Susan Payton

Susan Payton is the President of Egg Marketing & Communications., an Internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s written three books: DIY Press Releases: Your Guide to Becoming Your Own PR Consultant , 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs. Connect with Susan on Google+.

Articles by Susan:

    5 Ways To Hone Your Sales Messaging

    5 Ways To Hone Your Sales Messaging

    Do you ever feel like you’re the most convincing a salesperson in the world? While everyone feels a stroke of confidence once in a while, most of the time, we’re all looking for ways to improve. In sales, one area that can always be tweaked is your messaging. If you don’t first have a solid foundation of good sales messaging on your site, your email, and all communications, you can’t hope to close the deal – right?

    Here are 5 tips to help you craft better sales messaging, even if you don’t consider yourself a writer.


    The Zig Ziglar School of Sales: How To Overcome 5 Basic Sales Obstacles

    Despite many salespeople’s attempts to reach the pinnacle of the sales mountain, no one has come closer to truly understanding the psychology of selling as well as Zig Ziglar. Much as been written about him; I’ll let you dig into his philosophy and explore his legacy on his website. Today I want to focus on one thing he said that resonates with me:

    “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”

    Whether you’re a small business owner or a dedicated salesperson, you’ve probably heard these objections from potential clients. How do you handle them? Do you just say “thanks anyway” and move on to the next lead, or do you really tackle that obstacle and find your way to break through it?

    I’d like to look at strategies for handling each one of these. Now, keep in mind, I’m no Ziglar, but these come from my own experience as a business owner.


    5 Tips for Rocking Your Sales Proposal

    5 Tips for Rocking Your Sales Proposal

    If you’re in a services industry, you know that your sales proposal can make or break your company. Create a stellar one, and you attract new clients. Fail to pay attention to what potential customers want in your proposal, and they’ll go somewhere else.

    I previously wrote about 5 tips for creating a killer business proposal. One of my favorite tips from last time, and the reason I think I win my clients trust, is because I listen to what they need. Your proposal shouldn’t be centered around your fantastic products or benefits of working with your firm. It should focus on addressing your customer’s needs. What problems does he have? How can your company solve the problems? Sometimes the customer doesn’t get specific about his needs, and you have to read between the lines.

    For example, if you’re a web design firm and your client says he wants more sales, what he really needs, at least from you, is more visitors. That you can achieve with a well-designed site. Get good at reframing the problem to meet your customer’s needs and you’ll reap the benefits in the form of new business.

    As 2013 wraps up and you set your new business goals for 2014, here are some more tips for rocking your sales proposal.


    How to Generate Inbound Leads Through Social Media

    You know you’re supposed to be using social media to grow your sales, only you’re not really clear on how you’re able to generate leads there. This post will serve as a guide to help you do so.

    Follow Your Target Market

    Before you do anything else, you’ve got to ensure that you’re following the right people: your ideal customers. For most industries, there are keywords you can search for on Twitter or Google + that can help you find who you’re looking for.

    For instance, I target software companies with my marketing services, so I have a search set up in HootSuite that gathers every tweet that uses the words “small business” and “software.” I follow people from that stream, as I know they’re what I look for in clients. (I actually got a lead from this yesterday!)

    Services like Hubspot also allow you to set up steams for topics you want to track and interact with. On the Twitter platform itself, you can also set up lists to organize all the people you follow. For example, you might want to follow accounts related to startups in Chicago or food bloggers.

    You can also follow people using particular hashtags. If you target small businesses, the hashtag #SMB is ideal for finding new connections.


    5 Situations Where You Shouldn’t Expect to Make A Sale


    As the owner of a marketing firm, I’m always on and thinking about marketing. That means if you and I strike up a conversation about business over cantaloupes at the grocery store, I’ll probably end up giving you some advice about how to market your business (whether you ask for it or not).

    I am not, however, trying to sell to you.

    There are places where it’s appropriate to try to sell to potential clients, and there are those where it is definitely not suitable. Knowing the difference can actually help you increase sales.


    If You’re a Business Owner, You’re in Sales

    10 Sales Lessons I've learned from running my own business

    10 Sales Lessons I’ve Learned From Running My Own Business

    If you had told me 10 years ago that I’d end up in sales, I wouldn’t have believed you. Even now, seven years into running my marketing firm, I don’t consider myself a salesperson.

    But that’s exactly what I am. And if you’re a business owner, you’re one too.

    As an entrepreneur, I’m constantly selling both my company’s services and myself. It’s my job to convince businesses to part with money, and to help them consider that expense a wise investment. So here’s what I, as one who once quit a sales job because she hated it so much, have learned about sales.