“I am so sick and tired of people saying to me how bad business is. I am so tired of hearing about the recession. I am so tired of sales people saying things like, “Nobody’s buying.” Right. Nobody’s buying. Absolutely. Nobody anywhere at any time is buying a single thing at all ever. Isn’t that a stupid remark? No, I know what you’re thinking, “Well, that’s not what they mean when they say it.” Well maybe not but let me tell you this. You say something long enough, loud enough and hard enough and you start to believe it. I mean, think about it. Nobody’s buying. I first started hearing this two years ago. Recession was kicking in. I heard people say, “Nobody’s buying.” Thought about it. I said at the end of the year, “Hmm, nobody’s buying this year.” Gross national product was $5.3 trillion dollars. Someone had to buy something. But then the next year, it got worse. The economy took a turn for the worse last year and they really weren’t buying. And it was so bad that the gross national product went down 1%. So in that year, when absolutely, positively no one was buying, somehow, $5.2 trillion worth of business magically appeared. I think everyone of you would settle for the .2. I know I would. That’s even more than a lot. You see, I am convinced that the single biggest reason that people do not do business during recessions and the single biggest reason people do not do business during tough times is that they simply give up. The recession becomes a convenient excuse to not have to do business. The average person walks into the office that day, they pick up the phone, the first three people they call say, “Nobody’s buying” they hang up the phone and go, “I’m covered. I’m covered. Now, if my boss wants to know why I’m sitting around doing nothing all day, I can say, “Well, you know, it’s tough out there. Nobody’s buying.” It’s because they’re listening to all those other people telling them how bad it is. Don’t let those other people stop you folks. You know why? Coz they want to. They’re ready to. They need company. They want you down there with them. Look, I’m not gonna sugarcoat it for you, I’m not gonna tell you things are great out there. You know I’m lying. They’re not. Yeah, it’s tough out there. It’s harder to do business now that it’s been for a long, long time but let me tell you this; I don’t care how tough it is. I don’t care how tough it’s ever been and I don’t care how tough it’s gonna be. Somebody out there is always doing business. Why shouldn’t that somebody be you?”

My conclusion, success in the energy saving sector is down to us and the people we partner with. Enigin PLC have a proven history in this market and rock solid positive attitude that has enabled them to enjoy the success they see today. Its not just all attitude their cutting edge energy saving products like, Eniscope give the confidence to make real savings, that makes business more profitable and more efficient, and thats what all businesses want, recession or not.

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Is your company, firm or business energy efficient, your answer may well vary, but perhaps the most important question to ask is if I believe we are running efficiently how do I know? Maybe you’ve spoken to the plant manager, or ‘made a call’. This question hasn’t come about by some critical inquisition but from the experience of those in the industry, sadly not all reports can be trusted. But there are real solutions to this that help those running business as well as those responsible for energy usage, consider the following recent comment in my inbox,

“The remote access is a great tool for production manager for maintenance manager, for plant manager because now if there is a weekend or first shift, as soon as they turn on the real-time and see the kilowatts. And that’s part of my sale explanation about how powerful it is to turn on your computer and check the level of production of the company because before you have that system you can call the plant and ask your supervisor, “How are you running?” and the supervisor always says, “I’m running great” especially at night. Now you have a way to see the kilowatts dial is. It depends on what the volume is. You can intuitive or deduct that if the company is doing something or not. So, that’s another interesting story and I’m thinking about with this three we’re gonna install in a hospital next week and a pizza company in the City. It’s exciting and I’m very eager to hire one or two salesman. Right now I do not have a salesman. It’s been my initiative with my contacts, my relation. But thinking to have in one month one or two salespeople to sell these and the other products.”

Part of this distributors success story is the identification of a need and how Eniscope and its remote access feature can guarantee real energy saving. Enigin PLC’s Eniscope energy saving information can be accessed via your PC or even a mobile device, 24 hours a day. This information is so valuable when calculating not only energy usage but plant activity. Find out more about Eniscope from Enigin.com

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But extreme weather conditions, as seen with early winter heavy snowfall in the States, are all linked to global warming! The climate is changing and this is creating a disturbance in the balance, whether this is reflected by extremely hot or cold weather isn’t disproving the science behind climate change and the fact that human activity has a large part to play in that.

But this is where Enigin can help: by supplying energy saving solutions which decrease the amount of energy an appliance needs to function (whether it be lighting, air conditioning, motors or refrigeration), Enigin are helping businesses lower the pressure they are putting on energy suppliers, who are experiencing such a huge demand that the frequency of energy failures increases, especially during times of extreme cold.

Enigin therefore not only give businesses the opportunity to save money, but they also provide systems which have a lower carbon footprint, and they enable energy suppliers to tackle high demand more efficiently.

With Enigin PLC’s energy efficient systems, businesses all over the world can make an actual difference for the environment, and participate actively in fighting climate change to ensure that the damage is not irreversible.

Saving energy preserves the Earth’s natural resources, and the great thing is that it is easy to do! With today’s modern and pointy technology, systems and products exist which make it really easy for consumers to lower their energy consumption, yet which does not imply lowering the standards of living or comfort.

Energy efficiency equipment gives the same results, and sometimes better ones!, as conventional appliances, but the main difference is that the outcome weighs less on the environment and on the consumer’s wallet.

Whether the weather is extremely hot or cold, energy efficiency remains a preferred solution which induces a win win situations - reducing the impact of climate change and allowing the consumer to save money!

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At Enigin we advise Enigin Distributors and enigin Partners to walk away from potential or current clients that will not benefit them or their energy saving business.

In support of this view, even when business is tough, Rohit Bhargava stated in his post on the Influential Marketing Blog, that “their best business decision may actually involve FIRING some of their worst customers.”

How do you decide which customer or client is one to be fired? Bhargava said that definitions of a “bad customer” will differ, but they might refer to:

• Those who require an extraordinary amount of attention
• Those whose demanding or abusive treatment of your staff causes high rates of turnover

He then has this advice for how to handle your bad customers:

• Identify the real problem. Because relationships sour over time, the source of a conflict might not be readily apparent. Don’t proceed until you have a good sense of what’s really going wrong.
• Take responsibility for your mistakes. “Showing good faith to fix what you can fix from your end will be important not only to try and salvage the relationship,” he says, “but also to demonstrate to your customer that you are really trying to make the relationship work better.”
• Present the issue to your customer. They might be receptive to your feedback, and they might implement positive changes that move them back to the “good customer” column. Or they might push back. If that happens…
• Establish a three-strikes-and-you’re-out policy. “This is not always something that you can communicate to your customer,” he notes, “but internally your employees need to know that there is a process that you will be using to put the customer on final notice before you make a decision.”
• Terminate and refer. Handle the “firing” with a positive attitude, and demonstrate your goodwill by helping the customer to find another vendor.

Yes losing any customer will cause a likely drop in revenue—but you’ll free up resources to find and build more profitable partnerships.

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The challenge is to write informative and persuasive copy, which is difficult in itself, and then if you arouse your readers’ curiosity, maintaining that interest is the real challenge.

Here is the last great tip on how to write effective sales letters.

Here is tip 5:

5. Check, check, check

I cannot overemphasize checking your letter. Obvious mistakes in your copy will diminish the overall effectiveness of your sales pitch.

The steps in this and previous posts sare a guide for writing engaging, informative, and concise sales letters.

But remember no one-size-fits-all template exists for producing successful copy. Practice makes perfect, and only through trial and error can one master the art of writing a sales letter.

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The challenge is to write informative and persuasive copy, which is difficult in itself, and then if you arouse your readers’ curiosity, maintaining that interest is the real challenge.

Here and over the next post we will provide you with great tips on how to write effective sales letters.

Here is tip 4:

4. Format your letter

An aesthetically pleasing letter will likely appeal to potential clients.

Break up text by using bullet points and subheads. Avoid long blocks of text; to the reader, they will seem interminable. Adequately formatting text will also help readers who skim to understand the key points of your sales letter.

Include a post script (PS) message. Research suggests that many people read the PS after the headline. That would be an ideal place to reiterate your call to action.

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The challenge is to write informative and persuasive copy, which is difficult in itself, and then if you arouse your readers’ curiosity, maintaining that interest is the real challenge.

Here and over the next few posts we will provide you with some great tips on how to write effective sales letters.

Here is tip 3:

3. Check your Grammar

Ensure that your grammar is accurate, including spelling and punctuation.

To ensure clarity and brevity, have someone else read your sales letter before you send it. Alternatively, you could put aside your initial draft for a little while, then return to it later with a fresh mind.

Because potential clients want to read succinct pieces, keep your letter short, simple, and fun, and try to use familiar words and uncomplicated sentences.

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The challenge is to write informative and persuasive copy, which is difficult in itself, and then if you arouse your readers’ curiosity, maintaining that interest is the real challenge.

Here and over the next fiew posts we will provide you with some great tips on how to write effective sales letters.

Here is tip 2:

2. Personalised Message

People buy from people, not faceless corporations. Remember that you are writing to a person. Try to use his or her name, if possible, and include as much information about the client as you can.

Avoid “Dear Sir/Madam.” Nothing warrants the instant purging of a sales letter more than that impersonal greeting. Remove “dear” altogether; instead, stick with a simple “Hello” or “Good Afternoon.”

Remember to double-check and triple-check that you have the correct spelling of your contact’s name.

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The challenge is to write informative and persuasive copy, which is difficult in itself, and then if you arouse your readers’ curiosity, maintaining that interest is the real challenge.

Here and over the next few posts we will provide you with some great tips on how to write effective sales letters.

1. The Essential Headlines
Because the title is the first thing that’s read, it needs to entice the reader by alluding to the potential benefits of the piece. Interesting and punchy titles that include numbers, percentages, and statistics will grab a client’s attention.

“Wow-factor” headlines can be effective, but with every other salesperson using similar hooks, it may be difficult to differentiate yourself from your competition. Clients are becoming more desensitized to mundane titles such as “fantastic offer,” “top offer,” “great opportunity,” and “last chance.” Letters bearing such headlines are far more likely to pollute the trash bins of Outlook and Gmail accounts than result in sales.

The most effective titles are directed toward your customer base. Whether you are a B2B or B2C company, think about whom you are trying to communicate with, and tailor your message accordingly.

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Here in the UK it is frustrating to hear about cuts, cuts and more cuts, by the same token it is a hard measure that needs to be taken after years of wanton spending by so many of us, after many people throughout the world have enjoyed quite a few years of boom and easy money.

Yes belt tightening is not always pleasant but we have to face up to hard truths and that often means austerity measures, but does it have to be so painful? Job losses, financial penalties on pensions or redundancy payments - they hurt the ordinary person - but could something else be done?

In the UK proposed plan to put £55 billion into school buildings has been scrapped, as being the wrong time to spend this sort of money. Yet it appears strange that a national government won’t be putting money into something that makes a massive impact on the countries future, but money has got to stop hemorrhaging out of the countries coffers.

But there are other things that could be done that could reduce the impact of such cuts and certainly protect jobs, pensions and budgets - what? Efficiencies, and particularly energy efficiencies.

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