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This is the essence of your business, what it's all about. In this section, you'll learn how to work for your bottom line, pricing strategies, and aspects of the twin companion to sales, marketing. You'll read about the different between advertising and publicity, and how to get the greatest return on your promotional dollar.

 


Personal Selling

There's no getting around it: if you're starting a business or launching a new product, you will have to be some one-on-one, across the desk selling. Many of our initial customers were landed through direct, face-to-face contact. For some people, this can be an intimidating process; after all, no one likes to be turned down and you will be told "no" more often than "yes". Still, the personal approach has some distinct advantages in that each pitch can be tailored specifically to fit a situation, there is opportunity for product demonstration if that's applicable, and a prospective buyer has a chance to get you know in a manner a phone call or email cannot convey.
The prime directive in personal selling is to know what the customer's needs are and how your product or service can address them. If what you're offering can improve a customer's productivity or save his business money, you will likely have an audience. Once in the door, however, you have to demonstrate how your business will deliver what it promises.

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