects, please email me at
angela@kambarian.com or call (516) 889-8636 today.  You can also visit my website at www.kambarian.com

Six Timeless Persuasive Writing Techniques

Dear Visitor:

Are you trying to convince and impress your readers?
And are you hoping that they will agree with your point of view?

Let me assure you that the goal of persuasion is to create
a win-win situation. Make an offer people cannot refuse and
present a case that others may find beneficial to agree with.
That's what I call a win-win situation...

There are a few important techniques that can make your job easier
and your ideas much more compelling. I hope you will take the time
to go over a few strategies listed below and incorporate them
into your communications plan. Please note that the list is far from
complete, but it will help you get your creative juices flowing and
channel your communication strategy in the right direction.

1. Storytelling

This technique works. And it works really well. Why? Simply
because storytelling lies at the heart of what persuasion really is.
Do everything you can to tell better, more interesting and
compelling stories that will have an impact on your reader
or listener.

2. Explain why...

Remember the power of the word "because"?
According to many psychological studies, people are more
likely to comply with a request if you provide specific reasons
why...People don't like it when someone asks them to take
action without a reasonable explanation. Therefore, if you
want them to be more receptive to your line of thinking,
always give reasons why.

3. Consistency


Consistency, in my opinion, is a very valuable social trait.
No one wants to appear inconsistent, which is a characteristic
commonly associated with instability. Consistency, on the other
hand, is associated with integrity, trustworthiness and rational behavior.

4. Comparisons


Without a doubt, metaphors and analogies are the persuasive writer's
best friends. When you can connect your scenario to something that
the reader already accepts as true, you are well on your way of
convincing someone to see things your way.

5. Agitate and solve


This powerful technique works well as an overall approach to making
your case. First, you identify the problem, then describe the reader's
pain or concern, and offer a specific solution that will make it all better.
Let the reader know that you understand what he or she is going through.
You could have dealt with the similar situation yourself...Now you know
how to eliminate the problem and get back on track.

6. Extend an invitation


Here is what I think: Give someone a chance to be a part of the
group they want to be in - whether that be wealthy, hip or
contrarian - they will hop on board. What you should do is find
out what group people want to be in and offer them an invitation to
join (while seemingly excluding others).

As I pointed out above, the list if far from complete.
Of course, if you are aware of any other persuasive
writing strategies, please feel free to share them with me.

Need help with your writing, marketing or PR projects,
please email angela@kambarian.com or
call (516) 889-8636
today.









5 Ways to Manage Negative Online Comments

Dear Visitor:

A lot of business owners are utterly concerned about negative comments,
reviews or feedback that may occasionally pop up online, spreading the word
around and casting a negative light on their products or services. They are
afraid that unfavorable remarks, posted on Twitter, their Facebook Wall or any
other online destination, may permanently tarnish their reputation and
preclude their company from moving forward.

Well...It goes without saying that their concerns are valid. Therefore, it is
essential that every business professional learns how to handle online criticism,
benefit from it, and alleviate customer or client concerns as soon as possible.

So, I came up with a few basic suggestions on how to respond to negative feedback
and reverse the damage. It CAN be done. Let me show you how...

1. Acknowledge the fact that some people will complain

One thing is for sure...You will NOT be able to please everyone, all the time.
Human beings like to complain. But they also appreciate it when someone
actually pays attention, recognizes their complaints, and takes immediate action.
If someone has something negative to say, respond to that person as soon
as you can, then try to take it offline. Ask him or her for an email address
or a phone number and discuss the issue in private. No need to discuss
problems in front of the whole community...

2. Apologize

"I am sorry" or "Thank you" work very well online. It is astonishing how
you can turn the situation around just by admitting your mistake and
apologizing. As a result, the problem may become a non-issue because
there isn't anything to complain about.

3. Be clear and straightforward

Some people may complain about your return policy, hours of operation
or something beyond your control. Therefore, it is crucial that you clearly
identify and communicate your policies. If someone complains about your
return policy on Facebook, but the policy is very clear and you have never
strayed from it, your other FB fans will quickly figure out that the person is
nothing more than a complainer. Of course, you should say you are sorry
and reiterate your policy, but there is no need to engage in a lengthy debate,
especially online.

4. Put out a fire

A few days ago I had a disappointing experience at a restaurant I love.
I am a frequent visitor, however, this time around I was treated poorly.
When I asked for the manager, the waiter looked down his nose as if
I said something ridiculous. Unfortunately, he didn't do much to rectify
the situation or make the experience better. I may never go there again...
Long story short, you should do everything in your power to keep your
customers happy, as long as it's within reason. You should also teach
your employees how to treat everyone with utmost respect and
build long-lasting relationships. It is much less expensive than the
damage an unhappy customer can cause online with bad reviews,
negative feedback or low ratings.

5. Step away

Let's face it: some individuals are unreasonable. They will never be
satisfied, even after you have tried everything you could to right
the situation or resolve the issue. You know how I call these people?
I call them trolls   They just won't stop, no matter what. It is very
important for your online community to see you try, but it is okay to
let go and walk away at some point. Especially, if it's a no-win situation.

Here is the deal: Dealing with negative feedback has never been easy.
What you should do is grow a thick skin (that' right!) and really listen...
listen very attentively to what people have to say about your product
or service. This way you will learn a whole lot about the issues that
need to be dealt with, mistakes that need to be corrected, and
genuine concerns that need to be addressed. The more you listen
to your customers or clients, the more you learn. The more you pay
attention, the faster you grow. It's that simple.

I hope my  basic and straightforward ideas above will help you
improve your operations, enhance business relationships
and implement the necessary changes to propel your
business forward.

If you need help with your Marketing, Public Relations or
Writing projects, please call (516) 889-8636 or
email angela@kambarian.com today.














Seven Tips for a Successful Facebook Presence

Dear savvy business professional:

There is more to creating a Facebook presence than setting up
a page and hoping for the best. So, here are a few valuable
tips and suggestions on how to enhance your Facebook
presence and get the most of it.

1. Make a long-term commitment

Unfortunately many page administrators eventually become inactive.
Here is what happens: they start a campaign and get the ball rolling,
but  if their activities do NOT generate immediate results, they lose
interest and their enthusiasm subsides.

One thing is for sure: it takes time to build your FB presence. It
requires long-term commitment, patience and availability on your
part. You should continue interacting with your fans, even if you
do not see the benefits right away. You should find and create
content that your followers or fans will find interesting, informative
and stimulating. Are you concerned that your fan base is small?
You should do everything it takes to cultivate it. Yes, it will take
some time. However, your efforts and commitment will pay off
in the long haul.

2. Direct Traffic to Your Custom Tabs

As you know, FB is a busy place. Your fans have a great deal of
articles, videos, press releases and other materials vying for their
attention. Besides, "build and they will come" doesn't work. Don't
assume that your fans are aware that your custom tabs exist.
You have to let them know. If you have a new tab with a poll
you just set up, post a status update telling your fans about
the poll, and most important, link them to the tab.

3. Avoid the Allow Prompt

I  think it's a good idea to limit or even eliminate the allow prompt.
On the one hand, the allow prompt enables businesses to learn
a whole lot more about their fans. The problem is, most internet
users are extremely concerned about identity theft and can be
reluctant to share information online.

5. Pay Attention to Quality

Let me assure you that the number of fans should not be
your primary concern. You should focus more on quality fans.
So, how do you target the right kind of fans? FB ads are one
way. Another important strategy is to create valuable and
engaging content your fans will want to share. Quality fans
are the people you want, simply because they have the
potential to turn into customers.

6. Avoid Spamming Your Fans

Common sense, right? Who likes to be spammed? Some page
administrators may eventually fall into this pattern over time.
The big challenge is to win credibility and get your company in
your fan's news feeds without being spammy.

7. Optimize for Feedback

Being social is one of the best ways to get your fans' attention
without spamming them. FB users expect to engage in conversation.
So, they will converse and correspond with you if you approach them
as a friend, not a sales target. Here is the 80/20 rule: Make posts
and comments that are relevant to the community 80 percent of
the time, and discuss your business just 20 percent of the time.
Always remember: your fans are on FB for social interaction, not
to purchase products or services. If your sales pitches are being
ignored, there is no need to post them over and over again.
Instead, take the time to re-evaluate or fine-tune your messages
and come up with more subtle ads.

I hope my suggestions above will come in handy and help you
create a successful Facebook presence that will help you
grow your business and take it to the next level. Good luck
with your endeavors!

If you need help with your marketing, PR or writing projects,
please call (516) 889-8636, email: angela@kambarian.com
or visit www.kambarian.com
















12 Ways to Generate Killer Ideas for Your Business

Dear Visitor:

I bet you often hear about people making money with great ideas.
And you probably think: " Well...I am not THAT creative. I don't have
what it takes...I could never come up with unique, useful, or lucrative ideas."
Really? Is that what you think?

Here is what I think: generating ideas is a skill, and it CAN be learned.
The more you practice, the easier it will be to come up with ideas whenever
you need them. Sounds too good to be true? Please read on...

Whether you are looking for a new business concept, ways to improve your
products or services, or attract more attention to yourself and your business,
the techniques below will help you. Just try them out and see which ones
work best for you. I hope you will enjoy the process.
Good luck with your endeavors!

1. Get in the idea mind-set

Of course, you can learn to generate ideas on demand...but if you are always
on the lookout for ideas you will never run out of them. Simple as that...

2. Carry a notebook at all times

What if you come up with a great idea, but forget to write it down?
Eventually, you may end up forgetting it. You may think you will
remember, but you won't. Trust me - you won't

3. Eavesdrop

Listen to people talking on the train, the bus, at the coffee shop,
or in the elevator. Those snippets of conversation can help you
create an amazing story which might result in a brilliant idea.

4. Do something new

Sign up for a class, take up a new hobby, listen to a different kind of music,
meet new people... Don't be afraid to experience new things and get different
parts of your brain humming. You may also want to change your routine.
Why don't you drive a new route to the office, try a new restaurant for lunch,
start work a little earlier (or a little later), work in a different place... Whatever
it takes to bust you out of your rut... It should help you think differently.

5.Combine things in interesting ways

Take two ideas and put them together to make one new idea. Try to go beyond
the obvious to come up with something truly innovative.

6. Have people ask you questions

Get someone who is not familiar with your situation to ask you questions
about it. Their questions may lead you to a new idea. You may have
overlooked it simply because it is too obvious.

7. Listen

Really listen when your clients or customers talk to you. You will hear ideas for
new products and services or ways to improve customer service. This can open up
so many new markets for you. Your customers may not even be aware of the
fact that they are giving you ideas. IT is YOUR job to spot them and capitalize
on them. What if several customers are making the same comments or asking
the same questions? Act on it! Some savvy business professionals have gotten
six-figure ideas this way.

8. Do the opposite

This one is a no-brainer. If something isn't working, consider doing exactly the
opposite of what you are doing. It might work!

9. Doodle

Make random doodles on a white board or a piece of paper. Draw, jot words,
make circles, etc...As you loosen up, ideas may start to form on the page.

10. Make a list

This always works for me. Get out a notepad and write down everything you
can, related to your issue. If you need a slogan for a product, write down
every feature and benefit you can think of, the types of people who might
benefit from the product, the problems it solves, etc. You may even
pull out a thesaurus and start looking for synonyms. When you are done,
you will not only have your slogan, you will have a library of words and
phrases that could come in handy when you initiate your marketing or
publicity campaigns.

11. Go to Google

Enter  a few words pertaining to the idea you are looking for. Google will
try to automatically complete your query, and you may find exactly what
you need.

12. Get the ball rolling!

You don't have to wait until a concept is fully formed in your mind. Just
begin with the germ of an idea and start developing it. As you do, you will
discover the problems as well as the opportunities, you will be able to
refine your idea as you go.

So, if you use some of the techniques outlined above, it will be easier for
you to develop your creative abilities, come up with new strategies and
propel your business forward.


If you need help with your Marketing, PR or Writing projects, please visit
 www.kambarian.com or call (516) 889-8636 today.

The Best Way to Describe Your Company

Dear savvy business professional:

Let me ask you a simple but very important question:


"Can you tell me about your company/organization/business?"


Each time I ask this question, I hear the same cookie-cutter response that doesn't provide any specifics and doesn't have much of an impact...




"Well...our organization has been around for over 20 years. We have
35 employees in four statewide offices, working hard to improve
elementary education in California..."

-OR-

"Smith Toys is one of the leading toy manufacturers in the United States,
producing high-quality merchandise in an affordable and sustainable manner..."

Did any of the above statements grab you? Do you feel excited or enthusiastic
about the company's products or services? My guess would be - no, not in the least.

So, let me assure you that there is a better way to address an open-ended question.
Instead of beginning with a "what you do" or "how good you are", why don't you
briefly explain why your organization can make a difference and how your prospects
might benefit from your expertise.products/services.

Now, let me present a better alternative to the aforementioned "dry" answers.

"Here in California, we are 50th in the nation in education. What it means is that
most of our students are the least prepared and are more likely to end up
living in poverty. Our organization is determined to change that and making
sure that our students get the best, high-quality education they need to
compete in today's marketplace and eventually achieve the success they deserve."

-OR-

"Most people would agree that most toys are expensive and usually break within weeks of
opening the box. Therefore, Smith Toys makes toys that are NOT going to break easily,
after you open the box - we guarantee it - and we've even figured out a way to
make high-quality toys affordable and environmentally friendly..."

See the difference? Both statements are more compelling, more powerful and more
specific. So, starting your response with the "why" will enable you to make an impact
and connect with a prospect, customer or reporter on a deeper level.

If you need help with your Marketing, Public Relations or Writing Projects, please call (516) 889-8636 or email: angela@kambarian.com today.

Additional Advice for Sales Pros: How to Close a Sale

Dear Visitor:

As global competition continues to intensify, it’s become harder than ever for sales professionals to differentiate their products or services, build trust and get the customer to commit. Furthermore, it is no longer enough to sell just for the sake of making a sale.


Whether you are dealing with the general public or a highly-specialized audience, your goal is to prepare for a variety of sales scenarios, initiate long-lasting professional relationships, and get repeat business.

In rare occasions, closing a sale can be as easy as asking for it. Most of the time, however, the buyer may require a few specific steps in evaluating your product or service. These steps include meetings with colleagues or subordinates, sample evaluations, price negotiations, comparisons to competitive products, reviewing sales literature, and many other activities that will help them make the right decision.

Some business owners, purchasing agents, or financial managers have a lot of experience dealing with sales professionals. Many of them have solid, long-term relationships with existing vendors. They have a decision-making process in place that helps them to avoid impulse decisions, prevent fraud, or include others in the organization. Therefore, your job is to familiarize yourself with the organization’s decision-making process. You should learn everything you can about the prospect - uncover their most important needs, wants and concerns, and clearly identify how your products or services can meet their specific needs.

As a high-performing sales professional, you should be able to demonstrate knowledge and understanding, communicate the value of your service, and effectively handle potential concerns. Make sure you do not come across as a money-driven salesperson, intent on getting your way and increasing your profits…as fast as you can. Not a good idea.

A few valuable suggestions below will move you closer to success, help you achieve your sales goals, and build solid business relationships with your customers.

Qualify your prospect

 

It is essential to qualify your prospect and ensure that she or he has the power to make a final decision. Sometimes, a prospect’s hesitation may simply indicate that they do not have the authority to sign on the dotted line.  In this case, try to figure out how to include the decision-maker in the sales process and move it forward.

 

Want to figure out whether you are talking to the RIGHT person? Why don’t you inquire about budgets or past buying decisions. Your contact’s answers may give you the clue…As you already know, you can unearth your prospect’s thought processes by asking specific, thought-provoking and open-ended questions. This way you will be able to gauge their true level of commitment and move the sales process forward.
 

 Describe a similar situation

One thing is for sure: successful salespeople are good storytellers. Relating a story about someone else who was in similar circumstances, can be a highly-effective strategy with certain prospects. Why? Simply because your prospect may strongly identify with that individual. You may tell them about a person who procrastinated in the past, then came to regret it. You can even mention another customer who gained enormously from making an immediate buying decision. Use your imagination. A good story can make quite an impact…

Explain the consequences of sitting on a sale

Some prospects are more afraid of NOT having the benefits of a new product, than they are excited about having the product. Understanding how your product or service will put them on the cutting edge, may compel them to buy. Who wants to be outpaced by their competitors? Obviously, no one. Therefore, for certain prospects, it would be wise to explain what it would cost them NOT to buy your product or service (for example: the costs associated with uninsured accident, a disastrous product launch, or insufficient market research).

Create the WOW factor

 

Whether you are selling a tangible product or professional services, you should always sell with a high WOW factor. One well-known sales expert suggests that the seller’s personal enthusiasm is the most powerful sales tool, simply because it adds a WOW element to the sales scenario. As a savvy sales professional, strive to make your potential buyers feel special. Make sure that your small prospects feel as important and valuable as your large ones. Whatever it takes, you should find creative ways to sell yourself and keep people coming back for more…. Let me assure you that you will become a master of your sales domain by clearly identifying your WOW factor and creating a WOW reaction in each buyer. Let’s face it: People always respond positively to special treatment.

Complete the process

 

It goes without saying that “closing” the sale is the stage that every salesperson wants to achieve. With that said, it is critical NOT to ask for the business prematurely - even if you are clearly witnessing physical or verbal cues that indicate interest or readiness to buy (i.e. questions on turnaround time, installation, expected results, product guarantees, delivery schedule, etc). It is important that you stay true to the sales process. In other words, there are a few specific criteria you need to achieve before you can comfortably and confidently ask for the business. Those criteria include:

 

1. Having a complete understanding of your prospects needs.

2. Providing a customized solution that would address their needs, problems, desires, etc.

3. Confirming with the prospect that they agree with your recommended solution.

 

If all the criteria have been met, then you can go ahead and ask for their business.

Following up

 

Don’t forget that good follow-up is crucial and can help convert a higher percentage of valuable sales opportunities. Evidence suggests that many sales people fail to reconnect with a prospect after the initial meeting. It’s one of the most common mistakes they make. Don’t let this oversight derail the sales process and ruin your chances of success. Furthermore, offer to help the buyer with any questions or concerns they may have about your product/service, even after you have made the sale. This simple approach may pay off big time in the future.

 

We hope the proven strategies above will help you improve results, increase sales and achieve the success you deserve. Good luck with your endeavors!


If you need help with your Marketing or PR projects, please visit

www.kambarian.com  email: angela@kambarian.com or

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How to Leverage Gatekeepers

Dear Savvy Business Owner:

Let’s face it: Most sales professionals hate dealing with gatekeepers. The reason is obvious – receptionists, administrative assistants or switchboard operators have a few distinct powers and play a pivotal role in every organization.  One of their biggest powers is to connect you with the right person who might be interested in buying your products or services. They control your access and keep your information from getting through to the decision-maker. Their job is to protect a busy boss from unwanted intrusions and constant interruptions.

Guess what: Dealing with assistants takes a great deal of practice and confidence. Even your most powerful solutions will stall in the driveway if you do not learn how to get past the receptionist. Some salespeople still resort to old-style tactics or try to manipulate the person sitting at the front desk. This approach may ruin your chances of making an appointment and even damage your reputation for good.

So, how can your sales team bypass the phone operator or turn the formidable guardian into a selling ally? This should become one of the most critical objectives in your sales career. Those entrusted with guarding the decision-makers you wish to reach, can be your adversaries or allies. It all depends on your approach.

We hope, a few valuable suggestions below will keep you in the driver’s seat and help you turn your efforts directly into sales and profits.

Make it sound like a personal call

In most companies, assistants or receptionists do NOT get a lot of recognition. So, don’t regard them as faceless obstacles that have to be overcome at all costs.  Treat them with utmost respect, dignity and compassion. If you show them the appreciation they deserve, the payoff will be huge. Always keep in mind that they are people with their own personality and unique attributes who have a challenging job to do. You may want to get the name of the assistant and even try to enlist her/him aid when connecting with the person you need. In fact, when you ask someone for help, they feel important. For most people it is not easy to decline the request for help. So, use it to your advantage and pave your way to the decision-maker’s office. Avoid using clichés or following old scripts that are no longer effective. This way you may come across as indistinguishable from your competitors.  Show some personality and use humor to set yourself apart from other callers. Sometimes, all it takes to win a phone operator over is to send her a simple thank-you note after your conversation. Remember: turning gatekeepers into allies can greatly increase your conversion rates and propel your sales career to the next level.

Don’t try to sneak past the gatekeeper

Don’t try to manipulate the gatekeeper or use questionable tactics to get around her/him. This strategy may backfire and put you in an awkward situation…or maybe even cut off your chances of getting through to the person in charge. Actively engage with the gatekeeper, so that they have a positive attitude towards you when you call again. You are unlikely to become the best of friends, but it is always a good idea to build a rapport with the person answering the phone.

Speak with authority

One thing is for sure: Every caller sounds pretty much the same. Therefore, you need to come across as a VIP who does not have a lot of time. The assistant is used to taking instructions from others. If you sound important, speak with authority, and project a great deal of self-confidence and assurance, she may be more likely to put you through. Once the gatekeeper senses that you are at the top of your game, she will not risk offending you by probing too deeply. But if you are nervous, stressed or tense, you will convey these emotions through your voice. This will have a huge impact on how the gatekeeper perceives you.  Any trace of uncertainty in your attitude will damage your credibility and diminish your chances of sales success.

Never sell to the gatekeeper

When you are on the phone with a receptionist, there is no need to divulge more than necessary or go into a presentation. Why? Simply because you may involuntarily turn her into a decision-maker and end up losing the game.  She will either tell you that they are not interested, forward you to someone else or promise to pass the message on. What you can do is mention some of the previous contacts you have made. You don’t have to say anything about selling a product/service.

Learn from the gatekeeper

The fact of the matter is, assistants can be crucial to your information gathering mission. Learn more about the receptionist, her department, recent trends, or some of the major issues the company is facing. We suggest you gather vital information with every call you make. Ask simple and non-intrusive questions or get as much information as you can about the decision-maker, her schedule, etc. You may even gain some insights into the psychological make-up of the person you are trying to reach. You can ask the following questions: “When is the best time to call?”, “How do you pronounce her name?” “What is her preferred method of contact?”, etc. These questions may serve as the groundwork for a successful presentation which may eventually result in a sale.

Conclusion

One thing is for sure – the gatekeeper is NOT your enemy. Seeing the assistant as your biggest adversary will invariably create a psychological barrier that will be difficult, if not impossible, to remove.  Some salespeople do not realize that many assistants are smart, talented and well-educated individuals who are very familiar with the tricks utilized by business professionals. It is always better to engage the gatekeepers as peers who are doing a great job. As a result, they may guide you to make the best impact. Working with assistants can help you in so many ways – in ways you would never expect. Always keep it mind when you start dialing the phone.

Need help with Marketing or PR efforts?

Call (516) 889-8636  or visit www.kambarian.com today.


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