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1.) EDITORIAL
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2.) HEADLINE ARTICLE
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Don't be a Communist Salesperson

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In a communist country virtually everyone is treated the same. Unfortunately, many sales reps take the same approach and treat all of their customers equally. They spend about the same amount of time with each customer, show them the same products, and make the same recommendations. However, this approach will not help you achieve the best possible results because contrary to popular belief, your customers not all equal.

Here is how you can change your approach to improve your results.

If you study your territory you will find that you have three types of customers. A small percentage (roughly 20 percent) of your customers will account for the majority of your sales and profits. These customers are your high-revenue, high-profit accounts; we'll call them your A accounts. You will also have a group of low revenue, low profit customers (approximately 20- 25 percent). These are your C customers. And, lastly, you will have a collection of accounts that generate good revenue although not as much as you would like. These can be classified as B clients.

So, if you look at these categories, where should you invest your time? For the best results, you need to invest your time with the small group of high-revenue customers and here's why.

Your low-revenue customers may generate a great deal of your revenue but they also cost you money in time and margins. Most customers who fall into this category complain about price, do not see the value in your products or services, and demand concessions on a regular basis. As a result, they erode your margins and profits. They also frequently contact you with problems and take up your time dealing with small, inconsequential issues. These calls and situations take you away from, and prevent you, from investing more time with your high-profit, high-revenue customers, your A accounts.

It is easy to fall prey to thinking that spending more time with the large group of customers in the middle (your B customers) will dramatically affect your revenues. However, the problem with this thinking is that is the vast majority of these customers will not buy more from you. A small number, perhaps twenty percent, do have some high potential. You can determine which of your accounts fall into this category.

Many sales people fall into the trap of spending time with the customers they like or with whom they connect. While this approach may feel good, it is seldom the most effective, and in today's harsh economic climate, you need to invest your time with your high-quality customers. Here is what you need do to in order to achieve this.

Block eighty percent of your selling schedule for the top twenty percent of your accounts.

"What? Spend most of time with only few of my customers? What about everyone else?" You see, although your low-revenue, low-profit customers tend to be more demanding than your A customers, many of their concerns, problems, or pressing issues tend to be reactionary. That means they often call you with a problem that they could solve themselves but they have grown accustomed to picking up the telephone or sending you an email every time every time they have a problem. In many cases, you return their call only to discover that they have resolved the issue. This not only wastes your time, it takes your attention away from other high-revenue sales opportunities.

What about your B accounts, you ask? You fit them into the remaining twenty percent of your schedule which means you will reduce the frequency of visits to these customers. This may seem counterproductive but I can tell you that it works.

One of my clients analyzed their sales figures and discovered that more than 80 percent of their revenues were generated by fewer than 20 percent of their customers. They strategically choose to improve their service and visibility with this group of accounts. They didn't ignore their other customers but they did reduce contact with them. Not only did their sales increase but their cost to attain each sale dropped which drove more profit dollars to the bottom line.

This is not an easy transition for most people to make because they get trapped into believing that they must service every account equally. But, if you look at hotels, airlines, and other businesses, you often find that the top-tier customers receive preferential treatment. Shouldn't it be the same in your business?

© 2009 Kelley Robertson, All rights reserved.

Kelley Robertson, author of The Secrets of Power Selling helps sales professionals reach their sales targets by showing them how to improve their sales skills. Receive a FREE copy of 100 Ways to Increase Your Sales by subscribing to his free newsletter available at www. kelleyrobertson.com. Kelley conducts workshops and speaks regularly at sales meetings and conferences. For information on his programs contact him at 905-633-7750 or Kell ey@RobertsonTrainingGroup.com.




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4.) BIZ*TECH SAVVY SOLUTIONS
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Beware of Attachments

 Most  viruses aree transported or replicated from pc to pc using email attachments. These are easy to spot if you're paying attention, simply because they are usually executable files, but not always.

Some attachments contain Macros (simple programs that run within other programs—all the titles in Microsoft Office use macros). If you're not that familiar with spotting file extensions, don't worry, that's what we’re here to talk about today. If you’re a little hazy on the whole "file extension" thing then let's spend a few moments explaining it.

File extensions are what tell the program how to treat a particular piece of data. For example, most people are somewhat familiar with .doc or a .txt file extensions these are both text documents and when the user opens this file the Operating System looks at this extension and then knows how to open it.

Hackers try to use some sort of ploy to get you to open their email and activate the virus which is always an attachment. Most Anti-virus nowadays stop, or at least warn you of these high risk attachments and even take measures to protect you. However, on the average 10-15 new viruses are created every day and I personally wouldn't count on any program to 100% protect my pc. That's why I scrutinize any email—if I wasn't expecting an attachment, I won't open it until I had a chance to talk to the sender.

Some of the more common file types used to hide viruses include:

.scr - Windows Screen Saver - USE CAUTION if you receive a screen saver via email. They can contain worms or viruses
.pif - DO NOT OPEN! This is most likely a virus. Clicking it will run a program or code that can mess up your computer.
.exe - executable file - a program that contains a virus, trojan horse, or worm
.pps - MS PowerPoint (can contain macro virus)
.zip - Zip (compressed) file
.vbs - Visual Basic script
.bat - Executable MS-DOS batch file
.com - DOS executable command
.asp - active server page - internet script
.doc - Word document (can contain macro virus)
.xls - Excel file (can contain macro virus)

This is in no way a complete list. Just because an attachment may have one of these extensions doesn't mean that it is a virus, but it should send up warning flags. Hackers use clever subject lines, and viruses can appear to come from a friend so keep on your toes and don't fall victim to their deceptive traps. Scan those attachments and verify with the sender before opening.

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EZINE BUSINESS DIRECTORY
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The OnLine Exchange is brought to you by MarketingTrendz.  Please visit our directory of resources for helpful information for your online business.  

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ONLINE EXCHANGE DIRECTORY & INFORMATION DATA
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PRIVACY POLICY-

ONLY subscribers who have personally and voluntarily subscribed to this Ezine will Receive it. We are 100% Opt-In. We will NEVER provide our subscriber list to ANYONE. We respect the privacy of our readers.

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CONTACT INFORMATION-

Editor: Debbie Solomon
http://www.marketingtrendz.com
MarketingTrendz
1640 West Sandpiper Circle
Pembroke Pines, FL 33026
support@marketingtrendz.com

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DISCLAIMER-

THIS DOCUMENT IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY.
The information contained in this document represents the current view of MarketingTrendz on the issues discussed as of the date of publication. Because MarketingTrendz must respond to change in market conditions, it should not be interpreted to be a commitment on the part of MarketingTrendz and MarketingTrendz cannot guarantee the accuracy of any information presented. Information provided in this document is provided "AS IS" without warranty of any kind, either express or implied, including but not limited to the implied warranties of merchantability, fitness for a particular purpose and freedom from infringement. The user assumes the entire risk as to the accuracy and the use of this document.

All opinions and viewpoints in each editorial of The OnLine Exchange Ezine is expressed solely by the editor and writer, Debbie Solomon. The opinions set forth by the editor is not necessarily an interpretation of viewpoints made by the company.

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