Learn Your Lines and Double Your Sales

by Dr Greg Chapman

How well do you and your team deal with your current and potential customers? Do you leave contact with your customers to chance, or do you have a set, uniform approach, especially when dealing with enquiries from those who haven't dealt with your company before?

What questions are you asking? How do you respond when they ask “How much do you charge?” within seconds of opening the conversation? How are you keeping them engaged, even after the conversation has concluded?   More...
 

Why it’s a Mistake to Use Turnover as the Measure of Marketing Success

by Dr Greg Chapman

When most small business owners are asked what they want to achieve with their marketing, the answer is almost always is “More Sales”. To increase their Turnover. But that answer is too simplistic and can result in sub optimal outcomes especially when looking at the bottomline results. And the bottomline is your Net Profit. 

 

There are three key reasons to focus on Net Profit rather than Turnover.

The Second Profit Driver – Increasing Conversion to Sales

by Dr Greg Chapman

In an earlier article I described The Five Profit Drivers marketing system. The second of the Five Profit Drivers is Increasing Conversion to Sales. 

 

Sales should be considered as a process like any other key part of a business. It is in fact the most important part because without sales there is no business. This step in the Five Profit Driver Marketing Model converts the leads created with the first Profit Driver into sales. 

 

At this point in the marketing process, the prospect has called you, they have walked into your store, or you have the appointment with them. While the types of sales processes can appear quite different in different businesses, every sale goes through seven steps. For different businesses, some steps might appear to be almost missed, while in others, there might be a very long time spent within a single step.

Ad of the Month – Be Easy to Deal With

by Dr Greg Chapman

Ever noticed that some companies don’t want to talk with their customers and make it as difficult as possible to contact them, or force you to speak with an offshore call centre where English is not their first language? 

 

How refreshing then that this company lets you deal with them the way you want. In this ad we see two common preferences in contacting a business. One which would be the preferred option for younger people and the other for the older generation.

Provide a Taste Test

by Dr Greg Chapman

There can be many reasons why people don't buy. But probably the biggest is that they don't have confidence that a business will deliver. That the service will be as promised, or the product will actually work.

When people make a purchase decision, they take a decision to change their life in some way. They have actually survived their whole life without buying from you, and now you are asking them to change.

They may already have another supplier of your products and services, which while they may not be fantastic, they do the job. Or they have lived up to now, with the problem you want to fix. So if they buy from you, they will have to change.   More...