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When making a sale, it's important to remember the AIDA (Attention, Interest, Desire, Action) marketing communication model:

• get the customer's Attention
• stimulate the customer's Interest
• create the Desire to buy
• confirm the Action to be taken

To stop a potential customer switching off or putting the phone down straight away, take the following precautions:

• do some research beforehand
• prevent your brochure from going straight in the bin, or the listener from turning off, by
• gaining their attention with an eye-catching design or thought-provoking statement
• explain the benefits of purchasing. Don't just talk about the efficiency of a floor cleaner. Say
• that it will also reduce staff costs and the customer's maintenance bill. Explaining the
• benefits creates the desire to buy
• a call to action - such as a time-limited offer - can also help prompt a customer to buy, or at
• least find out more

A golden rule is to always include your telephone number, address, email address or order form on all literature.

At the end of a sales conversation repeat what has been agreed and the next steps, such as delivery times. Send a confirmatory email or letter.

This article was supplied by Power Marketing and Business Development Solutions. For more information contact Brett Power on 02 9501 3451 or email powermarketing@optusnet.com.au

Systems will help you make the transition from someone who has brought themselves a job, to a successful business owner:

• There will only ever be one of you, with limited time, resources and energy. Systems allow you to leverage your efforts
• A business that relies on systems rather than on you as its owner, is a business that has a significantly higher re-sale value
• You should aim to put systems in place for every aspect of your business so you can improve efficiency and generate consistent outcomes.
• People are your best asset – and recruiting systems reduce emotional reposes and enable you to source the best people every time
• Once you have the right people, make sure they are crystal clear about their role, their responsibilities, expected workflow, and their contribution to the growth of the business – job descriptions are an excellent start, work flowcharts also help
• Systemise and document your procedures as much as possible – how do YOU service the customer, what is YOUR level of support? Staff cannot emulate your level if they don’t know what it is
• Ensure there is a system for regularly reviewing staff performance. Regular feedback ensures clarity in expectations, open communication, and identifies problems before they become major
• Good customer service does not happen by accident. Have standards set for how the customer is greeted, politeness, attentiveness, presentation, listening to customer concerns, etc. Your team must have the power to add value to the transaction.
• Sales people need to have systems in place that will produce consistent results. Start by writing down exactly what you do and say in customer meetings, your terminology, supporting material, and most importantly – how you close the sale!
• If need be, devise scripted responses that your team can use when encountering the most frequently asked questions about your product/service.
• Management Information Systems are as important to any small business as they are to multi-national. What you measure you can manage!
• Devise your budgets, sales targets and any other essential plans. Identify your Key Performance Indicators – then set a reporting format that allows you to track your progress weekly, monthly, and annually.
• Institute procedures for all financial management of the business. Ensure strict control of everything from your outstanding debtors, to your petty cash.
• Hold regular team meetings to review business and individual performances.

Systems allow you to control your business, to plan for your future, and to protect you from unforseen events.

This article was supplied by Power Marketing and Business Development Solutions. For more information contact Brett Power on 02 9501 3451 or email powermarketing@optusnet.com.au

1. Secure your business through local area marketing.
2. Improve customer loyalty through a rewards programme.
3. Increase the share of customer’s business through value adding.
4. Look to increase the ‘average sale’ to improve gross profits. Through offering incentives on larger purchases.
5. Maintain a consistent message of quality and value to the customer in all communication material.
6. Establish 4 – 5 methods of sourcing new customers.
7. Make your customer an advocate of your business.

This article was supplied by Power Marketing and Business Development Solutions. For more information contact Brett Power on 02 9501 3451 or email powermarketing@optusnet.com.au

1. Know what you want to achieve before spending a cent.

You should have a marketing plan before spending any money on advertising or promotion. You
may get great deals on advertising but if it doesn’t fit your objectives, you are wasting your time.

2. Know your audience demographics and psychographics.

It’s important to know that you sell most of your widgets to 39-year old married woman with 2.4
children. But even more powerful information is psychographics – what are her hobbies, politics,
cultural beliefs, etc. Targeted activities based on this information will ensure greater impact.

3. Don’t try to be an expert at everything.

Small-business people are self-sufficient, but outsourcing is the answer.

4. Treat your employees as customers.

Employee churn can be devastating to client satisfaction and return business.

5. Not every customer is worth keeping.

You will go broke trying to service everyone. Select your target and service them well.

6. Getting a new customer is five times more expensive than a current customer.

Strong relationships = strong referrals

7. Don’t Differentiate on Price – only 15% buy based on Price.

Convenience:	3%
Miscellaneous:	5%
Perceived indifference:	9%
Price/time:	15%
Perception of Value:	68%
	100%

8. Ensure the Business can operate WITHOUT YOU.

Create a saleable asset – NOT a job.

9. Establish at least 5 Methods to Generate Leads.

Individuals, Groups, Industries, Government, Commercial, Domestic.

10. SUCCESS = H V T C + L C T Y

Higher Value To Customer + Lower Cost To You.

This article was supplied by Power Marketing and Business Development Solutions. For more information contact Brett Power on 02 9501 3451 or email powermarketing@optusnet.com.au

A customer is a very special person. Of the millions of people in Sydney, only a tiny fraction
have chosen to do business with you. They have selected your business on purpose. It is
your constant obligation – though it should be a pleasure – to do what you can to improve
the lives of these people: with valuable advice, with reduced prices, with previews of new
products and services. The only way to do it is by staying in touch, by breaking down the
barriers of apathy – on your part and theirs.

Around 70% of business lost is lost not due to high prices or poor service, but because of
perceived indifference. The customer’s perception is that your product &/or service is not
worth the value you are selling it for. To improve the perceived value of what you are selling,
you need to increase the value of the transaction to the customer.

How can you do this? Here are some tips:

1. Send a thank you note within 48 hours of a purchase – 24 hours is even more impressive!
2. Offer an item related to their purchase, which adds value about 30 days after the purchase.
3. Mail a questionnaire about three months after your first contact. The more you understand your customers, the better you can serve them.
4. Send a birthday card or email- this is easy after you've sent the questionnaire and learned their birthday. Or a Thank You card to thank them for their business. Later you can expand this to graduation card for your customer's kids.
5. Send a newsletter weekly, monthly or quarterly. Remember to give more than you ask by providing valuable information, and still make an offer to sell something.
6. Create a time-limited offer that is revealed to your customers first and to the general public in exactly one week.
7. Set up a customer contest, guaranteed to be won by a customer.
8. Make a special offer made at the anniversary of the exact date that your customer made their all-important first purchase.

This article was supplied by Power Marketing and Business Development Solutions. For more information contact Brett Power on 02 9501 3451 or email powermarketing@optusnet.com.au