How To Get More Sales

Introduction
to Jacqueline
•  Trained by Maurice Saatchi whilst at M&C Saatchi advertising agency
•  Worked as a communications strategist for the last 12 years
•  Significant blue chip brand experience in B2B and B2C sectors
•  Jacqueline is known for delivering real results and leaves people feeling
wildly optimistic about their business future.

Introduction
to rob
•  13 years experience delivering brand and marketing campaigns
•  Experience working in consumer, business to business, trade and public
sectors.
•  Pioneered a unique proposition that brings brands to life
•  He has a creative background, which enables him to balance strategy with
creative execution
•  As a logical thinker, he’s a specialist in the complex area of brand
architecture.

How to get more clients
and customers

Jacqueline@brandcamp.com

Sales!!!


What business
are you in?


In the business of
selling widgets, or
offering widget
services?


That’s not your business


If you have a store
that sells beautiful,
artisan chocolates,
what business are
you in?

If you sell lipstick,
what business are
you in?


Hint


It’s not about
what you sell


The chocolate shop is
in the gift giving
business


“In the factory we make
cosmetics; in the
drugstore we sell
hope”
Charles Revson

What business do you
think cinemas are in?


Action
Get
clear
on
the
business
you’re
in.
Ask
yourself

the
following
ques9ons

•  Why
do
your
consumers
come
to
you?

•  What
problem
are
they
trying
to
solve?

•  When
they
buy,
who
are
they
buying
for?

•  Which
part
of
your
business
delivers
the
greatest

proﬁt
margins?

•  If
your
company
folded
tomorrow,
where
would

your
customers
go?


Do you know why your
customers buy?


Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-Purchase Behaviour


Myriad of factors
influence decisions at
each stage


Internal

External


Psychographics


motivation


involvement


Degree of loyalty


occasions


Collective Influences:

Culture



Social class



Reference Groups


Environmental


Need Information Evaluation of Purchase Post-Purchase
Recognition Search Alternatives Decision Behaviour

Create Discuss Build Provide After Sales
Impact Speciﬁcs Credibility Proof Care


Zero Moment Of Truth


Source: Google’s ZMOT study

In 2010, the average
shopper used 5.3
sources of information
to make a decision



In 2011, this number has
nearly doubled to 10.4


Sources range from articles,
videos, product comparisons,
recommendations from
friends and family to
ratings, testimonials,
comments on blogs and
website


84% of shoppers said
that this information
shapes their decision,
shifting them from
undecided to decided


So the big question for
you, is what happens
when your brand or
product gets ‘Googled’?


How many sources of
information are there
on your products and
services?


If less than 11, you need
to address this right
now!


Action
1.  Enter
your
product
name
into
Google
and
see
what

comes
up

2.  Next
enter
your
product
name
and
add
the
word

‘reviews’

3.  Next
do
a
search
using
‘best’
and
your
category,
eg

Best
hotel
in
London,
Best
printer
in
Bristol

This
is
what
your
customers
see
when
they
make

buying
decisions
in
your
category.
Do
you
show

up?


Ways To Increase
Your Visibility
Set
up
social
media
Contact
inﬂuenJal
Write
arJcles
that

sites
for
your

bloggers
in
your
category
posiJon
you
as

brand
and
or
products

and
get
them
to
review

a
thought
leader

your
products

Create
blog
posts
on
Create
short
how
to
videos
Create
product

highly
searched
terms

for
your
products
demo
videos

in
your
sector

Create
case
studies
Encourage
video
Get
featured
on

tesJmonials
from
buyers
independent

review
sites


Do you know the 6
reasons your customers
leave you?


Influenced
Away

They Die

Perceived Unresolved
Indifference Conflict

Get a Move away
better deal

Why
Customers
Leave

82%
Source:
How
To
Win
Customers
&
Keep
Them
For
Life
By
Michael
LeBoeuf


70% of customers
would do business
with you again if you
resolve the complaint
in their favour.

What’s more, if you
resolve it on the spot,
95% will do business
with you again


How are you managing
your relationships with
your customers?


Show you care
People buy people


How To Get More Sales

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