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project 03 :: Internet Marketing :: Advertising and PR 01
Lazy Man’s Way To Get Customers
The following paragraphs summarize the
work of marketing experts who are completely familiar with all the
aspects of marketing. Heed their advice to avoid any marketing
surprises.
No matter how big or small your business is and no
matter how high or low sales are right now, there is something you
need, badly. And that is a selling system.
All firms are careful to have elaborate accounting, production and
transport systems. And yet there is no system to handle the most
important aspect of all – sales.
Nothing moves until a sale is made, remember?
Systems makes work easier. A selling system guarantees any business
a steady flow of new and repeat customers. The introduction of a
selling system has changed fortunes, literally overnight. Sample these
brief case studies;
A struggling monthly magazine was on the verge of shutting down
when they took on a consultant who introduced a simple system to sell
advertising space (the main source of revenue for the business
magazine.) Within 2 months, the magazine was turning a profit and
within one year sales increased by over 500%.
In the mid eighties nobody believed it was possible to sell
computers in cash-strapped Africa. People not only didn’t know how to
use them but even if they did where would they find the cash? The
result was that computer dealers sold very few computers, mostly to
large companies, at obscenely high profit margins. A new company
entered the market with a simple selling system that involved packaging
a low cost entry-point computer. They sold so well that they
revolutionized the entire market forcing margins to come down
dramatically.
A well-established energy firm specializing in solar was doing very
well but wanted to do even better. They reluctantly hired a consultant,
more out of curiosity because they did not believe what he was saying
about selling systems. The consultant quickly discovered that the real
“hot button” for solar consumers was being able to run a Television. He
thus created a selling system that linked solar to the most popular
soap in the country at the time. Sales increased by over 50% in a
single month.
This restaurant had good décor and excellent food. But it was
located in a good but out-of-the-way street. Too much had already been
invested to shift location so they tried out a selling system involving
a discount voucher for lunch targeted at office workers. Two days
later, the restaurant was so packed that several customers just gave up
and went elsewhere.
A struggling newspaper could hardly sell its’ minimal 1,000 copies
print run. A selling system was set up to distribute the publication
using flyers. Sales shot up to 120,000 copies within a very short time.
The examples are endless. As the world marketplace is continually
shrunk by technology and as competition increases, businesses will find
it more and more difficult to survive without an effective selling
system that clearly lays out a strategy and procedure to attract leads
and prospects and to then to turn some of those leads into paying
customers.
About The Author
Christopher Kyalo is an international marketing
and selling systems consultant with over 20 years experience. He has
recently relocated to Dar-es-salamm, Tanzania. He can be reached at ckyalo@yahoo.com
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