In 2010 Yellow Pages Group spent $225-million to buy rival Canpages Inc. Since then, it has continued to operate the two as a separate businesses. Recently, Yellow Media has said it is time to eliminate overlap between Canpages and Yellow Pages, and has recently cut jobs.
A former employee of a Canpages office in Barrie, told the Barrie Examiner, “It really came as a total shock. I just sold a $10,000 contract on Friday, and now it’s closed. I feel really bad for the customers who were counting on us.”Customers are now being pushed toward what the Yellow Pages Group calls its “Yellow Pages 360 Platform”. This is a package that combines a phone book listing with an online listing on Yellowpages.ca, SEO packages to help the online listing get found by customers and the creation of a Web page.
What is going to happen to Canpages customers?
What about the people who just spent money with the company?
These are questions we will have to wait to find the answers to, because “details about what is next haven’t been announced.”
We have all heard about the power of testimonials in the sales process. Prospective clients are interested in what other people say about your product or service, and tend to trust reviews from outside of the company. Any time you can get a client of yours to tell their story in relation to your product or service, it can help you to sell.
There are three components to an effective testimonial:
1. What problem did they have that your company helped resolve?
Ask your client to describe the particular problem they were experiencing, what it was like living with that problem and how it negatively impacted their business.
2. How did they come to be connected with you and how did the sales process go?
Did a sales person contact them? Did they find you online? Through word of mouth? Get them to qualitatively comment on how the sales process went.
3. What is it like now that they have your product or service? How were you able to help them and provide a solution to their problem?
Have them specifically state what has changed in their business since they have been using your product or service. Ask them to discuss the solution and how they have benefited from your services.
These three pieces of information will generally ease any apprehension a prospective client my have about how your product or service will benefit their business.
Testimonials are a great way to build trust with prospective clients. Hearing from a friend that you have a solution to their problem is a softer way to sell.
Many people have different opinions and ideas when they are asked the question, “what do you think is the most important part of business?”
Mike Hardwicke-Brown, V.P. Inside Sales at CityDirect.info, believes that sales are the most important part of business. “Sales is the heart of every business. It pumps the life blood (cash) to the necessary parts of your organization so it can continue to function, grow and prosper. From Starbucks to your corner coffee shop, no business survives without selling a product or service,” says Mike. He believes that, “before you can sell you need to have people to sell to, and before you can have people to sell to, they have to know about you. Once they know about you, you need to have a sales strategy in place that converts as many prospects as possible into customers.”
“Lets face it, we all have different motivations for being in business, but at the end of the day, none of it is possible without cash!”- Mike Hardwicke-Brown