- Goals. What is that you want to accomplish
- Purpose. Why is that you want to accomplish your goals
- Strategy. What makes you different from the person selling a similar offering. Why is your offering unique or preferred.
- Target Market. Who is it that you want to serve. Where do they live? What is there age? What interests do they have?
Saturday, October 23, 2010
Start with the basics.
If you do not like how your marketing has been up to this point the first place you need to look is not at your marketing. Instead look at 5 questions that cause your marketing to work effectively.
Monday, October 18, 2010
Increase your sales through Orphans
Today I want to share a technique that old and new sales people can use that will increase there sales almost over night. Did you know that most car owners get the itch to buy a car about every three years and the average homeowner gets the inch about five years into their current situation.
Really every market is different however they all do have that itch. You as a top performing sales person needs to find out what that is. There is no better way to do this than following this simple script: (borrowed from Tom Hopkins)
Scott: Good morning Mr Hanson, Im with Schulte Ford. You have owned one of our Focus' for about 18 months now and I wanted to call and make sure you were happy with the purchase.
Mr Hanson: That Focus is the best car that my family has ever had.
Scott: (Warmly) I am glad to hear that. Im in the process of doing a market survey to establish projections for the up coming year. Would you be kind enough to answer a few questions?
Mr Hanson: I wouldnt mind go ahead.
Scott: Prior to purchasing your Focus did you have another car?
Mr Hanson: I sure did I had a Ford Explorer.
Scott: Oh really? How long having you been buying Ford vehicles?
Mr Hanson: Well Scott ever since I moved into the area about 15 years ago.
Scott: How many cars have you had in the last 15 years?
Mr Hanson: Well, Scott I would have to say about 5. I guess, counting the Focus I have right now.
Scott: About 5 Cars. I also wanted to ask are you familiar with Fords new line of Focus'?
Mr Hanson: They already brought out a new style? What is wrong with the Focus I have? It already has everything I could ever want.
Scott: That is what we thought until we saw the 2011 Focus. Its the work of the same design team and they are not the kind of people who just sit on their laurels
Mr Hanson: You mean they have changed it a little bit? What kind of stuff have they added?
Scott: Its ture that theres a wider choice of style features now but the important changes arent so obvious. They are in things like engine performance and fuel economy. In fact, They've made a number of technical advances that only some like you can fully appreciate. They're are several new options that were not available with your car. Would you mind if I sent you a brochure?
Mr Hanson: No I wouldnt mind at all. Id like to see the new model.
Scott: Great. Lets see. You are still on Greenbay Ave?
Mr Hanson: Thats right at 12118.
Scott: I am going by there this afternoon. Would you mind, while Im in the neighborhood if I stop by with the brochure and just take a minute to say hello?
Mr Hanson: Thats okay, but it will have to be fast I am getting ready for a trip But I would like to see your brochure on the new model
Scott: Wonderful, Im looking forward to meeting with you, Mr Hanson. And thanks for all the help on the survey.
With this script not only are you finding the itch period you may also be finding people who are ready to buy right now. Do not pass up these opportunities when they present themselves.
You may also find people who have bought and say that they do not see themselves buying anytime soon. That is fine just put them in a seperate pile and on to the next call.
Not only will you be getting sales but you will also be gathering leads for sales in the future.
Really every market is different however they all do have that itch. You as a top performing sales person needs to find out what that is. There is no better way to do this than following this simple script: (borrowed from Tom Hopkins)
Scott: Good morning Mr Hanson, Im with Schulte Ford. You have owned one of our Focus' for about 18 months now and I wanted to call and make sure you were happy with the purchase.
Mr Hanson: That Focus is the best car that my family has ever had.
Scott: (Warmly) I am glad to hear that. Im in the process of doing a market survey to establish projections for the up coming year. Would you be kind enough to answer a few questions?
Mr Hanson: I wouldnt mind go ahead.
Scott: Prior to purchasing your Focus did you have another car?
Mr Hanson: I sure did I had a Ford Explorer.
Scott: Oh really? How long having you been buying Ford vehicles?
Mr Hanson: Well Scott ever since I moved into the area about 15 years ago.
Scott: How many cars have you had in the last 15 years?
Mr Hanson: Well, Scott I would have to say about 5. I guess, counting the Focus I have right now.
Scott: About 5 Cars. I also wanted to ask are you familiar with Fords new line of Focus'?
Mr Hanson: They already brought out a new style? What is wrong with the Focus I have? It already has everything I could ever want.
Scott: That is what we thought until we saw the 2011 Focus. Its the work of the same design team and they are not the kind of people who just sit on their laurels
Mr Hanson: You mean they have changed it a little bit? What kind of stuff have they added?
Scott: Its ture that theres a wider choice of style features now but the important changes arent so obvious. They are in things like engine performance and fuel economy. In fact, They've made a number of technical advances that only some like you can fully appreciate. They're are several new options that were not available with your car. Would you mind if I sent you a brochure?
Mr Hanson: No I wouldnt mind at all. Id like to see the new model.
Scott: Great. Lets see. You are still on Greenbay Ave?
Mr Hanson: Thats right at 12118.
Scott: I am going by there this afternoon. Would you mind, while Im in the neighborhood if I stop by with the brochure and just take a minute to say hello?
Mr Hanson: Thats okay, but it will have to be fast I am getting ready for a trip But I would like to see your brochure on the new model
Scott: Wonderful, Im looking forward to meeting with you, Mr Hanson. And thanks for all the help on the survey.
With this script not only are you finding the itch period you may also be finding people who are ready to buy right now. Do not pass up these opportunities when they present themselves.
You may also find people who have bought and say that they do not see themselves buying anytime soon. That is fine just put them in a seperate pile and on to the next call.
Not only will you be getting sales but you will also be gathering leads for sales in the future.
Sunday, October 17, 2010
Top Ebay searches: Ebay motors #1 #Harley Davidson
These are the top 10 searches on Ebay motors:
1. harley davidson
2. no reserve
3. corvette
4. bmw
5. motorcycle
6. bbs rims
7. mustang
8. rat rod
9. ford
10. camaro
How to exploit
Harley Davidson is the number 1 search. There are millions of people that follow the Harley Brand. You should be asking your self what would a Harley rider be wanting this time of year as the weather begins to get cooler.
Perhaps some of the following.
5 best ways to store your Harley
How bout marketing to the new rider and have something on the line of: Winter storage essentials for riders. by a veteran rider.
10 of the best places to ride you have not heard about.
10 great places Harley owners eat at.
10 of the greatest causes to ride for
Trouble at Harley, What does it mean to you? This could be a great headline for a product.
There is alot of passion for Harley. Huge market to make money in.
1. harley davidson
2. no reserve
3. corvette
4. bmw
5. motorcycle
6. bbs rims
7. mustang
8. rat rod
9. ford
10. camaro
How to exploit
Harley Davidson is the number 1 search. There are millions of people that follow the Harley Brand. You should be asking your self what would a Harley rider be wanting this time of year as the weather begins to get cooler.
Perhaps some of the following.
5 best ways to store your Harley
How bout marketing to the new rider and have something on the line of: Winter storage essentials for riders. by a veteran rider.
10 of the best places to ride you have not heard about.
10 great places Harley owners eat at.
10 of the greatest causes to ride for
Trouble at Harley, What does it mean to you? This could be a great headline for a product.
There is alot of passion for Harley. Huge market to make money in.
Referral Strategy #1 Univeral Techniques you can use to go viral
This is the first strategy and the reason that I like it is the fact that it says if I get you results will you share it with a few of your friends. The thing about this referral is that if a person loses 20 lbs more than two people will come up to them and tell them they look great.
“If I do everything I’ve promised and you lose those 20 unwanted pounds, will you provide me with 2 referrals of friends, co-workers or family members that could use the same benefits?”
“If I do everything I’ve promised and you lose those 20 unwanted pounds, will you provide me with 2 referrals of friends, co-workers or family members that could use the same benefits?”
Referral Strategy #2 Univeral Techniques you can use to go viral
Compile a list of other types of businesses that also serve your ideal client. After you’ve developed a comprehensive list of these types businesses, search through your database of clients, friends and contacts for people that operate businesses in these categories. If there are business categories that you have no contact, look for a mutual friend that can serve as a liaison to a successful professional in that category.
Now rank the professionals in each category as to which you’d prefer to affiliate yourself and your business with most. Send the “Tier 1” professionals a letter suggesting that you’d like to invite them to be a member of “Your Community’s Best Businesses” and receive referrals from several of the other premier professionals in the community.
Let them know that your goal is to create a network of the best local professionals in hopes of best serving each member’s customers or clients and providing high quality referrals for the members.
This group would meet once a month and you would serve as the host / leader (another way of subtly enhancing your perception among group members.) Each member would be able to present for 10-15 minutes as a means of educating the group about their business and how it would be of benefit to their customers / clients. Each member can make special offers to customers / clients of fellow group members, do endorsed mailings, etc. To increase the perception of this group, you could launch a website (youtownsbestbusinesses.com), do a newsletter or provide testimonials of happy cross-referred customers.
Now rank the professionals in each category as to which you’d prefer to affiliate yourself and your business with most. Send the “Tier 1” professionals a letter suggesting that you’d like to invite them to be a member of “Your Community’s Best Businesses” and receive referrals from several of the other premier professionals in the community.
Let them know that your goal is to create a network of the best local professionals in hopes of best serving each member’s customers or clients and providing high quality referrals for the members.
This group would meet once a month and you would serve as the host / leader (another way of subtly enhancing your perception among group members.) Each member would be able to present for 10-15 minutes as a means of educating the group about their business and how it would be of benefit to their customers / clients. Each member can make special offers to customers / clients of fellow group members, do endorsed mailings, etc. To increase the perception of this group, you could launch a website (youtownsbestbusinesses.com), do a newsletter or provide testimonials of happy cross-referred customers.
Referral Strategy #3 Univeral Techniques you can use to go viral
I have seen this technique used in a number of applications. So I know this is truly universal. Offer up your best offering for FREE with a referral.
Now some business owners cringe at this one and I do not understand why. Maybe because the most recent way I saw this used was in the bridal industry. The business owner sells one of a kind dresses in the 800-1500 price range but offers to give the person their wedding dress for FREE if they refer 8 brides to them the year following their purchase.
I have also seen it done in the beauty shop application a number of ways I have seen it as a contest where one clients made it a contest where the customer referred the most got free hair cuts for a year.
I have also seen it where if you refer so many people in the beauty shop that they let you come in on one of their slow days and get their nails done at a discount or a tan done at a discount.
If you would like to implement any of these techniques please feel free to contact me here or to contact me direct on my cell phone 608-567-1058
Now some business owners cringe at this one and I do not understand why. Maybe because the most recent way I saw this used was in the bridal industry. The business owner sells one of a kind dresses in the 800-1500 price range but offers to give the person their wedding dress for FREE if they refer 8 brides to them the year following their purchase.
I have also seen it done in the beauty shop application a number of ways I have seen it as a contest where one clients made it a contest where the customer referred the most got free hair cuts for a year.
I have also seen it where if you refer so many people in the beauty shop that they let you come in on one of their slow days and get their nails done at a discount or a tan done at a discount.
If you would like to implement any of these techniques please feel free to contact me here or to contact me direct on my cell phone 608-567-1058
Referral Strategy #4 Univeral Techniques you can use to go viral
The back story behind this referral was about how an older gentleman turned a car wash into a 40 million a year business. He did it by just taking this flyer into area businesses and asking if he could give them as free gifts to their customer. In the original article I read the author says the brilliant part was the fact he had them nearly every where without in turn having to return the favor. The author said that he went to get his car washed and not one other business had any literature at the car wash. I think the author missed the point. The best part of this technique in my opinion is his great offer. He guaranteed a FREE car wash if their car showed dirt in two days. A 48 hour guarantee. If you arent happy with our service in 48 hours we will make it right.
What is your opinion?
What pulls you in about this ad?
www.marketingbestpractices.com/temp/car_spa.pdf
What is your opinion?
What pulls you in about this ad?
www.marketingbestpractices.com/temp/car_spa.pdf
Referral Strategy #5 Univeral Techniques you can use to go viral
The next referral system comes from the internet world. There are a number of them I know about. Its brilliant because it helps your product spread like fire. What am I talking about? Affiliates. How this sets up is a customer comes and buys your product and when they get to their page with their product on it. It says, If you would like a way to share the killer information that I just gave you and get paid with another stream of income just help us advertise it by using our custom link.
Then their are some details on how to do it and how much they make. The best example I ever seen with this was Russel Brunsons Darkside of .com secrets. He took it a step further by actually sending out three free video on his blog on how to promote his product on Twitter. The thing is you could take all that information and use it on Facebook, Myspace, Twitter, or whatever.
He still had the video up the other day when I went on there. If its still there you can check it out at:
www.dotcomsecrets.com
Then their are some details on how to do it and how much they make. The best example I ever seen with this was Russel Brunsons Darkside of .com secrets. He took it a step further by actually sending out three free video on his blog on how to promote his product on Twitter. The thing is you could take all that information and use it on Facebook, Myspace, Twitter, or whatever.
He still had the video up the other day when I went on there. If its still there you can check it out at:
www.dotcomsecrets.com
What does Marketing mean to you?
Top 10 searches on #Ebay Ipod tops the list
1. ipod
2. xbox 360
3. p90x
4. ipod touch
5. iphone 3g
6. verizon cell phones
7. iphone 4
8. xbox 360 console
9. ps3
10. coach handbags
As I look at the top 10 searches on Ebay for the week it does not seem that there is a whole lot of change. This is a great segway to what I want to talk about today. When I was having a tough time making money online I was always looking for the ideal product. This usually got me doing the research that I seem to be pretty descent at but it usually let me down a path to knock offs. Please heed my warning when I tell you that if you get caught you can find your self in Federal court looking at a minimum $10,000 fine.
So I wonder as I am typing here how many of those coach hand bags are fakes. That really is not the solution to your stuckness or your learning curve. I think when I finally turned the corner I did not have to search where I could get the P90x the cheapest. Even though last week I did share one place I found them dirt cheap. As a marketer what I need to do is seek out the people who are selling Ipod's and I phones and xboxes and coach handbags and know that I could help them drive more customers to them.
You may be asking why? The reason for my revelation is this. The average knock off Coach hand bag is $30 or less in cost and can be sold for double that or more at a party. So every bag that you purchase you make $30. However if you walked down to your local cell phone store and asked him how many customers he has a day or a week. Then ask him how much it would be worth to him if you could double those sales. Not just today the day of the party but everyday. How much would that be worth? How much would it be worth to a lady cutting hair to be book solid every day? Im willing to bet the store owner would be more apt to pay you a minimum $600 to show him strategies where you may be praying for enough guests to come to a party to make the $600 Where people come and dont buy. Where people right checks that bounce. Who would you rather do business with. I know who I would rather do business with. Then how much to charge? How much are you worth?
The best way to offer solutions to this dilemma is to ask the guy how many customers he has a month lets say 10 just for easy numbers. Then ask him how much he makes on those ten lets just say $1000 ask him if he would pay you 800 if you could get him 10 customers in a week. The guy would be stupid not to. Will people say no of course they do. The question is will you stop with 1 no or are you a top performer. The avg salesperson now can get up to 7 no's before a customer says yes. Present irresistible offers that customers cant refuse and I guarantee you will generate your knowledge into income. Please comment on what you think of this post. I would love to hear your feedback.
1. ipod
2. xbox 360
3. p90x
4. ipod touch
5. iphone 3g
6. verizon cell phones
7. iphone 4
8. xbox 360 console
9. ps3
10. coach handbags
As I look at the top 10 searches on Ebay for the week it does not seem that there is a whole lot of change. This is a great segway to what I want to talk about today. When I was having a tough time making money online I was always looking for the ideal product. This usually got me doing the research that I seem to be pretty descent at but it usually let me down a path to knock offs. Please heed my warning when I tell you that if you get caught you can find your self in Federal court looking at a minimum $10,000 fine.
So I wonder as I am typing here how many of those coach hand bags are fakes. That really is not the solution to your stuckness or your learning curve. I think when I finally turned the corner I did not have to search where I could get the P90x the cheapest. Even though last week I did share one place I found them dirt cheap. As a marketer what I need to do is seek out the people who are selling Ipod's and I phones and xboxes and coach handbags and know that I could help them drive more customers to them.
You may be asking why? The reason for my revelation is this. The average knock off Coach hand bag is $30 or less in cost and can be sold for double that or more at a party. So every bag that you purchase you make $30. However if you walked down to your local cell phone store and asked him how many customers he has a day or a week. Then ask him how much it would be worth to him if you could double those sales. Not just today the day of the party but everyday. How much would that be worth? How much would it be worth to a lady cutting hair to be book solid every day? Im willing to bet the store owner would be more apt to pay you a minimum $600 to show him strategies where you may be praying for enough guests to come to a party to make the $600 Where people come and dont buy. Where people right checks that bounce. Who would you rather do business with. I know who I would rather do business with. Then how much to charge? How much are you worth?
The best way to offer solutions to this dilemma is to ask the guy how many customers he has a month lets say 10 just for easy numbers. Then ask him how much he makes on those ten lets just say $1000 ask him if he would pay you 800 if you could get him 10 customers in a week. The guy would be stupid not to. Will people say no of course they do. The question is will you stop with 1 no or are you a top performer. The avg salesperson now can get up to 7 no's before a customer says yes. Present irresistible offers that customers cant refuse and I guarantee you will generate your knowledge into income. Please comment on what you think of this post. I would love to hear your feedback.
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