Win Loss Analysis: A Strategic Imperative

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The first question salespeople ask themselves when they lose in a new business situation is, “Why did I lose?” Salespeople often ask prospects why they lost a deal, but they don’t typically get a straight answer. In fact, according to sales research data, the complete truth from prospects is shared only 40 percent of the time. This means that on average, in 60% of new business situations, salespeople do not have a complete and accurate understanding of why they lost.

Understanding why a deal is won or lost is critical, yet most sales teams and companies have a limited understanding of the true reasons for winning and losing. Clearly there is a significant opportunity for many companies to improve their close rates by better understanding prospect perceptions.

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About the Author

Richard Schroder is president of Anova Consulting Group, a leading market research and consulting firm focused on Win Loss Analysis and Client Satisfaction Research. He is a sought-after speaker and a recognized thought leader in Win Loss Analysis. He is the author of a new book, From a Good Sales Call to a Great Sales Call (McGraw-Hill, 2011). To read Richard’s complete biography, click here.

Learn more about the Anova Consulting Group at www.TheAnovaGroup.com.

10 Ways to Improve Click Through Rates

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So much time is spent on trying to get more traffic and all of that can be pointless if the user experience is poor once they reach your site. You have a split second to give users a sense of who you are. When a user comes to your site, the enemy is ‘Frustration’ so think about the blockers, think about the experience, and think about implementing these 10 simple but effective conversion techniques.

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About the Authors

Jason Hennessey is an internationally-known Search Engine Optimization (SEO) expert. Over the past seven years, Jason has been a vigorous student/practitioner of search marketing – dissecting, testing, debunking, and reverse engineering the major search algorithms.

As the director of SEO at Everspark, Hennessey oversees search marketing campaigns for high profile celebrities, lawyers, politicians and Fortune 500 companies. Within the industry he is known as ‘The Secret Weapon‘ people call on when they want to rank for extremely competitive terms in short periods of time. Jason played an instrumental role in turning Everspark Interactive into a $1.2 million agency in only three months.

Chris Watson is a 20-year marketing veteran, with a wealth of knowledge and experience in the magazine publishing industry. Over the span of his career, Chris has won numerous industry awards for his work with the InfoLink stable of publications in Australia.

In January 2010, he partnered with three colleagues to create a full-service SEO agency called Everspark Interactive. With Chris’s extensive background and creative vision, he has helped grow Everspark Interactive into a $1.2 million company in just three months; making it one of Atlanta’s fastest growing new companies.

Are You A Strategy Driven Storyteller?

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Marketing professionals refer to strategy as your unique selling proposition while sales folk use the term ‘positioning.’ However you view it, the implementation and outcome need to be taken very seriously. Whether you are a sales professional, entrepreneur or candidate for a new job, the same techniques come into play.

I have learned that there is no true competition in business because we each have our unique ways of delivering service. How are those in your field servicing their clientele and what are they saying to attract attention? Is what they are saying truthful? How can you differentiate yourself yet move with integrity to make you the preferred choice?

To be on top of your game, you need to know what is most important to your prospects and clients. In fact you need to be familiar with their challenges, needs and deep down desires or wish list.

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About the Author

Elinor Stutz, CEO of Smooth Sale, LLC believes building relationships before the sale and continuing long after is the only way to sell and build a dynamic business. Elinor’s book, Nice Girls DO Get The Sale, is an International Best Seller. Her new book, Hired!: How to Use Sales Techniques to Sell Yourself On Interviews (Career Press), is based upon her own experience and years of community service. To read Elinor’s complete biography, click here.

Doing ‘Different’ Right: Ten Big-Time Difference Makers and How They Made Some Serious Dough Thinking Outside the Box, part 2 of 2

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The Difference Maker: The Bargains Group

The Dared to Be Difference: Teaming up for A-level customer service. Jody Steinhauer began The Bargains Group in 1988 from her kitchen table by purchasing a variety of different clothing and reselling it to discount clothing stores. Today, she runs a multi-million-dollar firm with over 4,000 different items for sale, but the most interesting aspect of the company is its employees.

The Bargains Group is a discount wholesaler of promotional business products, family clothing, accessories, gifts, toys, bedding and linens, personal hygiene products, and tradeshow promotional materials. So how exactly does a small firm with only 20 employees manage to make millions every year without offering prices much lower than their competitors? It’s simple: They hire the right people. By focusing on hiring fun, vivacious people who believe strongly in the culture of service, they are able to actually service each of their customers personally. They don’t even have a voicemail system!

While a lot of firms advertise how ‘different’ their people are, or how they focus on service, The Bargains Group actually proves this assertion. They don’t advertise or employ salespeople – yet they manage to make millions of dollars selling their products. Make sure that your staff is a differentiator for your company. There is great value in good customer service. Happy customers will not only stick around, they will also spread the word!

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About the Author

Maribeth Kuzmeski, MBA, is the author of five books, including …And the Clients Went Wild!: How Savvy Professionals Win All the Business They Want (Wiley, 2010) and The Connectors: How the World’s Most Successful Businesspeople Build Relationships and Win Clients for Life (Wiley, 2009). She is the founder of Red Zone Marketing, LLC, which consults with businesses from entrepreneurial firms to Fortune 500 corporations on strategic marketing planning and business growth. Maribeth has personally consulted with some of the world’s most successful CEOs, entrepreneurs, and professionals. An internationally recognized speaker, she shares the tactics that businesspeople use today to create more sustainable business relationships, sales, and marketing successes.

Leverage Your Business Exponentially

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In the early years of my entrepreneurial life two words were shared with me that made a very big difference for my audience reach and business planning strategy. These two words are ‘repurpose‘ and ‘leverage.’

As I began to read marketing materials, it was clear I needed to create a multitude of product and service which seemed close to impossible. Upon speaking to a business coach, I was advised to repurpose materials. It was further explained that whichever vehicle comes first the underlying themes can be a basis for further content. There is no sense re-inventing the wheel. Additional cautionary advice received suggested I take the initial offering to more in-depth levels.

A few years later, another business advisor suggested I develop a sales tip sheet as a gift when someone purchases a product or service from me. His last sentence sent the wheels in motion: “Develop 10 tips and for each one develop another 10 tips – you will easily derive a total of 100 tips for your clientele.”

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About the Author

Elinor Stutz, CEO of Smooth Sale, LLC believes building relationships before the sale and continuing long after is the only way to sell and build a dynamic business. Elinor’s book, Nice Girls DO Get The Sale, is an International Best Seller. Her new book, Hired!: How to Use Sales Techniques to Sell Yourself On Interviews (Career Press), is based upon her own experience and years of community service. To read Elinor’s complete biography, click here.