How To Get More Sales


Published on We realise that lots of entrepreneurs are struggling with how to get more clients and customers, so we have created this presentation to help you do just that! It was originally a webinar, so if you would like clarification of any points, please contact me directly.

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How To Get More Sales

  1. 1. Introduction to Jacqueline•  Trained by Maurice Saatchi whilst at M&C Saatchi advertising agency•  Worked as a communications strategist for the last 12 years•  Significant blue chip brand experience in B2B and B2C sectors•  Jacqueline is known for delivering real results and leaves people feeling wildly optimistic about their business future.
  2. 2. Introduction to rob•  13 years experience delivering brand and marketing campaigns•  Experience working in consumer, business to business, trade and public sectors.•  Pioneered a unique proposition that brings brands to life•  He has a creative background, which enables him to balance strategy with creative execution•  As a logical thinker, he’s a specialist in the complex area of brand architecture.
  3. 3. How to get more clients and customers
  4. 4. Sales!!!
  5. 5. What business are you in?
  6. 6. In the business ofselling widgets, or offering widget services?
  7. 7. That’s not your business
  8. 8. If you have a storethat sells beautiful, artisan chocolates, what business are you in?
  9. 9. If you sell lipstick, what business are you in?
  10. 10. Hint
  11. 11. It’s not about what you sell
  12. 12. The chocolate shop is in the gift giving business
  13. 13. “In the factory we make cosmetics; in the drugstore we sell hope” Charles Revson
  14. 14. What business do youthink cinemas are in?
  15. 15. Action Get  clear  on  the  business  you’re  in.  Ask  yourself   the  following  ques9ons  •  Why  do  your  consumers  come  to  you?    •  What  problem  are  they  trying  to  solve?  •  When  they  buy,  who  are  they  buying  for?  •  Which  part  of  your  business  delivers  the  greatest   profit  margins?  •  If  your  company  folded  tomorrow,  where  would   your  customers  go?
  16. 16. Do you know why your customers buy?
  17. 17. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase
  18. 18. Myriad of factorsinfluence decisions at each stage
  19. 19. Internal External
  20. 20. Psychographics
  21. 21. motivation
  22. 22. involvement
  23. 23. Degree of loyalty
  24. 24. occasions
  25. 25. Collective Influences: Culture
  26. 26. Collective Influences: Social class
  27. 27. Collective Influences: Reference Groups
  28. 28. Environmental
  29. 29. Need Information Evaluation of Purchase Post-PurchaseRecognition Search Alternatives Decision Behaviour Create Discuss Build Provide After Sales Impact Specifics Credibility Proof Care
  30. 30. Zero Moment Of Truth
  31. 31. Source: Google’s ZMOT study In 2010, the average shopper used 5.3sources of information to make a decision
  32. 32. Source: Google’s ZMOT studyIn 2011, this number has nearly doubled to 10.4
  33. 33. Sources range from articles, videos, product comparisons, recommendations from friends and family to ratings, testimonials, comments on blogs and website
  34. 34. Source: Google’s ZMOT study84% of shoppers said that this information shapes their decision, shifting them from undecided to decided
  35. 35. So the big question for you, is what happens when your brand orproduct gets ‘Googled’?
  36. 36. How many sources ofinformation are thereon your products and services?
  37. 37. If less than 11, you need to address this right now!
  38. 38. Action1.  Enter  your  product  name  into  Google  and  see  what   comes  up  2.  Next  enter  your  product  name  and  add  the  word   ‘reviews’  3.  Next  do  a  search  using  ‘best’  and  your  category,  eg   Best  hotel  in  London,  Best  printer  in  Bristol   This  is  what  your  customers  see  when  they  make   buying  decisions  in  your  category.  Do  you  show   up?
  39. 39. Ways To Increase Your Visibility Set  up  social  media   Contact  influenJal   Write  arJcles  that      sites  for  your      bloggers  in  your  category   posiJon  you  as     brand  and  or  products    and  get  them  to  review     a  thought  leader     your  products   Create  blog  posts  on   Create  short  how  to  videos   Create  product      highly  searched  terms    for  your  products   demo  videos    in  your  sector   Create  case  studies   Encourage  video   Get  featured  on      tesJmonials  from  buyers   independent     review  sites
  40. 40. Do you know the 6reasons your customers leave you?
  41. 41. Influenced  Away   They Die   Perceived UnresolvedIndifference Conflict   Get a Move away better deal
  42. 42. Why Customers Leave 82%Source:  How  To  Win  Customers  &  Keep  Them  For  Life  By  Michael  LeBoeuf
  43. 43. 70% of customers would do business with you again if youresolve the complaint in their favour.
  44. 44. What’s more, if youresolve it on the spot,95% will do business with you again
  45. 45. How are you managingyour relationships with your customers?
  46. 46. Show you carePeople buy people