No doubt you have heard of the seven cardinal sins of the Christian religion – wrath, greed, sloth, pride, lust, envy and gluttony? But did you know that there are also seven lethal sins of selling? And they’re deadly because they’re toxic to your business and your bank account.

Unfortunately, if you commit even one of them, you’ll find that your sales leads will shrivel up and die right before your eyes…

If you want to capture the attention of more prospects and increase sales, you need to stop committing all of these deadly sins.

Are you guilty of:

• A lame approach or introduction?
• Wasting your prospect’s time with stuff that is important to you but not to them?
• Failing to identify and understand your customer’s pain?
• Forgetting to give your audience a clear message why they should choose you?
• Selling products, features or benefits instead of solutions to their pain?
• Neglecting to prove beyond a shadow of a doubt that you can cure their pain?
• Making it easy for them to talk themselves of out of the sale? or
• Giving too many options (or not asking for the sale)?

Thankfully, there is a cure to help you increase sales and it is a whole lot simpler than you might imagine.  Which is lucky for you – because right now, you are killing leads and losing sales with each sin that you commit.

Everyone knows that a solid, consistent stream of prospects and sales are vital to the health and success of your business.  And right now, you are spending a lot of money each month on activities and communications where 99% of your audience chooses not to buy from you.  It’s a lot of money to waste on sales presentations, calls and emails that aren’t working, isn’t it?

Now depending on which deadly sins you are committing (one, two or all seven of them), many of your prospects have gone to one of your competitors to get their pain cured.  I would like to show you exactly where you went wrong and what you need to do to fix your message and increase sales.  I want to show you how to turn your message into one that your audience is dying to say “YES” to.

1. Keep the Lights on – Often presenters switch off the lights in a room so that the slides can be read more easily.  Besides encouraging the decision making part of your prospect’s brain to fall asleep, this fatal move also diverts attention to the screen – when you need to do to increase sales is have your audience focus their attention on the conversation you are having with them.
2. Capture attention upfront – In order to stand out and be remembered, you need to open with a question, story, myth-busting statement, or picture that is relevant to your audience.  The best way to increase sales is to show them you understand (and can solve) their #1 source of pain.
3. Stop wasting time on you –   Never waste your time telling potential customers about you. 100% of your message should focus on your prospect or customer, and how your solution will cure her pain, keep her safe, or make her life better.  If you message is relevant and your customer is engaged, it will increase sales.
4. A picture is worth 1000 words – Your brain is hardwired to process visual cues and act before you have time to think things through carefully.  If you want to connect with your audience and increase sales, you need to present fewer words, graphs and statistics and start showing them in pictures how their life will be better with your solution.
5. Simplify your message – Most slides have far too many words on them to be persuasive.  Less is more – if your audience is too busy reading, they cannot possibly engage with you and your key message. The brain can only process and memorize 3 or 4 key points at a time.  If your message is more complex than that, it simply will not be remembered.
6. Use stories to communicate your key points – messages that cause your customers to reconnect with or rediscover strong emotions from their past and associate those with your solution, are 10x more likely to trigger the part of the brain that decides.
7. Crank up the contrast – In order to trigger a decision quickly and increase sales, you must stand out. Your customer needs to feel the difference between your solution, your competitor’s solution, doing it themselves, or doing nothing.

By mastering these 7 steps, you are now ready to go back to the beginning, rework what you say and how you say it in order to influence a speedy decision in your favour and increase sales.  These 7 steps will help you to STOP falling prey to the 7 deadly sins of selling that we talked about earlier.  They are going to help you increase the effectiveness of your message and also reduce the amount of time and money that you need to spend chasing leads and sales.

When you make it easier for your audience to see and grasp your message, he/she is more likely to decide and will on some level appreciate the fact that you have not wasted his time and energy with stuff that wasn’t important to him.

Do you aspire to be a great leader and grow your business profitably this year? Then it’s time to find the right business coach who can inspire and empower you to step up and reach your goals.

Almost every business is under pressure right now to attract more leads and close more sales in this tough economic environment where global competition is increasing every day for your potential audience.  It is hard enough to keep up with the changes in your industry and the barrage of ads that target your potential customers – not to mention the innovation in technology, increasing complexity of running your business and complying with the tax legislation, HR issues, operational challenges and business planning. Having a Business Coach isn’t a luxury in this day and age, it is a necessity that you need in order to survive and thrive.

By far, one of the biggest assets that you will gain as a result of working with a business coach is accountability. Remember, it’s difficult to get a truly objective perspective or opinion from yourself, your spouse or your team members, but your business coach is there to be your “unreasonable friend” – to tell you the truth, challenge your assumptions, push your boundaries and motivate you to take action (especially when you are procrastinating).

A Business Coach or mentor will teach you “how to fish” rather than simply putting a fish in your hands when you need it. With years of successful experience (running their own business and helping hundreds of other entrepreneurs just like you), your business coach will help you develop and achieve your goals, put a solid business plan in place, execute effective strategies that will grow your bottom line, track and measure your progress and highlight blind spots or opportunities that you have overlooked.

You may be able to scrape by without the help of a business coach, but it’s almost impossible to consistently grow your business profitably without the training, guidance and focus you will achieve by working with a good business coach.

Find out more today by contacting us to speak to a business coach that can help you breakthrough your perceived limitations, make better decisions, step up as a leader and achieve your goals.

And remember, most importantly a business coach will:

• help you focus and eliminate all tasks that are taking up resources but adding value
• challenge assumptions and perceived limitations about your business and industry
• motivate you to ask better questions and make better decisions
• highlight opportunities or pitfalls that may not be obvious to you
• give you tips and proven strategies based on years of experience across many different industries
• be a valuable sounding board and provide a balanced, objective perspective
• help you develop and execute plans that grow the bottom line and cash flow safely & predictably
• track and measure your financial progress in a way that is meaningful to you
• assist with an exit strategy
• be your unreasonable friend with a wealth of experience across multiple disciplines – marketing, sales, training, systems, leadership, finance, legal issues and technology.

All of the leading experts recommend that you spend 75% of your budget to retaining existing customers (and re-engage them). Yet surprisingly, most companies do the exact opposite. Even large corporations like Coles, Woolworths, Max Factor and Target (not just the little SMEs) make the mistake of spending too much chasing new customers (or ones that have left) and often ignore their existing ones.

Several years ago I held a senior commercial role at one of the largest retail businesses in the country and I can confirm that they spent <20% to retain existing customers. They, like 95% of businesses out there, spend the bulk of their budget on chasing new customers or attempting to re-engage those that have left and gone to the competition.

And therein lies the biggest mistake you can make as a business owner…

Every dollar spent on direct marketing to retain existing customers is actually worth 50x the equivalent amount spent chasing new customers. With above the line advertising, it is very hard to capture the attention of new customers, embed your message in their mind and compel them to act. It is much easier (and cheaper) to reinforce your message with an existing customer and encourage repeat visits.

So, if everyone knows it is easier and cheaper, why are most businesses NOT focusing the majority of their attention and budget on their existing customer base? The answer to that question is unclear. But what is clear is that there are 4 Simple Strategies that you can use today to boost sales and retain existing customers.

1.   Spend 75% of Your Budget on Existing Customers – The bulk of sales and marketing efforts should be focused on direct communications and NOT on social media, newspapers, PR, magazines or pay-per-click advertising.  For those of you who are established and have been in business for a few years, this is going to free up a lot of time that has been wasted on chasing new customers.

2.   Do Your  Homework to Maximize Return on Investment (ROI) – I recommend that you take the time today to analyse your existing customer data:

–   What are they buying?

–   What could you introduce them to which would increase gross profit margin?

–   How can you drive frequency (visits)?

3.   Frequency Lifts Sales by 75% More Than Upselling – It is much more effective and profitable, to focus on getting customers to return to your website or business, as opposed to trying to sell them one more thing while they are there.

4.   Focus on Customers Within a 10km radius – Customers who have moved outside a 10km radius of your business can be particularly tricky to re-engage. In research conducted at one of the largest retailers in the country, we discovered that 82% of the revenues were attributable to customers that lived within a 10km radius. And in my experience working with hundreds of small-midsized businesses, this statistic still holds true. If your customer has moved outside of this radius, it does not make sense to waste any of your budget trying to reactivate them.

Even though it’s important to appeal to and attract new customers, it’s absolutely crucial to your business’s survival that you retain and nurture the customers that have supported and shopped with you to date. Everyone knows that is cheaper and easier to garner incremental business from existing customers but what separates the truly successful entrepreneur from the pack is the ability to put this knowledge into practice by allocating a large portion of your budget and focus to existing customers.

“I’m your biggest fan, I’ll follow you until you love me
Papa, paparazzi
Baby, there’s no other superstar, you know that I’ll be
Your papa, paparazzi”

In today’s challenging business environment, customers demand more from the products and services they buy—they want what they want, when and how they want it.  And if they do not get it from you, they can and will obtain it from one of your competitors. Therefore, creating raving fans—customers who love what you do and are willing to follow, listen and respond to your call(s) to action —can give you a significant strategic advantage and improve your bottom line.

Now some of you may be wondering “what does Lady GaGa have to do with best business and branding tactics?”  She’s never attended business school nor does she have a history of entrepreneurship.  While it is easy to question her outlandish costumes, her repetitive child-like lyrics, and her over-the-top media stunts, it is hard to ignore her obvious musical talent and her ability to be at the right place at the right time with the right tune.  Whether you love or hate her (and 99% of you are definitely in one camp or another), it is difficult to ignore the tremendous achievements (and raving fans) of this branding genius.

Less than a few years ago, she was virtually unknown – and today she has two platinum selling albums and is the envy of artists that have been in the business for decades.

How did she do it? 

Think about it… in an industry cluttered with talented artists and interesting material, somehow SHE has managed to rise above almost everyone else and command our undivided attention.  From her meteoric rise, we can glean 7 simple, yet powerful secrets that any business can use to create raving fans and dominate their market niche.

Secret # 1: Be Memorable

Every newspaper, radio station and TV program in the world reported and talked about the “meat dress” that Lady GaGa wore to the 2010 MTV Music awards.

To be frank, it was so bizarre and scandalous, you could not help but notice her.

Similarly, in business, it’s all about grabbing attention – about creating anticipation, capturing awareness and making customers notice your products and services. The aim is to inspire customers and potential clients stop in their tracks and pay attention to your offer, service, product, or information.  In order to achieve this, you need to ask yourself what it is [exactly] about your offering (tangible or intangible) that will capture attention?

If you’re not truly memorable in business, it means you will have to work harder to get the sale.  And every time you have to work harder, it costs you time and money.

Case in point – does anybody even remember (or care) what Myley Cyrus or Britney Spears wore to the MTV awards?

No.  That is exactly my point – the # 1 secret to creating raving fans is to be memorable.

Secret # 2: Repeat Repeat Repeat

Lady Gaga has got some really interesting songs but when you actually look at the lyrics — they are incredibly child-like and simple.  In fact, she often repeats the same words or sounds over and over again.

“Rah, rah, ah, ah, ah
Roma, roma, ma
Gaga, ooh la la
Want your bad romance

I want your ugly, I want your disease
I want your everything as long as it’s free
I want your love
Love, love, love, I want your love”

Ok Gaga, we get it already, you want our love.  And love [to her] likely means HUGE album sales or — money, money, money!  After all, didn’t ABBA teach us in the 80’s that it’s a rich man’s world?

So we all know that repetition works in music but why is it so powerful in business?

Each and every day, your target audience would be bombarded with hundreds of thousands of marketing messages.  In order to create cut through and present a clear and coherent brand message, your message has to be the same every single time someone experiences it.  To be effective, you cannot afford to be all things to all people.  In this case, you actually want to be a broken record – “ tell them what you are going to tell them; then, tell it them, and finally tell them what you have told them.”

Once you have determined what your unique message is, the key is to repeat it over and over and over again – in your telephone greeting, brochures, business cards, website, Twitter account, Facebook page, Linkedin profile, press releases, thank you cards, customer feedback surveys etc.

Rarely will a customer act on your message the first time he/she sees it.  If you want to earn their love, their business and create raving fans, you need to ask over and over again.

Secret # 3: Cultivate Excellence

If what you do is “just ok”, you might as well forget about being truly successful.  Technical competence is the cornerstone of every thriving business.

Even Lady GaGa – as strange as she may seem – is a technical genius in her area. At the age of 4 she learned to play the piano by ear.  By age 14, she’d written her first ballad and played at open mike nights in various New York clubs.  At the age 20 (long before her own debut album was released) she had already written songs for many other well known artists.

Think about the most successful businesses and brand names in the World – Apple, Microsoft, Toyota, Proctor and Gamble, GE and 3M – they ALL place a huge emphasis on technical expertise and acumen.  When what you do is superior to your competitors in terms of quality, service, aesthetics and durability, customers and raving fans will flock to your business and price will not be the determining factor in their decision to purchase from you.

Secret # 4: Encourage Fanatics

Lady GaGa initially focused on and won over the gay community and turned them into brand evangelists.  Her music has now gained mass appeal with people of all ages and all walks of like.

Her strategy mirrored that of another well known brand icon that most people are very familiar with – Apple.  If you think back a few years, Apple was very specific about who they were targeting –  graphic designers, technical specialists, the music industry etc.  Few people outside this narrow scope even considered owning one because it was thought to be more difficult than a PC to operate (for the average person).  Now with the domination of other Apple products like the iPhone, iTunes, iPad and the iPod, almost every one of us has bought or used something that Apple produces.

If you want your business to be successful and endure the test of time, you will need to choose your demographic wisely and cultivate their fanaticism vigilantly.

Secret # 5: Focus

Are you clear about HOW your product/service makes life better for your customer?

It’s not enough to focus on being the #1 provider of this or that or the largest producer of X or Y.  Success is less about size and more about companies who put the needs of their customers first.  Focus first on what you can be best in the world at doing and then second on how you can deliver that world class product or service to your clients.  There’s no point being bigger if what you do just isn’t that great in the first place.

As strange and outlandish as Lady GaGa is, it’s pretty clear what her focus is – delivering catching dance tunes and simple, memorable melodies.  There is no tricky math here – she’s not trying to deliver deeply profound political statements or become the world’s most prolific artist.  She’s just trying to do one thing – to be memorable and infectious — and she does that one thing very well.

Secret # 6: Package wisely

I have no idea how much time and effort would be spent producing the tracks that Lady GaGa releases but I would hazard a guess that almost as much is invested in developing her elaborate costumes.  We all know that in life, “size matters”:  In business, “packaging matters”.  In fact some brands have such distinctive packaging, that they have changed the way that the entire industry displays its wares.

Think about how McDonald’s switched from Styrofoam boxes to plain wrap paper back in the early 90’s and the rest of the industry followed suit.  What about the clean, vivid, minimalistic and colourful packaging of Apple?  Haven’t many electronics competitors tried to mimic that highly compelling look and feel?

When is the last time that you took a step back and really looked at your packaging?  Does it present your goods and services in the best light possible?  If you changed its fit, shape, size, colour, directness or ease of use, could it make it easier for your customers and lift sales?

Secret # 7: Be Relentless

There are very few one-hit wonders in the music industry.

However, the world is littered with businesses that have had initial success with a product/service and then failed to do much of anything else. The advent of the internet and global trading has meant that competition is fierce in most industries and the market is inundated with new products and innovations. In order to be successful, businesses must constantly improve what they do and move forward, not only to thrive, but also to survive.  To do this, you need to constantly ask yourself “what do we need to do today in order to WOW our customers and maintain their loyalty?”  You need to create raving fans.

Lady GaGa does continuous improvement better than anyone. Just when one of her hits starts to taper off, she is quick to introduce us to another song that we just can’t seem to get out of our heads. In order to keep her name and brand on our minds, she carefully and consistently plans to release a new song every three to four months.

Let’s be frank, I doubt Lady Gaga will ever be invited to lecture at an Ivy League school on business success but these 7 secrets –  that she does better than almost anyone else – apply to any and all businesses looking to create raving fans and be successful in today’s highly challenging and demanding marketplace.

It is critical, particularly during challenging economic times, that business owners recognize their employees for all their hard work. If you can reaffirm and re-enforce your team members’ value and contribution while your organization is coping with the global downturn, you stand a better chance of retaining your best people when the economy turns around and opportunities to leave become plentiful.

When we think of employee recognition, most may think of praise and financial rewards. However, it will require a holistic and integrated approach to ensure that members of your team know their importance to your continued success. Nearly everything we do as business owners in the workplace either contributes to or takes away from how recognized and appreciated our employees feel. If you, as the owner and leader of the organization, go into work feeling and acting as if you are a victim of the down economy, your team will follow your lead and adopt a helpless attitude and blame external factors for lack of growth and sales.

Employee recognition can be used strategically by employers to reward good behaviour and keep team members “present” and accountable for favourable results. It builds and reinforces the belief that they work for a company that cares and it reminds them to look for solutions (as opposed to focusing on problems or what is not working in the business).

But all employee recognition is not created equal. Almost all businesses use varying combinations of intrinsic recognition – health-care benefits, flexible work hours, time-in-lieu for volunteer activities, training opportunities and annual awards.

But recent studies (surveying thousands of workers across Australia) have clearly shown that the cornerstone of meaningful employee recognition is actually “opportunity”. An award may be a tangible, formal sign of recognition, but employees view opportunity as the primary indicator that their manager values them.

Opportunities don’t have to be expensive to be effective. You can provide the chance for a team member to better themselves by doing something as simple as trusting them with VIP customers or introducing them to a key figure inside or outside of the organization. It’s also been proven that employees find recognition more inherently valuable when it’s administered individually (i.e. in private) rather than in public.

The business owner or manager is the essential component when it comes to effectively recognizing valuable team members. Companies should employ the 80-20 rule-keeping in mind that team members respond best to a blend of diverse mix of employee recognition. Only a small percentage (20%) of an employee’s overall recognition can come from peers and financial means before it loses its effect. The remaining 80% should come from the business (i.e. intrinsic recognition) and direct praise must always come from the manager, and be delivered in private, in order to maximize the impact.

When you consider it from the perspective of the employee, it makes perfect sense. The manager or business owner ultimately decides who gets hired, who gets fired and who gets promoted. Timely approval and recognition from the owner or manager is the best way for an employee to judge his/her progress and stay accountable by focusing on targets and solutions. Opportunity is in fact the #1 motivator – and it often won’t cost the business a cent, which is great news in challenging times like these.