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    What’s In It For Me? How to Create a Potent Signature File That Will Attract Qualified Prospects. Part 1

    How to Create a Potent Signature File That Will Attract Qualified Prospects. Part 1

     

    Over the next few posts I’m going to show you how to Create a Signature file. You might be asking, “Ken, what is a Sig File?”

     

    A “sig file” or “Signature File” is a brief tag at the end of your email that provides contact and other information about you to the recipient.  A good “sig File” can attract qualified prospects to your website or motivate them to email or call you for more information. 

     

    I’m going to give you a few reasons why you need a powerful, commercial Signature File.

     

    1.     Since it is normally not allowed to post commercial message in most online discussion lists, your sig file can be very useful in this situation.  A sig file is your online business card.  Yet most sig files are not very effective.  How many sig files that you have seen that prompted you to make contact with the writer?  Very few I’d imagine.

     

    One result of a meaningful discussion post is that people may want to know more about you and a powerful sig file can provide a compelling reason for a prospect to email you, call or visit your web site.

     

    2.     It has been proven that a PS at the end of a sales letter will increase a response from the recipient.  A good PS can reinforce the main benefit of a sales letter or create a sense of urgency.  You can do the exact same things with your powerful sig file. 

     

    3.     You should use a compelling, benefit-related, offer-oriented sig file when emailing anyone.  You never know when one of these people will have a need for what you offer or will know someone else who does. 

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

    Over the next few weeks, I’m gong to show you how to Generate a powerful Sig file. 

     

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    15 August 2014, 00:29
     

    What’s In It For Me? How A ‘Closed-Door’ Sale Can Generate A Bundle For Your Business- Over and Over Again!

    How A ‘Closed-Door’ Sale Can Generate A Bundle For Your Business- Over and Over Again!

     

    Hi, and welcome again to this weeks Marketing Tip.

     

    Before I begin, I want to say, “Thanks” for the many messages I’ve received from my readers who have implemented these tips and the successes they have had.

     

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. 

     

    You should take advantage of the program. It’s only $20 per month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

     

    This week I’m going to go over a concept I call, “Invitation Only Events.”

     

    Have a “Private Letter Sale.”

     

    Any retailing business, on or off the Internet, can write a letter to their customers inviting them to a special event sale.

     

    It’s not just a sale. It’s by invitation only. The key here is that you must make it an honest sale with true bargains. If you don’t it won’t succeed.

     

    In your letter to your customers about the event, you must explain why you’re having the sale.

     

    Perhaps business is slow and you need to generate some quick cash to pay your ongoing bills, or if you’re business is seasonal, tell them.  Truthfully.

     

    Explain that you do make a profit during your busy season, but you slow down in the off-season. And that you’re rent, payroll, utilities and other bills are due each month whether you do much business or you don’t.

     

    You could say something like, “ I could lay off my employees during this slow season but they are the best and loyal employees and they have families to support, so you’d rather offer your regular customers these special deals so you can generate the cash you need now.

     

    Whatever the reason is, tell them in that letter.

     

    Always make sure you tell them “The Reason Why” this offer is so incredible.

     

    Compare it to what the competition is offering and show the savings to your customers.

     

    Show them what they’d have to normally pay for the same products, compared to this special sale.

     

    Always give them the reason why you can make this offer.  Tell the truth. It’s the right thing to do.

     

     

    Here’s a sample letter you can use.

     

    Dear Preferred Customer:

     

    I need your help.

     

    Our manufacturers shipped thousands of dollars of merchandise to us too late for this season.

     

    This has caused an overstock for us and I need to liquidate the inventory and I need to do it NOW!

     

    Unfortunately I can’t advertise these products at Liquidation Prices because other businesses will complain.

     

    I did get permission to hold a CLOSED-DOOR, PRIVATE EVENT.

     

    My supplier said I could hold this event only under three conditions:

     

    1.   The event will not be advertised other then by this letter.

     

    2.   The event must be supervised by the manufacturers’ rep.

     

    3.   The event can only be held one day, this Saturday, Oct. 13th.

     

     

    We will be liquidating all of the styles in our store.

     

    Please note: This is a one-time event.  It will not be repeated under any circumstances.

     

    So come to this event and see the best styles of today at the lowest prices ever.

     

    The letter also should have the time, date, and location for the sale.

     

    Do you see how this letter gave the reasons why the sale is being held, and also how it had many benefits for the customer?  I probably could have listed dozens of more benefits.

     

    I doubt that many of your customers would miss such an event.

     

    I’m sure if you sat down; you could create these types of events for your business.

     

    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

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    23 July 2014, 19:50
     

    What’s In It For Me? How To Lock In Your Customers For a Full Year or Two, and Generate Cash NOW When YOU Need It!

    How To Lock In Your Customers For a Full Year or Two, and Generate Cash NOW When YOU Need It!

     

    Hi again, and welcome to another Marketing Tip.
     
    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers.  
     
    You should take advantage of the program. It’s only $20 per month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com
     
     
     
    Wouldn’t it be great if you could get your customers to pre-purchase your product or services?
     
    How much up-front cash do you think you can generate if your customers paid you in advance for future services?
     
    Well you can with this weeks tip.
     
    Pre-purchase works great in most service businesses.
     
    You construct a special offer, which gives the customer a discount for pre-purchasing your consumable product or service.
     
    Suppose you’re in the Landscaping business. You could offer a significant discount.
     
    Let’s say that you cut someone’s grass for $50 per week, over a 20-week period of time. That amounts to $1,000 per year.
     
    You could offer your customer a 20% discount, $800 per year if they pre-pay in the beginning of the season.
     
    You could call this Robbing Peter to Pay Paul and in a sense, it is.
     
    There are two very important benefits to you:
     
     
    1.   It locks that customer in for a full year or two.
     
    2.   It generates cash right now, when you need it.
     
     
     
    If you own a restaurant, you could offer a special deal to your regular customers to pre pay a year’s worth of meals based on one a month, or whatever.
     
    If you’re online and you offer a service like coaching, where you charge their credit card each month, you could make them an offer to reduce the yearly fee by 20% if they pay up-front.
     
    A dry cleaner could offer a flat-rate deal on one year’s worth of dry cleaning, or maybe even offer it on a quarterly basis.
     
    A video store can offer a special on two movies a week for one year if they pay for one movie per week for 52 weeks.
     
    In essence the video store is getting one full year of purchases up front, and all they are doing is offering an extra video each week.
     
    Dentists can offer one full year of dental cleaning on a quarterly basis, at a 20% reduction in price, if pre-purchased.
     
    The most important part of this tip is that it really locks that customer in for a set period of time.
     
    But I’ve also seen this backfire on businesses.
     
    When they receive all of this money up front, they have a tendency to spend it immediately.
     
    So hold back some of this revenue for the future fulfillment you will have to do.
     
    The possibilities are endless.
     
    Use your imagination and you will be surprised what you’ll come up with.
     
    If you sell a consumable product or a repeat service, this tip is really for you.
     
    Take some time this week to digest what we just went over and let your imagination see what it can come up with.
     
    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.
     
     
     
    Till then, keep health and safe.

     

     

     

     

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    11 July 2014, 02:16
     

    What’s In It For Me? Tools to Grow Your Business and Create More Sales

    Tools to Grow Your Business and Create More Sales

     

    Many of you emailed me this past week asking me to explain the “Puppy Dog Close” I wrote about last week.  What I plan on doing this week is to give you a few Sales Tools that you can use to close the sale.

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. When you get a few moments, please go to www.buildyourbusinessfast.com and let me know what you think of it.   

     

    You should take advantage of the program. It’s only $20/month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

    Anyway, here is:

     

    The “Puppy Dog Close.”

     

    I’ve written how this was done by the producer of the “Wizard of Oz” and how the dog was with his family for weeks, and when it came time for the family to part with it, they just couldn’t send it back.

     

    This close probably got it’s start back in the days when pet shop owners encouraged those parents, of the children who wanted the pet, to take it home and see how they liked the pet.  You can probably figure out how this story ends if you’ve ever experienced this concept.

     

    This close is obviously not applicable for every product or service, but when it is possible try the following:

     

    1.    If you are selling a service, offer a small trial service for free and if the customer likes your work, they then agree to hire you.  Magazines use this type of an offer most of the time when they are marketing for new subscribers. 

     

    Anyone in the appliance industry can use this close also.  You can offer the individual the floor model to take home, use it for a week, and if it doesn’t fit their needs, bring it back.  Of course, you’ll have a few individuals who won’t purchase, but I’ll put my money up, that the majority will.

     

    2.    Tell your customers who can’t make up their minds to buy or not to buy, to try out your product for a week for free, and if they don’t like it then they can return it, no questions asked.  Most people, once they “have” something in their possession, will feel that they own it and therefore want to keep it once the week is up.

     

    Most of you can massage this concept to fit your business.

     

     

    The Testimonial Close.

     

    Last week I went over how to get Testimonials and how to use them.  The Testimonial close is another method to use when closing a sale.  After you have collected all of your testimonials, put them in a binder, and when appropriate you can leaf through them to show a potential customer, a present customer who had the same hesitancy problem.

     

    Let me give you an example:

     

    Customer.  “I’m not sure about how your company will service me.  That’s the only thing that keeps me from purchasing your product.”

     

    You.   “You know, John, most people feel the same way as you do and one of our customers in particular expressed that concern to me before he bought.  But he found out that his concerns were never realized and in fact he wrote us this letter thanking us for doing such a good job for him.

     

    This will reinforce the prospects purchasing decision.

     

     

    The Total Honesty Close.

     

    People actually DREAD having to deal with sales people.  So why not be an advisor or counselor to them.  Spend a great deal of time finding out what they want to do and accomplish.  Then show them how your product or service can fill their needs. 

     

    Then do something that “No One” expects you to do, tell them all the negatives about minor things that may mean your product isn’t the right one for them.

     

    If you want to gain instant credibility with someone who is a potential client.  Do this and watch all the sales pressure just melt away.  You are no longer a pushy, obnoxious, or greedy salesperson. 

     

    You have become a confidant and trusted advisor to the prospect. 

     

     

    Let me give you an example:

     

    Suppose you came into my car dealership and wanted to buy a sports car.  I ask you all the necessary questions to find out what you really want and the benefit you want to receive.

     

    I have just qualified you for how much money you want to spend and how you will spend it.  Then I show you a car and as we are driving around I mention a few reasons why you might NOT want to own this car.

     

    What do you think might happen?

     

    Look at it this way.  If you are selling a great product or service, the negatives of what you are offering will probably be very small.  Don’t keep them a secret, just tell your customers up front about any negatives.

     

    I’ve experienced this quite often.  The negatives you tell them won’t make any difference in their buying decision.

     

    Keep it simple, just be totally hones with your prospect and tell them everything they need to know to make the buying decision.  If you do tell them a few reasons why they may not want to buy your product, you will probably get the sale and more importantly, you will get tons of referrals because your customer will TRUST you.

     

    Another reason for being honest, is that after you’ve asked the questions to find out how they want to benefit from the purchase, and after using the Honesty Close, besides creating a customer, you have lead them into purchasing the product or service, that they truly desire and will create a long term customer who will be coming back more often and purchasing more from you.

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

    Let me know what you think of this concept.

     

     

     

     

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    26 June 2014, 11:47
     

    What’s In It For Me? The Secret of ‘The Bump’

    The Secret of ‘The Bump’- How to Use What You Know To Become Famous and Make Great Money At The Same Time!

     

    Hi again, and welcome to another great Marketing Tip.

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. 

     

    You should take advantage of the program. It’s only $20 per month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

    This week I’m going to write about two concepts that have helped many businesses to create new customers.

     

    The first is to write just as I do.

     

    Become a famous local author.

     

    Wherever you’re business or service is located, you probably have a local community newspaper.

     

    Also, they have quite a few of the weekly shopper type of papers.  You know the ones that are offered free.

     

    The next times you go food shopping, check them out, pick up a couple of them and read them.

     

    You’ll notice many different articles in them, such as home decorating, gardening, investment advice, car repair, health and longevity, etc.

     

    Guess who are the authors of those articles.

     

    You’re wrong if you think that they have professional journalists who write these articles.

     

    Chances are that the authors are local business people.

     

    But they have become different because they have now become the local authority on their specialty.

     

    They have become famous by writing an article for their local paper.

     

     

    If you own a pet store, why not write an article about pets.

     

     

    If you do plastic surgery, write an article about that.

     

     

    If you own a car repair shop, write an article about that.

     

     

    This is your specialty and you have all the knowledge that you can write about to help others and then you become the authority.

     

    Call the editor/publisher of your local paper and tell them you are an expert in the field, and that their readers would probably really appreciate the information that you can write about.

     

    Better yet, offer to write a weekly column for the paper at no charge.

     

    Tell them that you’ll provide tons of valuable information to their readers in exchange for the byline and your business name, address, and phone number (as well as an invitation for the reader to come visit you) in each weekly article.

     

    That’s it. You’ve now become an author and an authority on what you know.

     

     

    The second tip is short but sweet.

     

    Pick an item that you offer that carries a large margin.  In other words, has a very high profit.

     

    Whenever any buys something from you, give them the opportunity to buy the “bump” at a special price.

     

    You will allow them to purchase the “bump” at the special price when they buy anything else.

     

    Another “bump” is to at the time purchase, to offer them a second of whatever they are buying, at a 20% discount.

     

    For example, if someone buys a bag of pet food, tell him or her they can get a second bag for 20% off.

     

    I’m sure you get the picture.  It might take a little creativity on your part, but I’m sure you can do it.

     

    The great part about offering the “bump” is that 20 to 30% of the customers will take advantage of the offer.

     

    The key is not to hard sell it.  In a casual voice, just mention it.

     

    Some businesses could have a different bump each week.  Think about it.

     

     

    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

    Next week you’re going to be surprised.  See you then.

     

     

     

     

     

     

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    11 June 2014, 20:41
     

    What’s In It For Me? The Elevator Pitch

    The Elevator Pitch

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. 

     

    You should take advantage of the program. It’s only $20 per month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

     

     

    I get many emails about helping individuals develop their Elevator Pitch and I thought I’d add it this week.

     

    It always happens at many networking events that a new person to the networking announces, “ I’m an Lawyer”.  Or “I’m an Accountant.” Or any of the other occupations that are at the Event. This is almost word for word what all Patricipants say when they introduce themselves..  With the exception of those who I’ve coached.

     

    Just imagine.  Everyone at the event has been approached at some time to become a customer.

     

    These individuals say nothing that would make anyone in the room want to talk to them.

     

    What makes him any different from any other Business or Business Owner?  He did not say that he specialized in anything.  He didn’t even plant a question in anyone’s mind that might make him or her want to get additional information from him.  His Elevator Pitch was absolutely useless.  Most of the Elevator speeches I often hear at these events are worthless.

     

    A great Elevator Pitch has the following elements:

     

    It must create a WOW affect.  You want to catch the person’s attention and get them to ask you questions.

     

    It should contain negative and positive words that describe problems you solve.

     

    You must be able to communicate this in 30 seconds or less.

     

    If you went to a Networking Event and introduced yourself like the above-mentioned Lawyer or Accountant,  it’s too broad. 

     

    Introduce yourself as a Stress Reduction Specialist .  I take the stress out of peoples lives by helping them prepare for any lawsuits, before they happen.”

     

    Or “I’m a Revenue Enhancement Specialist, I help you keep your money instead of giving it to the IRS. “

     

    Do you see the difference? 

     

    Now the person knows exactly how you can help them. 

     

    Or you can say,  “ I help them by ______________and my clients are delighted with the Results.”

     

     

     

    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

    I hope this helps you.  Let me know your thoughts on this.

     

     

     

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    29 May 2014, 11:48
     

    What’s In It For Me? The Difficulty in Selling to Older People

    The Difficulty in Selling to Older People

     

     

     

    I’m often asked the following question on my Coaching Calls.  “Why are Older People so Difficult to Sell to?”

     

     

     

    Communicating with older people can be very frustrating.  The fact is that the earth as it was in the 1940’ and 50’s is different from today.

     

     

     

    It’s back then that these people developed most of their buying habits and when they formulated their expectations of salespeople. 

     

     

     

    And then add to it, the golden years are not all that golden for most of them.  Health is a constant worry, friends and relatives are often dying or becoming seriously ill, and fixed incomes, which should have been enough, aren’t.

     

     

     

    So, if your older customers often seem to have an argumentative edge about them, it is because their world has changed around them and they aren’t too pleased about the changes.

     

     

     

    You can take advantage of these changes by dealing with seniors differently than most sales people do.

     

     

     

    1.Have the patience to educate them.  Older people may not like change, but they are smart enough to understand they have to adapt.  They want to understand new technologies and ways of doing things so they can make the most of them.

     

    2.Remember that for them, loyalties run deep.  To make them buy from you, you often must help them see how you are similar to their long-standing preferences.  If your prospect drives up in a Mustang, chances are they have been buying Ford cars their whole life.  They want to know that you will be around for years to come, just like his car company.

     

    3.Finally, don’t underestimate the value of trust.  Most of these people learned to buy in an age where transactions were commonly made with a handshake, and people didn’t even lock their homes.  Make it clear that you are someone who keeps his or her word, and you have made a long-term friend, and customer.

     

     

     

    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

     

     

     

     

     

    Let me know your thoughts on this topic and share with us how you’ve dealt with older people.

     

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    15 May 2014, 12:05
     

    What’s In It For Me? Luring New Leads and Customers

    Luring New Leads and Customers

     

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. 

     

     

    You should take advantage of the program. It’s only $20 per month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

     

    One of the best ways I know of to lure new leads and customers is with Joint Ventures (JV’s).  Partnering with other businesses that have the same customers you would like as customers creates another source of profit for your business.

     

     

    In the Insurance Industry you can refer your clients to an accountant, and the accountant can refer his clients to you.  Or an attorney can do the same with you.

     

     

    The thing that makes this system work is to make sure that you let a prospective JV partner know from the start that:

     

    1.    The additional profit center will not detract in any way from their current income stream.

     

    2.    The additional profit center will not incur any risk whatsoever on their park,

     

    3.    You will perform all of the work

     

    4.    They can stop at any time for any reason

     

     

    There are many potential JVs that it is impossible to cover every conceivable one here.  Instead I’ll give you some examples.

     

    1.    JV with your suppliers.  Your suppliers want you to be more successful, since it means more sales for them.  They may fund mailings, etc.

     

    2.    Look for businesses that have the same customers as you have and want.

     

    3.    JV a Mini Seminar or Teleseminar.  Using the Lawyer/accountant example I gave you earlier, the two could get together and hold a seminar for new business owners, offering a package deal for both of their services.

     

    4.    Endorsements.  Most businesses have a great personal relationship with their customers and prospects.  You create a letter that each of you send out endorsing each other to each other’s clients/customers.

     

     

    Well that’s it for this week.  Next week I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com  and sign up for my one on one Coaching program.  You can’t lose by investing just $20.00 per month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

     

    Let me know your thoughts on this very important strategy.

     

     

     

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    01 May 2014, 02:07
     

    What’s In It For Me? Persuading Customers to Choose You Over Your Competition

    Persuading Customers to Choose You Over Your Competition

     

    The question, “ How can I persuade my customers to choose me over my competition” is a question that I often get from my Coaching Subscribers.

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. When you get a few moments, please go to www.buildyourbusinessfast.com and let me know what you think of it.   

     

    You should take advantage of the program. It’s only $20/month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com.

     

    So Let’s go over some ideas on how to persuade your customers to choose you over your Competition.

     

    Whenever a customer asks you “So what exactly is it that you do.”  You probably respond with a lengthy explanation and talk for a loooooong period of time, going into every minute detail about your product/service.

     

    While you were trying to explain what it is that you offer, your customer’s mind was actively searching for a company that they could associate you with, in order to put the information you just rattled off into a relevant box in their mind

     

    Also, you most likely will actively compare yourself with your competitors in an attempt to better explain your product/service.

     

    The result?

     

    In the mind of your customer you come second to your competitor. 

     

    Think of it this way.  It’s exactly like saying, “you are like your mother.”  The mother is the superior one.  The one that was first.

     

    Do you want to be the inferior one?  The one that comes second?  Of course you don’t. 

     

    You need to be able to associate yourself with your industry so that your customers can understand what you do.  In this way they store your information in the right box.

     

    But, that’s not all, because now you have to set yourself apart so that you can become the superior one, the one that comes first.

     

    How?

     

    How do you set yourself apart from your competitors?

     

    Complete the following question.   “ Customers will choose me over competitor’s because…….”

     

    It’s really that simple.

     

    There could be a multitude of answers you get. 

     

    The point is that you need to know what makes you different than your competitors.

     

    Always remember that you have a product/service that offers value to a need that your customers have.

     

    You need to be able to qualify how you will add value.  I often, in my writings refer to it as “Your Unique Selling Proposition.”

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step-by-step instructions on how to implement this and other ideas I give on Creating Customers, please go to www.buildyourbusinessfast.com and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

    Let me know what you think of what I just wrote about.

     

     

     

     

     

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    16 April 2014, 17:35
     

    What’s In It For Me? Getting Customers Every Day Coming Back Over and Over Part 2

     

    Getting Customers Every Day Coming Back Over and Over  Part 2

     

     

    This week I will continue with giving you more ideas about this important topic.

     

    In my coaching program, I’ve received many email messages and faxes, where my subscribers asked me to address and write about some of the problems they were having. Each month I have given them the step by step methods to solve those problems but also at the same time to build their business by Creating More and More Customers. When you get a few moments, please go to www.buildyourbusinessfast.com and let me know what you think of it.   

     

    You should take advantage of the program. It’s only $20/month and You get so many ideas on Creating Customers.  Go to www.buildyourbusinessfast.com

     

     

    Here’s one more idea you can use after the sale.

     

    5.    Always give the customer another chance to spend more money with you when they place their order.  Before the customer returns for their cloths, you could have someone call and say….

     

    “Mr. Smith, when you brought your clothes in yesterday, you indicated on the Raffle Ticket that your wife’s favorite color was blue.  I though you might be interested in a limited shipment of exotic blue silk scarves I had exclusively imported from India.  We’ve only got 10 of them left, and I am giving our newest customers the first chance to look at them. They are great Anniversary or Birthday gifts.  Would you like me to set them aside for you to look at when you pick up your clothes?

     

    Are you getting the idea?  What intrigues me is how much time and effort a business goes through to get a new customer, and then totally ignores them afterwards.

     

    You have worked hard in your business.  You’ve taken all the risks and you have developed a product or service that can make you some money.  You put your money into advertising and promotion. 

     

    Now it’s time to generate the key to your long-term success and profitability.

     

    Your profits are in creating lifetime customers. 

     

    The final portion of this very important concept is to look at your database.  When I do seminars I find out that most of the attendees have an impression that database marketing is simply “direct mail” and that it didn’t work when they tried it.

     

    Nothing can be further from the truth.  Direct Mail is only one small aspect of database marketing.  I’m really talking about the technological ability to mass customize your customer list.  In other words, you use the computer to do your hard work for you.  But the computer has to have the information before it can do the hard work.

     

    What is so often overlooked by many businesses is the “Lifetime Value” of a customer.  With most businesses, the lifetime value is often ‘0’.  They spend needlessly on advertising for new customers and that new customer only buys enough to pay for the acquisition cost and never comes back.  What a waste.

     

    But with database marketing strategies working for you, every customer becomes a potential Life Time profit center, not just a hopeful.  Inexpensive software now allows you to do all kinds of neat and innovative things with your client list.  But, you must create the list first.

     

    The first step you must do is to think out very creatively about what you want to accomplish, so that you gather the right information.  And then you have to sort the information for the specific applications you have created to follow-up with your customer to get them to come back and spend more money.

     

    Let me go back to the Dry Cleaner example I used. He could have analyzed his database and discovered that 77% of his clients live within a 10 block area of this store.  80% of those who live nearby have 2 or more children under the age of 10.  With that information in hand he could easily design a promotion of some type that would be very specific.

     

    Let’s suppose that there is a Pizza Parlor next door.  He can propose a Joint Promotion. The Pizza Parlor will offer a 50% off special just to the children of the Dry Cleaners customers.  Now, he can use Direct Mail effectively.

     

    He makes the following offer.  He will buy their 2 kids a 12inch pizza to share, if the parents bring in at leas $25 worth of cleaning during the specified week.  Probably the free offer of food for their kids is almost impossible to pass up, and let’s say that 300 families show up for the offer. Let’s also assume that they didn’t only bring in $25 worth of clothing but $45.

     

    If you do the math it comes out like this.  300 families at $45 average = $13,500.  Deduct the 300 pizzas at half price; probably about $5 is $1500 dollars.

     

    Here it is:

     

    $13,000 Income from Cleaning

    -         244 Advertising Cost

    -         1500 Pizza cost

    Equals $11.756 in profits.

     

    All because he treated his clients as the profit center that they can be if treated right.  There are many other benefits from this type of attitude.

     

    His customers really appreciate the effort and creativity that went into this type of promotion, as opposed to just putting an ad in the paper.  His competitors don’t know what is happening, and they are left scratching their heads instead of running right out and copying him. The Dry Cleaner can continue this type of marketing month after month with astounding results.

     

    I’ve come full circle on this concept and I know you get the idea that you can join the endless search for new customers, always worrying about how to get more of the, or you can approach every customer as the “first” in your business life, and turn them into Life Time profit centers by creatively interacting with them.

     

    People want to be recognized, rewarded, and appreciated.  Do it well, and they will reward you with increasing amounts of their business.

     

    Do it poorly, or not at all, and they will reward you with never coming back.  You generally get one chance to convert that prospect to a Life Time profit center.  Don’t blow it because they won’t give you a second chance.

     

    Well that’s it for this Issue.  Next time I’ll write about another solution to problems you might be having and how to reverse them. If you need step by step instructions on how to implement this and other ideas I give on Creating Customers,  please go to www.buildyourbusinessfast.com   and sign up for my one on one Coaching program.  You can’t lose by investing just $20/month in the growth of your business.  You probably Tip more than your investment each month. Invest in the growth of your business.

     

    Let me know what you think of this idea.

     

     

     

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    02 April 2014, 14:27
     

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