Using Marketing to Produce More Sales
Part of the Marketing For Dummies Cheat Sheet
Successful marketing produces profitable sales: the more, the better! Here are some ideas for those moments when you decide you really need to concentrate on marketing to boost sales to a higher level:
Sell to super customers. Someone who writes a blog about your industry, gets quoted in an industry magazine, or presents at an industry conference is a super customer to whom you need to make a personal sale. Win him or her over, and the rest of the market tends to follow.
Make a limited-time, free-trial offer. This tried-and-true formula moves product better than anything else, because people love a chance to try something at zero risk. Get your product in potential customers’ hands and grow your market each time someone decides to keep it.
Hire more salespeople on commission. Old-fashioned face-to-face selling is still effective in business-to-business and wholesale industries (which make up the majority of businesses). Sign up sales representatives who are willing to work for a commission. Double the number of sales calls, and you’re bound to score more business.
Create a parallel distribution channel. For example, if you don’t already sell on the Web, start your own Web store or set up shop as a store and auctioneer on eBay — lots of preexisting customer traffic to tap into. (eBay is great for most businesses because there’s so much customer traffic to tap into.)
Bundle your product with one or several complementary products and offer a special package deal. The right bundle may boost sales dramatically, especially if you make it a limited-time offer.
Send monthly postcards with discount codes, special offers, or announcements. A postcard is an inexpensive form of direct mail. If you have a good customer list, you should use it at least once a month. The more you reach out to your customer base, the more it’ll buy what you’re selling.