Revenue is almost always on everyone’s mind. That being the case, let me offer 6 foundational tools / tactics that, when employed regularly, do make a difference in increasing revenues.
Start spreading the news
Think Donald Trump with this one; good, bad or indifferent, Mr. Trump always manages to make the news by spreading the news. When a new client comes on board, tell people. When new people are hired, tell people. When a customer project produces significant results, tell people. Use social media and press releases. Spread the news and stay in touch with customers, prospects, influencers, the press and anyone else in the company network.
Everyone is a salesperson
Why should the sales force be the only ones who have fun. Convert the entire organization into salespeople. This doesn’t necessarily mean everyone makes sales calls. It does mean everyone becomes sales savvy. Have all employees learn to think customers first. This may require some training, especially in the area of communication skills, but the effort will be worth it, both short and long term.
Let’s go to the expert
Become a recognized “go to” expert in the industry through speaking and writing. Find speaking engagements where customers and prospects are in the audience. Get published in outlets that reach your customer base. Consider outlets in both hard copy and online formats. Use social media such as LinkedIn to spread your expertise. Regarding the subject matter, the key is relevance and value to the audience. Most importantly, ensure that what you offer is not a sales pitch.
Pass it on
There are scores of online newsletters and subscriptions, many which are industry specific, containing useful and interesting information. When you come across an article or some information that is relevant for one of your customers or prospects, forward it. Include a simple note such as – “Saw this today; thought about you, and felt it might be of interest”.
The self-help path to business
Provide prospects and customers self-help diagnostic tools related to the company’s products and services. These can take the form of checklists, assessments, and/or scoring e.g. Do you qualify for…, or Are you vulnerable to… At the end of each tool, add a call to action encouraging the recipient to call if there are problems, questions or issues. Be there as a resource, source of information, and assistance.
Let history be the guide
The 80/20 rule of sales says that 80% of the business comes from 20% of the customers. Figure out who that 20% of your customers are, and their specific motivations for buying. You can do this with a simple historical sales analysis and some one-on-one research with existing customers. Then build on this knowledge by identifying more of the same, meaning prospects that fit the profile. Target sales messages to their specific needs. In this way, sales efforts focus on buyers with a greater predisposition to yes. The bottom line from this focused approach is a higher probability of closing the business, and more return on the sales effort.
As you focus on revenue remember that the goal for driving business is to get the message out and keep repeating it to customers and prospects most likely to buy. In other words, stay on the radar screen. Don’t look for quick fixes or “silver bullets” for driving business; there are none. Be consistent, think of the customer first, and offer value each time you connect with a client or prospect.