62673983 how to triple sales to existing customers

7/27/2019 62673983 How to Triple Sales to Existing Customers

1/225


2/225

This is Not a Free E-Book

Purchase of this e-book entitled the buyer to keep one copy on

his or her computer and to print out one copy only.

Printing out more than one copy - or distributing it

electronically - is prohibited by international and U.S..

copyright la!s and treaties" and !ould sub#ect the purchaser

to penalties of up to $%&&"&&& PE' ()P* distributed


3/225

+(opyright ,, Nicholas irect" /nc.

P.). Bo0 122

/ndian 'ocks Beach Fl 33214

5ebsite6 http677!!!.tednicholas.com

Printed in the United States of merica

/SBN 821%-1122-9%-&9-&
http://www.tednicholas.com/http://www.tednicholas.com/


4/225

Table of (ontents

INTRODUCTION ................................................................................................... 9Shake Hands with Ted Nicholas ............................................................................ 12

Chapter 1 ................................................................................................................16TH !OUND"TION O! SUCCSS ...................................................................16IS " TRI#OD .........................................................................................................16$a%nchin& #ad ' (o%r Incredi)le* "+a,in&* Uni-%e #rod%ct ............................ 16%alit/ "ss%rance .................................................................................................. 10hen (o%r !irst #rod%ct Is !ree ........................................................................... 2(o%r Irresisti)le O33er ............................................................................................22Irresisti)le Cop/ .....................................................................................................22Irresisti)le 4ene3its ................................................................................................26Irresisti)le #rice ..................................................................................................... 25I ot It 3or $ess ......................................................................................................7

Irresisti)le 4on%ses ................................................................................................7Irresisti)le %arantee .............................................................................................72Other Irresisti)les ...................................................................................................79(o%r On&oin& 8arketin& Ca+pai&n ..................................................................... 1Hello :itt/* ood;)/e 8arketin& ..........................................................................2Chapter 7 ................................................................................................................7The Ice Crea+ Cone Theor/ ..................................................................................7The Onl/ 7 a/s to 4%ild .....................................................................................


5/225

"ddin& al%e Isnt ?pensiBe* speciall/ #erceiBed al%e ..................... .55Its 4on%s Ti+e E"&ain and "&ainG .......................................................................50#lan o3 "ttack > "ction Steps ................................................................................59

Chapter 0 ................................................................................................................02Tactic =2T%rn Ber/ Call ...................................................................................02Into Opport%nit/ .....................................................................................................02Upsellin& ................................................................................................................ 0Ted Nicholas Choice %estions ........................................................................... 0US? in sales re:enueEto dateG

Its no wonder that Ted is widel/ reco&ni,ed as one o3 the greatestdirect marketing !i@ards of all time.

Teds list o3 acco+plish+ents is e?tensiBe and &rowin& He is

internationall/ reBered as one o3 the &reatest liBin& cop/writers and isperhaps )est known 3or haBin& earned F2.< +illion on the sale o3 asin&le )ook which was pri+aril/ sold thro%&h direct +ail.

In all* Ted is the a%thor o3 his own li)rar/ o3 +%st;haBe )%siness)ooks 1< )estsellers in all. He +ade his +ark withHow to FormYour Own Corporation Without A Lawyer For Under $75,and3ollowed it %p with titles incl%din& Magic Word !hat "ring You

#iche, "iion %oar Mar&eting 'ecret, How ( 'od $)** Miion

%oar Worth o+ roduct and 'er-ice* andHow !o !urn Word(nto Money.

Ted was a s%ccess3%l entreprene%r lon& )e3ore he )eca+e knownas an a%thor* speaker and +arketin& &%r%. He founded


13/225

o3 his own )e&innin& at a&e 21. His 3irst )%siness was a hi&hl/s%ccess3%l chain o3 7 cand/ and ice crea+ parlors.

4/ the a&e o3 2* he was a +illionaire.

1


14/225

Shake Hands ith Ted Nicholas

!inanciall/ sec%re and with +%ltiple pro3it strea+s 3eedin&his )ank acco%nt* Ted sold his )%siness and Pretired in 199l.The @e?peri+entA lasted three +onths. Ted discoBered he liked

workin&* especiall/ +arketin&. It was his passion* eBen +orethan pla/in& tennis.

4e3ore the /ear was o%t* the Pretiree had la%nched acons%ltin& and se+inar )%siness. " new chapter in Tedss%ccess stor/ was added.

In his c%rrent incarnation as the Bisionar/ president o3 NicholasDirect* this +illion;dollar +arketer distri)%tes his &rowin& li)rar/ o3in3or+ation prod%cts* all ai+ed at s+all )%siness +arketin& s%ccess.

The/ are aBaila)le at his we)site www.tednicholas.co+.

Hes &ot a lot to o33er* so I enco%ra&e /o% to check thin&s o%t.

Co+panies lar&e and s+all on si? continents en&a&e Ted 3orcons%ltin& or cop/writin& work. He earns 3ees o3 %p to F1


15/225

How to Triple Sales to ?istin& C%sto+ers

He is passionate a)o%t s+all )%siness s%ccess and &enero%s withhis knowled&e. In 3act* Ted Nicholas has contributed personally tothis book. (o%ll 3ind Nicholas olden Nuggetspenned )/ Ted*

hi+sel3* thro%&ho%t the )ook. Heres one to &et /o% &oin&...

Nicholas Nugget

This &olden n%&&et is reall/ platin%+. 8an/)%siness owners think a stead/ strea+ o3 newc%sto+ers will 3lood the+ with pro3its. That isonl/ partiall/ tr%e. The s+arter* easier* +orerelia)le wa/ to pro3it is )/ sellin& +ore to people

who haBe alread/ )o%&ht 3ro+ /o%. This @littleAstrate&/ has a )i& pa/o33 /t costs you = to %Think what that co%ld do 3or /o%r pro3it +ar&in.G

See what I +eanJ This is the kind o3 in3or+ation that +an/ peoplespend a li3eti+e learnin&. 4%t /o%ll )e a)le to 3ollow in Teds3ootsteps* aBoidin& the +issteps that can dela/ s%ccess...so+eti+es

per+anentl/.

(o%ll 3ind Teds +aster3%l hand in +an/ o3 theadBertisin&e?a+ples cited in the co+in& pa&es. Teds sales writin& is%ns%rpassed in its a)ilit/ to transform interest in desire and desireinto demand for a product.

I pro+ise /o%* its like &ettin& personal* hands;on &%idance 3ro+one o3 the worlds top +arketers practicall/ cost;3reeK On pa&e a3ter

pa&e* /o%ll 3ind the sa+e s%ccess3%l techni-%es that are +akin& Tedand his clients Ber/ rich indeed.

"nd now itsyour turn to oin the ranks o3 his s%per;s%ccess3%l@st%dents.A ell )%ild 3ro+ the &ro%nd %p* so its onl/ nat%ral that3irst we )%ild a 3o%ndation...

1


16/225

Chapter 1

THE FOUNDATION OFSUCCESS

IS A TRIPOD

Scratch the s%r3ace o3 an/ s%ccess3%l )%siness and /o%ll 3ind that

its )%ilt on a 3ir+ 3o%ndation with three pillars

"n incredi)le prod%ct "n irresisti)le o33er cost-effecti:e marketing effort

$ets talk 3irst a)o%t /o%r prod%ct.

Caunching Pad D *our /ncredible" ma@ing"

UniAue Product

(o% create the thin& /o%re &oin& to sell...an in3or+ation prod%ct*a piece o3 so3tware* a patented approach to riddin& ho+es o3 pests.hateBer. Then* /o% dr%+ %p p%)licit/* &arner +edia attention* and

1


17/225

p%t /o%r sales +echanis+ in place...possi)l/ with the help o3 one o3Ted Nicholas )ooks. EThe/ certainl/ +ake it easier and +ore

pro3ita)le.G

1


18/225


ith in-%iries alread/ )e&innin& its ti+e to la%nch /o%r prod%ct.(o% onl/ &et one shot at &lor/. Dont waste it.

I3 /o% dont +ake a &ood 3irst i+pression with a cons%+er* /o%llneBer )e a)le to esta)lish the lon&;ter+ relationship...the @c%sto+er3or li3eA relationship...that is the true so%rce o3 )%siness s%ccess.

" &ood r%le o3 th%+) to 3ollow is that the leBel o3 p%)lice?cite+ent that /o% create 3or an/ new la%nch sho%ld correspond to/o%r leBel o3 con3idence concernin& the -%alit/ o3 that prod%ct.

4ad -%alit/ cant hide in the 21stCent%r/. Cons%+ers areacc%sto+ed to %sin& di&ital tools online to compare prices" features

and re:ie!s3or eBer/thin& 3ro+ DDs and di&ital ca+eras tochiropractors and* o3 co%rse* in3or+ation prod%cts.

I3 /o%r initial prod%ct is less than top notch* the word;o3;+o%thwill spread like wild3ire* and /o%r )%siness will &o down in 3la+es."nd deserBedl/ so* )/ the wa/.

I dont %s%all/ &et on +/ soap)o?* )%t on the issue ofAuality.../m a fanatic.

uality ssurance

hat s+all )%siness owners +%st keep in +ind is that thro%&h the@care and 3eedin&A o3 e?istin& c%sto+ers* a stron& repeat clientelebasecan )e )%ilt* 3ro+ which word o3 +o%th adBertisin& can )eco+ea Ber/ stron& +arketin& tool.

Rather than spendin& &reat s%+s o3 +one/ on +ass +ediaadBertisin&* word;o3;+o%th adBertisin& proBes Ber/ e33ectiBe in that

act%al cons%+ers can Bo%ch 3or the -%alit/ o3 the c%sto+er e?perienceand will act as a +otiBated pro+oter 3or /o%r )%siness.

(o% pa/ nothin& 3or what has eBolBed into the +ost i+portant+arketin& co++odit/ in the a&e o3 social +arketin& real;peopletesti+onials.

1


19/225

The !o%ndation o3 S%ccess is a Tripod

Positi:e !ord of mouth occurs spontaneously and naturally

!hen your product or ser:ice is of the highest Auality.So )e3ore/o% la%nch a prod%ct* /o% need to test its -%alit/. The +ost relia)le

wa/ to test an/ prod%ct is to try it under realistic conditions.

That +eans di33erent thin&s 3or di33erent people.

!or e?a+ple* so3tware and we) desi&ners will o3ten r%n a so;calledbeta test o3 their al+ost;3inished prod%ct* in which %sers haBe theopport%nit/ to try a for-pay ser:ice or game for freeon thecondition that the/ report an/ errors in pro&ra++in& or &a+e pla/.

These t/pes o3 tests haBe two +ain )ene3its

Create positiBe p%)licit/ 3or the we)s sites that o33erthe+

iBe desi&ners and pro&ra++ers a chance to anticipate andrepair possi)le errors )e3ore a prod%ct is la%nched* creatin& a+ore s%ccess3%l la%nch than wo%ld occ%r witho%t the test

Desi&ners o3 other t/pes o3 prod%cts can eno/ these sa+e )ene3its)/ testin& their work in focus groupsor )/ testin& o%t the prod%ct

a+on& co+pan/ e+plo/ees.

itho%t a solid prod%ct* no entreprene%r can realisticall/ e?pect toachieBe s%ccess. HoweBer* witho%t a solid +ethod o3 introd%cin& this

prod%ct* no s+all )%siness owner will eBer )e a)le to e?pect to seetheir prod%ct take 3li&ht either.

So+eti+es* eBen the @)i& &%/sA &et it wron&.

"3ter the la%nch o3 8icroso3ts indows ista* %sers )e&an to

co+plain a)o%t the operatin& s/ste+s co+pati)ilit/ iss%es* whichincl%ded pro)le+s with s%ch co++on pieces o3 so3tware as the

pop%lar iT%nes +%sic serBice.

1


20/225


The resulting negati:e publicity"3%eled lar&el/ )/ technolo&/)lo&&ers* p%t 8icroso3t in a terri)le p%)lic relations sit%ation. Thattranslates into skeptical prospects* 3ewer sales* and lost pro3its.

*ou !ant repeat business. (o% want /o%r c%sto+ers to )e apositi:e reference3or potential c%sto+ers. 8ake s%re that /o%r

prod%ct does whateBer it takes to +eet and exceed c%sto+ere?pectations. Doin& these thin&s will &o a lon& wa/ towards creatin&satis3ied c%sto+ers.

" lot o3 3%t%re )%siness can )e won )/ positiBe re3errals* word o3+o%th* and haBin& a rep%tation as the @ori&inal so%rceA o3 a &reat 3irst

prod%ct. (reate a culture that fosters the creation and nurturing

of satisfied customers" and you !ill be :ie!ed as a !inner.

$a%nchin& a disappointin& prod%ct is a little like )ein& the )o/who cried wol3. !or a si&ni3icant period o3 ti+e* consumers arelikely to remain ambi:alent a)o%t an/ new deBelop+ent that /o%+a/ prod%ce.

$ook...a dip in reBen%e is &enerall/ te+porar/* )%t the da+a&e to/o%r co+pan/s rep%tation ca%sed )/ a )ad prod%ct will h%rt /o% in

/o%r wallet 3or /ears to co+e. It is 3ar )etter to spend /o%r reso%rceson per3ectin& /o%r prod%ct 4!OR it la%nches than to tr/ to correctpro)le+s Eand /o%r tarnished i+a&eG a3terwards.

5hen *our First Product /s Free

In +an/ sales sit%ations* /o% +a/ )e &iBin& awa/ /o%r 3irst@prod%ctA 3or 3ree. $ets sa/ /o%re sellin& an her)al s%pple+ent.(o% +i&ht o33er a 3ree report on nat%ral health as a wa/ to capt%recontact in3or+ation.

*ou must make sure that your product is top Auality e:en if

youre #ust gi:ing it a!ay for free. " cheap* shodd/ @&i3tA doesnthaBe +%ch Bal%e and it will re3lect )adl/ on /o%. So )adl/* in 3act*that /o%r prospect will pro)a)l/ decide that doin& )%siness with /o%is a )ad idea.

2


21/225

The !o%ndation o3 S%ccess is a Tripod

So +ake s%re that /o%r 3irst prod%ct* whateBer it +a/ )e* deliBers a-%alit/ e?perience. I3 /o% do* /o%r )%/ers will co+e )ack 3or +ore.

Thats exactly what /o% want. Now lets talk +ore a)o%t what/o%r c%sto+er wants.

2


22/225

Chapter

!o"r Irresisti#le

O$$er

"s /o% know onl/ too well* /o% are not the onl/ one B/in& 3or/o%r c%sto+ers )%siness. (o%r co+petitors are* too* and the/redoin& eBer/thin& the/ can to +ake their o33er appealin&. So /o%llhaBe to &o @one )etterA i3 /o% want to co+pete...and win.

How do /o% do thatJ ith an irresisti)le o33er. 4%t what do we+ean )/ thatJ

Nicholas Nugget

"n irresisti)le o33er is cra3ted so that it appeals tolo&ic and e+otions. It +akes the case 3or thes%perior Bal%e so e33ectiBel/ that the cons%+erhas Birt%all/ no choice )%t to sa/* @No one in their

ri&ht +ind sho%ld sa/ no to this o33er. Id )ecra,/ to pass it %p.A

/rresistible (opy

"n irresisti)le o33er does three i+portant thin&s

2


23/225

/nstantly compels your prospect7clients to

act)/ presentin& a sol%tion 3or their pro)le+

2


24/225

(o%r Irresisti)le O33er

E0plains !hat your prospects7clients !ill

GloseHor miss out on)/ listin& the ke/ )ene3its/o%r prod%cts deliBers* not %st the 3eat%res

@ForcesH your prospect7client to say Gyes /!ant it no!HEnot in < da/s ti+eG )/ creatin& asense o3 %r&enc/

hen /o%r prod%ct is &reat and /o%r o33er is irresisti)le* /o%rprospects will ask the+selBes a series o3 -%estions.

@Sho%ld I contin%e to s%33er OR sho%ld I act nowand solBe +/ pro)le+JA @Sho%ld I contin%e to 3eel asha+ed OR sho%ld Iact now and deal with +/ pro)le+JA @Sho%ld I contin%e to enB/ other people OR sho%ldI act now to &et what the/ haBeJA @Sho%ld I contin%e to think a)o%t this OR sho%ld Iact now and ens%re that I dont lose o%t on a &ood deal*so+ethin& that costs less than its Bal%eJA

In a n%tshell* these -%estions all ask the sa+e thin&* @Sho%ld I act

nowJA "n irresisti)le o33er +eans the answer is @(esKA

Heres a &ood e?a+ple o3 an irresisti)le o33er +ade )/ an o%tsidecaterin& co+pan/ serBin& )%sinesses in $ondon. The irresisti)le o33erwas G F'EE Sand!ich Platter.A

Now /o% +a/ wonder whats so irresisti)le a)o%t a )%nch o3sandwiches* )%t think a)o%t it. The caterer was tar&etin& the people inlocal )%sinesses who haBe a need 3or o%tside caterin& serBices* so itwas a &reat wa/ 3or prospects to sample the goods.

Second* who wo%ld eBer t%rn down a 3ree)ieJ speciall/ a3terhearin& @Theres no s%ch thin& as a 3ree l%nch.A

"nd third* the/ had nothing to lose by ordering.

2


25/225


I sho%ld point o%t that )e3ore +akin& this o33er* the caterer didso+e proections. The co+pan/ worked o%t the lifetime :alues :s.cost of client acAuisitionand reali,ed the/ co%ld )e eBen +ore

&enero%s in their 3ree)ie o33er and still pro3it handso+el/ in the end.

It didnt take the+ lon& to discoBer that it wo%ld cost the+ %p to 6to 12 ti+es +ore ti+e* e33ort* and +one/ to &ain new clients. So the/@%ppedA the irresisti)le 3actor on the o33er and inBited prospects toeno/ F'EE Sand!iches and F'EE Iand-Baked (ookies

The o33er was sent as a sales letter to 21 hi&hl/ tar&etedco+panies within a two;+ile radi%s o3 their o33ices. The res%lts werespectac%lar. In the space o3 two weeks the/ receiBed 50 orders.

4%t that was %st the )e&innin&. 8ore than


26/225


/rresistible Benefits

Did /o% )%/ a car with air conditionin& %st )eca%se it had airconditionin& ' or )eca%se it wo%ld keep /o% cool and co+3orta)le onhot da/sJ Did /o% )%/ a +iniBan si+pl/ )eca%se it had anti;lock

)rakes and air)a&s ' or )eca%se it was sa3er 3or /o% and /o%r 3a+il/J

Do see where I+ &oin& with all thisJ

#eople perceiBe Bal%e in a prod%ct that is multi-purposed anddeliBers +an/ )ene3its. Un3ort%natel/* when it co+es ti+e to salescop/* a Bast n%+)er o3 )%siness owners +ake the sa+e +istake the/

3oc%s on the 3eat%res o3 their prod%ct or serBice...in other words* whatit does* how it operates* or what it looks like.

ood sales cop/ doesnt focus on the features of the P')U(TD it focuses on the USE'"and how he or she will )ene3it 3ro+ %sin&the prod%ct.

Nicholas Nugget

" 3eat%re is so+ethin& the prod%ct has or does*while a )ene3it is so+ethin& it does 3or /o%. "!"TUR is one o3 the co+ponents or 3%nctionso3 /o%r prod%ct. " 4N!IT is a wa/ in which/o%r prod%ct i+proBes the li3e o3 the %ser.

In other words* a )ene3it is an answer to the -%estion* @hatsin it 3or 8JA

4ene3its are not @-%alit/ and serBiceA or @cheapest.A The/ are theanswer to -%estions like @h/ sho%ld I keep readin&JA or @How will

)%/in& this +ake 8( li3e )etterJA Or the =1 -%estion on eBer/cons%+ers +ind

2


27/225


G5hats in it for meJH

#eople dont want sha+poo ' the/ want clean* &reat;lookin& hair.So sha+poo co+panies haBe +ade their 3ort%nes )/ stressin& howtheir sha+poo solBes the pro)le+ o3 %n+ana&ea)le hair* &iBin&

people shin/* health/;lookin& locks.

4/ o33erin& )ene3its instead o3 3eat%res* /o% will create a hi&herperceiBed Bal%e* which will translate into 8OR S"$S.

"nd thats a HU )ene3it 3or /o%K

/rresistible Price

Cons%+ers* like co+panies* haBe their e/e o3 the )otto+ line.That +akes the ri&ht price a ke/ ele+ent in /o%r irresisti)le o33er. Solets take a +o+ent and look at the 3o%r +ain pricin&

policiesLstrate&ies.

Premium Pricing K Used when a prod%ct isconsidered %ni-%e and where a s%)stantial co+petitiBe

adBanta&e e?ists. #re+i%+ pricin& is associated withl%?%r/ )rands like $o%is %itton* Ma&%ar* and Role?

Price Skimming> In this instance* a hi&h price isset )eca%se /o% haBe a s%)stantial co+petitiBeadBanta&e* )%t know that the adBanta&e is nots%staina)le. The hi&h price tends to attract newco+petitors into the +arket* and the price ineBita)l/ 3allsd%e to increased s%ppl/. This techni-%e was e+plo/ed inthe 195s )/ watch+akers who created di&ital

ti+epieces and o33ered the %ni-%e prod%ct at a pre+i%+price. "s other di&ital +an%3act%rers entered the +arket*other +arketin& strate&ies and pricin& approaches werei+ple+ented to keep the ori&inal watches co+petitiBe

2


28/225


Penetration Pricing D Char&ed 3or prod%cts andserBices is set arti3iciall/ low in order to &ain +arket

share. Once this is achieBed* the price is increased. Thisapproach was %sed )/ !rance Teleco+ and Sk/ T

Economy Pricing D This is a no;3rills low price.The cost o3 +arketin& and +an%3act%re are kept at a+ini+%+. S%per+arkets o3ten haBe econo+/ )rands 3orso%ps* spa&hetti* etc

Nicholas Nugget

In the +inds o3 so+e cons%+ers @%alit/ costs.AConsiderin& sellin& /o%r prod%ct or serBice at ahigherprice than /o%r co+petitors. #eople %s%all/associate hi&her;priced prod%ct with )etter-%alit/.

Those are the @)i& 3o%r*A )%t there are other i+portant approachesto pricin& that can )e Ber/ help3%l in deBelopin& an irresisti)le price

Psychological Pricing D This approach is %sedwhen the +arketer wants the cons%+er to respond on ane+otional* rather than rational )asis. " wonder3%le?a+ple o3 this is de+onstrated in the cons%+ersresponse to 99 cents Bers%s one dollar. "ltho%&h onl/ a

penn/ separates the price points* the ps/cholo&icali+pact is h%&e

Product Cine Pricing D here there is a ran&eo3 prod%ct or serBices* a scale o3 prices re3lects the scaleo3 )ene3its o33ered )/ the prod%cts. !or e?a+ple* a carwash serBice co%ld o33er a )asic wash 3or 1 %ros* a

2


29/225


wash and wa? 3or 1


30/225


/ ot /t for Cess

Thro%&h the /ears* +aster +arketers and cop/writers haBe

co+piled lists o3 words that capt%re the e/es and +inds o3 cons%+ers.Two o3 +/ personal 3aBorites are Ted NicholasMagic Words thatBring You RichesandMagic Transitions !" Magic #hrases that$lmost Compel Readership.

"t the top o3 eBer/ones lists* /o%ll 3ind

Bargain

iscount

'educed Price

Special 'ate

Theres a co++on thread in these words and phrases. achs%&&ests that the price /o% pa/ toda/ is less than /o%ll pa/ to+orrow.This increases the percei:ed :alue of the offer" +akin& thecons%+er +ore likel/ to act.

It also s%&&ests that it is a limited time situation* +akin& thecons%+er +ore likel/ to act i++ediatel/.

This techni-%e is %sed with &reat s%ccess on the Internet topro+ote new;to;+arket in3or+ation prod%cts* s%pple+ents* andal+ost an/thin& else /o% can i+a&e.

/rresistible Bonuses

e +ake )%/in& decisions pri+aril/ )ased on e+otions. HoweBer*)ein& rational* thinkin& and lo&ical h%+ans* we also +%st %sti3/ o%r

decision to )%/. e do that )/ conBincin& o%rselBes there is eno%&hBal%e to %sti3/ o%r e+otional decision.

So since the )e&innin& o3 ti+e* )on%ses haBe )een %sed )/adBertisers to +ake a )%/in& decision see+ lo&ical )/ adding somuch :alue to an offer that it becomes irresistible.

7


31/225


hen the )ene3its o3 a prod%ct are clear and a prospect is)eco+in& e+otionall/ @attachedA to the idea o3 a p%rchase* heLshe

will check the price. I3 that price is so+ewhat hi&her than i+a&ined*it is not necessaril/ a deal;)reaker.

Con3ronted with a hi&h price* a prospectiBe )%/er will &enerall/attempt a :alue calculation)/ 3i&%rin& o%t what the/ are &ettin& 3ortheir +one/. This is where /o%r )on%ses co+e in.

Nicholas Nugget

4on%ses that are di33erent* releBant and o3 hi&hperceiBed Bal%e will o3ten double or e:en tripleonline marketing business sales" and the/ doBer/ well 3or o33line )%sinesses* too

Its i+portant when pro+otin& /o%r )on%ses that /o% list theirprices K >i.e6 G $94 :alueH or GNormally $%8.84H or G(o:er price

$%=H?so that /o%r Bisitors are eBen +ore co+pelled to take adBanta&eo3 /o%r &reat Bal%e;added )ar&ain.

Here are a 3ew ideas 3or )on%ses /o% can create or 3ind

In3o;prod%cts ' create the+ or )%/ ri&hts to the+

!ree cons%ltation

CDs* +p7 3iles* a%dio tapes ' record a )ook orspecial report* /o%Be &ot an a%dio recordin& to throw inK

So3tware ' si+ple tools to add 3%nctionalit/ to thethin&s the/ )%/

Checklists ' so )%/ers know what to do

7


32/225


Trainin& pro&ra+s ' to show c%sto+ers how to%se their p%rchase )etter

Disco%nt co%pons on 3%t%re orders

The i+portant thin& is to +ake s%re that the Bal%e;added )on%sesthat /o% o33er haBe :alue to the prospect you:e targeted.

Nicholas Nugget

Dont oBerdo it on the )on%ses. I3 /o%r prod%ct is

sellin& 3or 3i3t/ dollars* dont haBe two;tho%sanddollars worth o3 )on%ses or /o%r o33er will )e to%n)elieBa)le 3or +ost people. Re+e+)er* /o% canhaBe too +%ch o3 a &ood thin& so+eti+es.

/rresistible uarantee

No one wants to &et @)%rnedA* and the 3ear o3 )ein& @hadA ispro)a)l/ the )i&&est o)stacle a cons%+er needs to oBerco+e )e3ore he

or she is willin& to +ake a p%rchase. (o% can help a prospect h%rdlethat o)stacle with a little @risk +ana&e+entA in the 3or+ o3 a stron&&%arantee o3 satis3action in /o%r sales +essa&e.

Nicholas Nugget

itho%t a do%)t* a 3ew %nscr%p%lo%s t/pes +a/capitali,e on /o%r &%arantee. "3ter one o3 +/clients created the @4oost 4%siness with 4lo&sA

e4ook* she reported it was not %n%s%al to see aperson p%rchase it* download it* and re-%est are3%nd two +in%tes later. O)Bio%sl/ the/ hadnt/et read the )ook* and it was clear that the/ had

7


33/225


placed an order knowin& the/ co%ld &et it 3or 3ree.Still* in +/ e?perience* the a+o%nt o3 sales /o%"IN 3ro+ o33erin& a &%aranteedramatically

out!eighs the risk.

Stron& &%arantee wordin& s%ch as @1Q satis3action &%aranteeAand @I3 /o%re not satis3ied* we dont want /o% +one/A eli+inates therisk o3 potential ps/cholo&ical stress ca%sed )/ post;p%rchase re+orseor dissatis3action.

O)Bio%sl/ the wordin& will depend on /o%r t/pe o3 )%siness* )%t itis essential to incl%de the 3ollowin&

l!ays put in a time limit (o%r ti+e li+it willdepend on the shel3 li3e o3 what /o%re o33erin& ' )%t+ake it a decent one. TwelBe +onths is likel/ to &iBe thec%sto+er +ore peace o3 +ind than 1 da/s

State ho! Auickly you !ill deal !ith the

problem The c%sto+er will take /o%r &%arantee +oreserio%sl/ i3 /o% state how -%ickl/ /o% will deal with a

pro)le+. !or e?a+ple ' we pro+ise to &o )ack o%t to a

c%sto+er on the da/ the/ call

Put limits on the guarantee State that thec%sto+er needs to call /o% as soon as the/ reali,e there isa pro)le+ and also* that the/ will not allow an/one elseto 3i? the pro)le+ 3irst. This part is e?tre+el/ i+portant*as a third part/ co%ld ca%se 3ar +ore da+a&e and /o%dont want to )e co+pensatin& 3or this

7


34/225


Nicholas Nugget

The +ost co++on ti+e li+its are 7 da/s*6 da/s* 9 da/s* a /ear* and a li3eti+e.So+e st%dies show the lon&er the &%arantee*the less ret%rns /o%ll &et. h/J 4%/ers willo3ten ret%rn a prod%ct i3 d%e to theirsched%le or other reason the/ haBent /ethad a chance to eBen tr/ it o%t.

In &eneral* there are three +ain t/pes o3 &%arantee

,oney-Back uarantee D I3 a prod%ct doesntwork or the c%sto+er isnt satis3ied the wa/ it works*heLshe &ets a re3%nd Ewhich +a/ or +a/ not incl%deancillar/ costs like shippin& and handlin&G

Satisfaction uarantee' Si+ilar to a +one/;)ack &%arantee* )%t %sed +ore o3ten 3or serBices asopposed to prod%cts

Price-Protection uarantee' This can +eaneither lockin& in a price 3oreBer* s%ch as with serBicesthat are )illed on a rec%rrin& )asis* or &%aranteein& that/o% haBe the lowest price an/where 3or that partic%larserBice or prod%ct

)n-Time uarantee' I3 /o%r clients are alwa/sconcerned a)o%t &ettin& /o%r serBice or prod%ct on ti+e*this is a &ood one 3or /o%

One -%estion that +an/ )%siness owners ask the+selBes a)o%ttheir &%arantee is* @Sho%ld I +ake it eas/ or hard to re-%est a re3%ndJA

7


35/225


So+e )%siness owners +ake their c%sto+ers %+p thro%&h hoopsto &et their +one/ )ack. hile I %nderstand not wantin& to +ake it

TOO eas/ to &et an instant re3%nd* there are risks. I3 /o% +ake itreall/ hard* /o%r c%sto+ers +a/ %st skip dealin& with /o% and &odirect to their credit card co+pan/.

Nicholas Nugget

This process is called a @char&e)ackA* which canre3lect ne&atiBel/ on the Bendors +erchantacco%nt standin& as well as res%lt in penalty fees

3or the Bendor. So o)Bio%sl/* as a Bendor* /o%want to aBoid char&e )acks )/ +akin& the re3%ndprocess eas/ 3or /o%r c%sto+ers.

Need so+e inspirationJ Here are %& irresistible guarantees /o%can +odel /o%r own on

SND NO 8ON( NO. I3 at the end o3 1da/s /o% decide not to keep the )ook* si+pl/ ret%rn itwitho%t o)li&ation

I3 /o% decide to cancel /o%r attendance an/ ti+e%p to 2 p.+. on Da/ 2 o3 the liBe eBent Ewhich* -%ite3rankl/* is hi&hl/ %nlikel/G* I want /o% to keep the EFFFFF Bal%e > prod%ct na+eG as +/ &i3t 3or si&nin& %p in the3irst place. E")raha+ #%)lishin&G

e &%arantee to haBe /o%r &%tterin& deliBeredwithin 0 ho%rs. I3 we 3ail* its /o%rs !R

I3 /o% decide to keep the Eprod%ct na+eG* /o% canpa/ 3or it in a 3ew eas/ install+ents. I3 not* send it )ackat o%r e?pense* and /o%ll owe nothin&. ither wa/* Idlike to send /o% a 3ree &i3t 3or &iBin& it a tr/

7


36/225


(o%r 8one/ 4ackK In the %nlikel/ eBent that o%rparts or la)or 3ail in an/ wa/ d%rin& the warrant/ period*

well pa/ the cost o3 repairs pl%s do%)le that a+o%nt 3orinconBeniencin& /o%

I3 /o% dont &et all the )ene3its I haBe pro+isedand +ore* si+pl/ ret%rn the Eprod%ct na+eG and receiBeeBer/ penn/ )ack'incl%din& shippin&. Ill pa/ 3or theret%rn posta&e as wellK The wa/ I 3i&%re it is this I3/o%re not satis3ied* thats +/ 3a%lt* not /o%rsK h/sho%ld /o% haBe to pa/ an/thin& 3or itJ (o% haBea)sol%tel/ no risk whatsoeBerK

Tr/ it 3or a 3%ll 6 +onths. I3 it doesnt doeBer/thin& /o% hoped* si+pl/ re-%est a 3%ll re3%nd andthe F12 in )on%ses are /o%rs to keep

(o%ll &et eBer/thin& /o% see listed here* totall/risk 3reeK hat do I +ean )/ risk 3reeJ Si+pl/ this I3o%r prod%ct isnt eBer/thin& I said it was and +ore*si+pl/ ret%rn it 3or a co+plete re3%nd incl%din& shippin&K

"nd* as is the polic/ o3 all the prod%cts we sell ino%r co+pan/* +/ )ook and so3tware carr/ an%nconditional* +one/;)ack &%arantee. I3 +/ )ook andso3tware are not eBer/thin& that I haBe said the/ are and/o% are not in 3act oBerl/ satis3ied* /o% will receiBe eBer/cent o3 /o%r +one/ )ack. No -%estions asked. Since wehaBe )een in )%siness 3or 2< /ears and we are one o3 thelar&est co+panies in the nation* /o% can co%nt on that&%arantee. ES%are, Corporation Ind%striesG

S%)scri)e toda/. I3 /o% think /o%r 3irst iss%e'oran/ iss%e eBer'doesnt deliBer at least F worth o3ideas and in3or+ation* /o% can tell %s to take a hike. e

7


37/225


will cancel /o%r s%)scription and send a pro+pt re3%nd3or all

7


38/225


%n;+ailed iss%es* no -%estions asked. e wont )e happ/to know that we 3ailed /o%r Bal%e test* )%t that will )e

o%r pro)le+* not /o%rs. ESellin& #owerG

%arantees are &ood 3or /o%r c%sto+er* )%t the/re also &ood 3or/o%. !irst an irresisti)le &%arantee will help /o% close more sales. "c%sto+ers 3ears are -%ieted when the/ know that i3 so+ethin& &oeswron& within the ti+e li+it o3 the &%arantee* /o% will p%t it ri&ht.

The/ 3eel sa3er )%/in& 3ro+ /o% )eca%se /o% stand )ehind /o%rprod%ct.

%arantees help /o% in another wa/. Since /o% haBe &%aranteed toresolBe the pro)le+ i3 the c%sto+er is %nhapp/* they cant demand arefund" or refuse to pay altogetherwitho%t 3irst &iBin& /o% theopport%nit/ to p%t thin&s ri&ht.

5hen uarantees Mill

M%st as a &reat &%arantee can +otiBate* so* too* can a &%arantee 3%llo3 @weasel wordsA* onl/ in the opposite +anner. Heres a sa+ple o3

one I read recentl/

@(o%ll )e 1Q CONINCD that the new id&et4%siness 4%ilder will dra+aticall/ increase responsesand reBen%e 3or /o%r co+pan/* or well cheer3%ll/ re3%nd/o%r +one/ in 3%llKA

Now wait a secondK The prod%ct isnt &%aranteed. 8/ satis3actionisnt &%aranteed. The onl/ thin& thats &%aranteed is that Ill )e@conBincedA that the prod%ct will increase calls and reBen%esJ hat

does that +ean e?actl/J

#ersonall/* the onl/ wa/ I+ &oin& to )e conBinced that +/ adI$$ &enerate +ore calls is when I hear the phone rin&. The onl/wa/ I+ &oin& to )e conBinced that I I$$ &et +ore reBen%e is to see

7


39/225


the )ank state+ent with that +one/ alread/ deposited. 4%t this o33erdoesnt &%arantee an/ o3 that.

Nicholas Nugget

" &%arantee that has precise conditions /o% +%st3ollow or sneak/ wordin& to -%ali3/ will trigger ared flagin peoples +inds. This warnin& +i&htonl/ )e s%)conscio%s* )%t the c%sto+er will 3eelthe need to take so+e ti+e to consider /o%ro33er...and pro)a)l/ reect it.

)ther /rresistibles

ant to driBe prospects wild with desireJ Show the+ how toachieBe a @net ,eroA e?pense when the/ p%rchase /o%r prod%ct.Incl%de a referral re!ards program or affiliate opportunity in /o%rsales +essa&e.

Online a33iliate pro&ra+s are e?tre+el/ co++on* possi)l/ )eca%setrackin& so3tware and other technolo&/ haBe +ade it so eas/ to createand r%n the+. In3or+ation prod%ct p%)lishers dont eBen haBe to set%p their own processes. Co+panies like Click4ank do all the work.

Nicholas Nugget

"33iliates +ake an o%tstandin& sales 3orce 3or an/prod%ct or serBice. enerall/ satis3ied c%sto+ers

the+selBes* the/ proBide sincere* positiBe word o3+o%th 3or /o%r )%siness and hope3%ll/ a stead/strea+ o3 prospects. "nd %nlike a traditional sales3orce* a33iliates dont need an o33ice* dont take

7


40/225


Bacations or sick da/s* and %s%all/ dont ask 3or araiseK

"nother irresisti)le ele+ent that /o% can add is a third-partyendorsement. Testi+onials 3ro+ satis3ied c%sto+ers are co+pellin&and red%ce skepticis+ )%t a th%+)s;%p 3ro+ an esta)lished e?pert or

)eloBed cele)rit/ is eBen +ore e33ectiBe.

" prod%ct endorse+ent is a 3or+ o3 testi+onial 3ro+ so+eonewhich indicates that the/ like or approBe o3 a prod%ct. Co++onl/*

prod%ct endorse+ents are solicited 3ro+ people who are sociallyprominent* allowin& co+panies to adBertise their prod%cts withstate+ents like @as %sed )/ s%ch;and;s%ch an actress*A or @the o33icial

prod%ct o3 co+pan/LeBent .A ItVs hard to +iss a prod%ct endorse+enton prod%ct packa&in& and in adBertise+ents +ost co+panies keeptheir endorse+ents 3ront and center so that the/ are alwa/s in the

p%)lic e/e.

The concept o3 the prod%ct endorse+ent is -%ite ancient. Inn&land* 3or e?a+ple* seBeral co+panies haBe )een adBertisin&the+selBes as @)/ appoint+ent to the %eenA 3or h%ndreds o3 /ears*indicatin& that the/ eno/ the patrona&e o3 the 4ritish ro/al 3a+il/.

Nicholas Nugget

Cons%+ers are o3ten attracted )/ the idea o3p%rchasin& a prod%ct which is endorsed )/so+eone wealth/ or 3a+o%s* as tho%&h )/ )%/in&the prod%ct* the consumer also becomesaffiliated !ith the person !ho endorses it.

(o% can also re3er to )%siness alliances /o%Be 3or+ed with otherrespected co+panies. "nd /o% +a/ eBen want to incl%de a re3erenceto /o%r +e+)ership in professional organi@ations. These a33iliationsincrease your credibility.


41/225


"t the heart o3 an irresisti)le o33er is a prospects perception thatheLshe will not )e disappointed. One o3 the )est wa/s to 3oster than

perception is with an o33er o3 after-sales ser:ice. It proBides a@&%arantee o3 satis3actionA like nothin& else.

"3ter;sales serBice can take +an/ 3or+s* 3ro+ an online data)aseo3 3re-%entl/ asked -%estions to a liBe help line thats +anned 2ho%rs a da/. Interestin&l/* incl%din& a co+prehensiBe list o3 contactin3or+ation in a sales +essa&e &oes a lon& wa/ in ass%rin& c%sto+ersthat their needs will contin%e to )e +et )/ a )%siness.

Contact in3or+ation sa/s* @ere co++itted to /o%r on&oin&

satis3action. "nd %nlike a 3l/;)/;ni&ht operation* when /o% need %s*/o% can 3ind %s.A

To s%+ thin&s %p* logic and emotion both play a role inconsumer buying decisions. Cons%+ers who perceiBe that a prod%cthas a s%perior Bal%e then haBe a lo&ical reason to +ake a p%rchase.4%t s%perior Bal%e also presses a cons%+ers ps/cholo&ical @hot

)%ttonsA that are tied to e+otions like &reed.

(o%r &oal with an irresisti)le o33er is si+ple. hen c%sto+erseBal%ate co+petin& prod%cts* the/ll discoBer that you offer moreLCUE.

*our )ngoing ,arketing (ampaign

(o%Be &ot a &reat prod%ct and an irresisti)le o33er. Is thateno%&hJ No.

It wo%ld )e nice i3 haBin& a &reat prod%ct were eno%&h to s%cceed.

(o% co%ld sit %nder a cocon%t tree* /o%r prod%ct )/ /o%r side* andpeople wo%ld co+e 3ro+ +iles aro%nd %st to )%/ 3ro+ /o%.

In the Holl/wood +oBie%ield o& 'reams* :eBin Costner is told*@I3 /o% )%ild it* the/ will co+e.A It doesnt work like that in real


42/225


li3e...at least not Ber/ o3ten. It /o% want people to )%/ /o%r prod%ct orserBice* /o% haBe to spread the word.

One nota)le e?ception to this hard and 3ast r%le @Hello :itt/.A

Iello Mitty" ood-bye ,arketing

This +arketin& pheno+enon 3ro+ the Mapanese co+pan/Sanrio* +ade her de)%t NoB. 1* 195. She has a net worth inthe )illions* shes )een &iBen a special honorar/ title )/UNIC!* she has her own the+e park in Mapan and her i+a&e&races tho%sands o3 prod%cts* 3ro+


43/225

Chapter %

The Ice Crea& ConeTheor'

This chapter is desi&ned %st 3or /o%. Its ai+ed at an entreprene%rwho tr%l/ wants to )%ild an e?tre+el/ pro3ita)le co+pan/. " )%sinesswhich re+ains s%ccess3%l 3oreBer.

To s%cceed in a )i& wa/* o3 co%rse* /o% +%st attract 3irst;ti+ec%sto+ers. This re-%ires a salea)le prod%ct. 4%t rarel/ can a sin&le

prod%ct s%stain an entire )%siness 3or lon&. (o% +%st also haBe3ollow;%p prod%cts res%ltin& in repeat (usiness.Direct +arketin&

ar&on 3or this is a &ood @)ack end.A h/J

Its nearl/ i+possi)le to s%rBiBe and prosper with a sin&le prod%ct*with one e?ception. (o% +arket a prod%ct which re-%ires renewal orreplace+ent. Its well known on all Street that one;prod%ct

co+panies haBe the hi&hest +ortalit/ rate.

There3ore* (e&ore/o% )e&in +arketin& an/ prod%ct or serBice*haBe /o%r )ack end in place.


44/225

Do not +ake this co++on +istake. Start o%t with one prod%ct. etso+e sales. Reali,e /o% need +ore sales. Then 3ranticall/ search 3orother prod%cts to sell /o%r c%sto+ers. (o% will lose Bal%a)le ti+e and

sales which can neBer )e replaced.


45/225


To attain a s%ccess3%l o%tco+e* 3irst /o% +%st think thro%&h thedesired res%lt.

There3ore* here is how I reco++end /o% think a)o%t /o%r)%siness. Create a +ental pict%re o3 an ice crea+ coneK I call it the@ice crea+ cone theor/.A

Re&ardless o3 the kind o3 )%siness in which /o% are en&a&ed* theprinciple I+ a)o%t to disc%ss applies.

To +ake this clear* lets look at a h/pothetical sit%ation. $ets sa//o% are in in3or+ation +arketer o3 prod%cts directed to the niche

+arket o3 C#"s and acco%ntants. Here is what /o%r cone +i&ht looklike

#rod%cts in o%r ice;crea+ cone co%ld )e as 3ollows.

F95

F195

F795

F555

F1*

F2


46/225

The Ice Crea+ Cone Theor/

)e*el +,. " special report entitled* @5 Secret a/s to $e&all/ C%tS+all 4%siness Owners Ta?es to #racticall/ Nothin&.A

Notice /o%r cone is widest at the top. (o% want to capt%re as +an/people as /o% can at this sta&e.

Clearl/ /o%r 3irst prod%ct is the +ost i+portant. Otherwise* /o%wont &et a second chance to +ake a 3irst i+pression. So /o%r &oalsho%ld )e to astonish the customer

8ake s%re /o%r prod%ct -%alit/ and packa&in& are +ore than whatthe c%sto+er e?pected. Then /o%r c%sto+ers will )e Ber/ receptiBe to

other o33ers. h/J 4eca%se tr%st has )een esta)lished )/ howsatis3ied the c%sto+er is with the prod%ct and serBice. Tr%st is the ke/to an/ lon& relationship which can last a li3eti+e.

Nicholas Nugget

Sta/ within /o%r niche. Do not +ake the co++on+istake o3 enterin& an entirel/ new +arket.

)e*el +-. This prod%ct is a 6;cassette a%dio al)%+ o3 a one;da/se+inar on e?actl/ thesames%)ect as the )ook* @5 Secret a/s to$e&all/ C%t S+all 4%siness Owners Ta?es to #racticall/ Nothin&KA

$eBel =7. This prod%ct is a two;Bideo packa&e which capt%res aliBe presentation on @Ta? SaBin& Secrets (o% Sho%ld ReBeal toClients itho%t 4ein& "sked.A

)e*el +. This prod%ct is a 2;da/ se+inar @)ootca+pA entitled@Secrets o3 8a?i+i,in& #ro3its !ro+ ntreprene%r Clients.A ENoticeall prod%cts are clearl/ related.G

)e*el +/. This prod%ct co%ld )e an/ one o3 the 3ollowin&


47/225


" da/ o3 cons%ltation

"n adBanced 7;da/ se+inar on @ettin& Rich ith (o%r"cco%ntin& #racticeA

Dail/ rate 3or serBices as an e?pert witness in ta? cases

)e*el +0. This is a +ini+%+ ann%al rate retainer 3or a &rowin&s+all co+pan/* or +onthl/ )illin&s to a p%)lic co+pan/ in need o3e?tensiBe serBices.

The Ice Crea+ Cone Theor/ depicts a client @+eta+orphosisA thatincl%des these sta&es

Prospects D"t this sta&e people +a/ not eBenhaBe heard o3 /o% so the ai+ is to seek new c%sto+ers.Consider enco%ra&in& potential c%sto+ers to tr/ /o%r

prod%cts or serBices* perhaps 3or 3ree or at a disco%nt

(ustomer D The #rospect has now +oBed 3ro+tr/in& /o%r prod%ct to p%rchasin& 3ro+ /o%* )%t onl/

once. Its Ber/ earl/ da/s in the relationship and /o% needto +ake s%re the/ are happ/ with what the/Be p%rchased

(lients D These are c%sto+ers who +ake+%ltiple p%rchases. Now /o% haBe the+. Now its ti+e tothink a)o%t i+ple+entin& a @lo/alt/ pro&ra+A. Re+indthe+ o3 the )ene3its o3 /o%r co+pan/ and prod%cts*alwa/s enco%ra&in& the+ to )%/ +ore 3ro+ /o%. The+ore the/ )%/* the +ore lo/al the/ )eco+e. I3 /o%3or&et a)o%t /o%r clients* the/ will -%ickl/ 3or&et a)o%t/o%. So keep in to%ch re&%larl/ E"T $"ST ONC "8ONTHG


48/225


Supporter D "t this sta&e the/ like and tr%st /o%.The/ )elieBe /o% haBe their interests at heart and looka3ter their needs. The/re still B%lnera)le tho%&h. I3 a


49/225


co+petitor co+es alon& with a )etter o33er or /o% 3ail todeliBer the/ +a/ consider %sin& so+eone else. (o% needto +aintain the lo/alt/ actiBities

Think o3 a S%pporter as so+eone who wo%ld reco++end/o% to a 3riend or collea&%e i3 asked 3or a &ood s%ppliero3 /o%r prod%ct or serBice. The/ are &ood tar&ets 3orre3erral pro&ra+s

d:ocates D C%sto+ers at this sta&e are likel/ topro+ote /o%r co+pan/ witho%t )ein& asked 3irst. The/depend on /o% 3or a partic%lar aspect o3 their liBes or

)%siness and wo%ldnt want to lose /o%. 8ake s%re /o%

spend ti+e with the+ as it wo%ld +ake a noticea)lei+pact on /o%r )otto+ line i3 the/ were lost

The/ wo%ld also welco+e the opport%nit/ to help /o%deBelop /o%r )%siness as it +akes the+ reali,e that /o%Bal%e* respect and appreciate the+. InBite the+ to re&%lar3or%+s to disc%ss new initiatiBes and perhaps eBen to theo33ice Christ+as part/.

(o% will haBe Ber/ 3ew "dBocates* )%t sli&htl/ +ore S%pporters.The lon&er /o%Be )een in )%siness the +ore /o%ll haBe. 8ost o3/o%r p%rchasers will )e at the C%sto+er or Client sta&e.

"t least %ntil /o% 3inish this +an%al and learn how to t%rn /o%rc%sto+ers into raBin& 3ans.

The ke/ is that /o% sho%ld de3initel/ deBote ti+e and attention toC%sto+ers and Clients* since the/ are +ore likel/ to )%/ than /o%r#rospects are. O3 co%rse /o% cant ne&lect #rospects as /o% need a

re&%lar 3low o3 new c%sto+ers* )%t the/ are a harder sale.

Thats wh/ /o% sho%ld de3initel/ focus your resources on !hereyou are likely to get the greatest returns* i.e. C%sto+ers andClients.


50/225


I loBe this &raphic ill%stration )eca%se it +akes it so clear how tostep up the price pointso3 /o%r new prod%cts. "nd how to think

a)o%t /o%r )%siness e33ectiBel/. 8ost i+portantl/* it dra+aticall/portra/s that the ma#ority of your business profits come from thesmallest group of e0isting customers.

Teds sales 3%nnel starts at the top with a high-:alue" lo!-costproduct* with a price point o3 %nder F1. Its tar&eted at prospectsthat dont know hi+ and dont want to risk a lot to see i3 his prod%ctdeliBers eBer/thin& he pro+ises.

"t the ne?t leBel is an enhanced :ersion of the core product. In

this e?a+ple* its a set o3 a%diocassettes o3 the e4ook. This sale istar&eted at a s+aller &ro%p o3 prospects...Teds e?istin&* satis3iedc%sto+ers.

The third leBel is an eBen +ore co+prehensiBe packa&e. Thisho+e st%d/ co%rse Ted o33ers incl%des e?panded in3or+ation

presented in a ran&e o3 learnin& 3or+ats. "&ain* it is 3or satis3iedc%sto+ers* )%t an eBen s+aller &ro%p..the @select 3ewA who know3ro+ preBio%s e?perience that Ted can take the+ to the ne?t leBel.

Teds rep%tation )eco+es +ore and +ore solidi3ied with each o3the 3irst three prod%ct leBels. !ro+ a )road &ro%p o3 low;pa/in&cons%+ers* hes created a s+all )%t l%cratiBe &ro%p o3 c%sto+ers whoare willin& to pa/ F1* per person to attend this se+inars.

This is also the leBel at which Teds li+ited n%+)er o3 )l%e;chipclients can )e 3o%nd. These are co+panies that en&a&e hi+ withF1


51/225


4%t what does this all +ean to /o%J $ets sa/ /o% want to earn$


52/225

Chapter(

The Onl' % )a's to*"ild

!o"r *"siness

!irst so+e clari3ication to +ake s%re we are all on the sa+e pa&ehere. hen I %se the phrasegrow your)%siness* I+ re3errin& togenerating more re:enueand* )/ e?tension* increasing yourprofits. This &%ide is not intended to t%rn /o% into a +%lti;national&oliath with trillion dollar assets. Its not a)o%t the )i& +one/ &a+eo3 +er&ers and ac-%isitions* leBera&ed stock )%/o%ts* or an/thin& likethat.

This )ook is a)o%t +akin& +ore +one/ )/ si+pl/ sellin& +oreprod%cts or serBices to +ore people +ore o3ten. #eriod.

Oka/. Now that were clear on that point. $ets &et down to thenitt/ &ritt/.


53/225

There are three thin&s an/ )%siness can and +%st do to )epro3ita)le. The/ are

et +ore new c%sto+ers Sell +ore to e?istin& c%sto+ers


54/225

Onl/ 7 a/s to 4%ild (o%r 4%siness

Create c%sto+ers 3or li3e

ach o3 these p%rs%its is essential* )%t one is +ore pro3ita)le.

$ets e?a+ine all three and see i3 /o% can pick the winner.

Business Builder O% D et Ne! (ustomers

Ber/ )%siness ineBita)l/ e?periences the 3act that attractin& newc%sto+ers is an on&oin& challen&e. (o%r e?istin& c%sto+ers knowhow well /o% take care o3 their needs ' and the/ keep co+in& )ackto /o%. 4%t in order to &row* a )%siness needs a steady stream of ne!customers.

Nicholas Nugget

There are lots o3 strate&ies* tactics* and ideas 3or&ettin& new c%sto+ers. 4%t this is the +osti+portant tip o3 all Dosomething...doanything...dont wait 3or )%siness to co+e to /o%.

Call it action* call it e?ec%tion* or call it i+ple+entation.hateBer /o% call the process o3 t%rnin& /o%r )%siness;)%ildin& ideasinto realit/* /o% +%st co++it to that process andact on yourcommitment.

There are two actions /o% can take to increase the n%+)er o3c%sto+ers /o% haBe

Reach new c%sto+ers with /o%r e?istin& o33erin& DeBelop a new o33erin&.

Ideall/ /o% will leBera&e the o33erin& /o% haBe to enter anew +arket or e?pand the reach in /o%r e?istin& +arket. !iBeke/ -%estions to answer to increase the n%+)er o3 c%sto+ersare


55/225


ho has a real need 3or the prod%ctLserBice I+sellin&J


56/225


Does +/ prod%ct +eet that need in a +anner thateither saBes +one/ or proBides additional Bal%eJ

How +%ch* i3 an/thin&* are the/ spendin& toaddress that need toda/J How +an/ o3 those potential c%sto+ers are thereJ How do I reach the+J

(apturing Ne! (ustomers

itho%t a do%)t* cold-calling is a 3re-%entl/ %sed* )%t e?tre+el/challen&in& wa/ to &enerate )%siness. Cold calls are o3ten perceiBedas intr%siBe* and I know Ber/ 3ew people who act%all/ eno/ coldcallin&. HoweBer* it can )e a &ood wa/ to %ncoBer -%ali3ied prospectsin a relatiBel/ short period o3 ti+e.

Nicholas Nugget

4e s%re to start /o%r conBersation with a &oodopenin& to capt%re the other persons attentions%ch as @Hi* this is 8ar/ 3ro+ id&et !irewood.Id like to talk to /o% a)o%t how to red%ce /o%rheatin& )ills )/ 7Q this winter.A

Net!orking is perhaps the +ost co++onl/ %sed approach )/s+all )%siness owners. HoweBer* it is o3ten poorl/ e?ec%ted. 8an/

people attend a networkin& 3%nction and take the wron& approach )/tr/in& to +eet as +an/ people as the/ can. The/ )o%nce 3ro+ personto person* handin& o%t )%siness cards like it is an Ol/+pic eBent andthe/ are B/in& 3or the &old +edal. The/ 3ail to reali,e that the +ost

e33ectiBe wa/ to network is to c%ltiBate relationships and &iBe re3erralsto other +e+)ers 3irst.

(hoosing the target marketis pro)a)l/ the +ost di33ic%lt part o3attractin& the attention o3 new c%sto+ers. Once /o% know who /o%


57/225


are tar&etin& /o% +%st 3ind a wa/ to attract their attention. This iso3ten done )/ %sin& custom promotional products.

#ro+otional prod%cts are si+pl/ ite+s with /o%r co+pan/ na+e*lo&o and )asic in3or+ation printed on the+ that are &i3ted to potentialclients or e?istin& c%sto+ers. The ite+s are t/picall/ o3 &eneralinterest and are so+ethin& that will catch the e/e o3 the prospectiBeclient. #ro+otional prod%cts can ran&e 3ro+ pens to &ol3 )alls todel%?e en&raBed cr/stal. It all depends on /o%r 3oc%s* ind%str/ andtar&et client.

One o3 the )est wa/s to attract new c%sto+ers is to o33er reducedrates or freebies for first-time customers. $aw/ers do it. #et

&roo+ers do it. Ben dentists so+eti+es do it. (o%r ads or 3l/ersco%ld contain special co%pons proBidin& s%ch red%ctions or 3ree)ies3or 3irst;ti+e c%sto+ers.

So+eti+es ne!spapers ha:e special coupons pagesthat &ro%pto&ether n%+ero%s disco%nt o33ers 3ro+ local retail )%sinesses and

pro3essionals. 4/ placin& /o%r co%pon in this partic%lar section* /o%+a/ e?perience a &reater ret%rn on /o%r adBertisin& dollar )eca%se itslikel/ that the &ro%p o3 co%pons will attract the attention o3 readers

+ore than a sin&le* isolated co%pon wo%ld.

Nicholas Nugget

Ben i3 /o% &et no response the 3irst 3ew ti+es/o%r co%pon appears* people will re+e+)erseein& the co%pon and will look 3or it when the/need the serBice or prod%ct /o% proBide. Notealwa/s haBe /o%r lo&o on the co%pon* alon& with

/o%r )%siness na+e and phone n%+)er.

Consider setting up a contest. The winner receiBes a +onth o33ree serBice* or a speci3ic a+o%nt o3 3ree prod%ct. The ke/ to as%ccess3%l contest is to adBertise it as widel/ as possi)le. To c%t down


58/225


/o%r adBertisin& costs* tr/ to +ake the contest e?citin& and interestin&eno%&h that it will )e coBered )/ the local +edia.

ra!ings for pri@esare another wa/ to )rin& in new c%sto+ers.The ke/ to a s%ccess3%l drawin& is to &iBe awa/ eno%&h o3 /o%rserBice or prod%ct that people are reall/ interested in enterin&.

Using blogs to attract ne! customers

Social media marketing is -%ickl/ replacin& traditional online+arketin& as the &o;to techni-%e to reach new cons%+ers. 4%sinessowners are t%rnin& to alternatiBe techni-%es* s%ch as blogs" podcastsand 'SS feedsto &et the word o%t and the c%sto+ers in.

To )e s%ccess3%l* social +edia +arketin& +%st haBe content thatis current" topical" and applicable to the social community !here

the post appears.

The o!nside of Ne! (ustomers

Is there a down side to 3oc%sin& on new c%sto+ers as /o%r pro3itso%rceJ There is* indeed. 8arketin& re-%ires reso%rces Eti+e* e33ort*

ener&/* and +one/.G hen ai+ed at &ainin& new c%sto+ers* itreAuires much more in resources to accomplish significant results.

8arketin& 3or new c%sto+ers is %s%all/ NOT the +ost cost;e33ectiBe wa/ to &enerate new reBen%e )oth short ter+ and lon& ter+.Think o3 it like this How +%ch do /o% c%rrentl/ spend on +arketin&to attract new c%sto+ersJ

I3 /o%r +arketin& )%d&et was F2* a +onth and on aBera&e it)ro%&ht in 2 c%sto+ers who spent on aBera&e F2 each* /o% are

essentiall/ spendin& F2* to )rin& in F* res%ltin& in a net o3F2*. O3 co%rse* 3or retail )%siness and prod%ct sellers* their pro3its+ar&ins +a/ +ake this eBen less attractiBe.


59/225

The Onl/ 7 a/s to 4%ild (o%r 4%siness

HoweBer* what wo%ld it take 3or /o% to )rin& in 2 new orders a+onth to an alread/ e?istin& c%sto+er )aseJ 8a/)e i3 /o% sent o%t a+ailin& costin& a)o%t


60/225

The Onl/ 7 a/s to 4%ild (o%r 4%siness

Business Builder O3 K (reate (ustomers for Cife

@Once a c%sto+er* alwa/s a c%sto+erKA o%ldnt it )e nice i3 thatwere alwa/s tr%eK 4%t we all know it isnt. !%t%re transactions andre3errals haBe to )e 3o%&ht 3or al+ost as hard as the initial transaction.

hat transpires d%rin& sta&e two o3 a transaction > what I re3er toas the rein&orcement stage 2deter+ines* to a &reat de&ree* whether/o% will )e eno/in& a one;ti+e relationship with /o%r c%sto+er orwhether the c%sto+er will )eco+e a repeat c%sto+er and'eBen +orei+portant' a c%sto+er 3or li3e who reco++ends /o%r 3ir+ to their

3riends and associates 3oreBer a3ter.

Or perhaps I sho%ld sa/ @happil/ eBer a3ter.A

The rein3orce+ent sta&e is especiall/ i+portant to /o%r 3ir+spro3ita)ilit/ )eca%se* ti+e and ti+e a&ain* it has )een proBen thatrepeat c%sto+ers are less e?pensiBe to adBertise to and'hence'+ore

pro3ita)le to sell.

The &enerall/ +entioned statistic is that it costs = to %< times asmuch to sell a ne! customer than an e0isting one. This is especiall/tr%e now with e;+ail* since /o% can adBertise to repeat c%sto+erswitho%t inc%rrin& an/ +edia* printin&* addressin&* or posta&ee?penses.

The rein3orce+ent sta&e is Bal%a)le 3or another reason. It proBides/o% with an opport%nit/ to aBoid )%/ers re+orse* which o3ten leadsc%sto+ers to tr/ to ret%rn a preBio%sl/ p%rchased ite+. This sta&ealso proBides /o% with opport%nities to sell additional prod%cts to ac%sto+er'enhancin& their ori&inal p%rchase.

!inall/* +arketin& to c%sto+ers d%rin& the rein3orce+ent sta&e+akes it eas/ 3or /o% to c%ltiBate word;o3;+o%th re3errals a+on& their3riends and coworkers.

6


61/225


The GProdigalH (ustomer

" prodi&al c%sto+er is one who* like the 4i)lical prodi&al son* waslost and is 3o%nd a&ain. I3 people haBe )o%&ht 3ro+ /o% )e3ore* the/+a/ )%/ 3ro+ /o% a&ain. (o% need to 3ind o%t wh/ the/ stopped

)%/in& 3ro+ /o% and appl/ that knowled&e to re&ain their )%siness.

!irst* try and find out !hat changed. Identi3/ wh/ c%sto+ersstopped )%/in& 3ro+ /o%. as /o%r prod%ct or serBice

No lon&er necessar/J Too e?pensiBeJ Unsatis3actor/J 4eaten )/ a co+petitiBe o33erJ

Research s%&&ests the reason +an/ c%sto+ers stop )%/in& is)eca%se the/ dont 3eel that the/ haBe s%33icient contact with theirs%ppliers. I3 /o% dont haBe so+e 3or+ o3 re&%lar contact ' e.&.+onthl/ or -%arterl/ phone calls* 3or+al or in3or+al Bisits toc%sto+ers* +ailshots or e+ail newsletters ' c%sto+ers +a/ 3eel the/are )ein& i&nored and look elsewhere.

I3 /o% haBe lost a c%sto+er 3or these reasons* /o%r 3irst step is torebuild contactand proBe that /o% %nderstand and are 3oc%sed ontheir needs. One wa/ to acco+plish that is with a letter e?pressin&re&ret that the/ haBe stopped )%/in& 3ro+ /o% and +akin& the+ ati+e;li+ited o33er.

Its worth tr/in& a 3ew ti+es* )%t dont keep persistin& i3 /o%arent &ettin& an/ response. 8an/ )%sinesses haBe a li+it to thea+o%nt o3 ti+es the/ contact lapsed c%sto+ers ' %s%all/ 3iBe orseBen ti+es.

Once /o%Be deter+ined wh/ the c%sto+er is no lon&er )%/in&3ro+ /o%* consider !ays to make your business more appealing.


62/225


!or e?a+ple* i3 /o% learn that c%sto+ers 3eel /o%r price was toohi&h* consider a ti+e;li+ited disco%nt to enco%ra&e the+ to start

)%/in& a&ain Come (ac3 &or more and we1ll discount your purchase

(y -45 &or 6 months.

I3 /o%r serBice or prod%ct performancewas rated %nsatis3actor/*ask what /o% co%ld do to +ake it +eet /o%r c%sto+ers e?pectationsand assess i3 it is possi)le and pro3ita)le to o33er 7i*e us anotherchance and we1ll ma3e sure you1re satis&ied...or we1ll return ,,45 o&

your purchase price.

Cet Sleeping ogs Cie

hile /o% +a/ )e a)le to te+pt +an/ c%sto+ers )ack* re+e+)erthat /o% dont want the+ at all costs. (o% want to )%ild a lon&;ter+

pro3ita)le relationship with a cons%+er who is likel/ to )%/ 3ro+ /o%now or in the 3%t%re. (o% dont need to @ro+anceA dead)eats who areonl/ in a relationship with /o% 3or the 3ree)ies.

The )otto+ line its not %s%all/ a &ood idea to +ake lon&;ter+o33ers that dont contri)%te an/ pro3it %st to &et a speci3ic c%sto+er

)ack* %nless there are co+pellin& strate&ic reasons to do so.


63/225

Chapter +

T"rnin, -old toPlatin"&

IBe neBer do%)ted 3or a +in%te that The irl Sco%ts o3 "+ericaare +aster +arketers. 4%t its not %st the 3act that the/ haBe a le&iono3 sweet 3aced &irls &oin& door;to;door with an i+passioned*

personal* e+otional hot;)%tton;p%shin& pitch that I+ talkin& a)o%t.

"ct%all/* its a l/ric in a pop%lar irl Sco%t ca+p3ire son& that lets+e know the/re t%ned in to what +akes a )%siness thriBe

Ma&e new +riend, /ut &eep the od,one i i-er and the other god.

New c%sto+ers are &reat and sellin& +ore to e?istin& c%sto+ers isa &olden opport%nit/ that can last a li3eti+e. That +akes n%rt%rin& a

relationship with e?istin& c%sto+ers a )l%e;chip inBest+ent that /ieldsplatin%+;leBel ret%rns.

*our 4 oals 5hen GPreaching to the (on:ertedH


64/225

There are 3iBe )asic +arketin& &oals d%rin& what I haBe re3erred toas the re8en&orcement stage o3 a sale. 8ost inBolBe driBin& c%sto+ers

)ack to /o%r e) site to take an action or learn +ore a)o%t the

prod%cts or serBices /o% o33er. The/ &et in3or+ation and saBin&s.


65/225


Heres whatyou get.

*ou build strong emotional bondswithc%sto+ers )/ thankin& the+ 3or their patrona&e*e?pressin& /o%r appreciation 3or their p%rchase

*ou find out more about the customers needs

and possi)le wa/s /o% can satis3/ the+'incl%din&i+proBin& /o%r 3ir+s per3or+ance

*ou pro:ide incenti:es to purchase additional

products or ser:icesthat co+ple+ent the c%sto+ers

ori&inal p%rchase

*ou plant the seed for future purchases and

maintain the buyers enthusiasm)/ descri)in& newprod%cts and serBices as the/ )eco+e aBaila)le

*ou pro:ide customers !ith the tools they need

to become your ad:ocatesand reco++end /o%r 3ir+ totheir 3riends and coworkers

" 3ew enterprisin& 3ir+s haBe alwa/s done these thin&s. 4%t thepro)le+s o3 +aintainin& c%sto+er records and the costs'pri+aril/printin& and posta&e'associated with c%sto+er retention pro&ra+sworked a&ainst their s%ccess. ith e;+ail* howeBer* rein3orce+entcan operate Birt%all/ cost 3ree.

"ll thats needed is the discipline and i+a&ination to set thepro&ra+ in +otion and constantl/ search 3or new wa/s to re;approachold c%sto+ers.


66/225

T%rin& old to #latin%+

E0isting (ustomers re *our ,ost

Profitable 'esource

S+art +arketin& is a)o%t &ettin& new c%sto+ers. Triple (o%rSales +arketin& is a)o%t getting" keeping" and re-selling the mostprofitable customers. !or eBer/ i+portant reason* c%rrent c%sto+ersare +ore i+portant to /o% than new c%sto+ers.

Heres wh/

(urrent customers are more !illing to buy ne!

products)eca%se the/ alread/ know /o%. There arest%dies in +an/ +arkets that s%pport this position. Thishelps /o% saBe +one/ )/ workin& less to +ake the sale

(urrent customers are the fastest and most

reliable source of sales of a ne! product. It iss%rprisin& how +an/ co+panies will oBerlook tar&eted+ailin&s to their e?istin& c%sto+er )ase* or do not keeps%33icient c%sto+er records and +%st )%/ +ail lists 3oreach new prod%ct. The ROI ERet%rn on InBest+entG on

direct +ailin& to e?istin& c%sto+ers in a well de3ineddata)ase can )e o%tstandin& when co+pared to )road

)ased adBertisin& or p%rchased +ail list to prospects.This helps /o% &enerate +one/ easil/ with one* ratherthan +%ltiple pitches

(urrent customers are !illing to !ork !ith you

on str%ct%rin& their )%/in& patterns so that the/ )%/ +oreecono+icall/Lcost e33ectiBel/ 3ro+ /o%. ?istin&

c%sto+ers set %p a%to;)illin&* standin& orders* )lanketorders* and this can allow /o% to appro?i+ate )%/in&Bol%+e so /o%r co+pan/ can do )etter prod%ction

plannin&. This saBes /o% +one/ )eca%se i+proBedprod%ction plannin& will red%ce /o%r cost o3 sales andincrease /o%r pro3it


67/225


(urrent customers pro:ide a ready source of

competiti:e informationand in3or+ation on potential

new prod%cts. "nd %nlike a +arket research 3ir+* /o%rc%sto+ers dont char&e /o% 3or the data so /o% saBe+one/

Nicholas Nugget

(o% will likel/ o33er c%rrent c%sto+ers rewards o3so+e kind 3or answerin& -%estionnaires*

proBidin& 3eed)ack* etc. 4%t the ri&ht rewards*

s%ch as disco%nt co%pons and other sales;related)ene3its* will &enerate pro3its rather than e?pense.


68/225

Chapter .

The /1 Pro$it0Ro##in, istake

that *"sinessOwners ake

8ost owners and +ana&ers want to &row their )%siness. 8ost o3the+ concentrate e?cl%siBel/ on &ettin& +ore new c%sto+ers. Oddreall/.

There is lots o3 +arketin& research that is prett/ consistent inpointin& o%t that it costs so+ewhere )etween si? and twelBe ti+es as+%ch to &et a new c%sto+er as it does to sell to an e?istin& c%sto+er."nd once /o% haBe a c%sto+er it is &enerall/ prett/ strai&ht3orward to&et the+ to )%/ 3ro+ /o% +ore o3ten.

hats thatJ (o%r )%siness is di33erent. (o% sell a one;o33prod%ct. Theres no wa/ to &et c%sto+ers to )%/ +ore o3ten.


69/225

8a/)e...)%t I dont think so.

The world is 3illed with 3ailed )%siness that 3ailed to see that eBer/one;ti+e )%/er can )e a c%sto+er 3or li3e. !or e?a+ple* I know o3 ahi&h;end U.:. )%siness that )%ilds solid wood kitchen %nits e-%ippedwith the )est possi)le kitchen e-%ip+ent and a @li3e e?pectanc/A o3 2


70/225


/ears or +ore. The owner told +e that he cant %se a c%sto+er 3orli3e.

Hes wron&. "ccordin& to ho%sin& statistics* U.:. residents +oBeeBer/ .5 /ears on aBera&e. hen the/ do* isnt it possi)le that the/llwant to replace the kitchen in the new ho%seJ So keep in to%ch. The/

%st +i&ht )%/ 3ro+ /o% a&ain.

"nd what do /o% know a)o%t /o%r c%sto+er. Top o3 the list is thatthe/ want to i+proBe their ho+es and the/ will pa/ &ood +one/ to&et top serBice. The/ pro)a)l/ are willin& to spend +one/ to i+proBethe rest o3 their ho+e.

Co%ld /o% do so+e oint;Bent%re +arketin& with another* non;co+petin&* ho+e i+proBe+ent co+pan/J $ook aro%nd. (o% will3ind plent/ o3 other co+panies that wo%ld loBe to )e a)le to +arketdirectl/ to /o%r c%sto+ers.

S%re* /o% are not +arketin& /o%r own serBice )%t does that+atterJ I3 /o% work a deal with another ho+e i+proBe+ent co+pan/the/ are certain to pa/ a co++ission 3or each o3 /o%r c%sto+ers that

)%/ 3ro+ the+.

"nd 3inall/* lets sa/ /o%re that rare )%siness where the 3irst ti+eis the onl/ ti+e a c%sto+er will eBer )%/ 3ro+ /o%. Oka/. (o%r

prod%ct is tr%l/ once;in;a;li3eti+e p%rchase. 4%t onl/ 3or thatc%sto+er. (o% can leBera&e /o%r c%sto+ers satis3action intoco+pellin& endorse+ents and testi+onials that help /o% +ake +oresales to stran&ers* and re3errals to +ake +ore sales to 3riends.

in;win;pro3it.

Teds Story6 / idnt 'eali@e 5hat / 5as ,issing>,illions of $?

I know how to &et new c%sto+ers. IBe eBen written a )ookon the s%)ect Winning 9nlimited :ew Customers.


71/225

The =1 #ro3it;Ro))in& 8istake that 4%siness Owners 8ake

I discoBered I co%ld &et c%sto+ers earl/ on. "t the a&e o3seBenteen* I was po%ndin& the streets sellin& :ir)/ Bac%%+

cleaners door to door. "t a&e 21* Eand F96* in de)t* )/ thewa/G I started @#etersonVs Ho%se O3 !%d&e.A

It was in the sweet )%siness o3 cand/;sellin& that I )e&an toreali,e that I co%ld really sell.

I &rew +/ )%siness 3ro+ a sin&le 3la&ship store to 7 retail3ranchises.

It was aro%nd this ti+e that the idea 3or +/ 3irst )ook )e&an

to take hold. @How to !or+ (o%r Own Corporation itho%t a$aw/er 3or Under F


72/225


This )ook will help /o% aBoid the +istake I +ade. Its a+istake that cost +e a lot o3 +one/ )e3ore I @&ot wiseA to the

lifetime :alue of customers.

I3 /o% ask the worlds +ost s%ccess3%l sales people* the/ll tell /o%that 3indin&* and sellin& to* new c%sto+ers is act%all/ one o3 thehardest tasks the/ haBe. (o% haBe to &et the tr%st o3 /o%r prospectiBec%sto+er* &et onto their leBel* and do a lot o3 le&work. (o% also haBeto -%ali3/ the c%sto+er* and see whether the/ can act%all/ )%/ /o%r

prod%ct. It can )e a len&th/ processK

O3 co%rse* your e0isting customers are already familiar !ith

you. (o% pro)a)l/ dont need to conBince the+ o3 /o%r relia)ilit/."3ter all* the/ wo%ldnt haBe ori&inall/ )o%&ht 3ro+ /o% i3 the/tho%&ht /o% were cra,/* wo%ld the/J (o%Be deBeloped a rep%tationEhope3%ll/ &oodKG and /o% can %se this to /o%r adBanta&e.

The onl/ thin& that co%ld da+a&e /o%r chances o3 sellin& toe?istin& c%sto+ers is when /o%r c%sto+ers haBe &en%ine co+plaintsa)o%t /o%r serBice. I3 /o%re not relia)le and o33er a poor serBice* thendont rel/ on )ein& a)le to sell to e?istin& c%sto+ers. O3 co%rse* +ost

o3 /o% treat /o%r c%sto+ers in hi&h re&ard the/re the li3e)lood o3/o%r )%sinessesK

"nd once /o% &et the li3e)lood 3lowin& contin%o%sl/* /o%rcash3low and pro3its will s%r&e.

$ets &et startedK


73/225

Chapter 2

1( TACTICS FOR

INCREASIN-PROFITS NO)

"ccordin& to the U.S. S+all 4%siness "d+inistration* its +%ch

easier to dr%+ %p additional )%siness 3ro+ preBio%s c%sto+ers than itis to 3ind new c%sto+ers. The S4" eBen &oes as 3ar as to sa/ that its=4; easier to con:ert a sale3ro+ so+eone /o% sold to in the past.

In the ne?t pa&es* Ill o%tline a series o3 practical* a33orda)le* /o%;dont;haBe;to;)e;a;rocket;scientist techni-%es that can start addin&,eroes to /o%r )otto+ line in a +atter o3 +onths* i3 not weeks.The/ll help /o% deepen /o%r relationship with e?istin& c%sto+ers andstren&then the ties that )ind cons%+ers to /o%r )%siness so that the/

)%/ 3ro+ /o% a&ain and a&ain* reco++end /o%r )%siness to 3riends*

and contin%e to &enerate pro3its.

In order to +ake /o%r second sale and the ones that co+e a3terthat* /o% need to +ake the 3irst one...and /o% need to +ake it ri&ht.


74/225

(o%r 3irst sale is the 3o%ndation that /o% )%ild on. Dont let it )eshak/.


75/225


Tactic O% D Mill Them !ith uality

Nothin& is +ore i+portant than the -%alit/ o3 /o%r pri+ar/prod%ct. It is the centerpiece o3 /o%r )%siness and how well it deliBerson the )ene3its it pro+ises will deter+ine whether /o%r c%sto+ers aredisappointed* satis3ied* or so thrilled that the/ wo%ld )%/ an/thin&else /o% haBe to sell.

How do /o% de3ine a @-%alit/A prod%ctJ Thats a &ood -%estion.

" -%alit/ prod%ct is one that meets its consumers needs betterthan most competitors. here the )ene3its are so )lindin&l/o)Bio%s* the prospect sees it and sa/s @Thats e?actl/ what I need* itsworth eBer/ penn/ and +ore* and IBe &ot to haBe it.A

" -%alit/ prod%ct is so+eti+es the GfirstH to sol:e a problem. Orits a sta&&erin&* a -%ant%+ leap impro:ement o:er any pre:iousofferings. Or its so+ethin& thats o33ered at an affordable pricethatwas once aBaila)le onl/ to the Ber/* Ber/ rich.

Teds Story dding Lalue

#ersonall/* I like to @killA with -%alit/ and combineall of these attributesinto +/ prod%cts. I loBe )ein& the3irst a%thor to tackle a s%)ect s%ch as sel3;incorporationwitho%t le&al 3ees.

8/ approach is to asto%nd +/ c%sto+ers with more:alue for their money. I 3i&%re IBe onl/ &ot one chanceto +ake a &ood 3irst i+pression and I do that )/ )%lkin&%p +/ o33ers with Bal%e;added e?tras. $ike this

The 8illion Dollar Cop/writin& 4ootca+p10 CD Set wL


76/225

1 Tactics 3or Increasin& #ro3its Now

How To rite :iller Cop/ $%ck/ 17 Secrets o3 a S%ccess3%l Order !or+

8a&ic Transitions ' 95 8a&ic #hrases That "l+ostCo+pel Readership

I tr%l/ want people who p%rchase the 4ootca+p tos%cceed. "nd IBe thrown in eBer/thin& )%t the kitchen sink to+ake s%re that the/ do. The/ reward +e 3or +/ &enerosit/ )/

)%/in& 3ro+ +e a&ain and a&ain.

Ted knows what hes talkin& a)o%t. hen /o% )end oBer)ackwards 3or people* the/ appreciate it. The/ )e&in to tr%st /o% and3eel &rate3%l to /o% 3or &iBin& the+ so +%ch 3or so little. That&ratit%de can )e le:eraged to your ad:antage in the best" mostethical possible !ay.

" satis3ied c%sto+er is +ore likel/ to )%/ 3ro+ /o% a&ain andenco%ra&e other people to )e /o%r c%sto+ers* too. "nd nothin&satis3ies like a !R 4ONUS o33er.

The Bonus )ffer

e +ake )%/in& decisions )ased on e+otions /o%Be no do%)theard that state+ent )e3ore. HoweBer* )ein& rational* thinkin& andlo&ical h%+ans* we also +%st %sti3/ o%r decision to )%/. e do that

)/ conBincin& o%rselBes there is eno%&h Bal%e to %sti3/ o%r e+otionaldecision.

(o% read a sales letter* are intri&%ed )/ the headline. (o%rattention is kept thro%&h the 3irst para&raph and /o% decide that /o%want the prod%ct or serBice )ased on )ene3it state+ents /o% relate to.

(o%r prospect checks the price ' and its so+ewhat hi&her thanthe/ anticipated.


77/225


4%/ers wont %s%all/ &iBe %p at this point. The/ will act%all/atte+pt a Bal%e calc%lation )/ re;lookin& at what the/ &et.

Thats where /o%r )on%ses can +ake a )i& di33erence ' the/either %sti3/ the cost and click /o%r order )%tton* or the/ are &one3oreBer.

Care3%ll/ chosen* hi&h -%alit/* releBant )on%ses can )oost theperceiBed Bal%e o3 /o%r prod%ct or serBice sk/;hi&h.

"nd eBer/one loBes to &et so+ethin& 3or 3reeK

Nicholas Nugget

So+eti+es* people act%all/ )%/ a prod%ct %st)eca%se the/ want the )on%ses )ein& o33eredK IBedone it +/sel3. HaBent /o%J

dding Lalue /snt E0pensi:e" Especiallyercei-ed 0aue

In case /o%re wonderin& how /o%ll )oost pro3its when /o%reessentiall/ @&iBin& awa/ the +ilk 3or 3ree*A /o% sho%ld consider this...

The cost o3 creatin& a @killerA )on%s need not )e hi&h at all.Indeed* it can )e s%rprisin&l/ cheapK hat +atters is that itco+ple+ents or s%pple+ents the Bal%e o3 the prod%ct or serBice )ein&o33ered.

The ke/ point on e33ectiBel/ %sin& )on%ses to enhance /o%r online

+arketin& )%siness res%lts is to stand o%t 3ro+ the crowd in the )estpossi)le wa/ and distin&%ish /o%rsel3 as the @so%rceA 3or added Bal%e.

In &ood econo+ic ti+es* and especiall/ in )ad ones* eBer/onewants +ore 3or their +one/. "nd the/ll re+e+)er kindl/ an/

)%siness that helps the+ &et it. I pro+ise /o% that i3 /o% create a


78/225


hi&h;Bal%e )on%s* /o% will see i++ediate positiBe res%lts as well aslon&;lastin& one.

Take a la,/ approach to )on%s and o33er so+ethin& that is o3 littleinterest to /o%r c%sto+er or readil/ aBaila)le on the Internet 3or 3ree*and /o%ll see res%lts* too.

C%sto+ers who neBer )%/ 3ro+ /o% a&ain.

The perceiBed Bal%e o3 a shodd/ )on%s is $SS TH"N XRO. ")on%s packa&e o3 hastil/ thrown to&ether 3ree)ies can HURT /o%rsales +ore than help the+. I3 /o% cant &en%inel/ add Bal%e to a

p%rchase* dont tr/ to 3ake it.

(o% wont 3ool an/one.

/ts Bonus Time >gain and gain?

!inall/* the -%estion is hen sho%ld )on%ses )e +entioned in asales processJ arl/ and o3tenK $ets sa/ /o%re writin& a salesletter...

(o% co%ld +ention )on%ses %st %nder the headline top%sh the @sel3;interestA hot )%tton o3 /o%r c%sto+er

(o% can +ention a ti+e;sensitiBe )on%s on the order3or+ to p%sh the @Ill lose o%t i3 I dont act nowA )%tton

Contin%o%sl/ add )on%ses* one a3ter another* thro%&ho%tthe letter %ntil the c%+%latiBe e33ect is irresisti)le.

hateBer /o% do* sell the (ene&it o3 /o%r )on%ses . Re+e+)er*

/o%r o33er will o3ten stand or 3all on )on%ses alone.


79/225


Nicholas Nugget

$ist the dollar Bal%e )eside each 3ree )on%s /o%o33er. Then )e s%re to re3er to the total Bal%e o3all the )on%ses to&ether. This adds tre+endo%s

perceiBed Bal%e to /o%r o33er

4on%ses that are di33erent* releBant and o3 hi&h perceiBed Bal%ewill o3ten do%)le or eBen triple /o%r sales. Its happened to +e.

Now lets +ake it happen 3oryou.

Plan of ttack K ction Steps

Here are < power;packed )on%s ideas to increase /o%r sales )/addin& tre+endo%s Bal%e in a wa/ that doesnt )reak /o%r )ank.

1. 5orksheet or (hecklist D This is a cons%+er 3aBorite. Itsthe per3ect ad%nct to e;learnin& prod%cts. In 3act* I know so+e

people who %se worksheets and checklists as upsells Eprod%cts thatco+ple+ent the ori&inal saleG

I3 /o% haBe a product that e0plains a series of steps* processes*techni-%es or strate&ies to /o%r c%sto+ers* then p%llin& those into achecklist can )e e?tre+el/ si+ple and e33ectiBe. Checklists are alsowonder3%l )on%ses to %se 3or tele-seminars* coaching sessions*consulting ser:ices" seminarsand other educational opportunities.

2. Short Summary I3 /o% haBe an e4ook thats h%ndreds o3pa&es lon&* or an a%dio or Bideo prod%ct that is co+prehensiBe* /o%

can o33er a s%++ar/ or condensation o3 /o%r prod%ct.

S%++ari,e the ke/ points into 7;< pa&es and /o% will haBe createda hi&h;Bal%e )on%s witho%t haBin& to create additional content.


80/225


7. udio or Lideo (lip This is the 3lipside o3 the s%&&estiona)oBe. I3 /o% are +arketin& an e4ook* /o% can o33er a related a%dio

clip or Bideo that helps co++%nicate /o%r point* de+onstrate atechni-%e* or show an e?a+ple that is related to the te?t.

/nter:ie!sare a &reat wa/ to -%ickl/ &enerate hi&h;Bal%e)on%ses. " 1


81/225


8a&ic Transitions ' 95 8a&ic #hrases That"l+ost Co+pel Readership

The list a)oBe sho%ld open /o%r +ind to all the di33erent thin&s/o% can do to add :alue !ithout adding e0pense. (o%r i+a&inationis the li+it to what /o% can do in /o%r own )%siness.

So I %r&e /o% to think )e/ond the speci3ic pro)le+s that /o%rpri+ar/ prod%ct or serBice alleBiates 3or /o%r c%sto+er. hat $Scan /o% do to +ake their liBes )etterJ


82/225

Chapter 3

Tactic /4T"rn

E5er' CallInto Opport"nit'

"t a recent con3erence* an e?cited wo+an r%shed %p to +e. Shehad called the traBel s%ppl/ catalo& 8a&ellans* and when she listed

the prod%cts she wanted to order* the phone rep asked her how the/were &oin& to )e %sed. 4ased on her answers* he s%&&ested other

prod%cts that wo%ld )etter serBe her needs. The shopper was deli&htedwith his reco++endations and ended %p &oin& onl/ sli&htl/ oBer her

)%d&et. @Ill )e a 8a&ellans catalo& c%sto+er 3or li3e* as lon& as I &etthat personali,ed treat+ent*A she told +e. @It was a VwowVe?perienceKA

How +an/ c%sto+ers are likel/ to sa/ that a)o%t /o%J Do /o%

@wowA c%sto+ers while increasin& /o%r co+pan/s reBen%eJ (o%can...i3 /o% learn how to &o )e/ond serBice to sales.

8an/ )%siness owners 3ear and resist cross sellin& and %psellin&*or proactiBel/ s%&&estin& related or %nrelated ite+s that +a/ increase


83/225

the si,e or dollar a+o%nt o3 an order. The/ think its @p%sh/A or@%npro3essional.A


84/225


These 3eelin&s &et passed alon& to sales sta33s who the+selBes)e&in to see @sellin&A as a ne&atiBe.

4%t hold on a +in%teK Done adroitl/ witho%t )ein& p%sh/ orsee+in& to 3orce %nwanted ite+s on the c%sto+er* cross sellin& and%psellin& are e?tre+el/ e33ectiBe wa/s to increase re:enue byser:ing customers needs.

Thats a &ood thin& 3or eBer/one.

Upselling

Here is the &ood news. The hardest sale /o% will eBer +ake to ac%sto+er is the 3irst one. ith the 3irst sale* i3 /o% deliBer on /o%r

pro+ise to the c%sto+er* /o% esta)lish a +%t%all/;)ene3icialrelationship. The c%sto+er &ets what he or she wants* and /o% &etwhat /o% want. "lso* once /o% haBe receiBed a @/esA co++it+ent3ro+ a c%sto+er* its easier to contin%e the positiBe pattern o3contin%ed @/esesA. The c%sto+er 3inds it hard to )reak the a33ir+atiBese-%ence.

(o% then will haBe the opport%nit/ to %psell the+.

Nicholas Nugget

Ber/ ti+e an/ c%sto+er contacts /o% )/telephone* e+ail 3a?* personal Bisit* alwa/s*alwa/s* alwa/s &iBe hi+Lher a chance to )%/ +oreo3 /o%r prod%cts witho%t an/ sales press%rewhatsoeBer. M%st the a)oBe si+ple* )%t power3%l*

approach has p%t +illions o3 e?tra dollars in salesin +/ acco%nts. "nd )illions 3or +/ clients aswell. "nd it will p%t a 3ort%ne in /o%r acco%nt too.


85/225

Tactic =2 T%rn Ber/ Call Into Opport%nit/

Done properl/* eBer/one wins. (o% &et a sale* o3 co%rse* )%t/o%r c%sto+ers learn how to 3i? a pro)le+ that the/ tho%&ht

co%ldnt )e solBed %ntil /o% showed the+ the li&ht.

Does this s%rprise /o%J It sho%ldnt. 8ore o3ten than not*prospects dont ha:e a clue !hat youre selling. So its /o%r o) toed%cate the+.

There are +an/ thin&s /o% a)sol%tel/ +%st do to +a?i+i,e /o%rs%ccess in this area incl%din& %sin&

Ted Nicholas (hoice uestions

hen so+eone calls or Bisits /o%r )%siness* ne:er askfor an order. "nd dont pose a sin&le -%estion whichcan )e answered with a one word* @no.A h/J 9Q o3the ti+e it

62673983 how to triple sales to existing customers

Documents