Using Printed Order Forms?

I was an exhibitor a big marketing conference in LA last week,  setting out my printed order forms on my table, and I thought this could be a good topic to share with you today. Printed order forms in this high-tech marketing world is a very OVERLOOKED piece of marketing collateral that many entrepreneurs don’t have or use.

 

One of the biggest issues with entrepreneurs when it comes to them/you NOT making money on an everyday basis is the lack of a printed order form and OFFLINE SALES PROCESS.

This is such a critical part of our world today, some of you may not have any idea…

THOUSANDS of dollars of my sales every year are made in person and on a printed order form. Let me share why you want one and what it’s going to do for you in your business.

The quick answer to WHY you want a printed order form is: “To make Easy Yes Offers on a daily basis with people you meet.”Click To Tweet

Here are four reasons or instances where having a printed order form when you’re out and about locally or away on trips, is critical to either more sales, your sanity and time or both.

1) Instead of printed order forms, can’t I just use a Square or PayPal swipey thing that plugs into my phone to take money from someone if they want to buy something from me in person? Or can’t I just take cash or check?

Well, the answer to this is simple. If you take money these ways, you still have to capture/get and manually enter in the customer’s full contact information into your main database or email marketing software for ongoing marketing and follow up later – MANUALLY… that means it’s less likely to happen if you don’t have an automated system. AND… that is IF you get their full contact information in the first place!

So many people do not, they just swipe and take the money and move on or take the cash or check and let the person go. HUGE MISTAKE!! Those customers might be great ongoing customers too but if you don’t continue to market to them or follow up with them you’ll never find out, nor will you get any referrals because you won’t be “top of mind” with them. You must get their full contact information regardless is the main point here or you’ll miss out on future sales. When they sign the order form too, you can put disclaimers on there, refund policies and have other things they can check to “add on” and potentially increase your sale. The idea of the PROCESS however is that when you take their information, they give you their credit card on a form, then you can be in charge of entering that into your shopping cart yourself , even taking payments and then having the cart initiate follow up emails and messages automatically that you pre-write.

2) Can’t I just send people to my website to buy or sign up for stuff? Passing out my card, flyer or brochure?

 

Goodness NO! RARELY does anyone follow through with that! YOU have to be in charge of the sale, not them. Plus, don’t you want the money TODAY? It could be a week or much longer even before they go click and buy, therefore prolonging the sale. People are way too busy for this. YOU have to be in charge and make it easier for them to buy when they’re HOT and the way to do that is with a printed order form. Plus… when you do run into a potential customer in person and they are really ready to buy, even just after a 10+ minute conversation anything is possible…You can give them a “SPECIAL OFFER” to buy today or when they buy XYZ today, they can also get a bonus of something. Therefore you make your money TODAY!! Having what I call an “Easy Yes Offer” is a great way to make sales every single day. I teach entrepreneurs how to create their Easy Yes Offers and their order forms at my live events plus I give you templates too. It takes a little bit longer to explain what I mean by an Easy Yes Offer – I make people sell theirs at my live events too actually…come experience it for yourself in November in LA!

3) Can’t I just schedule a call with them to talk about working with me or what I have to offer?

 

YES!! We do want to do that all day, of course… however, typically a phone call is when someone really needs to have that conversation with you, maybe share more about where they are now and what they’re looking for help with, that way you both can determine if you’re a good fit to work together or not. That’s a sales conversation and we want to book a LOT of those. A printed order form however is meant for the quicker, lower priced sales that can get people to experience you right now and then you can always follow up with a phone call from there to sell them into higher end programs and packages. Maybe you have a book, a webinar or an event to sell today though, those are quicker decisions people can make on the spot without a lot of thought or discussion and why not get them to buy today if you can? Why not make money daily if you’re able?

4) Can’t I just pull out my phone or iPad and have them sign up online on my website in person?

 

Sure… however that’s very time consuming for THEM. You have to make it EASIER for them, not harder. Some of your customers may not be that technical either, so doing this on their phone or your device could provide challenges. In addition, if you’re in a room with a lot of people it really limits the number of people who can do this efficiently during that event. Oh and if the internet is not working or isn’t available then you’re really stuck right? I would never do this at my exhibitor booth either it just bogs up the flow of traffic and just isn’t a good use of time for anyone.

Finally, if you are a speaker, it’s just way more efficient to pass out printed order forms when you’re attempting to make sales during your talk or in the back of the room after your talk. You can collect them and go and enter them all in later ensuring the “follow up process” will run and continue automatically so you have less manual entry later.

If you know you need an order form, I’m sure you’ve seen dozens of examples out there and I have some very easy templates to model after.

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Guest Article:

** Note: I’m sharing this article from one of my clients, Alicia White  –  Branding Strategist, Speaker and Consultant who works with business owners, coaches, speakers and entrepreneurs to develop unique branding and professional marketing materials.

Many times public speakers are asked to not sell from the stage. Even soft sells are prohibited. Often times, professional speakers will accept these terms, especially if the audience is his or her target client.

Should you decide to speak knowing you can’t sell from the stage, here are seven ways to maximize your time and gain marketing opportunities.

1. Encourage photo opportunities before and after you speak and ask the individuals to tag you. If you have a hashtag, make sure they use it when tagging you. This is great for social media marketing.

2. During your presentation, ask the attendees to tweet and post something you have said: a fact or important point. Repeat the hashtag. (Note: I’ve seen great professional speakers go over board on this and I lose a little respect each time they do it. Limit it to only a couple of times during your presentation.)

3. Request that you get a copy of the video or audio recording. You can always use this in your marketing or create a sizzle/demo reel.

4. Ask the event planner to connect you with key individuals who are a good fit for your services.

5. Ask the organizer if you can set up a table at the back of the room. If he says yes, have your lead generation process in place. If it’s not allowed, ask if you can place materials on the seats.

6. Get a testimonial from the event planner and/or the organization’s president/CEO. Liberally use in all of your marketing and on your speaker sheet and website.

7. If someone asks about your services, have your appointment book ready to go to offer that free consultation. Better yet, create an order form with that free consultation and keep it with you at all times!

These are just a few tips in getting the best out of no selling from the stage.

Cheers to YOUR Speaking Success!

Alicia White

Sell from StageAbout the Author

International best-selling author, award-winning speaker and consultant, Alicia White works with business owners, coaches, speakers and entrepreneurs to develop unique branding and professional marketing materials. As the founder of SpeakerSheets.com and Back of the Room Productions™, she teaches must-have strategies to give clarity and direction, and helps elevate her clients’ expertise through consistent branding and public speaking to achieve business growth.

Alicia has been recognized as one of the “Women You Need to Know” by The Women’s Speakers Association, and currently serves as a partnering director for the Public Speakers Association. With international appeal, Alicia often appears on podcasts and Internet radio and TV shows around the world. Alicia’s book, The Successful Speaker’s Handbook: Tools, Ideas and Strategies to Elevate Your Expertise as a Speaker, is endorsed by Tom Ziglar (son of Zig Ziglar), of Ziglar, Inc., and is available on Amazon.

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