Following on from last week’s article on how to create a marketing plan, this week we are looking at how to increase your sales. Some of these points will have already been mentioned before, but it’s worth reinforcing them to fully get a grasp of how important they are to gaining more customers, more sales, and more revenue. Can’t do any harm, can it? Below are 8 significant ways you can help to improve your chances of closing sales, especially as a small company.
1. Narrow Your Target Market
You may feel that, as a small business, you must open your target market up to everyone and anyone who may or may not buy your products. However, you need to actually narrow your market to those customers who have the demographic you are looking for. It can help to get customers to really notice you; especially if you are catering to their demands rather than generalising your company.
2. Become an Expert
Show your customers that you know what you’re talking about. Write a blog, host a workshop, send newsletters; do whatever you can to really share your information with your potential customers, and show them that you are an expert in what you are selling. This can give them the confidence they need to push forward with purchases.
3. Rank Your Targets
Do a bit of simple market research by ranking your prospective targets according to profitability. Take a look at your client base and see which ones are referring your business to others. Then look a bit further and see what their demographics are; do they live in the same place? Are they around the same age? If they share some commonalities, then it’ll help you to identify which part of the market you need to pursue.
4. Showcase Your Differences
Your unique selling point (USP) is that which makes you different to other competitors, and it’s that which is very significant to your customers. They want a business that does something differently, otherwise they would just go to anyone else, right? Make sure you communicate your USPs to your potential customers, as this can help to boost sales and shift the focus from your price.
5. Fit Your Marketing to Your Targets
Ensure that the messages you send out held within your marketing is right for your target audience. You want to be able to reach those customers and really speak to them, to show that you are there for them and only them. Talking to your customers on a personal level really shows that you care about them.
6. Sell More to Existing Customers
If you already have a decent customer base of people who have previously bought from you, then you can use this to your advantage. Start offering them special incentives, such as a loyalty program, voucher codes, reward points, or early access to certain items or sales. If you show customers that you appreciate them, they will keep you in mind as the first place to go for their needs, and will also refer you to their friends and family.
7. Plan for Each Stage of Sales
Here’s where our previous article comes in very handy; the marketing plan. Each stage of buying and selling is different, and so a plan helps you to keep each stage of sales in mind to ensure you are ready to push for leads, sales, and referrals. Check out our article on how to write a marketing plan here.
8. Optimise Your Conversion Rate
This is a point which is incredibly significant. You may have plenty of people who visit your website and browse the goods, but do many of them actually close a sale? No? Well it’s time that you increased your conversion rate; converting potential customers to actual customers. We’ve spoken about this before – we have a great infographic on how to increase your conversion rate here – but you must essentially make sure that your customer is happy with your service. Make sure your website works well and is easy to navigate. Make sure that your content is easy to read and interesting. The best way to think of it is, if you were a customer, what would you like to see before you purchased an item? Put that into practice with your own company and half the battle will be won!
Really thinking about what you can do for your customer will help you to gain more sales, and gain momentum for your small business. You don’t want to be known as the company who is in it for the quick sales – you want to be known as the company who really appreciates and cares for its customers. That way, people won’t hesitate to come to you!