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Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format. With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

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Senior execs not clear on social media's impact

Almost half of senior business executives around the world still don't fully understand how to manage and derive value from customer feedback generated by social media, according to a study by business analytics firm SAS and the Economist Intelligence Unit (EIU).

While 75% of respondents see customers as a critical source for innovative ideas, the inability to manage their feedback from social networks has left them unable to build a strategy that formally accounts for these insights. This means that customer feedback from social media is not playing a role in the development of new products and services.

With Twitter growing at a rate of 17% a month, the need for organisations to track customer feedback online is more important than ever. Yet, only 6% of companies track the size of their customers' social networks or referrals on social networks, and only 2% track the number of 'retweets' on social networks referencing their company. Nearly two thirds of companies (60%) are trying to redefine this type of 'customer value' to include social feedback but few have been able to redefine it at this stage.

The value of the customer is increasingly being seen across the organisation with 55% of respondents recognising that social media has made customer service a universal responsibility. As a result, data needs to be shared and analysed more quickly so that appropriate action can be taken across the enterprise. Despite this, only 52% of respondents are confident that their companies are using the technology adequately to understand their customers, and only a quarter believe that their company can respond quickly to new business environments including the evolution of new social networks.

"With social networks growing exponentially, customer feedback has become increasingly complex; therefore businesses need to redefine the way that they value customers. Customers can be the best brand ambassadors as independent advocates of an organisation," explained Richard Kellett, director of marketing for SAS UK. "These people have the ability to drive sales through direct recommendations and influencing their peer group via the wider social network. But for businesses to truly benefit from these relationships they need to take a holistic view of the customer community, which will allow them to understand which customers are of critical value for business development."


Sources: SAS; Economist Intelligence Unit EIU /
The Marketing Factbook.
Copyright © 2011 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen How To SELL Anything?

This incredible sales handbook distils an expert's lifetime of sales and marketing experience and hands it to you on a platter, in a simple, easy-to-follow format.

With existing customers being the most valuable source of income for any business, this book will teach you how to increase your return business and make more profit from your most loyal customers - and even how to reduce the costs of dealing with your least profitable customers.

You'll learn to sell yourself, sell your products, and sell your brand on the internet, writing high-conversion landing pages, social media posts, and more. You'll start attracting customers you didn’t even know existed, and learn the top trade secrets for customer retention.

You'll become a lean, mean selling machine. See how the experts do it and learn to adapt what they've done for your own profit. You'll learn to write strong, powerful, effective sales copy, whether it's for a sales script, sales letter, flyer, insert, advert or just about anything else.

You'll learn how to sell whether you're selling by telephone, by mail, or even meeting prospects face-to-face. You'll find out how to size them up, present yourself, nail down their true needs, close the sale, and learn to tackle the tricky ones.

You'll discover the biggest secrets of successful direct mail sellers, sales letter writers, and how to segment and choose the right prospects for each campaign.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark