Posts Tagged ‘increase sales’

GROWING YOUR BUSINESS WITH LEAD GENERATION

Friday, September 30th, 2011

When your business depends upon getting new leads regularly, there are some options that are open to you which can help you to achieve it. In today’s technologically advanced climate, there are many businesses that tend to focus on electronic means of contacting potential customers, such as through social media or email marketing. Although these can be effective, you should never overlook the possibility of direct mail and using those lists in order to increase the success of your business substantially. Here are some of the benefits that will be seen when you use this type of marketing and mail your list physically instead of automatically.

Perhaps one of the most important things that need to be considered when choosing direct mail over email marketing is that the majority of people look at their mail that they get in their mailboxes every day. Of course, some people are going to toss some of the information without looking at it but a vast majority of those individuals are going to sort through it without delay. This gets your message in front of those individuals easily and, compared to email marketing, the response can be substantially higher.

Another benefit to using direct mail is that you can specifically target groups of people that have an interest in what you are offering. It is important for you to consider this, not only when using direct mail but when purchasing the list of individuals that you will be mailing. The more focused the list is, the more likely it is going to be that you are going to see results from that list.

Have you thought about the customization that is possible when mailing people instead of using electronic means of contacting them? When most people gather email lists, they are only going to gather the most basic information from the potential customer. When you have a mailing list, you not only have the physical address but you often have their name and perhaps some other information as well. You can use this information in order to customize the mailing which will, in turn, increase the response. This is also something that should be considered when you are gathering a list or purchasing it from the company that generates leads.

Finally, you can measure the results of mailing those individuals in order to see if any changes need to be made to the mailing. Of course, you would always want to consider changing the copy and testing in order to increase the response. Some of the ways that you can track the response of a direct-mail campaign include sending out coupons with specific information that either needs to be filled out on your website or to be mailed back to your company. This can assist you in doing a split test as well, allowing you to easily see which is going to be more effective so that you can make those changes and send the future mailings to a larger list to increase the response.

This article is brought to you by America’s leading wholesale merchandise trade magazine, Retailers Forum.

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TOP MISTAKES SALESPEOPLE MAKE

Tuesday, May 31st, 2011

Question: What do many new spokespeople at technology companies have in common? Answer: they make similar mistakes and fall into similar traps.
Based on my experience as a media trainer, the most common ones include:

1. Misunderstanding the Media.
Too many spokespeople confuse PR opportunities with free advertising. Ouch! No reporter, editor, or host wants to be a billboard for your products or service; their job is to provide interesting and useful information to their readers or audience. And if you help them do so, you’ll maximize your chances of positive coverage.

2. Misunderstanding the Spokesperson Role.
Some spokespeople think that they’re on a sales call when they meet the press. So they toss out puffery and hyperbole or try to “close on the objection.” Then they become frustrated by the “poor” coverage, if any, that they receive. The key is simple: inform, don’t sell.

3. Lacking Message Points.
At first blush, it might seem that telling spokespeople to have message points is as obvious as telling them to wear clothes during an interview. But in fact, many spokespeople do arrive metaphorically naked for interviews – bereft of key message points. Deliver several strong messages well, and you might just see them in print or on the air.

4. Unleashing a Core Dump.
When spokespeople feel the need to educate the interviewer about everything that could be known about their products, services, or companies, the interview loses focus. An effective spokesperson knows when to cut to the chase and assess what level of detail the interviewer is seeking.

5. Over-Answering.
Most inexperienced spokespeople don’t know when to stop talking. By babbling on, they increase their chances of being misquoted or driving the interview off-topic. Don’t snatch defeat from the jaws of victory – keep answers short and to the point.

6. Failing to Listen.
A guaranteed way to irritate an interviewer is to interrupt or finish his or her questions. You need to establish a rapport and communicate respectfully – just as you would with a colleague.

7. Speaking in Jargon.
It’s often tough for spokespeople to adjust their technical level to that of the interviewer. But it’s also critical. If you talk over the interviewer’s head, you’ll decrease the chances of an accurate write up; if you “dumb down” the information for a technologically-sophisticated interviewer, you’ll likewise decrease the chances of getting the kind of coverage you desire.

8. Missing the “So What?”
Too often, spokespeople focus on the intricacies of their technology and forget that ultimately, the game is about offering a better value proposition for your customers. Demonstrate how your products and services solve your customers’ problems and help them achieve their goals.

9. Trashing Competitors.
Spokespeople can easily lose credibility if they boast about overthrowing the 800-pound gorilla in their market space. Far better to talk about the unique features and advantages of your offerings and how you plan to increase market share. In short, take the high road when it comes to competitors – you’ll do more to increase your chances of obtaining the good press you deserve.

10. Playing Tug of War.
Some spokespeople believe that they need to come across as “tough,” so that they can control the interview through intimidation. Bad idea; you might win a battle or two, but you’ll still lose the war. Victory goes to he or she who controls the ink. So be a smart player and check your ego at the door. Are there other mistakes spokespeople can make during an interview? Sure. But if they can avoid the “Big Ten,” they’ll maximize their chances of a successful experience with the media.

Author Bio
Steve Bennett is a Cambridge, Massachusetts-based media trainer who specializes in helping spokespeople of technology and science companies deliver effective strategic messages to: the trade, business, and consumer media; analysts; stakeholders; and the public. You can reach him at steve@mediamentor.com or by calling 617-492-0442.

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USING MOBILE MARKETING TO INCREASE YOUR SALES

Friday, February 25th, 2011

Mobile marketing is a method of promoting your company or product through mobile phones. This might include SMS marketing, mobile application development, and mobile site development among other things. This form of new breed marketing is becoming more and more common due to the staggering numbers of people who use cell phones at this time.

The percent of people using cell phones in countries like the US has skyrocketed to levels as high as ninety percent in the last couple of years. These aren’t the cellular phones of a decade ago, they are quite advanced. These machines are capable of sending and receiving instantaneous messages form half way across the globe and have the capacity to remotely access the internet from almost anywhere. What’s more is that consumers are very dependent on this type of technology. Most often, around ninety percent of users have said that they never let their cell phone out of their sight, even sleeping with it at a distance of no more than a couple of feet.

An SMS is a message that is sent from one cellular device to another. When utilized for marketing these programs can be acquired to provide clients with special promotional messages. The task is quick and easy and it will almost certainly have to be read at some point. This is an incredibly efficient way of gaining instant access to a huge percent of your clientele.

Mobile apps are a variety of different types of product that are created on computers to be utilized on phones. Sometimes these are for educational or utilitarian reasons. Other platforms consist of small games are something of the identical nature. These systems can give company heads ample opportunities to promote themselves to future clients, when properly acted on. For instance you could create a fun cooking game to promote your real life restaurant.

Another method of increasing business awareness through these devices is referred to as mobile website development. This means having a version of your page adjusted so that it can be easily and effectively read over a mobile device. For this reason several companies have invested in having a specialized version of their website created that is entirely compatible with the browsers most commonly utilized on cell phones and similar creations.

The use of mobile marketing is incredibly efficient in attracting clients as well as keeping current clients around. It is something that businesses within every industry should look into. As consumers become more and more technologically advanced, businesses must do so as well.

The author invites you to visit: http://www.mobilozophy.com. The Publisher of Retailers Forum magazine thanks Kathy for her wonderful article designed to enlighten fellow businesspeople to increase their sales. For the best selection of wholesale merchandise for your business, please check back with www.retailersforum.com every month.

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CREATING MORE SALES FOR YOUR BUSINESS

Thursday, December 23rd, 2010

The recession has thrown the sales and marketing strategies of business owners and leaders into disarray. Customers have become more hesitant to buy, sales teams are struggling to get deals over the line, and the marketing budget isn’t looking as healthy as it used to.

But don’t despair – we help solve 6 major problems that are confronting business owners and leaders.Most of the advice won’t cost you anything to implement, and you will also be able to create more robust sales systems and processes that will last you long into the recovery.

Problem 1: Customers are crying out for discounts.

Solution: Don’t drop your prices – find another way to get them over the line.

There is a big problem with discounting – once your drop your prices, it is nearly impossible to raise them again. We discourage discounting with all our clients because that has a negative impact on the business as a whole. Particularly during the global financial crisis, people may respond well to those in the short term, but they cause long-term damage. Companies must find other ways to persuade customers to buy, mainly through offering improved service. Offer customers better terms of trade (by giving them longer to pay), offer priority delivery or think about giving them a little gift with every purchase. The key is to try and get more revenue out of each customer.

Problem 2: Two of our sales people are doing well, but the other eight are struggling.

Solution: Get the stars to teach the laggards.

While we all admit the sales environment can be cut-throat and sales people can be very protective of their intellectual property – that is, their sales methods, but good companies need to break down these barriers and force top sales people to share ideas. A lot of sales models can be very competitive, and sales people can operate in their own silos. That’s counter-intuitive to a business that is genuine about doing the best by its customers. We suggest getting all sales people together for a brainstorming session to create a sales process that everyone can do. Naturally, this should be led by your sales stars, who will hopefully pass on tips and advice to help other members of their group start climbing towards their level.

Problem 3: I don’t know what my sales process should look like.

Solution: Develop strategies to win, keep and grow accounts.

We believe that the sales cycle (from lead generation through to client management) generally stretches out when the economy slows as customers guard their cash, and it is during these times that a robust sales process becomes crucial. We believe a sales process really needs to have three phases – a sales process for creating an opportunity; a sales process for managing opportunities; and a sales process for retaining and growing accounts won. A down economy is a good time to review your sales process to improve its effectiveness.

Problem 4: We haven’t really had to sell for five years.

Solution: Make every employee part of the selling process.

We were recently approached by an engineering firm that had a big problem – no-one in the organisation actually knew how to sell. They could work on tenders, they could manage projects, but the business just hadn’t needed to be sales focused in the past. Now they needed help. We concentrated on getting the firm’s top management to understand the importance of putting sales at the centre of the firm’s strategy and to demonstrate that everyone in the firm had a role in selling, from the admin staff to the accountants to the project managers. It’s about getting everybody and the same page and getting everyone to understand how they engage customers.

Problem 5: Customers don’t seem to “get” what we do.

Solution: Develop a clear sales message.

Businesses must give a clear, concise message of what exactly their business does before they can even think of making a sale. The basic solution is that you need to have a clear marketing message of intent. What do you do? How do people understand what you do? You need to sell the right way and to do that you need to ask what it is exactly that you do for people. Being pro-active and talking to people is great, but if you’re not clear about what you do then they’re not going to understand.

Problem 6: Where do I start with sales and marketing planning?

Solution: Get your sales targets clear.

Companies cannot afford to be complacent in a downturn and must figure out a plan to survive, and part of that strategy involves setting clear sales targets. Look at the numbers to decide what you have to do. If you need X amount of revenue, then look at what your average sale is, and out of that ask how many sales you need to make each year, how many prospects do you need to talk to for sales and ask how many people you need to contact. A lot of business owners rely on websites and such, which is nice but they in themselves do not make you a sale. They keep your brand out there, but you have to pro-actively put yourself out in the market. You need to look at details. Know what markets you need to be targeting. Who do you need to be in front of, and how often do you need to do that?

Tony Gattari is a business keynote speaker and guest speaker. His passionate enthusiastic style makes him ideal as your next guest speaker, sales speaker, marketing speaker or keynote speaker. Achievers group provides marketing and sales training, consulting, marketing workshops and keynote speaking services. See http://www.achieversgroup.com.au for more. This article brought to you by the number one magazine for wholesale merchandise, Retailers Forum.

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KNOW YOUR COMPETITION TO TURN YOUR PROSPECTS INTO CLIENTS

Saturday, November 20th, 2010

How can you possibly win if you do not know who you are competing against! Defining, understanding and gaining intimate knowledge of your competition is an important step in sales success. If you know your competition, you are much better positioned to communicate the strengths, benefits and overall value of your product or service. Makes sense doesn’t it?

Before you can “know” your competition, you have to clearly define your competition. The most effective way to do that is to examine your lost sales. Often I ask my clients who their competition is and they list four or five company names. Yet, when we take a little time to analyze the data, those are not the companies they lost business to. You don’t define your competition, the market and the prospect does. So review your sales log and identify who your prospects have determined is your competition, and who they have determined adds more value than you. This is your competition.

Next you have to “know” your competitors strengths and weaknesses. That means it is time for a competitor analysis done via competitor shop. You can have this professionally done, or simply get your family and friends and go visit your competition in person, on the phone, and/or online. Find out what their sales pitch is, what their value points are, and what – if any – weaknesses you can uncover. This is a terrific opportunity to meet their sales people, understand how they engage their prospects, what their follow-up process is as well as the price, features and overall quality of their product or service.

Lastly, you want to define how you stack up. Where are you similar? What opportunities do you have to beat your competition, and where and why do you lose out? Then start filling in the gaps. Use this information to redefine your sales pitch to emphasize your competitor strengths, and redefine similarities as minimal expectations. Then work with your team to turn your competitor weaknesses into opportunities for improvement.

I was working with a small hotel chain in South Florida who defined their competition as the Hilton, the Marriott and other chain’s of that size. We performed a small competitor analysis, talking with several past customers that had regularly returned to South Florida but not to this hotel chain. What we discovered was this chain was not competing with the Hilton, Marriott and other large hotels, their competition was actually small family owned motels and bed and breakfasts. In addition, people were choosing these competitors over the small chain because of atmosphere. They were about the same price, about the same in terms of convenience and amenities, but the smaller motels and bed and breakfasts emphasized service. They offered homemade cookies and milk at bed time, cocktail hour for business travelers and a live wake up call rather than a buzzer or recording. Understanding this, we were able to change our marketing and service delivery and reposition our strengths to truly compete in the market.

Remember, you control the sales call. Your asking the questions, listening for information and opportunity, then providing a support statement to prove benefit and value. If you understand how to position your product or service to outshine the competition then you will turn your prospects into customers.

Meridith Elliott Powell - About the Author:

“High energy, high impact and highly motivating,” that is Meridith Elliott Powell, founder and owner of MotionFirst. A certified strategist, coach, and business development expert, Meridith is known in the industry as a catalyst and someone who makes things happen! Work with Meridith to build your network and change your life! Retailers Forum Magazine, the leading trade magazine for wholesale merchandise is proud to bring you Meridith’s fine article this month.

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KEEPING YOUR TRADITIONAL RETAIL BUSINESS MODERN AND PROFITABLE

Saturday, September 25th, 2010

Online businesses have forever changed the way we purchase products and services. Virtual shopping is fast, convenient and cheap, but that does not make it superior to the traditional retail model. In fact, the majority or consumers still do most of their shopping in brick and mortal stores. However, there are many things traditional sellers can learn from cyber sellers that can help them compete in this ultra competitive environment.

The most famous anti-technology movement in history occurred in England in the nineteenth century. The Luddites were a group of textile artisans who had lost their jobs during the Industrial Revolution. They feared that increased technology would eventually put everyone out of work, so they protested by smashing machinery. We mention this brief historical episode because many retail business owners look askance at any suggestion that they introduce new technology. No, they don’t go around trashing mechanized looms like the Luddites, but they often refuse to embrace new technologies that would allow them to compete.

More often than not, anti-technology owners use the excuse that their customers like things the way they are. But the truth is that they are often the ones who fear change. After all, more than eighty percent of US shoppers have purchased an item on the internet and more than ninety percent surf the Web. In short, the overwhelming majority of Americans have accepted and embraced this new technology. Now it’s your turn. The best way to start embracing new technology is to accept your customers’ credit card payments.

The most obvious advantage of retail stores is that consumers like to see, touch, and sometime even try a product out before they buy it. No matter how far the technology advances, an online store can never offer a tactile option. Traditional retail establishments also offer (or should offer) superior customers service. Experienced salesmen should be able to answer any question the shopper has. There is also the fact that buying goods on the internet can be dangerous. Virtual crimes like identity theft are at an all time high and most online shoppers worry that a cyber crook will intercept their credit card information and access their accounts. Obviously, that is not an issue at a regular retail store.

But one area of immediate concern is waste and inefficiency. You see, the only way a virtual business can hope to compete with a traditional one is by being far more efficient. And they are. Huge online retailers like Amazon.com and Apple are virtual models of efficiency (no pun intended). They excel by offering competitive prices, state-of-the-art logistics, and superior customer service and support.

Now, we are not suggesting a complete overhaul. Most traditional businesses have certain areas where they excel. Perhaps they have a knowledgeable staff or they do a good job getting the word out when there is a sale. But where most of these stores fall woefully behind is in basic in-store technology.

No, we are not taking about creating a website or selling products on the internet. That may be an attractive option down the road, but before you offer your wares to the world, you must get your own house in order. And that means implementing a few contemporary technological systems, standards and techniques.

One of the most popular strategies traditional business of all sizes can utilize to improve efficiency is to open a merchant account. We know, it sounds complicated. But today’s merchant accounts are easy to apply for, and come with state of the art hardware and software. When you open a merchant account, you can accept your valued customers’ credit card and debit card payments, making it less likely for them to turn to a competitor. Cash only establishments are headed the way of the horse and buggy. So one of the most effective ways to stay competitive is to start exploring your merchant account options today.

No matter the size, all stores must keep a close eye on inventory, expenses, and the staff. Modern technology can help any business monitor all three. Of course, there is no need for an overnight change. We suggest that you introduce new technologies gradually so that the staff can become comfortable with them. If you are having trouble correctly implementing a new system, it may be a good idea to contact your merchant account provider’s customer service representative. These trained experts can provide the support and help you need to implement your new technology.

The author invites you to visit: http://www.nabancard.com. This informative article brought to you by the number one magazine for wholesale merchandise in the USA, Retailers Forum Magazine.

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INCREASING YOUR SALES IN A SLOW ECONOMY

Thursday, March 12th, 2009

Promotion Strategies to Crank Up Sales in a Slow Economy
by Stephanie Chandler

In a time with so much economic uncertainly, consumers are on the hunt for bargains. And consumers aren’t the only ones tightening up their belts; businesses large and small are scrutinizing purchases more than ever.

Whether your company sells to consumers or business, creative promotion strategies can give sales a much-needed boost to revenues in a difficult economy. To generate ideas, take a look at the big retailers. While the economy is slow, the big box stores are pulling out all the stops to bring customers in the door (and to their websites).

Following is a list of promotion strategies from the real world. Use these to inspire ideas for generating creative promotions for your business. Though many of these are used in retail sales, they can easily be replicated for all kinds of businesses.

Gift with Purchase

One local furniture store frequently gives away substantial gifts with purchase. For example, buy a bedroom set and get a flat screen T.V. or a gas barbecue. The cost of the bonus item can be subsidized by partnering with the maker of the give-away (they offer it at cost in exchange for publicity).

Falling Prices

Many retailers are trimming prices across the board and using the opportunity to advertise: “Check out our new lower prices!” You can bet that they will raise prices again later when the economy begins its recovery, but in the meantime, it gives them an edge over their competition.

A New Spin on the BOGO Offer

The Buy One, Get One offer is a perennial favorite and one retailer found a way to inspire higher-dollar purchases. At the time of this writing, Costco is selling five $20 Starbucks gift cards (a $100 value) for $80. Since coffee is a luxury item that can be sacrificed when consumers tighten up their budgets, offering a discount provides a boost to both Costco and Starbucks.

Deep Discounts on Clearance Items

Instead of the typical 20 percent to 40 percent discount on end-of-season merchandise, sales racks at stores are boasting discounts as high as 75 percent. Some even offer an extra 10 percent off if you use, or apply for, a store credit card. What retailers lose in deeper discounts they make up for in sales volume.

Group Discounts

Many businesses offer special discounts to groups such as seniors, teachers, students, corporations, members of trade associations and non-profits. Whether offering a percentage off on a certain day of the week or year-round, this strategy can provide a great incentive for buyers. As an added bonus, organizations that receive these discounts will often promote the offer to their members.

The Loss-Leader

A loss-leader is a deep discount on a product sold below cost (at a loss) in order to get people in the door (so they will spend money on other purchases). Grocery stores are famous for offering popular items like soda at ridiculously low prices. Recently, the California Lottery held a promotion that caused a traffic jam in one Northern California city. When customers purchased $10 in lottery tickets, they received $50 in gasoline. Not only did this promotion prompt a huge spike in lotto sales, it was so popular that it ended up getting air time on the evening news.

Discounted Gift Certificates

Retailers love gift certificates because they generate cash flow and a high percentage of them never get redeemed. One local hair salon sold gift cards valued at $50 for just $25 and marketed them to the business community. They sold dozens of cards to business owners and sales people who gave them away as gifts for their clients. As a result, the majority of the cards were distributed to potential new clients.

Gift Certificates with a Bonus

A popular holiday promotion that many restaurants and retailers employ is to offer a bonus with gift certificate purchase. For example, for every $50 in gift certificates purchased, get a special $10 gift card. Typically the bonus is valid only in the following month, giving the buyer incentive to return and make yet another purchase.

Free Stuff

To get new customers in the door, one local computer shop offers complimentary health check-ups on computers. While customers wait, they have the opportunity to shop for add-on products and services. In a similar promotion, a local pool company offers six months of pool cleaning services with any new pool installation. After servicing the pools for several months, the company will likely land contracts for continued pool maintenance services from satisfied clients, thus trumping the competition.

Web-Only Discounts

Smart retailers collect e-mail addresses and send out regular promotions to subscribers. For example, save 25 percent when you shop online before Friday!

Events: Register with a Friend

A great way to fill seats at events is to offer a discount when you purchase two tickets. For example, if registration costs $100 each, sell two for $150.

Remember, the point here is to find creative new ways to promote your products and services. In a difficult economy, price becomes an important factor when making purchasing decisions. In order to thrive in a marketplace that is becoming increasingly competitive, we must all learn to think outside the box to keep the sales wheels turning.

About the Author:

Stephanie Chandler is the author of several business and marketing books including FROM ENTREPRENEUR TO INFOPRENEUR: MAKE MONEY WITH BOOKS, E-BOOKS AND INFORMATION PRODUCTS. Discover hundreds of resources for entrepreneurs at www.BusinessInfoGuide.com. For author and speaker details visit www.StephanieChandler.com.

Stephanie Chandler may be contacted at http://www.TheBusinessGrowthConnection.comStephanie@BusinessInfoGuide.com. Click here to view more of their articles.
Stephanie Chandler is the author of several business and marketing books including FROM ENTREPRENEUR TO INFOPRENEUR: MAKE MONEY WITH BOOKS, E-BOOKS AND INFORMATION PRODUCTS. Discover hundreds of resources for entrepreneurs at www.BusinessInfoGuide.com. For author and speaker details visit www.StephanieChandler.com. This article presented by the leading publisher of wholesale merchandise magazine, Retailers Forum.

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