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How To Get More Sales
- 2. How to get more sales
- 3. Content • what business are you really in? • how you can influence consumers as they move through the buying process • why your customers leave • strategies you can employ to prevent this happening
- 4. What business are you in?
- 5. In the business of selling widgets, or offering widget services
- 6. That’s not your business
- 7. If you have a store that sells beautiful, artisan chocolates, what business are you in?
- 8. If you sell lipstick, what business are you in?
- 9. Hint
- 10. It’s not about what you sell
- 11. The chocolate shop is in the gift giving business
- 12. “In the factory we make cosmetics; in the drugstore we sell hope” Charles Revson
- 13. What business do you think cinemas are in?
- 14. Action Get clear on the business you’re in. Ask yourself the following ques9ons • Why do your consumers come to you? • What problem are they trying to solve? • When they buy, who are they buying for? • Which part of your business delivers the greatest profit margins? • If your company folded tomorrow, where would your customers go?
- 15. Do you know why your customers buy?
- 16. ‘We are motivated by conscious and unconscious forces.’ Sigmund Freud
- 17. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Behaviour
- 18. Myriad of factors influence decisions at each stage
- 21. Psychographics
- 22. motivation
- 23. involvement
- 25. occasions
- 27. Collective Influences: Culture
- 28. Collective Influences: Social class
- 30. Collective Influences: Reference Groups
- 32. Environmental
- 33. Need Information Evaluation of Purchase Post-Purchase Recognition Search Alternatives Decision Behaviour Create Discuss Build Provide After Sales Impact Specifics Credibility Proof Care
- 34. Zero Moment Of Truth
- 35. In 2010, the average shopper used 5.3 sources of information to make a decision
- 36. In 2011, this number has nearly doubled to 10.4
- 37. Sources range from articles, videos, product comparisons, recommendations from friends and family to ratings, testimonials, comments on blogs and website
- 38. 84% of shoppers said that this information shapes their decision, shifting them from undecided to decided
- 39. So the big question for you, is what happens when your brand or product gets ‘Googled’?
- 40. How many sources of information are there on your products and services?
- 41. If less than 11, you need to address this right now!
- 42. Action 1. Enter your product name into Google and see what comes up 2. Next enter your product name and add the word ‘reviews’ 3. Next do a search using ‘best’ and your category, eg Best hotel in London, Best printer in Bristol This is what your customers see when they make buying decisions in your category. Do you show up?
- 43. Ways To Increase Your Visibility Set up social media Contact influenJal Write arJcles that sites for your bloggers in your category posiJon you as brand and or products and get them to review a thought leader your products Create blog posts on Create short how to videos Create product highly searched terms for your products demo videos in your sector Get featured on Create case studies Encourage video independent tesJmonials from buyers review sites
- 44. Do you know the 6 reasons your customers leave you?
- 45. Influenced Away They Die Perceived Unresolved Indifference Conflict Get a Move away better deal
- 46. Why Customers Leave 82% Source: How To Win Customers & Keep Them For Life By Michael LeBoeuf
- 47. 70% of customers would do business with you again if you resolve the complaint in their favour.
- 48. What’s more, if you resolve it on the spot, 95% will do business with you again
- 49. Strategies to overcome perceived indifference
- 50. Strategies to overcome unresolved conflict
- 51. How are you managing your relationships with your customers?
- 52. Show you care People buy people
Notas del editor
- It’s about why people buy what you sell.
- Hint: It’s not the movie business
- It starts with the realisation that something is not as it should be, perhaps your car repeatedly struggles to start every morning and has difficulty accelerating. You then consider various ways to solve the problem - this is the second step. You could buy a new car, a second hand car, get your car repaired, take the bus, a taxi, or even rollerblade to work. The third step is the evaluation of the alternatives. Rollerblades are inexpensive, but not that practical on cold and rainy days, your budget doesn’t stretch to a new car etc. Then you reach the purchase stage and at times a post-purchase stage as you might return the item if it doesn’t live up to your expectations. In reality, the process is rarely this linear of course, as you might go back and forth evaluating alternatives and researching before purchase. The speed with which you move through this process will also vary dramatically depending on the type of product that you’re buying. Products that are expensive, eg cars, houses or of great importance, such as acne medication will have a more considered approach compared with the bottle of water that you buy while out shopping on a hot day when you’re thirsty.