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How to Find Clients & Keep Them - Terry August
- 1. How to GetClients and Keep Them Terry August Fancifull Fine Food and Baskets Hollywood, CA
- 2. Accentuate the Positive •You've got to accentuate the positive Eliminate the negative Latch on to the affirmative Don't mess with Mister In-Between You've got to spread joy up to the maximum Bring gloom down to the minimum Have faith or pandemonium Liable to walk upon the scene
- 3. Barbara Corcoran Corcoran Realty,Shark Tank • Good salesmanship is never anything more than playing up the positives and minimizing the negatives, and if you can find a unique gimmick, it will give you a huge leg up over your competitors. • Gimmick: Clever Feature or idea, esp. one that is used to attract attention
- 4. What is yourPositive? • What do you do that makes you stand out? • Do you have a specialty? A Niche? • What can you offer that 1800GiftBaskets can’t? • What can you offer to make a client buy from you? • What is it that your clients are looking for?
- 5. Gathering Data/Data isPower • Know what your clients and potential clients buy, how they buy and when. What industries are they in? • Clients should recognize themselves in your website and your promotional materials meaning: it must communicate to your client. • It is all about effective communication
- 6. The Fastworx Program Allowsyou to find: •How this client found you •What Industry does she work in? •What kind of baskets this Industry buys •What clients say on their gift cards: gives us vital information as to what they buy and why To pinpoint where to spend any promotional dollars you must know who to promote to and what to sell and what to say
- 9. Gathering Data tobe Effective • Do different promotional pieces to different industries – both email and postcards • Look at segments that have bought from us and then go after new companies or departments. • What my clients buy, what they spend, for what occasions? • Why do they buy from you? • What is important to them?
- 11. Sales is likefishing • The more lines that you put out the more fish you catch • Any promotional action is like a line out. • The more you put out and the more effective you are- know where the fish are and what they like to eat- the more fish/clients you will get.
- 12. Nothing Will WorkUnless You Do Maya Angelou • Mailings and Emails • Networking • Calls • Mixers • Classes • Fairs/Events • Social Media Attracts Attention to You Creates Interest The more interesting you are The more money you make
- 13. Specifics! • Don’t askyes or no questions. Rather than: • Are you sending gifts this year? • What are you doing for your clients to thank them for their business? • Industry Clients: • What are doing to welcome your talent when they arrive on set?
- 15. Finding Potential Clients •Mixersand table tops: gather names in exchange for a chance to win a baskets •Industry Lists: target industries you want to get into, call and find the person in charge of gift giving, employee relations, client relations. •Networking groups- work them •Chambers: Be an active member so you really get to know people
- 16. Interesting to Interested PromotionalPieces need to be Interesting to attract attention When you are meeting people at social functions you need to be interested. Ask questions, find out what they do, gather data – they will then be interested in you No one likes a one way conversation that is just a sales pitch
- 17. Alliances • Cross-promote throughpartnerships with other businesses targeting the same customers, but with a complimentary products •
- 18. Tips on Networking Ifyou go to BNI, Le Tip, or any of the many business networking groups: Specifics!! Ask for a particular person you want to meet, a company you want to get into. Does anyone know the Jim Smith who is in charge of gifts for the Four Seasons? They don’t know your business: who buys baskets and for what. Your job is to tell them.
- 19. Getting Press • Whatare you doing that is interesting? You are an expert in the field Let the press know via phone calls and press releases There are websites that will get your message out. Put it up on Linkedin and other pages.
- 20. 80 percent ofyour Business comes from 20 percent of your clients
- 21. Retaining Clients Make stayingin touch easy and delightful • Welcome letter after first order and discount on next order • Tagging on Social Media • Referral program • Events at our shop • Complete Customer History, makes ordering easy • Promote within the basket
- 22. In Sales, Areferral is the key to the door of resistance Bo Bennet • Ask for a referral! A client within the company can get you into another department. They won’t think of it themselves. • Develop a program to reward people for sending you referrals • Yelp sends clients our way daily
- 23. End of YearTasting
- 24. • Pretend thatevery single person you meet has a sign around his or her neck that says,” Make me feel important.” Not only will you succeed in sales, you will succeed in life. • Mary Kay Ash
Editor's Notes
- #2 Survey the crowd. How many are in business. Courage to do what you do . Take time to come here and give up a weekend to better yourself and your business. Theme song
- #3 aFter coming up with this. Barbara Book $1000 and turned a multi million
- #4 What are your positives? What do you want to promote? Why should a client buy from you?
- #5 Fancifull specializes in artisan food and we can arrange same day delivery all over town. Look over your compettion and see what you offer that they don’t Data Can’t sell a gourmet basket 29.99
- #6 Secret weapons How do you gather data? Ask questions Does your company send gifts, what do they like to send? Do they do it during the day or at night. Show and a sales rep is going on and on about some item you have no interest in?
- #7 Thanks yous, condolences, congrats An industry mailer will focus on whatever is going on at that moment: Emmy’s, awards, start of production,….We get production lists from sources, we use business lists from the Chamber and Business Journal, we gather names when we do expos and mixers.
- #8 Where my clients are coming from (a market booth, a mailer, a mixer?), what has been effective, What they send, What they are saying on the cards Run lists that pertain to different industriesBooth at a fair/market: I collect names Birthday calls
- #10 Tailor your promotion and website to them, Ask why they chose you? At mixers at how they chose a company?
- #11 Designed say it with style because I realized that I kept getting requests, esp from entertainment, for champagne, flowers and chocolate.
- #12 Some of us only have a few lines out, the big guys have nets: Look at your competitors Chair ex. If you have clients in one area then there are probably more. 100 million catalogs
- #13 Look at celebrities Promoting exactly what they need
- #14 I know from my research that most companies thank their clients. The movie industry likes to have welcome baskets on the set. I see the words “welcome” on the message cards. I also use this as a name of a basket since I know this is what they want to do.
- #16 Any group you can join, anyone you can meet. Ask for something specific, like an intro into a certain company, a particular person. Stephanie’s example.
- #17 Go in just wanting to meet people.
- #20 Corcoran newsletter, what is hot for the holidays