How To Explain What You Do In Such

How To Explain What You Do In Such
A Way That Your Prospects Are
Compelled… Nearly Forced To Want
To Do Business With You
“You’ve got 15 seconds to tell me why I should do
business with you instead of your competitors…
Ready…Go!!”
The First 15 Seconds
Notes Copyright Notices
© Copyright The Academy of Sales and Negotiations 2012
All rights reserved.
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No part of this publication may be reproduced or transmitted in___________________________
any form or
by any means mechanical or electronic, including photocopying and
___________________________
recording, or by any information and retrieval system.
___________________________
The Licensee is authorised to use any of the information in this publication
___________________________
for his or her own use only in carrying out duties necessary to fulfill their
___________________________
role to the maximum.
Published by: The Academy of Sales and Negotiations
PO Box 692 Warners Bay NSW 2282
Web: http://salesandnegotiations.com
Fax: (02) 4945 0293
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
Legal Notices
___________________________
___________________________
While all attempts have been made to verify information provided in this
publication, neither the Author nor the Publisher assumes any ___________________________
responsibility
for errors, omissions, or contrary interpretation of the subject matter
given
___________________________
in this product.
___________________________
The Publisher wishes to stress that the information contained in
this product
___________________________
may be subject to varying country and professional organisations’ laws or
___________________________
regulations.
___________________________
The Licensee must accept full responsibility for determining the___________________________
legality
and/or ethical character of any and all business transactions and/or
practices adopted and enacted in his or her particular field and___________________________
geographic
location, whether or not those transactions and/or practices are
suggested,
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either directly or indirectly, in this program.
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© 2012 All rights reserved
2
The First 15 Seconds
The First 15
Seconds
How To Explain What You Do In Such A
Way That Your Prospects Are
Compelled…
Nearly Forced To Want To
Do Business With You.
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Imagine yourself in a business meeting. You’re
sitting with a group of people at one of several tables in
the room, and the speaker or presenter asks for each
person to stand and briefly introduce themselves to the
rest of the group.
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As each person takes their turn, you hear
something like, “My name is Barry Lewis, and I work for
Chevrolet.” Then he takes his seat and the next person
stands and says, “My name is Cheryl Wallace, and I’m
an agent for QBE Insurance.” And so it goes from
person to person, and from table to table. You even
find yourself doing the same thing.
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What you’ve just witnessed is one of the most
common and wasted opportunities in business. It’s
common, because nearly everyone does and says
practically the same thing. And it’s wasted, because the
person who is introducing him or her self has just
passed up a perfect opportunity to let others in the
room know how they can help them solve their
problems.
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What’s worse, is it’s compounded by the fact that
it takes place in a group setting, in front of a number of
people. And that’s not the time or place to blow such an
opportunity.
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Now, picture yourself meeting someone for the
first time. You may be introduced to them or you may
have just come together, it really doesn’t matter. As
you hand the person your business card, you mention
your name and explain what you do.
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© 2012 All rights reserved
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3
The First 15 Seconds
Now stop and think for a minute. Did what you
say in that situation differ from what you said in the
business meeting? Did you state your name and
mention your occupation?
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If you did, you may have passed up a great
chance to get in a mini commercial about yourself and
the benefits you may be able to provide the person
you’re talking with.
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So what’s wrong with that format anyway?
Plenty, that’s what.
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You see, people don’t care at all about who you
are or what you do. It may sound cold and callous, but
it’s absolutely true. They don’t care what your
occupation is, who your company is, how big they are,
what they sell, how many locations or employees they
have, or what your prices are.
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But what they do care about is how you can help
them. What kind of value you can bring to the
relationship. Now granted, some people are “people”
people. They just like other people and may be
interested in developing relationships. That’s okay. But
we’re not talking about that here. We’re talking about
business situations. And in those situations, people are
interested in how they can benefit from a relationship
with you.
It’s almost as though each person you meet has
an invisible shield surrounding them that flashes the
message: “WIIFM”…“What’s In It For Me?”
That’s an important concept to understand. And
it’s critical that you pound it into your brain until you
become crystal clear about it. Not until you fully
understand that people don’t want what you have, that
they only want the benefits that what you have offers,
can you even have half a chance to do any meaningful
amount of business with them.
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So, how do you know what your prospects… the
people you want to do business with, need? Better yet,
how do you know what your prospects want?
It’s not enough to guess or to try and figure it
out on your own. The old saying, “If you want to sell
© 2012 All rights reserved
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4
The First 15 Seconds
John Smith what John Smith buys, you first have to see
through John Smith’s eyes,” really applies here.
You’ve got to get into your customer’s heads.
You’ve got to walk in their moccasins. You’ve got to
understand where they’re coming from, what their
goals, dreams and desires are, and perhaps more
importantly, you’ve got to understand where they are
hurting or lacking.
You see, people really only buy for two reasons:
to solve a problem, or to gain pleasure. That’s it. Every
time someone buys something, it’s because they have
a problem they’re trying to work out or find a solution
to, or they want to experience pleasure of some sort.
Second, people will buy faster, and will spend
more money, to satisfy wants rather than needs.
Understand these two points, and you’re nearly half
way there.
The next step is to determine how you can fit in
to their picture. Think about it… how do you fit in? How
can what you do, what you sell, or the service you
provide for others help them either solve a problem or
gain the pleasure they’re seeking? Do you even know,
really know what their wants are?
The best way to find out what a person (or a
market, for that matter) wants, is to ask them. This can
be done in person, by telephone or by sending your
prospects a questionnaire and asking them to complete
and return it to you. Get specific. Get involved. Probe
deeply. Put yourself in their places. Develop a deep
empathy for their situations. Only by seeing things from
their eyes can you gain the understanding you need to
serve them in the most effective way.
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Once you’ve identified what your prospect’s (or
market’s) wants are, prioritise the items in order of
importance to your prospect. Then, identify those you
can help them solve or satisfy.
Next, see if you can make the problem bigger.
Magnify it. Add to it. Embellish it. Stretch it. Make it
more dramatic, more painful, bigger than it really is.
But don’t overdo it. Don’t make it sound so far out that
it’s unbelievable or seems excessively exaggerated to
your prospect.
© 2012 All rights reserved
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5
The First 15 Seconds
Now you’re ready to develop your solution. How
can what you do help them? Can you take away a
certain pain? Can you provide financial relief? How
about mental or emotional relief? What about physical
comfort? Can you help them obtain a certain pleasure
or avoid unpleasantness or loss? Specifically and
precisely, how can you or what you sell, offer or
provide help your prospect solve his or her problems or
satisfy their wants?
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Once you’ve gotten this far, you can begin to
formulate your articulation statement. In other words,
what are you going to say to your prospect that lets
them know you can help them? And how are you going
to say it in such a way that when they hear you say it,
they have no choice but to say, “Really? How do you do
that? I want to know more!”
Here’s a template to help you get a more clear
picture of the process and to help you develop your
own strategy:
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1. Determine your prospect’s problem, hurt, need
or want from the prospect’s point of view.
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2. Enlarge, add to or magnify the problem.
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3. Get your prospect’s agreement that this is,
indeed, a problem for them.
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4. Let your prospect know you understand their
situation.
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5. Articulate how you can help your prospect solve,
satisfy or eliminate that problem by talking in
terms of benefits to them.
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6. Offer proof that you’ve helped others in similar
situations.
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Here’s how it might sound for an insurance agent
speaking to a prospect who is tired of paying high car
insurance premiums (aren’t we all?):
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Prospect: “Hi, my name is John Smith.”
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Agent: “Nice to meet you, John. My name is
Cindy Richards.”
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Prospect: “What do you do, Cindy?”
© 2012 All rights reserved
6
The First 15 Seconds
Agent: “John, you know when you pay your
car insurance premiums, how they seem
to increase every time, even if you’ve
never had an accident or made a claim?”
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(Your prospect will either nod, make a statement
or at least smile acknowledging that they
understand, can relate and agree.)
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Agent: (After a slight pause.) “It’s frustrating
isn’t it? I mean, why should good drivers
have to pay for the poor driving habits of
those who are less responsible? It’s
really not fair. And to top it off, it’s
insulting.
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Again, your prospect will either verbally or nonverbally acknowledge that he or she is in
agreement.
Agent: “Well, being in the business, as well as
being a consumer has helped me
understand exactly what you go through
when you get your insurance bills. And I
don’t like it anymore than you do.
“So what I’ve done, is develop a system
and a process to help my clients avoid
paying those high and unnecessary
costs. I call it my “Personal Risk
Analysis”…“PRA” for short.
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“It all starts with my first meeting with
a client when we determine exactly
what their risks are, how much they can
self-insure and how much will need to
be covered by insurance. Then I put
together a couple of plans they can
choose from that solves their problems,
and does it cost-effectively…without
breaking the bank. It works great, and
my clients’ love it. And that’s why more
than 96 percent renew their policies
with me every year!”
Now, granted, that’s longer than 15 seconds. But
what matters is not how long it takes; it’s not even
what you say that’s important. What is important is
© 2012 All rights reserved
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7
The First 15 Seconds
that you capture your prospect’s attention quickly – in
the first 15 seconds. And you can do this by identifying
and relating to their problems. Whatever you say after
that should serve to demonstrate how you can help
solve their problems for them.
After hearing this kind of introduction, who
wouldn’t want to know more? Remember, the whole
idea is to evoke a “Really? How do you do that? I want
to know more!” response from them.
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This same format and process can be used with
any type of business. And it can be used effectively in
group situations or in one-on-one situations. You may
want to tighten it up, make it shorter, eliminate a
sentence or paragraph, or add another benefit or two.
But whatever you do, take the time to formulate
your own personalised 15-second introduction. It will
be well worth the time you spend, and will reward you
with a steady stream of new prospects just begging to
do business with you!
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© 2012 All rights reserved
8
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Copyright Notices
© Copyright The Academy of Sales and Negotiations 2012
All rights reserved.
Notes _______________________
_______________________
No part of this publication may be reproduced or transmitted in any form or by any means
mechanical or electronic, including photocopying and recording, or by_______________________
any information and
retrieval system.
_______________________
The Licensee is authorized to use any of the information in this publication for his or her
_______________________
own use only in carrying out duties necessary to fulfill their role to the maximum.
Published by:
The Acadmemy of Sales and Negotiations
PO Box 692
Warners Bay NSW 2282
Web: http://salesandnegotiations.com
Fax: (02) 4945 0293
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
Legal Notices
_______________________
_______________________
While all attempts have been made to verify information provided in this publication,
neither the Author nor the Publisher assumes any responsibility for errors,
omissions, or
_______________________
contrary interpretation of the subject matter given in this product.
_______________________
The Publisher wishes to stress that the information contained in this product may be
_______________________
subject to varying country and professional organizations’ laws or regulations.
_______________________
The Licensee must accept full responsibility for determining the legality and/or ethical
_______________________
character of any and all business transactions and/or practices adopted
and enacted in his
or her particular field and geographic location, whether or not those transactions and/or
practices are suggested, either directly or indirectly, in this program. _______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
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© 2012 All Rights Reserved
2
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Notes Table of Contents
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Introduction ...............................................................................
4
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Marketing Strategy #1 - Do what you do so
well, that when others see you do it, they want
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to see you do it again, and will bring others to
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see you do it. .............................................................................
6
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Marketing Strategy #2 - Use the
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testimonials of other satisfied customers to
help pre-sell your prospects. ........................................................
9
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Marketing Strategy #3 - Build a database of
current, past and prospective customers and
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keep in touch on a regular basis. ................................................. 11
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Marketing Strategy #4 - Make all of your
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advertising efforts Direct Response ............................................. 13
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Conclusion ............................................................................... 15
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© 2010 All Rights Reserved
3
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Introduction
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The bottom line of all businesses is to make a profit.
That’s why a business exists in the first place. It sounds
nice for someone to say that the reason they’re in business
is to help other people, or to provide some needed service,
but in the end the real bottom line is that the business
owner wants and needs to realise a profit on his or her
investment.
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Profits are what drive businesses and allow them to
provide more goods and services, create more jobs and
expand the economy. Profits are what allow the
philanthropist to continue giving and providing relief and
humanitarian service to others.
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There are many factors that affect profits, not the least
of which is customers purchasing goods and services
provided by the business. Without customers making
purchases, there simply would not be a business.
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If a business expects to remain in business for any
length of time, or to grow, the business owner must master
the skill of getting customers to do business with them.
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That includes new customers… those with whom they
have never done business before; current or existing
customers… those who patronise the business regularly;
and past customers…those who have done business before,
but may have taken their business elsewhere.
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The process of getting people to do business with you is
called “marketing.” Unfortunately for many businesses, this
process, as critical as it is to the success of the business, is
one of the tools business owner’s least understand.
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Marketing… effective marketing… the kind that produces
inquiries about your offer, adds customers and increases
your profits, is not just a matter of placing a couple of ads
in the newspaper or sending out some mailings.
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© 2012 All Rights Reserved
4
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
And it’s not creating a beautiful brochure that describes
the company, the CEO or manager and the products and
services offered by your business.
Results-producing marketing… the kind you want for
your business… is a combined and coordinated effort of a
number of factors.
But what about the economy? Doesn’t that have
something to do with how a business approaches
marketing?
It certainly does, there’s no question about it. The
economy, and how it’s performing, does have a real impact
on businesses and how they should approach their
marketing efforts. And here’s where a lot of businesses get
in trouble.
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When the economy is down, most businesses stop, or
drastically slow down their marketing efforts.
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Then, without new customers coming on board, existing
customers making repeat or additional purchases, and past
customers returning, the company’s business drops off
even further.
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Fewer customers making purchases automatically
translates into less profits. Less profits, of course, means
less available funds for marketing, and before you know it
a vicious cycle develops with a downward trend.
When times are tough, is not the time to cut back on
your marketing efforts. Sure other businesses do it. But
people still have the need or the want for your products
and services.
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So, when other businesses are cutting back, that’s the
ideal time for you to forge ahead, and increase your
marketing efforts. It’s the one time you will have the least
competition for your customer’s attention.
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On the other hand, when times are good… when
the economy is booming, good marketing… effective
marketing, can blow the socks off your competition.
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© 2012 All Rights Reserved
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5
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Why?
Because your competition doesn’t understand the
difference between the marketing they’ve always used, and
high-impact marketing that’s accountable and that
produces results. And if they keep on doing the kind of
marketing they’ve always done, and you move on to more
effective types of marketing, they don’t stand a chance.
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Marketing can consist of many forms. Some involve
money, some involve personnel and some involve a certain
commitment of time. Some work well in good economic
times, and others work better in a down economy.
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Here are four good, useable marketing efforts that work
well in any economic climate. These strategies can be put
to work in your business today, and help move your
business forward regardless of the economy or your
available financial resources.
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Marketing Strategy #1
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“Do what you do so well, that when others see
you do it, they want to see you do it again, and
will bring others to see you do it.”
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That quote comes from Walt Disney. It was the strategy
he used for marketing Disneyland, and he said it could
apply to any business, regardless of what that business
sold or offered.
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Broken down to its individual components, it means
this:
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“Do what you do….” That’s what you do… not what
anyone else does. It’s important that you do the things you
(or your business) does the best. While it’s okay to emulate
other successful businesses and copy some of the traits
that made them successful, you should adopt those traits,
add your own personality and adapt them to your business.
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© 2012 All Rights Reserved
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6
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Do what you do… “so well….” That means
excellence…not mediocrity. If you’re going to do something
in business, do it with excellence. No longer is it possible to
maintain…long-term, a competitive advantage because of
your product or the price you charge. We live in a “me-too”
world, where your customers can buy the same or very
similar products to what you offer from any number of
other suppliers for the same or less money. You must do
what you do very well.
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“…when others see you do it….” “Others” means
your customers…the people who buy your products and/or
services. When they see you do what you do (or buy what
you sell, or deal with your company)… they,
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“…want to see you do it again….” We call that,
“repeat business.” Your offer was so good, or the way you
dealt with your customers was so unique, that they want to
come back for more… to see you do it again. Not only that,
but they will…
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“…bring others to see you do it.” That’s called
“referral business.” When your customers like what you do
and bring others to experience it, that business costs you
nothing in hard marketing costs. It’s a result of word-ofmouth. It’s a personal endorsement of your products or
services from a satisfied user. That’s the sincerest form of
flattery, and the best form of advertising you can get.
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You’re not trying to “meet” your customer’s
expectations… you want to “exceed” them… to give them
more than what they expected. Similar products and
services can all be expected to perform in similar fashion.
But when it comes to the attention, care and service we
receive, we all have our perceptions of what “good” means.
Keep in your mind a balance scale. On one side of the
scale mentally put the dollar amount you charge for your
products and services.
On the other side of the scale, your service. Make sure
that the “service” of the scale always outweighs the “price”
side. Be sure you always give more service than the
© 2012 All Rights Reserved
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7
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
customer perceives they should be getting from their
transaction with you.
Here are a few questions to ask yourself that will help
you determine how well you’re doing:
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Do I offer the best quality product or service I
possibly can?
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What can I do to improve it?
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What is the best benefit to my customers that
each of my products or services have to offer?
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How can I better convey that to my customers?

What can I offer my customer above and
beyond the product or service they purchased?

Do my customers trust the advice and suggestions
they get from my staff, and do they feel comfortable
dealing with us?

Why should they do business with my
establishment instead of any and all options
they have, including doing nothing?

Would I purchase this product or service if I were in
the market for it?

Would I purchase it from my company if I
didn’t own, or work for the company?

Would I feel comfortable referring my friends,
relatives and associates to this company?
The answers to these questions can help you determine
where you need to make changes that will benefit both you
and your customers, and add substantially to your bottom
line.
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© 2012 All Rights Reserved
8
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Marketing Strategy #2
Use the testimonials of other satisfied customers
to help pre-sell your prospects.
Testimonials are one of the most powerful tools any
business owner can use, but also one of the most underutilised.
Testimonials are not limited to any one type of
advertising or promotional media. Television ads, radio
announcements, newspaper layouts and infomercials all
make use of testimonials.
Often, celebrities are used to promote certain products,
especially when national or large-scale exposure is
involved, but that’s not always necessary.
Your own clients are some of the best sources of
endorsement you could possibly want. Especially if they are
known to those you are marketing to, or if they have
something else in common… perhaps they live in the same
town, have similar businesses, belong to the same
organisation or association, etc.
There are really only three reasons people don’t buy
from you.
1. They have no use for your product or service.
2. They can’t afford your product or service.
Notes _______________________
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3. You haven’t developed the level of trust, credibility,
and believability they need in you to do business with
you.
_______________________
There’s not much you can do if a prospect can’t use or
pay for your services. But there is a lot you can do to help
wipe away the underlying layers of skepticism they bring to
the relationship and establish the trust level they need to
say “Okay” to your offer.
_______________________
People don’t like to be the first to do anything…
especially if it involves parting with their hard-earned
© 2012 All Rights Reserved
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9
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
money. And, they don’t like to be manipulated. The sales
world is full of hype and promotion, and oftentimes, false
and misleading promotion.
Notes _______________________
If your customer or prospect can see that others have
done what they are being asked to do, or that others are
currently doing it, they tend to feel safer, and will be more
likely to participate. But you first have to relieve any
nervousness they may have of being “taken.”
_______________________
Testimonials are not difficult to get. One of the most
effective ways is to send users of your products or services
a questionnaire or evaluation form that asks for their
feedback on how they’ve benefited from using the product
or service.
_______________________
The questions should be in “open-ended” form, and ask
for them to write their feelings about their experience with
your product or the service they received from you, and not
just for “yes” or “no” answers.
_______________________
Another effective method is to call your clients on the
telephone and record the conversation (with their
permission, of course).
_______________________
Then you can transcribe the parts you want to use, and
send a copy to them for their approval and authorisation.
Often, after a brief warm up conversation, people will
forget the recorder is running, open up and give you all
kinds of good, useable information that can be edited for
use as a testimonial.
Using testimonials is one of the most effective ways you
can eliminate fear, increase the believability and credibility
of your offer, and add to the number of sales or inquiries to
your advertisements or promotions. Whatever you do,
don’t overlook this important and valuable tool!
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© 2012 All Rights Reserved
10
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Marketing Strategy #3
Build a database of current, past and prospective
customers and keep in touch on a regular basis.




Who are your current customers?
Do you know?
How do you know?
Do you have a record that shows who they are, what
products or services they regularly purchase, what their
last purchase was, when it was, and how often they
make purchases from you?
How do you know that the person you consider to be a
“current” customer isn’t, in fact, a “past” customer? When
was the last time he or she bought from you? Have they
sent any referrals to you lately? If so, who? If not, why
not?
Notes _______________________
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_______________________
_______________________
_______________________
Have they taken their business down the street to a
competitor? If so, to whom? And why?
What about your prospective customers? Do you know
who they are? Have you developed an “Ideal Customer
Profile” that accurately describes who your best customers
are so you’ll know whom to target with your marketing
efforts? Do you have a list of them? Do you know how to
reach them? Are you reaching them on a regular basis?
The answers to these questions can give you valuable
information that can blast your business to heights never
dreamt of.
By knowing exactly whom you have dealt with in the
past, who you currently deal with, and who you would like
to deal with in the future can dramatically change your
business, your profits and your bottom line.
If you’re not currently using a computer to keep
track of these and other categories of customers, you
should be. This database can be the starting point of
unbelievable profits!
© 2012 All Rights Reserved
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11
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Targeting your marketing efforts to the right people can
make or break your entire advertising or marketing
campaign. And if you’re a small business, you can’t afford
to have that happen too many times. It’ll drive you right
out of business!
Keeping in touch with your customers…past, current and
prospective, is one of the best marketing tools you can
employ. It doesn’t have to be “hard-sell.” It can be as
simple as any of the following examples:
Notes _______________________
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_______________________
_______________________
_______________________
_______________________

Send birthday cards to your clients.
_______________________

Send postcards on the anniversary date of their first
purchase with you.
_______________________

Send a questionnaire asking for their evaluation
of the product or service they purchased, or
feedback on how it could be made better.

Send an informational newsletter on a regular basis.

Involve your customers in a contest or
promotion…
perhaps
a
referral
generating
promotion.


Sponsor client lunches with guest speakers that
address subjects of interest to your clients. Have them
bring a friend.
Send announcements of “preferred customer”
sales or events by special invitation. Include an
invitation for someone who is not one of your
current customers.
 Make your current customers feel special
 Make your past customers feel missed
 And make your prospective customers feel wanted
Use your internal database to keep in touch with these
groups of customers. Let them all know how much you
care, and how much you appreciate their business, and this
will take your business to new levels faster than nearly any
other method you can think of.
© 2012 All Rights Reserved
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12
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Marketing Strategy #4
Notes _______________________
Make all of your advertising efforts
“Direct-Response.”
_______________________
Nearly every advertisement or promotion you see today
is what’s known as “institutional” or “image” advertising.
That is, the ads promote the image of a particular product,
service or business.
_______________________
Now, here’s a hard and cold fact: People, your
customers… couldn’t care less about you or your image,
your company or its image, your sales quotas, or whether
or not you’ll be in business this time next month. Not, at
least, until you show them how your product or service can
benefit them.
Image advertising may be okay for very large
organisations that just want to create or maintain name
recognition in the marketplace, but if you own a small or
mid-size business, you most likely can’t afford that luxury.
You have to make every dollar you spend on promotions
count.
The best way to do that is with “direct-response”
advertising. This kind of advertising focuses on the
customer or prospect, and shows them how to solve their
problems with your products or services.
Direct-response advertising is designed to get your
customers or prospects to become emotionally involved
and to take a certain action… such as, call for more
information, send in a response card or make a direct
purchase.
With standard, institutional ads, you have no way of
knowing how effective your ads are because you have no
way of measuring how many people respond to them.
So, you have no way of calculating the actual cost of the
ad. That’s not good.
© 2012 All Rights Reserved
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13
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
On the other hand, because direct-response ads require
a person to take a specific action, they have an automatic
built-in method of measurement, and you can measure
whether or not it is profitable to run that ad again, or if it
needs to be changed to be more effective.
Direct-response ads can be integrated effectively into
the marketing efforts of nearly any business, and can take
the form of mail order, newspapers, magazines, radio, TV
and telemarketing.
Each of the components of a direct-response ad can be
measured and tested separately so you can determine
which combination of headline, opening statement, body
copy, offer, guarantee, etc. works best.
Notes _______________________
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_______________________
_______________________
_______________________
Here are three simple, but not conclusive guidelines that
can help you get the most from your direct-response ads:
_______________________

Create an attention-getting, emotional-based, benefitoriented headline.
_______________________

Start small and test each component separately. Only
increase the size of the ad gradually as you determine
which combinations work the best.
_______________________

Offer a free gift for responding. Make sure the offer has
a highly perceived value to the reader, listener or
viewer. Consider things such as special reports, free
tapes, booklets, introductory seminars or initial
consultations.
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
Remember that the only reason you ever run an ad…
any type of ad, is to evoke an immediate and qualified
response from your customers or prospects.
You want and need this feedback, and you need it now,
not six months from now. How else are you going to know
if you should continue running this particular ad, or if you
should change some component of it?
You’re in business to make a profit, not just to tell
others about your wonderful products. Your ads have to
work. They must work. They must produce results that can
be translated into dollars.
© 2012 All Rights Reserved
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14
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Notes Change your advertising efforts from a cost into an
investment… a profitable investment with a measurable
return, by changing all your advertising and promotional
efforts to direct-response. It can ad significantly to your
bottom line, and will be one of the best moves you can
make.
_______________________
_______________________
_______________________
_______________________
_______________________
Conclusion
_______________________
_______________________
_______________________
Marketing… effective marketing doesn’t have to be
difficult to be productive. But it must be done. If you fail to
market, or if you market ineffectively, you can’t expect to
remain in business very long, let alone grow your business.
_______________________
With the tremendous increases in technology, and
labour and materials availability, more and more
businesses are finding it difficult to maintain any type of
competitive advantage because of their products or prices.
For your business to prosper and grow, you need to
aggressively engage in effective marketing practices.
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
If the products and services you offer to your customers
and prospects are really worthy of their hard-earned
money… if they really will provide a benefit to them… then
you, as a business owner, owe it to yourself, your
employees, your suppliers and your customers to learn as
much as you can about the marketing strategies that work
in today’s competitive business environment.
You then have an obligation to see that as many people
as possible take advantage of the wonderful benefits your
products and services can provide for them.
And, you have an obligation to do it as cost-effectively
as possible so more people can afford them and so your
business can remain in business to serve even more
people.
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© 2012 All Rights Reserved
15
Four Hot Marketing Strategies That Can Flood Your Business
With Customers, No Matter What Condition The Economy Is In
Now you’ve learned four strategies that can be
implemented immediately and help you get on the road to
making your business more successful and profitable.
Study them. Tailor them to fit your operation. Then
apply them. They won’t do you or anyone else any good
unless you put them to work.
Finally, learn all you can about results-producing, leadgeneration marketing. Become a student. Apply the
concepts and strategies to your business, and watch it
grow!
If, for some reason you don’t have the time or desire to
learn the latest marketing techniques, don’t just drop the
ball. Your business and your customers are too important.
Notes _______________________
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_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
_______________________
Make sure you find a qualified consultant that can help
you analyse your business, decide which strategies will
work best for you, then set in motion a systematic plan
that will help you skyrocket your business to the next level.
These four strategies will start you on your way.
Apply them in your business, and your competition
won’t stand a chance!
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© 2012 All Rights Reserved
16
19 Secrets to Immediate and Exponential Business Growth
Notes ___________________________
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___________________________
Plus: 120 Brainstorming Marketing
___________________________
___________________________
‘Power Tools’ You Can Use
Today!
___________________________
___________________________
___________________________
Powerful strategies to skyrocket
___________________________
Powerful
strategies
to
skyrocket
your
business
___________________________
your business And multiply
your
___________________________
And multiply
your
profits
and business
profits
and
business
success.
___________________________
success
___________________________
___________________________
___________________________
___________________________
© 2010 All rights reserved
1 19 Secrets to Immediate and Exponential Business Growth
Notes ___________________________
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___________________________
___________________________
Keep these concepts in mind:
___________________________
___________________________
You've failed many times, although you don't___________________________
remember.
You fell down the first time you tried to ___________________________
walk.
You almost drowned the first time you tried to___________________________
swim. . . .
Don't worry about failure.
___________________________
My suggestion to each of you: ___________________________
___________________________
Worry about the chances you miss when you don't even try.
– Sherman Finesilver
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
Successful men are influenced by the desire for pleasing
results.
___________________________
Failures are influenced by the desire for pleasing methods
and are
___________________________
inclined to be satisfied with such results as can be obtained
by doing
things they like to do.
___________________________
The common denominator of success - the secret of
every man who
___________________________
has ever been successful - lies in the fact that he formed
the habit of
___________________________
doing things that failures don’t like to do.
– Albert Gray
___________________________
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© 2012 All rights reserved
2 19 Secrets to Immediate and Exponential Business Growth
Contents
Notes ___________________________
19 Secrets Introduction ................................................................5
___________________________
___________________________
7 Ways To Increase The Number
___________________________
Of Customers Your Business Has ...................................................7
___________________________
Get More Leads ..............................................................................
7
Increase Your Conversion Ratio .........................................................
7
___________________________
Reduce Customer Defections ............................................................ 7
___________________________
Increase The Number Of Referrals ..................................................... 8
___________________________
Establish Referral Reward Programs...................................................
8
Reactivate Former Customers ...........................................................
8
___________________________
Establish Joint Venture Arrangements ................................................
9
___________________________
___________________________
5 Ways To Generate More
___________________________
Income From Existing Customers ..................................................9
Increase The Value Of Each Sale .......................................................
9
___________________________
Sell More Products And Services ........................................................ 10
___________________________
Increase The Number Of Times Customers Purchase ............................ 10
___________________________
Establish And Maintain A Segmented Database....................................
11
Extend The Lifetime Value Of Each Customer ......................................
11
___________________________
___________________________
5 Ways To Increase The Efficiency Of
___________________________
The Business Operation And Its Margins .......................................12
Control Or Reduce Expenses .............................................................
12
___________________________
Increase Profit Margins ....................................................................
13
___________________________
Manage Time More Effectively ........................................................... 13
___________________________
Increase Staff’s Knowledge And Competence ......................................
13
___________________________
Create A Teamwork Approach ...........................................................
14
___________________________
1 Powerful Way To Determine And Ethically Exploit
___________________________
The Lifetime Value Of The Business’ Customers ............................14
___________________________
1 Big Way To Create A Clear, Compelling And Irresistible
___________________________
Reason For Your Prospects And Customers To Do ___________________________
Business With You And Not Your Competitors ...............................16
___________________________
___________________________
120 Marketing Power Tools ...........................................................18
___________________________
More Help For Your Business ........................................................19
___________________________
___________________________
© 2012 All rights reserved
3 19 Secrets to Immediate and Exponential Business Growth
Copyright Notices
© Copyright The Academy of Sales and Negotiations 2012
All rights reserved.
No part of this publication may be reproduced or transmitted in
by any means mechanical or electronic, including photocopying
recording, or by any information and retrieval system.
Notes ___________________________
___________________________
___________________________
any
form or
___________________________
and
___________________________
___________________________
The Licensee is authorised to use any of the information in this publication
___________________________
their
for his or her own use only in carrying out duties necessary to fulfill
role to the maximum.
___________________________
Published by:
The Academy of Sales and Negotiations
PO Box 692 Warners Bay NSW 2282
___________________________
___________________________
___________________________
___________________________
Web: http://salesandnegotiations.com
Fax: (02) 4945 0293
___________________________
___________________________
___________________________
Legal Notices
___________________________
___________________________
While all attempts have been made to verify information provided___________________________
in this
publication, neither the Author nor the Publisher assumes any responsibility
___________________________
for errors, omissions, or contrary interpretation of the subject matter given
___________________________
in this product.
___________________________
The Publisher wishes to stress that the information contained in this product
___________________________
may be subject to varying country and professional organisations’ laws or
___________________________
regulations.
___________________________
The Licensee must accept full responsibility for determining the legality
___________________________
and/or ethical character of any and all business transactions and/or
practices adopted and enacted in his or her particular field and geographic
___________________________
location, whether or not those transactions and/or practices are suggested,
___________________________
either directly or indirectly, in this program.
___________________________
___________________________
___________________________
___________________________
___________________________
© 2012 All rights reserved
4 19 Secrets to Immediate and Exponential Business Growth
19 Secrets Introduction
Have you ever wondered what the difference is
between a business that consistently and predictably
realises extraordinary growth and another business that
struggles just to make ends meet?
Or why a business that was started in a garage or
basement of a home and run by the seat of its pants, can
out perform in sales and profits, some of the best run
companies?
Or take two businesses that operate in the same
marketing arena. They both sell the exact same products
or the same services for the exact same prices. Why can
one business continually grow and prosper, while the
business owner spends a good portion of his or her time
away from the business on trips and vacations with their
family, and the other owner spends an inordinate
amount of time working harder and longer hours just
trying to pay the bills and never taking any time off?
In the pages that follow, you’re going to learn a
handful of practical ideas that have worked for some of
the world’s largest and most prestigious businesses, and
that will work for you in your business, as well. Ideas
and strategies that you can begin to use immediately to
quickly and easily take your business to the next level
and begin adding profits to your business’ bottom line.
There’s no reason you can’t improve your business
or increase your profits as long as you adhere to four
fundamental principles
1. First, you must have a product or service that is
beneficial to those who buy it.
Notes ___________________________
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2. Second, your product or service must be wanted
or needed by the end user.
___________________________
3. Third, you must effectively make your prospects
aware of the availability of your product or service.
___________________________
4. And fourth, you must make your prospects an
offer that is enticing, compelling and in their best
interest to purchase your product or service.
© 2012 All rights reserved
___________________________
___________________________
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5 19 Secrets to Immediate and Exponential Business Growth
The first two areas – having a beneficial product or
service that your prospects want or need, are areas that
you’re going to have in place, or are going to have to
develop.
Notes ___________________________
The third and fourth principles – letting your
prospects know about what you have to offer and then
compelling them to buy from you, is where the following
ideas can be of enormous assistance to you.
So grab something to write with, get ready to
make some notes in the margins of these pages, and
let’s dig in.
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
When you get right down to it, there are really five
basic ways any company, any association, or any
organisation can increase its business.





First, a business can increase the number of new
customers they have.
Second, they can generate more income from their
existing customers.
Third, they can increase the efficiency of their
operation, cut their expenses and improve their
margins.
Fourth, they can determine and then ethically
exploit the Lifetime Value of their customers.
And finally, they can create a clear, compelling
and irresistible reason for their prospects and
customers to do business with them, and not their
competitors.
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___________________________
Each one of these categories on its own has
enormous potential to dramatically affect the bottom line
profits of your organization, but if you combine two or
more of them, they can have a synergistic effect, and the
results will be exponential.
Let’s take a look at the first principle of growing
a business… Increase The Number Of Customers.
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© 2012 All rights reserved
6 19 Secrets to Immediate and Exponential Business Growth
7 Ways To Increase The
Number Of Customers
Your Business Has.
Notes ___________________________
___________________________
Ask nearly any business owner what they would
like to have more of and most likely you’ll get an answer
somewhere along the lines of, “more customers.”
___________________________
There’s no denying that customers are very
important to any business. Without an adequate number
of people purchasing the goods and services sold by a
business, there wouldn’t be any need for the business,
and they would soon be out of business.
___________________________
But getting customers begins with having someone
to tell a sales story to – a prospect – a lead – and then
converting those leads into buying and profitable
customers and then keeping them from leaving and
buying from the competition. Here are some ideas you
can use:
1.
Get More Leads.
___________________________
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___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
That is find ways to get in front of more prospects to tell
your sales story to. There are a number of lead
generation devices that can do this very effectively, from
direct mail or telemarketing campaigns, to paid
advertising or free publicity, to joint ventures and hostbeneficiary relationships, just to name a few.
2.
Increase Your Conversion Ratio.
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
This is the converting of interested prospects into paying
customers. You do this by getting better at what you do.
You develop your sales skills, your word tracks and your
scripts. And you can even upgrade or attract a better
quality of prospects who would be more likely to buy
from you.
3.
Reduce Customer Defections.
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
___________________________
That is, close the back door – don’t let existing
customers slip away to do business with the competition.
Statistically, for every five percent increase in customer
retention, a business can generate a 30 to 40 percent
increase in profitability over a 12 to 16 month period.
© 2012 All rights reserved
___________________________
7 19 Secrets to Immediate and Exponential Business Growth
Since most businesses lose around 19 percent of their
customers each year, only 81 percent are left. But if that
number were to increase to 86 percent your business
would enjoy a 30 to 40 percent increase in profitability.
Notes ___________________________
Remember that it costs six to eight times more to get a
new customer than it does to keep an existing one, and
it’s 16 times easier to sell to an existing customer than
to a new one. So when you compare the acquisition costs
for getting new customers to like you, know you, trust
you, and buy from you the first time, versus getting your
existing customers to repurchase from you, the cost-tosale difference is significantly different.
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4.
Increase The Number Of Referrals.
Getting new customers through referrals is one of the
most cost effective methods there is for growing a
business. Referrals from good customers are much easier
to sell to because they’re already somewhat “pre-sold.”
With conventional advertising it takes a certain amount
of valuable time to create credibility and trustworthiness
in the minds of prospects. But when a prospect comes as
a result of a referral, that credibility and trustworthiness
has already been established by the one who referred
them.
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5.
Establish Referral Reward Programs.
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Make it worthwhile for your customers who take the time
and make the effort to tell others about the benefits of
doing business with you can do a lot to bolster the
number of referrals you get.
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Simple things like movie passes, restaurant gift
certificates, car washes, manicures, or samples of some
of the additional products or services you provide make
good choices. The reward for a referral should be
perceived as high value to your customer, but low cost to
you.
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6.
Reactivate Former Customers.
Every company, including yours, has former customers –
those who used to do business with them but for one
reason or another have stopped and are now doing
business with a competitor, or maybe not even using
your products or services any longer.
© 2012 All rights reserved
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8 19 Secrets to Immediate and Exponential Business Growth
It’s often much easier and less expensive to sell
something to someone who has done business with you
in the past – someone who has already experienced the
service, quality, convenience, terms, and relationship
you have to offer, than it is to create a completely new
customer and build that trust and credibility from ground
zero.
7.
Establish Joint Venture Arrangements.
Work together in mutually beneficial arrangements with
your centers of influence. Find people or companies who
have already spent considerable time, effort and money
establishing and building relationships with customers
who are of the same buying profile as the customers you
are targeting. Then work out reciprocal arrangements
with those business to refer, endorse or suggest that
their customers consider certain products or services
offered by your company.
Notes ___________________________
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The second principle for growing a business, is
to Generate More Income From Your Existing Customers.
5 Ways To Generate
More Income From
Existing Customers.
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This category has the potential to add more
profitability to your bottom line faster, easier and more
cost effectively than any other method. You should pay
very careful attention to each of the following sub
categories.
1.
Increase The Value Of Each Sale.
Getting more money from each sale, or increasing the
average transactional value of each sale – that is,
getting more money from every purchase your
customers make has the potential to add an
immediate 30 to 40 percent in pure profits to your
bottom line. Using this technique, and making a
simple suggestion, fast food restaurants add millions
in profits to their coffers every day. They use the
strategies of:
© 2012 All rights reserved
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9 19 Secrets to Immediate and Exponential Business Growth
Up-selling – not selling anything additional – just
offering a larger size or more of the same item the
customer is already purchasing. Super-sizing a drink
or an order is an example of Up-selling.
Notes Cross-selling, or suggesting that your customer
buys an additional item that they didn’t intend to
purchase, is another effective way to increase the size
of the order. Asking if a customer wants fries with
their hamburger and drink is an example of how a
fast food restaurant uses this technique.
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Packaging, bundling, or combining several items
together and giving a discounted price is another way
to get your customers to spend just a little more and
get a better value. Happy meals or Value meals are
an example of this technique.
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Each of these techniques only adds a little more to
the total cost of the meal, and aside from the actual
hard costs of the additional products, that “little
more” is pure profit since there are no advertising,
marketing or acquisition costs involved.
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2.
Sell More Products And Services.
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The goal of every business should be to make sure
their customers are getting the maximum value, use,
enjoyment, benefit, and satisfaction from the
products and services they purchase from them. If
your business has additional products or services that
would help your customers increase the benefits they
derive from their original purchase, you have an
obligation to your customers to make those products
or services available to them.
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If you don’t have anything additional that you can
make available to them, you could easily look outside
your company to other businesses who offer products
or services that are complimentary, but not
competing, and that would enhance the value of the
original purchase, and work out joint venture
arrangements to make those products available to
your customers.
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3.
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Increase The Number Of Times
Customers Purchase.
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Too many businesses operate with a one-time sale
mentality. They give very little thought to repeat
© 2012 All rights reserved
10 19 Secrets to Immediate and Exponential Business Growth
sales or back-end purchases. But that is where the
real money is. It’s not uncommon for a business to
lose money or barely break even on the initial sale.
And it oftentimes takes several repurchases before
any real money is made.
4.
Establish And Maintain A Segmented
Database.
Notes ___________________________
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One of the most effective ways to increase sales is by
having an up to date, clean and segmented database
of all your customers – past, present and future
customers – your prospects. When you keep track of
your customers and what they’ve purchased in the
past, and then see that they are informed of special
sales and offers, special events, and new items, and
discounts and promotions on items they would be
interested in, shows them that you care about them,
and encourages them to make additional, often more
profitable purchases.
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5.
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Increase The Average Buying
Lifetime Of Each Customer.
It just makes sense that the longer a customer
continues to do business with you, the more products
and services you’ll have the opportunity to sell that
customer, which of course, translates into more
profits.
But also, the longer that customer keeps coming
back and buying from you, the more benefits they’ll
receive from the products and services they’ve
purchased, which leads to a more satisfied customer, and
again, means more profits to you.
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For example’s sake, let’s say your average
customer trades with you for a period of five years
before moving on to do business with another company,
or no longer needs the product or service your business
offers.
If that five years could be extended by just one
year, it would mean an increase in profits of 20 percent –
even if nothing else changed. Actually, it would be
somewhat more than 20 percent, because there were no
acquisition costs for that extra year like there was for the
first year the customer did business with you.
© 2012 All rights reserved
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11 19 Secrets to Immediate and Exponential Business Growth
And naturally, the longer the customer’s buying
lifetime with you, the more chances you’ll have of getting
referrals of others who can use and benefit from the
products and services you sell.
Notes ___________________________
The third principle for growing a business, is to
Increase The Efficiency Of Your Business.
5 Ways To Increase The
Efficiency Of The Business
Operation And Its Margins.
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This is probably one of the most overlooked areas
to building and sustaining a profitable business. Yet, it
has so much potential for making a positive impact on
your bottom line.
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1.
Control Or Reduce Expenses.
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Getting a handle on where your money is going is
critical. Most businesses have an incredible amount of
waste, not only in actual money lost, but in human
capital – lost or wasted time by their employees and
staff. You need to keep a very tight reign over any
expenditures, and money should only be spent after
careful consideration and analysis as to how it will
contribute to your bottom line profits.
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One of the biggest money wasters is the area of
advertising and marketing. Careful testing of ads and
promotions should be carried out in small runs before
“rolling out” to your entire list or to the marketplace.
Direct response ads with enticing and compelling
offers should always be used in place of more
traditional image or institutional ads. When you
consider how much it “costs” to bring in a dollar of
actual profit and then see how easy it is to spend that
money and not get a positive return, it’s not hard to
see why so many businesses have a difficult time
showing a positive balance at the end of the year.
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© 2012 All rights reserved
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12 19 Secrets to Immediate and Exponential Business Growth
2.
Increase Profit Margins.
Profit margins are the difference between what the
product or service you offer costs you to make,
produce, purchase, or acquire, versus what you sell it
for, and after deducting sales, processing, fulfillment,
and delivery costs. The more steps there are in the
process from production or acquisition to delivery, the
more room there is for excess costs to creep in, and
the lower the profit margin will be. Every effort should
be made to monitor, control and slash costs whenever
possible. Remember, a simple two dollar saving on a
twenty dollar product can add up to 20 percent more
profit for your business.
3.
Manage Time More Effectively.
Every person on the face of the earth has exactly the
same number of hours, minutes and seconds in their
day – every day. No one has an advantage in this
area. It’s true that we all have different jobs, tasks,
priorities, and responsibilities, and those all require
different amounts of our time, but you can
significantly increase your available time if you will
take stock of where you are, what you’re spending
your time on, and then effectively employ the
principle of delegation.
By concentrating on things that matter most, or that
only you can do, and then delegating the lesser
important tasks to the lowest competency level
person that can handle them, you’ll have more time
to focus on the important priorities – the things that
can make you real money.
4.
Increase Staff’s Knowledge And
Competence.
How many times have you called a business and
asked a question, only to have the person on the
other end of the phone act like they had no idea of
what you were talking about or where to get the
answer? It happens all the time. Unfortunately, with
today’s labor laws it’s much more difficult to get rid of
incompetent, rude or uncaring employees without the
threat of lawsuits or other problems.
Notes ___________________________
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Knowing how to hire the right employees is becoming
more critical, as well as how they’re trained to handle
© 2012 All rights reserved
13 19 Secrets to Immediate and Exponential Business Growth
different situations that come up in your business. It’s
surprising how few businesses have regular staff or
employee training meetings. And for those who do,
most of their meetings have to do with administrative
duties, and are “reactive” in their approach. By
changing your focus and conducting “proactive”
meetings – how to deal with certain situations, sell
more effectively, show interest in customers, and so
on., will do a lot to not only improve your company’s
image, but will also be a contributing factor to your
profitability.
5.
Create A teamwork Approach.
Notes ___________________________
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You cannot afford to run your businesses with a
“super star” mentality. Just as in any team sport, to
be truly effective, it takes the entire team to make a
company run smoothly and efficiently. Want to know
how to make your company more responsive to the
needs of your customers? Hold a team meeting.
Invite people from every department – sales,
manufacturing, accounting, fulfillment, delivery, even
janitorial. Have a brainstorming session and get every
idea possible on the table. Don’t be judgmental. Get
them all out. Then go through each idea and discuss
how it can be used to more fully satisfy the needs of
your customers. Sometimes the best ideas come from
those you’d least expect.
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Now let’s look at the fourth principle for growing
your business… Ethically Exploit The Lifetime Value Of
your Customers.
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1 Powerful Way To
Determine And Ethically
Exploit The Lifetime Value
Of The Business
Customers.
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The Lifetime Value of a customer is one of the
most valuable things you as a business owner can know.
It is simply a calculation or determination of how much
(in dollars) each of your customers is worth to you.
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© 2012 All rights reserved
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14 19 Secrets to Immediate and Exponential Business Growth
The reason this calculation is so critical, is that by
knowing what the value of an average customer is, you
can then determine how much you can afford to spend to
acquire a new customer, as well as how much you can
afford to spend to keep an existing customer from
leaving you and purchasing from a competitor.
Notes ___________________________
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Lifetime Value can be determined a couple of
different ways. To get the Gross Lifetime Value you
calculate:
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
The average purchase amount…
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
Multiplied by the average number of times a
customers buys per year…
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Multiplied by the average number of the
customer continues to buy…
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Plus, the monetary value of their referrals.
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

This gives you the total worth or Gross Lifetime
Value of each customer.
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Another way to determine the value of a customer
to your business is to compute the Lifetime Profit Value.
This differs from the Gross Lifetime Value, in that this
computation figures the amount of profit each customer
is worth to your business. This is determined in much the
same way as above, but with one additional step:
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
The average purchase amount…
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
Multiplied by the average number of times a
customer buys per year…

Minus product acquisition or production
costs, fulfillment and delivery costs, sales
commissions,
bonuses
and
salaries,
advertising and marketing costs, and other
overhead expenses.

Multiplied by the average number of years
the customer continues to buy…

Plus, the monetary value of their referrals.
This gives you the total profit value of each
customer. There’s value in doing both types of
calculations for your consulting clients. When initially
demonstrating the concept of Lifetime Value it may be
easier and quicker to figure Gross Lifetime Value. But
© 2012 All rights reserved
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15 19 Secrets to Immediate and Exponential Business Growth
when doing calculations for the purpose of developing
actual marketing strategies and campaigns, the Lifetime
Profit Value will give a more accurate picture.
Notes ___________________________
Finally, the fifth principle for growing a
business… Create Compelling Reasons For Your
Customers To Only Do Business With You.
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1 Big Way To Create A
Clear, Compelling And
Irresistible Reason For
Your Prospects And
Customers To Do Business
With You, And Not Your
Competitors.
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Here’s a simple test you can perform: Ask any
business owner, any manager, any entrepreneur or any
professional why their prospects or customers should buy
from them, and you’ll most likely hear something like,
“Because we offer the highest quality products, the best
service, the fastest delivery and the lowest prices
around.”
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But really, what do you learn from that kind of
statement? That kind of answer does absolutely nothing
to compel you to want to know more, or to nearly force
you to get out of your chair, pick up the phone and call,
or to get in your car and drive to the place of business,
or to fill out and mail in a response card.
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In fact, just the opposite. You’ve heard this kind of
“ho-hum” statement so many times before by countless
other businesses, that you no longer pay any attention
to such statements.
Competition in business today is so keen, products
and services are so similar, and prices are so cutthroat,
that it’s difficult, in fact nearly impossible in almost any
industry, business or profession, to maintain for any
predictable length of time, a competitive advantage
© 2012 All rights reserved
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16 19 Secrets to Immediate and Exponential Business Growth
because of the products or services a business offers, or
the prices they charge.
The simple truth is, that if you can’t give your
prospects and customers clear and compelling reasons to
do business with you, you can never expect for your
business to be any better than any of your competition.
And you’ll just be another “me-too” business – at least in
the eyes of your customers. And since they’re the one’s
with the money, that’s the only place that matters.
To be competitive in the marketplace today, you
must differentiate yourself and your business from any
and all other options your prospects and customers have
to choose from. In effect, you’ve got to stand out not
only as the most logical choice for your customers to buy
from, but the only choice they have.
That differentiating factor has to be as clear and
compelling as FedEx’s, “When it absolutely, positively
has to get there overnight” was for them. There was no
question in the minds of the buying public that when
something was so important or urgent that it had to be
delivered the next day, that the only one who could get it
there was FedEx. Not, not the Post Office, not anyone.
Coming up with your own unique differentiating
factor – that one thing that no one else can offer, or that
preempts anyone else who markets the same products or
services as you, is critical. And when you can articulate it
in such a way as to capture a unique position in the
minds of your prospects and customers, you will gain a
very competitive edge, and your competition won’t stand
a chance.
Notes ___________________________
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© 2012 All rights reserved
17 19 Secrets to Immediate and Exponential Business Growth
120 Marketing Power Tools
To move your business forward easier and faster here is 120 powerful, business boosting
marketing activities and tools for you try out in your business. Begin immediately Notes by holding
brainstorming meetings and workshops with your associates or staff. Almost
effortlessly,
you will
___________________________
quickly come up with lots of great ideas to build your business.
___________________________
Just explore the list imagining ways that you can incorporate them into ___________________________
your business and write
down your thoughts and ideas. Don’t judge your notes straight away. Put them aside for a few
___________________________
days before revisiting them and deciding which ones will work best for your
products or services.
Create and implement a plan to implement the best and most profitable___________________________
ideas. Revisit the list
periodically and watch your sales and profits soar.
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1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
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24.
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
A u d io C asse tt e s/ C D
R O M ’ s/ D V D ’ s
V id e o Casse t tes/ CD
R O M ’ s/ D V D ’ s
M agazin e A rt ic les
A d ve rt o rial’ s (lon g co p y ad s)
O n -ho ld M e ssage s
B u sine ss Card s as A d s
B o o ks
B ro c hu re s
T rad e Sho w Bo ot hs
F le a M arket St and s
F airs
B u lle t in Bo ard s/ E le ct ron ic
W eb Sit e
A sso c iat e E -M arke t in g
B illbo ard s
P iggy bac k M ailin gs
Co -o p A d ve rt isin g
Jo int V en tu re s
E n d o rsed M ailin gs
Cro ss P ro mo tion s/ Se llin g
Co n ferenc e s
T e le c on fe ren c es
Co u po n s
Sp o nso r Co m mu nit y Se rvic e
Cat alo gu e s
Co n su lt at io ns
Co n t e st s
P rize D raw s
T rain in g W o rkshop s
T ax i A d’ s
Ce le brit y E n do rsem e nt s
Co rre sp on d en c e Co u rses
N ew sp ap e r/ M agazin e Co lu m ns
Cale n d ars
H o u se T o H ou se C an vassin g
D ire c t M ail
D ist ribut o rs
D o n at io ns
© 2010 All rights reserved
39.
40.
41.
42.
43.
44.
45.
46.
47.
48.
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50.
51.
52.
53.
54.
55.
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61.
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75.
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77.
78.
79.
D em o nst rat io ns
Sam p le s
D ire c to rie s
E x hibit s
F lyers/ H an do ut s
F un d R aise rs
G ift s
G ift Ce rt ific at e s
N ew sle tt er Inse rt s
M agazin e In se rt s
N ew sp ap e r In se rts
In vit at io n On ly E vent s
B re akfast Se m in ars
P rivat e U n veilin gs
P re view s
P e rso n alize d L e tt e rs
D ire c to ry L ist in gs
L o ss le ad ers
M agazin e A d s
N ew sp ap e r Ad s
Classifie d Ad ’ s
Su p erm arke t B o ard s
M at c hbo o k A d ve rtisin g
Cin e m a A d s
N ew sle tt ers
N ew P ro du ct R ele ases
P e rso n al Sale s Co nt ac ts
P o st C ard s
P art y P lan s
M LM
P o st ers
P aid / U n p aid Pu blic Sp e akin g
P o int o f P u rc hase Ad ve rtisin g
P lac e m at s in R est au rant s
P u blic it y/ P ress R ele ase s
P e r In qu iry Ad s
P e rso n al L et ters
R ad io A ds
In t e rvie w s On A ud io / Vid eo
R ad io / T e lep hon e Int erview s
T V T alk Sho w s
8 0 . ___________________________
T V In fom erc ials
8 1 . ___________________________
R e p o rts/ Sp ec ial R epo rt s
8 2 . R e fe rrals
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8 3 . R e c o rd ed T’ p ho n e M e ssage s
8 4 . ___________________________
V o ic e M ail
8 5 . ___________________________
F ax on D em an d /F ax B ac k
8 6 . CD R O M Cat alo gu e s
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8 7 . O n -L in e Cat alo gu e s
8 8 . ___________________________
Sem in ars
8 9 . ___________________________
V e n d o r Spo n so re d E vent s
9 0 . St at em en t Stu ffe rs
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9 1 . Sale s/ M fr’ s R e p s
9 2 . ___________________________
D ire c t Sales P e op le
9 3 . ___________________________
B ag St u ffe rs
9 4 . Sp o nso red E ven t s
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9 5 . Sp ec ial E ven ts
9 6 . ___________________________
Sign s
9 7 . ___________________________
M arqu ee / B an n er Sign s
9 8 . M o vin g Disp lays
9 9 . ___________________________
St o re W ind o w Disp lays
1 00 . ___________________________
Su rve ys
1 01 . ___________________________
In bo un d T ele m arket in g
1 02 . O u t bou nd Te lem arke t in g
1 03 . ___________________________
T -shirt Ad ve rt isin g
1 04 . ___________________________
B u m p e r St ic ke r A d s
1 05 . ___________________________
O n -V e hic le A d vert isin g
1 06 . W o rksho p s
1 07 . ___________________________
W o rd -o f-M o ut h
1 08 . ___________________________
Y e llo w P age s
1 09 . P ac kage A d ve rt isin g
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1 10 . In -P ac kage A d ve rt isin g
1 11 . ___________________________
0 80 0 Nu m be rs
1 12 . ___________________________
G ift B asket s
1 13 . B lim p s & Se arc h L ight s
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1 14 . A sso c iat ion M e m bership s
1 15 . L e t t e rs to t he E d it o r
1 16 . Cu st om e r M ailin g L ist s
1 17 . P e t ro l Pu mp A d’ s
1 18 . A ffin it y Sales
1 19 . Ce n t re s o f In flu enc e
1 20 . T e st im on ials
18 19 Secrets to Immediate and Exponential Business Growth
So there you have it. Nineteen solid strategies that
you can begin using immediately to help position your
company to gain an advantage in your marketplace and
begin adding big profits to your bottom line.
do.
But this isn’t all. There’s so much more you can
Notes ___________________________
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___________________________
More Help For Your
Business
Working with some of Australia’s most successful
companies, as well as hundreds of small and medium
size businesses, the business development consultants of
Streetsmart Business Advisors have been able to uncover
tremendous profit centers that have been lying dormant,
just waiting to be tapped – ready to unleash a flood of
new found profits that go directly to the business’ bottom
line.
If you’re serious about growing your business,
virtually eliminating your competition, and dominating
your market, we need to talk. The ideas, strategies and
systems we can create for you and install in your
business have been proven time and time again in
countless businesses, a variety of industries and in
nearly every profession. And we are confident we can
work the same magic for you and your business.
The future of your business is directly in your
hands.
We’ll be happy to discuss how, together, we can
create a powerful marketing strategy that will position
your business to become not only the obvious choice, but
in reality, the only choice for your prospects and
customers – and your competition won’t stand a chance.
So don’t delay. Pick up the phone now and give us
a call – before your competition does. We guarantee you
won’t regret it.
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© 2012 All rights reserved
19 19 Secrets to Immediate and Exponential Business Growth
All The Tools, Systems And Methodology To Give You An Unfair Advantage Notes In Your Marketplace ___________________________
___________________________
Over the years the principles that are at the foundation of the Streetsmart Business Advisors ___________________________
building and development systems have been used to make billions of dollars for small, ___________________________
medium and large businesses just like yours. ___________________________
Streetsmart has refined these principles into a series of dynamic scientific processes to meet the challenges facing businesses large and small by utilising the latest cutting edge ___________________________
technologies. ___________________________
Find out how Streetsmart Business Advisors Solutions can help you… ___________________________

Drive hordes of hungry customers to your business. 
___________________________
Craft and use powerful and irresistible direct marketing strategies to drive your sales through the roof. ___________________________

___________________________
Counter competitor price cutting without reducing your margins. 
___________________________
Keep customers coming back again and again to your business. 
Uncover and profit from the hidden assets to be found in your business. 
Quickly, simply and effectively increase sales to your current customers by 10%, 35% and even 90% or more, with no additional marketing costs. ___________________________

Advertise your business for absolutely no cost. 
Create passionate and undying customer loyalty to permanently keep your ___________________________
competitors out. 
Find, acquire, keep and motivate superstar salespeople and employees. 
Live and enjoy greater success by speedily building a business that is highly profitable ___________________________
and will run itself. 
Make your business 100% recession proof in 30 days or less. 

Get and use testimonials to dramatically boost your sales. ___________________________
Price test to garner maximum profit from every sale you make. ___________________________

Add an immediate $5,000 to $10,000 in new found profits in the next 30 days. ___________________________

Double, triple, even quadruple your sales conversion rate. ___________________________

And much, much more… ___________________________
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© 2012 All rights reserved
20 How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
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© 2010 All rights reserved
How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes _________________________
Copyright Notices
© Copyright The Academy of Sales and Negotiations 2012
All rights reserved.
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No part of this publication may be reproduced or transmitted in any
form
or by any means mechanical or electronic, including photocopying _________________________
and
recording, or by any information and retrieval system.
_________________________
The Licensee is authorised to use any of the information in this publication
_________________________
for his or her own use only in carrying out duties necessary to fulfill their
_________________________
role to the maximum.
Published by:
The Academy of Sales and Negotiations
PO Box 692 Warners Bay NSW 2282
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Web: http://salesandnegotiations.com
Fax: (02) 4945 0293
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Legal Notices
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While all attempts have been made to verify information provided in this
_________________________
publication, neither the Author nor the Publisher assumes any
responsibility for errors, omissions, or contrary interpretation of the
_________________________
subject matter given in this product.
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The Publisher wishes to stress that the information contained in this
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product may be subject to varying country and professional organisations’
_________________________
laws or regulations.
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The Licensee must accept full responsibility for determining the legality
_________________________
and/or ethical character of any and all business transactions and/or
practices adopted and enacted in his or her particular field and geographic
________________________
location, whether or not those transactions and/or practices are suggested,
either directly or indirectly, in this program.
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© 2012 All rights reserved
How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Table of Contents
Notes _________________________
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Introduction..........................................................................................
5
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Practical Things You Can Do To Lower Your Advertising Costs ...................... 7
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SET UP YOUR OWN HOUSE AGENCY .............................
7
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YOUR RESEARCH.....................................................
10
1.
2.
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CONTACT THE PUBLICATIONS ...................................
10
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DON’T PAY RATE CARD RATES .................................. 11
3.
4.
4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15
4.16
4.17
4.18
4.19
4.20
4.21
4.22
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Information Gathering .............................................
12
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Identity .................................................................
12
Develop Rapport, Gain “YES” Momentum_________________________
.................... 13
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Publisher’s Discount ................................................. 13
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Mail Order Discount .................................................
14
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Test Discount Rate .................................................
14
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Distress Space ........................................................
15
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Immediate Decisions ............................................... 15
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Immediate Payment ................................................
16
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Remnant Space .......................................................
16
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The Test Rate Close .................................................
17
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Repeat These Questions with Each Publication ............. 18
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Behind the Scenes ..................................................
18
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Call Back from the Publication ...................................
19
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Timeliness ..............................................................
19
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65% Discount So Far .............................................. 19
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Continued Discounts ...............................................
19
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Full Page or Partial Page ..........................................
20
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When Media Solicits Adverting from You .....................
20
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Ask for PI Advertising .............................................
20
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PI Inserts ..............................................................
21
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Processing PI Orders ................................................
21
6.
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DEVELOP LONG TERM RELATIONSHIPS ......................
22
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FUTURE CONTACTS .................................................
22
7.
THE INSERTION ORDER ........................................... 23
5.
© 2012 All rights reserved
How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes 8.
9.
10.
11.
12.
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KEY EACH AD ................................................................ 27
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COMPOSING AND PROOFING YOUR AD.............................. 28
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MISTAKES AND CORRECTIONS MAKE GOODS .................... 29
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CREATING MORE AND MORE CUSTOMERS ......................... 30
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ON-GOING ASSISTANCE ................................................. 31
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© 2012 All rights reserved
How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Introduction
Notes _________________________
This special report is a quick course in advertising
‘street smarts’. If you apply the principles and tactics
you’ll learn here, you will save thousands and
thousands of dollars on your advertising. And if you
invest that savings back into buying more advertising
the right way, you will generate more and more
customers and more and more profits.
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You’re about to learn a step-by-step, duplicable
and repeatable system. Once you learn how to apply
its techniques, you can do the same thing over and
over again and continue saving money for yourself,
buying more advertising time or space from the
advertising media, and informing your potential
customers of the benefits they’ll receive from doing
business with you. It’s truly a win-win-win situation.
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Sound simple? Well, it is!
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Knowing how to advertise is the key to getting
customers. But knowing how to advertise at up to 80%
off the regular rates is the key to enormous profits
from your advertising, because for the same money
you would normally spend, you can do 80% more
advertising, and draw an even larger response.
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When you put all the pieces of this little-known
system in place, publications will call you and offer you
the greatest deals you can imagine. Why? Because
they’ll:
1. Recognise you’re a pro at advertising
2. They’ll enjoy doing business with you
3. You can pull them out of tough situations at
the last minute
4. You’ll be adding extra dollars of profits to their
bottom lines that they would not normally
have
In today’s competitive market, you not only need
to know how to get the best deals, you also must
know how to make it beneficial for the advertising
media to work with you. When you do, you will
develop life long relationships that keep on giving.
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes Why should you pay 100% for your advertising –
especially when you can get if for much less? You
spend money on advertising to generate customers. If
you can save 15% to 80% on your advertising and still
produce the same number of customers, you’ve just
reduced your acquisition cost per customer – and that
translates into more profits for you.
For example, let’s say you spend $10,000 for an
ad, and you determine that each new customer, on
average, spends $100.00 on their purchase. And let’s
say that your profit margin is 50%, which nets you
$50.00 in gross profits.
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In this example, it will take a total of 200 new
customers to just break even. There are not many
businesses that bring in 200 new customers with each
ad they run.
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Now, if that ad were to only cost you $2,000,
then you would only need to generate 40 new
customers to break even. Any additional customers
would be pure profit to you.
_________________________
Keeping your advertising costs as low as you can
while getting as much out of your advertising dollars
as possible just makes good business sense. So let’s
get started with some practical things you can begin
doing right now to begin slashing your ad costs!
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Practical Things You Can
Do To Lower Your
Advertising Costs
Notes _________________________
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1.
SET UP YOUR OWN HOUSE
AGENCY
When an advertising agency places an ad for a
client, they typically get anywhere from 15% to 18%
of the amount of the order as a commission. By
eliminating the agency and having your own house
agency, you’ll redirect that commission to you,
instead. That automatically cuts your advertising by
15% to 18%. Pretty good deal to know about!
How To Set Up An In-House Agency
Here’s all you need to do: If you print your
letterheads with your computer, simply put the words,
“HOUSE AGENCY,” under your company name on your
letterhead. Or, if you like, you can insert the word
“Advertising” after your company name on your
letterhead.
If you have your printing done by an outside
printer, have them make up another set of letterhead
as above. Unless you plan on doing a lot of advertising
with different media, you won’t need to get a large
volume of these letterheads printed.
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That’s all there is to it. It much less expensive
than 15 percent of your advertising budget, and it will
save you a tremendous amount of money in a very
short period of time. Now you have a house agency
which entitles you to do business just like a regular
advertising agency.
Immediate And Substantial Savings Can
Be Reinvested For Even Greater Results And
Profits
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes Let’s say you spend $100,000 per year placing
ads. Having your own house agency will save you
$15,000 to $18,000 in advertising costs right off the
top. Another way to look at is; your advertising is
going to cost you $82,000 to $85,000 per year,
instead of $100,000. You get exactly the same for
your advertising dollars. You simply spend less.
“Where’s the catch?” There is none. You place the
ads directly, rather than telling the advertising agency
to place the ads. By eliminating the middle man, you
pocket the difference.
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If you choose not to pocket the savings, but
instead, use it to invest in more advertising, your
competition, who are paying the regular advertising
rates, will think you’re spending yourself broke.
Meanwhile, you’re creating even more customers and
more profits, and laughing all the way to the bank.
_________________________
You must be aware, that when you have your
own house agency, you have to provide professionally
prepared ads. But that’s not generally a problem. With
the many software and graphics programs available for
personal computers, you should be able to very
quickly and easily lay out a pretty fair ad.
_________________________
If you were to use an ad agency, you’d have to
let them know what product or service you want to
advertise, how you want it presented, and in what
media you want it placed. But if you’re going to go to
all that trouble, you might as well give that same
information directly to a graphic designer. They’ll do
the same work for you that they would have done for
the ad agency, and you’ll save the ad agency’s markup on their work, for an additional savings.
_________________________
House agencies are becoming more accepted all
the time, and nearly all media will honor them. Some
may question it, but if you let them know that this is
the way you do business, most will go along with you.
After all, you’re paying them money to run your ads,
and 85 percent of something is better than 100
percent of nothing.
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© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Professionalism And Preparation Are
The Keys To Credibility And Savings
The best way to instill confidence in the media
you’re dealing with, is to know what you’re talking
about, look and act professional, and be prepared. Do
your homework. Find out in advance what they require
from you. Find out about sizes, borders, reverse type,
color, photo requirements, etc. Learn the “jargon,” talk
like they talk, use the same buzz words and terms.
Notes _________________________
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Make sure your ads are designed to meet their
specifications. And make sure you fill out the insertion
order correctly. You don’t want to give any indication
that you don’t know what you’re doing or that you’re
anything less than experienced and professional. If
there’s anything you don’t understand, ask questions.
Remember, you’re about to save 15%to 18% - you
can’t afford to do or be anything less than thorough
and prepared.
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If the media gives you a hard time and doesn’t
want to accept your house agency, forget them. There
are other alternatives to spend your advertising dollars
with who will honor the way you have your business
set up. No one has the right to dictate how you run
your business, and if you choose to have an in-house
advertising agency, that’s your business, and you
should be entitled to the same discounts that any
other business would get.
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Be As Much In Control Of Your
Advertising Money As You Can
Some newspapers that have their own advertising
layout departments do their own layouts, and don’t
pay agency commissions. This is especially the case in
smaller towns that work with less sophisticated
advertisers, or who don’t have professional and
independent graphics houses in their towns.
While you may not be able to save the full
amount by having your own house agency, you may
be able to convince them that you can save them
some time and work by providing your own ad layouts,
and work out some other type of discounts by running
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
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the ads multiple times.
Notes _________________________
Advertising agencies are very good at spending
as much of your money as they can get away with.
They work on commissions based on the dollar volume
of the ads they place; so the attitude is often – why
not place as many ads as possible at top dollar?
Now that you have your house agency and are
earning at least 15% off every ad that you place, how
do you proceed?
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2.
YOUR RESEARCH
If you operate a local or “neighborhood” business
and your potential customers are geographically
located within a certain radius of your business, get a
list of all of the potential newspapers, magazines and
other media in your area that you can advertise in.
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If you run a larger company and deal on a more
regional or national basis and your customers come
from a larger area, or if you want to do direct mail
advertising, then you should ask your local librarian to
direct you to the book, Standard Rate and Data
Service (SRDS). This amazing reference manual lists
everything you need to know about all the publications
you might want to advertise in, as well as who owns
all the lists of people who have purchased certain
types of products or services.
Once you have identified your target publications
and your ideal target market, move on to the next
step.
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3.
CONTACT THE PUBLICATIONS
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Step three is to contact your target publications,
ask for the advertising account executive that will
handle your type of business, and request that they
send you a “media kit.”
If you fax them, use your house agency
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
letterhead.
Notes _________________________
If you call, you can say:
“My name is
________________________, and I’m the
president of_________________________. We
are considering expanding our advertising
campaign, and would appreciate it if you could
send us a media kit.”
That’s all there is to it.
A media kit contains the sales materials and
technical information that the advertising medium uses
to sell print or broadcast advertising in their respective
publications or stations. It will contain samples of their
publication, data about the subscriber base, area they
cover, numbers or readers, listeners or viewers, sex,
age, average income, education, special interests and
any other information that will be helpful to potential
advertisers.
Once you receive the media kits from the various
media, study them very carefully. If you are going to
spend money advertising in them to create new
customers, you want to know that their readers are
the same as your target market.
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One of the most important items included in the
media kit is what’s known as the Rate Card.
4.
DON’T PAY RATE CARD RATES
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Advertising agencies and publications would like
you to place your order and pay according to the rate
card. This is not something you want to do. Pay close
attention to the next few sections and you will never
have to pay rate card rates again. This is literally
worth thousands of dollars in savings to you.
Study the rate cards carefully. Your goal is to buy
the most advertising at the lowest cost possible.
When you call a publication, try and match these
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
words as closely as possible.
Notes _________________________
Always call the publication in advance of your call
to discuss the possibility of advertising to get the
name of the person you’ll be dealing with. That way,
when you call back, you’ll likely be put through
because the receptionist recognises your call as
someone who knows the person you’re contacting, and
doesn’t pass you off to someone who doesn’t have the
authority or position to work with you on your basis.
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4.1
Information Gathering
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Let’s say you’re calling a newspaper, you
say:
_________________________
“Hello, can you tell me the name of the
advertising director that handles (the
section of the newspaper you want to
advertise in).”
_________________________
That’s it. When you get the name, thank them
and hang up. Anything more, and you’ve just
given away the fact that you’re just another caller
inquiring about advertising, and you may get
shuffled off to a lower level employee who
probably won’t have the answers you need, and
will just have to ask the person you originally
wanted to talk to.
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4.2
Identity
When you call back, say:
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________________________
“Hello, this is ________________. I’m
calling for ____________. Would he /
she happen to be in now?”
What you’ve just done is established yourself as
friendly, but direct, and someone who may know
or have business with the person you’ve
requested. In most cases, you’ll be put right
through.
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
When you reach your party, say:
Notes _________________________
“Hi, ______________. My name is
____________. I have a business in your
(town / marketing area), and I’m
interested in the possibility of running
some full page ads in your publication
regarding (type of product or service
you’re offering). Are you the person I need
to be talking to regarding this?”
Response: “Yes.”
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4.3
Develop Rapport, Gain “YES”
Momentum
Continue:
“We are planning a large scale advertising
campaign and once we choose a
publication that produces results for us,
we’ll be a consistent advertiser.
“Are you interested in getting a consistent
advertiser? And do you have room for a
consistent advertiser?”
Response:
_________________________
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_________________________
_________________________
Of course, the answer to both questions will be
positive.
_________________________
Now you say:
_________________________
“Before I can consider placing an order, I
need to ask you some questions.”
________________________
_________________________
________________________
________________________
4.4
Publisher’s Discount
If you sell information you should ask:
“What is your Publisher’s Discount?”
Response A: Usually they will say it’s another
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
20%. Combine this with the 15% you saved
previously, and you are up to a 35% savings on
your advertising. These discounts are usually
available, but are not generally published. If you
don’t ask the question, you can bet they won’t
tell you about them. Publications are in business
to make a profit. They are only interested in
getting you to spend as much of your money as
they can.
Response B: “No, there is no Publisher’s
Discount.”
So you say:
“Okay”, and move on to the next discount, which
is…
Notes _________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
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_________________________
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4.5
Mail Order Discount
You ask:
“What is your mail order discount?”
Response A: “I don’t know if we have one.”
Response B: “We don’t have one.”
Response C: “That is another 20%.”
(If they have such a discount, you’ve cut more
than half off the rate card rate.)
4.6
Test Discount Rate
At this point you need to say:
“Since I am going to be a consistent
advertiser, I need to know your ‘Test
Discount Rate’.”
Response: They either give you an amount or
they question what it is that you’re referring to.
So you say:
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
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“Every time we develop a new
advertisement, we like to test it for results,
and since most of the magazines
(newspapers / publications) offer a Test
Rate Discount, I was wondering what is
yours?”
Response: If they say they don’t offer one, go
on to the next question.
Notes _________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
4.7
Distress Space
Now you ask:
_________________________
_________________________
_________________________
“How often do you offer distress space in
your publication?”
_________________________
Distress space occurs when an advertiser has
canceled their scheduled advertisement and the
magazine or newspaper has this space open.
_________________________
This means that the magazine or newspaper is at
the printers, and it’s already laid out with a blank
page or a blank space that needs to be filled. The
publication can now offer that blank page or
blank space to an advertiser that can take it on a
short notice.
_________________________
Response: “From time to time we do have
distress space.”
4.8
Immediate Decisions
You now say:
“Once we become a regular advertiser, and
when you have space available on a
distress basis, we can make an immediate
decision to place our ad.”
If you know you have an ad that is working and
you can get 80% off the cost of that ad, wouldn’t
you make an immediate decision? Of course, you
would.
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
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Notes So when they call, you need to be prepared to
make an immediate decision.
_________________________
You will say, and this is very important:
_________________________
“Yes, I can do it.” But the following part is the
most critical.
_________________________
_________________________
_________________________
_________________________
4.9
Immediate Payment
In every transaction, all parties should benefit.
And if you want your relationship to continue at
the highest level, it’s best that the other party
thinks that they’re getting the best end of the
deal. In other words, it should always be a winwin situation, but more of a win in favor of the
other party than it is for you.
One way to do that, is by paying your bills as
quickly as possible – not letting them have to bill
you or wait for their money. When they ask you
to have the check there by Tuesday, have it there
by Monday. Not Wednesday, but Monday.
Whatever date they give you, have your check
there by that day or the day before.
If you’ll see that they get their money quickly and
without any hassles, they will call you constantly
with tremendous discounts and deals. It’s a winwin situation for both of you.
_________________________
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4.10
Remnant Space
_________________________
________________________
Now you ask:
________________________
“How often do you offer Remnant Space?”
________________________
Remnant space occurs when a publication sells on
a regional basis. In other words, if an advertiser
wants to advertise in a specific region of the
publication, they will request that the advertising
be run only in that specific region of the
publication.
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes This could be for testing advertising to see if it is
effective. Or the company just wants to market in
a specific region.
The rest of the country is a remnant of the full
page ad.
_________________________
_________________________
_________________________
_________________________
_________________________
Let’s say that the rest of the country is 75% to
80% of the circulation. The publication might
offer that to you for 20% off the rate card rate,
since you’re their friend, and you’ve kept your
end of the deal in prior situations.
_________________________
You can now buy the rest of the country at a very
low rate.
_________________________
The publication also makes out, because it has an
ad that it can replace a blank page with, in the
rest of the country.
_________________________
They will often say,
_________________________
Response A: “We have it from time to time.”
Response B: “I’ll have to get back to you on
that, I don’t know.’
Response C: “We don’t offer remnant space.”
If they say they will get back to you –
You say:
_________________________
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“Fine.”
_________________________
You accept everything they say even when they
don’t offer all of the above.
_________________________
________________________
________________________
4.11
The Test Rate Close
To close you say:
“I am interested in advertising in your
publication, but I need a good “test rate.”
When you have something that will give us
a good test rate, we will be eager to
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
advertise to test the results. Because when
the test works, we will be a consistent
advertiser. Please give me a call, and
thank you very much.”
4.12 Repeat These Questions with Each
Publication
Notes _________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Do the same thing with all the other publications
or newspapers.
4.13
Behind the Scenes
_________________________
_________________________
_________________________
_________________________
In the meantime, whomever you spoke to is
meeting with their boss at some time after your
conversation.
_________________________
Their boss now says, “How are things going?
_________________________
They say, “Well, I had this person, a business
owner, on the phone who said that he’d be a
consistent full page advertiser and asked me
about discounts, remnant space, and distress
space, and I told him that we didn’t offer these.”
_________________________
The boss now says, “What? We can use all the
advertisers we can get. A full page advertiser just
called, and you told him that we couldn’t do
anything for him, and we’re having trouble
meeting our payroll on Friday?”
_________________________
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_________________________
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_________________________
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_________________________
(You should understand that magazines and
newspapers rely very heavily on advertising
revenue. This is what helps pay their large payroll
and expenses. Every dollar they receive in
advertising, no matter how little it is, helps to add
dollars to payroll. Magazines and newspapers are
among the most difficult businesses to own and
make a profit. They are always in deep debt.
Because of this, they will always accommodate a
potential consistent advertiser.)
So, the boss will say, “Get on the phone right
now and cut a deal.”
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes _________________________
4.14
Call Back from the Publication
Approximately 90% of the time, the advertising
manager will call you back. When they do, they
will tell you that they had a meeting with the
boss, and you can get the advertising for 50% off
the rate card rate. They will add that currently
they don’t have any remnant or distress space
right now, but they will keep you in mind if and
when they do.
_________________________
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4.15
Timeliness
_________________________
_________________________
The account executive will probably say, “Your
decision is needed today and we need to have
your art work and insertion order in by tomorrow.
Do it. Live up to their expectations.
_________________________
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_________________________
_________________________
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4.16
65% Discount So Far
_________________________
You have now earned 65% off the rate card. Add
it up: that’s almost two thirds off.
_________________________
4.17
_________________________
Continued Discounts
_________________________
_________________________
But this is so very important. Do you think that
the publication will try to charge you the higher
rate when you advertise again and again?
No. In fact, they will offer you the same terms
and conditions over and over again. They will
definitely have a hard time raising the rate.
This is definitely a win-win situation for everyone
involved. You win because you paid one third of
the rate card rate, and they win because they are
making a profit. Also, you’re reliable, you keep
your word to them when they need you to
advertise quickly, and you pay them immediately.
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
4.18
Full Page or Partial Page
Notes _________________________
You ask the same questions, whether or not
you’re a full page advertiser or a fractional page
advertiser. However, most of the concepts that I
have presented to you are more applicable when
you are placing full page ads. If you don’t ask,
you don’t get.
_________________________
_________________________
_________________________
_________________________
_________________________
For classified ads you will have a harder time. In
this situation perhaps you can only get a deal
20% to 30% of the time.
_________________________
_________________________
_________________________
4.19 When Media Solicits Adverting
from You
When a publication that you have not contacted
calls you, use the same procedure that you do
when you call the publication.
_________________________
_________________________
_________________________
_________________________
_________________________
Some magazines and publications (and the
broadcast media) advertising account executives
constantly review advertisements in other
publications and then call the advertisers to see if
they would be interested in advertising in their
magazine, publication or media.
_________________________
4.20
_________________________
Ask for PI Advertising
_________________________
_________________________
_________________________
_________________________
_________________________
When this occurs you should say:
_________________________
“Your publication is not currently in our
budget and is not really what we were
looking to advertise in, but perhaps we
could test an ad to see the response.
Here’s what I’d like to do. We could do the
ad but only on a ‘PI’ basis.”
_________________________
(A’PI’ is a Per Inquiry order. You only pay the
publication based on the revenue the ad
generates. Typical fees are in the 40% to 50%
range of the revenue generated.
________________________
You should also say:
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
“If this ad works the way we’d like it to, we’ll be a
consistent advertiser.”
Some, but not all publications, will do this. Those
that do give you an opportunity to see results
without you having to risk a dime on advertising.
Notes _________________________
_________________________
_________________________
_________________________
_________________________
4.21
PI Inserts
With newspapers you might be able to do a PI
deal involving inserts, on a 40% or 50% of
revenue arrangement. This is true, especially if
you print your own inserts and drop them off at
the newspaper.
If it’s really a great circulation newspaper, you
might do this and also offer to pay up to 20% of
the normal cost plus a PI percentage. Either way,
both of you win.
_________________________
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_________________________
_________________________
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_________________________
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_________________________
_________________________
4.22
Processing PI Orders
_________________________
There are other things you should know about PI
orders. Some publications will only work such
arrangements if the orders go directly to them
and they pass them on to you. This allows them
to monitor the results themselves, and “keep you
honest.” Others will prefer that you take the
orders and them pay them based on your results.
_________________________
If they say that they want the orders to come
through them –
_________________________
You say:
________________________
“Great, we’ll be happy to do that.”
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
________________________
________________________
If they ask, “How do you normally do this?”
________________________
You say:
________________________
________________________
“The orders come to us. We give you a
computer printout of the orders that came
through each advertisement, and we pay
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
you within seven days.
Notes _________________________
“Which way works best for you?”
Let them choose, because you shouldn’t care
either way.
_________________________
_________________________
_________________________
_________________________
5.
DEVELOP LONG TERM
RELATIONSHIPS
_________________________
_________________________
_________________________
Sometimes, after you’ve developed a relationship
with a publication, they’ll call you and say,
_________________________
“I’m in deep trouble this month. One of our large
advertisers just pulled out of the next issue, and I’ve
got this distress space available. Normally the cost is
$10,000. It costs me $1,500 to run an ad, so I’ll give it
to you for $1,000. Can you do it?”
_________________________
Normally you would think that this is a great deal,
and jump on it for the $1,000, but don’t be so quick.
_________________________
Say to the ad manager:
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
“That’s a great deal, but I don’t want you
to lose money on the ad, so I’ll send you $
1,600 for that ad.”
Now, you’re probably thinking that that’s crazy.
Why pay $ 1,600 for an ad when they offered it for $
1,000?
You’ve now developed a friend for life, and you’ve
helped that person and the publication out of a jam
instead of taking advantage of the situation.
This is one of the best ways to develop a long
term relationship and get them to do favors for you in
the future. Remember, what goes around comes
around.
6.
FUTURE CONTACTS
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Whenever an advertising manager says that they
can’t do anything right now,
You say:
“Thanks. Would you put me on your list of
potential advertisers for the future?”
The publication industry is always changing.
People are hired, fired or change jobs or positions
within a company. And there’s always a push for
advertising-generated revenue by the publication. Now
they call you, so don’t bum your bridges.
Notes _________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
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7.
THE INSERTION ORDER
_________________________
_________________________
You’re ready to place the order for the ad, so you
create an Insertion Order.
It can be nothing more than a sheet of paper that
confirms the terms of the deal you’ve made.
_________________________
You use your letterhead with House Agency on it,
and create a simple form in your computer that says
Insertion Order in bold letters. Include all the
pertinent data such as:
_________________________













Date of the insertions order
Date ad is to be placed
Size of ad
Black and white
Color specs including the separations
Emulsion side up or down
The number of lines per inch LPI (All must
match the publication’s specs given in the
media kit)
Placement (* See added notes page 26.)
Duration or number of times the ad is to
be run
Rate to be paid (** See page 27.)
Terms of payment ** See page 27.)
Your agency discount given in percent &
dollars
Contact person that handles the placement
of your advertising within you company
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
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


Graphic artist and phone/fax # that
created the ad
Carrier/shipment
Where and when the ad is to be returned
or if it is to be held in house for future use
Notes _________________________
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© 2012 All rights reserved
How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes SAMPLE INSERTION ORDER
_________________________
_________________________
Your Name Advertising Company
123 Main Street
Suburb State Postcode
Phone: (00) 0000-0000
Fax: (00) 0000-0000
Email: you@you.com
Contact:
_________________________
Insertion Order No._______
_________________________
Insertion Date: __________
_________________________
_________________________
_________________________
To:
Publication:
Address:
Phone:
Fax:
_________________________
_________________________
Please Publish the Advertising of:
_________________________
For:
_________________________
_________________________
_________________________
Dates of Insertion _________ Issue______ Space Size________________________________
Color___ B/W___
_________________________
Position___________________ Ad Code____________ Key No.______________
Headline:
_________________________
Special Instructions
Enclosures
_________________________
Rate
 Send tear sheet to agency
 Velox or stat
_________________________
Gross Rate
 Send publication to agency
 BW Negatives
_________________________
Less Discounts
 Send tear sheet to client
 Color Negatives
_________________________
 Return artwork to agency
 Color Separations
 Hold artwork or plates
 Match Proof
 Re-run of previous ad
 Emulsion side up down
 Other
Contact for Artwork:
 Right
Photos
Carrier
_________________________
Net Amount
_________________________
 Left reading
Les$15% Comm.
 LPI
Net Cost
_________________________
___ # of Glossy BW
________________________
___ # of Color Photos
Terms
________________________
Artwork enclosed
Date
_________________________
 Artwork to come
Other
________________________
________________________
Order is Contingent upon Rate and Position. _____________________________
________________________
Authorised
Signature
Notes:
© 2012 All rights reserved
________________________
Per:_________________
CC:
________________________
_________________
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
Notes * Special Notes: Position of Ad Placement
Position of your ad in a publication is critical. You
must insist that you have to be on page 3, 5, or 7. Ask
them if they can arrange that for you. You must
include on the insertion order page 3, 5, or 7 or the
words, “OMIT”.
If they say that they have other advertisers who
already have those pages booked which could be the
case, negotiate the best pages as you can which would
be as close to the front as possible, and on the right
hand page. Statistics have shown that the further up
front an ad is, the better the response.
What if the advertising manager comes back and
says, “I’ve checked and checked, and the best we can
do for you is page 17. Will that do?”
You say:
_________________________
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_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
“Ok, but if page 3, 5, or 7 come up, I want one of
those pages.”
Why settle for page 17? Because you always want
to be in the first third of a publication.
If they say that the only place they can put your
ad is in the back of the publication –
You say:
“PULL THE AD.”
Probably within a day or two, you’ll get a call, and
they will agree with your request. But always make
sure that on your insertion order, you put page 17 or
OMIT. That means that at the last minute, they can’t
put you elsewhere in the publication.
Always place your ad on the right-hand page
of the publication. Never, accept a left-hand page
placement.
** Financial Terms
Always be specific about the financial matters and
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
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terms of payment. Always give details such as the
following:
 One full page color ad on page 7
 Full rate card rate $10,000
 Special discounted rate $2,000
 Type of discount(s) that apply to the ad
 Authorised by ____________ (the name of the
advertising manager that quoted you the rate)
 Less 15% agency discount
 Total price of ad: $1,700
Notes _________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Terms payment:
 Paid in full with the ad
 Paid */2 with ad and Vi upon publication
 To be paid in full upon publication
 30 days net
_________________________
_________________________
_________________________
_________________________
_________________________
Some publications will give an addition 1% to
10% off the price of the ad if it is paid for in advance
or even upon publication. Often high penalties apply
for payment after 30 or 60 days.
Do you get deals all the time?
No, not always.
Can you get those most of the time?
Yes, if you ask.
8.
KEY EACH AD
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Always include a Key Code in your ad. That is,
key each ad with its own number or identifier so you
can track the results of it. Add a department number
to your address or an extension to your phone
number. This is the most reliable way to determine
where the order came from, especially if you’re placing
many ads in a variety of publications. When a potential
customer calls, all you have to do is ask for the
extension number.
If a prospect mails in the order form, you will
have the department number on it and can track
© 2012 All rights reserved
________________________
________________________
________________________
________________________
________________________
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
where the ad was placed.
Notes _________________________
Another way to key an ad is by asking that when
the prospect calls, that they ask for a particular
person, such as, “Susan” or “Jeremy.” You don’t have
to have anyone by those names working for you, the
names are just identifiers to see where the calls are
coming from.
When a caller asks for “Susan”, the person
answering the call says,
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
“I’m sorry, Susan is not available at the
moment, how can I help you?”
They’re telling the truth – Susan is not available
at the moment. And right away, they know which ad
the call is coming from.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
9.
COMPOSING AND PROOFING
YOUR AD
_________________________
_________________________
_________________________
If you’re not experienced at composing ads, you
should take the rough copy of your ad to a graphic
designer and have them create a professional ad that
is camera ready to send to the publication. This means
that the ad is composed exactly like the publication
requires. If it is color, you will see a match proof. If it
is black and white, then you will see a print of the ad.
_________________________
_________________________
_________________________
_________________________
_________________________
_________________________
Some publishers want the ad on a disk. If this is
done, you need to be assured that the graphics house
can produce exactly what the printer of the publication
needs.
You are the final OK for the ad. You need to
proofread it carefully. Don’t proof an ad when you are
in a hurry. Always have at least one person read the
ad who has never seen it before. Always check it line
for line against the original ad copy.
Have your graphics house send the ad directly to
your publisher. Graphic artists know how to package
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
ad art for transport. If there is any damage done to it,
the graphics house the publication or the carrier is
responsible. You are not.
Notes _________________________
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To eliminate a misunderstanding regarding the
art, the publisher and the graphic artist should be in
touch. This takes you out of the loop and prevents you
from relating data that you do not fully understand,
and you’ll save money in the case of any difficulties.
_________________________
Be prepared to pay several hundred dollars for
each ad. Don’t cut corners or take any shortcuts in
composing your ad. You want to present quality.
Select a graphic artist who is experienced in ad
makeup, and always ask for samples of the person’s
work, as well as testimonials from others who have
used them in the past.
_________________________
When the ad runs and you receive your copy of
the publication, you find that the ad ran on page 235.
What now?
_________________________
10. MISTAKES AND CORRECTIONS
MAKE GOODS
Publications do make mistakes. But what do you
do if a mistake is made? You call up and say,
“I just received a copy of the publication
and the ad ran on page 235. We verbally agreed
on page 17, and my insertion order gave those
instructions. I would like a ‘make good’.”
A “make good” occurs when the publication
makes an error; therefore, they run another ad at no
cost to you.
They have to do this.
With this situation you’ve really made out. You
received two ads for the price of one, and even though
the first ad was on page 235, you’re still going to
receive some orders.
This doesn’t happen that often. When it does, you
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
must communicate with the advertising manager and
receive a make good ad.
Notes _________________________
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11. CREATING MORE AND MORE
CUSTOMERS
_________________________
_________________________
_________________________
Whatever your advertising budget is, always keep
in mind the following things:
_________________________
Test any ad before you spend a lot of money on
advertising. Once you know it works, then duplicate,
duplicate, duplicate.
_________________________
You will get consistent predictable results
provided all conditions remain the same.
Keep in mind that no advertising is guaranteed
100%, no matter how much you test.
Considering these factors, let’s walk though an
advertising mindset that produces more and more
customers and thus more and more profits from your
advertising.
_________________________
Let’s assume you have an advertising budget for
the holiday season of $ 10,000. According to our
original example you earn a profit of $50 from each
customer, so you need to generate 200 customers to
break even.
_________________________
Let’s also assume you get all the discounts
possible. Instead of spending $ 10,000, you get your
desired ad for $2,000. Now, the first 40 customers pay
for your ad. ($50 profit per customer X 40 customers
= $2,000.)
Your other 160 customers will yield you sheer
profits. ($50 profit per customer X 160 = $8,000.
That’s a nice profit.
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Now, let’s duplicate this until we have spent all of
our budget – the entire $ 10,000. That would mean
spending $2,000 in four additional ads or ad
campaigns.
The profits would be $8,000 from each of five
© 2012 All rights reserved
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How To Slash Your Advertising Costs By Up To 80% and Use
These Savings To Create More Customers and More Profits
campaigns. (5 X $8,000 = $40,000) That’s $40,000
profits over and above the cost of goods and the
$10,000 you spent in advertising.
Notes _________________________
_________________________
This is, of course, hypothetical. No one knows
how many customers you will receive from any ad
campaign. The principle is what’s important here.
Always reinvest your savings from a discounted ad to
buy more discounted advertising.
_________________________
You can readily see the benefits in buying your
advertising right and then turning your savings into
placing more ads so you generate more and most
customers and more and more profits.
_________________________
12. ON-GOING ASSISTANCE
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If you advertise in some unique publication and
want some input on the type of an ad you’d like to
place in it, please feel free to contact me and I’ll give
you some additional input.
_________________________
_________________________
_________________________
There are many ways to advertise and if it is
going to cost you money, you must negotiate by
asking the questions you’ve learned in this report.
_________________________
Since you are a buyer, you have the power to
negotiate the best possible price for your advertising.
But please, don’t abuse this power by taking
advantage of others who are hurting or are in a
difficult situation.
_________________________
The whole concept of getting the best price for
your advertising is to prove to the publication that you
can be a constant advertiser in their publication and to
develop a relationship with the key decision making
person. This will be a win-win situation for both of you.
Win-win is what advertising – and business is all
about.
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© 2012 All rights reserved
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Sales & Negotiation Secrets Revealed.
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Copyright by The Academy of Sales and Negotiations © 2012. All rights reserved.
Second Edition 2012
No part of this manual may be reproduced or transmitted in uniform or by any means
electronic or mechanical, including photocopy, recording or by any information storage or
retrieval system without a express written permission from the publisher.
The “legal stuff” that you have to read and we have to put in…
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Published by: The Academy of Sales and Negotiations
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Email: sales@salesandnegotiations.com
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Sales & Negotiation Secrets Revealed.
In this manual we have put together some of the best sales and negotiation secrets ever
revealed. And as an added bonus, we have included a list of 80 Free Online Ad Pages & 300
Directory Submission Sites for Cranking up Your Business Website!
When completed these free ads and directory submissions will pack a punch to your
online presence and organically grow your search engine optimization.
Turbulent times demand us to work smarter not harder - so it is recommended that you
review this information on a regular basis so you can get a hold of this information. The review
process is where the greatest impact can be made in your sales and negotiations systems.
Business is all about leverage and one new idea or concept could make thousands of dollars in
the right business or sales process.
We have purposely made this manual simple to read. If concepts are simple they are easier to
implement. This is so you can immediately write your ideas down straight after you read the
content. I encourage you to brainstorm and write down your thoughts as you go rather than
reading from cover to cover like you would a novel or magazine.
So grab a pen, a highlighter, a marker or whatever you can get your hands on and get ready to
turn the concepts, into sales and business strategies that you can use to plug up the holes in
your sales systems and discover the hidden money.
After reading and reviewing this manual, it is recommended you use a coach or mentor to
move your sales systems or selling career to the next level. A great sales coach or a mentor in
this area will keep you and/or your team accountable to your action plan.
Warm regards,
Coach Cameron Roberts
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“How to Build Rapport and Trust
Quickly and Effortlessly!”
Building rapport is one of the most important processes in influencing others
positively so as to build strong relationships. It is the most important key for
most sales professionals to achieve willingness or agreement from their
prospects.
Rapport is the foundation for all mutually active relationships.
When you build a good rapport with your prospects, they tend to agree to your
ideas and suggestions unconditionally, and commit to the deals more
responsibly. By being in rapport, you are in agreement with your prospects
both verbally and non-verbally.
Building rapport helps you win friends among your customers and influence
your prospects better. You will be able to maintain relationships with a wide
range of people. You will be able to sell more effectively if you present the
products using the customer’s own thinking style. You need to build good
rapport with the clients if you want to know more about their thinking process.
There are several ways to build rapport and trust quickly and effortlessly. It is a
fact that people always flock together by type, interests, beliefs, occupation or
gender. You can harness this aspect of human behavior by giving out
information about how you feel and what you think and believe.
As people begin to experience the common bond, it becomes easier to build
rapport with them. Involve yourselves in conversations on mutual interests,
ideas, and beliefs as most people like to be with people who share a common
bond.
Another way to build rapport is by discovering social or economic similarities
through education or background check. When you successfully match such
similarities you can easily lower the resistances from the other side and
therefore you can continue to build a very strong rapport quite efficiently.
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How to Build Rapport and Trust Quickly and Effortlessly! (Continued)
Another way to match one another is to maintain the rhythm of agreement
with one another while you are talking. This process is called pacing. You can
pace the words used by the other side, their tone of voice, the volume as well
as their body language. This will make the other party comfortable in dealing
with you and most likely agree with all your terms.
Successful sales professionals know the importance of active listening skills.
They listen attentively, take notes, and avoid interruption, criticism or
argument. To develop a good rapport during conversation with your prospects,
use open ended questions and show agreement to the statements made by
them regarding their needs and requirements.
Prospect’s temperament plays an important role in sales. Your prospective
clients may be aggressive, expressive, passive, or analytical.
Whatever be their temperament style, you must adjust your presentation style
accordingly. For example, an aggressive client, always want a short, concise and
quick presentation as they have little patience for spending more time.
You must always remember that, in this highly competitive market, your
prospects have a wide range of options available.
Most sales professionals fail to understand the importance of developing trust
and rapport with their customers and succumb to tough competition in the
ruthless market. Always give emphasis to customer relationship if you are really
ambitious about taking your business forward.
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“Negotiating using Technology, the
Advantages and Traps of Telephone,
Email, and Social Media.”
Technology has had profound effects on the mechanism of negotiation. The
distance, which had been a major barrier in most negotiation, is no longer an
obstacle.
This has improved the efficiency and effectiveness of business negotiations in
the growing global market.
Through the use of email, phone, and video teleconferencing, many
negotiations that were usually performed face to face, can now be done
without anyone leaving their place.
Technology has helped in accomplishing negotiations without the investment
of large amount of time and money in travel. As an example of how technology
helps in negotiation, you can see the simple act of emailing the participants,
the agenda for negotiations.
Traditionally, during negotiations, if the discussion requires additional data to
proceed, either the negotiation will be suspended till the data is produced or
the parties agree to do without it.
The technology of video conferencing and, the use of the internet help in
successfully bypassing this obstacle and speeding up the negotiation process.
Through the use of email and other technologies you can always keep track of
the conversations during a negotiation. Through social media technology one
can also get the peer opinions about certain parts of negotiation and gather
relevant information.
Important discussions can be put online via different social media sites and
polls can be conducted to check the opinion of the relevant parties.
While technology has had positive influence on the process of negotiation with
respect to solving distance issues and data availability, but it does also have
several negative influences as well.
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Negotiating using Technology, the advantages and traps of Telephone, Email,
and Social Media. (Continued)
Technology cripples the participants in a negotiation from communicating their
ideas effectively, as they miss out on valuable insights into their counterpart’s
mind through tone of speech and body language.
When the parties use technology for negotiation, they lack the emotional
connection which is very essential for the negotiating parties to reach a
conclusion. When you negotiate through phone or email, you will lose the
ability to establish an emotional connection with the party on the other end.
During teleconferencing, it is very difficult for a listener to identify changes in
the voice of speaker and detect changes in the body language.
This cripples the listeners from understanding the true intentions of the
speaker. You may argue that video teleconferencing solves this issue. Video
conferencing may help in noticing the body language, but still you will be
devoid of the advantage of face to face negotiation.
Finally, the major trap one may come across while using technology for
negotiation is data security and privacy. When you use technology it is very
difficult to ensure that the information shared during the negotiation remains
confidential and secure.
You may argue that there are different software applications available for
securing your data. But, as technology improves on a daily basis, newer
methods of phishing or hacking come up. Information security is not something
which technology can fully guarantee.
Here is where the traditional method of face to face negotiation is still
considered a safer option.
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“35 Phrases to Use When Negotiating
Sales in Business, Retail, Real Estate
and Buying a Car!”
Negotiation is a fundamental skill to have in business these days. Everybody
participating in a business, be it buyers or sellers, wants to obtain the best deal
possible.
One can use different phrases and expressions in English during business
negotiations to improve one’s side of the deal. You must be wondering, how
best to convey dissatisfaction, criticism, frustration or agreement during sales
negotiations in business, retail, real-estate and car purchase. One must
understand that there is no best way in negotiations.
The end-result of any kind of communication will depend on the situation,
culture, age and relationship between the negotiating parties.
As a sales professional, when you begin a negotiation, you should always start
with a welcome.
You can open a negotiation with welcome phrases like,
• “On behalf of…I would like to welcome you to…” or,
• “It’s my pleasure to welcome you to…” or just
• “Welcome to…”.
After welcoming the potential customer to the negotiation table, you should
suggest a procedure for the further sales proceedings. You can say,
• “I would like now to begin with…”, or,
• “To start with, I think we should establish an overall procedure” or,
• “As our first order of business…”
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35 Phrases to use when negotiating sales in business, retail, real estate and
buying a car! (Continued)
After having put across your procedures, you can ask your prospect whether
they agree with your terms. You can use phrases like,
•
•
•
•
•
“Does that suit your objectives?” or,
“Is it compatible with your expectations?” or,
“Does that look acceptable to you?” or, you may also ask,
“Is there anything you would like to alter?”,
“Is this okay with you?”
After their agreement, if you want to hand over further discussions to another
colleague, you can inform the same to your client by using phrases like,
• “I will now hand you over to Mr. Smith, who will…”,
• “I will now hand the further discussions over to Mr. Adam…”,
• “Now I am leaving this meeting over to my colleague Ms. Clare, who…”
Before you make your proposal to your prospects, you have to get a general
outline of what they have in mind. You can request using phrases like,
• “May I ask, please, what you have in mind regarding our products and
services?”,
• “What in general are your expectations?”
When the clients begin responding, and pointing out disagreements at the
opening of the negotiation, you can gather their attention by using line like,
• “May we leave that till later and first focus on…” or,
• “Can we deal with…first?”
After making your proposal, when you meet your client again, you have to
recap the previous session. You can begin by saying,
• “At our last meeting, we discussed…”,
• “I hope you remember that, in our last meeting, we had decided that…”
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35 Phrases to use when negotiating sales in business, retail, real estate and
buying a car! (Continued)
When you continue your discussions from a point to the next, you can begin by
saying,
• “Could we move on to the next issue, which is…”
During further negotiations, you can put forward hints of future possibilities by
using phrases like,
• “We foresee…”,
• “We envisage…”,
• “We see…”
When the client puts forward a suggestion, you can seek clarification using
phrases like,
•
•
•
•
“Could you clarify one point for me?”,
“I'm not sure I fully understand your point.” Or,
“What exactly do you mean by ...” or,
“Could you be more specific?”
When you define your proposal more specifically, you can use phrases like,
•
•
•
•
“It involves ...”,
“It covers ...”,
“It includes ...”,
“It leaves out ...”
When you make reassurance regarding the offer, you can begin your lines with,
• “Let me reassure you that ...”,
• “I can promise you that ...”, and
• “Have no doubts that we will...”
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“How to Negotiate With Airlines,
Hotels and Rental Car Companies!”
Everything is negotiable! A price is merely just an offer which just invites a
platform for negotiation.
If you have the right knowledge regarding a product or service, it becomes very
easy to negotiate a great deal in their purchase.
There are several ways to negotiate your travel. Here are some of the best tips
to negotiate with Airlines, Hotels and Rental Car Companies which are the most
indispensable elements of the travelling experience.
When it comes to airlines, there are a few areas where you can negotiate. You
can negotiate when your flight is delayed or cancelled, or you are “bumped”
due to overbooking, or if your baggage is lost, damaged or delayed.
If a flight is delayed or cancelled, according to the rule, the airline should
provide alternate transportation on another of its flights or on another carrier,
at no additional cost to the affected customer.
Airlines can be negotiated by providing food, lodging and other amenities to
stranded passengers, but you must ask them nicely. If you are bumped due to
overbooking, the airline may offer you monetary compensation.
This compensation or benefit is negotiable and the negotiations must be
carried out with the airline representative right at the gate. If you do not agree
with the compensation being offered, you can always attempt to negotiate a
larger compensation from the airline.
If your baggage is lost, delayed or damaged, you can negotiate for
compensation. If your baggage is delayed you can negotiate a small sum from
the airline authorities for the inconvenience caused. If your bag is lost or
damaged, the airlines will compensate for the value lost. Here, they may try to
push repairs than replacement. Make sure you negotiate a better deal out of
this.
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How to Negotiate With Airlines, Hotels and Rental Car Companies!
(Continued)
Hotels are more negotiable on rates than other aspects of travel.
You should do a good deal of homework researching for the baseline price for
the dates you are travelling. When you contact a hotel reservation agent, do
not hesitate to ask for the “very” lowest rate as prices are always meant to be
negotiable.
Another way to get a great deal is to contact hotels that are independently
owned, because they are more likely to give you a discount or deal than a chain
of hotels would.
When you deal with the pricing of a hotel, if all negotiations fail, ask to speak
with the manager. He maybe more enthusiastic in giving you the deal than let
the room remain vacant.
Car rentals are always a negotiable area but most people fail to try to get the
best deals. Like hotel or airline, car rentals too start with highest rates for their
cars. Before you set out to rent a car, go online or check with local sources and
get a baseline fee of the best available rates. You may also go from counter to
counter and go for the lowest bidder.
Do ask for free upgrades, because every car rental business has a certain
number of free upgrades for those customers who ask. You can get other
upgrades for some amount but this is entirely negotiable.
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“How to Maintain a Positive Climate
When Negotiations Turn Hostile!”
Negotiation is the process where two or more parties engage in a dialogue to
reach an understanding so as to resolve a point of difference. Here, each party
will have competing interests and thus negotiations can be quite lengthy or
hostile.
A negotiation ends when all parties have come to a conclusion and agreed to
a settlement.
When you are amidst a negotiation process where one party loses temper and
becomes aggressive, you may instinctively react by fighting, or submitting to
the adversary.
Both reactions do not help you resolve anything reasonably. You must realize
that, as a human being, you are an evolved creature with intellect and logical
reasoning and you must react proactively without being affected by the
influence of anger or fear.
You should trust your intellect completely while you are negotiating.
There are several tricks to maintain a positive climate when negotiations turn
hostile. You can control the situation and get the discussions in your favor with
key simple techniques. The first step is to stop talking and let the other party
put across their heated arguments.
Listen to them carefully and watch your body language. When you are in the
middle of a heated negotiation, your body will impulsively react to the hostility.
You should put a check on your physical reactions by directing your mind to
what is happening to your physical system.
When you successfully identify all your physical reactions to the hostility, you
will become aware of how it can interfere with your reasoning. Once you get an
insight on your reactions to hostility, you can easily outweigh these responses
with your intellect.
After calming your physical reactions, the next step take, is to delve into your
mental reactions to hostility.
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How to Maintain a Positive Climate When Negotiations Turn Hostile!
(Continued)
Here, your goal should be detach yourself mentally from anger while dealing
with a hostile adversary. You should separate the person in question from your
mental periphery and concentrate on his or her problems.
Convince your mind that, his or her perceptions are not true but just a wrong
interpretation of the truth. You should realize that, there is no point in
spending your energy in reasoning with the other person who is in this angry
state.
After gathering yourself mentally and physically, listen to the opposite party
carefully without any interruption.
Do not react and resist thinking about their verbal volleys. Look at them
directly in the eyes while listening to their heated arguments.
Your courteous and non-aggressive listening will be the exact opposite of what
the other side will be expecting and as a result their hostility will diffuse
automatically.
After the other party subsides, when it’s your chance to speak, you should start
speaking slowly, in a calm and composed manner.
Restate the heated points put forward by the opponent in a calm voice and
slowly explain your reasoning. Start with closed questions dissecting their
points, so that they may answer them with a yes or a no.
This is a very efficient way to make them agree to your explanations quickly.
Keep an open mind and lead the discussions to seek multiple possibilities
before agreeing on the one that suits all the parties best.
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“Play the Win-Win Game So
Everyone is a WINNER!”
Negotiations play a big role in resolving conflicts in different areas of human
interest. While hostility is ever present in negotiations, today there is a greater
emphasis on seeking a win-win outcome wherever possible.
The aim of a win-win negotiation is to arrive at a solution that is acceptable to
all the participating parties, and leaves everybody with a sense of victory, in
some way or the other, after the negotiation.
You must realize that, there are many styles of negotiation. You may play
aggressively, seeking to win the negotiation when you feel that you do not
need the goodwill of the opposite parties.
You may prepare in detail some tricks to manipulate and convince the other
end into submitting to your terms during a negotiation. But such an approach
disadvantages the other side greatly and this might finally lead to retaliation.
By using tricks and manipulations, you may succeed in a negotiation, but you
will lose their trust and damage your teamwork.
Before negotiating on a major disagreement, you should prepare your points
thoroughly. You should be clear on what you want to get out of the negotiation
and what the other party is looking for.
You should look for certain points put forward by the other party and see if you
can agree with them to reach a settlement. You should also look for
alternatives both the parties have, when you reach deadlocks with your
opposite party.
You should analyze on how a failure in this negotiation can affect your
prospects.
You should take a look at the history of your relationship with the opposite
party and inspect whether there is any hidden issues that are affecting the
negotiation. If yes, you should think on how you can handle them.
You should have a clear-cut picture of what outcomes you can expect from this
negotiation and also the consequences of each of these.
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Play the Win-Win Game So Everyone is a WINNER! (Continued)
You should also have a clear understanding as in who has the upper hand in the
negotiation and know when to agree and disagree.
If you want a win-win outcome from your negotiation, you should make sure
that, by the end of the negotiation, all parties should feel positive about the
outcome.
To negotiate successfully, you should detach yourself from your emotions and
physical reactions to the verbal volleys from your opponent. But emotion can
be a crucial element in determining your needs and requirements. So,
emotions should be fairly discussed during a negotiation so that all parties may
be completely satisfied with the outcome.
The win-win approach adopts a principled negotiation where the parties
bargain for mutual gains.
By this approach a negotiation is viewed as a problem solving process. In a winwin negotiation all the participating parties must have a shared desire to seek a
better solution for a problem such that no one side enjoys an upper edge.
In such negotiations, success depends upon the cooperation of all the parties
and a shared determination to settle at only a mutually beneficial agreement.
Win- win negotiation is the best approach to arrive at the best solution for any
conflicting problem.
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“Ten Sub Conscious Rules for
Sales & Negotiations!”
Negotiation is an inevitable process in all sales, irrespective of the type of
business you are running.
Persuasion is the key to success in every negotiation.
To persuade someone, is to make someone agree with you or your opinions. To
achieve this, you have to convince the opposite party to change their minds.
Learning the tricks of persuading the sub conscious of the opposite party will
come in handy when you deal with your clients.
The following are ten sub conscious rules for sales negotiations-
#1 - Imagery
One way to affect the sub conscious of your listener is to use imagery in the
description. You should put your point across in such a way that, the listener
can involve their visual perception to comprehend the information. You can use
this as an effective tool in making a concept more agreeable to the listener. For
example, if you are selling a gun to a prospect, when you describe what it can
do, it is always better to say, “The gun keeps you safe.”, than to say, “The gun
helps you kill.” The word “safe” will form a more positive picture in the
listener’s mind and help him or her agree with the deal.
#2 - Repetition
Another way to persuade the opposite party during a negotiation is to program
their sub conscious by repeating a statement more than once during a
conversation. You can use it to your advantage by making your listener hear
the same information in different rephrased lines in the conversation.
#3 - Proof
The next tool to influence the sub conscious, is to provide tangible proofs
supporting your statements. It is a well-accepted fact that people always
believe what they see. By producing reports, facts and figures before the
listener, you can convince him or her better of your claims.
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Ten Sub Conscious Rules for Sales & Negotiations! (Continued)
#4 - Reflection
Another rule to influence a person’s sub conscious is to imbibe certain aspects
of his or her body language or movements into your bearing so that, you may
create a sense of empathy with the opposite party. This will have an effect on
the sub conscious of the opposite end and they will feel more comfortable in
communicating and agreeing with you.
#5 - Scarcity
This is a popular trick used by most sales people. They make certain product
appear more appealing by saying that it is on limited supply. This gives an
assumption to the sub conscious that, the item is in great demand and finally
agrees to purchase it.
#6 - Reciprocity
This is another tactic used to create a feeling of compulsion within the mind of
the opposite party. Do someone a favor, if you want the same in return. Do
something that benefits or pleases the opposite party and they will feel obliged
to return the favor.
#7 - Congruence
Hand shake is a powerful tool when it comes to sales. This is a very good
example of congruence. Most people relate handshake with agreement or
closing a sales deal. Clever sales professionals make use of this and take the
opportunity to shake hands with the prospect before they really agree with the
deal.
#8 - Speech
Speech is a means of communication which is received through hearing. To be
more convincing to the sub conscious of the listener, when you speak, you
should be clear concise and crisp, and avoid stammer or inappropriate pauses.
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Ten Sub Conscious Rules for Sales & Negotiations! (Continued)
#9 - Touch
Touch has a reassuring sense to it unless it is inappropriate for the occasion.
When you invite a prospect to a meeting, start with a hand shake and invite to
the table with a touch on the shoulder. This will appear warm and comforting
to the client.
#10 - Pleasing the Palate
During a negotiation, offer the other party a warm drink and a palatable dish.
This will influence their sub conscious in several ways. They will accept you as a
warm and sociable person and feel comfortable in communicating with you.
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“The Seven Simple Hot Button
Words to Use When Negotiating!”
Negotiation is part science and part art form that involves two or more parties
interacting with each other to resolve a point of difference and reach an
agreement bargaining for individual or collective advantage.
As a buyer or seller, you should always remember that everything is negotiable.
Your leverage during a negotiation directly depends on the questions raised
and the answers given.
The secret of successful negotiation and sales lies in the words you use. With
the right words at the right time, one can convince the other party successfully.
For every sale & negotiation, irrespective of the field, there are a few hot
button words which you can use to put your point across effectively. Words
have the power of communicating ideas and the amazing power of words is
that, a word can cause different effects at different times.
Here are seven simple hot button words to use while selling & negotiating.
During every negotiation, as a first step you have to understand what exactly
the other side has in mind. Use the question,
• “Can you help me understand better?”
This is a hot button that will initiate a deeper conversation into the matter at
hand.
This is an important step during a negotiation, because the answer to this
question will make the subject clearer.
Collection and generation of information is the main working process behind a
negotiation.
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“The Seven Simple Hot Button Words to Use When Negotiating!” (Continued)
There are six golden words to use when you collect information from the other
side. They are:
•
•
•
•
•
•
Who,
What,
When,
Where,
Why and
How.
These RED HOT button words can be put into straightforward questions to
collect the required information.
To seek further information about a point in discussion you can use the
question,
• “What else can you tell me?”
This will prompt the opposite party to divulge more information, which you can
use to frame your opinion during the negotiation.
A negotiation is not a war. NEGOTIATIONS SHOULD BE FUN! (Well in your mind
anyway! Then you’ll be better at them!)
It is an effort to reach an agreement where there is a point of difference. So,
there will be instances when you may agree with certain points. By agreeing to
certain points, you can encourage a positive atmosphere for the negotiation
and arrive at a conclusion faster.
There are three hot button sentences which you can use for agreeing during a
negotiation. When you want to express that you agree with the opponent on
one certain point he/she mentioned, you may say:
• “I agree with you on that point.”,
This BRILLIANT one line will stop the other party in their tracks from stressing
on the same point again and move forward by keeping your agreement in
mind.
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“The Seven Simple Hot Button Words to Use When Negotiating!” (Continued)
When you agree with a solution offered by the opposite side regarding a
problem you put across during negotiation, you can say:
• “That’s a fair suggestion.”,
This sentence will signal that you are positive with their suggestion and they
can move forward.
There is no point in negotiating if you agree with everything the opposite party
says.
There may be situations where you will have to disagree with the opponent. To
politely express your disagreement with certain point made by the opposite
party, you may say:
• “I am afraid I have to disagree with you on that”,
Another way to express your disagreement and your expectation is to ask,
• “Is it the best you can offer?”
This question will prompt the opposite end to reconsider their suggestion and
improve their point.
If you want to express your disagreement and mention what you have in mind
about the matter, you can begin your statement with:
• “From my perspective,” and continue explaining your suggestions.
Use these seven simple hot buttons and see yourself reaching a win-win
settlement in many more sales or negotiations.
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“The Fabulous Five Negotiating
Personalities!”
Negotiations and Selling is a crucial process in all commercial dealings. Most
customers and sales professionals are adept in the process of commercial
negotiation when it comes to buying and selling respectively.
But most often, people forget the influence of personality characteristics on
the buying or selling instincts of every individual.
When you prepare for a sale or a negotiation, you should analyze the other
party’s tendencies when under pressure of decision making.
In particular negotiator personality types can be analyzed in terms of
assertiveness and emotion.
The importance of knowing the personality type lays in the fact that, one
negotiating approach that works on certain type of people may not work on
another.
Those negotiators who are low on assertiveness are slow in decision making,
and offer more time and attention to the negotiation process. Assertive
negotiators make quick decisions, and have little time for the negotiation
process.
There are basically, 5 types of negotiating personalities in terms of emotion and
assertiveness.
•
•
•
•
•
Dominant
Analytical
Expressive
Amiable
Collaborative
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“The Fabulous Five Negotiating Personalities!” (Continued)
The first personality type, the Dominant style is characterized by high
assertiveness and low emotion.
The people with this personality style are very business-like and efficiencyoriented. These negotiators act fast and make decisions in a split-second. They
rarely have time for negotiations and are usually business with their fast-paced
lives.
When you prepare to meet such people, have all the facts and logic ready and
prepare questions regarding specifics and actions to be taken.
Next type is the Analytical style which is characterized by low assertiveness
and low emotions.
Such people are precise and orderly. These people are motivated by logic and
facts and they demand high level of accuracy. So, you need to provide them
with a lot of information to make them feel comfortable in making a decision.
Expressive style personality is characterized by high assertiveness and
responsiveness.
They are reactive and impulsive, and make spontaneous decisions. They are
very enthusiastic and, have the ability to motivate others. These people are not
good listeners and are always in a hurry to assert themselves on others. They
enjoy being the center of attention.
Then the Amiable Style personality is characterized by high emotion and low
assertiveness.
They are very responsive and are usually dependent on others. They are
emotionally expressive and value loyalty, sensitivity and patience. They have
the tendency to be impulsive and sentimental.
Finally, the Collaborative Style personality, which is the perfect blend of
emotion and assertiveness, is the ideal personality for a negotiator.
These people are courteous and empathetic. They understand that negotiation
is not a battle to be won, but an important process in reaching successful deals
benefitting the other party as well. They are very positive and are always
willing to work towards positive results.
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“The Fabulous Five Negotiating Personalities!” (Continued)
Here is an example to demonstrate the effect of personality types in
negotiations.
Suppose, Mr. Smith wants to buy a Laptop in Australia for $1500 but he has
stumbled upon an unethical and pushy salesman who is trying to sell him a
laptop at an unreasonable price.
Here, if Mr. Smith is not assertive enough, the salesman may take advantage of
the opportunity and force him to seal the deal for the said amount.
In such a situation, Mr. Smith should possess a dominant personality and be
quick in negotiating and asserting what he desires.
He can start by low-balling the salesman with an offer of $1300 and when the
salesman comes back, he may re-negotiate to an amount of $1200, citing lack
of funds and promise ready cash if the deal is sealed instantly.
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“Become a Body Language Expert
and Discover How To Outsell Your
Competition!”
There is a popular saying which we have all heard, “Actions speak louder than
words”.
People will not always divulge what they are thinking but, their body language
can easily give away hints about their thoughts. Reading people’s body
language is considered to be instrumental in being a successful sales
professional and negotiator.
You can begin reading the other party right from the first contact during a sale
or a negotiation. The first contact during any meeting is usually through a
handshake or a friendly greeting.
In a negotiation setting, you can quickly analyze the behavior of the other party
by the way they shake hands. As a general guideline, if your hands are shaken
up and down, then the other party considers you as an equal. If the opposite
party shakes your hand with their palm facing down, they see you as inferior
and, if they offer their hands with palm facing the ceiling, they consider you
superior.
During any sales process or negotiations you should look out for three types of
body language.
The first kind includes:
•
•
•
•
•
•
Strong eye contact,
Nodding,
Leaning towards the other party,
Open palms,
Intent listening and
A smile on the face.
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“Become a Body Language Expert and Discover How To Outsell Your
Competition!” (Continued)
People showing these characteristics are open to your proposals and interested
in your ideas. In such cases, your words are considered seriously by the other
party.
The second type includes:
•
•
•
•
•
•
Frowning,
Raising eyebrows,
Taking deep breaths,
Crossing arms,
Not looking at the speaker, and
Tapping the fingers and sitting back.
Such people have come to you with their own ideas in which they strongly
believe and find your ideas are conflicting. When you see such a behavior, you
should see if you have made the other party upset by your suggestions or
proposals.
Such people may soon end their conversation if you don’t take enough care to
pause and accommodate their ideas into your points.
The third type is the unpleasant body language in a sale or negotiation.
It mostly includes:
•
•
•
•
Making a fist,
Flapping hands,
Refusing eye contact, and
Violent or exaggerated gestures and more.
People showing such behaviors are either deeply offended by your points or
are feeling nervous or intimidated. In such cases, you should repair the
relationship before you continue the negotiation.
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“Become a Body Language Expert and Discover How To Outsell Your
Competition!” (Continued)
There are certain cues to look out for when you are negotiating with the other
party.
If a person sits back with his or her arms behind the head and makes strong
eye-contact, you should realize that the person has a dominant character and
be cautious.
Not offering you a seat, is another sign of showing who is in charge. As
mentioned earlier, such people tend to offer palm down handshake. You may
receive such handshakes warmly but you should politely turn the handshake
sideways to assert that you consider the opposite end as your equal.
One must always keep in mind that, negotiating and to a lesser extent, selling,
is not about winning an argument or being right, but reaching a common
ground where you and the other party are mutually benefitted.
Use the above people reading skills to know what your prospect or other part
needs or requires and whether they are comfortable negotiating with you and
buying from with.
This skill will come in handy during your negotiations and can help you greatly
in putting your point across and convincing the other party while maintaining a
steady relationship with them.
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“Power Shopping Time…Why
Everything Is Negotiable in Tough
Economies!”
The global recession, GFC (or whatever other name they want to give it) has
taken its toll worldwide on different businesses and their outlooks.
The time is ripe for small businesses to pick the best deals of those services
that help to keep their business running.
Those services which have been charging $100 per hour might now accept $35
per hour… and if they don’t go on line and find a virtual assistant who can do a
similar job for $10 per hour!
After many decades in an industrial age, the power has shifted now to the
individual consumer – and if you are a small business this means you!
For instance this means that your business book keeping, legal or technical
services that you require for running your business are, like everything else - on
sale!
All you have to do is to open your mouth, ask the question and negotiate
politely.
There are not many services for which you will have to pay full price in these
tough economic times. If your provider won't budge to your terms, seek out
another one who will. Everything is negotiable in tough economic times.
If you are looking for office space for your business, this is the right time. Even
though the real estate market is depressed and it is more difficult to get a
mortgage, there is still a great deal of flexibility in the real estate market.
The fact that, the real estate market is going through a rough patch, also shows
that the sellers too have to negotiate. The sellers are finding it difficult to sell
their properties. You might not only find a favorable price but you may also be
able to bargain for more favorable terms. This is indeed a great time for people
to start a business – or even buy a business that is in distress!
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“Power Shopping Time…Why Everything Is Negotiable in Tough Economies!”
(Continued)
For buyers and sellers, this is indeed a good time for striking very attractive
deals. In a slumping economy, every dollar is precious.
Whether you are a customer, a seller or a business owner, every dollar in your
wallet counts during purchase and you can get the best deal possible.
Negotiations are an inevitable process during every sale or purchase process.
As a customer, if you are in a hurry to make the purchase, you will not be able
to pose an effective negotiation. When you hurry into buying a product, the
seller who is watching your eager approach, may take advantage of it and
discourage any bargain. Never hesitate to ask the seller to do better on the
price. The seller may say no, but if you don’t ask – you’ll never know!
When it comes to selling, the sellers must acknowledge the fact that, people
purchase more goods from people they like and feel comfortable with.
Discounts will play a great role in negotiating your price to your customers.
Also try to provide exciting offers and free samples along with the product they
purchase. You will then be in a better position in selling your services and
products to your customers.
For entrepreneurs, now is the right time to hunt for potential employees for
your business. Unemployment is rising to terrible levels throughout some parts
of the world – and virtual staff may do the work you need done at a fraction of
the normal cost.
This is the right time to employ potential employees, as you can negotiate
better on their remuneration and job requirements. They will also be less likely
to change jobs in tough economic times.
As a business owner you are in a great position to negotiate on the job
requirements. When you negotiate with employees, be fair and reasonable so
that the other party may still be comfortable and happy working for your
business in the long run.
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“The Customer Is the King
or the Queen!”
No matter what you have in your business arsenal, it is finally the customer
who decides the fate of your enterprise.
Customer satisfaction is the key to successful selling. Your goal is to create a
herd of raving fans that move through the community promoting your business
for FREE!
What does it take to make your customer happy?
If you can find the answer to this question, you can set your business on fire,
stick it on auto pilot and watch the cash come into your bank account.
When it comes to booming business sales, your primary focus should always be
on the customers. (Did you read that? – ALWAYS on your customers!)
Once you get your business and sales systems in motion, and you have
customers coming to your business frequently, you should distinguish between
regular customers and your best clients.
You must take extra care in handling a regular client because they talk more
about you to their friends, and it is more expensive to get a new customer than
to retain a loyal client.
You should display your acknowledgement to a regular client by greeting them
by name and offering them higher benefits on sale purchases for being loyal.
This will spread a smile on your best clients’ faces and encourage them to refer
your business to their friends and family. This earns you instant creditability.
Customer rewards program is another exciting way to keep your clients
engaged in contact with you.
It may seem odd for small businesses to have such a program as big enterprises
do, but it is proven customer-winning technique.
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The Customer Is the King or the Queen! (Continued)
You need not make it too complex. It can be a simple discount offer on festive
days or special days in the life cycle of the customers like birthdays or
anniversaries. This will go a great way in building stronger relationships with
your best clients and will in turn boost your sales.
Who does not like a freebie? Everybody loves freebies. Offer free samples of
your new products to your customer when they buy a product or service. The
customer will be happy at the warm reception and curious about the free
samples.
A happy customer may end up buying the new product, once they are satisfied
with the samples, or they may at least give it to their friends who might be
interested in the product. Either way your sales are set to rise.
Getting new clients is very vital for your business to grow. But it is equally
important to entice your current clients into newer deals and keep them
engaged so that your business may be assured of a sustained growth and
development.
The success any business depends on how well you treat your customers – they
are the ones that decide to buy from you or not!
Customers are Kings and Queens! Treat them like royalty and you’ll live like a
rock star!
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“Without Training Your Sales People
Could Send Your Business BROKE”
It takes a lot of energy and a thick hide to become a successful salesperson. But
sometimes, even the toughest of sales professionals are bogged down with
ruthless competition, choosy clients and short-tempered prospects. So, what’s
the secret of survival? What does it take to motivate your sales team?
You should understand that motivation and development comes from within.
You should install in your sales staff some motivation to begin with. Train them
in such a way that they taste success and are motivated to hunt for more.
Without the correct type of SALES TRAINING, your sales team could send your
business broke.
The inspiration or belief that one is capable of success is itself a motivation to
succeed. You can take up different strategies to awaken your sales
professionals.
As the first step to fire-up your sales teams, start with an attractive
commission. When you introduce a new product or service, try offering a
higher cut to the salespeople handling its sales so that they may be motivated
to put in that extra effort to make it a hit in the market.
Involve your staff in personality development sessions and suggest sales blogs,
motivational stories and online sales forums so that they may draw inspiration
from them and become better equipped to face the day-to-day challenges.
Ask each of your staff to set up a personal development goal. When you define
a personal development goal, you analyze your life and lifestyle, and reveal the
areas that you want to improve.
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“Without Training Your Sales People Could Send Your Business BROKE”
(Continued)
Train your sales people to focus on one goal at a time. Discourage negativity in
your sales department. Organize contests and games so that the staff interact
with each other, and build good relationships with each other and at the same
time enjoy working for you.
Salespeople are always prone to rejection. Train them not to take rejections
personally. A salesperson should block the negative influence of rejection,
analyze its cause and accordingly make amends in his or her sales approach.
Whatever steps you take to keep your sales team motivated and fired up, make
every effort to keep it frequent and effective.
Publish reports of performance reviews and offer bonuses to top performers,
so that you may motivate your staff to compete and excel in what they do.
Move away from the archaic “command and control” mode and instill in your
staff a sense of belonging to the company. Acknowledge that they are the face
of the company and encourage them to develop a sense of ownership.
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“Tough Tactical Tools for Simple
Sales Success!”
When you look at the market, you can see a horde of small business
enterprises rising every day out of which only a few get to experience financial
abundance. Most small business owners become slaves to their own
enterprises, and in many cases have created for themselves an expensive job.
Have you ever wondered what makes the difference between success and
failure in sales and business?
The secret of their sales and business success lies in the tough tactical tools
they use to ensure a simple stream of successful, ongoing sales.
One of the most tried and tested sales tactics is the use of scarcity.
Most businesses have generated quick sales using the limited supply tactic. As
you are presenting your product, when your prospect begins to show interest,
you can tell them that the model they are interested in is scarce, and they need
to make their buying decision quickly.
Clients will have a feeling that the product that is least available is the most
desirable and this will influence them into buying your product. When you use
the scarcity tactic, you should make sure that there is some credibility in your
claim.
Manipulated scarcity will help you sell some pieces, but people will see through
the veil over time.
Another way to improve your sales is the use of advertisements.
Internet is proving to be a great platform to advertise any type of business and
build your brand. A compelling advertisement gives a face for your company
before your prospects, and they will find you genuine and dependable.
When you are selling your products or services, you can also use the limited
time tactic to create urgency in the customers to take your offer.
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“Tough Tactical Tools for Simple Sales Success!” (Continued)
Use tags like:
• “once in a lifetime offer” and
• “Hurry! The offer ends soon”,
This is so that customers may feel the rush to buy your products or services.
Again, you must make sure that the offer is not manipulated or fabricated
because, if the customer finds out that the limited time offer is up and running
for a longer time, they will expose your design and reject you.
Another sales tactic is to build genuine relationships with your prospects or
customers. One way to do this is to be polite and friendly to them. Provide
them with small gifts on special occasions like birthdays and anniversaries.
Set up an appointment with your prospect at a classy restaurant and invite him
or her to have a delectable lunch with you. Most customers will feel an
obligation to consider your offer.
Whatever you do to attract your prospect’s attention, you must adhere to two
golden rules – Always act out of Honesty and Integrity.
You should be honest even if it hurts. You should give your clients genuine
information about your products and services and keep away from overselling.
Honesty will be rewarded abundantly everywhere in the life of your business
and selling career.
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“How To Overcome Sales Rejections”
In any sales process, the unreasonable fear of rejection can stop you from
leaping through life in your career as a sales champion. Every sales-professional
experiences rejection many times in their career. You should remember that
you are not the only one going through these bitter episodes.
The secret of sales success lies in how well you get over rejection and the
negative feelings that result from it. Your level of success depends on how
many rejections you can tolerate. If you can get rid of your fear and increase
your tolerance to rejection, you can see a drastic fall in the negativity, paving
way to confidence and courage.
How to get over rejections? First, you must realize that the prospect is rejecting
only your offer and not you. You should try your best not to take it personally.
When you face a rejection, you should not overreact and wipe that customer
off your target list but just try to fit their expectations into your proposal. One
major reason for most sales rejections is that you reach the prospects at the
wrong time. If you try to meet them when they are busy or just before some
important appointments, they may just dismiss your offer with a “No” because
of their preoccupation. So, you must take instant rejections in this light and
discourage any negative feelings.
Train your psyche to take each “No” as a stepping stone that takes you closer
to a “Yes”. Approach your prospects with a positive attitude and upon
rejection, draw back politely and thank them for their time, because it is not
very unlikely that a prospect may change his mind and look for your product
and services. Another trick to nullify the negative effect of a rejection is to step
back and view the overall goals and accomplishments. This will help you beat
the negativity resulting from the individual rejections.
If you do not take rejections positively, it can have a negative impact in your
attitude and approach towards future prospects. Whenever you face a
rejection, pick yourself up quickly and move on to the next prospect with a
positive attitude and a genuine smile on your face. You should look at rejection
as an opportunity to analyze your performance and improve your salesmanship
so that you may find yourself leaping through life in the near future.
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“Online Marketing Techniques to
Blast The Competition Sky-high!”
Businesses today have adopted technology in almost every aspect of sales and
marketing, and have set many entrepreneurs to the top in their commercial
ventures.
Online marketing is the most innovative and definitive way to reach out to your
niche market and target customers. There are various online marketing
techniques in the virtual web that can help you change the face of your
business.
The first move to make as you foray into the world of online marketing is to
create a dedicated website for your business. Creating an interactive website
for reaching out to your target consumers is one step forward towards a
successful online marketing campaign.
Creating a website is no longer a complex and geeky affair. There are now
various platforms like Wordpress and Joomla which can help you create and
update your website without any prior programming knowledge – and if you
are paying a web designer thousands of dollars each year – you are getting
RIPPED OFF. The online environment has changed. Consider outsourcing your
work to an overseas virtual assistant.
Once you have created your website, you have to fill it with relevant content.
When it comes to online marketing, content is King! Content marketing is
about publishing information about your industry and your business within
your target market.
Content is indeed paramount when it comes to search engine visibility, and it
also plays a vital role in building credibility and trust with those that are
interested in what you are offering.
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“Online Marketing Techniques to Blast The Competition Sky-high!”
(Continued)
It takes commitment and consistency for content marketing success, but it can
help you in building an online presence that transforms your business.
When you have your website ready with all relevant content, it is now time to
take it out to the people. Most people go to search engines to find information
about various products and services. They type in the keywords and the search
engines look for websites carrying the relevant information on the keyword.
You have to make sure that your website shows up on the search results when
they search for the products or services you offer. To ensure that your website
is visible to the target market, you should have your website search engine
optimized. SEO or Search Engine Optimization is a technique to modify the
structure and content of the website to improve its visibility on the search
results so that more customers may visit the site.
Another hot topic is that of SMO – or Social Media Optimization. This is where
the search engines start to scan and crawl over the socials media posts and
blogs to consider your rankings. No one knows for certain how much SEO and
SMO you need for the search engines, as Google won’t release that information
to the public. One thing is for sure – you need a targeted approach for growing
your online ranking which includes lists, ads, blogs, posts, and the type and
frequency of social media posts you send out.
There are also several other internet marketing techniques available, like email
marketing, use of auto responders, Customer Relation Management Systems
(CRM) and many more.
Social media marketing is the latest trend in online marketing. Create an
interactive page in one of the popular social networking sites for your business
and keep it updated with information regarding your products and services.
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“Online Marketing Techniques to Blast The Competition Sky-high!”
(Continued)
Through blogs and posts on these pages, you can invite your prospective online
customers to your website and thus improve the traffic.
Having a clout in the social media will help you popularize your business to a
larger audience. Constantly update information about your products and
services in these platforms so that more prospects become aware of your
online presence and as a result, boost online traffic to your website.
“Putting your business online”, is the mantra for success these days in the
business world. Internet is proven to be the best way to reach potential
customers for any business on earth. It will help you make your business more
visible to your prospects.
The sole reason why you should put your business online is that, your
prospects look for the products or services online. These days, people from all
demographics use the internet to search not only big business products but
also small local businesses in their area.
So, it is of great importance for small businesses to take their business online.
First step for any business to create an online presence is to get a well-designed
website with customer-oriented content to attract prospective clients to your
products and services.
Having a dedicated website for your enterprise is the best way to introduce
your business to the entire globe with little or very low start up costs.
If your enterprise finds most of its business in the local area, you should get
your website optimized for local searches, so that your website may invite
traffic from the local market you serve. Another way to increase your online
presence is by listing your business in search engines.
Add a business listing in leading search engines like Bing or Google for free.
When you have your business listed in the search engines, your website will be
more likely to show up when the prospects search for your product and
services.
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“Online Marketing Techniques to Blast The Competition Sky-high!”
(Continued)
It’s not enough to list your business in popular search engines, but you should
also optimize the website so that your prospective customers may easily find
your website in the search results.
Creating online ads is another way to improve your online presence. Ads will
help in increasing the popularity of your enterprise in the virtual world. Use
catchy images to increase the impact of your ads in the online world.
You can also upload videos describing your products, services and their
advantages so that you attract more highly targeted traffic from the search
engines. Google loves video content! The video you have the better your online
presence.
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“Avoid These Six Costly Sales
Mistakes That Beginners Make!”
The growth of a business begins with the selling of its products or services.
The greatest challenge faced by any small business is its sales process. You
need the right sales professionals with the right sales mindset to take your
products to the prospective customers.
As an ideal salesman, should avoid the following mistakes to ensure successful
sales and a fruitful career…
Most sales professionals make six costly mistakes when selling.
COSTLY MISTAKE #1: Not Qualifying
The first step in prospecting is to see if the prospect is qualified and capable of
being benefitted by your products or services. Sales professionals often make
mistakes in qualifying a prospect and end up wasting their precious time and
energy on people who don’t require or cannot afford the products or services.
So, when you qualify your prospects, ask them what their requirements are,
and what their budget would be. Analyze their response and if they qualify as a
possible prospect, you continue to the other steps of prospecting.
COSTLY MISTAKE #2: Rushing
Another mistake to avoid while selling is to hurry the customer. Don’t be in a
hurry to blurt out information about the features and benefits of the products
and services, without first finding out whether the prospect is comfortable with
your communication and interested in the information you provide.
COSTLY MISTAKE #3: Always Agreeing
In the attempt to win the prospects, do not commit the mistake of saying yes
to all their requests. If you agree to one request after the other, the prospect
may feel that they can be more demanding and make use of it. If you find the
request unreasonable, do not hesitate to say a polite “no”.
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“Avoid These Five Costly Sales Mistakes That Beginners Make!” (Continued)
COSTLY MISTAKE #4: Verbal Diarrhea
When you are introducing your product or service to the prospects, keep your
conversation quick and short. The information you give should be simple,
concise and effective. Always make sure that you tell them only what they need
to know. Avoid confusing your customer with too much information and having
verbal diarrhea.
COSTLY MISTAKE #5: Overselling
Avoid overselling your products. Never exaggerate the features and benefits of
the product or service you are selling and don’t push the prospect into buying.
Overselling is a big turn-off for most customers. When the customers find out
that the benefits have been exaggerated, they are most likely to reject you.
COSTLY MISTAKE #6: Looking at $$$ Signs
Finally, avoid prioritizing your own personal sales commission ahead of the
prospects needs or desires.
Greed will only make you lose prospective customers.
Always focus on how the customer benefits from your products and services
because, when the customers benefit from your products they will in turn, buy
more from you more often and they will tell all their friends and family how
well you treated them!
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“Ever Wondered What it Takes to be
a Sales Expert?”
What are the skills that make you a specialist in the sales process?
Becoming a sales expert is not something that happens in a fortnight. It takes
hard work, persistence and in-depth understanding of the overall sales process.
It all begins with your choice to succeed.
Once you make the decision to succeed, there is no turning back.
As a first step towards your journey to sales expertise, you have to analyze and
understand what you do best and define your sweet spot in sales.
Analyze the market and see if there is any industry or target market that
fascinates you and keeps you within your favorite spot in the sales process.
Once, you have defined your field of choice, align yourself with the best in your
arena, interact with them, and build a friendly relationship so that you may
receive from them, some useful tips and inputs to survive in the market.
Once you are in the realm of sales, it is extremely vital gain the trust and
support of your colleagues and your customers.
Relationship building is a crucial step that starts from the beginning of the sales
process and is fortified or battered depending upon how you maintain the
interaction.
To be a sales expert, you need a thorough understanding of the sales process. A
key factor in understanding the sales process is to identify with your customers.
You should analyze how a customer arrives at a decision and assess their needs
accordingly.
A trained sales expert will always have the right questions to ask the clients
such that they reveal more information about their needs and expectations
effectively.
As a sales expert, you should know the strengths and limits of your sales team
and also how they can affect your sales performance.
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“Ever Wondered What it Takes to be a Sales Expert?” (Continued)
When you are assigned a product or service, sell it to yourself and think on
behalf of your prospective clients. This will give you a greater insight into what
reactions you can expect from the target market.
To become a successful sales expert, you should be able to listen to what your
prospective customer is not saying. Effective word of mouth advertising is
indeed what makes you click.
The more effective you are at advertising yourself and your product, the more
is the trust and respect you gain from the clients.
Finally, it is time and experience that makes you adept in your field. Success
always belongs to perseverant and hardworking individuals!
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“Quickly Close a Sale Faster Than
You Thought Possible!”
Every sales professional is on the hunt for closing deals and winning new
customers in their sales careers or business.
Not all are lucky all the time.
Some succeed while some just quit.
What is the secret that make the successful sales champions click?
Everything begins with how you handle your customers, and how well you
defend your confidence against the negative effects of the number of
rejections you may face.
To ensure quick closing of sales, when you are prospecting, put yourself in the
place of the prospects and think on their behalf. This will help you understand
not only their needs and requirements, but also what they may expect from
you and your products.
When you gather the information of what is in the clients’ mind, you can easily
position your product before them accordingly.
Another strategy to influence your prospects’ psyche is to make the
appointment where you are in complete control. In this way you can take your
prospect out of their environment and give them an exclusive space to consider
your proposal.
If you conduct the interview at the client’s residence or office, it is highly likely
that he or she may become preoccupied with their personal affairs and find
little time to listen to your proposal.
As it is easier to say “No” than “Yes”, the client may just reject the offer
without giving it a proper thought. So, it is very vital to take your prospect out
of their preoccupation and bring them to a comfortable environment before
you make the proposal.
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“Quickly Close a Sale Faster Than You Thought Possible!” (Continued)
Time is not a luxury that sales professionals can enjoy. When you get your
client agree to your terms put in your efforts in closing the deal as soon as
possible so that the client may not go for second thoughts about your proposal.
Try to create a sense of urgency by citing that the product is in great demand or
the offer is limited to few days. Also give them some final concessions so as to
have their attention.
Finally, when you reach the closing question, be alert so that you may not blurt
out something which may waste all your efforts in reaching this point. You may
be tempted to talk more out of excitement of closing the deal and start making
unreasonable promises which you cannot keep.
Keep your excitement under control.
To get yourself leaping through life in your salesmanship, you need to put in
hard work in all your endeavors. There is no shortcut to success.
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“So Where Do I Go From Here?”
Glad you asked…
The first step from here is to consistently review your sales systems at work.
This includes training your sales teams.
Consider what parts of this manual jumped out at you the most. Remember it
often only takes one or two ideas that you have, to make the world of
difference in your business or sales career.
Write down some goals on when you would like to implement these new ideas
and concepts by. Create a deadline for completion with your managers or sales
teams that you believe will have the greatest benefit.
It usually takes a process of consistent review and study for information like
this to be stored in our long-term memory. So refer back to this information
frequently.
This manual has been designed to be an easy read, so the information applied
can be used immediately into your business or sales systems – this is so that
you can take massive action and begin to uncover the hidden money!
One of the best ways to get results in your sales career or business is to seek
the services of an excellent sales coach or mentor. Look for someone who has
experience in sales and negotiations.
I sincerely thank you for your investment into this program with your time and
effort. I look forward to seeing you real soon at one of my seminars or future
events.
In the meantime, can I suggest that we get connected?
All best for your sales success and business growth in the future.
Warm regards Coach Cameron Roberts.
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Use the following list of websites to promote your business
with FREE online ADS – yes you seen that correctly…
FREE ONLINE ADS!
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Use the following list of websites to promote your business
with FREE online ADS – yes you seen that correctly…
FREE ONLINE ADS!
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Use the following list of websites to promote your business
with FREE online ADS – yes you seen that correctly…
FREE ONLINE ADS!
http://au24.org
http://sydney.aussiezone.com.au
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http://cracker.com.au
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Use the following list of websites to promote your business
with FREE online ADS – yes you seen that correctly…
FREE ONLINE ADS!
http://www.adanad.com.au
http://www.postclassifiedlisting.com
http://sell.classifieds.co.nz
http://royalpost.com
http://www.ablewise.com
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http://www.adanad.com.au/
http://www.easysell.com.au
http://www.australiaonlineadvertising.com.au
http://cracker.com.au
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300 Directory Submission Sites For
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300 Directory Submission Sites For
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300 Directory Submission Sites For
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300 Directory Submission Sites For
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300 Directory Submission Sites For
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300 Directory Submission Sites For
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300 Directory Submission Sites For
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