6 www.homebusinessnetwork.co.uk Issue 2July 2009
Alexander
COMMENT SNAP SHOT
Garrett
Making a sale
By John Farrer
MOTIVATION
NothINg happens without a sale. A sale is the
WheNeveR I tell someone to my office. having school age
engine which drives all human activity. All of us
I work from home, the children is helpful since work
home workers only thrive if we convince others of
usual response is: “I don’t naturally fills the gaping vacuum
the worth of paying us for something that we can
know how you do it. I just between delivering them to said
provide, whether it’s goods or services. Selling is
wouldn’t be able to find the educational establishment in the
like walking, it needs to be done in the right order
discipline.” Articles I’ve read morning and their return in the
otherwise we fall over.
on the subject often imply afternoon when they need to
that domestic chores become use your computer for Facebook.
Step 1: Make sure you believe in the value of what
enormously compelling when In the absence of a hectic you are offering
it’s time to sit at your desk and schedule of meetings
Without this belief do not proceed. Rehearse to
get down to it. Bake a cake; orchestrated by a high-
yourself why what you are offering is a good deal.
vacuum the living room; walk powered PA, I’ve found it can
If you are not convinced, change your offering.
the dog; that sort of thing. also be useful to divide the
Remember the power of that which you cannot
Personally, I find distractions day up into segments – half an
SN
have. If your customer feels that you don’t really
AP SH
OT
come in various forms ranging hour doing emails; a couple of
from the irritating to the life- hours’ desk research; phone
want to sell it because you feel it is such a good
affirming. on the one hand, calls before lunch, etc.
deal, then they will want it.
Name: Amanda Allerton
there’s the handyman who Secondly, put yourself Location: Corsham, Wiltshire
wants you to stand on his under pressure. take on as
Step 2: Don’t be ashamed to sell Company name: Dusky Moon
ladder while he’s clearing out much work as you can, with Sales has had a bad press, getting mixed up with
Age: 36
your gutters; the Jehovah’s stretching deadlines. If you’ve
trickery etc, but it is the most important thing that
Most useful item: My BlackBerry
Witnesses who turn up on got one project to be finished
Home worker tip: Remember that the office is the
you do; without it the other person may not get the
office and home is home. Try not to let the business
your doorstep while you’re in a month’s time, it’s hard to
benefit of what it is you are offering.
affect your family life; remember that they need
in the middle of composing get the adrenaline flowing; but
When someone asks you what you do, reply ‘I am you as much as the business does.
a mission- the prospect
a sales person, and I’m proud to be so because I Web: www.duskymoon.com
critical email;
❝
I find distractions come
of a pushy
am helping X do Y’.
the teenage customer
“My best friend, Venetia Fuller and myself
daughter who
in various forms ranging
started Dusky Moon about two years ago and we
ringing to ask
now run it from an office at home.
rings to say she
from the irritating to the
“Where is
Step 3: Find out what your customer wants and why
Our first innovative product, Dream Tubes, was
desperately
life-affirming.
❞
it?” tends to
In other words establish what they need. this
launched in January 2009 and is a portable and
needs some concentrate
is good for two reasons; you become clear
lightweight bed guard. It is simple to use. Two long,
facial wipes the mind.
about what they want and they feel listened to
sturdy inflatable tubes fit snugly into the pockets of
when she gets home from And thirdly, become
and understood. Imagine you are selling a dog the specially designed soft cotton sheet, providing a
school. And then there’s the financially motivated. I’ve
walking service.
safe and secure night’s sleep for your child.
Fender Stratocaster sitting worked alongside freelance
one potential customer may want their pet
The idea arose after the countless sleepless
nonchalantly beside your desk souls in the past who, upon to be loved, another may want their pet to get
nights that every parent experiences. We were
looking for a soft and reassuring solution to cope
badly in need of tuning. landing a commission for a exercise. once you know this, explain to the first
with the often difficult time of moving our children
And the internet – the piece of work, would luxuriate that their dog will get love, to the second that it
from a cot to a bed
ultimate distraction machine. in the achievement, then will get exercise; result: two sales. tell them both
Having had the idea, been inspired and helped
What would you rather be doing: execute it with meticulous care that you pick up promptly in the morning – result: by family and friends, we spent the first 18
compiling receipts for your vAt and detail over the course of no sales. months developing and extensively testing
return – or checking out footage a week, seemingly oblivious to Remember, the customer is king; find out the
Dream Tubes which holds the British Standard
of Manchester United’s winning the fact that the fee would not benefit that they need and then describe how your
for children’s bed guards.
goal in the 1999 Champions pay their mortgage over the goods or service meet that need. they may :
Our customer base consists mostly of parents
League final? Choosing an same period.
and grandparents, who want a safe and comfy
alternative to the traditional bed guard.
oceanside villa for your next My strategy has always been
a) want it and know they want it
Initially we kept our stock at home and sold
stay (in your dreams) at the to set an earnings target every
b) want it but not be conscious they want it directly to customers and retailers. However,
Amanpuri resort in Phuket – week and then think about
c) think they do not need it because they are due to the unique benefits of Dream Tubes and
or wading through a turgid how you are going to meet it.
unaware of its benefit
some fantastic PR, it soon became apparent that
Powerpoint presentation? Mercenary, I know, but essential
d) think they do not need it and be right
Dream Tubes was a much sought after product
If you’re new to the game if penury is not an option.
and the demand became so great that in March
of homeworking, it’s essential Finally, use rewards to
Your job is to find out which category they fall
we appointed Hippychick to be our UK distributor
to find ways to motivate incentivise yourself. If I get
for the nursery industry. Dream Tubes is now
into . Note only d) is a ‘no sale’. So it’s all in the
and discipline yourself, and all my week’s work done by
stocked in over 70 UK companies including
questions you ask – more on that next time.
Mothercare and we are also beginning to supply
ensure the wolf stays at a firm thursday, I’ll slope off to the
distributors worldwide.
distance from your front door. beach on Friday (on a top level
Dream Tubes was recently awarded “Best Bed
My first tip is to manage assignment, of course). When
“Keep good records. It is easier to note
Guard” by Mother and Baby Magazine and Dusky
your time effectively. Regular I’ve completed my vAt return
down every item of expenditure from the
Moon has been shortlisted for the 2009 Nectar
office hours are essential – I’m I’ll cycle to the postbox to post
start than to have to deal with a pile of
Start Up Business of the Year award.
usually at my desk between it. If I can finish this piece by
receipts when your tax return is due in.
Our projected annual turnover was forecast at
8.30am and 9am after a 4pm I’ll treat myself to a cup
£75,000 for the first year and £125,000 for the
You can claim many of your business costs
trouble-free commute along of tea and chocolate fingers.
second. Dusky Moon is now on target to reach a new
against tax too.”
the corridor from the kitchen time to put on the kettle.
TOP TIP
projected turnover of £250,000 in the first year.
Antonia Chitty
It has been an incredibly exciting few months
Alexander garrett is a freelance writer and editor based in Author of Family Friendly Working
and we have several other products currently in
development - all are innovative and practical,
deepest Wiltshire. fastwords@btinternet.com.
www.familyfriendlyworking.co.uk
helping to solve everyday problems experienced by
young children and their parents.”
eveRY business needs a reason for For example: • the stationery shop could also needs? Consider asking your customers
their customers to buy from them
• a stationery shop could offer a
make sure it offers the most why they buy from you. this will tell you
and not their competitors. this is
free same-day delivery service
comprehensive stock of artists’ what they think your USP is - this may
called a Unique Sales Proposition
for its business customers within
materials in the area - a USP for differ from what you think your USP is.
(USP). Your USP can be identified by
a local area - an effective USP for
local professional or amateur artists. It’s also useful to check constantly
completing the phrase ‘Customers
businesses that need fast delivery. All of these USPs can be effective
what your competition is doing.
will buy from me because my
business is the only...’
• the same stationery shop could
because they are driven by what the
Remember - if your competitors are
Your USP can change as your
offer a 5% discount to businesses
customer looks for when making a
doing the same, your USP isn’t unique
NEED TO KNOW buying decision.
any more.
business or your market changes,
that spend more than £500 a
It’s a good idea to review your USPs
and you can have different USPs for
month - this would be a USP for
regularly. Can you tailor your products or
Ceri Henfrey
different types of customer.
cost-conscious customers.
services to better match your customers’
Alliance & Leicester Commercial Bank
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