When it comes down to it, there are only 4 ways a business can increase it’s sales turnover, so a good sales and marketing strategy only needs to ensure these 4 bases are covered.

These are:

  1. Get your existing customers to buy more service or products from you each time they purchase.
  2. Get your existing customers to buy from you more frequently
  3. Get more new customers
  4. Get you existing customers to refer their friends and colleagues to become customers

Each sales and marketing activity or spend needs to be directed to achieving one of these 4 outcomes and similarly each business needs a strategy or plan for how each of these outcomes are going to be achieved.

Sales & marketing can get very complicated and confusing with the range of different options and channels now available to each business, but a good sales person or team should be able to simplify and focus on systematically achieving each one of these 4 objectives. And a business owner or executive needs to make sure they have a system in place for monitoring and measuring these numbers so they can judge the effectiveness of their marketing spend. As they old business adage states “your can’t improve what you can’t measure”

How are you numbers looking this month?