sometimes when I speak to my business audiences I ask the question what is the
audiences I ask the question what is the
audiences I ask the question what is the purpose of a business and almost
purpose of a business and almost
purpose of a business and almost invariably people shout back to make a
invariably people shout back to make a
invariably people shout back to make a profit to make money to make a lot of
profit to make money to make a lot of
profit to make money to make a lot of money to get rich well that’s not quite
money to get rich well that’s not quite
money to get rich well that’s not quite correct the purpose of a business is
correct the purpose of a business is
correct the purpose of a business is actually to create and keep a customer
actually to create and keep a customer
actually to create and keep a customer and if you look at a business if you
and if you look at a business if you
and if you look at a business if you look inside it you’ll find that all
look inside it you’ll find that all
look inside it you’ll find that all successful businesses are focused on
successful businesses are focused on
successful businesses are focused on creating and keeping customers marketing
creating and keeping customers marketing
creating and keeping customers marketing and sales getting the customers and then
and sales getting the customers and then
and sales getting the customers and then servicing the customers and holding on
servicing the customers and holding on
servicing the customers and holding on to them a prophet is the result of
to them a prophet is the result of
to them a prophet is the result of creating and keeping a customer in a
creating and keeping a customer in a
creating and keeping a customer in a cost-effective way therefore the basic
cost-effective way therefore the basic
cost-effective way therefore the basic management functions are innovation and
management functions are innovation and
management functions are innovation and marketing because only they are capable
marketing because only they are capable
marketing because only they are capable of creating and keeping customers
of creating and keeping customers
of creating and keeping customers generating sales revenues and cash flow
generating sales revenues and cash flow
generating sales revenues and cash flow the most important skill of the
the most important skill of the
the most important skill of the entrepreneur or the businessperson is
entrepreneur or the businessperson is
entrepreneur or the businessperson is the ability to market the product or
the ability to market the product or
the ability to market the product or service an average product or service
service an average product or service
service an average product or service intelligently and aggressively marketed
intelligently and aggressively marketed
intelligently and aggressively marketed will run circles around a brilliant
will run circles around a brilliant
will run circles around a brilliant product or service with poor marketing
product or service with poor marketing
product or service with poor marketing behind it
behind it
behind it unfortunately most entrepreneurs and
unfortunately most entrepreneurs and
unfortunately most entrepreneurs and business people have never been trained
business people have never been trained
business people have never been trained in marketing but fortunately marketing
in marketing but fortunately marketing
in marketing but fortunately marketing skills can be learned and that’s what
skills can be learned and that’s what
skills can be learned and that’s what we’ll talk about in the next few minutes
we’ll talk about in the next few minutes
we’ll talk about in the next few minutes now the key to marketing the product is
now the key to marketing the product is
now the key to marketing the product is this this marketing is the process of
this this marketing is the process of
this this marketing is the process of determining what is to be produced and
determining what is to be produced and
determining what is to be produced and sold it requires analysis of the market
sold it requires analysis of the market
sold it requires analysis of the market analysis of the competition and analysis
analysis of the competition and analysis
analysis of the competition and analysis of trans customer service surveys
of trans customer service surveys
of trans customer service surveys customer
customer
customer the questionnaires and so on to find out
the questionnaires and so on to find out
the questionnaires and so on to find out what it is that people who really want
what it is that people who really want
what it is that people who really want and will buy on the other hand selling
and will buy on the other hand selling
and will buy on the other hand selling is the process of determining how the
is the process of determining how the
is the process of determining how the product or service is to be sold once it
product or service is to be sold once it
product or service is to be sold once it has been determined by the marketing
has been determined by the marketing
has been determined by the marketing department so the marketing department
department so the marketing department
department so the marketing department determines what and the selling process
determines what and the selling process
determines what and the selling process determines how its to be sold now the
determines how its to be sold now the
determines how its to be sold now the key question in marketing is this and I
key question in marketing is this and I
key question in marketing is this and I came to this after many many years I put
came to this after many many years I put
came to this after many many years I put it all together in a single paragraph
it all together in a single paragraph
it all together in a single paragraph and here it is what exactly is to be
and here it is what exactly is to be
and here it is what exactly is to be sold and to whom is it going to be sold
sold and to whom is it going to be sold
sold and to whom is it going to be sold those are the first two questions what
those are the first two questions what
those are the first two questions what is the product and who is the customer
is the product and who is the customer
is the product and who is the customer the third part of it is and by whom is
the third part of it is and by whom is
the third part of it is and by whom is it going to be sold in other words who’s
it going to be sold in other words who’s
it going to be sold in other words who’s going to actually do the selling and get
going to actually do the selling and get
going to actually do the selling and get the money and the next part of the
the money and the next part of the
the money and the next part of the question is how is it going to be bought
question is how is it going to be bought
question is how is it going to be bought and paid for in other words what is the
and paid for in other words what is the
and paid for in other words what is the sales process and and how is the product
sales process and and how is the product
sales process and and how is the product or service going to be produced
or service going to be produced
or service going to be produced delivered and serviced so let me repeat
delivered and serviced so let me repeat
delivered and serviced so let me repeat that one more time this is the key
that one more time this is the key
that one more time this is the key question and it’s this is what exactly
question and it’s this is what exactly
question and it’s this is what exactly is to be sold and to whom is it going to
is to be sold and to whom is it going to
is to be sold and to whom is it going to be sold and by whom is it going to be
be sold and by whom is it going to be
be sold and by whom is it going to be sold and how is it going to be sold and
sold and how is it going to be sold and
sold and how is it going to be sold and paid for and how is the product or
paid for and how is the product or
paid for and how is the product or service going to be produced delivered
service going to be produced delivered
service going to be produced delivered and serviced you have to ask these
and serviced you have to ask these
and serviced you have to ask these questions over and over again because
questions over and over again because
questions over and over again because our discovery is this inaccurate answers
our discovery is this inaccurate answers
our discovery is this inaccurate answers to any one of these questions can lead
to any one of these questions can lead
to any one of these questions can lead to business failure for example you
to business failure for example you
to business failure for example you could have the question wrong who is
could have the question wrong who is
could have the question wrong who is going to sell it if you don’t know who
going to sell it if you don’t know who
going to sell it if you don’t know who is going to sell or how is it going to
is going to sell or how is it going to
is going to sell or how is it going to be sold or how is it going to be
be sold or how is it going to be
be sold or how is it going to be produced or delivered or exactly to whom
produced or delivered or exactly to whom
produced or delivered or exactly to whom is it going to be sold in at what price
is it going to be sold in at what price
is it going to be sold in at what price if you don’t have the exact correct
if you don’t have the exact correct
if you don’t have the exact correct answers to these what happens is you’ll
answers to these what happens is you’ll
answers to these what happens is you’ll go off in the wrong track and you can
go off in the wrong track and you can
go off in the wrong track and you can often lead to the failure
often lead to the failure
often lead to the failure for business but if all these questions
for business but if all these questions
for business but if all these questions are answered correctly and they need to
are answered correctly and they need to
are answered correctly and they need to be revisited over and over again you can
be revisited over and over again you can
be revisited over and over again you can make a very successful business well
make a very successful business well
make a very successful business well here’s a rule the product or service
here’s a rule the product or service
here’s a rule the product or service must be well suited to the current
must be well suited to the current
must be well suited to the current market it must be priced appropriately
market it must be priced appropriately
market it must be priced appropriately and aggressively marketed and sold
and aggressively marketed and sold
and aggressively marketed and sold let me repeat that the product or
let me repeat that the product or
let me repeat that the product or service must be well suited to the
service must be well suited to the
service must be well suited to the current market how can you tell because
current market how can you tell because
current market how can you tell because people want it and are buying it
people want it and are buying it
people want it and are buying it it must be priced appropriately relative
it must be priced appropriately relative
it must be priced appropriately relative to competition and relative to what
to competition and relative to what
to competition and relative to what you’ve got contained in the product or
you’ve got contained in the product or
you’ve got contained in the product or service and it must be aggressively
service and it must be aggressively
service and it must be aggressively marketed and sold you have to always be
marketed and sold you have to always be
marketed and sold you have to always be thinking of ways to get more of your
thinking of ways to get more of your
thinking of ways to get more of your product or service to your customers in
product or service to your customers in
product or service to your customers in a competitive market
a competitive market
a competitive market first rule of marketing is that the
first rule of marketing is that the
first rule of marketing is that the customer is always right the second rule
customer is always right the second rule
customer is always right the second rule by the way is when in doubt refer back
by the way is when in doubt refer back
by the way is when in doubt refer back to the first rule in our marketplace the
to the first rule in our marketplace the
to the first rule in our marketplace the customer is everything the customer is
customer is everything the customer is
customer is everything the customer is the central focus of all marketing
the central focus of all marketing
the central focus of all marketing efforts all business efforts you can
efforts all business efforts you can
efforts all business efforts you can always tell a good company because there
always tell a good company because there
always tell a good company because there they are obsessed with customer service
they are obsessed with customer service
they are obsessed with customer service they think about their customers talk
they think about their customers talk
they think about their customers talk about their customers discuss their
about their customers discuss their
about their customers discuss their customers they think about their
customers they think about their
customers they think about their customers all the time
customers all the time
customers all the time well unsuccessful products that are not
well unsuccessful products that are not
well unsuccessful products that are not selling must be either improved or
selling must be either improved or
selling must be either improved or removed from the market now remember
removed from the market now remember
removed from the market now remember there’s 80% of all the products and
there’s 80% of all the products and
there’s 80% of all the products and services that will be in use five years
services that will be in use five years
services that will be in use five years from now have not been invented 80
from now have not been invented 80
from now have not been invented 80 percent of the products in common use
percent of the products in common use
percent of the products in common use today will no longer be in the market
today will no longer be in the market
today will no longer be in the market five years from now is companies spent
five years from now is companies spent
five years from now is companies spent fortunes to bring products and services
fortunes to bring products and services
fortunes to bring products and services to the market but what happens is about
to the market but what happens is about
to the market but what happens is about 80% of them fail every year so a product
80% of them fail every year so a product
80% of them fail every year so a product is not working you either have to
is not working you either have to
is not working you either have to improve it revise it reorganize it or
improve it revise it reorganize it or
improve it revise it reorganize it or remove it from
remove it from
remove it from market and sell something else remember
market and sell something else remember
market and sell something else remember it is not what accompanies produces but
it is not what accompanies produces but
it is not what accompanies produces but what customers want the determines
what customers want the determines
what customers want the determines marketing demand it’s not from the
marketing demand it’s not from the
marketing demand it’s not from the inside this Peter Drucker says there are
inside this Peter Drucker says there are
inside this Peter Drucker says there are no profits inside a business all profits
no profits inside a business all profits
no profits inside a business all profits come from creating and keeping customers
come from creating and keeping customers
come from creating and keeping customers and satisfying those customers so that
and satisfying those customers so that
and satisfying those customers so that they buy more and talk to their friends
they buy more and talk to their friends
they buy more and talk to their friends about what’s yourself now a new product
about what’s yourself now a new product
about what’s yourself now a new product or service must be better in at least
or service must be better in at least
or service must be better in at least three ways to break into the market
three ways to break into the market
three ways to break into the market first of all the product must be clearly
first of all the product must be clearly
first of all the product must be clearly superior in some way the product has to
superior in some way the product has to
superior in some way the product has to be better than any other product out
be better than any other product out
be better than any other product out there in some way for example the
there in some way for example the
there in some way for example the product can be cheaper the same level of
product can be cheaper the same level of
product can be cheaper the same level of quality at a lower price this is one of
quality at a lower price this is one of
quality at a lower price this is one of the reasons why products from Asia are
the reasons why products from Asia are
the reasons why products from Asia are becoming so popular there this higher
becoming so popular there this higher
becoming so popular there this higher quality is anything else that has been
quality is anything else that has been
quality is anything else that has been offered especially from Europe or other
offered especially from Europe or other
offered especially from Europe or other manufacturers but they’re much cheaper
manufacturers but they’re much cheaper
manufacturers but they’re much cheaper because of their cost of production
because of their cost of production
because of their cost of production right or the product can be easier to
right or the product can be easier to
right or the product can be easier to use making a product so it’s much easier
use making a product so it’s much easier
use making a product so it’s much easier to use much more convenient can make it
to use much more convenient can make it
to use much more convenient can make it more valuable and help you break into
more valuable and help you break into
more valuable and help you break into the market the product can be more
the market the product can be more
the market the product can be more convenient to buy by making the product
convenient to buy by making the product
convenient to buy by making the product easier to acquire you can make your
easier to acquire you can make your
easier to acquire you can make your product attractive enough to break into
product attractive enough to break into
product attractive enough to break into the market for example making your
the market for example making your
the market for example making your product available for use like Amazon
product available for use like Amazon
product available for use like Amazon perfect example if you want to buy a
perfect example if you want to buy a
perfect example if you want to buy a book you can go to Amazon it’s delivered
book you can go to Amazon it’s delivered
book you can go to Amazon it’s delivered to your house in three days you never
to your house in three days you never
to your house in three days you never have to leave your home you can see a
have to leave your home you can see a
have to leave your home you can see a mention of a book I hear about a book
mention of a book I hear about a book
mention of a book I hear about a book you can buy it with two clicks which is
you can buy it with two clicks which is
you can buy it with two clicks which is a critical thing click onto Amazon and
a critical thing click onto Amazon and
a critical thing click onto Amazon and one-click buying so they made it’s so
one-click buying so they made it’s so
one-click buying so they made it’s so easy to buy millions of products that
easy to buy millions of products that
easy to buy millions of products that they’ve been able to create a billion
they’ve been able to create a billion
they’ve been able to create a billion dollar business
dollar business
dollar business another way is the product can be more
another way is the product can be more
another way is the product can be more attractive it could just be more
attractive it could just be more
attractive it could just be more beautiful to use luggage cosmetics
beautiful to use luggage cosmetics
beautiful to use luggage cosmetics fashion cars home furniture just if it’s
fashion cars home furniture just if it’s
fashion cars home furniture just if it’s more beautiful to use that can help you
more beautiful to use that can help you
more beautiful to use that can help you to break into the market the product can
to break into the market the product can
to break into the market the product can offer additional features or benefits
offer additional features or benefits
offer additional features or benefits for instance a is a very simple camera
for instance a is a very simple camera
for instance a is a very simple camera can be upgraded and improved so now you
can be upgraded and improved so now you
can be upgraded and improved so now you can get a digital camera that can shoot
can get a digital camera that can shoot
can get a digital camera that can shoot movies that can take photographs that
movies that can take photographs that
movies that can take photographs that can send them and put them onto the
can send them and put them onto the
can send them and put them onto the Internet you could get cellphones that
Internet you could get cellphones that
Internet you could get cellphones that can do remarkable things with these
can do remarkable things with these
can do remarkable things with these additional features and benefits they
additional features and benefits they
additional features and benefits they sell tens of billions of dollars worth
sell tens of billions of dollars worth
sell tens of billions of dollars worth each year in a market that did not even
each year in a market that did not even
each year in a market that did not even exist a few years ago another example is
exist a few years ago another example is
exist a few years ago another example is the product can be of a higher quality
the product can be of a higher quality
the product can be of a higher quality at the same price many manufacturers are
at the same price many manufacturers are
at the same price many manufacturers are finding ways to build quality into their
finding ways to build quality into their
finding ways to build quality into their products keeping the price the same but
products keeping the price the same but
products keeping the price the same but selling vastly more about the product
selling vastly more about the product
selling vastly more about the product biggest people will pay pay more or buy
biggest people will pay pay more or buy
biggest people will pay pay more or buy more often a product or service that is
more often a product or service that is
more often a product or service that is higher quality
higher quality
higher quality the product can’t satisfy the customers
the product can’t satisfy the customers
the product can’t satisfy the customers deepest needs better it can satisfy
deepest needs better it can satisfy
deepest needs better it can satisfy their emotional needs so you have to
their emotional needs so you have to
their emotional needs so you have to look at all the different ways and you
look at all the different ways and you
look at all the different ways and you must find at least three ways that your
must find at least three ways that your
must find at least three ways that your product or service is superior if you
product or service is superior if you
product or service is superior if you want to break into a competitive market
want to break into a competitive market
want to break into a competitive market now there are four keys to strategic
now there are four keys to strategic
now there are four keys to strategic marketing these have not changed at all
marketing these have not changed at all
marketing these have not changed at all of history and you need to keep coming
of history and you need to keep coming
of history and you need to keep coming back to them over and over again
back to them over and over again
back to them over and over again the first is specialization in
the first is specialization in
the first is specialization in specialization the company specializes
specialization the company specializes
specialization the company specializes in providing a clear benefit to a
in providing a clear benefit to a
in providing a clear benefit to a particular customer only huge companies
particular customer only huge companies
particular customer only huge companies can offer a lot of different products
can offer a lot of different products
can offer a lot of different products and services but companies small and
and services but companies small and
and services but companies small and medium-sized companies have to
medium-sized companies have to
medium-sized companies have to specialize they have to specialize so
specialize they have to specialize so
specialize they have to specialize so that when people think about your
that when people think about your
that when people think about your company they think about your area of
company they think about your area of
company they think about your area of specialization give an example there are
specialization give an example there are
specialization give an example there are some restaurant chains that specialize
some restaurant chains that specialize
some restaurant chains that specialize in steak when you think of their name
in steak when you think of their name
in steak when you think of their name you think of steak some specialize in
you think of steak some specialize in
you think of steak some specialize in seafood when you think of the name of
seafood when you think of the name of
seafood when you think of the name of that restaurant you think about seafood
that restaurant you think about seafood
that restaurant you think about seafood it doesn’t mean that they don’t offer
it doesn’t mean that they don’t offer
it doesn’t mean that they don’t offer other dishes but they specialize in a
other dishes but they specialize in a
other dishes but they specialize in a particularly a particular highly popular
particularly a particular highly popular
particularly a particular highly popular now there’s several ways you can
now there’s several ways you can
now there’s several ways you can specialize you can specialize in a
specialize you can specialize in a
specialize you can specialize in a particular market for example you can
particular market for example you can
particular market for example you can specialize in the California market you
specialize in the California market you
specialize in the California market you can specialize in the homeowners market
can specialize in the homeowners market
can specialize in the homeowners market you can specialize in the doctors market
you can specialize in the doctors market
you can specialize in the doctors market I I had a very good client once that
I I had a very good client once that
I I had a very good client once that specialized in law officers all they did
specialized in law officers all they did
specialized in law officers all they did was sell to law offices and they
was sell to law offices and they
was sell to law offices and they eventually built the largest company in
eventually built the largest company in
eventually built the largest company in the country a billion-dollar business
the country a billion-dollar business
the country a billion-dollar business selling products and services just to
selling products and services just to
selling products and services just to law offices a second way that you can
law offices a second way that you can
law offices a second way that you can specialize is you can specialize
specialize is you can specialize
specialize is you can specialize providing a particular benefit many
providing a particular benefit many
providing a particular benefit many insurance companies do this HMOs do this
insurance companies do this HMOs do this
insurance companies do this HMOs do this it can be a medical service of some kind
it can be a medical service of some kind
it can be a medical service of some kind but it’s a specific benefit that you
but it’s a specific benefit that you
but it’s a specific benefit that you specialize in and then that’s all that
specialize in and then that’s all that
specialize in and then that’s all that you do and you don’t digress from your
you do and you don’t digress from your
you do and you don’t digress from your area of specialization sometimes your
area of specialization sometimes your
area of specialization sometimes your company can specialize in providing a
company can specialize in providing a
company can specialize in providing a particular service for example they’re
particular service for example they’re
particular service for example they’re companies that do carpet cleaning window
companies that do carpet cleaning window
companies that do carpet cleaning window cleaning drape cleaning your specialist
cleaning drape cleaning your specialist
cleaning drape cleaning your specialist just in that service and they
just in that service and they
just in that service and they concentrate on getting better and better
concentrate on getting better and better
concentrate on getting better and better in a specific in a specific area some
in a specific in a specific area some
in a specific in a specific area some companies specialize in cleaning and
companies specialize in cleaning and
companies specialize in cleaning and detailing cars other companies
detailing cars other companies
detailing cars other companies specialize in interior renovations but
specialize in interior renovations but
specialize in interior renovations but they don’t try to be all things to all
they don’t try to be all things to all
they don’t try to be all things to all people they specialize in a particular
people they specialize in a particular
people they specialize in a particular service another area that you can
service another area that you can
service another area that you can specialize in is in a particular
specialize in is in a particular
specialize in is in a particular technology Microsoft for example
technology Microsoft for example
technology Microsoft for example specializes in personal computer
specializes in personal computer
specializes in personal computer technology Intel a specializes in chips
technology Intel a specializes in chips
technology Intel a specializes in chips in technology so you can specialize in a
in technology so you can specialize in a
in technology so you can specialize in a particular technology and that
particular technology and that
particular technology and that determines your whole business sometimes
determines your whole business sometimes
determines your whole business sometimes the company can specialize in servicing
the company can specialize in servicing
the company can specialize in servicing a specific type of customer
a specific type of customer
a specific type of customer some people service teenagers and focus
some people service teenagers and focus
some people service teenagers and focus on a teenager some focus on senior
on a teenager some focus on senior
on a teenager some focus on senior citizens some focus on doctors some
citizens some focus on doctors some
citizens some focus on doctors some focus on lawyers so you can take a
focus on lawyers so you can take a
focus on lawyers so you can take a specific type of customer and specialize
specific type of customer and specialize
specific type of customer and specialize in that customer and finally you can
in that customer and finally you can
in that customer and finally you can specialize in a particular location or
specialize in a particular location or
specialize in a particular location or area many companies will decide to
area many companies will decide to
area many companies will decide to specialize just in a small community
specialize just in a small community
specialize just in a small community they will focus just on becoming the
they will focus just on becoming the
they will focus just on becoming the very best known for their specialty
very best known for their specialty
very best known for their specialty in that particular location or area what
in that particular location or area what
in that particular location or area what are your areas of specialization
are your areas of specialization
are your areas of specialization how would your customers and colleagues
how would your customers and colleagues
how would your customers and colleagues describe you in terms of what area do
describe you in terms of what area do
describe you in terms of what area do you specialize in in your business now
you specialize in in your business now
you specialize in in your business now the second part of marketing which is my
the second part of marketing which is my
the second part of marketing which is my favorite part is differentiation there’s
favorite part is differentiation there’s
favorite part is differentiation there’s a book by a recent trout called
a book by a recent trout called
a book by a recent trout called differentiate or die and what it
differentiate or die and what it
differentiate or die and what it basically says is that all marketing is
basically says is that all marketing is
basically says is that all marketing is differentiating yourself from your
differentiating yourself from your
differentiating yourself from your competitors it is the key to success in
competitors it is the key to success in
competitors it is the key to success in business it means you have to set
business it means you have to set
business it means you have to set yourself aside and apart in a special
yourself aside and apart in a special
yourself aside and apart in a special way from everyone else who competes with
way from everyone else who competes with
way from everyone else who competes with you in your business
you in your business
you in your business we talked about this over and over again
we talked about this over and over again
we talked about this over and over again it’s called your competitive advantage
it’s called your competitive advantage
it’s called your competitive advantage and the question is what is your
and the question is what is your
and the question is what is your competitive advantage what do you have
competitive advantage what do you have
competitive advantage what do you have in your business that makes your
in your business that makes your
in your business that makes your offerings superior to any of your
offerings superior to any of your
offerings superior to any of your competitors what is your competitive
competitors what is your competitive
competitors what is your competitive advantage today what will your
advantage today what will your
advantage today what will your competitive advantage be tomorrow the
competitive advantage be tomorrow the
competitive advantage be tomorrow the way market trends are going what should
way market trends are going what should
way market trends are going what should your competitive advantage be if you
your competitive advantage be if you
your competitive advantage be if you want it to be the best in your business
want it to be the best in your business
want it to be the best in your business what could your competitive advantage be
what could your competitive advantage be
what could your competitive advantage be if you were to upgrade the quality of
if you were to upgrade the quality of
if you were to upgrade the quality of your products or services but the rule
your products or services but the rule
your products or services but the rule is if you don’t have competitive
is if you don’t have competitive
is if you don’t have competitive advantage you’ve got to develop one
advantage you’ve got to develop one
advantage you’ve got to develop one if you can’t develop one and be superior
if you can’t develop one and be superior
if you can’t develop one and be superior to competitors you should abandon the
to competitors you should abandon the
to competitors you should abandon the market and get into the area where you
market and get into the area where you
market and get into the area where you can be excellent and this brings us to
can be excellent and this brings us to
can be excellent and this brings us to the second part of differentiation is
the second part of differentiation is
the second part of differentiation is your area of excellence you have to be
your area of excellence you have to be
your area of excellence you have to be excellent superior to your competition
excellent superior to your competition
excellent superior to your competition in one or more ways and you must be
in one or more ways and you must be
in one or more ways and you must be crystal clear what they are everybody in
crystal clear what they are everybody in
crystal clear what they are everybody in your company must know what they are and
your company must know what they are and
your company must know what they are and you must constantly strive to maintain
you must constantly strive to maintain
you must constantly strive to maintain your lead in that area of excellence
your lead in that area of excellence
your lead in that area of excellence that is the key to selling more and to
that is the key to selling more and to
that is the key to selling more and to selling more at higher prices and the
selling more at higher prices and the
selling more at higher prices and the final part of differentiation is called
final part of differentiation is called
final part of differentiation is called your unique selling proposition this is
your unique selling proposition this is
your unique selling proposition this is the one feature or benefit or
the one feature or benefit or
the one feature or benefit or distinctive characteristic that makes
distinctive characteristic that makes
distinctive characteristic that makes your product or service clearly superior
your product or service clearly superior
your product or service clearly superior to your competitors if something that
to your competitors if something that
to your competitors if something that only you have that no other competitor
only you have that no other competitor
only you have that no other competitor can offer and customers are willing to
can offer and customers are willing to
can offer and customers are willing to buy and pay for that unique selling
buy and pay for that unique selling
buy and pay for that unique selling proposition question is what is yours
proposition question is what is yours
proposition question is what is yours what is your unique selling proposition
what is your unique selling proposition
what is your unique selling proposition now the third part of marketing is
now the third part of marketing is
now the third part of marketing is called segmentation segmentation means
called segmentation segmentation means
called segmentation segmentation means focusing marketing and selling efforts
focusing marketing and selling efforts
focusing marketing and selling efforts on a specific type of customer what kind
on a specific type of customer what kind
on a specific type of customer what kind of customer will you identify the exact
of customer will you identify the exact
of customer will you identify the exact type of customer who can most benefit
type of customer who can most benefit
type of customer who can most benefit from the superior features of your
from the superior features of your
from the superior features of your product or service in your area of
product or service in your area of
product or service in your area of specialization this becomes what is
specialization this becomes what is
specialization this becomes what is called your target market these are the
called your target market these are the
called your target market these are the prospects that you focus all of your
prospects that you focus all of your
prospects that you focus all of your attention on identify the precise
attention on identify the precise
attention on identify the precise location of your ideal customers where
location of your ideal customers where
location of your ideal customers where are they geographically where are they
are they geographically where are they
are they geographically where are they in businesses where
in businesses where
in businesses where they economically where are they in
they economically where are they in
they economically where are they in their careers
their careers
their careers second of all you identify the ideal
second of all you identify the ideal
second of all you identify the ideal method of sale to those customers
method of sale to those customers
method of sale to those customers sometimes you’ll find that your ideal
sometimes you’ll find that your ideal
sometimes you’ll find that your ideal customers prefer to buy it by the
customers prefer to buy it by the
customers prefer to buy it by the internet prefer to buy it by direct
internet prefer to buy it by direct
internet prefer to buy it by direct sales prefer to buy by coming to your
sales prefer to buy by coming to your
sales prefer to buy by coming to your establishment prefer to buy it by
establishment prefer to buy it by
establishment prefer to buy it by catalog figure out them clear the very
catalog figure out them clear the very
catalog figure out them clear the very best way of selling to them and then
best way of selling to them and then
best way of selling to them and then identify the ideal marketing channel
identify the ideal marketing channel
identify the ideal marketing channel what is the way that you advertise
what is the way that you advertise
what is the way that you advertise promote get the message out to that
promote get the message out to that
promote get the message out to that market segment all sales success today
market segment all sales success today
market segment all sales success today depends upon segments in your market
depends upon segments in your market
depends upon segments in your market your target market clearly and then
your target market clearly and then
your target market clearly and then focusing your marketing efforts on
focusing your marketing efforts on
focusing your marketing efforts on convincing them that you’re in your area
convincing them that you’re in your area
convincing them that you’re in your area of specialization your area of
of specialization your area of
of specialization your area of differentiation is of greatest concern
differentiation is of greatest concern
differentiation is of greatest concern to them and is the real reason why they
to them and is the real reason why they
to them and is the real reason why they should buy from you now now the fourth
should buy from you now now the fourth
should buy from you now now the fourth part of marketing is concentration
part of marketing is concentration
part of marketing is concentration first of all specialize then
first of all specialize then
first of all specialize then differentiate that segment and then
differentiate that segment and then
differentiate that segment and then concentrate focus all your time
concentrate focus all your time
concentrate focus all your time attention and money on those customers
attention and money on those customers
attention and money on those customers your ideal best customers
your ideal best customers
your ideal best customers remember the 80/20 rule 20% of your
remember the 80/20 rule 20% of your
remember the 80/20 rule 20% of your prospects will turn into 80% of your
prospects will turn into 80% of your
prospects will turn into 80% of your sales 20% of your customers will buy 80%
sales 20% of your customers will buy 80%
sales 20% of your customers will buy 80% of your products 20% of your customers
of your products 20% of your customers
of your products 20% of your customers will count for 80% of your profits 20%
will count for 80% of your profits 20%
will count for 80% of your profits 20% of your customers will account for 80%
of your customers will account for 80%
of your customers will account for 80% of your referrals and so on your job is
of your referrals and so on your job is
of your referrals and so on your job is to keep thinking who are or who could be
to keep thinking who are or who could be
to keep thinking who are or who could be your top 20% of
your top 20% of
your top 20% of and customers once you’ve determined who
and customers once you’ve determined who
and customers once you’ve determined who they are concentrate your best people
they are concentrate your best people
they are concentrate your best people and resources on selling your most
and resources on selling your most
and resources on selling your most profitable products and services to your
profitable products and services to your
profitable products and services to your best customers one of the key questions
best customers one of the key questions
best customers one of the key questions in marketing today is who are my most
in marketing today is who are my most
in marketing today is who are my most profitable customers and how could you
profitable customers and how could you
profitable customers and how could you organize and reorganize your activities
organize and reorganize your activities
organize and reorganize your activities so you’re selling more and more of your
so you’re selling more and more of your
so you’re selling more and more of your best products and services to your best
best products and services to your best
best products and services to your best and most profitable customers all
and most profitable customers all
and most profitable customers all advertising and promotion must be
advertising and promotion must be
advertising and promotion must be focused and concentrated on the
focused and concentrated on the
focused and concentrated on the customers that can make the greatest
customers that can make the greatest
customers that can make the greatest contribution to your business you know
contribution to your business you know
contribution to your business you know they say there’s two types of customers
they say there’s two types of customers
they say there’s two types of customers that are the ones that know you like you
that are the ones that know you like you
that are the ones that know you like you have bought from you in the past and
have bought from you in the past and
have bought from you in the past and will buy from you again if you ask them
will buy from you again if you ask them
will buy from you again if you ask them and then there are those who have never
and then there are those who have never
and then there are those who have never heard of you before and what is it that
heard of you before and what is it that
heard of you before and what is it that most companies do is to advertise and
most companies do is to advertise and
most companies do is to advertise and promote to customers who have never
promote to customers who have never
promote to customers who have never heard of them before rather than
heard of them before rather than
heard of them before rather than concentrating on their very best
concentrating on their very best
concentrating on their very best potential customers of today and
potential customers of today and
potential customers of today and tomorrow
tomorrow
tomorrow now the ability of the entrepreneur your
now the ability of the entrepreneur your
now the ability of the entrepreneur your ability to continually innovate and
ability to continually innovate and
ability to continually innovate and create better faster cheaper ways to
create better faster cheaper ways to
create better faster cheaper ways to service your customers is essential
service your customers is essential
service your customers is essential remember continuous and never-ending
remember continuous and never-ending
remember continuous and never-ending improvement always looking always
improvement always looking always
improvement always looking always looking for better ways so continually
looking for better ways so continually
looking for better ways so continually seek out or develop new products and
seek out or develop new products and
seek out or develop new products and services for your highest profit
services for your highest profit
services for your highest profit customers listen to their questions
customers listen to their questions
customers listen to their questions especially listen to your customers
especially listen to your customers
especially listen to your customers complaints do you guys offer this why
complaints do you guys offer this why
complaints do you guys offer this why don’t you offer that I wish somebody
don’t you offer that I wish somebody
don’t you offer that I wish somebody offered this very often the very best
offered this very often the very best
offered this very often the very best ideas for new products and services will
ideas for new products and services will
ideas for new products and services will come from listening to your best
come from listening to your best
come from listening to your best customers continually seek to improve
customers continually seek to improve
customers continually seek to improve your existing products and services
your existing products and services
your existing products and services never become complacent always be
never become complacent always be
never become complacent always be looking for ways to make them better
looking for ways to make them better
looking for ways to make them better like cars try to make every model year
like cars try to make every model year
like cars try to make every model year superior to the previous model year
superior to the previous model year
superior to the previous model year every year your products or services
every year your products or services
every year your products or services should be superior to what you offer
should be superior to what you offer
should be superior to what you offer last year and finally continually seek
last year and finally continually seek
last year and finally continually seek out better ways to market sell promote
out better ways to market sell promote
out better ways to market sell promote and distribute never become complacent
and distribute never become complacent
and distribute never become complacent with your ways of doing now you need to
with your ways of doing now you need to
with your ways of doing now you need to continually identify customers who are
continually identify customers who are
continually identify customers who are not yet being served by you here’s one
not yet being served by you here’s one
not yet being served by you here’s one of the greatest discoveries in marketing
of the greatest discoveries in marketing
of the greatest discoveries in marketing your non customer is your biggest
your non customer is your biggest
your non customer is your biggest potential market no matter how many
potential market no matter how many
potential market no matter how many people are using a product or service
people are using a product or service
people are using a product or service the number of people who are not using
the number of people who are not using
the number of people who are not using it are usually greater than all of those
it are usually greater than all of those
it are usually greater than all of those put together so keep thinking why who
put together so keep thinking why who
put together so keep thinking why who are my non customers and why aren’t they
are my non customers and why aren’t they
are my non customers and why aren’t they buying from you ask yourself what
buying from you ask yourself what
buying from you ask yourself what additional customers exist for your
additional customers exist for your
additional customers exist for your products and services today what are
products and services today what are
products and services today what are their additional customers who could
their additional customers who could
their additional customers who could really benefit from what yourself who
really benefit from what yourself who
really benefit from what yourself who are not currently using ask what
are not currently using ask what
are not currently using ask what additional products and services could
additional products and services could
additional products and services could you develop for your existing customers
you develop for your existing customers
you develop for your existing customers remember innovation and entrepreneurship
remember innovation and entrepreneurship
remember innovation and entrepreneurship finding new products and services must
finding new products and services must
finding new products and services must be a continual and ongoing part of your
be a continual and ongoing part of your
be a continual and ongoing part of your business and finally could you improve
business and finally could you improve
business and finally could you improve your existing products and services in
your existing products and services in
your existing products and services in some way how could you make them better
some way how could you make them better
some way how could you make them better so that they will be more attractive to
so that they will be more attractive to
so that they will be more attractive to more of your current customers and more
more of your current customers and more
more of your current customers and more of your prospective customers to wrap up
of your prospective customers to wrap up
of your prospective customers to wrap up marketing is the process of continually
marketing is the process of continually
marketing is the process of continually seeking out new and better ways to
seeking out new and better ways to
seeking out new and better ways to create and keep customers profitability
create and keep customers profitability
create and keep customers profitability in your business is the result of
in your business is the result of
in your business is the result of finding and serving customers with more
finding and serving customers with more
finding and serving customers with more and more of what they want your ability
and more of what they want your ability
and more of what they want your ability to do this is the key to your success
to do this is the key to your success
to do this is the key to your success [Music]
this is a very important lesson let’s
this is a very important lesson let’s start off by saying the purpose of a
start off by saying the purpose of a
start off by saying the purpose of a business is to create a customer all
business is to create a customer all
business is to create a customer all sales revenues profits and growth are
sales revenues profits and growth are
sales revenues profits and growth are the result of creating enough customers
the result of creating enough customers
the result of creating enough customers in a cost-effective way
in a cost-effective way
in a cost-effective way all marketing advertising and promotion
all marketing advertising and promotion
all marketing advertising and promotion of every kind is aimed at buying
of every kind is aimed at buying
of every kind is aimed at buying customers at a lower cost than the
customers at a lower cost than the
customers at a lower cost than the profits they generate when they buy from
profits they generate when they buy from
profits they generate when they buy from you you are in the business of buying
you you are in the business of buying
you you are in the business of buying customers every bit of advertising and
customers every bit of advertising and
customers every bit of advertising and promotion you put out is an attempt to
promotion you put out is an attempt to
promotion you put out is an attempt to buy customers at a profit your goal is
buy customers at a profit your goal is
buy customers at a profit your goal is to acquire customers to generate leads
to acquire customers to generate leads
to acquire customers to generate leads and then convert those leads into
and then convert those leads into
and then convert those leads into customers who buy from you buy again and
customers who buy from you buy again and
customers who buy from you buy again and tell their friends that’s the central
tell their friends that’s the central
tell their friends that’s the central focus of your business in its simplest
focus of your business in its simplest
focus of your business in its simplest terms every business is in the business
terms every business is in the business
terms every business is in the business of customer acquisition your main goal
of customer acquisition your main goal
of customer acquisition your main goal your central purpose is to buy as many
your central purpose is to buy as many
your central purpose is to buy as many customers as you can as fast as you can
customers as you can as fast as you can
customers as you can as fast as you can now marketing and sales are different in
now marketing and sales are different in
now marketing and sales are different in a special way marketing includes the
a special way marketing includes the
a special way marketing includes the entire process of lead generation
entire process of lead generation
entire process of lead generation starting from new product development
starting from new product development
starting from new product development and continue through pricing emotion
and continue through pricing emotion
and continue through pricing emotion advertising positioning and packaging
advertising positioning and packaging
advertising positioning and packaging the purpose of marketing ultimately is
the purpose of marketing ultimately is
the purpose of marketing ultimately is to make selling unnecessary if your
to make selling unnecessary if your
to make selling unnecessary if your marketing efforts are good enough
marketing efforts are good enough
marketing efforts are good enough customers will just walk in dial up or
customers will just walk in dial up or
customers will just walk in dial up or buy in some other way think of
buy in some other way think of
buy in some other way think of McDonald’s for example people just walk
McDonald’s for example people just walk
McDonald’s for example people just walk in and buy they don’t have to be sold
in and buy they don’t have to be sold
in and buy they don’t have to be sold because all the Newmark
because all the Newmark
because all the Newmark the promotion has brought them in but
the promotion has brought them in but
the promotion has brought them in but unfortunately it seldom happens that
unfortunately it seldom happens that
unfortunately it seldom happens that people just walk in and buy ultimately
people just walk in and buy ultimately
people just walk in and buy ultimately somebody has to sell them something so
somebody has to sell them something so
somebody has to sell them something so selling is the process of converting
selling is the process of converting
selling is the process of converting sales leads or prospects into paying
sales leads or prospects into paying
sales leads or prospects into paying customers you know you may have a
customers you know you may have a
customers you know you may have a business where one out of ten people who
business where one out of ten people who
business where one out of ten people who responds to your advertising buys I work
responds to your advertising buys I work
responds to your advertising buys I work with a large multinational corporation
with a large multinational corporation
with a large multinational corporation for every 100 prospects four of them
for every 100 prospects four of them
for every 100 prospects four of them actually bought for 100 prospects who
actually bought for 100 prospects who
actually bought for 100 prospects who came into their business only four
came into their business only four
came into their business only four bought I showed them how to increase
bought I showed them how to increase
bought I showed them how to increase that from four to five and it added a
that from four to five and it added a
that from four to five and it added a hundred million dollars to their bottom
hundred million dollars to their bottom
hundred million dollars to their bottom line it increased from four to five
line it increased from four to five
line it increased from four to five that’s an increase of 25% they were
that’s an increase of 25% they were
that’s an increase of 25% they were already a multi-billion dollar company
already a multi-billion dollar company
already a multi-billion dollar company by increasing from 4% to 5% they
by increasing from 4% to 5% they
by increasing from 4% to 5% they increased their bottom line profits by a
increased their bottom line profits by a
increased their bottom line profits by a hundred million dollars the company was
hundred million dollars the company was
hundred million dollars the company was selling for about twenty five times
selling for about twenty five times
selling for about twenty five times earning in the stock market which means
earning in the stock market which means
earning in the stock market which means that those additional profits translated
that those additional profits translated
that those additional profits translated into 2.5 billion dollars in additional
into 2.5 billion dollars in additional
into 2.5 billion dollars in additional market value on the stock market for one
market value on the stock market for one
market value on the stock market for one percentage increase in the hundred
percentage increase in the hundred
percentage increase in the hundred people that came in to look so
people that came in to look so
people that came in to look so converting leads into into customers is
converting leads into into customers is
converting leads into into customers is a really important business your job is
a really important business your job is
a really important business your job is to convert to leads from the very first
to convert to leads from the very first
to convert to leads from the very first customer contact to to the satisfactory
customer contact to to the satisfactory
customer contact to to the satisfactory delivery of the product or service this
delivery of the product or service this
delivery of the product or service this is why selling skills are essential to
is why selling skills are essential to
is why selling skills are essential to successful businesses and it’s
successful businesses and it’s
successful businesses and it’s absolutely amazing how many people start
absolutely amazing how many people start
absolutely amazing how many people start a business and they say well just hire
a business and they say well just hire
a business and they say well just hire some salespeople I just get some sales
some salespeople I just get some sales
some salespeople I just get some sales people I just hire somebody else I have
people I just hire somebody else I have
people I just hire somebody else I have her or himself
her or himself
her or himself no no the heart beat of a business is
no no the heart beat of a business is
no no the heart beat of a business is the ability to sell once you’ve
the ability to sell once you’ve
the ability to sell once you’ve attracted the leads we will talk about
attracted the leads we will talk about
attracted the leads we will talk about how to attract leads a minute but we
how to attract leads a minute but we
how to attract leads a minute but we have companies one of my companies we
have companies one of my companies we
have companies one of my companies we have an 80% conversion rate
have an 80% conversion rate
have an 80% conversion rate there’s 80 percent of people who walk in
there’s 80 percent of people who walk in
there’s 80 percent of people who walk in by I work with other business with
by I work with other business with
by I work with other business with conversion rate is 90 percent in some
conversion rate is 90 percent in some
conversion rate is 90 percent in some places not my business where the
places not my business where the
places not my business where the conversion rate is 10 percent
conversion rate is 10 percent
conversion rate is 10 percent sometimes the conversion rate is even
sometimes the conversion rate is even
sometimes the conversion rate is even lower the conversion rate is really poor
lower the conversion rate is really poor
lower the conversion rate is really poor so you have to focus intensely on lead
so you have to focus intensely on lead
so you have to focus intensely on lead generation on attracting prospects who
generation on attracting prospects who
generation on attracting prospects who can and will buy within a reasonable
can and will buy within a reasonable
can and will buy within a reasonable period of time and ideally you want
period of time and ideally you want
period of time and ideally you want customers who will buy immediately there
customers who will buy immediately there
customers who will buy immediately there are many ways to generate sales leads to
are many ways to generate sales leads to
are many ways to generate sales leads to get people to pay attention and approach
get people to pay attention and approach
get people to pay attention and approach you for the first time first of all you
you for the first time first of all you
you for the first time first of all you can place ads in newspapers and
can place ads in newspapers and
can place ads in newspapers and magazines or other publications this is
magazines or other publications this is
magazines or other publications this is one of the most common ways of
one of the most common ways of
one of the most common ways of advertising but when you do here are the
advertising but when you do here are the
advertising but when you do here are the key things to remember your ad must be
key things to remember your ad must be
key things to remember your ad must be simple clear and easy to understand one
simple clear and easy to understand one
simple clear and easy to understand one of the things I’ve learned over my
of the things I’ve learned over my
of the things I’ve learned over my business career is the value of imagine
business career is the value of imagine
business career is the value of imagine a 10 year old child and you must write
a 10 year old child and you must write
a 10 year old child and you must write your ad or help design your ad so that a
your ad or help design your ad so that a
your ad or help design your ad so that a 10 year old child can look at your ad
10 year old child can look at your ad
10 year old child can look at your ad and is so clear about what it is that
and is so clear about what it is that
and is so clear about what it is that you’re selling and why they should
you’re selling and why they should
you’re selling and why they should respond that they can tell and convince
respond that they can tell and convince
respond that they can tell and convince a second 10 year-old child to respond to
a second 10 year-old child to respond to
a second 10 year-old child to respond to your advertising your advertising should
your advertising your advertising should
your advertising your advertising should never be well it’s supposed to mean or
never be well it’s supposed to mean or
never be well it’s supposed to mean or what we’re trying to say or what we’re
what we’re trying to say or what we’re
what we’re trying to say or what we’re trying to get across is no it must be so
trying to get across is no it must be so
trying to get across is no it must be so clear a child can understand it please
clear a child can understand it please
clear a child can understand it please it’s very important so the second part
it’s very important so the second part
it’s very important so the second part of your ad your headline should offer
of your ad your headline should offer
of your ad your headline should offer the most important benefit that your
the most important benefit that your
the most important benefit that your customer wants to enjoy already
customer wants to enjoy already
customer wants to enjoy already by buying your products 25% to 35% of
by buying your products 25% to 35% of
by buying your products 25% to 35% of every written ad should be the headline
every written ad should be the headline
every written ad should be the headline and the headline should appeal to an
and the headline should appeal to an
and the headline should appeal to an existing knee pain want desire hurt that
existing knee pain want desire hurt that
existing knee pain want desire hurt that the customer already has for example
the customer already has for example
the customer already has for example sometimes when you’re driving through
sometimes when you’re driving through
sometimes when you’re driving through the countryside you’ll see a huge
the countryside you’ll see a huge
the countryside you’ll see a huge billboard and have a big sign on say
billboard and have a big sign on say
billboard and have a big sign on say Hungary question mark you know
Hungary question mark you know
Hungary question mark you know Martha’s restaurant two miles ahead
Martha’s restaurant two miles ahead
Martha’s restaurant two miles ahead because what they’re doing is they’re
because what they’re doing is they’re
because what they’re doing is they’re trying to appeal to a major need that
trying to appeal to a major need that
trying to appeal to a major need that already exists one of the most
already exists one of the most
already exists one of the most successful print ads in the world is by
successful print ads in the world is by
successful print ads in the world is by preparation-h it’s an ad that has a huge
preparation-h it’s an ad that has a huge
preparation-h it’s an ad that has a huge word that says hemorrhoids question mark
word that says hemorrhoids question mark
word that says hemorrhoids question mark and then it says if you have scratching
and then it says if you have scratching
and then it says if you have scratching and itching pain and itching get
and itching pain and itching get
and itching pain and itching get preparation-h it will take it away
preparation-h it will take it away
preparation-h it will take it away instantly it made preparation Eights the
instantly it made preparation Eights the
instantly it made preparation Eights the most successful hemorrhoid treatment in
most successful hemorrhoid treatment in
most successful hemorrhoid treatment in the history of the world because they
the history of the world because they
the history of the world because they knew that the primary headline was aimed
knew that the primary headline was aimed
knew that the primary headline was aimed right at their ideal customer the person
right at their ideal customer the person
right at their ideal customer the person who most wanted their product and
who most wanted their product and
who most wanted their product and service now
service now
service now a second thing about your ad another
a second thing about your ad another
a second thing about your ad another thing is your ad must tell specifically
thing is your ad must tell specifically
thing is your ad must tell specifically what you offer the specific results or
what you offer the specific results or
what you offer the specific results or benefits the customer will receive and
benefits the customer will receive and
benefits the customer will receive and why your offer is superior to any other
why your offer is superior to any other
why your offer is superior to any other competitive product that’s available in
competitive product that’s available in
competitive product that’s available in other words they have to have a reason
other words they have to have a reason
other words they have to have a reason to come to you rather than someone else
to come to you rather than someone else
to come to you rather than someone else you don’t want a sign that says hungry
you don’t want a sign that says hungry
you don’t want a sign that says hungry person is Jesus I’m hungry and then a
person is Jesus I’m hungry and then a
person is Jesus I’m hungry and then a whole bunch of other restaurants that
whole bunch of other restaurants that
whole bunch of other restaurants that they can go to it’s got to be a reason
they can go to it’s got to be a reason
they can go to it’s got to be a reason Martha’s genuine home-cooking serve
Martha’s genuine home-cooking serve
Martha’s genuine home-cooking serve piping hot now there has got to be a
piping hot now there has got to be a
piping hot now there has got to be a reason why people come to you finally
reason why people come to you finally
reason why people come to you finally your ad must tell the customer exactly
your ad must tell the customer exactly
your ad must tell the customer exactly what action you want the reader to take
what action you want the reader to take
what action you want the reader to take immediately in other words you say do
immediately in other words you say do
immediately in other words you say do this now call now come in pick up the
this now call now come in pick up the
this now call now come in pick up the phone of this minute purchase it today
phone of this minute purchase it today
phone of this minute purchase it today in other words don’t say here’s a
in other words don’t say here’s a
in other words don’t say here’s a wonderful product that’s really neat and
wonderful product that’s really neat and
wonderful product that’s really neat and just leave it like that
just leave it like that
just leave it like that when you look at ads by the way you’ll
when you look at ads by the way you’ll
when you look at ads by the way you’ll find 50 60 70 percent of ads many of
find 50 60 70 percent of ads many of
find 50 60 70 percent of ads many of them designed by very expensive agencies
them designed by very expensive agencies
them designed by very expensive agencies just lay there on the table they give no
just lay there on the table they give no
just lay there on the table they give no reason to buy they’re just kind of
reason to buy they’re just kind of
reason to buy they’re just kind of statements like we sell nice cars and
statements like we sell nice cars and
statements like we sell nice cars and and and that’s basically all it is but
and and that’s basically all it is but
and and that’s basically all it is but your ad has to pop your hat
your ad has to pop your hat
your ad has to pop your hat as to punch it and here’s the only way
as to punch it and here’s the only way
as to punch it and here’s the only way that you can tell if your ad works it
that you can tell if your ad works it
that you can tell if your ad works it causes immediate response an
causes immediate response an
causes immediate response an advertisement that is good causes people
advertisement that is good causes people
advertisement that is good causes people to telephone or to to dial up on the
to telephone or to to dial up on the
to telephone or to to dial up on the internet or the walk in the door
internet or the walk in the door
internet or the walk in the door immediately if that is not happening it
immediately if that is not happening it
immediately if that is not happening it means the ad is no good the second way
means the ad is no good the second way
means the ad is no good the second way that you can attract leads you can
that you can attract leads you can
that you can attract leads you can advertise on the radio when you
advertise on the radio when you
advertise on the radio when you advertise on the radio first you must
advertise on the radio first you must
advertise on the radio first you must capture the attention of the prospect
capture the attention of the prospect
capture the attention of the prospect immediately with a strong statement or
immediately with a strong statement or
immediately with a strong statement or question going out for dinner tonight
question going out for dinner tonight
question going out for dinner tonight come to Harry’s restaurant bring your
come to Harry’s restaurant bring your
come to Harry’s restaurant bring your spouse and will give you a free bottle
spouse and will give you a free bottle
spouse and will give you a free bottle of wine the most delicious food on the
of wine the most delicious food on the
of wine the most delicious food on the coast you see that bang-bang-bang going
coast you see that bang-bang-bang going
coast you see that bang-bang-bang going out for dinner you immediately appeal to
out for dinner you immediately appeal to
out for dinner you immediately appeal to people who going out for dinner who want
people who going out for dinner who want
people who going out for dinner who want a bottle of wine going with their spouse
a bottle of wine going with their spouse
a bottle of wine going with their spouse and delicious food something like that
and delicious food something like that
and delicious food something like that this doesn’t have to be artful it just
this doesn’t have to be artful it just
this doesn’t have to be artful it just has to have a strong statement or
has to have a strong statement or
has to have a strong statement or question that connects instantly with a
question that connects instantly with a
question that connects instantly with a person driving along who’s mine is on a
person driving along who’s mine is on a
person driving along who’s mine is on a thousand different things you must make
thousand different things you must make
thousand different things you must make it clear what your product or service
it clear what your product or service
it clear what your product or service will achieve avoid or preserve for the
will achieve avoid or preserve for the
will achieve avoid or preserve for the customer you could have a testimonial I
customer you could have a testimonial I
customer you could have a testimonial I just ate it Charlie’s it was most
just ate it Charlie’s it was most
just ate it Charlie’s it was most beautiful dinner I’ve had in years in
beautiful dinner I’ve had in years in
beautiful dinner I’ve had in years in other words that’s what you get if you
other words that’s what you get if you
other words that’s what you get if you come to Charlie’s we’ve now covered in a
come to Charlie’s we’ve now covered in a
come to Charlie’s we’ve now covered in a 30-second ad the first 15 seconds that’s
30-second ad the first 15 seconds that’s
30-second ad the first 15 seconds that’s why by the way many advertisers are now
why by the way many advertisers are now
why by the way many advertisers are now using 15-second ads because they find it
using 15-second ads because they find it
using 15-second ads because they find it doesn’t really take that long to get
doesn’t really take that long to get
doesn’t really take that long to get across the critical message if you focus
across the critical message if you focus
across the critical message if you focus on the critical message you must tell
on the critical message you must tell
on the critical message you must tell the customer exactly what action you
the customer exactly what action you
the customer exactly what action you want him to take immediately in a radio
want him to take immediately in a radio
want him to take immediately in a radio ad give your telephone number or address
ad give your telephone number or address
ad give your telephone number or address twice and end with a call for action our
twice and end with a call for action our
twice and end with a call for action our address is 1525 Main Street and our
address is 1525 Main Street and our
address is 1525 Main Street and our phone number is 235 236 24 87th that’s
phone number is 235 236 24 87th that’s
phone number is 235 236 24 87th that’s 235 236 25 87 call
235 236 25 87 call
235 236 25 87 call now to reserve in other words always end
now to reserve in other words always end
now to reserve in other words always end with a call now come in now do this now
with a call now come in now do this now
with a call now come in now do this now don’t never let it and just kind of died
don’t never let it and just kind of died
don’t never let it and just kind of died away in every case make it easy for your
away in every case make it easy for your
away in every case make it easy for your customer to buy make it easy for them to
customer to buy make it easy for them to
customer to buy make it easy for them to understand why they should buy many
understand why they should buy many
understand why they should buy many advertisers think tricky advertising
advertisers think tricky advertising
advertisers think tricky advertising works no straightforward simple honest
works no straightforward simple honest
works no straightforward simple honest advertising that gives people a reason
advertising that gives people a reason
advertising that gives people a reason to buy is what causes your phone to ring
to buy is what causes your phone to ring
to buy is what causes your phone to ring you can advertise and generate leads by
you can advertise and generate leads by
you can advertise and generate leads by using direct mail when you do you must
using direct mail when you do you must
using direct mail when you do you must choose your mailing list carefully I
choose your mailing list carefully I
choose your mailing list carefully I clearly identifying the type of customer
clearly identifying the type of customer
clearly identifying the type of customer who will buy immediately ask yourself
who will buy immediately ask yourself
who will buy immediately ask yourself who is my customer who are the people
who is my customer who are the people
who is my customer who are the people that buy today who have bought in the
that buy today who have bought in the
that buy today who have bought in the past who is my ideal customer what did
past who is my ideal customer what did
past who is my ideal customer what did they do where do they work what sort of
they do where do they work what sort of
they do where do they work what sort of job so they had what kind of education
job so they had what kind of education
job so they had what kind of education where do they live where is their
where do they live where is their
where do they live where is their business in other words when you design
business in other words when you design
business in other words when you design your mailing list you want a rifle in on
your mailing list you want a rifle in on
your mailing list you want a rifle in on exactly the kind of people who read that
exactly the kind of people who read that
exactly the kind of people who read that and say that’s for me I want that now
and say that’s for me I want that now
and say that’s for me I want that now you must make your offer in a direct
you must make your offer in a direct
you must make your offer in a direct mailing clear attractive and desirable
mailing clear attractive and desirable
mailing clear attractive and desirable your letter or mailing should trigger
your letter or mailing should trigger
your letter or mailing should trigger the reaction that’s for me I want that I
the reaction that’s for me I want that I
the reaction that’s for me I want that I want that now people should read it and
want that now people should read it and
want that now people should read it and say honey did you see what’s in the mail
say honey did you see what’s in the mail
say honey did you see what’s in the mail now I’ve said before you could ask a
now I’ve said before you could ask a
now I’ve said before you could ask a child to make sure a child understands
child to make sure a child understands
child to make sure a child understands but you should also ask women women are
but you should also ask women women are
but you should also ask women women are the very best people of assessing
the very best people of assessing
the very best people of assessing advertising you show it to a woman
advertising you show it to a woman
advertising you show it to a woman before you send it out and say honey
before you send it out and say honey
before you send it out and say honey would you respond to this Susan if you
would you respond to this Susan if you
would you respond to this Susan if you receive this in the mail would you
receive this in the mail would you
receive this in the mail would you respond to it if they don’t read it and
respond to it if they don’t read it and
respond to it if they don’t read it and light up it may be polite if they don’t
light up it may be polite if they don’t
light up it may be polite if they don’t light up go back and rewrite it until
light up go back and rewrite it until
light up go back and rewrite it until someone says I would respond to that
someone says I would respond to that
someone says I would respond to that that is an interesting app I’m curious
that is an interesting app I’m curious
that is an interesting app I’m curious to know that woman doesn’t like it and a
to know that woman doesn’t like it and a
to know that woman doesn’t like it and a child can’t explain it go back to the
child can’t explain it go back to the
child can’t explain it go back to the drawing boards you must request in a
drawing boards you must request in a
drawing boards you must request in a Direct Mail advertisement that the
Direct Mail advertisement that the
Direct Mail advertisement that the reader take immediate action to enjoy a
reader take immediate action to enjoy a
reader take immediate action to enjoy a result or benefit in other words give
result or benefit in other words give
result or benefit in other words give them a reason call now get 10% off call
them a reason call now get 10% off call
them a reason call now get 10% off call now get a free gift call now
now get a free gift call now
now get a free gift call now while supplies are still available call
while supplies are still available call
while supplies are still available call now and let us get it out to you by the
now and let us get it out to you by the
now and let us get it out to you by the weekend always give a reason a hooker
weekend always give a reason a hooker
weekend always give a reason a hooker and exclamation point to get people to
and exclamation point to get people to
and exclamation point to get people to respond immediately now in generating
respond immediately now in generating
respond immediately now in generating leads you can use direct selling many
leads you can use direct selling many
leads you can use direct selling many companies depend solely on direct
companies depend solely on direct
companies depend solely on direct selling or direct selling in conjunction
selling or direct selling in conjunction
selling or direct selling in conjunction with other advertising this is where you
with other advertising this is where you
with other advertising this is where you send out trained sales professionals to
send out trained sales professionals to
send out trained sales professionals to find prospects we say to get customers
find prospects we say to get customers
find prospects we say to get customers from someone if you’re going to do this
from someone if you’re going to do this
from someone if you’re going to do this your salespeople must be carefully
your salespeople must be carefully
your salespeople must be carefully selected for character ability and
selected for character ability and
selected for character ability and personality to stop for a second
personality to stop for a second
personality to stop for a second character means that they’re honest
character means that they’re honest
character means that they’re honest people people will only buy from other
people people will only buy from other
people people will only buy from other people that they sense or arms ability
people that they sense or arms ability
people that they sense or arms ability means that they’re skilled at selling
means that they’re skilled at selling
means that they’re skilled at selling and personality means that they’re nice
and personality means that they’re nice
and personality means that they’re nice people all we send out people that we’d
people all we send out people that we’d
people all we send out people that we’d be happy to have dinner with them we
be happy to have dinner with them we
be happy to have dinner with them we invite home for Sunday dinner with your
invite home for Sunday dinner with your
invite home for Sunday dinner with your family remember the number one word to
family remember the number one word to
family remember the number one word to describe the best salespeople in every
describe the best salespeople in every
describe the best salespeople in every industry is he or she is a nice person
industry is he or she is a nice person
industry is he or she is a nice person now your salespeople if you’re going to
now your salespeople if you’re going to
now your salespeople if you’re going to use salespeople must be thoroughly
use salespeople must be thoroughly
use salespeople must be thoroughly trained in every step of your sales
trained in every step of your sales
trained in every step of your sales process more than 70% of companies do no
process more than 70% of companies do no
process more than 70% of companies do no sales training at all they do a little
sales training at all they do a little
sales training at all they do a little product training and they think well
product training and they think well
product training and they think well that’s the same isn’t it no it’s not
that’s the same isn’t it no it’s not
that’s the same isn’t it no it’s not sales training is where people know how
sales training is where people know how
sales training is where people know how exactly what to say to get up get an
exactly what to say to get up get an
exactly what to say to get up get an appointment they know exactly what to
appointment they know exactly what to
appointment they know exactly what to say to ask questions they know exactly
say to ask questions they know exactly
say to ask questions they know exactly how to develop a customer and and to
how to develop a customer and and to
how to develop a customer and and to learn what the customer needs they’re
learn what the customer needs they’re
learn what the customer needs they’re thoroughly trained in the face-to-face
thoroughly trained in the face-to-face
thoroughly trained in the face-to-face interaction process not the product
interaction process not the product
interaction process not the product an average company with an average
an average company with an average
an average company with an average product can sell a jillion dollars worth
product can sell a jillion dollars worth
product can sell a jillion dollars worth with us great salespeople a super
with us great salespeople a super
with us great salespeople a super company with a super product can go
company with a super product can go
company with a super product can go broke if it doesn’t have well-trained
broke if it doesn’t have well-trained
broke if it doesn’t have well-trained salespeople your salespeople must have
salespeople your salespeople must have
salespeople your salespeople must have clear sales goals for each week and each
clear sales goals for each week and each
clear sales goals for each week and each month you sit down agree and give them a
month you sit down agree and give them a
month you sit down agree and give them a target remember even the most motivated
target remember even the most motivated
target remember even the most motivated person can get a target that they can’t
person can get a target that they can’t
person can get a target that they can’t see your salespeople must have clear
see your salespeople must have clear
see your salespeople must have clear activity goals so in other words you say
activity goals so in other words you say
activity goals so in other words you say all right this is your sales goal you’ll
all right this is your sales goal you’ll
all right this is your sales goal you’ll want to make this many sales but in
want to make this many sales but in
want to make this many sales but in order to do that if you’re closing one
order to do that if you’re closing one
order to do that if you’re closing one person out of five then you’ll have to
person out of five then you’ll have to
person out of five then you’ll have to speak to five people in order to get one
speak to five people in order to get one
speak to five people in order to get one sale expect you to get one sale per day
sale expect you to get one sale per day
sale expect you to get one sale per day certain that you must see five people
certain that you must see five people
certain that you must see five people per day in order to get one sale so
per day in order to get one sale so
per day in order to get one sale so begin first thing in the morning and
begin first thing in the morning and
begin first thing in the morning and focus on seeing five people these
focus on seeing five people these
focus on seeing five people these activity goals are prospecting customer
activity goals are prospecting customer
activity goals are prospecting customer calls presentations close sales for each
calls presentations close sales for each
calls presentations close sales for each day for each week for each more
day for each week for each more
day for each week for each more if you have direct sales force you must
if you have direct sales force you must
if you have direct sales force you must monitor and manage the activity side of
monitor and manage the activity side of
monitor and manage the activity side of your salespeople on a regular basis you
your salespeople on a regular basis you
your salespeople on a regular basis you can’t just meet them once a week and say
can’t just meet them once a week and say
can’t just meet them once a week and say how are things going every day every day
how are things going every day every day
how are things going every day every day when I’ve taken over companies that have
when I’ve taken over companies that have
when I’ve taken over companies that have Salesforce is the very first thing I do
Salesforce is the very first thing I do
Salesforce is the very first thing I do is I’ve sales meetings every morning at
is I’ve sales meetings every morning at
is I’ve sales meetings every morning at 8 o’clock for 30 minutes where we talk
8 o’clock for 30 minutes where we talk
8 o’clock for 30 minutes where we talk about what we’re going to do that day
about what we’re going to do that day
about what we’re going to do that day and sales meetings every evening at 5:00
and sales meetings every evening at 5:00
and sales meetings every evening at 5:00 to 5:30 we’ll review what happened
to 5:30 we’ll review what happened
to 5:30 we’ll review what happened good morning and night good morning and
good morning and night good morning and
good morning and night good morning and night morning and nightly and where ever
night morning and nightly and where ever
night morning and nightly and where ever people ever get tired you can use the
people ever get tired you can use the
people ever get tired you can use the internet to contact selected names but
internet to contact selected names but
internet to contact selected names but you cannot legally send out spam emails
you cannot legally send out spam emails
you cannot legally send out spam emails anymore so the best way to market via
anymore so the best way to market via
anymore so the best way to market via the internet is by creating what are
the internet is by creating what are
the internet is by creating what are called strategic alliances with
called strategic alliances with
called strategic alliances with companies that have large databases of
companies that have large databases of
companies that have large databases of names sometimes you go to them and say
names sometimes you go to them and say
names sometimes you go to them and say look you have names of people that
look you have names of people that
look you have names of people that typically buy our product and let’s do a
typically buy our product and let’s do a
typically buy our product and let’s do a deal and we will give you a percentage
deal and we will give you a percentage
deal and we will give you a percentage of commission or royalty a profit share
of commission or royalty a profit share
of commission or royalty a profit share of everybody from your database who buys
of everybody from your database who buys
of everybody from your database who buys from us we do this by the way on an
from us we do this by the way on an
from us we do this by the way on an average of once a week we sell millions
average of once a week we sell millions
average of once a week we sell millions of dollars of products of our own and
of dollars of products of our own and
of dollars of products of our own and those of others by doing strategic
those of others by doing strategic
those of others by doing strategic alliances they then sell our products on
alliances they then sell our products on
alliances they then sell our products on their list on their internet site onto
their list on their internet site onto
their list on their internet site onto their list we sell their products to
their list we sell their products to
their list we sell their products to ours everybody benefits
ours everybody benefits
ours everybody benefits you can send regular special offers to
you can send regular special offers to
you can send regular special offers to the names of customers and prospects on
the names of customers and prospects on
the names of customers and prospects on your own list one of the most important
your own list one of the most important
your own list one of the most important things you do when you start into
things you do when you start into
things you do when you start into businesses you track everybody’s address
businesses you track everybody’s address
businesses you track everybody’s address an email address and contact them once a
an email address and contact them once a
an email address and contact them once a week and if you have a special let them
week and if you have a special let them
week and if you have a special let them know one of the best companies that I
know one of the best companies that I
know one of the best companies that I know
know
know Nordstrom’s for example who has what is
Nordstrom’s for example who has what is
Nordstrom’s for example who has what is called a presale special they say we
called a presale special they say we
called a presale special they say we have a special sale on these highly
have a special sale on these highly
have a special sale on these highly desirable products and because you are
desirable products and because you are
desirable products and because you are inner circle of customers for three days
inner circle of customers for three days
inner circle of customers for three days you can come in before we put the
you can come in before we put the
you can come in before we put the products out to the public and take your
products out to the public and take your
products out to the public and take your pick my wife loves things because they
pick my wife loves things because they
pick my wife loves things because they come to her on a regular basis with
come to her on a regular basis with
come to her on a regular basis with special offers for their customers how
special offers for their customers how
special offers for their customers how could you do that for your own list
could you do that for your own list
could you do that for your own list another way to do internet marketing is
another way to do internet marketing is
another way to do internet marketing is you can do affiliate marketing with
you can do affiliate marketing with
you can do affiliate marketing with other companies that sell different
other companies that sell different
other companies that sell different products non competing products to the
products non competing products to the
products non competing products to the same kind of customers that you do for
same kind of customers that you do for
same kind of customers that you do for example we have more than 600 affiliates
example we have more than 600 affiliates
example we have more than 600 affiliates that we want to grid on the internet
that we want to grid on the internet
that we want to grid on the internet these companies all have their own
these companies all have their own
these companies all have their own databases and their own customers and
databases and their own customers and
databases and their own customers and they all sell non competing products so
they all sell non competing products so
they all sell non competing products so what we do is we say if you send us a
what we do is we say if you send us a
what we do is we say if you send us a customer we’ll give you a commission if
customer we’ll give you a commission if
customer we’ll give you a commission if you do a percentage of the profits chip
you do a percentage of the profits chip
you do a percentage of the profits chip 600 companies nationwide that are
600 companies nationwide that are
600 companies nationwide that are sending us customers as affiliates on a
sending us customers as affiliates on a
sending us customers as affiliates on a regular basis and you can do this as
regular basis and you can do this as
regular basis and you can do this as well now a sixth way that you can
well now a sixth way that you can
well now a sixth way that you can generate leads is you can do what are
generate leads is you can do what are
generate leads is you can do what are called postcard mailings and this is a
called postcard mailings and this is a
called postcard mailings and this is a new way of mailing it’s a direct mail
new way of mailing it’s a direct mail
new way of mailing it’s a direct mail way that we find very effective
way that we find very effective
way that we find very effective oversized postcards a five by eight
oversized postcards a five by eight
oversized postcards a five by eight inches in full-color will often trigger
inches in full-color will often trigger
inches in full-color will often trigger excellent response rates even better
excellent response rates even better
excellent response rates even better than letters packed with information
than letters packed with information
than letters packed with information because often a direct mail letter
because often a direct mail letter
because often a direct mail letter unfortunately just gets thrown away on
unfortunately just gets thrown away on
unfortunately just gets thrown away on open but a postcard always gets looked
open but a postcard always gets looked
open but a postcard always gets looked at people look at the postcard
at people look at the postcard
at people look at the postcard especially if it’s attracted they flip
especially if it’s attracted they flip
especially if it’s attracted they flip it over they look at the other side and
it over they look at the other side and
it over they look at the other side and if it has an offer on there they’ll
if it has an offer on there they’ll
if it has an offer on there they’ll often just pick up the phone or or
often just pick up the phone or or
often just pick up the phone or or respond on every postcard you have to
respond on every postcard you have to
respond on every postcard you have to offer a specific product or service or
offer a specific product or service or
offer a specific product or service or even a free offer but it has to be clear
even a free offer but it has to be clear
even a free offer but it has to be clear a person has to glance at the photograph
a person has to glance at the photograph
a person has to glance at the photograph and know instantly like a child what
and know instantly like a child what
and know instantly like a child what you’re selling
you’re selling
you’re selling ask the receiver who receives the
ask the receiver who receives the
ask the receiver who receives the postcard to take an immediate action I’m
postcard to take an immediate action I’m
postcard to take an immediate action I’m absolutely amazed at the number of
absolutely amazed at the number of
absolutely amazed at the number of people who send postcards absolutely
people who send postcards absolutely
people who send postcards absolutely beautiful postcards and there is the
beautiful postcards and there is the
beautiful postcards and there is the product and it just lays there like a
product and it just lays there like a
product and it just lays there like a person who’s unconscious
person who’s unconscious
person who’s unconscious it doesn’t say call it gives a phone
it doesn’t say call it gives a phone
it doesn’t say call it gives a phone number if you’re interested if you ever
number if you’re interested if you ever
number if you’re interested if you ever feel like it you ever get around to it
feel like it you ever get around to it
feel like it you ever get around to it gives no reason to respond now I’ve read
gives no reason to respond now I’ve read
gives no reason to respond now I’ve read the whole darn postcard because it’s
the whole darn postcard because it’s
the whole darn postcard because it’s attractive there’s no you know no
attractive there’s no you know no
attractive there’s no you know no incentive to pick up the phone don’t
incentive to pick up the phone don’t
incentive to pick up the phone don’t don’t let that happen to number seventh
don’t let that happen to number seventh
don’t let that happen to number seventh way that you can generate leads is you
way that you can generate leads is you
way that you can generate leads is you can advertise on on television this is
can advertise on on television this is
can advertise on on television this is the most expensive but it’s the best way
the most expensive but it’s the best way
the most expensive but it’s the best way to reach a large audience if you’re
to reach a large audience if you’re
to reach a large audience if you’re going to advertise on television spend
going to advertise on television spend
going to advertise on television spend 20% to 50% of your whole budget
20% to 50% of your whole budget
20% to 50% of your whole budget producing the ad in the first place it’s
producing the ad in the first place it’s
producing the ad in the first place it’s amazing how many people will want a
amazing how many people will want a
amazing how many people will want a cheap ad to sell an expensive product
cheap ad to sell an expensive product
cheap ad to sell an expensive product remember the ad is everything a good ad
remember the ad is everything a good ad
remember the ad is everything a good ad will knock people’s eyes out can you
will knock people’s eyes out can you
will knock people’s eyes out can you know cause your phone to fall off the
know cause your phone to fall off the
know cause your phone to fall off the hook but a poor ad even if it’s a great
hook but a poor ad even if it’s a great
hook but a poor ad even if it’s a great product
product
product nobody will respond to when you use
nobody will respond to when you use
nobody will respond to when you use television remember this and I learned
television remember this and I learned
television remember this and I learned this so many years ago this television
this so many years ago this television
this so many years ago this television is not radio in motion television is
is not radio in motion television is
is not radio in motion television is very different you use television to
very different you use television to
very different you use television to show pictures of your product or service
show pictures of your product or service
show pictures of your product or service solution in action remember a visual
solution in action remember a visual
solution in action remember a visual impact
impact
impact vastly greater than an auditory impact
vastly greater than an auditory impact
vastly greater than an auditory impact so show people what this solution looks
so show people what this solution looks
so show people what this solution looks like if you’re advertising Charlie’s
like if you’re advertising Charlie’s
like if you’re advertising Charlie’s restaurant show people in the restaurant
restaurant show people in the restaurant
restaurant show people in the restaurant laughing tinkling glasses happy music in
laughing tinkling glasses happy music in
laughing tinkling glasses happy music in the background come to Charlie’s for a
the background come to Charlie’s for a
the background come to Charlie’s for a beautiful evening out that’s it really
beautiful evening out that’s it really
beautiful evening out that’s it really gets people’s attention rather than just
gets people’s attention rather than just
gets people’s attention rather than just a person standing there and saying come
a person standing there and saying come
a person standing there and saying come to Charlie’s I’m Charlie Charlie’s
to Charlie’s I’m Charlie Charlie’s
to Charlie’s I’m Charlie Charlie’s restaurant is good television is not
restaurant is good television is not
restaurant is good television is not made for Talking Heads television is
made for Talking Heads television is
made for Talking Heads television is made to show the product in action make
made to show the product in action make
made to show the product in action make it clear what you want your prospective
it clear what you want your prospective
it clear what you want your prospective customer to do immediately always end it
customer to do immediately always end it
customer to do immediately always end it with a call to action sometimes they’ll
with a call to action sometimes they’ll
with a call to action sometimes they’ll say what what you want to do is what
say what what you want to do is what
say what what you want to do is what it’s called institutional advertising
it’s called institutional advertising
it’s called institutional advertising you know let people know that you’re out
you know let people know that you’re out
you know let people know that you’re out there but people know that you offer
there but people know that you offer
there but people know that you offer this product or service and they’ll find
this product or service and they’ll find
this product or service and they’ll find their way to your door no people need to
their way to your door no people need to
their way to your door no people need to be told
be told
be told remember people remember people are busy
remember people remember people are busy
remember people remember people are busy people need to be told what to do now
people need to be told what to do now
people need to be told what to do now here’s a rule all advertising is risky
here’s a rule all advertising is risky
here’s a rule all advertising is risky most ads and sales efforts do not work
most ads and sales efforts do not work
most ads and sales efforts do not work initially some don’t work at all four
initially some don’t work at all four
initially some don’t work at all four out of five nine out of ten advertising
out of five nine out of ten advertising
out of five nine out of ten advertising attempts that you may won’t work they
attempts that you may won’t work they
attempts that you may won’t work they won’t drop I’ve mentioned in an earlier
won’t drop I’ve mentioned in an earlier
won’t drop I’ve mentioned in an earlier session that we did an internet offer
session that we did an internet offer
session that we did an internet offer I’ve got one hundred and thirty people
I’ve got one hundred and thirty people
I’ve got one hundred and thirty people who responded we pulled it back and said
who responded we pulled it back and said
who responded we pulled it back and said well there’s something wrong here we
well there’s something wrong here we
well there’s something wrong here we completely revised the ad simplified the
completely revised the ad simplified the
completely revised the ad simplified the offer completely made it benefit
offer completely made it benefit
offer completely made it benefit oriented and ran the same ad to the same
oriented and ran the same ad to the same
oriented and ran the same ad to the same people seven days later and got 1400
people seven days later and got 1400
people seven days later and got 1400 responses we increased our response rate
responses we increased our response rate
responses we increased our response rate by a thousand percent by simply changing
by a thousand percent by simply changing
by a thousand percent by simply changing the
the
the a little bit you’ve heard it said that
a little bit you’ve heard it said that
a little bit you’ve heard it said that fully half of all advertising dollars
fully half of all advertising dollars
fully half of all advertising dollars are wasted but the problem is nobody
are wasted but the problem is nobody
are wasted but the problem is nobody knows which half it is sometimes it’s 80
knows which half it is sometimes it’s 80
knows which half it is sometimes it’s 80 or 90% of advertising dollars so here’s
or 90% of advertising dollars so here’s
or 90% of advertising dollars so here’s your rules with regard to getting
your rules with regard to getting
your rules with regard to getting customers advertising is an investment
customers advertising is an investment
customers advertising is an investment where an expected reached rate of return
where an expected reached rate of return
where an expected reached rate of return or profit as a result advertising is not
or profit as a result advertising is not
or profit as a result advertising is not an expense where you spend the money and
an expense where you spend the money and
an expense where you spend the money and go on with the rest of your life like a
go on with the rest of your life like a
go on with the rest of your life like a punishment or a penalty if you advertise
punishment or a penalty if you advertise
punishment or a penalty if you advertise and you spend a dollar you should expect
and you spend a dollar you should expect
and you spend a dollar you should expect to get $2 or $3 in profits as a return
to get $2 or $3 in profits as a return
to get $2 or $3 in profits as a return if you don’t think that you’re going to
if you don’t think that you’re going to
if you don’t think that you’re going to get a profit then come spend the money
get a profit then come spend the money
get a profit then come spend the money only spend money to generate profits if
only spend money to generate profits if
only spend money to generate profits if you some advertising will give you $5.00
you some advertising will give you $5.00
you some advertising will give you $5.00 back for every dollar you spend some
back for every dollar you spend some
back for every dollar you spend some advertising will give you nothing but
advertising will give you nothing but
advertising will give you nothing but you must be very hard minded with regard
you must be very hard minded with regard
you must be very hard minded with regard to and advertise an expenditure the
to and advertise an expenditure the
to and advertise an expenditure the first thing you do in advertising is you
first thing you do in advertising is you
first thing you do in advertising is you determine your break-even point for your
determine your break-even point for your
determine your break-even point for your product or service this is the amount of
product or service this is the amount of
product or service this is the amount of profit that you make from each sale
profit that you make from each sale
profit that you make from each sale let’s say you make $10 a profit after
let’s say you make $10 a profit after
let’s say you make $10 a profit after everything from a sale well you then
everything from a sale well you then
everything from a sale well you then divide this number into the cost of the
divide this number into the cost of the
divide this number into the cost of the advertising to determine how many sales
advertising to determine how many sales
advertising to determine how many sales you will have to make to earn a profit
you will have to make to earn a profit
you will have to make to earn a profit with this advertising for example let’s
with this advertising for example let’s
with this advertising for example let’s say you make $10 profit per sale and the
say you make $10 profit per sale and the
say you make $10 profit per sale and the advertisement you’re looking at costs
advertisement you’re looking at costs
advertisement you’re looking at costs $1,000 your break-even point would then
$1,000 your break-even point would then
$1,000 your break-even point would then be 100 units you would have divided $10
be 100 units you would have divided $10
be 100 units you would have divided $10 into a thousand units you’d have to sell
into a thousand units you’d have to sell
into a thousand units you’d have to sell a hundred for this ad to pay off you
a hundred for this ad to pay off you
a hundred for this ad to pay off you only advertise in this form if you were
only advertise in this form if you were
only advertise in this form if you were confident that you could sell more than
confident that you could sell more than
confident that you could sell more than 100 units as a result of this
100 units as a result of this
100 units as a result of this advertising best is 200 units so you
advertising best is 200 units so you
advertising best is 200 units so you make a hundred percent profit on your
make a hundred percent profit on your
make a hundred percent profit on your advertisement three hundred four hundred
advertisement three hundred four hundred
advertisement three hundred four hundred five hundred would be better but if
five hundred would be better but if
five hundred would be better but if there’s any doubt you think Jesus no way
there’s any doubt you think Jesus no way
there’s any doubt you think Jesus no way we can sell a hundred cars with this ad
we can sell a hundred cars with this ad
we can sell a hundred cars with this ad though 100 whatever is yourself then
though 100 whatever is yourself then
though 100 whatever is yourself then don’t advertise at all if you are going
don’t advertise at all if you are going
don’t advertise at all if you are going to run an ad only run at once if it
to run an ad only run at once if it
to run an ad only run at once if it doesn’t pay for itself stop it
doesn’t pay for itself stop it
doesn’t pay for itself stop it immediately the dumbest thing that we
immediately the dumbest thing that we
immediately the dumbest thing that we can do is run an ad that’s not working
can do is run an ad that’s not working
can do is run an ad that’s not working do everything possible to reduce your
do everything possible to reduce your
do everything possible to reduce your risk in advertising and lead generation
risk in advertising and lead generation
risk in advertising and lead generation determine your break-even point in
determine your break-even point in
determine your break-even point in advance how many sales will you have to
advance how many sales will you have to
advance how many sales will you have to get to justify the advertisement test
get to justify the advertisement test
get to justify the advertisement test the advertising method on a small scale
the advertising method on a small scale
the advertising method on a small scale to find out if it works if you’re going
to find out if it works if you’re going
to find out if it works if you’re going to do direct mail before you do 5000
to do direct mail before you do 5000
to do direct mail before you do 5000 pieces send up 100 pieces and see what
pieces send up 100 pieces and see what
pieces send up 100 pieces and see what happens with newspapers or magazines run
happens with newspapers or magazines run
happens with newspapers or magazines run one small ad and test the responses some
one small ad and test the responses some
one small ad and test the responses some years ago by the way we had an ad and we
years ago by the way we had an ad and we
years ago by the way we had an ad and we place it in six magazines we found and
place it in six magazines we found and
place it in six magazines we found and we tracked not only the number of
we tracked not only the number of
we tracked not only the number of responses but the number of sales that
responses but the number of sales that
responses but the number of sales that we got from those was
we got from those was
we got from those was we found that one magazine out drew all
we found that one magazine out drew all
we found that one magazine out drew all the others put together so we cancelled
the others put together so we cancelled
the others put together so we cancelled all our advertising and all the other
all our advertising and all the other
all our advertising and all the other publications and advertised in one a
publications and advertised in one a
publications and advertised in one a response rate was 500 percent for ads in
response rate was 500 percent for ads in
response rate was 500 percent for ads in this publication relatively to the
this publication relatively to the
this publication relatively to the others we dramatically lowered our cost
others we dramatically lowered our cost
others we dramatically lowered our cost of advertising without increasing or
of advertising without increasing or
of advertising without increasing or decreasing our response rate in our
decreasing our response rate in our
decreasing our response rate in our sales with radio or television you run
sales with radio or television you run
sales with radio or television you run the ad once or twice and measure the
the ad once or twice and measure the
the ad once or twice and measure the number of customers who call or visit
number of customers who call or visit
number of customers who call or visit remember this is called direct response
remember this is called direct response
remember this is called direct response advertising a person should see the ad
advertising a person should see the ad
advertising a person should see the ad and respond immediately when advertisers
and respond immediately when advertisers
and respond immediately when advertisers sell you advertising us say all people
sell you advertising us say all people
sell you advertising us say all people will remember you and by later no they
will remember you and by later no they
will remember you and by later no they won’t because the average person sees
won’t because the average person sees
won’t because the average person sees 4,000 advertisements a day of all kinds
4,000 advertisements a day of all kinds
4,000 advertisements a day of all kinds if people don’t respond immediately they
if people don’t respond immediately they
if people don’t respond immediately they never think about you again so you must
never think about you again so you must
never think about you again so you must be very very hard minded when it comes
be very very hard minded when it comes
be very very hard minded when it comes to advertising ask every customer or
to advertising ask every customer or
to advertising ask every customer or prospect who contacts you how did you
prospect who contacts you how did you
prospect who contacts you how did you hear about us and write it down write it
hear about us and write it down write it
hear about us and write it down write it down we found in one of our businesses
down we found in one of our businesses
down we found in one of our businesses that ninety percent of our customers
that ninety percent of our customers
that ninety percent of our customers come one way and of the other nine
come one way and of the other nine
come one way and of the other nine different ways that we use to promote
different ways that we use to promote
different ways that we use to promote counts for 10 percent of our customers
counts for 10 percent of our customers
counts for 10 percent of our customers so what do we do is we beefed up the one
so what do we do is we beefed up the one
so what do we do is we beefed up the one way that attracts most of our customers
way that attracts most of our customers
way that attracts most of our customers and dramatically increased our business
and dramatically increased our business
and dramatically increased our business you should know exactly similar to say
you should know exactly similar to say
you should know exactly similar to say to you where do you get your customers
to you where do you get your customers
to you where do you get your customers you should say exactly – the percentage
you should say exactly – the percentage
you should say exactly – the percentage point and one exactly where they come
point and one exactly where they come
point and one exactly where they come from
from
from the rules with regard to advertising our
the rules with regard to advertising our
the rules with regard to advertising our test test test measure measure measure
test test test measure measure measure
test test test measure measure measure and then test and measure again and
and then test and measure again and
and then test and measure again and again keep testing and measuring because
again keep testing and measuring because
again keep testing and measuring because when you find a combination of
when you find a combination of
when you find a combination of advertising that generates leads and
advertising that generates leads and
advertising that generates leads and sales profitably every time you can grow
sales profitably every time you can grow
sales profitably every time you can grow your sales and profitability without
your sales and profitability without
your sales and profitability without limit if you can spend $1000 and get
limit if you can spend $1000 and get
limit if you can spend $1000 and get $1,500 profit after the promotion from
$1,500 profit after the promotion from
$1,500 profit after the promotion from sales that means you make five hundred
sales that means you make five hundred
sales that means you make five hundred dollars every time you advertise then
dollars every time you advertise then
dollars every time you advertise then you can spend ten thousand thank you
you can spend ten thousand thank you
you can spend ten thousand thank you five thousand dollars
five thousand dollars
five thousand dollars you can spend fifty thousand make 25,000
you can spend fifty thousand make 25,000
you can spend fifty thousand make 25,000 dollars once you have figured out a way
dollars once you have figured out a way
dollars once you have figured out a way to advertise you can control Amazon but
to advertise you can control Amazon but
to advertise you can control Amazon but you have to test and measure over and
you have to test and measure over and
you have to test and measure over and over again to find the way
over again to find the way
over again to find the way once you’ve attracted a lead an
once you’ve attracted a lead an
once you’ve attracted a lead an interested and interested prospect you
interested and interested prospect you
interested and interested prospect you must focus on converting that lead to a
must focus on converting that lead to a
must focus on converting that lead to a sale plan out every step of the sales
sale plan out every step of the sales
sale plan out every step of the sales process every word from the first
process every word from the first
process every word from the first customer contact live or on the phone
customer contact live or on the phone
customer contact live or on the phone have everyone learn and memorize your
have everyone learn and memorize your
have everyone learn and memorize your telephone or personal greeting and use
telephone or personal greeting and use
telephone or personal greeting and use it continually for example thank you for
it continually for example thank you for
it continually for example thank you for calling how could I help you
calling how could I help you
calling how could I help you everybody says the same thing thank you
everybody says the same thing thank you
everybody says the same thing thank you for coming in how can we help you
for coming in how can we help you
for coming in how can we help you some companies say hello it’s a great
some companies say hello it’s a great
some companies say hello it’s a great day at ABC company how can I help you
day at ABC company how can I help you
day at ABC company how can I help you and everybody says it every time they
and everybody says it every time they
and everybody says it every time they hope they pick up the phone focus on the
hope they pick up the phone focus on the
hope they pick up the phone focus on the person focus on the relationship first
person focus on the relationship first
person focus on the relationship first don’t talk about the product talk about
don’t talk about the product talk about
don’t talk about the product talk about the person for example you can say hi
the person for example you can say hi
the person for example you can say hi where are you calling from oh what’s the
where are you calling from oh what’s the
where are you calling from oh what’s the weather like today in your city
weather like today in your city
weather like today in your city beautiful or thank you for coming in did
beautiful or thank you for coming in did
beautiful or thank you for coming in did you have any trouble finding us always
you have any trouble finding us always
you have any trouble finding us always say something that connects with the
say something that connects with the
say something that connects with the person before you talk about the problem
person before you talk about the problem
person before you talk about the problem focus on the needs of the prospect once
focus on the needs of the prospect once
focus on the needs of the prospect once you’ve built the bridge ask questions
you’ve built the bridge ask questions
you’ve built the bridge ask questions about what he wants and needs before
about what he wants and needs before
about what he wants and needs before making any attempt to sell
making any attempt to sell
making any attempt to sell how can I help you what is it you’re
how can I help you what is it you’re
how can I help you what is it you’re doing now what is it that you’re looking
doing now what is it that you’re looking
doing now what is it that you’re looking for and so on when you’re clear about
for and so on when you’re clear about
for and so on when you’re clear about the customers needs show tell teach the
the customers needs show tell teach the
the customers needs show tell teach the customer how and why your product is the
customer how and why your product is the
customer how and why your product is the best choice for him all things
best choice for him all things
best choice for him all things considered be prepared to answer his
considered be prepared to answer his
considered be prepared to answer his questions in price terms features and
questions in price terms features and
questions in price terms features and conditions make sure everybody knows how
conditions make sure everybody knows how
conditions make sure everybody knows how to conduct this process same way or
to conduct this process same way or
to conduct this process same way or lanova finally be prepared to ask for a
lanova finally be prepared to ask for a
lanova finally be prepared to ask for a decision
decision
decision be prepared to close the sale at the end
be prepared to close the sale at the end
be prepared to close the sale at the end of the conversation
of the conversation
of the conversation it’s terrible to meet with a customer
it’s terrible to meet with a customer
it’s terrible to meet with a customer have a customer walk in and walk away so
have a customer walk in and walk away so
have a customer walk in and walk away so learn and practice several closing
learn and practice several closing
learn and practice several closing techniques ask for referrals and resales
techniques ask for referrals and resales
techniques ask for referrals and resales at every opportunity
at every opportunity
at every opportunity remember the easiest customer to sell to
remember the easiest customer to sell to
remember the easiest customer to sell to again is a happy customer the very best
again is a happy customer the very best
again is a happy customer the very best sources of referrals are satisfied
sources of referrals are satisfied
sources of referrals are satisfied customers so now you’ve attracted the
customers so now you’ve attracted the
customers so now you’ve attracted the customer you’ve solved the customer now
customer you’ve solved the customer now
customer you’ve solved the customer now you have to get a repeat customer and a
you have to get a repeat customer and a
you have to get a repeat customer and a roofer immediately after closing the
roofer immediately after closing the
roofer immediately after closing the sale and concluding the paperwork and
sale and concluding the paperwork and
sale and concluding the paperwork and payment ask for referrals for example
payment ask for referrals for example
payment ask for referrals for example you could say thank you for your order
you could say thank you for your order
you could say thank you for your order by the way would you happen to know
by the way would you happen to know
by the way would you happen to know anyone else who might need or want this
anyone else who might need or want this
anyone else who might need or want this as well and just ask them and they say
as well and just ask them and they say
as well and just ask them and they say well you know my brother your son friend
well you know my brother your son friend
well you know my brother your son friend uncle a boss and take out your pen and
uncle a boss and take out your pen and
uncle a boss and take out your pen and be ready to write down the prospects
be ready to write down the prospects
be ready to write down the prospects name another great way to get referrals
name another great way to get referrals
name another great way to get referrals is to send a handwritten thank-you note
is to send a handwritten thank-you note
is to send a handwritten thank-you note right after each sale thank you so much
right after each sale thank you so much
right after each sale thank you so much for buying from us we’d love to see you
for buying from us we’d love to see you
for buying from us we’d love to see you please come and see us again
please come and see us again
please come and see us again always use a postage stamp to
always use a postage stamp to
always use a postage stamp to personalize a thank-you note never put a
personalize a thank-you note never put a
personalize a thank-you note never put a thank-you note through a machine always
thank-you note through a machine always
thank-you note through a machine always put a postage stamp people will then
put a postage stamp people will then
put a postage stamp people will then feel that you’ve made a special effort
feel that you’ve made a special effort
feel that you’ve made a special effort to say thank you to them and that goes a
to say thank you to them and that goes a
to say thank you to them and that goes a long way
long way
long way make a follow-up phone call to thank the
make a follow-up phone call to thank the
make a follow-up phone call to thank the new customer call up and say just want
new customer call up and say just want
new customer call up and say just want to tell you thank you for buying from us
to tell you thank you for buying from us
to tell you thank you for buying from us did you happen to have any questions
did you happen to have any questions
did you happen to have any questions that I may not have covered customers
that I may not have covered customers
that I may not have covered customers are overwhelmed when people take the
are overwhelmed when people take the
are overwhelmed when people take the time to call them back afterwards to
time to call them back afterwards to
time to call them back afterwards to develop referrals respond quickly to
develop referrals respond quickly to
develop referrals respond quickly to every customer question or problem
every customer question or problem
every customer question or problem speed is considered one of the most
speed is considered one of the most
speed is considered one of the most wonderful things that a company can do
wonderful things that a company can do
wonderful things that a company can do for a person remember to get referrals
for a person remember to get referrals
for a person remember to get referrals superb customer service is essential if
superb customer service is essential if
superb customer service is essential if you want to get resales and referrals
you want to get resales and referrals
you want to get resales and referrals the better you treat your customers the
the better you treat your customers the
the better you treat your customers the more they’ll buy from you so make the
more they’ll buy from you so make the
more they’ll buy from you so make the customer experience excellent customer
customer experience excellent customer
customer experience excellent customer service your competitive advantage
service your competitive advantage
service your competitive advantage resolved from now on then you’re going
resolved from now on then you’re going
resolved from now on then you’re going to get the reputation for giving the
to get the reputation for giving the
to get the reputation for giving the best customer service in your business
best customer service in your business
best customer service in your business resolve to take better care of your
resolve to take better care of your
resolve to take better care of your customers than anyone else now there are
customers than anyone else now there are
customers than anyone else now there are specific things you can do to increase
specific things you can do to increase
specific things you can do to increase your sales and profitability
your sales and profitability
your sales and profitability here they are number one you can
here they are number one you can
here they are number one you can increase the number of leads you get by
increase the number of leads you get by
increase the number of leads you get by continually testing different ways to
continually testing different ways to
continually testing different ways to advertise hello number two you can
advertise hello number two you can
advertise hello number two you can increase the percentage of leads that
increase the percentage of leads that
increase the percentage of leads that you convert into sales by using good
you convert into sales by using good
you convert into sales by using good sales skills and techniques number three
sales skills and techniques number three
sales skills and techniques number three you can increase the size of each sale
you can increase the size of each sale
you can increase the size of each sale by upselling and cross-selling or
by upselling and cross-selling or
by upselling and cross-selling or bundling additional products and
bundling additional products and
bundling additional products and services with the basic sale so each
services with the basic sale so each
services with the basic sale so each sale is larger and of course
sale is larger and of course
sale is larger and of course number four you can take such good care
number four you can take such good care
number four you can take such good care of your customers that he or she buys
of your customers that he or she buys
of your customers that he or she buys more often comes back to you more
more often comes back to you more
more often comes back to you more frequently rather than going somewhere
frequently rather than going somewhere
frequently rather than going somewhere else
else
else number five is you can give such
number five is you can give such
number five is you can give such excellent customer service that your
excellent customer service that your
excellent customer service that your customers send you a steady stream of
customers send you a steady stream of
customers send you a steady stream of new customers they actually become what
new customers they actually become what
new customers they actually become what are called customer advocates they want
are called customer advocates they want
are called customer advocates they want their friends to buy from you because of
their friends to buy from you because of
their friends to buy from you because of the way you treat them
the way you treat them
the way you treat them remember the customer is the most
remember the customer is the most
remember the customer is the most important person in any business your
important person in any business your
important person in any business your job is to attract and keep and create as
job is to attract and keep and create as
job is to attract and keep and create as many customers as possible you should
many customers as possible you should
many customers as possible you should spend fifty to eighty percent of your
spend fifty to eighty percent of your
spend fifty to eighty percent of your time generating new business until you
time generating new business until you
time generating new business until you have more sales than you can handle
have more sales than you can handle
have more sales than you can handle never forget you’re in the business of
never forget you’re in the business of
never forget you’re in the business of customer acquisition at a lower price
customer acquisition at a lower price
customer acquisition at a lower price than the profit each customer
than the profit each customer
than the profit each customer contributes the more skillful you become
contributes the more skillful you become
contributes the more skillful you become at buying profitable customers the more
at buying profitable customers the more
at buying profitable customers the more successful and profitable your business
successful and profitable your business
successful and profitable your business will be
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