Archive for the 'Sales' Category

Retail Strategy: Book Blind Date

This is such a great concept I saw at Elizabeth’s Bookstore in Sydney!
Book Blind Date

Running Room – Outstanding customer service

Running Gear, Running Shoes, Running ClothesEvery once in a while* someone does something so out-of-the-ordinary that you have to do something about it.

In this instance, it started about 3 years ago when I walked into a Runner’s retail shop called Running Room.

First of all, this was in Richmond, Vancouver, Canada.  Well Steveston if you want to be specific about it. The reason this is important is that I am not a runner, but I still walked in. I was struck by the fact that they could have a store “just for runners”… In fact they have a LOT of stores, but that’s not the point.

I walked in out of curiosity and walked out with a pair of microfibre training pants. They are absolutely awesome. I wear them about 8-9 months of the year when I am training for squash, doing drills and routines. They are NOT lined and cover my compression garments – SKINS. As great as they are, I have been unable to find any, anywhere.

That brings me to my most recent trip back to Vancouver – I went back into the Running Room store with my pants in hand to get an additional pair.

The salesperson (I forget his name!) knew exactly what I was talking about because he too had a pair and liked them as much as I did!

They were out of stock – discontinued!

But he searched online and found 2 pairs at a remote store. The challenge was that I was leaving in a few days to return to Sydney, Australia.

Lots of things transpired – multiple people were involved to make sure I got the 2 pairs for the liquidation price of $20 each…

I mean c’mon… Who goes out of their way to sell $40 worth of leftover stock?

The Running Room does!

Running, Run, Jog, Jogger, JoggingI figure they do it because they are not in this for SALES, but CUSTOMER SATISFACTION. I mean c’mon it’s a store ONLY for runners. If you’re not focused on customer satisfaction, how could you survive let alone thrive as they have?

With a niche of people who are dedicated to their sport, their hobby, their passion – running – you’d be a fool to focus on sales.

They totally get why they’re in business and even though I am not a runner – I am a HUGE FAN.

They made my day and now every time I put on my training pants I am left with a sense of gratitude for every one who went that extra step.

I can’t thank them enough, but I can make sure as many people know about them as possible.

Tell all your friends and family who run or are otherwise athletically inclined!

*
Isn’t it sad that I am celebrating something that should be normal, average, expected?

The great news is that for those like the Running Room, they get the benefit of being the EXCEPTION, the stand outs… The ones people want to go to. At least they get that benefit/advantage… Because they totally deserve it!

The next time YOU get outstanding service – make sure you tell as many people as you can!

The evolution of advertising

Today’s blog post is a colourful overview of the history of advertising that captures the evolution of sales and marketing over the past decades. It’s always worthwhile to see where we’ve come from to determine where we’re going. Even though it has an American slant to it, it’s still interesting to review the milestones retrospectively.

Enjoy!

Advertising, Media, Ads

Benefits Versus Features

We all know how effective Apple’s commercials and advertising are, but why are they so persuasive?

In this instance it’s the singular focus on benefits rather than features. In our Killer Kopywriting System, we explain this in full detail, but for today’s blog post ‘exercise’, just watch this video and see if you can do the same for ONE of your products and/or services.

You’ll quickly realise that you revert to FEATURES rather than benefits, which is one of the reasons why Apple outsells its competitors. The other is because their products are way, way better!\

Here’s the thing you really need to fully grasp – people BUY BENEFITS – NOT features. If you want to sell more, you simply need to translate the technical merits of your product or service into “What’s in it for me?”

Easier said than done, but well worth the investment. It’s the single most effective way to increase sales.

Verbal Vomit

Being exponential, I am always fascinated by how people abuse jargon and terminology to confuse and muddle their messages.

Jargon consists of technical terminology that makes perfect sense to your colleagues and co-workers but is annoying, useless and even confusing to outsiders like your clients, prospects and suspects.

The #1 culprits are politicians who babble forever never saying anything and technical “consultants” who use big words to sound self-important.

Many doctors, engineers, bankers and retailers have great ideas but struggle to make them ‘sell’ simply because their language is saturated with buzz words and jargon.

If you want to close more sales and attract more business then stick to plain English that a typical customer with an average IQ and without a dictionary can easily understand.

What’s interesting is the research involved Dr Daniel Oppenheimer, from New Jersey’s Princeton University, who found that students rated the intelligence of authors who used simple language and easy-to-read fonts as higher than those who over-egged the prose.
Words To Avoid, Buzzwords, Jargon, TLAs, Acronyms


Here is a list of useful tips to help you communicate more effectively…

  • Get clear on your outcome.What do you want the other person to do as a result of your email, letter or discussion? Clarity means making it easy for them to do what you want them to.
  • Communicate your thoughts in simple, digestive ways. Put your thoughts forward using simple and clear language, ideally in short sentences while avoiding the use of buzzwords and clichés.
  • Focus on your listener.Focus on what the listener needs to hear to buy your idea or get on your side.

Like seriously, The Marist College Institute for Public Opinion like has released its annual list of like the most annoying words of 2011 after conducting a public survey. Whatever.

Avoid annoying words and phrases like: Continue reading ‘Verbal Vomit’

Are You A Cost Or A Benefit?

Corporate Branding, Bland To Brand, Corporate PositioningClients see you in one of two ways, either as a COST or as a BENEFIT.

Examples of companies that are perceived as a ‘cost’

  • Lawyers
  • Dentists
  • Plumbers
  • Gym
  • Search consultants/headhunters

Examples of companies that are perceived as a ‘benefit’

  • Restaurants that you want to eat at (non fast food)
  • Jeweller
  • Concerts and events
  • Zoo and other attractions
  • Pubs, bars and other entertainment

Here’s the thing – UNLESS you transform yourself from a cost to a benefit, you’ll remain stuck in the vortex of price matching and discounting – BECAUSE the prospects SEE you as a cost and not as a benefit.

Continue reading ‘Are You A Cost Or A Benefit?’

Print media is alive and well – as it should be

I was just talking with a print publisher explaining to her that I am a firm believer in the immense value of print media – EVEN if we are in a digital age, we are still not about to forego print anytime soon. Print just has to COMPLEMENT digital capabilities. Both print and digital can and SHOULD co-exist at least for another 5 years (if not a lot longer).

If we look at email versus direct mail, you’d think the physical mailing would be on its way out, but there has been a resurgence of direct mail BECAUSE of the overload of electronic media. Most people sign up for every email subscription and don’t manage their inbox very well.

Recent research estimates the number of emails sent per day to be around 294 billion which means more than 2.8 million emails are sent every second and some 90 trillion emails are sent per year. Even though most are spam and viruses, emails are sent by around 2.5 billion genuine email users.

Regardless of the Internet Statistics, they all point to electronic information overload with the average professional receiving more than 100 e-mails every day. That’s enough to load up your inbox quicker than you can clean it out.

That’s why the physical mailing has not only become an attractive alternative to email and online marketing, but a source of pre-screened and highly qualified visitors.

The Retail Advertising and Marketing Association (RAMA, USA) report that consumers are most motivated to begin an online search after viewing advertisements in magazines followed by ads on television and then newspapers.

RAMA, Offline Consumers Research Online

Offline Consumers Come Online Via Magazines

What print media publishers need to recognise and appreciate
is the tactile aspect of their product

Reading a Newspaper, Newspaper AdvertisingNothing beats having a newspaper, magazine or book in hand. I totally understand the sexiness of an iPad, but it’s NOT the same experience. It’s a DIFFERENT ONE.

That’s the point I’m trying to make.

Print is print is print.

When publishers forget that, the game is over.

So what is a print publisher to do?

  1. Embrace digital technology to complement, supplement and enhance the print medium with additional features and benefits.
  2. Link the print medium to online alternatives with polls, surveys, feedback, audio and video components. A print article can easily be an introduction to a full in-depth interview or book chapter available online as an opt-in download.
  3. Print-exclusive promotions such as tear-out coupons (identified as such) can bolster subscriptions and/or increase distribution.
  4. Physical distribution costs can be shared with partners who have a vested interest in the publication’s increased reach.
  5. Want to know more ideas and suggestions, contact us – it’s what we do for our clients!

A recent study showed that about 8 in 10 Canadians read a newspaper each week with American weekly and British daily readership at 64 and 49% respectively.

Magazines Canada reports that magazines are read by all age groups, and an average of 78 % read a magazine within the last 30 days.

An analysis by the Magazine Media Fact Book reveals American magazine reading habits include 93% of adults reading magazines for an average of 42 minutes per issue.

Print media statistics, Magazine StatisticsIf you think it’s only the senior demographic that is holding on to physical print media, you’re dead wrong!

A recent study discovered that North American consumers, aged 18-34, prefer direct mail over online media for many types of marketing communications.

Examples of consumer preferences for offline versus online are:

Product Offline Online
Personal Care 62% 22%
Food Products 66% 23%
Cleaning Products 66% 20%
Over The Counter Medecine 53% 21%
Sensitive Health Products 46% 21%
Prescription Medecine 45% 21%

Young generation reading magazinesBut there’s a condition for the young generation to hold on to traditional print media.it’s vital that there be a cross-channel synergy between digital and direct mail for it to be effective.

So there you have it, if you want to get more sales in 2012, you need to go back to traditional offline marketing and leverage it with online ‘web enabled’ benefits.

How To Lose Sales Quickly And Easily

I’ve had a supplier for several years (identity hidden because I didn’t like them and this is not about bashing someone’s product or reputation) and recently needed a new service. We went out looking for the new service, selected it and a week AFTER the purchase was made, my existing supplier (of another service) sent me an email and BURIED in it was the mention that they offered the service I just bought and I had NO IDEA WHATSOEVER that they offered it. Not only was I not a happy client, I wasn’t even a suspect or prospect for their other service. I never even considered it!

The moral of the story is self-evident – if you don’t tell your clients what you have to sell, they won’t buy.

It just amazes me how much effort people put into finding NEW LEADS when all the sales they ever wanted could be right there with their existing clients…

Something to think about!

Antimimeticisomorphism: A Bra Example

Today’s short YouTube Video shows you what an antimimeticisomorphic marketing person can come up with to promote women’s bras and undergarments. It’s tasteful, different and gets people’s attention by INVOLVING them in the process.

Selling To Non-English Speaking Prospects

This 4 minute YouTube video takes a fun approach to resolving the challenge of breaking the language barrier in selling to non-English speaking prospects… Sometimes the obvious is well… obvious!

The customer is not always right

Recently, I attended the 2010 Vancouver Olympic Winter Games and I came across this story about one of Canada’s top franchises that banned a disruptive client from its stores.

I don’t know the details of the story, but I like the fact that the retailer made the decision it wanted to make – to get rid of a disruptive client.

Continue reading ‘The customer is not always right’

Risk Reversal

I often talk about Risk Reversal as an Exponential Marketing Strategy. This YouTube video is something US Corporate America had never seen before. I guess you have to wonder if it’s too little too late or the real question might be “if they had this risk reversal guarantee years ago, would they be in the situation they are in now??!?!?”

Hmmm…. Something to think about.

This Business Mastery Blog is all about putting Exponential Marketing strategies, tips and ideas in front of you so you can assess, evaluate and consider them for your business or career.

When you think you’re ready to step on to the fast track of exponential results and success, come on board and join one of our programs.

You know how to reach us: www.ExponentialPrograms.com.

In one simple sentence, we teach our clients to use strategies like risk reversals, not out of desperation and despair, but within a proactive strategic approach that enables and empowers them to out-perform their competitors on an on-going basis with a lot less effort and with a lower cost base.

Great Advertising Ideas

If you’re looking for advertising ideas, check out this website that has a growing collection of great advertising concepts. I promise you they are way out there – totally original and yes, absolutely positively EXPONENTIAL! Just click on the hyperlink and be amazed!

Retail Sign Humour

A good sense of humour never hurts, unless of course if you’re INsignificant!

Exponential Marketing Strategies include the use of humour as long as it is tasteful, relevant and ADDS to the customer experience as this one plain does with a tongue-in-cheek approach. Think of ways you can re-phrase want you do using puns and other linguistic skills – we teach them at Unleash The Speaker Within as well as in our Killer Kopywriting and Konversation WorkshopsContact us if you want to take laughs and giggles and turn them into sales!

Big Mens Clothing For The Significant Man

Big Mens Clothing For The Significant Man

Exponential Sales Closing Techniques

WARNING!   WARNING!   WARNING!

The YouTube videos in this blog post necessarily include profanity. Please do NOT view them if you have an aversion to the F-word or S-Word. I consider it necessary for the profanity to remain for the FULL IMPACT AND LESSONS to be experienced.

These videos are part of the Business Mastery Platinum Program Curriculum as we teach exponential self-selection and call to action sales techniques to convert 200%, 300% and sometimes even 500% more sales WITH the SAME CLIENTS they’ve been dealing with all along.

DISCLAIMER – - – DISCLAIMER – - – DISCLAIMER – - – DISCLAIMER

These videos are excerpts from Major Hollywood Block Buster Movies – I am NOT endorsing the companies or the sales people and their ethics – I think it’s blatantly obvious that these are EXTREMES that are created to tantalise and sensationalise movie goers.

The LESSONS HOWEVER, when used in ethically and morally correct ways are PRICELESS. Continue reading ‘Exponential Sales Closing Techniques’

Exponential Marketing Principles Revealed

Every once in a while I get carried away with ideas, thoughts and what I call distinctions (key tips and techniques that make all the difference in producing results)… Today is one of those days. This post covers what I call the basics of Exponential Marketing for both the NOVICE as well as the VETERAN of Exponential MasterMind Thinking.

Exponential Marketing 101: Mindset

It all started for me with Albert Einstein’s quote “The thinking that got us to where we are is not the thinking that will get us to where we want to be.” That hit me like a two-by-four across the head when I first hear that in my mid twenties…

If you are in your twenties or can remember what you were thinking back then, chances are you were like me – thinking you ‘knew it all’ or at least knew enough…

Boy were we wrong!

So if we have to change our thinking – HOW exactly do we do that? That’s a dilemma and conundrum wrapped up in a paradox!

I was able to make my first quantum leaps (to use some of Einstein’s terminology) listening to Anthony Robbins for Personal Peak Performance Development. It’s important to note that he is a PEAK PERFORMANCE coach, not just a ‘positive mental attitude’ motivator – in fact he hates being called a motivational guru – for a reason.

Motivation is empty – it just gets you fired up with nowhere to go.

Personal Peak Performance is all about knowing who you are and using THAT knowledge to propel you to an outcome, goal or even a life-long dream. In as much as Tony Robbins is great, don’t get me wrong – he is the world’s best at what he does – his teachings, programs, events and products are not enough.

That’s when I learned I needed to triangulate multiple frameworks from other world-leading minds such as marketing genius Jay Abraham, sales master Brian Tracy and spiritual and philosophical mentor Deepak Chopra.

Triangulation in simple terms is like what a Global Positioning Satellite (GPS) does to locate you on the earth – it takes each dimension (x, y and z) and determines where you are along the axis to pin point your exact location.

What I do for myself (and now my clients) is create a continuum of strategies, tactics and techniques along the 4 axes (peak performance, marketing, sales and philosophy) whereby the INTERSECTION of these 4 dimensions is the point where your Exponential Potential is released to give you a quantum breakthrough.

I know it sounds surreal and I guess it is for the uninitiated.

Once you adopt an Exponential  Mindset, it’s like learning a new language – you stop translating and start thinking in the new language – only then can you consider yourself fluent… In linguistics, fluency means you can communicate with a whole new group of people who speak that language. In business, that fluency means abundant wealth and success – because you now possess the language of profitable thinking.

I call this antimimeticisomorphism. I even have a website dedicated to having fun doing out-of-the-ordinary things that create extra-ordinary results with the least amount of effort at the lowest cost.

I have a series of fun videos on the concept on my Personal Mastery Blog under the category antimimeticisomorphism.

I am about to publish a bestseller of the same name – via an interactive publishing model involving a small group of contributors that has already spawned a secret website.

As you can see for yourself – this is a VERY different way of doing things… That’s the whole point!

But you know what? It’s also great fun – producing new, exciting products like the Marc-Ka-Ching Kube™ and concepts like the 1 percent improvement doctrine outlined in the following two short YouTube videos.

The 1 Percent Improvement Doctrine 1/2

Continue reading ‘Exponential Marketing Principles Revealed’

Sales Tip #1: Transformational Vocabulary

This is the first of a series of posts on sales strategies to get you to SELL MORE with LESS EFFORT. Disarmingly simple and straight to the point, each one is designed to help you get your 1 percent improvement from your sales activities and conversations. Let’s get started shall we?

Transformational Vocabulary Sales Tip #1

Don’t replay bad sales calls in your mind or repeat them to others other than when you are analysing them for improvement. Too often, salespeople – especially telemarketers will get off a call than went wrong (the sale did not get made) and repeat it to their colleagues – this is disastrous for morale as well as a time killer that serves NO purpose other than to suck you deeper into the Vortex Of Mediocrity.

Once a call is over, make the mental and physical notes of what went wrong and what was done right and MOVE ON TO THE NEXT ONE.

Any dilly-dallying is an indulgence that you can’t afford to do.

Even if you are not repeating this verbally – STOP your negative self-talk immediately and see what happens.

This is MUCH harder than it first appears.

Sales is all about attitude – you cannot afford to indulge in this ‘popular’ habit – it’s a profit killer – like second-hand smoke – it kills the smoker as much as it does innocent by-standers.

Sticking with the smoking analogy, whenever someone around you starts blowing ‘smoke’ your way – stop them immediately – nicely letting them know you’re not interested.

How To Sell More Services

If you’re a service business that is mandated to ‘do stuff’ for clients on an out-sourced basis and you get paid on an on-going retainer basis, you need to know the #1 reason people STOP buying from you or cancel their contracts…

Chances are it’s because you keep them in the dark – I’ve talked about this before when I posted “How you can stop losing sales in 5 minutes“.

But what I didn’t explain is that if you take this concept to the next ‘exponential’ level, you not only keep them informed, but you INVEST the time and EDUCATE them about what you’ve done.

For example:

  • If you optimise Google Adwords, you can let them know the words that have become more profitable, that convert more and or produce more back-end sales. This helps the client create SEO optimised blog posts, sales page content and/or other more effective advertising.
  • If you are a solicitor, lawyer or other legal professional and have come up with a solution to a problem that has been either overlooked or otherwise neglected by others, as part of your research or discovery process, when you explain it to your client, he/she will have a greater appreciation for your expertise and know-how and you will end up with a smarter client.

But most importantly, the EDUCATION is valued by the client and THAT is where the payoff is.

I was speaking with a colleague yesterday and she pointed to a pile of documents on her desk and said “I’ve wasted the past year taking care of refunds, claims and complaints… I hate that work, what a waste…” I then explained that what she LEARNT over the past 12 months was to do the triage of the cases that were worthy of attention and those that are not. By learning this craft, she can now use that in future roles with other clients she consults to – BUT it is a WASTE if she doesn’t use it and it is SUB-OPTIMISED if her clients don’t know she has this skill.

She could quickly and easily create a 1 to 2 page document that explains “How to quickly identify frivolous law suits” that she can then follow-up with “How to get rid of frivolous law suits quickly and effectively”.

So there you have it, a few ideas to think about…

Educate and inform your clients as much as you can and you will reap the rewards.

Whatever you do, don’t keep them in the dark.

If they are kept in the dark, you’ll be out of sight and out of mind PLUS if someone else comes around and turns the lights on, it’s ‘lights out’ for you!

I know some of this stuff is seemingly obvious, but in a recession, EVERYONE is keeping tabs on their expenses and SERVICES are the FIRST to be cut.

They are the first to be cut BECAUSE unless you QUANTIFY the value for your clients, they will never fully value what you are doing for them.

Profit Cancers May be Killing Your Sales

What would happen if your marketing worked? Answer the questions in the Business Marketing Autopsy and you’ll discover the profit cancers that may be killing your sales… Click on the banner below to access it for FREE.

Usually $297, it’s yours for FREE, until I change my mind… Which could happen at any time. Don’t wait, it’s not worth the risk to your business’ health.

Get The Best Business Results With The Least Amount Of Effort

Even though I’ve written the book on how to Get The Best Results With The Least Amount Of Effort, today’s post is about going one step beyond the book the #1 reason people under-perform and don’t realise their full potential.

If you haven’t yet bought my book Get The Best Results With The Least Amount Of Effort you really should click on the hyperlink and get your copy now. At $27, it’s one of the most inexpensive, cost-effective products I sell. In fact you get 2 books for the price of one AND you also get my Speed Learning Video, worth $47 INCLUDED FOR FREE as a bonus!

Get The Best Business Results With The Least Amount Of Effort

Get The Best Business Results With The Least Amount Of Effort

Now that I got that out of the way, what I want to talk to you about is…

The #1 reason over-achievers under-perform

Continue reading ‘Get The Best Business Results With The Least Amount Of Effort’