Meet a Board Member - Dr Jalleh Sharafizad

WBA Support | Tuesday, September 25, 2018

Dr Jalleh Sharafizad is a lecturer in Entrepreneurship at the ECU School of Business and Law, and was elected onto the WBA Board of Management in July 2018.

Jalleg completed her PhD in 2014, her thesis examined the networking behaviour of female small business owners.  Jalleh has published extensively on entrepreneurship and small business in a variety of contexts, joining academia after a number of years working in the IT sector.

As with the WBA, Jalleh regularly volunteers her knowledge and time to assist different business organisations in WA, helping them put together training programs for business start-ups, providing advice and expertise to help entrepreneurs launch their new business, and assisting business owners to grow and expand their established business.

Jalleh looks forward to helping WBA in all its activities and endeavours and working together to build up capabilities for all businesses within the City of Wanneroo.


Meet a Board Member

WBA Support | Tuesday, September 11, 2018

Stephen Wigley is the Founder and CEO of Burning Fruit, a web development agency specialising in user experience, web design and development. He has previously worked with corporate consulting companies as a user experience expert and team leader for Ajilon and ePrim, and has worked in the education, pharmaceutical and government industries. He has recently dived back into the start up scene by founding Venue Maestro, a new platform for connecting high-end venues to audiences across Australia and beyond.

Stephen has been a member of the WBA since 2011, and is looking forward to contributing to the WBA growth strategy in the years to come and helping businesses in the Wanneroo community grow.


Are you a Start-up? Here are some creative ideas on how you could boost your sales

WBA Support | Thursday, September 06, 2018


Written by Fortuna Advisory Group - Wanneroo Business Association's Business in the Spotlight for September 2018

As a person associated with marketing of professional services, I have often questioned myself as to which channel is the best of all and I can, with certainty say that there is not a single one better than another. At the end of the day, I suppose if a channel works great for your business, it should be pursued. While there is some degree of learning that we can gather from others, there is always a degree of trial and error – something that companies don’t always share.

I don’t believe myself to be a Sales guru or for that matter an authority in marketing. This belief helps me keep my eyes and ears open wide – in hope of getting some useful tips. Here are some that I found worth it and wanted to share.

1. Target Your Promotions to Specific Customer Groups

Who are you targeting? This, you’d agree is the first question to ask when running sales promotions. There are several tools in the market which help such as Facebook Pixel for example. If installed on your website, this could potentially help show your advertisements to people who have visited your website but not yet bought anything or accepted your call to action. There has been some discussion in recent times as to whether such ‘stalk the visitor’ marketing is socially acceptable, but as long there is no law advising refrain, one may as well use it. Analytics bear witness that targeted social promotion has yielded positive sales results.

Targeting specific customer groups doesn’t only apply to Facebook but for broader promotions as well. If you are focusing on existing or potential customers, a good place to start segregation could be your client list and perhaps take it a step forward to see where they hang out. Specific customer groups and locational knowledge can help build tailored advertisements – something that is normally expected to yield better results than generic adverts.

2. Use Videos to Create a Great Product Demo

Quick videos are becoming growingly popular these days, simply because it is easier for the viewer to get the information that you are promoting about your products/services without much effort of having to read it. Clearly, reading and even radio remain popular but the potential use of visual graphics can make videos really trendy. Besides, educational videos are more getting into fashion than salesy stuff and video is a great way of presenting educational content. This adds credibility, somewhat certainly.
Check out these examples to help you get started.

3. Create a Sense of Urgency in a Flash Sale Promotion

A straight forward way to create a sense of urgency for customers to purchase now instead of later is by driving a ‘flash sale’ promotion — one that involves a very clear deal, aesthetically pleasing call to action with an expiration date.
The key here is to be successfully able to streamline the promotional message across all channels – social media content to email campaigns and advertising, so that the deal you’re offering is emphasised from every angle. When releasing your flash sale promotion, stress on the hard deadline and remember, don’t keep shifting the deadline because then it loses credibility.

4. Give Away Coupons & Referral Bonuses

This is a popular strategy with big brand companies…When a user buys something from your business, offer them a credit coupon for their next purchase. This way, you may be able to secure their return, stay connected and encourage the user to buy something within a time period.

Other options may include:

  • Partnering with other businesses and offering their coupons
  • Developing a referral rewards program for existing customers and,
  • Collaborating with your bank to offer customers some cash back

5. Consider Offering an Upgrade Instead of a Price Cut

Have you ever wondered how some low-cost providers are surviving in the market, providing (if not, providing; at least claiming to provide) the same service/ product as you are?

For a fact, it is hard to compete on price, especially if you are giving a price cut without even ensuring that the customer is going to return. An effective way is to offer a bonus rather than a discount. Offering an upgrade or add-on could not only make a potential customer upgrade to the normal price later on but also is an opportunity for you to provide to him what is available. It could be a win-win, in the long run.

6. Personalize Your Business by Sharing Your Story

Many consumers are shying away from faceless massive corporations and taking their business to friendlier small companies. That being the case, it’s important for small businesses to introduce the people who drive the business and share their stories. It is often said, people don’t buy what you sell; they buy why you sell it; and to a considerable extent it is true, especially in the small business industry. People often want to know who they are dealing with; and more than often there is no need to promote sales; it is the personal genuineness of the business personnel that counts and in turn converts into sales. If you can effectively communicate your company values and what makes you special, you can expect to see a rise in popularity.

7. Make Sure You Have a “Funnel” in Place

Momentum, scarcity, and credibility are three crucial elements you should have when looking to boost your sales. This in pretty much how you could create a flash sale as well.

  • Momentum: This is the build-up, for example, 10 days before the promotion, you may need an email that informs your audience about this upcoming promotion — you need to build up the momentum and anxiety before the finale.
  • Scarcity: In your email messages, you’ll have to make it clear that this promotion is scarce. For example: “One day 25 percent off sales from May 5 to May 7 only.”
  • Credibility: Do not extend the promotion for any reason. At the end of the promised promotion period, you will have to end the promotion immediately. The key is to make the people who missed this promotion have something to “regret.” Next time, the people who had missed your first promotion will have a much better chance to convert.

8. Fine Tune as You Go

This is important. As mentioned earlier, there is some degree of trial and error in marketing and there’s always therefore room for improvement. Key Performance Indicators (KPIs) could be tracked to analyse the returns your activities are generating. There’s often other supporting tools as well such as Google Analytics, Facebook Insights and Twitter analytics for example to help understand online performance. Although these don’t indicate how your ongoing promotion should be tweaked for better results, this does help by indicating if your current promotions are yielding good results.


Naturality – The New Normal in CRM

WBA Support | Thursday, September 06, 2018

Written by Fortuna Advisory Group - Wanneroo Business Association's Business in the Spotlight for September 2018

There are hundreds of management jargons which revolve around us on a normal day – while some of them are quite impressive to use at lectures, most are practically hilarious to real professionals. I had some time today and thought of writing about this new jargon – something I have been thinking about for a little while: ‘Naturality – the new normal in CRM’.


Professionals such as myself hardly prefer writing such theoretical content but what if the theory was naturally practical; and it generated more client satisfaction than ever? Yes, I am talking more dollars through your door as well…

Naturality in simple terms is nothing but the state of nature; the natural, inborn way of behaving; and this naturalness defines our individual existence; then why try to camouflage when it comes to client relationship?

Client relationship, you’d agree is a way of dealing with people in a way that they are feel comfortable working with your organisation; that they feel heard and that they feel you genuinely care. Sometimes, however, the fact is that you don’t. Would you be for real if you said you cared about every single client of yours equally as much at all times? If you think you are for real, stop here – this article isn’t for you!

Most of us, in practice, try to balance our client relationships with an aim of achieving the best outcome for them – in turn, with a motive of achieving the best outcome for our own organisations in the longer run. There’s of course nothing wrong in riding on the back of your clients’ successes; but very few people in the Client Relationship Industry want to admit it – at least directly. That’s because they are plastic!

Have a look at the two conversations below – between a client and Jerry, their Accountant:

Conversation 1 –

Client calls: Hey Jerry, how was your weekend?

Jerry: Oh, it was crazy. There’s just so much work at the moment and you know how we constantly try to exceed clients’ expectations.

Conversation 2 –

Client calls: Hey Jerry, how was your weekend?

Jerry: It was good; took the kids out to Margaret River. They hadn’t been there for fishing before so yeah was a good experience for them. What have you been up to?

Now, ask yourself who you would really prefer to work with? If you are smart enough, you would have already figured out the first conversation was nothing but ‘bull shit sold as a cupcake’; and as I love saying, you can’t sell bull shit as cupcake for too long.

The new mantra therefore is ‘Be natural’. It helps you connect with the right clients; clients who you will enjoy working with and clients who will enjoy working with you. Yes, right you cannot have all so don’t waste your time trying to get all. For a starter, these are some tips I think relevant for people in the client relationship industry:

  • Tell the client what is true, no matter how brutal it may be
  • Clearly, if you don’t know the answer to a question, don’t pretend; just admit it rather than making up stories; making up stories and fluffing is not professional and so not cool!
  • Don’t be plastic in your approach.
  • No, you’re not busy all the bloody time! Even the best of the bests has time to go out have fun.
  • Catching up with clients without an agenda builds trust; it really does
  • Be yourself as long as you are ethically and morally correct; don’t just try to imitate another person entirely. If you are not ethically or morally correct, perhaps change your profession to something that doesn’t need you to be ethical (Oh, my imaginations are running wild on what all you can do; trust me, you don’t want to hear them)
  • Try to be interested in the clients’ well-being, rather than the clients’ business. Clearly, a loud shout to heaps of professionals out there.
  • If you love doing something, do it. You’ll be surprised how many clients share you’re the same interests. Yes, you’re right, don’t join the golf course to get more clients when you seriously enjoy gaming.

There will be so many more tips – all one needs to do is flex your brains muscles. The end line, however, won’t change – Be natural, be yourself because in a human society, we love working with people; not qualified robots.


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