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Wednesday, February 05 2020

How To Get More Prospects
To Remember Your Payroll Service

By Glenn Fallavollita, President of Drip Marketing, Inc.

  • Word Count: 507
  • Time To Read: 2.0 Minutes @ 250 Word Per Minute

According to data from the Census Bureau’s Annual Survey of Entrepreneurs, there were 5.6 million “employer” firms in the U.S. in 2016. Here’s the breakdown:

  • 500 or fewer workers accounted for 99.7% of those businesses.
  • 100 or fewer workers accounted for 98.2%.
  • 20 or fewer workers made up 89%.

Click Here To Read The Census Survey @ SBE Council.org.

With this many businesses in the U.S., you're probably saying to yourself, "If they only knew about my payroll service, I would be able to grow my sales exponentially." Unfortunately, the items listed below are working against you.

6 Reasons Why A Payroll Prospect/Referral Partner Will Forget About Your Payroll Service.

  • 40% of all salespeople feel that prospecting is one of the most challenging aspects of their job (therefore, most salespeople flat-out ignore this activity).
  • 70% of all salespeople are either disengaged or completely disengaged in their job (now re-read point #1). 
  • 50% of all salespeople stop calling a prospect, for 9 to 12 months or altogether, after their first unsuccessful attempt at moving the sales process forward.
  • 50% of what you tell a prospect during a presentation is forgotten in less than one (1) hour, 70% in 24 hours, and 90% in a week.
  • 90% to 95% of all "prospecting calls" go directly to voicemail.
  • 95% of all small businesses (and most likely yours) don't provide their sales staff with any sales training after 30-days of employment.

If you want more payroll prospects and referral partners to remember your payroll service when they're ready to switch to a new payroll service (or recommend a payroll service to someone they know), I have listed below some proven money-making campaigns.

Marketing Campaigns To Help People Remember Your Payroll Service: 

Here are some time-tested drip marketing campaigns (sent as an e-mail):

  • A Bundle Promo On A Product/Service
  • Client Refer Us To A Friend
  • Client Survey
  • Holiday Card
  • New Hire Press Release
  • New Product Or Service Press Release
  • Upgraded System/Platform Press Release
  • Product Or Service Spotlight
  • Sales Intro Letter
  • Webinars (Monthly) On Ways To Improve X, Y, Or Z

Other e-Mail Marketing Ideas:

  • Promote an add-on service via a free trial or special offer, i.e., free employee background check. 
  • Provide free reports to download, i.e., How To Avoid Hiring The Wrong Candidate or How To Avoid An Employee Law Suit, etc. 

Even More Ideas:

  • Send each salesperson's "top 10 list of prospects and/or referral partners" a lumpy mail campaign. 
  • Send someone a gift card if they referred you to a prospect that resulted in a sale.
  • Sponsor a "Shred Your Documents Day" with a shredding company in conjunction with a local bank or credit union. 

Executive Summary: You will see an immediate increase in sales by doing three things:

  1. Build/update your e-mail marketing database(s) each week.
  2. Send your database of referral partners, clients, past clients, and prospects relevant content.
  3. Follow-up most e-mail marketing campaigns with an "oh, by the way" phone call. 

Yes, it's that simple. 

P.S. The days of winging it with your "marketing" efforts are over. If you want to have a break-out year, set your goals, and then take action.

Posted by: Glenn Fallavollita AT 05:23 am   |  Permalink   |  Email

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Posted by: SellMorePayroll.com AT 05:28 am   |  Permalink   |  Email
Thursday, January 23 2020

Why You Need To Call A Payroll
Prospect To Close The Sale

(PRINT AND USE AT YOUR NEXT SALES MEETING)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 521
  • Time To Read: 2.1 Minutes @ 250 Words Per Minute

You just hung up the phone after a great conversation with a new prospect. Although the person responded well to your story,  you are feeling great about closing this new deal.  But after sending off a proposal to the prospect, they ghosted you.  Now what?

When a prospect goes silent, most salespeople will send a few e-mails as a quick follow-up – a message that asks what their thoughts were on the proposal, etc. And yes, sending off an e-mail will show your sales manager that you are “following-up.”

Don't Exclusively Rely On An e-Mail To Get The Payroll Deal Done.  

As I advise all my clients’ payroll salespeople, you just can’t rely on an e-mail for getting a payroll deal done. Yet, over and over again, many salespeople tell me that a payroll deal is lost just because a prospect went silent on them.

If your payroll prospect has stopped replying to your e-mails, this is when you should pick up the phone and call them. Although you might have to leave a few voicemails, you still need to keep trying. But please, don’t stalk them; therefore, I recommend using my 2/4 call strategy (2 calls in 4 business days). 

Many Payroll Deals Can Be Salvage If You Will Pick Up The Phone.

In today’s digital age, a phone call has become one of the most underutilized tools by payroll salespeople.  Here are a few reasons why you need to call a prospect:

  • It helps you better understand their situation and timing.
  • It helps identify pain or problem points.
  • It helps you ask/answer questions and overcome objections.
  • It allows you to ask this question: When should I follow back up with you (after the call has ended, always send an e-mail confirming this timeframe).  

Send This e-Mail To A Prospect Who Ghosted You (After My 2/4 Call Strategy).

After making your follow-up calls and leaving a few voicemails, I highly recommend sending the e-mail I have listed below if the prospect still remains silent.

[First Name]:

I have called a few times in the past few (days/weeks) and have not heard back from you. And since I want to be professional in my follow-up efforts with you, it would help me a lot if you would let me know how I should reconnect with you; I will take it from there.

  • Glad you are touching base. Please call me to discuss the specifics of your ______ and how I can begin __________ (e.g., saving money or making money).
  • Thanks anyway (your first name), but there isn't any interest in moving forward with your company. 
  • The timing isn't right; check back with me in 2 to 3 months.

If you would hit the reply key right now and type the number that best describes things, I would greatly appreciate it!

Name – Title
Company
Phone
e-Mail

P.S.  You will find attached a one-page list of client testimonials (and the value we provided them) from businesses similar in size to yours.

Executive Summary: Although e-mails are valuable, you need to blend in a series of phone calls and e-mails to get the payroll sale done. Remember, a phone call allows you to gain greater transparency on where a prospect stands on making a buying decision.

Posted by: SellMorePayroll.com AT 09:48 am   |  Permalink   |  Email
Friday, January 03 2020

8 Prospecting e-Mail Tips For
Generating More Payroll Sales Leads

(PRINT AND USE AT YOUR NEXT SALES MEETING)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 614
  • Time To Read: 2.4 Minutes @ 250 Word Per Minute

You might have heard that e-mail marketing is a waste of time because prospects are too busy to open an e-mail from someone they don’t know; however, statistics show many “cold e-mails” are still being opened.

To help you receive a better e-mail response from your database of payroll prospects, CPAs, and yes, your payroll clients, I have listed a number of quick tips below.

1. Proof Your Campaigns: The #1 thing you can do is print AND triple check your e-mail marketing campaigns.  Look for typos, formatting errors, no low-risk offers, etc.

2. Write Enticing Subject Lines: The difference between a great subject line and one that is less than stellar, is the difference between an e-mail getting read and one that gets ignored.

3. Talk Like A Real Person: If your subject line reads like spam, it will be treated as one. Here are some words that could trigger a spam filter:

  • Best Price
  • Call Now
  • Cancel Anytime
  • Click Here
  • Don’t Delete
  • Double Your
  • Free Quote
  • Money Making
  • Why Pay More
  • Winner
  • Exclamation Points, i.e., !

4. Personalize Your e-Mail: Whenever possible, you should personalize your subject line to include a prospect’s name or company (or both). According to MarketingDive, personalizing an e-mail subject line can boost open rates by 50% and increase click-to-open rates by 58%.

Click Here To Read MarketingDive’s Article.

5. Tell The Reader What’s In It For Them: When it comes to your low-risk offer, focus LESS on explaining how your product or service works, and more on how it can add VALUE to their business.

  • According to our research of 85+ million e-mails, the e-mail body that’s “just right” is between 150 to 250 words in length.
  •  In short, prospects seem to respond best to emails that are short and to the point.

6. Format Your e-Mails For Smartphones:  With a prospecting e-mail, what you include in your message is just as important as how your message is read on a smartphone. 

Fact: 70+% of smartphone users will delete an e-mail if it doesn’t look good on their smartphone. By the way, 30% - 33% of your prospects are reading your emails on their smartphones.

7. Know When To Send A Follow-Up e-Mail: Although the majority of your cold prospecting e-mails are still met with a cold shoulder, you need to focus on the nurturing aspect. That said, keep 80% of your e-mail campaigns “educational” in nature. 

8. Vary Your Messaging:  If a prospect who opened your initial e-mail has gone cold; I highly suggest sending the following types of campaigns to re-engage them:

  • Newsletters
  • Press Releases
  • Intro Letters
  • Holiday Cards
  • Service Spotlights
  • Client Spotlights
  • Etc.

The Real Leads Will Come From Doing This.

After sending an email campaign, I highly recommend picking up your phone for a quick “Oh, by the way,” call.  If you’re a client of ours, you know exactly what type of call this is! If you don’t, contact me directly for the answer.

Executive Summary: Getting a prospect’s attention in a crowded inbox takes skill. To help you cut through all the marketing noise, you need to look at e-mail marketing as a long-term process, i.e., drip marketing, as it takes multiple follow-up e-mails.

Last but certainly not least is this: Almost every prospect is worth sending multiple campaigns; however, the ones who have opened your campaigns are the ones to keep after.

Posted by: SellMorePayroll.com AT 08:56 am   |  Permalink   |  Email
Wednesday, December 18 2019

16 Things Winning Payroll
Salespeople Do Every Morning

(PRINT AND USE AT YOUR NEXT SALES MEETING)

By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 609
  • Time To Read: 2.4 Minutes @ 250 Word Per Minute

To help you and your sales staff regain focus each day, I have listed a number of things below winning payroll salespeople do every morning.

16 Things Winning Salespeople Do Each Morning. 

1. They Get To Work Early: Successful salespeople arrive early to the office to avoid the typical interruptions from their co-workers.

2. They Schedule Time To Make Calls: Successful salespeople look at their calendar and block out times to make their "oh, by the way" follow-up calls/cold-calls/warm-calls to their database of clients, past clients, hot/warm prospects, and referral partners.

3. They Update Their Daily To-Do List: Successful salespeople look at yesterday’s to-do list and make adjustments and new entries. Two suggestions:

  • Use an iPad or an erasable pen as they are great for making changes to written to-do lists and weekly planners.
  • Buy Day-Timer's weekly planner to manage your calendar and to-do list.

Click here to see what day-timers I recommend from Amazon.

4. They Read Their Sales/Personal Goals: Successful salespeople read their sales goals and personal goals to help internalize their success.

5. They Spend One-Hour Reading A Book: Successful salespeople get up early and crack open a book to read. I highly recommend reading SPIN Selling by Neil Rackham; you can buy this fabulous sales book for as little as $6.00 on Amazon. 

Click here to read more about this book on Amazon.com.

6. They Post Educational Content To Their LinkedIn Account: Successful salespeople go to their LinkedIn account and post articles of interest to their account.

7. They Give A List Of Problems To Their Sales Manager: Successful salespeople know how to use their sales leaders to handle internal problems.

8. They Say "No" To Non-Revenue Producing Projects: Successful salespeople know they sometimes need to say "thank you, but no thank you" to internal projects that won't generate sales revenue.

9. They Schedule Their Sales Manager's Time On Joint Sales Calls: Successful salespeople know that sometimes a sales manager's presence will help them close an account by taking the team approach to selling.

10. They Organize Their Desk: Successful salespeople know that mornings are a great time to organize their desk to help keep their minds clear of clutter.

11. They Say "Good Morning" To Co-workers: Successful salespeople know they need the help of their co-workers to be successful.

12. They Look For High Priority Items In Their Inbox: Successful salespeople scan their inbox for e-mails from clients, referral partners, networking groups, and prospects for high-value sales opportunities. 

13. They Keep Their e-Mails Brief: Successful salespeople don't waste time typing lengthy e-mails.  When they do send an e-mail, they write one or two sentences to open the e-mail, use a bulleted list of key information and then close their e-mail with one or two sentences.

14. They Focus On Their Proposal Tracking Report: Successful salespeople know that their #1 priority is to "sell."  That said, they look at their proposal pipeline to see what needs to be done with open proposals. They also know the importance of building their sales pipeline with hot prospects and referral partners.

15.  They Rewrite Yesterday's Notes: Successful salespeople know that one of the best ways to remember what happened during yesterday's meetings and calls is to rewrite their notes from the previous day.

16. They Keep Building A Sales Pipeline: Successful salespeople know the size and quality of their sales pipeline is their life; therefore, they keep calling and scheduling appointments with high-value prospects and referral partners. 

P.S. #1: The key to managing your day is to take action.
P.S. #2:  Reread bullet #14, as a proposal tracking report will be a massive benefit to you.

Posted by: SellMorePayroll.com AT 08:42 am   |  Permalink   |  Email
Thursday, December 12 2019

How To Stop Looking Like A
"Small, Me-Too” Payroll Service Bureau

By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 411
  • Time To Read: 1.6 Minutes @ 250 Word Per Minute

Do you feel as though your marketing messages are making you look and sound like every other payroll service around you?  If you do, you are not alone as most payroll services use the same tired phrases like:

Here’s The Problem:

Your prospects are flooded with advertisements from TV commercials, print ads, radio ads, brand labels, Facebook ads, ads on buses, Google ads, to even ads on their phones. An article published in the NY Times said, “A person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today.”

You Have 1- To 2.5 Seconds To Capture A Prospect’s Attention.

Your marketing messages must resonate with your target audience as you only have 1- to 2.5 seconds to capture someone’s attention. Therefore, if your marketing messages look and sound like everyone else, a prospect will either skip over your ad or only look at price as the key differentiator.  How do I say this?  Because we see it all the time.

Get In The Mind Of A Prospect Before Writing Your Next Campaign.

Marketing research has proven that the average person will spend 1- to 1.5 seconds reading a marketing message (e-mail/direct mail).  During this time, their brain will process some or all of these questions (to determine if they should continue reading or learning more about your payroll service):

  • Are they saying things that are important to me?
  • Do I know this company?
  • Do I need a new payroll service?
  • Should I compare my current payroll service bureau to them?
  • What is this company selling?
  • What makes this payroll service any better or different from the one I am using now?
  • Why should I consider their offer of X, Y, or Z?

Your database of prospects and referral sources are just like you and everyone else. They have a limited amount of time to learn about your payroll service as they are trying to do more work with fewer resources. And the more in sync your messages are to their problems, frustrations, annoyances, and needs, the quicker you will get their attention. Period. 

Executive Summary: With the average person being exposed to thousands of marketing messages a day, what are your plans to change what you are saying? 

Posted by: SellMorePayroll.com AT 07:21 am   |  Permalink   |  Email
Wednesday, December 11 2019

How To Quickly Attract New Payroll Customers
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 567
  • Time To Read: 2.3 Minutes @ 250 Word Per Minute

Marketing your payroll service is a critical aspect to growing its sales; however, the key to your marketing success is this: Niche marketing. 

What Is Niche Marketing?

Niche marketing is all about focusing on a particular group(s), i.e., a marketing database that have a common element(s). 

Core Groups To Target:  

Niche Markets To Consider:

  • Associations
  • Charter Schools
  • Franchise Owners
  • Government Entities
  • Healthcare / Home Care
  • Hospitality Industry
  • Law Practice
  • Manufacturing
  • Medical Practice
  • Not-for-Profits
  • Retail Businesses
  • Restaurants

The Benefit From Niche Marketing.

The real benefit of niche marketing is this: Focus. And if you ever managed a sales/marketing team, you and I both know it’s imperative to keep a person’s focus on a target market. Plus, when you are focused on a particular group, the following happens:

  • Your marketing messages will be more in tune with the marketplace.
  • Your sales team starts to use “buzz words” that resonate with a prospect.
  • Your industry testimonials will carry more weight.
  • Your salespeople have a defined target.

Successful Marketing Campaigns Follow Four Basic Rules.

  1. Have something good to say.
  2. Say it well.
  3. Say it often.
  4. Follow-up via a phone call.

What Type Of Promotions Or Low-Risk Offer Can You Use?

Consider these ideas as you plan your promotion:

  • Celebrate National Payroll Week
  • Bundled service/product promotion.
  • Free trial period.
  • Provide a gift card to a client who sends you a lead that results in a sale. Other ideas could be dinner on us, office lunch on us, to even cold hard cash.
  • Sponsor a shred your office files day.
  • Private label a bottle of hot / BBQ sauce. This is great to give (free) a local restaurant, CPA firm, or CPA/small business expo or event).
  • Sponsor a CPA golf event.

Sample list of private label BBQ/hot sauce companies:

www.hotsauce.com
www.hotsaucedepot.com
www.croixvalleyfoods.com

Crucial Step: Review Your Existing Marketing Material And Website. 

I recommend reviewing/rewriting the following:

  • Business Cards
  • E-Mail Signature Line
  • Sales Brochures
  • Social Media Pages
  • Testimonials
  • Website

Clearly Articulate The Pain Points Your Payroll Service Solves.

Your marketing message should tell a reader the problems your payroll service solves.  Here are some key talking points:

  1. Increased level of accuracy (payroll reports and state/federal payroll withholdings).
  2. Lower cost(s) as compared to your current service.
  3. Better and more personalized customer service.
  4. Recommended by CPAs.
  5. Reduce the time spent managing and running payroll.
  6. Upgraded technology, time clock options, and HR services.
  7. Local business.

You Only Have 1- to 2.5 Seconds To Get Someone’s Attention.

Choose your headlines carefully as you will only have a reader’s attention for 1- to 2.5-seconds before they decide to read further on or stop altogether. With your niche marketing messages, remember to use industry jargon to help your message resonate with a reader. 

Try to avoid using platitudes like these:  

  • Accurate
  • Affordable
  • Convenient
  • We’re Better Than (Or Cheaper) Your Current Payroll Service
  • Professional
  • Reliable

Add Reports To Your Website/e-Mail Marketing Campaigns:

  • Top 10 Payroll And Timekeeping Tips for Small Businesses
  • How To Identify Payroll Fraud At Your Business
  • 5 Steps To Help Switch To A New Payroll Service
  • A Business Owners Guide To Time Clocks

Executive Summary: Prospects will switch to a new payroll service for the following reasons:

  1. Cost
  2. Poor Customer Service, Accuracy, Or Performance With Existing Service
  3. Better Functionality, Upgraded Technology, And Ease-Of-Use
  4. Trusted Advisor/Internal Decision Maker Recommended A New Service
  5. Business Is Being Taken For Granted

Now that you know the top reasons why someone would want to switch to a new payroll service, you can use this information in your next marketing campaign.

Posted by: SellMorePayroll.com AT 08:38 am   |  Permalink   |  Email
Tuesday, December 10 2019

Is Your Payroll Service Invisible To Its
Database Of Prospects And Referral Partners?

By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 589
  • Time To Read: 2.4 Minutes @ 250 Word Per Minute

According to data from the Census Bureau’s Annual Survey of Entrepreneurs, there were 5.6 million employer firms in the U.S. in 2016. Here’s the breakdown:

  • 500 or fewer workers accounted for 99.7% of those businesses.
  • 100 or fewer workers accounted for 98.2%.
  • 20 or fewer workers made up 89%.

Click Here To Read The Census Survey @ SBE Council.org.

And with this many businesses in the U.S., you're probably saying to yourself, "If they only knew about my payroll service; I would be able to grow my sales exponentially."

8 Reasons Why Your Payroll Service Needs A Drip Marketing System.

Here are eight reasons why your payroll service needs a drip marketing system.

  1. 50% to 66% of all newly hired PAYROLL salespeople will quit or get fired in their first 6- to 9-months. 
  2. 40% of all salespeople feel that prospecting is one of the most challenging aspects of their job (therefore, most flat-out ignore this activity).
  3. 50% of all salespeople stop calling a prospect, for 9 to 12 months or altogether, after their first unsuccessful attempt at moving the sales process forward.
  4. 60% of all buyers want to discuss the price on the first call.
  5. 70% of all salespeople are either disengaged or completely disengaged in their job. 
  6. 80% of what you tell a prospect on the phone is forgotten within 24-hours. 
  7. 90% of all "prospecting cold-calls" go directly to voicemail.
  8. 95% of all small businesses (and most likely yours) don't provide their sales staff with any sales training after 30-days on the job.

IMPORTANT: If you are a business owner or sales leader, don't think for one minute that your salespeople are staying in touch with their database of prospects or referral partners.

Send More Than A Newsletter To Help Promote And Market Your Payroll Service.

After reading the sales stats above, you can now see why it's paramount to have a lead nurturing system that stays in continuous contact with your database of prospects and referral partners.  This is especially critical when you consider 50% of all salespeople stop calling a prospective buyer after hearing, "No, we are not interested."

Types Of e-Mail Marketing Campaigns To Send (PRINT THIS LIST): 

Here are some time-tested e-mail marketing campaigns to send:  

  • A Bundle Promo On A Product/Service
  • Client Refer Us To A Friend
  • Client Survey
  • Holiday Card
  • New Hire Press Release
  • Press Release On A New Product Or Service
  • Product Or Service Spotlight
  • Sales Intro Letter
  • Service Spotlight Campaign

Other Ideas:

  • Promote an add-on service via a free trial or special offer, i.e., free employee background check. 
  • Provide free reports to download, i.e., How To Avoid Hiring The Wrong Candidate or How To Avoid An Employee Law Suit, etc. 

Even More Ideas:

  • Send each salesperson's "top 10 list of prospects and/or referral partners" list a lumpy mail campaign. 
  • Send someone a gift card if they referred a prospect that resulted in a sale.
  • Sponsor a "Shred Your Documents Day" with a shredding company in conjunction with a local bank or credit union. 

Executive Summary: You can immediately increase sales by doing three things:

  1. Build/update your e-mail marketing databases (each week).
  2. Send your database of referral partners, clients, and prospects relevant content.
  3. Follow-up most e-mail marketing campaigns with an "oh, by the way" phone call. 

Yes, it's that simple. 

P.S. The days of winging it are over when it comes to marketing your payroll service. If you want to have a break-out year, set your goals and then take action.

Posted by: SellMorePayroll.com AT 06:49 am   |  Permalink   |  Email
Monday, December 02 2019

What To Do When A Payroll Prospect
Says, "Call Me After The Holidays."

By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 354
  • Time To Read: 1.4 Minutes Based On 250 Per Minute

December is when many payroll salespeople start hearing prospects say things like:

  • "Just call me after the holidays."
  • "My staff is busy right now, so we won't be making any payroll decisions until sometime next year."
  • "We're going to wait until after the first of the year before we think about a new employee time clock system."

As you can imagine, this time of year presents a unique and difficult challenge for many salespeople.

 Here Are Just A Few Responses To Consider:

  • "With things being busy right now, let's try and schedule a quick lunch meeting on me to review our new _______ package/pricing before the new year starts. Are you free on either Thursday or Friday?"
  • "I can relate to things being busy right now, but tell me, will anything change after the first of the year that will prevent you from starting then?"
  • "I understand. What day after the first of the year would you like to meet?"
  • "I hear what you said. By the way, if you switch payroll services now, we’ll give you 30 days free and free W-2s for 20XX. On top of that, you will save about X% by avoiding our 20XX price increase."

 If A Prospect Still Says "No" Here Are Some Suggestions:

Here are a few suggestions for people who want to put things off until after the first of the year.

  1. Mail them a thank you card via snail mail.
  2. Schedule a follow-up call for the first week of the year.
  3. Add their e-mail address to your weekly e-mail drip marketing campaigns; this will keep your company's name in their mind's eye to help build trust, credibility, and brand recognition.
  4. Send them relevant information (educational information) about their industry versus send off a bunch of e-mails asking, "Are you ready to buy yet?"

Executive Summary: If a prospect is delaying their decision to buy from you (or meet), we recommend offering an alternative close. By doing so, you will most likely find the underlying cause of why they are not ready. Remember, people like "year-end deals” as it makes them feel good about getting more value.

Posted by: SellMorePayroll.com AT 06:04 am   |  Permalink   |  Email
Wednesday, November 27 2019

How To Promote And Market A  Payroll Service
(16 Low-Cost Ideas To Help Grow Your Sales)

By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 526
  • Time To Read: 2.1 Minutes Based on 250 Words Per Minute

Marketing a payroll service does NOT have to be expensive to attract a new payroll, HCM, or timekeeping client; however, it is essential to stay in constant contact with your payroll service’s database of clients, prospects, and CPAs as you can ever time a sale (or referral). 

Now here's the reason why: It is only a matter of time before someone experiences a level of frustration with their current payroll service.

3 Non-Negotiable Marketing Rules:

  1. Get someone’s attention.
  2. Educate someone on the things that make your payroll service unique and awesome.
  3. Provide someone a low-risk offer to help them take the next step in the buying process.

16 Marketing Ideas To Help Promote Your Payroll Service:

  1. Add a video to your website and e-mail marketing campaigns.
  2. Bundle an add-on service with another promotion.
  3. Buy a road sign billboard promoting your payroll service's logo, graphics, URL, and phone number.
  4. Conduct a client survey.
  5. Create a CPA Tax Season Survival Kit.
  6. Create a Get To Know Us Kit for your salespeople to use in the field.
  7. Offer a free trial for your payroll processing service or an employee time clock, i.e., XX-day free trial, XX-day money-back guarantee, etc.
  8. Give your existing marketing material a facelift.
  9. Install an e-mail drip marketing system (for your clients, prospects, and referral partners).
  10. Promote an add-on service via a free trial or special offer, i.e., free employee background check.
  11. Provide a gift card (for dinner, extra holiday money) to the clients who refer a new client your way.
  12. Provide free report downloads: How To Switch Payroll Service In Three Easy Steps, How To Avoid Payroll Tax Penalties, etc.
  13. Send each salesperson's list top 10 prospects and referral partners a lumpy mail campaign every 90-days.
  14. Invest in your SEO efforts.
  15. Sponsor a Shred Your Documents Day with a shredding company in conjunction with a local bank or credit union.
  16. Wrap your company car with your payroll service's logo, graphics, URL, and phone number.

Other Ideas To Help Market Your Payroll Service.

  • Review your marketing brochures and website and ask yourself, “Does this make us look like an awesome and unique payroll service?” 
  • If your answer is no, go back and retool your marketing copy, images, and low-risk offers.  

A Little About Your Marketing Copy/Messaging.

  • When it comes to writing copy, less is more; therefore, limit the words used. 
  • Use engaging headlines and sub-headline to help a reader digest your message.  Remember, you have about 1 to 2.5 seconds to capture someone’s attention.

Build Your Database Of Clients, Prospects, And Referral Partners.

  • 50% to 60% of your sales success is directly related to the size and quality of your marketing databases. As I tell our payroll service clients and students, “Show me your marketing databases, and I will show you your sales future.”
  • IMPORTANT: If a payroll service's sales leader doesn’t make it a priority to build a massive and high-quality e-mail database, his or her salespeople won’t make it a priority either.

Executive Summary: If you focus on the needs of your target audience, it will go a long way in helping someone learn more about your payroll service (and get you noticed when they are ready to hire a new payroll service or recommend your payroll service to someone they know).

Furthermore, you can use this information to help you create marketing messages that resonate with your target audience.  Lastly, don't forget to make it a priority to build a database of clients, prospects, and referral partners.

Posted by: SellMorePayroll.com AT 06:00 am   |  Permalink   |  Email
Wednesday, November 27 2019

7 Reasons Why Your e-Mail Campaigns
Aren’t Generating Any Sales Leads

By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

  • Word Count: 598
  • Approximate Time To Read: 2.4 Minutes @ 250 Words Per Minute

After sending 81+ million e-mail campaigns on behalf of our clients, I have listed the top e-mail marketing mistakes I see most payroll services make. They are:

Reason #1: No Follow-Up Call Was Made – The #1 reason why an e-mail marketing campaign(s) fails is the lack of a follow-up call. My suggestion:

  • After sending an e-mail marketing campaign, i.e., press release, intro letter, etc., create a list of e-mail addresses/contacts who opened or clicked on a link.
  • Provide your sales team with a script to use during their phone blitz session.

Reason #2: Poor Messaging, Copy, And Subject Lines – Another top reason why your e-mail marketing results are lackluster is this: Poor messaging and copy. And yes, your subject line falls in this category as well. My suggestions:

  • Create an engaging subject line.
  • Send an educational message (versus selling something).
  • Use your company’s name in the “from” e-mail address field.
  • Use headlines and sub-headlines when writing copy.
  • Add a high visibility low-risk offer or call-to-action.

Reason #3: Sending Too Many Or Too Few e-Mails – Have you ever received an e-mail from someone and then receive 3 to 4 e-mails in the first 72 hours? If you have, you know it does more harm than good.  My suggestions:

  • Keep your cadence of e-mails from one per week or two every other week.
  • You can send more e-mails to your database of active clients versus a purchased list of e-mail addresses.

Reason #4: Not Segmenting Your Databases By Target Audience - Many e-mail marketing campaigns fail because the information is generic in nature, i.e., company newsletter blast.  My suggestions:

  • Segment your e-mail list by clients, prospects, chamber members, past clients, referral partners, etc. Once done, develop a series of e-mail marketing campaigns for each database on file.
  • Personalize your e-mail campaigns by using someone’s first name, last name, and company name.

Reason #5: Not Using A Low-Risk Offer – By not having a highly visible low-risk offer or call-to-action, you are missing out on some potential sales leads.  My suggestions:

  • During the design stage of a campaign, write five low-risk offers to use (keeping it relevant to your target audience).  This could be an exclusive trial offer, whitepaper download, special purchase price, etc.
  • Add a coupon or headline offer within the body of a campaign.

Reason #6: Not Reviewing Past e-Mail Campaign Results Or Conducting An A/B Test - One of the top reasons why your e-mail marketing efforts fail is this: Not having an e-mail marketing strategy. My suggestions:

  • Plan a campaign’s message/low-risk offer based on its target audience.
  • Run an A/B test using different subject lines, copy, low-risk offers, send times, etc.
  • The time of the day and the day of the week will significantly affect a campaign’s “open and click-through rate.”

Reason #7: Not Constantly Building A Database Of Prospect e-Mail Addresses – If you are not continually building your database of e-mail addresses, your “prospect” open rates will flatline. My suggestions:

  • Make it a priority to build your e-mail database of clients, prospects, referral partners, past clients, dealers, etc.
  • If you have a sales team, make sure each salesperson is expanding their database of prospects, referral partners, chamber members, etc. every week (sales leaders need to measure this number).

Executive Summary: Your e-mail marketing results will dramatically improve just by having some strategy in place.  As I tell all our clients, “The days of blasting a generic, one-size-fits-all newsletter to everyone in your e-mail database and expecting a sales lead are over.”  Be smart and create a plan of action, including a follow-up plan, and you will see a dramatic improvement in your results. 

Posted by: SellMorePayroll.com AT 05:05 am   |  Permalink   |  Email