sure marketing book

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Sure Marketing Systems..

..7 Step

Marketing

Plan

Manual.

by David Shaw.

Sure Marketing Systems Pty Ltd

www.suremarketingsystems.com


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Copyright Notice.

All rights reserved. No part of this publication may

be reproduced or transmitted in any form or by

any means, electronic or mechanical unless as used

in the paragraph below. Any unauthorized use,

sharing, reproduction or distribution is strictlyprohibited.

This document may be given away for affiliate

purposes only at

hhtp://www.suremarketingsystems.com/affiliates

using tools provided.

You may then distribute using opt in members or

other forms of advertising.

No spam may be used to promote this

book/manual.

Legal Notice.


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While attempts have been made to verify

information provided in this publication, neither

the author, nor the publisher assumes anyresponsibilities for errors, omissions, or

contradictory information contained in this

book/manual.

This book/manual is not intended as legal,

investment, or accounting advice. The purchaseror reader of this book assumes all responsibility

for the use of these materials and information.

David Shaw or Sure Marketing Systems Pty Ltd

assumes no responsibility or liability on behalf of

any purchaser or reader of these materials.

Copyright Sure Marketing Systems Pty Ltd -All

rights reserved.

Who is this manual aimed at?


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This manual is for business owners who are

looking to dramatically grow their business on a

limited budget and for those who dont have

enough time to work on their business as theymight like.

Key Issue.

When using the ideas in this manual you should

also put into place reportsto monitorhow yourideas are working.

Quickly & Easily.

You can then quickly, easily and simply tell if a

new idea or systemis working. If its not, find out

why, and adjust it.

If it is working them simply keep monitoring it.

Proven.Not on Trial.

These systems have been proven to work in manybusinesses in the past. They are not on trial here.

Free to Work on Your Business.


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Once you see the dramatic growth in your sales

you should be free to work onyour business, not in

your business.

More Free Time & More Money.

Your role then becomes a manager of the systems,

and you will be free to spend more time doing the

things you wished you could do, and earning themoney you dreamt about.

God Bless and wishing you every good thing,

David Shaw.

Sure Marketing Systems Pty Ltd.

INDEX


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Preamble.

Step 1 Research

Step 2 Promotion

Step 3 Selling

Step 4 Delivery

Step 5 WOW.

Step 6 Referrals

Step 7 Keep in Touch


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Preamble.

Another Title.

Another title to this manual could have been:-

Seven, Simple, Easy, Proven Steps to Dramatically

Increase Your Sales and Improve Your Net Profit

Substantially

Thats right; if you follow these guidelines

systemically you will get a dramatic increase in

your sales and if you monitor the results of these

ideas and costs in setting them up your net profit

will increase substantially and quickly.

Key issue.Systemize.

The key issue to successfully achieving greater

sales and increased profits is to install systems that

will monitor your ideas along the way.

For example,if you run an advert you should

monitor such things as:-

1.Responses from advert.

2.Appointments made/ Visits to Showroom.

3.Sales from Appointments/ Visits

4.

Numbers and Percentages of 1, 2&3.


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You can then compare results for each advert and

work out which adverts work best.

You should keep a copy of each advert and theresults in a folder so you can review it again in the

future. Often we forget what an advert did and

what we put in it. This helps us remember and

keep the results.

Systems should also be written down for greetingcustomers, sale process, product or service

delivery, referrals after sales service.everything.

SystemsEasy& Simple.

Systems should be easy and simple to follow,

measurable, with numbers and or percentages.

You should educate your staff as to the importance

of systems and systems measurement.

Train Them.

When systems are first introduced to staff they are

often wary and apprehensive.

Not more work is often the retort.

But when you explain that it will make their job

easier and help them do things quicker and withless error..most are happy.


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Remember, a bad system will beat a good

performer any time.

By the way

M A R K E T I N G

What is marketing???

Its...........

Understanding Appreciating

Educating Pre-empting

Empathising Advising

Relating to IndemnifyingHelping Contributing to

And Adding Value to..

YOUR CUSTOMER

ADDING VALUE

What is value???


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Its not your perception......

Its your customers

.....Do research.......

(see Step One.)

Find out what your customers REALLY want

YOU COULD BE AMAZED.


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Unfortunately, too many business people have

fallen in love with their product, service or

business

RATHER THAN

with their

CUSTOMERS

WANTS

Today, in this competitive, fast movingworld.....customers hold the key.....and ask

themselves:

Why should I buy from you.....?

Can you identify why people should buy from

you???

Another View of Marketing.

Another view of marketing is that marketing is

like a coat hanger and everything else hangs off

it.for example, sales, advertising, customerservice, direct mail, online marketing and so on.

The more things you have hanging from the

hanger that you use to make the experience of

customer a WOW one the more you business will

grow dramatically and profitably.

Step 1: RESEARCH


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What is it?

Research is simply finding out whatyour potential

customers want

..........so you can supply it.

It is also finding out what they dont like

..........so you can overcome it.

And

Where they would go to find it..

So simple........but very few do it.


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How do you go about it???

STEP 1 - TELEPHONE 25/30 PEOPLE AND ASK THEM

STEP 2 - MONITOR YOUR CUSTOMERS TO ENSURE YOU

ARE ACHIEVING WHAT THEY WANT

STEP 3 - REPEAT STEP 1 EVERY 6 MONTHS

Simple Questionnaire.

Following is a simple form (Page 20) that will help

you quickly and easily determine what your

customers want, what they dont want, and where

they would go to find your product or service.

And isnt that exactly what you want to know?

Wouldnt that make your job of getting customers,

who want your product or service and are ready

and interested in buying it, that much easier?


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Also through research, you will also learn where to

spend your advertising dollars to get the best

result.

Sounds too Simple.

Sounds too simple doesnt it?.....

Yet it is really that simple.

Youll be amazed at how easy it is to get this

information and how happy people are to supply

it.

This then, becomes the basis for your whole

marketing programme. It tells you where people

are itching so you can provide the scratch.

People may be fearful about the perceived

negatives of your product. This could be things

they have heard from others. Find out what these

things areso you can overcome them.

How do you do it?


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Many times I have been asked to help grow

companies, and this is the first step I take.

First Step.

Go to your local phone book and get the names

and phone numbers from people in your target

market.

About 30 will do.

Then, between 6-8pm, ring them up and go

through the Telephone Research Questionnaire on

page 20.

If its the business-to-business (B2B) marketyoure in, telephone when you think you will get

the best response.

Business-to business research is sometimes harder

to catch people with enough time, but, again, well

worth the effort. If handled correctly, business

people are keen to help others.

Listen Hard to then Answers.

Listen hard to the answers and write down the

exact words that they say.


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Pretty soon you will see and hear the same words

and statements.

Rank them in the importance given by yourinterviewees. not what you think is important.

Story

I followed the above principles for one company

and helped them clearly identify the 3 key features

people were looking for in that product.

The product was Home Window Tinting andpeople wanted heat reduction, glare reduction and

to stop fading.

Their biggest fear was that the film would bubble.

The companys product offered a solution to allthree of these situations and also offered a Lifetime

Guarantee that it would not bubble.

However, none of these benefits were clearly

identified in their current advertising.


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We re-wrote the advertisement, highlighting the 3

things people were looking for, offered the

guarantee, and the company sales grew

dramatically over a few short monthspeoplebeat a path to their door.

(Note: the cost of the advertisement was the same,

just the words changed.no extra cost to the

company, yet the turnover grew dramatically).

The advertisement has featured in newspapers

pretty well unchanged for the last 10 years and it

still makes the phone ring off the hook and the

competition doesnt know why.

Yet this simple little research exercise uncovered

quickly and easily what people wanted, what theirfear was, and also where they would look to find

out about a product like that.

Amazing!

Some Quick Hints For Telephone Research


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People today are bombarded with marketing

phone calls.

It can drive them nuts.

Mainly the calls are poorly handled and are made

by pushy people using scripts trying to sell

something that the person probably has no need or

desire for at that time.

Research is different, so you must immediately

state that you do not want to sell them

anything.you are just after their opinion.and

most people are more than happy to give their

opinion.

Maybe 1 in 30 will hang up.but just smile and

move onthe rest will normally be fine and very

happy to help.

Tell them its only going to take a few

minutes.that eases their concern that you aregoing to tie them up for a long period.

The best way to get people involved is to ask

questions. The Telephone Research Questionnaire

on page 20 requests permission to ask a few

questions and once you have that get straight into

it.


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Write the answers on the form. I usually complete

one form for each person.

Mention your industry rather than yourproduct.people will answer better. Otherwise

they may think its just a gimmick to get them to

buy something.

Collate the answers and you have the basis of a

very powerful marketing campaign.

Why not do it today?


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TELEPHONE RESEARCH QUESTIONNAIRE

Hi, my name is .............................. from............................... I

dont want to sell you anything ....... but would like to ask you

four quick questions about my industry..... Can you spare 2-3

minutes to help me please?

My Industry is..............................

Can you name any companies in this industry?

What do you like about the industry/products? (Name if

possible)

What dont you like about the industry/products? (Be blunt)

Where would you expect to find out about our industry?

Thank you...... has a great day........


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P.S. Note the last question. It asks people to tell

you where they would look for your product. This

immediately tells you where to place your

advertisements. No more guessing or wastingmoney on advertisements that dont work because

your potential customers are not looking there for

you.

So........... are you selling?

what your customer

really wants........???

Do you know???

or

are you just flogging a product or service?

Next ... we, and our staff, must understand what is

unique, exciting and different about our product,

business or service...... our USP.


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UNIQUE SELLING PROPOSITION (USP)

Preamble

Now we know what people want when they buy

from us, and where they will look, we must give

ourselves a point of difference.

Something that is unique and special about us.

How do you define a USP? ....... Well its that

distinct, appealing benefit or promise that sets

your business apart from every other me too

competitor.

Your USP enables you to become

Valuable

to your customers

Another view.....

.....make the invisible....visible

.....what everybody in your industry knows but

your customers dont.


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Some suggested places to find your USP:

- Product Benefits

- Staff & Skills

- Organisation Systems

- Expertise, Advice & Education

- Being First

- Location

Your USP should reflect

your customers wants andovercome their dislikes

thus, making you valuable to

your customer.

Theycan then answer that question...

Why should I buy from you.....?


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Remember your research....you are not selling a

product or service....you are selling a result, a

benefit and overcoming a shortfall....talk in terms

of your customers perceptions....not yours....give

value.....use emotions, use features and benefits.

Another way of looking at it.

Put yourself in your customers shoes..look atyour advertisements and your competitors

advertisements. In most cases they all say the

same thing.

We have a quality product.

We give quality service.

And somewhere will be the word Guarantee.

From a customer point of view there is nothing to

compare so it becomes who can give the bestprice.

Clearly identify why you are different, and make

that a point you promote in all your marketing.

Dont be like everybody else jumping up and down

shouting pick me, pick mebe different and

shout about that.


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Price then doesnt become the main issue.

It will work unbelievably well for your business.

Some Thoughts

!You could be a sole distributor.shout about

that.

!

You could have staff that is

knowledgeableYou will need to explain their

background and experience, and why the

customer would benefit by utilising the

knowledge and experience of your staff, e.g.:

degrees, etc.

!It could be your delivery service..one

plumbing company guaranteed that if they

were late the first hour of labour was

FreeWhats the biggest problems with home

service people? Thats right, being late or not

turning up at all!

This company grew from 2 vans to over 32

vansWere they always on time? Probably

not, but I bet they tried hard, and could afford

to charge a bit extra just for turning up on

time. A win- winall round, for the company

and the customer.


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!Uniqueness of your product.What is its

extra special features?

Spend a bit of time on this area. It is well worththe effort.

Step 2: PROMOTION


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What should an

Advertisement

Or

Promotional Item

Contain.....


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As you are aware there are many types of

promotions. Some are:

- Advertisements

- Brochures

- Letters

- Press Releases

- Signs- Catalogues

- Proposals

- Web Sites

- Compact Discs

Most of the above items ignore and often forget the

following principle.....

Promotions are just salesmanship in print


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For example, most advertisements are:

Name............................................... (Company

Name)

Rank......................................... (Bullet point

features)

Serial Number Adverts..................... (Phone

Number).

What is a Name, Rank & Serial Number Advert?

The best place to look for these types of adverts is

the Yellow Pages..yes thats rightthe Yellow

Pages. Why not grab a Yellow Pages book now,

open up at any page, have a look and you will see

exactly what I mean.

The majority of adverts have the followinga

heading, which in most cases is the name of the

company or what they do. Putting what they do in

the heading is a bit of a waste of money as people

are already looking in that section for that productor service.


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This will be followed by several bullet points or

tick points (some times they are really creative and

put the ticks in boxes).

The points are usually ranked according to the

importance of the company (not the customers

rankingremember the research).

Finally the phone number is given.

Dont they all look the same? And not a benefit

among them. Just the things they do.which is

normally pretty obvious if you are looking in that

section anyway.

No wonder people only talk about price because if

they go by the advertisements, all the companies

look the same and so price must be the key issue.

Now lets look at how you should do it.


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7 ESSENTIAL THINGS

AN

ADVERTISEMENT


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OR

BROCHURE

SHOULD CONTAIN

HEADLINE

PICTURE

BODY COPY

GUARANTEE (RISK REVERSAL)

OFFER

CALL TO ACTION

NAME/ADDRESS/PHONE


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HEADING

Usually taken from your body

copy.....and expressed in a customer

benefit or promise.

BE BOLD.

12 POWERFUL WORDS TO USE IN YOUR HEADLINE

* Discover/Amazing * Money

* Easy * Proven/How to

* Free * Results

* Guarantee * Save* Health * Love

* New/Introducing * You

- Can be a few words..... or a long sentence.

- Use law of exactness (e.g. Heinz 57 varieties).

- Must grab your target prospect by the throat

and drag them through the body copy.


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Point

Its probably best to write the headline last.

It needs a lot of thought as it must grab the reader

by the throat and drag him into your

advertisement. You can also spend so much time

on it.that when you then move on to the other

parts of the advertisement you are probably tootired or dont have enough time left to give the

body of the advert justiceso leave the headline

until the end, Often a good headline pops out from

the advert anyway.

Some More Thoughts on Headlines

Most people scan all promotions and if a headline

grabs their attention they will then move on into

the advert.

So the headline must grab their attention.

Flag Down Your Market


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Use a catchy titlee.g. Home Painters, Arthritis

Suffers, Slimmers and so onwhoever you target

market isto grab their attention.

This can be put into a box at the top of your advert

as a flagfollowed by your catchier, more

appealing headline.

Use Appeal

Next...use appeal. Browns Bakery.will flag

Mr Brown but not many others.but New, Hot,

Fresh, Tasty Bread from the Oven of Browns

Bakery, has more appeal.

One of the most famous and more successful ways

to grab peoples attention is the How to

headline. Its proved itself time and time again.

For example How to Win Friends and Influence

People. The key words are How to & and.

Also, try and aim your appeal at human needs:


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!Making Money

!Saving Effort

!

Impressing Others

!More Leisure

!Self Improvement

!The Need to Belong

!Security

!Getting Something Others Cant.

PICTURE

Show the product/service in use

or

the benefit of using the product.

(Pleasenot your premises or your staff)

The best photos are before and after shots.

Also put a caption underneath.

BODY COPY

Sub Heading


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This leads on from the heading. It is a sentence or

two expanding on and reaffirming the headline.

Next.Paragraph Headings

These headings come from the research you

carried out earlier.

Make a list of the points you want to get acrossfrom the research.

Write them in question form or in a manner so

that people who scan advertisements will be

hooked and want to read more e.g. Once you own

this, youll discover just how easy life can be.

Sentences Under Paragraph Headings

This will depend on the space available butnormally you should write a sentence or two on the


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benefits the customer will get out of owning the

product.

Talk in terms of WIIFM (whats in it for me) for

your customer.......not Weve been in business for

20 years.......or this is our new factory...... The

only people excited about this are you and yourstaff.

Short Copy or Long Copy?Copy is the term used to describe the words in

your advertisement. Short copy means not many

words; long copy means a lot of words.

Its been proven time and time again that long

copy out sells short copy.

Who reads long copy? Only people who are

interested in the topic. Family, friends, etc,


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dontso expect them to comment negatively on

long copy.

David Ogilvy (world renowned advertising guru)

in his book, Ogilvy on Advertising, states: All

my experiences say that for a great many products

long copy sells more than short.

Be absolutely consistent in your message (the

theme of your advert) . . . . . also keep repeating

the advert even to the extent of boring yourself,

your wife and your staff by using the same advert,

all the time, and keep using the advert until it

stops working.

The main reason advertisements are changed is

because the staff, family or management get bored

with it.if it still workskeep using it.


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Use Testimonials

These are very importantjust a few edited

comments are best.

Make the advertisement readable and newsy

When writing you copy, write like you are talking

to a new friend or associate. This gives it an open,honest appeal. Share you information in chatty

way.

GUARANTEE (RISK REVERSAL)

Many business owners are reluctant to offer

guarantees because they fear theyll lose money in

claims. In reality the exact opposite is true . . . .

claims are usually a very small percentage of sales. . . . yet guarantees greatly assist in overcoming


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the fear of buying. Guarantee your product . . . .

and be outrageous in just how far youll guarantee

. . . . . it becomes something that sets you apart

from your competition. The longer the guarantee,

the more people feel the risk or fear of buying is

reduced.

DONE PROPERLY . . . . . YOUR SALES WILL

SOAR

OFFER

- Can increase responses by 300%

- Use soft dollar items e.g. time, free report

- low cost - high perceived value

- buy one get one free is proven to increase sales

dramatically (some say by 300%)

- Could be a monthly offer - just change theoffer, not the whole advert


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CALL TO ACTION

Asking your reader or viewer for an order . . . . . or

to call now . . .may well be the difference between

receiving their business or letting them get away

. . . . . always include a call to act.

A call to action could be a coupon. E.g. Fill in the

coupon and post it today.

NAME, ADDRESS & PHONE

Can you believe it . . . . . sometimes people leave

these facts out!!!

Also . . . . . if necessary, use a mud map on how to

get to your premises if thats what youre after -

make your name easy to read and the phone

number prominent . . . . .


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(Point: dont show a fax number unless its

business to business...it is too many numbers and

confusing as to which one to ring).

Also, in todays world, show your web address.

Web Sites.

Your website should have the same look as your

advertisement and contain the same features as

listed above.

It should not be like every other website, that is,

hard to follow or too slow because of all the hi-tech

gizmos.

Potential customers move quickly on, maybe to the

competition.

Use the same guidelines as above.heading,

picture, sub- headings, copy, etc.


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people are ready to buy; they suddenly see your

advertisement.

I have had people say:

I just saw your new advert, thats just what I

want

.yet the advertisement had been in the sameplace for 5 years or more, saying the same thing.

The difference is they didnt need the product up

to now.

Dont forget monitor the results.


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Ever Heard the Saying . . . . . ONLY 50% OF

ADVERTISING WORKS . . . . UNFORTUNATELY,

WE DONT KNOW WHICH 50% . . .

Sounds like gambling to me . . . . . well, we

shouldnt gamble with any of our business money .

. . . . especially advertising money . . . . and now weno longer have to . . . . . . . . . .

HOW???

TEST AND MEASURE

Thats right . . . . . test each item . . . . . and

measure the results.

Measure : Responses

: Responses to Appointments/Visit

: Appointments/visits to Sales

: Cost per Sale

: Average $ Sale: Profit per Sale


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Most people guess and get it wrong . . . . . Test

different offers, different headlines.

Test and Measure

PACKAGE YOUR EXPERTISE

We mentioned this earlier in the Research Section .

. . . . become valuable to your customers . . . . . an

interesting, yet simple and very, very effective way

to do this is to package your expertise.

How . . . . . Write a Report

e.g. Learn the 20 things that stop people losing

money in XXX industry.

. . . . .Produce a CD

Why a CD?


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So people can listen in their cars on the way to

work. you get to sit in the prospects car for

twenty minutes and give the ultimate

presentationwhy not offer these in your Business

to Business letter or advert.. obviously give the

CD an exciting heading.

Produce a Checklist for Buyers

Supply a list with comments on everything they

need to complete the project successfullytools,

time, supplies, etc.

Make The Invisible.Visible.

Make the invisible (what everybody in your

industry knows . . . . . but your clients dont know)

. . . . . . . . . . . visible.

Write a report or handout sharing what everybody

in your industry knows.share that information

with prospective clients.


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You will be surprised at the business it will

generate.

Despite what you think People Dont Know

Everything.

People do not know everything about yourindustry or product despite what they might hint

or you assume.

However, you will win them over if you give them

the information that everybody in your industry

knows in a simple clear format.

It helps them become informed. Obviously, you

will highlight your product and show why they

should choose you and not

your competitors.

TRY THIS!


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On the last page you could have testimonials,

your guarantee, and brief history of your

company. Call to action and name, address, etc.

The objective of this Information Pack is to leave it

with your prospect, the perfect sales call, if youlike. They can read it later, if required, but in

most cases it is handed to another party who is

probably the decision- maker, but may not be

available when your there.

Example.

For example, lets say in the Mums and Dads

market you present to the wife. She says she must

discuss the decision with her husband (this may

not be an excuse not to buy, it may be a legitimate

answer and that they discuss all financial things

before committing). They are then given the

Information Pack, which is a true and accuratesales pitch in writing.


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This also reinforces what you said at the

presentation, helps Mum remember what was

discussed and Dad gets to read for himself, which

helps him feel he made the decision on his own.

By using the Information Pack you can alsoovercome inaccurate information often given by

competitors about your product.

Try it..It Works!

When this was used with one company it could be

traced back to increasing sales by 5%. Think

about that for a moment, a 25c piece of paper

increased sales by 5%.

Would a 5% increase in sales, with little cost, help

your bottom line profit?

The Foolish Act of Assumption


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youand why you charge what you do). This

uniqueness is what sets you apart.

Do this in your advertisements, brochures,

proposals, CDs - all promotional items.

Heres another way at looking at the same

thingthis time from the customers point of view.

1.What is the name of your company?

2.What business is your company in?

3.What is your companys specialty?

4.

Where is your companys office?

5.How long has your company been in business?

6.Do I know anyone you do business with?

7.What is your companys guarantee?

8.

Does your business have after sales service?

now what was it you wanted to sell me.

Heres another proven and very successful way of

getting in contact with prospects.


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THE CHOCOLATE LETTER

Maybe your business doesnt use mass advertising

and is business-to business or more targeted.

Then consider the Chocolate Letter method.

This idea has proven to work time and time again.

One person used the idea and generated 10 clients

from 10 lettersfor the percentage person thats

100%!

Another company uses the idea and consistently

gets a 60% response rate. Not bad.

What is the Chocolate Letter? Well its simply avery short letter (see below)...and attached to it is a


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chocolate bar for them to eat while they read the

letter.

How many letters do you get with a chocolate

attached to them? If you did, would you read the

letter? I bet you would, and probably all the

information attached.so why dont you try this

idea right now and see how it works with yourpotential clients.

You will be amazed how quickly you get through

the gatekeeper and straight to the person you want

to speak withjust say youre the chocolate

person.

The Method

1.Ring the organisation you wish to target and

obtain the name of the person to whom you wishto present your product or service.

2.Next, post the following letter and your

presentation, with a chocolate bar attached.

3.Then, a few days later, call and ask to speak with

that person.


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4.Be ready for a positive response, but dont forget

the objective of the letter is to get an

appointment with the person, so ask for the

appointment.

5.Keep records of your response rate and then

work out how many letters you have to send out

to fill your appointment book.6.Its simple, effective and it really works (beats

cold calling any time).


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This pack is designed to simply, easily and quickly

outline the many features and benefits companys

like yours have gained from investing in our

product.

Thanks for your time will call shortly and see if

I can drop by and answer any questions you mayhave about us.

In the meantime..enjoy.

Regards,

Heres another exciting and very often overlooked

method of getting to your target market using themass media approach:


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POSTCARDS

Thats right, the simple and often overlooked

postcard.

Cost-wise its most effective:

Printing about 0.12c

Postage.about 0.13c

Say you do a trial run of 10,000, thats about

$2,500 in total.

Now, you need to work out a break even sales

numberProfit on sales divided by the cost =

Break Even.

You then proceed with the exercise and monitor

the responsesany thing over break even must be

a winresponse rates vary but range between

0.5% -12%.


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You will need a compelling offer, good headline,

features and benefits, name, contact details, etc.

Dont forget creative artwork.

What a simple and effective way to go!

You could direct people to your shop or yourwebsite for a free report as well as providing a

phone number for a free quote.

Success Story

One company, an importer and wholesaler, offered

free postcards to its clients (retailers) so they could

let their customers know about their new product

line. There was a 55% take up by retailers

wanting the free postcards to send to their

customers. Worked brilliantly for all concerned.

Another Method


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Getting new clients, from suspects to prospects,

can be a hard and expensive road. You always

seem to be on the attack and they always seem to

be on the defensive.

Try this out for sizeits a bit slower, but theresults are very powerful.

Step 1

Seminar

Invite you suspects to a seminar (for a fee) where

you will explain how to over come a range of

problems they have in their industry.

Use a Chocolate Letter, postcard, phone call or

invitation to encourage them to attend.


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Another Thought

You may not wish to charge for the seminarlets

say you are a carpet retaileryou could speak

with the locals builder(s) and offer to send all their

clients a letter inviting them to a free seminar in

you shop after hours to learn all about thedifferent types of carpet and underlay.

On the night, give hand-outs explaining all about

the different types, what to look for, problems that

occur, etc. You will obviously position yourself as

the expert and sales will surely followtry it in

your industry you could be amazed at the results.

QUOTING


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Well, as stated above, most people get 3 quotes.

Line them up on the desk and look at the price

which is normally the last thing on the page. They

usually discount the cheapest and choose one of the

other two (isnt it interesting they dont normally

choose the cheapest).

By changing the order in which you present theQuote (wash my mouth out with soap for using

that word)they have to read through yours to

find the amount.

People then usually continue reading on and you

justify their investment (people always try and

reduce costsso dont use that word, but people like

to invest). By listing your features and benefits as

well as your USP after the investment amount you

are adding value to the investment as they read on.

The others are only looked at for price as they list

their features before the amount. And people


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Did you know most professional consultants write

down or discount their accounts by 20% before

posting them out mainly due to embarrassment?

IF YOU ARE A PROFFESSIONAL

CONSULTANT

STOP THIS IMMEDIATELY!

Be proud of what you charge, if its justified.

Again educate your customer as to how you arrive

at the fee (maybe in the accounts or on a separate

fact sheet) . . . . . youll feel better, and the

customer will understand the account and usually

pay it quicker.

Examples:

!time involved (total)

!research undertaken


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PR (Public Relations)

In the past, the only way to do this was to send a

press release to the local newspaper and hope.Usually nothing happened.

Today it is very different.

Consider writing an article or conducting

research, as mentioned above, to educate andinform readers. This could be your industrys

perspective on a current topic, technology and

processes, your customers success stories or a

topic that illustrates your expertise. Use exciting

and current headlines.

Then:

1.Send an email to your client list inviting

them to visit your website to read the

article (have a special offer handy).

2.Write a press release for newspapers

(local, national, business, magazines)summarizing the article in 500 words. If

possible, include a picture (make the

picture exclusive for each newspaper,

and note this on the picture. Also include

the names of those featured in the

picture).

3.

Post your press release over the internetthrough special web sites designed for


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and all our frontline order-taking personnel

should be trained in sales techniques.

Selling techniques are as relevant today

as 5, 10 or 15 years ago

Probably more important today as middlemanagement disappears and often the lowest paid

in the company deal with our customers . . . . . in

fact to the customer, they are the company.

And again, the customers perception of our

company is reality to them.

Are they trained professionals???


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True sales professionals need to know 4 important

items:

- Product knowledge

- Selling skills

- Time/territory management

- Attitude skills

If your sales people are on the road are they

prospecting and selling? If so, are you aware that

on average they are only spending 20% of the time

selling.

What a waste of time, expertise and manpower..

Todays companies should be using all the

opportunities available to supply leads to its

salespeople.

If you are producing your promotional itemscorrectly, then the maximum number of leads


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should be generated. You should be monitoring

the results and know exactly how many salespeople

you need to maximise the sales for you.

YOU COULD DOUBLE YOUR TURNOVER

OVERNIGHT IF SALESPEOPLE SPENT

THE MAJORITY OF THEIR TIME SELLING.

What do I mean by that? Well, if salespeople

spent say 80% of their time getting leads and only

20% selling, then they are really spending most of

their time in lead generation, not selling. It would

be better for your company to employ a lead

generation person, and get the salesperson in front

of more clients who are likely to purchase.

Isnt that what they are employed and trained to

do anyway?

Lets say they now spend 80% of their time selling,they have immediately doubled their selling


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Would you not get increased and better targeted

prospects?

When salespeople put more time into selling, and

are better trained, their conversion rates improve.

Its that simple.

But people dont do it because they think it must

be harder than that, but its not. Most businesses

follow what every other business does and they get

the same results as them.hard work, low sales

and poor profits.

Why not try the new way today. You could be

amazed at the results.

Remember, do it systematically and monitor the

numbers.


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S E L L I N G

Basic Selling Step-by-Step

1. Create Interest


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-Demonstrate

- Proof

- Use the 5 senses (sight,

sound, touch, smell, taste)

2. Ask Questions

- Sell the interview time- Think in terms of their

interests or

needs

- Listen to answers

3. Presentation

- Product knowledge

- Keep it simple

4. Close the sale

5. Objections

6. Close the Sale Again


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7. After Sales Service

SOME OTHER POINTS TO CONSIDER

* Smile

* Be Enthusiastic

* Be Sincere, ooze confidence

Its Interesting to Note:

When you ask salespeople what their conversionrate is they always say 80%.

Yet when actual figures are taken most are

converting around 40%.

It has been found by giving sales training regularly

you can increase this to more than 50%.

Again this would improve your sales by 10% for

little or no cost.


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You should also be monitoring your salespeoples

conversion rates. The best and simplest way is to

record the following:

Number %

Leads n/a

Appointments

Sales

This will give you an accurate figure

ANOTHER GOOD IDEA TO INCREASE

TURNOVER

- SELL ADD ONS -


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HOW??? . . . . . Have lists available of items

that accompany the product or service you

have just sold . . . . .

- Have them available at the display

- On the Counter

- In your order pad . . . . .

Once people have purchased - they relax . . . . .

and even appreciate helpful suggestions that

can make the job easier . . . . . the best time to

offer these items is immediately after the sale .

. . try it . . . . . it works.

HOW TO DO IT


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Head a piece of paper with the following:

(Having a printed piece of paper looks better and

gives a better imageand has a impression that you

always offer this item)

WHEN OTHER PEOPLE BROUGHT THIS.

THEY ALSO BROUGHT THESE ITEMS:

1.

xxxxx2.YYY

3.ZZZZ

4.ETC , ETC.

Thank you.

Testimonials


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How to get them automatically.

Use testimonials to help close the sale and take the

pressure off the salesperson. The customers fears

will be allayed and they will be happy to follow

other people and buy.

Heres an amazing, timeless idea that has worked

brilliantly for me for years and years.

Certificate Of Satisfaction

I got this idea while shopping with my wife for a

new kitchen. We went from retailer to retailer

looking at all the different options.

Then I came across one retailer that had a number

of photo albums spread around on tables. I flicked

one open expecting to see photos of kitchensbut

instead I found a simple one page sheet titled

Certificate of Satisfaction. The page listed


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customer comments under various headings

relating to kitchensdesign, workmanship,

tidiness, etc.

The more I read the more I wanted whatever they

had because it was full of glowing testimonies

about all the things this company had done for thepast clients.

I could see the possibilities immediately.

Image if you could get your customers to give you

feedback in glowing terms that you could show to

your new prospects. It would have an amazing

effect on them just as these certificates had on me.

When you think about it, it works in many ways,

and this has proved to be correct since I stated

using them myself.


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Firstly, you give the opportunity for customers to

give the company feedback on your service.

They like doing this. If its good they will say so,

and if its not good they will also say so, and you

can use these negative comments to improve your

business.

Remember, to your customer the sale isnt

completed until they are using the product or

service happily and it is solving their problem.

I found I needed to explain the full benefit of these

forms to everyone in the company. It wasnt to

catch them out (as some thought) but was mainly

used to obtain positive testimonials from our

clients to give to future prospects.

This did rely on all parties in the process doing

their bit to achieve a success result for the client.


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PRICING

Sadly today, most people believe price is the key

. . . . . Its not its . . . . .

V A L U E

When choosing to buy from one business overanother . . . . . even today, price ranks 5th . .

. . .

Others are:

1) Courteous, Polite Behaviour

2) Satisfied Needs

3) Positive Past Experience

4) Recommendation

Dont be afraid about losing customers . . . . . the

80/20 rule applies

i.e. 80% give profit & no grief

20% give you grief and no profit


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Unfortunately . . . . . its the 20% we spend most of

our time on.

(Please reread this page at least twiceits a key

issue)


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PRICING

We should at all times charge the maximum

amount the market will bear . . . . .

DISCOUNT POLICIES

DONT WORK . . . . .

(Just ask any major retail chain).

Charge more . . . . . make more profit

thus enabling you to give more value . . . . .

Most people are scared to increase their prices

fearing it will drive customers awaybut

rememberpeople want Valueand are prepared

to pay a bit more for it.

If you are telling people aboutyour value to them,

then they will happily pay a bit more for it.


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Try ityou can always drop you prices

laterbut I bet you dont need to if you are doing

things properly.

And, you will put the money straight in the profit

bin.


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Hows yours???

Story.

One company surveyed all its customers when

things werent going so good. The results turned

the business around. One of the main findings:

service people dressed incorrectly and putcustomers off . . . . . this stopped referrals.

The service people agreed

to a dress change . . . . .

and referrals went from 0.2% to 12.4%.

A 12+% increase in sales for little or no cost.

Why not conduct a full check up on the supply end

of your business . . . . .

What Happened?


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Step 5: WOW!!!

Deliver the unexpected . .. . .

Simple, economical, but very, very effective.

For example

A shoe shop gave free Mickey Mouse Band aidsto kids when they brought new shoes - kids loved it

. . . . . Mums loved it . . . . . because kids were

happy.

(Why? Just in case they got blisters)

Also, they gave away free clothing vouchers to

the kids clothing shop around the corner . . . . .

WOW . . . it worked so much for the clothing shop

they gave vouchers to their customers to the kids

shoe shop . . . simple and easy.

WIN . . . . . WIN . . . . .

- Give Value

- Give Soft Dollar . . . . . Time

- Use Others (non-competitors)


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Another company gave away a Car First Aid Kit

with every Car Window tint.

It cost $2.50.

Why do it?

People dont usually sit around saying Gee I got

this or that done to day and discuss thefeatures

and benefits. BUT they will discuss good and badservice and a small cost effective free gift.is a

simple, cost effective way of getting word of mouth

referrals.

What small dollar item can you give away that will

make people go WOW.

A good place to start is go beyond your product

and what problems could arise after they purchase

it (remember the Mickey Mouse Band Aids).

The best business is referral business.


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Just consider for a moment the LIFE TIME

VALUE of a customer to your business . . . . . in

terms of turnover and net profit . . . . .

HOW MUCH ARE CUSTOMERS REALLY

WORTH . . . . .

How often should we keep in touch??? . . . . .

Wendy Evans . . . . . in her book How to get New

Business in 90 days and keep it Forever . . . . .

suggests within 90 days they should get something

from you.

Ideas include: Postcard

: Newsletter

: Closed Door Sale - Invitation

: Members Club

: Loyalty Bonus: Seminars

: Just keeping in touch letter

: Pre-Sale . . . . . Sales

A point here . . . . . the information you send

doesnt have to be about you and your company.


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It can include articles from other experts that will

help your client.

For example:

A printing company sent a newsletter every 90

days to its business clients containing information

from experts in business management e.g.. time

management, advertising etc. Clients looked

forward to receiving the newsletter as it gave them

free tips and ideas. And when they needed

printing, who do you think they went to and

referred people to?

Be persistent . . . . . it takes time . . . . . be organised

and dont give up . . . . . research your customers,give them ideas and information valuable to them .

. . . .

test and measure


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PS Alsoas a special thank you I am enclosing 2

Gift Certificates for you to give to friends or

family.

Another idea

Obtain email addresses....especially if yourclientele is local. You can then scan you

appointments for the day e.g... restaurant,

hairdresser, etc, and let clients know of gaps you

have in you appointment book. Give them a

special offer if they fill the gaps. Its extra money

you may not have earned and keeps your staff

busy all day.


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So, we must insure that we have systems in place to

collect the monies due.

1) Hire a Bookkeeper.

The best way to do this is to get someone else to do

your bookwork, which includes following up

people who are behind in their payment

arrangements. Its also better for a third party todo this as you can be too close, too emotional, and

even a bit afraid that other sales may disappear, if

your have to chase a client. So you put it off.

Employing someone to do this will also

dramatically increase the time you have available

to grow your business.

The paperwork involved in running a business

today is astounding. So invest a few dollars in

getting someone else to do your

paperwork.everybody who has bitten the bullet

and done it is amazed and question why they

didnt do it earlier because of how much it hasbenefited their business.


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2) History is a curse. Assumption is also a curse.

When we start out in business we feel that we must

automatically give credit because everybody else

does (history). The curse is this: by giving credit

we immediately put our business under financially

pressure. Again, the assumption is that everybodyelse does.

Be different dont give credit.

To do this you must clearly state up front, when

you are in the proposal stage, what your payment

terms are. Then everybody is clear when payment

is required. Otherwise it is left unclear and

accounts get posted out and people only pay when

chased.

It becomes a costly exercise in terms of time,

paperwork and interest on monies not received.


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You will surprised and amazed at how many

people are happy to pay when and where directed.

Yes, a limited few will ask for credit terms. In this

case, you decide the terms and insist they sign a

document which outlines the terms and

consequences of late paymentthen everything isclear and outlined.

3) Interesting Idea.

Heres an idea which helped one company secure

30% more jobs by offering this arrangement.

There terms were payment on delivery. However

some did ask for terms so the following document

was drawn up. This clearly outlined the payment

terms and a clause which enabled the company to

recover collection costs if they needed chasing.

The terms offered were:

A third of the payment on delivery, a third 30 dayslater and the final third 30 days after that.


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As stated at the beginning of this Manual, the

dream of most people going into business is to

eventually get more time than before to do the

things they want to do and to earn more money

from their own efforts.

Sadly most find the opposite is true and struggle

from day one. It doesnt have to be so.but nowits up to you.

These simple steps and ideas are proven to work.

If necessary adapt them for your business.

But do them.

Go for it.

Thank you and may you achieve your dreams and

targets.


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PS: Dont forget if you have any questions please

email me and I will answer you promptly.

LIST OF BOOKS

Following is a list of some of the books I havefound inspirational and that have helped and

guided me in mybusiness journey.

AREA TITLE AUTHOR

People Management Bible Various

How to Win Dale Carnegie

Friends & Influence People

Personality Plus Florence Litlauer

Selling How I raised myself from

Failure to Success in Selling

Frank Bettger

Body Language Joe Braysich

Service Deliver Knock Your Socks Off

Service

Kristin Anderson

Ron Zemke

Letters/Proposals Write Right Paul Dunn

Advertising Ogilvy on Advertising David Ogilvy


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Marketing Guerilla Marketing Jay Conrad Levinson

22 Immutable Laws of

Marketing

Al Ries & Jack Tront

What they dont teach you at

Harvard Business School

Mark H. McCormack

Time Management One Minute Manager Kenneth Blanheng

Spencer Johnson

AREA TITLE AUTHOR

Systems The E Myth Michel E. Gerber

Empowering People Moments of Truth Jan Carlzon

Maverick Richard Schimer

The Nordstrom Way Robert Spector

Patrick D. McCarth

Ideas Ideas Unlimited Neville Smith & Murray

Ainsworth

How to make your own Luck Bernard Gittelson

PR/Newsletters How to get New Business in 90

days and Keep it Forever

Wendy Evans


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BONUS CHAPTER.

List

Of

Proven

Successful


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Letter writing (or for that matter, any form of

writing) is just conversation in printbut we get

so hung up on trying to do it right that we miss

that point.

Tell it like it is

Try this.

Dear Sir.

How many letters still begin this way? This

opening began when people first started writing to

each other(around the 1800s).it was the way

they spoke then and weve followed suit ever

since.

Why not just sayGood morning or Hijust

as you would greet them if you meet them in the

street.think about it!

Another interesting idea is


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LAYOUT

In the pastletters were boring, neat, square

paragraphs

.use the following method to give moreimpact.

Do a large paragraphfull size of pagethe next

one.make it centredand then another larger

paragraph following.


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For example:

XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX



XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX.

YYYYYYYYYYYYYY

YYYYYYYYYYYYYY

YYYYYYYYYYYYYY

ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ




ZZZZZZZZZZZZZ


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After a sales presentation in a clients home,

perhaps generated by a referral card, why not take

a few extra minutes and drop a brochure into the

letter box of 5 people around that home..

5 should include one either side of the client.

and the 3 across the road

The old sayingbirds of a feather flock

togetherapplies here

That is, often like people are in the same area.

This simple brochure can explain that you have

just sold your product or service to someone

nearby. (for all sorts of reasons, people get

interested in who)

and then go on to explain the product and why

they bought them

and if they are interested in looking at the same

thingcall you


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while you are still in the neighbourhood

Youll be amazed how many ring up

You could even sweeten the pot with a

gift cheque

the money you save in travelling can be given to

them.

Try it.

it only takes about 2 minutes to do it,

and they will bring you back again and again to

the same area.

P.S. If you have plenty of time

Letter box the whole street.

Invite Prospects Seminars.


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Seminars are great lead generators..when

used correctly.

People today are hungry for helpful information

..and with a bit of thought and effort.you can

tap into that hungerof information.

When promoted correctly, seminars will you

excellent, grateful prospects.

Think about it.Can you give seminar on

your industry.

Oranother way how many people do you have in

your circle of friends or other places, who are

experts in their field? Consider approaching them

to be the main speaker at your seminar.

.Most will agree.


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They lead out giving expert advice and

information on their topic, give handouts.

It Works.

You then follow up with a promotion on your

product.

You arrange to promote the seminar to past

clients, new prospects, and their friends..even a

small advert in the local paper..letter box

drop in a targeted area.

Create an exciting and compelling seminar

title

Make sure people get 2 invitations.one for

themselves and one for a friend

Bookings essential..obtain names and

addresses as people enter.do a simple promotion

yourself.introduce the speaker.and away

you go.Dont forget to make these topics compelling.


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How does it work?

Simple.

Arrange a sample of your product.

This could be in the form of:-

(1) Letter with sample..

(2) CD

Arrange for someone to read some of yourpromotional literature and include a

full sales presentation on to a CD.CDs cost

only a few dollars each..and are an excellent

way to pre-sell

your product or service with the perfect sales

presentation, duplicated as many times as you

likeyou just pick up the

orders.easy!...........

How do you give them away...You could run small,

single column adverts in local papers offering

Free Sample

.then send them out.and followup..


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OR..hand them out at seminars and talks

you give to local organisations..who are

always looking for speakers.

Think of some exciting topics.power

headlines.

Think about it..try

ittest it

Youll find it will be the most successful lead

generation method you can use.

Dont leave theNo Sale Customer

Empty-handed!

How often do you go shopping and see something

youd like to own, but then make the decision not

to buy itand later that day, or the next, you

think, well, maybe I should have.could have.


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But you never do anything about it.it

passes.and you forget all about it?

It happens a lot and it happens to your potential

customers.But there is a way to

capture a lot of these potentially lost

dollars.

This is a system others have used over and over

again.and it does bring that potential customer

back it does bring you extra dollars.

If the presentation is going nowherewhen you

are leaving..as a casual after-thought..give

them a gift cheque.you could say, just a

second, I have something for you.

And give them the following cheque.

XYZ Pty Ltd

PayCash.


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The sum ofTwenty Five Dollars

Signature$25.00

XYZ Pty Ltd

As stated you will be amazed how many peoplecome back with that promotional

cheque.especially good for retailers.

Dont leave theNo Sale Customer Empty

handed! (2)

Then on the back of the gift cheque, include the

following

In case you decide to go ahead..

..heres $25 for you to spend on our

productbut it has to be


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some time within the next 3 (three) weeks. And

there are truly

no strings attached. This is a genuine enticement.

You see, Id like to have you as a customer.

Thank You

Personally sign each one.

This fake cheque can be photocopied onto

coloured paper for greater effect.

It works..

For example:

someone who has a swimwear store gave out 50

of these cheques tobrowsers.people who dont

buy from the store- she made it seem like it was a

spur-of-the-moment thing to do.

The colour copying cost $167.

Over the next week, 8 of those browsers

returned to her shop to spend their $25 cheque.

This brought in an extra $1,123 in sales frompeople who she may never have seen again!!!!!!!


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The pretend cheque strategy can also be used as

a direct mail piece to boost your sales from your

existing customers. You can simply attach it to

the top of the letter, or just with a With

compliments slip..also you could easily change

the message on the back.

Business Cards

Business cards can be boring

OR

they can be an exciting prospecting tool.

Why not use both sides of your cardand even

better stillhas 4 or 6sides to your business

card.

What can you say?

LOTS..


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an eye-catching front..that opens to reveal a

simple, yet effective sales presentation.complete

with headline, sub-headings, body copy with

paragraph headings, pictures..call to action.

Hand them out everywhere.. youll be

amazed at where people call you from..

Alsothe cost to go to 4 or 6 sides is not that

dramatic..especially if you see it as an effective

prospecting tool.

Try itit works

Kids Club

(or Mums, or Customer or Whatever Club)

Why not start a Kids Club????

Thats right.


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At each client visit.get Mum, Dad or the kids to

fill out a simple

application form and theyre in..

Then send them a quarterly newsletter which

could include:-

* Crosswords and puzzles* Recipes quick, simple, healthy

* Product offers

* Stories for children, about life

* Coupons to fill in for more products

BUT..dont forget their birthday.HOW?

Simple.get it on the application form.

Kids love getting mailespecially

birthday cards..

you may be the only card they receive!!!!

Also.in the newsletter, youll be asking for

names and addresses of

their friends..


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.then you contact their Mum & Dad

asking if its

OK for them to joinand explaining

what you do

Surprise, surprise.

they will probably ask you to drop by

and show them...

when you collect the kids application

form to the

club .and so it goes on.

Go back to the beginning and change Kids to

Mums


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Keep in Touch Cards

Client circumstances change all the time and you

dont even know

about it.

Unless.youre. Keeping in

Touch

Heres a simple effective way to do it.

Have printed, or buy specially printed cards, and

send them on a regular basis to you clients.. as

part of your 3-monthly program

of course!


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Could include:-

* Motivational statements

* Cheering thoughts

For best results..jot a quick hand-written note in

the card.

These have a very powerful

effect..

Dont forget. Include your business card, or

have your business details

Printed on the cardso they can call and thank

you.


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Keeping in Touch

Letter

Good Morning!

Why am I writing to you out of the blue?

Yes I know that a letter from me is both unusual

and unexpected because we both know that in the

past, I probably have not stayed in touch as

frequently as perhaps I should.

And thats the reason Im writing.

Quite simply, I have decided to take advantage of

the new


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technology thats now available to do a better job

of staying in touch with my clients. You see, in the

past, its always been a pretty major job to get a

relevant, interesting and timely message to all of

my clients. In fact, it was a major operation.

But, with the advent of these marvellouscomputers that even I can now understand and,

better still, the amazing software you can get these

days, it has become a breeze to stay in touch.

So thats what I have resolved to do. Very simply

to be in touch from time-to-time just to keep you

up to date with ideas, information and, yes

inspiration that may be of value to you.

What Ill try to do is keep you informed of the

things I think you should know from my business

perspective that will be of value to you.


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So thats the reason Im writing to you out of the

blue. Ill let you be the judge of how well keep my

promise.

Yours sincerely,

Fred LeaderXYZ Pty Ltd

P.S. By the way, Im enclosing a voucher for you

to either use yourself, or to pass on to a

friend..just to say Thank you, should you wish

to contact me again


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Thats it.go for it.put it into to practisetry

it..monitor itwatch it grow.

Get more leads.

Get more sales.

Make more money.

Learn to work on your business not in your

business.

Spend the extra time and money you generate

doing the things you want to do.

Any questionsemail me at

[email protected]

In the meantime wishing you good things,


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David Shaw.

www.suremarketingsystems.com

sure marketing book

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