Credit: Original article can be found here
I began using a colleague’s template in all my sales presentations and within 30 days I was also making six sales a week.
OPINION: One thing that I’ve found very useful in business is to continually look for (and use) proven marketing templates.
A proven marketing template is something that has already been used and has produced great results in the past.
When you find a proven marketing template you can often use it in your own business to get great results as well.
In my experience there are three excellent sources of proven marketing templates.
* Graham McGregor on Good, Better, Best you choose …
* Graham McGregor on why you never stop marketing and promoting your business…
* Graham McGregor on two ways to get your business noticed fast…
Source 1: People in your existing business.
Many years ago I was selling an advertising service to local businesses.
The service involved bartering and was a good way to help businesses to gain new clients and reduce a lot of their regular business costs.
I found the service difficult to explain to potential clients and was only making about one sale a week.
I noticed that one of the other sales people in my business was regularly making six sales a week of the same service.
So I asked him what he was doing.
This sales person had a simple marketing template that he used to explain how the bartering service worked.
This template was two pieces of coloured card with some words on each card.
My sales colleague used these to explain in around four minutes how the bartering service worked and how it could boost sales and reduce expenses for a business.
I was trying to explain the same service just with words, and it was taking me close to 20 minutes. (And I’m sure I was confusing a lot of people I spoke with.)
I asked my sales colleague if I could use his marketing template in my sales presentations. He kindly agreed and even made up the template for me.
I began using his template in all my sales presentations and within 30 days I was also making six sales a week.
I had a similar experience when I started selling motivational seminars in 1987.
I was struggling to make a reasonable number of sales.
I then attended an international conference in the USA which had over 100 sales people around the world who were selling the same motivational seminars.
The top salesperson in the world was a young man called Paul from Canada.
I asked him how he was making so many sales.
He told me that he had developed a simple 45 minute live presentation that he gave to groups of sales people at their weekly sales meeting.
He found that every time he gave this live presentation he made between 10 and 15 sales of motivational seminars.
I was only making 3-4 sales a week at the time so 10-15 sales in less than an hour sounded great.
Paul went through his presentation and allowed me to tape it on a small tape recorder I had with me.
As soon as I got back to New Zealand I arranged to speak at the sales meeting of a life insurance agency. I gave the same presentation that Paul had given and to my delight at the end of the presentation I had made 12 sales.
A great example of a marketing template (in this case a simple live presentation) that worked well to make easy sales.
Source 2: Other businesses in your industry
One of the things I’ve learned over the years is that most business people are very generous when it comes to sharing useful ideas with people who ask them for advice.
I recall when I wanted to become a professional speaker many years ago and did not know how to charge the right fees or get clients to hire me.
I spoke with one of the most successful speakers in the country and asked if he could give me a couple of pointers.
This person spent two hours with me and showed me how to price and package my speaking services.
He explained that you don’t just sell a ‘talk’ to a business audience.
Instead, you present a workshop on a particular issue that is of great interest to them.
You give your audience helpful resources they can use to put your ideas into action.
You give your workshop an interesting title and so on.
Every one of these things was a simple template that could be easily adapted to every audience I wanted to speak to.
I put all these templates into action and within six weeks I had made thousands of dollars of new speaking fees.
Let’s say you own a lawn mowing or garden services business.
Source 3: Paid ‘How to’ resources from people who have already achieved great results in your area of business.
Whatever business you own there is a good chance that someone has been very successful in your type of business and has created proven marketing templates that you can use in your own business.
Here’s a simple example:
Let’s say you own a lawn mowing or garden services business. (Or you may want to even start a business in this field.)
Some quick research will show you that there are literally hundreds of ‘how to’ guides on how to start and run a successful lawn mowing business.
A good example is this website ‘Your Lawn and Garden’.
This site was created by Australian lawn mowing expert Gary Faehrmann.
Gary has over 24 years valuable lawn mowing experience and has shared a huge number of his proven marketing templates in a series of short ‘how to guides’.
Each guide is less than $30 and gives proven templates that have already worked in this industry.
(One guide for instance shows you how to set up a successful lawn mowing business in less than 30 days for under $300.)
I had a chat to Gary a few years ago and asked him why he was sharing such valuable info at such a low price.
Gary told me that he is happy to share what he learned in 24 years of lawn mowing as it will help other businesses in that field to do well.
And he makes a bit of money by sharing some helpful ideas as well.
My main point in this week’s column is that there are a huge number of proven marketing templates all around if you look for them.
And if you use these proven marketing templates in your own business they will often work surprisingly well.
What proven marketing templates can you find that would be useful in your own business?
You might like to start by doing a Google Search on something like
“Marketing strategies for X” (Where X is the type of business you have.)
You will often find some excellent resources when you do this.
Graham McGregor is a marketing advisor. You can get his free marketing guide ‘The Plan B Sales Solution’ at www.simplemarketinganswers.com