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Dear
Friends,
Here is our first edition
for 2008!
This article will be the
kick start for you to have a
great and abundant year.
Regards
Tony Gattari
P.S. Read below to see what
the Australian Financial
Review had to say about
Marketing Success book.
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LIKE
MARKETING, TEST AND MEASURE YOUR RECRUITS
What happens when you
have a dud marketing campaign? I bet that you would evaluate the
results, and decide not to go down that path again and try a different
strategy. It amazes me when I work with clients that they live and die
by the results of their marketing campaigns, yet turn a blind eye to the
staff member who either refuses to sell or finds it hard to close the
sale.
If this sounds like you,
may I suggest that you stop advertising and give that money to charity,
or start to look at the individual performance of your employees. Test
and measuring does not stop at marketing campaigns and monthly reviews
of your profit and loss statement, it has to also be included in
reviewing the individual sales performance of your team members.
One of our clients had
been spending hundreds of thousands of dollars on various marketing
campaigns and still returning compounding losses. When we saw that they
were converting the number of leads into customers at only 8%, we knew
that they were wasting their money on marketing as the sales team was
not converting these leads into sales. So we started to measure the
individual performance of each of the stores in conversion rate and gave
them a benchmark to achieve. We then started to review the sales results
of individual sales members and communicated the results of everyone
across the company.
The result? The
conversion rate moved from 8% to 14% in 4 weeks, with extra profits
flowing to the bottom line. We are not there yet, but from simple test
and measuring tools we are getting closer, and making an immediate
impact.
Marketing Principles Applied to Recruitment
So a simple change in
mindset can be all the difference between a successful business and an
ordinary one. Be vigilant in your recruitment of employees and do what
ever is necessary in getting the right team, and ensure that they all
paying their way, just like your marketing campaigns.
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 Customer
Service
DVD $34.95
CD $29.95
Order Now!
Most businesses suffer
because they feel getting
the customer in the front
door is the greatest
challenge. It’s not. It’s
about serving them well, so
that they keep coming back
more and more. During this
workshop, you will hone your
sales and customer service
skills. You will learn the
do’s and don’t of customer
service, including the art
of communication, listening,
overcoming objections and
getting other to see your
point of
views. At the end of the
day, ‘he who serves best
seldom loses.
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