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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A GOOD FIRST IMPRESSION – Best Sales and Marketing Ideas #4

English_Master May 15, 2013 No Comments
IDEA 4: A GOOD FIRST IMPRESSION You only get one chance to make a good first impression. That statement may be cliché, but it is true. In sales terms another maxim is almost more important; first impression last. However you look at it, selling is easier if first impression lead people to positive conclusions, and prompt thoughts like: that’s a good start – so far so good- I like that, now what comes next? Sometimes this can be achieved simply and it is specific to the individual; it is something they do. Sometimes, more rarely perhaps, the impression stems from the whole company, and more rarely still, it is something that achieves a real wow factor. Idea At international construction machinery company JCB…. Here is a company that certainly wows first-time visitors to its factory in the English Midlands, especially those who come from overseas. Its product needs demonstrating so it no doubt has visitors aplenty. Imagine: you fly from where – Peru or Paris – and even if you are not familiar with the country, you know that the place you will visit is a significant journey from London. (You imagine the usual hazards of any journey – traffic, holds –ups and so on). But your hosts say...
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Make Customers Respect You – Best Sales and Marketing Ideas #3

English_Master May 13, 2013 No Comments
IDEA 3: MAKE CUSTOMERS RESPECT YOU If a customer sees you as professional, they will be more likely to trust you, to listen to your advice- and to buy from you. Sometimes what can engender this respect comes through general manner and how you are with people, rather than from something that is inherently part of the sales approach. In this respect sales and service are often closely related, especially in a service business. Show signs of exemplary service and selling almost automatically become easier. Idea At a hotel in the Marriott chain…. During a recent stay of mine in a hotel the following occurred. Checking in, the system was that a uniformed member of staff came out from Reception, handled the paperwork quickly and efficiently as you sat in a comfortable seating area, then escorted you to your room. The women who did this for me did it efficiently and charmingly. When I was crossing Reception to check out two or three days later, the same person approached me offering help. Told I was checking out, she said, “Please let Mr Forsyth, isn’t it?” Amazed at her memory I asked how many rooms there were in the hotel (nearly 500, she told me) and asked, “Do you remember...
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Be Available – Best Sales and Marketing Ideas #2

English_Master May 13, 2013 No Comments
IDEA 2: BE AVAILABLE It is, of course, a fact that often it is tedious dealing with customers who will not make up their mind. You want confirmation now. They want to think about it (which reminds me of the saying that when a customer’s says” I’ll think about it and let you know”- you know). But what matters most is the customer’s timetable, rather than the seller’s. However long they mull thing’s over for, whatever sort gap appears between one contact and another (there is a need here to keep in touch and take an initiative in following up), when they are ready to act, they are ready to act. It can be galling to spend time creating interest, keeping in touch, perhaps over sometime, and then finding that you lose business because you were not available when they actually wanted to say ”Let’s talk.” Idea In the world-renowned Raffles Hotel in Singapore…. The general manager here, who certainly sees a key part of his role as selling, his personal mobile telephone number to many his guest. Given the international nature of the business, with guests coming from time zones all over the world, this seems like a formula for a sleepless life. Not so. The number is...
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Getting People to Give you Time – Sales and Marketing Ideas #1

English_Master May 13, 2013 No Comments
IDEA 1 : GETTING PEOPLE TO GIVE YOU TIME Many sales people need to take steps to get people to give them their undivided attention, to spend sufficient time with them and to do so willingly because they believe it is useful. But…. People are busy, these days pressure on time seems to be greater than ever before, and anything other than a realistic attitude to this is likely to help you sell successfully. Clearly a more professional approach is more likely to be seen as relevant, but the more imaginative sales people can take specific action to maximize time spent. Idea In a major international airline…. There is a particular salesman known internally as “the donut man”. Given that part of his job is to call regularly on travel agents and brief their staff on new developments (such as new routes, fares, and special offers), has a problem. If he does this one person at a time, then even in a medium-sized city agency it could take a long time to brief everyone. The agency will not let him do it with everyone at a time- telephone must answer and business must continue. So he has to evolve a cunning plan: he arranges to see half the staff...
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