How to Increase Sales – Part Four
When it comes to how to increase sales, there are many important factors to implement
. In fact there are too many to adequately deliver them in one article. Therefore, this series of articles on how to increase sales is comprised of five parts.
The first lesson on how to increase sales discusses how to deliver exceptional customer service.
The second lesson on how to increase sales discusses how to upsell and the importance of teaching your employees to upsell.
The third lesson on how to increase sales discusses adding value. How can you add value for your customer?
Today's lesson discusses how to increase sales revenues by selling to your current customers more often. In other words, increasing the frequency of sales.
You may think that your best customers are the people who buy the most expensive products, but if you carefully analyze your sales results per customer, you might find that your most valuable customer is someone who buys less expensive products, but does so more often. Therefore, increasing the frequency of your "little guy" customers' purchases can put a lot of money in your pocket in the long run.
How can you increase the frequency of purchases?
It depends what kind of business you have. Obviously, diligent follow up will have an impact no matter what kind of business you have. You must know who your customers are. Start collecting their names and addresses right now if you are not doing so already.
Following up with them will pay for itself. Simply sending a postcard once every three months can be all it takes. Other methods include: sending a newsletter, a coupon (people LOVE a deal and respond very well to coupons), a thank you card, a phone call or an email.
You can automate your follow up very easily with some of the products on the market today. You can set up your CRM program to automatically send out an email once every 60 days to say, "Hi Paul, I wanted to check in with you to see if there's anything I can help you with right now." Or get even more in-depth by providing information on your products or services. ALWAYS include a call to action.
Just because you have signs in your store (or on your website) featuring your products doesn't mean that your customers know about them or remember everything you have. Send them an email describing one or two of your products and the benefits to your customer.
Like I have said in a previous lesson, the expression "did you know?" works very well to remind your customers of a product or service you offer.
"Did you know that we have 17 different sizes available in 15 different colors?"
"Did you know that our umbrellas are 100% fade resistant and guaranteed for 10 years?"
"Did you know our store was rated "Best local shop" by XYZ?"
Effective follow up is the key to increasing the frequency of your sales. Remind your customers about your products and services! If you don't follow up, you're simply leaving money on the table. I would go so far as to say that not following up is just plain lazy.
Many sales people are afraid that they'll be perceived as harassing their customers and prospects if they follow up too often. But the reality is that many people do their planning at different times than their buying, and by following up you will keep your name top of mind. There is a big difference between politely following up and reminding your clients of your products and services and bombarding them with annoying emails and voice messages. I once worked with someone who used to email his prospects with the subject line:
"ETA of order?"
Now that is disrespectful, I think. That's not the way I work, nor do I recommend it for you. I would rather use an expression like, "Please let me know if you are ready to move forward and I'll be happy to help you."
In summary, to increase the frequency of sales, make sure you are consistently following up with your clients. You will definitely increase sales revenues if you implement automatic follow up. It takes hardly any time and the results can be quite dramatic.
How to Increase Sales Part Four
By: Doyle Ingram
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