5 ways to improve the bottom line through sales and marketing

5 ways to improve the bottom line through sales and marketing

17 August 2016

Jane Gregory has been helping businesses in Sheffield hone their marketing skills for nearly a decade.   As a sales and marketing advisor at Business Sheffield (the business facing arm of Sheffield City Council), Jane works one-to-one coaching businesses and delivering workshops.  With a wealth of experience including Sales Manager at Rentokil Initial, Major Accounts Executive at Pitney Bowes and Cable & Wireless and a freelance high-end ‘door opener’ – setting appointments over the phone for large PLCs and household names, Jane advises on topics such as ‘how to create a brand’, ‘making your website work for you’, and ‘using the phone to gain new customers.’

We asked Jane to take us through ‘five ways to use sales and marketing to improve the bottom line’.  If you have a business idea, you are a start-up business or an established business looking to grow here in Sheffield – call Business Sheffield for free confidential support – find out how we can help 08000435522.


1              Know your customer

The better you know your target customers, the better able you are to market to them. If you can really get under their skin and understand what motivates them, their values, how they see themselves, their favourite brands and even what paper they’re likely to read, then you can stay one step ahead of your competitors.


2          Strong branding

In 2015 the world’s top 100 brands were worth an estimated $3.3 trillion dollars to their respective companies. That’s a lot of cash, but in addition to their monetary value here are 4 other good reasons to get your branding right. 

  • They’re a shorthand for who you are
  • They aid recognition in a cluttered marketplace
  • They can command loyalty

They appeal to our emotions and feelings which is what we base most of our decisions on (research show we’re not the logical Mr Spocks we like to think we are!)


3              What’s in it for me?

Einstein once said ‘if you can’t explain it simply you don’t understand it well enough’ and if you can’t explain what you do and how it benefits your customers in a sentence or two, then it’s time to work on your elevator pitch. Remember customers won’t care about how you do what you do, until they understand what’s in it for them.


4              Know where to find your customers

There are many ways to communicate with your customers, from blogs and websites through social media and email, as well as more traditional routes of PR, press and magazine adverts, flyers etc, but unless you know where your prospects are likely to be you could waste a lot of time and money.


5              Maximise your existing customers

Fact 1: Acquiring a new customer is a costly business.

Fact 2: The easiest people to sell to are people who’ve bought from you before.

So it makes sense to maximise your marketing efforts to existing customers. Use a rifle shot approach rather than shotgun, and remember it’s not your customer’s job to know the totality of what you do, it’s your job to tell them.