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۳ مطلب با کلمه‌ی کلیدی «sales» ثبت شده است

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Among consumer attitudes towards a purchase, mass advertisements such as television commercials often contribute to early stages of attitude change, brand recognition, etc. There are many cases, and the final goal We have made it difficult to elucidate the causal relationship between sales that is a major factor in sales. Among various influencing factors such as over-the-counter promotion/price, season, competitors' movements, can we measure the effect of the only advertisement?

Remove the non-advertising influencing factors and make appropriate measurements

The most important point in evaluating the impact of advertising on sales is to eliminate factors that affect sales other than advertising. In the conventional advertisement effectiveness measurement, based on data such as "Sales of ○% in the month when advertisement was submitted", "A person who saw the advertisement purchased ○% purchased", evaluation of the influence on sales I often do. In this case, it is a big issue that you can not remove "selling even without advertisement". We have overestimated the effectiveness of advertisements including 'selling even without advertisements'.

Nomura Research Institute scientifically evaluates the effect of advertisement on sales using the search method called single source data. Single source data is a survey of media contacts, purchase intentions and actual conditions of products, etc. for the same survey target, and it is necessary to change attitudes of the same person before and after the presence or absence of contact with the media By looking at it is a way of measuring the true advertising effectiveness of each media.

People who touched the TV commercial increased the proportion of purchasing target products from 21.4% to 24.9%. This increment of "+ 3.5%" is an increment of purchase due to contact of the television commercial, originally evaluated except for the ratio of 21.4% purchased before contacting the television commercial.
  • IranMCT تیم مشاوران مدیریت ایران
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Improve sales, and what will eventually change?
In this e-mail magazine, I have told you 
that " 
We should target sales and cash flows rather than standards and targets for sales, " but we 
do not assume that we should neglect sales.

In order to survive the company, the cash deposit is necessary for the management to be relieved, and in order to 
continue to increase the cash deposit, first, profit is necessary.

It is not a matter of how much sales and how much profit it is, 
it is 
important to have a viewpoint on how to structure sales, in order to leave any profit .

So, under this premise, how should you think about sales?

Sales = unit price × number
Sales will eventually be paid by the customer of the company, which will remain
as a profit and cash deposit. 
Sales are the most important factor for a company, and it is the life activity itself of a company.

In corporations, it is important to set sales targets for 
businesses, sales targets for shops and products, and sales targets for each employee while disassembling sales into purchase unit price and purchase number and adding repeat number (rate) to 
it It is well done.

However, it is 
difficult to judge whether the aimed targets are really appropriate .

Apart from the viewpoint of unit price x number, 
it is necessary to think about the factor of fluctuation in sales with a view that another thing can be changed from own company .

It is a 
clue to improve and improve grasping the response to the established goal by thinking about factors that cause fluctuations in sales at their own company .

What are the five sales variation factors?
1. It is a mono 
item or service to sell . 
It is 
important to think about not only the products and services that are present but also things about future products and services .

Person to sell It is a viewpoint as to whether the seller can stay as it is. 
For 30% and 33% of sales closing rates, for sales representatives, only 3% difference, 
10% difference as new sales acquisition is a big difference for management. 
I will understand this and 
think about "Will you concentrate on a good customer," "Human ability to raise it up", "Which is totally different person in charge?"

3. Where to 
sell It is a place to sell . 
Consider not only the location of the store and the exhibition hall but also what type is better , such as store type, event type or visiting type, or the Internet.

4. When to sell 
When to sell, is how to take the timing.

5. How to sell It is about 
marketing and customer service method. 
We are asked to 
establish and 
improve the flow that will not stop customers from knowing more about their products and services and also the flow until they are linked to sales .

Basically, this is only 5 items. 
Depending on the company, 'selling price' enters, but in small and medium-sized enterprises, the 
right to decide the price is very limited, so change the 
five items rather than think as "change the price to sell" , the value of the whole goes up As a result, 
it is more practical to improve the unit price . 
You do not have to think about the price to sell from the beginning.

Please consider whether there is something you can change for each item about your company .

Improvement plan will come up with a little head arrangement.

  • IranMCT تیم مشاوران مدیریت ایران
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Selling The Dream

We are big fans of great books.

One of our favorite books is Guy Kawasaki’s Selling The Dream.

In Selling The Dream, former Apple software evangelist Guy Kawasaki lays the groundwork for what it takes to drive passion.

Realizing that people “aren’t stupid” and don’t buy what they’re told, Kawasaki views evangelism as a much more dominant driver of purchase than traditional advertising. The difference between evangelism-based advertising is clearly laid out by Steve Hayden who, along with advertising guru Lee Clow, developed the iconic 1984 ad for Apple:

Evangelism is a much more powerful tool than traditional advertising because evangelism declares, “I believe this and if you join me in this belief, it’s going to be great. Something exciting is going to happen. It’s going to be perfect for me, and it’s going to be perfect for you.”

Contrast this with much of today’s advertising:  “Here’s an attractive offer for you. If you take me up on this offer, you’re going to realize significant benefits.”

Evangelism stems from understanding that brands are co-authored experiences between the customer and the company. Brands that evangelize seek to inspire legions of loyal fans and create mass movements that cultivate the most powerful form of advertising.

Which is why you should…

Start With Why

The starting point of any passionate following is a cause, the why of your existence. Causes that gain traction achieve five things:

Embody a vision

Make people better

Generate big effects

Catalyze selfless actions

Polarize people

These five things are essential if you want to inspire real passion. Which is why it’s important to remember that…

Leaders Must Love Their Cause

Every cause needs a leader who believes more firmly in it than anyone else.

Kawasaki writes, “If a cause is the foundation of the house of evangelism, then the leader is the frame on this foundation. The leader provides the vision for an organization, resolves its seemingly impossible problems, and motivates its members.”

He cites a story about the legendary jeweler Harry Winston: One of Winston’s salespeople couldn’t close the sale of a large diamond. Just as the customer was about to leave, Winston stepped in and closed the deal. When asked how he did it, Winston replied, “That salesperson is one of the best in the business. He knows diamonds—but I love them.”

Which leads us to…

Make Dreams Reality

All movements have objectives; when achieved they create the conditions for passionate followers. These targets have four qualities: they are challenging, few, inspiring, and, perhaps most significantly for modern businesses, stable.

As Kawasaki writes, “Frequent changes suggest that someone doesn’t understand the competition or doesn’t know how to manage people…[they also] usually cause poor morale.”

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