SUPPORT THEIR CHARITY – Best Sales and Marketing Ideas #19

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 19: SUPPORT THEIR CHARITY There are parts of the world where bribes are the norms, but for the most part it is not a good idea to bribe your prospect, and certainly that is not one of the ideas listed here. However there are ways to please people that cannot be categorized as bribes. One is to support a charity favoured by a prospect or customer. Idea From an Australian professional body…. I came across this at the time of Boxing Day tsunami in South East Asia. On e visit to Australia I was keen to put my time to profitable use, and suggested to a number of local bodies that I gave a talk or seminar during my visit. One organization that took up the offer was involved in raising money for tsunami victims, and it was agreed that some of the money from the event would go to that because I supported this charity particularly because I had been holiday in Thailand in the aftermath of the event, so I was happy to do this. It made a favourable impression even before I had met anyone from the association. Other possibilities can utilize the same principle. For example a financial...
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MAKE PAYMENT DEPENDENT ON RESULTS – Best Sales and Marketing Ideas #18

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 18: MAKE PAYMENT DEPENDENT ON RESULTS Buying anything entails some risk. Customers wonder, will it be good, will it work, and will it last? And will I regret buying it? Understandably, if something is seen as expensive these sorts of feeling are intensified. People tend to worry less if they see something as good value, or are offered a special deal. But there is another way to reduce their perception of risk. Idea This idea comes from m62 visual presentation (and others)… One sure way to change the perception of both risk and price is to offer a price linked to result or satisfaction. I mentioned this company on page 25: it specializes in creating high-powered persuasive presentations for organization involved in big-ticket selling. Some would say its services are expensive, although its results are impressive. With certain kinds of client situation it offers a result-based price: if the presentation it creates is designed to win a specific piece of business or contract, there is a reduction in price if the bid is unsuccessful. So in a sense, it asks for a higher price if all goes well or a lower one if it does not. Clearly a supplier doing this has...
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USE VISUAL AIDS EVEN WHEN YOU CANNOT – Best Sales and Marketing Ideas #17

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 17: USE VISUAL AIDS EVEN WHEN YOU CANNOT Every sales person knows the truth of the old saying that a picture is worth a thousand words. Visual aids (everything from a graph to the product itself) have to be used in the right way. You must let them to speak for them, and that means keeping quiet once they have been introduced and shown. (This is typically not something that sales people find easy to do, but people cannot concentrate on taking in what they see and listening at the same time, so if you talk, they might miss a point and your case will be diluted.) Idea This comes from the world of mining… The way to make the best of visual aids is not simply to see what is available and use it, whether it’s appropriate or not. It is to see what could be useful and organize whatever is necessary to make it available. A salesman selling mining equipment made this point strongly to me. He sold machine like a Black & Decker drill but the size of a small car. It was not practical to bring a machine along to someone’s office, and it was difficult to get...
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STRAWBERRIES AND CREAM – Best Sales and Marketing Ideas #16

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 16: STRAWBERRIES AND CREAM One sure way to sell more is to link selling one thing to selling another. This is true from marketing perspectives – for example mobile phone and call revenue, or computer printers and toner cartridges- but it is also true of selling. Historically, for obvious reasons, it has been known as the strawberries and cream technique. Idea Check out the Amazon website… The way to make this idea work is to envisage links between one thing and a whole raft of others. The past masters of this are Amazon. Visit the Amazon website and notice how it is set up. Whatever you do no it-just view something, add it to a wish list, or buy it –the system makes use of what you appear interested in other suggestions to you. For example, if you’re looking at book, it will provide link based on the author, the kind of book, the subject of non-fiction titles, and more. That the system works well in the terms of human psychology is demonstrated by how addictive it is. As a habitual book buyer I can spend a long time following a track through the system to see if it puts something interesting,...
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CLIMB THE STAIRS – Best Sales and Marketing Ideas #15

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 15: CLIMB THE STAIRS Many businesses need a constant supply of new prospects. Prospecting – and cold calling – is not most sales people’s favourite activity. The trick to ensuring that have a constant supply of new people to talk to is to have number of methods, where each lends itself to regularly producing some new names. These might include everything combing directories or association membership lists to simple observation – moving into that new building under construction. Idea I first observed this being done by the representative of a printing firm…. Any sales person has to create professional effectiveness in term of time. Prospecting must not take too long, and you do not want to undertake labyrinthine research when something simpler will do the job. The sales person I am thinking of here worked in central London. He wanted to find customers within tight radius of the printing works to minimize travel time, and had hit on what he called the climbing stairs method of prospecting. This he did specifically to try to find new customers close to existing ones. Every time he visited a customer in an office block, he took the stairs (on the way down is easiest!) and...
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LOSE YOUR EGO – Best Sales and Marketing Ideas #14

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 14: LOSE YOUR EGO In many field of selling it is more important to get the order than to get the credit or some kind of person involvement. Idea A consulting firm (which must remain nameless)…. Without a doubt the best example I have ever come cross of this occurred in a training consultancy. A potential project had reached a crucial stage. An enquiry had been received, meeting held and a written proposal submitted. Everything seemed to be going well, and at his most confident, the consultant who had achieved this much believed that confirmation was imminent. Indeed he soon got a response, but it was negative. In many bespoke businesses the next step is to try to find out why the company hasn’t won the contract. If you can do so- in the case it might have involved price, method, timing, ales than favourable comparison with an alternative supplier or many more reasons- this can be useful information for the future. Sometimes such a discovery call can actually change things and turn a no into a yes, as happened this time. The consultant telephones the decision maker and persuaded him to discuss why the company had said so. However he was...
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BE WILLING TO GET YOUR HANDS DIRTY – Best Sales and Marketing Ideas #13

English_Master May 17, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 13: BE WILLING TO GET YOUR HANDS DIRTY Not all sales meeting take place in a cozy office, or indeed in any sort of comfortable environment. Some take place on the move, some are conducted outdoors, I’ve know them to happen at the bottom of mineshaft. The environment and the circumstance provide opportunities for sales people, but sometimes it takes a moment to organize yourself to fit them. When I started out in country in consultancy and training, the company I worked with did a great deal of work for agricultural machinery producers Massey Ferguson. It became a regular trick that when a new consultant started work on the account, no one told them to put a pair of Wellington boots in their car. More than one person found themselves out and about on various farms floundering in inches of mud (or worse) in their best shoes as a result. Of course, people with experience of that industry knew a pair of boots was a standard part of the kit. Idea From a company manufacturing roads sweepers…. The reason for putting boots in the car was not just to clean, but also to be able to suggest and respond opportunities to see...
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INSISTING ON RESPECT – Best Sales and Marketing Ideas #12

English_Master May 16, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 12: INSISTING ON RESPECT The relationship between a customer and a supplier is worth some thought.  The people involved do not have to like each other, at least not in the “Do come to dinner” sense, but they must have a good working relationship. There must be trust that the supplier will do as they say – or promise – and there must to a degree be mutual respect. The latter can be achieved in a number of ways, many of them linked to service and what is done. Idea This one is from my own experience…. I was in discussion with a potential client that was considering commissioning some training work. A meeting went well, and was followed by my submitting a written proposal. Another meeting was scheduled. I arrived, as I try to do, a few minutes early and announced myself at the reception. The appointed time- 10am-came and went. At 10.20 I spoke to the receptionist, to make sure my arrival had been announced. I was assured it had. At 10.30am, with no words from my prospect (not even the offer of a cup of tea!), I wrote a short note which I left with the receptionist. It explained...
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BE ON TIME – Best Sales and Marketing Ideas #11

English_Master May 16, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 11: BE ON TIME Punctuality is one of the old-fashioned virtues. It is in the same mould as courtesy, of which we are told that it “costs nothing”. But matter and punctuality links to a thought already expressed here, that you should not waste a customer’s time. If you are asked to turn up at 10am or whatever, do so. Organize yourself so that you can. This means everything from leaving sufficient time for journey, to finding out in advance where you will be able to park. Don’t waste 10 minutes driving around in circles, then arrive late, mouthing the old cliché about awful traffic. You may get away with it, but it makes a difference. If things are finely balanced, it’s something to put on the negative side when your offering is weighed up. Idea From a small replacement tire specialist… A salesman selling tires to construction companies with fleets of huge trucks and road-building equipment had been after one particular prospect for a while. He was put off many times, then the prospect finally agreed to a meeting. They specified 8 am, and phrase it as, “Be there on time. It’s the only chance you’ll get”. Their location meant he...
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DON’T WASTE CUSTOMERS TIME – Best Sales and Marketing Ideas #10

English_Master May 15, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 10: DON’T WASTE CUSTOMERS’ TIME We all know people are very much busy these days. Customers normally take what they consider an appropriate amount of time to make a decision. So it makes sense not to try to sidestep that, by either rushing them or spinning out the sale. That’s especially true if they don’t see the extra time taken as useful, and it’s worse if they see the process as unnecessarily and uncaringly lengthy. Idea From book publishers Bantam Press…. Sometimes the time a salesman allowed must be agreed up front, and sometimes too it need to be negotiated. A sales person must try to get time to take the planned pitch, and a customer must accept that if they want to make an informed decision, they must listen to key information about the product and service. The key point here to respect the time customers have available, then actively work on descriptions, indeed your whole pitch, to ensure that you can make a powerful case in the time available. In some industries people are under more time pressure than in others, and the unremitting nature of that pressure means that sales people have to consider this or they simply cannot...
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THE RIGHT WEIGHT OF CASE – Best Sales and Marketing Ideas #9

English_Master May 15, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 9: THE RIGHT WEIGHT OF CASE A difficulty some sales people have is in deciding how much to say about their product and service. Realistically comprehensiveness is often not one of the options: more and more buyers lay down time restraints in one way or another. You might sensible regard such a time limit as negotiable, but once you have agreed it there is merit in sticking to it, unless the prospect is so interested that they extend it, either formally or informally. Beyond that pragmatic view, however, how do you judge how much to say? Idea From research done by m62 visual presentations ltd…. Most of the ideas suggested here are based as much as anything on observation, but this one is based on research. This company specializes in helping create business- winning presentations (deciding on the message and creating the visual aids to convey it). In this capacity its staff must judge carefully how much to suggest is said, not least because they can be paid in part on results. So they did some research into the “weight of a case”. The answer was clear. The greatest chance of a positive reaction is given by five key points stated in...
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CLOSE CONTACT – Best Sales and Marketing Ideas #8

English_Master May 15, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 8: CLOSE CONTACT Many customers check out potential purchases on the internet these days. This means makes contact with an individual business they have done their research and may see the process of selection and buying as well on the way. But this can create long-distance contact from customers who are physically near the sales persons. There’s a good side to this: it exposes sales people to prospects with whom they would never otherwise have had any contact. But how do you get closer? Idea From a Volvo dealership… One industry in which this internet checking now goes on is car sales, including second- hand ones. People can check out possibilities and prices, and when they have an idea of the kind of car they want, they can see a list of every car for sale in the country that meets their exact criteria and where it is to be found. Then they can contact the appropriate dealer, who may be on the other side of the country. At the point they want to hear about the car, gleaning details beyond the basic description of year, colour and so on. If they are interested, they will doubtless resolve to go and have...
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FIND THE DECISION MAKER – Best Sales and Marketing Ideas #7

English_Master May 15, 2013 No Comments
101 Best Sales and Marketing Ideas IDEA 7: FIND THE DECISION MAKER Anything selling technique must be directed to the decision maker, whoever that is (it may be more than one person). Identifying who you are talking to and what role they play is vital. Sometimes your contact will have specific brief: perhaps they are a “recommender”, asked by a decision maker to check things out. If you feel other people are involved in the buying decision, you need to engineer a link to them, or better still a meeting with them. Idea From a major Volvo car dealer…. It is said that the most important thing in selling a car is to get the prospect to sit in the driver’s seat, with taking a test drive coming a close and linked second. So far so good, but what happens when you identified that a family is involved and yet only one of the key players comes to the dealership? This might be either a male or female partner, and who is to say of the pair is the most important? Once you have persuaded this person to take a test drive, one ploy that can be used here is to organize the route so that in its latter...
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ENHANCING CUSTOMERS RECALL OF YOU – Best Sales and Marketing Ideas #6

English_Master May 15, 2013 No Comments
Best Sales and Marketing IDEAS 6: ENHANCING CUSTOMERS’ RECALL OF YOU (CONTINUED from Idea #5) A business card certainly acts as reminder of you, especially early on in relationship with a customer. It is something that is likely to be kept, and it demands an active step to get rid of it, when the customer thinks, I shan’t want to contact them. But how do you boost such a positive effect when time passes and memory dims? Idea A host of organization do this badly… A memory boost to the memory, your profile and the relationship can be created by giving a gift. First, beware of being seen to offer a bribe. It is one thing to give something as a thank you to someone buys regularly from you, but some people might think too much too soon sends the wrong messages, so some care is necessary. Some care is needed too in selecting something appropriate. Beware, something’s fall flat for reasons like these: It’s too late. The traditional diary given just before Christmas is a case in point. I have lost count of the ones I have received over the years, and I have never used them. I always have a diary on the go by the time...
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ENHANCING CUSTOMERS’ RECALL OF YOU – Best Sales and Marketing Ideas #5

English_Master May 15, 2013 No Comments
BEST SALES AND MARKETING IDEAS #5: ENHANCING CUSTOMERS’ RECALL OF YOU Here is a card trick that creates appositive and lasting, impression. A smart card is part the basic kit of anyone selling. In some markets (in the East for instance, where the Japanese even have plastic waterproof card to exchange by the pool), their existence and use is especially important, and they may have a translation of the information on the back. But cars can all look much the same. Just glance at your store of those from other people –better still, put yours amongst them and see if it stands out. So something that is truly distinctive may be worthwhile. On tactic used by some organization is for people to have their photograph on their card. (It can be colour or black and white, and is in some cases a line drawing –I have cartoons and caricatures too). Here is different idea. Idea From FMC Southeast Asia Pte Ltd (a firm in the undersea technologies sector)… One manager with this company always gives people two cards. They are printed on a card of a shape you may be familiar with as an example of an optical illusion (see below). When two cards are put down one above...
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