Steps To Attract New Customers

robin@tradexcelgraphics.com www.tradexcelgraphics.com

AgendaIf you want to attract new customers, you need to implement a few strategies:

Identify the market opportunity and target it Develop your brand and position your brand

to target the market opportunity Establish a local and global presence with a

Website Attract new prospects by Advertising and

Direct Marketing Campaigns Review monitor and measure and refine your

strategy to increase ROI (Return on Investment)

The results you can gain from effective Online Marketing include:

Generating revenues Increasing uptake Gaining a competitive advantage Adding user value Enhancing brand equity Driving targeted traffic to your site to generate

more business Sustaining and building client relationships/loyalty

through interaction with your customers

Benefits of an Online Marketing Strategy

“There is no point of rowing if you are rowing in the wrong direction.”

Seven ways to build customer relationships

Gathers accurate and current information about customers

Product knowledge Invest time to learn about customers. Provide value to customers on every contact. Establish a win-win partnership for service. Reward customer loyalty. Communicate regularly with customers.

No idea is a bad idea

Five Ways to Build Trust in Negotiations

Speak their language. It's important for negotiators to speak one

another's language Manage your reputation

In negotiation, as in all aspects of life, your reputation precedes you.

Make dependence a factor. The more dependent you are on someone,

the more willing you'll be to trust her

Five Ways to Build Trust in Negotiations

Make unilateral concessions. Negotiations with strangers and enemies tend to be

calculative, with both parties carefully measuring what they're gaining with each concession made by the other side.

Explain your demands.

“Psychologists have found that people tend to view themselves in the best possible light and others in a much less positive

light—especially those with whom they're in conflict.”

Negotiation tips, techniques and principles

Have an alternative - negotiate with freedom of choice Research the ideas generated?

Negotiate when the sale is conditionally agreed, not before (if buying the opposite applies)

Aim high

Let the other side go first Try to avoid 'going first' on price if you can. (Buyers will often

be trying the same tactic.)

List all of the other side's requirements before negotiating

Trade concessions - don't give them away

Keep the whole picture in your mind Keep the whole package in mind all of the time (buyers tend

to divide and erode your position, bit by bit)

prepare and keeping looking for variables

Keep searching for variables, concessions, 'bargaining chips', incentives. (Buyers will look for your concessions but will tend not to offer their own)

Keep accurate notes Keep accurate notes, and show that you are doing it (the buyer

stands to benefit from any lack of record, and some buyers conveniently forget things that are not in their favor, even concessions you've won from them) prepare and keeping looking for variables.

Summaries and clarify the negotiation as you go

Summery

These days we are much more determined to press for concessions and the best possible price. Buyers, particularly consumers, are more confident and financially aware.

Where competitive pressures exist, prices are driven downwards. Where one supplier offers a certain concession or discount, customers expect all others to follow suit.

Suppliers' prices are more visible, so customers know what's on offer elsewhere, and they use this knowledge to secure the best possible deal.

Summery

In the face of these increasing pressures we need to have:

very good negotiating skills commercial understanding very good communication skills a consistent corporate policy and

authorization structure covering discounting and giving concessions

Summery

Negotiating a deal, whether you are buying or selling, is a strange business.

You work for your company, not for the customer.

The customer is out to secure the best possible deal for themselves and their organization, not for your company.

Another factor is our responsibility to existing customers. We undermine our relationships with existing customers if we offer preferential terms to new customers, just to get the deal.

When not to negotiate (ways of saying 'no')

People say a lot of different things when they really know the answer are "No."

"I'll see what I can do." "I'll let you know."" "Maybe." "I'll ask." "I'll find out." "You could call head office and ask;

they have more authority than me."

Thanks For Attending The Session

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