• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • 1
    CommentGo Back
Download
 
Internet MarketingSuper-Summit
Formal Referral SystemDirect Mail + Email + WebCopyBreakthroughsAdd Ons +Cross-selling3 Ways toincreasebusinesscommunicationUSPhost-beneficiary relationshipsFish where the big fish areStrategy of PreeminenceClient's Marginal New WorthBreak even today, breakthe bank tomorrowlove is better 2nd timearoundRisk ReversalbusinessTestingBartertelemarketing
 
Internet Marketing'Super Summit'
communication
THE SINGLE MOST IMPORTANTSTRATEGY YOU CAN USE TO MAXIMIZETHE VALUE OF ALL OTHERSTRATEGIES IS TO COMMUNICATE ONA REGULAR BASIS WITH EVERYONEWHO CONTRIBUTES, OR EVER WILLCONTRIBUTE, IN ANY WAY TO YOURBUSINESS SUCCESSyour challenge is to keep clients constantlyconnected to youkeep them thinkinghow valuable you arehow good you arehow much you care about themthe more contact + communication youhave with a person, the stronger + richerthe relationship becomes. in business thesecret to keeping + growing clients is tokeep meaningful communication w/ everyone important to you
USP
to get your prospects + clients to see yourbusiness as offering them a superior benefitor advantage that no other competitor offersthemyou must determine the most powerfulbenefit or advantage you can possibly offeran existing or future client so it will be totallyirrational for them to choose to do businesswith anyone but your companyYOU MUST IDENTIFY WHATADVANTAGE OR RESULT YOURCLIENTS WANT THE MOSTyou must integrate your USP into all yourpromotional, marketing, advertising, +selling operationsthe more clearly you telegraph what makesyou a better choice, the more often they'llchoose you over the competitionthe pint is to focus on the one need, or gapthat is most sorely lacking - provided youcan keep the promise you makeIT IS CRITICAL TO ALWAYS FULFILLTHE"BIG PROMISE" OF YOUR USPthe USP is the nucleus around which youbuild your success, fame + wealth. SO YOUBETTER BE ABLE TO STATE IT!try it. write 1 paragraph statement of yournew USP. at first you will have troubleexpressing it tightly + specifically. it maytake 2 or 3 paragraphs or more. ruthlesslyedit away the generalities + focus on a crispclear statement that promises the most youcould possibly offer.remember axiom: you will not appeal toeverybody. in fact certain USPs aredesigned to appeal to only 1 segment of amarketall your employees (or subcontractors) withany public contact or client interaction, oranyone who impacts your business -MUSTFULLY UNDERSTAND, EMBRACE, +BELIEVE YOUR USPtalk to your staff, write scripts, HOLDCONTESTS, + reward people whodistinguish themselves promoting your USPIT'S VITALLY IMPORTANT TOINDELIBLY ETCH A STRONG,CLEAR, COMPELLING USP INTHE MINDS OF YOURCLIENTS AFTER THEY'VEBOUGHT FROM YOUimmediately following the sale, write,e-mail, phone, or visit your clients. Duringthe follow-up, make sure the clients feelimportant + special, and that their initialpurchases are "RESOLD". repeat your USP+ remind the clients how it helped themmake their purchasing decisiona USP can come inthe form of anoccasional specialoffer.I advice my clients to frequently offer specialpromotions to their clients by mail,telephone, or in person.by offering your clients genuine, speciallypriced deals, you endear yourself to them1st the client should always see the offer asa logical extension of your basic USPif your USP is service, your preferredpromotions will be service based ratherthan price based2nd make it very clear that this special offeris only available to current clientsgive staff reasonable authority to ensure thepromise behind your USP
Risk Reversal
whenever 2 parties come together totransact business of any kind,1 side isalways asking the other to assume more orall of the riskif you ask someone to take on all the risk,their 1st inclination is not buyyour goal is to eliminate as much, if not all,of the risk in the transaction for your clienttake away risk, you lower the barrier toaction + eliminate the primary obstacle tobuying1 of the biggest "competitive edge"advantages you'll ever gain is to alwaysmake it easier for the client to say yes thanit is for them to say no.ASSUME THE RISK IN EVERYTRANSACTION YOU HAVE WITH YOURCLIENTSyou totally +completelyguarantee thepurchase foryour clientBTRFBetter Than Risk Freecompensating your client for theirdissatisfaction + valuing their time + trust isthe concept behind itconsider offering the client something elsein addition (a bonus) when they agree topurchase. offer them an exceptionalmoney-back guarantee, but allow the clientto keep the bonus if he or she asks for arefundTEST THE MOST SPECIFIC TYPES OFGUARANTEES + BETTER THAN RISKFREE GUARANTEES YOU CAN BEFOREARBITRARILY DECIDING ON ONEwhen you put a very specific + dramaticperformance-based guarantees or riskreversals on your selling proposition, yoursales almost certainly soar.the longer the guarantee + the morespecific the performance expectations youmake, the more people will buytest it yourselfRISK REVERSAL CAN BECOME ANIMPORTANT PART OF YOUR USPweight-loss programs guarantee specificweight loss in a specified period of timemake a complete list of every obstacle toyour clients that might prevent them frompurchasing, dealing with, or choosing youover your competition.
business
when you limit your business to doing thingsthe same way every other competitor ofyour does, you can only produce modest,incremental gains at bestmost business people don't realize it, butthey are in the client and prospectgenerating business. that's the basic goalof all marketing
Breakthroughs
breakthroughs are unconventionally fresh,superior, more exciting ways of doingsomethingask yourself continually " Where's the bigoverlooked opportunity here?"always discover the hidden opportunity inevery situationtry to uncover at least 1 cash windfall foryour business every 3 monthsbuild a foundation based upon multiplestreams of idea generation. get ideas fromothersone of you breakthrough goals is always tomake your product or business special,unique, + more advantageous in yourclients eyeBreakthroughs increase in direct proportionto the amount of networking, brainstorming,and masterminding you do with like minded,success driven people outside your industry
3 Ways to increase business
increase # of clientsincrease the average size of the sale perclientincrease the # of time clients return + buyagainwork on all three = geometric growth
 
Internet Marketing'Super Summit'
Add Ons+Cross-selling
add ons= you graduate the client to a largeror superior alternative product or packageof goods or servicescross sell= is introducing the client anadditional product or service that will add orincrease the result of their transaction withyou or your companyevery timesomeone buysfrom yourcompany, youhave anopportunity toincrease the sizeof the purchaseadding product + servicesadding volume or time optionsadding combinations (packages)when you close the sale, it's the perfecttime to make an additional sale- particularlyif there's a very good reason + benefit forthe client to buy your package deal. 60% ofall clients will increase if you do it right +offer true valuemakead-ons workfor youwrite the names of you 3 best sellingproductsnow add the end result that clients desirewhen they buy these itemsalongside list some of the ways in whichyou might increase the value + benefit ofthose goods + services to your clients byadding a product or service to a typical saleways tocome upwithobserve what your clients do before theybuy your services, Can you provide that tothem, too?watch what people do w/your service afterthey buy it, + offer to do it for them for a feesee what people buy to go with yourproduct or service in the pursuit of their endresult. make it available through youAsk yourself how you would make a clients'end result even more completeIF YOU CAN SELL ANY PRODUCT ORSERVICE THAT CAN BE OFFERED ONWHAT I REFER TO AS 'TFN' (TILLFURTHER NOTICE) BASIS, YOUR CANUSE YOUR AD ON OR UP SELLINGTECHNIQUE TO TURN A 1 TIMEPURCHASER INTO AN ONGOING,PERPETUAL, WEEKLY, DAILY,MONTHLY OR QUARTERLY LOCKED INSALES. THE CONCEPT THAT DRIVESTHE MUSIC CLUB BUSINESSgive clients three better options + a numberof them will choose 1 of the two additionsover their initial intent. give them superiorvalue in each option you add, and theybecome benefited many more times morethan you do from the processanother approach to increasing the averagetransaction value is to use point of salepromotions. point of sale promotions arenothing more than displays or signage thatgrab the clients attention right at the point ofsale.I STRONGLY URGE YOU TO LOOK ATYOUR BUSINESS OR PRACTICE + ASKSELF "COULD I TAKE ANY OR ALL OFTHE PRODUCTS OR SERVICES I SELL +REPOSITION THEM TO BE MORE UPMARKET?
Testing
test everything. it's simple and the payoffcan be enormousuntil you start testing different responses +performance levels, your leaving massivepotential on the tablewith each specific ad compute the cost perprospect, the cost per close, the averagesale per prospect, the average conversionper prospect, + the average profit per saleagainst the controlWHEN YOU TEST ONE APPROACHAGAINST ANOTHER + CAREFULLYANALYZE + TABULATE THE RESULTS,YOU WILL BE AMAZED THAT ONEAPPROACH ALWAYS SUBSTANTIALLYOUT PULLS ALL THE OTHERS BY ATREMENDOUS MARGINTEST EVERY SALES VARIABLE. anypositive or negative data can help youmanipulate dramatically the effectiveness ofyour sales efforts.NEVER TEST BIG IF YOU CAN TESTSMALLA/B SPLITS ALLOW YOU TO TEST TWOAPPROACHES WITH ONE HOMEPAGEwhen advanced test quality of responseinstead of mere quantitywhatever you think is your best selling priceprobably isn't
FormalReferralSystem
a formal client referral system will bring youan immediate increase in clients and profita referral-generated client normally spendsmore money, buys more often, and is moreprofitable + loyal than most categories ofbusiness you could go afterREFERRALS BEGET REFERRALS theyare self perpetuatingevery time clients deal w/ you in person,through sales staff, by letter, e-mail, or onthe phone, diplomatically ask them for clientreferralsyou provide far too important a value +benefit to allow all of the friend, coworkers,family members, and colleagues of yourcurrent clients to be denied access to yourefuse to allow yourself to become acommodity. instead focus on yourcontribution to clients lives + the ultimateimpact that resultsA PSYCHIATRIST I'VE ADVISED MADEHIS BUSINESS BOOM BY FOLLOWINGJUST 1 PIECE OF ADVICEHE TOLD PEOPLE WHO REFERREDPATIENTS TO HIM TO TELL ANYONETHEY REFERRED THAT THEYWOULDN'T HAVE TO PAY FOR THEFIRST SESSIONthe law of consistency is such that if clientsrecommend you to someone else, theyhave committed themselves also.IF YOU WANT TO OPTIMIZE ANYBUSINESS, THEN YOU WILL HAVE ATLEAST 4 TO 5 DIFFERENT REFERRALSYSTEMSwhat you need to knowwho are the ideal prospects?what is the benefit your ideal prospectwants +needswhat benefit or result does your competitorprovidewhat benefit do you providewhat is the ideal prospect's biggest problemthat is not being met?stepswhat are the demographics of your idealprospectwho can refer prospects to youclientsemployeescompetitorsprospectsprospects who didn't convertother business + professionalsassociations - unions, etc..setstageforgettingreferralsmake sure you have a good or valuableproductrevere what you doposition yourself as different from yourcompetitorsshow interest in your current clients byasking them about themselvesexplain that even if the referral doesn't buy,you will provide a valuable service for themgive them both logical +emotion reasons why theyshould give you referralsexplain that you get most ofyour business from referralsbecause you do, you'reable to invest your money+ time in providing a betterserviceoffer to givethem anincentive forthe referralin the case of someprofessionals whocannot ethically take payfor referrals do otherthings like donatingmoney to their favoritecharitiesoffer to give their clients a product orservice for free or at a discount and tellthem that this is something that the personreferring you to them has bought themoffer to give the referral a special incentivehave your client call or directly contact thereferraldo something in advance of asking for thereferral for the person for who you want toget referrals. THIS WILL INDUCE THELAW OF RECIPROCITYkeep in frequent contact w/ people whohave provided referrals in the pastASK FOR REFERRALS WHEN CLIENT ISMOST RECEPTIVEDON'T BE BASHFUL; ASK FORREFERRALSTHANK YOUR CLIENTS FORREFERRALShelp your clients locate referrals for you.ask them, "WHO DO YOU KNOWWHO______?"a health club's new clients are 80% fromreferrals. when new people are introduced,the emphasis is on service + results. whenthey sign up, the club gets them to committo consistently come into the club and useit- then they get them to promise to referfriends so they can help them out, too. afterthe new clients get results they were after,the club asks them to write a letter ofrecommendation
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...
ozric

Thank you for this AWESOMELY useful information!

reply02 / 24 / 2009
You must be to leave a comment.
Submit
Characters: ...