How to Grow Your Sales (Without Selling)
By Dave Lavinsky
“The point of marketing is to make selling superfluous.”
This is a great quote from management guru Peter Drucker. What it means is that if you do a great job in marketing, sales will be easy. Likewise, there are other things you can do to improve your sales without having to resort to aggressive sales tactics.
This article details such strategies.
1. Create a Stronger USP
Your USP or unique selling proposition is what distinguishes your company from others.
Here are some famous USPs:
The nighttime, coughing, achy, sniffling, stuffy head, fever, so you can rest medicine. (Nyquil)
Pizza delivered in 30 minutes or it’s free. (Dominos Pizza)
When it absolutely, positively has to be there overnight. (Federal Express)
15 minutes or less can save you 15% (GEICO)
Each of these USPs does a great job in distinguishing these companies and getting customers to choose them over competitors.
2. Provide Clear Benefits
In addition to a strong USP, make sure you detail the benefits of your products and/or services to your customers.
For example, do your products:
Remove their pain
Save them time
Improve their success
Make them feel better
You generally want to provide a list of features associated with your products/services, but lead with the benefits.
3. Use Many Different Marketing Channels
After you create the best USP you can, and identify your key benefits, you want to convey your message to as many of your prospective customers as possible.
But realize this: not all of your customers are in one place or read/view/listen to one media source. So, use multiple means of reaching them.
For example, you can reach customers through each of the following marketing channels among others:
Search Engine Optimization
Pay Per Click Advertising
Social Media Marketing (Facebook, Twitter, etc.)
4. Understand and Improve Your KPIs
Key Performance Indicators or “KPIs” are the metrics that judge your business’ performance.
And, as you might know, you can’t improve what you can’t measure.
So the key is to 1) identify the most important KPIs in your business, and 2) measure/track them over time so you can judge your progress in improving them.
While there are hundreds of potential KPIs to track, here’s a small sample of KPIs that most companies must measure:
Sales by product/service line
Cost to acquire new customers
Lifetime customer value
Importantly, as you understand and improve your KPIs, your revenues and profits will grow. In fact, identifying and managing your KPIs is one of the pillars of a successful business.
5. Make It Simple to Purchase from Your Company
When you make it easy to buy from your company, you’ll get more sales.
For example, not accepting credit cards will dramatically hurt the sales of many businesses.
Similarly, making customers complete tedious paperwork (that may not really be necessary) may frighten off some customers.
Conversely, having your product for sale not only on your website, but on Amazon, eBay and others, could make it easier for some customers to purchase from you and prompt more sales.
So, think about ways to make it easier for current and prospective customers to buy from you.
Start using these five strategies today, and watch your sales and profits grow.
Dave Lavinsky is President of Growthink and author of Start At The End.