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Achieving maximum sales results in Zim economy

28 Sep, 2018 - 00:09 0 Views

eBusiness Weekly

Robert Gonye
The global market has been experiencing a surge in business performance as witnessed by key equities exchange markets such as the New York Stock Exchange. The global GDP growth forecast accelerated to 3,2 percent in 2018, the strongest annual expansion since 2011. Growth is expected to remain strong in 2019 at a slightly lower rate of 3 percent.

For Zimbabwe, our story is rather unique. But, in spite of it all, we seem to be going full thrust with business growth and recapitalisation. Every business owner, manager, and sales and marketing departments are thus caught with the question of how to maximise their current and potential revenues through sales and do it with the least capital outlay for any proposed projects.

From online campaigns to offline engagement models, cost impact is a pertinent issue. Understanding whether a chosen project will bring a return on the investment, more sales by the sales teams, more customer purchases, repeat customer purchases, and projected revenues for the entrepreneur or the blue-chip listed company on the stock exchange of Zimbabwe is fundamental.

Marketing offices seem to always have these brilliant initiatives which lie idle due to lack of funding. They cannot be blamed for such because they obviously want to manage their costs, stretch the value of a dollar, and sometimes are even naïve and think that what has been working will continue to work.

On the other hand, it holds true that if you do not spend you will not earn, if you do not get noticed you will not get the attention.

The question of how to get your product or service noticed, or where to spend in order to add value to your existing product offering, and grow it comes into play. Is it, in fact, possible to just grow sales without spending more? Yes, it is! You can gain more without spending more.

However, in order to achieve that you need to create a business way of life, and that way is summed up in one word — Optimisation.

Optimisation simply means getting the greatest return for the least expenditure of time, energy, and capital at the lowest possible risk — and this applies to everything you do.

Like a normal business owner and manager, you demand the highest and the best outcome for every action to drive sales. This does not mean greater stress or more time demands. It is, in fact, the total opposite!

With the business tool called Optimisation, you’re building an approach to your business life that liberates you and provides for consistent control and predictability.

So you have more certainty and confidence in the future. You have the real data, information, and tools to see daily sales and business growth which are not limited in any way. Consistency is seen even in the way the customers respond. When you optimise, you increase the amount you normally can get an activity to produce for you for sales growth.

In order to spell out a few optimisation methods, it is important to point out that there is no settling when it comes to sales. Fall in love with your customer or client, instead of your product or service. The customer is the king because they purchase your product. They vote with their dollar and when you fail to respect and appreciate them they walk. It is of no value whatsoever to have a product or service which only you the owners rant about, yet your customers are not aligned in the same direction. Filling shelves and getting no sales is anathema.

Stay flexible. No law in business is cast in stone when it comes to your customer support. Understand and appreciate your customers or clients’ point of view and remain open to changing how you market to — and service — that  customer or client. Clearly express your philosophy to all three sets of customers you have, who must be sold on it. They are: Your team members — employees, sales and service people.

Your vendors, suppliers, support resources. They are the Ying that makes the yang. Unless a compelling decision is made to have a strong relationship with them and they really understand the real value your business outfit and product offering it is delivering, and support what you are trying or already doing; you are not optimising. Your success will remain limited.

Lastly, those who buy products and or services from you. The need-to-know people who trust in your product so much that when it is missing from the shelves, enough complaints are going to be coming through. For now, hold on to these thoughts.  We will continue with optimisation  of your business in our next instalment of this article.

The views given herein are solely for information purposes; they are guidelines and suggestions and are not guaranteed to work in any particular way.

Robert Gonye is a Business Growth Expert and Influencer. He writes in his personal capacity. Comments and views: [email protected]@robert_gonye

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