How To Develop A CPA Drip Marketing Campaign
(Print And Share With Your Sales Leader)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 162
• Time To Read: 37 Seconds

To help you develop a drip marketing campaign that targets your database of CPAs/referral partners, you will find a few steps to consider below:

• Define Objective = Generate more referrals from our database of CPAs and referral partners.
• Targeted Database(s) = CPAs and all referral partners.
• Marketing Message = (This is the section that defines your tactical campaign message, i.e., Are we promoting a webinar about our referral partner revenue share program? Are we sending a press release announcing our referral partner program? How about a CPA spotlight campaign? No matter what you choose, you need to have a clear objective.)
• Low-Risk Offer = What low-risk offer or call-to-action are you promoting, i.e., Get to know us kit, etc.? 
• Landing Page = Do you need to have a landing page for your CPAs to learn more about your referral partner program (Hint: The answer is "yes!") 
• Follow-up Phone Strategy = Identity and call your tier 1 CPAs/referral partners. 
• Deliverables/Send Date = After selecting a day/date your e-mail campaign will be sent, you need to get the following done:
  • Designing of the campaign.
  • Copy used.
  • Low-risk offer/low-risk offer positioning.
  • Database management (what is the size and quality of your CPA/referral partner database).
  • Develop phone scripts for sales team follow-up. 
  • Advise sales team to be available for two to three 90-minute phone blitz sessions.
  • Proof final campaign.

With drip marketing, it is all about sending the right message, at the right time, to the right audience, and at the right frequency! 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

6 Tips To Better e-Mail Marketing Results
For Your Payroll Service Or HCM Biz
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 352
• Time To Read: 1.4 Minutes

e-Mail marketing is still a terrific way for your payroll service to build trust, credibility, and brand recognition in the marketplace; however, it needs to be done right. And based on my experience in sending 100+ million e-mail messages, here are a few pointers for you to consider:

1. Have a colleague do a 4-second test.
2. Proof your campaign 2X.
3. Avoid using “No-Reply” in the sender's e-mail address field.
4. Remove These e-Mail Addresses.
5. Clean your e-mail database.
6. Link your e-mail’s low-risk offer to a landing page.

1. Have A Colleague Do A 4-Second Test - Send a copy of your e-mail campaign to a colleague to see if they can quickly 1. Review your e-mail for clarity and brevity, and 2. Determine your low-risk offer.

2. Proof Your Campaign At Least 2X –Before you press the send button, print your campaign for proofing and then hand it to one or two other people for proofing. 

3. Avoid Using 'No-Reply' In The SENDER'S e-Mail Address – Avoid using the phrase "no reply," or a similar phrase, as your e-mail sender's name.

4. Remove These e-mail Addresses – Before you launch your next mass e-mail campaign, I recommend removing all generic, i.e., @aol.com, @hotmail.com, etc., and role, i.e., service@, info@, etc. e-mail addresses from your database. Why? They will be the ones who cause the most issues for you with services like Constant Contact, Mail Chimp, etc. After doing that, upload your database to a third-party verification service to tag the invalid/complainer e-mail address.

5. Clean Your e-Mail Database - After sending your e-mail campaign, remove all bounced e-mail addresses. With services like Constant Contact, they make it easy to do this. 

6. Link Your e-Mail’s Low-Risk Offer To A Landing Page – To help you provide a reader subscriber with more information, connect your offer to a landing page.

In today’s world of home office working, your target audience is spending more time than ever before in their inbox. And to help you maximize your e-mail marketing efforts, spend a few extra minutes making your e-mail campaigns a great brand experience.
 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com, a division of Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

To hire Glenn for your next conference, visit DripMarketingSpeaker.com.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

6 Payroll Prospect PowerPoint Tips
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 217
• Time To Read: 53 Seconds

Are you looking to upgrade your sales and marketing process at your payroll service? If you are, I recommend developing a short PowerPoint presentation that walks a prospect through the following six sections:

1. What does the payroll platform look like?
2. Your conversion process: Steps, timetable, onboarding employees, what’s needed, and date of the first payroll run.
3. Employee Self Service: How an employee gets their pay stub, PTO days, personal background info, etc.
4. How does the direct deposit process work?
5. What your platform looks like when entering payroll information?
6. What does the PC, tablet, and mobile version look like to the payroll manager?

Other Tools To Consider Are:

• Website—Consider having the following pages:
  • Services provided
  • Refer-A-Friend
  • Refer-A-Business Client
  • How To Receive A Quote
  • Industry Solutions
  • Time And Attendance Solutions
  • Resources
  • State And Federal Resource
• Social media—Create a Facebook and LinkedIn page.
• Google My Business (GMB)— GMB is a free, dedicated business listing space on Google that can boost your local online presence.
• Phone Call Follow-Up – You need to assign someone the task of following up all sales leads, proposals, referrals from your clients and CPAs.

If you are looking to upgrade your sales and marketing efforts, the first step to success is to take action.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

How To Create A Newsletter
For A Payroll Service or HCM Business
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 373
• Time To Read: 90-Seconds

It is relatively easy to create a newsletter that is filled with engaging content for your database of payroll prospects, CPAs, and payroll clients. To help you develop a newsletter that is actually read, I have listed several tips for you to consider.

#1: Segment Your Database – Your absolute first step is to segment your database of e-mail addresses into groups, i.e., prospects, referral partners, and clients. After that is done, you need to clean up each database to ensure delivery and AVOID your newsletters from being labeled as spam.

#2: Select An e-Mail Publishing Service – It is best to choose a platform that makes it easy to create and send your e-mail campaigns. Therefore, consider a service that offers an easy-to-use interface and makes the unsubscribe process simple for a reader. Additionally, you need to have a dashboard to review a campaign’s results, such as Constant Contact.

#3: Create A Newsletter Template – If you lack the design skills, hire someone who does e-mail design work for a living. Remember, you need to present a positive image in the marketplace.

#4: Define Your Marketing Content – Content is easy to create as the IRS, CDC, and your business partners publish loads of articles to use. To help you get results over the long run, focus on snippets of information to share with your target audience. Remember, if your newsletter is all about you/your payroll service, your open rates will suffer, or worse, opt-out from future campaigns.

#5: Determine Your Newsletter’s Frequency - Once your newsletter is done, you need to determine the frequency of it being sent. My recommendation is once a month, as you need to send more than a newsletter to help position your payroll or HCM business as a trusted resource. 

#6: Outline Future Content – The key to developing future content is to create a file of hot topics your target audience wants to read. This could be year-end information, new minimum wage increases, to time and attendance tips. And don’t be afraid to ask your team for articles of interest.

#7: Proof Every Campaign, Three Times – Before you press the send button, it is imperative to proof your campaign multiple times by multiple people. Check all links, phone numbers, addresses, and e-mail addresses.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com, a division of Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

To hire Glenn for your next conference, visit DripMarketingSpeaker.com.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

How To Quickly Attract New Payroll Clients
(Print And Share With Your Sales Leaders)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 567
• Time To Read: 2.3 Minutes

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 has a common element(s). 

Core Groups To Target:  

• Your Payroll Clients
• CPAs
• Chamber Members
• Benefit Brokers

Niche Markets To Consider (Sample List):

• Association Members
• Charter Schools
• Franchise Owners
• Government Entities
• Healthcare / Home Care
• Hospitality Industry
• Law Practices
• Long Term Care Facilities
• Manufacturing
• Medical Practices
• Not-for-Profits
• Pool Manufactures
• 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.

What Type Of Promotions Or Low-Risk Offers 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. 

If you are targeting a niche market, 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 AND Its Industry Expertise.

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 .5- to 1.5 Seconds To Get Someone’s Attention.

Choose your headlines carefully as you will only have a reader’s attention for .5- to 1.5-seconds. With your niche marketing messages, remember to use industry jargon to help your message resonate with a reader. 

Avoid using platitudes like these:

We're more...

• ...accurate.
• ...affordable.
• ...convenient.
• ...better than or cheaper than your current payroll service.
• ...professional.
• ...reliable.

Add These Downloadable Resource Guides 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 Someone's 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 By Their Current Service

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.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

16 Things Winning Payroll
Salespeople Do Every Morning
(Print And Share With Your Sales Team)
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 your sales staff regain its focus, you will find a number of things winning payroll salespeople do every morning below.

16 Things Winning Payroll 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.

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. 

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 desks 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 Pipeline: Successful salespeople know their #1 priority is to "sell."  That said, they look at their proposal pipeline report to see what needs to be done with each open proposal. They also know the importance of building their sales pipeline with hot prospects and referral partners.

15.  They Review And 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.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

To hire Glenn for your next conference, visit DripMarketingSpeaker.com.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

6 Tips For Hiring A Sales Hunter
For Your Payroll/HCM Biz
By Glenn Fallavollita, President - Drip Marketing, Inc. & SellMorePayroll.com

• Word Count: 493
• Time To Read: 2 Minutes

My research has shown 50% to 60% of all newly hired payroll salespeople (at a small independent’s payroll service) will quit or be discharged in their first 9- to 12-months of employment. Nationally, salespeople turnover is 27% each year, according to Harvard Business Review. 

Since the process of recruiting and training a new salesperson is a significant expense, you will want to be sure that you hire a sales hunter. That said, here are six tips to consider reading: 

6 Tips To Help Hire A Sales Hunter.

Tip #1: Be Specific – The first step is to define the role and requirements in a job posting; therefore, take a moment to reflect on your company’s needs before you begin your search. Don't forget to work on a sales comp plan that rewards the right performance.

Tip #2: Manage The Interview – Interview preparation allows you to be ready to ask revealing questions. I recommend using a candidate’s resume to build open-ended questions you can use during the interview.

Tip #3: Have The Salesperson Give You A Presentation On What They Are Currently Selling – Step outside of the typical interview questions, such as what are your strengths and weaknesses, and instead conduct a pragmatic interview by asking them to give you a presentation on their current/last employer’s product line. Please pay particular attention to the candidate’s sales pitch and their ability to answer your questions and concerns about the product.

Tip #4: Play Your Hand Close – A common mistake made by some less experienced interviewers is they reveal what they want from an employee at the beginning of an interview. A clever candidate will use this to his/her advantage and respond with what you want to hear. Maintain the power dynamic by asking instead of telling.

Tip #5: Perform A Candidate Assessment – Throughout the entire interview process, you will want to assess the candidate through a specific lens. Decide what components make up the ideal salesperson and determine if this candidate matches those criteria. If they do not seem like a good fit now, they probably will not be a good fit down the road.  

Tip #6: Do Your Research – It is not uncommon for salespeople to exaggerate their accomplishments during the interview. While flat-out lying is entirely unacceptable, exaggerating achievements can be problematic. So, it is in your best interest to jot down their claims and check their accuracy during your reference checks.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

To hire Glenn for your next conference, visit DripMarketingSpeaker.com.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

7 Reasons Why Your e-Mail Campaigns
Aren’t Generating Any Sales Leads Or Referrals
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 598
• Time To Read: 2.4 Minutes

After sending 113+ 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 Ever 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 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 received 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 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 that is e-mail is nothing more than a generic 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 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 and referrals. My suggestions:

• During the design stage, 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 Having An e-Mail Strategy - One of the top reasons 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.
• Test different subject lines, copy, low-risk offers, send times, databases, etc.
• The time of the day and the day of the week will significantly impact 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 over time. 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). And not with @aol.com, @yahoo.com, info@, etc., e-mail addresses. 

Executive Summary: The days of blasting a generic, one-size-fits-all newsletter to everyone in your e-mail database and expecting a sales lead or a referral are over. Be smart and create a plan of action AND a sales follow-up plan. Once you do this, you will see a dramatic improvement in your sales results. 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

10 Tips To Improve Your Payroll Service's e-Mail Open Rates
(Print And Share At Your Next Sales Meeting)
By Glenn Fallavollita, President - Drip Marketing, Inc. & SellMorePayroll.com

• Word count: 323
• Time to read: 90 Seconds

If you want more people to read your next e-mail campaign, here are a few tips to consider.

#1: Avoid Writing Content That Is Too Self-Serving – Keep your e-mail campaign’s content relevant to the database it’s being sent to.  

#2: Avoid Writing A Wall Of Text – Don’t fall victim to writing a wall of text to get a campaign done. My suggestions are:

• Use headlines, sub-headlines, and bullet points.
• Keep your paragraphs to three to four sentences.
• Keep a sentence word count to less than 15 to 17 words.
• Keep your overall message count to 350 words.
• Only use two to three types of fonts.

#3: Segment Your e-Mail Marketing Lists – Create databases of clients, past clients, prospects, CPAs, etc.

#4: Keep Your e-Mail List Updated - You need to continuously build and update your database of clients, prospects, and referral partners; don't forget to delete the e-mail addresses that bounce. 

#5: Know What Affects Your Open Rates - 80% of an e-mail's open rate is based on: Your subject line, the from field, and the day/time a campaign is sent.

#6: Use Your Payroll Service's Name In The "From" Field - On mass e-mail marketing campaigns, use your biz name in the from field. 

#7: The Size Of Your e-Mail Database – Most salespeople need to have at least 1,000 to 2,500 e-mail addresses on file.

#8: Pick Up The Phone - After sending an important e-mail campaign to a database, i.e., webinar invite, call the people who opened it. 

#9: Proofread Your e-Mail Campaigns – Before sending your next e-mail marketing campaign, print your final copy and give it to two other people to proof.

#10: Consider Hiring A Professional Copywriter – Just because you have Word installed on your computer or a graphic design program, it doesn’t make you a good copywriter/designer. Do your payroll service a favor and hire someone who does e-mail marketing and/or copywriting for a living.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

14 Tips Survival Tips
For A Payroll Service Salesperson
(Print And Share At Your Next Sales Meeting)
By Glenn Fallavollita, President - Drip Marketing, Inc. & SellMorePayroll.com

• Word count: 633
• Time to read: 2.5 minutes

Being a payroll service salesperson isn’t easy. In fact, 50% to 66% of all newly hired salespeople quit or get fired in their first nine months of employment!

What Does It Take To Survive As A Payroll Salesperson?

1. Be An Advocate For Your Payroll Prospects: More often than not, I have seen salespeople who put their customers'/prospects' needs first absolutely crush it. Relationship-minded salespeople understand and relate to their clients and focus on adding value to the relationship.
2. Become A Great Storyteller: Winning payroll salespeople tell great stories…stories of how their product or service helped other businesses solve a problem and questions on the things that are important to a prospect.
3. Deliver Every Proposal In-Person/Zoom: When giving a proposal for what you are selling, provide a prospect with a minimum of two options, either in person or via a screen share program. You significantly reduce your odds of closing a proposal if you e-mail it to a prospect and wait for their response.  
4. Don’t Be Pushy: Focus on getting to know a prospect’s business and not on being their buddy.   Although a proactive follow-up process is good, and it shows you have an interest in earning their business, don’t make your approach too aggressive as it will do more harm than good. 
5. Get To The Office Early: One of the best tips that I would give any salesperson is this: Arrive early to work as it will allow you to get to know your managers on a more personal level. More importantly, you can get more “dials” before our co-workers get to the office. 
6. Keep Score Of Your Sales Results And Sales Activities: The reality is that you need to track what you are doing on a day-to-day basis. This should include the number of calls you made to your database of prospects, proposals you have sent and closed each week, your proposal close rate, the number of NEW appointments you had each week, etc. And once you start keeping score, you will see what is and isn’t working.
7. Know What You Are Selling: If you know the business problems your product or service solves, you can have an immediate impact on a business. This is something decision-makers love to hear from a salesperson.
8. Plant A Seed Of Doubt: When talking with a prospect who believes they are happy using a competing product or service, ask a few questions that might create doubt in their mind.
9. Make More Prospecting Phone Calls: Spend 4 to 10 hours a week making calls to follow up with your database of prospects, referral partners, prospects that have a proposal, etc.   
10. Watch What Your Top Selling Salesperson Is Doing: I recommend shadowing your top-selling salespeople so you can see firsthand what they are saying and doing. 
11. Become A Trusted Resource For Your Prospects/Referral Partners: People love doing business with people they like and trust. Use an educational approach to selling.
12. Start Asking Better Business Questions: Sales is more about listening than talking. To become a better listener, focus on asking questions. Also, it would help if you took lots of notes as it projects a positive image. When you chat with a friend, waiter, or waitress, practice asking them questions.
13. Your Sales Pipeline Is Your Life: In sales, it is all about what you sold today. After a sale, do your happy dance and get a few high-fives; then go back to building your sales pipeline. Use an Excel sheet to keep track of your proposals by month. 
14. Put Away Your Personal Phone: One of the best things you can do is this: Put your phone away when making your follow-up calls. You and I both know it’s a huge distraction if you don't! 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

10 Tips That Will Jump-Start Your Payroll Sales
 By Glenn Fallavollita, President of SellMorePayroll.com

• Word Count: 182
• Read Time: 43 Seconds

If you want to improve your sales performance and ensure your survival in today’s competitive payroll sales environment, I have listed several tips below (in no particular order) to help you master the sales profession.

Your 10 Payroll Sales Tips:

1. Set sales revenue/unit sales goals for yourself.
2. Keep a weekly score of your sales activities/proposals. 
3. Create a massive e-mail database of customers, prospects, and referral partners.
4. Develop a Unique Selling Proposition (USP) statement (AKA your Elevator Pitch). 
5. Become better at asking questions during a sales call. 
6. Know your competition cold. 
7. Focus on the correct type of prospects and/or referral partners. 
8. Improve your prospecting and networking skills. 
9. Make more phone calls to your database of prospects and referral partners. 
10. Build a Business Development Center electronic file that contains proposal templates, testimonials, pricing, sales brochures, etc. 

The payroll sales environment moves in the blink of an eye, from new competitors emerging, competitors lowering the price of similar products and services you sell, a new technology that makes your payroll or timekeeping solution look obsolete, to a competitor receiving a large sum of capital from an investor. 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

5 Tips To Help You Write A
Money-Making e-Mail Campaign
By Glenn Fallavollita, President - Drip Marketing, Inc. & SellMorePayroll.com

• Word Count: 472
• Time To Read: 1.9 minutes 

To help you deliver a better e-mail marketing message, I have listed below a few tips, based on sending more than 113 million e-mail campaigns for our clients.

Tip #1: Segment Your Databases. 

The number one thing you can do is segment your e-mail databases by target audiences, e.g., clients, past clients, prospects, and referral partners. Remember, you cannot say things to a client that you could say to a prospect and vice versa.

Tip #2: BEFORE You Write A "Prospecting" Campaign, Ask Yourself These Questions.

• What things will trigger a prospect to start looking for a product or service that we sell?
• What are the most critical business problems our products/services solve(s) and how does it save our clients money or time?
• What are the titles of people we are targeting, e.g., Owners, CFOs, HR Directors, etc.?

After you have answered each question, start using your answers as the basis for your messaging.

Tip #3: Select The Themes Of Your Campaign.

After you have segmented your databases into groups, start writing down the type of "campaign theme" that makes sense to send each database on file (see below).

Prospect Specific Campaigns

• Client testimonials
• Free whitepapers, buying guides, forms, etc.
• How to (buy, hire or switch) what we sell
• Introduction letter
• Meeting request
• Newsletters
• Press release on a newly hired salesperson
• Service or product spotlight
• Employee spotlight

Client Specific Campaigns

• Free whitepapers, buying guides, forms, etc.
• Newsletters
• Performance survey
• Press release on an upgraded service/product or new service/product
• Press releases on new feature or service
• Refer us to someone you know
• Service or product spotlight
• Employee spotlight
• Thank you for your business letter 

Tip #4: Select A Low-Risk Offer Or Call-To-Action.

After you have created your e-mail marketing campaign, you now need to add a low-risk offer or call to action. Why? Because it will help someone take the next step in the buying process or learn more about the value your business brings to the marketplace

Tip #5: Proof Each Campaign BEFORE You Press The Send Button

Before you press the "send" button, you need to proof your e-mail campaign using the following steps:

• Print your final campaign.
• Printed the printed proof to two to three people for proofing.
• Wait about 24-hours and make one last pass at proofing your campaign; it's amazing what you will catch the next day!

Executive Summary: You can no longer rely on generic "one-size-fits-all" e-mail newsletter blasts to generate a sales lead for your business; therefore, it is imperative to put some thought into your content messaging.

As I tell all our payroll clients, "What you say, how you say it, who you say it to, and the frequency you say it will all play a huge role in reader engagement."

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

3 Of The Most Powerful Words In Payroll Sales
(Why, What, And How)
By Glenn Fallavollita, President of SellMorePayroll.com

• Word Count: 249
• Read Time: 60 Seconds

Do you want to know the keywords or phrases to use during your sales call discovery process? Well, here they are:

#1= Why - When used at the beginning of a sentence, it requires someone to answer your question(s)...

• Why did you decide to hire…?
• Why are you using this service?
• Why are you doing it this way?

#2 = What - When used at the beginning of a sentence, you can get someone to rationalize a decision...

• What was the reason for using this time clock?
• What are you responsible for when it comes to…?
• What’s stopping you from changing payroll services or HCM companies?

#3 = How - When used at the beginning of a sentence, you can get someone to explain a process or cost-related data...

• How much is this costing you?
• How did their payroll conversion process go for you?
• How do you track labor costs?

7 Question-Asking Sections: 

The questions above can be separated into sections, which I refer to in my book, Stop Whining And Start Selling, as listed below:

1. Current Situation Questions
2. Current Problem-Related Questions
3. Financial Questions
4. Pain Solving Questions
5. Closing Questions
6. Overcoming Objection Questions
7. Next Step Questions

Important Note: Always add value to the sales discovery process by providing some recommendations or simple ways to improve/save money. If you leave a payroll or HCM prospect with a positive impression, they are more likely to call you when they become ready to make a buying decision. 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

10 Reasons Why Your Payroll Service
Needs A Drip Marketing System
By Glenn Fallavollita, President of SellMorePayroll.com

• Word Count: 227 
• Read Time: 54 Seconds 

Here are ten reasons why you need a drip marketing system installed at your payroll service:

1. You will never hear someone telling his or her boss, “I just bought from the second-best payroll service I could find.” 
2. Prospects will not buy or recommend you to someone they know the first time you talk with them. 
3. 97% of the people you are calling or marketing to are not ready to buy what you sell today or, for that matter, tomorrow. 
4. Memory tests have proven people will forget 80% of what you tell them on the phone within 12 - 24. 
5. 50% of all payroll salespeople stop calling a prospect or CPA after their first unsuccessful attempt at moving the sales process forward. 
6. 100% of all payroll salespeople schedule a subjective call-back date to a prospect or CPA (now re-read point #5).
7. The majority of payroll salespeople (including yours) dislike making cold calls (now reread tip #5).
8. In a medium- to high-value business-to-business sale, it takes 15 to 30 conventional drips (meetings, calls, proposals, e-mails, etc.) to convert a cold prospect to a paying client.
9. 50% to 75% of the clients who stopped buying from your payroll service stopped because they: 1. Thought you took their business for granted. 2. You provide poor customer service. 3. Did not know your business could solve other related problems.
10. Your ENTIRE database of clients, prospects, and referral sources, are your competitor’s prospects too. 

P.S. "Hope" isn't a great sales and marketing strategy for your payroll service.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

2 Reasons Why Your Payroll Service
Needs An e-Mail Marketing Strategy
By Glenn Fallavollita, President of  SellMorePayroll.com

• Word Count: 161 
• Time To Read: 36 Seconds 

e-Mail marketing should be at the top of your sales and marketing strategy as it can play a significant role in helping your sales follow-up efforts, social media marketing, webinars/events, and content marketing. 

2 Critical Reasons Why You Need An e-Mail Strategy:

• Reason #1: Your target audience spends 4 – 6 hours a day sending and receiving e-mails. 
• Reason #2: 95% - 98% of all payroll salespeople (including yours) give up after their third “No, I am not interested in what you are selling” conversation and/or after being ghosted.  

The Road To e-Mail Success.

If you want more people to read your e-mail campaigns, here are some tips:

• Make sure list segmentation is part of your e-mail strategy.
• Write engaging, concise, and straightforward subject lines.
• Your content should be relevant to your target audience. 
• Add a call to action to every campaign.
• Pick up the phone and call the people who open your e-mails (use my 2/4 call strategy. 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

8 Tips To Generate More
Payroll Sales Leads And CPA Referrals
By Glenn Fallavollita, President of SellMorePayroll

• Word Count: 209
• Time To Read: 50 Seconds

After sending an e-mail campaign to your database of prospects and CPAs, here are eight tips to consider:

1. Pick Up The Phone - Call everyone who opened your e-mail campaign within 2 to 48 hours. 
2. Script Outline - Develop two outlines for you to use when 1. When talking with a live person and 2. When leaving a voicemail message. 
3. Know Your Objective - Your call has one objective, i.e., Invite the person to a webinar, demo, etc. 
4. Define The Next Step - At the end of the call, have a defined next step.
5. e-Mail Address - Ask for the person’s e-mail address. 
6. LinkedIn - Connect with the person on LinkedIn. 
7. Add To Your Database - Add a person’s information to your drip marketing database. 
8. Call Twice - Use my 2/4 follow-up call sequence. 

After Leaving Someone A Voicemail Message, Send This e-Mail:

"Contact Name: I left you a voicemail message a few minutes ago to follow up on an e-mail we sent to you today/yesterday about our (new 2022 upgraded payroll/timekeeping system, etc.).

If you want to know how our (payroll and timekeeping package can reduce your labor costs by 5% - 8% next month), send me a few days/times that you are available for a quick 10-minute call."

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

 © Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

9 Ways To Boost Your
Payroll Service's e-Mail Open Rates
By Glenn Fallavollita, President of SellMorePayroll.com

• Word Count: 245
• Read Time: 60 Seconds

Are you looking for ways to generate higher open/click-through rates with your e-mail marketing campaigns? If you are, here are several tips to consider.

#1: Segment Your Databases: Send the same e-mail campaign to each group on file, i.e., clients, prospects, and referral partners.

#2: Update Your Databases: Remove any e-mail addresses that haven’t opened a campaign in 24-months.

#3: Add New e-Mail Addresses: Adding new e-mail addresses is a key to your success. 

#4: Send More Than A Newsletter: Sending just a newsletter once/twice a month will put your subscribers to sleep. Therefore, I recommend sending a variety to your databases. 

#5: Personalize Your e-Mails: Use a service that allows you to customize a campaign (see below):

• Hello {First Name}:

#6: Avoid Writing A Wall Of Text: Since your target audience spends 4 - 6 hours a day managing their inbox, they scan your copy instead of reading. Therefore, use headlines, sub-headlines, and bullet points to convey a message.

#7: Use Engaging Subject Lines: People skim their inboxes for engaging subject lines; therefore, use the following techniques in your subject line:

• Start with “How To” or a “#.”
• Ask a question.
• Show “time or quantity” shortage/savings.

#8:Send A "Reminder" e-Mail To Anyone Who Didn't Open Your Initial Campaign: Use a service that automatically sends a follow-up reminder to anyone who didn't open the initial campaign.

#9: Write Better Headlines: Your headline is the introduction to a topic. Remember, you have .5 to 1.0 seconds to capture someone’s attention.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

12 Ways To Boost Profits
At Your Payroll/HCM Business
(Print And Share With Your Executive Team)
By Glenn Fallavollita - President, SellMorePayroll.com

• Word Count: 353
• Time To Read: 1.4 Minutes

Over the past few months, many payroll/HCM businesses have taken a hit when it comes to their profits. And if your company has too, you need a sales, marketing, AND business plan to offset these losses. That being said, you and your management team need to focus on these core elements of your business:

12 Areas To Print And Share With Your Executive Team.

• #1: Look For Niche Markets Your Sales Team To Target (i.e., Long-Term Care, Building Supplies, Liquor Stores, etc.)
• #2: Give Your Staff Incentives To Improve A Process(s)
• #3: Focus On Employee Engagement (~66% Of Your Staff Is Either Disengaged Or Completely Disengaged)
• #4: Negotiate A Better Deal With Your Vendors
• #5: Look For Private/White Label Opportunities
• #6: Buy A CPA’s Book-of-Business
• #7: Outsource Core Functions (i.e., Marketing)
• #8: Run A Price Audit (Compare Your Prices To Your Competitions')
• #9: Restructure And Refine Processes And Procedures
• #10: Switch Up Suppliers, Back-Office Software, Or Payroll And HR Software
• #11: Start Cross-Selling Other Services To Your Clients (i.e., time and attendance)
• #12: Get Your Salespeople To Pick-Up The Phone More Often (50% Of All Salespeople STOP calling A Prospect/CPA After Their 1st Unsuccessful Attempt At Moving The Sales Process Forward - Your Salespeople Are Guilty Of This Too)

2 BONUS Tips. . .

• #1: Survey Your Payroll/HCM Clients To Ensure They Are Happy (And Aren’t Planning To Leave You For The Competition)
• #2: Build A Proactive Process To Generate More Referrals From Your Database Of Clients, CPAs, And Referral Partners

Here's The Bottom Line:

The COVID-19 crisis isn't going to get any better as winter is right around the corner. Because another shutdown/slowdown is right around the corner, it is essential to:

• Audit your business expenses to determine if there are any costs you can remove or reduce.
• Focus on increasing sales via e-mail marketing and niche marketing.
• Get your sales team to be more proactive with calling clients, referral partners, and prospects who have an open proposal.
• Take action!

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

 Copyright © 2022

8 e-Mail Prospecting Tips To Help
Generate More Payroll Sales Leads
(PRINT AND USE AT YOUR NEXT SALES MEETING)
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 594
• Time To Read: 2.4 Minutes

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 deleted.

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%.

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 e-mails that are short and to the point.

6. Format Your e-Mails For Smartphones:  With a prospecting e-mail, you need to ensure your message can be 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: If the majority of your cold prospecting e-mails are still met with a cold shoulder, you need to focus on sending more “educational" driven e-mails, i.e., here's an article you might find of interest. 

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:

• Special Newsletter (On A Hot Subject, i.e., Marijuana In The Workforce)
• Press Release On A New Upgrade
• Intro Letter To A New Service
• Holiday Cards
• Service Spotlight On A New Product Or Service
• CPA Spotlight On Why The Recommend Your Payroll Service

The Real Leads Will Come From Doing This!

After sending an e-mail campaign, I highly recommend picking up your phone for a quick “Oh, by the way,” call.  If you are 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 call.
• Use my 2/4 call strategy when making your Oh, by the way, calls. 

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

© Drip Marketing, Inc.  All Rights Reserved May Not Be Used Without Written Permission.

9 Tips To Help Run A Great Payroll/Timekeeping Demo
(Print And Share At Your Next Sales Meeting)
By Glenn Fallavollita, President - SellMorePayroll.com and Drip Marketing, Inc.

• Word Count: 427
• Read Time: 1.8 Minutes

In a business world where face-to-face meetings are on a hiatus, you will find nine tips below to help you run a better online demo.

1. Ask Insightful Discovery Questions - Asking the right discovery questions BEFORE the demo will help you understand how you can add value to a prospect's business. 

Ask questions like:

• If you had a magic wand, what problems do you want us to help you solve?
• What areas of your payroll/timekeeping system are you looking to streamline?
• What problems are you facing with your current ___________?
• Which features of their product do you like the best?
• What features do you wish you could change?
• Tell me about your customer service experience with _____.
• Who else will be involved in this purchase decision? And what features are most important to them?

2. Customize The Demo For Each Prospect – This requires some work on your end, from adding a prospect’s logo to taking their discovery answers (from above) and working them into your demo.

3. Simplify Your Demo – The key here is to highlight only the most relevant features.

4. Before You Start The Demo, Have A Summary Slide – Before you start the demo, have a PowerPoint slide that summarizes what their problems are (based on your discovery). 

5. Show What Your Product/Service Can Do In Everyday Situations - Ask yourself these two questions:

• Based on what I know, what problems are they facing, and what problems do they want to solve?
• How does my product/service solve those problems?

6. Explain Each Click (And Go Slow) – Remember, this prospect is seeing your payroll platform for the first time. Therefore, explain what you are doing and go slow.  

7. Show Real Data - Most salespeople use fake data when running a demo. If you want to go the extra mile, try tailoring the information for each specific prospect, i.e., their company name instead of “Business Name.”

8. Take Great Notes On Their Issues And Concerns - Make sure you write what they liked and didn’t like. If not, you won’t be able to summarize the value of what you are selling/overcoming objections.  

9. 95% Of All Demos Will Go To The Proposal Stage – That’s right, 95% of all demos go to the proposal stage. Because of this, you need to schedule a “10-minute proposal review day/time” with the prospect. If they don’t agree to a day/time, in person or over the phone, the odds of you closing them are slim.

Summary: What’s listed above is being used by top-performing salespeople throughout the country. Are you ready to be one of them?

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

 Copyright © 2022

8 Money-Making Tips To Supercharge Your
Payroll Service's e-Mail Marketing Open Rates
By Glenn Fallavollita, President, SellMorePayroll.com

• Word Count: 383
• Time To Read: 1.5 Minutes

Do you want to generate more sales leads and client referrals from your e-mail marketing campaigns in 2021? If you do, I have outlined eight proven tips below to help make that happen. 

#1. Resend Your e-Mail Campaigns To The “Non-Open” Addresses - You will see a 30% to 50% increase in open rates just by resending the original e-mail campaign to the e-mail addresses that did not open the original e-mail. If you are using a tool like Constant Contact, this is done automatically for you. 

#2. Make A List Of “Engaged” e-Mail Addresses – Go back to your last 12-months of e-mail campaigns and copy all the e-mail addresses into the following groups: 

• “Engaged” Readers = A list of e-mail addresses that have opened an e-mail campaign in the last 12-months.
• “Non-Engaged” Readers = A list of e-mail addresses that never opened a campaign you sent to them. Send them a special offer to see if they respond. 

#3. Personalize Your Subject Lines – By simply adding a person’s name or company name to the subject line, you will see an increase of 10% or more in your open rates (just don’t do this all the time as people will become tone-deaf to this strategy. 

#4. Create Unique e-Mail Campaigns For Each Database On File – Instead of blasting out a one-size-fits-all newsletter, write an e-mail campaign for each database you have on file. The key is this: Write a subject line that resonates with each database.

#5. Keep Your "SEND" Frequency In Check – If you are blasting three to four e-mails a week to your database, or one e-mail a month, you should step back and reevaluate your strategy. And yes, too many e-mails are just as bad as too few. 

#6. Avoid Mondays When Sending A Mass e-Mail Campaign – The day of the week and the time of the day you send an e-mail campaign will play a huge role in its open rate. By the way, Mondays are the worst days to blast an e-mail.

#7. Write Better Subject Lines - Your open rates are directly related to your subject lines. 

#8. Make Sure Your e-Mails Are Dynamically Formatted For A Smartphone, Tablet, Or PC – When you send an e-mail campaign, make sure you are using a service that uses “dynamic formatting” as it will allow a reader to view your campaign without the dreaded “pinching” to expand copy.

Final Thoughts: The steps I have listed above are important elements of a successful e-mail marketing strategy. If you have any questions, comments, or thoughts, feel free to e-mail or call our office.  

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

 Copyright © 2022

10 Tips To Help Land More New Payroll Clients
By Glenn Fallavollita, President, SellMorePayroll.com

• Word Count: 291
• Time To Read: 66 Seconds

ADP and Paychex, and like many other national payroll services, are aggressively going after new business (see links below). In fact, they are making "new client acquisition" a top priority as the economy recovers from the COVID-19 virus.

• ADP: Three Months Free
• ADP's Roll 90-Day Free Offer ($17/Month + $5/Employee)
• Paychex: Three Months Free
• Square Payroll (No Offer)
• SurePayroll's Commercial: 60-Days Free

10 Steps To A Proactive 2021 Sales And Marketing Strategy.

If you want to acquire more new payroll clients in 2021, I have listed ten core areas below to consider:

• Step 1: Update all databases on file (ensure all e-mail addresses, phone numbers, etc., are correct).
• Step 2: Scan all business cards on/in your desk and upload each one to its appropriate database.
• Step 3: Segment your e-mail databases by clients, prospects, and referral partners.
• Step 4: Develop a 90-day marketing plan for the abovementioned databases.
• Step 5: Develop a sales follow-up plan to the abovementioned marketing plan(s).
• Step 6: Develop WEEKLY sales REVENUE goals for each salesperson.
• Step 7: Develop WEEKLY sales ACTIVITY goals for each salesperson.
• Step 8: Develop a PROPOSAL tracking report for each salesperson.
• Step 9: Develop an INTERNAL LEAD tracking report.
• Step 10: Monitor all of the abovementioned items WEEKLY.
• BONUS Step: Develop a formal referral partner, i.e., CPA, sales, and marketing plan.

Executive Summary: If you are an owner or a sales leader take a moment from your day and do the following:

1. Develop a written sales/marketing plan AND budget.
2. Create a series of metrics/reports to monitor everyone's success. Remember, the troops do what the company commander monitors.
3. Hold yourself AND your salespeople accountable for hitting their targeted sales goals.

If you want to be successful in driving in NEW sales revenue, you need to do the little things DAILY.

P.S. "Hope" isn't a great sales strategy.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

 Copyright © 2022

16 Low-Cost Ideas To
Help Market A Payroll Service
By Glenn Fallavollita, President of SellMorePayroll.com & Drip Marketing, Inc.

• Word Count: 526
• Time To Read: 2.1 Minutes 

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 contact with your payroll service’s database of clients, prospects, and CPAs as you can never time a sale (or a referral). 

Marketing 101:

1. You need to get someone’s attention.
2. You need to educate someone on the things that make your payroll service unique and awesome.
3. You need to provide someone with a low-risk offer to help them take the next step in the buying process.

16 Marketing Ideas To Help Promote Your Payroll Service Business:

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 of 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 Business.

• 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-headlines to help a reader digest your message.  Remember, you have about 1 to 2.5 seconds to capture someone’s attention.

Always Be Updating 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.

About The Author:

Glenn Fallavollita is a nationally recognized keynote speaker providing money-making advice to help payroll service owners, sales pros, and marketing gurus build more profitable relationships with their database of prospects, referral partners, and clients.

Additionally, Glenn is the president of SellMorePayroll.com and Drip Marketing, Inc. and has written 50+ whitepapers and three sales/self-marketing books, Supercharge Your Payroll Sales NOW!, Stop Whining AND Start Selling, and Drip Marketing: A Powerful New Marketing Strategy That Gets Prospects To Buy From You. He also writes blogs for LinkedIn and other national websites.

 Copyright © 2022