The world of marketing is littered with strategies, ideas, concepts and theory. But in the end, there are only three ways to increase your revenue:

1. Increase the number of sales
2. Increase the frequency of repeat sales
3. Increase the size of the sale

Increase one of these by 30% and you will increase your revenue by 30%.

Increase all of them by 30% and you will increase your revenue by:

30% x 30% x 30% = 120%

There is a compounding effect in action. That is why it is often pays to be a little bit better at everything rather than really good at just one thing – when it comes to marketing.

#1: Increase the number of sales
This manual focuses on how to get more enquiries and convert them into sales. It is where it all starts. You cannot increase the frequency of repeat sales without that first paying customer!

It is obvious that more enquires is key to increasing revenue.

#2: Increase the frequency of repeat sales
Once you have a client, you want them to buy from you repeatedly.

Here’s a list of ways to do this:
• Stay in regular contact with them with flyers, emails and by phone
• Offer incentives: “This is a quiet time of year for us so we are giving a 30% discount for existing customers.”
• Give a discount for volume: “You have two choices. Either book up one training appointment for our normal price. Or, if you book a block of 5, we will give you (the next one free/a 20% discount on every appointment)”
• Diversify the services you offer. Instead of just offering PC Support, you now inform your client that you also do PC training

#3: Increase the size of the sale
When starting out, you should be going for growth and market share. Once you are more established, then you can switch strategies. Increasing the size of the sale then becomes important.

You only have a limited number of hours in the day. Therefore, you need to get the highest hourly rate possible.

Do this by:
• Getting enough new enquiries so that you can start increasing your prices on these new clients. Then, start to increase prices for your existing client bank. You will lose some clients, thinking your price has become too much for them. This is a natural process and you should hope it happens, rather than fear it.
• Improving your sales skills so that the perceived value of your solution goes up in the clients mind. Then they will be more willing to pay a higher price for their “painful” problem.
• Changing the package to raise the perceived value. For example, instead of offering just PC training, also include follow-up telephone support for the next 2 weeks and printed tips sheets.