Too many people don't like the idea of marketing because they think of it as "hard sell." Your customers and prospects don't like to be high-pressured. If you don't like it either, why do it? Read more
Direct mail is big business. An estimated 50 billion pieces of direct mail are sent each year, generating an estimated $120 billion in direct sales annually. Read more
There are a lot of different kinds of letters. A very successful sales letter that I've used in countless industries is what I call the assumptive letter. The assumptive letter is based upon an assumption that people reading the letter will think you are personally writing to them. It will start with an assumptive statement: Read more
As a sales representative or manager, you certainly have first-hand knowledge of how competitive business is today. While you realize the importance of offering new products or services and value the name-recognition for a firm, you know more is needed. Read more
The most important part of the sales process is questioning. Presenting without questioning, and questioning adequately, is like buying a gift for someone you know absolutely nothing about--your choice will likely be way off target, and result in disappointment for you and them. Read more
Here's a statement uttered by customers every day: "We're perfectly happy with who we're buying from and we wouldn't consider switching." But if you're thinking this is an article on how to overcome that objection, it's not. It's about how you can get your customers to say it to your competitors. Read more
I read in a new teleselling book that you should only give the screener minimal amounts of information when they question you. What bunk. It's stuff like this that taints every incoming phone call in the minds of prospects and screeners. Read more
Being relevant is of increasing relevance. It is in our own best economic interest, in the best interest of our prospects and clients, and, at least in the medium of direct mail, it is in the best interest of the environment. Read more
Here's a statement uttered by customers every day: "We're perfectly happy with who we're buying from and we wouldn't consider switching." But if you're thinking this is an article on how to overcome that objection, it's not. It's about how you can get your customers to say it to your competitors. Read more
Are you trying to make your small or home-based business go, but not getting as many customers as you want? It can be frustrating. You know you've got a winner, but the email isn't coming, the phone isn't ringing, and nobody is walking through the door. Read more
The best clients and customers are those who seek you out because they have already heard of you. "6 Steps to Get Slightly Famous" shows how to build visibility and credibility by positioning yourself as a valuable resource and mini-celebrity within your target market. Read more
