How to Get More Sales

If you want to grow your business, you need to get more sales. By definition, there are only three ways you can get that:

  1. Get more customers
  2. Sell more often to each customer
  3. Sell more in each transaction

Get More Customers
If you do not want your business to die, you need to acquire new customers all the time. In truth, you lose customers all the time. To grow your business and get more sales, you need to find more new customers than you lose current ones.
Finding new customers is expensive and can be difficult. Many businesses do not earn a profit and even make a loss on their first sale to a new customer, the so called front end sale. They need to go a long way to find a prospect, make him aware of the offer, get his interest, nurture his desire and finally induce him to act on the offer. You need lots of effort and high expenses to guide him through his decision making process.

Sell More Often to Each Customer
It is much easier to get more sales from an existing customer, because you have built already a trustful relationship with him. You can get his attention, and it is easier for him to act on his desire, because his risk to be disappointed or look like a fool is now much lower.
How often you can sell to each customer depends on your product or service, and on your effort. The best scenario you could dream up is a product which needs to be replaced or serviced every couple of months, and you can approach your customer at the right time to remind him about the need. One simple example would be your dentist. He will send you a letter to remind you that it is time for a new checkup and ask you to call for an appointment.
The same system lies behind the riches of Gillette, Procter & Gamble and Coca Cola. In these cases, the body reminds you that you need more razor blades, detergents or drinks. To get more sales the providers of these products need just to be present in your mind as well as in the store.
In internet marketing we use social networks and email to be present in the customers mind. It is a bit more difficult to come up with products which need to be replaced on a regular basis, because we sell typically immaterial products consisting of information. But still, information needs to be up to date, which opens the door for membership sites providing a steady stream of news about a certain topic.
It may also be a good idea to drop feed your information product to your customer. This approach may increase usability in a big way. And every time you deliver the next installment of the product, you have the chance to get more sales by offering him a related product or service. If you deliver too much information at once, the consumer may feel overwhelmed, and your product may end up collecting dust on your customer`s hard disk.

Sell More in Each Transaction
If you have made a sale you have got already your customers attention and interest. He is in the mood to act. The simplest way to get more sales from your existing customers is to offer them another related product, which may increase the usability of the product they just bought. One example would be the sales man for shoes, who will inevitably offer you a shoe polish as soon as you have bought your new boots. This is absolutely legitimate, and your customer has every right to be angry with you, if you do not offer this shoe polish, travel insurance, video tutorial etc. He wants the full value of the product you just sold him, and it is up to you to offer him complementary products and services.

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Social Networks and Mind Control

The Traditional Way: Information Networks

Before the advent of mass media, everybody had one or more chain of people providing him with information. These included merchant networks, churches, alumni networks of schools and universities. They were built around people, institutional or not.

Example: Roman Catholic Church

A classical example for the power of information processing is the Roman Catholic Church. They had their think tanks in monasteries and universities, a system led by the Vatican to gather the information, and a system to distribute the information they wanted to be known via bishops and priests to all corners of the world. These systems makes the Roman Church until today one of the most powerful and richest organizations in the world.

Political Strongmen Hate Competition

European governments never liked this powerful church. Many countries built their own organizations resembling the Roman Church. Examples are the Anglican Churches in England or the Lutheran Churches in the sphere of German culture.
All these government churches called for freedom from Rome, but the result was in no way freedom of information or freedom of thought. The real change was more profane: The information gathering and distribution network in the respective country was now dominated by the local strongman. This did not spell more freedom for people, because these strongmen were also the ones who claimed the right to use force against people if they do, say or think things strongman did not want to be done, said or thought. People who insisted on freedom of thought had to leave Western Europe. The Pilgrim Fathers went to America. Many Jews went to Eastern Europe, where strongmen were not so strong, or to the Ottoman Empire, which was more liberal.

Radio and Television allow Mass Mind Control

A few hundred years later, mass media, especially the radio, developed. They could penetrate every corner of a country at very low cost. Governments got the idea that they could now control the minds of their subjects directly, bypassing even their own churches. The churches had still a little bit of autonomy to be more credible.
European governments used a combination of secret services and electronic media instead of bishops and priests to manage peoples’ minds. The result was brain wash and mass murder, as manifested in Germany, the Soviet Union, Maoist China and many more places.
Only thanks to the U.S. (the heirs of the Pilgrim Fathers, who had left Europe for freedom) the German concept of total state dominance could be defeated, and a degree of freedom could be reestablished in Western Europe.

Political Strongmen Loose Ability to Control Information Flows

But the technical development did not stop with radio and television. Personal computers and the internet come along the way. Everybody gets the technical means to broadcast his own view, thought, observation – as written text, as picture, audio and video.
As the Iranian president had to learn, not even highly sophisticated equipment designed in Germany to control what people send through mobile phones and the internet were able to prevent video footage of election fraud, mass protests and government agents killing people, to go instantly around the world.

But this broad access to information and information distribution creates new problems:

Forged and Worthless Information

There is poor information, and forged information. It is as easy to distribute crap, as it is to distribute quality information.
Nobody has the capacity to sift through all the information available, not even to all information relating to his personal interest. And even if you could read it all, how you can know, which is fake and which is legitimate. Spam filters for email and equivalents for websites were built to filter out the useless and damaging stuff.

Technical Solutions Failed on Two Counts Miserably:

  1. They do not find all spam and provide many false positives.
  2. They are open to manipulation and a wide gateway for government censorship.

Return to a System that Worked for Centuries

Peoples’ simple answer to the problem of relevance and legitimacy of information are social networks. They do what they always did: Get information from trusted people. They build a network of people, whom they trust more or less. They filter the information through these networks.
This way, they know who talks. They can ask questions, like “how do you know?” They can follow through to his sources and add them to their network. They can stop to listen to somebody, if it is not worth their time to listen. All together, people regain the control of the own mind.

You Are the One Who Gets it Right or Wrong.

It is very important to choose the right people in your network. If you get that wrong, your life can be spoiled thoroughly. And the bad thing is: You won’t have a government, priest, or school teacher to blame.

How to Get Traffic to Your Web Page?

Traffic is like the blood of all online activities: If nobody sees you article, photo, video, there is no sense in publishing it.
But not all traffic is equal:
The people who see you message on their screen need to

  • be interested in the topic
  • believe that you can give a valuable input
  • give you at least some trust

You need to have that in mind if you start to channel traffic to you new web business, no matter what is the source of traffic. In essence you need to build an audience. This means you need to build a relationship to people who value your input, and who are willing to listen, if you send them a message.

If you have already an audience in the offline world, you can draw them into your internet world. This is the case if you have already a brick-and-mortar business. You can draw your existing customers and prospects into your internet activities by providing through the web enhanced service, like support videos, 24 hour ordering etc.

To get additional people into your audience, you can use many methods. Some of the more popular are:

  • paid advertisements
  • article marketing
  • social networks
  • teleseminars or webinars

About each of this methods there is a lot of material and training courses available. And it is important to master the ones you use. So, the best approach would be in the beginning to study one or two in depth.
I one of the next posts I will discuss some characteristics of each method. This will help to decide which is the best to start.