5. Boost sales by 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. Boost sales by making 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. Boost sale by being 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. Boost sales by naming 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. Boost sales by being 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. Boost sales by getting 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.
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