Weekly Quote

I am not much of a sprots fan but I like this bit of wisdom from "Broadway Joe" Namath. This is a good thought to keep in mind when you are struggling to accomplish a goal or your customers are beating you up. All the pain ans stress will be forgotten when you reach your goal. Far too many people give up too early in the game so all they get for their efforts are some bumps and bruises. Win or Lose, the pain is unavoidable, the difference is the rewards of victory more than offsets the pain. Here is Joe's take on this subject:

"When you win, nothing hurts!"

Joe Namath

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Puhing their buttons

Some years ago, John T. Malloy (Author of the classic Dress for Success) conducted a research project with a group of purchasing agents. He gave them two buttons, one labeled positive, the other negative. The agents were instructed to press the appropriate button when they had formed an opinion of the salespeople who were calling on them. In 94% of the cases when they pressed the "negative" button, they did so before the rep had chance to say a single word. This study points out the importance of appearances. It is important to dress professionally, use good posture, to pay attenion to body language and most of all smile. If you approach a customer timidly, this may perceived like you're trying to hide something. Remember prospects and customers are always "judging your book by its cover."

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Headline Idea #1

When trying to come up with a headline or copy for a customer here's a good question to ask business owners: "When you first meet a new customer what questions do they ask about your business?" Remember for every on of their customers who come forward to ask this question there are many others who will not make the effort. By answering these questions in the ad, many more people may be motivated to visit the business. An ad should tell the business's story to consumers. Once you know what potential buyers want to know , you can tell a story that speaks directly to them.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Show and sell

Scientists have determined that 80% of the information that humans take in is visual. In spite of this fact, most sales people don't try to engage a prospects visual senses. Research has shown that using a presentation binder and sales collateral materials. If you show a customer a visual of what you are telling them about their retention of the material increases significantly. in my experience the reps I work with either do not take sales materials with them into a call or if they do have them, they do not open them. If you want to increase your sales effectiveness, assemble a well organized "pitch book" and use it on every call.

Keep Smiling, Keep Selling!

Thanks,

Jim Busch

Fight for a good headline

Realtors know how important first impressions are so they like to list homes that look good from the street. A home with good "Curb Appeal" is much easier to sell because it invites potential buyers to take a closer look at the property. A good headline has the same effect on an ad. Far too many customers want to lead off with their company name in big bold type. This is only effective if their goal is to communicate with their existing customer base. It is not a good strategy for attracting new clients. A far better strategy is to lead off the ad with an offer of a benefit to potential customers. If an ad says "I can help you." or "I can solve your problem" the typical reader will take notice. Customers are justifiably proud of their business and their name so they want to see it front and center. It is our duty as sales people to convince them that this is not the best way to go. Their regular customers will find their ad because they are actively looking for them. The goal of an ad should be to attract potential customers to the business. Sometimes this requires gently arguing with our customers to get them to do the right thing. Over the next few days I will cover some tips for creating great headlines.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Weekly Quote

"If you want to understand your present circumstances, review your past actions. If you want to know your future circumstances examine your present actions." Taro Gold

These are words that the wise keep ever in mind. When we accept that our future is determined by what we do today, we take charge of our lives. The person who understands ever action has consequences will be mindful of the impact what they do will have on themselves and those around them. With this in mind they will tend to live more productive, more positive lives.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

What is their business model

When you are talking to a customer you want to ask about their business model. Ask what are their most profitable products or services, what is the average value of a customer and if they get a lot of repeat business. The more you understand how they make money, the more you will understand how your product can help them. Remember a benefit is only a benefit when the customer sees how it will accomplish their goals. For interest if product A is twice as profitable as product B, an ad for product A will produce a much better ROI. It is much easier for the customer to see how this ad will pay for itself. Educating yourself on your customer's business is the first step in selling a program that will produce long term revenue for their company and yours.

Keep Smiling, Keep Selling!

Thanks

Jim Busch