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Searching for Excellence

4 tips for improving your sales team's Have your sales reps send handwritten
success thank-you cards after each first-time
The year 2007 is now officially almost sale. Keep track of and contact your
half over. Is your sales team performing customers on important dates such as the
at their maximum potential? anniversary of the day they started doing
In recent articles, we've covered a range business with you, their own company
of tips and techniques to help anniversary, family birthdays or anything
professional sales people fuel their else you can use to build a personal
success. This week, as the height of relationship. Plus, make a point of
summer approaches, we're focusing on all connecting with customers on holidays
the sales managers, business owners and throughout the year.
sales leaders out there who are looking And always, always be on the lookout for
for new ways to increase their team's (or any opportunity to refer someone to your
company's) revenues - and improve their customers. If you can help your customers
profit margins - as we head into the grow their business, believe me, they'll
second half of the year. be only too happy to take you with them.
If you're in the process of developing Tip #4: Make a direct link.
your marketing and sales plan for the The number one mistake I see many
second half of 2007, the following four business-to-business companies make is
tips can help you to help your team allowing all of their contact with their
improve their sales results, increase customers to go through a single sales
their revenues and exceed their sales representative. This can leave you
targets. vulnerable whenever one of your employees
Tip #1: Love the one you're with. jumps ship to join one of your
Many companies invest far too much time competitors. It also leaves too much room
chasing new customers, and far too little for negligence on the part of your reps.
making sure their existing customers are Establish a direct link with each of your
happy. customers, regardless of how many layers
Research tells us that selling to an of distribution lie between you. A
existing customer is between five to restaurant owner can do this by coming
fifteen times less expensive (and takes around and chatting personally with
far less time) than acquiring a new diners. A CEO of a large company can do
customer. Why risk losing something you it with a newsletter or maybe a hotline
worked so hard to secure in the first phone number.
place? To reinforce this direct link, get in the
One sure-fire way to increase your habit of contacting your customers at
customer retention rate is to create a various times throughout the year. For
monthly newsletter or other program that example, send them en email to:
lets you stay in touch with them on a - Introduce new products or services;
regular basis. Newsletters can be easy to - Give advance notice (and an
create, inexpensive to produce and can explanation) of an upcoming price or fee
even be distributed instantly by email. increase;
Most importantly, a newsletter can help - Offer special discounts or premiums;
keep you in your customers' top of mind, - Provide useful and valuable industry
so whenever they need to buy again, they information;
think of you first. - Give special recognition to top
Tip #2: Get some feedback. customers; or
A satisfied customer is predisposed to - Announce seasonal sales.
purchase more, purchase more often and Remember the cardinal rule!
even purchase something different than a Just remember this one critical rule:
customer who is less than satisfied with tell your entire sales story every time
your product or service. So what are you you communicate with established
doing to ensure your customers are customers.
satisfied customers? Don't take shortcuts or feel that you may
The most successful companies poll their be boring them by telling the same story
clients immediately following a purchase over and over. Don't assume any specific
in order to gauge their level of knowledge on the part of the customer.
satisfaction and make any necessary And as my first sales mentor once said to
changes to their sales and service me, don't ever make the mistake of
programs. If you haven't gotten any thinking that your customers have an
feedback from your customers in a while, active imagination.
pick a day this month for you and your Customers have so many things going on
team to sit down, call your customers and today that they simply can't be counted
find out how they really feel about you. on to remember all the great things about
Ask them specific questions like how they you from one sale to the next without at
would like to be served by you, what least a little prompting. So if you have
their experience has been like with the a unique quality, service, price
various departments in your company and guarantee or other advantage that sets
what they would like to see you do you apart from the competition, take a
differently. You can then use this moment to point it out each and every
information to craft a sales and service time you deliver a written or verbal
strategy that puts what the customer sales presentation, and in every
wants, first. newsletter you send out.
Sound scary? If so, then you probably As sales professionals, we desperately
need to do this exercise even more. If need to place a higher value on the
you receive any negative feedback, take customer. That's the message behind Tom
action to fix it right away and call the Peters' incredibly successful "In Search
customer back as soon as you have a of Excellence" movement. It's the message
solution. You may be surprised to see how behind Blockbuster's "No Late Fees"
many customers will be inclined to buy policy. And it's one of the reasons why,
from you again once the problem is in Canada, cell phone companies have
resolved. finally allowed their customers to "take
Tip #3: Get connected. their number with them."
According to a recent Gallup study, Make sure it's the message behind your
emotionally connected customers spend 46% company, your team and your customer
more than customers who are simply service, too. Communicate with your
satisfied. customers often and with emotion, and
How do you create emotional you'll find your business will really
connectedness? Start by being personal. begin to soar.




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