What Would Jack Do? 6 Old-School Tactics that Continue to Drive Sales Results Today
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What does it take to create a successful company that continues to be viable 65 years later? The founder of Cole Information, Jack Cole knows. In 1947, Jack used early computer technology to sort millions of people by their street address and phone number. The Cole Directory was known as a crisscross directory and were invaluable for a number of industries including door-to-door salesmen, law enforcement and even the government. During this small business marketing 101 webinar, Cole Information President and CEO Jim Eggleston joins us to enlighten us on 6 sales tactics Jack Cole implemented that continue to drive sales results today. During the half-hour webinar, we’ll discuss what made Jack a successful entrepreneur including: • The successful sales system he implemented. • Critical questions he created and ways to formulate them. • The best way to select marketing areas for any business/service.
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What Would Jack Do? 6 Old-School Tactics that Continue to Drive Sales Results Today
- 1. What Would Jack do? 6 Old-School Sales Tactics that Continue to Drive Results 1
- 2. Session Framework Jim Eggleston President & CEO Cole Information Lora Ullerich Digital Media Specialist Lora.Ullerich@coleinformation.com
- 3. Session Framework Jim Eggleston President & CEO Cole Information Lora Ullerich Digital Media Specialist Lora.Ullerich@coleinformation.com
- 4. Session Framework Session Framework •Building blocks of a successful sales system. •Critical triggers to approach prospects. • Wrap it all together with five action points to start on today!
- 5. Company Success •Wasn’t due to Jack Cole alone, rather his •Clear vision •Articulate a competitive advantage •Consistent sales tactics
- 6. Develop & Define Ask yourself: •What’s the one task you’re going to accomplish? •Get staff on board. A Clear Vision
- 7. Follow Through •Be organized in approach •Make goals •Daily •Month •Quarterly •Use resources
- 8. Accurate Info is King
- 10. Firm Handshake •Don’t sell, build relationships •Understand customer’s needs •Be yourself •Educate
- 11. Marketing 101 Features: • Webinars • Marketing Playbook • Industry Articles • Buddy’s Blog • Dozens of Resources
- 12. Don’t wait for the Phone •Triggers: •Just listed/sold •Damage/fallen trees •New movers •Expiring homeowner’s To Ring insurance policy •Life event •Be patient
- 13. Sell Cupcakes… •Not the recipe. •Share benefits •Avoid confusion •Elevator speech •:30 customer-focused info Flickr via zigazou76
- 14. Have Fun •Celebrate success •Hold contests •Display sales highs/lows Flickr via Will Clayton
- 15. Five Action Points • Find one focus • Accurate information • Develop relationships • Sell features and benefits • Do more of what’s working
- 16. 8
Notes de l'éditeur
- Good afternoon. Thanks for joining us for Cole Information’s Small Business Marketing 101 Webinar Today we’re talking about what would Jack Do? 6 Old-School tactics that continue to drive results today. This month as you may/may not know, we’re celebrating a milestone in your company history. More than 6 decades ago our company was founded and today as we look back, we ask “What does it take to create a successful company that continues to be viable 65 years later?” More importantly, how do we incorporate those six values into our marketing and sales today? The founder of Cole Information, Jack Cole knows. In 1947, Jack used early computer technology to sort millions of people by their street address and phone number. The Cole Directory was known as a crisscross directory and were invaluable for a number of industries including door-to-door salesmen, law enforcement and even the government. During this small business marketing 101 webinar, Cole Information President and CEO Jim Eggleston joins us to enlighten us on 6 sales tactics Jack Cole implemented that continue to drive sales results today. During the half-hour webinar, we’ll discuss what made Jack a successful entrepreneur including: The successful sales system he implemented. Critical questions he created and ways to formulate them. The best way to select marketing areas for any business/service. But also we’re going to
- Lora ullerich Thanks for joining us Part of our small business marketing 101 series Today I’m happy to have Jim Eggleston on the webinar—he’s the president & CEO of Cole, so thanks for joining us.
- Lora ullerich Thanks for joining us Part of our small business marketing 101 series Today I’m happy to have Jim Eggleston on the webinar—he’s the president & CEO of Cole, so thanks for joining us.
- Discuss today's session. Today we’re going to go over: What does it take to create a successful company that continues to be viable 65 years later? The founder of Cole Information, Jack Cole knows. In 1947, Jack used early computer technology to sort millions of people by their street address and phone number. The Cole Directory was known as a crisscross directory and were invaluable for a number of industries including door-to-door salesmen, law enforcement and even the government. During this small business marketing 101 webinar, Cole Information President and CEO Jim Eggleston joins us to enlighten us on 6 sales tactics Jack Cole implemented that continue to drive sales results today. During the half-hour webinar, we’ll discuss what made Jack a successful entrepreneur including: The successful sales system he implemented. Critical questions he created and ways to formulate them. The best way to select marketing areas for any business/service. If you do have a question, feel free to type in your question in the dashboard to the right of your screen. We will get to those questions by at the end of the presentation. Also, we are recording this session, so we will be able to forward you the video & slides within a day after the session.
- The Cole Directory wasn’t successful because of Jack Cole—but because Clear vision Articulate competitive sales advantage Consistent sales tactics Above average management
- So let’s break it down to those core disciplines that jack would do Step 1: Develop & define a clear vision “ selling more” isn’t a goal, you need to clearly break down what that means & tell your staff about it. Prioritize ‘til it hurts Rhode Salas example
- Step 2: follow through. It’s hard for small business owners to be organized. Structure your day based on your personality—for everyone it’s different. When you tell a prospect I’ll be in touch in a few weeks, call back in a few weeks. They’re organized—so when they are organized, they took notes & said hey this is Lora from Cole Information, I spoke to you a few weeks back about finding new customers for your x business. Just wanted to follow up on that to see if I could help you out & also how your daughter’s b-day party went?
- Step 3: accurate information is key. You can have the clearest vision with the best follow-through and plan…but if you don’t have a way to reach out to your prospects in your niche areas you’re going to fail. Back in Jack’s Day it was the Cole Directory.—criss cross of addresses & phone numbers. He actually hired typists to take the information from the phone books and transcribe it into the criss cross directories and make sure it was accurate. It’s really the same concept we have today online He also created a the Cole Publications Memory Jogger—where to go, who to see uses, questions for discovery and
- Today we’ve moved all of our products online to provide small business owners an easy to use, searchable database of addresses & phone numbers.
- Step 4: Firm handshake it’s that extra effort that shows customers & prospects that you care. In Jack’s day it was a firm handshake—gentleman’s agreement since everyone sold goods & services face-to-face. Today we take that firm handshake virtually & build relationships through: Understanding Being yourself Educating customers on the product benefits & features
- Also, we place a high emphasis on content—back in the day Jack had a vested interest in educating customers on how to use the Cole Directory to find new customers. That’s why there were training quotas that sales men & women had to attend. Likeswise, today we have monthly product webinars, small business webinars like the one you’re attending & our online community--Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! In addition, we have marketing playbooks based on our customer veins that we think can help them find new customers. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Step 5: Make the phone Ring You do that by looking for triggers— Just listed/sold Damage/fallen trees New movers Expiring homeowner’s insurance policy Life event And having patience Birthdays stimulate the sense of feeling. Life events—birthday’s Jim It’s your b-day month…how do you feel when you hear from folks like your favorite store, insurance/real estate agent, etc. ? Be sure to acknowledge it It keeps your name/agency/company top of mind Shows your business/service is proactive & organized Life events are also part of the feeling sense in terms of: Marriage Baby Teen Retirement death These are milestones in these people’s lives & you should acknowledge them. They love it.
- Step 6: highly successful small businesses sell cupcakes, not the recipe. Why? Because it avoids confusion, more questions & an eventual no. You’re listening, building a relationship & educating—that doesn’t mean you have to give more information than people need— Think about your elevator speech—since you only have a small window of time like 30 seconds to get your message out, you need to have an easy way to tell prospects what you do & generate some interest. Example:??? Hello. My name is Jim with Cole Information. We have the easiest to use, most inexpensive prospecting programs on the market.
- Step 7: of a successful sales pro: they have fun. Back in Jack’s day, he had spreadsheets taped to the wall celebrating sales people’s success. Today, we hold monthly contests and also throughout the month. We have a whiteboard that sales advisors and customer care associates put their up their sales & renewal numbers. We’ve clapped for every sale Back in Jack’s Day, None-related sales contests like taco eating contest. They celebrate success: Birthdays, life events, sales success Be sure to acknowledge it It keeps your name/agency/company top of mind Shows your business/service is proactive & organized Keeps people positive so they’re fresh on the phone, rejections don’t build up.
- Find a focus—pick the one thing that you can prioritize & write down clear goals for how you’re going to get there and steps you’re going to take. Make sure you have accurate mailing lists—ones that are updated with current information. And that you offer your customers an teachable opportunity on how to use your product. Develop relationships with your customers and prospects so they look to you when they need a product or service. And make sure when you’re talking to prospects that you sell features and benefits of your product—the cupcake—not the recipe. Keep those triggers in mind too—the just listed/just solds, the life events, etc. Be flexible with your marketing plan so you can easily adjust to things like natural disasters or Find the right voice for your audience—this isn’t a one size fits most plan—you have to figure out your ideal customer audience, which customers would most benefit from your message. Daily customer interaction—usually you don’t have a lot of time to jump on these things, b-day is only one day, so you have to be quick on the draw, so to speak. Of course, you can always do a birthday month as well—so recognize those things that you can extend & what can’t. have your action plans in plance prior to actual day or you’ll miss it. Carve out time every day—put time in your Outlook Calendar & then go to CRM to execute. Track! What’s working? What’s not? Ask your best customers—get their feel. Again, it’s not a one size fits all approach. Honestly evaluate & change what’s not working.