There are many things which make up a good salesman: you need to be able to talk to people, you need to have confidence, you have to be persuasive, and you must know your business. But there is one aspect to becoming a better salesman that nearly all the teaching manuals and books miss. This is a shame since it's probably the most important quality a person needs to become a great salesman and it has little to do with anything you say to a customer.
It has to do only with you.
The quality I'm referring to is being able to hear this word over and over again: "NO!"
You must be scratching your head and wondering what on earth I'm talking about, but trust me that this is important. You see, even great salesmen fail more often than they succeed. In fact, the acceptable statistics for salemen are that even if you're good, you only have about a 10% success rate. This means that you only make 1 sell for each 10 people you approach; 1 Yes for every 9 No's.
Most people simply get discouraged by these frequent rejections, lose heart and confidence which lowers their selling abilities even further. If you wish to be a better salesman, you need to break free of this notion and to learn to take these No's in the right way.
Here's the way to think about it: For each 10 people you only make 1 sale, right? So instead of thinking of the 9 rejections as failures, which can easily lead to demoralization, think about each of them as a 10% success. I mean, for each person you talk to you make 10% of a complete sale since 1 person in 10 will end up buying. When you think about it this way, you have no problem of hearing the occasional NO which will lead to increased confidence and in turn bigger selling success.
Wednesday, December 19, 2007
Mining for Those Golden Prospects Should Come Easy to Financial Advisors
Prospecting is necessary since the purpose of business is to attract and maintain customers. (Source - Peter Drucker) Many professional sales people including small business owners find prospecting difficult.
In today's world, there are 3 significant investments - house (property), car (transportation) and retirement. As a financial advisor, you have far more golden opportunities to increase sales than many others who seek to sell their products or services.
If you are a financial advisor, you should be able to mine for those golden prospects much easier because:
* More people have a need for financial security
* Less people understand what they need to do
* Very few people know how to do what they need to do
How you mine for prospects can be as simple as asking for referrals, joining a formal networking group or holding seminars that can further educate the need of your prospects. The goal is to build an authentic relationship of mutual trust from which you then have the opportunity to discover additional wants and needs of your prospect.
With so many financial advisors saying the same thing about protecting your money to growing your wealth, you must also use these opportunities to further separate yourself from the other financial advisors. I call this being the red jacket in the sea of gray suits.
Another way to prospect is to focus on a niche market such as:
* New married couples
* Families with children in middle school
* Couples without children
* Early retirement (forced attrition) workers
* Widows
* Widowers
* Business owners looking into succession planning
* Recent college graduates
Once your niche market is identified then you need to create a plan and then execute or operationalize your goals within that plan. All of your prospecting (marketing) activities should then be directed to achieving those goals. By taking these actions, you will be mining a lot more golden prospects and potentially not working nearly as hard to increase sales.
In today's world, there are 3 significant investments - house (property), car (transportation) and retirement. As a financial advisor, you have far more golden opportunities to increase sales than many others who seek to sell their products or services.
If you are a financial advisor, you should be able to mine for those golden prospects much easier because:
* More people have a need for financial security
* Less people understand what they need to do
* Very few people know how to do what they need to do
How you mine for prospects can be as simple as asking for referrals, joining a formal networking group or holding seminars that can further educate the need of your prospects. The goal is to build an authentic relationship of mutual trust from which you then have the opportunity to discover additional wants and needs of your prospect.
With so many financial advisors saying the same thing about protecting your money to growing your wealth, you must also use these opportunities to further separate yourself from the other financial advisors. I call this being the red jacket in the sea of gray suits.
Another way to prospect is to focus on a niche market such as:
* New married couples
* Families with children in middle school
* Couples without children
* Early retirement (forced attrition) workers
* Widows
* Widowers
* Business owners looking into succession planning
* Recent college graduates
Once your niche market is identified then you need to create a plan and then execute or operationalize your goals within that plan. All of your prospecting (marketing) activities should then be directed to achieving those goals. By taking these actions, you will be mining a lot more golden prospects and potentially not working nearly as hard to increase sales.
Thursday, December 13, 2007
Improving Sales Performance
Sales performance is a measurement of how a company has fared in promoting its product. Whether it be positive or negative, a review of the sales performance is crucial to see if a company is doing well or if it needs improvement in some areas. It can be gauged on several different factors. These factors can include revenue and turnovers. It is natural that a company seeks to maintain or improve their sales performance. There are several ways to improve the company's sales performance, this will include everything from the early stages of product development to the logistics involved in distributing the product. Another thing that is believed to affect sales performance is Pareto's Principle or otherwise known as the 80/20 rule.
Improving your company's sales performance shares the same principles as improving your own personal skills. For example if you want to be a better painter or artist than you are now, you will have to improve your skills as an artist, you may turn to books and lessons that will teach you the tips and tricks that will improve your skills.
All these tricks to improve your skills in painting may also be translated into improving your company's sales performance. First, you need to spend time looking over what you need to do. This step includes researching and extensive studies on what products and services sell the most in whatever market you are in. Another crucial part in ensuring that you get the optimum sales performance is the Presentation. No matter how great your product is, no matter how promising your prospects are; they can all amount to nothing if you do not present it properly. Presentation can oftentimes make or break your product. Spend adequate time on this to make sure that your products are presented in the best possible light. Perhaps the most important tip in improving sales performance is simply by knowing your product. You have to know what you are selling to the public. This was you can easily defend it and you can showcase it in the best light possible.
One thing that is considered relevant to Sales performance is that of Pareto's principle or the 80-20 rule. The 80-20 rule can be surmised by saying that the 20% that is known to affect 80% of the outcome should be given importance. It also states that most of the time 80% of the problems is caused by 20% of the defects found. This means that the lesser (20) is much more important than the greater (80). So, in order to improve sales performance, managers must learn to focus on the 20% most important matters that have the greatest effect to the whole. Proper identification and improvement of the 20% can dramatically affect the outcome of the rest. Check on the top players of the sales team to increase overall sales.
Improving your company's sales performance shares the same principles as improving your own personal skills. For example if you want to be a better painter or artist than you are now, you will have to improve your skills as an artist, you may turn to books and lessons that will teach you the tips and tricks that will improve your skills.
All these tricks to improve your skills in painting may also be translated into improving your company's sales performance. First, you need to spend time looking over what you need to do. This step includes researching and extensive studies on what products and services sell the most in whatever market you are in. Another crucial part in ensuring that you get the optimum sales performance is the Presentation. No matter how great your product is, no matter how promising your prospects are; they can all amount to nothing if you do not present it properly. Presentation can oftentimes make or break your product. Spend adequate time on this to make sure that your products are presented in the best possible light. Perhaps the most important tip in improving sales performance is simply by knowing your product. You have to know what you are selling to the public. This was you can easily defend it and you can showcase it in the best light possible.
One thing that is considered relevant to Sales performance is that of Pareto's principle or the 80-20 rule. The 80-20 rule can be surmised by saying that the 20% that is known to affect 80% of the outcome should be given importance. It also states that most of the time 80% of the problems is caused by 20% of the defects found. This means that the lesser (20) is much more important than the greater (80). So, in order to improve sales performance, managers must learn to focus on the 20% most important matters that have the greatest effect to the whole. Proper identification and improvement of the 20% can dramatically affect the outcome of the rest. Check on the top players of the sales team to increase overall sales.
How to Sell Through an Economic Downturn
It may be time to dust off my notes for a talk I gave a few years ago about the challenges and opportunities of selling in a down economy. Little did I know then, in 2001, that the economic upturn that followed would be so short lived. Before you can prepare to sell in a down economy you need to be sure you're in one or will enter one soon. But how can you tell?
Watch the fortunes of small business. Signals of an economic downturn begin to flash when small businesses cannot obtain the financing they need to operate and grow. It's easy to forget that 90% of American businesses have fewer than 20 employees. As credit markets tighten, and small businesses are unable to secure financing for growth, or for weathering rough waters, it's time to prepare for selling in a down economy.
There are some other unconventional economic indicators I pay attention to when I think about how the economy is doing. Cutbacks in the routes of delivery companies like Federal Express and UPS usually appear as early warning signs of a general slowdown. Federal Express recently advised that it expected reduced revenue in 2008. When Hormel Foods Corporation, the maker of Spam, reports higher sales of the canned luncheon meat, as they indicate they will in 2008, you can bet that folks in large numbers are hunkering down for a recession!
The causes of each economic downturn differ, at least slightly, from previous downturns. The housing industry, which was generally credited with propping up an otherwise wobbly economy for the past several years, now is leading the economy into choppy waters. The large number of interest only, adjustable rate, no money down, no income verification, and no credit-required loans written during the housing boom, and the reality of declining house values, is now a prime cause of the bad moon rising.
How then do you, the sales professional, survive and maybe even prosper when a bad moon rises and you find yourself selling in a down economy? There are at least four things you can do to prepare to sell through an economic downturn:
- Stay in front of your customers.
- Get to the senior executives in buying organizations.
- Share success stories with senior executives that are relevant to their business.
- Manage your time as a guardian of your company's resources.
In tough economic times it's vital that you stay in front of your customers, especially your best customers. One major caveat applies to this advice - only contact your customers when you have something of value to offer them, such as advice, an unusual perspective, or special knowledge. Never, I repeat, never, contact a customer during tough times and ask, "Do you have any orders for me today?" That inane question will drive customers to the nearest exit!
Unfortunately, middle managers are often a primary layoff target when times get tough. This reality, however, presents an opportunity for you to meet with senior managers who might be inaccessible during boom times. Forget about "pitching" special programs and offers to senior executives at buying organizations. Rather, listen carefully to them and be sure you really understand their concerns and the challenges impacting their business.
Senior managers are usually eager to hear about what other companies are doing to address tough issues and circumstances. Without divulging anything held by you in confidence, sharing success stories with executives is a powerful way to build your credibility and your business relationships with company leaders. You might, for example, share the experiences of a vendor who used a particular marketing approach to expand their universe of potential customers.
Finally, while it's always important to effectively manage your time and your territory, it's critical to optimize your selling time and guard your company's resources during an economic slowdown. By pursuing only realistic, profitable sales opportunities, you can help ensure the best use of your time and of company resources - both of which are usually strained in a down economy.
Most salespeople are notoriously poor planners, and preparing to sell in a down economy isn't much fun. Keep in mind, however, the words of Sir John Harvey-Jones who offered this observation: "The nicest thing about not planning is that failure comes as a complete surprise, rather than being preceded by a period of worry and depression."
Watch the fortunes of small business. Signals of an economic downturn begin to flash when small businesses cannot obtain the financing they need to operate and grow. It's easy to forget that 90% of American businesses have fewer than 20 employees. As credit markets tighten, and small businesses are unable to secure financing for growth, or for weathering rough waters, it's time to prepare for selling in a down economy.
There are some other unconventional economic indicators I pay attention to when I think about how the economy is doing. Cutbacks in the routes of delivery companies like Federal Express and UPS usually appear as early warning signs of a general slowdown. Federal Express recently advised that it expected reduced revenue in 2008. When Hormel Foods Corporation, the maker of Spam, reports higher sales of the canned luncheon meat, as they indicate they will in 2008, you can bet that folks in large numbers are hunkering down for a recession!
The causes of each economic downturn differ, at least slightly, from previous downturns. The housing industry, which was generally credited with propping up an otherwise wobbly economy for the past several years, now is leading the economy into choppy waters. The large number of interest only, adjustable rate, no money down, no income verification, and no credit-required loans written during the housing boom, and the reality of declining house values, is now a prime cause of the bad moon rising.
How then do you, the sales professional, survive and maybe even prosper when a bad moon rises and you find yourself selling in a down economy? There are at least four things you can do to prepare to sell through an economic downturn:
- Stay in front of your customers.
- Get to the senior executives in buying organizations.
- Share success stories with senior executives that are relevant to their business.
- Manage your time as a guardian of your company's resources.
In tough economic times it's vital that you stay in front of your customers, especially your best customers. One major caveat applies to this advice - only contact your customers when you have something of value to offer them, such as advice, an unusual perspective, or special knowledge. Never, I repeat, never, contact a customer during tough times and ask, "Do you have any orders for me today?" That inane question will drive customers to the nearest exit!
Unfortunately, middle managers are often a primary layoff target when times get tough. This reality, however, presents an opportunity for you to meet with senior managers who might be inaccessible during boom times. Forget about "pitching" special programs and offers to senior executives at buying organizations. Rather, listen carefully to them and be sure you really understand their concerns and the challenges impacting their business.
Senior managers are usually eager to hear about what other companies are doing to address tough issues and circumstances. Without divulging anything held by you in confidence, sharing success stories with executives is a powerful way to build your credibility and your business relationships with company leaders. You might, for example, share the experiences of a vendor who used a particular marketing approach to expand their universe of potential customers.
Finally, while it's always important to effectively manage your time and your territory, it's critical to optimize your selling time and guard your company's resources during an economic slowdown. By pursuing only realistic, profitable sales opportunities, you can help ensure the best use of your time and of company resources - both of which are usually strained in a down economy.
Most salespeople are notoriously poor planners, and preparing to sell in a down economy isn't much fun. Keep in mind, however, the words of Sir John Harvey-Jones who offered this observation: "The nicest thing about not planning is that failure comes as a complete surprise, rather than being preceded by a period of worry and depression."
Tuesday, December 4, 2007
Direct Sales - Why the Bad Rap?
It seems that for the last several years, just mention the words "Direct Sales" and entrepreneurs run the other way. Why is that? Direct sales isn't such a bad thing. In fact, that is what I do and I believe it is a very good thing. Works for me!
Direct sales can be done in such a big variety of ways. You can sell direct to the public, one method I truly love. If your products range in the area of figurines, vases, pictures, fountains, things like that, you can easily sell to all of your local gift shops and florists! Consider what types of products you sell, and market them to the appropriate businesses. When you have great products and believe in your products, they practically sell themselves. You really don't have to be a great salesperson to be successful in direct sales.
Another great method that can be used for direct sales is church and school fundraisers, home parties and festivals. It is extremely easy to make money giving home parties, or even having someone else do them for you! At home parties, you always have a plentiful supply of your products for the guests to be able to see the beauty and quality of your product firsthand. This is a very effective way to make great money, and word of mouth spreads very quickly!
The last method I am going to mention is direct marketing on the internet. This is a little more difficult, but it can be done. It takes a while to get the word out, do enough effective marketing and advertising, and get your site in a favorable spot with the search engines. But with a little time and effort, it can be done. Once you start using all of these methods with your direct sales business, you will see the huge income potential that is there. And, maybe, just maybe, you will see that direct sales isn't such a bad thing after all!
Direct sales can be done in such a big variety of ways. You can sell direct to the public, one method I truly love. If your products range in the area of figurines, vases, pictures, fountains, things like that, you can easily sell to all of your local gift shops and florists! Consider what types of products you sell, and market them to the appropriate businesses. When you have great products and believe in your products, they practically sell themselves. You really don't have to be a great salesperson to be successful in direct sales.
Another great method that can be used for direct sales is church and school fundraisers, home parties and festivals. It is extremely easy to make money giving home parties, or even having someone else do them for you! At home parties, you always have a plentiful supply of your products for the guests to be able to see the beauty and quality of your product firsthand. This is a very effective way to make great money, and word of mouth spreads very quickly!
The last method I am going to mention is direct marketing on the internet. This is a little more difficult, but it can be done. It takes a while to get the word out, do enough effective marketing and advertising, and get your site in a favorable spot with the search engines. But with a little time and effort, it can be done. Once you start using all of these methods with your direct sales business, you will see the huge income potential that is there. And, maybe, just maybe, you will see that direct sales isn't such a bad thing after all!
Where's The Fire?
I remember when that question, "where's the fire?" used to be a sort of humorous reference to someone in a hurry.
Over the past few years I've seen a general slow down in both thinking and action to the point where the aforementioned expression is now outdated as a reference to people in a hurry.
I seldom see the entire business pulling together in a response fitting an emergency situation when sales or profits take a dump. A few managers may explore cost cutting measures but seldom is the business put on full alert.
I think the business community has adopted this sluggish way of addressing crisis from the government. If a serious problem presents itself to the government, the usual first step is to appoint a commission to study the problem. Remember when those used to be called "Blue Ribbon Panels"? Ha. Look at the recent 911 Commission Report. What do you suppose that pile of expensive paper cost the tax payers? Guess what, the Bush administration rejected the findings and took their own course. Congress, the instigator of the report, didn't really like the tome either. Congress hoped for a more "Get out of Iraq Now" proclamation.
Here's my point. Assuming you have qualified people in your organization, when business slows down or margins take a dive, everyone needs to respond as though the place is on fire and that they are trained fire-fighting professionals. If your staff isn't in the mode of cranking out creative suggestions and working hard and fast to turn things around, you need to get them fired up. And if they can't be motivated to move like their job depends on it, cut them.
Over the past few years I've seen a general slow down in both thinking and action to the point where the aforementioned expression is now outdated as a reference to people in a hurry.
I seldom see the entire business pulling together in a response fitting an emergency situation when sales or profits take a dump. A few managers may explore cost cutting measures but seldom is the business put on full alert.
I think the business community has adopted this sluggish way of addressing crisis from the government. If a serious problem presents itself to the government, the usual first step is to appoint a commission to study the problem. Remember when those used to be called "Blue Ribbon Panels"? Ha. Look at the recent 911 Commission Report. What do you suppose that pile of expensive paper cost the tax payers? Guess what, the Bush administration rejected the findings and took their own course. Congress, the instigator of the report, didn't really like the tome either. Congress hoped for a more "Get out of Iraq Now" proclamation.
Here's my point. Assuming you have qualified people in your organization, when business slows down or margins take a dive, everyone needs to respond as though the place is on fire and that they are trained fire-fighting professionals. If your staff isn't in the mode of cranking out creative suggestions and working hard and fast to turn things around, you need to get them fired up. And if they can't be motivated to move like their job depends on it, cut them.
Tuesday, November 27, 2007
Some Simple Strategies to Increase Sales for Women in Business
Are you a woman in business seeking some simple strategies to increase your business sales? Then maybe it is time to revisit the 3Rs Performance Model.
No I am not speaking about the 3Rs from your early childhood education of reading, 'riting or 'rithmetic, but the 3Rs for business: Relationships, Referrals and Revenue.
Business exists to make revenue - the third R. This R is the direct result of business referrals (second R) given that 80% of all new business comes from referrals. Businesses secure referrals from relationships (first R).
To increase business sales demands that you track all of your relationships that have been generated through your marketing activities. From those marketing activities you realize sales that lead to productivity or profitability.
For example, if you know that you attend one business networking event (marketing activity), you will secure 5 leads of which you build 3 relationships. Those 3 relationships lead to 2 sales that deliver 20% gross profits.
Another way to measure business results is through how many calls you make that deliver X percentage of appointments. Those appointments give you X% of presentation appointments from which you receive X sales. In real numbers, the progression might look like this:
100 calls = 50 first appointments = 25 presentation appointments = 10 sales.
If you want to increase business sales, then you need to make 200 calls to double the current sales results. However increasing sales is only one part of the equation. An increase in sales may result in a decrease in profitability because you may be generating more costs to deliver more sales.
By returning to your strategic plan, you can map a course so that when you take action to increase activity, your costs will stay within the acceptable parameters. And if you really have taken the time to plan your strategy, you may even be able to reduce some costs and increase profitability.
No I am not speaking about the 3Rs from your early childhood education of reading, 'riting or 'rithmetic, but the 3Rs for business: Relationships, Referrals and Revenue.
Business exists to make revenue - the third R. This R is the direct result of business referrals (second R) given that 80% of all new business comes from referrals. Businesses secure referrals from relationships (first R).
To increase business sales demands that you track all of your relationships that have been generated through your marketing activities. From those marketing activities you realize sales that lead to productivity or profitability.
For example, if you know that you attend one business networking event (marketing activity), you will secure 5 leads of which you build 3 relationships. Those 3 relationships lead to 2 sales that deliver 20% gross profits.
Another way to measure business results is through how many calls you make that deliver X percentage of appointments. Those appointments give you X% of presentation appointments from which you receive X sales. In real numbers, the progression might look like this:
100 calls = 50 first appointments = 25 presentation appointments = 10 sales.
If you want to increase business sales, then you need to make 200 calls to double the current sales results. However increasing sales is only one part of the equation. An increase in sales may result in a decrease in profitability because you may be generating more costs to deliver more sales.
By returning to your strategic plan, you can map a course so that when you take action to increase activity, your costs will stay within the acceptable parameters. And if you really have taken the time to plan your strategy, you may even be able to reduce some costs and increase profitability.
Successful Women In Business Know What Marketing Strategies Work to Increase Sales
How will you get your message out to prospects as well as current clients so that you have Top of Mind Awareness (TOMA) is a big concern for any woman in business. Given that most women in business have limited marketing budgets, each dollar must deliver as much bang for the buck and truly hit the target.
First, the most effective marketing strategy is Word of Mouth (WOM). This strategy creates a buzz because people are sharing their positive experience with other individuals. And who is someone more likely to trust, a friend or a Madison Avenue type?
Contrary to many women in business, another effective marketing strategy is direct mail. If you have a targeted list based upon your strategic plan, you may realize anywhere from a 25% to 75% response rate to your direct mail campaign. There are different types of direct mail from the oversize color postcards to a series of articles that have value for the recipient.
One of the most overlooked marketing strategies is to simply just ask for a referral. Research suggests that 80% of all new business comes from referral. Many business owners fail to ask existing clients or disqualified prospects for a referral. Again, people listen to those that they trust rather than complete strangers.
Other effective marketing strategies include:
* Blending the Internet through auto responders
* Personal phone calls
* Lumpy mail (mail that has something in it)
* Internet article writing
* Writing a book
* Speaking at national, state and regional events
Given that people need to be touched over 30 times for them to have TOMA regarding your business, your marketing plan should have several marketing strategies and then tactics (actions) to execute those strategies.
Remember, if you have an effective marketing strategy, then continue to execute that strategy. Do not stop doing something that is working. This is a mistake made by many women in business because they listen to someone else or try something new.
Effective marketing strategies should delivery a high number of leads and turn those leads into actual converted sales. You, as the woman business owner or woman executive, must take the time to determine what marketing strategies are delivering the most conversions and at the lowest cost. By taking this action, will eliminate this issue to allow you to focus on those other issues keeping you from your goal to increase sales.
First, the most effective marketing strategy is Word of Mouth (WOM). This strategy creates a buzz because people are sharing their positive experience with other individuals. And who is someone more likely to trust, a friend or a Madison Avenue type?
Contrary to many women in business, another effective marketing strategy is direct mail. If you have a targeted list based upon your strategic plan, you may realize anywhere from a 25% to 75% response rate to your direct mail campaign. There are different types of direct mail from the oversize color postcards to a series of articles that have value for the recipient.
One of the most overlooked marketing strategies is to simply just ask for a referral. Research suggests that 80% of all new business comes from referral. Many business owners fail to ask existing clients or disqualified prospects for a referral. Again, people listen to those that they trust rather than complete strangers.
Other effective marketing strategies include:
* Blending the Internet through auto responders
* Personal phone calls
* Lumpy mail (mail that has something in it)
* Internet article writing
* Writing a book
* Speaking at national, state and regional events
Given that people need to be touched over 30 times for them to have TOMA regarding your business, your marketing plan should have several marketing strategies and then tactics (actions) to execute those strategies.
Remember, if you have an effective marketing strategy, then continue to execute that strategy. Do not stop doing something that is working. This is a mistake made by many women in business because they listen to someone else or try something new.
Effective marketing strategies should delivery a high number of leads and turn those leads into actual converted sales. You, as the woman business owner or woman executive, must take the time to determine what marketing strategies are delivering the most conversions and at the lowest cost. By taking this action, will eliminate this issue to allow you to focus on those other issues keeping you from your goal to increase sales.
Monday, November 26, 2007
Lead Management - A Focus Above the Funnel - Part II
One of the sad truths of sales is the activities involved in being successful above the funnel; Lead Generation and Prospecting are more "blue collar" in nature than the rest of the Revenue process Sales, which traditionally has been more "white collar" in nature. Many sales reps fancy themselves white collar professions and therefore do not take to lead generation and prospecting. They fail to acknowledge that there is heavy lifting, plenty of hard work, in this contact sport called Prospecting.
Having implemented a Touch > Contact > Engage, approach to managing your leads, you need to have a replenishment plan. The fact you are recycling leads, ensuring that you benefit from the fact that today's dud is tomorrow's cash cow, understanding that more is not best, just a start, you still need a means of brining new leads in to you base.
As with many things above the funnel, there are few secrets, the real deal is in implementing, and staying consistent; the things you'll read below all will work if you put them in to practice, and do so in a consistent ongoing way.
In no particular order, and with the understanding that many verticals have other unique sources for leads, here are a few everyone could use immediately:
• Referrals
• Dependent Referrals
• Networking
• Directories
• Cold Calling
• Referrals - Everyone talks about them, very few actually do it, or do it right. I find it very interesting, at every workshop I ask how many people have success with referrals, and in a group of 15 or 18 people two people will put up their hand; I then ask how many actually ask for referrals, and the same two people raise their hands. Everyone has worked referrals, but very few actively generate referrals. The one that do seem to restrict it to people they "have a relationship with"; when asked why they don't include prospects, or leads in pursuing referrals, they rarely have anything to offer other than that they "don't yet have a relationship". There have been numerous quality books written on referrals, we recommended one in The Pipeline's Recommended Reading section. The key is you can get referrals from a lot more people you deal with in business, from prospects, clients, vendors, tradesmen, even other leads. It is never too early to ask for referrals, you may not get one right away, but people will know you are ready for them.
• Direct Authority Referrals - One source of referrals need to be segmented from the others, and needs to be more consistently pursued and harvested, we call these Direct Authority Referrals. These are people who have relationships with people who could use your service or product, and are in a position to have to more than strongly influence matters as a result of being an authority figure. Often as a result, they are privy to information that you can benefit from, and where their recommendation or referral will fast track the process of moving a Lead to a Prospect, and hasten the sale in general. These could be lawyers, accountants, business advisors, bankers. Within given markets there could very specific relationships where one party is in a position to help the referral take on real teeth.
For example, there is a natural synergy between what I do and Sales Compensation consultants. They are interacting with people who can use our services, and can often be perceived as "an authority" by these people. Not only can we add value to their relationships by ensuring that the client fully benefits from their service we are able to accelerate the cycle for both our companies and increase the benefit for the client.
Regardless of the nature of the referral, you can take the initiative in ensuring a healthy relationship, send referrals their way, if you can, before you even receive one from them, this is a small investment, but one that pays long dividends.
• Networking - It's on everyone's to-do, not all ways done effectively. There are all kinds of books and articles written on networking, everything from etiquette to finding different networks. Our focus here is to get you thinking about where prospecting fits in to your lead management strategy and program. Not all networks a suitable for every type of sale, but there are always a number that will provide you a steady stream of leads. Since networking is part of the over all strategy make sure you don't over do it, but do it right. When you attend an event remember you are there to network not socialize. Have targets to measure against and adjust them and you networking based on clear objectives and results.
Having implemented a Touch > Contact > Engage, approach to managing your leads, you need to have a replenishment plan. The fact you are recycling leads, ensuring that you benefit from the fact that today's dud is tomorrow's cash cow, understanding that more is not best, just a start, you still need a means of brining new leads in to you base.
As with many things above the funnel, there are few secrets, the real deal is in implementing, and staying consistent; the things you'll read below all will work if you put them in to practice, and do so in a consistent ongoing way.
In no particular order, and with the understanding that many verticals have other unique sources for leads, here are a few everyone could use immediately:
• Referrals
• Dependent Referrals
• Networking
• Directories
• Cold Calling
• Referrals - Everyone talks about them, very few actually do it, or do it right. I find it very interesting, at every workshop I ask how many people have success with referrals, and in a group of 15 or 18 people two people will put up their hand; I then ask how many actually ask for referrals, and the same two people raise their hands. Everyone has worked referrals, but very few actively generate referrals. The one that do seem to restrict it to people they "have a relationship with"; when asked why they don't include prospects, or leads in pursuing referrals, they rarely have anything to offer other than that they "don't yet have a relationship". There have been numerous quality books written on referrals, we recommended one in The Pipeline's Recommended Reading section. The key is you can get referrals from a lot more people you deal with in business, from prospects, clients, vendors, tradesmen, even other leads. It is never too early to ask for referrals, you may not get one right away, but people will know you are ready for them.
• Direct Authority Referrals - One source of referrals need to be segmented from the others, and needs to be more consistently pursued and harvested, we call these Direct Authority Referrals. These are people who have relationships with people who could use your service or product, and are in a position to have to more than strongly influence matters as a result of being an authority figure. Often as a result, they are privy to information that you can benefit from, and where their recommendation or referral will fast track the process of moving a Lead to a Prospect, and hasten the sale in general. These could be lawyers, accountants, business advisors, bankers. Within given markets there could very specific relationships where one party is in a position to help the referral take on real teeth.
For example, there is a natural synergy between what I do and Sales Compensation consultants. They are interacting with people who can use our services, and can often be perceived as "an authority" by these people. Not only can we add value to their relationships by ensuring that the client fully benefits from their service we are able to accelerate the cycle for both our companies and increase the benefit for the client.
Regardless of the nature of the referral, you can take the initiative in ensuring a healthy relationship, send referrals their way, if you can, before you even receive one from them, this is a small investment, but one that pays long dividends.
• Networking - It's on everyone's to-do, not all ways done effectively. There are all kinds of books and articles written on networking, everything from etiquette to finding different networks. Our focus here is to get you thinking about where prospecting fits in to your lead management strategy and program. Not all networks a suitable for every type of sale, but there are always a number that will provide you a steady stream of leads. Since networking is part of the over all strategy make sure you don't over do it, but do it right. When you attend an event remember you are there to network not socialize. Have targets to measure against and adjust them and you networking based on clear objectives and results.
From Told to Sold! Leverage Your Stories to Resonate with Prospects and Customers
Have you ever heard a story that could have been about you?
Ever heard a story that reminded you of another one?
What about a story that sounded vaguely familiar?
Welcome to the power of story.
Unlike facts and figures, that often leave us cold, stories connect! And they connect deeply, often stirring us emotionally at a heart level. That's what makes them memorable, and powerful as a sales tool.
The Prevalence of Stories
We're wired for stories! And since birth we've been conditioned to respond to stories. It's how we learned about our family and environment, culture and country, our religion, strangers and the world at large. We remember stories, and we tell ours and others, repeatedly. And stories aren't just transmitted orally. They are fed us in and out of school, through books, radio, newspapers, opera, television and even through the Internet.
Stories in Sales: Story Tell, Story Sell
I've written before about the use of short success stories to help you sell. I prefer a three-part story, utilizing a Setting-Situation-Solution format. Using this format, you soft sell a listener on what you did for past clients, what you did on past projects, or the difference a product or service of yours made in solving a problem, overcoming a challenge or generating a favorable outcome.
The Power of Archetypal Stories
Your stories can work on both conscious and unconscious levels with prospects and clients. When you tell a story that echoes an archetypal theme your listener nods in agreement on multiple levels. Think about the stories you tell as you sell. Do they mimic traditional themes that represent the human experience? For your stories to connect, I recommend they allude to one of various familiar archetypal themes:
- The hero's journey
- Coming of age
- The acquiring of wisdom
- Pacts with the devil / fooling the devil
- Tricking the tricksters
Using The Archetypal Advantage to Connect with Customers
Consider some of these story genres and motifs for your use in selling products, services, and loyalty to brand affiliations and organizations.
Cautionary Tales
Cautionary tales are stories that warn of danger or harm that awaits you if you do or don't follow a particular course of action. Think of the boy who cries wolf one too many times and was no longer trusted. Or the story of the three little pigs. These tales are great for selling products and services. Perhaps you tell your story about the client who didn't back up, buy insurance or create redundant systems.
The Achilles Heel
From Greek mythology we know the tale of Achilles, the great warrior with a fatal flaw. If your story involves a competitor's product and its fatal flaw, we'll nod knowingly in light of Achilles' fate.
The Hero's Journey
The late Joseph Campbell devoted his life to studying hero tales from around the world. We can all relate to an irrepressible hero on a noble quest. The struggles to overcome, obstacles to negotiate, and sacrifices endured on the way to ultimate success. When your story echoes this arc your listener can become the hero or heroine, or is otherwise rooting for them. That's the power of story.
Creation Stories
Stories that explain how the world was created, or why the universe, world or life came to be the way they are. Found in many cultures around the world, these stories frame the world we live in, explaining its origins. Your creation story may explain the lineage of a device, an industry or your company.
Pourquoi Stories
These stories tell you why and how things are. They are great for teaching purposes. Stories such as "how the leopard got its stripes" explain a natural phenomenon or a reality we all accept. You can tell these why stories to explain the advent of trends, policies, research and migration paths for products and services.
Cinderella Stories
That elusive match, the magical shoe that fits just one foot, the chase, search or quest that ends in a match. An unjust oppression that is transcended. The conquest of love. These are universal sentiments you can tap in your sales story. Your love story can meld two devices, technologies, cultures or even ingredients.
From Told to Sold
As you can see, there are countless themes that echo the human experience. And they work across cultures and borders. Many of these same themes and motifs are present in Asian, European, African, Native American and other cultures. When your story is built atop a familiar theme it's that much more believable, tangible and powerful. Sell it through stories and you'll live happily ever after!
Ever heard a story that reminded you of another one?
What about a story that sounded vaguely familiar?
Welcome to the power of story.
Unlike facts and figures, that often leave us cold, stories connect! And they connect deeply, often stirring us emotionally at a heart level. That's what makes them memorable, and powerful as a sales tool.
The Prevalence of Stories
We're wired for stories! And since birth we've been conditioned to respond to stories. It's how we learned about our family and environment, culture and country, our religion, strangers and the world at large. We remember stories, and we tell ours and others, repeatedly. And stories aren't just transmitted orally. They are fed us in and out of school, through books, radio, newspapers, opera, television and even through the Internet.
Stories in Sales: Story Tell, Story Sell
I've written before about the use of short success stories to help you sell. I prefer a three-part story, utilizing a Setting-Situation-Solution format. Using this format, you soft sell a listener on what you did for past clients, what you did on past projects, or the difference a product or service of yours made in solving a problem, overcoming a challenge or generating a favorable outcome.
The Power of Archetypal Stories
Your stories can work on both conscious and unconscious levels with prospects and clients. When you tell a story that echoes an archetypal theme your listener nods in agreement on multiple levels. Think about the stories you tell as you sell. Do they mimic traditional themes that represent the human experience? For your stories to connect, I recommend they allude to one of various familiar archetypal themes:
- The hero's journey
- Coming of age
- The acquiring of wisdom
- Pacts with the devil / fooling the devil
- Tricking the tricksters
Using The Archetypal Advantage to Connect with Customers
Consider some of these story genres and motifs for your use in selling products, services, and loyalty to brand affiliations and organizations.
Cautionary Tales
Cautionary tales are stories that warn of danger or harm that awaits you if you do or don't follow a particular course of action. Think of the boy who cries wolf one too many times and was no longer trusted. Or the story of the three little pigs. These tales are great for selling products and services. Perhaps you tell your story about the client who didn't back up, buy insurance or create redundant systems.
The Achilles Heel
From Greek mythology we know the tale of Achilles, the great warrior with a fatal flaw. If your story involves a competitor's product and its fatal flaw, we'll nod knowingly in light of Achilles' fate.
The Hero's Journey
The late Joseph Campbell devoted his life to studying hero tales from around the world. We can all relate to an irrepressible hero on a noble quest. The struggles to overcome, obstacles to negotiate, and sacrifices endured on the way to ultimate success. When your story echoes this arc your listener can become the hero or heroine, or is otherwise rooting for them. That's the power of story.
Creation Stories
Stories that explain how the world was created, or why the universe, world or life came to be the way they are. Found in many cultures around the world, these stories frame the world we live in, explaining its origins. Your creation story may explain the lineage of a device, an industry or your company.
Pourquoi Stories
These stories tell you why and how things are. They are great for teaching purposes. Stories such as "how the leopard got its stripes" explain a natural phenomenon or a reality we all accept. You can tell these why stories to explain the advent of trends, policies, research and migration paths for products and services.
Cinderella Stories
That elusive match, the magical shoe that fits just one foot, the chase, search or quest that ends in a match. An unjust oppression that is transcended. The conquest of love. These are universal sentiments you can tap in your sales story. Your love story can meld two devices, technologies, cultures or even ingredients.
From Told to Sold
As you can see, there are countless themes that echo the human experience. And they work across cultures and borders. Many of these same themes and motifs are present in Asian, European, African, Native American and other cultures. When your story is built atop a familiar theme it's that much more believable, tangible and powerful. Sell it through stories and you'll live happily ever after!
Friday, November 16, 2007
Get More Sales - Reward in Listening
Many years ago I was selling kitchen appliances door to door. I went to a pretty usual appointment and when I knocked on the door, the gentleman asked me straight in to have a look at something really important he wanted to show me.
He then proceeded to take me down into the basement.
Yes I was a little worried too!
To my amazement the basement had a large crate in the middle of it full of bibles. He started to tell me that he was involved with smuggling bibles into China. His whole face lit up with excitement and joy as he told me.
He then proceeded to take me upstairs and sat me down and opened a big book that had the appearance of a large visitor's book. He then proceeded to talk to me for the next 45 minutes about his theories of religion and the afterlife. The book was full of sketches and all hand written himself on his theories.
All this time I was trying real hard to be very attentive at what he was talking about which was very difficult at times.
I kept on thinking if I listened to his passionate story; he may allow me to talk about mine. So I kept listening.
After 45 minutes he turned to me and his wife and said, "How much was is it". He then told his wife to go and get the cheque book.
This was the easiest sale I have ever made. No presentation, no close. Wow.
Now it would have been wrong for me to just sign him up without identifying what exactly was his requirements.
So I went through a clear fact find and clearly identified their needs. I then presented to him and his wife the solution with of course some quality add-on products.
They were very happy and gave me some great referrals.
I really thought about that sale for some time and why it went so well.
The area was off course in the building of rapport. I gave him something that I think a lot of people would not have given him and that is quality time to hear his story, which of course built immediate rapport. Normally when I talked to potential buyers you try to gain some sort of connection with them to build that rapport. This call was rare as it was the buyer who instigated straight away the topic of his choice.
If I was not interested in hearing his story and just missed his desire to share with me, I may have made the sale but not as solid with all the add-ons and good referrals.
Now listen to me carefully now because I don't want you to take this story the wrong way. I am not saying you need to chat to every customer for hours on end. Please don't waste time on people that do not suit your product. The key information was that I had already qualified this potential buyer before I went sat down with him. He had already ticked all the boxes in regards to be ready to buy.
He then proceeded to take me down into the basement.
Yes I was a little worried too!
To my amazement the basement had a large crate in the middle of it full of bibles. He started to tell me that he was involved with smuggling bibles into China. His whole face lit up with excitement and joy as he told me.
He then proceeded to take me upstairs and sat me down and opened a big book that had the appearance of a large visitor's book. He then proceeded to talk to me for the next 45 minutes about his theories of religion and the afterlife. The book was full of sketches and all hand written himself on his theories.
All this time I was trying real hard to be very attentive at what he was talking about which was very difficult at times.
I kept on thinking if I listened to his passionate story; he may allow me to talk about mine. So I kept listening.
After 45 minutes he turned to me and his wife and said, "How much was is it". He then told his wife to go and get the cheque book.
This was the easiest sale I have ever made. No presentation, no close. Wow.
Now it would have been wrong for me to just sign him up without identifying what exactly was his requirements.
So I went through a clear fact find and clearly identified their needs. I then presented to him and his wife the solution with of course some quality add-on products.
They were very happy and gave me some great referrals.
I really thought about that sale for some time and why it went so well.
The area was off course in the building of rapport. I gave him something that I think a lot of people would not have given him and that is quality time to hear his story, which of course built immediate rapport. Normally when I talked to potential buyers you try to gain some sort of connection with them to build that rapport. This call was rare as it was the buyer who instigated straight away the topic of his choice.
If I was not interested in hearing his story and just missed his desire to share with me, I may have made the sale but not as solid with all the add-ons and good referrals.
Now listen to me carefully now because I don't want you to take this story the wrong way. I am not saying you need to chat to every customer for hours on end. Please don't waste time on people that do not suit your product. The key information was that I had already qualified this potential buyer before I went sat down with him. He had already ticked all the boxes in regards to be ready to buy.
Get More Sales - Use Open Questions
It was a Sunday Afternoon of boredom in the north of England where we where living at the time after days and days of no sun. The temperature was less than 2 degrees Celsius and that is in the day time.
Now for an Aussie from a hot climate like Queensland that is a tough weekend. Especially when you are use to 300 days of sunshine a year and when most days in winter reach 21 degrees Celsius.
So you now know my state of mind. I was trying to read a book to get my mind off it when my 9 year old son asked me, "Dad can I have an ice cream".
Now as I was in a strange bored mood, I said, "No, because you asked me a closed question".
Now you may be thinking, "This guy needs to take up a hobby, or get out more", well it does get better.
He looked at me very strangely, so I explained to him that a closed question is one that gets an answer of yes or no. Now this is a wrong question because the person doesn't have to think and the majority of the time he will say no. On the other hand an open question is one that the person has to think about the answer and you have a better chance of a yes which would give him more of a chance to get the things he wants.
Simple!
So my son went away and while trying to get back into my book, I thought, "He won't bother me again". About 20 minutes later my son returned and said, "Dad when can I have an ice cream". I said without thinking, "You can have one now if you like".
It then hit me. Oh my goodness, my 9 year old son got the concept.
Well the story doesn't stop there . . .
He got in to trouble at school for fighting and so he had to sit outside the Head Master's office. When the Head Master came out, my son said, "When can I go Sir"?
And the Head Master said, "You can go now"!
On sports day he was very thirsty and other children had asked the Teacher if they could go to get a drink and she had refused all of them. So what does my son ask?
My son bounces up and says, "Miss when can I get a drink"?
And the Teacher says, "You can go now"!
So if this is such an easy concept that a child gets, Why do adults who are selling a product or service still ask closed questions when starting a conversation with a potential buyer?
Now you may have a great product or service to offer, however by framing it in a closed question, you will never get the response you are looking for when opening a prospecting call.
Now for an Aussie from a hot climate like Queensland that is a tough weekend. Especially when you are use to 300 days of sunshine a year and when most days in winter reach 21 degrees Celsius.
So you now know my state of mind. I was trying to read a book to get my mind off it when my 9 year old son asked me, "Dad can I have an ice cream".
Now as I was in a strange bored mood, I said, "No, because you asked me a closed question".
Now you may be thinking, "This guy needs to take up a hobby, or get out more", well it does get better.
He looked at me very strangely, so I explained to him that a closed question is one that gets an answer of yes or no. Now this is a wrong question because the person doesn't have to think and the majority of the time he will say no. On the other hand an open question is one that the person has to think about the answer and you have a better chance of a yes which would give him more of a chance to get the things he wants.
Simple!
So my son went away and while trying to get back into my book, I thought, "He won't bother me again". About 20 minutes later my son returned and said, "Dad when can I have an ice cream". I said without thinking, "You can have one now if you like".
It then hit me. Oh my goodness, my 9 year old son got the concept.
Well the story doesn't stop there . . .
He got in to trouble at school for fighting and so he had to sit outside the Head Master's office. When the Head Master came out, my son said, "When can I go Sir"?
And the Head Master said, "You can go now"!
On sports day he was very thirsty and other children had asked the Teacher if they could go to get a drink and she had refused all of them. So what does my son ask?
My son bounces up and says, "Miss when can I get a drink"?
And the Teacher says, "You can go now"!
So if this is such an easy concept that a child gets, Why do adults who are selling a product or service still ask closed questions when starting a conversation with a potential buyer?
Now you may have a great product or service to offer, however by framing it in a closed question, you will never get the response you are looking for when opening a prospecting call.
Seeing What Sticks - The Problem With Features and Benefits
There's an old wives' tale that suggests you can tell when dinner is ready by throwing a piece of spaghetti against the wall to see if it sticks. If it sticks, it's done. If not, keep cooking. Whenever I think of 'features and benefits' selling, I think of someone throwing a whole pot of spaghetti noodles against the wall and trying to see what sticks. Stupid, right? I think so.
Dale Carnegie would say that you have features and benefits, listing all the features and benefits of your product or service in the hopes that if you say enough you'll finally hit on something of importance to your prospect and they'll scream out, "Ooh! I want that one!"
Features and benefits is the quickest way to expose yourself as an old-fashioned sales person. Does it work? About as well as throwing a whole bunch of pasta against the wall. And as an added bonus, it makes you seem smarmy and outdated.
It brings to mind the character of Gil Gunderson on 'The Simpson's' who is a hapless and nervous salesman who uses old-fashioned techniques to no avail. He sweats, he begs, he lists all the reasons why you should buy the product he's selling or the house he has listed or any number of things (he's had dozens of jobs), and he always ends up failing because it's all about Gil. It's never about his prospect or their needs.
Features and benefits doesn't work, first and foremost, because it focuses on you. You are not the one you're trying to sell. Secondly, features and benefits puts you in the perspective of continuing to ask the wrong questions.
What's the antidote to features and benefits? One word: criteria. In whatever you're doing, whether it be sales, whether it be real estate, whether you're working this in terms of relationships, or whatever you're doing, if you throw enough stuff on the wall, the old theory goes, some of it will stick. Maybe. But using by using criteria, you're laser focusing on exactly what the prospect wants and thereby significantly improving your odds and the predictability of sales.
So my new theory says, if you throw enough stuff on the wall, you've got dirty walls. Features and benefits, for the most part, are baloney, they're not effective, and they simply mark you as someone who is unskilled and unprofessional.
The exception to the rule is when the prospect knows absolutely nothing about what it is that they're there to buy from you. They've hardly ever seen or heard of the service or product, and they've come to you to ask you about buying it. Under those conditions, you might use some features and benefits, to help them to learn about the product, but even then, I'll tell you, that would be the second step, not the first step.
The first step is giving yourself the ability to target straight into their heart. Straight into their emotions, into their deepest desires. If I can speak directly to you about what it is you want, if I can talk about persuasion, and about the benefit to you of being able to master it, all of the sudden I might start having a little bit more of your attention.
Dale Carnegie would say that you have features and benefits, listing all the features and benefits of your product or service in the hopes that if you say enough you'll finally hit on something of importance to your prospect and they'll scream out, "Ooh! I want that one!"
Features and benefits is the quickest way to expose yourself as an old-fashioned sales person. Does it work? About as well as throwing a whole bunch of pasta against the wall. And as an added bonus, it makes you seem smarmy and outdated.
It brings to mind the character of Gil Gunderson on 'The Simpson's' who is a hapless and nervous salesman who uses old-fashioned techniques to no avail. He sweats, he begs, he lists all the reasons why you should buy the product he's selling or the house he has listed or any number of things (he's had dozens of jobs), and he always ends up failing because it's all about Gil. It's never about his prospect or their needs.
Features and benefits doesn't work, first and foremost, because it focuses on you. You are not the one you're trying to sell. Secondly, features and benefits puts you in the perspective of continuing to ask the wrong questions.
What's the antidote to features and benefits? One word: criteria. In whatever you're doing, whether it be sales, whether it be real estate, whether you're working this in terms of relationships, or whatever you're doing, if you throw enough stuff on the wall, the old theory goes, some of it will stick. Maybe. But using by using criteria, you're laser focusing on exactly what the prospect wants and thereby significantly improving your odds and the predictability of sales.
So my new theory says, if you throw enough stuff on the wall, you've got dirty walls. Features and benefits, for the most part, are baloney, they're not effective, and they simply mark you as someone who is unskilled and unprofessional.
The exception to the rule is when the prospect knows absolutely nothing about what it is that they're there to buy from you. They've hardly ever seen or heard of the service or product, and they've come to you to ask you about buying it. Under those conditions, you might use some features and benefits, to help them to learn about the product, but even then, I'll tell you, that would be the second step, not the first step.
The first step is giving yourself the ability to target straight into their heart. Straight into their emotions, into their deepest desires. If I can speak directly to you about what it is you want, if I can talk about persuasion, and about the benefit to you of being able to master it, all of the sudden I might start having a little bit more of your attention.
Monday, November 5, 2007
The History of Daewoo Corporation - And a Little Korean Wisdom
Today business is an International Affair, that goes of little small business start-ups working out of their home to large multi-national conglomerates. If you are an entrepreneur looking to make your mark then you need to understand how the greats did it and are still doing it today. So, I would like to recommend a very good International Business Success Story and book to you:
"Every Street is Paved with Gold" by Kim Woo-Choong, Founder and Chairman of Daewoo - 1992. This work is part of the "The Fortune Magazine - Real Road to Success Series"
Daewoo was one of the greatest success stories and international corporate business triumphs in history. So, how does a poverty stricken child grow up to run a multi-national conglomerate that has 25 Billion Dollars in sales per quarter (in 1992 dollars)? He is said by many to be a genius, entrepreneurial giant, great salesman and expert deal maker, few could deny that.
In fact, my company, The Car Wash Guys, had a contract to clean all the Daewoo Automobiles entering the United States ports for 4-years. They came over by the ship loads and the automotive division was just one of the Daewoo's many enterprises, I met Kim Woo-Choong and his protégés, and indeed, deal making was their great asset. We ended up giving them a rock bottom service contract, that even some of our best customers did not have. Don't worry, we still made money, but our franchisees in charge of that contract did not get rich off of it.
Korean Wisdom, good business sense and their corporate culture made Daewoo the team to beat and they took advantage of all their markets from home electronics to heavy ship building and from aircraft components to automobile making. I am going to have to recommend this book to you if you are serious about taking your entrepreneurial enterprise all the way.
"Every Street is Paved with Gold" by Kim Woo-Choong, Founder and Chairman of Daewoo - 1992. This work is part of the "The Fortune Magazine - Real Road to Success Series"
Daewoo was one of the greatest success stories and international corporate business triumphs in history. So, how does a poverty stricken child grow up to run a multi-national conglomerate that has 25 Billion Dollars in sales per quarter (in 1992 dollars)? He is said by many to be a genius, entrepreneurial giant, great salesman and expert deal maker, few could deny that.
In fact, my company, The Car Wash Guys, had a contract to clean all the Daewoo Automobiles entering the United States ports for 4-years. They came over by the ship loads and the automotive division was just one of the Daewoo's many enterprises, I met Kim Woo-Choong and his protégés, and indeed, deal making was their great asset. We ended up giving them a rock bottom service contract, that even some of our best customers did not have. Don't worry, we still made money, but our franchisees in charge of that contract did not get rich off of it.
Korean Wisdom, good business sense and their corporate culture made Daewoo the team to beat and they took advantage of all their markets from home electronics to heavy ship building and from aircraft components to automobile making. I am going to have to recommend this book to you if you are serious about taking your entrepreneurial enterprise all the way.
A Mentor Can Change Your Life
Building a successful business does not happen overnight. It can take years to reach the point where you achieve what you want. I know, I speak from over 30 years of business experience that took me from being very naïve in running a business to now being one of the top in my industry.
When I began my dental practice over three decades ago, there was so much I didn't know on how to run a business. Although I did well my first year in business, it was nothing compared to what was to come. A major turning point in how I viewed business and how I ran my business was when I met the man who would change my life.
A quiet and gentle man, Charlie Schaivo, entered my life. Charlie was an accountant by trade and a very specialized consultant with an expertise in dental practice acquisitions. It was during my first acquisition that I met Charlie.
Charlie was a very refined man who rarely dressed in other than a business suit, well-pressed shirt, polished shoes and hat. He continues this practice even now in his late 80's. He once jokingly told me, "Joe, I even cut my lawn in a suit." Charlie's quiet confidence, love of learning and joy for life was contagious. I liked being around him. I could listen to him for hours as he instilled his wisdom in me.
It was during this time Charlie became the main mentor in my life. Little did I realize how influential and instrumental to my success this man would be. Initially, we didn't talk about the fact he was my mentor; that aspect of our relationship simply evolved. We met once a month from 1979 to 1998. Each time we met we spoke about the month, a little bit about what we were doing in the office, and a lot about personal success, personal growth, how to sell, and how to help people.
Charlie believed wholeheartedly in goal setting. It was the foundation of much of what created his success. It was one of the greatest insights to achievement Charlie passed on to me.
The goal setting process Charlie shared with me goes beyond a haphazard resolution or one that is simply for amusement; it lays the foundation for success so many people crave.
Today, the process is a part of my success strategy. I wouldn't dream of not using it. A major aspect of what Charlie shared is that of a yearly review. The process of the yearly review is one that I have grown to anticipate with great excitement. It allows me the opportunity to reflect on what I have accomplished over the previous year and what is possible in the coming year.
The yearly review cornerstone of what I teach anyone I mentor regarding achievement, success and goal setting.
My first serious attempt at setting goals and writing them down was New Year's of 1989 or 1989. The process included some vague goals, but they were goals nonetheless.
As with most processes, the more I studied goal setting, the more I realized the need to be extremely specific. Each year since that time, without fail, I review my previous goals, evaluate where I am in comparison to where I want to be, refine my current goals and set new ones. I am now much more specific about what I want. For example, in the beginning I might write down, "Read personal growth books." Now I will write, "Read personal development books for 30 to 60 minutes a day." The difference it the results from vague goals to specific goals is astounding.
One of the main reasons people don't achieve what they want is they are not specific enough. Another is that they make a half-hearted attempt at setting goals. They may think about what they want and call that goal setting. The fact is thinking about what you want is only part of the process. There is so much more.
My goal setting process begins within the first week of the New Year. I use a goal journal for the process. A goal journal can be as simple as a blank notebook or as elaborate as a bound, leather journal.
As I end one year and begin another I review my goals from the previous year. I determine whether I have met my goal, if I need to lessen or heighten the requirement of the goal or eliminate it all together. If I met the goal, do I need to change it?
The journal allows you to see your progression in specific areas each year. Take goals on physical fitness, for example. When your goals are clearly written, you can't deny whether or not you achieved your outcome. If you didn't, you could enhance the goal. In my case, when I reviewed my physical fitness, did I need to increase my running ability, number of days for working out? When you write your goals down, you hold yourself accountable for your goals.
Take time to set goals in every area of your life, both personally and professionally. Be very clear about what you want. From there, you must write this information down. Once you write it down, you must be willing to review your goals every single day. You must also be willing to make choices around what you wrote down. As Charlie has told me many times, "You can have anything you want if you are willing to pay the price."
When I began my dental practice over three decades ago, there was so much I didn't know on how to run a business. Although I did well my first year in business, it was nothing compared to what was to come. A major turning point in how I viewed business and how I ran my business was when I met the man who would change my life.
A quiet and gentle man, Charlie Schaivo, entered my life. Charlie was an accountant by trade and a very specialized consultant with an expertise in dental practice acquisitions. It was during my first acquisition that I met Charlie.
Charlie was a very refined man who rarely dressed in other than a business suit, well-pressed shirt, polished shoes and hat. He continues this practice even now in his late 80's. He once jokingly told me, "Joe, I even cut my lawn in a suit." Charlie's quiet confidence, love of learning and joy for life was contagious. I liked being around him. I could listen to him for hours as he instilled his wisdom in me.
It was during this time Charlie became the main mentor in my life. Little did I realize how influential and instrumental to my success this man would be. Initially, we didn't talk about the fact he was my mentor; that aspect of our relationship simply evolved. We met once a month from 1979 to 1998. Each time we met we spoke about the month, a little bit about what we were doing in the office, and a lot about personal success, personal growth, how to sell, and how to help people.
Charlie believed wholeheartedly in goal setting. It was the foundation of much of what created his success. It was one of the greatest insights to achievement Charlie passed on to me.
The goal setting process Charlie shared with me goes beyond a haphazard resolution or one that is simply for amusement; it lays the foundation for success so many people crave.
Today, the process is a part of my success strategy. I wouldn't dream of not using it. A major aspect of what Charlie shared is that of a yearly review. The process of the yearly review is one that I have grown to anticipate with great excitement. It allows me the opportunity to reflect on what I have accomplished over the previous year and what is possible in the coming year.
The yearly review cornerstone of what I teach anyone I mentor regarding achievement, success and goal setting.
My first serious attempt at setting goals and writing them down was New Year's of 1989 or 1989. The process included some vague goals, but they were goals nonetheless.
As with most processes, the more I studied goal setting, the more I realized the need to be extremely specific. Each year since that time, without fail, I review my previous goals, evaluate where I am in comparison to where I want to be, refine my current goals and set new ones. I am now much more specific about what I want. For example, in the beginning I might write down, "Read personal growth books." Now I will write, "Read personal development books for 30 to 60 minutes a day." The difference it the results from vague goals to specific goals is astounding.
One of the main reasons people don't achieve what they want is they are not specific enough. Another is that they make a half-hearted attempt at setting goals. They may think about what they want and call that goal setting. The fact is thinking about what you want is only part of the process. There is so much more.
My goal setting process begins within the first week of the New Year. I use a goal journal for the process. A goal journal can be as simple as a blank notebook or as elaborate as a bound, leather journal.
As I end one year and begin another I review my goals from the previous year. I determine whether I have met my goal, if I need to lessen or heighten the requirement of the goal or eliminate it all together. If I met the goal, do I need to change it?
The journal allows you to see your progression in specific areas each year. Take goals on physical fitness, for example. When your goals are clearly written, you can't deny whether or not you achieved your outcome. If you didn't, you could enhance the goal. In my case, when I reviewed my physical fitness, did I need to increase my running ability, number of days for working out? When you write your goals down, you hold yourself accountable for your goals.
Take time to set goals in every area of your life, both personally and professionally. Be very clear about what you want. From there, you must write this information down. Once you write it down, you must be willing to review your goals every single day. You must also be willing to make choices around what you wrote down. As Charlie has told me many times, "You can have anything you want if you are willing to pay the price."
Saturday, November 3, 2007
Helping the Customer to Buy - The Importance of Questions in Selling
The secret of successful selling is to ask the right questions. If we do this properly, we become seen as a problem solver and the dynamic shifts from a buyer/seller relationship into that of two equal partners.We are then not selling...we are helping the customer to buy. In order to sell effectively we need to know what will make the customer buy from us. In order to do this we need to ask them...and listen wholly and exclusively to what they say. A highly effective type of question is known as an 'open' question. These are questions often prefaced with the words who, what, when, why, where or how.
These are all words that will encourage the customer to talk about their current situation and needs. If we are listening attentively then we are able to gather lots of information which can then be used to tailor our ultimate presentation, to show the customer how our product or service meets their specific and stated requirements.
Here is a sample list of some of the possible questions we could use:
'Who' questions
Who will use the product?
Who will need to be trained to use the product?
Who will be signing off the order?
'What' questions
What problem are you looking to solve?
What impact does this problem currently have on your business?
What do you look for when buying new 'widgets'?
What else...?
'When' questions
When are you looking to introduce the new 'widgets'?
When will you need delivery?
When would be the best time for the training programme to start?
'Why' questions
Why do you say that?
Why is that an issue for you?
Why do you need to change the situation right now?
Why do you think that?
'Where' questions
Where will the 'widgets' make the biggest impact?
Where will you need the delivery to go to?
Where do you get your 'widgets' from currently?
'How' questions
How can I help you solve that problem?
How quickly will you need the 'widgets'?
How would that work in practice?
How will this change the way you currently work?
A word of caution though....in order to maintain rapport with the customer it is important that we use open questions naturally and conversationally otherwise it could feel to them that they are being bombarded. Likewise,if we can link our next question to the last customer answer we are more likely to demonstrate that we have actively listened to them, understand them, and ultimately we will be more successful in matching the benefits of our proposal to what the customer is looking for. This linking of questions takes time and constant practice but is superbly effective.
These are all words that will encourage the customer to talk about their current situation and needs. If we are listening attentively then we are able to gather lots of information which can then be used to tailor our ultimate presentation, to show the customer how our product or service meets their specific and stated requirements.
Here is a sample list of some of the possible questions we could use:
'Who' questions
Who will use the product?
Who will need to be trained to use the product?
Who will be signing off the order?
'What' questions
What problem are you looking to solve?
What impact does this problem currently have on your business?
What do you look for when buying new 'widgets'?
What else...?
'When' questions
When are you looking to introduce the new 'widgets'?
When will you need delivery?
When would be the best time for the training programme to start?
'Why' questions
Why do you say that?
Why is that an issue for you?
Why do you need to change the situation right now?
Why do you think that?
'Where' questions
Where will the 'widgets' make the biggest impact?
Where will you need the delivery to go to?
Where do you get your 'widgets' from currently?
'How' questions
How can I help you solve that problem?
How quickly will you need the 'widgets'?
How would that work in practice?
How will this change the way you currently work?
A word of caution though....in order to maintain rapport with the customer it is important that we use open questions naturally and conversationally otherwise it could feel to them that they are being bombarded. Likewise,if we can link our next question to the last customer answer we are more likely to demonstrate that we have actively listened to them, understand them, and ultimately we will be more successful in matching the benefits of our proposal to what the customer is looking for. This linking of questions takes time and constant practice but is superbly effective.
Is Your Knowledge an Obstacle to Selling More?
Imagine you had the opportunity to ask Albert Einstein or Stephen Hawking what they do for a living and how they do it. Chances are, after fifteen minutes of astrophysical prattle your head would be spinning and you still wouldn't quite have the answer to your question. They are both geniuses hopelessly immersed in their fields.
When it comes to your business, you're the genius. As an independent professional or small business owner you pride yourself on your vast repository of knowledge about your services or products. You could talk for hours about your latest technique, newest gadget or industry trends. Your success is ultimately predicated on your ability and acumen. But in order to be as successful and as profitable as you want be you need to maximize your ability to sell your gadgets or contract for enough applications of your techniques and services.
If you've had some success in business you're undoubtedly doing something right. If you've found that sales have leveled off in order to reach your next level of accomplishment, however, you will likely have to try something new or take a different approach to marketing. As a successful person (or someone who aspires to be successful) a method for increasing sales is to reevaluate your marketing material and make sure that your knowledge isn't jamming the effective communication of the value you provide.
Here are some steps you can take clarify what changes you can make to your marketing to increase sales and be more profitable.
Examine Current Clients
Who are your current clients? Are they people you were already pretty much in the know about the technicalities of what you do or sell or did you have to educate them to understand how you can help them?
If you find that most of your clients were pretty savvy about how you can help them before you marketed to them there is likely opportunity for you to expand your market by reaching out to those who don't inherently understand that you can help them. What steps can you take to enlighten those who don't quite understand they can benefit from your service?
Examine Your Marketing Material, Advertisements and Websites
Often times your first contact with your prospects comes in the form of a brochure, advertisement or website. Are these tools only speaking to a fragment of your market?
Here's a quick, inexpensive way to determine whether you can increase targeted response to your marketing collateral by clarifying the results and value you provide .
Ask your friends and family who are in very different fields of work from you to review your brochures, advertisements and website. Next, ask them who your clients are and why your services or products are helpful to them. If their answers are inconsistent and unsure your marketing material may be too highbrow and is likely alienating potential clients. How can you clarify your value and communicate more effectively to a larger targeted market?
Move Your Marketing Forward™
Don't let you knowledge get in the way of making another sale. Make sure your marketing material clearly and concisely communicate who you help and the value of the help you provide and watch sales soar.
When it comes to your business, you're the genius. As an independent professional or small business owner you pride yourself on your vast repository of knowledge about your services or products. You could talk for hours about your latest technique, newest gadget or industry trends. Your success is ultimately predicated on your ability and acumen. But in order to be as successful and as profitable as you want be you need to maximize your ability to sell your gadgets or contract for enough applications of your techniques and services.
If you've had some success in business you're undoubtedly doing something right. If you've found that sales have leveled off in order to reach your next level of accomplishment, however, you will likely have to try something new or take a different approach to marketing. As a successful person (or someone who aspires to be successful) a method for increasing sales is to reevaluate your marketing material and make sure that your knowledge isn't jamming the effective communication of the value you provide.
Here are some steps you can take clarify what changes you can make to your marketing to increase sales and be more profitable.
Examine Current Clients
Who are your current clients? Are they people you were already pretty much in the know about the technicalities of what you do or sell or did you have to educate them to understand how you can help them?
If you find that most of your clients were pretty savvy about how you can help them before you marketed to them there is likely opportunity for you to expand your market by reaching out to those who don't inherently understand that you can help them. What steps can you take to enlighten those who don't quite understand they can benefit from your service?
Examine Your Marketing Material, Advertisements and Websites
Often times your first contact with your prospects comes in the form of a brochure, advertisement or website. Are these tools only speaking to a fragment of your market?
Here's a quick, inexpensive way to determine whether you can increase targeted response to your marketing collateral by clarifying the results and value you provide .
Ask your friends and family who are in very different fields of work from you to review your brochures, advertisements and website. Next, ask them who your clients are and why your services or products are helpful to them. If their answers are inconsistent and unsure your marketing material may be too highbrow and is likely alienating potential clients. How can you clarify your value and communicate more effectively to a larger targeted market?
Move Your Marketing Forward™
Don't let you knowledge get in the way of making another sale. Make sure your marketing material clearly and concisely communicate who you help and the value of the help you provide and watch sales soar.
Thursday, November 1, 2007
Which of the Five Types of Trade Show Exhibits Is Right for You?
Once you have decided that your company needs a presence in an upcoming show by having a trade show exhibit, it is important to understand the ins and outs of trade show booth selection. In order for the exhibitor to choose the appropriate trade show display, it is necessary to know the distinction among the five basic types of trade show exhibits.
It is makes good sense, then, to do your homework before you select a trade show display. The trade show industry identifies exhibits as either custom, custom modular, pre-owned, portable or rental. Each trade show display type suits a specific need depending on show requirements.
The top option is the custom trade show booth which is built from scratch with exacting booth space specifications in mind such as width, height and depth. With the custom build, you can have a one- of- a kind, eye-catching trade show exhibit that incorporates new design elements, materials and AV components that enhance your company's powerful image. The custom trade show display can be the right choice when announcing a major breakthrough product or when you need to display your company's dominance in its field.
The next trade show display option is the custom modular trade show exhibit which offers the dramatic trade show exhibit imaging without the higher cost of the custom trade show display. Its highly flexible components allow you to reconfigure the design or size of your booth from one trade show to the next. The custom modular trade show booth has interchangeable components such as back walls, counters, display pedestals and exterior panels. It uses lightweight structural materials such as aluminum, Plexiglas and high-grade fabrics. The benefits of the custom modular trade show booth are its simplified assembly, space-saving packing, and lower shipment and handling costs. This type of exhibit is a good solution for the exhibitor who wants a very high quality of design yet requires size flexibility and affordability.
Another option is the pre-owned trade show display that saves your company when you face a time or budget crunch. You can cut your trade show exhibit design time and construction costs by more than half when you select a previously owned trade show booth display. Professional trade show display companies have impressive inventories of top quality pre-owned exhibits for sale or rent. They often own exhibits that their clients have formerly used. You can find numerous options depending on size, design, scope and price similar to trade show display rentals. Be sure to select an exhibit configuration that fits your booth space and then modify the graphics and structural elements to conform to your staffing, image, communications and traffic requirements.
Yet another trade show exhibit option is the portable trade show booth. It is extremely easy to install and dismantle due to its skeletal frame that has attachable laminate panels which clip together offering multiple structural styles. It is lightweight and highly portable and is able to meet a variety of trade show display configurations while offering a distinctive creative image. Accessories such as bridges, counters, alcoves and backlighting can enhance the versatility of the interchangeable portable trade show display systems. The portable trade show display system can convert from tabletop to island trade show exhibits easily. It adapts to a multitude of trade show display situations with minimal effort. The ease of transporting and assembling is the key to the portable trade show exhibit. Cost-saving portable trade show displays are an especially suitable option for the first-time exhibitor and for appearances at smaller, regional shows.
Another way to go is to rent a trade show booth rather than purchasing one. Renting can be the perfect solution for an occasional island trade show exhibit; when you need to supplement your regular trade show exhibit; when you have a trade show booth scheduling conflict; or when a simultaneous trade show appearance requires you to exhibit at more than one location at the same time.
By selecting the appropriate type of trade show booth for your next show, you will be able to establish a trade show exhibit that will convey your company's identity that fits your precise needs for any given trade show appearance. This is true wherever you have your custom trade show exhibit, custom modular exhibit, pre-owned trade show display, portable trade show booth or rental trade show exhibit-- whether at the Las Vegas Convention Center, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.
It is makes good sense, then, to do your homework before you select a trade show display. The trade show industry identifies exhibits as either custom, custom modular, pre-owned, portable or rental. Each trade show display type suits a specific need depending on show requirements.
The top option is the custom trade show booth which is built from scratch with exacting booth space specifications in mind such as width, height and depth. With the custom build, you can have a one- of- a kind, eye-catching trade show exhibit that incorporates new design elements, materials and AV components that enhance your company's powerful image. The custom trade show display can be the right choice when announcing a major breakthrough product or when you need to display your company's dominance in its field.
The next trade show display option is the custom modular trade show exhibit which offers the dramatic trade show exhibit imaging without the higher cost of the custom trade show display. Its highly flexible components allow you to reconfigure the design or size of your booth from one trade show to the next. The custom modular trade show booth has interchangeable components such as back walls, counters, display pedestals and exterior panels. It uses lightweight structural materials such as aluminum, Plexiglas and high-grade fabrics. The benefits of the custom modular trade show booth are its simplified assembly, space-saving packing, and lower shipment and handling costs. This type of exhibit is a good solution for the exhibitor who wants a very high quality of design yet requires size flexibility and affordability.
Another option is the pre-owned trade show display that saves your company when you face a time or budget crunch. You can cut your trade show exhibit design time and construction costs by more than half when you select a previously owned trade show booth display. Professional trade show display companies have impressive inventories of top quality pre-owned exhibits for sale or rent. They often own exhibits that their clients have formerly used. You can find numerous options depending on size, design, scope and price similar to trade show display rentals. Be sure to select an exhibit configuration that fits your booth space and then modify the graphics and structural elements to conform to your staffing, image, communications and traffic requirements.
Yet another trade show exhibit option is the portable trade show booth. It is extremely easy to install and dismantle due to its skeletal frame that has attachable laminate panels which clip together offering multiple structural styles. It is lightweight and highly portable and is able to meet a variety of trade show display configurations while offering a distinctive creative image. Accessories such as bridges, counters, alcoves and backlighting can enhance the versatility of the interchangeable portable trade show display systems. The portable trade show display system can convert from tabletop to island trade show exhibits easily. It adapts to a multitude of trade show display situations with minimal effort. The ease of transporting and assembling is the key to the portable trade show exhibit. Cost-saving portable trade show displays are an especially suitable option for the first-time exhibitor and for appearances at smaller, regional shows.
Another way to go is to rent a trade show booth rather than purchasing one. Renting can be the perfect solution for an occasional island trade show exhibit; when you need to supplement your regular trade show exhibit; when you have a trade show booth scheduling conflict; or when a simultaneous trade show appearance requires you to exhibit at more than one location at the same time.
By selecting the appropriate type of trade show booth for your next show, you will be able to establish a trade show exhibit that will convey your company's identity that fits your precise needs for any given trade show appearance. This is true wherever you have your custom trade show exhibit, custom modular exhibit, pre-owned trade show display, portable trade show booth or rental trade show exhibit-- whether at the Las Vegas Convention Center, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.
What Business Books Do You Read - Which Ones Do You Read Twice?
If you are serious about winning in business, there are things you need to know that you do not have time to learn the hard way. How do I know? Well, lets just say I learned. Now then, the other day I was going through some old business books to donate and I picked up a few and put them back into my re-read pile, not quite ready to dump them quite yet, as they are filled with some pretty common sense information.
Shall we discuss a few of these books to help you succeed in your business career? Below are three books and a quick summary with a few comments:
"Don't Compete - Tilt the Field - 300 Irreverent Lessons for Tomorrow's Business Leaders" by Lois Patler - 1999. This author also wrote the number one best seller; "If it Ain't Broke - Break It!" There were some great stories in this book from Corporate America, companies such as Boeing, Intel, Motorola, Toyota, Xerox, Mercedes, British Airways and more. The book concentrates on stories that are about Attitude, Perspective and Leadership.
Just when you think you know everything or have considered all the strategies, another idea, or tactic shows up. For those who play the game to win, they must constantly stay abreast of such information.
What books do you read, how do you think of business? Maybe you should pour some new information into your head and think some more, the game is much more complex than it appears.
"Win-Win Partnerships - Be on the Leading Edge with Synergistic Coaching" by Steven J. Stowell, PhD. and Matt M. Starcevich, PhD. - 1997. These authors have also written "The Coach - Creating Partnerships for a Competitive Edge" and "Teamwork - We Have Met the Enemy and They are Us" which of the other two, I recommend the latter.
This book; Win-Win Partnerships starts out with a little philosophy, which is needed; Life is about Learning, why partnerships make sense, getting beyond actions, relationships and what is synergy. Then it talks about synergistic partnerships, coaching and an 8-Step Coaching Model (this is a copy of their book; The Coach).
Competing with a team of teams in a net-centric way can help you hyperspace your competition. Synergy is not a buzz-word, well sometimes it is, but it need not be, you can implement a plan and execute it, with a little help from your friends, vendors, customers and even your competition. Think on this.
"The 110% Solution - Using Good Old American Know-How to Manage Your Time, Talent and Ideas" by Mark H. McCormick - 1990. The book starts with your attitude, and basic things you need if you are going to play in the championship, explaining the dedication needed and what it takes - and how to leverage your time, talents, ideas and how to develop the skills to win. Next it discusses getting the most out of the team, deal making and the 111% solution.
Shall we discuss a few of these books to help you succeed in your business career? Below are three books and a quick summary with a few comments:
"Don't Compete - Tilt the Field - 300 Irreverent Lessons for Tomorrow's Business Leaders" by Lois Patler - 1999. This author also wrote the number one best seller; "If it Ain't Broke - Break It!" There were some great stories in this book from Corporate America, companies such as Boeing, Intel, Motorola, Toyota, Xerox, Mercedes, British Airways and more. The book concentrates on stories that are about Attitude, Perspective and Leadership.
Just when you think you know everything or have considered all the strategies, another idea, or tactic shows up. For those who play the game to win, they must constantly stay abreast of such information.
What books do you read, how do you think of business? Maybe you should pour some new information into your head and think some more, the game is much more complex than it appears.
"Win-Win Partnerships - Be on the Leading Edge with Synergistic Coaching" by Steven J. Stowell, PhD. and Matt M. Starcevich, PhD. - 1997. These authors have also written "The Coach - Creating Partnerships for a Competitive Edge" and "Teamwork - We Have Met the Enemy and They are Us" which of the other two, I recommend the latter.
This book; Win-Win Partnerships starts out with a little philosophy, which is needed; Life is about Learning, why partnerships make sense, getting beyond actions, relationships and what is synergy. Then it talks about synergistic partnerships, coaching and an 8-Step Coaching Model (this is a copy of their book; The Coach).
Competing with a team of teams in a net-centric way can help you hyperspace your competition. Synergy is not a buzz-word, well sometimes it is, but it need not be, you can implement a plan and execute it, with a little help from your friends, vendors, customers and even your competition. Think on this.
"The 110% Solution - Using Good Old American Know-How to Manage Your Time, Talent and Ideas" by Mark H. McCormick - 1990. The book starts with your attitude, and basic things you need if you are going to play in the championship, explaining the dedication needed and what it takes - and how to leverage your time, talents, ideas and how to develop the skills to win. Next it discusses getting the most out of the team, deal making and the 111% solution.
Tuesday, October 30, 2007
Can Online Sales Ever Overtake Onsite Sales?
The rate, at which people are turning to the internet to purchase items from weekly groceries to jewellery, including anything in between, is on the increase. Statistics are showing that online shopping is currently increasing in value tremendously, even over a year. In particular statistics on Christmas shopping show online sales to have made a huge jump in value compared to the Christmas’s of a year or two ago.
This is a positive cycle for those retailers who have embraced online retail in addition to offline retail. It leads to a greater the range of products that are available online, the greater the number of people who will use the internet to purchase products. This then contributes to increased choice as other retailers provide an online offering.
The major question is, will online retail as a whole ever become more important than offline retail. This is unlikely since there are some products that are unsuitable for complete migration from offline to online. There are a few industries in which the transition is possible due to the nature of the products being provided. The best option for everyone is a mixture of online and offline for all industries.
This allows everyone to do things the way they prefer rather than forcing the consumer to do something in a way they don’t want to do it in. An example of the changing of online and offline retail is the sale of drugs like Viagra. These drugs have always been available in pharmacies since they require a prescription. Recently, they have become more easily obtainable on the internet from a variety of different sites.
The ease with which Viagra and its alternates, herbal Viagra and generic Viagra, can be purchased online makes the choice of where to buy the product very simple in most people’s minds. The problem with buying medication or drugs over the internet is that you have no guarantee of their authenticity or their effectiveness. This can leave you in a position where you have paid for Viagra, but what you get is something very inferior.
Problems of that sort have had a large impact on the trust with which the internet as a whole is regarded, as well as the chance that a person will shop online again. To combat the increased online sales of Viagra, and therefore the falling offline sales of Viagra, there has been a move to make offline sales as easy as online sales. This then diminishes the attraction of online sales of Viagra for some people.
This is a positive cycle for those retailers who have embraced online retail in addition to offline retail. It leads to a greater the range of products that are available online, the greater the number of people who will use the internet to purchase products. This then contributes to increased choice as other retailers provide an online offering.
The major question is, will online retail as a whole ever become more important than offline retail. This is unlikely since there are some products that are unsuitable for complete migration from offline to online. There are a few industries in which the transition is possible due to the nature of the products being provided. The best option for everyone is a mixture of online and offline for all industries.
This allows everyone to do things the way they prefer rather than forcing the consumer to do something in a way they don’t want to do it in. An example of the changing of online and offline retail is the sale of drugs like Viagra. These drugs have always been available in pharmacies since they require a prescription. Recently, they have become more easily obtainable on the internet from a variety of different sites.
The ease with which Viagra and its alternates, herbal Viagra and generic Viagra, can be purchased online makes the choice of where to buy the product very simple in most people’s minds. The problem with buying medication or drugs over the internet is that you have no guarantee of their authenticity or their effectiveness. This can leave you in a position where you have paid for Viagra, but what you get is something very inferior.
Problems of that sort have had a large impact on the trust with which the internet as a whole is regarded, as well as the chance that a person will shop online again. To combat the increased online sales of Viagra, and therefore the falling offline sales of Viagra, there has been a move to make offline sales as easy as online sales. This then diminishes the attraction of online sales of Viagra for some people.
5 Features of an Online Sales Job Site
Web 2.0 has been refreshing. Everything is more precise and defined on the internet. Gone are the days when the internet was limited to a few million people around the world. Today it has literally invaded our lives. So if you are looking for jobs, then you know the best place to look for it. Yes, you got it right. The internet has several sales job sites that can find you the right job within minutes. The best part about it is that it’s easy and free.
Here are 5 reasons why you need an online sales job site in your career.
* It will project your resume for sales jobs to hundreds of employers. Yes, everyday hundreds of employers browse through online job sites and the opportunities that await you are boundless.
* It will tell you how many times your resume has been viewed and by whom. This gives you an idea about which employers are interested in hiring you.
* It has millions of online sales jobs listed. All that you need to do is search. You can customize your search according to your preferences. If you prefer sales jobs in a particular geographical location or you have salary preferences, it can all be streamlined in the search.
* Most websites will give you free tips on improving your CV. Using these tips, you will not only be able to improve your CV but also be able to update it any time you wish to.
* Lastly, there are no charges involved. It’s all free of cost. So you have nothing to lose. But a whole new life to gain. So stop procrastinating and log on to an online sales job site now.
Here are 5 reasons why you need an online sales job site in your career.
* It will project your resume for sales jobs to hundreds of employers. Yes, everyday hundreds of employers browse through online job sites and the opportunities that await you are boundless.
* It will tell you how many times your resume has been viewed and by whom. This gives you an idea about which employers are interested in hiring you.
* It has millions of online sales jobs listed. All that you need to do is search. You can customize your search according to your preferences. If you prefer sales jobs in a particular geographical location or you have salary preferences, it can all be streamlined in the search.
* Most websites will give you free tips on improving your CV. Using these tips, you will not only be able to improve your CV but also be able to update it any time you wish to.
* Lastly, there are no charges involved. It’s all free of cost. So you have nothing to lose. But a whole new life to gain. So stop procrastinating and log on to an online sales job site now.
Monday, October 29, 2007
Improving Online Sales
There are a great deal of websites that promote or sell many different types of products and services. Some more successful than others. Here are a few reasons why.
Your web pages need to be easily downloaded. Make sure that your pictures and pages download quickly. People will not wait for slow downloading pages. This will drive away potential sales. Also, make sure that the pages are easy to navigate. Make it simple for people to surf your website.
The pictures on your site need to be clear and a true representation of your product. Remember, people can't touch or try your product so, how good it looks will make a big impact on your sales.
Of course, price is important to you level of sales. Make sure you are charging a fair price for what your industry warrants. A great way to increase online sales is to offer incentive packages. Buy 4 get 1 free. Buy 2 get 1 at 50% off. People love a bargain. They drive up sales and increase your average sale.
One of the most important tools that you can use to increase online sales is testimonials. If you do not have them, get them. Ask your customers for feedback. Nothing boosts sales like other customers telling potential customers how good your product is, or what a great experience they had using your website. Think about how many times that you have purchased or tried something because someone told you how good it was. Now, imagine that same thing on your website.
Use these steps and your online sales should increase.
Your web pages need to be easily downloaded. Make sure that your pictures and pages download quickly. People will not wait for slow downloading pages. This will drive away potential sales. Also, make sure that the pages are easy to navigate. Make it simple for people to surf your website.
The pictures on your site need to be clear and a true representation of your product. Remember, people can't touch or try your product so, how good it looks will make a big impact on your sales.
Of course, price is important to you level of sales. Make sure you are charging a fair price for what your industry warrants. A great way to increase online sales is to offer incentive packages. Buy 4 get 1 free. Buy 2 get 1 at 50% off. People love a bargain. They drive up sales and increase your average sale.
One of the most important tools that you can use to increase online sales is testimonials. If you do not have them, get them. Ask your customers for feedback. Nothing boosts sales like other customers telling potential customers how good your product is, or what a great experience they had using your website. Think about how many times that you have purchased or tried something because someone told you how good it was. Now, imagine that same thing on your website.
Use these steps and your online sales should increase.
Marketing and Sales Online
Online Marketing and Sales courses can resolve issues for students who need to work while earning a degree that will improve opportunities for success and advancement while on the job. And specializations in Marketing and Sales help improve a company's bottom line, triggering astute companies to encourage employees to further their education in Marketing and Sales degree programs by offering to assist with tuition reimbursement.
Online Marketing and Sales Schools offer courses in communication, critical thinking, and problem solving to improve students' Marketing and Sales skills. A concentration in Marketing and Sales degree studies offer courses to develop strong principles and present current technologies applicable to today's high-tech business environment. Courses in e-commerce, consumer behavior, and market research may be offered in concentrated studies that can prepare students for opportunities in marketing research, new product development, advertising, sales, retailing, marketing, and distribution.
Online Marketing and Sales Schools offer technology-based programs for preparation to meet demands of today's businesses and industries. Online Marketing and Sales degree programs instill basic business principles and practice. Case studies, Internet projects, team projects, and simulated exercises in computer applications and systems integration may all be presented through Online Marketing and Sales programs.
Strong sales skills are crucial, and experts in Marketing and Sales can earn significant salaries and commissions, even in periods of down markets. Strong skills in Marketing and Sales give a competitive advantage, and professionals in the field are powerful influences in consumer selection of goods and services. Skilled and experienced salespeople and marketing managers are in demand, and these jobs are expected to grow rapidly in the foreseeable future.
Online Marketing and Sales students are provided with comprehensive e-learning experiences that permit mastery of subject matter. Online Marketing and Sales degree programs are accessible 24 hours a day, making it easy to study at home through Online Marketing and Sales courses.
Online Marketing and Sales Schools offer courses in communication, critical thinking, and problem solving to improve students' Marketing and Sales skills. A concentration in Marketing and Sales degree studies offer courses to develop strong principles and present current technologies applicable to today's high-tech business environment. Courses in e-commerce, consumer behavior, and market research may be offered in concentrated studies that can prepare students for opportunities in marketing research, new product development, advertising, sales, retailing, marketing, and distribution.
Online Marketing and Sales Schools offer technology-based programs for preparation to meet demands of today's businesses and industries. Online Marketing and Sales degree programs instill basic business principles and practice. Case studies, Internet projects, team projects, and simulated exercises in computer applications and systems integration may all be presented through Online Marketing and Sales programs.
Strong sales skills are crucial, and experts in Marketing and Sales can earn significant salaries and commissions, even in periods of down markets. Strong skills in Marketing and Sales give a competitive advantage, and professionals in the field are powerful influences in consumer selection of goods and services. Skilled and experienced salespeople and marketing managers are in demand, and these jobs are expected to grow rapidly in the foreseeable future.
Online Marketing and Sales students are provided with comprehensive e-learning experiences that permit mastery of subject matter. Online Marketing and Sales degree programs are accessible 24 hours a day, making it easy to study at home through Online Marketing and Sales courses.
Thursday, October 25, 2007
Sales Resumes
The ever-increasing competition in the employment sector has resulted in a product that can help job seekers. A sales resume can be considered to be the initial step in a sales presentation that sells a candidate as an employee to a potential employer.
One of the major defects that a sales resume can have is a lack of focus. The primary step to successful employment is defining a sales industry or career type that candidates want to pursue. College career centers, online evaluation tests, and even friends and family can give candidates an insight as to how they can switch their strengths and aspirations into a specific career goal. There are different skills that are required for specific sales-related careers, and a resume must reveal the keywords and conceptions utilized by that industry.
While writing a sales resume, it is very important for candidates to emphasize their sales achievements, awards, and every significant professional experience. The key to writing a successful sales resume is for candidates to make the readers believe in their individuality, professionalism, and ability to handle their job well.
A large number of sales resumes list sales accomplishments in professional experience and are written in a short, staccato manner with strong action verbs and exclusive details of one's professional personality.
There are free sales sample resumes that can serve as a guide in this process, and they can be obtained online. Some consultation agencies charge a fee for their assistance in creating a sales resume. However, the Internet is considered to be the most reliable source for finding sample sales resumes.
Even for those who are experts in the sales field, sample sales resume can be a very useful tool. With the help of a sample sales resume, candidates can learn that their ability for selling needs to be further developed so that they can compete among many other sales-oriented people. Sample sales resumes will help candidates make a resume that will sell their exceptionally ideal candidacy to the hiring authority. Sales professionals very frequently seek the help of professional resume writers to ensure such precision and accuracy.
One of the major defects that a sales resume can have is a lack of focus. The primary step to successful employment is defining a sales industry or career type that candidates want to pursue. College career centers, online evaluation tests, and even friends and family can give candidates an insight as to how they can switch their strengths and aspirations into a specific career goal. There are different skills that are required for specific sales-related careers, and a resume must reveal the keywords and conceptions utilized by that industry.
While writing a sales resume, it is very important for candidates to emphasize their sales achievements, awards, and every significant professional experience. The key to writing a successful sales resume is for candidates to make the readers believe in their individuality, professionalism, and ability to handle their job well.
A large number of sales resumes list sales accomplishments in professional experience and are written in a short, staccato manner with strong action verbs and exclusive details of one's professional personality.
There are free sales sample resumes that can serve as a guide in this process, and they can be obtained online. Some consultation agencies charge a fee for their assistance in creating a sales resume. However, the Internet is considered to be the most reliable source for finding sample sales resumes.
Even for those who are experts in the sales field, sample sales resume can be a very useful tool. With the help of a sample sales resume, candidates can learn that their ability for selling needs to be further developed so that they can compete among many other sales-oriented people. Sample sales resumes will help candidates make a resume that will sell their exceptionally ideal candidacy to the hiring authority. Sales professionals very frequently seek the help of professional resume writers to ensure such precision and accuracy.
Marketing and Sales Online
Online Marketing and Sales courses can resolve issues for students who need to work while earning a degree that will improve opportunities for success and advancement while on the job. And specializations in Marketing and Sales help improve a company's bottom line, triggering astute companies to encourage employees to further their education in Marketing and Sales degree programs by offering to assist with tuition reimbursement.
Online Marketing and Sales Schools offer courses in communication, critical thinking, and problem solving to improve students' Marketing and Sales skills. A concentration in Marketing and Sales degree studies offer courses to develop strong principles and present current technologies applicable to today's high-tech business environment. Courses in e-commerce, consumer behavior, and market research may be offered in concentrated studies that can prepare students for opportunities in marketing research, new product development, advertising, sales, retailing, marketing, and distribution.
Online Marketing and Sales Schools offer technology-based programs for preparation to meet demands of today's businesses and industries. Online Marketing and Sales degree programs instill basic business principles and practice. Case studies, Internet projects, team projects, and simulated exercises in computer applications and systems integration may all be presented through Online Marketing and Sales programs.
Strong sales skills are crucial, and experts in Marketing and Sales can earn significant salaries and commissions, even in periods of down markets. Strong skills in Marketing and Sales give a competitive advantage, and professionals in the field are powerful influences in consumer selection of goods and services. Skilled and experienced salespeople and marketing managers are in demand, and these jobs are expected to grow rapidly in the foreseeable future.
Online Marketing and Sales students are provided with comprehensive e-learning experiences that permit mastery of subject matter. Online Marketing and Sales degree programs are accessible 24 hours a day, making it easy to study at home through Online Marketing and Sales courses.
Online Marketing and Sales Schools offer courses in communication, critical thinking, and problem solving to improve students' Marketing and Sales skills. A concentration in Marketing and Sales degree studies offer courses to develop strong principles and present current technologies applicable to today's high-tech business environment. Courses in e-commerce, consumer behavior, and market research may be offered in concentrated studies that can prepare students for opportunities in marketing research, new product development, advertising, sales, retailing, marketing, and distribution.
Online Marketing and Sales Schools offer technology-based programs for preparation to meet demands of today's businesses and industries. Online Marketing and Sales degree programs instill basic business principles and practice. Case studies, Internet projects, team projects, and simulated exercises in computer applications and systems integration may all be presented through Online Marketing and Sales programs.
Strong sales skills are crucial, and experts in Marketing and Sales can earn significant salaries and commissions, even in periods of down markets. Strong skills in Marketing and Sales give a competitive advantage, and professionals in the field are powerful influences in consumer selection of goods and services. Skilled and experienced salespeople and marketing managers are in demand, and these jobs are expected to grow rapidly in the foreseeable future.
Online Marketing and Sales students are provided with comprehensive e-learning experiences that permit mastery of subject matter. Online Marketing and Sales degree programs are accessible 24 hours a day, making it easy to study at home through Online Marketing and Sales courses.
Wednesday, October 24, 2007
Improve Your Online Sales Lead Tracking
Many businesses have now started to take a closer look into how the online world may be able to get them more customers. Apart from building up a website that showcases products and/or services a certain business may offer, there is still more work to be done. Yes, having an online presence may be able to help a business. But generating sales leads for products and services may be required to improve one's chances of building a customer base.
Finding ways to generate sales leads has been one of the most important aspects of any marketing strategy. The same way may still go for a strategy being employed online. In order to get to more people that can become future customers, the World Wide Web has a number of different options that this can be done.
As the Internet and the many technologies that it employs become advanced and make the online experience even more exciting for the ordinary individual, the work of the online marketer to gain sales leads just became more attractive. There are now many ways in which online marketers can make use of in order to help get more and more sales leads through the Internet. Here are just some of them:
Online Social Networks
The popularity of online social networks such as Myspace and Friendster has suddenly made many online marketers smile. More and more people have made use of such networks in order to meet up with other people and make friends from all over the world. It has become a great way for people to build up their own network of friends or belong to a certain community that cater to similar tastes and interests. So why can't it be used for selling too?
These online social networks can be a great way to generate business leads. The very fact that such social networks depend on connections with other people would be enough to interest online marketers. Getting in touch with one person on this social network may also be able to allow connections with other people, theoretically speaking. And that alone may allow businesses a niche where they may be able to introduce their products or services and possibly be able to generate sales leads.
Virtual Tradeshows
Just like in tradeshows and exhibits, the Internet may have built upon the same idea on trying to promote business online. Virtual tradeshows have enabled many businesses to more effectively introduce products or services to a segment of online visitors who may be looking towards the same direction, so to say. Just like its real world counterpart, virtual tradeshows aim to bring buyers and sellers together online. And because everything is done through the Internet, it may cost a fraction of organizing a real tradeshow and yet be able to reach out to a greater amount of people.
In the case of marketers, such virtual tradeshows also become another valuable areas to explore to build sales leads. Virtual tradeshows offer marketers a means to reach out to a more targeted audience and therefore may be more successful in building a customer base from sales leads generated in this way.
Finding ways to generate sales leads has been one of the most important aspects of any marketing strategy. The same way may still go for a strategy being employed online. In order to get to more people that can become future customers, the World Wide Web has a number of different options that this can be done.
As the Internet and the many technologies that it employs become advanced and make the online experience even more exciting for the ordinary individual, the work of the online marketer to gain sales leads just became more attractive. There are now many ways in which online marketers can make use of in order to help get more and more sales leads through the Internet. Here are just some of them:
Online Social Networks
The popularity of online social networks such as Myspace and Friendster has suddenly made many online marketers smile. More and more people have made use of such networks in order to meet up with other people and make friends from all over the world. It has become a great way for people to build up their own network of friends or belong to a certain community that cater to similar tastes and interests. So why can't it be used for selling too?
These online social networks can be a great way to generate business leads. The very fact that such social networks depend on connections with other people would be enough to interest online marketers. Getting in touch with one person on this social network may also be able to allow connections with other people, theoretically speaking. And that alone may allow businesses a niche where they may be able to introduce their products or services and possibly be able to generate sales leads.
Virtual Tradeshows
Just like in tradeshows and exhibits, the Internet may have built upon the same idea on trying to promote business online. Virtual tradeshows have enabled many businesses to more effectively introduce products or services to a segment of online visitors who may be looking towards the same direction, so to say. Just like its real world counterpart, virtual tradeshows aim to bring buyers and sellers together online. And because everything is done through the Internet, it may cost a fraction of organizing a real tradeshow and yet be able to reach out to a greater amount of people.
In the case of marketers, such virtual tradeshows also become another valuable areas to explore to build sales leads. Virtual tradeshows offer marketers a means to reach out to a more targeted audience and therefore may be more successful in building a customer base from sales leads generated in this way.
Generating Sales Leads, Increasing Web Traffic and Maximizing Online Sales
It used to be that when you needed to search for a local plumber or a pet food store, you would turn to the phone company's Yellow Pages. If you needed to buy a new TV set or a kitchen table, you'd reach for the newspaper, go into your local electronics store and choose from whatever limited selection they had.
The Internet changes everything.
The world as we knew it circa 1993 is no more. Today we live in a world that thrives on information and communication, shopping and social networking.
On the Web, people are constantly searching. There is so much information out there that you need help finding what you are looking for. And the companies that knew how integral search would be to life online became known as Google and Yahoo.
Being right there when the customer is searching for you or your product practically guarantees you'll increase your sales volume significantly.
Pay-Per-Click Advertising: You could do it yourself, but why would you want to?
Mastering Google Adwords and other Pay-Per-Click (PPC) programs requires endless hours of testing and tracking, bidding and budgeting, research and analysis. Knowing how to manage your PPC campaign while constantly staying on top of it requires a great deal of time and experience, patience and persistence.
The PPC market is extremely competitive, and keywords fetch as much as $30 per click! "Who would pay $30 a click?" you ask yourself as you ponder the viability of getting into this ruthlessly competitive environment.
Well, people do. And they make a lot of money despite the high cost of their clicks. Because it's not in the number of clicks you get or in the dollar amount that you bid.
The key to your success in Pay-Per-Click marketing and advertising is achieving a maximum Return On Investment (ROI.)
That means you have to find the right balance between keyword bids, search-engine ranking and clicks. Do you really want to sit around for hours every day, monitoring the game as your competitors try to outsmart each other?
The Internet changes everything.
The world as we knew it circa 1993 is no more. Today we live in a world that thrives on information and communication, shopping and social networking.
On the Web, people are constantly searching. There is so much information out there that you need help finding what you are looking for. And the companies that knew how integral search would be to life online became known as Google and Yahoo.
Being right there when the customer is searching for you or your product practically guarantees you'll increase your sales volume significantly.
Pay-Per-Click Advertising: You could do it yourself, but why would you want to?
Mastering Google Adwords and other Pay-Per-Click (PPC) programs requires endless hours of testing and tracking, bidding and budgeting, research and analysis. Knowing how to manage your PPC campaign while constantly staying on top of it requires a great deal of time and experience, patience and persistence.
The PPC market is extremely competitive, and keywords fetch as much as $30 per click! "Who would pay $30 a click?" you ask yourself as you ponder the viability of getting into this ruthlessly competitive environment.
Well, people do. And they make a lot of money despite the high cost of their clicks. Because it's not in the number of clicks you get or in the dollar amount that you bid.
The key to your success in Pay-Per-Click marketing and advertising is achieving a maximum Return On Investment (ROI.)
That means you have to find the right balance between keyword bids, search-engine ranking and clicks. Do you really want to sit around for hours every day, monitoring the game as your competitors try to outsmart each other?
Tuesday, October 23, 2007
Sell Your Product Online
In today's business world, if you're not selling your product online, you're losing sales. If you have a product, make money online by selling online. There are simple ways to make money online.
Make sure your site is professional and easily navigable if you want to make money online. If you have a lot of product, a search feature is a necessity in order for you to make money online. If you have only one or two products, you can use a payment method such as PayPal to make money online. However, if you showcase more product in order to make money online, you'll want to open a merchant account to handle credit card payments. Some merchant accounts will also offer free features, all helping you to make money online. To keep from violating credit card rules, make sure that for Internet sales, you have an Internet account.
Consider paying affiliates to help you make money online. Affiliates are online "word of mouth" referrals and can increase the amount of money you make online. They link to your site from theirs, and all of their traffic becomes your traffic, increasing the likelihood of making money online. When it comes to making money online, affiliate marketing is a no-lose for the merchant, because commission is paid only on sales.
Consider making money online by selling your product through an eBay storefront. Bidding on items has become a hot way to make money online. Having your own storefront ensures that buyers can find you easily because your product is in one place. Through your storefront, you can make reports, track traffic and sales, and receive advertising through eBay. You can try a storefront for 30 days free, making it an attractive offer to make money online.
Make sure your site is professional and easily navigable if you want to make money online. If you have a lot of product, a search feature is a necessity in order for you to make money online. If you have only one or two products, you can use a payment method such as PayPal to make money online. However, if you showcase more product in order to make money online, you'll want to open a merchant account to handle credit card payments. Some merchant accounts will also offer free features, all helping you to make money online. To keep from violating credit card rules, make sure that for Internet sales, you have an Internet account.
Consider paying affiliates to help you make money online. Affiliates are online "word of mouth" referrals and can increase the amount of money you make online. They link to your site from theirs, and all of their traffic becomes your traffic, increasing the likelihood of making money online. When it comes to making money online, affiliate marketing is a no-lose for the merchant, because commission is paid only on sales.
Consider making money online by selling your product through an eBay storefront. Bidding on items has become a hot way to make money online. Having your own storefront ensures that buyers can find you easily because your product is in one place. Through your storefront, you can make reports, track traffic and sales, and receive advertising through eBay. You can try a storefront for 30 days free, making it an attractive offer to make money online.
How To Get Guaranteed Online Sales
What is the most important element in getting guaranteed online sales? How can you get guaranteed online sales? What is the secret to getting guaranteed online sales?
Guaranteed online sales involve two main elements. First, you need someone to actually visit your website. Then, they need to be so enticed by the sales copy of your website that they purchase your product. This is how you get guaranteed online sales.
You can achieve guaranteed online sales by figuring out a way to get traffic to your site and writing enticing sales copy. You could use pay per click search engines, e-mail marketing, Google Adwords, or a number of other methods to get the traffic to your site.
Once you get the traffic you will want to have already written great sales copy so that your new traffic will purchase your product and create sales for you. This is probably the most important part of your entire internet marketing and earning an online income. Without good sales copy you will never get the sales you should get.
The secret to getting guaranteed online sales is to write your sales copy so that your visitors have to buy your product. You have to entice them by pointing out the benefits and how the product is going to increase their wealth, solve a problem they have, or fix something for them. You want them to have a feeling like they need this product and they cannot go on without it.
So as long as you can create traffic to your website and you have great sales copy on your website you will get guaranteed online sales. This is not a hard thing to master, but will take some practice.
Guaranteed online sales involve two main elements. First, you need someone to actually visit your website. Then, they need to be so enticed by the sales copy of your website that they purchase your product. This is how you get guaranteed online sales.
You can achieve guaranteed online sales by figuring out a way to get traffic to your site and writing enticing sales copy. You could use pay per click search engines, e-mail marketing, Google Adwords, or a number of other methods to get the traffic to your site.
Once you get the traffic you will want to have already written great sales copy so that your new traffic will purchase your product and create sales for you. This is probably the most important part of your entire internet marketing and earning an online income. Without good sales copy you will never get the sales you should get.
The secret to getting guaranteed online sales is to write your sales copy so that your visitors have to buy your product. You have to entice them by pointing out the benefits and how the product is going to increase their wealth, solve a problem they have, or fix something for them. You want them to have a feeling like they need this product and they cannot go on without it.
So as long as you can create traffic to your website and you have great sales copy on your website you will get guaranteed online sales. This is not a hard thing to master, but will take some practice.
Thursday, October 18, 2007
Lost Photo Recovered
Living in a very small village people over here are not tech-savvy but the rapid growth of technology and demand from the various sector of people it become necessary to learn such necessary skill for small business man. So my uncle running a photo studio realizing this changed his studio to digital one. Have just little knowledge of computer system, knows only to click, store and print the photo. He does not have a slightest idea of backing up the data, in his case the photograph of his valuable customer. He doesn't face any problem for almost 6 month and his business grew with leaps and bound.
One dread full evening because of the power surge his computer shut down abruptly and does not boot up again. Technician told him that because of power surge some of the file system got corrupted, no repair of the system can be done, only re-installing of the operating system can make the system work again. And re-installing of the operating systems means wiping out all the data from the hard drive. Data loss at this situation can bring the business to brink. Realizing the grave situation he called me for the rescue operation. I made him comfortable, and said I will get back his data.
Data recovery is not a major issue now-a-days with lots of Data recovery software available online which can recover the data from dead hard drive. Deleted data is not lost for ever just maddeningly misplaced; recovery is only one mouse click away. Searching on Google gave me the idea, a file and Partition recovery utility which recovers data from formatted hard drive or loss occurs due to any of situations like software malfunction, viruses, file/directory deletion or even sabotage. It also helps to recover the data from inaccessible hard drive.
Download the demo version of the software to analyze. What I got that software is fully automated. It identifies the drive and locates all partition on the inaccessible drive and presents them in a list. It examines the remains of file structure (Boot Sector, FAT copies, Root directory) and the data area of the inaccessible drive and works the best path out to recover the files and directories. It presents all recoverable files and directories in a tree structure. We can select our data files and directories and move the data to a safe location. Stellar Phoenix scans and displays all the physical drives it finds.I selected the physical disk from which I have to recover my data. Stellar Phoenix presents with two options either search for logical drives in the selected disk or use drive information that is stored in the partition table. I Used partition table information option to recover deleted or lost folders & files. While Stellar Phoenix is scanning the selected the logical drive it displays the search results found in the left side panel and creates a tree structure. There I see all my file and fold have lost. Scanning took almost 3 hours, but has given the good result.
One dread full evening because of the power surge his computer shut down abruptly and does not boot up again. Technician told him that because of power surge some of the file system got corrupted, no repair of the system can be done, only re-installing of the operating system can make the system work again. And re-installing of the operating systems means wiping out all the data from the hard drive. Data loss at this situation can bring the business to brink. Realizing the grave situation he called me for the rescue operation. I made him comfortable, and said I will get back his data.
Data recovery is not a major issue now-a-days with lots of Data recovery software available online which can recover the data from dead hard drive. Deleted data is not lost for ever just maddeningly misplaced; recovery is only one mouse click away. Searching on Google gave me the idea, a file and Partition recovery utility which recovers data from formatted hard drive or loss occurs due to any of situations like software malfunction, viruses, file/directory deletion or even sabotage. It also helps to recover the data from inaccessible hard drive.
Download the demo version of the software to analyze. What I got that software is fully automated. It identifies the drive and locates all partition on the inaccessible drive and presents them in a list. It examines the remains of file structure (Boot Sector, FAT copies, Root directory) and the data area of the inaccessible drive and works the best path out to recover the files and directories. It presents all recoverable files and directories in a tree structure. We can select our data files and directories and move the data to a safe location. Stellar Phoenix scans and displays all the physical drives it finds.I selected the physical disk from which I have to recover my data. Stellar Phoenix presents with two options either search for logical drives in the selected disk or use drive information that is stored in the partition table. I Used partition table information option to recover deleted or lost folders & files. While Stellar Phoenix is scanning the selected the logical drive it displays the search results found in the left side panel and creates a tree structure. There I see all my file and fold have lost. Scanning took almost 3 hours, but has given the good result.
Windows Registry Scan - Top 5 Reasons Why You Need To Do It Now
Performing a Windows registry scan is beneficial for your PC in many ways.
What is the Windows registry?
The Windows registry is a big database that contains information about all the hardware and software installed on your PC.
As applications are installed and un-installed, and your system changes, the registry becomes more and more bloated. The bloat comes from applications that don't clean up their registry entries, spyware, etc.
This bloat is bad for you and your PC because it slows your PC down and can even damage your PC.
Here are the top five reasons to run a regular Windows registry scan on your pc:
1. Increase speed
As the days go by, your PC gradually gets slower and slower, as you changes settings, install applications and through general use. If you find your PC is slower than when you bought it, it is time to start doing regular registry scans.
2. PC Freezes
The more you registry bloats up, the more your PC will stop responding for no apparent reason.
3. Blue Screen Of Death
If you've ever waited ages for your PC to start up, only to be confronted with a blue screen covered with jibberish, then cleaning your Windows registry should be the next step you take.
4. Trouble Starting Your PC
Trouble getting started and into Windows usually indicates some sort of registry trouble. Download a complimentary test registry scan and see if anything needs to be fixed.
5. Sanity
If you've ever been sitting in front of the PC waiting for it to do something while the hard disk whirs away, accomplishing nothing, then you need to clean your registry. Turn your PC from a dog into a road-runner and protect your sanity.
What is the Windows registry?
The Windows registry is a big database that contains information about all the hardware and software installed on your PC.
As applications are installed and un-installed, and your system changes, the registry becomes more and more bloated. The bloat comes from applications that don't clean up their registry entries, spyware, etc.
This bloat is bad for you and your PC because it slows your PC down and can even damage your PC.
Here are the top five reasons to run a regular Windows registry scan on your pc:
1. Increase speed
As the days go by, your PC gradually gets slower and slower, as you changes settings, install applications and through general use. If you find your PC is slower than when you bought it, it is time to start doing regular registry scans.
2. PC Freezes
The more you registry bloats up, the more your PC will stop responding for no apparent reason.
3. Blue Screen Of Death
If you've ever waited ages for your PC to start up, only to be confronted with a blue screen covered with jibberish, then cleaning your Windows registry should be the next step you take.
4. Trouble Starting Your PC
Trouble getting started and into Windows usually indicates some sort of registry trouble. Download a complimentary test registry scan and see if anything needs to be fixed.
5. Sanity
If you've ever been sitting in front of the PC waiting for it to do something while the hard disk whirs away, accomplishing nothing, then you need to clean your registry. Turn your PC from a dog into a road-runner and protect your sanity.
Sunday, October 14, 2007
Post Your Sales Job Resume - Sales Recruiters are Looking For You Online
The sales and marketing industry is growing at the rate of leaps and bounds. If you have always dreamt of a job related to sales, then now you can find it with ease. Thanks to the internet and the ever growing demand for sales jobs, now there are several online sales job sites that recruit people for sales jobs.
It is easy to post your resume and within minutes you will be contacted by potential employers who are looking for you. No matter what kind of a sales executive you are, one with loads of experience or one willing to start a fresh career in sales, you can find the job on online sales websites.
Sales recruiters frequently visit these websites looking for employees to recruit. So once you post your resume, it will instantly be shown to potential recruiters. You will also get to know which all sales job recruiters have looked at your resume.
Statistics prove that an online sales website has more chances of landing you a sales job than any other mode has. Most sales job websites also list sales job by state. So you can simply choose the sales job by selecting your state.
So if you are living in Alabama, all that you do is click on Alabama state sales jobs and you will get a list of all the sales jobs in Alabama. Besides these the online sales jobs also feature medical sales recruiters and other kinds of recruiters looking for sales jobs.
It is easy to post your resume and within minutes you will be contacted by potential employers who are looking for you. No matter what kind of a sales executive you are, one with loads of experience or one willing to start a fresh career in sales, you can find the job on online sales websites.
Sales recruiters frequently visit these websites looking for employees to recruit. So once you post your resume, it will instantly be shown to potential recruiters. You will also get to know which all sales job recruiters have looked at your resume.
Statistics prove that an online sales website has more chances of landing you a sales job than any other mode has. Most sales job websites also list sales job by state. So you can simply choose the sales job by selecting your state.
So if you are living in Alabama, all that you do is click on Alabama state sales jobs and you will get a list of all the sales jobs in Alabama. Besides these the online sales jobs also feature medical sales recruiters and other kinds of recruiters looking for sales jobs.
How To Get Guaranteed Online Sales
What is the most important element in getting guaranteed online sales? How can you get guaranteed online sales? What is the secret to getting guaranteed online sales?
Guaranteed online sales involve two main elements. First, you need someone to actually visit your website. Then, they need to be so enticed by the sales copy of your website that they purchase your product. This is how you get guaranteed online sales.
You can achieve guaranteed online sales by figuring out a way to get traffic to your site and writing enticing sales copy. You could use pay per click search engines, e-mail marketing, Google Adwords, or a number of other methods to get the traffic to your site.
Once you get the traffic you will want to have already written great sales copy so that your new traffic will purchase your product and create sales for you. This is probably the most important part of your entire internet marketing and earning an online income. Without good sales copy you will never get the sales you should get.
The secret to getting guaranteed online sales is to write your sales copy so that your visitors have to buy your product. You have to entice them by pointing out the benefits and how the product is going to increase their wealth, solve a problem they have, or fix something for them. You want them to have a feeling like they need this product and they cannot go on without it.
So as long as you can create traffic to your website and you have great sales copy on your website you will get guaranteed online sales. This is not a hard thing to master, but will take some practice.
Guaranteed online sales involve two main elements. First, you need someone to actually visit your website. Then, they need to be so enticed by the sales copy of your website that they purchase your product. This is how you get guaranteed online sales.
You can achieve guaranteed online sales by figuring out a way to get traffic to your site and writing enticing sales copy. You could use pay per click search engines, e-mail marketing, Google Adwords, or a number of other methods to get the traffic to your site.
Once you get the traffic you will want to have already written great sales copy so that your new traffic will purchase your product and create sales for you. This is probably the most important part of your entire internet marketing and earning an online income. Without good sales copy you will never get the sales you should get.
The secret to getting guaranteed online sales is to write your sales copy so that your visitors have to buy your product. You have to entice them by pointing out the benefits and how the product is going to increase their wealth, solve a problem they have, or fix something for them. You want them to have a feeling like they need this product and they cannot go on without it.
So as long as you can create traffic to your website and you have great sales copy on your website you will get guaranteed online sales. This is not a hard thing to master, but will take some practice.
Saturday, October 13, 2007
Selling a business online
If it gets to that stage where you need to sell your business you have to make sure you do it in the correct way to ensure you get the most money possible. There are plenty of places where you can advertise your company in order to get as much exposure as you can, the internet is becoming a popular place as more and more people are beginning to use it on a daily basis.
First off you have to decide how much you would be willing to accept for the company, make sure you have the relevant details such as revenue/profit, traffic (internet business) and any other information you think strengthens your sales pitch. This is vital as everyone will want to see proof of what you are claiming before they offer any money for it. It's advised that you get a professional help when it comes to valuing your business as they know what to look for and can make a fair judgement of how much it could sell for, you would hate to accept an offer lower then what it's worth without knowing.
Once you have the price in place you need to put together a sales description giving all the necessary good points and tell people why they should buy it. If you own an online business make sure you include screenshots of traffic stats, earnings and any good ranking keywords in the major search engines.
If you are advertising this online it would be better to go for a place that you have to pay a small fee to advertise your company, this means it will eliminate any time wasters from the very beginning making it easier to find a real buyer who is generally interested. There are many sites that will allow you to auction off your company, this can be good as people get into bidding wars and do what ever it takes to win!
Also make sure that you advertise it offline to get more exposure as not everyone has access to the internet and you could miss out on a buyer by not including it in the local papers, magazines or other places where they advertise businesses for sale.
First off you have to decide how much you would be willing to accept for the company, make sure you have the relevant details such as revenue/profit, traffic (internet business) and any other information you think strengthens your sales pitch. This is vital as everyone will want to see proof of what you are claiming before they offer any money for it. It's advised that you get a professional help when it comes to valuing your business as they know what to look for and can make a fair judgement of how much it could sell for, you would hate to accept an offer lower then what it's worth without knowing.
Once you have the price in place you need to put together a sales description giving all the necessary good points and tell people why they should buy it. If you own an online business make sure you include screenshots of traffic stats, earnings and any good ranking keywords in the major search engines.
If you are advertising this online it would be better to go for a place that you have to pay a small fee to advertise your company, this means it will eliminate any time wasters from the very beginning making it easier to find a real buyer who is generally interested. There are many sites that will allow you to auction off your company, this can be good as people get into bidding wars and do what ever it takes to win!
Also make sure that you advertise it offline to get more exposure as not everyone has access to the internet and you could miss out on a buyer by not including it in the local papers, magazines or other places where they advertise businesses for sale.
Friday, October 12, 2007
Promotional Products See Growth In Online Sales
Ever increasing numbers of promotional products companies have begun to use the internet as a shop window for promoting and selling their products. This enables them to offer cheaper prices and quicker lead times, as well as meeting customers' demands for convenience and immediate gratification. The best promotional products websites take customers step by step through the entire sourcing and selection process.
This trend was confirmed by PPAI's latest survey* which found that online sales of promotional products in the US have continued to grow slowly but steadily, increasing from $1.6 billion in 2003 to $2.7 billion in 2006. (Online sales are defined as those that result from orders placed through a website or online store.) What is equally interesting to note is that this rise was reflected across the board, irrespective of the size of firm.
The Internet is set to become an increasingly important factor in distributor sales due to the fact that a large proportion of promotional products buyers now belong to Generation Y, which encompasses anyone born after 1982. This generation is most at ease when establishing and developing relationships - both on a professional and personal level - online rather than face to face.
Although Internet marketing is finally gaining pace amongst promotional products distributors, the industry as a whole still depends primarily on personal selling which remains the major sales channel. However, what we are likely to see happening more often is a complementary blending of channels, with the Internet used for business transactions and the sales force employed to provide consultation services for promotional products.
This trend was confirmed by PPAI's latest survey* which found that online sales of promotional products in the US have continued to grow slowly but steadily, increasing from $1.6 billion in 2003 to $2.7 billion in 2006. (Online sales are defined as those that result from orders placed through a website or online store.) What is equally interesting to note is that this rise was reflected across the board, irrespective of the size of firm.
The Internet is set to become an increasingly important factor in distributor sales due to the fact that a large proportion of promotional products buyers now belong to Generation Y, which encompasses anyone born after 1982. This generation is most at ease when establishing and developing relationships - both on a professional and personal level - online rather than face to face.
Although Internet marketing is finally gaining pace amongst promotional products distributors, the industry as a whole still depends primarily on personal selling which remains the major sales channel. However, what we are likely to see happening more often is a complementary blending of channels, with the Internet used for business transactions and the sales force employed to provide consultation services for promotional products.
Narrow Your Niche And Explode Your Online Sales
In the online business world, less is definitely more and that couldn’t be truer than when it comes to online retail businesses. The number one mistake internet business owners make is that they try to sell everything under the sun, on one single website. They may have a site that sells pet carriers, lawn furniture, and fishing equipment. This is not good. A lot of times the online retailer will try to run their business like the big box retailers. After all it seems to be working well for the big box retailer to sell hundreds of different products, shouldn’t it work for me? The answer is a resounding, no! This method simply does not work on the web.
For a successful online business, you want to narrow your offerings down to reach a targeted niche market. Such as....gifts for golfers, gifts for fisherman, gifts for left-handed people, well you get the idea. Unfortunately, there are many out there that will have you believe you need hundreds if not thousands of products to sell on your website or in online auctions, if you want to make any money. This is simply false. Actually, a site with a tight niche selling a handful of products can do quite well, in a lot of cases exceptionally well.
Why do you want narrow to your offerings down to a particular market? Because it is easier to market to one specific group than it is to try and market to several groups at once.
I am going to share a secret with you…contrary to popular belief it is not the product that is most critical, it is the market you are trying to reach that is most important. Many online business owners make the blunder of saying, “I need to find a hot product to sell online to make a lot of money.” What they don’t understand is that it is not the product they need to find, but the market of people they need to find first and then find a product to sell to that group of people.
Let me ask you a few questions, do you know who you are trying to market to? Do you know the best ways to reach this particular market? If you don’t know the answers to these two questions then you may need to go back to the drawing board. Finding a product to sell online is not what makes an internet business successful, it is the individual person’s ability to find a market to promote the product to, that is the secret to a successful business. Narrow your niche, focus on a particular market. By narrowing your niche and focuses on one particular market you will be able to reach your audience easier which translates into customers and making more money online. At the end of the day running an online business is not so much about selling a particular product but reaching a particular market to sell your product to. Remember that.
For a successful online business, you want to narrow your offerings down to reach a targeted niche market. Such as....gifts for golfers, gifts for fisherman, gifts for left-handed people, well you get the idea. Unfortunately, there are many out there that will have you believe you need hundreds if not thousands of products to sell on your website or in online auctions, if you want to make any money. This is simply false. Actually, a site with a tight niche selling a handful of products can do quite well, in a lot of cases exceptionally well.
Why do you want narrow to your offerings down to a particular market? Because it is easier to market to one specific group than it is to try and market to several groups at once.
I am going to share a secret with you…contrary to popular belief it is not the product that is most critical, it is the market you are trying to reach that is most important. Many online business owners make the blunder of saying, “I need to find a hot product to sell online to make a lot of money.” What they don’t understand is that it is not the product they need to find, but the market of people they need to find first and then find a product to sell to that group of people.
Let me ask you a few questions, do you know who you are trying to market to? Do you know the best ways to reach this particular market? If you don’t know the answers to these two questions then you may need to go back to the drawing board. Finding a product to sell online is not what makes an internet business successful, it is the individual person’s ability to find a market to promote the product to, that is the secret to a successful business. Narrow your niche, focus on a particular market. By narrowing your niche and focuses on one particular market you will be able to reach your audience easier which translates into customers and making more money online. At the end of the day running an online business is not so much about selling a particular product but reaching a particular market to sell your product to. Remember that.
Thursday, October 11, 2007
Why Your Condo Hotel Sales Agent Cannot Discuss Rental Income
At no point in the sales process of a condo hotel may the sales agent representing the developer discuss any aspect of rental income. In fact, not a single piece of information provided in connection with a condo hotel sale may emphasizes the economic or tax benefits of the rental program. This has proven to be a point of major frustration for many potential purchasers.
The laws are very clear. A developer will get into massive trouble with SEC securities laws if he promotes the "investment" nature of a condo hotel. And any sales agent who discusses a condo hotel as an investment will lose their license and will no longer be able to practice real estate.
In fact, the only statement that a sales agent can provide to a prospective purchaser is a generic statement to the effect that "ownership may include the opportunity to place your condominium in a rental arrangement."
If a condo hotel is sold as an investment and the developer wants to tout the benefits of the rental program, then the property must be registered with the SEC and every other appropriate securities regulatory agency in the United States.
So, why not sell condo hotels as a security and avoid the headaches and restrictions that developers and sales agents currently deal with? Most developers consider securities compliance as being too expensive, far too time consuming, and poorly suited to the practice of selling real estate. Additionally, they would be forced to only sell their property through registered securities brokers and salespersons. Making the matter even more difficult from a sales and marketing standpoint, the developer would be prohibited from public solicitation of customers. Additionally, any misstatements or omissions of relevant information can equate to a securities fraud.
The irony in all of this is that by forcing developers to avoid security status, the potential buyer is deprived of rental projections and occupancy rates needed to help get an understanding for potential cash flow. This makes it infinitely more difficult for the buyer to make a fully informed buying decision. It also tempts aggressive salespeople to provide the information on the side, which if ever discovered, would turn the entire real estate transaction into an illegal offering of a security and criminal penalties would follow.
Fortunately for the prospective purchaser, there is a way to get more information before they commit to such an important purchase. Many condo hotels will refer the more serious buyers to their rental management division. The rental management staff can provide potential purchasers with the rental history of comparable properties. The information obtained is often more than enough for the prospective buyer to gain enough understanding of where the property might perform from a cash flow stand point.
The laws are very clear. A developer will get into massive trouble with SEC securities laws if he promotes the "investment" nature of a condo hotel. And any sales agent who discusses a condo hotel as an investment will lose their license and will no longer be able to practice real estate.
In fact, the only statement that a sales agent can provide to a prospective purchaser is a generic statement to the effect that "ownership may include the opportunity to place your condominium in a rental arrangement."
If a condo hotel is sold as an investment and the developer wants to tout the benefits of the rental program, then the property must be registered with the SEC and every other appropriate securities regulatory agency in the United States.
So, why not sell condo hotels as a security and avoid the headaches and restrictions that developers and sales agents currently deal with? Most developers consider securities compliance as being too expensive, far too time consuming, and poorly suited to the practice of selling real estate. Additionally, they would be forced to only sell their property through registered securities brokers and salespersons. Making the matter even more difficult from a sales and marketing standpoint, the developer would be prohibited from public solicitation of customers. Additionally, any misstatements or omissions of relevant information can equate to a securities fraud.
The irony in all of this is that by forcing developers to avoid security status, the potential buyer is deprived of rental projections and occupancy rates needed to help get an understanding for potential cash flow. This makes it infinitely more difficult for the buyer to make a fully informed buying decision. It also tempts aggressive salespeople to provide the information on the side, which if ever discovered, would turn the entire real estate transaction into an illegal offering of a security and criminal penalties would follow.
Fortunately for the prospective purchaser, there is a way to get more information before they commit to such an important purchase. Many condo hotels will refer the more serious buyers to their rental management division. The rental management staff can provide potential purchasers with the rental history of comparable properties. The information obtained is often more than enough for the prospective buyer to gain enough understanding of where the property might perform from a cash flow stand point.
Sales Letter Writing - A Simple Step-by-Step Guide for Creating a Money Making Sales Pitch
Despite the variety of new marketing methods available today, the sales letter remains one of the most effective means of delivering a powerful selling message. A well-written sales letter is simple, personal, easy-to-read, and effective.
While sales letters are something of an art form, you can write an effective sales letter by following a simple, step-by-step formula:
* Consider using a headline or “Johnson Box.” Not every sales letter will have these elements, but they are ideal for telegraphing your offer or a clear benefit statement. Just remember that they make your letter look less personal and more like advertising.
* Use an appropriate salutation. Personalization is best when you can do it. Otherwise, use a salutation that connects with the reader as closely as possible. “Dear Friend” is safe but general. “Dear Cat Lover” is more targeted and specific. If you’re mailing to a business audience, use the occupational or professional title.
* Make your first sentence short and attention-grabbing. Don’t waste time with a long windup before your pitch. Involve the reader immediately. Make a startling statement. Start an interesting story. Hit an emotional hot button. Or just state the offer and get to the point. This last approach is often the best tactic and offers the least room for error. Then the sentences that follow can expand on this first sentence to pull the reader into the body copy.
* Present your offer on page one. If you don’t give your offer in the headline or first sentence, you should put it somewhere early in the sales letter text. The better your offer, the earlier you should mention it. Be clear and specific about what your reader will get by responding.
* Make the body of the sales letter work hard. Once you’ve grabbed your reader’s attention and generated interest in your offer, follow immediately with benefits, details, word pictures, testimonials, and proofs to eliminate doubt.
* End the first page in the middle of a sentence. Whether it’s curiosity or an urge for closure, cutting a sentence in two at the bottom of a page helps encourage the reader to turn the page, finish the sentence, and keep reading. You can also use this technique on successive pages.
* Keep your copy on track. You’re not writing a novel, but your main idea should be a thread that weaves through the whole letter. At minimum, present your theme on page one and end on a similar note on the last page.
* Call for action. Quickly restate the main points of your offer and ask for the response you want clearly and directly. Restate information on involvement devices, motivators, incentives, etc. Restate the big benefit.
* Make response easy and clear. How should the reader respond? Give your toll-free number. Explain the ordering process one-two-three.
* Guarantee your offer. Assure the reader that there is no risk. State your guarantee in strong terms. This should directly follow your call to action.
* Stress urgency. Why should the reader respond now? Is it a limited-time offer? Are supplies limited? Are prices going up soon? Give a logical, sensible, and honest reason why this is the best time to respond. And be clear about what will happen if the reader does not respond. Mention the lost opportunity or the consequences.
* End the sales letter when you’re finished. Just as your letter shouldn’t have a long windup at the beginning, it shouldn’t prattle on at the end. End a letter as bluntly as it began. Often this is a quick restatement of your instructions for responding or a simple “thank you.”
* Have the right person sign your letter. Your sales letter should be signed by the highest-authority person available or by someone relevant to the reader. Ideally, the signature should be in blue ink. (Hint: Consider how the signature looks. Does it suggest confidence and believability, or is it shaky and uncertain?)
* Use your P.S. effectively. The postscript is one of the most-read parts of a sales letter. It should present an important message, a prime benefit, a restatement of the offer, a reminder of the deadline, a sweetener, or whatever you feel is most effective in this prime spot. Some call the P.S. a headline at the end of the letter. Ideally, it should be short, about one to three lines.
While sales letters are something of an art form, you can write an effective sales letter by following a simple, step-by-step formula:
* Consider using a headline or “Johnson Box.” Not every sales letter will have these elements, but they are ideal for telegraphing your offer or a clear benefit statement. Just remember that they make your letter look less personal and more like advertising.
* Use an appropriate salutation. Personalization is best when you can do it. Otherwise, use a salutation that connects with the reader as closely as possible. “Dear Friend” is safe but general. “Dear Cat Lover” is more targeted and specific. If you’re mailing to a business audience, use the occupational or professional title.
* Make your first sentence short and attention-grabbing. Don’t waste time with a long windup before your pitch. Involve the reader immediately. Make a startling statement. Start an interesting story. Hit an emotional hot button. Or just state the offer and get to the point. This last approach is often the best tactic and offers the least room for error. Then the sentences that follow can expand on this first sentence to pull the reader into the body copy.
* Present your offer on page one. If you don’t give your offer in the headline or first sentence, you should put it somewhere early in the sales letter text. The better your offer, the earlier you should mention it. Be clear and specific about what your reader will get by responding.
* Make the body of the sales letter work hard. Once you’ve grabbed your reader’s attention and generated interest in your offer, follow immediately with benefits, details, word pictures, testimonials, and proofs to eliminate doubt.
* End the first page in the middle of a sentence. Whether it’s curiosity or an urge for closure, cutting a sentence in two at the bottom of a page helps encourage the reader to turn the page, finish the sentence, and keep reading. You can also use this technique on successive pages.
* Keep your copy on track. You’re not writing a novel, but your main idea should be a thread that weaves through the whole letter. At minimum, present your theme on page one and end on a similar note on the last page.
* Call for action. Quickly restate the main points of your offer and ask for the response you want clearly and directly. Restate information on involvement devices, motivators, incentives, etc. Restate the big benefit.
* Make response easy and clear. How should the reader respond? Give your toll-free number. Explain the ordering process one-two-three.
* Guarantee your offer. Assure the reader that there is no risk. State your guarantee in strong terms. This should directly follow your call to action.
* Stress urgency. Why should the reader respond now? Is it a limited-time offer? Are supplies limited? Are prices going up soon? Give a logical, sensible, and honest reason why this is the best time to respond. And be clear about what will happen if the reader does not respond. Mention the lost opportunity or the consequences.
* End the sales letter when you’re finished. Just as your letter shouldn’t have a long windup at the beginning, it shouldn’t prattle on at the end. End a letter as bluntly as it began. Often this is a quick restatement of your instructions for responding or a simple “thank you.”
* Have the right person sign your letter. Your sales letter should be signed by the highest-authority person available or by someone relevant to the reader. Ideally, the signature should be in blue ink. (Hint: Consider how the signature looks. Does it suggest confidence and believability, or is it shaky and uncertain?)
* Use your P.S. effectively. The postscript is one of the most-read parts of a sales letter. It should present an important message, a prime benefit, a restatement of the offer, a reminder of the deadline, a sweetener, or whatever you feel is most effective in this prime spot. Some call the P.S. a headline at the end of the letter. Ideally, it should be short, about one to three lines.
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