"Franchise" Your Sales System To Create Powerful Sales Tools

The Monopolize Marketing System is a way to systematize your sales and marketing so that it's easy to understand, execute, and teach your people to gain buy-in and acceptance. We help you create sales tools that capture your enthusiasm and expertise, such as audio and video tapes, CDs, reports, DVD’s etc. With powerful sales tools like these, even the most incompetent person in your sales staff will become far more productive.

"Franchise” Your Sales System By Seizing The Essence Of Your Articulated Sales Argument In Sales Tools That Can Be Easily Used By Your All Of Your Salespeople

Every business has some type of sales department, even if you don’t have actual "salespeople". Some businesses have order takers or counter clerks or customer service reps, but whatever you want to call them, they contribute to the sales department, so to simplify things, we’ll just refer to them as “salespeople”.

We've found that most businesses we have worked with have the typical 80/20 rule when it comes to sales. This means that 20% of the sales people are above average or way above average and the other 80% are average to below average. The Monopolize Marketing system will not make everyone a superstar, but it will make the salespeople who are below average, decent. It will make the salespeople who are just barely average, pretty good. It will make the salespeople who are a little above average, even better. And it will make the guys who are way above average, magnificent. And as that salesperson moves up the sales ladder, they always have the opportunity...and even the likelihood...of becoming great at some point. This can all be dependent on how your sales system is set up.

Think about the way the most successful fast-food chains are set up and you'll begin to understand how the most efficient systems work. . It's because they have one of the most effective ways to perform everything from operations to sales. When you go into any of these restaurants, anywhere around the world, you’ll see a big billboard-type menu posted up behind the counter; complete with pictures. . Most items are grouped together; sandwich, fries, drink and each group has a specific number. All you have to do is just look at the pictures and tell them which number you would like and then simply choose your favorite brand of soda. . The system is what sells the food - which means the clerk has very little to do with the sale at all. They ask the simple question “ "May I take your order?" and then sometimes add, , "Would you like anything else with that?" or, “Would you like to supersize that?” Since it is all predetermined, they simply leave it up to the consumer to decide what they want and how much of each item.

Even though with the fast-food example it is referring to a system of operations and we're talking about marketing and sales, we can learn from their example about the power of the marketing system.

Letting The Tools Do The Selling For Your Salespeople

Creating brochures, audio and video tapes, CD’s, DVD’s, newsletters, etc. that can be distributed by even your most unproductive salesperson can bring in customers that just using the salesperson alone might not be able to do. But in order for it to work, these sales tools have to say something that is compelling, hot-button oriented and educational.

Creating effective sales tools can make the salesperson's job easier. If this is done correctly, the next step is generating leads, providing scripts, and also using consistent follow-ups that the salespeople can use. It’s important to figure out all of the prospect's situations BEFORE the sales process begins.

Let’s use the example of an office furniture store that has certain sales advantages over each of its 5 main competitors...but these advantages are quite different depending on who they are competing against. When they generated a lead and the prospect said he was currently using Barnett Office Furniture and Supplies, the salesperson would go to the secretary, who would then print up the standard follow-up letter kept on file. This letter gave specific advantages that their company held over Barnett. She’d would customize the letter for that specific customer, include the salesperson’s signature and then print it and mail it.

It was not left it up to the salesperson to try to perform all of the tasks of editing, printing and mailing the letter. If that was the case, who knows if or when the letter would ever get to that customer at all. This is what we mean by "Franchise” Your Sales System. Using this sales system, that salesperson has the same opportunity to send the same well-written, perfectly articulated letter, regardless of how good he/she is at sales. This helps to elevate the performance of everyone...because everyone gets the same results when they're using the same tools. Of course, there are variables that affect the overall performance of your sales staff. But systematizing can lift everyone's performance.

Just About Everything Can Be Systematized In Your Business

You can systematize everything from follow up letters and procedures to phone scripts and lead generation. How you handle problems, the thank you notes you distribute, and even the passion can be systematized and duplicated. All you have to do is find a way to get your people to deliver the passion that you already have for your business.

We created a comprehensive report for a carpet cleaning company that talked about innovative programs we created for them called the "Code of Ethics & Competency Consumer Protection Act." The carpet cleaning industry is not an industry that has a great reputation. . Sometimes it can be an uphill battle to gain the confidence of the homeowners. The report set up specific standards that carpet cleaning companies should adhere to and told the prospect how to tell if a given carpet cleaning company complied. Well, we set it up so that only one carpet cleaning company had the ability to comply with all the standards -- of course that was our client. The report did an excellent job of forming an outside perception that accurately reflected the inside reality, which was that this company really was unequaled in the carpet cleaning industry. The report was extremely well articulated and it built a tremendous case.

Here is how well this systematized sales tool, the “Code of Ethics and Competency Consumer Protection Act” report worked for one of their salesman. The salesman, was speaking with one of his neighbors one day and the neighbor mentioned that he had scheduled a local carpet cleaning company (one of their competitors) to come and clean all of the carpets in his home . The salesman later walked over to the neighbor's house, knocked on the door, said "I live down the street and I work for a carpet cleaning company. Here's a report that will help you make sure that the company you use to clean your carpets will do a satisfactory cleaning job.. Then he shook his hand and went home. No more, no less. Well, the salesman got a call from the neighbor the next morning. He said, "Hey, I read your report. I cancelled the other carpet cleaning company and I want your company to clean my carpets instead. .. Not a bad sale for handing a guy a simple 3-page report. That's what we call "Franchising” Your Sales System.

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