Start Your Sales Engine!
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Does your business run on a sales engine or a sales effort? A sales effort is something that has to be done every time you want to make a sale.But, a sales engine is something that, once put into place, can bring you sale after sale without added effort. Here are a couple of examples …
A photographer gets to know a handful of bridal consultants that refer every new bride they meet to him. Each time they get a new client, he has the opportunity to get a phone call from that bride without having lifted a finger.
A home cleaning company establishes a relationship with organizations that provide temporary corporate housing for companies with newly relocated employees. The temporary housing companies contact the cleaning company each time they have a person vacate one of their units so they can prepare it for the next resident. Since the nature of the residences is temporary, they have a continual need for cleaning services.
In both of these examples, instead of spending valuable (potentially billable) work time on marketing, these companies are earning money. And during the time they do spend on marketing, they are focused on developing long-term relationships with sources of continual referral instead of tracking down each individual purchaser.
In the cleaning company example, they could be running classified ads, taking calls, visiting individual homes to provide cleaning estimates, etc. But all that effort only results in one job.
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