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Tim Millett
Published by Tim Millett
08 October 2013

Every business wants to increase sales. Always concerned with the bottom line and the livelihood of their organisation, astute leaders also recognise that sales are invariably boosted when staff provide high quality customer service. To this end, quality customer service training and sales training pays significant dividends.

Of course, there are a number of ways that businesses can increase their sales. Here we take a look at four of these strategies:

1) Thoroughly follow up on sales leads:

Too many businesses fail to capitalise on sales leads that come their way. If leads are to be converted to sales, they must be promptly followed up and potential customers provided with an attentive and professional service. It is perilous to delay a response to interest expressed in your products, services or other business activities. Potential customers are quick to examine the offerings of your competition and will often purchase from them if they do not receive a timely and efficient response from you.

Sales result from leads when customers are personally contacted and offered services that go above and beyond their expectations. This level of thoroughness and questioning is needed to intelligently optimise sales results.

2) Develop customer loyalty:

While you may be concerned with bringing new customers to your business, past and existing customers should never be ignored. In quality customer service training programs, the value of repeat customers is emphasised – when business owners and operators keep in contact with their past and existing customers and offer quality products of value, sales increase.

If you do make an effort to stay in touch with customers and provide them with an ongoing service that is of an excellent standard, people will develop a faith in your business and level of service and be inclined to return to you when next looking to purchase.

Components of sales training programs also address the importance of connecting with customers on a personal and interested level to develop rapport, better serve them and thereby increase sales.

Maintaining customer loyalty and preference is useful and lucrative as. Evidence shows that it can be much more difficult to find new customers than to keep existing ones. “A highly satisfied customer stays longer with the company, buys and self promotes new products being launched by the company, is optimal for feedback on improving the organization and the cost of this customer is much less than attracting new customers.” (

3) Hire the right expertise

It is very often the case that small business owners and managers try to divide themselves amongst many roles that are necessary for the ongoing operation and success of the business.

They are likely to undertake accounting, human resource and administrative functions and this can distract them from some of their most important managerial tasks.

If a business is able to outsource some of these functions, management and senior staff can be freed up to focus on the tasks that are fundamental to their roles. In particular, managers can devote more time to training and up-skilling staff in sales techniques and capabilities.

4) Support employees to develop sales skills:

Investing in the professional development of your staff is a wise investment. Staff benefit from concentrated support to refine or develop sales skills and training and mentoring can deliver impressive results.

Remember that your staff are your biggest asset and are the front line of your business – your staff determine your customers’ perceptions of your business.

There are some simple and effective ways to boost the sales of your business. Businesses of all sizes, types and purposes should constantly consider ways to strengthen their workforce and thereby improve their sales figures.

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