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Boosting Your Bottom Line
By Kaitlyn Miller
Effective sales personnel have to combine many talents. They must be technical experts at times and
psychologists at others. They must create a good impression from the product of their business card
printing down to their shoes. Towards that end there are many basic terms and concepts that must be
understood. A few are as follows.
An "account" is a term applied to a customer. A "major" account is one with a large corporation
yielding significant revenue. Obviously, a company would desire to differentiate between these and
ensure the highest level of customer service is given to major accounts. Also, the best sales personnel
should be directed to major account prospects.
Active listening is when a sales representative employs sound listening techniques to gauge their
prospect and know exactly how to refine their pitch. The prospect often tells you exactly what needs to
be said to close the deal. Unfortunately, many sales reps fail to take the simple step of truly listening to
what is being said.
Added value is the extra benefits that accrue to a given product because it is being sold by your
company. This can accrue from superior customer service after the sale. Or maybe it comes from an
intrinsic talent. For example, a business card printing operation might have added value in producing
cards specifically geared to a given industry.
A&P refers to advertising and promotion. There are the cornerstones of all marketing efforts. For a
brand to stick it must constantly be promoted. Even the small things like business card printing goes
toward brand identity. Make sure all items bearing