Wouldn’t it be fantastic if all your clients were “A-Class”?
A-Class clients are ones who…
- Takes little time to decide to buy from your business
- Doesn’t try to beat you down on price
- Values what you offer and trusts you with supplying it
- Thanks you for your service
- Refers more A-Class customers to your business
There are definitely businesses that operate like that, and this post is all about achieving that outcome for your business.
The way to ‘attract’ A-Class customers is through your website, but to keep them loyal to your business and advocates who refer their friends to you for years to come means you need to understand Internal Marketing.
There are always potential A-Class customers in every industry, looking for an A-Class business to buy from and they know one when they spot one.
The best place to begin is with your website.
Internal marketing can be related to marketing or your business in general in many different aspects, however let’s begin with your website as very quick improvements can be seen by applying what’s coming.
Internal marketing related to your website could be considered a combination of ‘website optimisation’ and ‘traffic optimisation’, but its even more than that.
Beginning with Website Optimisation
A lot of websites are old and dated and therefore say to prospects your business is behind the times. Its not fresh, modern, innovative and that can stop them buying from your business straight away.
An old, tired or even new website not built with proven marketing principles in mind, can repel visitors who come and go without seconds. This is happened to a large majority of websites and it’s money down the drain when it is as far as lost income to the business.
A modern website has full width images, lots of images down the page and videos on the site.
The images need to include ones of people, the same age as your ideal A-Class customer, so they relate to the ages of people and feel comfortable they are at the right place.
That’s the external marketing angle that is critical to begin the attraction process.
The next steps are all about internal marketing – beginning with the phone answering technique.
Have you ever called a business and felt like hanging up, because the person answering the phone sound bored disinterested, dull or half asleep?
Unfortunately everyone says yes to that!
That’s one end of the scale, the other is where your person answering the phone sounds happy and confident. These two words, or emotions create a strong impact for that critical first impression.
The first impression is a long lasting impression.
There is a special way of answering the phone, proven from testing various wording and tonality with hundreds of businesses. From that testing one BEST way was identified and you can see what is best here on this video…
Use exactly what is shown on that video and watch what happens! You may be surprised at how much friendlier the people seem who call you in the first ten seconds. Try it for yourself and see.
This first impression has seen businesses increase sales income by up to 17%, just from the phone greeting.
The next step in the sales process, like a quote or meeting is where sales training is absolutely critical and extremely beneficial.
Sales training is NOT about how to be pushy and annoying, its about how to get your personality out of the way of people buying.
Here’s a fact… people buy from people they like and/or relate to.
There are four major personality types in the world and since you’re one of them, your personality is a bit annoying to the other 3, so that means you won’t win many sales from them.
Our sales training course is essentially about rapport building and knowing the four types and behaving like each of the four types, so you aren’t annoying them. Watch this video on DISC Profiles for a good introduction to the four personality types and why they are the most powerful aspect of selling you can possibly learn.
After winning the sale, internal marketing isn’t finished with, its still extremely important.
You’ve won the sale, but you still have to provide the service and that’s where a lot of businesses don’t excel.
Aiming to satisfy your customers is a waste of time.
Why would you bother aiming so low? Your customers aren’t going to tell a single person about your business if you “satisfy” them.
Here’s an interesting statistic that’s been forgotten over the last decade…
“67% of people don’t bother to buy from the same business they bought from previously, because of perceived indifference towards them”
In other words, they weren’t made to feel special – they received “satisfactory” service!
Think about that for a second, if this was your business we are talking about…
Two thirds of people won’t buy from your business you will never see again and they won’t tell a single person about your business.
That makes it extremely costing with your marketing, to keep your business turning over.
Can you see why internal marketing is so critical to focus on if you want A-Class customers who want to tell their A-Class friends about your service?
What Can You Do To Improve Your Internal Marketing?
There are a number of super effective strategies to implement. Some are simple, and take minutes (like how you greet people on phone calls) and others take a month or possibly two to implement. The longer they take, the bigger the benefit, so its a reward for your effort scenario.
There are two major ingredients of effective internal marketing…
- Hold regular/weekly team meetings – to make your staff happier
- Systems – including job descriptions, so your team members know exactly what they need to do
- Measuring to create a feedback loop to your team members to discuss in weekly team meetings
Each one of these strategies works “okay”, but the true power comes from the synergy of combining all three strategies.
How you treat your employees and how they feel towards you is exactly how they will treat your customers.
If you’re a tyrant and rule with an iron fist, your staff won’t give a stuff about your customers and it will be reflected in their work ethic. They will probably swear in front of them, not care what they hear, forget things, not take pride in their work, turn up late etc.
The opposite is also true. If your team members feel like they work as a team, they enjoy their work, laugh at work sometimes, are praised, appreciated and recognised and listened to in weekly team meetings, how they treat customers will be fantastic!
When customers like the service providers (not just the salesperson), that’s when referrals begin with A-Class customers.
The service in society is quite poor, just ask anyone. So when you find a great service providers you feel like telling your friends, because its “news worthy”.
The three strategies of team meetings, systems and measuring combine to create powerful outcomes.
When you measure you always have things to talk about with your team in weekly meetings. If you don’t measure you can hold team meetings but you will run out of things to talk about, because you don’t have subject matter to discuss.
Measuring (expertly) reveals discussion topics such as…
- Number of leads and sales coming in each week (so you have enough or too much work)
- Time recorded by each technical employee
- Time taken on jobs
- Gross profit margin on every job
- Overdue receivables
These are some of the most important and biggest variables of people performance in any service business. Tracking all these is essential good management practice. Bringing numbers like these into team meetings transforms them!
When you measure and discuss numbers, you and your team will start to focus on systems as the need for them due to all the inconsistencies shown by measuring will become obvious.
Keep running your team meetings for a few months, with numbers being discusses and you will absolutely be amazed at what happens in your business!
Your time will be freed up as team members step up
The accountability on every person will increase as all the above numbers to measure affect every person in your business directly or indirectly. People always perform better when they are accountable to numbers.
You’ll save money because you’ll find lost profits, inefficiencies, wrong pricing on jobs, marketing that doesn’t work, employees who don’t work hard enough or have bad attitudes and dozens more things to improve.
Your net profit margin will increase and that means more cash in your bank.
All of these benefits are due to the process of internal marketing, so if you’re still reading this far, doesn’t it just make sense to focus on internal marketing with all these wonderful, profitable benefits?
You can start to do this yourself, or save yourself months of trial and error, wasted time and poor involvement by your staff to implement all these wonderful changes, or you can take the short-cut and get some professional training on it.
Our Academy of Business Mastery is the ultimate business course because its all about internal marketing.
Not only do you get complete team building systems (including a recruitment system), you also get all the measuring tools customised to your business with training one on one, you also get systems templates and KPI identification to take your measuring to a whole new level. Plus you get system templates and 50 business growth strategies matched to your business from our 150+ we share with you.
Our training increases net profit margins, frees up your time, bring happiness and harmony into your business and puts the foundations in place to attract and keep A-Class customers so your business can grow super fast for years to come, with less and less dependency on your energy.
If you like the sound of all these benefits, then get in contact with us and let’s talk. The first hour is obligation free, so what have you got to lose? More importantly, what have you got to gain?