Bits and Pieces from the desk of the Executive Director

If you have a business, you are in the “selling” business. You have to learn how to make a sale.

Here are the basic principles one has to learn and practice, until it works for you. You must take these basic points and adapt them in a way that works for you. Cultivate your own style to match your personality and comfort zone.    

Sales Strategies 101

1. Leverage partners.
A prerequisite to sales is having access to customers. Find someone who is already talking to your potential customers. Have them introduce or refer you, or if possible, involve them as partners.

2. Segment and target customers.
Know the characteristics of customers most likely to buy your product, and invest resources in connecting with the smaller group. Mass marketing is expensive and, potentially, ineffective.

3. Listen to the customer describe their needs and desired outcomes before presenting a solution.
Let the customer tell you their “pain”. Let them tell you how “desperate” they are to have someone fill their need.

4. Frame in terms of the customer’s need – not your need.
The customer does not care about why you want to do business with them or why it helps you. Keep the focus on their needs.

5. Sell benefits – not features.
Describe features in terms of the problems they solve, rather than how they work or what they do.

6. Clearly articulate the value created.
Tell the customer how value is created.

7. Don’t be defensive about objections.
A customer does not want to be convinced that their objection is unfounded. Instead, ask the customer what conditions will resolve their objection.

8. Close the sale.
Don’t forget to be clear about asking for the business. For example: When would be the best time for you to use this product or service? How many candles do you need? How many would you like to purchase?

9. Enable purchase.
Be easy to contact. Be ready to give an estimate in minutes, or an hour at the most. A day, if it is a big contract. Always respond.  Design a distribution system that is convenient and immediate. Make the transaction effortless.

10. Prioritize existing customers.
Typically, 80% of profit comes from just 20% of customers. Know who these customers are and focus on keeping them happy.

11. Follow-up.
Once delivery has taken place or is in process, follow- up to gauge customer satisfaction and to learn about potential product enhancements.

Roz

Rosalind Lockyer  
Executive Director,  PARO Centre for Women’s Enterprise  

 

Fueling Connections

PARO Centre for Women’s Enterprise is made up of a team of professional women with expertise in diverse backgrounds and knowledge. Since the “cost cutting” measures by companies and large corporations has had the impact of downsizing valuable employees and with them, valuable knowledge, the doors of opportunity are opening wider and wider for women who have knowledge and expertise in specific areas, but may not know how to embark on a business venture to turn this knowledge into income. 

Remember, the most valuable asset you can have is knowledge!

PARO Centre in Thunder Bay and PARO on Wheels, our regional outreach “traveling office”, has a passionate mission. We are at your disposal for the purpose of helping women start their own businesses using that knowledge, and for those already their own business, continue to succeed and prosper.

PARO is dedicated to helping women to successfully lead profitable businesses that offer valuable products and services that positively impact communities, and through our collective efforts, change the world for the better. We don’t see ourselves as just a regional organization, but as a global organization. As our partnerships with other service providers and women centered organizations continue to grow, we, in turn, continue to make this knowledge available to you.

PARO’s "experiential training" for women is done through learning workshops, open forums, mentoring and counseling and soon, tele-seminars and e-learning, through our various programs and on our website. Keyword?   Knowledge.

Community Legal Education Ontario (CLEO)          

This important organization is dedicated to providing low-income and disadvantaged people in Ontario with the legal information and knowledge they need to understand and exercise their legal rights. The information is free of charge and we invite you to visit their website at www.cleo.on.ca .

Knowledge on the Road

This week, PARO on Wheels traveled the Eastern Loop and delivered workshops and open forum sessions on Financial Issues for Small Business in Geraldton and Marketing in Nipigon. We also counseled women one on one in Terrace Bay and Marathon .

We need your input

Tell us what you would like to learn or know more about. We grow through your input. Contact us at info@paro.ca , 625-0328 or toll free at 1-800-584-0252. We look forward to hearing from you!

Sincerely,

Sandra E. Wiggins, Northern Opportunities for Women Project Coordinator

    

                    

 

PARO Leads & Links

 

                 

            

        

                                         

 

 

MONDAY - Biz and Bagel

Next Biz and Bagel: Monday, October 23rd 
12:15pm - 1:15pm

Featuring:  Debbie Squire-Bernst of A Step Beyond 

Presents...

" Puzzled By Finances? "

 

If you have a Biz and Bagel topic you would like to be presented, like to be a guest speaker or know of someone who may be interested, please contact Joni at  jsharkey@paro.ca  or 625-0328

This program is funded by the Government of Canada

     

FREE SEMINAR Tuesday - Doing business with the government

PARO Centre for Women’s Enterprise  &
Public Works and Government Services Canada invite you to a free seminar on

 Doing Business with the Government  

 For small and medium sized businesses:
 doing business with the Government is becoming easier  

 Presented by a Supplier Relations Officer, you will learn:

·      The Procurement Process of the Federal Government
·       How bids are solicited
·       How to respond; what rules to follow
·       Evaluation and Selection Criteria
·       How government contracts are negotiated
·       Marketing to the Government  

 

When:      Tuesday, October 24, 2006
                   10:00am – 1:00pm  

Where:     PARO Centre for Women’s Enterprise
                  105 May Street North, Suite 110
                  Thunder Bay

To reserve your seat and materials, please contact Joni at 625-0328 or jsharkey@paro.ca  

                    

 

PARO 12TH ANNUAL CELEBRATIONS AND AGM