Btw... the first person to e-mail gregor@noresults-nofee.com back with the correct answer stating 'the MOST profitable skill in business' wins a $395.00 Seminar Ticket for our upcoming 101 Sales Secret Seminar on Friday April 11th! Press reply now!
You have been looking for ways to have clients approach YOU rather than you having to pursue them all the time -- you know it is a far more efficient strategy and one that needs to be improved. Of course -- there are those with masochistic tendencies -- and they love to cold call and have upteen sqillion NO's prior to a maybe. You are not one of them -- good for you for drawing 'a line in the sand' and experimenting with these new techniques. Rather than the 'carpet bomb' technique of making telephone calls to prospective clients to set up face to face appointments, use DIRECT RESPONSE MARKETING and make it work for your company. Your marketing plan needs to be 'educational based' and provide value LONG before a sale is attempted.
Conventional methods of selling often require you (or your sales rep) to telephone in hope of setting up an appointment -- where the real sales process begins. This means you need to establish favorable rapport with the first point of contact before you can even get close to the decision maker. Or you actually arrive and wait to be seen, thereby wasting time and once again, putting yourself in a somewhat powerless position. Such bad 'positioning' will only make the process a whole lot harder,if not knock the whole thing on the head before a sale even gets close!
With Direct response marketing, a VERY different dynamic takes place! Most importantly, the client seeks YOU out, because they are already predisposed to doing business with you.
Here's how it WORKS (and it does!); suppose you send out a brochure to prospective/targeted clients, on which you offer a video, showing the client how to do something of significant benefit to his or her company. I said something which will BENEFIT them! Something meaningful and specific that will save your prospect time or money or make the job a whole lot easier to do. No face to face contact has even taken place, but the prospect now perceives you not as a sales person, but as someone who can HELP them achieve something they want! When they call in response to your offer to order the video, they feel as though they are in charge, but their defenses have come down. This puts you in a good position to 'tell them how it works'. They are likely to ASK you. The sales process is well under way and it all began with a non confrontational brochure/letter or other inexpensive marketing piece (Try 37,000 of them in five days for only $350 with a .25% success rate -- do the numbers -- and then count your money)!
The CONTENT of the material is VITAL! There is a formula for writing and kind of marketing material and the difference between a well written piece and the conventional waste of paper we most often see doing the rounds, is simply -- A SALE! If you are offering a FREE Video or report, it should have a powerful headline, a compelling offer they will perceive as value (something for FREE where possible), and scarcity (limited number/date/need to qualify etc...) -- it cannot be available to everyone. Goodwill is generated and so are sales.
Some great examples:
FREE Marketing Bootcamp
FREE Advertising Workshop
FREE Sales Workshop
The POSITIVE POWER OF NEGATIVE PREPARATION empowers you in the person to person part of the process. Most people don't expect a sales person to admit to any weaknesses. But while you are talking to a prospect they have a little voice inside their heads trying to convince them that you're hiding something, that there are negative things about your offering, that you are not telling them about.
So instead of talking only about your strengths, throw in a couple of your 'flaws'. But then address these issues the best way you can. You are bringing up the objections before the client does, and one by one, you have the opportunity to overcome them. Successful hockey coaches use the positive power of a negative response when they strategize a game... 'What will we do if they decide to shadow our best player and he becomes ineffective?' Of course if you are prepared to talk about your short comings as well as your strengths, you present an honest person/company and a better result!
The increase in closing rates astounds companies who switch to direct response/lead generation from tired old traditional methods. It can blow profits through the roof -- and did I mention NEVER cold call again?
In closing -- on the subject of writing marketing material, I am getting some great material through to critique. I enjoy it -- make sure to keep it coming (at NO charge and an offer to those who enjoy my regular emails!). It is easy to see those that have spent some time refining these skills -- I GUARANTEE it pays off.
If you would like discuss how we can teach and assist you with this unique and very profitable skill -- sen it to gregor@noresults-nofee.com for some FREE advice.
PS: We have upcoming bootcamps in Langley on Tuesday March 18th and Surrey April 1st. If you know of anyone that would benefit from our workshops please pass on this email and invite them to one of our FREE Marketing Bootcamps! The session is FREE and the kudos will be yours!! See www.FREE-Marketing-Bootcamp.com for upcoming events.
Yous in Success,
Gregor Anton
See profit producing, wealth attraction resources at: www.noresults-nofee.com
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