Five Steps That Will Help Increase Revenue

Five Steps That
Will Help You
Increase
Revenue From
NEW Customers
Without Adding
More Sales People

Contents

Introduction 1
1. Help Buyers Discover What They 4
Are Trying to Find
2. Help Buyers Get the Information 12
They Are Seeking
3. Help Buyers See What Others Are 14
Saying
4. Help Buyers Experience It Before 17
They Purchase
Summary 20
FREE Offer 21
About The ROM Group 22

www.theromgroup.com 920.964.5564

INTRODUCTION: How to Capture
Revenue that Slips Through the Cracks
Research has shown that on average 2 percent of leads The most sustainable
are sales-ready. And as it turns out, the remaining 98
percent, that are not ready to buy today, will actually
and effective
buy within the next 12 months. So how can you cultivate solution is to
those leads to keep them active and moving towards become buyer
sales ready in the most efficient manner? Cold sales
calls? Telemarketing? Social media? Search marketing? centric: giving the
Advertising? buyers what they
The most sustainable and effective solution is to become
are seeking-- not
buyer centric: giving the buyers what they are seeking-- pushing what you
not pushing what you want to sell.
want to sell.
For business owners on a tight budget, looking to
increase the percent of new leads that close, this eBook
will present 5 actionable steps that will dramatically
increase:

• Sales from new customers by 20 percent
• Web site visits and engagement by 100 percent+
• The number of registered leads by 100 percent+

1 www.theromgroup.com 920.964.5564

Your Path to Increased Sales
is Buyer Centric
To become buyer centric, business owners need to first
understand and accept how buyers choose a product Purchase Decision
or service. Every buyer, before deciding to buy, goes
through a series of steps called the Purchase Decision Process
Process. It consists of five stages:

1. Discovery: buyers realize they have a problem and begin
seeking someone or something to help them solve their problem. Conversion Discovery

2. Information: buyers are actively finding information that answers
their questions, solves their problems or shows them how to
Proof/ Demo Information
accomplish a task.

3. Endorsement: buyers read and see what their peers are saying Endorsement
about a product or service.

4. Proof/Demo: buyers want to make sure the solution © 2010 The ROM Group LLC
accomplishes what they need it to do. www.theromgroup.com

Buyers want to walk through this process without
5. Conversion: buyers want to purchase the product or service in a being forced to have a live interface with a sales
way that is easy for them. person.

Buyers want to go through this process without being
forced to have a live interface with a sales person.

The following pages will describe how you can make it
easy for buyers to do that.

Five Steps You Can
Implement to Ignite Sales
Follow these 5 steps and you will see dramatic
improvement in sales revenue from new customers.

1. Help buyers discover what they are trying to find

2. Help buyers get the information they are seeking

3. Help buyers see what others are saying

4. Help buyers experience the solution before they
purchase

5. Help buyers buy the way they want


1. Help Buyers Discover What They Are
Trying to Find
During the first step of the Purchase Decision Process,
buyers are seeking a solution to their problem. In order to
be found, business owners must build a marketing plan
that leverages these two mediums:

• The Web

• Buyer location


How to Optimize Your Web
Visibility
Research reveals that more than 80 percent of buyers
search online to research their purchase before
contacting the seller. You increase your Web visibility by: Generate a library of
deep, authentic
• Generating a library of deep, authentic content, content, published
published in a variety of formats
in a variety of
• Leveraging social media tools
formats.
• Using content sharing sites

• Keeping an updated blog


Today’s SEO is Driven by
Authentic Content
Generate a Library of Deep, Authentic Content

While conducting a search on the same topic, you and Google relies on
a peer are more than likely to use very unique search
phrases. Your buyers are no different than you, but there
Web site content for
may be thousands of them, all with their own thousands the most relevant
of individual search phrases-- making SEO virtually
impossible. These phrases are called longtail search
match between the
phrases. The only way to get found in the myriad of search phrase and
search phrases is to publish relevant, granular content. your Web site's
Google relies on Web site content for the most relevant content.
match between the search phrase and your Web site's
content. This is why sites like Wikipedia and YouTube
show up frequently on the first page when buyers are
searching.


Social Media Gets the Most
Weight from Google
Leverage Social Media Tools

Much has been said about leveraging social media to
sell. But the real value of social media is its power to
increase Web visibility. According to Nielson Online,
nearly 20 percent of people on social media use social
networks as their core navigation tool. They search for
valuable content within social networks, which directs
them to a Web site.

The chart to the right shows that the number of site
referrals from social networks is greater than the number
of referrals from search engines. The number of site referrals from social networks
is greater than the number of referrals from
search engines.
Both Google and Bing have recognized the trend. They
have incorporated social media feed content from
Facebook, Twitter, and LinkedIn into search results and
algorithms.


Share Your Content Across
the Web
Use Content Sharing Sites

In addition to social media sites, content sharing sites are
also given a lot of weight by search engines. Sites such
as:

• YouTube, for videos
• Flickr, for photos
• Slide Share, for presentations

Do a quick search on how to weld, and a series of videos
are ranked high on the results page.

Keep an Updated Blog
Search engines pay more attention to a frequently
Search engines pay more attention to a frequently updated blog than to Web pages.
updated blog than to Web pages. While a Web site is a
very important piece of content, using that content on
your blog will further drive your Web visibility.

Videos rank high on search engine results pages.


How to Leverage Location
Visibility
Location visibility is all about being where the buyers are:
where they spend time and where they go for
information. Simple research on the front-end of a
marketing plan will show you where your buyers
congregate. Use this information to allocate marketing
dollars effectively.

Tradeshows

One of the best location visibility opportunities for B2B
companies are tradeshows. Tradeshows are an excellent
place to capture leads. In order to capture these leads, Capture leads at tradeshows.
you need to promote several high-value content pieces
that will encourage visitors to register to receive them.


Trade Associations Offer A
Critical Gateway to Buyers
Trade Associations

Trade associations are hungry to provide their members
educational content. They are willing to work with
vendors who are committed to providing purely that--
not promotional, sales content.

Trade Associations can open the door for you and your
company to thousands of buyers. Now be aware, many
of these organizations are hungry for revenue; they may
want you to pay for sponsorships or other promotions in Trade associations can open the door for you and
order to participate. You need to judge the value for your company to thousands of buyers.

yourself.


Share Your Expertise,
Authority with Everyone
Webinars

Along with providing highly valuable content, not sales
material, gaining a highly visible partner is key to a
successful webinar. Many large companies strive to
promote content, therefore you can access their
customer base via a co-sponsored webinar.

Speaking Events

Where there is an audience of prospective buyers, Gaining a highly visible partner is the key to a
successful webinar.
present high-value content and capture leads.


2. Help Buyers Get the Information
They Are Seeking
The second phase buyers enter into during the Purchase 1. Answers to their
Decision Process is Information. As discussed earlier, in this
stage, buyers are seeking information about solutions questions
available. No matter how good your product or service is
at solving a particular problem, if you don't have the
content online to back it up, buyers will leave you and 2. Solutions to their
go to someone who does have the information they are problems
seeking.

As mentioned in step No.1, Help Buyers Discover What 3. "How-to's" that show
They Are Trying to Find, you need to pack your Web site them how to
with deep, authentic content in multiple formats. But this
content should not contain promotional product-centric accomplish a task
messaging. Buyers are looking for content that helps
them with one or more of three things:


Use Multiple Content
Formats

Here are a few formats you can use to get your content
library started:

• eBooks

• Web casts

• Videos

• White papers

• Case studies

• Product Demonstrations


3. Help Buyers See What Others Are
Saying
Step 3 represents the Endorsement stage of the Purchase Buyers will seek
Decision Process. In this stage, buyers are seeking to see
what their peers are saying about a product or service.
endorsement to gain
the confidence that
Prior to this stage, buyers will seek information until they others who have
feel comfortable they understand everything they need
to know. They will then seek endorsement to gain the experienced a
confidence that others who have experienced a product or service
product or service have been satisfied.
have been satisfied.
To create content that provides this endorsement piece,
have a customer answer these two questions about your
product or service:

1. How did the product or service solve your problem?
2. Was this company the best choice?


Use Testimonials and Case
Studies
Video Testimonials

One of the many ways to provide endorsement content
is through testimonials. And in the Web world, video is
king. So, video testimonials are very strong and highly
authentic. Authenticity is key-- no actors, no glitzy
production values.

Case Studies

Another tool to fulfill your buyers' endorsement needs are
case studies. Write case studies that describe how you
solved a customer's problem. The lesson here is details, In the Web world, video is king.
details and more details. Buyers want the unvarnished
story, not the dressed-up story. If there were problems,
call them out. Buyers expect problems, and they want to
know how you handle them.


Use Review Forums and
Social Media
Open Review Forums

Open review forums often scare sellers. Many will argue
that reviewers on these forums are the same type of
people who habitually write hate letters to the editor.
There is no question that the Web world is filled with a lot
of very scary people. But buyers are intelligent and will
recognize garbage when they see it. They will also
recognize fluff when they see it.

In today's marketing world, you are naked, whether
you're willing to accept it or not. It's better to face the
good and the bad-- so you can work on the bad.

Social Media

Finally, social media is turning into a valuable resource
for endorsement. Buyers trust these conversations to gain In today’s marketing world, you are naked, whether
you are willing to accept it or not.
insight into authentic experiences. As with open review
forums, there will be people out there slamming a lot of
people and companies. These people don't retain many
followers and are mostly just making a lot of noise; buyers
can determine an authentic review from a slanted one.


4. Help Buyers Experience It Before
They Purchase
In the fourth stage of the Purchase Decision Process,
buyers want proof the product will actually do what they
need it to do. You can do this by allowing buyers to
experience the product or service before they purchase.

Product Demonstrations

Again, video is huge. Show off the product from the
buyers point of view– not what you want to sell.

Free Trial or Low-Risk Offer
Buyers want proof the product will actually do what
they need it to do.
Free trials put the product or service directly into the
buyer’s hands– getting their feet wet. For professional
service firms that can’t offer a tangible product, free
trials my be difficult to provide to buyers. Low-risk offers
can fill the gap. As an example, an architecture firm can
offer a free or lower-cost planning session.


5. Give Buyers Multiple Ways to Buy

Multiple Purchase Options

Buyers want multiple purchase options. John Deere's Web
site illustrates how to do this. Not too long ago, a major
brand manufacturer, like John Deere, had a dealer
network that they protected. Then they forced the buyer
to buy from a specific dealer, whether the buyer liked the
dealer or not. Today, that has changed.

Now a buyer can choose to buy online, from a dealer or
even from a big-box retailer like Home Depot or Lowe's. Buyers want multiple purchase options.
This approach is very buyer centric.


Give Buyers Access to
Subject Matter Experts
Subject Matter Expert

Even in this stage, the buyer wants it their way and smart Buyers don't want to
sellers will give it to them. Here, the buyer doesn't want to talk to the guy in
talk to a sales person, because buyers think the role of a
sales person is to persuade them to buy something they shiny shoes; they
don't want or need. want to talk to the
Buyers want to talk to a product expert or subject matter
guy that actually
expert. They don't want to talk to the guy in shiny shoes; does the work.
they want to talk to the guy that actually does the work.
The buyer may have some final questions that need to
be answered; the subject matter expert is the only
person who can provide them the direct answers they
need.


SUMMARY: How to Become Buyer Centric
to Close More Sales From NEW Customers

In this eBook, you learned 1. Help buyers discover
why it is so difficult to what they are looking to
increase your revenue from
find
new customers. When nearly
98 percent of new leads buy
12 months or more from the 2. Help buyers get the
time they become a lead information they are
and shy away from talking
to sales people, you need a seeking
plan to stay in front of those
buyers, to help guide them 3. Help buyers see what
through the Purchase
others are saying
Decision Process. Here is
how:
4. Help buyers
experience it before
they purchase

5. Help buyers buy the
way they want


FREE Offer
Get something for FREE and discover what it’s like to
work with The ROM Group.

Offers may include a FREE customer survey, eBook, white
paper, testimonial video, and more.

Contact Richard M. Pedersen, Jr. to learn more.

rpedersen@theromgroup.com
920-964-5564


When You Need Top-Line
Growth, The ROM Group
Delivers
The ROM Group provides buyer centric lead generation
and lead nurturing programs for B2B companies. ROM’s
approach delivers dramatic increases in top-line
revenue by integrating proprietary buyer research,
online lead generation, lead-profiling phone calls, lead
nurturing, and lead conversion services into a single,
simple-to-use solution. At each stage in the life of a lead, www.theromgroup.com
ROM (return-on-marketing) measures the key metrics 920-964-5564
that senior managers need to clearly understand the
effectiveness and ROI of their programs.

22

Five Steps That Will Help Increase Revenue

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