How to Break Down the Barriers Separating Sales Reps from Prospects and Bring in More Leads and Customers to Your Payroll Company Every Month

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1 How to Break Down the Barriers Separating Sales Reps from Prospects and Bring in More Leads and Customers to Your Payroll Company Every Month Plus: 3 Critical Areas Payroll Buyers Search & How to Dominate Those Areas New leads and customers are the life blood of a company. Having leads and customers coming in energizes the organization and causes every other problem that arises in your business to feel light as a feather. However, when you don t have enough new customers going down to the nearest Staples and buying a new box of pens feels like you are lifting a 10,000 pound weight. What, then, could be as valuable to your company as having a system that routinely brings in new leads and helps turn them into customers without any intervention on your part? Robert Kiyosaki would call that a business asset. He says: An asset is something that puts money in your pocket, whether you work or not. What would it mean to you if you had an automated lead and sales machine that runs on its own, attracts potential customers like a magnet, polishes them up, and turns them over to sales eager to listen and ready to sign up? That is what the modern era of technology and the internet provide for us. Sales Calls are Annoying In the past, sales tactics were primarily focused on cold calling. Calls were one of the only ways to communicate directly with a potential customer and inform and educate them about the product. But let s be honest, it doesn t work anymore! The typical sales call can be so annoying to potential customers they avoid calls or hang up. You have probably experienced that yourself at times. The modern buyer won t put up with it any longer. She does her best to avoid talking to a sales person until she feels educated and informed regarding products and vendors, which puts a huge barrier between buyers and sales reps.

2 Your Buyer Now Has Options and Sets the Rules of Engagement Because of technology, the buyer is no longer limited to the sales rep or advertising as the sole source of product information; she is self-educated. She has access to all the information she needs online, even on her mobile device. Buyers can now go online anytime and anywhere and with a click go from one vendor to the next, from one source of buying decision intelligence to another, checking favorite social networking sites, downloading content and getting updates through and messaging. With information and options readily available, the buyer now sets the rules and decides who she will meet with. If you are not playing by the new rules she will ignore you and you will be on the sidelines. And with each passing month more and more people embrace this mindset as technology companies make it easier for buyers to get the answers they are looking for on their own. What Buyers Really Want A CEB research study shows that the modern buyer is anywhere from 57% to 90% through the buying process, and already has a good idea who they will do business with, before ever meeting with a sales person. Forrester Research Studies show that 65% of buyers choose the company that was first to add value to their buying process. This means that buyers are looking for companies that provide useful information and assist them through their buying process. They meet and connect with companies that are participating with them in modern practices and that will help them make good decisions. Information alone is not sufficient for the buyer. They want value. Instead of annoying sales calls, what buyers really need and want are insights and information about your services that can be applied to their business to solve problems and create opportunities. They want useful insights not just another sales pitch. Technology is Also Helping Sellers This doesn t mean that sellers are out of the game. Technology companies are also recognizing opportunities to help you, the seller. Thanks to the power of automated systems companies like yours are now more visible, putting their name, their brand and their messaging out where buyers can find it when looking for services. Being Page 2 of 6

3 where your potential customers can find you and having your information available when they go online gets their attention and helps you build credibility. By utilizing technology, sellers can have the advantage and help the buyer move beyond research and into the sales phase. Content Enabled Marketing Systems Puts Sellers Back in the Game A content enabled marketing system is the best way and, in many cases, the only way to get the attention and interest of the buyer to break down barriers as they research their payroll buying options. A content enabled marketing system: Allows buyers to find your content where and when they are looking for payroll services Provides guidance that helps buyers move forward in their buying process, helps them make good business decisions, and builds credibility and trust Elevates your business to a recognizable name and brand in your service area Increases your influence with buyers and referral sources even when they are not looking for your services Three Critical Places to Get Buyers Attention and How to Do It So the question we now must ask and answer is this: How do I get my content into the hands of the modern payroll buyer? First off, we must consider where the buyer looks for product information and educational resources, and how to effectively interact with the buyer in those places. Today s buyers are primarily looking for buying intelligence in three places: LinkedIn for expert advice Google and Bing Search to find sources of relevant information to educate themselves with Your Company Website to see what you have to offer that will help them make a good buying decision These are the places where you need to be found. Your content and your messages need to be visible in these places so your potential customers will find them, consume them, and recognize you as a leading supplier of payroll services in your service area. Page 3 of 6

4 Think of your content as currency. It s what you offer in exchange for the attention and trust of your potential customer. The more value you provide the more attention and trust they give you in return. Your content is the value you offer in exchange for the buyer s attention. Dominating those three areas will build you as a strong brand in your service area. Being a Recognized Brand in Your Service Area is Crucial to Your Success When a business starts looking at alternative payroll services they consider first those companies they are familiar with, the names they had come across before they even started considering a new payroll service. Therefore, if you want potential new customers to find you and not someone else, your website, your content, and your LinkedIn presence need to be visible and easily accessible. Your online presence needs to be recognizable to them even when they are not looking for payroll services if you want to build a strong brand in your service area and influence referral sources. These referral sources will be more likely and willing to recommend your services to others when you have a credible, recognizable name and online presence. So here is what we know: Summary of Key Points The buyer will educate herself online before meeting with a sales person The company that provides the buyer with valued resources and insights using online content will gain the buyer s attention and credibility and be on their short list of providers to meet with Having an visible online presence helps build name recognition, trust, familiarity and a brand that brings in leads Buyers are willing to meet with sellers once they become more knowledgeable of them Referral sources will be more willing to provide referrals to brands they recognize A highly-visible, content-oriented online presence that provides relevant insights to buyers and delivers unique positioning messages becomes a business asset a lead generating engine that attracts buyers, builds trust and name recognition, and turns those buyers into leads who want more engagement with your company and sales reps. Plus, it works for you, on its own, 24/7/365! Page 4 of 6

5 In addition, a recognizable brand will motivate referral sources to recommend your services to others. A good referral inherently passes trust and credibility to the buyer, yet they will still search you out online for validation before deciding to call and meet with your sales reps. So What Are the New Rules for Buyers and Sellers In their simplest form, here are the two golden rules of modern day marketing and sales we need to understand and implement to attract more potential customers: The new rule for business to business (B2B) buyers is: I am in charge of the buying process and I will qualify vendors I meet with instead of them qualifying me. The new rule for B2B sellers is: Every interaction I bring to potential customers must provide them with some understanding that helps them move closer to the results they are looking for. Follow those rules and you will win the attention and trust of the buyer and breakdown the barriers separating sales reps and prospects. Those who fail to make that transition will be ignored or irrelevant to the buyer. Next Steps to Take Here are three steps to building your automated lead generating machine: 1. Acknowledge that your business needs to be involved in the modern era, using modern practices, and you would rather be a leader moving forward than falling behind and endlessly struggling to play catch-up later 2. Understand that business growth assets that operate on their own without your involvement are efficient, effective and are the future. There are no shortcuts to building a solid foundation you can grow with. 3. Find the most qualified resource available that is a good fit for your business, one that can assemble an automated business growth system for you which will bring in new leads and customers every month for years to come, keep you ahead of the competition, become the foundation for newer technologies, and provide reporting on its performance. How We Bring You More Leads and Knock Down the Barriers Separating Your Prospects and Your Sales Reps We integrate proven online marketing strategies with modern website conversion practices so everything works together to put your name, brand and content where your potential customers and referral sources will find it. Page 5 of 6

6 Our comprehensive web assualt package is designed to grow your online visibility, secure your market positioning, get you more market share, bring in leads and turn those leads into sales ready opportunities. This business growth asset works for you 24/7/365. It never stops, it never sleeps and it never takes a break. And there is no extra work for you to do. All you do is press the start button and we take care of the rest. If you are ready to embrace the future of marketing and sales and open the gates between payroll buyers and your sales reps, call or and we will set up a time to answer your questions and talk about a plan that suits your budget and your current situation. It doesn t matter where you are today in your transition to 21 st century marketing and sales, whether advanced or just getting started. There is greater opportunity ahead for those who move forward and dangers ahead for those who do not. We are here to help you move forward in whatever way makes sense and for whatever situation you are in right now. 7.1 Page 6 of 6

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