Sales | Marketing & Business Development Solutions | Drew Stevens » selling tips

Selling Professionals Must be a Student of the Game

Drew Stevens — Tue, 31 Aug 2010 17:39:46 +0000

It is almost fall. Most students have begun the journey back to the classroom. As they begin their annual quest they will have numerous texts to read and exercises to apply classroom learning. It is always interesting to see the euphoria of students learning new ideas and concepts. One of the most intriguing things is watching passionate students desiring the constant search for new data. No matter what there is a constant desire to close the loop and get answers to sophisticated questions.

This time of year requires from those in professional development. This is especially true for those that require sales help. Selling professionals must always be in constant contact with data. Throughout the day numerous questions arise, requiring conclusive answers.

This then begs the question as to whether or not you’re a student of the game. Professionals today unfortunately claim that they are too busy to attend seminars, read books or engage in other educational activities. However, each day is a learning experience and will we must use it wisely considering that we are in a knowledge-based economy. Wasting time and talent because of busyness is simply an excuse for procrastination. In today’s competitive global accounting professionals of all types are required to be daily students. Each day we learn, each day we develop, each day we must become a student of the game.

Drew Stevens is one of the world’s leading authorities on sales help, selling skills and business development. Drew is the author of the successful sales process book Split Second Selling. Dr. Drew is frequently quoted in the media and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website.

The Indespensible Sales Rep

Drew Stevens — Fri, 27 Aug 2010 17:19:49 +0000

There is an intense amount of competition in today’s economy. There is more noise than ever due to the proliferation of social networking. There are also more competitors. With many individuals giving up corporate America for entrepreneurship there are more hurdles to battle. The chronic problem for selling professionals is to differentiate from competitive forces.

Differentiation is the key to business development success. It helps build brand and create cache. Consumers make decisions for brand sake. With sellers consumers make decisions based upon perceived value. Such value recognition is based upon nuances such as; sales language, professional ethics, professional dress and most importantly client recognition. These items help distinguish the indispensible sales and marketing professional from the customary. Here are some tips to make you indispensable.

Be the professional. Review your dress code and dress the part. We’re good clothing and have professional equipment that emulates your corporate stature.
Be the service provider. Customer service is paramount for every selling professional. Return calls when you say you will. Always be the professional and always remember business exists because of the customer.
Gratuity. Always be thankful for clients that have done business with you. Send thank you notes and other types of greetings to ensure you are always top of mind.
Referrals. The only way to ensure your indispensability is by others understanding the value provided. Your brand is manifested by the referrals gleaned from your value.
Culture. It is wonderful if you take all the ideas from this post and utilize them continuously. However, the organizations culture must be congruent.
Relationship. The entire reason for doing business is to invest in relationships. Forget the facts and only worry about creating valuable relationships.

Drew Stevens is one of the world’s leading authorities on Sales Consulting, Business Development & Marketing Solutions. Drew is the author of the successful sales process books – Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales consulting website – stevensconsultinggroup.com.

Why Sellers Fail

Drew Stevens — Tue, 24 Aug 2010 17:06:57 +0000

It is almost fall 2010. You can almost feel the excitement in the air for football, festivals and the myriad of other activities. One of the most prolific is the end of the year fundraising push. While the church most recently instructions were given for the up coming fall Festival. In the mail I received at least seven pieces of marketing literature from others seeking funds.

We will all be inundated by a plethora of sellers in the next several weeks. They will represent profit and nonprofit institutions such as schools churches and clubs. All will be selling products to their neighborhood kin. While the effort is admirable many will fail miserably. One reason is the current economic conditions. The other is related to a slew of issues that sellers encounter daily.

The largest issue is a lack of customer focus. Many organizations focus efforts inwardly. Organizations are concerned more about how much money will be collected versus the wants and needs of clients. No matter whom your customers, all efforts at all times must be outwardly focused. Organizations exist for one reason- the customer

However raising funds is an admirable gesture as long as it is done properly. Yet many fail. They fail due to lack of planning and they fail because they emulate those sellers that fail too! Many believe they can simply converse with individuals and “sell” Them on products and services. Untrue! Selling is a profession that requires patience, persistence and passion. In addition, it requires the right funds, the right “fit” and the proper formula.

Moreover, many individuals and organizations fail at selling for a myriad of other reasons. Enclosed is a succinct list of selling obstacles to be aware of:

Value. Consumers today require a value from the vendors but they conduct business with. Is a seller’s responsibility to ensure that consumers understand the value provided.
Emotion. Consumers do not make logical decisions; they make emotional decisions. Sellers need to refrain from using the features and facts while focusing more consciously on sales language that creates emotion.
Persuasion. Consumers are persuaded from the influences of other consumers. Sellers must be conscious of creating buzz. Customers to customer influences are too important today.
Belief. Consumers invest in particular organizations because of their belief in sellers. All sellers must have passion and conviction in their sales delivery.
Investment. Consumers do not leave bad organizations they leave poor selling professionals.
Consultative. Consumers invest in those that can aid them. Sellers must have an understanding of the prospective buyers company, industry and competition.
Lsten. Too many sellers talk too much. In order for consumers to invest more questions have to be asked. The best selling professionals questioned first and allow the consumer to sell themselves.
Conviction. Successful selling professionals will believe in what they are selling. No matter what the seller must be convinced first.
Dialogue. Good sellers know how to engage in great conversation. They would rather develop a relationship first and sell widgets second.
Gratitude. Good sellers are always gratuitous to consumers. They remain in constant contact and send words of thanks and praise when necessary. They appreciate every interaction.

Drew J. Stevens Ph.D. (Dr. Drew) is the author of Split Second Selling and the soon to be released Ultimate Business Bible and six other business books on sales, customer loyalty, self mastery and business development solutions. Drew helps organizations to dramatically accelerate revenue and outstrip the competition. He conducts over 40 international keynotes, seminars and workshops per year. Dr. Drew is the founder of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website or call 877-391-6821.

Five Crucial Mistakes of Business Owners

Drew Stevens — Fri, 20 Aug 2010 16:08:18 +0000

Amazing Grace – Its All About Attitude

Drew Stevens — Thu, 19 Aug 2010 20:02:48 +0000

I recently received a telephone call from a woman named Grace. She was extremely upset because she wanted to end her subscription for my autoresponder. I am thankful this woman was not in customer service because of how brash she was. Sometimes it is not what is said but how. Attitude is everything in business.

Attitude can hurt or hinder. There are many businesses that you frequent because of the hired help. And there are others we avoid like the plague.

It is imperative then that attitude and a culture of customer service are paramount.

We are all busy and we all get stressed from time to time. Clearly one additional e-mail is not enough to send anybody into a tizzy. Yet, the recent issues of the flight attendant and other customer service folly illustrate the need for some best practices.

Check you baggage. We all carry issues with us every day. Some of this stuff is enough to fill a freight train. Leave it home. The entire focus should be on value in deliverables to the client not a psychology session in ending your stress.
Cut the crap. Apathy is never a good thing to bring into the workplace. Have passion for the job that you do or simply quit. The purpose of every business is serving a customer.
Compartmentalize. Sometimes being in business is as harried as riding a roller coaster. There are multiple volatilities during the day. Learn to marginalize the highs and the lows.
Feedback. One of the problems with American business is the constant need to speak. It is a cultural phenomenon. A good best practice is to listen more and not offer feedback.
Small stuff. Not to sound trite but do not sweat it. If you are stressed then take time out for you. Go for a walk or listen to some good music but do not remain in a workplace that will create more stress for you.
Reward yourself. We are all little too hard on ourselves. Take the time to reward yourself for the positive things in life. Go shopping and buy yourself something that you want.
Education. Stress sometimes is attributed to a lack of information. Business professionals must take the time to invest in their own self development. Listen to audio books, read voraciously were enrolled in the class. Only you are the captain of your own destiny.

When the little things start to add up and you feel more stressed than ever it is time to remove yourself from those situations. Clearly getting stressed over one simple e-mail is amazing. Ignore it and move on or have the grace to end it professionally. Do not get lost or blinded by the ignorance of stress. Otherwise you will be seeking reconciliation.

Cold, Bold or Old Calling?

Drew Stevens — Tue, 17 Aug 2010 16:34:26 +0000

A multitude of recent postings on the Internet discuss the value of cold calling in today’s economy. Apparently many pundits believe this traditional sales method to be effective. The reality is people are busy, decision makers have shifted and more importantly intended recipients do not want to be bothered.

Cold Calling is now as outdated as a physicians’ home visit. Cold Calling is intrusive; places prospects on the defense and typically produces very little if any results. Surveys illustrate that cold calling produces less than a five percent return.

The purpose behind business and selling is to develop relationships. This is an outward process and focuses all energies on the client. The initiation of relationships illustrates value and emotes loyalty.

The contradiction of cold calling is that it is an inward activity. Focus is on the company and widgets sold rather than acquisition, value and concern for the prospect.

To aid lead generation in today’s competitive tempest requires a bevy of integrated activities. Business professional can speak, write articles, comment to blog entries, attend networking events and trade shows, produce sweepstakes, disseminate press releases etc. Each activity helps increase name recognition to produce buzz. When you increase the amount of activities there is a correlation to accelerating the business.

Accelerating business in a competitive world is similar to the weekend golfer. Many swing clubs for hours hoping to hit the longest shot but the returns are minimal. However 90% of the activity in golf is the short game. Making 50 – 60 calls per day is tedious. It produces very little results. It is bold, it is old and continuing traditional methods in a contemporary world will leave you out in the cold!

Drew Stevens is one of Americas top Thought Leaders and Selling and Business Development. Drew is a frequently requested keynote speaker and author with several books and hundreds of articles on sales, marketing and business development. To book Drew for your next sales meeting, send him an email or call him at 877-391-6821.

Five Reasons for a Business Plan

Drew Stevens — Mon, 16 Aug 2010 15:31:19 +0000

Many entrepreneurs subsist in small offices pondering how to obtain the next client. The problem emanates from a lack of planning. Given that 98% of most business fails in the first five years and the odds decrease marginally in the proceeding years, planning is the best means to ensure financial feasibility.

There are a multitude of reasons to develop a plan; here is the top five:

1. Developing a plan takes the information from your head and produces a structured format to ensure your business has feasibility. A business plan enables a proprietor to streamline operations and delete tangential items.

2. If you want to obtain venture capital you must have a formal plan. No lender will provide any money without one.

3. Planning enables entrepreneurs to gain focus. Too many get mired in reviewing capital and income yet the most imperative part of planning and often forgotten – customers. Entrepreneurs must develop an acquisition and retention plan.

4. To a certain degree a formal business plan assists in producing goals and standards. The business plan helps to produce entrepreneur accountability.

5. Business planning helps to develop buzz. Review any business plan and a significant portion of the plan resides with marketing. Planning forces entrepreneurs to choose a target market, integrated marketing communications to create value and tactical activities to grow brand. Producing this vital plan helps with budgets and prioritization.

Two vital components for business growth are passion and conviction. Yet the best business will fail without proper planning and development. Take the time to visit a consultant, business college or community incubator to help develop your plan. The investment of time and money might just be the tools needed to give your business foundation and the kick start needed to thrive.

Investing In Your Sales Attitide

Drew Stevens — Sun, 15 Aug 2010 16:11:05 +0000

The new edition of Sales Acceleration is ready for you to listen to so that you can accelerate your income!

Sales Attitude

Attitude is a large portion of the selling game. Having a good attitude is healthy but your negativity just might weight down your revenues. Learn the secrets of an “Attitude Package” to create healthy relationships, more value and long term clients.

To listen to this and past episodes Please click here.

Taking you from the bleachers into the field of play!

Sales Invesments

Drew Stevens — Fri, 13 Aug 2010 22:22:32 +0000

It is a known fact that companies are not doing well and require more attention to the item that keeps them in business – selling. The concern here is that while the recession continues to drudge its way through the economy many organizations (large and small) have drastically decreased budgets for training.

Training is not the pivotal answer to creating revenues but it is a start. In a recent report from CSO Insights, 53% of those companies that conduct sales training close more business and build more value than those that do not. Simply put, investments in the sales department offer return.

However, training is vacuous if not part of a process. To compete in today’s global economy requires multiple components such as business intelligence, customer service, coaching, mentoring and facilitation. Athletes spend immense amounts of time honing their craft and organizations require similar with frontline staff. The competition is simply too intense.

With over 6 billion individuals to market to and hundreds of thousands of firms, organizations need to not only be at the top of their game but top of mind. Investing time and money in those that create relationships and illustrate the firm’s value helps to commit the strategic intent of the firms long term success.

Drew Stevens is one of the world’s leading authorities on Sales Marketing & Business Development Solutions . Drew is the author of the successful sales process book Split Second Selling. He is also the creator of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website.

The Keys to Business Intelligence

Drew Stevens — Fri, 13 Aug 2010 21:17:13 +0000

In a competitive business environment the one advantage that a business will have is business intelligence. With our knowledge-based economy, knowledge is power. Business Intelligence empowers business users to make more informed decisions by providing timely, relevant, and accurate information wherever, however and whenever they need it.

Business intelligence is highly important for organizations that desire to be more strategic amongst industry and individual competitors. The use of information allows organizations that are malleable to make the immediate changes necessary to be innovative and competitive. In addition erratic changes in the marketplace enable organizations to meet the needs of increase customer demand such as labor, production or delivery.

With computers and mechanization now entering a sixth generation, the increase in large databases and mobile devices positively affects how organizations can react to market needs. Real time information immediately enables organizations to run analytical reports and scenarios to gain competitive advantages. So where then are these places to obtain some of this pertinent data?

Company information – There is gold in them hills. Discover the gems that already exist in your corporate databases. It is ironic when those that need information forget to look at the light in front of them.
Annual Report. There is a major concern that with the amount of work and effort involved, many do not read these treasure troves of data. The content from executives and directors is invaluable.
Mystery Shopping and Consumer Feedback. Customers are the lynchpin to competitive data. Meet with them often to discern your organizations strengths and limitations.
Daily and Weekly Periodicals. At one time a manual position but the convergence of technology has eliminated the public relations department. Public Relations epitomize the success of any organization. The use of RSS readers and other business intelligence software enables organizations to understand what stakeholders and publics say.
Research Journals. Wall and Main Street constantly report on company information and the data is very helpful in understanding company position.
Real Time Feeds. The prowess of Dow Jones, Reuters, Bloomberg and other feeds capture real time information to enable spontaneity to current events.

Knowledge is power and content is king. Business intelligence is the strategy to success, if your organization seeks to be more competitive. Do not allow the firm to be a pawn. Create the information necessary to trump your competitors and become an industry leader.

Your (Selling) Attitude is Killing Your Business

Drew Stevens — Wed, 11 Aug 2010 16:10:15 +0000

Did you ever have days where you look in the mirror and say what is wrong with me? Do you ask questions such as: why isn’t the phone ringing? Or why are my clients ever happy?

Here is the answer to your questions. It just might be you! Attitude is everything in the sales and customer service business. Individuals invest in whom they know and trust. Those with bad attitudes simply do not win; they remain in the stands with the spectators.

Attitude is more than your smile; it is your articulation, your presentation, your poise and your presence. Consumers do not want to engage with sloths, they want real conversations/relationships with those that offer value. Your mannerisms, your clothing, your passion and your conviction are integrated into your “Attitude Package”.

Engaging with prospective and existing clients requires an engaging smile, an empathetic manner and great listening skills. I am reminded of a former sales director who frequently spoke when the prospect did. Not only is this rude but you cannot hear objectives while the other party is speaking.

Here are some key factors to keep in mind to aid you business development success:

1. Love what you do. You must have passion for your company, the industry, the products, the services and the people. Any apathy is clearly displayed to the client.

2. Cheap suit syndrome. A great mentor and coach, Alan Weiss of Summit Consulting has always told me that great business professionals are well groomed, own good pens and articulate well. Meeting economic buyers requires presentation skills that differentiate from the competition.

3. Energy. Attend a party and you will notice the gregarious person from the wallflowers. It is not necessary to light up an electric grid but enthusiasm for products and services is required.

4. Check your baggage. We all carry a surplus of personal and professional garbage. No one cares. Learn to compartmentalize and enjoy healthy client interactions.

5. Interact. Listen, ask a question listen again. Good listening skills stems from a voracious appetite for current events and the world around you. Be well versed in your surroundings.

6. Self Mastery. Great attitude comes from your self-confidence. Attend meetings and seminars to become more learned.

7. Appreciate what you have now. Everyone is busy and many feel as if they are in competition with friends, peers and colleagues. Stop and enjoy life for a while, it goes too quickly. Celebrate even the smallest of success.

Without a proper attitude, one will hit numerous speed bumps. Slow down and take a good look in the rearview mirror to determine if you are the hindrance to your own success. Overhaul your attitude and you just might seek a wider road, less obstacles and much more opportunity.

Drew Stevens Ph.D. is one of Americas best thought leaders on selling skills and sales strategy. Dr. Drew is the author of six books on sales, customer loyalty, self mastery and business development solutions. . Drew is the founder of the Sales Leadership Certificate one of only 14 programs in the United States offering an accredited degree in the profession of selling and has a top ranked podcast called Sales Acceleration. To discover how Dr. Drew can assist your organization visit his marketing and sales website or call 877-391-6821.

Customer Acquisition Priorities

Drew Stevens — Tue, 10 Aug 2010 17:00:03 +0000

I recently reviewed a “Lead Generation Survey” by CSO Insights and found the following. “In 2007, customer acquisition ranked number two on the list, where 65% of the firms surveyed listed it as a key priority for marketing.” (CSO Insights 2010)

Perhaps I am mistaken but isn’t the reason to be in business customer acquisition and retention? Was I sleeping? If acquisition and retention of clients is not a priority what on earth can be first?

This statement conjures three very specific issues:

1. Firms that are avaricious and favor profits rather than customers.

2. Firms that lack a solid strategy with a core driving force.

3. Poor leadership.

The major goal for business is customer acquisition and retention. Customer to customer influences is stronger than ever. Simply put, customers become marketing avatars espousing the organizations’ value. In fact, nothing happens in a company without a customer! Therefore, there only priority is customer acquisition.

Self Development Advice

Drew Stevens — Tue, 10 Aug 2010 16:40:00 +0000

After some recent research conducted for a client, I was baffled to find that over 60 percent of business professionals conduct very little if any self-development. Yes, you are busy, yes you are fatigued and yes you need to invest in you.

The issue stems from many individuals stating how busy they are however:

1. We are all busy yet some handle issues better than others.

2. Busyness is sometimes folly for procrastination.

3. Busyness is attributed to poor time utilization.

4. Many await organizations to invest in employees.

After many years of research in this field, it is deplorable to believe that your organization is responsible for self-development. After all, the term does begin with you in mind. Self Mastery is required for all fields and business positions if you desire advancement. Individuals must be responsible for becoming educated on the company, the industry and the customers the organizations serve.

Read books, listen to podcasts or enroll in an accredited or non-degreed university program. Spend time reading newspapers and other periodicals to awake your corporate assets-but do something.

Here is a question to ponder; if you were your employer what might you think of your efforts. To be in the field of play you must get out of the stands!

When Business Feels Like a Game of Chess

Drew Stevens — Fri, 06 Aug 2010 23:05:55 +0000

I am often asked about how I achieve my successes in business and I am reminded about previous circumstances that have paved my future successes. While perseverance might be one factor passion and conviction certainly are relevant.

We all have choices and we can choose to succumb to the negative pressures or simply look forward; shunning negativity. As a child I was physically abused. My choices were to remain in that environment and escape with outlets such as drugs or alcohol or to pave a new future. I chose the latter.

In a second incident I was terminated three times in a six month period; the last on Christmas Eve! With a wife and children I could have chosen to become depressed and angered or simply build. I chose the latter.

Obstacles constantly impact business development. You feel as if you are playing chess and constantly under “check”. The prospective clients you desire choose other vendors, employees leave for other organizations. Even new product development goes array. Such pressures happen to the small as well as most famous of entrepreneurs. (Ask Steve Jobs about iPhone issues)

Entrepreneurs can succumb to the pressures losing valuable development and innovation time or they move forward. Business like chess requires proper strategy and marginality. It is the choices you make, the overall strategy, the ability to thwart pressure and your passion that must keep you focused on the goal. Now it is your move!

Customer Service Disconnect

Drew Stevens — Thu, 05 Aug 2010 13:38:50 +0000

My family and I were having issues with our television service and called our provider for assistance. After being placed on hold and conducting numerous tests a technician was dispatched to our home 12 hours later. Considering, this is not bad,

The following morning a technician arrives and conducts a battery of tests to determine the source of the issue. We speak for a few moments and without hesitation he returns to his truck and begins to replace every cable box we have. No questions, no further tests, nothing. More importantly, there was more interest in moving from my home to the next and just getting through the day. The technician illustrated little passion, little interest and little customer connection. This was simply a job.

Service providers have an obligation to perform higher than those with products. With a myriad of competitors the only line of differentiation is customer service. Customers are the purpose of business not an interruption. Remain attentive to customer retention or risk facing a power outage.

Just the Facts on Legal Business Development

Drew Stevens — Tue, 03 Aug 2010 19:46:00 +0000

During a recent webinar I was asked the facts about the legal profession and why many subsist in small offices with few clients. With over 1.14 million lawyers, thousands of law firms specializing in an array of practice areas, numerous solo practice attorneys and schools that do not instruct business skills, there are many reasons lawyers suffer financially.

However the single largest reason why some attorneys have more clients than others is that they realize they are in the marketing business. You heard me correctly; being an attorney requires more time marketing than actually practicing law. It is vital that attorneys network frequently and become introduced to a myriad of third parties to help increase the largess of their address book.

There are other items worthy of mention but let us stick to some facts:

- Attorneys gain business from referrals, not the yellow pages.

- Customers to customer influences are imperative so have a good website as informed prospects seek to obtain business on your practice.

- There are no rich lawyers making money cold calling- avoid it.

- Beware of fools selling you tools for social media- become anti social. Business is gained from those that trust you not how many connections you have.

- Seek to understand your target market demographics- create communities where they are located.

- Look at return on investment before spending marketing dollars are trends. Trends have a time frame.

- There is a cacophony of marketing noise- use integrated marketing components to be heard over the din.

Those that take these themes and messages into consideration thrive, those that refrain survive. Which reduces labor and creates more revenue? If I were you I would stick to the facts.

Drew J. Stevens Ph.D. (Dr. Drew) is the author of Split Second Selling and the soon to be released Ultimate Business Bible and six other business books on marketing, practice management and business development solutions. Drew helps organizations to dramatically accelerate revenue and outstrip the competition. Dr. Drew is a thought leader in the area of practice management and is a frequent guest of ExecSense Webinars. He conducts over 40 workshops and seminars and is frequently requested by the media. For more information call him today at 877-391-6821.

My Two Cents on Leadership Development

Drew Stevens — Mon, 02 Aug 2010 15:01:19 +0000

Today’s Wall Street Journal has an interesting article concerning Leadership Development. (http://bit.ly/bUbmYc) Fearing a shortage of managers, organizations are now returning to leadership development. With the risks of retirement, and those that will move as job opportunities prevail, organizations will spend more to help increase management effectiveness.

I have said it before on this and other forums. First leadership development must be based on a continuum not as individual events. Leadership is a process not an event. This includes on boarding, coaching, mentorship and then periodic training.

More importantly development will not occur unless you have the right people. Talent is innate and organizations must refrain from hiring “bodies” and employing those with skills and abilities. This is where succession planning is crucial. Proper succession leads to less training and development since the organizational culture encompasses leadership development.

Finally, to gain proper performance, key performance indicators should be established. People will succeed (or not) when they are held accountable.

Practice Management Marketing for Chiropractors

Drew Stevens — Sun, 01 Aug 2010 02:54:07 +0000

Building a Profitable Chiropractic Practice

With all of the credentialing and education required for chiropractors one item not taught efficiently is business development. The irony of chiropractics is this; doctors are in the marketing business.

In working with hundreds of practices there is consistency in my research. Most doctors seem to struggle because they are undercapitalized. They subsist in small offices, with limited budgets anticipating phone calls and wishing upon revenues. More importantly, the recent financial volatility and unemployment has created an influx of competition. More unemployed are returning to schools in anticipation of new careers. Now is the time to create competitive differentiation and a pipeline for a better future.

Marketing is Not What you Think

Many doctors misconstrue the use of marketing and sales. More importantly many believe that marketing requires creating complex four color brochures. Untrue. Marketing is defined as an exchange of information for the benefits of providing value to the stakeholders [patients]. Selling is the exchange of cash for value received.

For either to be effective requires a candid trusting relationship. Simply put, patients do not buy services rather they invest in relationships. When marketing is apparent, relationships strong and trust built, revenue is easier to obtain.

The chiropractic business is a relationship business. Individuals do business with those that articulate value. However to produce revenue requires less sales tools and more marketing. Not many buy products from cold calling and direct sales letters but they invest in brands. Value stems from proper marketing, which develops brand formulating a process to furnish an active pipeline.

The Power of Brand

Brands offer instant recognition and identification. They are also promise consistent reliable standards of quality, size, or even psychological attraction. Several national and regional surveys typically illustrate that patients choose brand not because of price but simply name alone! People will make a purchase and choose a vendor solely for brand.

The ability to build brand offers a host of blessings such as patient loyalty, price inelasticity and long-term profits. A loyal patient is nine times more profitable as a disloyal one. An existing patient who is affected by your brand value helps to obtain new clients for you more efficiently through referral that a new one. Building brand does not arrive inexpensively and without time. Research shows that it costs 200 to 400 times more to build brand equity but the long-term effects are worth it.

Rules of Building Brand

Referrals – So often overlooked, over 94% of doctors surveyed say they know they need to ask for referrals and do not. Referrals are required for business development. Referrals are the original social network. Buzz marketing is so helpful in developing brand recognition. More importantly in today’s competitive marketplace the tactic is not to ask only for one referral but as many as five. Return to your strongest patients often and ask them once every 30 days for up to five colleagues, friends and peers that would appreciate the value you provide.
Testimonials – Current market research shows that patients do not want to hear from doctors but rather doctor’s patients. Prospective patients devour learning form those that have received value similar to what they seek.
Increase Marketing – Economic strife causes many to abandon rudimentary marketing practices. Eschew the sublime and continually market. As competitors deter marketing, yours grows and others learn about your practice. The more marketing produced the louder your marketing and the more learn of your brand.
Increase Communication – One of the strongest brands in the world is Coke Cola. Without much effort the beverage company is worth over 80 billion dollars. Coke does this by continually communicating to existing and new clients. Increased communication increases brand and value.
People – There is nothing more prevalent to business then internal employees: they are the frontline to the organization. Peter Drucker once stated that, “organizations exist for one reason- the customer”. Failure to exemplify a patient culture only diminishes a firm’s ability to communicate and collaborate with prospects.
Processes – Patients and prospects are enamored by increased communication. The more you tell them, the more comfortable they become with information. Remember they are investing in your sage advice on health. Communicate the rationale for paperwork, procedural issues, signatures, etc. Ensure the phones are answered promptly and with rapt professionalism. Finally, when patients are serviced appropriately they inform others of their positive experience. Such feedback assists with decreasing marketing and advertising costs while also retaining current patients.
Property – Individuals always judge books by their covers and patients are no different. On a recent appointment with a supplier, I could not find a spot to park my car. All employees were in visitor spots. On another visit, I entered the main lobby of a potential client to what seemed like a hurricane. These images leave a certain perception of company operations. Simply put pictures say a thousand worlds. The reception area must be tidy, organized and exemplary of the service you provide. Smiling staff and signage drawing attention to the practice’s location. Staff should dress professionally. Brochures, magazines and other documentation must be placed in organized receptacles.

Rules for Credibility

Rule One – Office Protocol – Phones should be answered with a particular script and with a professional manner. While there are a myriad of tools for responding to calls, landlines are still best. Do not use automated services or cell phones when speaking with patients.

Rule Two – Return Calls Promptly – My service to clients is to return calls within 90 minutes, sometimes sooner. No one is that busy for calls not to be returned promptly.

Rule Three – Eschew Senseless Marketing – Too many reading this article continually use the phone book, Yellow Pages™ and Chamber meetings for business development. Look at your ROI and decipher what works and what doesn’t. My question, if Uncle Ernie needed a surgeon would you seek guidance in a phone book?

Rule Four – Ignore the Competition – Knowing the competition is sage advice but focusing on them creates unneeded stress. Do not allow the competition to drive your strategy and your marketing.

Rule Five – Focus on Outcomes – Stop indicating price and terms to patients. Focus on issues that create value for the patient. Distinguish three reasons for conducting business with you and how your service will provide benefits to their future health.

Rule Six – Preparation – Know whom you are speaking to and their issues. Eschew the mundane practices of discussing general information with patients. They want to know “what is in it for them”.

Rule Seven – Take Initiative – It is incredulous how many doctors do not follow up or end meetings with little action. If you want to become an elite doctor you must refrain from being a spectator. Create actionable items every time when speaking with a potential client.

Useful Marketing Tactics

You need to create a gravitation pull to you so that you spend less time calling and handing out brochures. You need to invent magnetism so that clients gravitate to you.

Speaking. One of the best methods to introduce your expertise is to tell others about what you do. Rotary’s, Kiwanis, Chambers of Commerce are constantly in need of experts. Contact these organizations or others to discuss content to enlighten their members. Participants are attracted by new and interesting content.

Writing Articles. There are more newspapers in circulation today then ever before. There is a multitude of newsletters, web sites, regional business magazines, and local newspapers starving for decent material. Articles need not be more than 500 to 1000 words. With good content and a solid byline your message can be in the hands of hundreds or thousands.

Website. The proliferation of the Internet allows others to discover your content and determine your value. Fees are inconsequential and the business world requires a website to denote your sincerity to clients.

Lunch and Learns. These concise information sessions last no longer than 30 minutes during a corporate luncheon and feature your content. Benefits are a live audience, interested attendees and low cost of acquisition. The intent is not only delivery but possible business from attendees.

Booklets. Typically focused on one topic, these small content rich pieces feature your advice on one particular topic i.e. annuities. Booklets can be used for potential clients as handouts or products to be sold at special events.

The information presented allows for a preponderance of methods for creating patients. Half the battle is simply beginning as well as understanding that marketing is a process, not an event. While brands do not take lengthy periods to develop much effort is still required. More importantly, it is vital to understand how your value aligns with your target markets. Without a useful value proposition and a well defined market, your efforts will be fruitless.

The action now is to begin. Think about three things you will implement in your practice in the next several days. Continue to use and improve upon them to increase your pipeline and your subsequent revenues. By improving your creative thinking and improving your pipeline you produce more business, eliminate errors and become a marketing maven in your markets.

One can choose to continue with the tiresome methods or create new opportunities for success. Want to learn more secrets to achieving success for your practice; email me today for a free tipsheet. Or register for a FREE 30 Minute Patient Acceleration Coaching Session.

Drew Stevens PhD works with chiropractors to dramatically accelerate patient volume. Dr. Drew is the author of six books including Split Second Customer Service and the soon to be released Ultimate Business Bible – 12 Strategies for Ultimate Success. Dr. Drew is a frequently requested author, consultant and coach. To determine how he can assist your practice and grow volume Email him today!

No Free Lunch for Solo Practitioners

Drew Stevens — Sun, 01 Aug 2010 02:44:21 +0000

After reading and responding to a recent forum post, I am reminded of a story for you solo practitioners. Being in business has its advantages but there are also times when tribulations occur.

Over the years I am frequently asked for “Free Advice” on a myriad of sales, marketing and business development solutions. Individuals I met either at social events or networking meet me an instantly desire free consultative advice. Here are a few questions practitioners need consider:

Do you barter with your cardiologist over fees for heart surgery?

Do you ask free legal advice for a litigation matter?

Does “taste” food at a five star restaurant?

Why then is consulting or any other service considered free? I have a very good web developer (WebEditor.com) who charges me for taking the time to speak with him on search engine matters. Why not, he has intellectual value that assists me!

Solo practitioners are not in the charity business. If you own a physician or legal practice, or you are an entrepreneur- never provide services free. Consider you value, conviction, passion, time and most importantly the bottom line. Do not succumb others depreciation. Entrepreneurship is about passion and revenue- no free lunches.

Sales Corruption

Drew Stevens — Wed, 28 Jul 2010 16:34:11 +0000

A bothersome factor of selling is the notion for organizations to corrupt selling. Nothing happens to organizations unless something is sold. However over 92% of many organizations never invest in their sales departments. To avoid this issue:

Stop sales training. Training is an event not a process. Nothing happens in a seven-hour day. The desired output is to alter behavior, this does not happen in a day.
Create KPI. Selling requires measurements. Sellers need to measure their success and sales managers need to inform them constantly.
Conflict. Mix it up. The problem with sales managers today is the inability to confront employees about workplace issues.
Accountability. Create measurements of success and hold individuals to them. Stop the procrastination; they are the frontline to your revenue destiny.
Hire Correctly. Stop hiring bodies and employ individuals with innate talents that can handle your frontline. Nothing substitutes passion, conviction and talent.
Self Mastery. Good selling professionals provide methods of constant improvement. Always question the sloths that expect your organization to provide their education.
Create a selling culture. Everyone in the organization must become involved in the effort. Refrain from compartmentalization.
No contest. The best selling professionals do not require contests and challenges they are constantly motivated.
Seek best practices. Emulate the best practices from the best people stop trying to correct those that cannot be altered.

10. Lead Generation. This is the most prevalent portion of selling. Do not worry about supplying leads to the sales department. All professionals must create pipeline opportunities.

11. Share the wealth. Stop paying selling professionals so much. Lethargy is created when professionals believe they have a “cushion” and little upside potential.

12. Pre-Board with Onboarding. Create a process that quickly encourages knowledge of the company, competition and the industry.

13. A view from the bridge. It is great to sit behind the desk and command all but to create a selling culture you must lead by example. Move away from the desk and partner with your sales people. Leaders must meet with customers too.

14. The new economy. Recent surveys show that companies cut back on their sales force when they need the help the most. Why invest in new computers, or new logo when your front line is more important.

Thinking about Customer Value

Drew Stevens — Wed, 28 Jul 2010 01:07:26 +0000

In my work across the globe there is a noticeable manner in which business professionals operate. With the plethora of entrepreneurs, consultants and other proprietors beginning business there are some interesting issues for you to become aware. Customers today require value, appreciation, and professionals must deliver. Some things to think about:

Question selling professionals or customer service agent that does not return your call within one day.
Consider customer service agents that cannot remember your name.
Consider customer service agents that argue with you.
Refuse to continue conversations with selling professionals that cold call you and do not know your name.
Question the marketing professional that prints business cards from a home computer.
Terminate volunteer efforts from narcissistic leadership experts.
Be concerned when your plumber is reading installation directions.
Be concerned when your doctor says, “I have not seen this before!”
Question an accountant that makes an arithmetical mistake on taxes.
Become alarmed when the auto mechanic leaves additional parts in your automobile after completing repairs.

As a consumer if you question the service you receive you might want to think about some things.

Mirror Mirror

Drew Stevens — Mon, 26 Jul 2010 16:47:30 +0000

What do you see when you look in the mirror? This is not a trick question. Yes you see you. I am often amazed by the amount of individuals that own and operate businesses that constantly look in the mirror and only see themselves. The world of sales and marketing doesn’t operate from selfishness and conceit. Consumers today demand value and most importantly respect. Therefore several issues are most prevalent

Operate from the other side of the mirror. Stop thinking about yourself and your business and think from the customer perspective.
Provide value. Refrain from the folly of features speak from what is most imperative to the consumer.
Stop speaking. Start questioning. You discover more when you are not talking.
Stop the tactics. Operate from a strategic perspective and the driving force of your organization.
Engage the client. Seeing from the customer’s eyes means providing them abounding customer service.
Surprises. If you do not want any, mystery shop your own organization similar to a customer. Ensure service and support permeate the organization.

If you take just a few moments each day to envision issues from the client perspective you will create better returns and more revenues. Seeing things from the eyes of the customer alters perspective and initiates better value. What do you see when you stare into the mirror?

Sales Creations

Drew Stevens — Mon, 12 Jul 2010 18:24:16 +0000

Do you feel that you do not get enough assistance? Do managers avoid questions and career involvement? Do you feel encumbered by willingness to succeed? If you do you are not alone. Many believe that their careers are status quo.

However, if your career suffers from stagnation then perhaps the manager is not the issue it is you! Unfortunately, many individuals would rather swim in their own dreck then create action. Action is the result of energies placed into results desired. The lack of action is a direct correlation to results.

To create action you must take the first steps:

Education. The mind is aroused by the array of content and knowledge acquired. Begin some training in an area you desire knowledge. For example if you desire more business take a sales course; more recognition perhaps marketing Do something to stimulate the mind.
Confrontation. The unwillingness of both managers and employees to begin candid confrontation for fear of confrontation is folly. If you want honest opinion ask for it, a manager that fails to provide it is simply another employee not a mentor.
Passion. If you are in an unsatisfactory job, seek another. Do not waste another day in filth.
Mentors. The best advice is with those that can provide it. Stop wasting time with those that do not provide appropriate information. Discover pundits that are in your corner and take you to new heights of success.

Sales Cadence

Drew Stevens — Fri, 09 Jul 2010 14:06:52 +0000

Many years ago while participating in track and field my coaches typically spoke of cadence. In fact, many athletic events use cadence in their respective performance. Football players have a cadence before each play, dancers have a cadence in their performance and coincidentally those that sell require a cadence.

To perform at a higher level in selling products and services, one must have a certain cadence in delivery and building relationships with clients. Here are some of the things required to assist with your cadence:

Confidence. Consumers invest in those they know and trust. However, they also invest in the conviction from the selling representative. Your cadence will be affected by the highs and lows of your confidence.
Presentation Flow. Presentation is where it all begins. Know what you want to say, how you are going to say and but most of all listening is more important then speaking.
Preparation. One cannot have cadence if there is a lack of preparation. Understand how your services can assist the buyer. Look at issues from the perspective of the buyer; think output. What can you deliver that can aid the client?
Presence. When you look good, you feel good. Sellers need to dress the part. Invest in good clothes, and groom well. Be noticeable when you walk into a room.
Poise. Buyers implicitly affect tempo with questions and concerns. Remain neutral during volatile periods with proper research and preparation. The better you plan the less likely impact to your poise.
Equality. When you formulate equality with the buyer there is better conversation. Your interaction should be a meeting of peers, anything less is a vendor.
Labor Intensity. Relationship building is must easier, and you have more swagger when you meet only with decision makers. Gatekeepers waste time and affect your confidence. Meet and greet only those that understand your value.

The concept of cadence is formulated from continuous learning and practice. Athletes and dancers practice daily to broaden their strengths. They understand the value of self-mastery, learning all they can to heighten their performance. Take the first step and before you know it you will be swaying with the music.

Sales Tune Up…At the Halfway Point

Drew Stevens — Thu, 08 Jul 2010 19:59:30 +0000

Independence Day has recently passed and just around the corner it is time to turn attention to the baseball All Star Game and then the opening of professional football summers camp. Three events that implicitly signify the halfway point of the year. Yes summer is heating up, how about you?

For selling professionals and entrepreneurs alike now is the time for an intense focus for year-end. As the halfway point reaches its climax the time is now to ask questions such as:
• How are sales quotas related to the annual team plan?
• Am I meeting my sales quotas?
• What activities must I/we is involved to rekindle our efforts?

If quotas are off and there is a need to reengage selling efforts now is the time to become immersed in tactical efforts that increase revenues.

1. Regain customer attention. One of the issues that create more success is remaining close to customers. Even during recessionary times those that remain closer to clients are always more profitable than those that do not. Get closer to clients by calling’ writing and visiting. Those that remain top of mind provide differentiation and value.
2. Self Mastery. During the summer month’s activities slow with many on vacation and business travel. Now is the time to read a book or periodical related to your customer or industry, Get familiar with issues that enable you to position your firm and its services to aid your clients competitive position.
3. Budget Bullion. Summer denotes the rote exercise for many large organizations to begin budgets for the next fiscal year. Now is the time to be meeting with those that control budgets to understand how to position your services for what remains at year-end or what is available for next year. Either way one must ask to receive.
4. Increase Marketing. The only manner to increase value and customer differentiation is through marketing, With over 8000 messages seen by consumers daily, now is the time to increase value amongst the cacophony of noise.
5. Know thy Buyer. Too many sellers spend too much time with gatekeepers. Stop spending time with subordinates and only with those that can willingly make a decision, the shortest path to success is with a true economic buyer.
6. Seek Counsel. Think you have all the answers but are still concerned about progress? Determine areas you need assistance and seek guidance from experts that can help you. Invest in those things that lessen labor and increase revenues.
7. Find the Gold. The best method of growing your business is through those that admire and trust you. Consumers who love your service orientation become your marketing avatars. Actively seek out referrals to continually grow your base without the intense labor and following the folly of others that waste time cold calling.

Think of a mid year evaluation as the seventh inning stretch or halftime at a football game. Your time now is review where you are and where you want to want to go. If you truly want to heat up the remainder of your year or simply keep the fires burning it is time to review your position and make the needed adjustments for success.