Jake Rondot, Managing Director – Human Kinetics Publishing

http://www.humankinetics.com

Jake offers the following tips for success in sales:

Building your customer base:

  • Trade Shows
    • Know your industry and attend the events
    • Make it a point to meet other vendors, as well as new attendees
    • Run a contest offering a product, service or promotion and collect customer information
  • New Markets
    • Find new audiences for an existing product or service
    • These markets will have their own industry associations, networks and events
  • Host An Event
    • Invite your potential customer
    • Offer something of value (a free seminar or demonstration, for example)
  • Web Search Optimization
    • Make sure that those who are searching for your product/service can find you
    • This is the highest-ranking of lead generation tactics used by marketers!
  • Use E-Mail
    • Collect contact e-mails of potential clients or purchase lists
    • Include a ‘coupon’ in your correspondence
    • Do not send out e-mails more than once per month
    • You must allow recipients to “opt out”
  • Social Networks
    • Make a presence for yourself on social networking sites
    • Join Facebook, Twitter, LinkedI
    • Create a blog for your business
  • Website
    • If you don’t have one, get one!
  • Gain Memberships
    • Join local organizations that will allow for additional networking opportunities and get your name out
      • Chamber of Commerce
      • Better Business Burea
      • Industry-specific associations
  • Get Involved in the Community
    • Are you a member of a BIA?
    • Establish partnerships with not-for-profits
    • Volunteer!
  • Referrals
    • Your most important growth strategy!
    • The best way to grow your business is to have your existing clients recommend you to their friends, family and colleagues.
      • Ask your clients to do this
    • Offer referral programs (Eg. Bring in 5 new people and receive…)
    • Gain referrals from other businesses operating in the same audiences

Retaining Existing Customers:

  • Coupons, Coupons, Coupons
    • Coupons are growing in popularity as a result of the recession
    • Create a “Take-Away” (Eg. 30% your next purchase; $5 gift card etc.)
    • Take advantage of online coupon agencies (Groupon, Swarmjam)
  • Provide value-added promotions to “regulars”
    • Learn their name
    • Offer a discount
    • Give a coupon or gift certificate
  • Create a customer rewards program
    • Birthday discounts
    • Points system
  • Distribute free samples of product/service not purchased
    • They may buy that product or service next time
    • They may pass it on to a friend
  • Survey your clients/customers, and then act on it!
    • Ask what you can do better
    • What can you do to help their businesses?
    • What new products/services would they like to see?
    • Determine your ‘Net Promoter Score’ (NPS)
      • “On a scale of 1 to 10, how likely is it that you would recommend our company to a friend or colleague?”
      • This focuses on customer loyalty, rather than customer satisfaction
      • Ask for simple feedback: “Please explain your rating.”

Growing your Business

  • Set sales goals (SMART)
    • Goals should be Specific, Measurable, Attainable, Realistic and Timely
  • Create a sales incentive program for staff
    • Gift certificate, trip, prize etc.
  • Let go of customers/accounts that waste time & money
    • If they:
      • Don’t appreciate the value of your services
      • Take too much time and don’t purchase
      • Constantly barter on price
      • Ask for everything but are not willing to pay more
  • Up-sell
    • Create a product or service to be “added-on” to a larger purchase for a relatively small price