Four Ways to Promote Your VFPs
Three Are Free
Promotion is important to everyone’s success. Even if your Valuable Final Products (VFPs) are the best in the world, you need the right people to know about them so you can then make the money you need.
For example, employees who do good work, but keep silent about their results, rarely get recognized. They say, “My boss should take the time to discover my accomplishments.” That’s as silly as a business saying, “The community should take the time to discover my results.”
Staff members who promote their actual accomplishments earn the recognition, bonuses and promotions they deserve.
“Sir, I finished the data entry faster than anyone else this week.”
“You’ll be happy to see I saved us 10% on our supplies!”
“I tracked down that old client who owed us $5,000 and got him to pay.”
Successful businesses must also promote their VFPs to also get the recognition and income they deserve.
Four Promotion Methods to Get New Customers or Clients
The world of public relations, marketing and advertising is HUGE. If you are not getting enough sales, you probably need to work on this important skill. Here are four methods that might help you.
1. Word-of-mouth
The best promotional method in the world, is a recommendation from your happy customers or clients. They recommend you to their family members, friends and colleagues.
“Mom, you can get the freshest, healthiest vegetables right here in River City. Check out River City Produce. Tell Chris, the owner, that you’re my mom. You’ll be amazed.”
“I’m sorry your car is not working again. You should take it to my mechanic at ABC Motors. They promise to make any car run well or they give you a refund!”
“Have you tried out the new iPhone? You should drop by ABC Phone Sales. Tell them I sent you and they will treat you like a VIP!”
To get word-of-mouth promotion, take these five steps.
A. Even though they are already your customers or clients, constantly promote your VFP on a regular basis. They need to be reminded of the advantages and benefits you offer.
“Our online course is getting really popular. In fact, we have sold over 1000 courses this year!”
“We’re very excited about our newest client who is the biggest ______ in the _____.”
“As well as building websites like yours, did you know we can make great videos, too? Let me show you a new one we just made.”
B. Make sure your customers or clients are happy with your VFP. They need to agree your product is truly valuable.
A great way to do this is to “fish for a compliment.”
“So Robert, how do you like my tax service so far?”
“Jane, you bought our GFI Super Television last month. Is it meeting your needs?”
“We certainly enjoyed working with you. Can I ask what you liked best about your program?”
If anyone is not 100% happy with your VFP, handle this ASAP.
C. Next, ask them to recommend your VFP.
After they give you the compliment, thank them and ask for referrals. This is the very best time to ask.
“I’m glad you’re happy! Do you know anyone who might like our services?”
“I really like working with you, too. In fact, I’ll treat your friends and family members the same way. Is there anyone we should contact?”
“You’ve referred a few of your contacts to us, which we really appreciate. We’d like to start rewarding you for this with our new referral reward program. Can I tell you how it works?”
D. Follow up with them until their family member, friend or colleague contacts you.
“Bill, you mentioned one of your friends might be looking for a house. Do you still think I can help him?”
“So Sarah, have you been telling everyone you know how incredible we are?”
“Have you thought of anyone who you might recommend or refer to us? It would be great to give you your first referral reward.”
Keep notes or create reminders of when to check back with them. Go back to steps 1 and 2 to ensure they are happy with your VFP.
E. After you get new customers or clients from your current clients or customers, be sure to thank them!
- Call them or send them a thank-you note.
- Compliment them whenever you can.
- Give them a gift or a discount.
- Think of personal favors you can do for them.
- Refer others to their businesses.
2. Professional Relationships
Another form of word-of-mouth promotion is getting referrals from professionals or business people. You get them to recommend you and your VFP to their own contacts (customers or clients). They are often called “bird dogs” and the people they send to you are called “prospects” or prospective new buyers. Examples:
An accountant tells her accounting clients about a wonderful real estate agent in the neighborhood. The real estate agent gets dozens of new prospects from this accountant.
A hair stylist suggests her customers see her dentist to improve their smiles.”
A wedding planner recommends a wedding photographer to his customers. The photographer’s schedule fills up.
A physician refers her patients to a physical therapist.
A car salesman suggests new car buyers get their car insurance from an awesome insurance agent. The agent always answers his calls and insures the car buyer’s new car over the phone.
A “social media influencer” mentions your online course to her 10,000 followers. As a result, your course sales explode.
Many highly-successful businesses are built entirely on professional referrals.
Ten Steps to Creating Professional Relationships
1. Make a list of professionals who have influence over people (contacts, clients, customers or connections) who might be good prospects for you. You will want these professionals to promote you and your VFP to their contacts.
2. Set up meetings to create or improve a friendship and to promote your VFP. For example, take the professional out to lunch.
3. Prepare for the meeting. Assemble interesting stories or pieces of information you can use to open the conversation. Do some research about their profession or the person, and make a list of questions to ask. Give some thought to possible problems they might have and what solutions you can suggest.
4. At the meeting, use your best people skills and establish a friendship. Make the other person feel important. Ask questions and be interested in their answers. Make the meeting helpful to the person.
5. When the time is right, promote your VFP. Explain why it is so valuable. Share examples and success stories.
6. Ask if the person will recommend you and your VFP. If not now, possibly later.
7. After the meeting, make notes of their interests, how you can help them and how to enhance the relationship in the future. Keep track of the person’s personal details.
Stay in touch with the professional and help him or her as part of your routine for maximum results. Examples:
- Work out a way to meet every referral source every three months. Lunches, meetings and so on.
- Send inexpensive gifts to the professional, such as an article, ebook, coffee mug, etc.
- Get to know their team. The staff of your referral source can be terrific sources of new sales of your VFPs.
- Use holidays to remind referral sources that you are available. Drop off small decorations or treats.
8. When the professional sends you a prospect, tell the prospective buyer how much you like the professional. Your comments will get back to the professional.
9. Thank the professional in a big way. If appropriate, give the professional a big gift or a cash commission.
10. Find ways to constantly build and improve the relationship.
3. Free Online Promotion
In all cases, with nearly all VFPs, you need an online presence. You can use the power of the internet to promote your VFPs without cost. Examples
- Use social media, such as Facebook, LinkedIn, TikTok, Instagram and Twitter.
- Create YouTube videos
- Get listed with Google My Business, Yelp and Yahoo.
- Get positive online reviews from your clients or customers every month.
- Write and share articles that help people and then promote your VFPs
- Start a blog or contribute to someone else’s blog.
- Create a website and make it easy to find on Google.
- Help people at Quora.
- Do a search to see how people, with VFPs similar to yours, are promoting their VFPs.
4. Paid Promotion
Some of the most effective ways to spend money to get new customers or clients are:
- Build or upgrade a website
- Pay for online ads (Google, Facebook, Yelp, Instagram, Twitter, etc.)
- Send regular, interesting and helpful email to your list
- Pay for physical advertising, such as commercials, billboards, building signs, bulk mail, etc.
Summary
Track the results of everything you try. Drop the ones that do not work and expand the methods that do work for you.