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How to Sell Your CFO on Sales Training

“When in Rome… Do as the Romans Do”

Ask any CFO what their first impression is when they hear the words ‘Sales Training’ and they might communicate back their ‘Real world’ vocabulary of ‘un-accountable’ and ‘un-measurable’. Simply put, they know they’re wasting at least half their sales training budget dollars; the problem is they don’t know which half.
And from a sales management perspective, if you don’t use your training budget, you’ll lose it.
Learn an approach your CFO will embrace.

sales leadership,sales training,sales performance,sales management training,corporate sales training

Ask any CFO what their first impression is when they hear the words ‘Sales Training’ and they might communicate back their ‘Real world’ vocabulary of ‘un-accountable’ and ‘un-measurable’. Simply put, they know they’re wasting at least half their sales training budget dollars; the problem is they don’t know which half.
And from a sales management perspective, if you don’t use your training budget, you’ll lose it.

One effective way for a sales executive to approach the fiscal level of their organization is with an offer a fiscal person can’t refuse. Not the ‘Godfather’ type of offer, but a business offer tied to a measurable revenue outcome and accountable to the overall profit objective of the organization.
Doing so effectively can take the ‘budget constraints’ out of the equation.

If you’re in sales, you already understand how to speak to a potential customer in line with their personality type, business needs and personal wants. But many of us don’t know how to effectively sell internally to our own organization. Let’s take a look at a diagnostic way to go about it.

Step 1: Diagnose your current sales Key Performance Indicators (KPI’s)

Sales executives and Chief Financial officers have one thing in common.
Both are accountable to the bottom of the scorecard at month-end, because numbers don’t lie. They can be your best friend… or your worst enemy.
When preparing a sales training proposal for your upper management, put on your CFO hat and speak to relevant Key Performance Indicators (KPI); individual gateways that directly effect the outcome of your process.

A KPI example in the sales process might be how many times you advance the first sales appointment to the next phase, whether that’s a demonstration, a site visit, a survey or a proposal. Another KPI is how many times you gain a new customer once the first gateway is passed. And when you do gain a new customer, what’s the average revenue you achieve? That’s certainly an important KPI. Because if your average revenue per sale is 40% less than the average peer KPI, you might want to find out why and take focused action to improve it, as you’re leaving money on the table.
Sales cycle in days and 1st appointment generation are 2 additional KPIs to measure.

Never rely on a subjective approach when promoting a sales training program to Upper Management. Define and determine where to ask for training dollars by identifying your Key Performance Indicators and finding out where you’re the weakest in line with your established revenue goals. That takes the guesswork out of it and will report back the quickest way to a measurable training return.

Step 2: Propose ROI sales training systems to turn traditional Cost Center expenses into revenue generators

From a CFO’s perspective ‘sales training’ is within the spreadsheet of Cost Centers, those departments that incur expenses but don't generate revenue. That’s why most sales training departments fall under the Human resource (HR) jurisdiction, as HR is traditionally a Cost Center line item.

Sales management can lead by taking an objective approach to diagnosing where to put their annual training dollars and articulate the CFO language of turning traditional Cost Centers into profit centers that create measurable returns in 'Hard' dollars.

Here’s a good example as it relates to a new sales employee; New-hire sales training programs. CFO’s think of new-hire sales training as a necessary evil, not a profit generator with a specific Delta and ROI. That’s the opportunity.

Because when I ask sales and training executives “What is your #1 objective in line with your new-hire sales training program?”, I seldom get a definitive answer.
So I rephrase my question and ask them “Does your new-hire sales training program provide a successful ramp-to-Quota in a Pre-determined amount of time?” The answer normally is ‘Not really”.

Because if you can reduce the time it takes a new-hire sales rep to Ramp to quota it will provide a measurable ROI, something you and your CFO can actually put your finger on. You’ll be talking the same language. And you have your KPI data to support your decision on the type of pin-point sales training.

For instance, let’s take a look at a sales organization that hires 50 new reps per year with a quota of $5,000 per month, an average term agreement of 24 months and the average 'Sub-Quota' revenue per month during ramp of $2000.
Reducing the time it takes to achieve Quota by just 1 month will provide an annual ROI of $3.6 M.

All you need to do is to back out the training costs for the bottom line ROI.
(See Resource box below to calculate your Ramp-to-Quota numbers)

Step 3: Recommend training initiatives for only one sales competency at a time, with a defined training goal in ‘measurable’ terms. Individual competency training versus all encompassing ‘soup-to-nuts’ training will lead to the best overall result and the quickest training ROI. And it will continue to place deposits in the CFO relationship Bank.

Are you willing to state to your CFO and CEO:

(1) The total cost of developing or outsourcing an effective learning system?
(2) A benchmark competency improvement as the training objective?
(2) The time in calendar days it will take to attain the benchmark objective?
(3) The estimated training Delta/ROI based off of current KPI’s?
(4) The projected annual Delta/ROI based off benchmark competency improvement?
(5) The risk factors and contingency plans

Because if you’re not, go find an outsource company that trains to your relevant KPI improvement objective that will.
Because sales performance training should provide a measurable ROI… Just ask your CFO.

The most successful businesses — and certainly, sales departments — have identified their Key Performance Indicators (KPI); individual gateways that directly effect the outcome of a process. Then they measure the competency ratios in line with them.
And if an individual sales KPI is below a satisfactory level, applying timely sales training to it alone, first and foremost will provide the quickest path to a measurable training result.

Remember that ‘Trust’ is reliability over time.

Develop or outsource a single KPI training system, coach the skill-set to work the system, lead the Discipline to routinely do it and measure and report the results. That will permit you to sell future pin-point KPI sales training effectively and routinely to the folks on the top floor holding the purse-strings.


How To Multiply Your Conversion Sales Without Any Work Today

The deepest Secrets behind people's boost in Sales finally revealed! If you want to know how they make it, you'll definitely need to know what they're doing.

advertising, resell, online business, SEO, internet marketing, ebay, affiliate marketing, traffic, tips

When you're learning about something new, it's easy to feel overwhelmed by the sheer amount of relevant information available. This informative article about sales copy should help you focus on the central points.

Do you actually know that your sales can be multiplied by two, three or even ten times than it is currently? There are many ways to “beautify” you sales copy for higher conversions. Sometimes, one minor change can inflict a significant impact while other times, multiple changes will only bear little or even no results.

Nevertheless, it’s hard to tell until you run a test for your conversions personally. Before you apply various changes, it’s best that you carefully review each of these 7 steps and most importantly, apply them.

1. Make your site pleasing to the eyes.
As website design gets better and better, people focus on giving the website more flashy looks, have all sorts of multimedia and colors all over the website. Well if that is a community website it might work, and even bring in tons and tons of people to visit the site frequently.

Nevertheless, what you have is a sales copy. The best direct sales copy is to have only one page. Don’t question why, but a sales copy with 1 page does 10 times better than the one with more, it’s that big of a difference. Keep the background white so people focus on your words. It’s all about the words that you define if the sales copy pulls in 5 sales, 50 sales, or 500 sales.

2. Have your sales copy attractive and enticing.
You can boost your sales copy along the way with tons and tons of copywriting strategies. But the basic ones: always mention the benefits heavily. Pile the benefits, one after another, giving the visitors no chance to have their eyes lifted of.

That’s the most important secret of copywriting, to have your visitors glued to what you have to say, right to the end until the order button. If they sense that they have been glued to what you have to say, it must be something worthy to buy, that’s all.

There are several other strategies, to name some: have your most ultimate benefits on the front of your copy, reveal your benefits in priority – get it to your headline, write a good story, and get the visitors excited to read another sentence, over and over again, much, much more.

It's really a good idea to probe a little deeper into the subject of salescopy. What you learn may give you the confidence you need to venture into new areas.

3. Give your offer a boost.
Basically, you want to give an offer that represents terrific value for your target audience. Instead of dropping your price, you should raise the value of it. Add many more attractive and targeted offers that goes along with your main product, that gives people the feel of, “wow, I don’t need to go further for these stuff because someone even prepared it for me Free,” and it solves the worry of doing more work.

People are born naturally with laziness - we want to do everything as quick as possible and would even pay more money to get something solved. Use these little affections in life in your sales copy - it’s how a great sales copy is put together.

4. Have your sales copy easy to be read, digested, and understood.
Did you notice that when you see sales copy that are long and bundled up, you leave it because you’re not interested to continue reading further? It somehow links together with human’s nature of laziness, people just don’t want to read long passages. In short, modify lengthy sentences into small segments, and break them up into small paragraphs.

You can forget the correct use of grammar. As long as you spell words correctly and keep them personalized, it’ll be good. Bold, underline, and italicize, or highlight your sales copy, make certain benefits stand out, powering up everything you can.

5. Put yourself in your visitors’ shoe
If you’re not carried away with your own sales copy, your visitors’ wouldn’t be as well. Load your web pages, see what catches your eyes, see what doesn’t, and improve more and more.

Make sure your web page loads fast, people are usually impatient and will not be satisfied if they need to wait for a long time.

So check out your sales copy today, and apply these strategies down. If done correctly, voila, you’ve got increased conversion in sales, and that means more money rushing into the bank!

You can't predict when knowing something extra about salescopy will come in handy. If you learned anything new about salescopy in this article, you should file the article where you can find it again.


How to Learn Great Storytelling to Increase Your Conversions

Can you watch a movie and call it work? Of course you can if you are paying attention to the plot. Read more about this technique and increase your conversions.

Copyrighting, ebooks, sales letters, website conversion, increased sales

Stories are so important to good copywriting. It’s one of the aspects of copywriting that can’t be done in a cookie cutter style and therefore isn’t answered by some of the sales letter software available on the market.

Please do not misconstrue that last statement to mean that I don’t think that sales letter software is practical. It’s very practical. It also needs some personal embellishments and that’s where good storytelling is invaluable.

Storytelling draws the reader into the sales letter where they’ll learn all of the practical facts about your product. They’ll learn why your product solves their problem. They’ll learn the benefits of purchasing from you and not your competitor. You will be personal to them because they know more about you through your story.

How can you become a great storyteller? Your first project would be to pay attention to other good storytellers. Analyze how the stories are told. Watch others tell stories.

Do you have a friend who tells great stories? Ask them to tell you a few. Analyze how they are telling them instead of getting caught up in the story itself.

Read good books and good sales letters. Watch for the story within the story in books. You won’t have the advantage of 100 pages to tell your story and sell your product so you want to look for the story within a story in the books.

Watch good movies. Compare and contrast movies whose story is told well with others whose story is told badly. What is different?

Look at comic strips. These are comedians on paper who are forced to tell their story and punch line in just a couple of panels. Compare how the different comic strips are written and tell their story.

Listen to comedians. They tell great stories. Whether you enjoy the story line or not, Everybody Loves Raymond and Seinfeld, are great examples of well-told short stories.

Read your competitors web pages or sign up for their ezines. “Listen” to their stories and how they weave in personal items.

These bits of personality that shine through make the writer more personable. They make it easier for the customer to take out their wallet and spend their money. After all, they are purchasing from someone who seems to understand exactly where they, the customer, is coming from. This product seems to answer all the questions and problems they’ve been having – because it did it for the creator and other customers.


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