How to Transform Media Exposure into Up-Selling Opportunities

Okay, so your business has been featured by a national newspaper. You’ve also been invited to write a regular column for an e-newsletter. You’ve also been invited to a radio show that wants your opinion regarding your industry’s issues. You’ve also gotten great reviews on an industry magazine. Likewise, you’ve been invited to a television show to air your opinion and plug-in your business. Give yourself a pat-on-the-back for a job well done on your publicity efforts. So, what now?

The next logical step is to turn this momentum into a public relations campaign. What’s more is that you can use this campaign to generate more sales and remind existing customers that they’ve made the right choice.

Making an Impression on Existing Customers

If you’ve ever been impressed at a framed newspaper clipping or review of a restaurant you regularly dine in, then you definitely know the value of how media attention can remind current customers that they have made the right choice. These framed reviews showcase that when it comes to repeat customers like you, the restaurant has the skills and talent to be able to cater to your needs.

Moreover, these articles might also feature some services that the restaurant has that you didn’t even know existed. They might include some business meeting catering services or party catering services. Those framed newspaper clippings might also even allow you to consider them catering for your next business review meeting. Now, that’s an up-sell opportunity!

This is one way of how media exposure can be used to improve your business profile and credibility among existing customers. Let’s now look at other ways at how this media coverage can be converted into potential sales.

Make the coverage known to your existing customers. You can do this by sending materials to your customers that will inform them that a magazine, a TV show, or a radio program has just given your business the thumbs-up sign. One recent example that I can give is that an insurance company sent out postcards to all their customers mentioning that a business magazine ranked them as the top insurance provider of the industry.

Proudly display the press coverage. Like the example of the restaurant above, you can also frame these articles and display them in a part of your store or office that’s easily noticeable and readable by customers. You can also have videos of your TV interview play at the television in your reception area. This can be great conversation starters between you and your customers; and will allow you to easily plug-in other products or services in the meet.

Send out details of the upcoming media coverage to your customers in advance. Tell your customers to watch your appearance on TV, tune it to the radio show, or get a copy of the magazine that you were featured in. Doing this will make them more aware that you’re getting a strategic foothold in the industry; which in turn can make you their provider of choice.

Tie the media coverage to a promotion to increase sales. As an example, you can offer to give a discount on products or services to customers who can bring clippings of the newspaper of magazine articles.

The Grapevine Can Take a Toll on Your Business

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Like all things, there are always two sides to a coin. In advertising, especially word-of-mouth advertising, the same principles apply: when it’s good, you get new customers without virtually spending any extra advertising dollars but when it’s bad, it can be deadly. Below is a comparative narration of contrasting experiences shared by a well-followed blogger of two international airports she has experienced.

Upon arriving at this international airport in London, the writer’s family of three was greeted by a surly, edgy airport staff who refused to make eye contact with any of them. After passing immigration and passport controls, husband and wife eventually reunited only to confirm that they have both indeed been treated rudely and the experience, utterly horrible.

Imagine finally getting passed the queue only to be thrown with something like “Why does your daughter have a different last name?” while your daughter, a baby in your arms with searching eyes darting from yours to the passport officer’s face, looked on. For the first time, the blogger admits she was made to feel ashamed to say “Her father and I are not married.” Imagine that. Granted that nowadays most would agree that different surnames are a social norm and won’t really merit a second look but in the judgmental eyes of a staff in this particular London airport, they simply read: kidnapper.

The experience at the destination airport could not have provided a more glaring difference.

“How was your trip? Did (glancing at passport) Amy get some sleep?” asked the airport officer at the welcome immigrations at Sydney Airport. An immediate and welcome delight to any weary traveler’s senses! Even at the baggage control, the customs official went out of his way to approach the family, invite them to join a fast track lane and left them with “You don’t want to be hanging around here any longer than necessary, do you?” After thirty hours of travelling, this customs official is a gift from the traveling gods.

Between the two international airports, the winner, hands down, is Sydney.

In preparation for the Sydney 2000, the city has taken its role as Olympic host so seriously that the “airport experience” for visitors was given a lot of focus then and obviously, travelers to the city today are still enjoying the immense benefits the culture inculcated brings.

This was a simple experience by a young family of three. Imagine the next few weeks when that family starts sharing their experiences to friends and family. Multiply that pass-on message to thousands who follow the writer’s blog once she posts this entry: Encouragingly delightful for Sydney, damage control nightmare for London.

Word-of-mouth advertising may be free but it is one of the strongest and most persuasive means to bring the message of your product or service to your target market. To earn it and harness its positive power, one does not have to be chummy with clients but definitely, one must not resort to rudeness. Show respect and give your clients a pleasurable experience in patronizing you. That way, they will recommend you to their friends in a positive light, sing praises even, and in the end, you win not only their repeat businesses, but their friends’ as well.

Liars Liars In Our Midst

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In my growing years I was always told to tell the truth, and nothing but the truth. As I come of age I have realised that there are people who are willing to weave up fascinating stories to conceal the ugly realization behind their activities. Lo and behold, these people have been elected to respectable positions in our society. Truly, the ironies of life’s circumstances never fail to surprise me.

An old neighbor used to say “I hate liars. They shouldn’t be trusted!” These are words which creates an impression of extreme disgust for liars and the lots. These are convictions which, when uttered, can generate a stir of great magnitude resulting to a generation of feuds maybe even wars.

In a way, my neighbor has a point. It is not strange, as others put it, but rather it is noble to stand by the principles of the old world. Lying indeed is a faulty practice, which for the most unfortunate reasons, is also the most abused power evident in everyday living. Lying appears to be the means most people use to get to their destination, and to eventually achieve their dream.

A few weeks ago, I was handed the privilege to read an internet blog about the bent business tactics of a particular airliner. Imagine two frequent flyers, together with their young child, were able to book an early reservation for an out-of-town trip. The best seats, the best amenities, and the cheapest price rolled into one. I could just see cloud nine and seventh heaven painted across their faces! Or so I believed. After a few weeks from their initial reservation, our dear friends called the airliner to confirm their booking, and to their dismay, they found out that they were bumped to standard seats! How did that happen? They were informed that the flight was 90% full. Their only choices were to stick to the standard seats and sit beside each other cradling their baby’s basinet or to purchase a different airfare ticket for their child. Disappointment and surprise rolled into one: the happy faces turned sour this time.

Needless to say, the couple bought an extra fare. A few days after the mishap, the couple saw their original plane reservations on sale at a very competitive price. Taken aback, one of them called the airlines and pretended to make a booking. On that phone call, they found out that the flight was actually only 50% full and not 90% full as originally stated. This time they truly felt deceived. Luckily for the airlines, the couple understands that they mean business and so they do not want to give away prime tickets for a meager sum. Business or not, lying is not supposed to be a solution for everything. It only makes matters worse because it creates doubt on the part of eager customers.

Lying, or put simply, stretching the truth is a business tactic indeed. It sells and it attracts but it’s not always right. It is never right. Is it ethical? In the most obvious interpretation of the word, it’s not; but people have to be shrewd at times to get the business going. In other words, businessmen have to do what has to be done to meet the expectations of their trade even if it includes the abuse of power that is lying. However to a certain extent, they will come to realize that using too much in lying to keep up with a business venture will prove detrimental in the end: not only are they bound to lose loyal customers who will spread the word of their concealment but also they will never get hold of potential ones.

Earning in exchange for work experience

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You can make other people work for you and at the same time earn while doing it. The concept is simple; people pay you in exchange for work experience. Nothing could be greater than this right? Well it’s true, and many are taking advantage of it.

In a secluded town of New Zealand called Azaroa, there is someone who makes money while letting people do their work for him. He is a savvy entrepreneur who devised this simple yet profitable concept. I personally witnessed him when we just had our family vacation there recently. He heads the Eastern Bays Scenic Mail Run. He earns a hefty $45 for letting people do his work. His mail run treads on unfamiliar roads running along scenic spots and exciting places, and you get to accompany this postie while you shoulder his job responsibilities in exchange of an experience plus the payment. This is such a wonderful arrangement and any business could copy its format.

Are you doing the same? Are you good at something that you could use to earn while letting people work for you? Is your work interesting enough to command such an arrangement, which is not only gratifying but also grossly profitable as well? Do you have a unique and particular skill to entice people to pay while working for you?

A photographer could conduct classes and demonstrations for his students, and then make an exhibit of the results
A weaving master could teach people how to make intricate weaving designs and then sell the resulting products
An article writer who is at the same time an English teacher could make his students write an essay for a certain topic and then post those to generate some revenues.

There are other things for which you can do to enjoy in what you do, at a far less effort, and a hefty payment from other people who wants to be a part of your work. However, you need to be careful in doing this. You need to draw a line of limitation so as not to divulge too much that you might lose your competitive edge.

Although I am an advocate of teaching people relevant skills for free. I have to admit that people also learn better when they have to shell out something from them, they think of it more of an investment than anything else.

Sell your way to the top with up-selling

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Up-selling and cross-selling is one of the best ways to sky rocket your revenue. It is practical and enhances the other key parts of your business structure. Take time to learn its ways make god use of its advantages.

It was in Mc Donald’s that I had my first lesson about up-selling; only that I learned the lesson the hard way, I got suspended for ceasing to practise it. I thought it was such a bad idea. The fact of always asking people to have to add anything more to what they have already ordered might just be the reason of some of their irritation. I definitely do not want to be the subject of their irritation so I stopped, and that’s how I got suspended. Many years later, I realized that Mc Donald’s had been doing the thing the right way after all. Now I know that it makes perfect sense to ask people the “would you like additional fries to go with that?” question. People coming to Mc Donald’s are customers who have decided long before to spend some amount of money, sure there could be a chance that somehow they will respond favourably to your up-selling, and that would have made a huge difference already.

Up-selling and cross selling are really practical steps that require no additional capital but will provide additional revenue. It is such a brilliant technique but only a few are doing it, really. It dramatically increases earnings, which makes it really tempting to give it a serious try. See some of the examples below:

You are offering a service

As a service provider, you may make sensible offers that could really entice your clients to opt for your services. You could craft your strategy in such a way as offering your clients practical discounts if they choose to avail of the services for a longer term. Or every time you quote a customer, you might also include a quotation of the other services of products that you provide with a brief explanation as to its importance to them. One of the loopholes we commit in providing services is we do not get to offer relevant information to our clients which in one way or another could help promote your product or services. Take the initiative to promote your other services even if you have not been asked. There is no harm in doing so. Most customers might even appreciate you for it.

You are an online vendor

You can always take advantage of the technology we have how. You may readily walk your customers through with any of the products relevant to what they are about to purchase, of course this time with an enticing discount. Or if they plan on bulk purchases, then you could somehow provide a generous discount by slashing off a hefty amount. Make offers. Entice them to buy more thus increasing your revenue. This is up-selling at its best.

We know the certain advantages of up-selling and cross-selling. It is time now to discuss the first few steps we need to undertake to start things off:

When you sign off your email, do not forget to include special offers and a brief summary of your company to give them a concise idea of what you exactly do.
Read a very good article in Flying Solo about email newsletter. You will learn so much about the said topic that will help you along the way.
Take initiative to do things way above expectations. If you have something new, then make an effort to channel that to your clients. It will show how much you care about them.

Make no second thoughts about up- selling your services or products. It is a noble part of business strategy. It is proven to work even by large companies. You only need to make a choice, an educated choice to rev up your business.

How to build a business that works

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Andrew Griffiths is an author and a business consultant. He has written 8 books which are selling in 45 countries. On the 9^thof July 2009, he was interviewed by Robert Gerrish for bNet Australia. In the interview, he talked about his latest book, “Bulletproof your business NOW.” Here, he shared ten tips that will be very helpful to business owners and those who are planning to build their own business. Andrew Griffiths was all about communication for a successful business and for businesses to withstand whatever comes its way.

Take action

He lives by the philosopy “plan for the worst and hope for the best”. What this means is that he urges business owners to take action instead of wondering and being fearful of what’s going to happen. Take the risk and prepare for the worst.

Share the burden

Andrew Griffiths explained how wonderful it is to have your family and close friends support you. As much as possible, it is a great idea to let them feel involved in the business because you would want someone who you can talk to and have honest conversations with. “Can I help?” is one question that can definitely lift your spirits up especially if you are experiencing some “low blows” in your business.

Get good advice

Getting good advisors such as business consultants and other people who can help you with your business will be great. According to Andrew Griffiths, it is always a great idea to get a second opinion instead of making a decision without thinking hard about it first. He also said to always take time to make decisions.

Cut costs carefully

Andrew Griffiths talked about the Hotel he visited and how disappointed he was with the facilities and even with the hotel staff. He clearly explained that in every business, when you are about to cut costs, make sure that you do it very carefully and understand which parts of your business will be affected by it and you have to make sure that you can handle and your business can survive.

Have a confidant

A peer or a business colleague will be great. It is always nice to have an honest conversation with someone you trust and someone you feel safe with.

Be creative

In this part, Andrew Griffiths mostly explained about involving your staff in becoming creative and talking to your customers. Ask your customers for their opinions and have your staff brainstorm something new to boost the business. Making your staff feel a part of the business will lead to a loving and supportive staff.

Talk to suppliers

As he said, communication is very important and this applies to your suppliers as well. Interacting with them will lead to a better work relationship and both of you can work better together.

Be real about payment plans

You have to be honest and be real when it comes to payment plans. You have to set your limitations, your wants and your needs. Don’t get bullied into paying something that you simply cannot afford or way off your budget.

Make the hard decision

In a business, it is always expected that there will come a point when you have to make a hard decision such as closing a part of your business to removing a staff. Doing this is for the better and you should not be afraid to make this decision.

Don’t lose sight of your goals

Always keep your vision and enthusiasm. This will lead you to success and great learnings.

Andrew Griffiths has given helpful and very useful tips for every business owner out there through this interview. His books and other books are still being sold in the market today. Bulletproof your business now with Andrew Griffiths and reach success in no time.

Things to think about to Avoid Business Failure

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A lot of businesses are thriving while others are falling down like water down the drain. Business may become unpredictable which can cause failure. A story about farmer opened the eyes of many business owners. The story goes about a farmer who lives in Hunter Valley and spent all his life on his piece of land. His dad is a dairy farmer that has established a cattle sale yard. However, the arrival of coal mining in Hunter Valley changed everything. This event led to the obstruction of dairy farms in the area. However, there have been agricultural land that remained but the land that was left was then touched by Queensland firms who ship their cattle to the south. If you look closely, you will notice that there must be something that the farmer didn’t do which led to business failure.

Is it because the change they have done is leading to failure or is it because they never allowed room for change?

Business owners must always be aware of changes that can affect their business such as the contraction, economic climate, technology innovations and even expansion due to a growing population. If these conditions took place the same way it had to the farmer who owns a cattle yard, then there should be a different direction and reconstruction or diversification which are mandatory. Instead of grieving for the loss of business which can only lead to despair, do something about it and be mindful of the changes that are taking place in, out, and around your business.

What do you do when your business is falling right in front of you?

Well, don’t just stare it going to shambles!

The first thing that you need to do is to be aware and get in-touch with your feelings. There is no need to be in denial and avoid what you’re feeling deep inside. It is very normal that you feel grief and disappointment when business failure happens. Allow yourself to feel grief and disappointment or even anger. Have yourself an outlet, if screaming would help, scream under a pillow or take a trip to the mountains and scream your lungs out. Once you’ve done this and you’ve finally let out of all the negative emotions, get over it and move on. There is no room for you to be mourning in grief for too long.

Put on your most confident smile and brave the world. Doing this will drive all the negative feelings away. After expressing those pent-up frustrations, you will definitely feel better and see the world in a new light.

Now, the grieving period must be over at this point. It is time that you put on a new perspective on what you left behind. Then start asking yourself questions such as:

Is there an opportunity in this business failure?
What did this failure taught me?
How can I improve my business and not let this thing happen all over again?
What are the opportunities that I can grab that I wasn’t able to see before?
What are the needs out there that I can attend to?

A lot of great entrepreneurs have gone through a business failure once in their life or even a couple of times but they have managed to pull their selves back up and get back to business. These questions will make you become more oriented in making up solutions instead of drawing up problems and getting yourself too deep in these problems. Dan Kennedy and Donald Trump are two of the most successful entrepreneurs today and they have wonderful stories of business failure that led to rising up again and getting their feet back up. This is because both entrepreneurs share the same important truth which is: business failure does not mean failure of their own creativity.

Cost saving; It’s pros and cons

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I just learned a very important lesson about spending habits in a time of recession from someone. He is a US sales expert and his postulations made me realize of all the practicality of his ideas.

The said expert is no other than Neil Rackham, who has been responsible of one of the most extensive study of sales calls. He pointed out that during recession times, people do not chase after cheap wares; rather, they go after reliable and durable products. During these hard times, the concern is not anymore on how much are we spending but whether everything is worth the cost. His postulations are practical to apply even in our own small businesses, which tell us to optimise our revenues by minimising our costs without compromising the necessary factors. Here’s a few:

Get rid of your obsolete computer

Using a computer for more than 3 years already is not a good way of minimising your cost. You are taking a great risk if you do. If your obsolete computer breaks down in the middle of completing a major project, you might risk incurring a detrimental effect on your business. Go get one good unit of computer.

Upgrade your image

You have to put up a very good business image to your potential and current clients. You can start by securing impeccable and well designed business cards, pamphlets and websites. This is not so hard to do these days with the advent of technology, it does not even require a huge amount of money for you to employ this, so why not do it anyway?

When your image projects success, then success will indeed follow wherever you may go.

Dress up your office with the right hardware

Buy the best furniture in town. Furnish your office because if you plan on putting so many hours within its confines, then you better dress it up the way you want to make it liveable. Purchase the most comfortable chair you can find. Do not go cheap on chairs, as you will be seating on it for hours. Buy the ones that could really provide you the most comfort. There are so many ways to buy a good product without having to pay its full market price. Shop around.

You might also want to consider putting up a good lighting system to create a work-conducive environment.

Do not go cheap on labour

If you intend of seeing your business flourish with a solid reputation, there’s no way you could do it at the expense of your employees. Cheap salaries produce cheap work. You need not be unnecessarily extravagant, but at least be fair. Pay in proportion to the kind of work you delegate. Find the best employee you could afford, and then start treading your way to success.

Use advances in technology to your advantage

Nowadays there are so much technological advances that could really help you cut down cost on your business. You can always use it to your distinct advantage to maximise your profits.

If you have anything to share about practical business cost savings, please let us hear it out.

I Say “No!” – For Better Communication and Human Relations

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Most of us are “people pleasers”. We enjoy giving favors to others to satisfy their needs or wants or to acquire their approval on certain matters. However, this attitude does not take us anywhere and it’s downright shallow. Sometimes, we ended up getting a lot of work and stressed by deadlines. The quality of work produced is also mediocre. Saying no is best skill you’ll ever learn and it applies to different situations whether in workplace, home, school or elsewhere.

Dealing with Demanding Clients

A definite example would be telemarketers who would go for extra mile just to seal a deal. Of course, there are instances where customers would demand for “more” or beyond the agreement. There are marketers that love to please their clients and they forgot to take charge of the situation or say no on some terms. This can be a big blow to the company once promises are not provided to clients. Apart from that, the marketers are also reliable for the contract by his/her client.

It’s actually liberating to finally say – “No!” It doesn’t make you a pessimist or a negative person rather it makes you strong, taking control and spirited. Having effective communications skills and acquiring the power of saying no is the best assets that a person can have; thus, take control of the situation and weigh possible options. Do remember that policies are policies and you defy this if you’re making your own judgment. It is true, though dealing with demanding customers is difficult. If anything goes off the track then simply say, “No! I’m sorry… I wish I could do that but I apparently it’s beyond my power and the rules…”

Dealing with Bosses and in Workplace Environment

Has your boss ever asked you to do him/her a favor? This happens a lot to good and obedient employees. If this, indeed, happened to you, then you probably said “Sure Boss, I can definitely help you with that!” Take this scenario for an instance, and you’ll have tons of work to accomplish. But why do people do this? Yes, they want to please their boss and gain their trust. If things go accordingly to plan, have a promotion!

Let us, however, look this scenario in a different perspective. If you are the first person that your boss went for, then there is something about you that he/she likes. You must be one of the best employees in the company – dedicated and a real performer. Apparently, you end up working for hours, underpaid, catching up deadlines and pressured by your boss. As you know, this is not the best attitude to showcase your skills in work. Just be honest and tell your boss that you will not accept additional work since you don’t want to sacrifice its quality and presentation.

Learning how to say No is a way for us to stand up for ourselves, or values and relationships towards peers. As mentioned, it does not make you a negative person but rather a person who knows how to handle situation. Be true to yourself, you have the full control over matters – try to say No to ease up your burden.

Telesales Tips for Attracting Prospective Clients

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In our age, telephone communication is the best way to reach prospective clients. Certainly, most businesses can’t disregard this effective marketing strategy. However, phone sales can be a hefty challenge. A marketer has one good chance to make an impression and closing a sale. This can be daunting task especially when you’re about to interrupt a client’s day and bugging to make a deal with you. Telephone sales techniques can help immensely in the process. Learning phone sales strategies will result to less stress and better opportunities. Here are some telesales tips for attracting prospective clients:

Avoid Conversing in Noisy Environment

When making a call, always consider the location and mood within the room. By doing this, you are able to have a fruitful conversation with your client. Avoid conversing in loud and stressful location because it will heavily affect the quality of your call and stuttering delivery.

Gear Positive Spirit – Be Confident, Engaging and Professional

A telemarketer should always have a positive attitude when talking to potential or special clients. Being assertive and professional is essential in every engagement. When dealing with passive customers, it is important to showcase confidence on your voice.

Have a Definite Plan – List your Objectives and do some Research

Telemarketing is a difficult task especially if you disregard the planning stage. It means having careful understanding of objectives and goals; research is also necessary. Knowing your target audience will eventually lead to a good start. If your prospect can’t talk with you, set for another date when they are available. Once everything is agreed, you got a sale on hand.

Determination is an integral part of telemarketing. Without it, you’ll often get plenty of hung up. You also don’t have to be aggressive. Assertive and aggressive are different. Keep your tone lively. If a various options aren’t going to work for the other person, provide a new set of telesales techniques. If the other person has to take care of a situation while on the phone, reschedule or wait patiently while he handles whatever is going on.

Responses

As mentioned previously, a good attitude takes to your sales call another level. However, this also means delivering subjective and objective responses. If your customer does not agreed to some terms, then make him/her understand your point in a structured and understandable context. Never lose hope when your customer is objecting in some points, this simply shows that he/she is interested to know the deal better.

Practice makes Perfect

Trainings are given to telemarketers before they start calling prospective clients. Doing some role plays with a fellow agent can boost accuracy and have better communication on the phone. Practically, many telemarketers have mastered their marketing techniques and sales pitch by doing these practices. However, you can’t please every customer. Make sure that you handle the situation to close a deal. In conclusion, these are just some of the telesales tips that may come in handy when doing your job. Consider other suggestion to hone your communication and close many sales as possible.