In my consultancy, I often mention planograms. Retailers’ eyes often glaze over and they mention that they are only relevant for big retailers, but don’t they have a role in all retail business?

A planogram is a visual representation of what a category should look like to maximise sales.

It should include all the products and shelving and provide the optimum layout of the category to maximise sales.

This is a powerful tool to enable you to manage space effectively and hence your profits. It helps you place the right product in the right place at the right time.

I accept this may be hard work for the retailer to achieve on his or her own, but why not partner a planogram with your supplier? It’s a win: win for both parties.

Get a Market Edge

A planogram can provide you with merchandise consistency, which should result in increased stock turns, improved product ranging and hopefully more satisfied customers.

My first involvement and awareness of the value of planograms was with Scott’s, the international garden care company.

They were seeing a decline in garden care product sales in independent retail outlets and action was needed.

Independent retailers were aware of the problem, but could not come up with viable solutions, but a partnership between independents and suppliers came up with an answer.

Firstly, Scott’s talked to the general public. They found that most potential consumers found the existing layout confusing and did not understand the signage that confronted them.

Remove the Jargon

The first priority was to remove the jargon. Words like fungicide, miticide, pesticide and words that were ‘common’ language to experts, were replaced with words such as disease control, pest control and slug and snail control.

Often the words put people off. I have the same problem with jargon when trying to buy a camera, computer or mobile phone!

Reduce the Selection

In Scott’s experience, some retailers were offering consumers 15 ways to kill a slug. This was in so called ‘expert outlets’. In the consumer’s mind these were no experts. They did not know the best way to kill a slug.

This is where planograms come into their own. It forces you to look at the width and depth of the range and ask yourself are you helping or confusing the customer?

I am a firm believer in a good-better-best policy. Three ways of solving a problem, i.e. killing a slug, is fine with me. It gives me confidence that the retailer has done their homework and come up with the best solution.

Once independent retailers had partnered with Scott’s and embraced the concept, they found sales increased by up to 40%.

The key changes were:-

Placing products in a logical order from a consumer’s perspective, in other words, layout the stock by thinking for the customer.

Using language that was consumer language rather than industry language to grow sales.

Providing sufficient range to show so the retailer is a specialist, but not offering that much duplication that it confused the consumer, (ie offer a good product, a better product and then a best product).

Identifying best sellers and preferred choices by introducing a facing management policy that reflects sales and sales patterns.

Changing the planogram based on seasonal trading patterns and consumer demand.

Providing consistency that is easy to understand, both for the retailer and the consumer.

Whatever your retail category, there is a role for a planogram. They key is to stand back and take a serious look at the category. Analyse it from a consumer’s perspective. Then plan it out on paper with the consumer in mind.

The result may surprise you.

John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries and has authored several successful marketing and retail books including the best seller Just About Everything a Retail Manager Needs to Know. http://www.johnstanley.cc

There is the “fear of failure” and “failure” itself. The purpose of this article is to change your perspective on both, as this may be one of the things that is holding you back from the sales success you deserve.

Your “fear of failure” may stop you from talking to potential clients. Fear is nature’s way of protecting you and it is very normal, the only challenge is that it sometimes manifests when not required. So when you’re about to talk to a potential client and you feel this fear, acknowledge it, thank it, and say that its services are not required at this time! The next step is to move your focus from “fear of failure” to how you can help your potential client. Move your focus from yourself to your potential client.

A negative view of “failure” will not only stop you from talking to potential clients but it will severely influence the outcome of the conversation.

Imagine that you are about to talk to a potential client and you have the perspective that failure is a bad thing. What sort of impact does that have on you and how you come across? Are you hesitant? Unenthusiastic? Uncomfortable? Would this be attractive to a potential client?

Just suppose that instead you have the perspective that “failure” is just feedback and a natural part of the sales process. How do you think you will then come across? Relaxed? Confident? Natural? You may say, “easier said than done” to have this perspective. I say read on.

Thomas Edison failed over 3,000 times to develop the light bulb. Think about scientists. They are the failure masters; they never get it right the first time. Did you know that Colonel Saunders went through nine years of failure to perfect his secret blend of herbs and spices that is still used by KFC today? JK Rowling, turned down by several publishers, never let “failure”stop her. There are now over 103 million Harry Potter books in print.

Look around your house at all the appliances and gadgets you have. Look at your house, your car, and the kind of transport you use. Look at everything you come into contact with and use on a daily basis and think about the number of people who “failed” over and over so you could have all these things. I hope this is changing your perspective on failure.

Instead of thinking of “failure”, think of just an “outcome”. There is no such thing as failure, just feedback. Look at the outcome and feedback and ask yourself what you can learn from it. Find the lesson, learn from it and then move on to the next sales conversation. Instead of seeing unsuccessful outcomes as the enemy, see them as your friend guiding you to success.

Your services can really make a difference in people’s lives. Don’t you think you have an obligation to risk “failure” and have as many sales conversations with as many people as possible?

I challenge you to make this year the year of putting yourself “out there” and having as many sales conversations with potential clients as possible so you can help as many people as possible. Will you accept my challenge?

(c) Tessa Stowe, Sales Conversation, 2006. You are welcome to “reprint” this article online as long as it remains complete and unaltered (including the “about the author” info at the end).

Tessa Stowe helps Coaches and Consultants stop struggling to sell, and instead attract clients like magic! Her FREE e-course tells you how: “Attract More Clients Naturally: 10 Simple Strategies That Work … Even If You Hate Selling!” Sign up now at http://www.attractmoreclientsnaturally.com

It used to be “Everyone’s a Salesperson” and maybe it’s still true but the more I read and the more I learn about customer buying habits, it’s less about sales and more about facilitation.

Sales is about influencing, about convincing someone they need what you have. Others may have it too but they should get it from you because … rattle off a list of reasons.

Unfortunately, everyone is doing the same thing.

I talk with a lot of people who are in very competitive fields - mortgage broking, banking and finance, floristry (diverse, huh?) - and they are all looking at delivering the same thing - their product + personal service.

I ask every client/prospect the question: “What will you do that will be different?”

The response is always the same: “I’ll offer dedicated personal service.”

And without being unkind, I have to respond: “Yes, you and everyone else.”

Personal service is a commodity. Everyone is doing it to varying degrees of success.

If you are exceptional, it can be your point of difference. However, exceptional people, by definition, are rare! They are the - exception.

So what does this have to do with being a facilitator?

Well, my background is in training and development and during my “training to be a trainer” I learned the Latin for facilitator is ‘facile’.

Facile means to make easy or simple. (In our darker moments we will admit to knowing people who are facile - simple.)

But in business, making things easy for a client may be the key point you are looking for.

* Can you imagine your clients raving about you because you made complex matters - easy.

* Maybe you simplified the process.

* Maybe the transaction went through like a breeze.

Case in Point: The Test of Good IT Sales

I’ve worked with a lot of IT people and I have a friend who makes IT easy for me. I like him for that and I recommend people to him because of that particular quality.

But as Albert Einstein said, “Things should be as simple as possible, but not simpler.”

I didn’t quite get that at first but you can also oversimplify things - critical factors begin to fall through the cracks. So we can’t afford to go overboard.

There is still work involved

This is THE crucial point. To make life easier for your clients, we have to do some work.

1. We have to work out what the process is

2. We have to identify the pitfalls ahead of time, not just fix them when they occur

3. We have to keep the client informed in line with a pre-defined path

4. We have shield the client from problems they don’t need to worry about

5. We have to be responsible for all actions, (sometimes even those outside our control)

The point of all this is that the client thinks we’re amazing. It was just so easy. In Australia we might say “Too easy.”

So while many of us are in sales, we are really facilitators of someone else’s goal, dream, lifestyle.

Make it easier for them and you’ll make it easier for you.

Bill James-Wallace helps his clients grow their business through better and more strategic customer relationships. Drawing on his 18 years experience in the financial industry as a Sales Manager and Manager of Training & Development, he helps business owners play on the same field as corporates.

Bill can be contacted at bill@resultdrivensolutions.com.

Many pressure washing companies try to stay away from the restaurant pressure washing business, while other specialize in it. One reason some do not like it is due to the all the grease, which gets on their hoses and equipment, which in itself is difficult to clean off. Another reason is due to the difficulty in retaining the waste wash water. Sometimes the jobs can be tough as I remember one where in a Chinese Restaurant the owner finally leveled with us that the place had not been cleaned for 20-years. Needless to say we killed our share of cockroaches that night indeed.

When discussing pressure washing with a Restaurant Manager, they need to know that you specialize in steam cleaning of restaurants. They are looking for a company that has cleaned thousands of restaurants and fast food outlets. If you have not done this you will be competing against people who know the lingo and what to say to get the job so you may wish to go to; www.DCS1.com and buy a “How to Clean Restaurants” video set first, before attempting a sales call.

Restaurant managers know, a customer who has a pleasurable dining experience is three times as likely to return. A recent article in Nation’s Restaurant News surveyed 20,000 dining patrons and discovered that cleanliness was rated second only to food taste as the #1 reason to frequent a food establishment. First impressions are obviously important. The competent restaurant manager puts themselves in the shoes of the customer and asks themselves; What does a customer see as he/she approaches your restaurant? Then they look around at the; Signage, Trash Areas, Parking Areas, Drive thru, Walk Ways, Awnings, Patio Areas and Building.

They are asking themselves; are there grease stains in the parking, bird droppings on the signs, gum on the sidewalks, black sidewalks leading from the back door to the trash area? Are the patio areas stained and awnings full of mildew spots? They know they need a regular maintenance schedule by a really good and experienced pressure washing company. They also know they have to keep costs down. Additionally they are looking for a company which has one million in liability insurance and maintains a mobile waste water permit for wash water run-off to storm drains.

If you are ready to go after this work there is a lot of it, these are the things they are looking at and this is what you need to be ready to clean if you wish to specialize in this lucrative restaurant pressure-washing niche. Think on this for a couple of days and as always; Wash On!

“Lance Winslow” - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs/

While living in the technology age where everything is computerized, digitized, and auto-responded, it is very easy to forget where we came from, and how all of this progress has almost completely wiped out the personal touch.

In this article, I am going to discuss three different ways to reach out and touch your customers and get their attention in ways you could never do even with all of todays modern technology.

Keep reading . . .

1. The Hand Written Card

Never underestimate the power of anything hand written!

Wether you have just closed a loan, or have taken an application, send your customer a thank you card with a hand written note.

In this day and age when everything is being faxed or e-mailed, the hand written card sends a gracious and genuine message to your customer that you truly appreciate their business, and that you care about them as people too.

A lot of times customers are left feeling like a statistic, the hand written card will leave them with a feeling that they are not.

(Hint) this also works well when their loan is approved, or when their appraisal comes in, you can send a congratulatory card!

Still with me? Good . . .

2. The Hand written Envelope

I don’t know about you, but every time I get some envelope in the mail that is obviously computer generated, and trying to sell me something, I immediately file it in the circular file without even opening it!

However, when I get an envelope with a handwritten address, I automatically assume that it is a personal letter, and I open it immediately and read it.

The same can work for you, the next time you send out a mailer, instead of using typed print or labels, handwrite the address, your potential customer will undoubtedly open it, and you will begin to see an increase in results almost immediately!

3. The Hand Shake

Nothing can be more of a turn off than the “dead fish,” or “limp hand shake.” This automatically sends a message that you are just not interested in the party you have just met, or even worse, it is telling people that you have no confidence!

Don’t let this happen to you! Whenever you shake a hand, give it a firm grasp, and look your party straight in the eye, and give no less than three pumps of the hand.

One last thing . . .

These three hand related steps for attracting business are as old as the hills, but still effective,and in this day of modern technology, they have taken a back seat.

People respond to these methods of contact more so than they would to something computerized.

So please visit this old style of communication, I guarantee you will be happy with the results!

Jay Conners is the owner of the on line mortgage resource center http://www.jconners.com where you can find similar articles and news letters. He is also a partner with http://www.callprospect.com, a mortgage lead company specializing in fresh exclusive and non exclusive leads.

Sometimes the finest solutions are the simplest. Focusing on relationships when making cold calls is one of them. It keeps us genuine, and eliminates our dread of making cold calls. We’re real people talking about real things. We’re interested in the conversation, and it shows.

Most of us dislike putting on our “salesperson persona” when we make cold calls. We think it’s needed, however, because we’ve been trained to make the sale. And yet we’re interacting with a live, breathing person without having any real connection to him or her. It often feels fake, and it often is.

This artificial role puts a great stress on us, and sabotages our cold calling conversations. When we aren’t genuine, it’s a red flag to the other person that we have a sales agenda. This puts nearly everyone “on guard.” They’ve never met us and are wary of possibly being manipulated.

Have you ever noticed that most cold calls break down the moment we try to “move” things along towards a sale? It’s as if we’re getting ready for battle, and the tension pushes us along.

But the person we’ve called doesn’t know us. The momentum we’re trying to impose puts him or her in a defensive position. They’re protecting themselves from a potential “intruder” who might have a self-serving agenda.

So how can we to shift into something more positive? We begin by focusing on the relationship rather than salesmanship. We call with the anticipation of meeting someone new, and looking forward to a pleasant conversation to find out whether we can be of service. This mindset is subtle but powerfully felt by the other person.

Building relationships humanize our cold calling conversations — and ourselves. We are less artificial. Cold calling conversations become more natural. And people tend to respond with more warmth and interest.

The point is not to use the “technique of building relationship” to improve sales. That’s having a hidden agenda rather than a relationship. Our goal is to see if we can provide something that will benefit the other person. If it doesn’t, then we prefer not to continue interrupting their day. That’s a real relationship, even if brief.

When we’re being real people treating others as real people, the difference is amazing. Both people are both more at ease. We anticipate talking with someone who may possibly have an interest in what we have to offer. And if they don’t, we’ve enjoyed our time with him or her.

When others feel this relaxed mindset from you, they are much more likely to welcome you into their day. But if you rigidly follow a script or launch into a mini-presentation, then your call is immediately pegged as something initiated primarily for your own gain. And that puts most people into resistance.

Here are 8 keys to building relationships in cold calling:

1. Focus on the other person’s needs rather than on securing a sale 2. Surrender to the outcome of your cold call so you can connect with your potential client at a human level 3. View the human connection as an exciting journey in which you encounter new and interesting people 4. Speak graciously and naturally as you would with any new acquaintance 5. Remember it’s about how you come across, not about how many people you call 6. Allow the conversation to evolve naturally 7. Invite both of you to decide together whether it’s worth your time to pursue the conversation further 8. Use phrases that are non-aggressive yet very effective

So try this. Practice shifting your mental focus from salesmanship into a place of relationship. You’ll find that your genuine enjoyment of the conversation rubs off on the other person. They’ll be less defensive and more likely to share with you truthfully.

One of the best ways to build relationship is by using phrases that carry the human element very well. Start out by asking, “Hi, could you help me out for a minute?” The most common response will be, “Sure. What do you need?”

Your next question might be to ask whether they are open to the idea of looking at different ways to, for example, reduce their expenses. Most of the time the reply will be something like, “Well, sure, what kinds of expenses are you talking about?”

Now you are able to open the conversation between the two of you and build an initial relationship. It’s easy and comfortable to continue from there.

When you do this, you’ll experience so much success and satisfaction that it will really change the way you do business. And it will bring sales success beyond your imagination.

Here are some foolproof ways to create a rush of traffic to your site with 5 easy strategies you can use today.

1) Bring More Traffic To Your Site With One SIMPLE Word!

I’ve seen a massive rise in hits on my counter after discovering the magic word that draws people in crazed hordes! And the word that delivers for me is FREE!

By simply putting that one word in my ads, and backing it with something that the reader will really value, I’ve noticed a steady surge of traffic coming to my site. And even though I’m baiting them with a FREE offer, I’m still making a hefty profit from this technique.

2) Steal Other People’s Targeted Traffic!

Whether promoting an ezine or ebook, any business can instantly benefit from the increased exposure of joint venturing with someone in a business similar to your own.

The secret? Find someone that has a large opt-in list that doesn’t directly compete with your offer, but instead compliments it. Approach them and let them keep half the profits from sending your offer to their list, then do the same for their product through your list. It’s a win-win situation.

3) Bring Hordes To Your Site For FREE When You Share!

By far writing articles is one of the best ways I know to bring highly targeted traffic to your site. And all it takes is minimal writing ability and a bit of knowledge that will interest your target audience.

Articles run about 500 words, and instantly advertise your product in front of thousands for free when only a few quality ezines decide to use your article.

Spend a little time writing an article or two. Edit them the next day and find places to submit. You can hit the jackpot when you enter “Free Articles” in a good search engine.

4) Pay A Little For Lots Of Targeted Traffic!

Pay per click search engines delivers. And you can do it on a budget.

Check out http://www.overture.com for what is, in my opinion, the best of the best for lots of targeted traffic to your site.

And here’s a tip. Have a sales letter that really converts visitors into buyers. That way, if you offer a product for $29.00, and sell 1 in 30, you can get a high ranking by bidding $.50 for each click, and walking away with about $14 for each 30 visits. And it’s possible to receive hundreds of hits in a day using pay per click search engines.

5) Only Pay For Advertising When It Makes You Money!

Nope, it’s not a dream. You can bring tons of high quality traffic to your site and only pay when the traffic buys from you.

The secret? Affiliate programs. And if you’re not using one right now then you’re paying too much for your advertising.

With a few minutes of set up and promotion you can have your ads on hundreds or thousands of websites. And you’re only going to pay when that advertising makes a profit for you.

Check out http://www.clickbank.com for an easy way to set up an affiliate program.

When you’re putting your sales pieces together, you can learn a lot from lawyers.

Whether it’s a defense attorney or the prosecution, the first thing a lawyer does is read the jury members.

He does his best to get inside their heads to determine exactly what will get them to decide in his favor. The best lawyers are great people readers.

You must learn what people’s hot buttons are just as any good attorney does. Also like a good lawyer, you must realize your audience reacts on an emotional level.

When you’re presenting your case you must grab them by their emotions.

He also appeals to all their senses. So should your sales letters.

If you’re selling food, your letter should literally make them water at the mouth.

If you’re selling opportunity offers, the reader should be made to see all the goodies their new found money will bring.

So how do the legal beagles accomplish this?

They study every bit of the evidence. You should study your product or service as just as diligently.

Once they’ve gathered all the facts, they’re ready to present their case.

Your headline should be as well thought out as their opening words. You should get your customers’ attention as compellingly as they capture their jury’s.

Once they’ve got a jury’s attention they begin banging out the evidence. In the same manner you should be banging out your offers benefits.

Bam … Bam … Bam!

Once they’ve grabbed the jury by their emotions and pounded out every point to make their case, they give their closing statement and ask the jury for the verdict they’ve made the case for.

The same applies to your sales letter.

Grab their emotions, pound out your benefits and build your case. Then you’re ready to ask them to pull out their wallets and place their order.

Start presenting your case and the sales will come.

Before you throw out those old leads, consider that today’s trash could be tomorrow’s sale.

Don Freda of Articulate Global in New York City flew to Ann Arbor, MI to present his software solution to the University of Michigan. During the meeting he discovered that although his solution could help the university, it lacked some major features that the customer wanted. Because his company didn’t offer the needed components, Don flew back to New York without the sale.

Just like all good technology-driven companies, Articulate Global was continuously growing and enhancing its product offering to reflect the advancing needs of the marketplace. Months later when Don learned that his company offered new features - the very same features that U of M was looking for - he pulled the old file from his sales graveyard and immediately called his contact with the good news. Don’s next trip to Michigan was successful and he brought home the order.

All sales professionals have a long list of prospects that did not turn into sales. While it doesn’t make sense to contact all of your old leads, you may want to refrain from throwing out some of them and put them in your tickler file instead. By touching base with them periodically you may turn trash into treasure. Here are the types of old leads that are most valuable.

Availability Like in Don’s situation, you may have encountered prospects who need a product or service that you don’t offer now, but may offer in the future. Keep these prospects on file and follow up with them if the features they needed become available.

Timing If what you sell requires time-based contracts, be sure to find out when your prospect’s contract expires with your competitor. Contact the prospect before your competition inks a renewal. Explain to your prospect that you will help them assess their options before they blindly assume that their current provider is still the best value.

Service Have you ever met prospects who indicate that they don’t get great service from their current provider but stay with them anyway? Keep these contacts in your periodic follow-up folder. Contact them every four to six months. When they take your phone call, you might find that their frustration with the current provider has moved them closer to a breaking point. If they’re ready to change providers, your company will be top-of-mind.

Elephants Big companies often take a long time to make important buying decisions. They also frequently reevaluate their costs and periodically explore other vendors for potential savings. Crumbs off the table at a large account could make your year. If you can’t get all of their business, at least try to get some of their business. Stay in touch with decision makers at potentially large accounts. You might find that an uninterested prospect in October is much more interested in February.

Competitor uncertainty Did your competitor just get some bad PR? Is their reputation deteriorating in the marketplace? If an old prospect does business with that competitor, a call from you might be in order. Never spread negative competitive rumors, but consider mentioning something like, “Many of XYZ’s customers have come to us because they’ve been dissatisfied with XYZ’s (business challenge). I’m calling to let you know that our company still offers (product or service), and to let you know that I’m here as a resource if you decide to explore other alternatives to your current provider.”

The one that got away Those clients who almost bought from you, but didn’t, might have some second thoughts about their chosen provider. Several weeks after your competitor delivers the goods to your prospect, make a phone call to the decision maker and ask questions about the customer’s condition: “How do the levels of service meet your expectations? How did the quality of the work (or the product) meet your expectations?” Don’t ask questions that sound like you’re trying to get some dirt on your competitor. Focus the conversation on your customer and his needs.

Stop classifying certain prospects as dead. Instead, consider them dormant and stay in contact with them. Once you fill your pipeline with some dormant prospects, you’ll enjoy incremental business as you begin converting them from prospects to customers.

Located in the small old city centre of San Pantaleo, in the north of Sardinia, Papillo Hotels & Resorts Borgo Antico offers all the urban facilities: shops, chemist’s, bank, post office etc. San Pantaleo is a typical village of the Gallura area which has kept its original features intact. Set among wind smoothed granite and juniper trees, it is a favourite place for painters and sculptors.
A few km. away from Rena Bianca, one of the most beautiful beaches of the Costa Smeralda provided with tourist facilities and not far from the tourist port of Portisco.

The Hotel has 27 standard rooms 4 of which are family/suites. They are made of local materials and ecological treating. Exclusively furnished, the rooms are provided with hair dryer, cable radio, satellite colourTV, direct dial, minibar, air conditioner, balcony or patio and safe.
Guests enjoy absolute freedom also thanks to indipendent entrances. The central swimming pool with jacuzzi is a discreet companion for moments of absolute relax to retemper body and mind amidst nature and tradition.
Avalaible on request: rental of cars, motorbikes, beach umbrellas and deckchairs at Rena Bianca Beach.
Possibility of excursions to the Arcipelago di La Maddalena, picturesque natural park famous for its beaches and wonderful depths.
For sport and nature lovers are avalaible on request nautical rental, sailing courses, horse riding, diving center.

If you are interested in a cheap hotel in Olbia, pls visit our catalogue of Hotels all over Italy, where you can find also a wide range of Bed and Breakfast in Rome and Hotels in Florence, from cheap to luxury, togheter with Sorrento Tours