Brexirrelevant

Brexirrelevant

Brexit.  The word you’re sick of reading, the subject you’re sick of talking about.

But if you think this email is just going to be 300 words of bleating on about Britain’s exit from the European Union, think again.

Lots of retailers have concerns and worries about what will happen when the UK leaves the EU, and some of those concerns may be valid.

However, it certainly shouldn’t be all doom and gloom, and today, I just wanted to shine a light on a refreshingly positive news story I read recently on precisely this topic.

90% of sales from one thing

90% of sales from one thing

I was having dinner with a friend of mine last week, chewing the fat about all manner of topics.

My friend’s name is John, he’s a lovely man, and – among other things – he’s a mortgage advisor.

And inevitably, we ended up talking about business, and about the various different marketing strategies we’re both deploying to get more customers and grow our businesses.

One of the things that became really obvious during the conversation was the truth of what’s known as “Pareto’s Law”, otherwise known as the 80:20 rule.

Retailers flocking here

Retailers flocking here

When it comes to marketing a business, the current perceived wisdom is that digital media is where you should put the majority of your spend.

And not just digital media; targeted digital media.

The best example is Facebook.

Retailers have flocked to Facebook in their droves, thanks to the promise of super-specific targeting.

Now, in theory, there’s nothing wrong with targeting.

The other customer

The other customer

We can all identify with the buzz that comes when you have a customer ‘sign on the dotted line’.

It’s very fulfilling.  And the bigger the job, the bigger the buzz.

And what many retailers have realised, is that often a bigger buzz comes when you’re able to get a different sort of customer to sign on the dotted line.

You see, selling direct to consumers is important, but you’ll do all of that sales and design activity for what is, in reality, a one-off project.

The big unseen cost for business owners

The big unseen cost for business owners

Here’s a troubling thought for you:

Last week someone in your area bought what you sell. 

They weren’t a price shopper, and they wanted something good quality and long-lasting, so they spent good money on it too.

Here’s the problem: they didn’t buy it from you.

Not because they considered using you and then dismissed it, but because you weren’t even on their radar.

The one thing you need to get ahead

The one thing you need to get ahead

I’ve always believed in the power of learning, no matter how accomplished you already are.

One of the people I’ve been learning a lot from recently, is a guy called Grant Cardone. You might have heard of him – he’s very American, very salesy, but he’s got some really excellent stuff to say. 

In his book Sell or Be Sold, he makes a terrific point that hit me head-on…

The one thing you need to get ahead, is to sell.

With that in mind, here’s 7 sales lessons that’ve stood out so far:

5 minutes to fresh enquiries

5 minutes to fresh enquiries

Before I go any further, I want you to banish all thoughts of what a successful sales and marketing message should look like. 

Because what I’ve got to share with you goes completely against the grain of what most people think marketing is – we call it the ‘Re-activation Email’. 

Quite frankly, it wouldn’t be too harsh to consider it the runt of the marketing litter.  It’s a bit of an ugly little bugger, but it sure does get results.

Two golden words for selling

Two golden words for selling

As I mentioned the other week, I’ve always believed in the power of mentors – having someone who’s already trod the path that you want to go down is a very smart way to shortcut success.

Last week I mentioned one of my oldest mentors; this week I want to refer to one of my newest – the inimitable Nigel Botterill.

Botty’s a bona fide UK business superstar, with bags of sales and marketing experience.  Last year, he introduced me to a very clever approach, that can be used by local businesses with great effect.

Jose Mourinho & Marketing

Jose Mourinho & Marketing

I was flicking through the channels the other night and I caught one of those football shows, ‘The Premier League Years 2004/5’. It was the season that signalled the arrival of ‘The Special One’, Jose Mourinho.

It was 14 years ago now, but there are two big marketing lessons in the changes that Jose made to Chelsea, and I wanted to share them with you.

Throwing in the Towel

Throwing in the Towel

I had the chance last week to spend some time with legendary explorer Sir Ranulph Fiennes.

You know who I’m talking about – the guy who cut his own frostbitten fingers off with a hacksaw.

Although I’m not planning on climbing Everest anytime soon, Britain's greatest living explorer had some hard-won advice that I enjoyed digesting, and I thought it might be relevant for you too.

It's about building a ‘marketing system’

It's about building a ‘marketing system’

Over the years, I’ve realised that when it comes to marketing, there are three distinct types of local businesses:

  • #1 - Those who do no marketing (or very little), and rely solely on word of mouth

  • #2 - Those who do a few campaigns throughout the year; maybe radio for a couple of months, then a flyer-drop a couple of months later, or a newspaper ad with an offer to stimulate sales

  • #3 - Those who see their marketing as a process and a system, and have properly bought into the idea of 'rhythmic customer acquisition'

The 4% mistake

The 4% mistake

Bear with me for a moment, please.  Here’s a couple of questions:

Did you wake up this morning and decide that - today - you’re going out to buy a car…? Or, a new washing machine…? Or, a new kitchen…? Chances are, you didn’t.

You see, research indicates that if you take most products, only 4% of people want them TODAY…

Ideas are not the problem

Ideas are not the problem

I was chatting to a kitchen retailer a couple of weeks ago; talking through some marketing ideas for his business.  We came up with some great strategies to generate more leads and win more work, but then he stopped me and said:

“Here’s the thing, David – ideas are not necessarily the issue; it’s putting them in place that’s the problem.”

It’s a simple statement. But to me, it’s profound in its ability to sum-up where so many local businesses are at…

Dabbleitis

Dabbleitis

Over the years, I've spoken to A LOT of kitchen retailers.
 
And a huge percentage of them suffer from the same problem.
 
I call it ‘Dabbleitis’ – the tendency to dabble in multiple forms of marketing, without ever really gaining traction with any of them.

Gorilla Love

Gorilla Love

Following on from my Customer Experience thoughts a couple of weeks back, I thought I’d ask a question today:

What’s the difference between a Customer Experience and Customer Service?

Well, we believe that the ‘experience’ is proactive and takes place leading up to the point of the sale, while ‘service’ is reactive and will inevitably happen after the sale has been made.