Creating A Sales And Marketing Strategy

Small business owners who are concerned about their sales and marketing capabilities could begin to see improvement by breaking down the term "sales and marketing" into discrete, manageable elements. You end up with a checklist that can be reviewed in order to prioritize areas needing improvement - a checklist that will serve as the groundwork for an effective marketing strategy.

In the suggested list below, I will use examples from a retail florist business to make some points clear.

1) MARKETS. How much do you really know about your current markets or future market? Why do your customers buy from you? What could you offer that would attract more non-customers? How can you sell to more of the profitable customers? If you add features or services, will people pay more for them or will they attract more customers? Are there bulk, institutional, industrial, or corporate markets beyond normal retail that you are ignoring?

Florist: Have you thought about selling regular weekly arrangements to area businesses, especially car dealers, law firms, real estate firms, etc. at a reduced rate, but with a one year contract for 50 arrangements?

2) COMPETITION. Who are they and why are they after you? What is the overall market trend and how are you holding up in terms of market share and profit position? How do you really rank against competitors? What substitutes are there to your products and how much of a threat are they?

Florist: If your funeral business is dwindling, what cultural trends ("no flowers" announcements for example) are important here and how can you counter them (such as sending flowers or a fruit basket to the home of survivors, for example)?

3) DISTRIBUTION. How can you get your products/services out to new outlets profitably? Are there unbranded opportunities? Can you bundle in your products with someone else's?

Florist: Can you partner with service providers for high school proms in the area (photographers, limo services) and offer a one-stop package for young people? This could become a good new sales channel for you.

4) SUPPLY CHAIN: Are you at the mercy of wholesalers for your raw materials or product components? How can you manage suppliers and gain more buying power over them? Can you simplify your products and reduce your supply needs? Can you buy in bulk and store them somewhere in a cost effective manner? Can you buy some things pre-fabricated cheaper than doing it yourself (or vice versa)?

Florist: Use the Internet to locate California-based rose growers who will air freight roses in volume for you and a loose consortium of other florists in your area. They'll give you greater variety at the standard market rate, versus reduced availability and price gouging during holidays from local wholesalers. Be prepared for friction from them, however.

5) POSITIONING. Where do your products/services fall in relation to the total market? Is this truly the position you want? Are you "all things to all people," or should you move more toward a high-end position (charging a premium for a differentiated service), or a low-cost position (undercutting others' prices but at a profit, due to high efficiency)? If you are truly "in the middle," you should examine how well you're doing regularly (with the help of a good accounting system).

Florist: Should you consider exiting no-growth "traditional lines" such as church flowers and move toward faster-growth lines such as silk flowers for weddings? Does your shop portray the position you want to be in?

Continue on to the next page to read more about the elements of sales and marketing that you need to consider as you build an effective marketing strategy.

6 Sure Ways to Increase Sales

Want to increase sales dramatically? Then shift your sales focus from attracting new customers to enticing your proven customers to buy again. The best sales prospect is a prospect that’s already converted – in other words, one of your current customers.

Think of it this way; if your business is located in a small town with a population of 1000 people and you sell a sprocket to everyone in that town, man, woman, and child, you’ve sold 1000 sprockets – and saturated your market. Your sprocket selling days are over. Is it time to pack up and move on?

No! If you start focusing your sales efforts on your proven customers, you’ll be able to increase your sprocket sales dramatically. And these sure ways to increase sales will help build customer loyalty, too. Try some or all of these ideas to increase your sales:

1. Set up a sales incentive program.

Give your sales staff a reason to get out there and sell, sell, sell. Why do so many businesses that rely on their sales staff to drive sales have incentive programs in place? Because offering their sales staff the trips and/or TVs for x amount of sales works. See Paul Shearstone’s Creating Sales Incentive Programs That Work for how to make your sales incentive program “sweet and simple and attainable”.

2. Encourage your sales staff to upsell.

Essentially, upselling involves adding related products and/or services to your line and making it convenient and necessary for customer to buy them. Just placing more products near your usual products isn’t going to increase your sales much. To upsell successfully, the customer has to be persuaded of the benefit. For instance, when I last had my carpets cleaned, the cleaner noticed a pet stain. Instead of just cleaning it up, he drew my attention to it, and showed me how easily and effectively the spot cleaning solution removed all trace of the stain. Did I buy the spot cleaning solution? You bet. He persuaded me that buying it was beneficial to me and made it convenient to purchase it. Result: increased sales for the carpet cleaning company.

3. Give your customers the inside scoop.

Recently I was shopping at a retail housewares store. I had picked out an item and was mulling over whether to buy it or not when a salesperson came up to me and said, “I see you’re interested in that blender. We’re having a sale next week and all our blenders will be 20 percent off. You might want to come back then.” Guess what? I did – and bought two other items as well. Lesson: if you have a promotion or sale coming up, tell your customers about it. They’ll come back – and probably bring some friends with them too. (And don't forget - you can give your customers the inside scoop by emailing or calling them, too.)

4. Tier your customers.

There should be a clear and obvious difference between regular customers and other customers – a difference that your regular customers perceive as showing that you value them. How can you expect customer loyalty if all customers are treated as “someone off the street”? There are all kinds of ways that you can show your regular customers that you value them, from small things such as greeting them by name through larger benefits such as giving regulars extended credit or discounts.

5. Set up a customer rewards program.

We’re all familiar with the customer rewards programs that so many large businesses have in place. But there’s no reason that a small business can’t have a customer rewards program, too. It can be as simple as a discount on a customer’s birthday or as complex as a points system that earns various rewards such as discounts on merchandise. Done right, rewards programs can really help build customer loyalty and increase sales.

6. Distribute free samples to customers.

Why do so many businesses include free samples of other products when you buy something from them? Because it can increase sales in so many ways. As the customer who bought the original product, I might try and like the sample of the new product and buy some of it, too. Or I might pass on the sample to someone else, who might try the product, like it, and buy that and other products from the company. At the very least, the original customer will be thinking warm thoughts about your company, and hopefully telling other people about your products.

Attracting new customers is a good thing. But attracting new customers is not the only way to increase your sales, and is, in fact, the hard way of going about it. Shifting your sales focus to enticing your current customers can make increasing your sales easier – and best of all, build the customer loyalty that results in repeat sales.

What the Eiffel Tower Teaches Us About Process

In redecorating my home office, I began looking for images for the walls that would inspire and motivate me. This needed to be more than pretty pictures of flowers and landscapes. One day I was in a book store and started sifting through a bin of art prints. Voila! There it was: a series of images of the Eiffel Tower, spanning one year of construction from foundation to finished tower. I'd never had any real interest in the Eiffel Tower and didn't know much beyond that it was built for the World's Fair. Yet, the image spoke to me, and I couldn't wait to get it home and hang it up.

It's really an image to contemplate. For me, it symbolizes the journey and stages of becoming tall, strong and even iconic. I see powerful connections between the Eiffel Tower and process:

The Eiffel Tower didn't spring fully formed out of the ground and instantly become a classic symbol of a city. Sometimes, when I'm feeling discouraged or overwhelmed, I forget that everyone started somewhere. It's easy to think that certain people were just born with their PhD and expert status, in demand on several continents. In reality, they started from the ground and built up. There are no "overnight" successes.

The most important growth period happens when it appears that there is little outside progress. In the case of the Eiffel Tower, the longest period of time between two major points of construction was four months, yet that period exhibits the least amount of change. From the photos, it looks as though that's when critical infrastructure was added that created stability and strength for the remaining upward build. I see this same process with clients. While they are being coached, they are doing a lot of internal building of self-esteem and positive self-talk "infrastructure." They are making huge shifts and changes, ones that form the solid foundation for all future growth.

It takes a village to build something that lasts. The Eiffel Tower had 300+ people involved in its construction. It also has 2.5 million rivets holding it together! Just as the tower needed people who believed in it and solid reinforcements to keep it standing, so do we as individuals on our personal journeys. It's not just about networking; it's about forming relationships of mutual support and trust that will stand the test of time. Just as there's no "overnight success," there are no "self-made millionaires" either. Every successful person has a team of supporters, friends, colleagues and mentors. And when one prospers, they all prosper.

People didn't like the Eiffel Tower at first; they may not like you either. Harsh, I know. When the tower was first constructed, it was assailed with criticism from prominent members of the community as well as the general citizenry. People were actually angry and thought it was an eyesore.

Today, of course, we cannot imagine the Parisian skyline without the Eiffel Tower. Attitudes shifted, and its aesthetic and practical significance (as a communication tower) saved it from the plan to demolish it after 20 years. Paris is now celebrating the tower's 120th birthday.

People who succeed in any endeavor often have to persevere through naysayers and wet blankets. They may not like you or your idea. Does that matter? NO. There is plenty of room in your process for people to offer constructive criticism and feedback if it supports your growth. There is no room for those who want to keep you small or who feel threatened. Surround yourself with people who will build you up, not tear you down. Those who built the tower had to withstand insult and injury. They stood by their vision, and c'est magnifique!

About Beth Buelow: As a Personal Coach, Beth's purpose is to partner with people who are seeking to live a more intentional life. She offers coaching, programs and services for individuals and teams, using an inside-out process to expand clarity and choice, leading to stronger relationships, self-expression and focus. http://www.intentionaltalk.com

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Do You Have Double Vision?

No I am not talking about the album by Foreigner and I'm not talking about the physical condition that can be repaired with eye drops or contacts. I am talking about the inability to focus on what it is in life you want to accomplish.

A lot of people walk through life with what I call mental double vision, bumping along and hoping to arrive somewhere, someday. The fact is that you can't accidentally accomplish your goals. It is impossible to accidentally become great, accidentally lose weight, or accidentally start that business. These things have to be done on purpose with a single vision in mind.

When you wake up and begin your day, do you head out the door with a shotgun or rifle? The shotgun approach to life is sloppy, careless and guaranteed to be unsuccessful. The shotgun says whatever happens happens and I might hit or might not.

But with the rifle approach your aim is precise, focused and exact. You know your target, you know your goal, and you focus, aim and pull the trigger. Your vision is clear and now attainable.

Mental double vision, just like the physical, will keep you from accomplishing and achieving your goals. Don't be satisfied with bumping along in life and accepting what ever happens.

Get clear, get focused and get going! There is a lot more to see and be when you get focused! Oh yeah, Double Vision by Foreigner is a great album, especially on vinyl!

Living Life On Purpose!

James Life Coach http://www.jamescarnaghi.com Article Source: http://EzineArticles.com/?expert=James_Carnaghi

Fools Jump In? Let's Think About That One

Everyone has heard the phrase "fools jump in" at one time or another. I have no idea when it was first said or by whom, but it sounds like something everyone's Dad has said to their children doesn't it? I'm pretty sure I heard it from mine. I suppose that in some ways its reasonable advice too. On the other hand, history is littered with individuals, groups and companies who waited, waited, waited...and waited before adopting something new or different. More often than not, that waiting or not recognizing that an opportunity to be seized upon was at hand produced unwanted consequences. There are many examples, but here's a famous one:

Remember the telegraph? Probably not, but maybe you've seen them in the movies. Let's go back in time to 1876 for just a moment shall we? At that particular time, W.U. Telegraph Company had a monopoly on the telegraph, which was then the world's most advanced communications technology. If you were getting a telegram at that time, it was the W.U. network transmitting it, receiving it and then delivering it to you. This company was rich and powerful and didn't really have any competition at all, so when the president of W.U., William Orton was offered the opportunity to buy the patent for a new and really cool communications invention, he sat back in his big padded chair and had himself a big laugh. These nuts were asking for $100,000! Full of amused indignation, Orton wrote a letter to the inventor.

"Mr. Bell, after careful consideration of your invention, while it is a very interesting novelty, we have come to the conclusion that it has no commercial possibilities... What use could this company make of an electrical toy?"

You know how this story turns out don't you? The young inventor was Alexander Graham Bell. When his proposal was rejected by W.U.'s's William Orton, he decided to keep the patent and find investors to help bring it to the market. Within a few short years, his American Telephone and Telegraph (AT&T) had become the largest corporation in the United States. The Bell patent that was offered to Orton for a measly $100,000 became the single most valuable patent in history. Orton realized his mistake almost immediately, as he watched Bell and his investors begin to develop and expand the technology. He attempted to block Bell's patent over the next few years, and play catch up at the same time, but the game was already lost. He'd simply missed the opportunity.

Sometimes people simply miss the clues that signal a coming change. It happens.Change can be upon us in an instant. More often than that though, people just find reasons to wait, to delay, to stall, to explain why it would be foolish to jump in! Even if something seems beneficial or will clearly improve on an outdated method or product, careful cautiousness often rules the day. Its fear of change, not being comfortable with a new process, anything that gets that old advice kicking in: "Let's just wait and see how this pans out before doing anything hasty."

I submit to you that this is no decent way to live! While we must exercise common sense, we need not be locked behind the door of "caution." Seize the opportunities that show up in your life. Always maintain an open mind. Be curious about new things, not fearful. Life is ever changing, always flowing. The only variable is your ability to accept change or to resist change. Why not float downstream and enjoy the ride instead of paddling against the current? Jump In!

Grant Criddle http://www.grantcriddle.com/ Article Source: http://EzineArticles.com/?expert=Grant_Criddle

Desire - Make a Plan and Take Action

You can have the things you want in life, if you set your mind on them and develop a plan to achieve your dreams. It's true, It's so true. These words contain the secret to limitless success and endless streams of cash, yet unfortunately most will go through this life never even scratching the surface in terms of what they could be experiencing.

What do you want from life? How do you define a good quality of life? Have you develop a plan to take you there? Perhaps you're not shore about the kind of life you want for yourself and for your family. It's possible your sort of stuck somewhere between survival and limited beliefs, listen your mind is an incredible powerful tool. It can propel you forward or pull you backwards! It works a lot like a computer.

Computers are very powerful, they can do amazing things, however they can't do anything unless they are told what to do. Once they understand what you want them to do, then they can complete the task very well. Your mind works the same way.

Your mind does what you tell it to do. Here's an example; Have you ever gotten yourself in the situation where you just couldn't remember a friends name and because of that it bugs you? In fact it bugs you so much that you begin to think so hard that suddenly it pops out in your head as if by magic. Isn't that a great feeling when this happens? Just like the computer are brain is programmed to give answers to complex equation or even simple tasks such as this one. Here's the key, you are what you allow yourself to dwell on. Tony Robbins says it best; Your life is nothing more then a mirror of your consistent thoughts and actions. So with this in mind let me ask you a very important question, what do you dwell on? Is it the lack of money your making? Is it the economy or the doom and gloom media coverage? Perhaps you are dwelling on something that is harmful to you and that will never propel you forward. These things may have a firm grip on keeping you where you are.

Are you happy with where you are in life? Imagine yourself for a moment in a very different life. Imagine a life where you can let go of the stress. A life where you aren't constantly worried about money. A life where you can truly enjoy yourself. you know being able perhaps for the very first time or perhaps for the very first time in a very long time. Being able to take a deep breath and exhale slowly as every trouble and stressful event fade away. And these things get replaced with good things like more money, better relationship and a overall quality of life that grabs hold of you that that perhaps you've never felt before.

Its a defining moment where you finally realized what you have reached the level of success that you've been working towards. That does a few things, first you get that adrenalin rush that you've made it, this is followed by relief. Next you are greatly humble to be where only few are and that in it of it self is an amazing feeling. I saw on CNN a program that was talking about the 5% of Americans in terms of income.

As I listened I realized that how many people are there that is not in the 5% and that they can truly change their way of life if they commit to themselves to doing so. So here is where you choice comes in, shore you could keep on doing what your doing, I'll bet you got working hard down to a science. I'll bet your really good at working hard, in fact your so good at working hard that it may be all you know in terms of how to make money.

Here is what else i know. I know you're working to hard for a lot less money. You aren't making as much as your worth either. Not by a long shot. So you are working harder for less money, what's the solution?

Well, you need to discover how to work smarter and in the process you will make more money. Listen! My mentor and a friend of mine taught me this; You can make money or you can make excuses, but you can't make both effectively at the same time! So yes you can have the things you want in life, if you set your mind on them and develop a plan to achieve your dreams. I'll make a deal with you! If you bring the desire, i'll give you the plan to make it happen. Do you think this is fair? How do you think desire and plan stack up in balance? Is your desire more important then having a plan? They are both important, in fact they are both critical to your success. Without desire it doesn't matter how good the plan is and without a plan all the desire in the world will not take you anywhere.

Hey, I hope I've given you some things to think about. Remember of what i've sad that success is a direct result of what you dwell on. I know for a fact that you can have the thing in life that you want but its only possible if you have the desire and a plan. Dream on because that is when you're alive. Early on one of my friends and family member would say Renald you're a dreamer or your eyes are big, they sad these things because they always saw that i wanted more from life and expected more etc. My response was always the same, one day i will show you but just give me the time to do so. You have to dream, you have to set goals, you have to initiate your desire in order to execute your plan so you can have more out of life.

I would be honored to help you realize your dreams. You'll receive guidance from one of the all time top earner in the industry by just visiting my website here under. We are here to help you and that is what we want to do. Its time to get exited about your life. Life is an incredible journey so let me help you make the discovery of a lifetime.

Renald Croes is a young entrepreneur who started from humble beginnings to having his own online home based business opportunity with Coastal Vacations and is the CEO of Dream Vacations Network For more information about him and his business visit http://www.cashconsistency.com

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Simple Steps to Making Changes and Creating Dreams!

Are your habits and beliefs pulling you down? Is your inner voice shouting words of hopelessness and despair? Would you like to improve your life? Your beliefs and habits are what represents who you are inside, changing the ones which are no longer useful, and discovering new ones, which will bring those dreams.

Steps to making changes and creating dreams:

1. Purpose: State your dreams and goals: What is it you really want in life?

2. Discovery: Finding which old beliefs and habits hold you back. Begin creating new ones, such as thinking positive, being optimistic, and no longer believing you are a victim, but a doer.

3. Desire:This is what pushes you forward, desire is the passion and drive, needed to reach the top. When we crave for something, our strongest emotions are let out, and we will do what ever it takes to get it. The more you desire what you want, faster it comes.

4. Repetition: Repeating, every morning and night your desires. In Japan there is a saying, "Keep it simple, keep it repetitive," Soon your thoughts will change.

5. Visualization: Imagine you have achieved your goals, and are living the life you want. Make it real, and it will come.

6. Action: This is the last step is to bring your desires to reality. You are now aware of what you really want, take action, bring your wants to reality. Makes it happen.

Here is a little rhyme I wrote, reminding you to never stop believing.

When day has turned to night,
And there is no more light;
Just close you eyes,
And visualize,
The life you so desire;
And soon one special day,
That dream, will come your way.

Patty Okawa
BA/Psychology, Cert. L/B Coaching, Masters Clinical Hypnotherapist
Please feel free to email me at achangingday@gmail.com.

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