This action might not be possible to undo. Are you sure you want to continue?
Chapter title here
to Get New Customers
By Jerry R. Wilson, CSP
Franklin Lakes, NJ
151 Quick Ideas to ... fill in blank
Copyright 2005 by Jerry R. Wilson All rights reserved under the Pan-American and International Copyright Conventions. This book may not be reproduced, in whole or in part, in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher, The Career Press. 151 Quick Ideas to Get New Customers Edited by Astrid deRidder Typeset by Christopher Carolei Cover design by The Visual Group Printed in the U.S.A. by Book-mart Press To order this title, please call toll-free 1-800-CAREER-1 (NJ and Canada: 201-848-0310) to order using VISA or MasterCard, or for further information on books from Career Press.
The Career Press, Inc., 3 Tice Road, PO Box 687, Franklin Lakes, NJ 07417 www.careerpress.com
Library of Congress Cataloging-in-Publication Data
Wilson, Jerry R., 1944-2005 151 quick ideas to get new customers: attract an endless flow of business at no or little cost / by Jerry R. Wilson. p. cm. Includes index. ISBN 1-56414-830-0 (paper) 1. Relationship marketing. 2. Customer loyalty. I. Title: One hundred fifty-one quick ideas to get new customers. II. Title. HF5415.55.W54 2006 658.8'12--dc22 2005050849
Love That Loyalty 18. Bribe the Significant Other 3. Pushy Prospectors 9 11 13 14 15 16 18 19 20 21 22 24 25 26 28 29 30 31 33 34 35 36 37 38 39 3 . Make Me Feel Important 9. Get Them on Your Own Turf 14. Use Your People 6. Sell in Bunches 11. Turning Off Your Prospects 23. Do You See What I See? 21. If You Want Loyalty 8. Prospect With a Task Force 5.Chapter title here Contents Foreword How to Use This Book 1. People-to-People Prospecting 12. Become a Joiner 15. Birds of a Feather 13. Strategic Partnerships 10. Intentional Relationships 16. Are You New or Recycled? 17. Involve the Family 4. Heroic Tales 20. Call Them Associates 7. Zero Defections 22. Develop a Clear Vision of Success 19. One Thing Worse Than a Rude Employee 2.
42. 43. 40. 25. 44. 29. Don’t Sell The Power of Compliments Become a Yes Person Sell Your People First Fix the Problem People Are Funny Inspiring a New Hire Respect Their Time Targeting Your Prospect’s Interest All Buyers Are Liars Brag.. 38. Don’t Let the Fish Flop Away Your Way or My Way Help. 32.. 39. Brag. 36. 50. 53. 37. 33. 49. 46. 41. 45. 51. fill in blank 24.151 Quick Ideas to . 27. 26. 34. 31. 30. Customize Little Things with Big Payoffs Being Different Do What Others Don’t Learn From Chameleons Beware of First Appearances Prospecting Requires Being a Super-Sleuth Inspired Employees Lead to Dedicated Customers 40 41 42 43 44 46 47 48 49 50 51 53 54 55 56 57 58 59 61 62 63 64 65 67 68 69 70 71 73 74 4 . 35. 28. and Brag Some More Pay Attention to Their Individual Needs My Name’s Not Bud Beware of Agitators Label What Differentiates You Do Something Different Be Creative Go In Naked Believe It or Not Try Something Different Customize. 52. 47. 48. Customize.
55. 57. 56. 63. 59. 82.I. 84. 76. 80. 64. 70. 68. 71. 60. 73. 75.B. 62. 58. 72. 77. 81. 74. 61. 65. 66. 79. 83.Chapter title here 54. 78. 69. The C-Y-A Factor The Best Prospect Ever Connect Like Velcro Whatever It Takes Love Those Freebies Do You Qualify? Before You Open Up Tell and Sell Make Sure Prospects Can Find You Leave Your Prospects a Trail to Follow Learn from the F. 67. Keeping Top-of-Mind-Awareness The Proof of the Pudding What About Tomorrow? Your Elevator Speech Point Out the Problem Go After Lost Customers Free Still Works Out of Sight Means Out of Mind E-mail: Friend or Foe? Keep the Lights On One Magic Word Quality Speaks Volumes Keeping up With Technology Is Your Image Working for You? Don’t Take It For Granted Beware of a Prescription Without a Diagnosis Make It Easy to Buy Make Them Feel Safe Loose Lips Sink Prospects Building Trust 75 76 77 78 79 81 82 83 84 85 86 87 88 90 91 92 93 94 95 96 97 98 99 101 102 103 104 105 106 108 109 5 .
151 Quick Ideas to ... fill in blank
85. 86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96. 97. 98. 99. 100. 101. 102. 103. 104. 105. 106. 107. 108. 109. 110. 111. 112. 113. 114. 115. 116. Falling Out of the Dumb Tree Consider Name-Dropping Freebies Are Hard to Turn Down Creative Advertising Can Work Claim Those Free Dollars One Magic Question Prospects Must Be a M-A-N Yes, No, and Maybe Bigger Is Better Networking One Size Fits All All’s Fair in Love and War Do You Know What They Know? What Gets Repeated Traditions Should Be Sacred The Puppy Dog Lick Don’t Give Them a Reason What Is It You Sell? Everything Matters When Do You Need It? Lost Sales Mean Opportunities Let Them Decide Forget Satisfied Perceptions of Value Prospecting with Hulk and Bulk It’s All About Value How Much Does It Cost? Stack Up the Benefits What You Can Do How Much Is Your Price? The $10 Stupidity Losing Their Luster 110 111 112 113 114 115 116 117 118 120 121 122 123 124 125 126 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143
Chapter title here 117. 118. 119. 120. 121. 122. 123. 124. 125. 126. 127. 128. 129. 130. 131. 132. 133. 134. 135. 136. 137. 138. 139. 140. 141. 142. 143. 144. 145. 146. 147. 148. Tell Them What You Can Do Are You Listening? The Early Bird Gets the New Customer The Problem with Communication No Is Not the Answer Selective Hearing If Only We Had Time Anticipate Obstacles Decide Not to Sell Selling to the Senses Never Assume it Took Place Attention to Detail Use Your Design Make Smiles Zero Tolerance It’s Okay to Know You Don’t Know Don’t Be a Bungling Bob Create Your Personal Gold Mine The Insanity Principle Beware of Fatal Ruts Ask for Help Criticize, Condemn, and Complain Harness the Internet Tell the Truth How Are You Really Doing? Meet Uncle F-E-S-S Don’t Be a Drop-in Visitor Don’t Love Them and Leave Them Organize Your Prospect Efforts The Agony of Defeat It Is Not What Happens To You So You Can’t Afford To Become an Information Junkie 144 146 147 148 149 150 151 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 174 175 176 177 178
151 Quick Ideas to ... fill in blank
149. Obsessed With Reputation 150. Invest In Yourself 151. The Value of Persistence Index About the Author 179 180 182 183 189
or selecting new suppliers. and our motto is In Business To Write Business. You can move away from mass product-oriented marketing.Chapter title here Foreword My company is in the insurance business. tools. Today’s prospects are more cynical and skeptical than ever before. You will enjoy reading and applying these 151 Quick Ideas to better understand a prospect’s wants and needs. and how to tailor your products and services to fit them. This book helps you see the buying process through the eyes of the customer.” This must read book by Jerry Wilson provides you with the prospecting mindset. and cold calling and towards a more efficient method of getting new customers. You will discover that “We wouldn’t worry about what people think of us if we knew how 9 .Years of experience have led me to believe that “Nothing happens until someone sells something. which helps you become a better salesperson. which will help you to win new customers. intrusive sales pitches. They have heard many stories that turned out to be false and been made promises that never came to pass. The secret of being In Business To Write Business is to convey your value and benefits. especially when considering new products and services. With these 151 Quick Ideas to Get New Customers. Jerry arms you with a systematic approach to avoid the stereotypical sales pitches that turn prospects off. and techniques you need to successfully prospect for new customers. They have had to become tough minded and demanding. You will also learn to maintain Top of Mind Awareness with your prospects and customers.
then this book is for you. If you are In Business To Write Business. nothing happens until someone sells something! Good Prospecting! Roger Looyenga. CEO Auto-Owners Insurance Company 10 .” This book can be a mandate for action for you and your staff. And remember. I recommend you start by making sure your sales and management teams are prepared with this valuable book.151 Quick Ideas to Get New Customers seldom they do it.
Pass the idea along to _________. Don’t try to implement all 151 ideas at once. because some won’t be a good fit right now. Involve your staff in selecting and implementing these ideas. Review again in 30 days. Read through all 151 quick ideas and select only those that can really make a difference at the moment. Label your ideas… Implement now. They have worked for others and will work for you! 11 . all the ideas in this book have been proven in businesses across the United States and around the world. As your business changes. you will find new quick ideas that might suit you better now that competition is heating up. Revisit this book every 90 days. create relationships. Don’t worry. you’ll go back and review the others periodically.Chapter title here How to Use This Book Every quick idea in this book has been selected to directly or indirectly help you gain and retain customers. Get everyone involved in selecting and recommending various quick ideas. Remember. and build a successful business. and don’t forget to give credit for their success! Invest in additional copies of this book and distribute them among your staff.
This page intentionally left blank .
If you have people who are not away customers.One Thing Worse Than a Rude Employee Not every person is cut out to help you prospect for new customers. positive. The people in your business who meet and greet customers have to do it with a smile. It seems that he had alienated a great number of people over the years. things changed. They had willing to work to bring in to debate between the value new customers. they Assignment also had to admit he was the A good prospector most cantankerous guy east evaluates the people who of the Rocky Mountains. They finally reached a decision and had to invite him to pursue other employment. tomers. many prospects returned to the company and became customers. Prospecting for customers requires people with a pleasing. You’ve been told before and you’ll hear it again. and implement equipment. Once he was gone however. and they had begun to avoid this dealership. and agreeable attitude. and business soon picked up. 1 13 . Immediately after this problem employee left. hire for attitude and train for aptitude. combines. Anyone without that mindset needs to leave your business! When an Illinois farm implement dealership confronted the fact that their parts manager was a walking encyclopedia for tractors. are helping him or her to He constantly aggravated fellow employees and drove achieve his or her goals. you need to of his knowledge and his evaluate whether they continual conflicts with cusshould stay in your business.
After all. it never hurts to have more influence with your prospect. and a special message prospects’ and customers’ was sent to their homes. In fact. good food. His company had Assignment worked hard to build a dataStart now gaining and base with all their prospect’s building a database of your names. that significant other may become the key motivator to get your prospect to become your customer. a gift card to pay for 2 14 . a as any you will ever have.. and some classy entertainment.151 Quick Ideas to Get New Customers Epilogue The only thing worse than allowing a rogue employee to destroy your attempts to get new customers is paying him or her to do it! Bribe the Significant Other There’s nothing better than selling a prospect. family names. a bottle of wine. When a major distributor was planning his sales conference at the Opryland Hotel in Nashville. paid weekend experience with this list will be as valuable hors d’oeuvres. but it doesn’t hurt to include their spouse or significant other in your sales effort. Throw in a really deluxe room. he decided to invite the significant others of his prospects. and offer was to come to the conhome addresses. In the ference for an all-expensedays and years to come. touch of business. The partners. Tenn.
the event paid off in a big way. but your creativity is endless. It’s conceivable that some of the spouses and significant others may have been more sold on the company than the original prospects! Regardless. or contests to involve the family. You can often use spouses or partners to give that last extra effort to push your prospect over the edge and become your customer. and serve its customers. and the entire event became a huge success. and the major distributor earned some major new customers. Obviously. you need to be careful what you send and make sure it’s appropriate to tell and sell your story. be successful. they began mailing a high-quality newsletter to the homes of all prospects and customers in 3 15 . fun newsletters. then mailing to their homes can have a huge payoff. When a Virginia-based tire company wanted to better involve both their employees and their prospects in understanding what the company was doing to grow.Quick Ideas 2 to 3 incidentals. so use cartoons. and some free time to enjoy Opryland. Involve the Family If you truly want to build long-term name recognition and convince prospects that you are the best choice. so use whatever means are available to convince them to join your business. Epilogue You can never have too much influence with a prospect or customer.
Assignment Epilogue You can’t have too much help when it comes to convincing prospects to be your customers. It’s a great way. this comvince them to join you. That meant for their family help you con$400 each month. clean big buying customers. because it’s a win-win situation for everyone involved. and if the person who pects’ and customers’ famianswered the phone had lies. The acronym of T-E-A-M stands for Together Everyone Accomplishes More. There’s something about the energy. Contained in that newsletter was a code number. excitement. pany convinced about 1. the comyour story and convert those pany would immediately hard-headed prospects into send over two crisp. look forward to its arrival. synergy. Prospect With a Task Force Prospecting should be a team effort in your company. at little read the newsletter and could or no expense.151 Quick Ideas to Get New Customers their database. enthusiasm. Let $100 bills. Don’t be shy about reaching out to families. Each month they Think about what you would randomly call two can do to involve your proshomes.000 prospects and customers to know about their newsletter. to tell and sell recite the number. and be involved in the information it provided. and creativity of getting a group of people working together to win customers that can’t be achieved 4 16 .
and assignments are made to various task force members to follow-through.m.Quick Ideas 3 to 4 any other way. Their real secret is the energy and synergy that flows out of the group. they create a new Top 10 agenda. An excellent example of this comes from Ray Kroc. who said “No one of us is as smart as all of us. After that list of 10 is in place. Following that. the founder of McDonald’s. Make sure you pick a week. you can make it happen! 17 . our recommendation is that you form a team and call it your prospecting task force. The coordinator. starts your company for your task the meeting by reviewing their force and don’t be afraid to Top 10 prospects from the move people in and out as previous week and the reyou discover how the team sults from their action plan works together.” Epilogue Don’t wait for something to happen. they brainstorm a few action items for the week to come. their diverse group of people from national sales manager. If you get your task force together today. they put together the previous Tuesday. For this quick idea. a group of people Form a prospecting task from different departments force today and follow these gathers at a restaurant to do ideas and watch what haptheir prospect planning for the pens.. Assignment Each Tuesday morning at 7 a.
which can help you develop a better business. “Your busiAlso examine current techness must grow for people to nologies that can be hargrow. favorite quotes is. One of my ties to increase their skills. sion of technology can help you make education a cornerstone of your prospecting efforts. Smart associates make smart decisions. get more volume for economies of scale. Assignment If growth is your objective. and people must grow nessed to help you sell and for your business to grow. Think about another quote from William Arthur Ward: “The mediocre teacher tells. establish a new location. the superior teacher demonstrates.” create relationships with Think about how the explocustomers. the good teacher explains. you might appreciate a Examine your sales and reminder of the huge opporworkforce.151 Quick Ideas to Get New Customers Use Your People Why do you need to get new customers? Is it because your business is poorly run and you keep losing the ones you have? Are you ready to fill the capacity of your plant. and the great teacher inspires. or replace the natural attrition that all businesses experience? Hopefully it’s because you want your business to grow. 5 18 .” Remember those words when developing your own educational program. Evaluate their tunity that educating prosskills and explore educapects and customers can tional or training opportuniproduce for you.
the workforce. staff. their 6 19 .themselves as associates. If you practice servant-leadership. true associates. Call Them Associates One of the awkward things many business owners must decide is what to call their coworkers. then you believe that your goal is to create relationships with potential customers. is to call them associates. crew. or some other descriptive term? My choice. and you will find that their alumni are the driving force behind their success.selves as. and start acting ket share. they’ll soon see themful. Never overlook the power of education for your employees if you want to enhance your business.Quick Ideas 5 to 6 Epilogue Examine the finances of any major university.this. with was in its early days and they respect and dignity. after careful research. If you do were starting to be success. both in growth and mar. They have harnessed the power of their former students and their educations. You and your workers are associating toAssignment gether to serve and to help. She believed that like. by sharing the bounty. vinced him to use associates You need to address and treat when the Wal-Mart empire them like associates. which makes for a beneficial This idea could backfire relationship. if your employees don’t see Sam Walton’s wife con. Should they be labeled employees.
it got her boss wonAssignment dering if she was sending him Your people are looking a message. I work for money. Many of those associates have since become stock holders. and they’ll be quick to thought you would see it as help you again tomorrow. When he asked for more than just a pat on Cindy about it. and gone on to become quite wealthy. but involve me. she laughed the back and a thank you. and I may remember. and might enjoy it. Epilogue Tell me. and said “No.151 Quick Ideas to Get New Customers people would perform and embrace the complete Wal-Mart idea. On top of the pile was a note that said “If you want loyalty. you know that their associates truly believe in the values and benefits that their company promotes. although I do for the help they’ve given work for money. he knew Cindy had been hard at work.” While he enjoyed it. fun. show me. That is a perfect example of a relationship between associates.” In addition to smiling. I wasn’t askThank them in a tangible way ing for a raise. and I’ll forget. If You Want Loyalty When Cindy’s boss saw a pile of new correspondence on his desk. Did it work? If you’ve ever been in a Wal-Mart store early in the morning when they have their store meeting and do the Wal-Mart cheer. get a dog. it also 7 20 . I simply you. and I will understand.
mentally 8 21 . It might be as simple as bringing in some doughnuts for everyone. Make Me Feel Important Think back to the last time you had that really warm glow inside when somebody made you feel special because they saw a sign hanging around your neck that said M-M-F-I. or as important as holding an annual dinner to show your coworkers and associates how much you appreciate their help. two. important.Quick Ideas 6 to 8 made an impression on him. think about giving tangible rewards. and with Every time you see a prosevery customer. or 100 other people who can help you get new customers. He realized that sometimes it’s important to do more than just say thank you. gets repeated. to do it every day. In any event. Employees always appreciate tangible rewards. or Make Me Feel Important. and loyalty can be rewarded in many different ways. If you work with one. One of the basic principles Assignment of winning customers away Brainstorm what you from your competition is to can do to make people feel make them feel wanted. 10. Develop a system needed. You might even consider sharing some of that reward money! Epilogue What gets rewarded. and appreciated. pect or customer. then there are times when it’s important to show them your appreciation in a tangible way.
151 Quick Ideas to Get New Customers hang that sign around their neck and do something to make them feel important. Epilogue Make yourself a note. or near your phone in the office. When she’s attempting to get a prospect to represent her insurance company in a particular area. and those who do work with her often develop into loyal customers. sign. Gayle is a regional vice president for a major insurance company. She has grasped the M-M-F-I principle and turned it into one of her tools to gain and retain customers. Gayle has been able to convert many skeptical prospects into delighted customers by understanding their needs and making them feel important. When she asks them to do something. on your dashboard in the car. or poster. and remember it every time you contact a customer! Strategic Partnerships Most companies talk about wanting a relationship with their prospects as they turn them into customers. Unfortunately. or when she wants to get an existing customer to do something special to benefit her other customers. she makes it clear that she selects the most outstanding people. Put it on your mirror at home. many companies often exploit that relationship. Rarely does anyone say no. 9 22 . Write out M-M-F-I. even making sales that the customer doesn’t need. one of her techniques is to put them on a pedestal by reminding them that they are the best of the best. taking as much as they can get.
kind of like a quasi-marriage. Prospects would always ask what was in the box. Mike. the owner and boss might Work to strengthen this relaconvince the prospect to tionship until you’ve created come aboard as a cus. or why you don’t. a silver-haired and highly successful busiAssignment ness owner. left prospectList your customers and ing to his sales force. forks. Epilogue Prospects don’t care about you until they know how much you care about them. would push those prospects over the edge.you have a good relationship lieved a personal visit from with them. Then. when Mike would arrive at the prospect’s place of business.Quick Ideas 8 to 9 Try to be different and see your prospect as a true partner. They prospects. and plates. tomer. and Mike’s presence.a true marriage of equals. he would place a non-descript brown box on the table in the conference room where the meeting would take place. It is important for your prospects to understand that you are not trying to take advantage of them or your relationship. and in almost every case the cake. 23 . Make sure your relationships are positive for everyone. and that his intention was that they form a partnership that day and celebrate it by cutting the cake. It was a huge success. knives. He would then remove the lid and show them he had brought a cake. Mike created and maintained a true partnership with all of his customers. You should work together to be more profitable and productive. Then identify why had the job to wine and dine prospects until they be.
But it’s a necessary evil. but you have to do it. he will at least have met them in person. he will imFear. How many people can pass-up a free lunch? After the luncheon. It will be a no pressure. S-A-F-E. Now he can start working to build a personal relationship that can eventually turn that prospect into a mission supporter. no embarrassment agenda on how his ministry can help them grow their church.stands for more of the optional services Secure. Regardless of your feelings about cold calling. You don’t have to like it. this Assignment savvy director will encourage the entire audience to Always follow the acself-select by offering a ronym S-A-F-E to make questionnaire about how they sure people know that it’s might use his services. mediately call on them and Feeling safe is an incredwork to build a relationship. no selling. and constantly looking for new customers. Free of he can provide. This fall. and Enthusiastic. his services. For okay to come to your those who indicate one or event. it is a necessary function. prospecting.151 Quick Ideas to Get New Customers Sell in Bunches Let’s face it. and a telephone campaign. It will be promoted by a series of three mailings. an e-mail. 10 24 . a local ministry director will invite about 90 church pastors to join him for a free lunch. and expensive. ibly important part of any For those who don’t opt for relationship. Accepted. time consuming. prospecting is hard work.
and kept printed on them. and you’ll be surprised at how quickly your prospects become loyal customers. Pair up a sizzling agenda and a free meal. made a dramatic you can send photos to them change in how they apand have cards back faster proached their prospects than ever. They betography and vendors. By using digital phoand customers. It gives the prospect a name and a face to connect with. People-to-People Prospecting One quick idea to encourage prospects is to assign an inside person as their direct contact. alized they were trying to sell people. not cars.Quick Ideas 10 to 11 Epilogue The best way to reduce your cost of prospecting and get results is to host a breakfast or lunch during business hours. upon learning about with today’s digital technology this idea. and ship. This can allow you to train those insiders to know a lot about the prospect and be ready if that prospect calls. changed. affordgan using business cards able and classy cards can be with each person’s picture produced. They refresh at little or no cost. There are many sources One large car dealerfor photo business cards. and can be tremendously encouraging Assignment to get them to make that first call to your company. On 11 25 .
It is an opportunity for both parties to learn from their mutual strengths and weaknesses and to benefit from their successes and their failures. stimulating. you know more about the person with whom you’re dealing. Epilogue One secret tip is to periodically have customer service representatives and prospects meet face-to-face. Even better is the opportunity to visit other facilities similar to yours and see what different people have used as a business model. They have successfully used their system and infrastructure for almost twenty years. when you want to call that dealership group. They also printed an 8 1/2" × 11" page with pictures of all their inside customer service people with their names and titles and extension numbers. and it will be the same for you. but they realize that new ideas similar to theirs could have a huge payoff. Now. It helps to foster personal relationships. their history with the company. Through a medical association. creative. they were able to identify a 12 26 . Birds of a Feather One of the most valuable. It has been very successful for them. and their commitment to customers. which will make it easier to do business together. but aren’t your direct competitors.151 Quick Ideas to Get New Customers the back of each card was a small story about that person. and exciting things you can do is network with other businesses who operate like you. A medical clinic in the Northeast has an unbelievable track record of attracting patients.
Think about how much you can accomplish if you start building relationships with people who have ideas like yours. It’s amazing that a group of business people can come together. and generally The secret is to understand brainstorming about what is that help is out there! working and not working for each of them.Quick Ideas 11 to 12 dozen other clinics across the United States that are very Assignment similar to theirs. Epilogue Yogi Bear. talking about their opidentify these companies. erations. It’s probably one of the biggest payoffs that you can get if you are working on a serious and ongoing prospecting effort. share their very best ideas. and everyone goes home with new excitement for their business. my favorite cartoon character. There are many retogether reviewing their fasources that can help you cilities. They spend two days volved. broadcast letter was sent out Get to work identifying other to all those on the list and companies like yours and they quickly formed a small build relationships that can group that meets twice a pay off for everyone inyear. A own small group together. always said that you can see a lot when you look. but in nonConsider putting your competitive locations. 27 .
When he can. Dave is a master at forgAssignment ing what he terms intentional relationships with Remind your sales team new customers. The ideal situation is to get them on your turf. or an the power position. coffee. you’re at a major disadvantage. One of his about intentional relationships. afternoon break so he can have their total attention. A better idea is to get them on neutral turf. where you can direct the action and capture their complete attention. When Dave from their office and onto has a special offer or a tanneutral turf. What are you doing to get your prospects on neutral territory so you can have an equal chance to get them as a new customer? 13 28 . where you are in breakfast. They have the power and the control to guide and direct what happens. where you can interact as equals. plore ideas to bring prospects he invites them to join him for to your turf.151 Quick Ideas to Get New Customers Get Them on Your Own Turf In developing new customers. he tries to get them to visit him at his office. it’s important to understand how power influences your efforts to convince that customer to do business with you. lunch. strategies is to do everything Discuss techniques to get prohe can to get a prospect on spective customers away neutral territory. Then try and extalizing deal for a prospect. Any time you’re in a customer’s place of business or on their turf. This puts Dave in the power position.
involved with. and (2) Remember that you have to get involved to get value. Upon ar.Quick Ideas 13 to 14 Epilogue When you’re ready to make that great presentation. Become a Joiner Every trade. She struggled with it sociations you can benefit until it was time to go to an from. She realized she R-A-V-E! was not alone. These trade and professional groups can be a tremendous resource to keep up with changes.a few that you want to get riving. You should handpick association meeting. and into your sphere of influence. network with the most successful people in your trade or profession. and when she 14 29 . and see how other people operate.local. or national asstorm. invite the prospect to meet you for a meal or coffee to get them out of their familiar environment. regional. Mae struggled with how Assignment to pay employees when some came to work and some didn’t Look around to see what during a horrendous snow. profession. There are two key secrets to being part of an association: (1) Look at the dues as an investment instead of a cost. and contact one in her position had them about becoming an acanguished over the same tive member. and occupation has associations that you can join. Remember to problem. she found that every.
Attend the events. you made time to build on that relationship. and Enjoy the social outlet. you will be creating business. It became an intentional relationship because you created the time and space to get to know each other. One of the reasons we talk about giving exceptional service throughout this book is because it is the means to create a positive relationship. I use the acronym R-A-V-E. as well as a list of people she could call when she faced such indecision in the future. which translates to increased profits for you. Intentional Relationships If you have a spouse. a best friend. because it means you made an effort and invested in that relationship. That stands for Read all the materials. But before you can do that. or significant other in your life. There’s nothing better to help you learn more than active membership in a good association. To get value out of being a joiner. Epilogue Success is equal parts who you know and who knows you. you have 15 30 . Volunteer on projects. A good association can help you with both halves of that equation. But after that first meeting.151 Quick Ideas to Get New Customers left the association meeting that day. Hopefully all your intentional relationships will be quality investments that pay off. she had answers. The main thing to grasp from this quick idea is the word intentional. If you concentrate on building intentional relationships. it is likely that you met by coincidence.
all because you developed an intentional relationship. The key is to put a system in place to make that happen every day with every customer. but they are definitely worth it! Are You New or Recycled? New customers want to be fussed over. Assignment Make intentional part of your vocabulary to describe the relationships you want to have now and in the future.Quick Ideas 15 to 16 to do the things you promise. accepted. Then you can turn that prospect into a customer. and appreciated for bringing their business to you. What you need is a system to recognize both those recycled customers who have returned. 16 31 . They want to feel special. Epilogue Have you ever wondered how often chance or coincidence was actually guiding you? Chance can open many doors. They want to be recognized. Intentional relationships take time and effort. But new customers are not more important than old customers. and demonstrate outstanding service. and it’s important to remember to appreciate them both. but you can only walk through them with the right intentions. as well as identifying and rewarding new people who have come aboard for the first time.
They found a very simple way to separate the two groups to reward both of them properly. Customers will go where they feel invited. old and new customers. and there for the first time. and prospects who were coming in for the first time. If you said you were ask customers to sort out the new from the returning. you set up a database to track were handed a simple brothem. as well as a coupon to come back a second time. 32 . They asked a simple question: “Have you bowled with us before?” If you said yes. He would even give you a coupon to get free beverages while you were there. and thank you for coming in again. He Assignment would also give you a few Design a key question to coupons good for your next visit. and return where they feel appreciated. The manager would also make sure to stop by while you were there. a manager would stop by while you were bowling. and he would thank you for coming in.151 Quick Ideas to Get New Customers A group of California bowling alleys developed a system to serve both customers who were returning. which is the ideal situation for you. What are you doing to identify your new customers. So they were recognizing and rewarding their customers. while still rewarding the old? Epilogue Everyone wants to feel special. so make sure your customers know how much they mean to you. Then devise a simple chure that identified a few key things you would want yet effective method to conto know about what made sistently reward both your their bowling lanes different.
Make sure you are ready to catch them when they fall. is to be defensive and try to overcome that statement of loyalty. 17 Epilogue Remember. That’s exactly the wrong thing to do and will do nothing more than alienate that prospect. their Wouldn’t you like all of your needs will change or their customers to be so loyal that current supplier will fail they throw all your competi. it is a good character trait. There is a better way to approach the situation. pitching. when attempting to get business. them so. Our instinct. and tell loyalty is to compliment them. and you’ll have a new loyal customer. At some point. which means that it’s unlikely you will ever get their business. ex. loyalty comes from customer delight. You want to be there tion out the door? Second. If you do it. plain to them that loyalty is a rare commodity. That’s the commonly held perception. even though there are more loyal people out there than we recognize. Then keep right on If you really think about it. Inevitably they will tell you stories about how their current vendors have gone the extra mile for them.for them when that happens.Quick Ideas 16 to 17 Love That Loyalty Part of searching for new customers is occasionally encountering those who hold you at arm’s length because of their loyalty to a current supplier. and is all too often missing in business today. they’ll want it. 33 . The first thing to do when Assignment someone describes his or her Value that loyalty.them.
and tag it to your ample. if you think you can’t. Picture them on the golf course playing the back nine with you. Picture them going to lunch with you wearing your logo jacket. Assignment James Allen. Create a vision for your company and write it down. and is a tool that can help you achieve great success. For exvoice mail. you’re absolutely correct! 34 . Picture them in your mind joining you for in your vision of success. As you develop that picture in your mind. brief every. See them on your next fishing trip. As a Man Thinketh. Surround yourself your customer. you can! Conversely. and various authors have posited that you can become the vision that you have of yourself in your mind. This vision of success is particularly useful when talking to prospects.151 Quick Ideas to Get New Customers Develop a Clear Vision of Success Several psychologists. picture a prospect as letterhead. you will subconsciously work harder to realize your goals. the highly Adopt the visioning prinrespected author of the book ciple. strategy sessions and filling out big orders. This is often called visualizing.that our mission is to develop one in the company. says Create posters. 18 Epilogue If you think you can. motivational experts. put it on a picture in our mind that will your answering machine or lead us to success.
Without the trailer.Quick Ideas 18 to 19 Heroic Tales Everyone loves stories of heroes. he told They should be happening in her to pull her SUV in and your company. Collect and practice telling your own hero stories because they carry more weight than all the advertising and promotion you could buy. But there had been a mistake in the shops hours. As the business owner stories for your benefit. The business owner liked to tell Marie’s story to his other customers. Marie had rushed there after work and thought they were open for another hour. both because it made his business look good. and it reminded his staff that heroic deeds could and should be done every day. He explained he was sorry for the misunderstanding over the hours and his real concern was helping Marie resolve her dilemma. Heroic stories about how you and your crew have gone above and beyond the call of duty in serving your customers can be an awesome sales tool to convince prospects to become your customers. she was shocked to learn the shop that was supposed to hitch the trailer to her SUV was closing for the day. heard Marie’s story. so be sure to he and his associate would look for them! stay and get the trailer wired and ready for her to go. When Marie arrived to pick up a moving trailer. 19 35 . she Assignment could not move all his furniture and personal items he Don’t overlook the would need for the next power to use those heroic year. The owner and one worker were still on hand when she pleaded her case that she was supposed to drive her son (and all his stuff) to college registration the next morning.
You should become good at telling the tales of your own heroics. Yogi Bear. your customers will always see a bright and shiny company that’s up to speed. fixing. building. Sparkle through the eyes of your Pool’s owner. vehicle. he said he was looking at the 20 36 . When Sparkle Pools decided to do an extreme Assignment makeover. I always think of his favorite saying: “You can see a lot when you look.151 Quick Ideas to Get New Customers When the owner isn’t around.” It’s time to stop and look around your company to see how you’re doing. When Tom. They believed if you do those things routinely. went over to incustomer. do you think this story will remind his employees that they may want to do their own heroics to save and serve customers? This story could pay off for the owner for years to come! Epilogue The power of storytelling is both underused and more powerful than most prospectors will give it credit for. quire what he was doing. or painting. Ray Kroc and Walt Disney both believed that you should never see a facility. they found their Make it a habit every 30 consultant sitting on a stump days to take a walk around across the street from their your company and look at it business. or anything their company owns that appeared to need cleaning. Do You See What I See? When I think about my favorite cartoon character.
or a handrailing that wobbles. sell out. the business had been allowed to deteriorate and needed to be cleaned. Weeds had grown and the parking lot needed a fresh seal coating. his goal is to have zero defections. He’ll never lose a customer he values and wants to keep. or fixed. George launches his Operation Rescue and makes an all-out effort to regain their 21 37 . a seasoned and highly successful national sales manager. go bankrupt. Remember the power of first impressions! Zero Defections The best new customers are ones you already have. Overall. Think about the message that something like a badly painted wall. swept.Quick Ideas 19 to 21 company as customers see it when they drive in. claims much of his track record is due to his hating to lose. scrubbed. When it comes to customers. you should never accept a lost customer. painted. While some customer attrition is inevitable because customers move away. or have other situations that you can’t control. When that rare event does happen. Accept what you can’t change. and painted. Epilogue Adopt the philosophy of Ray Kroc and Walt Disney that people will never see your business when it needs to be cleaned. sends to your prospects and customers. but never accept losses that are within your control. scrubbed. The exterior of the building needed a coat of paint and one of their signs had faded and was hardly visible. George.
Epilogue Accepting customer attrition without trying to stem the tide can start a downward spiral. regardless of the products and services you offer. It is your guaranteed key to success. You just happen to offer the products and services that you do. inspire. the world is your oyster. One thing that has leaked out of our Customerology research is that prospects and customers hate to see changing faces. even if he loses the customer from whom he learned the lesson. and get to know 22 38 .151 Quick Ideas to Get New Customers Assignment Be a private investigator and learn from your lost customers. Remember. If you can organize. because he wants to learn why a customer might leave him in the first place. relationships. he’s got to become a private investigator. Those reasons become valuable lessons to improve all his customer relationships. you once had a relationship with them. you’re really in the people business. They develop friendships. and renew those relationships! Turning Off Your Prospects Like it or not. business. Don’t just accept the loss! Work like crazy to get them back. Learn to fight back. George believes that to regain lost customers. so go back and review what was successful in the past. and energize a group of effective employees.
No one likes to be pushed. but they hate to hear that they quit or were fired. That way your customers can accept the fact that they moved on normally. Personnel turnover. promoted. exiting them out the door. or churn. Pushy Prospectors A high-impact sales training seminar started by having each attendee place a hand up against the hand of a partner sitting next to them. but they’ll really dislike someone who pushes 23 39 . Epilogue Remember what turns prospects off.Quick Ideas 21 to 23 people on whom they can depend. when the time is right. is very demoralizing for them. Prospects and customers accept the fact that people get moved. ask yourself what impact it’s likely to have on your customers. Then the instructor gave them a command to push. Consider transferring that person to another location and then. Assignment Before dismissing an employee. or transferred. An ever-changing personnel roster can be the kiss of death. They love someone who will help them buy. What happened when each person pushed against the hand of the person sitting next to them? Their opponent pushed back.
which they equate with pressure. you want to put them on your stringer before they can get back in the water. getting him up on the bank. ask. Don’t waste time. finding a problem and solving it. you want done. This will help both you and your customer to go from good to great! Assignment Epilogue Always remember that people hate someone who tries to sell them something. and you will tomers when he saw a quote find those hot buttons that that said “The secret is to trigger a customer’s buying get other people to do what cycle. One prospector comYou need to become a pletely changed the way he super-sleuth. and then watching him slide back down 24 40 . and approached getting new cusask some more. Nothing is worse than finally catching a fish. Ask. or finding an opportunity and taking advantage of it. but will love you if you help them buy. Don’t Let the Fish Flop Away When a prospect finally requests something from you. or a competitor beats you to the opportunity. such as a sales catalogue or price quote. because they want to do it.” Start today with the mentality of finding a need and filling it. during which buyer’s remorse can set in and the prospect changes his or her mind.151 Quick Ideas to Get New Customers them to buy.
He learned an important lesson: when a customer says yes. he until you make the deal. Epilogue When opportunity knocks. It’s time to move fast. you put that cuspromised the prospect that he tomer at the top of your list would be back the next week and service him or her until with the information. Which kind of person are you? Your Way or My Way At one time. he was excited. some people complain about the noise.Quick Ideas 23 to 25 into the water. it’s time to seal the deal and put him on the stringer. Focus your and availability. K-Mart was the dominant retailer in America. He says yes. while others spring into action. and many other retailers at being the biggest and best. Before they lost their way (and ended up bankrupt and purchased at a sales price by Sears) they had passed Target. pricing. When a salesman finally got a prospect to request inAssignment formation on a large wall Make certain that cabinet full of electrical terwhen a potential customer minals. nearly had a heart attack as there sat a big display of electrical terminals this prospect had purchased from another sales rep who beat him to the punch. 25 41 . When he attention on that prospect walked in the next week. you get the sale. You need to move quickly when a customer says yes. JC Penney.
Here is the formula: “Find out what your customers want and give it to them. or hang up? Most people hate telemarketers because of the intrusion factor. adapting to serve your cusHerb Wardlow was the tomers..151 Quick Ideas to Get New Customers What was their secret to get new customers? They built a system that was customerThink about how you are friendly. not a seller. and they will see you as someone 26 42 .” It’s building a system to accommodate your customers’ wants and needs. Selling has a bad image. not how you are architect who for more than forcing customers to adopt 10 years guided K-Mart as your system. What did you do? Engage them in conversation. its president.and then some. Find out what customers’ problems are and solve them. Help. Assignment Epilogue Find out what your customers want and arrange your store and services to suit their needs. and then doing the many little extra things that will get even more customers to come to you. Therefore. If you do things their way. think about telemarketers who’ve called you. He describes his secret to getting new business as being incredibly simple. you must learn to be a helper. Don’t Sell What is the mentality of a salesperson? To get that answer. you are guaranteed to have delighted customers.. particularly during the evening.
Find out what frustrates them. not a seller. Be seen as a helper. be the understatement of a lifetime. something you knew was from his or her heart and that made you glow inside? If your answer is like the hundreds of people I’ve asked that question of. Everyone who comes through their door has one thing in mind: to get their business. Post To say that purchasing it prominently around your agents are frustrated would office or desk as a reminder. Watch what happens.Quick Ideas 25 to 27 who is truly committed to helping them. find out what their problems are. Help Before You Sell. If you want to be different. or being fussed over too much? 27 43 . and you’ll be amazed at all your new business! Epilogue Help comes before sell in what you’re doing. as well as in the dictionary! The Power of Compliments When was the last time someone gave you a sincere and meaningful compliment. and provide solutions. all too many of them have turned to me and said “The last compliment? What year is this?” Have you ever met someone who complained about getting too many compliments. rather than Assignment someone who is desperate Make a card that says to make a sale. Find out what their competitors are not doing.
Finally. If you want to send a large envelope in 28 44 . When you hit a good golf shot. While he was an average golfer. or heard the ball go plop in the water. wanting to play golf. Become a Yes Person Customers are in a hurry.151 Quick Ideas to Get New Customers It was hard for people to figure out why they liked playing golf with Harry. You you look as a reminder that should always find a way to giving compliments makes give every prospect one people glow inside. compliment every time you talk with them. you’re really going to like that shot. Have you ever noticed how the post office capitalizes on that? For an additional charge. he would brag about you.” He could Write down 10 customer minimize your mistakes. People instantly know the difference between saccharine and sugar. one of his colleagues figured it out. He’d say “Boy.” When you sliced one. took a Mulligan. In one thing you could do to a world that is waiting to compliment them. Put a criticize you. Epilogue Beware when giving compliments to make sure they are sincere. there was something he did that drew people to him. a compliment smiley-face everywhere has incredible power. he’d say “You know what? That’s what I seem Assignment to do all the time. they will speed things up. What a great shot. and then write down maximize your successes. and names.
One Memphis electrical motor manufacturer solved an urgency problem that was Assignment constantly interrupting his Where could you take adproduction line work by add. and faster for percent extra. it will go priority mail and it will cost you around four dollars. and charge if they really needed cheap. they’ll send it overnight. His competitors refused to offer that kind of service. and caterer all have two price schedules. In addition. printer. and even at a slightly higher cost. Epilogue Customers want options. If you just can’t wait. What’s the difference? It’s the sense of urgency. but began going to him for their regular needs as well.Quick Ideas 27 to 28 three to five days. clothing alterations shop. For example. 45 . Can you do the same thing? Do you have opportunities where you could get their work done faster for a small additional charge? Could you stop your normal processes and do it on a special needs basis? More and more businesses are earning and justifying a priority charge for extra service. delivery service. quicker. it earned him a lot of new customers who not only came to him for their emergency work. fast. Pick any two. By developing two service schedules.vantage of offering something ing a same-day charge of 25 better. you’re probably going to spend about 50 cents. He quickly an additional charge? In one found that customers didn’t manager’s office there’s a sign mind paying the additional that says. your dry cleaner. he soon resolved his production line problem. but dropped their demands if it wasn’t really necessary. If you need it there in two days. a regular and an express. they will probably welcome the opportunity to get the service and delivery they really want. “Good. and you can expect to pay about fifteen dollars.” their item quickly.
give them little or no orientation or training. need to know and believe They must be able to dembefore you let them interact onstrate that they are conwith prospects or customvinced Quill is a great ers. through a procedure to get They learn about the history them indoctrinated in the of the company. Create a training session operation before they ever that trains them with your go near a phone. and then simply throw them out on the job. and their traditions. 29 46 . If your people aren’t sold on you. and your products or services. Make yourself a rules. how are they going to translate that to your prospects? Training your people must be your first priority if you truly want to convince prospects to come aboard. The manphilosophies and traditions. their prochecklist of the things they cedures. your company. Chicago-based Quill Corporation has a rule that Assignment new employees can’t touch Make it a rule that ev. agement at Quill quickly says that they are not about to let an unarmed employee pick up a phone and talk to a prospect or customer when they themselves don’t know about or believe in their company. their policies. their company.a telephone until they have ery new person joining your been through several phases organization should go of Quill Corporation training.151 Quick Ideas to Get New Customers Sell Your People First It is amazing how dangerous many business owners and managers are when they hire someone. They learn values and beliefs of your about their culture.
If you really care. you’ll transfer that to your associates and train your employees to believe in delightful customer service. A small dose of training can cure a large case of unhappiness. he knew how to harLearn how to defuse an monize with the complainer. It can also help you avoid an argument that you will rarely. he asked an impor. After Brian assessed the angry customer.you could easily lose that cusing a confrontation with the tomer. It’s not a pride issue. make you happy?” By avoid. Fortunately. was able to get to the root of 30 47 . win.Quick Ideas 29 to 30 Epilogue Prospects don’t care how much you know until they know how much you care. you know how critical it is to defuse the difficult situations. he out of your responses.so be sure to keep your ego ties become defensive. if ever. when Brian got blindsided by a mad enAssignment gineer. The key problem that had upset the phrase is: What can we do engineer. customer in which both par. Fix the Problem If you’ve ever called on a potential customer and unknowingly walked into a hornet’s nest.to fix the problem? Rememtant question: “What can we ber that if your customer is do to fix this problem and not satisfied with the solution.
prospects off before you ever get a chance to establish a relationship with them? Is this a blinding flash of the obvious to you? Never underestimate the power of appearance. Your appearance can turn them on. but you could lose the customer. turn them off.new business by turning your main consistent. Develop a standard that Why start campaigning for fits with their vision. Do you want to be right.151 Quick Ideas to Get New Customers the problem and resolve it. 31 48 . as well as prejudiced. and conform to the expectations of your customers in terms of your appearance.how your prospects might feel ers want you to look and and react to your appearance. Before you grow a beard. dress. You should do your research. and picky. get a tattoo. and turn an unhappy complainer into a happy customer. Especially when it comes to the appearance of the people with whom they do business. Epilogue You may win the argument. Prospective customers are also funny. take inventory of Learn how your custom. or have the business? People Are Funny Art Linkletter hosted a hit TV show called People Are Funny. predictable. or even permanently shut down your chances. or let your hair Assignment grow out. and re.
Therefore. At 30 days Chris erate the raise scale for your called her to say that all her most successful employees. Then he reinforced the key behaviors he needed from her. Accelwith him. it is inspiring to brief new hires about when they can expect future pay reviews.Quick Ideas 30 to 32 Epilogue People want to do business with people who are like them. co-workers were bragging about her performance. a new delivery driver might be told he or she would have a pay review in 90 days. every applicant wants to know about salary. But they avoid doing business with people who are not! Inspiring a New Hire When making a job offer. you have exceeded our expectations for a new person on the team. For example. work ethic. When a new worker got off to a runAssignment ning start and Chris got outMake certain you set standing feedback about her work. and to en. I am going to exceed your expectations by 32 49 . he used a powerful specific pay review intervals strategy to inspire. and dependability were musts in his organization.for your sales force so they sure the new hire would stay know what to expect. he knew their attitude. When Chris hired new folks to help him win new customers. Good employers understand that in addition to answering that question. and again at 6 months. “Judy.
They are trying to accomplish more in less time. both in their business and personal lives. don’t forget to take care of the people who helped you dig the well. the new hire. You can send a huge message to prospects by consistently showing them that you and your company have a sense Assignment of urgency about meeting Identify the key areas in their needs. Then we will be reviewing your pay again in six months. and serve them. Respect Their Time We live in an age where people feel incredible pressure to get things done immediately. it doesn’t buy groceries! Do you think Judy. you will inspire them to work even harder in the future. and feeling pressured to cram 48 hours worth of activity into a 24 hour day. the local post office.151 Quick Ideas to Get New Customers giving you your 50 cent per hour raise today instead of in 90 days.” By recognizing your successful associates. one waiting patron commented 33 50 . will do back flips for Chris in the future? You can be sure of it. Epilogue An old proverb says “When you drink the water. and that your oryour company where a sense ganization will hustle to of urgency is important. show it to your prospects and While standing in line at customers every day.” Chris understood that while praise is nice.
Different strokes for different folks. Their demeanor.” While I’m sure the post office has some very competent and capable employees who understand their customer’s needs. When you know what flips a prospect’s switch. Targeting Your Prospect’s Interests The old saying. and the excessive time they’re taking with customer conversations tells me that they really don’t care.Quick Ideas 32 to 34 to another. or passions. restoring a house. or building vintage cars. as a whole they’ve been labeled as having poor customer service because all too often. hobbies. Your goal is to learn what those are. “I’m always amazed that they only have two lines open when they have so many customers. Don’t allow your company to be like the post office. is certainly true of your prospects. The secret is to know what interests your prospects. Epilogue Your prospects are watching you. such as fishing. hunting. that’s what they provide. golf. collecting antiques. and both of the clerks on the counter seem to be in slow motion. Develop a sense of urgency that reflects your customers needs. so you can become interested in the same thing. Each will have their individual interests. their body language. and nothing can be more powerful than proving you have a sense of urgency about serving them. doing woodwork. you can become a 24-hour-a-day research 34 51 .
151 Quick Ideas to Get New Customers person looking for something interesting you might pass along to them on that Keep an inventory of subject. ads. every day. stories. she zoomed right in on that from an article in the newssubject. It can be anything. On the next call to that customer. She stopped by a paper to a special television local pet store and found a show. The customer was so impressed that she took that kind of interest in him. She wrote a quick note to her prospect and sent the materials along in the mail. and care of puppies. and articles on the training. Assignment Epilogue Prospects are flattered when you recognize and share in their interests. that he soon became one of her most loyal customers. and learned that her customer be looking for those items had just gotten a new puppy. or passions. and use it to build a personal relationship. from a brochure on a free quarterly newspaper new product to an advertisechock-full of ideas. notes and a list of what inWhen one salesperson terests your customers. Capitalize on your common ground. hobbies. nutrition. ment about a new service. they had a subject to talk about. 52 .
and all were complaining that their steaks were overcooked. everything’s fine. Instead of allowing Ben to criticize his company. When a prospect in a situation of helpnew sales rep was assigned ing rather than whining and to call on Ben. when in fact the service or meal wasn’t good? It’s easy to remember that there are two kinds of objections that customers have: (1) the ones they tell you.Quick Ideas 34 to 35 All Buyers Are Liars A group of prospects were meeting with a sales representative at a Colorado steakhouse.” How many times have you lied to a waiter or waitress and told them everything was okay. all the people who had just complained said “Sure. and he stopped doing your business.” As the waiter walked away. He went we do to get your business from being a customer back back?” When you put the to being a prospect. 35 53 .” or “What can business with them. Assignment Ben was a loyal buyer from a warehouse distributor. he asked one simple question. When he sat across from Ben in the office. the sales rep allowed Ben to help find a solution. and (2) their real objections. “What will it take to win back your business?” He put Ben in a situation where he could be positive and actually share what the business needed to do to get back in his good graces. he knew that complaining. When the waiter came and asked whether everything was okay. the likelihood is getting the truth about what they will tell you the truth inhappened might be difficult. Remember the question. One day something went “What can we do to earn wrong. stead of putting you off. one fellow said “I wouldn’t come back to this place again if they paid me.
reputation. to your personal tribute and stories when you’re making sales calls. and the sound will carry twice as far. Brag. it can be a tremendous asset when you’re trying to convince customers to join you. Brag. but how you respond to what happens to you that will make your prospecting efforts a success. From a newspaper ad that features their picture and a story about them. It’s a powerful tool. His reputation was awesome. Jack wasn’t just a good machinist when it came to Assignment building high-performance Identify your top people engines.151 Quick Ideas to Get New Customers Epilogue Great salespeople know it isn’t what happens to you. and in person. he was a great maand the three qualities that chinist! Many people labeled make them outstanding so him a quality fanatic or called you can tell their story in print. and Brag Some More Will Rogers said “Get someone else to blow your horn. there are many ways to highlight quality people to help you get new customers. Think about how you could make that person in your 36 54 . and the amount of work in his shop showed it. him obsessed with the shop’s in marketing.” If you have associates with whom you work who are exceptional at their jobs. Think about how you could turn Jack’s reputation into a sales tool.
too! If you pay attention to their needs in addition to offering your products and services. and 37 55 . plan to meet the customer’s The owner of a beauty emotional needs. Pay Attention to Their Individual Needs Customers are people. competitors in the area. Like it or not. and make sure to highlight their talents and skills. By making a concerted effort to address each prospect’s individual needs. Find out who the stars are in your company. they will be able Assignment to find you in the crowd. which can salon was hurting in his at.Quick Ideas 35 to 37 organization bigger than life.be remembered with the tempt to build a customer easy formula of EN1 = Emofollowing. He had many tional Needs First. and you can take advantage of the successful reputations in your organization. your business is probably not that much different from your competitors. Teach everyone your Capitalize on the features that you make you different. People want to be around successful people. Epilogue Sometimes a person’s reputation is as valuable as the person themselves. and you need to recognize that. you can benefit a great deal.
to them. He made sure they knew what their schedule was going to be and who was going to work with them. and begin building a relationship. But it is 1. honey-pie. chief. he would have a small gift for the customer to take home.000 times more important to show them you care. While this may seem trivial to many. and everything except my actual name. honey. the sweetest sound. sweetie. and they really do matter. Epilogue It’s one thing to tell people that you care and they matter. At the end of each visit. psychologists say that a person’s name is. and remind them to come back again. Then they were offered a choice of beverages and snacks. I’ve been called bud. Membership retailer Sam’s Club is currently running a campaign about using customer names.151 Quick Ideas to Get New Customers the simple fact was that they offered many of the same services. lover. Start by making sure that your associates have their name available so your prospects and customers can use their name. and he always made sure to tell his customers how important they were. He began to recognize the individual needs of his customers with a program to get each person comfortably settled. My Name’s Not Bud How serious are you about attracting new customers and cultivating long-term relationships with repeat buyers? If that’s your intention. On the back of every cash 38 56 . beware of the tragic blunder many companies have made in trying to win my business.
but for some reason there also seems to be a small group that delights in agitating. and tell you that your competitors are better than you. First we make our habits. That is a reminder to all Sam’s employees that Customers Have A Name. you will see the word C-H-A-N-T. debating. Do you think you can get better at doing that. so make sure that your company doesn’t do that. Get your associates into the habit of using proper names instead of nicknames. belittle your company. After 39 57 . they run rewards to remind employees of the importance of identifying people by their names.Quick Ideas 37 to 39 register. find faults with your products and services. Epilogue Getting and using customer names is a very simple tactic that your competition might overlook. friendly. Customers in survey after survey complain about being treated like a number. then our habits make us. and fun people to do business with in America. Bud? Assignment Getting and using people’s names is a habit. Beware of Agitators There are a lot of great. Too. and instigating trouble at every step. The secret is not to let these people get to you. In fact. It seems their life goal is to push your buttons.
don’t let them know where it’s tied. customers. and teach the techniques encounter them. Then you must label what you do. “We are different.” In reality. Choose us. 40 58 . Marketing professionals call it the value statement.151 Quick Ideas to Get New Customers all. When they know how to push your buttons. of whom many are a pleasure to serve. they’ll just continue to do it. If they don’t know what sends you into orbit. The label is a daily reminder. We are better. it’s usually nothing more than old wine in new bottles. You need to commit to truly being different with a program that prospects can see. and employees. and tell them you can understand their feelings. Instead you’re going to prepare and respond to those doom and gloom people. making a decision that you are not going to react instinctively. Assignment Epilogue Don’t let the critical few destroy your attitude about dealing with the majority. Label What Differentiates You We live in a world where every business yells and screams. then they’ll give up and stop agitating you and pick on someone else. sending a message to prospects. Read with agitators is before you it. if you don’t want them to get your goat. Learn to harmonize with their objections. Start by to your staff. You might recognize it as a tag line. Get a book about dealThe best time to deal ing with difficult people.
The Only Way. This helps their prospects and customers identify their values and ideals. A copyright can help too! Do Something Different Prospects just love to be wined. bold. and/or mysterious to convince your 41 59 . fun. and solicited by potential suppliers. like your letterhead. The company now needs to educate their staff about their new tag line. but in many areas of customer service. dined. You have to do something different. Assignment Define your value statement so that your employees can internalize what you want them to know. or posters. This should serve as a daily reminder to capitalize on what makes you unique! Epilogue You have to name it to claim it. and creative to show your customers that they are valued and accepted.Quick Ideas 39 to 41 A company called Image One wanted to define their uniqueness. Label as many things as you can with it. pens. Find something unique. and make sure that everyone understands the philosophy it entails. Acceptance is one of the key motivating factors in life. it’s no longer enough. because it means they have been accepted and are valued. so decide what makes you unique and slap a label on it. so they came up with the rather clever tag line of The Image One Way.
You need to break through the usual business to convince your prospects to become your customers. to work developing fun. prospect received a series of three mailings inviting them to join her on the dock at a local reservoir to take a leisurely tour on her boat.151 Quick Ideas to Get New Customers prospects to become your customers. each good ideas for special events. Within weeks. drinks. The creative mailings went on to explain that ties would be cut off at the neck and anyone not wearing shorts might be thrown into the water. Organize a team them to a very unique custo help come up with some tomer presentation. and unique ideas to When she identified her Top involve your prospects and 10 prospects and invited customers. all but two became customers. Hors d’oeuvres. Assignment Epilogue Most business prospectors are about as exciting as a bucket of warm spit. interesting. 60 . Vicky was an awardPut your own creativity winning sales manager. and a bit of fun were built into the event. At the appointed hour Vicky was amazed as all 10 prospects were standing on the dock and climbed onto the barge to spend the afternoon schmoozing and learning about Vicky’s products.
Quick Ideas 41 to 42 Be Creative Your competition can be very predictable. a hot afternoon. Don’t just tomer serving everybody a wait for them to come to you. and go customer to cus. I doubt anyone has done it for them in the past and it’s unlikely anyone other than you will do it again in the future. Remember that nobody notices normal. such as the out to your prospect list. or cold lemon. ice with holidays and special cream bars. load up a There are many opportunities cooler full of Popsicles. They don’t know what they want. so sometimes you have to break the rules to get through to that prospect and build a relationship with them. but they’ll know it when they see it. On popsicle and ice cream idea. treat on a hot afternoon. then this and brainstorm some things is a great idea for reaching you could do.events. Make sure they see you! 61 . Very few people are really creative enough to break through the clutter and get a prospect’s attention at little or no cost.out to prospects. 42 Epilogue Most people are looking for something different. Be creative and reach ade. If you have face to face Assignment contact and run a small to Get your group together mid-sized business. It’s a great opportunity to hand someone something free and refreshing to remind them that you truly want their business. They will probably do what they’ve always done.
She would go into an unknown prospect armed with two briefcases full of literature that screamed.00. he identified her problem. problems. She had to learn to go in naked on those early calls and learn about the prospect long before she ever tried to sell them. One of the key strategies for achieving success is to not look like a salesperson out to shove merchandise down a prospect’s throat. a strong spirit. Assignment enthusiastic. 43 62 . Sandy was an attractive. and sincere Learn to go in naked and sales rep when she hit the to ask questions.151 Quick Ideas to Get New Customers Go In Naked We’ve repeatedly pointed out that making cold calls and developing new customers is not for the faint of heart. “Here comes a salesperson! Here comes a salesperson!” and they would duck or avoid her like a rabbit getting out of the way of a shotgun.to her sales manager that her portunities of your prospects. By making sales calls with her the next week. That’s why the failure rate in selling is so incredibly high. around his tail should occasionally get somebody to take it off and fill it out. That’s the road for the very first week. Cold calling requires a tough hide. only way you’re going to find On Friday. she reported back the needs. sales productivity that week This information will help you had been $00. He was go back later and make that baffled why she had no sucpresentation with your two cess. and op. and a persistence very few people have. because even a dog with an order form tied briefcases of information.
be sure and get their heard before arriving at a decision. especially when they tell you their side of an incident. just when they closed the deal. who had filled an order incorrectly for a customer that morning. and dare to be different. that the customer is wrong. But Harry listened to Debbie’s side of the story before he went ballistic.Quick Ideas 43 to 44 Epilogue Most people are looking for something that separates your product or service from all the others. Sure enough. mistake. Before you go on a rampage accusing your Think like a judge and staff of stupidity or mismangive everyone a chance to be agement in handling the customer. prospects and customers will stretch the truth. Find that creative approach. he was smoking mad. Debbie was right and the customer was trying to save his ego and blame Debbie. When Harry went to the warehouse looking for Debbie. Often you will find side of the story first. Debbie screwed it all up. They had tried and tried to get this customer’s business for a long time and now. Not only did Debbie believe she had filled the customer’s order just as he wanted it. she still had his notes to back her up. Believe It or Not Believe it or not. Harry learned to 44 63 . or problem they had while trying to do business Assignment with you.
Try something different to catch their attention and get them Assignment to e-mail you back. right is right! Try Something Different E-mail is a great communication tool if you can get your prospects to respond to you. stand by them. That day Debbie grew a foot taller because of her boss’ trust in her! Epilogue When your employees are right. this: 45 64 . Often people don’t respond because they are busy on work overload. or simply don’t know what to say to you. He didn’t want a new customer who had already proven he would lie to cover himself. He spond favorably to this would write something like kind of humor. But make thing that worked frequently certain you target only for prospects who had been prospects who will refailing to respond to him. Harry complimented Debbie and told the office to close the prospect’s line of credit. even if it upsets a prospect or customer. Your associates will respect you for it. Getting them to answer your emails may take creativity and humor. After all. Try getting creative One sales rep experiabout e-mailing some of mented with different kinds your more reluctant of e-mails and found someprospects.151 Quick Ideas to Get New Customers get all sides of the story before making a judgment.
I thought maybe one of the following things had happened: (1)You’ve been dragged into the outback by wild dingoes and are being held hostage. or you come back from one of these three situations. They can have a little of this. then you’ll get the same results that everybody else gets. If you get a chance. They can make the salad exactly as they 46 65 . which is generally pitiful. Customize. and you no longer need to talk to me. Why? Because they can make the salad their own way. (3) Wild women have discovered you are single. Thanks! Epilogue If you do what everybody else does. 74 percent of people questioned said the number one thing they like to have in a restaurant is a salad bar. Since I’ve not heard from you. please e-mail me back. Jones. Customize. a lot of that. Customize In a recent restaurant survey. Let’s plan to get together to share how we can help you make some extra money. I’ve stopped by several times to see you and tried to get you on the phone to share an exciting proposal. and some of the other. (2) You won the lottery. and now have millions and millions. Try something different.Quick Ideas 44 to 46 Dear Mr. and you have had to go into hiding to escape the mobs that are after your body.
with the right mix of ingredients. People don’t want one around here?” Her boss said size fits all. move the buttons. and hem the pants or skirt. Suddenly you’ve got the product you want.” Her boss looked at her and said “You’re right. Assignment When Sue confronted Think about how you can her boss as a new employee. detailed just the way you like. In today’s world. what is it?” And her answer was.151 Quick Ideas to Get New Customers like it. The first thing they do is tailor it to fit you. 66 . They want it their way. people want a product that is truly customized. “No. and is as individual as their personal taste. take a little out of the coat. the more likely you are to win prospects over to become long-term customers. They shorten the sleeves. “Do you services to fit your prospect’s know what’s standard needs. Every customer wants something different. Why don’t we do it that way?” Think about what clothing stores do when you buy a nice suit. and croutons just for them. customize your products and she asked him. dressing. “Nothing. Epilogue The more you can fit your products and services to the needs and wants of your customers.
Do you care about the little things that bring big results from your potential customers? Listening to them and making even minor changes and adjustments can send a huge message about your willingness to accommodate their needs.tion or company write down lem to the librarian. 47 67 . but she any feedback that could be had all the empathy and sym. and her reaction to his comments sent the message that she could not have cared less. her facial expression. it became obvious that the doorway was too narrow and his power wheelchair barely slipped through. It was beautiful and well-done. A local library had just completed a multimillion dollar renovation and addition.considered important by pathy of a drill sergeant. sends a huge message about how much you care. and react to their feedback. body language.Quick Ideas 46 to 47 Little Things with Big Payoffs Oftentimes potential customers comment on little things. There was even a button to push that would automatically open the door for people with special needs. They needed to put an automatic opener on the second part of the door so that both doors would Assignment open to accommodate those Make it a rule that evvisitors in wheelchairs. as a gentleman in a wheelchair approached the door. However. and demonstrating that those changes are important. the end result of which can be huge payoffs if you listen. Listening. The gentleman made his way to eryone within your organizathe desk to explain the prob. Her management. change.
Anadifferent.pecially the phone call to petitors are not using. and don’t do it. letters. and a more affordable way. With the popularity of the internet and e-mail. 48 68 . and don’t do it. Being Different Joel Weldon has often said “Figure out what everybody else is doing. One of the ways to do that is to look at the changes going on in the marketplace. postcards. a different way. then you can revise the fax. to keep telling your story.151 Quick Ideas to Get New Customers Epilogue Showing empathy and sympathy is the best way to convince customers that you are serious about meeting their needs.” To be recognized in the clutter of today’s market. Those things today get attention because Assignment people have almost stopped Study your competition using them. lyze what your competition is doing. the devise new and innovative postcard. Some of the things left behind that can pay off for you are your fax machine. Consider how and the marketplace. and the good old telephone. the letter. Try keep in touch with prosgoing back to snail mail to be pects and customers. you’ve got to figure out a better way. there have been some dramatic changes in the ways people communicate. and esapproaches that your com.
invitaWhen you have the mations. In fact. from cards to blank cards with no message stamps to addresses. ize these types of mailings or thanking them for what they they won’t get done.Quick Ideas 47 to 49 Find a different and better way to break through the clutter. you are also sending a message that it’s not important enough or confidential enough for you to send it the more traditional way. It’s all too easy to cop out on doing what should be done for a thank you. Epilogue If you always do what you’ve always done. Do What Others Don’t While some messages are ideal to be e-mailed or faxed. You’ve got to systemthem to special events. you’ll always get what you’ve always gotten. Get in the habit of to do something that other’s recognizing people. invitation. By simply sending an e-mail. there are stores that feature paper goods and discount greeting cards. inviting don’t. do. or confidential message. and also celebrating 49 69 . and terials on hand. some of them are so affordable it is almost ridiculous. birthday cards. it’s easy inside. there are some things that should never be sent that way. You have to make changes to win customers. Our recommendation is that you stock up Assignment on thank-you cards. In most areas of the country. The opportunities are everywhere.
because most people are simply sending an e-mail. and they will reward you for it. and 50 70 .151 Quick Ideas to Get New Customers things like birthdays or anniversaries. Learn From Chameleons We want to do business with people who are most like us. Prospects will recognize your extra effort. Learn from the chameleon. then our habits make us. or against you.it. That is where your appearance and behaviors can work for you. and customer? then become a chameleon. you’ll be different. and you will stand out in the crowd. Get in the habit of using the more traditional ways to communicate that other people have abandoned. Remember. By using traditional mailing methods.of it’s skin to match the tomer wear for a casual color underneath or behind lunch as opposed to a for. You should do personal things for people with whom you have a relationship! Epilogue First we make our habits. Nido is a highly successful banker. How can you meetings or celebrations? change to be more like your Study your customer. It can go from green to mal dinner? What do they black to blue to suit its surwear for presentations or roundings. which Assignment can change the appearance What does your cus. entrepreneur. you’re building a relationship.
The chameleon teaches us to blend in for success! Beware of First Appearences We all know that you never get a second chance to make a first impression. What do they wear? What shoes do they wear? He will even call ahead and talk to a client to get some feedback on appropriate apparel. or to see someone show up in blue jeans when everyone else is in a suit and tie. or their ability to borrow money based on their appearance. it’s easy to make a huge mistake. and then 51 71 . Learn from Nido. their ability to spend money. You can’t tell what’s on the inside by what’s on the outside. You can bet he will look most like them. and learn to look like your customer so they will want to do business with you. The best way is to assume that every person could be a prospect who could buy. based on their appearance. There’s nothing funnier than to see someone show up in a suit and tie when everyone else is in blue jeans. But there’s another part to that rule that says You never get a second chance to judge people if you judge them wrong in the first place. Epilogue Your appearance can work for or against you.Quick Ideas 49 to 51 professional speaker. His closet features outfits for every occasion. and you can’t tell their net worth. How does Nido do it? He studies what other people do. or their body language. or their willingness to become a long-term customer. from meeting with a CEO to blending in with a group of technical people. their dress code. If you judge a customer’s ability to buy.
This young person could never afford to buy this stuff.” After pricing many thousands of dollars of merchandise. However. I’ll take it. The best way is to let them qualify themselves rather than running the risk of judging them incorrectly. he pulled out a roll of hundred dollar bills to pay for what was on hand and what had to be ordered.” To which the owner responded. Somehow the owner managed to keep a smile on his face as he quoted price after price. inside he was telling himself “This is a waste of time. Assignment Epilogue There’s no way of knowing for sure whether the person with whom you’re talking is a pauper or a millionaire. 72 .151 Quick Ideas to Get New Customers sort them out as you ask questions and get to know them. Never judge a person by what’s on the outside. and never assume a prospect can’t or won’t buy based on their appearance. The owner learned a great lesson that day. the young man looked at the shop owner and said “Okay. Ask some key quesshop had been having a tions to qualify a prospect tough day when a young rather than just depending on customer came in and betheir appearance. gan to ask prices and availability on a page-long list of high-performance items. Learn not to make snap The owner of a small judgments based on appearhigh-performance auto ance.” With that. “You’ll take what?” The customer said “Everything you just quoted.
Quick Ideas 51 to 52
Prospecting Requires Being a Super-Sleuth
You can never know too much about a prospect to whom you’d like to sell. The more you learn, the more likely you are to win over that potential account. There is no excuse to be uninformed in today’s information-rich society, where you have resources like your local library and the Internet. Assignment When a consultant was invited to meet with Flagstar Think of yourself as a Bank to consider doing pro- detective building a case. You motional work for them, he must convince a prospect to downloaded every page become a customer, so be from their Website and sure to do your research first! learned everything about them, from their mission statement to their philosophy of customer service, from their growth plans to their financial performance in recent years. When he walked in to meet with the Flagstar management, he was armed and ready to discuss where they’d been, and where they were going.
Knowledge is power. If you don’t know enough about a prospect, the only reason is because you haven’t tried hard enough.
151 Quick Ideas to Get New Customers
Inspired Employees Lead to Dedicated Customers
If you haven’t purchased and read the book, 151 Quick Ideas for Inspiring Your Staff, I encourage you to run out and buy a copy right now. Not because we want to make a sale, but because it will help you in growing a group of excited people who are ready, willing, and able to make your company a success. Can you think of anything more important? The real secret to inspiring people is to get them involved and give them a reputation to live up to. Show them that you have high expectations of them, and then watch them follow through and prove you right. Jerry, the owner of a mid-sized company, hired a Assignment comptroller named Mae. Analyze each of your He soon began calling her people and decide what his human computer. She unique gifts they have and was indeed a genius at orwhat things they do well. ganizing and running their office, and he enjoyed working with her so much he bragged about her to everyone who would listen. Frequently, Jerry would give tours of his business to prospective customers, and he would always make a point to take them to Mae’s office and introduce her. She became a partner in helping grow the business and took great pride in her work. Give your people a great reputation to live up to, and then get out of their way and let them do it. It’s a successful formula that will not fail you.
Quick Ideas 53 to 54
People become what they see of themselves in their mind’s eye. When you lift them up and put them on a pedestal, they will perform to that level.
The C-Y-A Factor
More than one sales rep knows the agony of defeat. Sometimes defeat comes from failing to get permission before taking an action, which can result in anything from a small dose of criticism to a big dose of being fired. Adopt the rule of When in Doubt, Check it Out. Get permission before you proceed on anything that might backfire on you later! An advertising agency recently placed an ad for Assignment Wal-Mart on the west coast Make it a rule that if without running it by WalMart Management first. It your gut reaction gives you was very out of style with any concern, you will make what Wal-Mart would typi- time to check it out. You may cally do, and customers and even want the customer to prospects alike were in- initial or sign off on what sulted. Ultimately the you’re about to do so you can agency was fired and lost C-Y-A (Cover Your...) a very lucrative account. If they had gotten that ad cleared with Wal-Mart management, even on a local level, they probably would still have that account. Unfortunately, they’re now out doing a great deal of
are three important prospectspire. and eat up your time like a hungry goat in your neighbor’s yard. But they’ve learned an important lesson. remind. and is giving you a vote of confidence by Assignment reaching out to you first.151 Quick Ideas to Get New Customers prospecting for new customers. check it out. marketing consultant from push. believes that there vate. all costs: (1) Your success will be determined by the quality and quantity of your prospect list. (2) Your prospect must hear from you a minimum 55 76 . we can call. and do anything we can ing principles to remember at to get prospects to call us. to always check with the appropriate authorities before making any big decisions. As long as it’s legal and Renee. stimulate. incentivize. still is. moti. always use the rule of “When in doubt. Epilogue Sometimes it’s easier to get forgiveness than get permission. but to be safe. The best prospect has always been. a response and ethical. is ready to buy. pull. in. hard work. poke.” The Best Prospect Ever Prospecting for new customers can be expensive.Florida. and will always be the one who contacts you. You are starting with a potential customer who knows they have a need or want.
When you make emotional connections with your prospects and get to know them as a person. That was because they had a common discussion about the family. Epilogue When customers call you. willing.listen carefully. lost relatives. they see themselves as a welcome guest. Your prospects are ready.Quick Ideas 54 to 56 of every 30 days to maintain top-of-mind awareness. That means getting to know what’s 56 77 . they see you as a necessary pest. and (3) Getting prospects to call you means making them multiple offers. he was Write yourself a note that amazed at how quickly the people buy from people. and years seemed to disappear learn to do inner-views and as he talked with his long. you will go a long way to establishing rapport with them. and accepted. If you can make an emotional connection with your prospect. Connect Like Velcro Every person has common needs. and it was easy to pick up where they had left off years before. such as the need to be wanted. It is easy to forget that prospects have a life beyond the office. needed. but when you attempt to sell them. you should connect to them like Velcro and never lose it! Assignment When Steve attended a family reunion. and waiting to establish a relationship with you if you can do an inner-view with them.
Epilogue You can make more friends in two weeks getting interested in them than you can in two years trying to get them interested in you. but also your friend. Develop a philosophy of using W-I-T to gain and retain prospects and customers. Learn to establish at least one thing with each prospect that you can continue as a dialogue each time you connect with them. Whatever It Takes Good prospectors maximize their time and multiply their efforts by using affordable resources to call on their customers. available. their families. Priority mail gets attention. Find common ground and they will become not only your customer. and cost-effective. their pets. like where they were born. W-I-T stands for Whatever It Takes. Postal Service carrier in those well-known blue uniforms. where they went to school. and it says what’s inside the package is very important. One of the best things you can do that can have a huge impact on your success is to keep top-of-mind-awareness with your 57 78 . which is affordable. to send a special message to your prospects. their hobbies.S. Prospects pay attention to it because it is different from the pile of regular mail. Think about how you can use priority mail. One such way is to use your friendly U. which is probably just bills and advertisements. and their greatest accomplishments.151 Quick Ideas to Get New Customers inside of them.
and many more. it is likely you will serve a diversity of businesses and occupations. the candlestick maker. mailers. the baker.Quick Ideas 56 to 58 prospects. So do “Whatever It Takes” to maximize your prospecting efforts and win new customers. especially your top 10 list. and they will know you are serious about wanting their business. Determine the postage. It’s a great investment. They’ll be impressed. Epilogue You can multiply your impact on prospects by using priority mail and the thousands of hardworking postal carriers across the country. One of the best ways to learn more about your prospect’s interest is from 58 79 . For example. by sending them a priority mail package once in a while. and labels. so you can handle all this from your office. your prospective customers may include the butcher. remembering that you can access postage over the internet. boxes. Love Those Freebies If you are like most people trying to gain new customers. because it works. Assignment Go to your local post office and get a stack of priority envelopes. Then routinely communicate with your prospects using Whatever It Takes.
and they are all well-used. learning more about. trends. His office currently gets about a dozen different trade journals. tricks.151 Quick Ideas to Get New Customers their trade and professional journals. Every industry and every trade has specialty magazines and trade journals that contain a treasury of tips. there’s no better way to learn than from these free professional journals. Epilogue If you want to know more the intricacies of any business or profession. and what challenges they face. Assignment the very first thing he does Visit the kinds of busi. are absolutely free and are supported by industry advertising. what their interests are. and other information you need to know to be able to talk to your prospective customers. 80 . When new employees come to work for Rodney. Most trade journals share their reply cards. Most of and have his new employthem get some kind of trade ees sign up to for the mailjournal and will be glad to ing list.is get the reply cards out of nesses you’re interested in the various trade journals. He encourages his employees to make time each month to go through these journals and keep up with the various industries. Nothing flatters a prospective customer more than to know that you have taken the time to learn more about what they do.
By the time the interview is over. you’ve got to be able great return on their money. to build an eager want within a prospective customer base. 81 . is that you can never win if you’re always playing defense. you can create one of the great motivational principles. He is actually interviewing prospects to see if he will allow them to come aboard as customers. most prospects are begging him to take on their investments. Consider turning the selling process on its head and approaching customers to see if they qualify to do business with you. and that they need to meet to see if they are a good fit. to him is something most salespeople can only fantasize about. the more people want that item. and in competing for customers. Assignment One financial planner has developed a track record of To make this principle helping his clients earn a work. Make your prospects want to be your customers. By screening customers to see if they qualify. Can you turn the selling process on its head and qualify your customers? 59 Epilogue It seems that the more exclusive an item is. and develop an exclusive client list.Quick Ideas 58 to 59 Do You Qualify? One hard and fast rule in sports. He’s in the enviable position of being able to tell prospects that his services are not for everyone. to stack up the benefits of The number of referrals sent what you’re offering.
ready to serve customers. 60 Epilogue Being prepared gives your staff the confidence to smile at customers. Consider investing in having one or more employAssignment ees come in early to get evMake it a point to be open erything ready so that when and ready when you are sup. It’s the professional way to run a business. like my favorite coffee shop hangout that opens at six a. They should be able to deThen go on to delight them with pend on you to serve their your products and services.m. then nothing sends a stronger negative message than walking in the door and watching the employees scramble to get their act together. needs and offer them the products they want. That’s just meet.151 Quick Ideas to Get New Customers Before You Open Up If your business attracts customers at specific opening times.. 82 . you’re posed to be. and several employees are late. That’s a poor way to start the day. there’s no money in the register.you open the door. ing customer expectations. all with delightful customer service. The coffee’s not made. It also lets them know that you’re prepared and ready to serve or help them. and the small investment in additional payroll will definitely pay off.
He was able address. e-mail Website on it. and is likely to spend many dollars in the future. It eral years ago. the prospect will eventually notice your contact information and either call you. he has become a huge customer.contact information on it. You have to remember to tell and sell to meet prospects and make customers. If you leave these items with prospects. he found a ness without having your pen that I had left there sev. One prospect couldn’t Assignment remember our name and Teach your staff that phone number. sell. The best strategy is to have your Website visible on everything from pens to notepads. or give away that could direct a prospect back to you. and had unnothing is to leave your busifortunately lost our business card. and Just make certain they have reach us through our contact a way to reach you! information. Nothing! 83 . take.Quick Ideas 60 to 61 Tell and Sell I’m a confessed nut about prospecting at little or no cost. 61 Epilogue A funny thing happens when you don’t promote yourself. But luckily. or check out your Website. either purposely or accidentally. Since then. or phone number. and it had our could be a Website. We would never have gotten their account had we not taken the step of being visible and giving people a way to contact us. make. to visit our Website. One important step is to have your name and contact information on everything you print. and calendars to tape measures.
gets bounced back. and into contact your through the old directly sabotage.151 Quick Ideas to Get New Customers Make Sure Prospects Can Find You One great and easily affordable way to reach prospects is by using e-mail. so when you click on ing it daily and simply providing the name or e-mail address. 62 84 . a link to your current address it either doesn’t connect or until you are absolutely confi. You can take the time to gather price quotes. Assignment Unfortunately. con. Not only is this a convenient way for customers to reach you. you close the door mail address. the ability address. When dropto your new Website or e. or other data that might come in handy when speaking with a prospect.broken. Another method is to of prospects to find them by retain the domain name and frequently changing their ehave the ISP redirect e-mail mail addresses.ping established e-mail addresses.contact links on Websites are sider keeping it up and check. Some dent that no one will attempt businesses confuse. but it can also give you the opportunity to respond in a well-thought-out method. E-mail can be done on your own terms and your own schedule. which could make you lose the sale of the century! Don’t let this happen to you. on a prospect. without forcing you to be quick on your feet. efficiency statistics. about 20 percent or more of all the When discontinuing the use of an e-mail address.
The long-term goal is to give reminders and creAssignment ate an outpost in your Find a source for logo prospect’s mind. ecutive had entertained a prospective insurance provider numerous times. If you leave and identity items. Make sure that prospects can find you whenever they need to. Leave Your Prospects a Trail to Follow You’ve heard the old adage about leaving a trail of bread crumbs to lead you back home when you go out exploring. from an ink pens to a baseball caps. and he had a memo holder. an ink pen 63 85 . they variety of items and get will eventually find their way them out on the highways back to you. a large desktop calendar. a leather address book. That’s what you should be trying to do with prospects. Buy up a bread crumbs for them.Quick Ideas 62 to 63 Epilogue Out of sight means out of mind. One day he looked at the top of his desk. he also left him a small gift. Leave a trail that reminds them of your company and that you want their business. This can be anything with your name and logo on it. from memo pads to golf balls. and byways where your A busy association exprospects operate. He failed to notice that each time this insurance agent called on him.
151 Quick Ideas to Get New Customers holder. or adding people who Assignment warrant it. ink pens. where it is nearly impossible to get your advertising message out to customers. believed that if his salespeople were 64 86 ..B. is known coast to coast for their 10 Most Wanted list. better known as the F. and develop the weekly energy. list. and phone number. and more. Each week they review and update the list.I. Learn from the F. Epilogue In today’s over-communicated world. Their name and phone number was everywhere. Be your best prospects by havsure to make assignments so ing your own Top 10 Most that your staff knows who is Wanted list.B. You can use the Make a Top 10 wanted same idea to focus your time. sales manager. a very effective the list. Not a bad investment for some logo identity items that were left behind. When his current association insurance program hit a speed bump and they had to source another vendor.I. The Federal Bureau of Investigation. this concept is a winner that you can do with little or no hassle. and resources on discipline to update it. all with the insurance company’s name. rulers. removing those people who’ve been captured. logo. responsible for each item on Terry. it was easy to decide who to call.
you worry about what everybody’s thinking of you. on 65 87 . they would probably do a poor job and not sell anything.Quick Ideas 63 to 65 trying to sell to just any old prospect. Each Monday morning. you don’t care what people are thinking about you. One sign in a store said “We wouldn’t worry about what people think of us if we realized how seldom they do. The goal with all your prospects is to keep T-O-M-A.” Keeping top-of-mind-awareness is an awesome task. At age 40. Keeping Top-of -Mind-Awareness What do other people think of you? At age 20. you find out they weren’t thinking of you in the first place. For example. By having them focused. but it can be accomplished. He also required them to write alongside each of those 10 the action or activities they were going to take that week to try to turn that prospect into a customer. and having a copy of their Top 10 action plan. it kept them on target to go after their best prospects. And when you get to age 60. he required his salespeople to complete a new Top 10 list for action that week. Epilogue Confucius once said “A man who chases two rabbits catches none.” Be focused and know exactly what you are trying to catch. He learned he had to get them focused on their best sales opportunities. which means Top-of-Mind-Awareness.
They are affordable. The same is true with prospecting for customers. but if they don’t care for it. Getting new customers is simply a function of your willingness to spend on promotion and advertising. Try something at least some “I wish you were once a month. ist area has them available. If you do all that. The Proof of the Pudding The proof of the pudding is not in the tasting. And don’t here” type postcards back to ever forget them while you your prospects. Every tourare on vacation. 66 88 . Assignment Epilogue You need to be creative different to consistently maintain Top-of-Mind-Awareness with your prospects and customers. take along a set of labels or the addresses of your best prosTake every opportunity pects. getting them to take that second bite is going to be tough. and to do cost-cutting and giveaways to bring them in the door. You can get anyone to try a bite of your favorite recipe.151 Quick Ideas to Get New Customers your next vacation. but in whether people return for a second helping. While you’re sunto maintain T-O-M-A with bathing on the beach or your customers and prossitting beside the pool. and they’re a fun way to communicate and keep T-O-M-A with your prospects. you can get the new customers. send pects.
The problem with this church was not that they weren’t getting prospects. went out the door.help you identify why custhough this beautiful facility tomers leave. At the end of the service. because repeat business is the proof of the pudding. the pastor asked us to sign their visitor logbook. is Assignment whether you can get them back again. you’re never going to be successful as a prospector. and had hundreds of pages logging where visitors had signed in. I was in. and never came back.customer longevity. it was that they weren’t converting them to customers. Develop a system to While visiting a new track repeat business and church in our area. This will terested to notice that al. there weren’t enough parishioners for the Sunday morning service to fill more than a few rows. years. Epilogue Your goal is to have customers for life. Keep your focus. not just on the first sale. If you don’t get repeat business. and why they had been there for many come back. Build your system to support that mission. Something was wrong. but on the second and all future sales. 89 . The book was filled ten inches thick.Quick Ideas 65 to 66 The question however.
son to ask one simple tant as the current one. ing today going to bring this customer back tomorrow?” They had the sale for today. He asked each perthe next sale is just as impor. because it’s the only way to guarantee that the customer will return. you have to remember to fix the customer. 90 . 67 Epilogue Always remember that when you fix a problem. Reinforce the idea that vice. This savvy business owner realized that fixing cars was only part of their job. The issue was to get them to come back in the future.151 Quick Ideas to Get New Customers What About Tomorrow? The best way to ensure that a customer will return to your company in the future is to make sure that your associates understand the importance of delightful customer service. and question when serving a they will be sure to treat each customer: “Is what I’m docustomer with respect. The owner of a quick Assignment lube/oil change center found Get your group to brain.a masterful way to convince storm what it will take to get his employees about the the customer back the next importance of customer sertime.
You may only get one chance to make that good first impression. The legislator pushed the button for the 12th floor. how do you respond? You need to know your elevator speech in sixty seconds or less to be able to tell them who you are. When he speech. don’t put your foot in it. Can you tell people in 60 seconds or less why they should buy from you? 68 Epilogue When someone slams the door. they got on the recite it word for word so elevator together to go up to they’re all on the same page. the conference room. and make sure evmet a member of his local erybody in your company can legislature. He had a well-defined answer. this business owner was prepared. When someone asks who you are and what you do. what you sell or what you serve. Assignment A business owner was Script your elevator interested in changing his local zoning laws. 91 .” Amazingly. and also to get the benefit of having the business owner as a promoter for the upcoming reelection campaign. the legislator was ready to help him. he turned around and said “What do you want from me and what can you do for me? Tell me in 60 seconds or less. and why a customer should do business with you. Stick your head in it so you can keep talking. and by the time the elevator stopped on the 12th floor. and when the elevator door closed.Quick Ideas 67 to 68 Your Elevator Speech There’s an old saying that you never get a second chance to make a good first impression.
advertised and exaggerated it. When you find a problem. by a salesman who had invented mouthwash. and then sold the solution and made himself a fortune.describe it was not well pects know that the problem known until the early part of exists. Your solution will be a breath of fresh air! 69 Epilogue People don’t buy solutions to problems that they don’t know they have. The term halitosis was made popular your solutions. they will be eager for the 20th century. be sure to point it out to your prospects. then you know how problems can be exaggerated and made bigger than they really are.151 Quick Ideas to Get New Customers Point Out the Problem If you’ve watched a television infomercial. In fact. most infomercials are for products that solve problems that most people don’t even recognize! Assignment Have you ever heard of halitosis? Although the conDefine the problem. He found a problem. the word to knowledge. 92 . Once your pros. and then work to find ways to dition of bad breath has been make the problem common around for ages.
93 . After much debate. each other. The customer wanted to sit down and talk. He explained he wasn’t sure what had happened and why they were unhappy. They may find that they aren’t as happy as they thought they’d be. he decided to try something a little different. and soon got a phone call.Quick Ideas 69 to 70 Go After Lost Customers Sometimes the best customer to get is the one you had in the past. perhaps an even better customer. Oftentimes lost customers are simply waiting for you to invite them back. but Assignment it was a shame that they Keep a lost customer list. Don’t give up on lost customers. than you had before. He bought a sympathy card and wrote a personal note to the business owner. He sent the card to the business owner. He was offering his sympathy that they would have to do business somewhere else. because he believed they were good for to win them back. 70 Epilogue You know what a lost customer can be. weren’t doing business toand keep track of your efforts gether anymore. the customer failed to return the owner’s phone calls. and how your relationship can improve if you make the effort. the one who defected and went to the competition. The owner of a dental laboratory lost one of their big customers who represented more than 40 percent of their regular business. Although he tried. Your continued efforts to win them back could result in regaining a good customer. and soon returned as a loyal customer.
one marketing magazine noted in a recent article that free food and drink still brings out more people than a great guest speaker or a high-impact seminar topic. There are arrangements for the quiet some key words to commucorner or that table where nicate within your invitation you won’t be interrupted too that can be a big help in getmuch. It’s worth the planning. Second.151 Quick Ideas to Get New Customers Free Still Works Of the most powerful words you can use in selling your marketing message. If you have a high-value potential customer that Assignment you’ve not been able to win Always pre-inspect the over. First. 71 Epilogue Although many claim that there’s no such thing as a free lunch. and see them for a meal. make sure they understand that they are under no obligation to join you for that free meal. ting them to take advantage of your free offer. Keeping them safe will encourage them to say yes to your free offer. and make what happens. and watch the customers come out of the woodwork! 94 . Third. you can prove them wrong. Offer a low-pressure event with lots of free gifts or food. In fact. We all love to get something for nothing. consider offering them place where you plan to take a free gourmet meal. there will be no high pressure sales pitch while they are dining. they will be your guest and that you are going to pay. the word free is still at the top of the list.
The fast food industry Assignment has gotten a black eye in Teach everyone that recent years. The people standing in line won’t become upset if they see every associate working busily to serve their needs. cooking. and ers are more important that only one person waiting on what they are doing. Although sometimes these other tasks are necessary to the business. out of the customer’s sight so they’ll be out of mind.Quick Ideas 71 to 72 Out of Sight Means Out of Mind If it often feels like we spend our lives standing in line. No one likes to wait in line when it’s not necessary. get them they cannot be waited on. because you’ll often see ing the customer. you’re right! Of the average 70 year life span. and no one likes to see employees in your place of business do things that aren’t related to direct customer service. Perhaps twenty people working bemore importantly. you should try and get that work done out of sight of the customer. five years are spent waiting to be waited upon. Customers work on things other than just don’t understand why serving customers. 72 95 . and get customers. empower hind the counter. or cleaning. them to decide that customscrubbing. and their custhey need to stay out of the tomer service rating has customer’s visibility when slipped in each annual surthey are not directly servvey. If you have situthem to help out with cusations where people need to tomer service.
E-mail: Friend or Foe? Electronic mail has become the most prominent method of communication in our modern society. they want to be served now. and means that you have to be create an e-mail series so careful about using e-mail. they will look for. never 73 96 . or it can be your worst enemy. you must make sure ward to it every week or the subject line is personal to the person to whom it’s month. powerful.First. Even the post office is feeling the effect of e-mail. The business that can eliminate waiting in line will be the one that wins the new customers. and it is about all she can do to keep up with them.151 Quick Ideas to Get New Customers Epilogue Customers don’t want to be served very soon. going. One corporate person recently shared that she gets over 200 e-mails a day. That dress of every prospect. Many e-mails are simply deleted without being opened. because they scream SPAM. E-mail can be a great tool for prospecting. The volume of letters has dropped significantly. while the population and the number of businesses continue to increase.are unnecessary. Second. What’s even worse is that she estimates Assignment 70 to 80 percent of them Collect every e-mail ad.
Lastly. But used without caution. She was thrilled. Get permission before you send an e-mail. But today there are simple and affordable ways to show your customers they aren’t stuck when your door is closed and the lights are out. Third. don’t be afraid to send it by e-mail.Quick Ideas 72 to 74 send broadcast e-mails without getting the permission of the people you put on your list. you could get an answering machine. 74 97 . What can you do during non-business hours to help your customers? Would an emergency phone answering service be of value? Would customers benefit from having a cell phone number or beeper to call in an emergency? Would a 24-hour help line answer their questions and hold them off until you open? And what can you do when the phone rings after hours? Rather than let them just hear it ring. Keep the Lights On It’s unlikely your business can justify offering 24-hours a day and seven-days a week service. but make your message short and sweet. e-mail can be your greatest prospecting tool. and it’s possible your customers don’t need or want that level of help. Then on the door. when you’ve got something of benefit to the receiver. and tell them when you can serve them. she noticed a sign directing her to the nearest 24-hour pharmacy. one customer was exasperated to find them closed. check it out. it can become your worst nightmare. Arriving at a major chain drugstore location. if in doubt. Epilogue When used correctly.
Knowing how to deal with emotional issues can turn upset customers into loyal buyers and be the pivotal point of either losing their business or winning their hearts. the magic word is not if. You are eventually going to encounter a prospect or a new customer who is unhappy with you. Epilogue We are no longer an 8-to-5. One Magic Word When you deal with customers. to let your customers know that when the lights are out. Monday-to-Friday country of workers. or your company. When a telephone service manager encountered a customer who was upset. The people who can accommodate them will win and retain their business. and adopt and adapt their ideas and strategies. but when. You can always offer a variety of options. People have diverse schedules. services. he listened attentively and then asked 75 98 . you want them to come back when the lights are on. and they’re looking for services when many traditional businesses have turned out the lights and gone home. and then do more than they are. Look at what people are doing outside your business. from your Webpage to your telephone to your emergency services.151 Quick Ideas to Get New Customers Assignment Find out what your competitors are doing in your industry. your products.
With that. The manager said “My very best people are already en route. Quality Speaks Volumes For a number of years a woman did a television commercial for Hanes Underwear.?” The customer said he wanted one more thing. “It doesn’t say 76 99 . “What will make you happy?” and then whenever possible. the telephone executive apologized for the errors they had made in serving him. Her slogan was. they feel empowered.Quick Ideas 74 to 76 the magic question: “What can I do to make you Assignment happy?” The customer first Always use the word said that he believed he dehappy. an apology. served a $400 credit against and is understood by most his bill for the time their people around the world. and when you agree to what they want. Will you be happy if your phones are up and running by 4:00 p.m. Epilogue Why does the happy concept work? Because you’re negotiating happiness on the customer’s terms. gardless of the language in The manager quickly agreed which it’s spoken. rephone service was down. He knew that the secret formula to dealing with upset people is to ask the question. It is critical concept. settle the dispute on their terms. and said “Will that make you happy?” The fellow then said that he wanted to get some service people out to his home and have his phones fixed by four o’clock.
He said that qualcommunicate that goal to cus. The late W. Edwards effect of many choices. Then of quality. Make a decision today that you’re Deming was respected going to drive your company worldwide as a proponent with superior quality. we’re back and doing better than ever. But the painful lessons we learned about building a reputation for quality prodAssignment ucts and services has been Quality is the cumulative expensive. 100 . less down-time. extended performance. but was in fact a profit center. Today however. Quality products result in fewer rejects.151 Quick Ideas to Get New Customers Hanes until I say it says Hanes” and it was a huge success in selling their undergarments. Epilogue There always will be a top-end buyer who’s willing to pay a premium price for quality products and services. For many years quality control in America deteriorated so drastically that overseas competitors stole a large portion of the market share. tomers and prospects. less maintenance. and an increase in customer loyalty. more enjoyment of usage.ity didn’t really cost.
By the time you buy a new computer or a piece of equipment. Set up a review is only a year old and a new process for evaluating your and better one is offered by technology against current the manufacturer. they invesstandards. have the latest in technology and equipment. they immediately sell the one they have and buy the new that offers them the latest and greatest in features and benefits. If ity = competitiveness = great they have a printing press that prospecting. 77 Epilogue The world is moving on whether you do or not.Quick Ideas 76 to 77 Keeping up With Technology We live in an ever-changing world. The challenge is to keep up. they also attract the best customers. If it is. Because they have the best in equipment and people. The secret is to budget a fixed amount that will allow you to keep up and remain a state-of-the-art operation. And don’t forget tigate it to see if it’s truly a to budget for upgrades! better product. and maintain your position in the marketplace. 101 . The secret is to keep up with the latest technology to best serve your customers. it’s already out of date because there’s a better one coming down the assembly line. Staying on the cutting edge will give you an advantage when turning prospects into customers! There’s a printing shop in Las Vegas that has a policy Assignment of investigating any and every piece of new equipment Technology = productivthat comes on the market. Most of their printing is for Fortune 500 companies’ annual reports and for the Las Vegas gambling casinos who want nothing but the best.
working for them. While cilities is not typical or averbeing average may not work age. their manicured out in the crowd like a rose lawns. and whether it’s working for or against your long-term goals. You will stand signage. vehicles. and your trucks on the road. but it is definitely against you. When you swing your car around to start through the conveyor belt. goal that you will no longer The appearance of their faaccept the average. offices. their beautiful flowers. What kind of message are you sending to your prospects? How would you rate yourself as you look today? Would you say it’s sad and definitely needs improvement? Would you say it’s average or typical when compared to your competition? Or would you rate yourself as outstanding? It’s important to take the time and analyze what your image is.151 Quick Ideas to Get New Customers Is Your Image Working for You? Look around your company today. Assignment Mike’s Car Wash is a highly successful regional Take inventory of your company’s image and set a group of car wash facilities. You are even greeted by two smiling Mike’s employees in nothing less than shirt and tie. being above av. It begins erage or outstanding will with their huge colorful work for you. your car is given an extra treatment on the front and rear to steam clean those bugs and tar away. signage. and their spotlessly clean amongst the thorns. including the buildings. Can this really be a car wash? 78 102 . and meticulously well-kept facilities.
it’s working against you. he called one of his mentors who sat on that organization’s board and asked what kind of presentation he recommended. Always prepare as if you had never met your customer or 79 103 . If you go in unprepared. and a room set up to sell the project. guess who gets the sale? You will be left asking what went wrong. Because they complacent? What do I reknew him and he knew them. am I too ganization. and he had a very successful presentation. and the competition follows you with a great dog and pony show. Why start the day by swimming uphill? Don’t Take It for Granted One huge problem in getting new customers is falling into the trap of complacency. Finally. A Las Vegas sales rep had an opportunity to make Assignment a presentation to a large orAsk yourself. Because if it isn’t. a custom book with all the details. he debated what kind ally need to do to sell this of sales presentation to prospect? make. “If you had never met this group. what kind of presentation would you make?” The sales rep responded that he would have a full-blown PowerPoint presentation. That is exactly what he did. The wise man said.Quick Ideas 78 to 79 Epilogue Make sure your image is working for you. and the competition will walk away with the customer.
She was doing so without getting your medical history. but sales didn’t go up at all.151 Quick Ideas to Get New Customers prospect. Would you pay her for that visit or take those medications? It’s very doubtful that you would feel comfortable doing so. and a nice place for their plumbing customers to come in and pick up their orders. Epilogue You will never fail by over-preparing. They said the area needed to be spruced up. he asked his will-call sales desk for suggestions to improve the business. better uniforms. You’ll only fail if you take your customers. Beware of a Prescription Without a Diagnosis Imagine seeing a new doctor. for granted. and you’ll be successful every time. she began to write out new prescriptions for you. they needed a new counter. improved signage. The owner did exactly what his people recommended. even if you’ve done business with them before. or even asking why you were there. They explained that having the right pieces 80 104 . Why? Because it wasn’t important to the customers! So he personally went out and made calls on his plumbing contractors and asked them what was critically important to them. or your success. and without saying a word to you. checking your vital signs. Getting a prescription without a diagnosis is called malpractice! When a plumbing wholesaler was desperately looking to increase sales and get new customers.
He decided to guaranyour customer. “How would you like to pay? We accept gold dust. and Diner’s. And of course. Heck. American Express. We will take a company check. we even take bad checks. a personal check. and his sales volume skyrocketed.. Discover.” Everybody has a good laugh when they see that sign. Visa. than they do with cash or checks. Mastercard. or your traveler’s check. the Always remember that a plumber is shut down and prescription without a diagcan’t finish the job. we will take cash. When he’s missing just one Assignment gooseneck for a sink.Quick Ideas 79 to 81 was what they valued most. gold bars. Why? Because he prescribed what his customers needed. and how do tee every contractor that an you find out? Just ask! order would be filled 100 percent complete within 24 hours. This casino 81 105 . order was what they valued What is really important to most. Make It Easy to Buy In recent years Americans have started paying more bills with credit and debit cards. The program was a huge success. Epilogue What do your customers want from you? Find out what it is and give it to them.. but they remember one thing. Filling the nosis is called malpractice. There’s a sign in a Las Vegas casino that says. Carte Blanche. It’s a turning point that signals to businesses everywhere that they should be flexible with their accepted methods of payment.
you have a high probability of winning over a prospect. Carla Morgan has pointed out that virtually any potential customer you’re going to talk to has been lied to. request service. They have probably heard lots of promises that never came true.151 Quick Ideas to Get New Customers Assignment Take inventory of how customers want to pay you. makes it easy to do business. By addressing their need for safety and security. get them today! This will make it easy for customers to do business with you. taken advantage of. and trying to fight it won’t work. 82 106 . Make it easy for customers to do business. Don’t create roadblocks and sabotage yourself. Make Them Feel Safe Dr. and probably cheated at some point in their life. you’ll convert prospects into customers faster than ever before. Epilogue We are a plastic society. How are you making it easy to conduct transactions. or order inventory? Will you accept gold dust and gold bars? Do you take all the major credit cards? If you make it easy for the customer to buy from you. Making them feel safe and secure when doing business with you is an important strategy in prospecting. If you don’t have the credit cards and check guarantee service.
and no embarrassment. There would be sure. Make your customers feel safe. prescould help. because he converted one of his most skeptical prospects.Quick Ideas 81 to 82 In convincing one of his most skeptical prospects. no further pressure on his end. and making people feel safe and secure is a very basic principle to get new customers. and no obligation. 107 . As he communicated his desire to do business with them. or obligation. There would be no selling. Dr. he assured them again and again that there would be no risk because of Assignment his absolute. because all he wanted to analyze where potential cusdo was point out how he tomers might feel risk. positive guaranGet others to help you tee. And it worked. Take away the risk. because they design a prospecting prowould have the right to say gram that will overcome no with no hard feelings and their objections. Epilogue Admit it or not. He would never put them in a situation that would be awkward for them. Morgan says that fear is everpresent. and watch what happens. manage the other issues. one sales rep found that the word “no” had a big payoff.
When Bob called one of his key suppliers to discuss Assignment several internal problems he Remember the rule that had. and honesty will pay off in a steady flow of new customers. they cemented a relationship based on trust. Together. and your predictability. and don’t ever theft problems Bob had inside his business. trust. More importantly. 108 . The supplier assured Bob that no one would be told about what was going on. and his supplier were able to formulate a plan to help Bob deal with the theft. you will not divulge that information to anyone. Could a prospect or customer trust you in that same situation? 83 Epilogue Say what you’ll do and do what you say. He gave his word on that. Bob share confidence. The same holds true in dealing with potential customers who are willing to share their confidences with you. which is the ultimate compliment anyone can give you. he opened the conversathe only way two people can tion by asking his supplier to keep a secret is if one of keep totally quiet about some them is dead.151 Quick Ideas to Get New Customers Loose Lips Sink Prospects It was during the Second World War that the phrase loose lips sink ships was used in propaganda posters to remind the American people not to divulge secrets. Just make a promise to yourself that when prospects and customers share confidences with you.
and wave your flag in the air. It will help you accelerate the process of building trust. “If I could stand trust at the register. trust must be earned over time by consistent performance.” One thing Assignment you can do to gain more trust Make a rule that a promis to keep your promises and ise made is a promise kept.” When you do the right thing. you might say. one transaction. tomer.Quick Ideas 83 to 84 Building Trust Trust is the most essential ingredient of all really great relationships. make an issue of it. Unfortunately. It’s very rare that a customer will trust you on the first day and with their first transaction. Retailing giant Sam Walton recognized the value of trust as he built the Wal-Mart empire.” Or you might say. I promised I would call you back on Wednesday. He said. and with every prospect or customer. and you need to protect it every day. and here they are. with every sale. 84 Epilogue Trust is more fragile than an egg. I would be home free. and one day at a time. “Mary. “Bill. and then point Remember that your word is it out to your prospect or cusyour bond. both personal and professional. The reality is you must earn a customer’s trust one customer. 109 . For example. I told you I would have these for you today. and today is Wednesday. follow through.
” A business owner was Assignment finally able to buy a really Always tell the truth. or deceiving customers? Do you believe your customers fell out of the dumb tree and hit every limb on the way down? That seems to be the way many businesses approach their customers. but you cannot fool all of the people all of the time. and some of the people all of the time. he looked at them and said “Our salesperson told you what? He told you this machine would run postcard stock? Sorry. As they fed the postcard stock into the machine. and nothing excited about the many but the truth. Build your things it would do because reputation on that. high quality copier. but it won’t!” How long do you think that salesman will succeed when he tells falsehoods? 85 110 . Abraham Lincoln once said “You can fool all of the people some of the time. He was the whole truth. It was exasperating! When the copier service person arrived and they explained their problem. it jammed and refused to print or copy anything. but they don’t last long. cheating. they had a variety of needs in their office.151 Quick Ideas to Get New Customers Falling Out of the Dumb Tree Do you believe you can build a successful long-term business that will attract new customers by lying. Customers are not as dumb as many business people think they are. One of their first projects was to run some postcard stock for a mailing they hoped to do that day.
and movie idols to political celebrities.Quick Ideas 85 to 86 Epilogue The single rule for honesty in winning customers is to say what you’ll do and do what you’ll say. many of your Assignment existing customers will give Ask yourself who on your you a testimonial about how customer roster could influyour products or services ence others to come aboard. The power of influence should never be overlooked in your attempt to win customers. Consider Name-Dropping We see everyone from sports greats to rock stars. There is real power when wellknown people like celebrities or sports stars try to convince us that a specific product or service is good for us. it is guaranteed to sell a quarter of a million copies almost immediately. and remember When in Doubt. photograph along with their quote. or perhaps a list of your existing customers to influence others to join you. Think about how you could use testimonials. simply because she has so much credibility with the bookpurchasing public. Be sure to get your 86 111 . helped them. name-dropping. But proceed with caution. Only by following this rule will you succeed at getting new customers. When Oprah features a book on her TV show. They might Then ask for their help in deeven allow you to use their veloping testimonials. If you ask. attempting to sell us all sorts of items. Check it Out.
Freebies Are Hard to Turn Down Getting something free is hard to resist. and a certificate good for two coach roundtrip air tickets to Phoenix. and regardless of the prospect’s loyalty to your competitor or their reluctance to consider you and your advantages. Think about what you can do to get their patronage with offers that are almost unbelievable. including a celebration. a freebie can often break through. It was a huge success. and almost all the prospects flew to Phoenix. he your team together and come planned a very special open up with some creative ideas. they converted many of those prospects to 87 112 . Epilogue If you’re not convinced of the power of other people’s influence. house weekend at his facility. or their testimonial. their name. golf. a personal letter from the CEO. and some fun time. Assignment When a Phoenix manuThink of free or inexpenfacturer wanted to entice a sive things you can do that number of prospects from are within your budget. ask yourself why a book on Oprah’s list sells millions of copies just because it has her stamp of approval. In time. an agenda that oozed with excitement. Get around the country. Everything was paid for by the host.151 Quick Ideas to Get New Customers customer’s permission to use their photograph. Each prospect was sent a package containing an engraved invitation.
soshabby car rental establishlution. You can break through the clutter. and giving him a hard time. ment and explains he’d like to rent a Bronco. and often a poor use of your promotional money. But it doesn’t have to be that way. get people’s attention. and build name recognition by doing something a little different. Now the camera switches to Hertz and how they go above and beyond to deliver a real 88 113 . Unfortunately. There’s something about show-and-tell and bricks-and-mortar that pays off. and humor. ineffective. but the freebie was the real catalyst that made it work. takes his money. and humor Any time you’re creathas been an ad by the Hertz ing ads. and the camera quickly switches to this poor guy on top of a horse bucking. whether for print or car rental company. We call it problem-solving with a dose of humor. A broadcast media. One of the best uses of Assignment problem. Epilogue The word free will always be the number one motivator of people. kicking. solution. both personally and professionally. The shady employee behind the counter quickly fills out the paper. Creative Advertising Can Work If you do any radio or television advertising. then you know it’s incredibly expensive. he’s been duped. try to use gentleman walks up to a the formula of problem.Quick Ideas 86 to 88 loyal customers.
someone else will! you claim those free funds. or a weekend get those funds on a strateescape. It’s called co-op promotions. and most manufacturers and distributors have funds available to help you go after those prospects you so desperately need. available. you’ll probably get about the same results they do. TV. Make yourself a trade shows. Creativity can get brand and customer you deal that same chunk of cash with and aggressively go aftransferred to your account ter any funds that might be to do things like mailings. a fishLose It. but when you tickle their funny bone they will remember you. golf outings. customer lunsign that says Claim It or cheons. Some pay up to 90 percent of the actual cost! Assignment And you aren’t limited to using the radio. or print Catalog every major ads alone. Epilogue If your advertising is just like everyone else’s. Creativity will help gic basis. and they love to see a problem and solution.151 Quick Ideas to Get New Customers Bronco (manufactured by Ford) and provide customer service like no one else. Claim Those Free Dollars Promotion is more important than ever. People love to be entertained. 89 114 . Break through the clutter with a healthy dose of creativity and humor. because if you don’t ing contest.
He befriended many of the sales reps who called on him and learned they had discretionary dollars. a now-retired lifetime prospector. if you don’t ask. would you consider 90 115 .Quick Ideas 88 to 90 Harry was an aggressive retailer who loved to promote his business and go after prospects. By being friendly and asking often. He pioneered a three-step process that worked like magic to turn prospects into new customers. dig. Dan. Be sure to ask them the magic question that is virtually guaranteed to bring you more business. he got the promotional money to go out and get new customers. Epilogue Remember. Do you want to know what the formula is? (1) Find out much as you can about your prospect on a personal level to connect and build rapport. ask them the magic question: “If I can find a way to provide the products and services you need. He would ask and ask and ask again. and unearth what your prospect needs. He kept a log of every supplier and pushed every manufacturer as to what spiffs. you’ll never get! One Magic Question Everyone who wants more customers longs for a magic formula to guarantee more business. He was relentless. especially with other people’s money. and promotion money was available. co-ops. and (3) When that picture is clear. (2) Probe. has successfully sold everything from oil filters to investments in oil wells.
and pay attention to the answers. “Sorry. she would get their business for the industrial tools. then you need to make sure every prospect is a M-A-N. and hand tools that they needed. Mary Anne had called on a manufacturing company’s purchasing agent several times.151 Quick Ideas to Get New Customers Assignment Write out Dan’s 1-2-3 formula. Only after several months did the buyer 91 116 .” or. Use this formula when you are prospecting for customers. That stands for having the Means. cutting drill bits. “I have to get permission to buy it. buying it from me?” This formula helped Dan sell millions of dollars of products and services in a variety of businesses and industries. Prospects Must Be a M-A-N How many times have you thought you had a prospect ready to say yes and become a first-time customer. only to be blown away by those disastrous words. “We can’t afford it. the Authority. and had established a good rapport.” or. but we don’t really need it?” If you’ve encountered any of those deadly sales killers. She was confident that by sticking with it. and the Need to buy. Epilogue Many seasoned and successful salespeople claim you need to ask your way to success.
the authority (or the right to sign a purchasing agreement). and the need to buy. when the fish keep nibbling all day long. no bait. and no daylight left. you have no fish. It’s somewhat like fishing. Everyone understands no. Make sure they have the means (such as the money or the credit). you know what it’s like to waste your time with an unqualified prospect. Epilogue Have you ever tried to sell clothing to a nudist. Mary Anne had been going down a dead-end path because she had not qualified the prospect to make sure that he had the means.” Everyone understands yes. the authority.Quick Ideas 91 to 92 finally explain that his wife was also a representative of an industrial tool company. and the need (that they truly have a use for your product or services). and Maybe Nothing contributes more to the demise of salespeople and prospectors than the word “maybe. but you don’t catch anything. Bibles to Atheists or guns to peace activists? If so. Yes. No. meat to vegetarians. it’s time to go. and he just couldn’t buy from anyone else. Assignment Make sure in advance that your prospect is a fit for doing business with you. You’ve spent 92 117 . but the worst is when prospects string you along with the word maybe. it’s time to quit. At the end of the day.
bigger is better. In many prospects’ eyes. he will do virfishing and find another lake.151 Quick Ideas to Get New Customers your entire day waiting around for a maybe to become a no. Andy says he underAssignment stands yes and no. because he can take him or her off of the maybe list. which is just a waste of your time. After a reasonable need to know when to quit period of time. but Professional prospec. to learn to deal with most wasting their resources. tually anything to get the customer to move in one direction or another. You often.maybe is the word he’s had tors often hang on too long. Learn that maybe is not an acceptable answer. Bigger Is Better If you operate a small or mid-sized business. You need to use perception and illusion to appear bigger than you are. Don’t be afraid to take a knockout punch to find out whether it’s worth investing your time and energy. there are probably times when your prospects need to see you as a Goliath in a land full of Davids. He actually sees it as a benefit when someone says no. and there is a huge benefit in getting them to say either yes or say no. 93 118 . Epilogue Customers will often string you along.
on David. They began numbering his trucks Assignment with different numbers on the right and left sides. and Unit 8 on the right side. For example. some point. most the front of the first truck it illusions are uncovered at says Unit 6 on the left side. On the next truck. 22 and 24. it says Unit 10 on the left and Unit 12 on the right. you would believe that they have the largest fleet in town. 119 . But be careful.Quick Ideas 92 to 93 Jack operates half a dozen delivery and service trucks that feature eye-catching graphics and are kept meticulously clean. His graphic designer suggested a bite-size idea that has convinced prospects he must surely be operating a large fleet of vehicles. How can you use the same idea to look bigger to your prospects? Epilogue Sometimes a small idea can have big results when using an illusion to build perception with your prospects. If you see his trucks coming or going. when in reality it’s an illusion because they only operate six vehicles. Then they do Units 14 and 16. 18 and 20. beFind some creative cause no one ever sees ways to make you outfit both sides of a truck at the look more like Goliath than same time.
but he couldn’t get through to the president. friends. The very next morning. he overheard anAssignment other parishioner mention Do your homework to that he knew the president find out who your colleagues.151 Quick Ideas to Get New Customers Networking Jack had tried several times to get past the gatekeepers and reach the president of a successful restaurant chain to talk to him about his unique flat-rate maintenance program for their commercial heating and air conditioning systems. of the restaurant chain. 94 Epilogue Who do you know who could open a door for you? 120 . pany to the president so he could tell him about Jack’s great service. coworkers. Almost everyone and asked him if he would knows someone who could introduce Jack and his combe a prospect. He could offer the company a better service at a better price. and would welcome setting up a meeting to discuss how Jack could help them get better service at less cost. One Sunday morning at church. Jack got a call from his friend telling him that the president was expecting him to call. and famJack approached the man ily know.
pulled it out from under the workbench. Instead they empower their people by giving them flexible guidelines to follow. The more often Mary Anne called on Charlie the Assignment more often she realized he Do you have rigid guidehad the potential to be a high lines. or regulations that volume customer. and she really didn’t owe him a credit. customer’s needs? RememWhile walking into his facil. She immediately went over. rules. He quickly explained it wasn’t her fault.you’ll win a lot of customers. all she had been able to get you can’t adjust to fit your was an occasional sale. he explained that while there was nothing wrong with the equipment. wiped it off.ber that one size does not fit ity one day. and you need to see every prospect as an individual who needs a custom tailored program for their needs. But so far. Because Mary Anne’s company offered her guidelines and not hard-and-fast rules. it simply didn’t work for the application he needed. When she inquired why Charlie wasn’t using it. because the sales period had run out.Quick Ideas 94 to 95 One Size Fits All One size will never fit all.all. and told him she was going to take it back and give him a credit. Tailor everything you do ticed a piece of equipment to the individual buyer. and stuck back under a work. she knew it would be smart to take the item back and give Charlie a credit. Mary Anne no. Great prospectors don’t have rigid policies and procedures. That one gesture pushed 95 121 . and it was actually his fault that he bought it and didn’t return it earlier. bench that she had sold him several months before.
(2) Those who are reactive. Only the active will win the competitive wars in the days ahead. and he immediately became one of her highest volume buyers and a most loyal customer. only tell you. and competition for customers. you must know what your competition is doing. and (3) Those who are inactive. There are three kinds of people who compete: (1) Those who are active.151 Quick Ideas to Get New Customers him over the edge. Epilogue So many people are afraid of being taken advantage of that they fail to realize 98 percent of customers just want a fair deal. She has what the competition is doa network of informants ing. and industry concompetitor.” For this quick idea.” If you are going to compete in the marketplace. She has a file on each leagues. If you ask Dorothy about what is going on with Assignment her competitors. war. and she makes tacts to bring you materials a daily effort to keep up with and keep you up to date on what they are doing. Be active! who keep her advised and bring her catalogues. we add a third description to that: “All’s fair in love. All’s Fair in Love and War Everyone has heard the old proverb “All’s fair in love and war. she can show employees. price 96 122 . sales reps. and to be treated as individuals. she can not Ask all your friends. colyou.
Epilogue Fairness is in the eye of the beholder.Quick Ideas 95 to 97 sheets. but it’s also dangerous to talk down to a client who has a great deal of industry knowledge. he began to explain his products and services in what could be called Customer Basics 101. the more upset the prospect became. The best rule is to assume that you don’t know. “How familiar are you with this subject area or this 97 123 . The more the sales manager talked on. The problem was the gentleman on the other end was an engineering professor in the area of interest they were discussing. If you are inactive or reactive. When a sales manager called a prospect. promotional information. and then find out. Do You Know What They Know? In today’s high-tech world. Finally the prospect ended the call because he felt insulted and childish. There are some grave dangers in making assumptions. and the kinds of details she needs. A safe question is to ask is. It’s dangerous to get caught up in the jargon of your product or service and assume the customer knows the language. There is no way you can have a good strategic program to get new customers unless you know what your competition is doing. you must know what your competition is doing. and if it’s honest and morally right. make a decision today to become active. it is impossible to know what a prospect knows without doing some research. He was dealing with the most rudimentary facts and figures.
and scraps and turn it in to an executive report that he could turn in to the board of directors. they will do it more often. or anything that might stimulate them to do it again. a note.151 Quick Ideas to Get New Customers Assignment Make a 3 × 5 card that simply says Speak Their Language! and keep it visible around your workspace as a constant reminder. As you reinforce the behavior. The key principle is What Gets Rewarded Gets Repeated.R. She dug in and spent a tiresome day taking his jumbled mess and turning it into a professional report. When she left it on his 98 124 . What Gets Repeated For this quick idea. He asked her to take his pile of papers. product or service. we borrow a basic principle from personal influence psychology. which was pioneered by the late M. Christy was a new executive assistant to a hospital administrator when he handed off a real mess. Epilogue You will rarely get in trouble when you let the customer tell you what they need to know. a small gift. Reinforce that action with a compliment. Build on the successes you have with each prospect. notes. a comment. Kopmeyer. and what would be helpful for you to know?” Let the customer tell you what they want to know and then pick up the conversation from there.
condemn. and as much as possible. It’s a winwin situation for both of them. and complain. Assignment Make yourself a poster or card to remind yourself What Gets Rewarded Gets Repeated Build on positive behavior. It can help build spirit and encourage prospects to see you and your company as one of value and substance. sins. He told her that the next day he was buying her lunch. he acknowledges and rewards her. Traditions Should Be Sacred It is important in your prospecting efforts to communicate the traditions of your company that prospects will respect and admire. These traditions should be held sacred by you and your associates. one business CEO was overwhelmed with how much the local culture respected 99 125 . After all. he came out bubbling with excitement about what she had accomplished. everyone likes a touch of class.Quick Ideas 97 to 99 desk. Christy learned that when she does well. Epilogue Catching people being good means overriding our natural instinct to criticize. overlook the errors. On a fact-finding mission to South America. and omissions of your people and watch what happens. because they embody the ideals and philosophies that your company holds. which makes Christy want to do even more.
Without ever intending to own a pet. and by identifying traditions within your company. and how pany and protect them. he worked with his staff to create a set of traditions and values that his prospects. That puppy went home to become a part of the family.151 Quick Ideas to Get New Customers their temples. that are sacred to your comwhere he walked. cuddly puppy who gave them a big. The Puppy Dog Lick Many people become dog owners as a direct result of the law of unintended consequences. At some point they picked up a warm. and associates could see and appreciate. Epilogue Caring creates caring. He had your prospects what they unconsciously adopted their mean to you and what they respectful attitude. they suddenly found themselves a dog-owner. found himself behaving similarly towards their culture. He realized that he could apply this to his own business. When he went back to his office. and they were sold. loving lick across the face. Tell he handled himself. 100 126 . and religious beliefs. people will quickly come to respect the values you hold and the principles for which you stand. customers. Very Assignment quickly. the executive found What do you hold sahimself being very careful cred? Decide on a few things about where he stepped. and should mean to them. statues.
Quick Ideas 99 to 100 When a suburban homeowner with several acres Assignment of beautiful woods went out Get your prospects to try to buy a chainsaw, he was out your product or service. really disappointed with Offer free on-sites tests of what he found in most your products, free 15-day stores. The display saws trials of your services, or looked cheap, were tied anything else you can think down, and did not appear of to get them to try your capable of doing a tough job. company. If they try it, they’ll Finally, he hit a home run most likely buy it. when he stopped in a store that had a huge display of chainsaws and people who could explain about each and every one. But the puppy dog lick came when the sales rep invited him to go out back with the chainsaw and try it out. After cutting several limbs from a tree trunk they used as a testing site, he was sold. They made a sale, and everyone else lost out on a prospect that day.
All the advertising in the world can’t compare to one good personal experience.
151 Quick Ideas to Get New Customers
Don’t Give Them a Reason
Have you ever met someone who wouldn’t change their mind or wouldn’t change the subject? That is the exact principle one highly successful entrepreneur used in building a number of profitable businesses. His philosophy was, “Never give a customer a reason to go somewhere else.” It was just a few minutes after 6 a.m. as customers began to enter a local bakery and espresso bar. To their great dismay, they were greeted with an announcement that the coffee and bread store had no coffee. They had run out, and therefore, customers had to drink soda or water, or go somewhere Assignment else. Many of them went out The goal is to become the the door and down the street competition, and never send to a nearby shop that had your customers elsewhere for coffee. Unbelievably, there the things you should have. was a 24-hour supermarket just a few blocks away where the store employees could have gotten a variety of coffees and met their customers’ needs. They literally forced their regular customers to go elsewhere for that first cup of coffee. This is industrial strength stupidity.
If your customer goes somewhere else three times, they’re probably going to like them better.
Quick Ideas 101 to 102
What Is It You Sell?
When Jack Trout and Al Reis wrote the popular book, Positioning: The Battle for Your Mind, they said that your business name is crucial. It should be the shortest distance between you and your prospect’s mind. Review these actual business names, and try to tell me what these people sell: Tuesday Morning, A.J.’s Closet, 21st Amendment, The Sugar Plum Tree, Bounce Back, Tulip Tree, Priscilla’s, Mad Dog’s Assignment Place, Amerispec, and JuniIf you can’t change per Services. My bet is if you your business name, conhit even one or two, it would sider working hard to debe a miracle. Does your busifine the tag line below your ness name really tell who name that tells what you do you are and what you do? If and why customers should not, maybe it’s time to come to you. change.
It is time to put your ego aside and decide that the most important thing you have is the name of your business.
We call it managing your T-C-E. the judges hold up Pay attention to the detheir scorecards. You have to be concerned with a few big things.4. You will tails. and hundreds of little things. But it’s the cumulative score that will determine the final rank for that gymnast. It’s the same way with your company. and hundreds of small things. 9.1. not just the major elesee things like 9. they might go somewhere else. and ments of your business.151 Quick Ideas to Get New Customers Everything Matters What’s important to that new customer you’ve been trying to win over from your competitor? Everything! Getting new customers is about doing a few big things. or the Total Customer Experience. better than your competition. 103 Epilogue Getting new customers is a matter of doing a better job of managing your Total Customer Experience. Customers know they have options and choices. Picture yourself in a gymnastics competition Assignment where at the end of a performance. 9. It’s the attention to detail that will ultimately win over your customers. and if you don’t manage your T-C-E.7. 130 .
and then if for them. and his company would be excited if they could complete the order and ship it back to the customer in ten days. but asking them necessary. The second is to schedule your work and your production to meet their needs. Just a decade ago he said an order would come in for custom printed items like business cards or coffee mugs. not yours.m. 131 . It’s a fast-paced world. these orders often come in with the first mail at 8 a.m. The first is the opportunity to exceed their expectation and get it there more quickly than needed.. the ongoing practice of under-promise and over-deliver will win you more customers than you can possibly imagine. 104 Epilogue In today’s fast-paced world. There are two main benefits that come from properly assessing a customer’s needs. and how much faster our lives move. Today. their timeframe.Quick Ideas 103 to 104 When Do You Need It? While giving a guided tour of his Phoenix-based promotional item company. Jim was explaining how deadlines have changed. you can negotiate when they would like to have on the actual deadline with it. One of the secrets to meeting and exceeding your Assignment deadlines is not telling them Work first to get their when you can do something ideal deadline. You have to understand which you both can live. and are finished and headed out of the plant by 10 a. but you thought they would want it in a day. They may need something in a week. Oftentimes their deadline may not be nearly as soon or as critical as you think.
and to analyze those special orders and lost sales? 105 Epilogue Anyone can say. What are you doing to keep track of items you don’t have. “No. one special purchase. When this business Assignment offered to stock the Keep your inventory up customer’s special needs.” who consistently win over the new customers. and it was an item they didn’t stock. we don’t have it. The goal is to always business. they quickly found one particular item they had reordered five times for a customer. to date. and track all your orthe customer assured them that they would get all their ders. they and never have what you ended up with a profitable shouldn’t have. special orders. 132 . By tracking just have what you should have. new account.” But it’s the people who can say “We’ll get it. and buyouts can be an opportunity to businesses that have the right inventories and are paying attention to what their customers want and need. When one small store started keeping records of special purchases and items on which they lost sales.151 Quick Ideas to Get New Customers Lost Sales Mean Opportunities Lost sales.
give them was completely vacant. them make the decision. improvements.Quick Ideas 105 to 106 Let Them Decide There is no way to estimate a customer’s willingness to spend money on repairs. There was no way for the existing owner to know how much or how badly this prospect wanted to own the building. beholder. Don’t throw cold water on a possible sale when you don’t know the value of the item or transaction they are considering. and other major repairs. not the land. the more the existing owner lowered the price. Let them make the decision. He knew the value of the land. When the owner of a high-rise office building in Assignment downtown Chicago atValue is in the eye of the tempted to sell the building. The more the prospect talked the building down. and unexpectedly the new owner had the building imploded and removed from the site. emotions. Put the customer in it had fallen into disrepair and the power position. the loose brick. Never tell a customer how they should invest their money. Finally they reached a deal. The seller lost thousands of dollars because he assumed the buyer wanted the building. 106 133 . which was what he really wanted. he began to belittle the value of the building as he talked about the leaky roof. Oftentimes sentimental value. or services they really want. products. their options. and history play into a customer’s decision to spend more than you might think makes sense. and then let When one prospect came in.
151 Quick Ideas to Get New Customers Epilogue Your job is to inform prospects of their options. encourage customer loyalty. and that it was a sure-fire formula to foster relationships. and rates business successes as it relates to Delighted customers customer satisfaction. Forget Satisfied In years past. Now we know that it’s not enough. and their job is to decide what best fits them and their budgets. Businesses must raise the bar. reeveryone that the new stanwork. The University of Michigan monitors customer satAssignment isfaction. procedures. systems. and build repeat business. Make a sign for manding and better-informed your office/service area. the goal of businesses was to satisfy their customers. You have to find the 107 134 . What and write over it Delighted. customers as the driving On the sign put the word force behind the move from Satisfied then cross it out satisfied to delighted. and training. and realign your goals. and strive to go from good to great. needs. dard is delighted. and “delight” their customers. does this mean for you? Use this poster to remind You’ve got to rethink. and wants. Some come from service as much researchers credit more deas product. Everyone thought that satisfy was the key word.
perceive value of goods and cate that value to your pros. It’s amazing how dark. so they can become At Tuckman Cleaners. a loyal customers too! sign hangs from the ceiling 108 135 . pects. goes above and beyond their expectations. Delighted however. Epilogue The primary reason satisfied doesn’t work anymore is because that’s what customers believe they hired you to do originally. Unique selling position. and adjust your practices accordingly. economies of scale. Then communi. Perceptions of Value In prospecting today. get a true grasp on how your and make poorly informed customers view you and judgments. Conduct surveys and most companies assume. and all you’re doing is fulfilling the agreement they made with you when they made a purchase. and brand promise are all examples of words that require more informaAssignment tion before they can be used Don’t operate in the effectively.services. we often throw around terminology that does not have supporting facts and figures.Quick Ideas 106 to 108 strategies and tactics that yield an outcome of delighted customers. about how their perceive the value you are prospects and customers providing. service philosophy.
at the end of the day. and phrases you use.” Epilogue Regardless of the words. is one of the key attract customers. you are serious. You will see riding mowers and lawn equipment in huge Assignment stacks higher than their Borrow from the hulk building. terms. Their checkout counter. and other the product. 109 136 . Put it by the heavy equipment lined up doors. Driving by Greg’s store in season is an experience. or at the ready for delivery. and you can be trusted to have what they want. trailyou advertise. show lots of ers. front-loaders. Out front you will and bulk principle. in the aisles. customers buy value.151 Quick Ideas to Get New Customers of each location that says “The Only Opinion of Value that Counts is Our Customers’ Perception of Value. of the largest in the region. Focus on displays. When see dozens of tractors. and overreasons Greg’s store is one whelm them with quantity. Prospecting With Hulk and Bulk Greg runs a farm equipment dealership where John Deere is their primary product line. which use hulk two or three items that will and bulk. Don’t overlook the power of hulk and bulk to send a message to your prospects that you are an expert.
quickly learned they could tomers. 110 137 . one executive found that his average member contributed $550 in gross profit to his association each year.prospect. Enhance year’s profit on recruitment the value of your business by because they would make it adding extra benefits. they could ing extra little things to show afford to spend an entire your appreciation. and that the average member stayed a total of 6 1/2 years on their membership roster.Quick Ideas 108 to 110 Epilogue Perhaps the greatest payoff of the hulk and bulk principle is that it establishes a visual memory connecting your company with a specific item.575 per Teach your associates customer! The association the value of long-term cus. It gives your employees and staff an entirely new perspective on that prospective customer. So when the customer needs it tomorrow. they will remember you today. For example. In fact. Assignment That adds up to $3. talk to them in terms of a customer’s annual spending and how much they could be worth over a lifetime. up in the long-term. You can delight your really invest in landing that long-term customers by do. It’s All About Value If you want to get your coworkers to see the value of a prospect.
He put a price tag on all 300 items. So he tried an experiment.151 Quick Ideas to Get New Customers Epilogue Teach your people that every prospect has the potential to be a big spender. cility to make sure everything He proved that everything has a price so customers has to be priced. and noticed that customers would spin the rack. gated if they ask the price. Amazingly. He believed the problem was that there weren’t prices on the items. or just not interested enough to ask. How Much Does It Cost? One retailer had a 300-piece tool rack. sales increased 40 percent. Instantly.won’t see it as value-less. ers will see it as value-less and simply walk away. pick items up. but then put them back and walk out the door. too busy. look them over. 111 138 . Could simply having a price on the merchandise increase sales that much? There was only one way to Assignment find out. or custom. He went back and Many people are too carefully removed all 300 price stickers and tracked timid or feel they will be oblisales for the next 60 days. and people were too timid. and should be treated accordingly. sales went right Do a daily sweep of your faback to the previous level.
when you buy a drill. what are you really purchasing? The drill? The bit? Nope. be sure to explain the benefits. or (3) “You will love this...”. Stack Up the Benefits When you talk about the features of your product or service. and about the features of your they want to become your products that you overlook the real benefits. customers want to buy benefits. because it will help you. If it’s not. Here are three good phrases you can use: (1) “What that means to you is. your hardware store.. (2) “That is important to know because. 112 139 . Being able to make a Assignment hole is the benefit of the When you learn to be tool..”.” For example. You want to be able to take that drill and make a hole. It is so easy prospects will see that you to get caught up in talking are really selling value.Quick Ideas 110 to 112 Epilogue Customers will not ask for a price because they expect it to be there.. end of the day. you are violating their expectations and they’ll probably take a hike. And at the customer.. and is really what you great at communicating both are purchasing from the features and benefits..
Herb worked in a small Assignment company where they had Keep yourself and your three sales representatives. without overlooking what you can’t do. better. too high. If they took on a new product line. The secret is to focus on what you can do. price promotion. Maintain that by and gloom. and completely miss the positives. people don’t buy what products are. and more established. you can bet Always have three positive he would say the price was things to say to the team. it’s guaranteed that you will find a competitor who is bigger. What You Can Do It is so easy to see the negatives in life. As you hunt for new customers. It’s easy to see the ruts in the road instead of the beautiful highway. Herb dragged the other people in the company down so much that management decided to invite 113 140 . sales team focused on the He was the author of doom positive.151 Quick Ideas to Get New Customers Epilogue At the end of the day. who will present a real challenge for you. they buy what that product will do. he would whine and complain that it was the wrong brand. If the company showing your associates asked him to work a special your own positive attitude.
Assignment There are only two types of buyers in the world. The all your major products or second type of buyer is the value-based buyer. First Have all your employees write out why you are justi. want to know what they’re going to get for their money. is trying to get the best deal benefits. promotions. who fied in your pricing. you may be giving money away. features. look at all the signs for sales. it is never at the top of the list for most buyers. they will ask you about price. If both of these buyers are smart. and 114 141 . and great deals. and guarantees on they for every purchase. How Much Is Your Price? If you pick up the Sunday newspaper. The price buyer is testing you to see if you will come down. Most merchants make price their key selling issue. You need to be aware that when you cave in to price. They services. While price is important. you will see lots of flyers and inserts promoting low prices.Quick Ideas 112 to 114 him to work somewhere else. Or if you walk through the mall.is the price-based buyer. Are you focused on the positives or the negatives in your attempts to get new customers? Epilogue Remember that the glass is always half full. Standing your ground to sell value may have a bigger payoff than lowering your price.
If you don’t believe in your product. and make a bad experience a pleasurable one for as little as $10 an hour. coupons.. one of the great responses when people ask about the price is to say. and then tell them. Epilogue The easiest selling method in the world is to cave in and lower the price. which means you are giving away money. they can’t do it? They have lines backed up.” and give them the amount. you will never convince the buyer to either. An additional person or a little more training could fix this problem. May I explain to you why you’d be smart to invest your money in this?” These key phrases can help you overcome that price barrier. offer deep discounts. If you sell on value. and all kinds of enticements to get you to buy? But when it comes time to take your money.151 Quick Ideas to Get New Customers the value buyer is testing you to see if you really believe in your price and product.. 115 142 . or people who have no customer service experience. “Yes. the price is. Are you sure that’s what you want to do? The $10 Stupidity Have you noticed how many businesses run expensive ads. but the main thing is for you to stand firm and believe that what you’re selling is worth what you’re asking. “And I’m as surprised as you are that we can afford to sell for that. people who aren’t properly trained. giveaways.
Losing Their Luster Coupons. For example. don’t be guilty of a $10 Human beings are stupidity. Assignment Epilogue Make it a goal to have the right people. To get it reduced to the price you should pay. 116 143 . discounts. you’re in big trouble. Hire that extra creatures of habit. because if you are not ready when the customer is finally willing to hand over the cash. the right attitude. extra piece of machinery Analyze your procedures that will make working unand make it easy for the der pressure much simpler. and in the right quantity at the right time. Work to make it easy. gifts. enjoyable. and you’ll turn prospects into buying customers more than ever before. they are no longer an effective motivator to get new customers and boost sales. or invest in that path of least resistance. customer to buy. Consider a different approach by using premiums. train your current asalways going to take the sociates.Quick Ideas 114 to 116 When it comes time to getting the customer to say yes. almost every supermarket has overpriced their merchandise. and are staff. and promotions are so overused today. and quick. with the right training. you have to carry one of their frequent buyer cards.
trying. manager when they refused to give him the free cap and jacket that his golfing buddies had gotten when they bought the same car. Tell Them What You Can Do No driver likes to end up on a dead-end street. Develop a reputation for caring. Epilogue People make emotional decisions about what they buy and where they buy. Always have the information available to offer your customers an alternative if you are not able to meet 117 144 .151 Quick Ideas to Get New Customers and other incentives to get customers to do business Assignment with you. and try them as gifts into a fight with the sales and incentives. but they like to justify their purchases with logical explanations. he nearly got items. and helping. also tell them what you can do. Begin today to experiment with what motivates your customers to go the extra mile. and no businessperson enjoys being left in a bad situation by a supplier. Don’t lose sight of the fact that some of the most unique incentives have spurred people to switch suppliers and become customers when coupons and discounts probably had little meaning to them. Get in touch with a preWhen one of my friends mium supplier who can fix bought a painfully overpriced you up with different logo luxury SUV. Anytime you have to tell a customer what you can’t do.
and be sure to give the customer options. Develop a few potenStreet. they came back to his store and brought all their friends and family as well. 145 . Identify the top 10 times In the well-known when you are forced to say movie Miracle on 34th no. sorry. When a child you have to tell a prospect sat on his lap and asked for that you can’t get their ora toy that Santa didn’t have der in time. area. For example. Make sure that there are no dead-ends if they deal with you. Assignment Epilogue Anyone can say no. But you will earn the respect and business of potential customers when you help them by telling them what you can do. be sure to say he directed the child’s parthat you can give them a 20 ents to a competitor in the percent discount. when ping season. The parents were so amazed with Santa’s behavior.Quick Ideas 116 to 117 their needs. Balance the negative with the positive. or tough luck. Santa Claus made this tial positive responses that principle work for him durcan be partnered with the ing the busy Christmas shopno’s.
most pros. that need to be satiswill drop buying signals fied. a manufacturer’s rep working with him picked up on three huge buying signals from the prospect. Great companies deAssignment velop great people who know how to really listen. It’s your job to make sure you can hear them! 118 Epilogue Listening requires practice. dedication. they left without having made the sale. had a legendary reputation for talking. not stop talking. while Walter never even slowed down. If pecting conversations aren’t they don’t talk. Most prospects yours. ask quesabout talking and listening. Train yourself and your they are about two people team to listen. and a costly reputation for not listening. a veteran sales rep. Talk only 1/3 of the time The problem is.151 Quick Ideas to Get New Customers Are You Listening? Walter. even though the customer had heard everything he needed to hear. and discipline. After all. it’s just waiting for the other to the customer’s needs.you are with a prospect. the deal. tions. He kept talking. On one sales call alone. 146 . Give them a chance to when they’re ready to close express their needs. Because Walter didn’t take the time to listen to his customer.
weeks. new products. long before their competition even gets wind of what 119 147 .tions each month. Tom operates a group of successful retail stores Assignment spread across Iowa and WisMake it a point to be the consin. They are pended on to have the most always walking the aisles of up-to-date information in the trade shows and manufacturers’ exhibits. They also invest in several newsletters. and they industry. including a daily fax bulletin that keeps them informed of what is going on in their market. and sometimes months in advance. services. he and his crew receive customers and prospects will a variety of trade publicalearn that you can be de.Quick Ideas 118 to 119 The Early Bird Gets the New Customer Staying on the cutting edge of changes. He believes one of most informed and up to date their marketing advantages in your industry. Provide comes from making a major your staff with the tools and effort to monitor the indusinsist they use them. To keep about your industry. His salespeople frequently know days. carefully monitor manufacturers’ mailings to see what is new. and new technologies is a must if you want to be perceived as the best resource for prospects and customers. Your up. It takes real work and a commitment from everyone to keep up with all the changes in our world today. Make try for new information and your sales staff the people changes that are happening with the latest information in their marketplace.
120 148 . he said communication ders that are misunderstood. (2) We prospects! misspoke or misunderstood the original communication. The Problem With Communication In prospecting for new customers.” in your business category. In that there are no verbal orfact. and if you don’t change with it. Herb was a white-haired manager.151 Quick Ideas to Get New Customers is going on. One of his favorite reusing e-mail. Epilogue Our world is changing by the second. you’ll be listed in the book. effective communication can be incredible challenging. voice mail. problems normally come Especially when they are orfrom one of three areas: (1) ders from customers or reThere was no communicaquests for information from tion in the first place. They are perceived as the best resource to offer customers the information and products they need. and sometimes we forget that other kinds of communication can be just as effective. or minders was how dangerous written orders to make sure verbal orders could be. So much of what we do is verbal. “Who’s Through. Don’t forget that visual communication can play a big part in prospecting for new customers. and he called that Assignment white hair his frost of wisCreate a backup system dom.
When many salespeople hear the word “no. What are you doing to make sure you communicate effectively within your organization and with your prospects? Epilogue Remember that the message is always in the mind of the receiver. you vastly increase the likelihood the message will be communicated correctly. He was organized. and articulate. and kept great records about his sales prospecting. and no one in his company could figure out why. and went ahead without confirming the information. Finally they hired a sales consultant who traveled with Ron and critiqued his selling style. young salesperson for a company in Chicago. you can’t quit when you hear the word no. Ron quit and 121 149 .” Ron was a bright. But if you are going to succeed in prospecting for customers. and it said Put It In Writing along the bottom. You’ve got to step back. well-groomed. Herb had a bright yellow form that he insisted everyone use. bold letters across the top. and try to find a new approach to get your prospects to say “yes. and by putting it in writing.” they give up or give in. It said Avoid Verbal Orders in big.Quick Ideas 119 to 121 or (3) We assumed we had the answer. No Is Not the Answer Fear is the greatest single challenge that you must overcome if you’re going to be successful at turning prospects into customers. look at the situation. The only problem was that he wasn’t getting new business. What they found is that when a customer said no.
your chances of getting that customer to come back to you are very slim. claims. and you can bet they will remember in a way that suits them best! If you tell them you can get it in a week. Winston Churchill said.151 Quick Ideas to Get New Customers simply gave up.” Epilogue You’re not defeated until you give up. When Betty. or even casual comments. And if you say you can do something and then you have to renege. they’ll want to know how much you’re going to pay them to take it. Customers have selective hearing and selective memory. they’ll be calling you in three days wanting to know where it is. and then try something different.” Take a step back and think about what you tried. “I quit.” Assignment Don’t quit when you hear the word “no. Sometimes we have to do what’s required. If you tell them you think you can get it for free. He was giving in and giving up instead of finding ways to overcome the no and change it to a yes. The moment you say. “It is not enough that we do our best. she told them she was pretty certain that she 122 150 . Selective Hearing You need to beware of promises.” you have defeated yourself. a financial services representative. You’ve got to keep going until you can change a “no” into a “yes. called on a potential broker.
they will try to use your words against you.” Then. when you know you can make such a promise. Regardless. If Only We Had Time My grandfather used to say that both meetings and sermons should end on the same day they began.Quick Ideas 121 to 123 Assignment When you make statements or promises that might be interpreted by a prospect or customer as certain. could get a promotional package for them at little or no cost. 123 151 . the client wanted to know where that complete promotional package was that she promised to get them for free. put it in writing for them. He recognized that there are only 24 hours in a day. The pressure on business people today to get more done in less time is the biggest complaint by business owners and associates today. remind them “if it ain’t in writing. He was a nut about wasting time. Epilogue Some people will lie. On the very next prospecting call. it ain’t so. so it’s important to spend those hours wisely. It’s vital to recognize the value of a customer’s time. Those words came back to haunt her. and some people truly have selective hearing. What she quickly learned was that a casual comment can be turned to her disadvantage. especially when they are investing that time in listening to you.
If Make managing your he’s not 10 minutes early time a critical ingredient of for an appointment with a prospect or customer. and remind a customer or prospect of how much you value their time.151 Quick Ideas to Get New Customers Michael. and respectful of other people’s time? If not. 152 . (2) Always be prepared with no fumbling. Epilogue The phrase “time-management” is really a misnomer. you have to respect your prospect’s time. and his foundation for being a salesman. excuses. or stories. it may be a real stumbling block to getting the new customers you want. and (3) Always end at the time you promised. and let cusfeels like he is late. follows Assignment the Vince Lombardi rule. an awardwinning sales rep. success. prepared. he your prospecting. you’re actually trying to manage your life to fit into the existing and unchanging time. He be.tomers know what your exlieves a great deal of his pectations are up front. and they will respect you. Ultimately. Are you always early. You’re not trying to manage your time. Three of his rules are: (1) Always be on time or early for your commitments. is his respect for other people’s time.
especially when it Basile says that when he comes to getting new custeaches goal-setting. “People can be divided into three groups: those who make things happen. and those who wonder what happened.” This certainly applies to people in business. and (2) Those who make excuses.” and then get it done. “I’m going to make this happen. An even better question is to ask to which group you want to belong. 124 Epilogue One seasoned sales manager said he only has two kinds of people: (1) Those who make a quota. The secret to your success is to ask yourself which group you’re in. An important ingredient of his goal-setting training is to anticipate that there will be obstacles ahead that will have to be handled to reach those goals. because it sets you up for failure and excuses. Assignment Prominent author and Become a goal-oriented business leader Frank manager. teaches to be goal oriented people. particularly on the subject of gaining and retaining customers. 153 . He says to take the word “try” out of your vocabulary. those who watch things happen. he tomers. Would you want to fly with a pilot who is going to “try” to land safely? What you need to do when you set a goal is say to yourself.Quick Ideas 123 to 124 Anticipate Obstacles Author John Newborn said.
trying to make the sale. In fact. he Be patient. look. 125 Epilogue Remember that the goal of a sale may be not to sell at all. He immediately went from the prospect column to the customer column. he had merchandise left over on which he would never get his money back.151 Quick Ideas to Get New Customers Decide Not to Sell Many amateur salespeople think every sales call must be an attempt to make a sale. Find your comclaimed he was getting the petitive advantages before best price. she stopped by. Experienced professionals know that oftentimes there is a great deal of research. The owner of a service Assignment company was really nice to the salesperson each time Probe. He had items that should have been returned. 154 . However. She presented it to the owner and clearly demonstrated that her total service package was better. investigation. many of the suppliers were taking advantage of him. and listen. It took her more than six months to develop the big picture and to learn that most of what he claimed wasn’t true. After six months. and diagnosis necessary before they can possibly think about closing the deal. but simply to gather critical information. and he had warranties that should have been credited long ago. the best delivery. this savvy salesperson finally made a case. and the best inventory management when he bought from someone else. and he wasn’t paying enough attention.
He What do you need to put moved the merchandise out so your people can see down from the high shelves and touch to build a follow. it has not measured up in terms of generating business and replacing bricks-and-mortar retailers. and prospects into customers.W. feel it. 155 . and handle it. and try to selves. and let your customer see and touch your merchandise. if you’re going to successfully sell it. F.Quick Ideas 125 to 126 Selling to the Senses People still need to see and touch before they buy.and out from under the ing of loyal customers? Never counter to where people underestimate the value of could experience it for themthe five senses. Take a lesson from the Big Box stores. He taught the prinarrange your merchandise in ciple that you need to put it a manner that appeals to more out where people can see it. Woolworth made a fortune when he invented Assignment the five-and-dime store. because they are great tools for turning shoppers into buyers. 126 Epilogue Don’t be afraid to let customers use and abuse your displays and samples. than just sight. While the Internet has proven to be a great tool for people to educate themselves.
156 . she can tell you the details about what is happening. type of proofing can catch a and particularly events where problem before it begins.151 Quick Ideas to Get New Customers Never Assume It Took Place One of the most dangerous things you can do in prospecting for customers is to assume that true communication took place. to identify any communicaDevelop a system so that tion gaps. then it’s clear and concise. ads. This cluding flyers.” If after reading it. In her office they every item that goes out the call it the “Elaine test. We get so many magazines. then it is a clear indicator that the piece needs to be revised. If Elaine can’t relate the details about what is on the agenda. Bullet-proof your communications by having another set of eyes test what you are doing. letters. people are invited and need to know a great deal of detail. the rule is “Give it to Elaine. 127 Epilogue Find someone in your office or group who can function like Elaine. invitations. direct mail. e-mail. inconsistency and clarity. She has an uncanny Always check critical ability to read and review items going out to prospects materials to see if all the necby having a second set of essary details are there and eyes review the materials.” With door is double-checked for any new creative piece. and personal mail that it’s easy for important details to slip through the cracks. Elaine is an office assistant in a busy secretarial Assignment group.
and How missions or engaging in any much? Pull it out anytime you activity. they do. and will allow you to provide the pertinent information to your prospects. and they run a test with that test. they always try to want to test something to see answer the following quesif it is clear and complete. you will soon get what you want from the world of big business. 157 . tions Who. Why.Quick Ideas 127 to 128 Attention to Detail One thing prospects quickly notice and grow to admire is a representative who dots the i’s and crosses the t’s. Before running any Where. Don’t ever let the big picture overwhelm your vision of success. they will quickly see that you are a person on whom they can depend. The United States military is one of the most reliAssignment able organizations in the Make yourself a card world. When. What. Simply write on anything and everything down Who. It’s a test that you should use for every project and every assignment. When. What. By paying attention to the big things and the little details. You will never fail by giving too much attention to detail. Why. Where. 128 Epilogue If you learn to inspect what you expect. and How much? These six ideas will give you a fairly complete idea of the task at hand.
All these icons have been developed as a result of intent. and design. you too will be successful. vehicle. and maintain top-of-mind-awareness with your prospects. 129 Epilogue Steal. Your goal is to about how quickly you reccatch people’s attention and ognize a black and white potell who you are. One key question you should always ask yourself is. don’t invent. 158 . By seeing what successful people do and doing something similar to what they do. an emergency do. If you have a bigger budget. and how to contact you. Look at your company and see what unique factors you can capitalize on to enhance your visibility. what you lice car. your success. whether entirly new way to identify they have one or 100. purpose. Even small and midsized businesses with little or Assignment no budget can benefit from Investigate graphic decarving out a unique image sign options and consider an for their vehicles. or a simple but effective yellow cab. consider how UPS has turned thousands and thousands of ugly brown trucks into a status symbol and an internationally known logo. Think your vehicles. “How can I multiply my prospecting efforts without investing in more manpower?” One answer is to work on the visibility of your vehicles.151 Quick Ideas to Get New Customers Use Your Design A really great prospector maintains a constantly updated list of great ideas to improve their prospecting efforts.
and are usually the reason customers return to a specific restaurant when all the menus are the same. The one major differthe job. and soft smile testing. Make sure that person is from your organization. and watch their faence is at the lower rightcial expression. make it a goal to hire only those applicants who have a big smile. When you hire new employees. and (2) Those who should never work for you. It will tell hand corner. 159 . where it almost you everything you need to always says “Smiles are know about the person’s fuZero Yen. The difference between the two is sometimes hard to identify. 130 Epilogue Even the grumpiest prospect alive wants to deal with someone who has a smile.” The bright attiture with your company. fast food menus look just like those Assignment here in the United States: Develop your own hamburgers. tude and good customer service skills are free of charge. It’s all about the smile! Across Japan.Quick Ideas 129 to 130 Make Smiles Zero Tolerance There are only two kinds of people to work with if you’re going to win the hearts of new customers: (1) Those who should work for you. but I’ll give you a secret. Let people try drinks. fries.
or vanity. set off Raymond’s built-in lie detector. rather than lie or dismiss a customer request. and Raymond asked. Otherwise you drive think so. The really smart person knows it is okay not to know. where he found a reliable answer to his question. Raymond believed it was okay not to know the answer. as long as they were willing to get someone who does. admit it. He exited the store and headed to a competitor. Train your employees to ask for information if they don’t know the answer.” the That should be a company sales clerk responded.151 Quick Ideas to Get New Customers It’s Okay to Know You Don’t Know Call it ego. “I policy.” That immediately away potential customers. but stupidity is claiming to know something when you don’t. 131 Epilogue Ignorance is simply not knowing. pride. Raymond drove nearly 50 miles to a computer store Assignment because he needed a highly When you know you technical part. Americans are hesitant to admit when they don’t know something. 160 . but however you label it. “Are you find someone who does. and spends their time and effort on finding the answer. When don’t know. sure this will do the job.
bulletins. and 15 percent is about what you know. because you don’t seem to care enough to even learn about your own products and services. If you don’t know the 15 percent about your products and services. and prospect’s questions. Also. promotions so you know in Bob’s customers would ask advance how to answer a him about those specials. You also insult me. While that principle is simple. it is also problematic. and has since tried to treat his customers with dignity and respect.” Bob got a huge dose of the truth that day. and each month.Quick Ideas 131 to 132 Don’t Be a Bungling Bob Dale Carnegie taught that selling is about relationships. because I can read those materials by myself. rumpled and covered with coffee your customer service. Finally.the car and search through rials to your prospects di. Bungling Bob. it will ruin your credibility with prospects. He Bob and indirectly sabotage would bring them in. and 85 percent is about who you know. and he’s arranged to have his special flyers mailed directly to his customers. Assignment Each month. Bob’s Make it a rule each warehouse produced a Top month to read your primary 10 list of their specials for the sales materials. one of his prospects said. I’ve given you a nickname. stains. 132 161 . “Bob. Bob would have to go out to be sure to provide the mate. and month. He makes sure that his materials are neat and organized.piles of paper to find the sperectly. and sit down and read them to his prospects. Don’t be a Bungling cial flyers for the month.
she alerted coworkers in her company to pass along any information they got about changes in a prospect situation. Second. up-to-date eryone can use to notify you list of prospects can be. several things to keep that and have it by their phones database accurate.151 Quick Ideas to Get New Customers Epilogue When your prospects find out that you don’t know. Joanne realized Assignment how powerful and accurate a Create a form that evwell-maintained. She made a commitment to do when changes come about. on all mailings to prospects. Third. Your future success in winning over new customers will be determined largely by the quality and quantity of your prospect list. or a five-year-old phonebook? It’s a database that isn’t accurate. phone numbers. Today is the best opportunity you will ever have to make a commitment to keep that list up to date. notified of a change by people in her company. accurate. they’ll think you don’t really care about them and they won’t deal with you. she put the term 133 162 . or addresses. Create Your Personal Gold Mine Do you know what is more worthless than yesterday’s newspaper. she would pick up the telephone and verify the information with the prospect. she or desk so they can pass it decided that any time she was along. First. week-old bread. This included people. Early on. and on target.
and to furnish you with that information. it is essential to have a multi-strategic approach to gaining and maintaining good information. Create a diary of these his fear of the unknown. In one year. The Insanity Principle Albert Einstein formulated something that he called the insanity principle. a sales proBorrow from this professional made over 600 cold fessional and record the ancalls on 600 different busiswers to those two questions nesses. Then study the every cold call he had two responses and try different questions he asked himself: approaches based on your (1) What should have I done own observations. If you’re going to keep your database accurate.Quick Ideas 132 to 134 “Address Correction Requested” below their return address in the upper left-hand corner. On responses. differently on that sales call? 134 163 . Epilogue If you invest in taking care of your future customer database. That signals the post office to alert you when there’s a change. your future customer database will take care of you. On each call he each time you make a cold slowly but surely conquered call. The principle says you cannot continue to do the same thing many times over and expect to get a difAssignment ferent outcome.
pretend you are doing it for the Prepare every presenvery first time. because ter of putting on your game they are seeing it with brandface. are not getting your best effort. and then reread the 10 most recent calls. he would try to tweak it and make it just a little different until he got a better reception. Prospects and cusnew. and on the next cold call. right questions and walk Sometimes it’s just a matthem through it. 135 164 . Don’t tomers can tell when they come off like a parrot. Each time you give a presentation to a Assignment prospective customer. fresh eyes. Beware of Fatal Ruts The only difference between a rut and a grave is that a rut is a grave with the ends knocked out. ask the first time you’ve done it. Epilogue Learn completely from every experience and use that learning to improve subsequent customer calls. tation as though it were the watch the key points. It is easy to fall into a rut and take customers for granted.151 Quick Ideas to Get New Customers and (2) What should I have said differently on that call? After each of those events. Get involved. he would write out what he wanted to do and say differently. Any presentations you give will come off as though you were a parrot. simply repeating it again and again.
136 Ask for Help There’s something magical that happens when you call on customers accompanied by a specialist. It’s interesting how prospects. Examine your marketplace and ask yourself who Assignment could help you. You’ll the time of day in the past. something about having that second person traveling with you that seems to open locked doors. then ask their help. who previously wouldn’t give you the time of day. distributors. and retailers who can help you win over prospects. your prospect will get a message that you don’t care. It’s effective you’ll become. your allies will be and how and see what happens. 165 . It might be uncomfortable or awkward. be surprised how supportive introduce your specialists. Then when Make a list of all the help is available. but it’s always productive. Don’t be afraid to reach out and get help from manufacturers. Don’t be afraid to ask for help. will suddenly stop and listen to a person they see as an authority.Quick Ideas 134 to 136 Epilogue If you don’t make a presentation that sends a message that you care. who might not have given you and make some calls. knock on people who might be able to the doors of those prospects help you.
“Any fool can criticize. or comtive things you can talk about. magical things can happen. Condemn. condemns. them. and most of them do?” Your success in business means you will not be allowed to pick the personality of the people with whom you work. and complain. Have you heard this quote. It’s not who you encounter that will determine your success. plains: (1) Beware and If it’s raining. because ate a downward spiral that people might need to buy can destroy both of you. they’re 137 166 . (2) coats. and Complain Your attitude will be the number one ingredient in your ability to get new customers. Oftentimes. If that you don’t get caught up it’s cold. Criticize. point out how monitor your own words so that can help grow corn. Don’t chime in and comment talk about how that will genon their negatives. because erate power at the new windyou will only perpetuate mills around the country. condemn. but how you respond to the people you encounter that will make the difference.151 Quick Ideas to Get New Customers Epilogue When we put pride aside and ask for help. There are three things experienced professionals Assignment will tell you to do when you encounter someone who Each day pick three posicriticizes. point out how that in their negativity. If the wind’s blowing. You crewill create jobs.
and everyone will be happier. or complain. and make doing the ignorance problem. and (3) When appropriate. Instantly available are statistics on the population in your area. You can find anything from how to raise fishing worms to a protocol for flying the United States flag. facts. Harness the Internet There’s no better resource to keep you up-to-date on research. you can prepare to win customers to your way of business. what competitors are doing. Get them in an upbeat mood. you’re not resolvthe Internet. using the Internet as your research vehicle. and what’s on the horizon for your business. figures. 138 167 . ing research a must when You can outsmart and outtrying to turn prospects into pace your competition by customers. and a record of births and deaths. Assignment If you’re not using the Teach everyone to use Internet. than learning to harness the Internet. Epilogue A real professional never chimes in when people criticize. condemn. By using the Internet to research. change the subject to something positive.Quick Ideas 136 to 138 testing you.
and who will guarantee it? 168 . gold could double in the future.151 Quick Ideas to Get New Customers Epilogue When you fail to do your homework and necessary research. and will price of gold could double in the future. and they know the difference between honesty and deception. the whole truth.” While that pre. Yes. and nothing but the truth will work for you in the long term. you’re simply giving your competition an advantage over you. and that buying from them will give them a great return and riches untold. but who knows when. Why would you want to do that? 139 Tell the Truth Most businesspeople know the difference between right and wrong. “Analysts predict the ing test: Is this true. An attitude of telling the truth. But there are still people who operate in shades of gray and convince themselves that it is okay to deceive.people believe it? diction is not illegal (although it probably should be) it sure smacks of an attempt to convince buyers that gold is a sure thing. How would you feel if you bought gold from a comAssignment pany based on an ad that Use this as an advertisread. and play with the truth to get new customers. But it’s deceptive. manipulate.
That way service needed some work. When a salesman asked Bob how his company was Assignment doing at making their delivYou’ve got to have a eries to Bob’s mechanical system to consistently invite repair department. Most businesses rarely ask. months the service had deteriorated. you can attract and retain He said that in recent the prospects you want. The killer is the great silent majority who don’t whine or complain. and those who are unhappy with you.Quick Ideas 138 to 140 Epilogue You will never get in trouble trying to attract customers by telling the truth. He found out that 140 169 . The reality is that you will only hear from two types of customers. They just quietly leave you for a competitor. the salescustomers to sound off if man was flabbergasted to you’re going to know how learn that Bob thought their your services rate. those who love you. thinking that a lack of complaints means everyone is happy. and nothing but the truth. This salesman was smart enough to spend the remainder of the day polling his other customers in the area. and he had to go to a nearby competitor when they needed something in a hurry. How Are You Really Doing? One sure test of your ability to attract more customers is to ask how you are doing with the customers you already have. the whole truth.
and doing your homework. and they’re going to come after you again. He called it his Uncle F-E-S-S. and rebuild their service for the customers that were mainstay. A late-afternoon meeting with his key people determined that they had taken on some businesses in outlying areas and it was keeping their people and trucks tiedup so they couldn’t deliver to their already-existing good customers. then you’re going to be lonelier than the Maytag repairman. or Frequently Encountered Sales Situations. It may mean they are simply reloading. Meet Uncle F-E-S-S You already know that getting new customers takes persistence. Joe was a real pro at selling training programs and earned a six-figure income because he had answers before the objections came along. hard work. The end result was that they had to tell some outlying customers they were sorry they couldn’t serve them. If you don’t anticipate objections.151 Quick Ideas to Get New Customers their service had deteriorated so badly that many customers were abandoning them. The secret is to know in advance what you’re going to say and do when a customer presents an objection. How are you doing with your service? What would your customers really say if an outsider polled them at this very moment? Epilogue A lack of complaints doesn’t mean your customers are out of ammunition. or excuses (and have answers to them). roadblocks. He anticipated what buyers might 141 170 .
Quick Ideas 140 to 142 use as an excuse not to buy. However. when Identify and work on one prospect said he wasn’t scripting answers to your top going to buy Joe’s training 10 F-E-S-S situations. program because some of Know in advance how his people weren’t going to you’re going to respond to use it. Don’t Be a Drop-in Visitor Prospects want. and the gentleman signed the purchase order for the training materials. and make him a lot of money. tells them that you are an accidental tourist without planning or forethought. regardless of how many other people you might see today. need. Always make them feel special because you came just to see them. 142 171 . For example. Know what you’re going to say before you encounter those deadly objections. Assignment Epilogue Think like a Boy Scout and Be Prepared. Joe complimented him. their questions. it destroys your credibility. Joe also said research had proven that some of his salespeople would embrace the training program. and told him he was absolutely correct. He was right. or what your plans are. respected. and could deal with it in advance. have huge sales increases. turning a prospect into a new customer. and Joe went to the bank. By telling them you are calling on them because you just happen to be in the area. and accepted. and will respond to you making them feel valued.
and that you’re coming to see them because you value them? Epilogue Making a prospect feel special. As a retailing pioneer. but you probably know him better by the retail stores he founded. made calls on his Work at learning what prospects. launched a new program to sell its expensive high-quality 143 172 . he made them feel so valuable they felt guilty makes prospects feel valued. He knew that following up with customers and backing up what you say and do is crucial. John Cash Penney believed the best service you could give was the service after the sale. John Deere. them feel like they were the only company Bob visited. can have a huge payoff. Don’t Love Them and Leave Them His name was John Cash Penney. like a rose among the thorns. What can you do to let prospects know they are the most important person in the world. They will welcome you back gladly. JCPenney. If he saw only one deliver that to them and prospect or 10 in a given day. because it leads to long-term customer relationships. watch your new-customer he had the ability to make count soar. maker of everything from lawn tractors to combines. and accepted. a seasoned insurance company repreAssignment sentative. because they didn’t buy respected.151 Quick Ideas to Get New Customers When Bob. and from him.
This gave John Deere the opportunity to catch a problem before it became a disaster. It was a chance to remind customers that they’ve invested in a high-quality lawn tractor. and it’s a great chance to save a lot of money.Quick Ideas 142 to 143 lawn tractors. that everything Based on the answers to was adjusted properly. because they’ll probably prevent some service incidents that would require emergency calls later. the buyer was promised that after using the Look at the products lawn tractor a few times. little maintenance. develop a they could almost be assured service after the sale prothat it will give many years gram to help you retain those of long-term mowing with valuable new customers. because almost nobody does it. What can you do to offer your customers service after the sale so they will look to you for future purchases? Assignment Epilogue Providing service after the sale works great. and these questions. Which of Deere would be out to run a them would be good as a six-point inspection. a and/or services you provide service technician from John your customers. With each purchase. that they follow-up relationship buildwould make absolutely cering call? Which are most tain it was in perfect worklikely to cause problems? ing order. 173 .
out popular brands like ACT. or Microsoft Access. track. Remember that any program has done for database is only valuable if them. or Microsoft Outlook to understand how you can systemize your contacts. keep sales call records. select one new customers have been of the applications.151 Quick Ideas to Get New Customers Organize Your Prospect Efforts If you are attempting to organize. It can help you formalize. You should check it is kept up-to-date. fax. If you’re trying to manage a quantity of prospects. and then overwhelmed by the many build your database of custhings a database software tomers. Goldmine. 144 Epilogue The secret of developing new customers is to have a systemized approach to consistently go after those potential customers. and print custom letters to your prospects. then investing in software specifically designed for managing a database of potential customers may be a great investment for you. and systemize your prospecting efforts and offer you reports to show how you are progressing. then a good database software program is a must. as well as the ability to e-mail. organize. 174 . and cultivate a quantity of prospects. Many sales represenAssignment tatives who are drop-dead Research the options serious about cultivating mentioned at left. Such automated software gives you great opportunities to do mailing.
give up. have a plan to rebuild your energy and spirit when you feel defeated. I asked him where to renew your energy if he ever got down. swer shocked me.” 145 175 . It’s my plan to overcome that feeling of defeat. When I asked who those are. I call on you and a couple others. supported him. and we worked ready to quit. he said “One of them is you. The answer is not giving into defeat. some. You feel defeated.” My next question was “What do you do when you’re in that defeated mode?” His answer was to call on the customers who liked him.salesman. You want to accept defeat. You hear the word “no” again and again. and everything inside of you wants to quit and walk away. believed in him. Do you have people you wound up. somewhere to go. and ready-to-go can call on who will encour. discourand spirit. Instead. or defeated. and they get me going again. When I feel defeated. and encouraged him. It works for Ed.One afternoon. and go home. He said “Absolutely. you’ve got hard to sell his products. When Ed called on us. Every one of our age you? Make a plan that people enjoyed seeing him when you feel beat up and come in. Assignment he was always an excited. aged.Quick Ideas 144 to 145 The Agony of Defeat Let’s face it: sometimes the work and effort of prospecting and getting new customers is tough. His anand it will work for you.
disappointments.” What can you do? You can get better or bitter. The reality of trying to win new customers is that at times you will not succeed. gone with someone else.” “sorry. The secret is not what happens.151 Quick Ideas to Get New Customers Epilogue The thrill of victory and the agony of defeat are human feelings. It is everyone’s choice to turn stumbling blocks into stepping-stones by improving your competitive skills. You are 146 176 . you Write out Expect the know the devastating feelings Unexpected and remember and emotions associated with hearing those fateful words it when dealing with unusual “no. It Is Not What Happens To You When working to win new customers. There will be speed bumps and unexpected challenges. and discouragements. After spending months working to win a new Assignment customer’s business. but how you respond to what happens. To use setbacks as a reminder that “no thank you” can be your challenge to use those experiences as a force multiplier. your success will be forged by how you respond to what happens to you. Your success in getting new customers is not about what happens to you. it is certain you are going to have setbacks.” and “we’ve circumstance. The formula to not let obstacles get you is to expect the unexpected.
Make a decision that you’re not going to be an Assignment amateur. brochures.000 times. so pick up the pieces. You should invest in your image. In with a graphic designer and/ today’s high-tech world of or printing facility that can desktop publishing and instant store and print your mateprinting. and go looking for new customers. and gotten up to go 1. choose quality over rials in small quantities. and all printed materials (more than any other single factor) should reflect your value more than the words you use. 147 177 . but that you’re going to move up to the Make a connection professional’s level. quantity with everything that your customers might see. Epilogue Great sales people are those who have been knocked down 1.001 times. envelopes. especially when you are attempting to convince customers that you should be their preferred choice.Quick Ideas 145 to 147 a survivor. Business cards. So You Can’t Afford To Perception is the most important word when you are trying to bring new customers into your business list.
Become an Information Junkie In today’s market. to an article about one of my and other resources to behobbies. One of the things you can do to endear yourself with prospects and customers is to become a resource of information that interests them. A photocopier. and a copy of some strategic information can tell a customer you are really sincere about helping them meet their needs. daily newspaper. Because so much comes across their desk. it is awfully easy to overlook it. to a prediction about come an information junkie. Use your association membership. because it 148 178 . or even getting an e-mail. a note.151 Quick Ideas to Get New Customers Epilogue When you put your best foot forward to impress a prospect. trade journals. and mail as a resource center to find things that customers would value. is always exciting. My friend Dick has an uncanny ability to find things Assignment that interest me. trade journals. Never assume they saw the information. make sure you are wearing nice shoes. From a Use your association postcard while he’s traveling. you could send to them. where information is everywhere. membership. the future. there is no way any one person could keep up with it. he always seems Identify those top 10 prosto stay one step ahead of pects and the various things me. Opening mail from him.
and build an outpost in your prospect’s mind where they see you as someone who is truly tuned in to their needs. the value.” In other words. is in doing business with you. or the when someone thinks about company’s reputation. which over the years has pioneered a reputation as 149 179 . Keep top-of-mind awareness.Quick Ideas 147 to 149 will be something that is targeted just to me. Become someone who is obsessed with protectTake a lesson from the ing and safeguarding his or Michelin Tire Company. The dictionary defines reputation as “The Assignment views that are generally held about somebody or Do you even know what something. you will be a breath of fresh air. your reputation. told you. and the role of reputation in gaining and retaining customers. ten they decide to go with you more are unhappy but haven’t or with someone else. Epilogue There is no way to predict when that one item you send to a prospect could be the one that opens the door to all of their business. her reputation. Then assume that if be a big part of whether one person is unhappy. Obsessed With Reputation Very few business owners and managers realize the need. the marketplace? Find out by your reputation is going to asking. In a world that doesn’t care.
151 Quick Ideas to Get New Customers
having the highest quality tires. When their 14 cars (more than half the field) pulled out of the 2005 U.S. Grand Prix in Indianapolis, thousands of people were up in arms that they had been cheated. Almost immediately, Michelin protected their reputation by apologizing to the people who had bought tickets, and spending a reported $10 million to give refunds to those who felt they got a raw deal from Michelin. You can bet that was a painful event for Michelin, but in years to come, they will recover all that money, because they did the right thing to protect their reputation.
It is said that past performance is the best predictor of future performance, and that means your reputation tells a story. If it’s good, you’ll win customers. If it’s tarnished, you’re in trouble.
Invest In Yourself
Do you take good care of your family, your spouse or significant other, and your parents? Do you support your community, civic organizations, and the important things that take place in your neighborhood? Good for you! You deserve a pat on the back. Now, how about taking care of your self? Isn’t it time you invested in your future and your success in dealing with people? Regardless of the product or service you sell, the reality is that you’re in the people business, and you just happen to sell the product or service you’re dealing with today. When Jimmy was 19-years-old, he had such a poor selfimage that he hated to look at himself in the mirror. He hadn’t
Quick Ideas 149 to 150 done well in school, was never good at sports, and was always overweight. At age If you could only take 19 he saw an ad in the paper one training program in the that said “Develop self-conrest of your life, there are fidence.” It was an ad for an many good ones out there, inspirational seminar, and he but my vote would be to take went to listen to a Dale a Dale Carnegie course. Carnegie course. He was Check them out in your area, absolutely amazed that in just because they offer numera few weeks, his investment ous programs on leadership, totally turned his life in a difsales, interpersonal relationferent direction. The ships, and a variety of other Carnegie course gave him the necessary subjects. tools he needed to feel good about himself, and to feel good about his ability to deal with other people. Isn’t it time you invested in yourself? If you check with most top sales people, they are Dale Carnegie graduates. You should be too.
The author James Allen said, “A man is literally what he thinks.” If you think better of yourself, you’re going to be more successful.
151 Quick Ideas to Get New Customers
The Value of Persistence
If you ask a customer for their business once, it’s very unlikely you’ll get a significant percentage to say yes, but as you continue to ask the second, third, and fourth time, the percentage increases dramatically. The fifth time you ask is almost magic. Perhaps it’s because the customer realizes your persistence indicates the kind of service you would give them. Assignment One way to win new Be persistent. Keep recustomers is to let them minding them you are there know that you will play secand available and eventually ond fiddle to their current they will bite. In the meansupplier. By positioning time, do all the things we yourself as the second have discussed that will choice, you have the opporkeep you at the top of their tunity to be there when their mind for when the time is current supplier makes a right. blunder. The secret is to be in their face at the point of need, or when they want to make a change. That means being persistent. Keep asking and eventually their supplier will drop the ball and you will get the business. How do we know that? How many times have you dropped the ball?
The phrase “Out of Sight, Out of Mind” couldn’t apply more, so be persistent to win new business.
113 agitators. 38 C B Bear. 62. 74 long-term. Microsoft. 43 connection. religious. 137 loyal. Winston. 56 calling. 148. James.Index Index A Access. 20 attrition. 171 business long-term. 27 communication effective. 19 appearance power of. 40 183 . 163. Yogi. 89 buyer(s) types of. 66. 22. 57 Churchill. 147 advertising. 36 beliefs. cold. 15 chameleons. Dale. 141 repeat. 71 approaches multi-strategic. 163 creative. marketing. 34 associates. 57 customers dedicated. 15 creative advertising. 48 first. 150 clinics. 126 Boy Scout. customer. 26. 57 Allen. 54 advantages. buying. 38 Customers Have A Name Too. emotional. 155 new. 61 Customerolgy. 77 contests. 149 true. 63 As a Man Thinketh. 110 repeat. 113. newspaper. medical. 43 sincere. 79. 34 alumni. Carnegie. 174 C-Y-A factor. 156 compliments meaningful. 174 ads. 181 cartoons. 161. 75 cycle. 43 power of. 19. 35 creative. 27. 24. 113 creativity. 52. 108. 70 C-H-A-N-T. 159.
80. 178 G goals. 99. 174 software. 160 Einstein. 18 ego. 160 Image One. 102 Goldmine. graphic. 29. 96. 26 intentional relationships. selective. 123 Federal Bureau of Investigation. 36 E economies of scale. 178 infrastructure..B. 178 Emotional Needs First. right. Edwards. 59 influence. 150 heroes. 37 distributors. 86 JCPenny. 55 employees rogue. W. 14 rude 13 EN1. 35 heroics. 181 K K-Mart. Walt.100 designers. 97.151 Quick Ideas to Get New Cstomers D database customers. 174 graduates. 167 F J F. sphere of. 128 I ignorance.I. 167 research on. 174 defeat. 36. 30 journals. 31 Internet. 41. 42 184 . 163 e-mail. 172 John Deere. 176 Deming. 29 H Hanes. 80 trade. 86 fairness. 29 information. 165 groups professional. Albert. 85. 30 intentions. 172-173 joiner. 148. 28. 41. 175. 18 educational opportunities. 100 hearing. 156. successful. 55 entrepreneur. professional. 73 harnessing. Carnegie. long-term. 177 Disney.
48 personnel turnover.166 principle(s) M-A-N. Vince. 153 Maytag. 23 Penny. 164-165 price. increased. 180 Outlook. 141-142 pride. 81 Positioning: The Battle for Your Mind. civic. Microsoft. using. 152 loyalty. 145 M-M-F-I. 18 training. M. 112 151 Quick Ideas for Inspiring Your Staff. 21-22 model. financial. 34 problems resolving. 15. 66 professional groups. 47. 166 newsletters. 26 motivator. 21 manager. 174 P M Make Me Feel Important. 116 motivational. 179 Michigan. 14 N name-dropping. 30 185 . 129 PowerPoint. 48. 147 partnerships strategic. 103 presentations. 90 solving. 37 O L liars. University of. 20. 21.. 74 opportunities educational. 17. 134 Miracle on 34th Street. 56-57 needs. goal-oriented. Microsoft. 48 listening. 53 Lincoln. John Cash. 110 Linkletter. 138. buyers as. 22 true. 172 People Are Funny. 111 names. 36. clarifying. 29 profits. 17 Michelin Tire Company. 15 organizations. 146 Lombardi.Index Kopmeyer. business. 124 Kroc. key. Abraham. Ray. 14. individual.R. 170 McDonald’s. 16. 18 Opryland Hotel. 55 negativity. 33 prospect. Art. customizing. 39 planner. 81 visioning. 92 products.
20 storytelling. 168 Internet. building. 38. 56 reputations. 147 publishing.174 prospecting. economies of. 29. 34 synergy. 155 Sam’s Club. F-E-S-S. 28. 56 scale. Free of Fear. vision of. successful. 16. 30 long-term. desktop.151 Quick Ideas to Get New Cstomers program(s) database software. Will. 39 turning off your. 22 success. 26 T task force. 46 rapport. 167 retailers. 25 prospects pushy. 54 S Q R Quill Corporation. 17 186 . 24 service. database. 115 Rogers. 30 recognition. 18 Sears. 107 S-A-F-E. 99 questions. Al. 16. 159 software. 36 strategic partnerships. value. 39 publications. 177 quality. 115 R-A-V-E. 15 Reis. 96 sphere of influence. 29 statement. 41 Secure. 174 spam. 41 risk. 17 system. name. 58 stock-holders. 129 relationships intentional. 82 situations. people to people. 171 smiles. trade. Enthusiastic. customer. 55 research. magic. Accepted. 24 sales sensory perception. customers and.
88 top-of-mind awareness. 109 Walton. 112 W-I-T. major. Oprah. 16 Together Everyone Accomplishes More. 111. 16 T-O-M-A. 109 turnover. 18 Wardlow. 75. 73 Whatever It Takes. 36 187 . 153 Trout. 130 T-E-A-M. building. 18 goal-setting. 79 Winfrey. Sam. 58 perceptions. 29 training opportunities. Jack. 179 Total Customer Experience. 87. 19. 77-78. 79 unexpected. personnel. 98 Websites. 83. vision of success. 177 university. 176. 20. 19. 87-88. 109 Ward. 34 visioning principle. 34 W U Wal-Mart. 77. 133. 42 Webpages. 129 trust. 78. 39 V value statements. 158. Herb.Index T-C-E. expecting the. 27. 130 trade groups. 78. William Arthur. 19 Y Yogi Bear.
This page intentionally left blank .
and How To Grow Your Auto Parts Business. Jerry also authored more than 100 feature articles on customer retention for a variety of association and industry trade journals in both the United States and Canada. Jerry grew his small auto parts store into an extremely profitable retail store group that dominated the area in which it was located. 189 .Chapter title here About the Author When Jerry Wilson began his professional career 25 years ago managing a small auto parts store. Not content with simply increasing sales in his own business. Jerry also served as executive director for a large state trade association and consulted with business leaders on a national and international level. and Ripley’s Believe It Or Not. Stanley Publishing. As a result of his experiences. and practices. Jerry assisted such companies as Firestone. Jerry developed a new “science”—Customerology—to aid companies in gaining and retaining satisfied customers. As a consultant. service strategies. it would have been hard to imagine that he would become a world-renowned expert in marketing and develop a new marketing and customer retention philosophy called Customerology. published in numerous languages and distributed internationally. Jerry was also the author of the highly acclaimed Wordof-Mouth Marketing. Merchants Tire. Yet that is just what happened. Jerry leveraged and expanded this experience. helping them rethink customer philosophies. 138 Quick Ideas to Get More Clients. soon becoming well-known for his retail store operations and sales and management consulting.
as well as Canada. 190 . After implementing the Customerology system. Jerry worked hand-in-hand with management to overhaul Rainbow’s End Theme Park after its rescue from bankruptcy. the theme park realized a 70. in New Zealand. Jerry appeared before more than 1. As a professional speaker. These astounding successes led to numerous speaking engagements for Jerry Wilson.000-attendee increase from the previous year— quantifiable success as a result of the tenets of Customerology.000 groups and traveled to all 50 states. the chain saw customer complaints plummet more than 50 percent. a prestigious award given to only 400 speakers worldwide. Jerry assisted management with a campaign to reduce customer complaints. Jerry was awarded the Certified Speaking Professional (CSP) designation by the National Speakers Association. a 100 plus chain of tire and auto service stores based in Virginia. His keynote presentations. Jerry was honored by being listed in the Who’s Who Directory of the Midwest and in the World Directory of Men of Achievement. Indonesia. New Zealand. seminars. At Merchant’s Tire. and South America.151 Quick Ideas to Get New Customers For example. After revamping its customer relations system in accord with Jerry’s advice. and workshops benefited countless companies and organizations worldwide. He served two terms as president of the Indiana chapter of the National Speakers Association and also served as chair of the NSA’s CSP Certification Committee.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.