Future Business Key Element In Sales

A challenge facing many businesses is how to maintain a constant stream of customers in order to provide a regular cash flow.

One method is to choose a location that ensures a steady flow of traffic past the door, creating a constant awareness of the business. While position is important, it is not always possible to afford or be lucky enough to occupy a prime location.

Another method is to advertise sales or other specials, which are designed to bring customers, both new and existing, into the store or business. While this method may prove successful in increasing sales in the short-term, often the true ongoing value of the sale is overlooked. That is, one of the desired outcomes of the promotion should be in capturing the future business of those customers.

Future business?

It is a commonly overlooked that a customer's true worth lays in their value in subsequent business dealings.This can be demonstrated by a reverse view, in that poor service, low quality goods or other undesirable factors in the customers eyes, is quick to bring the business into ill repute. Business failure or a dramatic downturn in turnover can result. Equally, a favorable outcome for the customer means they will not only be more likely to come back, but also to tell their friends about the experience.

Therefore, it is a disconcerting fact that many customers leave a store without any attempt being made by the business at capturing their vital information. This information, if gathered, not only allows the business to communicate with that customer at a later date, but to also begin to refine its view of its customer and their needs. This principle applies whether the business be a retail outlet, a service firm or a manufacturer. Typically a business can use a variety of methods to capture customer information.

Say you have a shoe store. Using a computerised system, you can capture the size, style and colour of shoe, plus its value (and therefore profitability). It is also not uncommon these days to ask for a person's name and telephone number as part of the transaction process. Be upfront, say you are using the information to build a better understanding of customer's needs to provide improved service. Sure some will refuse, but most won't. You can now start to build a profile of your customers.

Other questions to ask include how the person found out about the business (if by advertisement, which one), have they shopped there before (in which case you have some data already). Don't forget to ask if they would like to be informed of new shoes that meet their size/colour/style needs.

This information can be used to determine the recency and frequency of sales to particular customers, enabling specific promotional programs to be offered to those identified as most desirable.

Ongoing communication with clients gained through data capture when they are visiting your business is vital to ensuring they are constantly aware of the goods and service you provide. This can be via letter, email or SMS.

Future business direction can also be gleaned through recognition of customer requests, especially if they are for items not normally carried in a store's inventory, or included in the overall service package.

By better meeting your client's needs, many businesses find location less important and customer loyalty and repeat business far more valuable.

Matt Eliason is CEO of PlusOne Marketing a business offering Marketing, Media and Communication services and advice. Read the regular blog for Ongoing Tips

This article may be reprinted unaltered and in full including author bio and this statement

---

Are You a Winner or Whiner?

I've found that winners say "I choose to." Whiners, on... Read More

How to Eliminate Objections to Price

Have you ever stepped your way through the sales process... Read More

The Best Day In The Week

The best day of the week is TODAY, of course.... Read More

10 Mistakes That Reduce Profitability

In my professional experience as a sales and marketing coach/consultant,... Read More

Picture Yourself a Winner

In the work place, the amount of good things that... Read More

Grow Your Business By Increasing the Value of Each Sale - 29 Ideas to Spur Your Brain

There are 3 ways to grow any business:- Get more... Read More

How To Get Your Mail Past The Gatekeeper And Into The Hands Of The Decision Maker GUARANTEED

There are several ways to get your information into the... Read More

How to Build Sales With Extended Benefits

An area that can become profitable for many businesses in... Read More

How to Acquire More Leads

The most effective prospecting techniques were revealed in the August... Read More

Im A Second-Story Man

Can you say who you are and what you do... Read More

Selling Your Way To Success

I wonder when we decided to become a sales person.... Read More

What Successful Sellers Know - Others Dont ... The Subtle Art of Closing

Ask any salesperson, "At what point in the selling process... Read More

How To Improve Your Voice

VOICEThe Image the customer has of the Salesperson is vital.... Read More

Stuff We Make Up About Our Prospects

? Go through the "no's" to get to "yes." ?... Read More

Why Write a Sales Letter for Each Product?

Authors/publishers are great at getting their books written. Entrepreneurs know... Read More

Money Does Talk!

When buying something, you can buy in one of two... Read More

How to ASK for Business -- WITHOUT appearing Pushy --

GIVING Vs "SELLING"Never lose sight of the importance of providing... Read More

Customer Loyalty in the Technology Industry

For technology companies, service after the sale has emerged on... Read More

Voice Mail That Sells

As a business owner, I receive my share of sales... Read More

Get The Help You Need With Fund Raising Ideas

There are many fund raising ideas on the market today... Read More

Write On The Money: The Ten Commandments (Plus Five) Of Profitable Sales Letter Writing

According to the Direct Marketing Association, in 2003 U.S. direct... Read More

5 Tips to Choosing a Direct Sales Business

With hundreds of direct sales companies out there, how do... Read More

Your Direct Mail Sales Letters Must Differentiate You

For two winters I heated my house with an old... Read More

The Trusted Advisor Relationship: What Is It, and What Should It Be?

For the past months, maybe a year, I've been hearing... Read More

Follow the Long Yellow Copy: Do Long Scrolling Sales Letters Work?

Have you ever sat through a movie and got to... Read More

Handling Objections

HANDLING OBJECTIONSSales presentation is not always going to be plain... Read More

The Most Important Word in a Business Letter

What do you think it is? Many experts insist it's... Read More

Selling To Women - Selling To Men - It Isnt the Same

Selling To Women - Selling To Men - It Isn't... Read More

The Importance of Good Sales Leads

An important part of your business plan should be to... Read More

The History of Sales: Dale Carnegie is Still with Us

I've recently been hearing sales companies talk about how they... Read More

Selling Against Goliath

Selling Against Goliath?How to Take on the Big Guys and... Read More

Creating Your Perfect Pitch!

Why should you describe your business to others in 5... Read More

Sorry, But Im Not Buying From You!

Former General Electric CEO and legendary manager, Jack Welch, nailed... Read More