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Magnetic Sales and Marketing
Through these 6 lessons, I'm going to give you specific, usable, "one-two-three" marketing strategies that apply to any product, service, business or sales career. It doesn't matter whether you're in the retail business, you have an online business, you're a telesales professional or have a staff of inbound or outbound telemarketers, you sell big ticket items, small ticket items, you sell to consumers or business to business, what you do or how you do it, the methods I'm going to share with you here can be quickly and easily applied and you will . . . See Results in 21 Days or Less! When you apply what you learn here (I'll show you an easy way to do that too), you will see results in your bank account within 21 days or less. I'm going to give you one complete strategy you can use exactly as I describe it to you at the end of this course. You can immediately apply it to dramatically impact your pocketbook. The examples I will be sharing with you here rely heavily on direct mail, but please know upfront that they can easily be adapted for use on the Internet, with email, to generate a steady stream of high quality leads for inbound or outbound telemarketers, and other sales and marketing vehicles. We're going to working together on extremely "real" and practical concepts. I'm here to make you money! There are a couple of things I want you to know about me before we get rolling. One is, since you're in this course, it's a good bet that you take a lot of courses and attend a lot of seminars. At many seminars and courses, what you encounter is what I call the "pretend experts" - the folks that sell only in their memories, run businesses only in their nightmares and, now, traverse the globe telling people how to do what they've never done (it's a whole lot easier to write a book than it is to do it) -- or that they did so long ago that it just no longer matters. Most of my life is like yours:
Everything we will talk about here is reality-based, not theory-based. Are You An "Advertising Victim?" I have two "hate lists" for you that pretty much summarize where we're going to go in this course. If you run a business and you sign your name on the dotted line on all the checks, then one of the key things on your list of things that you hate should be being what I call "an advertising victim." And when I say that, you should get a mental picture. That's when you get the big black check book out and you sign one of those checks for some kind of advertising expense and you hand it to some kind of advertising sales person, and you have no earthly idea whether you made a good decision, bad decision, when you'll know, how you'll know, or if you'll know. I detest that kind of uncertainty when I spend my money. I bet you do too. I'm going to show you how to eliminate it, how to make every dollar you spend promoting your business trackable, accountable, measurable, and come back to you quickly in multiples. End "Cold Call Prospecting" Forever! If you sell for a living, number one on your hate list should be cold call prospecting, grunt work. My friend, Zig Ziglar, would call that "warm approaching." I just don't see anything warm, friendly, fuzzy, happy, or pleasant about the process of trying to talk to people who at least emotionally, if not physically, are backing away from you as fast as you are moving towards them. I grew up in the Midwest where we have coal mining, and, to me, cold prospecting is like coal mining. It's dirty, filthy, ugly, smelly, sweaty work - and best left to people who are minimum wage with brawn, not maximum wage with brain. So, regardless of what you have done before this course, as a result of what we do together here, you should never cold prospect again as long as you live. I'm going to show you how to eliminate it from your existence and change the way you attract your customers or clients. One quick story to set the stage for where we're going to go, then we'll roll up our sleeves and get to work. The story gets us acquainted and sets our direction. A Valuable Lesson To Learn . . . Several July's ago, I'm home alone. It's a weekday afternoon. Everybody's out of the house. I've got the house to myself, and I'm at the kitchen counter with a pitcher of iced tea. I've got a client on the speaker phone and I'm intensely involved in a conversation with him, when someone uninvited, unexpected, and, in fact, unknown to me begins to ring the doorbell and bang on the front doors of my house with earthquake intensity. You work for a real living. You're not home during the day. But if you stop and think about it, the options of who can be at your home on a weekday afternoon, uninvited, banging on the door, is pretty slim. It's got to be a "pest" of some kind. I did what you do with pests. I ignored it -- confident that if sufficiently ignored, it would go away. It didn't. I'm ignoring him, continuing my conversation. He's ringing and banging, ringing and banging, ringing and banging. After ignoring him for a sufficient length of time, he gives up and leaves -- ever so briefly. He goes around to the rear of my property. He climbs over an eight-and-a-half foot high masonry wall with shards of glass embedded on the top to discourage that method of entry, comes down past the cactuses, the shrubs, the pool, and the spa, and he's now on the patio deck immediately behind me. He can see my back to him through the panes of glass on the doors on which he is now banging with incredible violence. This is by far the most annoying pest ever - but I'm the most stubborn guy ever - so I keep my back to him and raise my voice to carry on my conversation. We have the contest of wills that seems to last an eternity. Finally, he wins. I can't handle it anymore. I turn around to deal with the most annoying pest ever. It turns out the reason he's there is that my entire back yard is in flames! We set a record that year, fifteen straight 120-degree days, and everything is very dry -- brittle. My guess is some imbecile driving through the community flicked a cigarette butt into orbit and it picked my yard to land, but I'll never know. I'm not kidding - literally everything but the water in the pool is on fire. And this good Samaritan, who thinks I'm an idiot (which is arguable by now) is there trying to save my house. Now here's what's instructive about this from a sales and marketing perspective. Here's what's useful. At that precise moment of time he went from being the most annoying pest to the most welcome guest ever to visit the Kennedy household in fifteen years because he was there with just the right message at just the right moment in time. In this case, "Call 911, stupid, I'll work the hose." Are You A "Welcome Guest?" Now, the reason it's instructive is because know it or not, acknowledge it or not, like hearing it or not, the vast majority of the time that you try to communicate with your marketplace, your present, past, or future prospects, clients, or customers, you're categorized as a pest, not as the most welcome guest of the day, week, month, or year. I'm here to tell you that if you discover how to change that (I call it addressing the first square on the sales and marketing game board), and you change it, you automatically change everything else too. Everything else suddenly gets easy if you become what we call a "Welcome Guest Marketer." I'm going to give you two quick examples to show you how this idea will make you money - tons of money. |