Archive for the ‘Marketing’ Category

What Fishing Has to do With Sales

Published by Suzanne Evans   |   April 9, 2015   |   No Comments

Each time the Catherine II comes to port in season with a load of fresh halibut, her fishermen call all their established clients, letting them know that it’s time to go down to the dock again and buy fish. The captain of the Catherine II knows a lot about fishing but he also knows a lot about sales.

Increasing sales in an existing market is one of the easiest ways to grow your business. You already have a head start with this growth strategy and once your business is established, it has regular clients, and, like all businesses, you have collected all kinds of information about them. The key to successfully increasing your sales in an existing market is to know your clients and their buying history.

iStock_000016323356_LargeThe goal, of course, is to get your existing clients to buy more. The data about what your clients buy, when and how often will help you make savvy decisions about marketing. Offer an early bird discount. Or use your hot sellers to move other items that might not be doing as well. When they buy the hot item, give them the opportunity to buy another related item at a reduced price or offer it as a bonus.

Looking for a shortcut for implementing this growth strategy? Institute a reward program. Such a program doesn’t need to be complicated. We offer 10K Cash Cards for anyone in the 10K Club for example. Attend a live intensive? $500 cash card! Have a $10K month? Another cash card! They use these to purchase future services with us.

Buying 90 day programs versus trading time for dollars (like charging $125/hour), purchase incentives, and a reward programs are all examples of business growth strategies for increasing sales in existing markets based on the general buying histories of your clients. Business growth strategies based on individual client buying histories can be even more powerful. An individual client’s buying history gives you insight into her preferences and attitudes and allows you to customize your sales and marketing efforts.

Think again about the example of the Catherine II. Because the clients have a history of buying halibut, it’s a safe bet they are going to be interested in buying more. But it’s also a fairly safe bet that they 1) would be very interested in buying other types of fresh seafood and 2) they are the sort of people who prefer to buy seafood as fresh as possible (off the dock). The captain of the Catherine II would find it incredibly easy to sell us other seafood products off his boat and here is the best thing — they would be more likely to buy that seafood from him rather than any of the other boats because he has bothered to customize his sales efforts.

You see, if done right, sales and marketing efforts build client loyalty, which helps you increase sales!

Cathi Harley, Director of Coaching

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6 Degrees of Sales Separation Between You and the Client

Published by Suzanne Evans   |   March 26, 2015   |   No Comments

No two clients are the same. As a business owner, that means paying close attention to what motivates people to buy. Clients approach buying with their own agenda and most of the time it is a hidden agenda. For example, they could be shopping for specific benefits or features, hoping to build a long-term relationship with you, or seeking a strong commitment of how your services will best serve them.

That means your sales conversation should be based on the how your client wants to buy. Once an entrepreneur understands the need from the buyer’s perspective, they are wildly successful.

Here are six ways to close a sale by focusing on what motivates your potential clients to buy:

1. If the buyer doesn’t know what she needs, then be an advisor first. Some clients don’t know exactly what they’re looking for and they often don’t know what they need. Such potential buyers require more guidance, particularly with services they’re not well versed in (such as social media). Sell them what they want and give them what they need.

2. If the buyer is detail-oriented, then showcase the features of your services. These buyers will be well informed, having researched your offerings and those of your competitors. So pay attention to cues. If he asks for quantifiable results, chances are he’s most interested in the benefits of your service rather than the relationship he’ll have with you.iStock_000005398290_Large

3. If the buyer is fixated on the relationship, then make a personal connection early. What matters most is the long-term connection you establish. That’s great for future business, but it means you’ll need strong interpersonal skills and plenty of time to get to know one another before closing the sale. They will be looking for ways that you show you care.

4. If the buyer looks for results, then tout your top clients and their success with working with you. Your reputation with other clients can make or break some deals. Testimonials and referrals from top clients are also valuable. Share with them they too can be a “top client” of yours in the future.

5. If the buyer focuses on guarantees, then emphasize stellar service. For some clients, it’s all about the speed and quality of service. If potential clients ask about customer service or warranties upfront, chances are they’re very interested in what will happen after the sale. How easy is it to get a hold of you? What is your turn-around time for emails for example?

6. If the potential client gets antsy, then go for the close. Watch your clients’ signals to see if they want fast action. Closing a sale is especially appealing to clients who are looking for results quickly. Taking too long to complete the sale might send the signal that you’re not confident and are wasting their time.

Great listening skills will allow you to figure this out more quickly each time what your clients is looking for and get to the close that will be a “win/win”!

Cathi Harley, Director of Coaching 


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The Spiral Staircase of Success

Published by Suzanne Evans   |   March 19, 2015   |   No Comments

A few years ago, Paige and I were out to dinner with some colleagues who run a multiple 7-figure business and we started to have a conversation about this amazing journey called building a business and how connected it is to personal development.

And as we were talking about the experience, the journey, the steps… about where we all started out and then getting where we’re all going, they started describing it using this fascinating analogy.

They said it was like a spiral staircase and then reflected for a moment and said if they had know where the staircase would eventually lead them and how big and amazing their life would be that they weren’t sure if they would have even started the journey, or even taken the first step.

I actually believe that this is the Universe’s way of protecting us from ourselves and our fears.

It’s like Marianne Williamson says,staircase

“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be? You are a child of God. Your playing small does not serve the world.” 

The spiral staircase is how the Universe helps us become bigger and have a larger impact than we ever imagined possible, without scaring the bejesus out of us before we ever even get started.

And really all growth is like that Spiral Staircase, we just need to take the next step in front of us. And that leads us to the next and the next.

Sure we have to have a pretty good idea where it’s going (or at least where we want to go right now), but we can’t really ever see the “top” when we’re walking up the staircase. Also we can’t see that where we “think” we’re going, which is just a lower landing on a much larger staircase.

What I’ve learned is that the way we get to larger and larger opportunities and experiences, is to take the opportunity that is in front of you…. The opportunity IS the “next step.”

Wallace Wattles tells us,

Do not wait for an opportunity to be all that you want to be; when an opportunity to be more than you are now is presented and you feel impelled toward it, take it. It will be the first step toward a greater opportunity.”

You see whatever the bigger opportunity/experience/manifestation/goal/etc. you desire, it starts with an often smaller opportunity to be just a little more than you are right now.

The thing you desire is waiting at the top of the staircase (along with more Greatness than you can ever imagine), but the only way to get there is step-by-step… opportunity-by-opportunity.

What’s the next step for you? What is the next opportunity?

Make sure you clearly visualize your desire or goal, and then move toward it by taking action on the very next opportunity, then the next opportunity, then the next. Before you know it, you look back and realize you have achieved more, traveled farther and experienced more than you ever thought possible.

Then simply set higher and loftier desires and goals, and allow the Universe to bring them to you as you work your way up the spiral staircase of success.

That’s how we have built our business. That is how we created success. And that is the often misunderstood secret to manifestation…

That is the True “Secret” alluded to in all those movies, books and popular media.


Brian Stark, Director of Strategic Development 

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Top 10 Roadblocks to Your True Desires

Published by Suzanne Evans   |   February 19, 2015   |   No Comments

As we begin to take responsibility for our own lives – our own choices, we may begin to see things showing up that we were never aware of before. Perhaps these things have always been here or perhaps they have gradually trickled into our behavior and circumstances little by little.

Let’s take a look at 10 behaviors you could be trapped in that may be blocking your off from your potential and the life you truly desire.


  • Is there anything that you do out of sheer obligation, i.e., going to volunteer meetings, Over, Under, Around
    acting on boards, or regularly attending activities that do not bring you joy and excitement?
  • Do you have piles of clutter around you, papers that need sorting, clothing and items that “one day” you will take to Goodwill or down to the basement storage?
  • Do you say “yes” to requests from friends, family or co-workers without thinking about whether you have time to do it or even if it is something that you want to do?
  • Do you have “soft addictions” that keep you nice and distracted from spending time contemplating your own desires and taking the necessary steps to achieve them – such as excess shopping, socializing, exercising, sleeping or TV watching? (You could probably think of many more!)
  • Is there someone you are holding a grudge against or blaming for creating or keeping you in your current situation, even your current thinking and beliefs?
  • Are you always making a list of the things you want instead of making a list of what you are so grateful to have right in this moment?
  • Are you speaking negatively or gossiping about someone else, knowing you would never say these things to them in person?
  • Are you talking to yourself in language that ridicules your behavior, your intelligence or your abilities? (Yes, it still counts even if it’s humorous.)
  • Do you shut yourself off from the help of others, feeling like you have to do everything on your own?
  • Do you continue to repeat your “story” about a certain wrong done to you or the pain of a situation you were or are currently in?

All of these are ways that we (our ego) keep ourselves from living the lives that somewhere inside we know we are meant to live. They keep us, not only disconnected from Spirit, but also disconnected from ourselves. When we are disconnected from ourselves, we can’t take action that will support us and help us grow in the direction of our bigger life – not to mention live our lives with the peace, joy, love and abundance that we truly desire.

I invite you to take a good look at the above list and see if any of these behaviors are showing up for you. Be honest and open with yourself. As you ponder your own behavior, you may come up with behavior that isn’t on the list. Make notes of these behaviors as well. In particular, look for the “soft addictions” that are keeping you distracted and “busy”, making it impossible to step into your own Greatness!

This is not a time to beat yourself up. It is a time to be honest and consciously aware of the choices you are making in your life. The more you are aware of what your habits and behaviors are, the closer you will get to taking action to correct them.


Paige Stapleton, Director of Client Development


Building Trust Through Social Media

Published by Suzanne Evans   |   February 12, 2015   |   No Comments

The use of social media has been a hot topic for business marketing for years now. Businesses are still trying to figure out the secret behind getting likes on Facebook, having followers on Twitter, getting people to comment on Instagram and so on.

Not only is it important to provide your followers with current and exciting content, but you have to do so while building their trust. Building social media campaigns can be daunting at first, especially for those who believe it’s okay to post without thinking twice, but taking a step back and looking at the bigger picture can be beneficial.

When beginning your social media campaigns keep these 10 tips in mind to keep your followers on their toes, coming back for more, and most importantly feeling they can trust you…

  1. Content: This is the number one way to build your followers trust. Be sure you are providing IMG_3404your clients with products and service that will provide value to them and your market.
  2. Build influences: Sponsor leaders in your community, promote your clients or fellow co-workers. Your followers will notice that you care to help others well building your own brand.
  3. Be human: Let your employees and customers share their story with your company, if you make a mistake live up to it. People make mistakes, but it’s the way you handle your mistakes that people will remember most.
  4. Say thank you: Don’t be afraid to acknowledge the help from others. Say thank you to your newest followers and say thank you to people sharing your content. A simple thank you can go a long way in the eyes of your followers. If you miss a thank you don’t sweat it, but try and recognize the people that help you out.
  5. Size doesn’t always matter: Building trust through social media involves building relationships. In this case its okay that you don’t have 84930248 friends on Facebook or 483904 followers on Twitter, build your following slowly and develop relationships with those followers.
  6. Design of your Website and Social Media Pages: Have you ever opened a website and the design was so terrible you immediately x-ed out of the box? A similar feeling happens with social media. If someone lands on your page and notices that it’s not user friendly or that you are not active they will leave the page and you will lose credibility.
  7. 80-20 Rule: 80% of your posts should be what your audience wants to know, enjoy, and learn to make their day better. 20% of your posts should be about what you do, what your selling and how your business can benefit your clients.
  8. Quick Customer Communication: If your clients know they can reach out to you on social media and expect an answer then provide them with one! Set a time limit that you want your company to respond back within. We use the 24 hour turn around policy during the work week.
  9. Always Keep Your Promises: If you are offering a product or promising to give out some pressing information, live up to that! You will instantly loose credibility if you offer your followers something and then never follow through. If you can’t keep your promises then don’t offer them.
  10. Have fun: Most importantly, HAVE FUN! Don’t be afraid to show your personal side, share stories, and have fun with the work. Not everyone wants to see hard core business posts every day.

Now don’t be afraid to step out of your comfort zone and begin planning your social media campaigns! Implement a little at a time and see what works best for your company. If you need some inspiration be sure to follow us on our various social media accounts!

Twitter @SuzanneEvans
Instagram @suzanneevanscoaching


Stephanie Coppola, Marketing Assistant 

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