SCORE St. Louis December 2019

What Really Drives Sales Growth and Repeat Business?

now, that relationship is an asset that turns out money year after year.When you have 500, 1,000, 2,000, or 5,000 of those assets, you have an amazing business.

Why do we do all of this? Simply put — content equals relationships, and if your customer is looking to purchase anything of significant value from you, you will need a relationship to make that happen.

Have you ever analyzed what really drives sales in your business? Most people tie their answer to marketing or new leads.These are factors, but neither is the main driver for small businesses. What causes one person to shop with you for years and drive out of their way to get to you, while the guy across the street won’t step foot in your door? Typically, people answer with how great the products and service are.What about the guy across the street? Explanations typically fall back on a lack of need or ability to buy. All of these answers can be true, but that doesn’t make any of them correct. Surprisingly, the right answer is far easier to understand than you would think.

HOWTO IMPLEMENT THIS STRATEGY

Once we have a relationship, what’s next?

Relationships build trust. Most people don’t fully trust someone they’ve just met, regardless of whether it is a business relationship or a personal one. Human nature is to give a little bit of trust and see if someone is worth giving more trust to. In other words, we make them earn it.This is when delivering what you said you would is so vitally important.This is when good customer service — the person who answers the phone or sits at the front desk — can make or break this new relationship. As the relationship continues positively, the amount of trust you receive grows.

The challenge with any idea is implementation, and the same goes for this one.The key is creating content that will build those relationships.To start this, you have four choices. 1. Do nothing. This is what most people do, which is good news for you because it is also what most of your competitors are doing.This makes it very easy to stand out. 2. Do it yourself. Content has to be created, and maybe you’re the best person to do that right now for your company. 3. Hire an employee to do it for you. If you do not want to create your own content, you can hire and train a content creation person for your business. don’t have the time or the resources to implement this strategy on your own, you can outsource your content creation to another company. Regardless of your decision, if you want to truly grow and beat the competitor down the street or if you want to increase the value of your company, it starts with this strategy. 4. Find an outside company. If you

THETRUTHANDTHE CORRECTANSWER

As the trust in you grows, what happens?

If you want to drive sales growth and repeat business, it boils down to understanding and implementing one strategy.

Trust equals sales. The more a person trusts you, the more they will buy from you.

Content builds relationships, relationships build trust, and trust equals sales.

One bit of good news with all the competition popping up is that it is super easy to stand out because there are so many poorly run companies and untrustworthy people in the world. All you have to do is do what you say you will when you say you’re going to do it. Also, treat people the way you’d want to be treated. Since so few do that, it is easy to stand out from the pack when you do.

Think about that statement for a minute. It’s true in both your personal and business life. Let’s break it down and talk about why. Content builds relationships. Since the dawn of man, how have we built relationships? We create content. If I found myself single tomorrow and on a date, I would work to build a relationship with the person I was dating by talking to them, or creating content. In B2B sales for many years, people created content by having all the knowledge and telling sales prospects about the great features and benefits of new, amazing machines. Today, we create content for our websites and e-books, as well as downloads and videos for YouTube.

Change is hard. Once you have a relationship with someone and always get what you

With SCORE, you’re never alone!We

expect, changing from that person or business is not easy or even desirable.

offer workshops and seminars each month to help you develop the skills you need to succeed. Visit StLouisSCORE. eventbrite.com today!

Because you gave good content, you created trust. From that trust, you worked hard and developed a relationship, and

2 www.StLSCORE.org

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