10MM

7 Concepts They Won’t Teach You At Harvard Business School!

  1. People are a silently begging to be led- They are crying out to understand more about your product or service…

When you educate your customers you’ll see your profits soar. Think about your own experience. When you consider buying any item or service—for yourself, your home, your family, as a gift, or for your business–you often don’t know as much as you would like to.

  1. Tell people what specific action to take…

People need to be explicitly told how to act to obtain your product or service. Therefore–and this is incredibly important–every sales call, letter, commercial, or personal contact should make the case for your product. Give the prospect a brief education, then take him by the hand, figuratively, and tell him what specific action to take next.

  1. Marketing is the ultimate financial leverage…

When you run an ad it costs you “X” dollars- whether the ad generates 10, 100, or 1,000 sales, the ad cost is fixed. So, if you have been content generating 10 sales from an ad that costs you $1,000, and I can show you how to generate 100 or 1,000 sales from that same ad space, your leverage improves 1,000 to 10,000 percent.

  1. Advertising is nothing more than salesmanship in print…

As obvious as it should be, virtually no one really understands this basic concept. Advertising via radio, television, magazines, and direct mail should all be constructed and implemented in the same demanding way a salesman makes a pitch to a prospective customer.

You can’t sell the product in person, then you can’t write the advert!

  1. People don’t appreciate what you’ve done for them—or will do for them—unless you educate them on the facts…

One of the saddest marketing mistakes I see is the failure of businesses to educate their customers about the unique advantages offered them. If you have reviewed 100 different manufacturers of the product you sell, let your customers know it. It’ll impress them that you’ve screened out products that don’t have the quality, endurance, warranty, manufacturing support, service guarantees, and dependability that you know they want.

  1. Bonuses can make a profound contribution to your overall sales proposition…

By carefully acquiring high-perceived-value but low-cost bonus products/services, your firm stands head and shoulders above its competitors in terms of real value provided to the customer.

There are an infinite number of both tangible and intangible bonuses you can “package”, into your sales proposition that other non-compete but synergistic businesses will give you for free or at a reduced cost to access your client base.

  1. Turn the table on the risk factor when you make a sales proposition…

The customer always sees the risk being predominantly borne by him—not the salesman. If you are the first company in your field to remove that obstacle and assume the risk for the customer, you gain an incredible advantage.

Most businesses de-emphasise the guarantee. If you emphasise the guarantee and give customers something of value as a bonus, you’ve probably got a sale.

We apply these 7 concepts along with Cialdini’s 6 influence patterns, and we reverse the 10 marketing mistakes (on the next page) to get outstanding sales and marketing results for clients.

 Book in a 10 minute velocity (speed & focus) session and experience some magic…

“the difficult we do straight away, the impossible just takes a little longer!” -JT

The 10 Marketing Mistakes Everyone is Making…

  1. Not Testing…

Test one sales thrust against another. One price against another. One ad concept against another. One headline against another. One TV or radio commercial against another. One follow-up method or up-sell technique against another.

  1. Running institutional instead of direct-response advertising…

Most institutional advertising tells you how great the company paying for the advertising is, or how old and stable they are, or some other cute and non-compelling rubbish.

Direct response advertising tells a complete story. It presents factual, specific reasons why your company, product, or service is superior to all others, on an analytical, factually supported basis.

  1. Not ascertaining and developing your “Mafia-Offer” and articulating it clearly as an integral part of all your marketing…

It’s something that your company does that the competition are too scarred to do, or simply cannot do due to production methods etc.

  1. Not having a “back-end“…

It is every other sale after the 1st one to a customer. Most companies never address the back-end or residual part of their businesses. But the back-end is all important and in most cases more profitable.

  1. Failing to determine and address your customer’s needs

How can you expect to adequately fill someone’s needs if you never take the time to understand them? It’s laughable! Yet few companies seek to meet their customer’s needs.

  1. Not both selling and educating your way out of a business problem. You can’t just cut the price…

If you bought too much stock or don’t have enough clients, explain why and people will trust you and help you by buying.

  1. Failing to make doing business with your company easy, appealing, desirable, and even fun…

Is it hard for customers to get information about a product? Do you put your customers through too many steps to buy? Do you smile?

  1. Failing to tell customers the “reasons why”…

Why is your price so cheap or expensive? Is your product made with better materials? Is your product designed to last or perform two-and-a-half times longer than your competitors? Tell the truth!

  1. Not sticking with marketing campaigns that are still working…

Many companies change campaigns indiscriminately in midstream. In the process they:

1) Don’t let the cumulative effect of a winning concept work.

2) Don’t allow the dynamics of testing to work for them.

3) Make a patchwork quilt of their company’s image and persona.

Business people get tired of their advertising and marketing campaigns long before the marketplace ever tires of them!

  1. Forgetting to focus on the intended customer and No ONE ELSE.

How many times have you scanned an ad in a newspaper or magazine and not had the slightest idea what it was all about, or who the information was intended for?

Ads, mailing pieces, or commercials all need a headline to grab the target market by the throat! A headline is an ad for the ad.

 Book in a 10 minute velocity (speed & focus) session and experience some magic…

“the difficult we do straight away, the impossible just takes a little longer!” -JT