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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  • It’s about why people buy what you sell.
  • Hint: It’s not the movie business
  • It starts with the realisation that something is not as it should be, perhaps your car repeatedly struggles to start every morning and has difficulty accelerating. You then consider various ways to solve the problem - this is the second step. You could buy a new car, a second hand car, get your car repaired, take the bus, a taxi, or even rollerblade to work. The third step is the evaluation of the alternatives. Rollerblades are inexpensive, but not that practical on cold and rainy days, your budget doesn’t stretch to a new car etc. Then you reach the purchase stage and at times a post-purchase stage as you might return the item if it doesn’t live up to your expectations. In reality, the process is rarely this linear of course, as you might go back and forth evaluating alternatives and researching before purchase. The speed with which you move through this process will also vary dramatically depending on the type of product that you’re buying. Products that are expensive, eg cars, houses or of great importance, such as acne medication will have a more considered approach compared with the bottle of water that you buy while out shopping on a hot day when you’re thirsty.
  • How To Get More Sales

    1. 1. How to get more sales  
    2. 2. Content  •  what business are you really in?•  how you can influence consumers as they move through the buying process•  why your customers leave•  strategies you can employ to prevent this happening
    3. 3. What business are you in?  
    4. 4. In the business ofselling widgets, or offering widget services  
    5. 5. That’s not your business  
    6. 6. If you have a storethat sells beautiful, artisan chocolates, what business are you in?
    7. 7. If you sell lipstick, what business are you in?      
    8. 8. Hint    
    9. 9. It’s not about what you sell  
    10. 10. The chocolate shop is in the gift giving business    
    11. 11. “In the factory we make cosmetics; in the drugstore we sell hope” Charles Revson
    12. 12. What business do youthink cinemas are in?    
    13. 13. 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?  
    14. 14. Do you know why your customers buy?  
    15. 15. ‘We are motivated by conscious and unconscious forces.’ Sigmund Freud  
    16. 16. Need Recognition Information SearchEvaluation of Alternatives Purchase DecisionPost-Purchase Behaviour
    17. 17. Myriad of factorsinfluence decisions at each stage  
    18. 18. InternalExternal  
    19. 19. Internal Influences  
    20. 20. Psychographics  
    21. 21. motivation  
    22. 22. involvement  
    23. 23. Degree of loyalty  
    24. 24. occasions  
    25. 25. External Influences  
    26. 26. Collective Influences: Culture  
    27. 27. Collective Influences: Social class  
    28. 28. Collective Influences: Reference Groups  
    29. 29. aspirational associativedissociative  
    30. 30. Environmental  
    31. 31. Need Information Evaluation of Purchase Post-PurchaseRecognition Search Alternatives Decision Behaviour Create Discuss Build Provide After Sales Impact Specifics Credibility Proof Care
    32. 32. Zero Moment Of Truth  
    33. 33. In 2010, the average shopper used 5.3sources of information to make a decision  
    34. 34. In 2011, this number has nearly doubled to 10.4  
    35. 35. Sources range from articles, videos, product comparisons, recommendations from friends and family to ratings, testimonials, comments on blogs and website
    36. 36. 84% of shoppers said that this information shapes their decision, shifting them from undecided to decided  
    37. 37. So the big question for you, is what happens when your brand orproduct gets ‘Googled’?    
    38. 38. How many sources ofinformation are thereon your products and services?    
    39. 39. If less than 11, you need to address this right now!  
    40. 40. 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?    
    41. 41. 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   Get  featured  on   Create  case  studies   Encourage  video    independent      tesJmonials  from  buyers    review  sites  
    42. 42. Do you know the 6reasons your customers leave you?  
    43. 43. Influenced  Away   They Die   Perceived UnresolvedIndifference Conflict   Get a Move away better deal
    44. 44. Why Customers Leave 82%Source:  How  To  Win  Customers  &  Keep  Them  For  Life  By  Michael  LeBoeuf  
    45. 45. 70% of customers would do business with you again if youresolve the complaint in their favour.
    46. 46. What’s more, if youresolve it on the spot,95% will do business with you again  
    47. 47. Strategies to overcome perceived indifference  
    48. 48. Strategies to overcome unresolved conflict  
    49. 49. How are you managingyour relationships with your customers?  
    50. 50. Show you carePeople buy people