FINDING PROSPECTS AND converting them into clients involves selling and most of us hate doing it, but wait…
For those of us in small business, be it as a bookkeeper, real estate agent, sales rep or the like, most of us are selling every day of our lives.
This means we get pretty good at it. We develop techniques that we can replicate and that become part of our daily lives.
The process of selling is really no longer about selling per se; it becomes about a systemised process of:
- sourcing new leads (using content marketing, networking and advertising)
- educating those leads about their services (using websites, social media, white papers, property reports)
- understanding whether the lead would in fact be a good buyer or potential client (using face-to-face meetings, phone conversations and emails)
- closing the sale (via offer and acceptance, funds transfer, receipts and after sales support).
With the growing power of modern cloud-based technologies, more people are taking the plunge to start their own businesses, but people who do so must constantly:
- stand out from their competitors (say, other bookkeepers) to get discovered by people needing help with their books, either remotely or in their home/office
- do an efficient job in managing their schedule and dealing with clients, and
- market their services effectively.
Content Marketing takes the “salesy” out of selling
I’ve written a lot about content marketing lately because content marketing is simply imperative for anybody looking to sell their products and services and source new clients.
The beauty of content marketing is that, as a system to source new leads, you can cover all the steps of the selling process without it seeming like a chore and, best of all, without feeling “salesy”, cheesy or inauthentic. It’s focus is about the potential client — it’s about providing them with relevant information that will benefit them — not ramming a sales pitch down their throat.
Good sales people realise that sales and the very process of selling is not about just “closing” a sale. Rather, it’s about understanding what the customer needs, seeing if your product is a good fit and then offering a solution to a customer’s problem.
How much of sales is Content Marketing?
To this end, content marketing is about 80% of the selling process or 80% of the sales funnel (as corporate sales people like to call it).
This is because content marketing involves information gathering; it involves seeing if your product and YOU are a good fit for your client.
These are the content marketing stages:
- creating relevant and interest website content
- ‘call to action’ that results in email or mobile number capture
- email or SMS marketing
- social media profiles to engage with your prospects
- CRM’s to manage the final parts of the selling process.
When you implement these systems you can sit back and watch it work and then focus on your conversion rate or what industry experts call CRO – Conversion Rate Optimisation.
Do you really want to be an online marketing professional? Let us manage it for you
Most of our students are looking for bookkeeping work, or want to start a bookkeeping service business — that’s why they use our services for MYOB Training Courses, Excel Training Courses, Xero Courses and Small Business Management Training.
Our recently updated bookkeeping directory is matching small business people to bookkeepers for a fair rate (for instance, if you want a level 3 bookkeeper, you pay for a level 3 bookkeeper). The National Bookkeeping directory is aimed at helping people (our students primarily) find bookkeeping work or start a bookkeeping business, but it’s also a great way for small businesses to find bookkeepers located close by, or who have the skills they require but who don’t necessarily need to come into the office and can assist them in the cloud.
To find out how you can be more than just a bookkeeper, and start your own bookkeeping business and promote your valuable bookkeeping services to a wider circle of potential clients via content marketing, read about listing yourself on National Bookkeeping or becoming a licensee.