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Sales and service
Give your customer the
best service
Happy customers are key to the success of your company. The repeat business
they provide, and the positive word of mouth to family and friends, are
invaluable. Nevertheless, good customer service is often neglected. Here
are a few key steps to make sure your customers stay loyal to your service
and product.
Be Polite and Friendly
Manners are an extremely effective tool in maintaining good customer
relations. Your customers need to feel valued. Should they contact you
with a grievance, allow them to provide feedback in full, and let them
know their complaint or issue will be considered. Never lose your temper.
Summarise what they have said and break down into points what needs to
happen now. Clarify any actions they should take, and what your next
steps will be.
Tell the Truth
Only offer what you can provide. Should a customer make a complaint
about your product or service, they will not be pleased with additional
over-promises: for instance, only offer to issue a replacement if you
know for certain one is available.
Deal with Customer Complaints at the First
Opportunity
Do not pass the customer from colleague to colleague. Wherever possible,
the problem should be dealt with by one person. If the problem is not
immediately solvable, say so, apologise, and provide a reasonable timeframe
for contacting them again.
Stay Up to Date
Keep your knowledge of the business, products, prices, terms and conditions
up to date. If the employee answering a customer’s queries is ill
informed, the customer is both inconvenienced and unimpressed. Conversely,
beware of using jargon even if your product knowledge allows it; you
will frustrate the customer.
Improve Your Products and Services
Customer feedback provides the best indicator of how to develop your
service or product. If, for instance, there are frequent customer calls
regarding your website functionality, this is a clear sign that this
area needs improvement.
Be accessible
Research how your customers prefer to contact you, and make contact
as easy as possible. In the case of email, make sure that there are clear
links on your website and that messages are responded to efficiently.
If phone is the most appropriate means of contact, include the telephone
number in all direct correspondence with the customer.
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Addressing customer complaints
When a customer expresses a grievance, you can still strengthen your
relationship with them – provided you handle the problem to their
satisfaction.
To err is human, and it is likely that customers will sometimes raise
grievances regarding your products or services. While you should take
every measure to minimise problems before they occur, your response to
complaints that do arise is vitally important to customer perceptions
of your company.
The benefits of good customer service
Repeat business
Customers will stay loyal, and spread the word among friends and colleagues.
Feedback
If you have an accessible, approachable customer service facility, customers
will readily tell you what your current strengths are and where you can
make improvements.
When is customer service important?
When the product is expensive. Often, customers will expect a higher
level of customer service for a luxury product than a cheap one.
When there is little differentiation between competitors. Customer service
can be a key influence on purchasing decisions if your products are similar
to the competition in price and positioning.
When customer expectations are high. Where possible, aim to exceed their
expectations. These are however context dependent. For instance, a delivery
service might delight and please their customer by delivering a product
on time when their competitors are usually late.
Addressing customer complaints
When a customer expresses a grievance, you still have an excellent chance
of strengthening your relationship with them – provided you handle
the problem to their satisfaction.
- Acknowledge and record their feedback. Make sure the customer is
aware this has been done.
- If the problem cannot be resolved straight away, explain that you
need to investigate further and you will be in touch on a specified
date. Give the customer a named contact.
- Investigate how the error occurred and correct as appropriate. Respond
to the circumstances fairly without rashly allocating blame. Be reasonable
with your staff, as well as the customer.
- Alert the customer that the problem has been resolved.
- If possible, offer a refund or vouchers as compensation.
- After a fixed period, contact the customer again to confirm they
were satisfied with the complaints procedure.
Efficiency, responsiveness and co-operation are essential to good customer
care. By incorporating these qualities within your customer complaints
procedure, you can repair and even enhance customer relations.
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What your customers think of you
Do you know what your customers think of you? Have you lost customers
without knowing why? Often, you may not even be aware that a customer
is unhappy. Although direct feedback can be very useful, it is also sporadic
and hard to draw conclusions from. For these reasons, a customer satisfaction
survey can be highly valuable.
Surveys
Ideally, a survey should be independently conducted. This allows customers
to answer candidly; moreover, it protects your company from accusations
of bias. But despite the benefits of independent surveys, they are often
too expensive for many small businesses.
Fortunately, in-house research can still provide many useful insights.
If you decide to design your own survey, have clear objectives. What
do you need to know about your customers? Are you assessing their response
to an advertising campaign, a new product or improvements in your service?
Or do you want to identify customer preferences with a view to developing
new products and services in the future? Make sure every question is
relevant and helps you to meet your objective.
If you plan a telephone survey, make sure your script is tightly constructed – you
do not want respondents to digress.
Keep within the law
A survey is a good opportunity to confirm customer records and also
to build customer profiles with demographic information such as age,
gender and social class.
However, in the case of handling personal information, you must comply
with data protection legislation. Make sure you are familiar with the
law when carrying out your survey, and include an appropriate data collection
notice.
If you conduct your survey by telephone, you must first verify that
the numbers you dial are not registered with the Telephone Preference
Service.
How many responses will I need?
This depends to some degree on the size of your customer base, and whether
you want to extrapolate your results to make generalisations about the
larger group. If you have only a few clients, it would be quite feasible
to include all of them. However, if you have several thousand, a sample
of 100 – 200 would be appropriate.
Maximise your response
If you conduct your survey by post, expect a 10% response rate. To obtain
a sample of 100 –200, mail out 1,000 – 2,000 questionnaires.
A simple survey design and an incentive for responding are key ways
to increase your response levels. Make submission of responses as easy
as possible – for instance, by using a freepost address.
Your incentive should be appropriate to your target market. Make sure
any prizes and promotional items are issued to respondents as soon after
the closing date as possible.
Interpret your findings
Analysis of your data need not be complicated. Before inputting any
responses, scan answers to get an idea of general trends. If you have
a fairly small sample, and your data is quantitative, a simple spreadsheet
or database may be sufficient to collate replies. There is also a range
of software packages catering to researchers; this is better suited to
your needs if you have a large number of responses to analyse, and if
you need to include data such as responses to multiple choice or open-ended
questions
Once your results are processed, you should be able to identify key
trends. Are there any responses or issues that come up repeatedly? What
might the implications be for your business? Draw your conclusions, and
shape your future strategy accordingly.
After your first survey, conduct a follow-up study in six months to
a year. This will allow you to measure the impact of any changes and
update your customer knowledge.
When you’re equipped with hard data, you have the best possible
base for business growth – instead of leaving it to chance.
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Selling online
If you’re considering selling online, remember that a user-friendly
site helps you get repeat visits.
You may be interested in some basic dos and don’ts for online
sales…
Do your background reading
Research your target, ensure there is a niche in the market for your
business and formulate a business plan before you take the final step
of selling online. Check that shipping and handling costs are feasible
within your budget.
Do make special offers
Encourage visitors to return with promotional offers. Display them clearly
on your site. Keep track of competitor offers for the purpose of comparison,
and to get ideas.
Do make your site attractive
The quality of your photography, description of your products and the
relevance of your content should all be priorities. But…strike
the right balance between appearance and functionality. Few users have
the patience to wait while large images download.
Don't keep your visitors waiting
Hi-resolution pictures and Flash usage can leave your customer waiting
for the page they want. They will get bored of this, and are unlikely
to come back.
Do keep clear communication channels
Customers should be able to email you with enquiries and problems, and
expect a quick, professional response. A “Contact Us” function
is particularly useful for meeting this need.
Don't expose your customers’ data
Your customers will be paying by credit card. To secure your site, you
will need to get a secure sockets layer (to scramble and encrypt sensitive
credit card information). You will also need a privacy policy to reassure
your customers that their data is safe. Alternatively, pick a hosting
company that will handle your technical security.
Don't get complacent
Keep track of your competitors, their services and their site development.
You can learn from their mistakes and successes, and perhaps pick up
some tips.
Do advertise
You will need a marketing strategy to drive traffic to your website.
Do maintain your site
Regular updates – of products, offers and information – keeps
regular traffic to the site flowing.
Don't forget your number
You may miss out on customers who dislike online payments. Display a
number on each page so orders can be placed by telephone.
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What should I consider before selling online?
Plan carefully before taking your company online – there are a
number of practical concerns to consider. To assess whether your business
is really ready to go online, think about the following issues:
Will the Internet enhance your Unique Selling Points?
Emphasise your unique selling points with attractive pictures, copy
and testimonials on your site. If you have the facility to offer different
delivery options, out of hours delivery and 24 hour availability, the
Internet is the place to promote it.
A word of warning: if your offer compares poorly on price, Internet
trading might not be for you. The ease of comparing products across websites
means online shoppers are particularly price-savvy.
Have you the time to manage an online platform?
Making your site attractive and easy to use gives you a real edge over
competitors. At the very least, customers will only return if you regularly
update your site, provide simple navigation, clear costing information,
and up to the minute info on your product or service – all of which
takes time.
Often, companies are slow to respond to customer emails. This can be
particularly difficult for small businesses if they have limited manpower
and financial resources. Nevertheless it is essential for the success
of your business, if you are to maximise sales opportunities. Remember,
too, that customers can get online at any hour in full expectation of
a fast service. An automated email response may help, alerting customers
that their query is being processed. A list of frequently asked questions
is also a sensible measure.
Can you calm customers’ fears?
Online trade depends on the use of credit cards. You need to convey
strongly the security of your site and payment policies, as data theft
is a concern for many consumers.
You will also need to draw up a refunds policy for display on your website.
Online shoppers are reluctant to buy without reassurance they can return
damaged or faulty items.
What will taking your business online cost?
In addition to website design and maintenance, you need to consider
connectivity charges, transaction fees, and advertising costs.
Can your business cope worldwide?
Consider whether you can deliver on a national scale, and beyond that
an international scale. If you face a surge in demand, can you keep up?
You may need to outsource some of your business and will certainly need
to keep on top of inventory and stock levels.
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Loyalty schemes can increase your sales
A loyalty scheme is one of the most straightforward and productive ways
of marketing your brand.
What is a loyalty scheme?
Your existing customers are rewarded for purchasing and using your products
or services, in preference to those of a competitor. From smart cards
to vouchers, this is an excellent means of encouraging customer loyalty.
To get started, you need to consider:
- What are your objectives – what do you want to achieve?
- What incentive will your customers respond to? You will need to conduct
some research.
- Your budget – can you deliver an incentive that your customers
will find worthwhile?
- What type of purchasing behaviour do you want to encourage? What
segment of customers do you want to reward?
- Can your business respond effectively to an increase in demand?
How will a loyalty scheme help my business?
- Loyalty schemes encourage repeat business and strengthen brand associations
for your customers.
- Loyalty schemes lead to effective viral marketing. Loyal customers
are keen to pass on their recommendations.
Are there any drawbacks?
- You may attract bargain hunters, not genuinely loyal customers.
- The right incentive is essential. A poor offer devalues customers
rather than making them feel special.
What costs are involved?
You need to calculate the cost per customer compared to profits. The
discount offered to customers must be less than the profit generated
from their purchases. This will vary according to the circumstances of
your company – the costs of loyalty schemes is very varied.
Can you measure its success?
A high take up rate indicates that the scheme is valuable to customers.
You may want to try different approaches and track replies to see which
is the most popular. Ultimately, you should use your original objectives
to judge the success of the scheme’s results.
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Using proposals to win new business
A written proposal can be very influential in landing a contract. How
can you ensure yours makes the right impression?
What is a good proposal?
It should be clear that you’ve written it to the client’s
specific needs, with due attention to cost-effectiveness. It should be
to the point, focused and needs to really engage your client. They’ll
see you understand their requirements, and it will consolidate any groundwork
you’ve done beforehand.
Structure it simply
A title page, table of contents, main body, conclusion and a separate
appendix are all that’s required. Limit your use of jargon and
keep all words, sentences and paragraphs short.
Keep it short!
Busy readers will want to take it in at a glance. The client is keen
to know you can do the job, but does not need every technical detail.
Create a separate appendix for additional information – so you
needn’t sacrifice precision or brevity.
Use your powers of persuasion
Show empathy for the client’s viewpoint. Keep the focus on what
the client will receive, avoiding the use of “I” and emphasising
the benefits for “you.” Continually highlight how the client’s
needs will be met.
You should try to view the situation through the client’s eyes
throughout.
Be compelling
Your proposal should be a concise but powerful description of what it
will be like to use your product or service. You want your client to
have a vivid image of how this contract could work for them.
The client should feel that you have made an effort to address them
in their language. If the proposal is based on standard copy, it should
be extensively revised to reflect the circumstances and tendencies of
the client.
Be professional
Present the proposal attractively. It should be bound with a high quality
cover. Create a clear, uncluttered template, ideally enlisting a designer
to make sure it’s distinctive.
Treat your proposal as a chance to impress! If your proposal meets these
criteria, it will give you the edge over your competitors.
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Creative Work on a Budget
To improve sales, you need to build customer awareness with the right
marketing campaigns. Unfortunately, for a small business this can cost
a lot of money, and with finances a precious resource, creative work
is often neglected.
Learn from advertising
What advertising do you see that succeeds in capturing the attention
of your target market? Can you think of any campaigns that don’t
work? Are there parallels you could learn from in your own campaigns
and literature?
Quality matters
Professional graphic design and photography send a message of quality
to potential customers and clients. The impact on your target market
is much more forceful when the right people are employed for the job.
Although you may be tempted to do the work yourself, this will be time-consuming
and the creativity will almost certainly be of inferior quality.
How do you get good creative work on a budget?
There are agencies that specialise in small campaigns when it’s
imperative you stick to a budget. Freelancers are also available on an
individual basis. The Yellow Pages, trade directories and the Internet
all list suitable agencies and individual designers.
Photographers who are just starting up in business can also offer an
economically viable option. They may offer their services for less than
the going rate in exchange for adding you to their portfolio, a credit
in your literature or networking opportunities.
Alternatively, you could search photo libraries for inspiration, but
here costs vary and can be high. It may be more helpful to contact a
company in the relevant line of business. Their photos are sometimes
available for free, assuming the picture is appropriately credited. To
do this, however, you must confirm that the copyright for the picture
is actually theirs.
Investigate other small firms in your area – provided you are
not competitors, there may be benefits in sharing the cost of creative.
Should you pursue this option, maintain the uniqueness of your brand
identities. The actual designs should be distinct.
Manufacturers are sometimes open to co-funding publicity and providing
promotional items for personalisation, in exchange for crediting them
in your publicity. The product managers of your suppliers, and local
manufacturers, are a good place to look for this sort of arrangement.
Cutting costs can be high-risk, but there are plenty of opportunities
out there for cost-effective, impressive creative work.
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Segment your market
The most effective marketing is highly targeted. Make sure your marketing
activity is reaching the right niche for your product or service.
The right “niche” is a segment of the wider customer base.
Marketing segmentation allows you to prioritise groups for your message.
In an efficient, profitable approach to your promotional work, you can
centre your attention on the people most likely to show interest in what
you have to offer.
There are three aspects to segmentation.
- Break down the customer base into smaller, defined groups.
- Identify the advertising and communication needed to reach your niche
- Position your product or service in a way that appeals to your niche.
To see results for your hard work, you must differentiate your target
group from the rest of the customer base. A customer database, and accurate
analysis of the information you store there, are particularly helpful
in this regard. When cross-referenced with transactional data – i.e.
people’s purchasing habits – your customer records become
a very powerful targeting tool.
Different customers require different marketing messages. Segmentation
allows you to discover whether your customer prefers high street brands,
whether they like to shop online, or whether they respond to high status
advertising. With this insider knowledge, your returns are likely to
be impressive.
What is your segment?
Mass marketing is no longer seen as effective for many companies – particularly
small firms. Customers are no longer regarded as a uniform group, and
indeed want to be regarded as individuals with specific consumer tastes.
Investment in a customer database, and the accumulation of customer
information, will eventually give you a sophisticated resource. With
the stored data, you can distinguish between your current and potential
customers. You can also distinguish customers with low potentiality from
those with high potentiality. Prioritise groups and target your message
accordingly.
When you contact customers, you may want to personalise the correspondence
with reference to their previous purchases. This is highly tailored communication,
and it can elicit a very strong response from your customers. However,
if your data has any limitations, treat it with caution.
For instance, be wary of making rash assumptions based on one facet
of a person’s lifestyle. Income, for instance, need not be a good
indicator of purchasing power – disposable income is much more
significant. The influences on consumer preferences are very diverse.
Over time you may find interesting connections between customers you
would not ordinarily link.
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Direct mail, telemarketing and email marketing
How can direct mail, telemarketing and email marketing reach the customers
you want?
All three methods require careful planning and a knowledge of their
respective audiences; all three can be used for the development of your
business. Optimum effects may be achieved by combining the different
methods – for instance, direct mail followed by an outbound call.
Direct mail
To use direct mail (a marketing communication directly to a named person
at a private or business address) effectively, you must first define
your objectives and who you want to target.
The next step is to obtain a mailing list. Renting a list can save a
great deal of time and energy on your part - but you must make sure it’s
compliant with data protection to protect yourself from legal action.
You will also want to know some basic information about the list before
taking it – for instance, when it was last updated, and whether
you can prioritise people on the list by demographic group.
Design your mail shot to appeal to the people you’re targeting.
Include an incentive if appropriate, and make the response method as
straightforward as possible.
People are more likely to respond to mailings that arrive midweek (Tuesdays
and Wednesdays.) However, be aware that a response rate of more than
1% is unusual.
Costs vary with how much you manage inhouse. However purchases including
mailing lists, stationery, print and postage will be required at the
least. Keep an eye on postage costs, and check whether the post office
has any bulk discounts. After your campaign, assess the final expenditure
in terms of cost per pack, cost per response and cost per sale. You can
then use this information for future reference.
Pros and cons
Direct mail can target very specific groups, at relative inexpense.
By conducting one mail shot at a time, you can measure response rates
easily.
Less positively, direct mail is increasingly seen as junk mail. Moreover,
to really get the best from this approach, professional copywriters and
designers should be on board (which boosts costs.)
Telemarketing
Sales, customer services and research are all subsumed within telemarketing,
as are inbound customer calls.
When receiving customer calls, maintain a record of all inbound contact.
Be courteous and implement good customer service.
Outbound calls are best used as one part of a broader marketing campaign.
A detailed script, ideally one that will not sound forced, should be
prepared. The focus should be on qualities such as availability and price,
as these are key points of interest for customers. When closing, agree
the next steps (consistent with the customer’s reaction to the
offer.)
Costs are reasonable. Outsourcing the calls incurs a fee, and there
will also be phone charges to pay. You can rent a list of contacts – make
sure it is a manageable quantity, and confirm that the numbers are not
registered with the Telephone Protection Service.
Pros and cons
Again, this is a fairly low-cost option. It is very easy to monitor.
It is particularly suited to following up business to business leads,
establishing initial meetings and closing deals.
Unfortunately, cold calling is perceived poorly by consumers. Morale
among cold callers can be low.
Email marketing
When planning your campaign, consider the format of your email. What
style of text and images would appeal to your intended audience? Keep
your message brief and informal. Use an eye-catching subject heading
to draw recipients in.
Offer the recipient the opportunity to unsubscribe, and to protect personal
data, use mail merge facilities which personalise each email without
including other recipients’ names in the “To” box.
Process responses quickly, and make sure unsubscribed addresses are
not targeted again.
Of all the options, this is the least expensive, particularly if you
carry out the whole campaign. If you lack confidence in your copywriting
or HTML skills, consider employing a professional. There are agencies
with the expertise to design and implement the project. As with direct
mail and telemarketing, a rented mailing list may also be worthwhile.
Pros and cons
Email is very cheap. As an innovative and relatively new medium, it
is particularly attractive to a young audience. Viral marketing can be
very effective.
On the down side, “spam” is poorly regarded. It can be very
difficult to initiate a dialogue.
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Get your marketing mix right
Product, Price, Place and Promotion are the main elements
of the marketing mix.
What is the relevance of these elements to your business? Why is getting
your marketing mix important for the success of your
business?
Which element matters most to you?
Product
A strong product meets customer needs, is distinct from or better than
existing competition, and satisfies expectations.
Price
What will you charge for your product?
Your customer is primarily concerned with what they think it is worth.
Remember that low pricing is not always the best strategy – many
people believe that a low price indicates low quality, and might prefer
to pay more for a specific brand.
Place
Is your product distributed to the right places? Is it visible where
and when people need it?
Convenience is a decisive factor in the success of many products. Increasingly,
customers no longer want to be restricted by opening hours or distance
Retailers, wholesalers, direct mail and websites are all possible outlets
for your product. The important thing is to place your product in a way
that reflects your customers’ lifestyle and purchasing choices.
Promotion
How do you get your message across? How do you select the best media
to reach your target market? What range of channels do you utilise – direct
mail, PR or advertising?
Bear in mind that promotion and communication might be helpful to your
success – but the Product, Price and Place have to be right first.
Remember that the four elements are not isolated from each other. A
strong product doesn’t always sell itself, and nor does a cheap
one. Conversely, a poor quality product in a premium place may not attract
much attention. Getting the right marketing mix can be a subtle balancing
act.
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What is Your Unique Selling Point?
On what does a customer base their choice of products? There are six
factors in their purchasing decision, and these factors can help you
identify your unique selling point.
Price
Customers may make a rational decision based on price, after comparing
several similar products before they buy. But sometimes brand associations
are enough to encourage a purchase. Consumers frequently assume that
a particular brand offers lower prices (or greater value for money) but
do not necessarily check. An example could be the supermarket chain Kwik
Save.
Product/service quality
Consumers regularly associate expense with the high quality of a product.
Trusted brands are perceived as offering better quality, and consumers
are content to pay a higher price accordingly. An example could be the
department store John Lewis.
Innovation
Consumers may purchase a product for its novelty or originality. Electrical
goods e.g. games consoles, MP3 players can fall into this category.
Marketing
Familiarity with a brand, irrespective of cost, quality or novelty,
can influence purchasing decisions.
Convenience
A customer may pay more for a product if it is available at especial
convenience. An example could be supermarkets such as Sainsbury and Tesco,
whose customers pay more for produce in “local” outlets than
in larger, out of town branches.
Extensions
A customer may select a product because it comes with additional extras
or services, for instance, when choosing what mobile phone to buy.
Where are your strengths?
Which of the above categories are relevant to your product? What will
give your product an advantage over competitors? Do you lead in price,
in quality, in innovation, in market awareness, in convenience or in “added
extras”? This is the key to your unique selling point.
You might want to consider:
- How is your USP significantly different from that of your competitors?
- Is your USP valuable to customers?
- Will your USP motivate customers to make a purchase?
Address these questions to convey and exploit your USP to potential
customers. Your USP can be an excellent way of differentiating your business
from competitors’.
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A sales force to be reckoned with
Your sales force is an incredibly valuable asset. After all, they bring
in the business and pay for themselves, hopefully many times over. If
you don’t set clear objectives and targets, and motivate your sales
staff, your business will suffer as a result.
Create your team and state your objectives
Even the smallest sales team will benefit from good leadership and motivation,
so begin with the basics and develop a sales strategy that everyone is
aware of. Set out your objectives, for example retaining existing customers,
acquiring new business or renewing lapsed accounts.
Your customers will prefer to have one contact, so divide your products
or area into territories and allocate an account manager to each customer.
Your sales force will benefit from having a stable portfolio which they
can build on.
Gather feedback
Have regular sales meetings and reviews, and chart individual progress
against targets so everyone can see how the team is performing. This
will also enable you to identify any problems or potential missed targets
in advance and minimise the knock-on effect to your business.
Your sales team will have the everyday contact with your customers,
so ensure you listen to their feedback regularly; it’s a great
source of market intelligence from the people who are out there selling
your products or services. They are in the best position to know, so
take their input seriously.
Equip your team
Create good product information for your sales team to use on client
visits or to send in the post. You might want to consider outsourcing
this to marketing professionals to ensure your brochure or sales presentations
are professional and optimised to maximise sales. Give them the equipment
they need, from samples to folders or even laptops. You will also need
to arrange for company cars and mobile phones for field-based staff.
Training
Brief your team well, and test their product knowledge. Identify any
knowledge gaps and train, retrain and train again if necessary. If you
launch a new product or service, make sure sales are well equipped to
answer any customer questions about it before they start to sell.
Targets
Set achievable, realistic targets and re-forecast as the year progresses.
Take market conditions into account and be up to speed on seasonal trends
in your sector – this could have a serious impact on sales potential.
Incentives
Finally, incentivise your sales force through a generous bonus scheme
and additional prizes for high achievers. Sales people usually enjoy
competition and accept that what they get out is what they put in, so
don’t be tempted to make things too easy.
For information of users: This material is published
for the information of clients. It provides only an overview of the regulations
in force at the date of publication, and no action should be taken without
consulting the detailed legislation or seeking professional advice. Therefore
no responsibility for loss occasioned by any person acting or refraining
from action as a result of the material can be accepted by the authors
or the firm.
© Copyright JE Consulting 2010. All
rights reserved.
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