If sales of your products and services have been diving off a cliff or are just plain flat, there are other paths to improvement besides simply reducing prices. To find the clues that lead to those answers, you will need to do a little detective work.
Good detectives don't typically rely on just luck and good fortune to solve a crime. Neither can you when you're looking for answers to the crime of slow sales. Detectives follow a certain protocol to try and find the criminal. You must also follow certain steps to find what you are looking for.
Gather the evidence. The first step that a detective takes is to carefully collect evidence. A clever detective tries to recreate the crime scene and see it through the eyes of the suspect. Slow sales leave a similar trail of clues which can be collected and analyzed. Look at your business through the eyes of your customers and prospects. What unnecessary obstacles and hassles are you unwittingly creating that stop a prospect from doing business with you? Work to remove any unnecessary conditions and restrictions that are making your customers jump through hoops to do business with you.
Good cop, bad cop You have undoubtedly heard about or seen on TV crime dramas the technique known as "good cop, bad cop." After the suspect is brought in for questioning, a "bad" cop tries to intimidate the suspect while the "good" cop tries to gain his trust so he spills the beans and admits to the crime. In a business setting, you must be able to present your company as the "good cop." If you can become the trusted source for your customer, sales leads will begin beating a path to your door.
Persistence is key. Detectives with long and successful careers typically have one common trait -- they don't give up easily. In tough economic conditions, offering great service and products is no longer enough. It is expected...and only the starting point. The slow economy has undoubtedly played a role in slow sales for some companies. But there are companies that have experienced continuous sales growth, even during the recession. What is the difference? These companies have a very good understanding of their customers. By staying close to their customers, these companies have learned to adapt as needed and stay ahead of the curve by offering what their customers need and want.
Don't overlook the details. Detectives solve crimes by doing their homework first and then completing all the nitty-gritty, unglamorous tasks that the TV crime dramas don't show. Great companies survey their customers to find out what they need and then over-deliver on what they promise. When you can do that, you will be able to lock up slow sales forever and throw away the key.
Dan Kennedy once said, "The difference between salad and garbage is timing." The same concept is true with marketing. No matter how ripe and delectable your ideas, they can quickly become unwanted garbage if they are proposed to someone who's not in the market for your products or services. Many businesses struggle to create a winning combination of the right customer, right offer, right channel, and right timing. While these are all important ingredients in the marketing mix, timing is often the most important factor. No matter how good your offer may be, if your customer isn't in the market for your product or service, you message may be ignored or pushed aside. The key to successful marketing is to create messaging that not only piques the interest of those ready to purchase today, but also builds top-of-mind awareness and curiosity for those who may be in the market tomorrow. Now think about your marketing messages. How can you create more salad and less garbage?
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.heritageprinting.com 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
As a child, I remember hearing countless stories, including the fables attributed to Aesop, the ancient Greek writer. In his tales, Aesop used animals to represent various human traits. He'd then end each story with a simple moral -- a life lesson meant to inform and instruct. One such fable, often credited to Aesop, told the story of an elderly lion, too frail to go hunting anymore. Shrewdly, the lion lured passersby into his den by claiming to be too sick to come out and greet them. When they entered to pay their respects, the lion ate them. One day, a fox happened by, but refused to enter the den. When the lion asked him why, the fox replied, "Because I can only see the tracks going in, but none coming out." For children, fables like this provide simple illustrations that serve as cautionary tales. In this story, for example, the child might learn to be wary of strangers or of situations that seem too good to be true. But fables aren't applicable only to kids. We, as businesspeople, can still learn a lot from a well-written fable. Again, looking at the fable retold here, we learn the value of prudence in our dealings with potential vendors, business partners, investors, and more. Careful observation of the warning signs others miss can save us (or our companies) from dangers we might not otherwise recognize. So as you go about looking for ways to improve your business, don't overlook the power of fables. They're not just "children's stories" after all.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
In today's fast-paced business world full of instant technology, most people expect an answer to their email messages in one day or less. This can become challenging when you consider the volume of email many businesses receive. If checking your email throughout the day isn't ideal, consider blocking a chunk of time on your calendar each day to respond to email messages. Even if you don't know the answer or need to find additional information, you should acknowledge the email and let the sender know you are working on it. If you plan to be away from the office, remember to use an auto-responder. Include information such as how long you will be away and when you will return messages. Also provide your contact info or an alternate contact for those who need an immediate response. If you're looking for an even faster way for your customer support team to answer questions and interact with online shoppers, you may want to consider a live chat support service. Visitors who receive quick answers and responses are more likely to stay longer and buy more products. The personalized interaction will also help them develop more confidence in your business. The speed in which you respond can easily affect a potential buyer's perception of you and your business. Always remember that the sender emailed you for a reason and is expecting your prompt response. Don't give them time to find the answer, or a faster response, elsewhere.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
If you want your business to get in the market quickly, there are two quick and easy ways you can go. You can use full-page or even two-page spreads in the yellow pages, or you can spend a bucket-load of money on pay-per-click.
Quick and easy is NOT always the most effective way to go. Sometimes it is, in fact, the least effective. The yellow pages have been destroyed by search engines, and pay-per-click is a great way to waste huge amounts of money if it isn't properly maintained. If you still think the yellow pages need to be a part of your marketing budget, then put a separate phone number in the ad, so at least you can track what your easy, expensive dollars are getting you. The fact is, having a good web presence, printing great looking marketing materials, and using a marketing calendar to get your message out there in a targeted way provide a far better plan. Yes, that plan isn't quick and easy, but it can be affordable and effective... two very desirable things in marketing.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
We all know the value of persistence in business. President Calvin Coolidge once wrote, "Nothing in the world can take the place of persistence. Talent will not; nothing is more common than the unsuccessful man with talent. Genius will not; unrewarded (genius) is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination are omnipotent."
But persistence isn't just important in business. It's equally important in all of life's pursuits. Michael Jordan was cut from his high school basketball team. Thomas Edison tried more than 1,000 different filaments for his light bulb before finding one that worked. And Dr. Seuss's first book -- And To Think That I Saw It On Mulberry Street -- was rejected by 27 publishers before he found one who would publish it. Imagine if any of these three men had given up. The NBA would have been left without arguably its best player ever. We'd all be writing by candlelight (okay, maybe not, but it sounds more dramatic that way). And generations of children around the world would have been left without such classic tales as The Cat in the Hat, Green Eggs and Ham, and How the Grinch Stole Christmas, to name just a few. Any endeavor worth pursuing involves struggle. Those who persist are those who succeed. So don't give up. Success may be one jump shot, filament, or publisher away.
Joe Gass @ Printing & Graphics _ 5900 Harris Technology Blvd, Suite G, Charlotte, NC 28269 * 704-551-0700 _ www.heritageprinting.com _ 22725 Washington St., Leonardtown, MD 20650 * 301-475-1700 _ Wide Format signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment Offset and Digital newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail Veteran Owned and Operated
You've just released a great new product you're sure will be a hit with customers... if only they'd give it a chance. So how do you convince skeptical buyers who may not know you or your business that your product is worth a chance? Here are a couple of ideas to help you put their minds at ease.
If practical, provide a free trial period of 30 or 60 days. Let the customer try your product, risk free, before committing to purchasing it. This may not be practical for all products or services, but if it is, it might be worth a try.
Offer a full money-back guarantee -- no strings attached. If, for any reason, a customer is not completely satisfied with their purchase, they can return your product -- no questions asked -- for a full refund. An airtight guarantee like this lets your customers know you believe in what you're selling and are willing to put your money where your mouth is. Sure, a few people might take advantage of your offer, but most will only return the item if they have legitimate concerns.
If something does go wrong and a customer returns your product, let them choose whether they'd like a refund or to have the item replaced. If they opt for a replacement, give them something extra as a free bonus for their troubles, as well. Remember, a happy customer is worth far more than the cost of the free item you're giving away.
22725 Washington Street, Leonardtown, Maryland  20650 *     301-475-1700     * www.heritageprinting.com
Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Being first to market is no guarantee you'll succeed. The business annals are littered with tales of cutting-edge companies that eventually lost out to newcomers who built a better mousetrap that redefined the game.
Google is a great case in point. By 1998, when Google burst on the scene, search engines and directories such as Yahoo!, AltaVista, Excite, Lycos, and AskJeeves were already firmly entrenched. Many people wondered why a new search engine was even necessary.
Then they tried Google. Using a proprietary algorithm to generate its search results, Google quickly gained a foothold and the loyalty of users frustrated by the other brands. Word spread, Google's popularity grew, and the rest, as they say, is history.
Today, Google powers more than two-thirds of all U.S. searches, according to the latest data from Experian Hitwise (February 2011). Yahoo! Search accounts for just a 15% market share, and many of the other search providers in existence when Google began have gone the way of the dinosaur.
Sure, many factors went into the success of Google as a brand, and Internet search is now just a part of what the company does.
But, generally speaking, what are some basic lessons we can all learn from Google and other Johnny-come-latelies who now dominate their fields (Facebook vs. MySpace, anyone)? Lots of things, really, but three really stick out in my mind....
1. Don't underestimate the competition.
2. Don't rest on your laurels.
3. Don't ignore the ever-evolving needs of your customers.
That's pretty sage advice for any company, no matter how big or small you might be.
22725 Washington Street, Leonardtown, Maryland  20650 *     301-475-1700     * www.heritageprinting.com
Wide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Companies lose an average of 10 to 30 percent of their customers each year. Much of this loss can be attributed to poor service. Companies that focus on customer retention tend to see profits grow anywhere from 25 to 100 percent annually. Nonprofits that focus on customer retention often see reductions in turnover and better results. In business, we all strive to provide outstanding customer service. Unfortunately, we donâ??t always live up to those ideals. Here are four keys to unlocking richer, more meaningful relationships with your customers:
Â
Learn your customersâ?? names. Everybody appreciates being recognized when they walk into a place of business, particularly if they visit that company frequently. As the theme song to Cheers puts it, â??Sometimes, you want to go where everybody knows your name.â?? Make a concerted effort to learn the names of the people you come into contact with regularly, and greet them by name whenever possible.
But start with last names first. Of course, before you start addressing customers on a first-name basis, make sure theyâ??re comfortable with this practice. Some customers might find it disrespectful or â??tooâ?? personal to have you greet them by their first name. Follow the customerâ??s lead, if possible, or try starting with â??Mr. Johnson,â?? before calling your customer â??Bob,â?? particularly if they are not your peer.
Show genuine appreciation. Let your customers know youâ??re glad to see them every time they walk through the door. Make an effort to greet people with a warm smile and an enthusiastic hello. Then back it up with outstanding service and a â??can doâ?? attitude. Thank your customers when they buy from you, and keep in touch to let them know theyâ??re on your mind... and appreciated for everything they do.
Avoid judgments and negativity. Weâ??ve all heard the adage, â??You canâ??t judge a book by its cover.â?? The same is true of people. Strive to approach each new or prospective customer with an open mind and positive attitude. Donâ??t rush to judgment based on a first impression. Many times, those initial reactions and snap judgments donâ??t hold up to the test of time.
Â
Joe Gass @ Heritage Printing & Graphics
Heritage Printing & Graphics
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700 * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 *301-475-1700     * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Are you wearing clothes? Do you own clothes? If you do then you are like 100% of the people that you know! And every single item of clothing that you are wearing was bought somewhere, by someone. It was sold.
Ever get talked into going to a birthday party you weren't 100% thrilled about? You got sold. Ever feed a kid an ice cream cone before dinner because of a look on a face? You. Got. Sold.
Selling makes the world go 'round. It happens in just about every single transaction between people that you can think of. From your teenager talking you into staying out late to the car dealer convincing you that you need the expensive oil change.
What made that ice cream cone sale work? Well, a lot of things actually, but one part of it was the deep sincerity on the part of the seller. Same for the person trying to get you to go to the birthday party. Those people believed in the product they were selling.
So...can you bring the same sincerity? Take a moment to see where your passion is. If you find yourself bogged down in the details and feel like you've lost the feeling of the sale, then take a step back and look at a kid who wants an ice cream cone. Then make the sale!
Joe Gass @ Heritage Printing & Graphics
5900 Harris Technology Blvd, Ste G, Charlotte, NC 28269 * 704-551-0700Â Â * www.hpvisual.com
 22725 Washington Street, Leonardtown, MD 20650 * 301-475-1700 * www.heritageprinting.comWide Format â?? signs, banners & banner stands, displays, posters, wall and window graphics, vehicle and floor graphics, decals, backlit signs, point of purchase, end caps and toppers, on-site installation and fulfillment
Offset and Digital â?? newsletters, magazines, publications, catalogs, conference and meeting materials, brochures, rack cards, presentation folders and direct mail
 Veteran Owned and Operated
Companies lose an average of 10 to 30 percent of their customers each year. Much of this loss can be attributed to poor service. Companies that focus on customer retention tend to see profits grow anywhere from 25 to 100 percent annually. Nonprofits that focus on customer retention often see reductions in turnover and better results. In business, we all strive to provide outstanding customer service. Unfortunately, we donâ??t always live up to those ideals. Here are four keys to unlocking richer, more meaningful relationships with your customers:
