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In most businesses, when sales are slow or low, the first reaction is to spend more on marketing. Create better adverts, more adverts; direct sales letters is the cry. But is this always the right solution?

Let?s take a step back and examine the issue more closely.

The first thing is to examine the numbers to see what they reveal. The critical ratio we need to look at is the conversion rate from lead / enquiry to sale. This will show us immediately where our emphasis should be.

Let me explain?

The numbers tell us that you?re getting 100 enquiries per month and tracking shows 25 convert into customers. What we also see is that 75 don?t become ccustomers. This is the group you need to focus on. Typically, some will never buy so we can eliminate another 25. That leaves 50 who are still in the market.

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What happens to them? If they didn?t buy from you, where did they buy? No doubt a competitor. Depending on the market, it may be that your advert stimulated their interest, but because you didn?t connect with them and make the sale, they spent their money elsewhere.

In other words, your advertising generated sales for your competitor. So when he sees your next advert, he?s laughing all the way to the bank. Why should he advertise when you do it for him?

Suppose you decide to either improve your adverts; better headlines, copy, offers etc, or ssimply double your advertising expenditure. Now instead of 100 leads, you get 200. Only you still convert 25%. Make 50 sales, yes, BUT you?re now leaving 150 unsatisfied customers to spend elsewhere. If 50 never buy, there are now 100 buyers still out there.

Catalogue Design
A dreary Catalogue Designcan be catastrophic for a company so good quality designs are essential. Where do you turn to though, when you need help with your Catalogue Design, and which company could you entrust? Do you flick through the yellow pages, start an online search or go with some form of recommendation? It`s always useful to have some kind of recommendation to use that can verify how good a company is and what type of results you can expect by choosing them. One Catalogue Design Compan

Professional Life Coach
Look at the top professionals in sport and they all have a coach behind them spurring them on to great success. The same can be said of leading business people who ask life coaches to help them to become the best that they can be in their chosen profession. Sometimes it`s not that easy to see the wood for the trees and people often get bogged down with the everyday normality of life. They can be underselling their true self and not be accomplishing all that they are capable of. With assistance from a Professional Life Coach achievable goals can be set and a sense of direction can return to one`s life. A Professional Life Coach can help people to get the best out of their life and this can cover all areas. Work, home life, relationships and self motivation are just some of the areas that are covered during the life coaching. People might approach the Professional Life Coach and ask for help to concentrate on one particular area or perhaps a number of life elements need to be addressed. The top sports people achieve great goals with the help of a professional coach and the same results can be achieved by people in all walks of life.

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