Tip for October 1, 2006

Have you pruned your hotlist lately? By now you've probably discovered the hotlist or bookmark feature in your web browser or online service access program. As you travel the web or visit places on your online service, you can add addresses to a hotlist or bookmark menu so you can return there by simply choosing a name, rather than remembering the location's address. Hotlists can be great time-savers, but their time-saving ability decreases in proportion to the amount of clutter on them. Once you know how to add items to a hotlist, it's so easy that you'll end up adding more items to it than you really need--items that you visit once and never go back to again. And the more clutter on your hotlist, the harder it is to locate the items you really do return to frequently. Every month or two, evaluate the hotlist or bookmark collection in your web browser or online service program, and delete items you haven't visited recently and don't plan to visit soon.

Tip for October 2, 2006

Another way to ask for the order Rhetorical question: "You'd like to have the problem of shoddy products vanish, wouldn't you? Once we begin to service your company, many of your concerns will disappear. What orders do you have on your desk right now, that I can work on for you?" Ask for the order and find new ways to ask again!

Tip for October 3, 2006

Personal advantage list: Make a list of benefits to the customer doing business with you. Make this a generous and comprehensive list. When compiling it, invite participation from key employees and customers. You may be offering benefits of which you are not personally aware. Focus on your primary benefit, but never neglect secondary benefits.

Tip for October 4, 2006

Personalize canned replies Online customers appreciate speedy replies, but they also appreciate a personal touch in the anonymity of cyberspace. To satisfy both customer needs, create canned reply messages that describe your business and handle common information requests. That way, they'll be ready to copy into e-mail replies so you can respond instantly to queries about your business. But before you send out a canned reply, add a personal greeting or a sentence or two that lets the recipient know that the message is for them alone. Remember: speedy replies show your professionalism, and personalization shows you care.

Tip for October 5, 2006

Don't say "We have a policy of no refunds after 30 days, so I cannot return your money." Instead, say "Our usual policy is not to issue a refund after 30 days, but we don't want any unsatisfied customers. What would you consider a fair deal?" Customers just love it when you bend the rules for them.

Tip for October 6, 2006

Says Adweek, 70% of men say they're leaders, 20% say they're followers. Only 59% of women say they're leaders, and 36% say they're followers.

Tip for October 7, 2006

Are you seeking visibility today? With millions of people gabbing away online, the most important asset is visibility: getting your message to the people who are most likely to become your customers. Classified ads and web sites promise that your marketing information can be seen by lots of people, but the only way to ensure that it will be seen by your potential customers is to contact them directly. Make it your goal to do at least one thing every day to increase your visibility with your primary audience. Send out some e-mail. Post a discussion group message. Hold an online conference. Send out a publicity release to a publication that serves your prospects. Upload a brochure or article to a likely forum library. Visibility comes to people who take action, not to those who simply put up a web page and wait.

Tip for October 8, 2006

Thank heavens for those NO's! Top salespeople look for problems! There are few prospects, very very few who welcome you with open arms and can't wait to give you a job order. It's up to you to seek out and tackle the challenge of problem solving with eagerness. That's when the prospect will reward you with a job order. Your personal income is predicated on the number of no's you hear. You won't hear the, "yes, I'll buy", if you don't hear the "No, I'm not interested." There is much value in hearing "no" from the prospect. All you have to say is "why?" Everything the prospect responds gives you the ammunition, the reasons, the objections you must counter in order to close the sale.

Tip for October 9, 2006

Taking action It is estimated that a mere 5% of people who attend seminars will act upon the information they've acquired. That's because they're overwhelmed . They feel they must take immediate action on everything. That's nonsense. Be selective. Take small steps

Tip for October 10, 2006

How's your credibility? Visibility makes people aware of your business, but credibility makes them want to do business with you. You build credibility by delivering quality information quickly to people who want it. As you attack the online marketplace each day, make sure every action contributes to your credibility. For example: * Reply to all e-mail within one business day. * Make sure your messages are clear, concise, and error-free. * Tell the truth and don't exaggerate. * Offer substantial information, not hype or fluff. People judge your online character by the quality of information you provide and your reliability in providing it. Every time you communicate with someone online, you affect your credibility. Keep this in mind and you'll keep your credibility intact.

Tip for October 11, 2006

You say, "Prospects are looking for price." Most salespeople believe that what prospects look for is price, when what they really want is value. EXAMPLE; The prospect says, "Your rates are higher than the service I'm presently using." Your Response: "Yes, they are higher and I understand how you feel. Many of our customers felt the same as you at one time. They've come to recognize the value we offer in overall lower cost. Because our products are efficient, more productive, and longer lasting, you don't have to worry about replacements and you save time and money."

Tip for October 12, 2006

Print ad tidbits for guerrillas: A two-page spread attracts one-fourth more readers than a full page ad; a full-page ad attracts one-third more readers than a half-page ad; ads with people attract more attention than those without; people respond more to graphics showing the product in use than static product shots; appearance in the front or back of a magazine does not affect noticeability.

Tip for October 13, 2006

Signatures sell You'll send e-mail messages and participate in discussion groups for a variety of business and personal reasons, but attaching an effective signature to every message helps carry on your marketing attack in every situation. In discussion groups, a signature that describes your business is always an acceptable way to market yourself, regardless of the group's policies on advertising. An effective signature includes your name, your company name, your online and offline addresses, phone and fax numbers, and a slogan that sums up your business mission in a few words. A signature should be no more than six lines high. Use a signature on every e-mail message you send, and on every discussion group notice you post. Modify your signature to suit different marketing needs, such as promoting your web site, promoting a contest, offering a free electronic brochure, or promoting a specific product or service. Notice the signatures other people use, and think about how you can use signatures to your own best advantage. A good signature may be your best chance to attract new customers, so make the most of this powerful marketing weapon.

Tip for October 14, 2006

Americans still want good service. Despite the trend toward downsizing, cost cutting at every corner, businesses will still pay for value. Your prospects are willing to pay a premium for outstanding service, but you must convince them that the service you deliver is exceptional and not the exception. Stanley Marcus, of Neiman Marcus, once said, "Why do you think you have so many department in a mall these days? It's because each store does such a poor selling job that they survive by taking each other's unsatisfied customers." Sell customer service and give customer satisfaction.

Tip for October 15, 2006

What are your competitive advantages? Make a list upon which you can hang your marketing campaign. Your prospects and customers have a choice of several businesses selling the same products and services you offer. Why should these people select your company over the others?

Tip for October 16, 2006

It's still a people and instinct business American business is still a people and instinct business, despite what we hear about the sophistication of business in the U.S.A.Keep it simple! Cover your territory like a "wet blanket" and increase your customer count and "don't give away the store" just to open an account. A good business relationship is a two - way street. You provide productive service for your customers, they pay a fair price and reasonable profits should follow.

Tip for October 17, 2006

Increase your telephone voice energy level by making eye contact with the person you visualize on the other end, by standing up and not slouching, and by smiling with your face so that it shows in your voice, and by gesturing

Tip for October 18, 2006

You are what you write Written words are your identity in the online world. Your writing skills affect your e-mail replies, electronic brochures, signatures, discussion group postings, web site text, online articles, and any other messages that are associated with you and your business. Clear and error-free writing conveys professionalism; poor writing conveys the opposite. Vague messages can cost you extra time as you explain yourself again or answer questions that should have been answered the first time. When you don't bother to correct spelling, grammar, or formatting errors, your readers will wonder if you'll sweat the details in a business transaction. And concise writing shows your respect for our readers' time. If your messages ramble on, readers will resent your lack of focus. With the volume of sloppy writing out there on the Net, doing the job properly will help you stand out in the crowd. Not everyone is a born writer, but everyone serious about online marketing should do everything they can to produce clear, concise, effective, and error-free messages at all times. This means having someone proofread your messages, or getting a business writing book and improving your skills. Treat every message you compose as your first and best chance to win business, and you'll be on your way to crafting messages that prove you're worth doing business with.

Tip for October 19, 2006

Financial planner Michael Marteloni calls prospects and asks them for 43 seconds of their time. It's such an odd number that people are curious enough to say yes. In his 43 seconds, Michael introduces his firm, himself, and his objective: a 50-minute face-to-face meeting. Around 10% of people agree to the meeting and of those, 10% become clients. Michael talks to a lot of people.

Tip for October 20, 2006

Trade show tidbits: 70% of people turn right from the main entrance; if there are an odd number of aisles, attendees walk down the next to the last aisle twice; people go to where other people are so do what you can to draw a crowd; guerrillas get discounts at new trade shows simply by asking for them

Tip for October 21, 2006

Are you talking to your customer? One-to-one relationships are important in any business, and they're harder to achieve in cyberspace. Your writing style has a lot to do with your ability to form such relationships. If you write stilted, formal messages, you'll put readers off. But if you speak to readers as individuals, you'll invite personal relationships that are a foundation of repeat business. When composing e-mail, brochures, or other online messages, use personal pronouns rather than third-person pronouns. Say "I" or "we" or "you" or "our" rather than "they" or "his" or "its." Using personal pronouns helps bring the reader (and the sale) that much closer.

Tip for October 22, 2006

Do I relate to prospects on their own terms? Do I ask questions that show that I'm really interested? For example, "That's interesting. Can you tell me more about that?" To most prospects you appear to only be there to get an order. Showing your interest in the prospect's needs by questioning will win the day for you.

Tip for October 23, 2006

Audiences respond best to facts presented from their left and anecdotes presented from their right. -- because you engage different brain hemispheres.

Tip for October 24, 2006

Do you have a logo? An effective graphic logo helps your company stand out in a sea of words, and makes it easier for your customers to identify you. Most small businesses don't have a logo, because most small businesspeople think logos cost a lot of money, but you can design your own logo by looking at sample art at any print shop and then modifying it for your own use. When designing a logo, keep five essential ingredients in mind. * Timeless. Your logo should be able to represent your company for years. Choose symbols or images that won't be dated by technological progress, for example. * Simple and Recognizable. It should be instantly recognizable and easy to understand. Customers shouldn't have to stare at it to figure out what it is, and the design should be equally effective in black and white as it is in color. (E-mail messages are transmitted with only text characters, so think about how you'll represent your design with combinations of text characters in your e-mail signature.) * Unique. It should be different enough so that people associate it with your company only, and don't confuse it with another company's logo. * Compatible. It should correctly symbolize your company or your business mission. When you've come up with a logo, use a color version of it on your web site and your paper letterhead, and use a text version to dress up your e-mail signature, discussion group signature, or e-mail brochures. Use the logo on all your messages so it becomes solidly associated with your company.

Tip for October 25, 2006

Do I act professionally? Do I always ask more questions than I answer? Is the prospect talking more than 50% of the time? Acting professionally means spending more time asking questions than in giving answers. When we act professionally in this way we will be able to uncover more needs and hear more truthful answers. People are more inclined to tell the truth to a professional.

Tip for October 26, 2006

Sometimes the strangest connections are the best with customers. We once had a decision maker that would always give our President and Sales Manager a hard time in sales calls. As the Marketing Manager I came along and bonded with this buyer over our shoe size of 10-11 and how difficult it was for women to find shoes of this size. After that we had very productive meetings, sometimes we just need to connect with others to show we are listening and care.

Tip for October 27, 2006

Create a full page ad: Although you may not be thinking of running a full page ad in a consumer or trade publication, it is an excellent exercise to create one by yourself. Guerrillas know that the idea is the most important element. Starting with a great concept, describe the visuals, design the page layout, write the headline and copy. You'll learn and lot.

Tip for October 28, 2006

Use an text logo Most of us think of logos as graphics that can only be used on Web sites or in graphic files, but you can create a text version of your logo and add it to your e-mail or discussion group signatures. Just come up with a combination of text characters that looks like your logo. It doesn't have to be a faithful reproduction, as long as it's recognizable. Here are some keys to making a text logo: * Don't use more than one space between characters, and don't use spaces to align text on your screen. Spaces change when viewed in different fonts or at different screen resolutions, and your carefully-arranged letters can move around as a result. * Don't use special symbols, because they may not exist on every computer where your logo is being viewed. Stick with the symbols you can see on your keyboard, and you'll be okay. * Check out your finished logo on as many different computer systems as possible. This is your best insurance against a logo that becomes unrecognizable when viewed on other computers; it gives you a chance to spot and repair problems in the logo's design.

Tip for October 29, 2006

Do I give my prospect control over the sales meeting? Am I the one giving over control by asking if everything is okay? Do I object when they want to buy? Do I point out a reason or two why they may not wish to buy right now. The Guerrilla Law of Candor says that when you do this they will be more eager to buy from you. And you'll be building customers for life.

Tip for October 30, 2006

Why did owners of the Inc. 500 start their businesses? 29% said to create something new; 24% said to control my life; 14% said to make money; 14% said to be my own boss; 10% said to prove I could do it; 8% said frustration with a large-company employer; 1% said not rewarded; 1% said no advancement.

Tip for October 31, 2006

Lurk before you leap Participating in a discussion group is one of the most effective ways to establish visibility, credibility, and personal relationships with customers. Through useful contributions to a group (signed with signature that identifies your business), you can share your expertise and demonstrate your professionalism. But before you start posting messages in a discussion whose membership looks promising, spend a couple of weeks lurking in the group, reading messages without putting in your two cents' worth. Lurking will give you a good sense of the group's interests, show you who its leaders are, and give you lots of ideas about how to make worthwhile contributions when you begin to participate. Many a would-be marketer has been burned by jumping into a discussion group with an inappropriate message. Lurking is your fire insurance.

Close Window