Tune Up Your Sales Story

In this presentation called, "Tune Up Your Sales Story," e4e partner Tom Ruwitch discusses things that will let your potential customers know that you're not just selling a product, you're selling positive results.

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How to Use Simple Surveys to Improve and Grow Your Business

In this presentation called "How to Use Simple Surveys to Improve and Grow Your Business," e4e partner Tom Ruwitch explains how to grow your business through the use of customer surveys. He discusses how they can increase customer engagement, help close sales and maximize the lifetime value of current customers.

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How to Use Email Marketing to Close More Sales

In "How to Use Email Marketing to Close More Sales, " Tom Ruwitch reveals why email remains essential for marketers, how to increase sales using email and how to save time and money by automating marketing processes.

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e4e November 2016 Business APProved Panel

Digital marketing automation expert Will Hanke leads a discussion panel, including Tom Ruwitch and Brian Rogers, that recommends Customer Relationship Management (CRM) systems used by the panelists. Will, Tom and Brian each present a CRM which they use and discuss the advantages of the chosen system.

Following their presentations, the panel takes questions from the audience.

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Greatest Print Advertisement Ever and How it Can Help You Grow Your Business

You are not selling products and services. You are selling the positive benefits and the emotions people want in life.

Marketing expert Tom Ruwitch opens his presentation by asking about and teaching the audience about the necessity of having a swipe file. He shares an ad he deems brilliant and how the dissection of this ad can help anyone in business. He engages the audience in reviewing what they answer to the question, "What do you sell?" to help each understand that we are not selling products or services. We are selling benefits and the positive outcomes that garner those benefits.He asserts that what separates you from your competition is how you position what you sell. He uses a sample ad to decipher the benefits the ad provides. They include:

  • Increased positive emotional experiences like adventure, romance and excitement
  • Avoidance of negative experiences such as judgment, rejection and humiliation
  • A happy ending to a fairy tale story of overcoming

After you have effectively communicated the above, a great ad requires the following to come next in this order:

  • Why do I choose and buy this?
  • What are the products or services you provide?
  • How do you do this?
  • Proof of effectiveness
  • Offer risk mitigation such as offer a guarantee
  • Focusing on why, your prospects will then hear the follow-up information on how you accomplish delivery of your products and services.
  • Sharing benefits eliminates resistance, defensiveness and separation because it paints a happy ending and increases positive feelings; features are more likely to be resisted

Tom Ruwitch meticulously un-bundles the ways to create a similarly brilliant ad for each person in the audience so they can no longer use drab, mechanical descriptions to help people to buy from them.

For support in defining your content marketing plans and sustainable systems within them, contact expert Tom Ruwich at MarketVolt by phone 314-993-3732 ext 18, by email at tom@marketvolt.com or visit his website www.marketvolt.com

Should You Find Prospects or Should They Find You?

In this presentation focused on growing one’s business, Cynthia Correll facilitates questions put to a select panel, drawing upon the expertise of a social media leader, a digital marketing leader and a networking leader.

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Leveraging Systems to Pursue Goals

Want control, consistency, organization and efficiency? This presentation guides you to see how systems help you achieve abundance, freedom, work/life balance and respect.

Content Marketing expert Tom Ruwitch opens his presentation describing how he applied a social intelligence system that enabled him and his team at MarketVolt to consider a variety of approaches people use for solving problems. They did this with and for their team so that values and ways of operating were not inadvertently violated or neglected. By adopting this human systems process, his organization’s meetings become shorter, easier and of higher quality. He uses this story to springboard into other examples of how he has and continues to use systems to ensure his company and the clients they serve are effective in running, growing and living well in their business too. In this presentation, Tom describes the following examples of a:

RUN System: He shares how he used new systems to improve his customer retention ratings and how facing any and every business problem with a system-based solution inspires innovation.

GROW System: He shares how he used a systems approach to integrate lead generation processes from initial contact through the entire funnel cycle so he and his employees could get prospects into their database and stay on top of who is doing what and how.

LIVE WELL System: He shares a system he created and employs that enables him to personally work productively, in a healthy and balanced manner, and get more done.

Tom Ruwitch cites his many successes to his use of systems and recommends that no matter what systems chosen, it matters that each business owner determine them for how to RUN, GROW and LIVE WELL in the business. He recommends everyone to get support; the people and information to help you create a standardization approach in all areas of your life and work.

For support in defining your content marketing plans and sustainable systems within them, contact expert Tom Ruwich at MarketVolt by phone 314-993-3732 ext 18, by email at tom@marketvolt.com or visit his website www.marketvolt.com

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Three Skills to be a Successful Entrepreneur

No man is an island. No business is either. It’s helpful to learn from those who are a few steps ahead or are walking stably beside you. Now is the time to accelerate progress through networking and collaboration in order to enjoy exponential improvements and growth. Our panel of fourteen experts offers invaluable insights into the question: What are three priority skills needed to be a successful entrepreneur?

From our Experts:

Tom Ruwitch

1. Persistence... Entrepreneurs are bound to fail from time to time in their journeys. You can't quit the first time you fail.

2. Interpersonal skills... You must work well with others if you want to be a successful entrepreneur. Working alone in a garage is a mythical image.

3. A willingness to let go and delegate… You can't do it all yourself. Build a team. Establish structure. Don't try to juggle it all.

Stephen Hager

1. Fire in your belly to do something different, better and take-on risk

2. A picture of success, vision and desired outcomes with leaky boundaries

3. Surround self with people smarter and different than you who support your picture of success

Adam Kreitman

1. The ability to sell

2. The ability to delegate

3. The ability to learn from failure (or, better yet, the failures of others)

Steve Smart

1. The ability to lead with vision: The ability to see, define and rally others to a future state is critical for long-term success.

2. The ability to incorporate the right talent: No one can do it all on their own. It becomes critical to recognize that fact, develop a high performing team and delegate well.

3. The ability to manage change: With a growing business, change is happening all over. Within the organization, within the industry and in the business world in general. Being able to manage change and lead the organization in the midst of it is important.

Jared Peno

Along with personal traits such as perseverance, self-motivation, and focus, I think having the following skills is vitally important to an entrepreneur's success:

1. First, you must have a marketable service or product. If you don't, then you have nothing to sell and no platform for becoming an entrepreneur.

2. Second, you need to have vision. When you are starting out, take advantage of your ability to adjust to demands and trends quickly; always have an eye for opportunity.

3. Lastly, and I believe most importantly, you need to be able to grow your personal network. Entrepreneurs sell solutions and the more people you know the more people you can potentially help. Your worth as an entrepreneur is directly tied with how well and how many people you can help. Creating an ever-growing network of people allows for more relationships and more opportunities for you to solve problems.

These are just a few of the Partner responses.

Check out this article in the academy to get all responses

Video: Converting Leads to Sales

Email marketing expert Tom Ruwitch provides crucial tips for converting leads into paying customers. In this video, he describes important steps in the sales cycle including how to engage prospects through use of social media and email marketing processes to build a trusting relationship with them until they are ready to purchase your products and services.

He contends sales most often result from direct personal contact, especially as the cost of services increase and that interactive technologies are not intended to replace closing a deal. You still need to use direct personal contact for that.

Technology is designed and implemented to help you identify and engage qualified prospects and move them quickly to activities that close sales. Email marketing expert Tom Ruwitch shares how interactive technology strategies engage prospects, offer specific value, and provide information about who interacts with your technology, so you can determine priority prospects to call and meet.

Tom Ruwitch suggests you do and remember to:

  • Use interactive technology to grow relationships
  • Provide value and service in your content
  • Track engagement (clicks) to build a warmer phone list
  • Invite those following you to an online or live event
  • Make sure to use a call to action: “Call to schedule an appointment”
  • Send personalized follow-up meeting conversation request
  • Don’t make the same offerings to everyone – make sure it’s relevant (educate, inform and entertain and make your message as custom as possible)
  • Create content to address your prospects’ frequently asked questions, questions they should be asking and objections they may or do give
  • Tell stories to strengthen engagement to help you build long-term customer retention
  • Lead them to the well by making a pitch or offer at the end of an event or during the follow-up
  • Know how you close a sale and create strategies around doing so

Tom Ruwitch knows how to leverage technology and a myriad of sales strategies to build relationships and establish and implement systems that convert leads to sales. For support in defining your content marketing plan, contact marketing expert Tom Ruwich at MarketVolt by phone 314-993-3732 ext 18 or by email tom@marketvolt.com or visit his website www.marketvolt.com

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Video: The Importance of a Content Marketing Plan

A content marketing plan is extremely important. Many business owners want to get into email marketing, then suffer negative effects working without a plan.

Having a content marketing plan is extremely important. So many business owners understand conceptually they want to get into email marketing, social media, putting out a blog and then they get into it without a plan. Before doing this, marketing expert Tom Ruwitch recommends you consider the high price of operating without a good content marketing plan. What he witnesses from his extensive work with clients is that without one, you are more likely to

  • Get to deadlines and panic because you don’t know what you want to write.
  • Spin your wheels, waste time and fail to work productively
  • Miss the mark on being aligned with your sales calls and the needs of your target audience

Your plan should project an organized schedule of content concepts for three to six months. You will move forward confidently when you then commit to that plan. You save yourself a lot of headaches, are able to provide a cohesive message and work productively. For support in defining your content marketing plan, contact marketing expert Tom Ruwitch at MarketVolt by phone 314-993-3732 ext 18 or by emailtom@marketvolt.com or visit his website www.marketvolt.com

Does Your Sales Pitch Pass the “Why” Test?

Why should your prospect care about the product or service you are pitching? If you start with that question you distill the core benefits that drive sales.

Earlier this summer, my wife and I shopped for a new mattress. The first salesman we encountered pitched one with a new-fangled spring system. He described the coil count, the wire thickness, the spring material, and other data meant to convince us we could not live without this mattress.

When he ended his speech, I asked, “Why should I care about all of that stuff?”

He looked at me as if I was a Martian.

“I’m sorry,” I said. “I suspect everything you told me is important. But I don’t understand why any of this matters.”

He sighed. “Because our springs are more durable,” he said.

I didn’t say anything, but the expression on my face said it again, “Why should I care?”

“The springs hold their shape,” he added.

Standing nearby, the store manager joined the conversation. “Do you suffer any back pain?” he asked?

“I do,” my wife said.

The manager explained that as mattresses age, the springs begin to compress. That creates soft spots and valleys, which contribute to back pain. This mattress protects your back because the springs are stronger and longer lasting.

A mattress that protects my wife’s back! Now that’s a reason to care.

Do your sales pitches pass the “why should I care?’” test? Too often, we pitch our products and services by discussing the what and the how, rather than the why.

Thick, multi-coil, steel springs are the what and how. Protecting your back is the why.

Marketers often refer to features vs. benefits. But I prefer what/how vs. why. The words “what,” “how,” and “why” frame the questions:

Why should I care? If you answer that question first, you articulate the core benefit. Then you prove your case with the what and how.

The mattress store manager understood that. Rather than start with spring count and other data, he reminded us we care to protect your backs; we care to have a mattress that lasts, on average, five years longer so you can save money and protect the environment; and we care to sleep better.

When he claimed we would sleep better, I asked him, “How…?”

The independent spring system means one person can toss and turn on one side of the bed without rocking the other side of the bed.

The manager started with why (“so you can sleep better) and followed with what and how (“the spring system”).

Review your sales pitches -- what you say on the telephone, the copy you place in advertisements, the words you write in emails and letters. As you discuss your products and services, imagine you are a prospect and ask, “Why should I care?” Craft an answer for the prospect and repeat the “Why...” question.

Remember, the mattress salesman did not get to the real “why” -- even though I asked him more than once. We often default to the what and the how. So keep asking, “Why...?” until you distill your story to its core benefits. If you practice this technique regularly, you will naturally begin your sales conversations where they ought to be -- with the why.

For specific help increasing your marketing voltage, visit me at www.marketvolt.com.

Separate Prospects from Suspects to Sell More and Suffer Less

Bill succeeds because he separates prospects from suspects... He speaks to people who view him as a welcome guest, not an unwanted pest.

I once worked with a sadistic guy named Ken who loved to punish the door-to-door salespeople who visited our office. If he was in a good mood (not often), Ken would gently point to the "No Solicitations" sign on our door, and say, "I'm sorry. We don't allow door-to-door sales. Go peddle your stuff somewhere else." Even when sounding calm, Ken was mean. If Ken was in a bad mood (usually) or if the "peddler" did not leave immediately, watch out! I heard Ken verbally abuse a water cooler salesman in ways that would make the saltiest sailor blush. I once saw a copier salesman dash from our office after Ken threatened to "shove that toner cartridge..." You get the idea.

We eventually fired Ken because of how he treated vendors, coworkers and clients. While we did not condone his behavior, we also did not sympathize with those sales people who invited the wrath of Ken. Every time they fled from our office, I thought, "Why do they put themselves through this?" Cold calling every name on a list or knocking on every door on every floor is an uncomfortable, unproductive way to make a living.

Compare that to Bill, a copier salesperson who called me last month. I met Bill a few months earlier at a networking event where we exchanged cards. He asked whether he could add me to his mailing list (he did not assume my permission just because I handed him my card). I received one email a month after that.

When Bill called, he said, “We met a few months ago and you’re on my email list.” I remembered him, of course. I had received his most recent email just two days earlier. The conversation proceeded with ease and ended with a meeting scheduled.

When we met, I asked Bill why he chose to call me on the day he did. “Because you’ve been reading and clicking on my emails,” he said. Bill explained he no longer goes door to door or makes call telephone calls. Instead, he establishes relationships with people through networking, referrals, web site inquiries, and other methods – in all cases inviting his new contacts to join his email list. He sends regular emails that offer office automation tips and other useful content – not just product pitches. And he uses email software that tracks who opens and who clicks. Those engaged readers are the prospects he telephones or visits.

In a fraction of the time, he schedules more appointments and ultimately makes more sales. And he does not have to face sadists like Ken who love to abuse cold-callers.

Bill succeeds because he separates prospects from suspects. He schedules more meetings with fewer calls because he speaks to people who view him as a welcome guest, not an unwanted pest.

Had Bill been a stranger who appeared at my office uninvited, I probably would not have spoken to him. Had he simply collected my card at the networking event and then called me (without engaging me through his emails), I probably would have pushed him away. Had he called on me even if I never opened his emails, I might not have remembered him and I certainly would not have known how much value he could offer.

Instead, Bill called on me only after he knew I was engaged. I had opened his email. I had clicked the link. I knew him. I showed interest.

Your time is precious. When you call on people who don’t know you and view you as a pest, you usually waste that precious time. Rather than wasting time calling on the suspects, spend some time to identify and cultivate true prospects.

There are many ways to do this. As Bill demonstrated, delivering valuable, engaging content via an email newsletter is a very effective way to do it. But how do you start? How do you plan and deliver an email newsletter that people will open and click? I answer those questions in this article in the e4e Academy.