By Bob Meyer
No matter how you sell - by a
captive sales force, by a telemarketing unit, by a distribution
network of some type, through a retail store, via the Internet, or
by a combination of methods - you need to have your sales force
selling on a continual basis. In today�s competitive world it�s
necessary for survival.
Your sales team will find it
easier to close sales if you are more visible in your market.
Continuity both in the marketplace and in sales effort tie together.
Here�s a quick look at the seven reasons why you must develop a
visibility and a continuity in the marketplace:
1) Your audience forgets
90% of what they see and hear within two weeks.
Why is this so? In the U.S.,
we are exposed every day to more than 2,700 advertising, public
relations, sales promotion and marketing messages. Of them, we �see�
only 80. And we really recall and take action on just 12.
There is a strong need to
repeat your message, because of competition in the marketplace.
2) Your market changes
The marketplace is not
stagnant. Because we move, because of better communication and
transportation, because we get bored, because we want new
challenges, and because we want to dive into new opportunities the
market is always changing.
And when your market changes
you have to chase it, which means you need to repeat your message.
3) Test new ideas on a
steady basis�and re-test old ideas.
Since your marketplace is like
an octopus, never staying in one place for long, you need to find
out how to reach it best. And you need to do it in an ongoing
fashion. Also, resurrect old ideas that worked when you used them
before. Try them again.
4) Communicate with your
customers on a regular basis.
There is no reason for you to
think that your audience remembers what your offer is. Or why they
should respond to it.
You must promote your offer on
a regular basis. Use multimedia. Use a combination of e-mail, web,
mail, print, telephone, broadcast, trade shows, hand-outs, and other
marketing tools to let your market know what your offer is.
5) Ask for the order.
A study done by Sales and
Marketing Executives International indicated that 81% of all sales
are made on the fifth call, or later.
What this says is that you
need to ask for the order over and over again. You need to repeat
your offer, repeat the benefits, repeat the request for action�and
ask your prospects and customers to give you some additional
6) You need visibility in
You are more likely to be
remembered when it�s time to buy, if you are seen frequently.
7) You need continuity of
No matter how you sell, you
need to have your sales force working on an unceasing basis. In a
highly competitive environment it is necessary for survival.
Building your customer base is
an ongoing process. Using the services of members in your trade
exchange should be, too.
Many of your mailing and
advertising needs can be covered through barter: production of sales
literature and catalog sheets, printing, mailing-list maintenance,
as well as mailing services.
When you cover these expenses
through the exchange you�re writing checks against your inventory,
not your bank balance!