GeckoPrint

When you want to get into shape, you exercise your muscles and change your diet.  You work your abs, arms, legs, shoulders, back and start eating healthier. When you do this consistently and often, you gain energy, feel better, and look better.  Your life and work flows better.  Your confidence increases.

Author: Jeannine McGlade

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

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