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Monday, 25 February 2019

Why discovering and fixing sales obstacles of your organization is the most effective way to increase its sales?

Reading time: 7 min


Why discovering and fixing sales obstacles of your organization is the most effective way to increase its sales?


My name is Mr. Christian Dillstrom and I have been a global growth hacker for over 10 years. During this time, I have growth hacked 10% of Fortune500 companies and done 113 marketing and sales innovations. Currently, over 350 million of my marketing solutions are active on the Internet.

Also, I have founded and managed 4 global startups as well as consulted over 300 startups and multibillion valued .com's around the globe. Today, over 15-31 million business readers read my articles every month making me the most read business article author in the World since February 2015.

Of all the marketing and sales innovations I have done, the most important innovation is The Sales Obstacles.”

This is an article series in which I shall first explore what sales obstacles are and why removing them is so effective in increasing the sales of any organization quickly and without any additional marketing costs.

After this initial article, I shall publish interview articles of hundreds of interesting business leaders around the globe about how they are dealing with sales obstacles in their organizations.

- - Christian Dillstrom


- - -


WHAT IS A SALES OBSTACLE?
A sales obstacle is the reason why someone who is considering buying from your organization decides not to do so.

Each sales obstacle prevents the sales conversion of your organization from ever reaching 100%.

Unresolved sales obstacle is a voluntary way of donating sales of your organization to its competitors.”


WHAT MAKES MR. DILLSTROM AN AUTHORITY TO TALK ABOUT THE SALES OBSTACLES?
Since the start of my growth hacking career ten years ago, many of my clients felt a pressure of quarterly reports. They anxiously wanted to make sure that they would never fail to meet their quarterly targets.

As a result, they always wanted me to find them new ways of increasing their sales.”

Eventually, I started to feel that instead of constantly hunting and finding more sales for my clients, I should take a step back and understand in a more philosophical, abstract level, where do the sales come from.

That was the moment when I realized the difference between actual and potential sales
and the reasons, which were keeping those two figures apart.”

Today, I am the lead growth hacker of SalesSalvage.com and we are discovering sales obstacles in 131,042,437 organizations, online stores and web sites – in 240 countries [ click here to see them all ]. We can achieve this high volume as we offer sales obstacle discovery as a free service to help organizations take the first real step of growth hacking.

Therefore, I dare to claim that I really know sales obstacles.”


WHY DO THE SALES OBSTACLES MATTER?
Sales obstacles are the cause of a very large difference between the actual and the potential sales of your organization.

Discover and remove the sales obstacles of your organization and its sales will quickly increase as much as those removed sales obstacles caused lost sales. It is as simple as that as you can see in the customer interaction situation examples below:

Online stores: for example, if an online store with $1 million actual annual sales has an industry average checkout rate 25% of its shopping carts, it loses $3 million of its potential annual sales since 75% of its shopping carts are abandoned.

Sales obstacles are the reason why each of those shopping carts is abandoned. Discovering and fixing all the sales obstacles will remove all the reasons why shopping carts are abandoned, and lost sales are converted into actual sales increase.
Physical stores: for example, to find out what the client did not find or like in a store that results in lost sales.

Each client makes hundreds of non-buying decisions while strolling around the physical store and glancing the shelves filled with products.

This information makes it possible to remove the sales obstacles of the physical store of your organization. It increases the sales average per client exactly as much as the sales obstacles are removed.

Products:
for example, find out why a client did not buy the product of your organization, although noticing it and picking it up in a store. Or find out why the client would not consider buying the product of your organization again.

This kind of information will greatly help your organization to increase sales of its products per square feet in stores and to keep or to win that premium shelf location.

Also, this information makes it much easier to successfully launch new products as your organization can learn what it needs to improve or change very quickly during smaller test launches.


Invoices:
for example, to find out from existing clients what the sales obstacles of your organization are, just put a short text in all the invoices of your organization. What if your organization could remove its sales obstacles and increase sales by as much as you remove sales obstacles? Also, what if the invoices of your organization could generate instant upsell?


Web sites:
for example, find out what are the sales obstacles of your organization which result in visitors of your website not filling in the contact request form. Usually only 1 out of 200 visitors leave their details, although they were all thinking of buying from your organization.

Why did the 99.5% of the visitors to your organization’s web site choose not to even leave their contact details?

The same applies to every interaction with a client in which he decides to buy or not to buy from your organization.”


IS SALES OBSTACLE DISCOVERY DIFFICULT?
Like with everything we do, it is not difficult if you have a lot of experience in it. Sales obstacle discovery follows that rule – you can discover all the sales obstacles of your organization if you invest enough time and resources to learn how to do it well.

Another option is to use a service provider. They can do it for you, and they will make the sales obstacle discovery easy and effective for your organization. I recommend using the more experienced service providers as they can usually discover sales obstacles from a large variety of client interaction points.

For example, SalesSalvage.com is discovering sales obstacles in 131,042,437 organizations, online stores, and web sites – in 240 countries, and they can discover sales obstacles from almost any interaction situation and all their sales obstacle discovery points are free.


IS SALES OBSTACLE DISCOVERY EXPENSIVE?
Sales obstacle discovery used to be expensive, but that is not the case anymore. For example, my company, SalesSalvage.com, offers it as a free service.

We are hoping that other growth hacking companies would follow our lead on this, but so far, we are the only ones offering it as a free service.


IS SALES OBSTACLE FIXING EXPENSIVE?
That really depends on what it takes to fix each discovered sales obstacle in your organization. Some sales obstacles are very easy and low cost to fix, and some might require major changes in your organization's current processes.

It really comes down to cost-benefit calculations – some sales obstacles are not worth of fixing, but that’s rarely the case.


IS THE SALES OBSTACLE FIXING AN ENDLESS TASK?
To be honest – yes, it is. Offering of your organization changes, what your clients want changes and even offerings of your competitors’ change. As a result, new sales obstacles will turn up due to these changes.

One good thing about fixing the sales obstacles is that they will increase sales of your organization. Of course, not fixing them means that your organization will keep on losing sales.


IS THERE A POINT IN FIXING SALES OBSTACLES FOR LOW-VALUE PURCHASES?
Usually yes, as in almost any case, a sales obstacle doesn't affect just a single buyer, but hundreds or even thousands of potential buyers of your organization. Also, sales obstacles do not disappear until your organization removes them.

Therefore, even the low-value purchases can make a difference in sales of your organization.”

For example, if a $10 purchase is lost for 50 potential buyers per day due to a sales obstacle, in three years the worth of lost sales is $547,500. And that's just a single sales obstacle – 20 such obstacles mean lost sales worth of almost $11 million in three years.


DOES SALES OBSTACLE FIXING REQUIRE ADDITIONAL MARKETING INVESTMENTS?
No, it does not. By fixing sales obstacles your organization will just receive more sales out of its current marketing investment.

As a matter of fact, a ROMI (Return on Marketing Investment) ratio of your organization goes up as your organization removes its sales obstacles.


HOW TO GET FULL BENEFITS OF FIXING THE SALES OBSTACLES?
Although the benefits of fixing the sales obstacles don’t require additional marketing investments, you should utilize the improved ROMI so that the amount of your profit can be further accelerated.


For example: If the organization has a sales conversion of 20% with marketing costs of $100,000 generating sales worth of $200,000, they are left with $100,000.

If the organization discovers and fixes the sales obstacles and increases their sales conversion to 30%, the same $100,000 marketing investment leaves them $200,000 – an increase of 100%.

Now they can triple their marketing investment to $300,000 and they are left with $600,000.”


WHY WOULD CLIENTS TELL ABOUT THE SALES OBSTACLES?
Clients love to tell about the sales obstacles as they feel at least a bit disappointed because their intent to buy from an organization fell short due to that sales obstacle. Telling about the sales obstacle reduces their disappointment.

Also, clients love to help to solve problems if they feel that they can make a difference – empower your clients and they will love to help you out to increase the sales of your organization.

Today, paying them for their efforts benefits your organization to be able to sell more. Therefore, every sales obstacle reported to SalesSalvage.com can win the latest iPhone.

Customers feel that a prize draw is a sought-after form of payment for their efforts.”

Lastly, remember to make it very easy in all media. Most clients dislike filling in forms. Rather add a human contact for reporting the sales obstacles as we do in Salessalvage.com.

So, it is easy to discover sales obstacles from clients – your organization just needs to follow those four rules or use the sales obstacle discovery service that follows those rules.


IS IT POSSIBLE TO PROFIT INSTANTLY FROM THE SALES OBSTACLES?
Yes, it is, if your organization or the service you use, sends its sales obstacle reports to mobile phones of preset persons in your organization immediately when it is received.

That makes it possible for employees of your organization to try to save the sales it just lost.”

Thus, that is the optimal moment to offer those clients upsell offers related to what they are interested in right now. Sales conversion of such upsell offers is very high.


WHAT ARE THE BEST PLACES TO DISCOVER THE SALES OBSTACLES?
I have learned that the best way to discover sales obstacles is to give every client a possibility to report them wherever they face anything that hinders the client's buying experience.

Otherwise, your organization is banking on those clients who feel a long-lasting urge to remember its sales obstacles and to report them to your organization when it is convenient for it. Good luck with these rare to find diamond-grade clients.

I think these are the best places to discover sales obstacles:”


Offline store: shelf edge sticker or notice, store department wall sticker or notice, checkout counter sticker or notice, cash register receipt notice, printed notice, shopping bag text, window sticker or notice

Online store: page border tab at web page, clickable link, plain text online message, package, packing tape, printed notice on the package, packing list, paper invoice

Web site: page border tab at web page, clickable link, plain text online message

Social media: clickable link, plain text social media message

Email: clickable link, plain text email message

Invoice: plain text unclickable message, clickable link

Brochure: plain text unclickable message, clickable link

Flyer: plain text unclickable message, clickable link

Online advert: clickable link, plain text online message

Printed advert: plain text unclickable message

Product: product packaging sticker or text

Service: wall sticker or notice, checkout counter sticker or notice, cash register receipt notice, shopping bag text, window sticker or notice

Clothing: clothing tag sticker or text, printed notice

Accessories: accessories tag sticker or text

Restaurant: wall sticker or notice, menu sticker or text, table sticker or notice, cash register receipt text

Cafe or pub: wall sticker or notice, menu sticker or text, table sticker or notice, napkin notice, checkout counter sticker or notice, cash register receipt notice

Waiting room: wall sticker or notice, table sticker or notice

Event: ticket text, wall sticker or notice, plain text unclickable message, program text

Shows: ticket, wall sticker or notice, program text, seat sticker, plain text unclickable message

Sports venues: wall sticker or notice, program text, seat sticker, checkout counter sticker or notice, cash register receipt text

Transportation: wall sticker or notice, seat sticker, window sticker, plain text unclickable message


As you can see from the list above – every place or media where clients face your organization is a good place to offer them a possibility to report a sales obstacle.

If your organization uses the service for sales obstacle discovery, make sure they can cater enough different kinds of discovery points for free or at least for a very low cost.


CONCLUSION:
WHY DISCOVERING AND FIXING SALES OBSTACLES OF YOUR ORGANIZATION IS THE MOST EFFECTIVE WAY TO INCREASE ITS SALES?
Since your organization already has the clients with the intent to buy but who did not complete their purchase – just discover their sales obstacles and remove them by fixing them and the sales of your organization will increase. It is as simple as that – and very effective.