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Last updateTue, 03 May 2016 11pm

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Sales Growth Expert: Get your product in your customers’ hands

"Presentation without DEMONSTRATION is just conversation."
- Gary Kirkpatrick - Westendorf Mfg. Co.

Getting your product in your customers' hands will increase your close rate. Getting them to use your product in the place and situation they receive the benefits from your product will greatly increase your sales and profits.

Sales Growth Expert: Stop throwing your marketing/advertising dollars away

Two boys went out duck hunting for the first time. They were out in the cold morning for hours, and though ducks were everywhere they hadn't been able to get even one. Finally, one boy says to the other, "Maybe we ought to give this up." The other replies, "Naw, let's give it a while longer." "C'mon, let's face it, we just ain't duck hunters." "Well, let's keep trying. Maybe we're just not throwing the dogs up high enough."

Sales Growth Expert: The 4 easiest ways to make more money

1. Increase your customer base. Gain new customers.
The easiest way to gain new customers is to sell to those already in the market - those already buying the products and services you sell. If they are not buying them from you they are buying them from your competition. All you have to do is take customers away from your competition.

Taking these customers away from your competition is not always easy to do. For two reasons we never want to use the cutthroat, lower price tactics. First of all, we will not make the profit we need and desire, and a customer gained through low price will be easily lost when a competitor offers them a lower price.

Secondly, it is usually hard to take a customer away from the competition because of the loyalty people have to their suppliers. The longer the prospective customer has been a customer of our competition, usually the more loyalty they have to our competitor.

But when you out-market, and out-service your competition you will out-sell them. You do not have to spend extra, and in most cases as much, of your marketing/selling dollars to do so if you sell the benefits the customer will receive when doing business with you. Even if they are the same benefits your competition offers, in most cases your competition is not selling them. Not reminding the customers all they do for them.

2. Increase your selling price.
I have never seen a business in any industry, that is providing superior service, that cannot raise their selling price 1% - 3%. You do the math for your business. Take last year's profits and add 1%-3% to them. I am sure you will be pleasantly surprised.

3. Sell more of your products and service to each customer.

In most cases all you have to do is ask your customer to buy more of your products and services. The easiest extra products and services to sell to your present customers are add-ons. Products and services that enhance the main product/service.

Most products have related items you can sell along with the product that make you extra profits. They are called add-ons because salespeople try to sell them after the products are sold. Most salespeople fail to sell add-ons because it is very difficult to sell the related items after you have closed the sale. The customer is no longer in the mind-set to continue buying. You will sell more add-on items if you stop thinking of them as add-ons after the sale. It is much easier to sell related items during the sale than to get the customer to spend more money after they have purchased the main item. (From Bob Janet's book "How To Take Customers Away From Your Competition")

There is a rule, called the 1/3 rule of selling add-ons. 1/3 of your customers will purchase add-ons if you merely mention the add-on product during your sales process. 1/3 of your customers will purchase add-ons if you actively sell them. And 1/3 of your customers will not purchase your add-ons unless you actively hard sell them.

4. Lower your marketing and selling costs.

  • Stop supporting media advertisers.
  • Use word of mouth advertising. But not your father's word of mouth advertising. You know, when you hope a satisfied customer will tell someone about you and your business. Your father's word of mouth advertising is not working anymore. Your satisfied customers have too many things to think about and do to ever make you a priority.

You must create your own word of mouth advertising. You already have the tools paid for. You already have the best and most effective means to make word of mouth advertising work. Your sales and sales support staff. Train everyone in your business to use the 3 ft. rule. "Anyone within 3 feet of you knows who you are and how you can solve their problems, needs and wants."

Pay your people to bring in new customers and increase sales to present customers through spiffs, bonuses and rewards. I used to send my people to bars and I would pay for a few drinks each night. What do people do in bars besides drink? They talk about their problems, needs and wants. My people would listen for a problem, need or want we could solve by selling them one of our products and services. We gained many, many sales by creating our word of mouth advertising.

 


Invite Bob Janet to help your sales professionals and sales support staff increase sales and profits. Bob gives businesses and association members content loaded, fun-entertaining, audience involved seminars and keynotes that help them increase sales and profits. Bob's selling and marketing skills and techniques are based on 40 plus years of "Been there, done that" front-line experiences. His long and proven track record of success combined with his unique speaking and teaching ability makes him uniquely qualified to present selling and marketing skills and techniques to business owners, sales professionals and sales support staff. Contact Bob at 704-882-6100, This email address is being protected from spambots. You need JavaScript enabled to view it. or www.BobJanet.com.

Sales Growth Expert: Unhappy Customers - How to keep them and not lose money

No matter how 100% Customer-Centered (every thing you say and do is about and for the customers.) you are, from time to time there will be problems between you and the customer. It may be a problem with your product, your service, your staff or even you. So let's get one thing straight. The old saying "the customer is always right" is 100% correct.

Sales Growth Expert A recession is a terrible thing to waste - and a very good time to sell jewelry for high profits

There are two good times to take advantage of your competition:
  1. When business is good. It is easier to make a good time better than a bad time good.
  2. During a recession is a great time to increase sales because your competition is cutting back their marketing. But the trick is to increase your marketing while decreasing your marketing costs.

In the 80s, you know when the last bad recession hit the United States, all my jewelry competitors were walking around wringing their hands asking each other when it would end. Most everyone. I was among the aggressive that stopped reading the paper and listening to the experts about how bad things were. I was among the ones who did not react to the market conditions. I acted. And I acted very, very aggressively.

A few of my aggressive actions in a recession:

  • I went to my suppliers and asked for and received much lower pricing and longer dating to pay. When the market is slow their warehouses fill up. They are willing to sacrifice price to empty them.
  • Although I cut my media advertising back, I convinced the media that it was in their best interest to lower the prices they charged me so I would do some advertising when many of their other customers, my competition, were stopping their marketing.
  • I decided marketing directly to my prospects was a good way to go and made deals with my printer to lower my cost on printed marketing materials. Although I could not get the post office to give me a discount on stamps, I still found direct marketing using postal mail along with flyers was a very economical and successful way to reach my customers and prospects.
  • When my employees were not busy I had them go door to door and hand deliver our advertising/promotional materials. But not for long, because as we became more and more aggressive in contacting our customers and our competition's customers (our prospects) our sales grew and grew.
  • I used the Magic Words - "WHO DO YOU KNOW?" Every customer on your customer list, every customer you sell to, knows someone who needs or wants the products and services you sell. All you have to do is ask them, "Who do you know that also needs or wants the products and services I sell?" It works, not all the time, but it works enough to help you survive and prosper in a recession.
  • I sent my employees to places where I knew people talked about their problems, needs and wants. Local bars. When my staff heard someone talking about their problems that one of the products/services we sold would solve, they got their names and telephone numbers and talked to them about how we could solve their problem. Then a follow up call was made the next day. Many of these contacts turned into sales.

There are still people out there buying your products and services. Not as many, but there are a lot of them. If they are not buying from you, they are buying from your competition. All you have to do is take those customers away from your competition.

First you must stop the insanity - "Doing the same things over and over again and expecting different results." Your market has changed, you must change the way you market and sell.

You must become more aggressive. More aggressive in your marketing and selling techniques. More aggressive today than you were yesterday. And more aggressive tomorrow than you were today. You must be more aggressive than your competition in contacting your customers and theirs.

Remember the old saying, "To increase demand for your products and services, you must increase the offer."

In the Houston Astrodome 100 thousand salespeople were lined up against the west wall. Directly across the dome on the east wall were lined up 100 thousand customers. Then, every ten seconds, they walked toward each other until they were half the previous distance apart. A mathematician, a physicist, and an business professional were asked, "When will the salespeople and the customers meet?"

The mathematician said: "Never."

The physicist said: "In an infinite amount of time."

The business professional said: "When the offer is good enough."

You can survive and prosper during a recession if you act, not react.

  • Work harder and longer hours.
  • You must lower your operating cost.
  • You must increase the number of advertising impressions your prospects see. You do not have to increase your marketing cost.
  • Market to your perfect prospects. Those people who you can make the most amount of money from with the least amount of costs (time and money).
  • Market to your competition's customers.
  • Use low cost advertising:
  1. It cost no more to make a thousand telephone calls than to make one.
  2. Arrange with a non-competitive business to hand out each other's marketing materials.
  3. Use your vehicles including personal ones, to advertise specials with signs.
  4. Increase your point of purchase signage.
  5. Use attractive signs outside of your business.
  6. Create and hand out circulars.
  7. Make presentations at clubs and organizations.
  8. Market to private and public organizations.

Don't forget to use one of your most valuable assets - your customer list. Always go to your customer list. If they purchased from you once they will purchase your products and services again.

The key actions needed to surviving and prospering in a recession:

  1. Take advantage of the opening your competition is giving you when they cut back their marketing and selling aggressiveness.
  2. Lower your overall operating cost.
  3. Be more aggressive in contacting your customers and prospects.Increase the offer to increase the demand for your products and services.
  4. Become more and more aggressive. More aggressive today than yesterday. More aggressive tomorrow than today. And always more aggressive than your competition.

Bob Janet - Sales consultant/trainer, speaker, author of "Join The Profit Club" combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 800-286-1203, or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..

Sales Growth Expert: You do not drown by going under water... You drown by staying under water

When the economy is slow, customers are not walking in your front door or telephoning, you must increase your marketing, which will increase your sales and profits. And you must lower your cost.

All you have to do is use what you got.

You got people. We always say our people are our most valuable asset. So start using this valuable asset more aggressively.

  1. Hit the phones:
  2. Hit the streets
  3. Hit the direct mail (postal, e-mail, fax)

Look, there are going to be a lot of businesses go under this year and next. But remember you do not drown by going under water. You drown by staying under water.

So if you are about to go under water, or if you feel you are under now, lower your operating cost and lower your marketing cost, but increase the number of times you touch your customers and prospects. And you will come to the top, above those who sit and wait for the raging waters of recession to settle.

Aggressively hit the phones: Telephone your customers and prospects. The rule of how many times and how often you can contact customers and prospects: You can contact them as often as you want... As long as you are giving them VALUE. Information that will increase the two things we all never have enough of. Time and Money.

Hit the streets: The undisputed best way to build a relationship and increase sales is to put yourself face-to-face with your customers and prospects. But of course you do not have the time to get face-to-face with every customer and prospect. So determine your perfect prospects - the people buying what you sell that you can make the most amount of money from with the least amount of cost (money and time cost). To determine your perfect prospects make a list of all the demographics you want them to have. Examples: Level of income, location, education, number of items or different items you sell, etc. Match the demographics to your customer and prospecting list.

And get face-to-face with them. Use the telephone and direct mail (postal, e-mail, fax) to put yourself in front of the rest.

Hit the Direct Mail: Well composed letters and marketing materials, ones that get you noticed and remembered, are always great marketing tools. And do not forget you need to get your letters and marketing materials opened. Your customers and prospects are receiving more mail than ever. Be creative!

I know my competition is sending letters in #10 white envelopes or larger brown envelopes. To differentiate myself, to get noticed and remembered, I send letters in a zippered bank bag, or a tube. Many of my prospects contact a number of speakers/sales trainers at the same time asking for information. I send my materials to them by overnight mail. I get noticed and remembered. You must get noticed and remembered.

I have always found the best way to increase sales and profits in a slow economy are:

  1. Go to your customer list. If they bought from you in the past, they will buy from you now. If you have kept good records, you know what your customers have purchased from you and when. You also know what items you sell that they need and want now. If you have not kept good records, contacting your past and present customers will still give you great opportunities to sell them more of your products and services.
  2. Take customers away from your competition. In today's fiercely competitive markets your perfect prospects are customers who are already in the market for your products and services. If you do not already have them as customers they are your competitor's customers.

 

Taking these customers away from your competition is not always easy to do. For two reasons we never want to use the cutthroat, lower price tactics. First of all, we will not make the profit we need and desire, and a customer gained through low price will be easily lost when a competitor offers them a lower price.

Secondly, it is usually hard to take a customer away from the competition because of the loyalty people have to their suppliers. The longer the prospective customer has been a customer of our competition, usually the more loyalty they have to our competitor.

Taking customers away from your competition can be as easy as building a better relationship with your competition's customers than they have with them. Become more and more aggressive in contacting your competition's customers and more aggressive in providing them with solutions to their problems, needs and wants. I have 35 Aggressive Actions and 23 Sales Closing Techniques in my book "How to Take Customers Away from Your Competition" (available at www.BobJanet.com).

You do not need to be one of the businesses that stay under the water. You will not be when you become more aggressive in increasing your marketing while decreasing your costs.

 

Bob Janet - Sales consultant/trainer, speaker, author of "Join The Profit Club" combines 40 plus years as owner/operator of professional, retail, manufacturing and service businesses with his unique teaching and storytelling ability to motivate, educate and inspire business professionals of all levels and all industries for increased sales & profits. Contact Bob at 800-286-1203, or e-mail This email address is being protected from spambots. You need JavaScript enabled to view it..

 

 

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