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Profiting After The Sale -Squeeze every penny from your Cust

Introduction
I guess that it almost goes without saying no matter what your business is,
if your job is selling, you want to make sales. To go further, you need to
make sales in order to survive -- making sales is your lifeblood and the
reason that you get out of bed in the morning.
I know this because, before I got involved in the online business world, I
spent many years selling all sorts of goods and services in the real world to
‘bricks and mortar’ businesses. I was even fortunate enough to work in
many different countries doing the same kind of work, so I have managed to
learn quite a bit over the years. Throughout those years, one thing became
crystal clear to me: as much as landing a new customer gives you a real
buzz because it tells you that you are doing something right, being able to
turn someone into a loyal customer is even more of a high because that tells
you that you are doing a lot more than just ‘something’ right. In this case,
the customer is obviously happy with most of the things that you are doing,
and, therefore, you are beginning to build an all-important business
relationship with them.
Loyal customers were by far the most valuable asset ever acquired by any of
the businesses I worked for or owned. They were people who would continue
to buy unless there was a definite reason why they should no longer do so.
Sometimes, they stopped buying for external reasons such as a new
competitor entering the market with considerably cheaper prices or a better
product range. In general terms, this situation is something that you can
only fight against, but never completely prevent. However, losing loyal
customers because of poor service or inattention to detail is an inexcusable
and expensive mistake, and one that you should never make.
When I started managing sales teams of my own, this customer neglect was
an error I saw too many junior salespeople make far too regularly. An
appallingly high number of fresh salespeople seemed to spend all of their
time chasing around trying to find new customers rather than focusing the
appropriate amount of time and attention on their existing customer base.
3
There are many parallels here between the world of offline business and
what many millions of people all over the world are doing daily online to
generate an income.
Everyday, there are new e-books, training materials, instructional videos,
and the like coming onto the market that will teach you how to unearth a
constant stream of hungry new customers. While this is all very good, it
tends to ignore the significance of existing customers and other resources
that you currently own or control. A daily focus on finding new customers all
day, everyday, ignores the fact that the true profitability in any business is
generally not at the ‘front end’.
This e-book is not going to teach you how to land new customers for your
business, although I am going to look into the initial sales process and the
tools that you need to make it work: these tools of start up are essential for
the long-term profitability of your business. Instead, the primary focus of
everything in this e-book is on how to make extra money once you have
already landed the initial sale from your customer. In essence, I am going to
concentrate more on the long-term development of a profitable business,
rather than on how to find new customers everyday. Having said this,
neither you nor I can ignore the importance of new customers. No matter
hard you try to prevent it, every business (including yours) will lose some
customers over time.
These customers must, at the very least, be replaced. Of course, for every
customer you lose, you want to take on board at least two or three new
ones. For this reason, there are a few places highlighted in this e-book
where attracting new customers becomes an integral part of your long-term
plan for profiting after the sale.
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