company you work for at present, sooner or later you will see that only those who can run and participate in meetings, make presentations, solve problems

and negotiate in English will survive and succeed. Even if your company does not currently use English as its language of communication, all that is needed

is for another multi-national to buy out your firm and all this can change over night. How would you feel? Would you be ready to suddenly switch to English

as the day to day language of business for emails and reports? What if your company suddenly decides that they really need to concentrate on exports. Up until

now you have been responsible for your home market, but suddenly you are looking to lead a sales campaign with foreign clients, and everything must be in

English! Clearly, it would be a good strategy to keep ahead of the game and start to prepare for this possibility right now.

There are lots of cheap and easy things that you can do to improve your English language skills immediately. I want to tell you these right now so that you

can start to get ready to work in English in this ever increasing global market. Even if you don’t think you need to improve your business English skills,

your line manager or HR Director will love you for sharing these tips with them:

1              Make friends with a native speaking English person – There will always be at least one native UK, US or Australian English speaker living in any one

town in pretty much every country in the world. Most probably they are a student or young person in their first job. They will be feeling a bit lonely and

won’t have much money to spend on food and entertainment. Ask around your friends, family and colleagues, somebody will know a native English speaker! They

would be delighted to be invited round to your home for dinner and to speak in English with you the whole time. In this way you have started to make speaking

and communicating in English feel more natural to you and your family and you’ll all learn so much about British or American culture. You’ll also make a

friend for life.

2              Start an English speaking breakfast or lunch club – Why not get together with other colleagues from your company before work in the morning or during

your lunch break and agree to speak in English only the whole time. You can bring in newspaper and magazine articles in English to discuss together to give

the session more structure. Maybe even invite your new English speaking friend along as a special guest. Just by speaking together you will become more fluent

and will learn new vocabulary whilst activating the passive vocabulary that you already know.

3              Watch a film (DVD) in the original language – Try watching one of your favourite films in the original English that it was filmed in instead of

just the “dubbed” version in your own native language. To make this more effective and to provide you with help should you get lost, make sure that you also

switch on the English subtitles when you select the language before you start to watch. In this way you will get a second chance to understand AND you will

also certainly learn some new phrases and vocabulary at the same time.

4              Use the many resources provided by the BBC website – If you Google the bbc, then search under English language on the site’s internal search function

you will quickly and easily find a great many excellent resources to help you improve your pronunciation, increase your vocabulary, improve your listening

using real radio broadcasts and even tv programme excerpts. This is a fantastic self-learning website that even contains full business English language courses

like: “Talk About English”, “Talking Business”, “Welcome to London” and much much more. And it’s all absolutely free!  

5              Ask your company to sponsor you to take an English language course – If you are worrying about how you will manage if the company suddenly needs to

operate in English, then the company itself will also be aware of the need for their staff to improve their business English skills. Why not approach your

line manager or HR Director to present your company wide strategy (see above) to assist all staff to improve their English language skills? You could then

suggest that there is no real substitute for taking an English language class with a reputable language school. You could then volunteer to be the first

person from the company to research the different schools out there and try out a short course with the preferred provider. You will agree to attend each

and every lesson and then report back on your progress. The company might then want to part sponsor other members of staff to take the same course. You could

also volunteer to research the various Government or Local Government subsidies available to pay for corporate training in your country or area.

It’s amazing what you can achieve when you understand the need and are fully dedicated to making something happen. Why not use the above ideas to draw up an

action plan now? Both you and your company will stand to benefit immensely!

The answers are all here. Just click through to enjoy this excellent e-book all about leadership:

click through to enjoy

Every business owner without exception has their own “Acres of Diamonds” right in front of them.

That goldmine is your existing customer list.

It’s a sad truth, but most business owners spend a lot of time, effort, and money searching for ways to get new customers, when really their best and most easily realised source of business is already there, in the form of their existing customers.

Someone who’s bought from you before has already got over the “hump” of distrust and scepticism. In short, they like you, they trust you, and they presumably had a good experience doing business with you.

These are the people who can bring you all the financial freedom you need – if you’re willing to communicate to them effectively.

So here’s a foolproof way to get more business, TODAY (everyone I know who’s done this has got more business as a result).

1. Go over your customer records and make a list of the top 20% of customers, those responsible for 80% of your profits. We’re going to use the 80/20 rule in your favour.

2. Now pick up the phone and call them, and ask them what they need. Don’t try to sell them anything — just ask them what they need. Ask the question, then just listen.

3. When you’ve finished the call, go to work and find at least 3 ways of giving them what they need. You can provide it yourself or you can team up with related businesses. Then call them right back and tell them what you’ve found. Here’s what you say: “Hi, I was just thinking about our conversation the other day, and I’ve found 3 ways I can solve this problem for you.

4. Be aware, some of these people you won’t have to call back because you’ll get some business right there on the phone in the first call.

Try it. It works. I can assure you that every single business owner complaining about the economy is NOT doing this.

And it works because you’re coming at the problem from their direction. In these economic times, everyone seems to be thinking of themselves, and the emphasis is on selling, selling and more selling.

But by asking them about what YOU can do for THEM, by SERVING instead of SELLING, you’re immediately different and better than everyone else out there.

This is just one of dozens of ways to improve the Marketing of your business. But it’s one of the easiest, it’s free and it will bring you instant additional income.

 One thing I’ve noticed about a lot of my colleagues over the years is how they fall broadly into two groups:
1          those who think this marketing thing is a good idea

2          and those who think this marketing thing is a good idea… and then actually TAKE SOME ACTION

Many people spend so much time thinking about and analysing what they should and shouldn’t do to improve their business, they replace ‘Action’ with ‘Analysis.’

So here’s a foolproof system you can use to kick-start your marketing and avoid the “analysis paralysis”. Believe me, no matter how many good ideas you have swirling around inside your head, not one of them is worth a cent to you until you actually take action on it!

1          Make a list of your top 7 marketing ideas

These are the 7 different things you think have the best chance of working for you. Bear in mind you cannot possibly KNOW for sure until you test, so let go of any fear of “failure” you might have.

Remember, in marketing there is no such thing as “failure”. There is only a result. And this is why I test small – no more than 1000 mailed pieces to a list and only one run of an ad, until I have some actual statistics on how it performs.

2          Make sure you complete

Start working on the first idea and stick with it until you’ve either completed it or you can go no further.

Then move onto the next one on your list.

The trick here is to stick to the 80/20 rule: if you think it’s going to take you 20 hours at the keyboard to write the perfect copy for your website, the truth is you’re going to have it roughly 80% “right” after the first 4 hours.

The remaining 16 hours you work on it are largely a waste of your time, because they’re responsible for such a small return.

So, decide how long you think it’s going to take you, and then whatever you’ve got after, say, 25% of the time, you run with it. Get a kitchen timer, set it, and be strict with yourself.

3          Don’t waste time trying to work out whether something will or will not work

A lot of people love meetings. Sitting around tables with staff and managers and listening to hours of mass debate about whether a certain strategy will work or not. I’m sure that some of these companies will still be having the same discussion in 5 years time. If they survive that long. Remember, being great at marketing is not about trying to predict the future.

It’s about testing new methods and finding what works best. And wealthy business owners know it’s also about finding out what does not work so you can move on to the next approach.

4          Don’t do things one at a time

If there are three new things you want to try to get more customers, do them all at the same time. It will triple your effectiveness because you’ll get the results so much faster. We’ve been conditioned to do things one at a time. That’s boring and ineffective. Life’s too short.

So take action. Take massive action and do it all at the same time. This will make you so much more effective than the competition. Happy Marketing!

Did you know that the less than 1% of people who visit a typical website actually buy something from that site or make contact with the business? Yes. Less than 1%!

In other words, if your website is typical (and I really hope that it isn’t) then 99% of people who visit are going to leave – and will never come back.

Imagine owning a shop where 99 out of 100 people who come in, walk out again without buying from you. How depressing would that be?

Well here’s the good news. There’s a simple step you can take to ensure that 10%, 20% or more of the people who visit your site become either customers or potential customers. And it’s a simple change that will ensure your website is never boring.

This method also takes advantage of the most important shift in Internet Marketing this decade. Read on – your website may never be the same again….

Do It Differently, Do It Better – Give’em Something For Free!

The secret to having a successful website today is – Do not make selling your products or services the prime purpose of your website.

Sounds strange? Well here’s what you need to know.

In the early days of the internet, we all thought that the purpose of a business web site was to sell stuff. The idea was – people would come to our site and then either order online or contact us by phone or email to become customers.

Nice idea – only trouble is, for 9 out of 10 businesses, it doesn’t work. Why? Because as we know, people ‘surf’ the web. People don’t visit websites, stopping each time to make a purchase or make contact and then move on to the next one. They ‘surf’ the web. That’s why it’s called surfing.

How many times have you seen a website that might be of interest to you. You promise yourself you’ll come back to it – and within seconds of you moving on to the next site, you’ve forgotten about it forever.

Of course there are rare exceptions (Amazon etc) and we can all get SOME online sales and contacts – but if 99% are leaving your shop without buying, you’re losing out big time.

So, if you’re not going to use your website primarily to sell stuff, what are you going to use it for?

Instead of using it to SELL people stuff. Use it to GIVE people stuff.

Let me repeat that. Because if you really get this ….your internet strategy can be transformed.

Instead of using your website to SELL people stuff. Use it to GIVE people stuff.

People Don’t Buy From Strangers Anymore!

There has been a quiet revolution among the world’s great internet marketers in recent years. That revolution has been a shift from websites where the prime purpose is to sell products and services, to websites whose prime purpose is to BEGIN A RELATIONSHIP with people visiting.

Think of it like this. Your biggest challenge when people visit your site isn’t necessarily to clinch the sale. Your biggest challenge is to begin a relationship with them before they move on to the next site.

Implement And Take Action Now!

So how do you apply this principle to your website? I strongly suggest that you test making the prime purpose of your website to get the contact details of visitors so that you can begin a relationship with them. Once you have their email address and permission to contact them you can send them great information in a series of emails that will almost certainly lead to many of them becoming customers.

To get their contact details you need to GIVE them something. Something of real value. That could be a newsletter, but it’s not enough just to offer a basic newsletter. Be crystal clear that in the newsletter they’re going to get information on your core subject that has a real value to them.

Ideally, go beyond a newsletter. Newsletters used to be great but now they’re regarded as boring. Offer people a free report with some precious information. Or a CD. Or a sample of what you offer.

Remember, you need to make an offer so compelling, the casual surfer is persuaded to stop and give you their contact details and start a mutually beneficial relationship with you.

The system for capturing email addresses and sending information is very simple and can all be automated. Your website design people will help.

And don’t panic! This does not mean that you have to stop selling things or promoting yourself on your site. You may want to follow the example of many successful businesses who have two sites – one for new visitors and one for existing customers and people who know you well.

If your site is currently a pure Ecommerce site, remember that you can still incorporate this powerful strategy. Keep selling your products – but add as many options as you can to ALSO capture the contact information of people who are not going to buy from you first time.

I want you to know that this is relevant for you however big or small your business – and whatever you sell. There are now many examples of websites who are able to get the contact information of 20% of visitors or more. That’s a TWO THOUSAND PER CENT increase on a typical1% conversion rate. What difference would that make to you and your business in the weeks and months ahead?

Once you begin an ongoing communication with people visiting your site, you can use email to both send useful information AND promote services that you have that can dramatically impact the lives of the people reading it.

Won’t People Just Take The Free Stuff And Never Buy?

Some people hesitate about doing this because they think that people will just read the free information and never become customers. The truth is, some will, but they’re the ones that are losing out. It’s like standing outside the world’s finest restaurant and eating the food that’s thrown out at the end of the day. It’s actually great food – but dining at the restaurant is an altogether far superior experience, isn’t it?

The alternative is to have you and your family’s financial future in the hands of the Government. Personally, that idea horrifies me – whoever is in power. So check below for 5 top tips to immunise your business right now!

5 things you can do right now to immunise your business from an adverse economy:

1          Throw a “fence” around your customers and clients

While “customer loyalty” is increasingly rare these days, that doesn’t prevent you from “corralling” your clients and customers so they don’t want to go anywhere else. In fact, if you’re smart about this, you can lock them in to you so none of your competitors ever even appear on their radar.

How?

By communicating with them regularly and often, giving them interesting, informative and useful information and NOT just asking them to buy stuff from you.

You should be emailing them at least every week, and preferably even more often. A free paper newsletter doesn’t cost much to send (less than £20 per customer per year) and works well to tie them to you.

NB – if the thought of doing this bothers you, then you have even more problems than you know about!

Truth is, your customers will buy when they’re ready to buy, and not when you’re ready to sell – so the most effective thing you can do is keep yourself in their view so when they DO decide to buy, they immediately think of YOU and not your competitors.

 2          Increase the value of what you offer to your customers and clients

 It’s not about price; it’s about value!

If customers and clients object to your prices, it’s not because they don’t want your products and services: it’s because they can’t reconcile the VALUE you’re offering with the price you’re asking.

In this economy, most business owners cut their prices because this objection arises more and more often. But that’s NOT the answer. Rather, the answer is to INCREASE the value of your offerings.

And the two best ways I know of doing that are first, by offering an amazing guarantee to remove the risk inherent in the transaction; and secondly, by increasing your levels of service. Customer “satisfaction” and even “delight” is no longer enough. You need to be thinking in terms of “customer amazement”, “customer astonishment” and “customer bliss”.

For example, our staff are authorised to make up to a € 50 spend per corporate client if an opportunity to WOW arises. To WHAT? OK, one of our executive clients recently left all his notes and file in one of our schools when he left for the airport. The Centre Manager immediately ordered a taxi and sent the file to the airport with the driver, he called the client at the airport who then had enough time to collect his file from the driver before going through security. Happy days! The staff can react immediately they see an opportunity to WOW.

 3          Get great at marketing!

No matter what business you’re in, your REAL business is in the “marketing of the business” business.

Yet, contrary to what most people believe, marketing is not about selling. Marketing is really about allowing other people to see the value your offer represents. Yes, selling, as in “sales” is important, but it’s the marketing that gets them to the point where the sales person can do his or her job.

And if you get your marketing right, and you get great at demonstrating the value you offer, your business will be bullet- and recession-proof.

Need some help or tips? All the previous marketing tips and information that I have ever sent in these emails can be found on our website:

 http://www.inlingua-manchester.co.uk/articles-announcements/

4          Cut the cost of your advertising in half while making more money from it

Right now is a great time to test some advertising. I’m not usually a big supporter of advertising, simply because it often hasn’t worked for me and it can be an expensive and depressing lesson.

But given that when it DOES work, it’s incredibly profitable, now costs are coming down (because almost all businesses are cutting their advertising budgets – and that includes our competitors), it’s a perfect time to start trying it out for your business. Haggle hard! Ad sales staff are desperate to sell space!

Simply because it IS so much cheaper at the moment, you can afford to test and see what works with much less risk than ever before. Just don’t forget to put a simple system in place so you can measure which particular ad is working and worth repeating and which aren’t and so need scrapping. Why not have your reception or sales staff get in the habit of asking: “Could I ask you how you heard of us?”

Best of all, because of the way advertising works, if you craft an advertising strategy which works now, then it’s going to work even better when we come out the other side of the recession.

5          Become the expert in your industry

Right now, people are afraid. They’re confused, nervous and apprehensive about the future. This includes your prospects, customers, students and clients.

And at times like this, they want reassurance, strong and confident leadership, and someone they can believe in and trust.

If you can position yourself in that role, you’ll have customers and clients for life. Let your competitors join the fearful throng and lose their businesses. You can take this opportunity to establish yourself as a business leader and thus practically guarantee your status as the “go to guy” or “go to gal” in your industry.

How?

A          Get yourself some FREE PR

Press releases are the fastest, easiest, cheapest, and BEST way to do this. Remember the media professionals are crying out for good material to fill their papers, magazines, and radio & TV shows.

B          Join network groups (like “B4B” Business 4 Breakfast)

and other organisations where you get to speak in front of audiences as an expert in your field. Yes, I know public speaking is scarier than actually dying for some people, but there’s no doubt it’s a great way to promote your business with your calm, confident and strong message.

 C          Consider writing a book

 or at least submitting articles for publication on websites. These articles are not a direct sell of your business, but give useful information to your prospective customers eg. “How To Run A Meeting In English”. The secret is a carefully written author information summary and direct link to your website.

Eg. “Peter Hayes is the Director of inlingua Manchester and he helps hundreds of executives from all over Europe to improve their business English skills every year. If you found Peter’s tips useful, why not visit his website now for many more FREE ways to improve your business English? =>

http://www.inlingua-manchester.co.uk/online-learning-options/

For just US $ 50 /month you can submit your articles to just one website and they will systematically distribute them to many web and ezines all over the world. This really does result in highly qualified sales leads hitting your website and takes you just 30 minutes a week =>

http://www.submityourarticle.com

Take these simple steps and you’ll be well on the way to ensuring that you – and not the economy, controls your financial future!

And remember, there are many many more excellent FREE marketing tips on our website = >

 http://www.inlingua-manchester.co.uk/articles-announcements/

 ENJOY and happy marketing!

The premise of the book is simple: by identifying the key common characteristics of the world’s most consistently high performing companies and then duplicating them an organisation can replicate their phenomenal succes. In 1996, Jim Collins and his research team set out to answer the simple question: Can a good company become a great company and if so, how? Most great companies grew up with superb parents – founders like George Merck, David Packard and Walt Disney – who instilled the seeds of greatness early on. But what about the vast majority of companies that wake up part way through life and realise that they are good, but not great?

With 21 research associates working in groups of four to six at a time over a period of nearly 5 years, the study involved a wide range of both qualitative and quantitative analyses and examined 1 435 Fortune 500 companies.

And what did Collins and his team discover? They found the key concepts that permitted these good-to-great companies to achieve cumulative stock returns 6.9 times the stock market in fifteen years. To put that in perspective, that’s a rate better than twice the rate achieved by General Electric. Put another way, a dollar invested in a mutual fund of the good-to-great companies in 1965 grew to $ 470 by 2000,compared to just $ 56 in the general stock market!

The most exciting thing is the author and his team’s conviction that by duplicating the core principles and values of these outstanding performers ANY company can achieve similar greatness. How exciting a possibility is that?

• 95% are struggling and finding it hard to survive
• 4% are doing OK, not great, but getting on fine
• 1% are experiencing phenomenal success and making record profits

Good news! All those in the highly successful 1% have got certain things in common. Just by knowing what these traits are you can duplicate them and so replicate the success enjoyed by these people.

All of these entrepreneurs have at one time experienced what is known as “The Breakthrough”. This is when you achieve more in twelve months than you ever have in the last 12 years.

These are the 5 key things successful entrepreneurs do to accelerate “The Breakthrough”:

1                     Action & speed

You must have a compulsion to take massive and consistent action across all areas of your business and do it 10 times faster than the rest

You must develop an obsession about action and implementation

NB – most people are experts at making excuses not to take action. There is always something or someone to blame: the recession, the economy, the €uro, the banks, the Icelandic volcano, your staff etc etc.

2                     Take action simultaneously not sequentially

No more “step by step”! Really successful entrepreneurs do everything at once. This creates chaos. So what! Only by acting in this way will you be really successful and achieve “The Breaktrough”.

Remember! If you run your business like the people around you want it run, you’ll earn the same as them.

3                     Your attitude and mindset around “failure”

Most of us have been brought up to fear failure = this is a barrier to really big success

The really successful entrepreneur embraces and welcomes failure. They don’t give up, they learn from it and fast. It doesn’t matter. They don’t want to fail nor do they take risks, but they know that they need to make mistakes fast in order to progress.

4                     Marketing Mastery

In the past, before the latest financial crisis, we all did OK no matter how little active effort we actually made to market our products or services. We didn’t have to work too hard to find our clients and make our sales. May be we didn’t do great, but we did OK.

In these times, as we pull out of recession, we are in a totally different place

Survival of the fittest is the order of the day: those who are average with regard to marketing will be crushed

MARKETING IS THE MOST IMPORTANT PART OF YOUR BUSINESS RIGHT NOW!

Get good at marketing, or die…

5                     Develop Immunity To Criticism

Here’s a sinister thing. As your business grows and you start to create chaos, people will try and stop you and slow you down. They will put pressure on you. This pressure will get greater and greater as you get closer and closer to “The Breakthrough”.

Be ready for this. Develop an immunity to criticism from: competitors, suppliers, staff, suppliers and even well-intentioned close family members.

6                     Don’t get hung up about selling!

A lot of people in business are passionate about what they do. They are great at it and clearly love and believe in their business. However, they still have reservations about selling. This will hold them back. You don’t need to feel guilty about trying to sell something that you believe in 101%. You mustn’t worry that you are disturbing people or bothering them. Your product is fantastic, right? Your team of staff are the best, right? So be persistent, systematic and relentless in your sales strategy. It’s all in the mind. YOUR mind.

If you really DO want to make it happen. Then just DO IT. It’s really just up to you.

Several people have also asked me if I feel bad or lose interest when I don’t get a response from some of the people to whom I regularly send my communications via email, letter, articles video and voice broadcast. I replied “no”.

 I explained that it takes, on average, seven communications for most people to make a final decision to purchase anyone’s product or service.

We could have a long discussion about why….but all that matters for you as a business owner, is that if you’re not communicating to prospects at least seven times, you’re losing out on a majority of your sales. 

For example, when someone enquires about your product or service, if you only send one or two follow ups, I’m fairly certain that you could double the size of your business in about two months, by introducing an effective follow up sequence.

There’s actually a particular type of customer who will want communicating to 30 times – yes 30 times before they buy.

You’ll know this for yourself. There’ll be times when you think about making a decision on something you’re interested in, you never quite get around to it – and then it’s that one thing you see in an email, or brochure or that you hear on the phone that makes you decide to do it.

So here is my message to you this week:

Don’t Give Up – Follow Up!

Not following up is one of the biggest marketing sins you can commit. Here are some statistics which should scare the living daylights out of all of us:

48% of businesses never follow up with a prospect

25% of businesses make a second contact and stop

12% of businesses only make three contacts and stop

It’s a staggering discovery, but only 10 % of businesses make more than three contacts. It means they’re losing a small fortune – and you could be too

Because…

        2% of sales are made on the first contact

        3% of sales are made on the second contact

        5% of sales are made on the third contact

        10% of sales are made on the fourth contact

        80% of sales are made on the fifth to twelfth contact

So if you’re like almost half of all businesses and make no more than one follow-up to your prospects… you’re leaving 98% of your income on the table for someone else to come along and pick up.

If that wasn’t bad enough, here’s why it’s even worse than you think. Look at these eye-opening statistics about why people stop buying from businesses:

        1% die.

        3% move away.

        5% follow a friend’s or relative’s recommendation.

        9% find an alternative they perceive to be better quality or value.

        14% are dissatisfied with the products or services.

And a massive 68% of people leave a business because of… indifference.

They take their business elsewhere simply because they do not feel valued.

Since you spend a lot of time, money, and effort to get a visitor to your business, if you let them leave because of indifference, you might as well be flushing € 100 notes down the toilet.

All of us in businesses can make better use of testimonials. Why are they so powerful? Because, no matter how strong your sales and marketing skills, no matter how well you communicate the benefits of your products and services, nothing communicates the quality of what you are offering better than the words of other people who have experienced doing business with you.

And as an added bonus – Testimonials are Free!

Here are some tips for maximising your testimonials:

The best testimonials give a detailed and specific description of how the person has benefited from what you have to offer. Let’s suppose an accountant wants to use testimonials.

“John is a great accountant. I highly recommend him”

is not a particularly effective testimonial. The following would be much better because it specifically describes the benefits of hiring John:

“John is a great accountant. He takes all the hassle away from dealing with the accounts and is always available to answer my questions. Just one piece of advice that he gave me a few months ago saved me £4700 pounds. Above all I trust him. He started as my accountant but has become a trusted advisor. If you need a superb accountant – I strongly recommend calling him today.”

One of the biggest obstacles to growing your business is convincing people that you can really deliver on your promises. A testimonial does it for you. So when customers tell you they’re pleased with you, don’t be shy. Ask if they would be willing to share their experience with others. Most will actually jump at the chance to write you a testimonial. You know what it’s like to experience a great product or service. It’s so unusual you want to let others know about it.

Include your customer’s name and if appropriate their business name on the testimonial. Don’t use anonymous testimonials because people don’t believe them.

Once you get testimonials – use them! Put them everywhere – on your website, brochures, emails. You can even get your best testimonials printed out on sheets and hand them to customers when they bring up an issue. In fact, testimonials are a great way to handle objections. If a customer tells you they think you’re too expensive, pull out five testimonials from customers explaining why you’re worth every penny. This is very powerful.

If you are starting a new business, plan to make testimonials an integral part of your marketing from the outset. You could even give your first customers a price reduction if they’ll write you a great testimonial.

Another great strategy is to record your customers’ testimonials and put them on your website.

It’s also worth including testimonials in letters you send to customers and prospects.

Please don’t under estimate the power of testimonials. They can increase your conversion rates by 30% or more.