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Increasing revenues, focusing on customers and building a brand

Increasing business revenue is a constant challenge made even tougher by competitive pressures, cash-flow challenges and other constraints such as time. However, as with other business skills, selling well is the key to weathering difficult times. Selling allows you to invest in products, resources and processes that enable you to sell more. This is especially the case during a downturn when the scarcity of one resource ― such as customers to generate revenue, or capital to invest in enhanced sales systems ― makes selling, and increasing revenue, difficult.

This series of toolkits explains how to focus on customers, sell more effectively and find other ways (such as pricing) to increase revenue while controlling costs.

Titles in the series

• Brand Building
• Building Customer Loyalty
• Competing for Business
• Developing a Market Entry Strategy and Product Launch
• Leading a Customer-focused Organization
• Marketing and Market Planning
• Pricing
• Relationship Management and Client Engagement
• Selling and Sales Techniques

About Leadership Checklists

Each toolkit (or checklist) is typically 10-20 pages and includes the following sections:

• Overview and benefits – what it is and why it matters
• Action checklist – the core: what to do and how to do it
• Things you can do – practical ideas and insights to ensure success
• Dos and don’ts – quick guide to the essentials
• Avoiding pitfalls – how to ensure success and avoid mistakes
• Key questions – designed to stimulate thinking and identify areas for improvement
• Further action – work-based suggestions to enhance skills and success
• Further information – details of books, organizations and online sources

Our writers not only bring top-level practical experience but also inquisitive minds, a dislike of jargon and fads, and the ability to write for leaders.
Brand Building
The value of a brand lies in the understanding and trust that customers receive. This toolkit explains how to develop a strong, distinctive brand.

Relationship Management and Client Engagement
Client engagement is the context in which successful customer relationships are developed. This toolkit explains the principles of client engagement and managing client relationships.

Building Customer Loyalty
There is no quick fix for customer loyalty – you will only succeed if customers see your product or service as offering excellent value for money. This toolkit explains how to build customer loyalty.

Competing for Business
Being competitive enables you to sell more goods or services, but it also means that you can gain greater flexibility in the market. This toolkit explains how to develop the competitiveness of your business.

Marketing and Market Planning
This toolkit explains the essentials of marketing and market planning.

Developing a Market Entry Strategy and Product Launch
Developing new markets is an invaluable way to build a business – this toolkit explains how.

Leading a Customer-focused Organization
This toolkit explains how to build customer focus in your organization.

Selling and Sales Techniques
Professional selling means finding out what a customer wants and presenting a solution that fits. This toolkit provides practical techniques to increase sales revenues.

Pricing
Pricing is a major source of competitive advantage – this toolkit explains how to set a competitive price for your product or service.

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