Sales and Marketing Tips

1. Persistence breeds resistance
If sales were easy, everyone would do it. A successful sales person is someone willing to do the things and go the extra mile that unsuccessful people are not prepared to do.

Do you have the drive, the determination, the tenacity to succeed?

Are you "no" resistant and know that a "no" is not failure, only feedback? Successful sales people practice these aspects each and every day.
2. Know your product inside out
If you cannot answer every possible question thrown your way, relating to your company, product or service then you need to research until you can. Knowledge is power in the world of sales.

When dealing with a potential customer, your knowledge and passion about your product or service carries almost as much influence as the product, itself.
3. Be enthusiastic
An enthusiastic sales person will make more sales than their unenthusiastic counterpart. When you are enthusiastic about your customer, your product and your sales presentation, your prospects will follow your lead, become enthusiastic too and probably buy from you.

Remember, enthusiasm is contagious...and free!
4. Identify your Unique Selling Point and use it to differentiate your product/service
One of the keys to successful marketing is identifying what makes your business unique and letting everybody know about it. This helps your prospects to understand why they should buy from you rather than the “other guy”, and when used successfully makes you the obvious choice.
5. Listen... stop talking and really listen
If you are talking, you cannot be listening to your customer. Selling is one of the most advanced forms of communication and active listening is an essential sales tool.

The ability to actively listen has been proven to dramatically improve the capabilities of a professional salesperson. Ironically, listening is the least developed skill amongst salespeople. Get into practice and shhhh!
6. Sell benefits not features and facts
Sell the sizzle not the sausage. Sell the safety not the tyre. Sell the great nights sleep not the pillow. Benefits translate to the buyer and provides them a means to relate personally to your product.

Facts and features on the other hand, have no human element and make it harder to connect the product with why the buyer should buy it.
7. First impressions count
When you meet someone face-to-face, 93% of how you are judged is based on non-verbal data - your appearance and your body language.

Only 7% is actually influenced by your spoken word. Remember, people do judge a book by its cover.

When making sales calls over the phone, 70% of how you are perceived is based on your tone of voice and 30% on your words. Be aware that it's not what you say, it's the way that you say it. Be genuine and enthusiastic.

Marketing

1. Know your customer and target that group in all your advertising and marketing
Don't make the mistake of marketing your product or service before you've defined your customer or client. If you do, you're just throwing your marketing dollars away and hoping for the best.

Define your customer by getting to know everything you possibly can about him or her.

Think carefully about your product or service. Exactly who would want to purchase it? How old is this person? What is their marital status? Where do they live? How do they spend their spare time? etc. Create a 'person profile' and be clear on your target market.
2. Identify your Unique Selling Point and use it to differentiate your product/service
One of the keys to successful marketing is identifying what makes your business unique and letting everybody know about it. This helps your prospects to understand why they should buy from you rather than the "other guy", and when used successfully makes you the obvious choice.
3. Make a great impression every day - in all you do and say
Are you making a great impression everyday? The way you answer the phone, packaging, website, brochures, the way you dress, how you communicate to your customers.

Perform an "Impression Audit", rate each area out of 10 and look to improve where attention is required.
4. Network, gain referrals consistently
Use buddy marketing to promote your business; for example, when sending out a flyer or brochure, include a promotional leaflet or business card of your business buddy who’s service is of value to the customer also, and ensure they do the same for you. This way you both gain access to reach a whole new pool of potential customers.
5. Create loyal customers, build trust, communicate regularly
Did you know it costs six times more to make a sale to a new customer than to an existing one? Regular communication to your existing customer base ensures you remain top-of-mind and ahead of competitors.

Use newsletters, emails, offers, promotions and thank you cards to stay in touch with your customers.
6. Market Research - know what works
The best way to ascertain if your marketing and advertising efforts are working is to ASK.

Ask all callers where they obtained your number, ask current customers why they buy from you, where can you improve, etc.

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Last updated: 22 February 2011

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