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> > I N D U S T R Y
S O A P B O X
S N I P P E T S
THEIMPORTANCEOFUP
ARE YOU READY?
Onemoremonth,onmorepayday
SELLING
(ifyou’remonthly)andonemore
issueofPixelbeforeChristmas!Look
BY CHRISTINE KNOTT OF BEYOND THE BOX outforDecember’sbumperissue,in
betweenwritingyourcardsand
Howgoodwoulditbetoincrease externalinformationsources,orsimply stickingupthetinsel,becauseit’s
the‘value’ofeachcustomerthatyou whattheypresume. Quitesimply‘we goingtobepackedwithspecial
sellto? don’tknowwhatwedon’tknow’.If featuresaswellasnewsand
Ifyouhadanaverageof100 yourcustomerdoesn’tknowwhatis comment.Don’tforgettoenterour
customersperdayandyouwere availabletohim,hecan’tasktobuyit. competitionstowinaMoonDVDor
abletoincreasetheirvaluebyjust Thesecretofupsellingisincreatinga ahelicopter!
£10,that’sanadditional£1000 levelofinterestwithyourcustomer Thiscaneasilybeidentifiedby:
throughyourtill! aboutahigherpricedproduct.Your askingrelevantquestions,
Remember,upsellingisonly roleistointroducetothem,ideasthey puttingsuggestionstothem
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acceptableifitwillbenefitthe maynothavepreviouslyconsidered, pickingupontheneedstheyhave
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customer.Upsellingforthesakeof ideasthatwillsparktheirinterest alreadyrevealedtoyou
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increasingthetill’sweightwillsoon becauseitcouldpotentially: listeningcarefullyforanypieceof
resultinareputationofpoorservice a) savethemtime information(nomatterhowsmallor CONTACTS &
andhardnosedsellingwhichisnot b) savethemmoney large)thatwillgiveyouabetter
CREDITS
welcomedbythecustomer. c) deliverbetterresults understandingofneedstheymay
Quiteoftenacustomerwillvisita d) appealtotheirpersonalneeds haveinthefuture,orofadesireto EDITOR
storewithapreconceivedideaof ofwantingtoownthelatest ownsomethingiftheyknewofits
LauraKnight
Tel:01323433701
whattheywant.Theycouldhave technologyorfashion. existence.Itcouldbenew l.knight@parkview-publishing.co.uk
basedthatinformationontheir Todothissuccessfullyyouneedto technology,afeature,adesign,a
EDITORIAL ASSISTANT
currentmodel(ifit’sareplacement), knowwhatwould‘sparktheirinterest’. productorevenacolour. JulieEl’Roubi
Tel:01323433706
julie.er@parkview-publishing.co.uk
Emails - The Law
LEGAL BRIEF PRODUCTION MANAGER
ClareFermor
Tel:01323433700
clare@parkview-publishing.co.uk
SUBSCRIPTIONS
Anycompanytradingwiththepublicoranother deliveredtothewrongrecipient,aconfidentialitynotice
JulieEl’Roubi
Tel:01323433706
businessisobligedtoensurethatanyonewhohas maywellgiveyouabetterchanceofstoppingthe julie.er@parkview-publishing.co.uk
dealingswiththecompanyknowsthecompany'sfull recipientfromspreadingtheinformationandmayallow
ADVERTISING
legalidentity.Thisarticlesetsouttheinformationwhich youtorecoverdamagesfromhimifhebreaches LeeMansfield&SimonSkinner,
islegallyrequiredtobeincludedinthebusinessemails confidence.
RobCollyer
Tel:01323411601
ofretailcompaniesandalsomakesrecommendations Atypicalconfidentialitynoticewouldstatethat"the
aboutothertypesofdisclosure contentsoftheemailareormaybeconfidentialtothe
MANAGING DIRECTOR/
PUBLISHER
which,althoughnotmandatory,arestrongly intendedaddressee".Thenoticewouldalsoaskthe LeeMansfield
recommended. unintendedrecipientto"deletetheemailwithout
ParkViewHouse,19TheAvenue,
Eastbourne,EastSussexBN213YD
Acompanyisrequiredtodisplayitsregisteredname, copyingit,disseminatingitorusingitinanywayand Tel:01323411601
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SimonSkinner
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itsbusinessemails.Ifyourbusinessemailincludesthe emails.Mostdisclaimerstendtobeindustryspecific. simon.s@parkviewmedia.co.uk
nameofadirectorofthatcompany,otherthaninthe Therearehoweversomegeneraldisclaimers,an
MEDIA DIRECTOR
textorasasignatory,theemailmustlistthenameof exampleofwhichisonethat"disclaimsliabilityforany LindaGrace
everydirectorofthatcompany. lossordamagecausedbysoftwareviruses".Greatcare
Tel:01323433704
Theinformationlegallyrequiredtobedisclosedmustbe needstobetakenwhenusingbusinessemailsnottobe ACCOUNTS
visibletothenakedeye.Itshouldbenotedthatfailure seducedbytheinformalityofemailcorrespondence.
CarolineMorley
Tel:01323433703
tocomplywiththislegislationmayleavethecompany Yourbusinessshouldhaveinplaceanemailpolicyto caroline.m@parkview-publishing.co.uk
andeveryofficerormanagerindefault,liabletoafine. reducethechancesofthebusinessbeingliablefor
PRINTERS
Aswellastheabovemandatoryitemswhicharelegally defamationorenteringintoacontract TheGhyllPrint,Heathfield,
requiredtobeinyourbusinessemails,itisalsowiseto withoutintendingtodoso.Asaruleof
EastSussex
includeaconfidentialitynoticeandadisclaimer.Should thumb,ifyouwouldn'tputitinaletter
Nopartofthismagazinemaybereproducedbyphotographic,electronicor
mechanicalmeansorstoredinaretrievalsystemorrepublishedinanyform,
withoutthewrittenpermissionofthepublishers.©2009
anemailcontainingconfidentialinformationbe don'tputitinanemail.
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