The Ways to Generate Sales

There are 2 categories of ways to generate sales and/or profits.

1) Internal- the 1st choice to implement.
2) External- implement as needed.

Most of the following choices will be examined throughout this manual.

1) Internal Marketing- without running promotions

a) Referrals- word of mouth, (passive) or reward cards (pro-active)
b) Gift Cards- usage up from 11% to 51% in 1 year!
c) Cross Marketing- “comp Cards” put in other stores, reward 1st time customers.
d) Effective Web Site- “How to” is a function of effective ad writing.
e) E-mail Program- collect from all “cards” + all transactions.
f) Loyalty- most lose 10%//yr from goofs or competition.
g) Frequency- e-mails will increase frequency.
h) Aftermarket- offer additional products/services.
i) Accept Credit Cards- VISA says 20% sales volume increase.
j) Public Relations- newspaper articles, press releases, sponsorships.
k) Outside Signs- drive them to your web site.
l) Magnetic Door Signs- drive them to your web site.

2) External Marketing- when you have to spend money to advertise

a) Direct Mail- there are lists of new residents/businesses; send to web site.
b) Newspaper-
c) Radio-
d) TV-
e) Tele-marketing- businesses or your customer base.
f) Yellow Pages-

How to maximize the results, from all the efforts, is what this manual is all about.

Cost effectiveness + predictability = Profit Controlled Marketing!

Marketing Table of Contents