Sales Sells The First One, Service Sells The Rest

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No business is just a buy-and-sell business in todays competition driven world. Customer service and superior after-sales have emerged as the two critical success-oriented techniques and the core drivers of competitive advantage.

Excellent after sales support can help improve customer retention, streamline service process, maximize efficiency and reduce overhead costs. But there are still a lot to it- customers of a business can be new ones, or current ones returning to buy more. The significance of good customer service can be seen in the fact that it costs 5 times as much to win a new customer than it is to retain the current one. This particularly goes well with short-term growth as the cost of acquiring new customers is typically much greater than the cost of retaining existing ones. With excellent after sales the repeat business is generally much cheaper for the company as their sales process is usually less intense. This is how the dictum goes Sales sells the first one, Service sells the rest. Let us understand this better with the help of an example. A mobile phone manufacturer may be a market leader, but if it has poor customer service, the customers may switch to its rivals. To stay ahead of the competition, he has to provide exceedingly good after-sales support that could bring back the customers- repeat customers we say them.

This repeat business can become much cheaper for the mobile manufacturer as its sales process would now be less intense and become more of an “order” taker effort. In contrast, poor after sales support could have made the sales process much more intensive. This would have required the sales function to overcome that poor after-sales support with more sales techniques like demos, sales calls, presentations, etc., which inculcate a higher cost.

On the flip side, happy servicing brings in loyal customers, and loyal customers are free advertising as they will not only tell others of the great service they have received, but also come back to buy again.

Why Companies are Unable to Provide Quality After-Sales Support

Many companies are unable to provide the high degree of after-sales support because they consider customer service as a cost and investment, and not a profit center. It does not make good sense as spending few bucks for keeping your customers happy would not only make them your regular customers, but would also act as revenue stream for you. Effective customer management with the help of Service Management Software and other service automation tools can actually be bundled into the original sales offer.

There can never be more opportunity to invest in sales and foster valuable connections by delivering excellent customer service and support.

What Are The Main Objectives Of Advertising

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Advertising is defined as a non-personal form of communication deployed through various media by industries, non profit organizations, business firms, individuals etc. Advertising persuades, informs, instructs and educates target audiences about a particular brand or service and influence the purchasing behaviour or thought pattern of the audience. Advertising is one of the most important tools of marketing and can be coupled with other marketing tools such as sales promotion, personal selling tactics, publicity etc.

Advertising as a tool of marketing is quite different from personal selling. In personal selling, the customer is guided by a sales person, but publicising the advertisement is shown to the customer and the decision is in the hands of the customer. Therefore, advertising may be called written personal selling. Advertising is effective for every single brand, service or business to gain its position in the market.

Advertising creates an impact on every walk of life irrespective of age, gender, caste, creed or religion. Advertising is carried out in various proven tools and mediums and with defined techniques. In this article let us discuss about the four main objectives of an advertising campaign.

Objectives of advertising

The objective(s) of advertising imply the communication tasks to be accomplished. These tasks are directed towards specific customers that a company or organization is trying to reach during a defined time frame. An organization which involves in advertising activities usually strives to achieve at least one of the four common objectives of advertising i.e. trial, continuity, brand switching and switchback.

The purpose of trial objective of advertising is to encourage customers to make an initial purchase of a new product which has been launched in the market. Companies typically deploy creative ad strategies during product launch so that they can stay ahead in the competition. Repeat purchase of the product follows suit so trial objective of the ad campaign should be given more emphasis so as to invite targeted customers.

The next objective of advertising is continuity. Continuity is a typical strategy to keep current customers to stick to the same product. To keep the customers engaged the company usually provides new and different information about the product which is designed to build brand loyalty.

Thirdly, brand switching is one of the widely employed objective of advertising. This technique is adopted when companies want customers to switch to their brand from their competitor’s brand. Brand switching strategy needs a convincing communication so that the mindset of the customer is changed.

Last but not the least brand switchback objective is another strategy used by advertisers or brand owners to win back their former customers. For this a particular company may highlight new features about the product, discount of price, provide useful information about the product- all these to attract back their former customers.

Advertising is a tricky art for brand communication. As an advertiser one should have exceptional advertising skill(s) to influence the right target group and to provide a lasting impression about the brand so that customers stick to the same brand in the future.

Reference Website: – www.tdiindia.com

Business Transfer Agents Time The Government Cracked Down On Rogue Operators Who Demand Money For N

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Hit by the recession or maybe just retiring or moving on, there are countless owners of small businesses whod like to sell up.

Business transfer agents are supposedly there to help them find a buyer.
But today I lift the lid on a string of them who demand huge fees even when they fail to get a sale, and then sue clients who refuse to pay up.
Rip-off 1: Judge backs family over firms one-sided contractVerdicts on business transfer agents dont often come much more damning than this.

The case involves one of the most notorious firms in this field, RTA Business Consultants.
It failed to find a buyer for a family-run car parts firm but still demanded payment.
When the owner, 70 Celine Pas Cher (http://www.sweio.net/celine/category/sac-celine-pas-cher) -year-old Andrew Rothery, refused to cough up, RTA sued.
And lost spectacularly.
Its rep Jen Leary bragged she could value a business to the penny but got the price of Mr Rotherys firm wrong by 700,000, Halifax County Court was told.
She lied that she could sell West Yorks firm Holmfield Auto Spares for 1.3m and persuaded Mr Rothery to sign a contract to pay 5,000 plus VAT for marketing, followed by commission on sale.

Suspicious of the high price put on his firm, Mr Rothery had two reputable business sales agents value it and they came up with a figure of 600,000.
So he refused to pay RTA, which sued him for 10,000 in supposed unpaid fees and lost commission.
Deputy District Judge Keith Nightingale threw out the case and was scathing about RTAs terms.
He said: The contract, it seems to the court, has clauses which are wholly one-sided and quite frankly it is a document that does not seem fair or balanced whatsoever.

Mr Rothery and his son Gavin were delighted.
It was the ignorant bad-mannered attitude of the people at RTA which made me determined not to give them money when they had not earned it, he told me after the case.
Ive been in business for 42 years and have dealt with lots of people who want to take money for doing very little.
RTA is one of them.
And Mr Rothery is not the only one to think so.
Andy Stenning / Daily Mirror Trubunal: Paul O’Reilly of RTA

An extraordinary insight to RTA came at an employment tribunal this month.
Former senior salesman Howard Rowlands told the hearing that the boss, Paul OReilly, threatened to punch him in the f***ing face in a row over the firms ethics.
Mr Rowlands said Mr OReilly was ranting and raving.
He said: I spun around and left the office as quickly as possible, I just wanted to get out of there. I felt threatened, seriously threatened.
Mr Rowlands also told the tribunal in Manchester that sales director Paul Mitchell explained how they would make money from a typical business seller, revealing: We want to stitch him up with the withdrawal fee.

Mr Rowlands said: I didnt do fraudulent contracts, thats what caused the animosity. I questioned the ethos and morality.
He explained that clients were unwittingly committing themselves to paying 1,500 even if no sale of their business was achieved.
He said: The withdrawal fee is on that contract for life, with instructions from Paul Mitchell and Paul OReilly not to inform people its there for life.
I raised it at sales meetings, that it was abhorrent. The withdrawal fee is like an anchor. If owners sell it themselves, RTA wants 1,500. If they take it off the market, RTA wants 1,500.

RTA disputed the account of its former sales star, saying it was made up because Mr Rowlands was facing disciplinary action over alleged racist language.
Mr OReilly also claimed that the Mirror had been ordered by the Press Complaints Commission to print a retraction for one of my previous stories about his company.
He was asked to produce this retraction, forcing him to admit: I dont have a copy of it.
Thats because it doesnt exist.

The tribunal ruling was postponed.
Fee free: The Turner Butler ‘guarantee’
Rip-off 2: 50,000 for web advertisingIf Turner Butler failed to sell his building business, Constructive Care, Steve Archer assumed he wouldnt owe a penny.
After all, hed been given a Full No Sale No Fee Guarantee. He said: This was included with every letter they sent out to me initially.
His firm folded after no buyer was found and Turner Butler are now suing him in Hertford county court for 50,000.

Even if they had sold his business at his suggested price of 288,000, Turner Butlers 7% commission would come to barely 24,000.
But there was no sale and Turner Butler, said Mr Archer, expects this huge sum for simply advertising my now liquidated company on free insertion websites, for something I could have done myself.
Rupert Cattell, of Turner Butler, said: We asked Mr Archer for an explanation of what happened to all of Constructive Cares assets while under contract to Turner Butler and he has declined to respond, or to provide evidence as to what happened to those assets.

Rip-off 3: Carol rises to Phoenix feeHoping to sell her gift shop in Bristol, Carol Budd put it on the market with one business transfer agent, and then a second. It was sold to a buyer who was introduced by the first company, she says.
Which has not stopped the second one, Phoenix Business Agents, threatening to bankrupt her if she doesnt pay them 8,600.
Their director Zulf Hamid gave me a big song and dance about how valuable my business was, and wanted to value it at 75,000 but I said that it wouldnt sell for that so he reduced it to 50,000, she said.

Eventually it sold for 28,000 to a buyer who had been introduced by the other company.
If Phoenix had found a buyer for me I would have paid them but Im not going to pay them for a customer that was procured by another company.
These people are targeting hard-working, honest folk.
A spokesman for Phoenix did not dispute Mrs Budds account of its initial enormous over-valuation of her shop or explain why it expects a fee thats almost a third of the sale price, but it insists that the buyer was registered with them.

Phoenix is a reputable business transfer agency, said a spokesman, saying the company hoped to resolve the matter through open and frank dialogue.
Couple: Barrie Hooton and Martin Marshall
Rip-off 4: 400k debts, but firm has shifted assets over to ex-directorLast week I told how Preferred Commercial demanded 5,000 from one poor client whose pub it had failed to sell, sending no prospective buyers apart from one time-waster.
Preferred Commercial is in liquidation with debts of almost 400,000 that it cannot pay. Which does not mean the end of the people behind this company.

If you click on website youre re-directed to an almost identical website for a firm called Vendor Direct.
This even uses the same old Preferred Commercial phone number.
Thats because its assets, including any unpaid bills allegedly owed by ex-clients, have been sold to Vendor Direct, whose director is Barrie Hooton.
Hes an ex-director of Preferred Commercial and partner – both in the business and civil ceremony sense – of another Preferred Commercial director, Martin Marshall.

Rip-off 5: No sale? It still costsNo sale, no fee. That was the crucial phrase in the sales pitch that persuaded Carl Bowman to put his hardware store in Leeds on the market with Ernest Wilson & Co Ltd.
Now he says ruefully: With hindsight I was possibly a little naive to accept the word of their sales rep and not query the terms of business further.
His store didnt sell and now Ernest Wilson is suing him for 4,765.
It was marketed at 205,000 without success, even though Mr Bowman says that he had been told before signing the contract that potential buyers were very keen.

He heard little until Ernest Wilson told him to cut the price to 160,000 and accept liability for their marketing fees.
When he refused, Ernest Wilson took it off the market and issued its court claim.
The firm insists that its terms and conditions are sent to every client and include the clause: Advertising and marketing sac celine (sweio.net) costs are payable upon withdrawal.
Director Stuart Moorhouse said: We were left with no option but to issue court proceedings.

He pointed out that Mr Bowmans complaint to The Property Ombudsman had been rejected.
Mr Bowman responded by reminding Ernest Wilson that they were fined in 2012 by The National Federation of Property Professionals.
Its tribunal ruling began: We are disappointed that we have heard three further cases connected with Ernest Wilson, especially as there have been two previous cases, one in 2007 and another in 2011.
The latest case, which resulted in three 750 fines, concerned the giving to a seller client a copy of the agency agreement document for the sale of their business that is not identical to the version the client has signed.

Campaign group fights the roguesTales like the ones here prompted the establishment of the Campaign for Ethics in Business Transfer Agents , a free advice website.
Its spokeswoman said some small firms risk going bust if they pay agents who fail to find them buyers but still demand huge fees.
There are no laws to stop the business marketing agents from producing unfair contracts and then suing in the small claims courts, she said.
We encourage people who have successfully beaten them to help by providing witness statements, copy judgments and transcripts for the next person due in court.

You can find it at website
Read more from Andrew Penman hereBeen ripped off? Contact Andrew Penman by emailing [emailprotected] or writing to Penman Investigates, Daily Mirror, One Canada Square, London E14 5AP

The Story Behind Esp Guitars

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Electric Sound Products, known as ESP, began in Tokyo Japan in 1975 as a corporation that supplied custom substitute parts for electric guitars. Nonetheless, the first ESP guitar wasn’t constructed until 1976. ESP Guitars and replacement components continued to be sold solely in Japan for nearly 10 years prior to moving into the U.S. marketplace. In 1983 their replacement accessories ended up being made obtainable in the U.S.. At last, in 1984 their electric guitars made their American arrival.

In 1984 – 1985 ESP Guitars were attracting some attention from remarkable musicians including Bruce Kulick (Kiss), Ronnie Wood (The Rolling Stones) and Vernon Reid (Living Colour).

The next important name to encounter ESP Guitars was George Lynch of Dokken, whilst shopping for guitar components as he was on tour in Japan. When George discovered that ESP made custom electric guitars, the prototype “Kamikaze” was crafted for him. The Kamikaze was the original signature model to be made.

Soon after, other guitarists started to take notice of ESP and began playing their guitars in the late 1980’s. Kirk Hammett and James Hetfield of Metallica were 2 of the superior names.

In fact, talking about James Hetfield, an ESP electric guitar that he used during Metallica originally began to turn into widespread, got the ESP Company into some legal issues. The electric guitar he played, called the EXP, was a reproduction of the Gibson Explorer. Even though guitar companies were selling reproductions of their guitars for years, Gibson chose to sue ESP Guitars. The craftsmanship of the EXP guitar was so excellent that people were buying them up and this was allegedly slicing into the revenue of Gibson’s guitars. In the end, ESP lost the lawsuit and altered their design to the now known ‘EX’ design.

In mid 2002, ESP sales started to produce at a rapid rate making them one of the fastest developing companies at that period. This increase in sales was directly linked to Fender Guitars buying out Jackson Guitars. Jackson was the company that ESP was competing with back in the 1980’s and 90’s the buy-out of Jackson Guitars, most of the big profile musicians jumped ship and went over to ESP. Players like Dave Mustaine of Megadeth, discovered it was an easy transition to change over to ESP Guitars due to the prime quality and similar thrash-metal aggresive designs.

ESP guitars are still extremely popular today. During the 08 Winter NAMM show, ESP Guitars launched over fifty all-new guitar and bass models. In addition they have an excellent number of high profile guitar players on their roster including Kirk Hammett and James Hetfield of Metallica, Wayne Static of Static-X, Alexi Laiho Children of Bodom, Will Adler of Lamb of God, Ron Wood, George Lynch, and the latest member, Richie Sambora of Bon Jovi. With the good quality that ESP manufacture, its a no-brainer to know they’re going to be around for several more years to come.

Choosing A Pre Employment Sales Personality Test Or Sales Aptitude Test To Hire Top Sales Executives

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Hiring managers have long known that it takes more than just personality or psychology alone to close the sale. An old style pre employment test, sales aptitude test or sales personality test may be inadequate in helping you hire Top Sales Executives or great Regional Sales Managers. Testing for Total Sales Ability ™ is the best solution, and businesses interested in hiring great sales people or regional sales managers can now receive 10 FREE Sales Assessment Tests from Dan Joy, Inc.

As a business executive or business owner, how can you tell which of your job applicants can really sell? Use Sales Assessment Testing to find out. Here’s what you need to know about Pre-Employment Tests or Sales Assessment Tests if you are interested in hiring a Top Sales Executive or a great Regional Sales Manager:

A. Sales Personality Testing is not enough:

Testing for sales personality alone is not enough. Would you select a doctor just because they had a good personality but no skills, ability or experience? Similarly, using a sales personality test to predict sales potential often results in disappointment. Many sales personality tests look at a person’s outwardly style of doing things, but there may be no real link to actual sales performance. A personality based sales assessment test may help determine a personality type, but may not help determine whether someone can actually sell. Testing for Total Sales Ability ™ is the key, and presently there is only one pre-employment sales test which provides that, as explained later in this article. You can also use The JOY Tests ™ of Total Sales Ability ™ to test your current salespeople for promotion, retention or sales training purposes.

B. Sales Aptitude Testing is not enough:

Similarly, pre employment sales assessment testing based on a person’s sales aptitude alone is not sufficient. Many pre employment sales aptitude tests look at a person’s psyche or internal motivations for doing things, but there may be no absolute link to actual sales performance. One may have the right sales aptitude or Sales Psychology but if the actual Sales Ability is missing, they probably won’t make much headway in selling. Moreover, a pre-employment sales aptitude test may not take actual selling techniques (learnt by real world sales experience) into account. The JOY Tests ™ of Total Sales Ability ™ can help where many others cannot.

C. Sales Skills Testing is not enough:

The mental component of selling is critically important. So, Sales Skills Assessment alone is not enough. Having the sales skills but no drive or motivation wouldn’t suffice. One must test for more than just a job applicant’s selling skills. Moreover, business methods and sales tools are constantly evolving. The sales approach which used to work a few years ago may not work today. You need a well-rounded pre-employment test of sales ability which keeps up with the changes in the ways that contemporary business is conducted. In other words, you need a pre-employment sales test which is thorough, up to date and well rounded, like the one recommended later in this article.

D. Lack of Sales Call Reluctance is not enough:

Just Sales Call Reluctance testing by itself is not enough. There are people who can call relentlessly but never close. Closing the sale requires proper sales techniques and sales abilities too, not just a lack of sales call reluctance. Total Sales Ability ™ testing like that offered by Dan Joy, Inc., can be a huge asset for you when trying to hire a great Sales Executive — Salesman or Saleswoman, or a good Regional Sales Manager.

E. Our Recommendation — Assessment of Total Sales Ability ™ is the Best:

The JOY Tests ™ of Total Sales Ability ™ can help reduce subjectivity and guesswork, and help employers make more objective hiring, promotion or retention decisions. They go above and beyond the old style Pre Employment Sales Personality Tests and Pre Employment Sales Aptitude Tests, by testing for Total Sales Ability ™ instead: http://www.danjoy.com/

A hiring mistake can be costly. The JOY Tests ™ of Total Sales Ability ™ can help employers and recruiters immensely by testing for sales prospecting ability, objection handling ability, sales closing ability, personality, psychology and more — a total of up to 50+ sub competencies, traits and advanced selling techniques critical to sales success.

They can be used as pre employment sales tests to test Business Development professionals at different career levels, e.g., a Sales Person (Salesman or Saleswoman), Sales Manager, Sales Director or VP of Sales & Marketing. The JOY Sales Tests ™ may also be used to identify and quantify Sales Training needs to help you bridge certain sales training gaps or correct certain sales skills deficiencies in your current sales team. Thus, you may also use The JOY Tests ™ of Total Sales Ability ™ to test your current salespeople for promotion, retention or sales training purposes.

The 10 major areas of ability tested by the potent JOY Sales Tests ™ are:

1. Sales Prospecting (Leads Generation) Ability.

2. Appointment Setting, Cold Calling, Rapport and Presentation Ability.

3. Objection Handling and Negotiating Ability.

4. Sales CLOSING Ability and Asking for Payment/Deposit.

5. Cementing the Sale (Re-assuring the Client), and Ability to Get Referrals.

6. Computer / Internet / Email / CRM and Sales Tools Ability.

7. Miscellaneous Crucial Sales & Marketing Abilities
(Various Secondary Factors — Personality, Psychology, Skills, Aptitude, Ethics, etc.)

8. Sales Team Recruitment Ability.

9. Sales Team Management / Leadership / Motivation Ability.

10. Advertising, Marketing and Public Relations Ability.

So, how can employers tell which job applicants can sell? They can start with 10 FREE Sales Assessment Test units (Screening Tests) at http://www.danjoy.com/

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