Sell it in English 14/2021 (february-april)

Sales Pro Magazine no. 14/2021 - How much does your client cost?

How much does your client cost?

Have you ever asked yourself: How much does my client cost? To know the answer, you need to calculate the so-called CAC (Customer Acquisition Cost). If it is too high, the company will start to incur losses, even if it constantly acquires new customers. However, CAC is not the only indicator that is worth tracking - CLV, or Customer Lifetime Value (customer value in the long term) is equally important. How can you calculate both indicators and why not knowing them is one of the biggest mistakes a sales manager can make? I invite you to read the Grzegorz Kubera's article How much does your client cost?”.

Another question any sales manager would like to ask is: How can I increase my sales without losing my margin? Knowledge of business and commercial mathematics may be very useful for this task, not only when it comes to the boss, but above all when it comes to their team. In particular, it is crucial to control the salespeople’s natural tendency to grant discounts to customers who hesitate before buying. More on this subject you’ll read in the article by Małgorzata Warda.

During a pandemic, many of us succumb to emotions, especially negative ones, much faster. As a result, it is much easier for conflicts to escalate - both in the relationship between the boss and their employees and between sellers themselves. How do you not exacerbate the situation and not to threaten the cohesion of a team? I highly recommend Katarzyna Muzyczyszyn’s article How to avoid escalating conflict in tense situations”.

PDF download is available for logged users only. Log in or select best subscription option here.

Log in Order a subscription Buy PDF Buy a printed edition

Articles

no. 14/2021

How much does your client cost?

How much does your client cost?
  • What is the CAC (Customer Acquisition Cost) index?
  • How do we calculate it?
  • What other indicator is it related to?
Read more
no. 14/2021

How to increase sales without losing margins

How to increase sales without losing margins
  • How is knowledge of business mathematics useful for a sales representative?
  • How do promotional discounts affect profitability?
  • What’s the difference between a margin and a mark-up?
Read more
no. 14/2021

Make your client feel special!

Make your client feel special!
  • What can we do to make our client feel like a VIP?
  • In what situations is individual treatment particularly important?
  • How should we react when a customer treats a salesperson poorly?
Read more
On-line only no. 14/2021

Referrals and recommendations

Referrals and recommendations

Winning over new customers from the referrals of regulars should be a component of every successful business. There is no more valuable form of promotion for a product or service than a recommendation from a satisfied customer.

Read more
On-line only no. 14/2021

How to discourage customers: 5 most common mistakes in email marketing

How to discourage customers: 5 most common mistakes in email marketing

It is very easy to send an email offering your products. After all, a database, a product and maybe an eye-catching graphic design is all you need to encourage the user to click on the newsletter. Wait a minute, is it really that simple?

Read more
On-line only no. 14/2021

A Blueprint for Success of Your Email Marketing Campaign

Just a few years ago our email boxes were bulging with hundreds of ads, spam and other messages, and we usually paid little or no attention to their content. It seemed that email was passed its prime, and that this innovation would soon become a thing of the past. However, instead of marginalisation there came transformation.

Read more
On-line only no. 14/2021

Future proof your staff

Future proof your staff

Ongoing digital disruption is changing the skillset required by finance and accounting professionals. How can employers provide the right training?

Read more
On-line only no. 14/2021

Effective e‑mail marketing: from lead‑nurturing to storytelling

Effective e-mail marketing: from lead-nurturing to storytelling

Nowadays, traditional e-mail marketing is not sufficient to reach customers and encourage them to make a purchase, it is also necessary to personalise and automate communication. But how can we increase sales using lead nurturing and marketing automation?

Read more
On-line only no. 14/2021

A customer relationship template

A customer relationship template

The quality of our communication with our customers is often a factor in their decision to choose our products instead of our competitor’s. Maintaining a positive relationship between the company and the customer remains a significant challenge. We can make this task easier by using a visual relationship template to explore new methods of communication between each party, at all stages of the sales...

Read more
no. 14/2021

Project management methods for a sales manager (Part 1. Waterfall)

Project management methods for a sales manager (Part 1. Waterfall)
  • What exactly is project management?
  • When does an organised, project-oriented approach become essential for a sales team?
  • What project management tools may be useful for the sales department?
  • When closing a meeting, how do I make sure that everyone feels motivated and understands what they’re supposed to do?
Read more
Open access no. 14/2021

Whom should I sell to first?

Whom should I sell to first?
  • How can you choose the most promising clients?
  • Where to look for new customers?
  • Why should you prioritise your regular clients?
Read more
no. 14/2021

How to stop complaining and start taking action

How to stop complaining and start taking action
  • What complaining comes from?
  • What complaining can lead to and what it takes away from us?
  • What can help you start taking action on a daily basis?
Read more
no. 14/2021

Effective upselling and cross‑selling

Effective upselling and cross-selling
  • How do we implement effective upselling and cross-selling to increase turnover and also increase customer satisfaction?
  • Why are cross-selling and upselling sometimes ineffective?
  • What should managers teach salespeople so they can effectively cross-sell and upsell?
Read more
no. 14/2021

How to avoid escalating conflict in tense situations

How to avoid escalating conflict in tense situations
  • What could cause conflicts during a pandemic?
  • How to help employees deal with uncertainty?
  • How to prevent conflicts in the workplace?
Read more
no. 14/2021

When regular clients start to leave...

When regular clients start to leave...
  • Why is a satisfied client different from a loyal client?
  • What can weaken client loyalty and make client leave?
  • Could the price be the reason why clients leave?
Read more
no. 14/2021

"Why did you choose the competition?"

"Why did you choose the competition?"
  • What are the main reasons clients decide to choose the offer of your competitor instead of your offer?
  • How to ask clients about the reasons for their decisions?
  • When not to ask?
Read more
no. 14/2021

"I have to try it first!"

"I have to try it first!"
  • How do you refuse when client asks for a free service?
  • How can you say a polite "no" to the influencers and bloggers who want to get your products/services for free?
Read more
no. 14/2021

Mistakes that cost us our best employees

Mistakes that cost us our best employees
  • Why every manager should know about talent psychology?
  • How a good manager should react to employees’ failures?
  • Why equal treatment of employees is so important?
Read more
no. 14/2021

What expenses should sales departments cut first?

What expenses should sales departments cut first?
  • Why is employee training key during a downturn?
  • How can we cut costs without demoralising our employees?
  • Why is knowledge of business mathematics more important in a downturn?
Read more
no. 14/2021

"Boss, I can't handle it..."

"Boss, I can't handle it..."
  • How should you react when an employee reports that they can’t handle their workload?
  • Why it’s a good sign when employees admit it themselves?
  • How to find the source of the problem and eliminate it effectively?
Read more
no. 14/2021

"Help, somebody get me out of here..."

"Help, somebody get me out of here..."
  • How to organise meetings that no one wants to get out of?
  • Whom not to invite to meetings?
  • How long should meetings last?
Read more

Advertisement

Privacy cookies

By Further active use of the Website (viewing content, closing the message, clicking links on the page) without changing the privacy settings, you agree to the processing of personal data by EXPLANATOR and partners in order to provide services in accordance with Privacy policy. You can specify the conditions for storage or access to cookies in your browser.

Service Purpose of use Enabled
Cookies necessary for the website to function You cannot disable these cookies, as they are essential for the website to function properly. These cookies also store the cookie settings you have defined. YES
Analytics cookies Cookies that make it possible to collect information about the way a user uses a website in order to optimise its functioning and adjust it to the user's expectations. Information collected by these files do not identify any particular user.
Marketing cookies Cookies that enable us to show you marketing content tailored to your preferences, and to notify you of marketing offers that match your interests, including information about the products and services of the site administrator and third parties. If you choose to delete or disable these cookies, advertisements will still be displayed, but they may not be relevant to you.