I often speak with lawyers and business owners about cross selling their services. My message: cross selling is not really selling, but actually service. Think about it… no one wants to sell or be sold to. But everyone wants to be well-served. So where do you start? Let’s begin with one basic foundation. Show your team’s ability to get the job done.
Show to Tell (and then Sell)
Instead of using words to tell everyone how great your team is, show them you collectively have what it takes to make things happen. How? Content marketing.
- Create relevant content for your website, electronic marketing, social media and presentations. Deliver helpful information that shows them that your team has the skills, understanding and motivation to be on top of the issues they face.
- Connect with your clients through social media.
- Maintain visibility with your networks by posting a variety of material on a routine basis.
- Share all of the content your colleagues create with your clients, including leader text explaining how your team collaborates on the relevant topic.
Remember, content needn’t be long; nor your own. Write short commentaries on articles written by other leaders in the field, publish brief and informative blog posts or create advisories that cover relevant topics to your target audience. Just remember, you aren’t directly “selling” anything with this content, but rather building visibility and showing awareness so that when you do ask for the business, you have credibility, experience and knowledge about the topic at hand. By making your team a go-to resource, the team becomes the glue that holds the business strategy in place.
We are officially in the dog days of summer. Hopefully everyone can grab a few more days on the beach, enjoying backyard BBQs and take a few more dips in the pool. In between recharging your batteries, keep up on your relationship and business development so that September doesn’t find you in a scramble to catch up. Here are a few things you can do to keep yourself up to pace:
- Review your marketing plans and adjust actionable items for success in the last quarter of the year.
- Reducing clutter in your workspace, archive closed files and clean your desk.
- Reassess your website, including its content and images. Does it still reflect your business goals and speak to your desired visitors?
- Use social media to keep top of mind.
- Update your contacts and make sure they are in your database in useable form.
- Email your top prospects, clients and referral sources to check in before things get busy. Book lunches, coffees and other touch points.
- Write an article for publishing in a trade or business journal.
Regardless of how you choose to spend the last month of summer, use this beautiful time of year to rejuvenate your marketing plans. You will earn a successful fourth quarter by scheduling yourself to spend time marketing now. Don’t forget to take time to assess where you have been for the first 7 months of the year… mark your progress and note what you have left to do. Come September, you will be ready to hit the road running!
It is summer and the social calendar is booked with all kinds of activities! Whether you are attending a business event or a personal BBQ, you will be in face-to-face situations where you will need to strike up a conversation. This prospect strikes fear in many people. I often hear that people say they “dread small talk.” That they “just can’t get started.” That is is “meaningless.” I argue that none of the above needs to be the case. Here are a few steps for smoothing out the distaste for striking up conversations:
- Approach an individual or a group of 3 people and introduce yourself. It is easier to break into groups of odd numbers.
- Prepare 3 topics to talk about before you arrive so that you have them ready to use “on the fly.”
- Prepare 4 event-related or business-related open-ended questions that get people talking.
- Be the first to say ‘Hello’ to someone.
- Avoid negative or controversial topics.
- Avoid religion and politics.
- Introduce new people you meet by name to others at the event and mention information about the person to help transition to conversation.
- Repeat the names of the people you meet.
The best thing about small talk? It potentially leads to BIG talk that builds meaningful relationships.