2 - Where Do You Start? The Marketing and Sales Cycle

Question 1

What are the four stages of the Universal Marketing Cycle?

Answer 1

• Filling the Pipeline
• Following Up
• Having Sales Conversations
• Closing Sales

Question 2

What is the purpose of filling the pipeline in the Universal Marketing Cycle?

Answer 2

To gather prospects, contacts, leads, and referrals that may be interested in your services.

Question 3

Define ‘prospects’ in the context of the Universal Marketing Cycle.

Answer 3

People you have reason to believe will be interested in your services.

Question 4

What are ‘contacts’?

Answer 4

People you meet through outreach strategies like networking or in the course of business or life.

Question 5

What are ‘leads’?

Answer 5

People you identify through research or hear about from your contacts.

Question 6

What are ‘referrals’?

Answer 6

People who are referred to you by contacts, clients, and others.

Question 7

What is the goal of the follow-up stage in the Universal Marketing Cycle?

Answer 7

To move potential clients and referral sources further along in the system.

Question 8

True or False: The follow-up pool is a static part of the marketing cycle.

Answer 8

False

Question 9

What can sales conversations include?

Answer 9

Formal presentations, scheduled appointments, or informal discussions in person, by telephone, or by e-mail.

Question 10

What is a common tactic to initiate a sales conversation?

Answer 10

Offering a complimentary consultation or sample session.

Question 11

What happens if a prospect says ‘no’ during the sales conversation?

Answer 11

They stay in the closing sales stage for continued follow-up.

Question 12

After closing a sale, where does the client go?

Answer 12

Back to the follow-up pool.

Question 13

What is the significance of consistent and persistent follow-up in the marketing cycle?

Answer 13

It is central to successfully moving a prospect forward to making a sale.

Question 14

Describe the two kinds of follow-up mentioned by Donna Feldman.

Answer 14

• Immediate follow-up
• Long-term follow-up

Question 15

In a B2B example, what initial step does the consultant take after meeting a potential client?

Answer 15

Enter the contact’s information into a contact management system and set up a follow-up reminder.

Question 16

What does effective self-promotion focus on according to Debbie Allen?

Answer 16

Serving others first rather than promoting oneself.

Question 17

What is the difference between ineffective and effective self-promotion?

Answer 17

• Ineffective: rude, pushy, boastful
• Effective: caring, passionate, supportive

Question 18

What should you focus on to improve marketing efforts according to the Universal Marketing Cycle?

Answer 18

Narrowing your focus to work with one stage of the cycle at a time.

Question 19

What should you do if you are brand new in business?

Answer 19

Focus on filling the pipeline.

Question 20

Fill in the blank: The marketing pipeline empties into the _______ pool.

Answer 20

follow-up

Question 21

What does Debbie Allen suggest is necessary for success in business?

Answer 21

Willingness to promote your talents, expertise, and products.

Question 22

What does the follow-up stage involve?

Answer 22

Contacting people you already know or know about.

Question 23

What should you focus on if you have a drawer full of business cards?

Answer 23

Following up

This indicates the need to contact people you have met but haven’t followed up with.

Question 24

If you answered yes to having colleagues hand you leads you haven’t called, what should you do?

Answer 24

Concentrate on following up

This suggests you are missing opportunities to connect with potential clients.

Question 25

What is a sign that you need to work on having sales conversations?

Answer 25

People refuse to take your call or brush you off quickly ## Footnote This indicates difficulty in engaging prospects in meaningful discussions.

Question 26

What does Robert Middleton recommend focusing on when helping clients with marketing?

Answer 26

Contacting new prospects and utilizing their existing network ## Footnote This emphasizes leveraging current contacts for potential business opportunities.

Question 27

What is the first step in choosing marketing strategies according to the Universal Marketing Cycle?

Answer 27

Identify where you are stuck ## Footnote This helps in determining which area to focus on for improvement.

Question 28

What are the most effective strategies to use when filling the pipeline?

Answer 28

* Direct contact and follow-up * Networking and referral building * Public speaking * Writing and publicity * Promotional events * Advertising ## Footnote The first two strategies are considered the most effective overall.

Question 29

What should you do if you are nervous about public speaking?

Answer 29

Choose writing and publicity as an alternative strategy ## Footnote This allows you to build credibility without public speaking.

Question 30

What is the key to turning prospects into clients according to Frank Traditi?

Answer 30

Consistent follow-up ## Footnote Follow-up is essential to move prospects from indecision to commitment.

Question 31

What should you do daily to keep potential client opportunities flowing?

Answer 31

Engage in some form of follow-up activity ## Footnote Regular follow-up helps maintain progress in the sales cycle.

Question 32

What does Stephen Fairley say about technicians starting their own practices?

Answer 32

They underestimate the difficulty of sales and marketing ## Footnote This highlights the importance of understanding the full scope of running a business.

Question 33

What is the consequence of not marketing and selling your services?

Answer 33

No clients, no revenue, no business ## Footnote This cycle emphasizes the critical nature of marketing in business sustainability.

Question 34

Fill in the blank: The follow-up bucket is prominent in the marketing and sales cycle because _______.

Answer 34

it is the focal point for all of your sales opportunities ## Footnote Consistent follow-up is crucial for closing sales.

Question 35

What should you do with your Action Worksheet after selecting marketing strategies?

Answer 35

Fill out your first entries and check corresponding boxes ## Footnote This helps in organizing your marketing efforts for the 28-day plan.

Question 36

What is the importance of defining specific marketing strategies?

Answer 36

It helps to focus your efforts ## Footnote Consistency in chosen strategies is vital for progress.

Question 37

What is the maximum number of marketing strategies you should choose for your 28-day plan?

Answer 37

No more than four ## Footnote Selecting too many strategies can dilute focus and effectiveness.

Question 38

True or False: All marketing strategies are equally effective in every stage of the Universal Marketing Cycle.

Answer 38

False ## Footnote Different strategies have varying effectiveness depending on the stage.