Archive for the ‘Customers’ Category

Ernesto is a salesman in a company that manufactures electric generators. The list price of sale of each generator is $ 1,000. For your company, the total cost to produce and make available to the public in local sales of these generators is $ 800. The company goes to market carrying a profit of $ 200, 25%.

Ernesto this morning closed a deal with a customer, and sold a generator delivering a 10% discount on list price, which is the maximum discount you can offer your manager. The customer paid $ 900 or $ 100 less than the list price. Now the question is: Where did that $ 100? Obviously came out of the profit that your company hoped to get.

$ 100 is 10% of the final price paid by the customer, but the company is 50% of the profit!.

How much lost Ernesto?

Ernesto gets a 6% commission for each generator that sells, so you get $ 60 if the price were the list. In this sale to $ 900, your commission is $ 54. $ 6 does not seem much, but Ernesto sells an average of 40 computers per month. If I did 10% discount on half of its sales would be losing $ 180 per month in commissions, about the same as the fee pays for your car. Is not it enough, no?

Ernesto, as many vendors tend to use too often (or too early) in a negotiation the use of the lowest price you can offer, virtually transforming the price “floor” in the virtual list price.

What can we do?

1) if we recognize this trend.
A discount is a necessary to close some sales, so in many cases would be a mistake not to offer it. Of course not referring to those occasions. We are talking about the tendency to offer more times or more as needed.

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Many times we spend it in showroom-those with trade or showroom, or visiting customers, come in “buying mode” or we activate ourselves and do not close the deal because you do not listen, we put in place, we are ours to go off without direction from one side to another and do not focus on what’s important: listen with the intent to help.

I lost an hour and a half (the time I was there and return to the store) and they lost a sale that was made and a buyer for ever. I never go to that store will raise ..

Let the analysis of what happened.

1. The organization of work in this store is horrible. They need a consultant in organizational point of sale. If someone takes the hint, I can suggest you contact my partner in Barcelona, ??who is an expert at it.

2. The selection you made seems right, who served me was very important, was a sympathetic approach with an entry “wow, how easy you put me, I had come to show off.” That made me feel closer to him, and therefore closer to the purchase, but then lacked the training application, will surely be trained in sales techniques, but he weighed more harm another customer care listen to me.

Another recommendation is that someone monitor the implementation of training, if not money spent and not invested.

3. Impre City moved from a closed sale to a customer lost forever by the ineptitude of their customer service (or should I say the service efficiency of neglect?). Take care that this does not happen to us.

4. A computer system saves correct problems. With a simple adaptation of the information presented would have saved time and had won efficacy. If the system indicates “stock 2 available 0″, he had known at a glance that the two were exposed and had not been looking for them in the store several minutes, which needed to close the sale of another printer with me.

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Is often spoken of the need to orient companies toward customers, not the products.  All these aspects give us an easy read and clear: there is a part of the sector capable of creating and operating their advantage at the level of costs, access to low cost of technological innovation, productivity and standardization of supply and sustainable development strategies marketing that generate more users.

But can we admit that we are creating satisfied customers or users made up?

The current reality is that we belong to an industry like any other, tends to standardization and globalization, and that this standardization of services takes advantage of strong demand that generates three immediate symptoms:

1. The low investment in customer loyalty
The reality is that generally invest too much in communicating what we offer and pay little attention to internal flows (the-how-it offer). We have constant attacks Marketing myopia, investing large sums of money to attract customers, create campaigns, create strategies and promotions … but it seems that we do not realize that our migration rates are the same as five years ago.

2. Systematic copying services and concepts and non-creativity
We spend too little time to create an internal traffic information and training in our companies. This hinders creativity and worse if we consider the ignorance we have about the “promise of value” that our customer asked us to join, and ultimately met or not, too often we choose to copy what the competition, with the confidence to fight with the same weapons (but the “promise” is still there but we decided that this issue is not going with us).

3. The non-differentiation from competition
The result of all this is that when the difference becomes something more objective than a few square meters more or less, that some machines more or less, and that a low or so, we face a problem of systematic imitation of services concepts and sales messages, and this is not creative.

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According to Wikipedia, credibility has two dimensions: the ability to build trust and the degree of knowledge. Therefore, you should try to position themselves as expert in your niche and gain a reputation for integrity on the web.

There are different ways:

1. Publications

One of the great benefits of writing articles, other than to attract traffic to your site, is to position themselves as experts in their field of expertise. It is important to deliver valuable content in their publications. So people will see that you really have control over the subject and will be interested to hear more from you.

2. Integrity

Professional integrity is a fundamental aspect of the credibility of business on the web. Do not make promises that can not meet and make sure that their products and services are of high quality.

For it is important to make a constant assessment of their management. You can survey his followers and always be open to criticism, however much it hurt. Another way to demonstrate integrity is to give customer service top notch. In this area it is easy to make a difference, since most web entrepreneurs are negligent when personally involved in the problems of their clients.

3. Testimonials

One of the best ways to gain credibility is to publish testimonials from your customers are satisfied with your products and / or services.

How to Get Testimonials?

Often come alone. People who are experiencing a change in their lives because of your products are going to write to thank him. All you have to do is get permission to publish the testimony of the person. Never post a testimony without the prior permission of your customer!

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One of the major components of relationship marketing is called direct marketing, which combines tools like advertising, public relations, promotion, direct mail and telemarketing. Also as another component can use cross-selling mechanisms not only seeking greater market share but on the client, in other words, the total of different products that a person does.

With respect to relationship marketing plan, we indicated that as with any program that needs to be planned, follow a series of steps that contribute to its success:

Step 1: Assessing diagnostic
Step 2: Consolidation of the database
Step 3: Micro segmentation of the database
Step 4: Market Research
Step 5: Determination of the plan’s objectives
Step 6: Accuracy of the plan format
Step 7: Internal dissemination and classification of internal customer
Step 8: External exposure
Step 9: Implementation and implementation of the plan
Step 10: Measure results and adjust the plan

In its application, fortunately has Internet at present and also to be considered, that marketing-oriented customer participation requires the use of comprehensive and individualized information that originates in the course of time through dialogues with specific customers. Count Ernesto about reminds us that The dialogues provide information that is more intimate and more powerful than what could be any record of transactions. One may be tempted to think that the information extracted from a media dialogue using 1a1 is not very detailed.

However, each dialogue with a customer is an opportunity to shape the scope of our relationship with that customer, all items of knowledge from a dialogue-can be used to ensure a stronger relationship, more productive and durable. Definitely take into account that this type of marketing is presented as the new marketing paradigm, and is an application on the same object of study, isolated exchange of trade relations, which affects both the theory and practice the discipline.

New ideas translate into new customers and avoid the boredom of those who already have. Brainstorming, translated into Castilian would storm or brainstorming. It is a very useful exercise to train your creativity and make the most advantage of the interaction of many minds.

The brainstorming you can do it alone or also in the group, the latter is much more efficient because the result is the sum of the minds, but this is multiplied, as an idea to provide someone, you can move the gears that make other / s person / s generated / No idea star. Besides brainstorming gives you alternatives to solve a problem or achieve a goal. Which gives more strength and effectiveness.

I leave you some tips to make your brainstorming is a fun game for you to also get advance your life and your business by leaps and bounds.

Meet friends who share your goals

Brainstorming meetings can occur anywhere, whether a classroom, meeting room, the dining room of your home. But you can also apply it to your going out with friends, or organize in your city. As you gather with your friends to go drinking or snack, you can do but to propose a brainstorming-tea for example? That sound good?

It is important that all participants share the purpose for which you have arranged the meeting, this will all be motivated and that the meeting did not deviate.

Select a person who conducts the meeting and another Gather Information

It is very important to have someone moderate and speaking time for the meeting does not become chaotic. There should also be someone different in charge of collecting the information to be contributing. It is imperative to write down all ideas that emerge in the meeting and that all participants can access a copy of it after the meeting.

In the sheet on which point the ideas should not be left behind no idea how absurd it may seem, sometimes it seems crazy at first out the best options or may be the seed to generate other ideas really good.

Put a time limit

Make a time limit of duration of the meeting. Ideally between 25 minutes and 1 hour, not much else. If you mark a time limit run the risk that nothing will be done and also extend to infinity. It marks a long time, and you can even set an alarm 10 or 15 minutes before the end to finalize and close on time.

Implement these tips in your brainstorming and start enjoying them as a game while you get results. These are the strategies I use to make my brainsttorming and these generate increased and better ideas for both my personal life and my business.

I love teaching others my knowledge, and here I present the strategies they use and you can deploy to any release you have planned.

1. Work Plan Marketing / Advertising

Build a list of advertising strategies you will use. Do not choose a lot, just choose between 3 and 5, in which you focus aggressively. The ones I use are:

- Facebook
- Affiliate Programs
- Strategic Alliances
- BBS with Solitary Promotions
- My Blog

2. Create Expectation
Before launching the info product or services that creates expectations in your potential customers. What I do is:

- Notify the list weeks in advance that something is coming.
- I write articles under the theme of the inseminate.
- Teamwork with strategic alliances, ensuring that frequently publish promotions. And almost everything is automatic.
- Using Facebook to leave reminders of the inseminate is coming.
- Free to publish audio sales tips.
- Public tips on Facebook and then close with a link to the inseminate.

In short, a strategic plan, consistent and disciplined to reach my goal of attracting potential customers.

3. Delegate

You can not do everything you need to delegate other areas you away from advertising. In this case, use the power of my assistants to publish my newsletter and my articles, upload them to Facebook and my blog, distribute my content and so on. The delegation is successful. I tell you with my heart in my hand.

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The reality is normal, that is, not all people who subscribe to a newsletter will confirm your subscription. If we want 100% confirm it will never happen. However, what we can do two things.

First, to give an incentive to get the confirmation, in other words, post-registration page, after you have given your name and email, provides detailed instructions on what the next step, even before the filing of “bribery” ethical, or the gift that has been offered, but before that must confirm your subscription. The more clear, concise and precise the step by step instructions on post-registration page, the better.

The second question is not necessarily a list of a newsletter must be double opt-in.

Many of those who use AWeber know that this server can configure the list to not require confirmation, just people are automatically enrolled to the newsletter without confirmation.

Failure to confirm a subscription is not an error of Aweber, much less his mistake. It’s just a matter of culture the customer, or a technical part in the service configuration. He recommended, in case you wish to confirm your newsletter subscription, is to improve the conversion of post-registration page, so follow the instructions and confirm the subscription.

There are many customers, partners and friends who have one or more years designing the product, and meanwhile make no other activity. Always, the first thing to do is start building a web presence. Why? Because if you wait until the product is developed and action that takes one or two years, when you are ready to mount the website does not have an audience or an audience and loyalty. We are wasting time, recommended to start with the list from now on.

The sooner we start the better. But keep in mind, the key to that list is to add value, great value, even without expecting anything in return, all you do is build relationships. Assemble a list of interested prospects in a particular subject matter is ideal, because when you leave the product to market, we will have a number of people that if they have provided sufficient value, and we generated the corresponding confidence and credibility, facilitates the process purchase.

Focus, alongside the creation of the product, in developing this presence of content via the Internet. The easiest way is through a blog. A blog is nothing more than a collection of content that is provided to a user, do not have to be supernaturals have to be another interesting but can be short also have to be directly related to the subject to be sold is say, with the future product.

Once you have that database, and has built trust and credibility, is the time to market the product, not before.

Many people, for example, begins to develop a product and it does based on their own experience, asks for feedback from the market, and that’s a big mistake. The best thing you can do is get feedback, meet the interests of himself and go to develop the product according to the needs that arise in that particular niche.

In fact, a very interesting way to test a market, and even test if the product is intended to launch will be successful is through the use of surveys. We do surveys on the site, along the lines of “if you had the chance to ask a question to an expert in marketing and Internet business, what would be the most pressing is right now?”. Leave the box and provides an incentive for completing the survey, for example, provide a report, an audio or video. All that, ultimately, will provide all the necessary market intelligence to develop a better product.

The bandwidth of the Internet has been standardized to very high values ??such that almost everyone agrees on very fast connections. In pointing to these preambles is that you can feel this was privileged to live and start using videos to generate qualified traffic, credibility, and finally of course … sales.

The videos make you not only have a name and message to give but a face and a voice, and consequently becomes a human being acquires a personality and stop being a website with a bunch of letters in interior.

This creates many benefits and people to fully identify, accused him as an expert in his field, he begins to trust you, unwittingly becomes his friend as long as you do the job.

It is very important to use the videos as a channel for distribution of its content and that in addition to everything already mentioned you will begin to generate qualified traffic advantage (in the sense of the word) the volume of traffic they already have platforms like Google, Yahoo, YouTube, Video, etc.. etc.

If you want to succeed in business online, you need to convert visitors into friends, friends, clients, clients customers for life and up to turn them into evangelists last link of your products or services. The shortest route to get to become friends with your visitors and prospects is through the distribution of valuable content using video, so keep that in mind, apply this strategy and take advantage of the magical results.