Professional Documents
Culture Documents
IDEAS
MARKETING
By John Williamson
© 2020 busierbusiness.com
Email: johnwilliamson@busierbusiness.com
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Introduction ........................................................................................................... 2
MARKETING IDEA #1 - How To Get Your Hands On The Best, Most Desirable
Sales Leads In Your Market Place ... And Get Them Days, Weeks Or
Even Months Before Your Competitors Even Know They Exist! ………....................
3
H
ere’s some good news – sales and marketing needn’t be anywhere
near as difficult (if you find it difficult) or unpleasant (if you find it
unpleasant) or as time consuming (if you find it time consuming) or
as expensive (if you are finding it expensive) as you are experiencing right
now!
Because this book is actually a short sharp ‘crash course’ in how to win
new clients, customers or patients and make more money using sales and
marketing techniques that produce amazingly good results, quickly and for a
lot less money than you are probably used to spending!
Every single one of these ideas have already been tried, tested AND
proven many times over by entrepreneurs and business owners just like you,
in real life situations just like the ones you are facing in today’s tough
economic climate.
The book includes techniques that you can put to work in your business
straight away – techniques that can be producing more sales and cash flow for
you in as little as 24 hours if that’s what you need.
charge higher prices than your competitors and still get the business
In fact, this book gives you a complete sales and marketing toolkit to
make this year your best ever year in business!
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IDEA #1 - How To Get Your Hands On The Best, Most Desirable
Sales Leads In Your Market Place ... And Get Them Days, Weeks
Or Even Months Before Your Competitors Even Know They
Exist!
People are worried that they might make the wrong decision.
When it comes to buying products and services, they don’t want to lose
their money through making a bad decision.
And they certainly don’t want to look stupid in front of their peer group
for making a wrong decision.
You can turn this natural state of confusion and fear to your advantage
by stepping in and becoming your potential customers’ assistant decision
maker.
Case Study
I first discovered just how powerful it is to create and promote a ‘buyers
guide’ when I was running an outside catering business.
After one year of conventional sales and marketing effort we were still
going from week to week, wondering where sales were going to come from
and fighting tooth and nail with our competitors for market share even
though our product and service was far superior to our competitors
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(nooooooo, it wasn’t just me that thought so, we were getting 10 out of 10
from every customer along with almost embarrassingly good testimonials!).
The problem was, for us to provide the quality and service we wanted to
provide, we had to charge a higher price. (Actually, we were charging about
20% more than our nearest competitor and nearly twice as much as the
cheapest!)
When people responded to our marketing they only ever seemed to have
one question on their mind … “how much is it?” … and when we told them,
that’s often where the conversation ended!
Because this all changed from the very day we started to promote our
‘buyers guide’.
The phone started ringing off the hook. Our conversion rate sky
rocketed. Orders flooded in. And within months some of our competitors had
shut their doors!
You see, a little research revealed that although catering might be one of
the first things people enquired about when they were organising a function
or celebration, they would always book a function room before they placed an
order for food.
And that’s where the problem was - the function room owners would
often offer their own catering services or they would recommend other
outside caterers with whom they had long standing ‘relationships’.
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The research consisted of ringing every function room we could find in
the area and asking them for details of their facilities.
By the time we had finished, we’d found 147 function rooms for hire.
Then when people rang to ask for a copy of the handbook - which they
did in droves - we would helpfully suggest that we ‘pencil them in for catering’
at the same time whilst they continued their search for a function room.
Most people took us up on our risk free offer and along with the free
‘Party Organisers Handbook’ they were sent full details of our catering
service.
Very few people ‘un-booked’ once they’d received details of our service
which contained many glowing testimonials and a fear eliminating guarantee
that their food would arrive ‘piping hot and not even a minute late … or it
would be completely free of charge!’
When we switched from using our marketing to brag about how good
our product was and instead offered free information that was useful to our
potential customers … sales took off!
If you had a ‘buyers guide’ your sales could take off too.
It just takes a different way of thinking. You need to think less about
what you want and a lot more about what your customers want and
specifically what is stopping them from getting what they want.
Over the years I have created many different types of ‘buyers guide’ for
many different types of businesses and professions.
One type of ‘buyers guide’ that can work for virtually any business is to
simply write a report that promises to help people avoid …
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For example if you sell homes abroad the ‘buyers guide’ could be:
At less than 1,000 words, your own buyers guide can be researched and
written in a matter of hours.
Once you have created your buyers guide you should promote it in
every place that you would normally just brag about your products or service.
You can use your ‘buyers guide’ in your Yellow Pages advert to stop
people dead in their tracks and give you first bite of the cherry (think about it
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- why would someone start ringing your competitors for quotes until they had
got the lowdown on the industry by reading a copy of ‘The 7 Costly and
Potentially Disastrous Mistakes People Make When Buying Double Glazing!’)
You could use the space on the back of your business card to promote
your ‘buyers guide’ – if you do a lot of networking this is a great way to
generate qualified leads without you having to waste time following up on
people who have no interest in your product or service!
You could mail postcards to people in your target market offering them
your ‘buyers guide’.
In each of these instances the best way to deliver your buyers guide is
via a specially created 1 page web site where people can download the ‘buyers
guide’ in exchange for their contact information. Gaining their contact
information in exchange for the report is essential so that you can follow up in
an appropriate way.
You will find that people will ask for a ‘buyers guide’ weeks or months
earlier than they would ask for a brochure which means that you find out that
they are in the market for your product or service weeks or even months
earlier than your competitors.
Think about it – why would anybody request a copy of ‘The 7 Costly and
Potentially Disastrous Mistakes People Make When Buying Their First
Caravan! ... unless they were seriously interested in buying a caravan.
When offered in the yellow pages, buyers’ guides have generated more
than 7 times more phone calls than a normal ‘buy our stuff’ style advert.
A ‘buyers guide’ can make advertising work even for those businesses
where advertising usually doesn’t work. And if you sell exactly the same
products or services as your competitors your ‘buyers guide’ can give your
business that all important Unique Point Of Difference.
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IDEA #2 - How To Make Your Advertising Completely
Irresistible (... Even To People That Didn’t Think They Wanted
To Buy Your ‘Stuff’ When They Woke Up This Morning!)
Here’s how it goes ... first I ask people in the audience to put their hands
up if they are thinking of buying a new kitchen right now.
Then I ask ‘who is thinking about buying a new computer this month?’
I’ll ask similar questions about a half a dozen other products or services
and each time I’ll get everyone in the room to look around and see how many
people say ‘yes’.
Less than 7% of the people in the room put their hand up to any of the
questions!
For instance someone might have these major items on their mental
shopping list:
They can’t afford to buy them all in one go today, so they have to
prioritise them, deciding which one is more important or desirable to them
right now.
Here’s how their mental shopping list looks like once they’ve prioritised
it:
1. New car
2. Send kids to private school
3. Exotic holiday
4. New kitchen
Now, if you are selling cars that’s great news – well, sort of.
And if you are selling kitchens it’s bad news – because by the look of
this list, you’re going to be waiting for your ‘turn’ for quite some time!
Here’s the reason why it’s only sort of good news for our local car
dealer.
Our car dealer will be fighting with every other car dealer for the
attention of this hot buyer.
His advertising will promise low prices – so will his competitors! His
advertising will promise a great choice – so will his competitors! His
advertising will promise great after sales service – so will his competitors!
If you can figure out how to do that, then you have increased the size of
the market place for your product or service by over 1,000%!
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Case Study
My client, a kitchen sales company, was desperate to find a way to make
their advertising stand out from the 11 other kitchen companies fighting for
attention in the local newspaper.
People who were in the market for a new kitchen would simply use the
adverts to plan a weekend tour of the local kitchen showrooms.
Now, in some instances several years had elapsed between moving into
a new home and purchasing a new kitchen. But careful questioning revealed
that the ONLY reason they had not replaced the kitchen sooner was lack of
money and other priorities.
Time after time the ladies we spoke to said pretty much the same thing
… “I’d hated that old kitchen since the day we moved in” … and then
they would go on to talk about the old kitchen as ‘hers’ to make the point that
it was the previous home owners choice.
By listening into the conversation that had been going on inside these
customers heads, we gained a valuable insight in to how to create an
advertising message that would appeal not just to people who had already
decided to buy a new kitchen but also the 93% of people that had not yet got
to that stage and for whom the enticement of special offers and incentives
would be meaningless.
Based on our research we created brand new adverts. And these adverts
were completely different from the competitors – for a start we completely cut
out all of the usual incentives, freebies and special offers!
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And then, instead of the usual ‘SALE NOW ON’ headline we ran the
following headline ...
(Mmmm ... well, actually Madam, it was written just for you!)
The advert was irresistible to people that weren’t even in the market for
a kitchen when they picked up the newspaper for a casual read that day. The
headline ‘spoke’ directly to them; to the quite internal conversation that they
had always been having with themselves.
The headline caused them to say to themselves ‘that’s me’. And that’s
the secret to creating irresistible advertising – creating headlines and copy
that taps into a person’s quiet internal conversation and gets them to think
‘that’s me!’
Your web site, mail shots, posters, yellow page adverts can all be made
several times more powerful, appeal to a much bigger audience (the 93% of
people that didn’t wake up this morning thinking about buying your product
or service today) and generate many more sales by utilising ‘that’s me’
statements to reset peoples buying priorities and propel your product or
service to the top of their mental shopping list – instantly!
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You should do everything you can to find out, because knowing what
they want is the fastest, easiest way to get what you want – more sales!
Your customers want more value for money – which is NOT the same
thing as having to have the absolute rock bottom cheapest price. According to
one study just 9% of people stop using a business because they could get a
cheaper price somewhere else. (Of course all things being equal, people will
buy on price which is why it’s your number 1 job as an entrepreneur, to make
sure things aren’t equal!)
They want you to make everything more convenient for them – which
means that they want it to be easier to do business with you. Easier to find
what they want. Easier to get it delivered. (Really, they just want you to make
it easier for them to give you their money.)
They want you to eliminate the risk of doing business with you – and
that’s not just the financial risk of losing their money. It’s also the emotional
risk of losing face in front of their peer group if buying from you turns out to
be the wrong decision. (So make sure that you underwrite your customers
trust in you with the most liberal guarantees you can offer.)
But, the one thing they want more than anything else (this is the
shortcut) is lots more contact from you – surveys have shown that 68% of
people that leave a business do so through a feeling of indifference, through a
lack of contact.
If you increase the amount of contact with your customers you will lose
less of them. That in itself is good news. But there is even better news. These
customers will spend more money with you and they will also refer more of
their friends, family and colleagues to you too. Which means even more low
cost sales for you.
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If you provide a great product/service you will generate a massive pay
back from this investment in marketing to your existing customers, not only
through the increased sales you get from them but also from the extra
referrals you get from maintaining top of mind awareness with your
customers.
Which means you can’t just bombard people with a stream of un-
personalised, irrelevant marketing offers.
You see, it doesn’t seem to matter if someone is 7 or 70, the single most
important day in the year for most people is … their birthday.
Dear [customer]
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I thought flowers maybe. But we all had different
favourites and of course none of our choices may have been
to your liking.
Happy birthday
[names of staff]
Many will add your ‘funny money’ to the real birthday money they’ve
received (or be stimulated by your letter to go and ask someone for some
birthday money!) and then they’ll come and spend that money with you too!
Alternatively you could invite them to a private birthday sale like in this
example letter:
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Dear [customer],
Example
Example
Example
Best wishes
[name]
Even if you don’t have a suitable product or service that people can buy
from you on their birthday you should probably still recognise your
customers’ special day.
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Maybe you could buy them a birthday dinner like in this example letter:
Happy birthday
[name]
Managing Director
Explain that you want to send every one of your customers to their
restaurant for a birthday treat on you … provided the restaurant will let you
have the treat at cost.
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In other words, you’ll pay for the food but not all of the other overheads
like wages, electricity, rent etc. after all, they were already being incurred with
or without your customer being there.
You should be able to negotiate a discount of at least two thirds off the
bill which means you get to buy a £15 meal for your customer at a cost to you
of just £5.
You look good in the eyes of your customer and the restaurant gets the
opportunity to impress a new and potentially regular customer.
Of course most people will not eat out on their own, so the restaurant
will sell another meal at full profit (unless of course you feel generous enough
to buy their dining partners meal as well.)
Providing you’ve lived up to the ‘promises’ you made with your initial
sales, you should expect much bigger response rates when you market to your
existing customers because people generally prefer to spend their money with
companies that they have already had a good experience with, rather than
‘risking’ their money by purchasing from a new and unknown business.
How many times have you got to the end of a perfect sales presentation
(and what looked like being a certain sale!) only to have it evaporate right in
front of your eyes, when the customer started to ‘haggle’ with you over your
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price or tried to manoeuvre you into offering a discount by asking for time to
think about it.
After all, who wants to pay more than they have to for anything?
But for many people, getting a discount has become a bit of sport and
owning the product is sometimes not nearly as exciting as being able to tell
their friends about the great deal that they negotiated!
That’s fine.
After all, we want them to tell all of their friends about their new
purchase and where they can get one too, don’t we?
Here’s how you substitute a great deal for a discount so that you can
make maximum profit whilst your customer gets maximum bragging rights.
You make your normal sales presentation and right at the end you
should say to the customer …
You then continue by explaining that their purchase comes with a free
product/service worth £xxx WHEN they buy today.
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5. And finally, the free bonus must be free to you.
Here’s an example to show you how this technique works in practice.
Supposing you were an optician, then the ‘free bonus’ could be a free
haircut at your local posh hairdressers.
For ladies interested in their appearance (well, they’re looking for new
frames so that’s a fair bet!) this could be a very desirable free bonus.
Here’s how.
All hairdressers are looking for new customers and will spend good
money on advertising to acquire those customers.
The hard cost to them is very little, just some shampoo and an
otherwise pair of idle hands in exchange for an opportunity to win a new
client without risking any money on advertising that may or may not work.
And ... can you imagine how happy our lady would be with her free
bonus and how eager she would be to tell everyone she knew how she had got
it!
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IDEA #5 - How To Snatch Back ‘Potential Customers’ That Have
Slipped Through Your Fingers ... Even Those That Have Actually
Gone On To Buy From Your Competitors!
You know the situation, someone promises to ‘come back’ to you with a
decision after they’ve had the chance to ‘think about it’ ... but then you never
hear from them again.
Studies show that many sales are made only after several attempts to
get the business have been made.
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That’s why you should have a follow up system in place for when these
circumstances occur.
Having a system will ensure that you always follow through and
maximise your conversion rates.
Some customers you send the letter to will not have bought elsewhere
yet, but are in fact still thinking about it.
If it’s a major purchase that won’t be made again for months or perhaps
even years, they may still be impressed with your attention and reward your
efforts with an opportunity to gain their business next time around.
Some of them may not be happy with the service they are receiving from
your competitor and may be in a position to buy again relatively quickly in
which case they now know someone with a good service attitude that they can
turn to.
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We’ve not heard back from you and as some time has now
passed, I assume that you have purchased your [product or
service] from someone else.
Whatever the case, I’d just like to let you know that if
for any reason things aren’t working out with the other
company ... then we are still happy to help you in any way we
can – just pick up the phone and ask.
Yours sincerely
[name]
Managing Director
There are so many reasons why you should create and use a follow up
system that you can put into action every time a sale doesn’t convert on the
spot.
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Your follow up system can bring you extra sales and profits for relatively
little extra effort and the ‘no hard feelings’ letter is a very important part of
your sale recovery system.
I’m going to show you how you can buy customers at wholesale.
Let me explain.
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An advert might cost £1,000 and bring in 10 customers so each new
customer has cost £100.
In fact, after the advertising costs, many times businesses don’t make
much money on the first sale and they often lose money. They plan to make
their money by making more sales to these customers in the future.
You can benefit from the goodwill and relationships that other
companies have already established by entering into an arrangement with
them to promote your products and services to their customers.
Businesses that you create a strategic alliance with will probably want
paying for introducing you to their customers but it’s almost always on an
only-pay-if-it-works basis and generally for a fraction of the money you’d
have to spend to acquire new customers through normal advertising methods.
In other words, they sell something that is used before, goes along with,
or follows the product or service you sell to people.
These are customers that have already found one supplier they can trust
and with an appropriate introduction might now be predisposed to buy what
you sell.
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First … you should almost certainly create a special offer or some form of
preferential treatment for the other companies’ customers.
Something that will make your strategic alliance look good in the eyes of
its customers.
And then … you should devise a generous compensation plan for your
strategic alliance.
Or they may be more interested in the fact that the special deal you are
creating for their customers will differentiate them from their competition.
Instead, say:
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guestimate is right we should soon be giving you a cheque for
£24,900!
And unlike other forms of promotion where there are no guarantees that
your efforts will be successful, in this instance you only-pay-if-it-works, so the
risk associated with most other forms of advertising is almost completely
eliminated.
You could even be super generous and give away all of the profit on this
front end purchase … if you knew that once acquired these new customers
were likely to go on to buy from you again and again.
When you identify a potential strategic alliance you should assess the
various ways in which they could go about promoting you to their customers.
For instance ...
You could have them insert a promotional flyer when they send out
invoices.
They could use your special offer as a welcome gift for new customers.
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They could invite their customers to a special event hosted by you.
Using methods like these to tap into the relationships that thousands of
customers have already established with other businesses in your market
place is a fast track, low risk way to grow your customer base.
You see, it’s the first time I’ve ever written to you
recommending another business.
I’m talking about £39.95 for a king sized widget with a spare
set of doo-dahs included for free ... does that sound like a once
in a lifetime deal to you?
They’re selling the very same king sized widget over at The
Superstore PLC right now ... for £59.95!
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Best wishes
Jim Smith
PS We’ve been using this very same widget ourselves for over 4
months now and we are amazed at the difference it is making
[etc.]
An important point to make is that you must never leave the writing of
the letter to your joint venture partner.
If you select the right strategic alliances and create strong long term
relationships your business will grow alongside theirs as they continue to
grow and acquire new customers for themselves.
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IDEA #7 - How To Double Your Customer Base, Revenue And
Profit - In 12 Months Or Less - Without Spending A Penny On
Marketing!
I’ve seen a dozen ‘guys’ in an office fight tooth and nail just to achieve
the ‘Salesperson Of The Month’ award ... with the prize being a fake plastic
‘Oscar’ trophy for their mantelpiece and a cheap bottle of bubbly!
You see, Joe was in officially named in the Guinness Book Of World
Records as the Worlds Number 1 Salesperson - a title he held onto for 12
straight years in a row.
Many tried, but no one could match his sales records. In fact he never
actually lost the title; he gave it up when he retired.
Joe sold cars (but it could have been ANY product or service!) ... and he
sold lots of them.
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In fact, in his best ever year he managed to sell an incredible 1,342 cars -
that’s nearly 1 car an hour for every working hour, day after day, for a full
year.
He figured that the best way to find new customers - the kind of
customers that would buy quickly, be less likely to shop around and not give
him a hard time on price - was through word-of-mouth introductions from his
existing happy customers.
And when his customers gave him those referrals, he thanked them ... so
they gave him even more referrals!
So, every single one of those 1,342 sales was to an existing customer or
to someone who walked in the showroom and asked for him by name because
they had been referred to him by an existing customer.
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In fact, if Joe met you on the showroom floor and you weren’t one of his
existing customers or hadn’t been referred to him by an existing customer he
would ‘give’ you to one of the other salespeople – that’s how confident he was
that he was going to get another referral … any minute now!
Joe made it a rule to sell by referral only and then he went to work and
created a system to enable that to happen.
Think about your own business for a second - how many referrals are
you getting ‘by chance’ at the moment?
Could you become a by referral only business ... turning 1 customer into
2 ... and then turning those 2 customers into 4 ... and then turning those 4
customers into 8 ... just like Joe did.
Well, if you had an organised referral gathering system in place just like
Joe, then ‘yes’ of course you could.
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A kitchen company generates a dozen introductions to a their
customers neighbours, family, friends and work colleagues every time they
sell a kitchen, simply by hosting a referral party in their customers brand new
kitchen.
The kitchen company supplies half a dozen bottles of wine, nibbles and
some classy invitations.
The customer invites people over, the kitchen sales person gives a
‘guided tour’ of the new kitchen, makes a surprise presentation of a kitchen
gadget to customer ... and never fails to generate enquiries from the
customers (very jealous!) friends.
The clients bring their best contacts, the accountant introduces the
speaker, announces that the sandwiches are ready when the presentation has
finished ... and never fails to generate appointments with potential clients
whose own accountant isn’t looking after or supporting them this way.
The newsletter is packed with clever ways to increase sales using print.
After stapling his customers’ business card to the top of the newsletter
he sends it to his clients introductions with a handwritten note explaining
that they will contact them shortly to see if they would like to receive the
newsletter on a regular basis.
Obviously, if these same customers had just been asked outright: ‘who
do you know who wants to buy my products or services?’ … the outcome
would have been very different.
Your existing customers always know people that could become your
customers either now or in the future.
If you have a good product or service and you treat your customers well,
then they will generally be happy to tell their friends and colleagues about you
if and when the product or service you offer comes up in conversation.
Creating a referral mechanism will put you in control and enable you to
harness the power of word-of-mouth marketing.
33
© 2020 Busier Business
Contact me to discuss how to apply this idea in your business - free and without obligation:
johnwilliamson@busierbusiness.com
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There’s money to be made by applying the sales and marketing ideas
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If you want to take a shortcut and save yourself some trial and error
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34
© 2020 Busier Business
Contact me to discuss how to apply this idea in your business - free and without obligation:
johnwilliamson@busierbusiness.com
My goal is to impress you.
Why – because, if I can show you how to get better results and make
more money from our very first session working together, then you might just
want to put me on your team.
https://calendly.com/consultrapreneur/discovery-call
35
© 2020 Busier Business
Contact me to discuss how to apply this idea in your business - free and without obligation:
johnwilliamson@busierbusiness.com