GeckoPrint

1. Measure the Results

The first rule to remember before spending any of your dollars on advertising, is to ensure that you have a way in which you can accurately measure the results achieved against the expenditure. Ways to measure results include:- coupons that must be surrendered in order to receive rewards, competitions that have time limits, free-call ‘1 800’ numbers to ring in order to gain further information, etc…

2. Always include a ‘Call To Action’ or a Reason to Respond

The second rule to remember is that every advertisement must include a call to action or an offer. You must create a reason and some credible urgency for the potential customer, and entice them to respond quickly to your advertisement.

3. Be Different

The third rule to remember is to use the ad to be different. Attract attention. One of the common elements in many highly successful ads is that they take a fresh approach that surprises people. Think of the ads that you remember. Also don’t underestimate the effectiveness of photographs and graphics, or written testimonials from satisfied customers. People love the personal touch.

4. Negotiate your Advertising Dollar

Use the amount you are spending with a newspaper or publication to get some editorial coverage or access to a database for a direct mailout. The more you spend with a publication, the more important you are to them and the more that they will support you. Don’t miss this opportunity because you didn’t ask for it. They rarely offer such support but it is there if you ask for it.

5. Stick to a winning formula

Don’t get bored with a successful ad – just because you see it more often than your customers, does not mean that it is becoming boring or less effective. If it works, keep doing more of the same, but ALWAYS measure the results. The best way to see if any advertising campaign is working is to measure the results. This ensures you make an educated decision when to change.

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

Making a presentation or a sales call can be a big challenge. However, preparation and practice can help you feel less nervous.

It's normal to have a degree of nerves and it can even be useful to keep you on your toes. Someone who is over-confident is more likely to get carried away and may even come across as insincere. Follow the following advice:

• stay in control
• always be well prepared
• rehearse what you're going to say a few times - ideally to an audience of family, friends or colleagues
• try to speak slowly. Keep a glass of water close by and take a few deep breaths before starting to speak
• when making an important phone call, standing up can help you feel more confident and in control. Smiling will also make you feel - and sound - more positive
• if giving a presentation, practise in the room where you'll be speaking or try to visualise yourself giving the speech
• if you think you're likely to shake, avoid holding pieces of paper that will display your nerves to the audience

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

Before visiting, calling or making a presentation, try to identify any reasons a customer might give not to purchase. Using your knowledge of the marketplace, the competition and previous conversations with your customer, prepare potential solutions to their objections.

The most common objection is likely to be price. Think beforehand about how you can counter it. Will buying save them more money than they spend or can you offer flexible payment terms? Stress all-round value for money and gains in efficiency or time.

The positive response

Think about possible responses and remember that not all objections are negative. Sometimes they
show the customer is interested. The following can help you prepare responses in advance:

• summarise what you believe the objections are and try to answer each one in turn
• ask the customer to clarify what they mean if you're unsure. If they say a product or service is too expensive, they may mean it's above budget and they aren't interested. But they may mean they would buy with a discount
• test each objection to see if there is anything you can do about it until the sale is dependent on the last objection
• start talking about taking an order. For example, if they are reluctant because of your delivery schedule, ask if they will place the order if you bring the delivery forward

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

When you speak to any customer, your primary aim should be to find out as much about their needs as possible. Knowing what they want to do or achieve will help build a picture of what you can do for them, and open new opportunities for sales.

It's worth taking notes of each conversation and referring to them before you call or visit. This can help build a relationship. For example, if a contact mentions an upcoming holiday, you can ask if they enjoyed themselves next time you speak.

• learn to listen - often the best sales people are those who listen more than they talk. Being attentive to the customer's needs makes them feel important. You may also pick up on information to help make a sale
• ask the right questions - always start with questions that can only be answered 'Yes'. For example, asking your contact if they would like to increase efficiency or quality is unlikely to get a negative response
• move on to open-ended questions - this will reveal more about their needs. An insurance salesperson might ask when a customer plans to review their financial arrangements
• ask the customer if they have any questions about your product or service - if they ask questions such as 'When can you deliver?' or 'How many do you have in stock?', take it as a cue to close the sale

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

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