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Getting More Business to Increase Your Sales
by Ron Kurtus (revised 20 November 2011)
Getting more business usually means getting more customers and sales.
You want to get repeat business from your existing customers. You want them to buy from you again and again. But also, you want new customers. You can get them through being accessible and effective advertising. Finally, you want to increase the percentage of sales you get from your customers.
It is gaining a larger market share. Advertising and accessibility are important factors in the growth of a business. Repeat business will maintain your operation, while word-of-mouth advertising will assist growth with new customers. Ethical conduct is advertised and helps you grow.
Questions you may have include:
- How do you get repeat business?
- How do you get new business?
- What about advertising?
This lesson will answer those questions.
Getting repeat business
Existing customers are extremely valuable to you, because they have already purchased from you or hired your service. You want them to do business with you again.
The way to do this is to provide your customers with products and service that will satisfy their needs and perhaps exceed their expectations. You want them to do business with you again and again.
Getting referrals
In some businesses, sales are a one-time proposition. However, if your customer is satisfied and happy with what you provided, he or she may tell others about your business and provide you with referral customers.
The worst thing in the world to do is to provide poor customer service. Some businesses that feel they have a monopoly in the market or feel their customers are one-time buyers will give poor or even rude service. In such a case, the customer will not only avoid giving referrals but will advise many friends and associates not to deal with you.
Accessibility
There is an old saying that the three most important factors in business success are: (1) Location, (2) Location, and (3) Location. Accessibility to your company or store is certainly important in maintaining and growing a business.
Business operations that depend on walk-in trade must have a good location to succeed. Those that use the various media to communicate with their customers must have a clear channel and easy access. For example, a business that operates via telephones obviously should have enough open lines to avoid constant busy signals to customers wanting to purchase.
Advertising
Advertising is letting people know what services or products you have available and how to reach you is necessary in business success. Standard advertising is done through the mass media. A more effective form of advertising is done though customer satisfaction, resulting in repeat business and word-of-mouth advertising.
Repeat business
If you satisfy or please your customers, they will usually return to buy from you again. Quality products and service is the best form of advertising.
Word-of-mouth advertising
Customers will often tell others about your business. If they are happy, they may refer other customers to your business. If they were dissatisfied, they will certainly tell many not to deal with you.
Ethics
The ethical conduct of a business effects its advertising. A company that is honest will get good word-of-mouth advertising. One that is exposed in the newspaper or television for unethical or criminal activities gets bad publicity, causing customers to look elsewhere for their business.
Summary
Going beyond having a good location and doing extensive media advertising, an effective way to get repeat and new customers is by satisfying your existing ones with superior quality products and service.
If you help customers get what they want, you will get what you want
Resources and references
The following are resources on this subject:
Websites
Total Quality Management (TQM)
Books
Questions and comments
Do you have any questions, comments, or opinions on this subject? If so, send an email with your feedback. I will try to get back to you as soon as possible.
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Getting More Business to Increase Your Sales