Business guides – Sales and marketing
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Understanding your customers
Business is about selling. It is important to understand what your customers' needs are in order to be successful.
This guide will help you identify your profitable customers and encourage them to buy more of your profitable products and services.
Knowing your customers’ average lifetime value will help you decide how much you can afford to spend on marketing.
Setting the right price
Setting your prices low may lead to high sales volumes but you make more money by selling less at a higher price.
One of the most important roles in a business is pricing products and services.
It is an age-old business dilemma: would I make more profit if I lowered my prices to sell more, or should I actually increase prices, accepting that I might sell slightly less?
Promoting your business
With clever use of some simple but effective public relations exercises, even small businesses can harness the power of publicity to boost sales.
How to make sure you get your message to the right people, in a way that engages their interest and encourages them to act on it.
This guide explains how to develop a dynamic marketing strategy to build your business and make sure it is focused.
Direct marketing is one of the most exciting, powerful and instant ways of marketing products and services.
By taking part in activities in your local community you can do more to raise your local profile than any amount of paid advertising.
One of the most important factors in business success is a good knowledge of your market.
More effective selling
Being able to sell is an essential skill; this guide will show you some effective techniques to help you become more successful at selling.
Your most powerful sales tools are your satisfied clients. Here's how to harness their goodwill to sell more of your products and services.
Extending your product range
Expanding a business can be dangerous as you have to learn a new range of skills to make sure it's a success.
Being successful is not just about introducing new products and services, but making old ones obsolete.
Exploiting a gap in the market
When surrounded by competitors in the same business as you, you need to find a gap in the market, and exploit it.
