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Start Your Sales Engine!by Kimberly StevensDoes your business run on a sales engine or a sales effort?A sales effort is something that has to be done every timeyou want to make a sale. But, a sales engine is somethingthat, once put into place, can bring you sale after salewithout added effort. Here are a couple of examples A photographer gets to know a handful of bridal consultantsthat refer every new bride they meet to him. Each time theyget a new client, he has the opportunity to get a phone callfrom that bride without having lifted a finger.A home cleaning company establishes a relationship withorganizations that provide temporary corporate housing forcompanies with newly relocated employees. The temporaryhousing companies contact the cleaning company each timethey have a person vacate one of their units so they canprepare it for the next resident. Since the nature of theresidences is temporary, they have a continual need forcleaning services.In both of these examples, instead of spending valuable(potentially billable) work time on marketing, thesecompanies are earning money. And during the time theydo spend on marketing, they are focused on developinglong-term relationships with sources of continual referralinstead of tracking down each individual purchaser.In the cleaning company example, they could be runningclassified ads, taking calls, visiting individual homes toprovide cleaning estimates, etc. But all that effort onlyresults in one job. There is an opportunity to clean eachtemporary residence 3-4 times per year. Multiply thatfigure by the number of units the temporary housingcompany manages, and you've got some regular businessrolling in. And all from one relationship. Now, that's asales engine!In the case of the photographer, the service is not beingperformed for the bridal consultants. It's being performedfor their clients. So, rather than being a repeat-servicerelationship, it is a referral relationship. However, it isnot reciprocal. By the time the photographer hears frombrides, they have already started planning the otherelements of their wedding, so it's too late to refer them tothe bridal consultants he knows. But, he could reward thebridal consultants with a referral fee that he creates byeither discounting his services when dealing with thosebrides they refer to him or by marking his services upby 15%.Despite all the stories you hear, most business owners arehonest people who have the desire to treat their customersfairly. In the case of the photographer, the bridalconsultants provide the brides with a list of photographersthat they can choose from. This allows the bride to makeher own decision based on quality/price rather than beingpushed into a relationship with a particular photographer.Would you prefer to invest your time in building arelationship that brings you sale after sale or one thatbrings you a one-shot sale? It's not magic. It's not aget-rich quick scheme. It's a simple key to businesssuccess.So, the question is .. are you going to spend this afternoonpitching one account that could lead to one job or buildinga relationship that could lead to several jobs? Don't getme wrong -- it can take more than an afternoon to establishthe most ideal relationships. But, in more cases than not,it's no more difficult to form this one relationship than it isto form any other.Now, start your sales engine!**Need Help Getting Started?** You can download "StartYour Sales Engine in 6 Easy Steps!" at:http://www.askthebizcoach.com/freebies.htm~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~Kimberly Stevens created the FastTrack MBO (MasteringBusiness Ownership) Program as a series of ebooks andteleseminars to help business owners get more clients,increase their sales & maximize their income. Sign-up fora FREE 4-week FastTrack MBO MiniSeries by sending ablank email to: mailto:[email protected] orat http://www.askthebizcoach.com/fasttrackmbo.htm
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