Book Overview:
The purpose of this book is to provide
hope, direction, skills, and processes necessary for any small business owner
and professional to beat the odds and succeed in today’s digital sales and
marketing world. Most Americans today have a dream of a better life and that
commonly includes the dream of one day owning and operating their own business.
Most of the skills they bring to their small business lack the most important
aspect to their survival and growth: their ability to effectively market and
sales their products and services to others.
Most small businesses today have to
compete with larger companies who can afford to hire skilled sales and
marketing professionals who have the time and resources needed to compete in
today’s digital environment. As a result, they can either follow the path of
the 80% of their peers will fail in five years or they can learn the skills and
processes of the top 20% who will survive and thrive in today’s highly
competitive and digital economy.
Small businesses continue to not only be
the largest employers but also fail at the highest rates. This book was written
for every small business professional who needs a single source and guide to
help them succeed in the most important aspects of their businesses – despite
their backgrounds and expertise.
TABLE OF CONTENTS
Forward
Introduction - Congratulations,
You Are Now a Professional!
Understanding Pareto’s law
The professional’s dream becomes
reality: the professional meets the businessman
Your customers have millions of
choices – why do they need you?
The importance of building your
second income stream: Equity Value
Chapter 1: Sales
Planning – The Roadmap to Sales Success
The
simple sales equation
Start
each day with a sales plan & goal
You
cannot manage what you cannot measure
You only
have three types of customers
Learn
how to say “NO” to bad customers
The only
way to learn is through daily reflection
Schedule
strategic sales time away from your tactical time
Learn
how much your time is really worth
Managing a sales pipeline and forecast
Managing a sales pipeline and forecast
Chapter 2: Prospecting
– Creating Awareness and Prospects for Your Business
Know
what your customers are really worth
Never
eat another meal alone: 1100 potential prospects just waiting for you
Know the
best times to prospect
Know
your prospecting equations for success
Pay-Per-Click
(PPC)
Phone
Calls
Mass
(Bulk) Emails
TV
& Radio
Print
Advertising
Cost-Per-Lead
(CPL)
Customer
Acquisition Cost (CAC)
Return-On-Investment
(ROI)
Return-On-Marketing-Investment
(ROMI)
Chapter 3: Selling Process
– Create and Follow a Standard Sales Process
Prospecting
Appointment
Setting / Conversion
Customer
Qualification
Presentation
/ Positioning
Dealing
with sales objections & delays
The
close
Asking
for referrals
Generate
repeat & boomerang business
Chapter 4: Selling Effectiveness
– Turning Your Prospects into Customers
The
rules of the value exchange and delayed exchanges
Sell to
your customer’s WHY – not to your own
Sell me
this pen
Become
as “expert” at what you do
Give in
order to receive
Only
sell to the “right” customers
Nothing
sells better than scarcity
The
attitude of the seller is more important than the attitude of the buyer
Story
telling conceptualizes the message
Consistency
and consensus breeds credibility
Learn
how to sell yourself first
Ditch
the presentations and start a conversation – diagnose before you prescribe
Using
leverage is the key to sales growth
Always
make sure that YOU are in control of the sales process
Chapter 5: Closing the
Sale – Were It All Pays YOU
Why
closing decisions are made
Confidently
discuss prices
No, you
didn’t lose the business because of price
No, they
don’t need more time to think about it
Know when
your prospects are ready to buy
A
confused mind always says “no” – provide simple, fewer options
The key to
the conversion is in the follow-up
Credibility
comes from strong & relevant citations
Negotiation
– a game of give and take
People
love to buy but hate to be sold – give them choices but not too many
Your
biggest competitor is doing nothing
Chapter 6: Marketing
Success – How to Make It Rain
You must have a written marketing plan
The nine key elements of your marketing plan
Marketing versus insurance and third-party payment providers
You must have a written marketing plan
The nine key elements of your marketing plan
Marketing versus insurance and third-party payment providers
What you
should spend on marketing
Understanding
Frequency & Reach
The rule
of 12 in marketing
Focus on
both business generation and CONVERSION RATES
Calculating
conversion rates
Chapter 7: Marketing Resources
– So Many Choices!
Websites
& Blogs
Social
Media
TV &
Radio
Print
Email
Marketing
Pay-Per-Click
Advertising (PPC)
Cold
Calling
Lead
Generation
Direct
Mail
Personal
Brand & Reputation Management
Content
Marketing
Video
Marketing
Public Relations
Web Analytics, CRM, and Conversion Tools
Public Speaking
Trade Shows & Conventions
Printed Sales Collateral
Newsletters
Writing a Book
Public Relations
Web Analytics, CRM, and Conversion Tools
Public Speaking
Trade Shows & Conventions
Printed Sales Collateral
Newsletters
Writing a Book
My Recommended Books
& Reading List
Notes &
References
Resources
About The Author
Spent the weekend reading this book. I seldom read a self help book over the weekend, however it was tough to put it down.
ReplyDeleteDustin was able to suck me into to all the things about sales I believe in. He has a firm grasp of the obvious , but more important what you should be reminded of. He is specific in solutions that will increase my income this year and now.
I wish there is Kindle version of the book
ReplyDeleteKindle version please
ReplyDeleteKindle version
ReplyDelete