Posts Tagged: BOOST

by rvdburgt

24 Ways To BOOST Your Sales! (Part 1)

Just when we think we’ve grasped what’s happening in business, something changes to disrupt the precarious balance. It may occur in the economy, an industry, a region, a particular market or technology that alters even the most flexible business plan.

Establishing a strategy, then staying with it, was possible for most businesses until the last decade. Planning a year or more in advance was relatively easy. Ups and downs would occur but with a high degree of predictability. Hitting sales and revenue targets was almost taken for granted.


Now, dramatic changes in technology, international conditions and distribution channels are constantly upsetting the balance. Banks are looking more like insurance agencies and insurance agencies are quickly taking on the characteristics of banks. Wal-Mart had long avoided selling name brand fashions–until the nation’s department store companies were reconfigured and 
downsized. Suddenly, Wal-Mart saw an opportunity to move brand-name clothing lines.

How can a business cope with a marketplace where erratic conditions are–and will be–the norm? What is required is a strategy that takes constant change into account. Even with notable disruption, it is possible to attract new customers, keep present ones and increase sales.

Here are 24 practical, useful, put-them-to-work-now ideas for building business in unpredictable business conditions.

1. Get sharp. 
Yes, how a company presents itself makes a difference. Is the logo appropriate? Is it dated? Does it communicate the right message and the correct image? Is the president the only one who understands it? What about the company colors? Are they reminiscent of the late fifties? Do the 
letterhead, mailing labels and business cards convey a strong, positive message? Or, are they dull and ordinary looking? If you don’t think this is important, your competitors will be thrilled. Corporate identity is the face you put on your company.

2. Target the right person. 
The big job in marketing and sales is getting to the right people inside a company. Addressing mail to “Facilities Manger” or printing a “routing slip” on the outside of the envelope is ineffective. Hitting the target is the challenge. Scoring a bull’s eye means making contact with the right individuals and is the only way to make the sale. Taking time to be highly targeted in business communication is essential.

3. Tell the story one piece at a time. 
There’s a tendency to jam everything about a business into one brochure, ad or newsletter. “What have we left out?” is the most common question. The difficult job is to pull it all apart, break ideas into their component parts and then roll out a continuing, intriguing campaign. Communicating a message over a period of time works best because it allows it to sink in slowly.

4. Focus on what customers care about. 
After listening to the admissions director talk about what should be shown in the school’s new recruiting video, the marketing consultant asked, “Is this what parents and prospective students are interested in knowing?” Suddenly, everyone became less confident. Someone suggested asking the student tour guides what questions the visiting parents and kids asked? Whether creating an ad, a brochure, or a sales presentation, knowing what the customer wants, needs and expects is what works.
 
I strive to bring you the best information to enhance your business plan and its various components like small business development, business marketing and best of all business profits!

James Burgess
Management Consulant, Synergen-X

by rvdburgt

24 Ways To BOOST Your Sales! (Part 2)

5. Tell customers how to think about your company. 
We come to conclusions by making comparisons. If you don’t let customers and prospects know why it is in their best interests to do business with you or buy your product, they won’t. The rating of life insurance companies makes an impact on customers. The J.D. Powers’ customer satisfaction survey on cars and personal computer manufacturers influences buying behavior. Wise companies spend time and effort consciously influencing the way they are perceived by customers, prospects, bankers and stockholders.

6. Make your offers outstanding. 
Customers are cautious. They don’t like being put on the spot; they don’t want to make a mistake. This is why offers are essential. “Try it for 30 days…free.” “We won’t deposit your credit card slip for a month.” “Your satisfaction is guaranteed.” “Take the car for the weekend and drive it all you want.” The goal is to overcome the customer’s reluctance.

7. Be in the right place at the right time. 
”Why didn’t I think of you last week when we bought the new….” Some salespeople simply shrug off such comments. “Oh, well. I can’t be in the right place every time.” Wrong. Being in front of the customer is today’s assignment. Developing a consistent program for staying in front of customers 
regularly is the challenge. A mix of seminars, newsletters, bulletins, fact sheets, special events and informative articles will keep you in the customer’s mind.

8. Name your product or service. 
One of the best ways to differentiate your products or services from all the rest is to give them distinctive names. A building contractor with expertise in remodeling during off-hours calls himself the “stealth” remodeler. A fuel oil dealer doesn’t talk about service. He emphasizes “ComfortCare Service.” The idea is to imbue ordinary ideas with new meaning thereby separating your company from your competitors. Make sure, however, that the name appeals to your customers and not just to you.

9. Be relentless. 
Persistence is power in marketing and sales. Far too many firms fail in their efforts because they don’t follow through long enough to produce proper results. Marketing momentum comes from a consistent effort. Once you start a newsletter, issue it on schedule. It takes time for customers to comprehend what you are doing and for prospects to get acquainted–and comfortable–with a business.

10. Get rid of the self-serving nonsense. 
Most company publications, ads, letters, brochures, and other sales materials are filled with words, photographs and information that do nothing more than toot the company’s horn. No one cares that the business says it is the “best,” “oldest” or the “biggest.” Pictures of the staff are only interesting to the staff. A better approach is to ask prospects what they want to know about your company. We doubt anyone will be anxious to see pictures of the CEO, chairman of the board or the executive vice president.

I strive to bring you the best information to enhance your business plan and its various components like small business development, business marketing and best of all business profits!

James Burgess
Management Consulant, Synergen-X

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