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Content

Business


Sales and Marketing



SETTING UP A SMALL BUSINESS

  • Entrepreneurship
  • Starting A Business
  • Marketing A Small Business
  • Financial Control In A Small Business

  • This is about two young people who set up their own high-tech business - and did it their way.

    Alex Eyres and Roxanna Barnard set up Sound Technologies Ltd in 2015. The business supplies and installs audio visual equipment for domestic customers and corporate clients - that includes home cinema, also sound systems. Sound Technologies also installs security systems such as intruder alarms and CCTV systems.

    Although the business text books talk about the importance of making a business plan, including detail cash flow and profit projections, Alex and Roxanna did none of that.

    For a start, they have never required start up finance, therefore no one asked them for a business plan. They did lots of planning, they said, but it was informal, in their heads and by discussion. They feel, in any case, that is far more realistic and useful as it takes on board what's happening in the real world.

    Roxanna says: 'We plan as we go along, in the light of real events. That's far more helpful.'

    Market research, for example: the best market research, they say, is done when you're out there, actually doing jobs for clients. It's also a good way of learning about what competitors are doing.

    Their start up Alex calls a 'soft start up' or a 'soft take off'. It was based on Alex's skills and experience in the field of electronics and sound engineering. They started off doing 'labour-only' jobs for friends and contacts, which they used also a learning platform for the other aspects of running a business.

    Rather than seek a loan, or try to sell shares, they were able to finance the growth of the business out of profits from jobs. 'It was slower that way,' says Roxanna, 'But far safer. It meant that we were always covered financially. We never spent more than we'd earned. It also meant we weren't saddled with interest payments, or having to pay dividends to shareholders.'

    If their route to success has been somewhat unconventional, it's worked for them. And the other disciplines of running a successful business still apply, such a strong financial discipline - that means tight credit control and keeping a firm handle on costs.

    But what about future expansion?

    Alex admits that self-funding may not be always possible, if he wants to continue to grow. In that case we might try to get a loan - in which case we will definitely need a business plan. But the directors are also keen to keep the business within their control, and not to grow too much, at the risk of losing the 'personal touch' with customers and compromising quality.


    DVD / 2020 / 39 minutes

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    GOOGLE: THE TROUBLE WITH SUCCESS

  • The Internet
  • Marketing Strategy
  • Human Resources
  • Corporate Social Responsibility
  • Behaviour Of Multinationals
  • Artificial Intelligence

  • Google has grown from nothing in 1998 to a multinational tech giant. We tell that story, we identify the drivers of success. Founders Larry Page and Sergey Brin didn't want to sell advertising at first - now Google search is a giant advertising cash cow.

    MODEL EMPLOYER We go inside the Googleplex near San Francisco to find the people and projects. Google prides itself on being a model employer, offering great pay and benefits to its staff whose average age is 29. Google encourages its staff to work on their own ideas, funding all kinds of futuristic projects with 'the courage to fail'.

    MARKETING STRATEGY Google has used its enormous advertising revenue to develop into the online media and mobile phone markets - exploiting the converging technologies of internet, mobile phones and media - as well as exploring countless projects in the field of artificial intelligence. Google goes in for 'semi-organic growth', buying other businesses but to make them fit into existing product development teams.

    DON'T BE EVIL? Google says its focus is to make the world a better place. It supports worthy projects in the developing world. But critics say, in the areas that matter, Google acts like any other multinational - in its own interest.

    There have been attacks over tax, data privacy and abuse of dominance. Famously, the founders said 'Don't Be Evil' but have they lived up to the early motto?


    DVD / 2016 / 28 minutes

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    MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • External Factorst

  • Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

    STACK 'EM HIGH… Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people - selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

    THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?


    DVD / 2015 / 27 minutes

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    MARKETING STRATEGY CASE STUDIES: THE STARBUCKS EXPERIENCE

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • Globalisation

  • Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known.

    HOW DID THEY DO IT? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's "their Starbucks".

    GOOD CITIZEN? CEO Howard Schultz talks about creating "a philosophically different business" but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.


    DVD / 2015 / 27 minutes

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    MARKETING, THE: 4 - THE MARKETING MIX: PRODUCT

    An exploration of what most marketers would regard as the most important element of the Marketing Mix: Product.

    PART 1 (15 mins): All About The Marketing Mix: Product. An introduction into the essentials of "product". What is value analysis? How is it done? What is the product life cycle? How can a business extend the life of a product? What is meant by brand extension? Also includes the Boston Matrix as a way of analysing a product portfolio.

    PART 2 (8 mins): Case Studies In Value Analysis. Apple iPad compared to the Panasonic Toughpad. Tesco's Everyday Value range.

    PART 3 (8 mins): Cash Cows, Stars & Dogs: Coca Cola is the cash cow that has funded new products, including "dogs" such as New Coke and Dasani in UK. Apple's come-back cash cow was the iPod, but that has been superseded by iPhone and iPad. McCain Foods' Oven Chips are the cash cow that has funded many variants.

  • Value Analysis
  • Product Life Cycle
  • Product Portfolio
  • Boston Matrix
  • Product Differentiation
  • Brand Extension/Product Extension


  • DVD / 2013 / 31 minutes

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    MARKETING, THE: 5 - THE MARKETING MIX: PRODUCT CASE STUDIES

    PART 1 (7 mins): Extension Strategies: Skoda: how did Volkswagen reinvent the Skoda brand? Famous Failures! How some brands went "a stretch too far", including Harley Davidson perfume, yoghurt from Cosmopolitan magazine and mountain bikes from gun makers Smith & Wesson.

    PART 2 (9 mins): Long Lives, Short Lives, Reincarnations: The Mars bar. What is the secret of its longevity? Cadbury's Fuse went off like a rocket but fizzled out - but Wispa came back from the dead. Lyle's Golden Syrup has hardly changed in 100 years!

    PART 3 (6 mins): New Product, Same Brand: Call Of Duty is the masterbrand for a range of products - critics accuse Activision of "diluting the brand". Activision says: just look at sales! Special Editions is another way of getting new life out of an old product - but for the Queen's Jubilee 2012 not everyone was amused.

  • Extension Strategies
  • Famous Marketing Failures
  • Long Lives, Short Lives, Reincarnations
  • Masterbrands


  • DVD / 2013 / 22 minutes

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    MARKETING, THE: 6 - THE MARKETING MIX: PRICE

    PART 1 (15 mins): Pricing Strategies. Price & income elasticity of demand explained. Also covered: penetration, promotional and premium pricing, with examples. What is meant by "skimming the market" and "price discrimination"?

    PART 2 (18 mins): Pricing Case Studies. The recession and rising costs has hit the catering trade: how does this affect pricing strategies? Innocent Drinks once commanded a premium price, but have new products undermined their usp? 99p Stores have used price as a strategic weapon, and are benefiting from recession. Ryanair had also used price to gain market share and as a brand identifier. Diesel uses its brand image to charge premium prices. But price can have damaging social effects: we look at cheap alcohol sales in supermarkets and energy sector pricing. Is it effectively a monopoly?

  • Pricing Strategies
  • Price & Income Elasticity Of Demand
  • Penetration Pricing
  • Promotional & Premium Pricing
  • Skimming
  • Price Discrimination


  • DVD / 2013 / 33 minutes

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    MARKETING, THE: 7 - THE MARKETING MIX: PROMOTION

  • The Promotional Mix
  • Advertising
  • Direct Marketing
  • PR & Sponsorship
  • Point Of Sale Promotion
  • Above The Line/Below The Line
  • Marketing Ethics
  • Internet v Conventional Promotion

  • An exploration of a key element of the Marketing Mix: Promotion.

    PART 1 (15 mins): Introduction To promotion/advertising. Why do businesses promote their goods? To sell more, of course - but it's not as simple as that. There are different reasons requiring different solutions: a different "promotional mix". In this part we look mostly at advertising, in all its forms including TV, radio, billboards, cinema and press - and also the internet, which now threatens the existence of some of the old media. What does the internet offer compared to older media?

    PART 2 (15 mins): Other parts of the promotional mix. In this part we look at the other elements in the promotional mix (apart from advertising, covered in Part 1): including direct marketing (mail, email & social media), public relations, sponsorship and point of sale. Above the line and below the line: what do these terms mean? Do they apply these days? Marketing Ethics: large companies are very hot on "responsible marketing", but how much is real, how much PR whitewash?


    DVD / 2013 / 30 minutes

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    MARKETING, THE: 1 - THE INTERNET REVOLUTION

    This film explores how technology has driven marketing over the past 50 years, from the golden age of television ads to the internet revolution of today.

    HISTORY: Marketing has been around from earliest times. But it was the industrial revolution which brought mass consumption, mass production and the mass media. In the twentieth century marketing came of age, promising endless growth and prosperity. But the market economy also brought boom, bust and environmental disasters.

    TELEVISION: The 1960s saw the beginning of a "golden age" of television advertising. By the end of the '60s, 80% of the market could be reached through three single commercials in prime time television. Ads for Cadbury and Coca-Cola had a huge impact. In recent years the explosion of TV channels has changed the marketing landscape. But TV remains important. Ads have become longer - 60 second dreams and "mini-masterpieces" for companies like Guiness and Honda.

    DIGITAL MARKETING: The internet now makes possible relationship marketing. Customer service has become an essential part of the "brand experience". The internet allows producers to know more about their customers than ever before - but what about personal privacy? Direct marketing has gone digital - but this creates problems of junk emails and spam. Social networking, twitter, blogs and viral marketing are all vital marketing tools.

    THE DOWNSIDE: The digital revolution gives customers more input into the brands and products they buy. But the history of marketing is one of deception and lies. Is it leading to growing levels of mental illness as people confuse their real needs with things they simply want?


    DVD / 2010 / 30 minutes

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    MARKETING, THE: 2 - THE 4 PS & BEYOND

    The four Ps of the marketing mix - product, promotion, price and place - are still seen as the basis of marketing - but how relevant are they today? Using case studies of companies large and small this film explains and explores each of the Ps.

    PRODUCT: Brompton Bicycle is a manufacturing company based in London. The secret of their success is an iconic product, "hand-built" for its customers. Divine Chocolate makes much of its fair trade credentials - but marketing-wise the product comes first - people won't buy it if they don't like taste. Meanwhile, taxi firm Climatecars sells not a product, but a service - its USP is being green, but quality and consistency are major priorities.

    PROMOTION: Television advertising is still the big promotional tool - but beyond the budgets of many companies. Divine has to target its advertising spending and employs shock tactics - going against the cliché. Another useful form of promotion for companies with limited budgets is pr - public relations. But it's not just the small companies - Virgin has been enormously successful at getting free publicity.

    PRICE & PLACE: "Place" Is WHERE you sell your goods - and this is changing. The internet now makes possible more targeted and niche marketing. For Brompton Bicycle choosing the right dealers is critical. Pricing, too, is key for all companies - and needs careful attention. Market pricing and cost plus pricing are two key approaches. But how relevant is the classic marketing mix these days? Some marketers want to combine the Ps for product and price into a new P - P for the proposition.


    DVD / 2010 / 30 minutes

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    MARKETING, THE: 3 - THE POWER OF THE BRAND

    All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail?

    SUCCESSES: Brands speak to people in a way that products don't - they have a personality, a style. One of the big brand success story is Innocent Drinks. In just 10 years Innocent's sales went from nothing to over £100 million. Meanwhile Coca-Cola has used its brand to conquer the world - despite its product being little different from the competition. But the UK has its own long-lasting brands, too - like Cadbury's. What's the secret of their success?

    SURVIVORS: John Lewis is a good example of how brands can survive - it's a question of keeping true to their core values. But as companies getting bigger, this gets harder. And is there a danger in losing sight of the importance of simply having a good product? Brands can be damaged, too. Did Innocent damage its brand when it sold part of its ownership to Coca-Cola? And what about the spectacular problems of Ratners, BP and Toyota? Some brands go on and on however bad their media coverage - like Coca-Cola.

    THE BIG LIE: Companies like Divine Chocolate have found success through its ethical fair trade image. But ethics are often more about image than reality. Can companies like oil giant BP really claim to be green? And are brands deceiving us in a more profound way - making us believe we're inadequate without them? Psychologist Oliver James believes they're literally driving us mad.


    DVD / 2010 / 30 minutes

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    BODY LANGUAGE IN BUSINESS

    By Richard Mulvey

    20,000 years ago business was a lot simpler; a man could exchange a clay pot for a leg of panther with simple nods and grunts. Business today is a lot harder but we are still using the same gestures and they remain a truer reflection of our feelings than the words we use. In this work on body language in business we explore the gestures we all use everyday and describe their meanings. We focus on how to understand your customers, how to pick out a lie, how to manage an interview or your boss and many other business situations.

  • Know exactly when to Close that Sale.
  • Read the Mind of your Negotiating Opponent
  • Create the Right Impression with your Customers ... Everytime
  • Learn about Body Language in Courtship
  • Defuse Problem Situations
  • Always Identify a Lie

  • Learn how to read minds, defuse problem situations, create an impact, improve your negotiation skills and know exactly when to close that sale. Is that salesman lying to you? Does your secretary really enjoy your company or is she just after a pay rise? These and many more questions are answered in "The Business Guide to Body Language". This presentation is as entertaining as it is informative and shows how an understanding of Body Language can give you an unfair advantage in all human interaction


    DVD / 60 minutes

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    DELIVERING EXCEPTIONAL CUSTOMER SERVICE

    By Richard Mulvey

    Attracting your new customers is only half the battle, for your business to grow this year you need them to come back over and over again. By developing high levels of customer service you will encourage your casual customers to become regulars but having satisfied customers is just not enough and in this work Richard explores the techniques needed to generate "Raving Fans".

  • Turn your satisfied customers into "Raving Fans"
  • Convert "Just Looking" to "Just Buying"
  • Find out how to create just the right "First Impression"
  • Discover how complaints can be positive if managed professionally
  • Make sure your customers always come back for more
  • Help your team develop a passion for your customers

  • How many customers do you lose to bad service each year? Ten? One hundred? One thousand? You will probably never know but every customer lost will cost you hundreds or even thousands of rand in their "life time value". It is never too late to offer exceptional customer service and in this work Richard outlines a step by step process that will help your team keep your customers for ever.


    DVD / 65 minutes

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    DOUBLE UP

    Double your targets and double your results. In this DVD Richard explains how it is possible to double your results without working any harder.

    "Double-Up" Is a programme that will show your sales team how they can produce twice the results without working twice as hard. By using simple techniques mastered by top sales people I will demonstrate what is possible and nobody will leave the session without believing they can do it.

    Topics
    "Double-Up" your prospects
    Set personal and company targets that have "Pizzazz"
    Use 21st Century tools to grow your business
    Work your goals
    Develop expert status.
    Motivate the team to really believe


    DVD

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    GETTING NEW CUSTOMERS / KEEPING THEM FOREVER

    By Richard Mulvey

    If you are going to grow your business this year you will need to be more creative in the way you attract new customers. In this work we discuss the traditional methods of attracting new customers and explore some more creative ways to dramatically grow your business. Once you have attracted customers to your business it is important to keep them and in this work we also explore simple but effective ways to hang on to your customers and keep them coming back over and over again.

  • Understand how Customer Relationship Management (CRM) works
  • Find new customers before your competitors do
  • Discover new ways to attract Customers to your business
  • Turn cold calling into warm calling
  • Double your potential customers in one month
  • Convert casual customers into permanent customers

  • In today's economic climate successful companies know the importance of a successful sales team. Customers are fewer and harder to find and while your competitors are snapping at their heels trying to take them away from you, using the same old techniques will not be enough to stem the tide. There are no shortage of opportunities however and in this work we explore some new ideas that will help you develop your customer base and keep them for ever.


    DVD / 77 minutes

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    HANDLING OBJECTIONS / CLOSING THE SALE

    By Richard Mulvey

    Managing objections and the close are the most important parts of the sale but are so often handled badly. We are not good at closing the sale. In a recent study undertaken by a local security company, salespeople ask for the business in only 34% of the time and this is not unusual. In this work we make the close simple but very effective, and take the lid off all those difficult objections.

  • Learn when to Close and when not to Close
  • Find out how Closing can be fun
  • Learn four steps to Closing any Sale
  • Discover the different types of objection and how to handle them
  • Objections are opportunities, find out how to look forward to them

  • How often do your sales people do all the hard work then forget to ask for the business? How often is a sale lost because an objection is badly handled? In this seminar for sales people at all levels we analyse objections and the close and discuss a few simple rules that will make a big difference to your strike rate.


    DVD / 58 minutes

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    NEGOTIATE A BETTER DEAL

    By Richard Mulvey

    Whether you are negotiating a multi-million rand deal or negotiating with your children to keep their room tidy, we all negotiate every day of our lives. The most modern principles for any negations are the same and in this video we look at vital techniques to help you negotiate winning deals every time.

  • For Buyers wanting a better deal
  • For Employers in negotiation with the union
  • For Employees wanting improved conditions
  • For Managers trying to get the job done
  • And for You every day of your life

  • Whether you are securing a multi-million rand deal or trying to get a salary increase, negotiation is part of our lives and an understanding of the skills involved will go a long way to help you get what you want, when you want it. In this presentation you will learn the art of negotiation and 5 key principles that will guarantee negotiation successes. Richard Mulvey is the author of the highly successful book "62 Ways to Negotiate a Better Deal" and in this work he will give your team practical examples of how the skills work.


    DVD / 65 minutes

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    PRESENTING FOR PROFIT

    By Richard Mulvey

    Presenting your ideas or products to audiences large or small is something we all have to do from time to time, but statistics show that most of us hate it! This work will help you develop your presentation skills and reduce stage fright to a minimum.


    DVD / 72 minutes

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    SELLING FACE TO FACE

    By Richard Mulvey

    Selling is all about understanding your customer's problem and providing just the right solution. It is no longer enough to simply uncover customer's needs however; you have to go beyond Need to Wants and finally Desires if you are going to beat your competitors to the finishing post. In this work we look at the process of managing a customer meeting from start to finish . Creating the right impression, uncovering his needs and the emotional reasons he will buy, right through to the close.

  • Learn how to get Face to Face more often
  • Understand the Psychology behind buying decisions
  • Develop your listening skills
  • Control the conversation using just the right questions
  • Understand the difference between Needs, Wants & Desires
  • Discover the right time to close


  • DVD / 59 minutes

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    SELLING FOR THE SMALL BUSINESS ENTREPRENEUR

    In this 4 DVD set Richard will take you through the process of selling. Starting with identifying new prospects to the close and beyond Richard will help you to understand how sales operas and how to grow your business. There are 16 modules in this set and the total video time is 6 hours.

    The challenge for entrepreneurs and small business owners is that they often have the essential skills to do the work, but fail in the very essential skills of selling their work.

    This training just about selling.

    1 - What is Selling?
    At the beginning we discovered that selling is not about shifting product but about keeping customers coming back over and over again.

    2 - Life Time Value
    We have to treat our customers for their Life Time Value and then they become life time customers and encourage their friends to do the same.

    3 - Cold Calling
    Convert Cold Calling to Warm Calling by finding out as much information as you can in advance of the call.

    4 - Referrals & Networking
    Referrals are the best way to grow your business. Don't wait for referrals to come to you, ask for them.

    5 - Social Media
    Selling is all about forming relationships and so is social media.

    6 - Keeping Customers
    Once you have a new customer you keep them by making close personal friends with them

    7 - Creating the right impression
    You have just 4 minutes at the beginning of a meeting to create the right impression. Make sure you make them count.

    8 - Body Language 1
    Your Body Language is talking for you all the time, make sure it is saying the right things.

    9 - Body Language 2
    Remember ESP!
    E = Get Eye Contact. S = Smile. P = Show the palms of your hands.

    10 - Features Needs & Benefits
    In selling we never sell features, we only sell benefits. A benefit is a feature that the customer needs.

    11 - The Sales Conversation
    The point of the sales conversation is to uncover the customer's needs. To do that we use Open Questions. Once we have uncovered the need we will confirm the need using a closed question and then give the customer confidence that we can fix his problem with a support statement. Finally we will offer our benefit and get agreement that our solution has solved his problem.

    12 - Buying Decisions
    Buying decisions are always made emotionally

    13 - Price
    Price is never the first thing the customer thinks about. If the product or service does not work for the customer, it doesn't matter how cheap it is. The customer cares about value, not price.

    14 - Quotations vs. Proposals
    Focus on your customer's problem and your solution rather than simply selling what you have.

    15 - Closing the Sale
    Always ask for the business. If you don't close you are working for the opposition.

    16 - Summary


    4 DVDs / 360 minutes

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    SELLING OVER THE TELEPHONE

    By Richard Mulvey

    We all use the telephone but how many of us learn to use it efficiently? In this work Richard describes the principles involved in selling your product or service over the telephone, as well as a useful script for making an appointment, techniques to get past the "Gatekeeper", and other ways to use the telephone to help you to close more sales and grow your customer base.

  • Close more sales on the Phone
  • Learn how to make appointments over the Phone
  • Discover how telephone etiquette can improve your strike rate
  • Professionally handle all objections over the Phone
  • Find out how to design scripts that really work
  • Become your company's star telesales specialist

  • We all use the telephone. Even my eight year old can call her friends and make arrangements to visit.(hopefully with parental approval). But how many of us learn to use the telephone efficiently? In this work we describe the principles of selling over the telephone, helping your team to close more sales and grow your customer base.


    DVD / 67 minutes

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    SELLING QUALITY AT YOUR HIGHER PRICE

    By Richard Mulvey

    It is easier to sell the higher priced product but few sales people understand this principle. Price is not the only issue as far as your customers are concerned, value is what matters and in this work we discuss how to get your quality message across to your customers so that you can achieve your premium price

  • Learn how to avoid Price as the major issue in the Sale
  • Discover why it is easier to sell the Higher priced product
  • Increase your strike rate and your Profit Margin
  • Find out how to get across your Quality message

  • Far too often our sales teams see price as the only issue. This is a mistake that can get in the way of developing new profitable opportunities. In this work we will discuss how to get past price barriers, handle price objections, and close more, higher priced sales.


    DVD / 69 minutes

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    SELLING THE DREAM

    By Richard Mulvey

    Customers don't buy products, or even solutions, customers buy dreams. Your customers are dreaming about a better future through buying your products or services. In this work Richard outlines the process of creating and selling the dream that the customer wants to buy.


    DVD / 69 minutes

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    YOU'VE ONLY GOT 4 MINUTES

    By Richard Mulvey

    90% of the impression you make is created in the first four minutes of meeting people. In this training program you will find 5 simple rules that will help you manage those four vital minutes and create whatever impression you want to create.

  • Learn to create the right impression every time
  • Turn every meeting to your advantage
  • Discover how to impress everyone you meet
  • Find out how to manage your own body language


  • DVD / 55 minutes

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