Dear
Friends,
This week we
focus in on Sales. I used to
hate selling, until I
discovered that sales in not
about manipulation, but more
about helping people buy
goods and services to solve
their problems. Enjoy the
following article, please
check out the DVD interview.
In it I highlight the power
of the “do you want fries
with that “ cross sell.
Finally on the 6th
May 2008 our SME business
consultancy company headed
up by Shaun Mooney is
holding what I consider to
be one of the best business
building workshops in
Australia, titled
“Fast Profits – Fast
Marketing” valued at $197
for FREE.
Until next time, be
passionate and positive. It
will change your life.
Regards
Tony Gattari
|
Top Sales Tips that work!
Friends last year we were asked to contribute to a popular series of
business building books titled “Secrets of top sales professionals
exposed”; in it we shared our passion for improving business
performance through focusing on conversion rate and average dollar sale.
More recently we were asked to record our thoughts by a leading
International business audio/DVD magazine “Business Essentials”.
Read the article and check out the DVD interview you are going to love
it
What are your top five techniques for
improving conversion rates?
These are tried and tested techniques that I have used with over 110
businesses across the world. These conversion rate strategies can be
applied to any sales model.
1. Parkinson’s
Law
– according to this law, instant gratification is great because the more
you earn, the more you spend. When your team member gets an increase in
pay, guess what – they spend it! This means that they enjoy their new
lifestyle (with all of its trappings) and are motivated to earn more
money to support it.
2. Set
key performance indicators (KPIs)
– don’t give money away without some simple guidelines. Remember an
increase in pay should equal an increase in productivity. Measure the
performance of your salespeople by having indicators in place.
3. Communicate
results openly
– don’t be afraid to promote healthy competition within your store. Post
the results up where everyone can see them and get motivated by their
position on the ladder.
4. Put
the team before the individual
– if you have an exceptional salesperson that is bringing down the
morale of the store, redirect, counsel, or remove that person.
5. Review
and change if necessary
– every strategy that you put into place should be reviewed in terms of
its results. If you are not getting the return on investment from the
program that you have introduced, don’t stop rewarding people; find a
new program that will inspire people.
One of your favourite sayings is ‘a good
docket is a full docket’. Why is this?
It’s better than being empty (just kidding). Businesses continuously
focus on driving leads or enquiries as a way to increase
business. But what if they focused not only on converting customers, but
also on increasing the size of the transaction? For example, if you did
1,000 transactions a week and you moved your average dollar sale from
$50 to $55, that would be an extra $5,000 in sales without having to
advertise or find new customers. Some small businesses spend up to
$3,500 in local newspaper advertising, but none of them will achieve a
sales increase like the one I just described.
Computers are often regarded as an easy product to up-sell or
cross-sell. Do you believe that this principle can work for any
business?
People that say they cannot up-sell or cross-sell either lack the wisdom
to do so or only have one product to sell. It is easy to shoot something
down and define it as being ‘easy’ when they themselves are not
performing.
For
those interested in up-selling or crossing-selling, my advice is to
write down your feature items and then list other items that can add
value to feature item. By that I mean:
-
What can you sell
that would increase the life of the product?
-
Create an overall
package of associated lines that create a full experience.
-
Where and what is
the product going to be used for? If it is an outdoor furniture
setting you could sell a cover to protect it, an umbrella to protect
people from the sun, or an outdoor heater to use with the setting in
the colder months.
Click here to watch
Tony's Interview with
Business Essentials
on Up-selling & Cross-selling.
|