Realgoalgetter Business Blog: December 2005

Monday, December 19, 2005

How To Sell A Feeling

How to Sell a Feeling
By John Sheridan

To be totally in tune with the needs of your customers or prospective customers you have to listen to them. Listen to them – it sounds easy enough to do but not everybody gets it right. What you must always bear in mind when you are selling something is that you are not selling an item or object – you are selling a feeling.

I was taught this particular lesson whilst working for a friend who was very much into NLP (Neuro-Linguistic Programming) which studies the structure of how humans think and experience the world. One small part of this vast subject centred on how people can be persuaded to relax and immediately place their trust in you if you use the language they want to hear; how do you know what they want to hear? It’s simple, they will supply the clue, and as I stated previously – you just have to listen to them.

The method is simple; there are some people that are audio dominant and will react to what you say to them; there are others that are visually dominant and will respond more to what they see. The crucial point is that you have to get the language right to get either of these two groups wanting to buy from you. The following examples illustrate how this is done.

Imagine you are working in a store that sells music systems and your first potential customer walks in and says to you, “I would like to look at a CD player please.”

The use of the word ‘look’ suggests that they are visually dominant so your reply must be in the same vein by using ‘sight’ words such as; “Ok sir/madam, let me ‘show’ you this one.” or “Could you ‘see’ this in your lounge?” or “The finish on this model ‘looks’ great.”

The person may not even switch it on but could still end up buying it because it looks good. Using these types of expressions will create a comfortable feeling in the buyer because they perceive you to be on their wavelength; the probability of them buying from you should increase significantly.

For the audio dominant person, the same technique is applied but this time using ‘sound’ words. This time a person walks in and says, “I would like to listen to a CD player please.” “Ok sir/madam how does this one ‘sound’ to you?” or “Can you ‘hear’ the difference between this one and the other?” Again, listen to what they are saying and tailor your conversation to suit.

If you use ‘sight’ words with an audio dominant person, it will create an uncomfortable feeling for them that will possibly result in them leaving the store without a purchase. The same obviously applies to using ‘sound’ words with a visually dominant person; it causes conflicting feelings because the language doesn’t feel right to them. This takes us back to the earlier point that you are selling a feeling and not an object.

It is worth noting that a vast number of people worldwide regard the use of NLP in business as essential but equally there are those who are not entirely convinced of its effectiveness. I have seen and indeed occasionally used the language technique myself but with only a moderate degree of success. I am sure there are far superior and experienced NLP practitioners out there who cannot only close a sale at nearly every attempt, but make it look easy at the same time.

Give it a try and see if it works for you. You may not get any results or you could be a roaring success. Either way, it should be interesting, and with a bit of effort and persistence – who knows?

John Sheridan is a professional proofreader of hard copy items and website copy. He also writes web copy and occasionally accepts small copy-editing assignments. He can be contacted at: mailto:john@textcorrect.co.uk

Website: www.textcorrect.co.uk

Article Source: http://EzineArticles.com

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Thursday, December 15, 2005

Inform vs Excite . . .

Inform vs. Excite
By John Follis

Definition: excite v. 1 a: to call to activity b: to arouse to feeling 2 a: ENERGIZE b: to produce a magnetic field in 3: to increase the activity of 4: to raise to a higher energy level syn see PROVOKE

A lot of marketing doesn’t do the whole job. It informs, but doesn't excite. The fact is, it doesn't matter if you have the best product if you're not getting prospects excited. If you don't excite your prospect, you won’t sell your product. So, how do you excite your prospect? Start by acknowledging that your prospect isn’t just a prospect. She’s a person with emotions who doesn’t respond with just her head. She responds with her heart, soul, and funny bone. As a marketer, you must tap into the right emotional and psychological nerve that gets your prospect excited.

For example, when Canon wants to sell its new camera to families, they’ll tout its high-tech features, but that’s not ultimately how they’ll sell it. They’ll sell it by associating those features with the things that we, as humans, care about ... a child’s first steps, a great vacation, or a 90th birthday celebration. When Chrysler targets NFL-watching guys with a spot for its new sports car, there’s a reason they use quick cuts, heavy-metal music, and mention it goes 150 mph. Will you drive 150 mph? Doubtful. Does that still excite the macho male libido? Absolutely.

Follis Fact #5 If you want’em excited about your product, you’d better get’em excited about your marketing.

My agency once created a campaign that got people so excited, they took to the streets. The client, Daffy’s, was an off-price fashion retailer. Our outdoor ad read:

If you're paying over $100 for a dress shirt, may we suggest a jacket to go with it?

(The visual was a straight jacket.)

Everyone who saw the ad loved it. Well, almost. Shortly after the campaign broke, an organization called The Alliance for the Mentally Ill informed us that straight jackets and mental illness were nothing to joke about. They demanded that we immediately pull the ads. We were shocked. So, after discussing it with our client, we concluded that The Alliance was overreacting. And, we respectfully told them so.

Undaunted, they elevated the issue by bringing it to the attention of the American Association of Advertising Agencies, as well as the outdoor media companies who posted the ads. Mysteriously, our clients’ stores began receiving disturbing, anonymous calls. Eventually, the story even found its way to The New York Times -- not that we minded. As if that wasn’t enough, when my partners and I arrived at a major industry award show to accept for “Best Outdoor Advertising”, The Alliance members were there waiting for us. Angry picketers crowded the hotel entrance waving posters and flyers condemning both our ad, and our agency. Thankfully, things remained peaceful.

Eventually, we did replace the ad, but not before our client got more press and sales than they'd dreamed of. The moral of this story is worth noting: Despite the fringe few who can, and probably will, make a stink about anything even slightly provocative, sales is always the best barometer of public opinion.

Follis Fact #6 It’s better to upset a few people than bore them all.

Consumers are bombarded with thousands of messages a day, so if a marketer can’t cut through the clutter he’s wasting money. That’s why it pays to be bold. In fact, I tell my clients that if a concept doesn’t make them at least a little nervous, then it’s probably not that good. Bold does not mean irresponsible. A brand image is precious and should be handled accordingly. That doesn’t mean being boring. The challenge is to get people excited, and a smart, bold effort will do that better, and for less money, than something innocuous and uninspired.

As a rule, larger clients with a broad base are much more nervous about doing anything the least bit provocative. Seth Godin says, "Too often, big companies are scared companies. They work to minimize any variation including the good stuff that happens when people, who care, create something special." These companies are layered with middle managers, steeped in corporate politics, and terrified of sticking their neck out over advertising that anyone might perceive as risky. They don’t realize that no one is ever bored into buying anything and it’s a bigger risk to do something safe and boring.

Regardless of size or corporate culture no marketer can afford to lose sight of the purpose of marketing: to reach, and motivate, as many prospects as possible. With that understanding it’s impossible not to offend someone, somewhere, about something. So, rather than ask; "Are we offending anyone?" you might want to ask, "Are we getting anyone excited?"

For John's booklet: "How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results", visit: www.follisinc.com/booklet.htm

John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. John may be reached at: john@follisinc.com

For consulting info, visit: Marketing Therapy: http://www.follisinc.com/therapy.htm

For speaking info, visit: Follis Speaking: www.follisinc.com/speaking.htm

Article Source: http://EzineArticles.com

"Imagine how your life would change if you could put it on AUTOPILOT and reach all of your goals automatically!"

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Monday, December 12, 2005

Turn Your Talent Into Profits

How To Find Focus And Turn Your Talent Into A Thriving Professional Business by Kendall SummerHawk, Kendall@KendallSummerHawk.com

There are tons of books and articles available to help professionals start up their business, but few that give practical insights on how to nurture your business once it's out of its infancy. At some point, every self-employed professional reaches the same dilemma: how to build a strong brand and grow their business without taking on too many clients, undervaluing their expertise, or sacrificing their lifestyle.

Once your business is established, you have the opportunity to brand yourself as an expert. Start now, and it doesn't take long to begin savoring the lifestyle and freedom you always dreamed your business would deliver.

The biggest asset you have in your business is...YOU! Your time and unique brilliance are the foundation of achieving a highly profitable, deeply rewarding professional business. Implementing the following brand and business strategies is exciting, motivating, and compelling. Once you start on the path of profiting from a great brand and your unique brilliance, you'll never go back to the old way of running your business again.

Here are five strategies to turn your talent into a highly profitable business that lets your passion run free.

Strategy #1 Know Your Unique Brilliance
Your unique brilliance isn't a particular skill, like driving a car or delivering your service. It describes you when you are at your very best no matter what you are doing. It's as if the best moments of your life are encapsulated into one simple statement.

The goal is to one-by-one, ditch, delegate, or redesign every task that falls outside of your unique brilliance. You are now free to use your unique brilliance nearly 100% of the time. What's exciting is that as you hand off each task, you become more and more energized, productive, and profitable. It truly is a magic wand that once waived, delivers the freedom you always dreamed of.

Strategy #2 Know Your Brand
You don't have to hire an expensive brand consultant to profit from a compelling brand strategy. What you do need is a clear, concise brand that makes you instantly known and recognizable. Brand wisdom goes beyond a logo and a tagline. A brand is the promise of an experience. Your brand must immediately evoke strong emotions and tug on the heartstrings of your choice client.

Strategy #3 Create A Championship Support Team
Sure, when you first started your business, you probably did every task solo. But to reach the next level of business success and freedom means building an excellent team. For example, one client increased his revenue by a whopping 300%. How? He credits spending just $100 a month on a virtual assistant, who freed up so much of his time and energy, he was able to focus on bringing in new business. Now that is great ROI!

Strategy #4 Take Time Off
Yes, you read correctly. I guarantee that as soon as you cut back to a four-day work week, your business will change for the better. You'll work smarter, make better decisions, and create new, lucrative opportunities. Working less time shines a new light on how you run your business. Plus you'll enjoy the rejuvenating benefits of increased creativity, relaxation, and fulfillment by getting plenty of R&R during the remaining three days of the week.

Strategy #5 Leverage Your Expertise Into A Compelling Package or Program
Delivering 1-on-1 services is a waste of your time, talent, and profit potential! No matter what business you're in-consultant, coach, speaker, trainer, designer-there are dozens of ways you can package your service. For example, one client, a professional organizer, stopped charging by the hour, and created a package from the individual services she was already delivering. Within one week she had tripled her revenue!

(c) 2005, Kendall SummerHawk.
Kendall SummerHawk delivers client capturing website content strategies plus the nationally renown Brilliance Unbridled marketing program. For more FREE tips like these, visit her site at http://www.KendallSummerHawk.com.

"Imagine how your life would change if you could put it on AUTOPILOT and reach all of your goals automatically!"

Now you can with "The Power of Positive Habits," the new book that #1 NY Times best-selling authors Jack Canfield, Brian Tracy, John Gray Ph.D. are all raving about!

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Friday, December 09, 2005

Things to Help Your Business

10 Things to Help Your Business When Sales Are Slow During the Holidays by Alexandria K. Brown, "The E-Zine Queen"

Twiddling your thumbs and waiting for some business to come in? Why not use this downtime to set yourself up for greater success in the new year? Here are my 10 picks, but you don't have to do them all. Even doing just one will get you another rung higher on your business ladder.

1. Evaluate your virtual team and make changes if necessary.

Are administrative tasks taking up most of your time and keeping you from working ON your business? Then hire a virtual assistant. (See my article on this topic at www.EzineQueen.com/everything.htm.) Are you paying too much in taxes? Meet with your accountant to talk about getting more aggressive with write-offs, or make appointments to interview new accountants. Same goes for your lawyer -- do you love him/her? If not, take this time to ask around for referrals.

2. Learn how to get more leads and sales automatically via your Web site.

Would you like to be getting business leads and sales 24-7 using your website and email? Then finally take time to learn how it all can work for you. It's really a simple process, and you can set it up for the new year! Either register for a live workshop to learn how (such as my Online Success Blueprint Workshop coming up in March 2006) or buy a home study course and follow it step by step!

3. Revamp your e-zine or launch an e-zine.

Remember that having a ready list of warm prospects is your goldmine, and having an e-zine positions you for more sales on a regular basis and for the LONG-TERM. The beginning of the new year is the perfect time to release your first issue! If you're not publishing yet, get ready with all the great free resources at www.EzineQueen.com.

4. Clean out that e-mail inbox once and for all!

Unanswered e-mails, people to follow up with, information not recorded or filed in the proper places --- need I say more? Delete e-mails that are more than a few months old. Set up e-mail folders to help you stay more organized in the future. And if your program allows, set "rules" to automatically sort incoming e-mails into those folders.

5. Clean out your filing cabinet, bookshelf, desk, etc.

Is your office a fire hazard? Do you have to rustle through giant stacks of paper like a large rodent to find anything? Will your spouse not even enter the premises? Put on some good music, start digging, and make piles. Make sure to have plenty of trash bags and cardboard file boxes on hand. (And a good glass of wine always makes it more fun.)

6. Upgrade or clean up your computer.

Your computer probably holds most of the information that's crucial to your business, so take care of it! Now's a great time to do an overhaul. Upgrade your operating system (do you STILL have Windows 95?), get rid of unnecessary files, archive old files to CDs, add more disk space for all those downloads, and do system maintenance. Not sure how to go about this? Find a geek-for-hire to come and help you out.

7. Let your clients know how much you are thankful for their business.

Whether it's holiday cards or thank-you notes, this is a good practice for both your business and you. Letting the universe know you're grateful for what you have will only bring you better things in the future.

8. Plan an upcoming teleseminar.

For a quick cash-flow boost, plan a paid teleseminar! These phone-based events are easy to do and can be great income generators. Either host it yourself on a topic you're qualified to talk about, or invite a special guest to interview. To encourage holiday signups, offer special pricing for those who register before the new year. (Learn how to host a successful teleseminar at http://www.EzineQueen.com/teleseminar.htm)

9. Write down your 25 best accomplishments for this past year.

This simple exercise is extremely powerful. Time goes by so quickly that we forget to celebrate the good things that happen. First I light a candle and write down my 25 accomplishments. Then, taking each one in, I read them aloud. After the last one, I blow the candle out, and then IMMEDIATELY make a list of 10 goals for the new year. (After truly acknowledging all the amazing things you did this year, you'll feel incredibly powerful and set even higher goals!)

10. Actually enjoy the holidays!

Yes! I realized that for the past few years I've been running around like a nut every December and suddenly the next year is here. Christmas and New Year's blaze by like a freight train, and I'm back to the grind shortly thereafter. Where's the joy, peace, and love?

Remind yourself what the holidays are for -- to take a step back and appreciate what you have, to enjoy your family and friends, to give to others, and to be good to yourself. So take that walk in the snow, go to that tree lighting with your kids, get that massage, and plan a leisurely shopping day during the week.

Remember, we only have so many Christmases in a lifetime.

WANT TO SEE MORE ARTICLES LIKE THIS ONE?
See Alexandria's Small Business Marketing Blog.

Online entrepreneur Alexandria K. Brown, "The E-zine Queen," publishes the award-winning 'Straight Shooter Marketing' weekly ezine with 17,000+ subscribers. If you're ready to jump-start your marketing, make more money, and have more fun in your small business, get your FREE tips now at http://www.EzineQueen.com

"Imagine how your life would change if you could put it on AUTOPILOT and reach all of your goals automatically!"

Now you can with "The Power of Positive Habits," the new book that #1 NY Times best-selling authors Jack Canfield, Brian Tracy, John Gray Ph.D. are all raving about!

Order this program now. Start plotting the auto pilot course to your dreams! 100% Money Back, Satisfaction Guaranteed As Usual

The Power Of Positive Habits

Wednesday, December 07, 2005

The Captain Wasn't in Sales!

The Captain of the Titanic Wasn't in Sales!
By Clayton Shold

Did you know sales success and icebergs have something in common? And no …this article is not about cold calling!

Many of us know an iceberg has about 7/8th of its mass below water. But did you know the largest Northern Hemisphere iceberg on record was encountered near Baffin Island in 1882? It was 8 miles (13 km) long, 3.7 miles (6 km) wide and rose 65 feet (20 m) above the water.

The mass of that iceberg was in excess of 9 billion tonnes - enough water for everyone, in the world to drink a quart (litre) a day for over 4 years.

Well thanks for the lesson on icebergs you’re probably thinking but what has that got to do with sales?

Go back to the first fact; the majority of an iceberg is below the surface. In sales, much of what controls our success is below the surface. Let me explain.

Think of the iceberg, the tip which we see, could be compared to the action and results of sales professionals. We see sales results. Companies track share of market, percentage of plan, year-over-year performance to name just a few metrics. We also see what a sales person does. We can observe and track the number of calls made, appointments kept, sales made, and referrals obtained.

What we can’t see, the part under the surface is what the sales professional is thinking. This I submit is the most critical component for a sales person to be successful. We talked about icebergs, now for a short psychology lesson.

Cognitive behavioural science suggests that what we are thinking about today determines our reality tomorrow. That is, a person’s outer world is a reflection of their inner world. If a sales professional is interested in creating a new reality for themselves, whether that new reality is bringing in a new client or whether it is moving up to the next level in sales effectiveness, this new frame of reference is first created in the person’s mind.

It all starts with an idea, a concept and a desire for enhanced results.

I’ve heard it said that a person sees more with their state of mind than with their eyes. For example, take an optimist and a pessimist to the same restaurant and afterwards they are likely to report quite different experiences even though the service, the meal, the company, and the location were exactly the same.

The optimist’s positive frame of mind focused on what was enjoyable while the pessimist’s negative state of mind zeroed in on everything that was wrong.

This fascinating area of psychology reinforces the concept that our thinking is our greatest ally in demonstrating effective sales competencies. In other words, top sales performers think in a way that helps them to perform at an optimal level. The good news is you can change your thinking style to improve performance.

The best sales professionals are effective thinkers. They focus on what they want to achieve, they regularly review their sales objectives and they think in a constructive, supportive fashion, using their creative imagination in harmony with their intelligence, reason and free will.

Think of this as their “mindset” which influences their focus, motivation and confidence.

So the next time you see an iceberg (or maybe ice in a drink), think of what’s below the surface of your mind. Think of the impact your mindset can have on your sales success.

Clayton Shold hangs his hat at SalesDialogue Systems Inc. a company committed to assisting sales professionals better understand how their internal conversations impact sales success. Learn more at http://www.salesdialogue.com

Article Source: http://EzineArticles.com

"Imagine how your life would change if you could put it on AUTOPILOT and reach all of your goals automatically!"

Now you can with "The Power of Positive Habits," the new book that #1 NY Times best-selling authors Jack Canfield, Brian Tracy, John Gray Ph.D. are all raving about!

Order this program now. Start plotting the auto pilot course to your dreams! 100% Money Back, Satisfaction Guaranteed As Usual

The Power Of Positive Habits

Thursday, December 01, 2005

Benefits Sell Products

Putting Benefits Before Features
By Jay Conners

Having spent so many years in retail, I always enjoy being on the listening end of a sales persons presentation.

As I listen patiently and attentively, I privately critique the sales person as they make their pitch.

I look for certain things, the basics, are they making eye contact with me, do they have a healthy knowledge of their product, do they ask me open-ended questions? Etc., etc.

The one thing that I have noticed about the majority of sales people, even the ones I see on infomercials, is that they spend the majority of their presentation discussing their products features, and not it’s benefits.

As a consumer it is very important to know all the features of a product, however, I find it much more important to know the benefits of the product.

What is it going to do for me?

How much money will I save?

How will it make my life easier?

These are the questions your potential customer wants to have answered. They want to know how they will benefit from your product.

For example, I was in my bank the other day opening a safe deposit box. As I sat filling out the paperwork, the branch manager wisely seized his opportunity to be proactive. He asked me if I was registered for their on line bill payment. When I replied that I had not, he proceeded to tell me all about it.

He told me how easy it was to sign up, how easy it was to access, and how easy it was to pay my bills over the computer.

He even gave me an on line presentation right there in his office. The only thing missing was the pop corn.

During his entire verbal and visual presentation, he never once mentioned a benefit to the product. The features were great, but how did this benefit me?

What he should have included in his presentation, was that by using on line bill paying, I would no longer have to purchase checks, and I would no longer have to purchase stamps, I would be saving money!

The benefit to this product was, I could save money!

We all want to save money, but this point was never mentioned. Needless to say, I enjoyed the presentation, and I did sign up for the on line bill paying.

The next time you are selling one of your products, take the “features and benefits” and reverse them. Tell your customer up front what your product can do for them.

Think “benefits and features” not “features and benefits”

Tell them how your product can save them money, how it will make their life easier, tell them how it will benefit them. It will make all the difference.

Jay Conners is a former loan officer with more than fifteen years of experience in the mortgage business. You can read more articles just like this by subscribing to his free news letter by visiting his site at www.jconners.com a mortgage resource center. He also owns www.callprospect.com a mortgage lead company.

Article Source: http://EzineArticles.com

"Imagine how your life would change if you could put it on AUTOPILOT and reach all of your goals automatically!"

Now you can with "The Power of Positive Habits," the new book that #1 NY Times best-selling authors Jack Canfield, Brian Tracy, John Gray Ph.D. are all raving about!

Order this program now. Start plotting the auto pilot course to your dreams! 100% Money Back, Satisfaction Guaranteed As Usual

The Power Of Positive Habits