Tag: Head Sanlam Business Market

Methods to create leads for your business

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

The pipeline of any business needs to be continuously filled with new client prospects. Options are a dime a dozen – the real challenge is to find the ones which lead to the best business outcomes for your type of business.

It is of paramount importance to track and measure the outcomes and success of every marketing element you apply in your business. In this way you can determine what works and then redirect marketing spend to these marketing elements.

Here are 5 lead generation options to consider for your business:

1. School newsletter advertisements

Most schools have more than 1 000 children in attendance. Schools normally publish a quarterly newsletter to keep parents informed about school activities. Most of them also make use of advertisers to co-sponsor the cost of the newsletter. It is a very inexpensive way to promote your business if your product/service is focused on a retail customer base. You can ‘sweeten’ the deal by offering a discount or upsell option when parents provide you with a copy of the advertisement. The cost for an advertisement or A5 insert is mostly a couple of hundred rand per newsletter batch.

2. Business branding (building and vehicles)

A well-branded building, office or business vehicle goes far in making your business visible in the area in which you operate. Most of us can cite examples where we needed a service and whilst on the road saw a vehicle or a building/office which does exactly what we require. If the contact number and website details are clearly visible, it makes it easy for people to write it down or take a picture.

3. In shopping centre signage

Use an A-frame stand with a catchy heading or offer and with an arrow pointing in the direction of your shop. This is useful when your shop is situated in a place with less passing feet. You do, however, need the permission of the centre/mall management.

4. Stickers and fridge magnets

I first saw this tactic after a local electrician completed electrical work at my home. He stuck a sticker with their contact details on the electricity supply board. Now I knew where to get hold of them the next time I needed the services of an electrician. You can also apply this option by writing a brief note to introduce your business to potential clients and adding a sticker/fridge magnet to the note. Use the services of a graphic designer to develop an enticing sticker or fridge magnet.

5. Mutually beneficial campaigns

You already know of businesses that do not compete with yours, but service clients in your target market. You can develop a proposal, which can be mutually beneficial, by offering to pay the other business to e-mail your offer to their clients, to share a referral fee with them on all concluded new business on the back of their mail-out and even offer to do the same for them on your client base. The premise is that client information is recorded.

“You are out of business if you don’t have a prospect!” – Zig Ziglar, American author, salesman, and motivational speaker

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

How to improve your profit margin

Posted on by Sanlam
By Jannie Rossouw,

Head: Sanlam Business Market

It is said that there is nothing new under the sun … and this is also true for business. The reality is that most of us need to be reminded about the options available to us, which may well improve the bottom line of our business.

Have you considered applying any one or more of the following to improve your profit margin?

1. Is overtime really needed?

If overtime is continuously needed in a business it poses the question of whether you are (a) under staffed, or (b) inefficient. One way to find out is to ban ALL overtime and then actively monitor the output of your staff. Overtime can become a ‘habit’ where inefficiency is tolerated. We are living in difficult economic times where it might be to the financial benefit of staff to prolong delivery on their outputs. Have you made sure that your business processes are optimal and also that you know what the reasonable output/delivery capability of each staff member should be? Well-documented and efficient business processes and output monitoring measurements will be a good gauge for determining the necessity of overtime, or whether staff expansion might be a more cost-effective solution for meeting output requirements.

2. Costing – the baseline of business overheads

Do you know the actual cost of each stock item/service offer, or are you working with ballpark figures? On the whole you might be making a profit, but you might be under-pricing your stock or service offer, because you have not run the numbers. Put in the effort to calculate the real cost of each stock item/service offer and benchmark your pricing strategy in the market. You don`t need to be the cheapest product/service provider in the market. This might enable you to increase your prices with the stroke of a pen and still remain competitive.

3. Reduce costs

Put in a concerted effort to reduce cost by a fixed percentage (e.g. 10%) on all cost items in your business. This will force your team to be more diligent in how they spend their budgets. 

4. Consignment stock

Why do you want to outright purchase stock for your business to sell? Rather rent out retail space on your shelves and fill it with consignment stock. This will have a positive effect on your cash flow and bottom line. 

5. Do you need to do everything yourself?

Are there any non-core activities in your business? Think of human resources, information technology services, cleaning and maintenance of premises. When making this decision it is of paramount importance to keep control of activities that improve customer value and drive profits – this is strategic to the business. ‘Non-core’ activities are generally defined as day-to-day routine tasks that add little value and are not adding to the bottom line. 

There is an old adage which states: “Turnover is vanity, profit is sanity and cash is reality.”

What people really buy

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

It is said that the perfect timing for a sale is when a client has a need and our business is aware of this need and ready with our product/service to offer a solution. This is all good in theory, but how do we make this happen in practice?

I guess the person who can answer this loaded question will be an instant success. My caveat is, therefore, that I am not proclaiming to have the answer, but I do have a couple of suggestions for moving closer to an answer.

There are mainly two reasons why people buy any product or service:

  • The need to avoid pain, or a loss
  • The need to gain pleasure

If this is true, then how do they decide to consider and buy a specific product or service?

It boils down to the benefit(s) they will receive and if these benefits will address the reason(s) they were looking for a solution in the first place.

Let us look at a couple of examples to drive the message home:

Example 1: You own a carpet business. It might be better to position your product as something that helps people to decorate their homes; i.e. you are selling beauty, not carpets.

Example 2: You are a business advisor. You are not selling consulting methods, but rather improved business performance and increased turnover or profits; i.e. improved profitability.

Example 3: You have a deli focussing on organically grown produce. You are not selling vegetables or naturally grown foods, but rather health.

Example 4: You are not selling financial planning products, services or advice, but rather wealth or peace of mind.

How to apply this learning in our businesses:

Compile a list of all the benefits your target client will receive when they buy your product or service. Then choose the one or two benefits with the strongest client value (many times it speaks to the emotion of a person) and use it in all your marketing and sales endeavours.

So, the answer to why people buy any product or service might be far removed from our perspective about the business we own or operate.

“Know what your customers want most and what your company does best. Focus on where those two meet.” – Kevin Stirtz, business author and strategy manager.

What can you do to be more professional in business?

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

It is my experience as a consumer and sample of one, that the level of professionalism in business is on the decline. The question, therefore, is what it means to be professional in our businesses and what can we do to improve our level of professionalism.

www.yourdictionary.com defines “professional” as “… performing a job to high standards…”

So what are “high standards”? This statement does not quantify the standard, but it does state that it should comply with an above average standard. Let`s look at ways in which we can work on and possibly improve the levels of professionalism in our businesses. Are you able to tick off the statements and answer the questions that follow?

Knowledge

Is the level of knowledge of our product and/or service top notch; i.e. can we advise and answer the questions of our clients? If not, we should consider training and improving the skills of ourselves and our staff.

Attitude

Do we have a “can do” and positive attitude towards our clients? The whole sentiment in a business can change if clients sense a positive energy. Friendly and helpful staff will leave a lasting positive impression of our business on clients.

Respectfulness

We should always be mindful that clients pay the bills. This implies, inter alia, that we should be courteous to clients, mind our language and treat them in a respectful manner.

Value

Are our clients receiving more value from us compared to their expectations? This does not necessarily mean that we need to give them “freebies”, but it does imply that we go the extra mile to satisfy their needs and resolve their challenges by offering them the most suitable product and/or service.

Correspondence

Well-written e-mail and other correspondence (grammar and spelling), that also include our logo/branding and contact details, will go a long way towards making us stand out from our competitors. When last did we review our client-directed and internal correspondence?

Marketing elements

We all have websites, brochures and other client-directed collateral. Does the material present a professional look and feel and, as important, does it clearly state our contact details and website address?

Physical appearances

Do our offices or premises show clients that we have respect for our business and them? Is the branding on our premises and vehicles done professionally or has the sun eroded its appearance? Is our Reception welcoming, neat and clean? Are our vehicles clean? Does our dress code and personal appearances show people that we are professional?

Service

Do we answer our phones within a couple of rings? Is our POS (point of sale) staff courteous, friendly and service orientated? How do we treat clients when after-sales service is required? Are we living up to our promises? All these small events are touch points with our clients and add up to their collective experience of our business.

This is by no means a complete list of elements which we can consider to improve our level of professionalism. Maybe the most important measure is our own expectation – if I was a client of my business, would I be satisfied with the level of professionalism I experience? If not, you have your answer.

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

Improve turnover by increasing the monetary value of sales

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

To improve the quality of business decisions we need basic sales information. For the purpose of this article we require the average rand value per sale in our business. The premise is that, if we can increase the number on average, our turnover and ultimately our profits should also improve.

Upsell (think of McDonald’s “upsize” sale technique) and cross-sell (think Samsung with different products lines – laundry equipment, computers, TVs, cameras and mobile phones) are two of the most widely used methodologies to increase the monetary value of a sale. The question is – are you already applying these techniques in your business? Do you know what the profile is of clients who are more prone to going for an up or cross-sell? Client education can assist in informing clients about other products and services on offer by our business, supporting both up and cross-selling.

The future sales value, or lifetime value, of a client is another perspective worth mentioning, because the immediate sale might be low in monetary value, but understanding who the client is and what unfulfilled needs they have that can be addressed by our products/services at a future date, means that we can pro-actively engage with them to prompt a quotation and ultimately a sale. The record keeping and follow-up processes in the business would need to be streamlined to ensure that we do not miss out on future transactions. By being pro-active we can limit the impact of the competition from the sales process. Rewards for ongoing patronage (offering a discount or added value) can go far in building brand loyalty and, therefore, help to increase the rand value of transactions.

The sales value and pipeline of future business can also be improved by offering a special deal when a client upgrades to a new model/at the release of a product. The new product will carry a larger price tag, ultimately leading to a higher turnover figure – in this way we secure a future sale (or multiple sales over time), which will be worth more to our business.

Freebies with high perceived value can be added to the sale of a product of service, especially when the up- and cross-sell options are chosen. The inclusion of freebies can support the business closure process for the  sale (e.g. a video explaining how best to use the product or to implement the service).
The take-home message is that, if we want to improve the current and future rand value of transactions, we need to know the current figures (average rand value per sale) and then implement a sales strategy and process which can be influenced and managed. A mere 10% increase in the average rand value per sale can lead to a >10% increase in profits, because of economies of scale and fixed overheads, which are transaction value insensitive.  

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

How to create the best possible quotation

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

When a prospective client invites us to do a quotation we need to realise that this is when the tackie hits the tarmac. This is when our marketing and word-of-mouth endeavours materialise in tangible outcomes … or not. If we get this action wrong we have wasted the time, effort and money that got us to this point.

This article serves as a checklist of the elements and packaging of a quotation that will give us a fighting chance of winning a tender/job.

1. Pre-quote Analysis

  • When the prospective client makes the initial contact, it is good practice to get as much information as possible in order to understand the client’s need and also to prepare oneself to have all the “tools” available for doing an accurate quote.

2. On the day of the quote

  • Confirm the time and the address of the client.
  • Pitch up (we have to be there to be able to quote).
  • Be on time (or notify the prospective client if you are running late).
  • Be presentable (a neat/professional appearance).
  • Write down all specifications (leave nothing to chance).
  • Have client referrals and examples of previous projects available (e.g. printed referrals and pictures of other successful projects placed in a flip-file). Give this to the client to look through while you are busy gathering information for doing the quote.

3. After the specifications have been determined and before leaving the client`s premises

Confirm the delivery date of a written quote (confirm if this time frame meets the prospective client’s requirements).

4. Quote email

Present a great introduction including these elements:

  • Thank the client for the opportunity of quoting for the business.
  • Confirm the prospective client’s brief, i.e. what the client asked to be quoted on.
  • Edify (stories of satisfied clients).
  • Indicate when the service can be delivered.
  • Provide a link to your website (if you have one).

5. Quotation as email attachment

  • Detailed break-down (individual costing of parts/service elements, as well a labour cost component)
  • The validity period of the quote
  • Deposit needed to secure the job (also provide your banking information – name of bank, branch code of bank, your account name, your account number, the reference to be used)
  • Use a professional letterhead with your branding – if you have one.
  • Make sure the terms and conditions are included in the quote to be signed-off by the client when the quote is accepted.
  • Include a client satisfaction guarantee – money-back guarantee/free repairs if not 100% satisfied, or even something as simple as “We guarantee to be on time for the scheduled job and to leave your premises cleaner than we found it”.

6. Quotation reminder

Sent an SMS to the client immediately after the email with the quotation had been submitted.

Proposed wording of the SMS

“Good day…  (name of client). I have e-mailed your quotation to ………… (email address) as promised. Kindly advise if you do not receive it, or have any further questions. We will contact you to follow up on the quote. I look forward to your expedient response and trust that we will be able to do business. Kind regards ……………… (your name and the name of your business)”

7. Quotation follow-up

Phone the prospective client to confirm that he or she had received the quotation, address any further questions and gauge the client’s decision to accept or decline the quote. If the quote is declined, see Point 8 for a script example to understand the main consideration for his or her decision.

8. To do after the response on the quote has been received

  • Signed quote :
    • Check if the deposit has been received (if not, address accordingly).
    • Confirm the implementation/delivery date and time with the client.
  • Quote declined
    • Phone the client to determine why you lost the business.
Here is a sample script to consider:

Good day…………… (name of client), this is …………… (your name and the name of your business).

Thank you for granting me the opportunity to quote for your business. I respect the fact that you have chosen another service provider. Would you kindly tell me what your main consideration was for choosing another service provider, so that I may address any shortcomings on my part for future application?

(Leave it open-ended – take notes)

Thank you for your feedback. I will take this knowledge on board. I trust that you will keep our information on record for future reference.

Have an excellent day. (Ring off)

9. Implementation

Always deliver more than you quoted for (e.g. deliver faster; upsize your service support; fix something else while you are there, without charging for it).

The task of your implementation is to “wow” and surprise the client – make it a memorable experience for your client.

10. After implementation

Always ask them to rate your service afterwards (compile a brief questionnaire and let one of your back office staff phone each client; record the feedback; apply what you have learnt; give recognition where deserved and reprimand and re-train when required).  Ask for referrals and introductions where positive feedback is received.

11. In closing

You can improve your success rate in turning quotes into business if you incorporate a quoting process which is both structured along the lines of this article and implemented in a professional manner.

Remember, getting the quote is important for the livelihood of the business and you.

May your business grow from strength to strength.

The key is to set realistic customer expectations and then not to just meet them, but to exceed them – preferably in unexpected and helpful ways.
Richard Branson

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

Cold-calling is a waste of time

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

The quest for finding new clients and increasing sales is a reality for any commercial business. There are many different ways to attract new clients to our business. The practice of cold-calling has been and still is part of the sales strategy of most businesses. But is this practice worth our while?

Cold-calling can be perceived as a waste of time for the following reasons:

  • The client receives an unsolicited and unexpected contact (e-mail, phone call, sales visit).
  • Clients might be contacted who are not in the target market of the business – a waste of effort and money.
  • It destroys the “status” of the sales person as a “business equal” of the client.
  • Valuable time is wasted because the success rate is very low (less than 1 to 5% in most cases).
  • It puts the sales person on the back foot, as the client will, in most cases, be uncomfortable with the unsolicited contact.

The perfect sales scenario: When a client has a need for our product/service and we are present in that moment to solve the need.

The following client procurement practices are proven to be more productive than cold-calling:

As business owner you firstly need to identify the niche target market most likely to buy your product or service.

The second step is to develop a marketing mix of elements that complement one another and ultimately lead to a directed call to action.

The marketing mix may include one or more of the following elements, depending on the allocated marketing budget:

  • Radio advertisement(s) – call to action directed at telephone number, e-mail or website
  • Advertising – call to action directed at telephone number, e-mail or website
  • Public relations – vest yourself as a knowledge resource and solution to (a) specific client need(s) – call to action is usually not allowed, but you will be recognised as the author of the content, linking it back to your brand and business name.
  • Client events – vest yourself as a knowledge resource and solution to (a) specific client need(s) – call to action can be directed at you, telephone number, e-mail or website.
  • Website – the basic elements to be included in any website should be:
    • What we do and who we are.
    • How we can resolve your need as client.
    • Where you can get hold of me/us.
  • Google AdWords – bid on words and phrases that speak to client needs and direct enquiries to the contact number or e-mail of the business.
  • Campaign pages – develop a single webpage (hosted on the back of your website, not part of the visible navigation) which addresses a single client need and positions your solution. The call to action is directed to the telephone number and e-mail address of the business.
  • Email campaigns – work with pre-selected and targeted datasets which are POPI compliant (i.e. clients gave permission to be contacted). The focus is on a client need and how you can resolve it.
  • LinkedIn – repurpose the articles which you wrote for Public Relations application and post it on the LinkedIn page of your business.
  • Blog – the same content used for LinkedIn can also be published here. The underlying assumption is that people use different media and communication platforms to inform themselves.

The underlying philosophy is to apply procurement practices which will result in (a) qualified clients and (b) solvable needs.

Some food for thought – The definitions of “Buying” and “Selling” as presented by Frank J. Rumbauskas Jr. (American author, businessman, and satirist).

Buying: The act of willingly acquiring for money something that you want or need. The buyer generally leaves the transaction feeling happy and satisfied.

Selling: Attempting to convince another that they want or need your product or service despite the fact that they may not. The purchaser typically leaves the transaction with a strong feeling of “buyer’s remorse”.

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

Hidden life stage selling opportunities

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

The needs of all consumers change over time as they age. It is my sense that many business owners miss out on the repeat business opportunities presented by this single life eventuality.

There are many permutations of life stage segmentation models available. I found the one below easy to understand.

Life stage segmentAge and Family

Young Adults

Adults aged 20 – 39 with no children

Older Adults

Adults aged 40 – 59 with no children

Young Families

Adults with all children under 10

Older Families

Adults with one or more children over 10

Pensioners

Adults over 60 with no children

Mixed  

Multigenerational households

The application of such a framework in business is best understood by using a case study.

Most of us are clients of the motor vehicle manufacturing industry.

Enter Peter:

As a student, his parents gave him a second-hand vehicle.

He was fortunate to land a dream job after he finished his qualification. At this stage he wanted to update his 1995 student car. (He is now a Young Adult – see Life stage segment above)

He chose a branded vehicle dealership and purchased a pre-owned, newish vehicle. If the salesperson was savvy and had the business processes to support him, he would have captured the client`s information which is then used (with his permission) to:

  • SMS/e-mail updates on new models, special deals and service reminders using conventional communication mechanisms and social media platforms
  • prompt him after a period of time that his vehicle might be due for an upgrade, because of the kilometres done, or the age of the vehicle.

In this way the dealership is keeping their brand top of mind with the client – a personal telephonic check-in by the salesperson with an invitation to try out a new(er) vehicle may increase the likelihood of Peter considering this dealership/brand when he is in the market for another vehicle.

Fast forward a couple of years:

Peter is now well vested with this vehicle brand and has purchased numerous vehicles from them. He is married and has a 17 year old daughter. Because the dealership kept track of Peter`s life stage (Older Family – see Life stage segment above) and has an updated family record, they know he has a daughter who might be in the market for a student vehicle soon. Instead of leaving things to chance, they congratulate Peter on his daughter`s 17th birthday and offer to help him find a suitable vehicle for his daughter when he is ready to pursue this need.

I trust that the principle and benefits of:

  • capturing a client’s details and life stage,
  • ensuring that the record is kept up to date,
  • tracking the changes in the family structure,
  • using life events as selling/upsell opportunities

become very clear from the above.

Can you apply these principles in your specific business to increase/improve sales in a difficult economic environment?

“Interpreted information becomes a knowledge resource which enables directed and relevant marketing endeavours.”

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

Why you should evaluate the packaging of your value proposition

Posted on by Sanlam
By Jannie Rossouw

Head: Sanlam Business Market

In a commoditised world it is becoming more challenging to differentiate your product or service from your competition, as technological advances make it possible to replicate a product or service in a relative short period of time.

Paying close attention to the packaging of your value proposition may contribute towards increased sales, because it has the following benefits: 

Brand and Product/Service Recognition
  • A unique colour, picture, or use of font in your text or slogan will enable your clients to recognise your brand above that of your competition.
  • Product-related information on the packaging provides useful information to clients, e.g.
    • User directions
    • Ingredients (for example – is the product biodegradable/healthy?)
    • Manufacturer’s address
    • Manufacturer’s contact details
    • ISO standard
    • Barcode – for easy stock-keeping and pricing.
Creating a brand that is trusted by clients
  • If they see your packaging, they know what they can expect:
    • A quality product or service
    • Satisfaction guarantee
    • An innovative/cutting-edge solution
    • Good value for money
    • Excellent service and after sales care
    • Knowledgeable staff.
Protection of products
  • If sufficiently isolated, it will limit damage to products to ensure that clients purchase a fully intact and undamaged product.
  • Prevents contamination
  • Keeps perishable goods fresh (A sell-by date is of paramount importance as part of the packaging.).
Product comparison
  • If your packaging is easily recognised by clients, it will help them to “find” your product, as they might already trust your business/brand.
Convenience
  • Optimal packaging makes it easier to transport or store a physical product (think of cool drink crates – it protects the bottle and makes it easier to carry and store).
Your silent marketer
  • Good packaging can be an asset and may be used as an extension to increase the promotion and marketing reach of your marketing elements – i.e. clients will recognise your product when advertised.

“Nobody counts the number of ads you run; they just remember the impression you make.” – Bill Bernbach was an American advertising creative director.

It might just be worth the effort to reconsider the current packaging of your products to help vest a lasting positive association between your clients and your products/brand/business.

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.

Give before you expect to receive

Posted on by Webmaster
By Jannie Rossouw

Head: Sanlam Business Market

In business the general view is that there is no such thing as a “free lunch”. This implies that, if a consumer within your target market receives something free from a business, there is always an expected quid pro quo. 

If this is the conventional wisdom, the question remains as to how a business may provide value, without the potential future client experiencing it as “bribery” to buy something from the business? 

Below are a few examples of value-adding that, if they are not followed up by a request to buy, may make a positive impression of your business on the client. 
  • Illustrate your knowledge of a specific solution by demonstrating that you understand the target client’s need/challenge. Write short articles, and/or take part in radio/TV interviews where you, as the expert, give objective advice on the problem posed and also supply suitable solutions. Journalists and other media owners are always looking for subjects that people are struggling with, as well as experts that are able to address these subjects. Think, for example, of “green” solutions, the pursuit of healthier lifestyles, weight loss, how to save in challenging economic circumstances, how to start an own business, how to survive with children in their teenage years, and so forth.
  • Clients often do not understand their actual needs and buy services and products that seem to offer a solution to their need/challenge. Instead of simply providing a quotation on service requests, why not go that step further and determine what the most optimal solution for addressing the client’s need, would be. This might sometimes result in your business not being able to provide the optimal solution – then provide a referral.
  • Give free samples of your product to potential clients. They may then use the product and experience the results themselves, instead of just trusting your sales input and the endorsement of existing clients.
  • Become involved in matters that are of consequence to your target market. Your involvement should, however, be sincere, or you should not even consider it.
  • In many cases people have questions and just want to use an expert as a sounding board. I think of the advice counter at a nursery that people may contact telephonically or in person if they require advice on which chemical substance they need to treat a sick plant or shrub, or which shrubs flourish in shade. Not all businesses are necessarily suited to this type of solution, but it remains something to consider. This is another way of demonstrating your expertise.
If you succeed in establishing this added value, it may hold the following benefits for your business:
  • Your expertise instils respect in your target market. This subsequently creates trust in your target market that you are the right person to solve their needs/challenges.
  • Your credibility grows – people believe your advice and accept your guidance.
  • You become part of your target market’s “solution” – they see you as a “partner” in their lives.
  • It creates a perception of accessibility with your target market.
  • Applied correctly, it creates positive word of mouth for your business.

Winston Churchill was probably correct when he said the following, “We make a living by what we get; we make a life by what we give."

Find a way of sharing your unique expertise with your target market FREE OF CHARGE – in all probability your business will reap the benefits thereof in growing sales.

To support business owners with the important task of business planning, Sanlam gives you free access to the book Your Annual Business Game Plan for Success, which provides an easy and straightforward framework needed to draft a well-crafted game plan that will create the positive change and growth necessary for business success.

Go to www.sanlamgameplan.co.za to download your free copy.