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How to increase your sales by up to 367%

You’re probably wondering why the strange number? It’s because the three marketing strategies below aren’t just based on targets we’ve set for them – you know, expressed as always in round numbers such as 20%.

sales incentives

You’re probably wondering why the strange number? It’s because the three marketing strategies below aren’t just based on targets we’ve set for them – you know, expressed as always in round numbers such as 20%. These are strategies which have really worked, produced demonstrable increases in revenue for us or our clients of between 28% and 367% as you’ll see from the success stories.

Tactic 1: Find out who your best customers are

If you only have a few customers, you probably already know who the best ones are. But we’re constantly shocked at the number of clients who have no real idea who their best customers are, or know who their best customers are but do nothing to build a relationship with them, or suffer under the delusion that their best customers are only those who generate the greatest sales, rather than the greatest margins. There’s a simple formula for working out who your best customers are:

Profitability x Sales x Loyalty
(length of time they have dealt with you, amount of repeat business over that time, how easy they are to do business with, and where they rank you amongst their other suppliers or service providers)
x Potential Business
(are they growing and will they help you to grow?)

Success story:

On one of our Franchising Best Practice Study Tours to the United States we came across an award-winning home builder who made the decision to turn away any of the lower-margin projects that had traditionally made up around 50% of the company’s sales. It was a gutsy move, but one that paid off. In the first year, the focus on higher-value clients slashed theirrevenue by half, but it also enabled them to work harder to improve their operating processes, cost structure and marketing, with the result that their profit was the same as the previous year. They were then able to build on their improved systems and structure to grow their sales without compromising their margins. The result: Average annual sales growth of 27% and profit growth of 43% over the next three years.

Tactic 2: Make friends with your existing customers, or especially your best ones

We all know – or should know – that it is ten times less expensive to retain an existing customer than to bring in a new one. But how many businesses actually go to the trouble of building an ongoing relationship with their existing customers that actually means something to the customers? We’re not talking about sending them the odd newsletter or Christmas card. We’re talking about a real relationship, one with some personality and real value for them, giving them a reason to keep buying from you and even – shock! horror! – to recommend you and refer their friends to you.

Success stories:
1. We set up one of New Zealand’s first banking call centres back in the 1990s. The purpose of the centre was to take the load off the local branches and provide responsive personal service to customers who called the bank. But another purpose was to make outbound calls to customers, not to hard-sell them but again to provide helpful service. For example, we phoned customers to remind them that their term investments were coming up for expiry, giving them the latest interest rates and special offers and the convenience of renewing or transferring their investments over the phone, without any paperwork or the need to go into their branch. The call centre quickly grew to more than 120 staff, taking an enormous amount of cost out of operating the branch network and increasing the bank’s revenue by 28% over two years.

2. We used to work for a direct marketing agency which specialised in charity organisations such as the Red Cross, Cancer Society and CCS. We changed the way we communicated with these organisations’ donor bases by writing letters with the personal touch, from people affected by diseases or disabilities, not in a pleading or needy way, but taking a positive approach – demonstrating the difference the recipient’s donation would make in their lives. The approach worked, typically increasing donations by more than 30% on earlier, less personal communications. Then we did something else we had never done before. We wrote to personally thank everyone who donated more than $20. To our complete surprise, some 20 – 30% of these donors were so blown away that they had been thanked that they actually DONATED AGAIN!

Tactic 3: Become a sales driven organisation

You may already think your business is sales driven. You may be selecting your people by their sales ability, supporting them with all the tools, systems and ongoing training they need to succeed, and integrating your sales and marketing efforts. But you may still be missing the X Factor. Here are two examples of businesses with the X Factor.

Success stories:

1. We did everything right with one of our clients, a leading home building franchise. We upgraded the recruitment processes for both franchisees and sales consultants. We provided them with the sales tools, systems and training. We supported them with advertising and online campaigns to generate more leads for them. And although the results were impressive – a 36% increase in sales in the first twelve months – we still felt there was something missing, something more we could do. But what? Then it hit us – despite the fact that sales and marketing ability was an important criteria in our client’s franchisee recruitment process, the franchisees’s main strength was project managing the building of homes, not managing their teams of sales consultants. How could we provide better sales management across the franchise network? The answer was for the franchisor, not the franchisees, to employ a National Sales Manager whose job it was to work with the franchisees and their sales teams to get the best out of the franchise’s sales resources. The result: 367% sales growth across the network over the next three years.

2. This is a kind of reverse success story, but it illustrates our point. When we were managing a number of shopping centres across the country, it became abundantly clear to us that there was one critical factor in the success of retail chain stores: The quality of the regional sales manager. Success to us as the landlord was measured by sales per square foot. This was because most shopping centres not only charge a standard rental rate per square foot, but also additional rent based on any excess turnover generated above a set rate per square foot. In this case, a well-known women’s fashion chain store was achieving sales per square foot 42% greater than the next best performing women’s fashion store. We couldn’t put our finger on why – until one thing changed. The chain’s regional sales manager left to have a baby. The store still had the same manager, the same staff, and the same range of stock, but went from No. 1 to No. 3 in its category within six months.

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New Zealand

Trump’s Triumph Crashes Immigration Website

Canada and maybe New Zealand will be the top beneficiaries of exiting Americans unhappy with Trump’s triumph victory in the US Election. Canada’s immigration website crashed once news spread that Trump’s victory was likely and Reuters reported New Zealand’s website also had a spike in interest from visitors looking for information on residency visas.

Canada and maybe New Zealand will be the top beneficiaries of exiting Americans unhappy with Trump’s triumph victory in the US Election.  Canada’s immigration website crashed once news spread that Trump’s victory was likely and Reuters reported New Zealand’s website also had a spike in interest from visitors looking for information on residency visas.

We published an article less than a week ago on How to move to New Zealand & get a job in 31 easy steps. This is an extract from a book written by an American woman who sailed to New Zealand with her husband and two daughters in 2012.   Sara and her family have now settled into the kiwi lifestyle and Sara’s tips on how to move to and get a job in New Zealand is timely.  The Brexit vote and now Trump’s triumph has many residents of the UK and America seeing their future somewhere else.

Canada has been quick to embrace the interest in their country saying:

“In Canada, immigrants are encouraged to bring their cultural traditions with them and share them with their fellow citizens.”
@Canada

The list of celebrities whom have said they will leave America is if Trump becomes President includes the likes of Barbara Streisand, Cher, Miley Cyrus, Samuel L Jackson, Jon Stewart and on Twitter

Locally, NZHerald reports many Hollywood celebrities are commenting on twitter and Instagram saying they will leave America.

“I’m freaking out too but, together, we are gonna be OK, we got each other, animals, don’t lose your s***. Worst case, let’s all move to New Zealand,” wrote Kesha alongside a selfie on Instagram, before editing her post.

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New Zealand

How to Move to New Zealand & Get a Job in 31 Easy Steps [Book Extract]

If you plan to work in New Zealand, the time to start looking into getting a job is long before you arrive. While you may not begin your official job search until you are in the country, there are a number of things you can do to kick-start the process.

New Zealand work visa

If you plan to work in New Zealand, the time to start looking into getting a job is long before you arrive. While you may not begin your official job search until you are in the country, there are a number of things you can do to kick-start the process.

We were still in Tonga, aboard our sailboat, and not planning to arrive in New Zealand for another three months, when my husband, Michael, polished up his curriculum vitae (CV) and sent it along to friends in Auckland. They forwarded it to their information and communications technology (ICT) contacts and to recruiters with whom they’d worked. A number of the recipients responded immediately, asking Michael to get in touch again when he landed in country. Although it felt like he was jumping the gun at the time, the tactic appears to have worked. Within a week of arriving at the Bay of Islands, Michael had a job interview scheduled in Auckland and a job offer in hand a few weeks later.

Getting a job in New Zealand is a lot like anywhere else. It’s all about who you know. I’d say it’s even more so in New Zealand as there is only a degree or two of separation between people due to the small population. This is a tight-knit country. So if you do know someone down here, it may pay to leverage that contact.

On the other hand, it’s certainly not required to know anyone. Michael landed his current ICT gig by applying for positions advertised on seek.co.nz, the most thorough job listing website in New Zealand and Australia. This is the best place to start researching the jobs that are available and where they’re located. (See Step 11 for choosing which part of the country to live in.) Many New Zealand companies advertise open positions on LinkedIn.com.

My other favourite job listing sites are:

  • Trade Me (all types): trademe.co.nz
  • New Kiwis (all types of skilled work): newkiwis.co.nz
  • Kiwi Health Jobs: kiwihealthjobs.com
  • NZ Education Gazette (teaching positions): edgazette.govt.nz>

For an extensive list of job websites, browse careers.govt.nz/job-hunting/job-vacancy-and-recruitment-websites. Check out the rest of careers.govt.nz too. It’s chock-o-block full of job hunting, training, and general career advice for New Zealanders.

Finally, have a look at the government’s Skill Shortage Lists (skillshortages.immigration.govt.nz). On these, you’ll find occupations that New Zealand needs more people to fill, either temporarily or long-term. If your occupation (or one of them) is on one of the skill shortage lists, your work or residence visa application is much more likely to get approved, and more quickly.

This leads to one of the most common questions people ask me: Do I need to be in New Zealand to get a job? The answer is…it depends. If your occupation is on the skill shortage lists, you are much more likely to be successful in applying and interviewing from out of country. But even if your occupation is not in demand, and you find a job that’s a perfect fit for you, apply.

According to one hiring manager I spoke to, they often interview applicants who are outside New Zealand. He says: “It’s difficult to find people already here that have the ICT skills we’re looking for. After we offer the person the position, they start the work visa application process. When their visa is approved, they move down and start working.”

For some positions, such as seasonal or temporary work, you are likely to have a better chance at scoring a job if you interview face-to-face. As I wrote earlier, Michael began seriously applying for work after arriving in New Zealand, but having a good idea of what’s available with a CV ready to go was key in making this process as short as possible.

This post is an excerpt from How to Move to New Zealand in 31 Easy Steps by Sara Dawn Johnson.

Sara Dawn Johnson, along with her husband and two daughters, moved to New Zealand in 2012 by sailing their home, a 38-foot sailboat called Wondertime, across the Pacific Ocean. Sara is also the co-author of Voyaging With Kids: A guide to family life afloat.

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New Zealand

Is Your Website Your Best Salesperson?

Businesses who fail to look after their website and online presence do so at their own peril. There are many real life examples of businesses large and small losing market share and in some cases going out of business altogether due to their poor online presence.

Their competitors however probably engage a professional SEO company and as a result they’re reaping the rewards with more customer leads and revenue.

Businesses who fail to look after their website and online presence do so at their own peril.  There are many real life examples of businesses large and small losing market share and in some cases going out of business altogether due to their poor online presence.  Their competitors however probably engage a professional SEO company and as a result they’re reaping the rewards with more customer leads and revenue.

Google doesn’t care if your business earns millions or even billions in revenue.  Google only rewards websites that are well designed.  A mobile friendly website is not a luxury like many out of touch businesses believe, it is a fundamental requirement.

Start up businesses with well designed websites can get a jump on established firms and grab market share.  They appear to be overnight successes while steadfast market leaders can appear to go out of business just as fast.  We don’t have to look to far either to find lots of examples all around us especially in the retail sector.

Summarily if your website design is not mobile friendly it’s not going to be found by prospective customers who use Google for their research.  When your business fails to show up in the search results consumers set their sights elsewhere.  Consumers now almost rely exclusively on online research.

MYOB released a report a couple of years go stating 86% of New Zealanders were using the Internet every day and 80% of us are searching online before buying a product or service.  New Zealand is one of the most Internet savvy countries globally with four out of five homes connected to it therefore your website really should be your best salesperson!


This blog article was written for BusinessBlogs by Mobilize Mail.

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Management

How You Can Get The Best From Your Team Meetings

The benefit of regular (preferably weekly) team meetings should NEVER be overlooked. From a results-driven point of view through to team morale and a common purpose, these meetings can be pure gold for your business. Some businesses we come across don’t have regular meetings with their team. It’s just not something they’ve thought of, or perhaps they’ve considered their business is too small.

meeting

The benefit of regular (preferably weekly) team meetings should NEVER be overlooked. From a results-driven point of view through to team morale and a common purpose, these meetings can be pure gold for your business.

Some businesses we come across don’t have regular meetings with their team. It’s just not something they’ve thought of, or perhaps they’ve considered their business is too small. In my book – two counts as a team. So unless you’re really a solo flier – team meetings are relevant for you too! They provide a valuable forum for you and your team to update, communicate, handle any issues, and set the scene for success and achievement in the business for the week to come.

Getting your team together at the same time each week might seem impossible at first – but once the habit’s set you’ll find yourself and your team beginning to look forward to the meeting. It doesn’t need to be a long meeting – anything from 30 minutes to one hour max.

It helps to time your weekly meetings to occur just before a deadline (eg. lunchtime, 1 hour before closing, … or 1 hour before starting!) This will reduce the chances of running overtime.

Once your meetings are scheduled, our 7 point checklist will ensure you and your team get the most out of each and every meeting:

7 point checklist for weekly team meetings

1. Have an agenda
If you’re going to make this meeting productive and effective, have an agenda and stick to it. (Make sure you’re aware ahead of time of anything and everything that needs to be covered).

2. Set the meeting up
These meetings are often about addressing challenges, what new stuff has to be done next week and what wasn’t done in the last week. This can sometimes feel like hard work. So set the meeting up by starting “upbeat”. Have everyone share one specific good thing that happened during the week (personal or business). As well as offsetting any negativity, it’ll help to get to know eachother and give everyone a pat on the back. At first this can feel a bit uncomfortable, but stick with it and make sure everyone takes part.

3. Reporting the Results
Go over the results for the week. Make sure your statistical reports are standardised. Graphs are a great way to do this. Your team will be able to see the trend in the numbers and whether or not they are hitting targets.

Beware of targets that haven’t been met as this can cause a reaction within your team (not to mention you!). It’s a good idea to acknowledge the breakdown and it’s a great time to look at what can be done to remedy it – opportunities to build on it … what’s going to make the difference in the next week. But remember – this is not the place for “beating up” a team member that is repeatedly under-performing!

A note on reporting the results: Create some milestones along the way – don’t just wait until the end of the project for you and your team to celebrate!

4. Customers and Team
Review whether there are any recurring problems that your team or customers are dealing with. These can either be handled on the spot (if it’s an easy fix) or you’ll need to investigate it later (but not too much later) …. and make sure you let everyone know the outcome.

5. Brain storm
If there’s a problem or something your business is grappling with – use the combined brainpower of your team. You’ll be amazed how many new ideas you’ll end up with … and your team will feel pretty good about contributing in this way.

6. Keep a record
Don’t forget keep a record of who said they were going to do what and by when.

7. Finish on time
At the end of the meeting let everyone say a brief word or two that represents how they feel about the meeting. This gives everyone an opportunity to “complete” the meeting and move on.

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New Zealand

How To Secure Your Home Wifi & Systems

Hutt Valley Chamber of Commerce with Mobilize Mail Limited are hosting a one hour non techie presentation in May 2015 on how to keep your home wifi and systems secure. Most of us believe we have someone in the household savvy enough to secure our home IT systems. However it’s probably not so – when we use Wifi the unthinkable can happen, i.e. your password can end up with someone else.

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Hutt Valley Chamber of Commerce with Mobilize Mail Limited are hosting a one hour non techie presentation in May 2015 on how to keep your home wifi and systems secure.

Date: Tuesday 19 May 2015, 9.30am – 10.30am
Place: Hutt Valley Chamber of Commerce, IT Engine Training, Level 3, 15 Daly Street, Lower Hutt, Wellington.

Most of us believe we have someone in the household savvy enough to secure our home IT systems. However it’s probably not so – when we use Wifi the unthinkable can happen, i.e. your password can end up with someone else. During this presentation there will be a live demo on how easy it is to have your home wifi password stolen and what you can do immediately to prevent it from happening to you.

Unfortunately it isn’t any safer using free wifi hotspots – they too can be fraught with security issues. This presentation will show you how to use free wifi and what to avoid doing whilst you’re online.

Date: Tuesday 19 May 2015, 9.30am – 10.30am
Place: Hutt Valley Chamber of Commerce, IT Engine Training, Level 3, 15 Daly Street, Lower Hutt
Presenter: Mobilize Mail Ltd – HVCC Silver Sponsor
Fee: Members – $45 + GST     Non-Members – $75 + GST

 

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Marketing

Less is More in Email Marketing

Expensive data plans and image loading time are two reasons to carefully consider your use of images in email marketing.

The use of mobiles to view emails has increased however the data plans are not dropped in cost so images in emails can be blocked from downloading. Therefore avoid using just one image as the entire marketing message.

email prospecting

Expensive data plans and image loading time are two reasons to carefully consider your use of images in email marketing.

The use of mobiles to view emails has increased however the data plans are not dropping in cost in some countries where the volume is low, so images in emails can be permanently blocked from downloading. Therefore avoid using just one image as the entire marketing message. While this may save you time and investment it’s not a good look when the email message area is empty before images are downloaded.

Use a good mix of colour (created in HTML), text including Alt-txt (words that show in the image box before images are downloaded and also add a relevant image or two. Remember a picture speaks a 1000 words and conversion is higher when images are present. We recommend linking all images, and titles to the relevant click-through pages as well as the usual ‘click here to read more’ text links.

 

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