The Get Dangerous Quickly Approach to Product/Service Training

In 2000 a computer distributor hired me to help them build a
software specialist sales team. The distributor had more than 100
"generalist" salespeople, but these salespeople were doing a poor
job of selling software. The distributor's management felt a team
of specialists could help jump-start growth in software sales.

This was a very interesting project for several reasons. First,
the distributor had SIXTEEN software products in its portfolio.

In 2000 a computer distributor hired me to help them build a
software specialist sales team. The distributor had more than 100
"generalist" salespeople, but these salespeople were doing a poor
job of selling software. The distributor's management felt a team
of specialists could help jump-start growth in software sales.

This was a very interesting project for several reasons. First,
the distributor had SIXTEEN software products in its portfolio.

Be Patient? Nah, Let's Kill Something.

There's the old joke about the two buzzards sitting in a tree overlooking a highway. One responds to the other, "Be patient? I'm hungry. Let's kill something." Just like that buzzard, it is not in the nature of most marketers to be patient for business to grow. They want to go out and "kill something," too.

The trouble is that most marketers go after new business the wrong way. They want to "take down" the new piece of business using all the tools of the trade from advertising and direct mail to cold calling and event marketing. This is an expensive way to drum up business. Your existing clients are just waiting to tell you about people they know who could use your services, and then help sell you in to these people they refer. Not only is this more cost effective, it practically guarantees the prospects will share the same characteristics of your best customers.

"OK, Harry," you're asking, "but how do I do it?"

The first rule of getting referrals: ask. When should you ask? Let's review.

- After your customer has purchased something from you is a great time to ask. The new customer is pumped up about your offering and you can harness that energy by asking for names of others who could beneft from doing business with you.

There's the old joke about the two buzzards sitting in a tree overlooking a highway. One responds to the other, "Be patient? I'm hungry. Let's kill something." Just like that buzzard, it is not in the nature of most marketers to be patient for business to grow. They want to go out and "kill something," too.

The trouble is that most marketers go after new business the wrong way. They want to "take down" the new piece of business using all the tools of the trade from advertising and direct mail to cold calling and event marketing. This is an expensive way to drum up business. Your existing clients are just waiting to tell you about people they know who could use your services, and then help sell you in to these people they refer. Not only is this more cost effective, it practically guarantees the prospects will share the same characteristics of your best customers.

"OK, Harry," you're asking, "but how do I do it?"

The first rule of getting referrals: ask. When should you ask? Let's review.

- After your customer has purchased something from you is a great time to ask. The new customer is pumped up about your offering and you can harness that energy by asking for names of others who could beneft from doing business with you.

6 Steps to Using Trade Magazines to Reach Customers

When developing a publicity campaign for their business many owners overlook the importance of trade magazines and journals as vehicles for reaching new customers. While mass media publications have widespread readership, the targeted nature of trade publications make the information that appears within them even more powerful.

Unlike general interest publications, readers of trade magazines and journals already have an established interesting a specific subject. for example, it is safe to assume that readers of American Printer are generally people who work in or have an interest in that subject.

Writing a how-to-article that appears in a trade publication establishes your business as an "expert" in that specific area. Think about it -reading an article written by your company in trade magazines provides a different level of exposure and a new image of your business to potential customers.

Here are a six guidelines for writing material for trade magazines:

1. Familiarize yourself with trade magazines in your industry - Trade magazines usually publish industry news, case studies and educational articles. New is primarily written by the editors. Case studies and educational articles are available for contributing authors. case studies describe how a service solved a particular problem. Educational articles teach the reader how to do a particular job or activity. These two types can be great in establishing additional credibility among potential customers, portraying the author as an "expert" in that area.

When developing a publicity campaign for their business many owners overlook the importance of trade magazines and journals as vehicles for reaching new customers. While mass media publications have widespread readership, the targeted nature of trade publications make the information that appears within them even more powerful.

Unlike general interest publications, readers of trade magazines and journals already have an established interesting a specific subject. for example, it is safe to assume that readers of American Printer are generally people who work in or have an interest in that subject.

Writing a how-to-article that appears in a trade publication establishes your business as an "expert" in that specific area. Think about it -reading an article written by your company in trade magazines provides a different level of exposure and a new image of your business to potential customers.

Here are a six guidelines for writing material for trade magazines:

1. Familiarize yourself with trade magazines in your industry - Trade magazines usually publish industry news, case studies and educational articles. New is primarily written by the editors. Case studies and educational articles are available for contributing authors. case studies describe how a service solved a particular problem. Educational articles teach the reader how to do a particular job or activity. These two types can be great in establishing additional credibility among potential customers, portraying the author as an "expert" in that area.

Look Closer at Buying Psychology

Creating a buying psychology in your prospect's mind has become the focus on neuro-linguistic marketing. And top marketing firms are now in full center of attention to utilize these surprising new discoveries. And so are you.

Why This Breakthrough is So Important

According to Media Post, this major paradigm shift towards the neurosciences for advertising effectiveness is an historical event. The old methods have "expired" and the new neuro-scientific approach is a key to the future of buyer influence.

Source: http://www.mediapost.com/dtls_dsp_news.cfm?newsID=248821

"Zaltman, whose work is influencing the advertising plans of Procter & Gamble, General Motors, IBM and others, said the shift that has taken place in neuroscience over the last ten years suggests that much of the "tacit or explicit knowledge" that Madison Avenue has about the way consumers process advertising "has expired.""

Not only does this ratify the neurological approach to advertising influence but also suggests that direct brain and nervous system influence can be achieved via the mass media. The question to you as a marketer is?

Creating a buying psychology in your prospect's mind has become the focus on neuro-linguistic marketing. And top marketing firms are now in full center of attention to utilize these surprising new discoveries. And so are you.

Why This Breakthrough is So Important

According to Media Post, this major paradigm shift towards the neurosciences for advertising effectiveness is an historical event. The old methods have "expired" and the new neuro-scientific approach is a key to the future of buyer influence.

Source: http://www.mediapost.com/dtls_dsp_news.cfm?newsID=248821

"Zaltman, whose work is influencing the advertising plans of Procter & Gamble, General Motors, IBM and others, said the shift that has taken place in neuroscience over the last ten years suggests that much of the "tacit or explicit knowledge" that Madison Avenue has about the way consumers process advertising "has expired.""

Not only does this ratify the neurological approach to advertising influence but also suggests that direct brain and nervous system influence can be achieved via the mass media. The question to you as a marketer is?

Generate Sales with Lead Generation Marketing Tools

One of the best projects to undertake as an online marketer is to master the art of generating sales from your warm market contacts. A warm market is simply people who have already been exposed to your business and marketing plan. It can be described as “breaking the ice” with your potential customers. The best way to generate a warm market is with lead generation marketing tools.

A marketing tool is a tool that people use to create what we call lead prosperity. If you are not in lead prosperity, you are not making money with your online business. With lead generation marketing tools you may decide to create several lead capture pages which are designed to generate interest from prospects on your business. The pages will contain a place to enter their contact information i.e. (name, telephone number, and email). This is also called a lead capture form.

One of the best projects to undertake as an online marketer is to master the art of generating sales from your warm market contacts. A warm market is simply people who have already been exposed to your business and marketing plan. It can be described as “breaking the ice” with your potential customers. The best way to generate a warm market is with lead generation marketing tools.

A marketing tool is a tool that people use to create what we call lead prosperity. If you are not in lead prosperity, you are not making money with your online business. With lead generation marketing tools you may decide to create several lead capture pages which are designed to generate interest from prospects on your business. The pages will contain a place to enter their contact information i.e. (name, telephone number, and email). This is also called a lead capture form.

7 Psychological Triggers for Unlimited Sale

Did you know that there are specific psychological triggers you can use to influence the decisions of peoples and persuade them to buy what you are selling?

By knowing and using these psychological triggers you will have an edge on your competitions and make more sales in the process.

Here are 7 psychological triggers you can start using in your sales letter today!

Psychological trigger #1: BE SPECIFIC

It's important to be as specific as possible. Why! Because it make your information more believable and credible. For example: Don't say that you are in your late twenties, say that you are 28 years old or 29. Be specific! Don't be vague!

Psychological trigger #2: CURIOSITY

We are all curious! It's human nature! So, we need to used this trigger to attract more peoples to see or read what we have to offer them. For example: "What is the best way to attract loyal customers?" Are you not curious to find out what the answer is!

Did you know that there are specific psychological triggers you can use to influence the decisions of peoples and persuade them to buy what you are selling?

By knowing and using these psychological triggers you will have an edge on your competitions and make more sales in the process.

Here are 7 psychological triggers you can start using in your sales letter today!

Psychological trigger #1: BE SPECIFIC

It's important to be as specific as possible. Why! Because it make your information more believable and credible. For example: Don't say that you are in your late twenties, say that you are 28 years old or 29. Be specific! Don't be vague!

Psychological trigger #2: CURIOSITY

We are all curious! It's human nature! So, we need to used this trigger to attract more peoples to see or read what we have to offer them. For example: "What is the best way to attract loyal customers?" Are you not curious to find out what the answer is!

Want More Sales? Write A Barry Bonds Sales Letter

Anyone may use this article free of charge, provided the artticle is not altered and the resource box remains intact.

I'm not a baseball fan. Never have been. In fact, I hate the sport. However, I am a Barry Bonds fan. Here's why: Barry Bonds possesses the exact same intangibles every great sales letter possesses. He's loyal, consistent, powerful, and hits a ton of home runs, year after year after year! Those are all things that great sales letters do and have done from the very beginning.

And believe it or not, of all the aforementioned intangibles, the number one intangible is loyalty. All great sales letters remain loyal to one of the oldest of all copywriting basics: the AIDA formula!

You MUST write every single sales letter using the following classic AIDA formula. If you are loyal to the formula, the consistency, power and home runs will follow. That's a proven fact. Here's the formula:

Anyone may use this article free of charge, provided the artticle is not altered and the resource box remains intact.

I'm not a baseball fan. Never have been. In fact, I hate the sport. However, I am a Barry Bonds fan. Here's why: Barry Bonds possesses the exact same intangibles every great sales letter possesses. He's loyal, consistent, powerful, and hits a ton of home runs, year after year after year! Those are all things that great sales letters do and have done from the very beginning.

And believe it or not, of all the aforementioned intangibles, the number one intangible is loyalty. All great sales letters remain loyal to one of the oldest of all copywriting basics: the AIDA formula!

You MUST write every single sales letter using the following classic AIDA formula. If you are loyal to the formula, the consistency, power and home runs will follow. That's a proven fact. Here's the formula:

The 10 Secrets to Success in Selling

What makes the difference between those who are wildly successful in sales, and those who aren't? Is it true that salespeople are born, and not made? Do you look at those who are successful and figure that they're just lucky, or that they have better connections than you do?

Well, think again. True success in sales, or in any endeavor for that matter, comes from a clear sense of what you are trying to achieve, knowing what really matters to you, and then charting a course to make it happen. Those who appear to be lucky are usually those who have ignited their inner flame and regularly take action to put their dreams and ideas into action.

Here are 10 secrets that, if you follow them, will put you on the road to ultimate success.

1. Commit to become outstanding in your field.

Success comes from excellence and continual improvement – making small and continual improvements on a regular basis leads to exponential results.

Make that commitment to yourself, and take action on a regular basis. First, start by taking an honest assessment of yourself. What areas are you not as strong in as you would like to be? Some things to look at, and ask:

What makes the difference between those who are wildly successful in sales, and those who aren't? Is it true that salespeople are born, and not made? Do you look at those who are successful and figure that they're just lucky, or that they have better connections than you do?

Well, think again. True success in sales, or in any endeavor for that matter, comes from a clear sense of what you are trying to achieve, knowing what really matters to you, and then charting a course to make it happen. Those who appear to be lucky are usually those who have ignited their inner flame and regularly take action to put their dreams and ideas into action.

Here are 10 secrets that, if you follow them, will put you on the road to ultimate success.

1. Commit to become outstanding in your field.

Success comes from excellence and continual improvement – making small and continual improvements on a regular basis leads to exponential results.

Make that commitment to yourself, and take action on a regular basis. First, start by taking an honest assessment of yourself. What areas are you not as strong in as you would like to be? Some things to look at, and ask:

Dealing with Fear and Hesitancy

The only thing predictable is unpredictability. As a trainer and coach to sales professionals across the country, I’ve seen some trends we all need to be more aware of.

Fear and hesitancy can become a self-fulfilling prophecy for both us, and our customers! We have an important role as catalysts of our customers’ perceptions and actions. If you allow their actions to be controlled by fearful "what ifs," you’re doing them, your employer, and yourself a disservice. Second, if you spread doom and gloom, you’ll be inflicting one person’s reluctance (as well as your own) on another.

The definition of our work, our job descriptions and our responsibilities has dramatically changed. And we’d better be ready. First, some fast "101." Selling isn’t solving a shipping problem, and popping in once a week ‘just in case’ the client wants to see us (which we usually do more for our own sake than theirs). Selling, REAL selling, is:

The only thing predictable is unpredictability. As a trainer and coach to sales professionals across the country, I’ve seen some trends we all need to be more aware of.

Fear and hesitancy can become a self-fulfilling prophecy for both us, and our customers! We have an important role as catalysts of our customers’ perceptions and actions. If you allow their actions to be controlled by fearful "what ifs," you’re doing them, your employer, and yourself a disservice. Second, if you spread doom and gloom, you’ll be inflicting one person’s reluctance (as well as your own) on another.

The definition of our work, our job descriptions and our responsibilities has dramatically changed. And we’d better be ready. First, some fast "101." Selling isn’t solving a shipping problem, and popping in once a week ‘just in case’ the client wants to see us (which we usually do more for our own sake than theirs). Selling, REAL selling, is:

Copywriting Is Not One-Size-Fits-All

I was in shock. Honestly, I shook my head when I read his email. I meant no disrespect; I just couldn't believe he really felt that way.

"Karon, I want you to write the sales letter for my site. How much will it cost me?" read his note. After looking at his home page and evaluating his target audience, I didn't feel a sales letter would be the best type of copy for his site. When I sent him my suggestion he replied with something along the lines of, "No sales letter? What other kind of copy is there?"

Was he a fan of sales letters? No, not especially. Did his question come with a sarcastic tone? No, it was a genuine question. A lot of what he had been exposed to online was sales letters. So much so that he thought this was the *only* type of copy to have on a website. That's what all the "gurus" were telling him, so it must be true. Even though he had been to countless sites that did not have sales letters, he never realized the differences.

I pointed him to several sites that had a wide range of copy to show him some of the other styles.

I was in shock. Honestly, I shook my head when I read his email. I meant no disrespect; I just couldn't believe he really felt that way.

"Karon, I want you to write the sales letter for my site. How much will it cost me?" read his note. After looking at his home page and evaluating his target audience, I didn't feel a sales letter would be the best type of copy for his site. When I sent him my suggestion he replied with something along the lines of, "No sales letter? What other kind of copy is there?"

Was he a fan of sales letters? No, not especially. Did his question come with a sarcastic tone? No, it was a genuine question. A lot of what he had been exposed to online was sales letters. So much so that he thought this was the *only* type of copy to have on a website. That's what all the "gurus" were telling him, so it must be true. Even though he had been to countless sites that did not have sales letters, he never realized the differences.

I pointed him to several sites that had a wide range of copy to show him some of the other styles.

Profitable Sales Don't Happen on the First Try

Profitable Sales opportunities mean persistance with customers.

It's easy to get discouraged when you make your best effort for
a great sale and you're met with a dead-set "no." But don't let
it get you down. In actuality, 97% of all sales are not made
within the first pitch. In fact, it takes an average of five
to ten exposures - also known as follow-ups - to persuade your
prospect to make the first sale.

Profitable Sales opportunities mean persistance with customers.

It's easy to get discouraged when you make your best effort for
a great sale and you're met with a dead-set "no." But don't let
it get you down. In actuality, 97% of all sales are not made
within the first pitch. In fact, it takes an average of five
to ten exposures - also known as follow-ups - to persuade your
prospect to make the first sale.

3 Mindset Changes To Increase Your Sales And Profits

By Noel Peebles

1. Consumers Are Individual Customers

The idea of mass marketing to consumers is outdated. Consumers are individuals and deserve to be called customers. The days are gone when marketers can think of consumers as a mass audience to "push" advertising out to. In fact, wise marketers will remove the word "consumers" from their vocabulary altogether.

By Noel Peebles

1. Consumers Are Individual Customers

The idea of mass marketing to consumers is outdated. Consumers are individuals and deserve to be called customers. The days are gone when marketers can think of consumers as a mass audience to "push" advertising out to. In fact, wise marketers will remove the word "consumers" from their vocabulary altogether.