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Up-Sell Your Best Customers

Don’t worry about selling to everyone. Use these tips for identifying and targeting your best sales prospects.

Ray Silverstein

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If I were to ask you to describe your best prospect, how would you answer? If you sell to consumers, do you know your prime demographic? If you sell B2B, can you describe your target customer interms of size, industry or some other factor?

Whatever you do, please don’t tell me you sell to “everyone”. Many entrepreneurs buy into the myth that the bigger their market, the greater the opportunity. The fact is, the bigger your market, the greater the likelihood you’re wasting your time with undesirable prospects. When you’re in business for yourself, you have to work smart. You don’t have the time or resources to sell to everyone. The more you can define, and refine, your target customer, the better you can concentrate and hence maximise your sales efforts.

Identify Your Best Prospects

If you don’t already know who your target prospect is, ask yourself: “Who is most likely to buy my product or service? Who will appreciate the value of what I have to offer?” And if you’re still not sure who your target market is, you may find the answer in your current customer base.

Make a list of your top 10 customers. You know who they are. Then think about what it is they have in common. If the answer isn’t obvious, look beneath the surface. For example, maybe your B2B customers work in different industries but share common priorities or a similar work flow. Once you figure out what the common denominator is, you can use it to identify your best sales prospects.

Take this exercise one step further. For each customer, identify why they buy from you. Is it something unique about your products? Is it your speedy turn around time? Some facet of service you provide? Now not only do you know who your prime customer is, you know what your unique selling proposition should be.

Here’s an example: I know an entrepreneur, John, who sells boxes. One of his best sellers is a tall, wardrobe-style box with a bar for hanging clothing. The box is a favourite with moving companies. However, John began selling these boxes to a menswear store. Then to another. And somewhere along the way, he became a bit of a specialist.

Realising he had something to offer, he began to concentrate his sales and marketing efforts on menswear stores. Instead of trying to reach the entire universe of “companies that need boxes”, he’s targeting his efforts to the menswear industry – a group that has already demonstrated a need for his products.

Target Current Customers

For most entrepreneurs, getting repeat sales from current customers is essential. But not all customers are created equal. You know who your A-list customers are. And I bet you could just as quickly name those whom you’d assign an F.

And I’d guess that you’re actually spending more time and energy on your F-level customers. Whether you’re conscious of it or not, that’s one reason you assigned them a failing grade. The squeaky wheel most often gets the oil – but when you’re the one filling the oil can, it pays to give this some thought. Let’s go back to your list of A-level customers. Now identify why they scored an A. Do they order more? Buy your most profitable products? Always pay promptly? Are they easiest to deal with? It may very well be a combination of factors, but these are the factors that are most important to you. These customers deserve your best, most attentive service because you want to keep them. If you’re like most entrepreneurs, time is your most valuable asset. Accounts that require constant hand holding or that habitually pay late are costing you money in lost opportunities. Stop bending over backwards for them. If they go away, you’ll be better off. Similarly, when you’re prospecting, wooing customers outside your target market is simply less profitable. You’re less likely to get their business, and you may not want it once you get it. The moral of this story is that you can’t sell to everyone. Nor should you try to. When it comes to targeting prospects, less is more.

MaximiseYour Effectiveness

Define who will be most likely to buy from you:

  • “Who is most likely to buy my product or service? When you’re in business for yourself, you have to work smart. You don’t have the time or resources to sell to everyone. The more you can define,and refine, your target customer, the better you can concentrate and hence maximise your sales efforts.
  • Take this exercise one step further. For each customer, identify why they buy from you. Is it something unique aboutyour products? Is it your speedy turnaround time? Some facet of service you provide? Now not only do you know who your prime customer is, you know what your unique selling proposition should be.

Ray Silverstein is a leadership expert at Entrepreneur and is the author of “The Best Secrets of Great Small Businesses”.

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Techniques

How To Get Ready To Sell Your Business – Advice From Marnus Broodryk

If you’re thinking about selling your business, there are some critical steps you need to make first.

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MAKING THE SALE

A successful transaction will mostly boil down to having a solid business with great systems in place that is making decent money and the starting point for these transactions will be financial information.


Some entrepreneurs are ‘starters’, they like to start a business, get it off the ground and then flog it. Others are ‘growers’, they look for existing businesses and have the ability to grow them beyond their original value. Both will probably get to the same end point: Selling the business.

But entrepreneurs are often misled when it comes to the sale. They have put everything into the business and it is worth a huge amount to them because of it. But buyers are seldom willing to match the price, because what is being sold, and what is being bought, are not the same thing. Sellers see the emotional and financial investments they’ve put in; the buyer mostly looks at one thing: Profit.

Effort does not equal profit. The balance is out.

Related: 20 South African Side-Hustles You Can Start This Weekend

Prepare for the challenges of selling

Once you get to market you will soon realise that there are, unfortunately, fewer buyers than you’d like. Unlike listed companies, you can’t sell shares easily and quickly on a public platform. Instead, you need to find an interested individual or business, many of whom just aren’t buying what you’re selling.

Some of them are, but that doesn’t guarantee a sale. Most SMEs must put their faith in a cash deal, since banks will never finance anyone wanting to buy them. In reality, this means that you may have a genuinely interested buyer for your business, who won’t be able to get finance for it from the bank. So, after a few months, you’re back to square one. After a few rounds of this cycle many entrepreneurs will just sell out of desperation, forgetting what the business could actually be worth.

Selling a business can be very emotionally draining and this will be compounded by many people who will waste your time and mess you around. You spent a large portion of your life building this, but others will not see it the same way you do. Ensure that you prepare and mitigate against all of those issues, and have the stomach for the fight.

Always keep the end in mind

If you are looking at exiting your business, it is crucial to allow enough time to prepare yourself for it. Maybe you’re simply tired of your business and you just want to get out, but, because the business is not in a great state at the moment, you’re too fed up to care, and you simply don’t have the energy to fix the issues.

You’re at risk of letting your business go for next to nothing. All the hard work for hardly any reward.

Related: Selling Your Business To Your Business Partner

If you have the end in mind, and prepare for it, it can be a very different, more lucrative story. A successful transaction will mostly boil down to having a solid business with great systems in place that is making decent money and the starting point for these transactions will be financial information. You need to have proper financial records for your business and you need to be able to show the potential buyer how much the business is making and how it is making it. It sounds so elementary, yet most entrepreneurs don’t have financial information when they want to sell their businesses. If you think you may want to sell in the future, make sure you’re keeping solid records now.

If your business’s financials are messy, start cleaning them up at least twelve months before trying to sell your business. Remove all your personal expenses from the business and ensure that all transactions are properly recorded, and that your taxes are up to date and accurate. Work with your accountant to prepare a sales pack with all your financial information, including details of your clients, employees, suppliers, what your strong and weak points are and how the business could grow in the future. It’s at this stage that you can pick up on issues and resolve them before taking your business to the market, making it a much more attractive product.

With some (more) hard work, you will be in a great position to sell your business, you will have serious buyers and the valuation that you deserve for all your hard work. If you don’t, why bother?

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Techniques

4 Rules Of Engagement That Wildly Increase Your Odds Of Closing The Deal

If someone calls about what you sell, call them back. Not in a week, right now.

Grant Cardone

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Sales is a process that can be learned but is comprised of many topics and categories that you have to master to become an expert. No one book or recording can cover everything you need to know to become great.

Consider that every salesperson has a unique personality and then add to that that every customer interaction and customer personality is unique and you can see how complicated it can become. Surgery is almost less complicated for the doctor because he is dealing with bodies that are unconscious while the salesperson is dealing with personalities, egos, insecurities, uncertainty, economics, competition and more.

Here are a few of the topics that salespeople need to learn and understand:

New to Sales

  • Fundamentals of Selling
  • Road to the Sale
  • Handling Objections
  • Negotiating Strategies
  • Social Media and Sales
  • Closing the Deal
  • Follow Up for Owners
  • Follow Up for the Unclosed
  • Sales Manager
  • Sales Meetings
  • Understanding Customers
  • Incoming Calls
  • Outbound Calls
  • Cold Calls
  • Internet Response
  • Customer Service
  • Motivation.

It’s very easy to become overwhelmed with the different topics so let’s narrow the focus and talk specifically about four general rules to follow once you have actually gotten a customer or prospect in front of you. What approach will you take? Not knowing means you’ll be missing out on deals every day.

In business, you must have a pipeline and a belief system that you can sell to anyone. Once you have become engaged here are four general rules to help you in the process.

Related: How To Seal The Deal By Understanding The 3 Phases Of The Customer Buying Cycle

1. Agree

No matter what the buyer says, states or demands, you should under no circumstance ever disagree, make the buyer wrong or suggest their request is impossible. This simple strategy is very powerful and will save you lots of sales once you perfect it.

The old saying – the customer is never wrong – is not true. In fact, often the customer is wrong; sometimes they even lie, but that doesn’t mean you should call them out. When you tell someone you can’t, you won’t, you’re not allowed to or that’s impossible, you only cause the customer to become more dug-in on their position. You make it more difficult to come to an agreement.

Train, drill and rehearse avoiding all variations of no, not, never, can’t and won’t. Any and all variations of “no” and “can’t” must be eliminated from your vocabulary.

Now when you hear this you may think, “I don’t want to mislead the customer and I am not going to over promise and then be unable to deliver.” The problem here is when you tell someone early on you are unable to do something because you are “so honest’” you just eliminated any chance of being able to do anything for the customer. Try this when a customer asks for the impossible, “I never say no until I have to – if that is possible, there is no better place for you to be.”

Role play this law of selling until you no longer get into confrontations with your buyer and make them more difficult than they already are. Perfect “no problem, happy to, my pleasure, exactly what I am thinking, done, you got it” and then learn how to negotiate from a place of agreement. This does not mean that you simply lie down and give the buyer everything they want. It means you use the agreement to keep the negotiations loose enough to be negotiated.

Just because this is simple do not underestimate the time and energy necessary to get GREAT at it.

2. Present

You must give them an offer and your proposal should have a figure and be presented with confidence. These seems basic but 72 percent of salespeople never present a proposal to their customer, which is part of the reasons why 87 percent of all salespeople miss their quota.

Simply increase the number of people you show a written proposal to and you will close more deals.

3. Close

Wrap the deal up and get them to purchase. When you get to the close, make sure you are with the decision maker. Qualify them and have a sense of urgency. Without urgency, there’s no point in doing the deal today or tomorrow.

Selling, presenting, demonstrating, promoting, marketing, building trust, etc. are all very commendable and admirable actions but in no way compare to finally closing the deal. Closing is when you finally benefit your buyer.

Closing allows you and your company to expand. All the things that took place prior to the close were necessary to get to the close but will not allow for expansion and survival. Close the deal! Be willing to do whatever it takes to close the deal, knowing that only when you close do you provide any real value to the customer.

The close is ultimately for the buyer, not for you or your company. Until the customer closes they cannot benefit from your service or offer.

Related: 6 Ways To Win A Better Deal

4. Follow-up

This is the Holy Grail of sales. It’s the most important thing there is but few people and companies do it. Consider that 48 percent of salespeople never follow up and that 64 percent of companies admit they do not have any organised way to nurture a lead. Follow up is a massive opportunity. Then add to that the average company takes almost 72 hours to follow up a lead, even though contacting a customer in the first five to 10 minutes increases your chances of contacting the customer 900 times. Text them in the first five minutes and your chances of closing them increase 50X.

Learn the rules and use the rules and make deals.

This article was originally posted here on Entrepreneur.com.

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Techniques

Why Every Business Needs A Call Centre

Below are just some of the reasons why every business needs a call centre.

Amy Galbraith

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As a business owner, you are likely always looking for something to put you ahead of the competition. This could be anything from a new marketing strategy to an exciting product. But many companies do not think of call centres when it comes to boosting their business and putting themselves ahead of the competition.

A call centre allows you to interact with consumers. If you do not have the staff for it in-house you can outsource for premium call centre quality assurance to ensure customer satisfaction. You will be able to provide stellar customer service as well as collect data from the calls to improve your business. Still not convinced? Below are just some of the reasons why every business needs a call centre.

They help to build customer loyalty

Having a call centre does more than allow you to answer the complaints and queries of customers. It will help to build up customer loyalty, especially if you choose to outsource your contact centre management.

While online shopping has grown immensely over the years, many consumers still want to be able to phone in and ask questions about products that are not working, that are damaged or for advice on how to remedy a problem with their purchase. A call centre will provide confidence to consumers that your company is there to help and provide trusted advice, which will, in turn, improve their loyalty to your brand.

Related: 8 Ways To Upskill Your Call Centre Team Before Year-End

You can get to know your audience

By having a call centre that allows you to interact with consumers on a one-on-one basis, you will be learning valuable information about who your customers are. And because you will be monitoring every call, you can ascertain the demographics of your audience.

For example, you might find that several calls are coming in from one area, which will allow you to focus your marketing strategies to that geo-location. Or you might notice that a certain product is bringing in similar complaints. This information will allow you to make important changes to the product. This data will help you to get to know your audience and tailor your products, services and messages to their needs.

They help to avoid lost sales

Quality assurance is vital to the success of your customer support. This is because a call centre will help to avoid lost sales and lead opportunities. Instead of relying on a voicemail service (which consumers will likely not use) your call centre will allow consumers to speak directly to a helpline, which will encourage them to buy from your brand.

For those who have a small amount of staff, outsourced contact centre services will provide a shorter wait time for call centre queues. Lost sales can be disastrous to a company of any size, so investing in a call centre will help to remedy this. If consumers are not waiting in long phone queues, they are likely to make a purchase or use your services. And leads will become conversions because consumers will feel valued and satisfied.

You will have an edge on the competition

In the world of business, everything is cutthroat. If your competitors have a number for consumers to call in case of any issues and you do not, it is likely that they will choose your competitor over you.

An effective way to beat the competition is to provide a call centre number to your customers as well as office numbers. This way they can call the customer support number for product related issues and the office number if they would like to speak to managers or make business deals. If you outsource your call centre management, you are sure to have a leg up on the competition. Consumers want to feel as though their voices are being heard and taken seriously.

Related: The Future of Call Centre Design

It is professional

Whatever the size of your business, remaining and appearing professional to business partners and consumers is important. Having a call centre that gives a customised greeting to consumers and sends them through to an agent will make it appear as though you are an established company doing business with many customers.

Professional customer service is vital for the success of any company, especially if you are a start-up. And if you are a larger company, try not to become complacent with the customer service you are already offering. If consumers can phone in with queries and compliments, they will have trust in your brand’s professionalism, leading to customer loyalty and more sales.

Be future facing

Anyone who runs a business knows how important it is to look toward the future. And having a call centre can help with this. It will help to build up customer loyalty, you will learn more about your consumers and your audience, you will avoid lost sales and you will have an edge on the competition.

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