The difference between try and triumph is a little “umph”.

 

Synopsis:

Customers are the lifeblood of any business. How can you do more with the customers you have and how can you win new customers? Here are ten hot tips to give you that little “umph” on your road to a healthier business.

 

Tips to win more business.

1. Repeat customers are best.

Make sure your after-sales care is good and Customer Service is faultless. Think about what else you can sell to your customer, that is, the ‘up-sell’ and ‘cross-sell’. Ask for referrals but what you really want are ‘ambassadors’- those customers that speak highly of you without being prompted.

2. Understand your market.

Your product or service is not necessarily needed by everyone. Consider how your customers buy and why they buy. Is there a demographic trend? Do you have a certain type of business or consumer that you provide for? Is there a certain time when they buy? Could they buy more often? Work out trends and define who you should target.

3. Define the Business Benefit.

Think about what it is that you provide and how this matches your customer’s needs. By identifying a business (or personal) need in your prospect, make sure your service or product fulfills the need. Always try to put a monetary value on the benefit. That way, there will be less pressure to discount.

4. Write a Plan.

A Sales & Marketing Plan is essential for keeping you on track with your activities. Make it for one year and work the plan. Ask your new customers how they found you and put more emphasis on the marketing budget in those areas. Don’t spend time and money on impulse marketing, stick to the plan.

5. The power of brand.

Is your message consistent across your letter heads, your email signature, your website, your vehicle, your business card, your flyers and your adverts? Make sure your customers and prospects are seeing one standard ‘image’ of your business.

 

 

6. Find the Decision Maker.

Make sure you are dealing with the person that holds the budget. Ask them open questions like “how are you doing this at the moment?” Find out their need, their timescale and their budget. Do not forget to ASK for the business. You would be amazed how often this is forgotten!

7. Build a relationship.

It is true – people buy from people. Once you have built a rapport with your prospect you can start to educate them about your products and services. Remember we have two ears and one mouth and they should be used in that ratio. Telling is not selling.

8. Stay in the cycle.

Keep your prospective customers informed during the sales cycle. The sale might not be made on the first time you meet but they will have taken away an impression of you. Send them updates to products and services to remind them you are still trading and wish to have them as a customer. Send them relevant news articles with, “saw this and thought you would find it interesting”.

9. Use social networking.

Internet sites like Facebook and LinkIn have huge potential to drive traffic to your website. Start a Twitter account and send messages about what is going on in your business. This need only be once a day and then every week or so have some special offer to catch people’s interest. Make sure your website is attractive to visitors and that it is easy for them to make a purchase.

10. Listen for the buying signal.

Stop talking when your prospect has indicated that they are sold on the solution. Messages such as “when can you start?” and “can you deliver next week?” mean you should stop and write out the order/contract.

 

If you follow these tips you will have the “umph” to enable triumph. Customers will return to you and they will provide you with referrals that you will be able to close more easily.  When a customer has been taught what you do and found that you have done it well, it is more likely that they will teach others. People like to pass on their positive experiences and like to make recommendations that they know will be fruitful.

 

Author Details:

Peter Dickinson is a Director with Harrogate Business Advisors Limited, where he advises Clients in the Yorkshire area on how to win more business. An Engineer by training, Peter has been selling for over 20 years, part of that time as a freelance Sales Consultant.  Peter represents Business Link as a business Start-up specialist and is a member of the Manufacturing Advisory Service.

peterdickinson@iib.ws  - Office 01423 550175 – Mobile 07917 679050