W. Clement Stone once said that, “Little hinges swing big doors.” This means that a slight change can make a huge difference in your profitability.

Oct 27, 2020

Here is one of those small changes that has worked very well for me. When mailing lead generation letters to corporations, instead of having a big, bold, headline at the top of your letter, simply use your letterhead (provided your letterhead looks business-like). After the salutation, make the first sentence your headline. Here’s an example: […]

Marketing

Here’s my super-powerful secret selling weapon: I listen

Oct 26, 2020

Below are three things I listen for and try to find out: What keeps the prospect awake at night, unable to sleep because of frustration, anger, and resentment? What does he fear and worry about most? What overriding value is most important to him as demonstrated by his behavior and actions? Is it family, marriage, […]

Marketing

“Stop selling and start building authentic relationships based on trust, authenticity, and integrity. When you treat people as people, not prospects, and reveal your trustworthiness, they will start to trust you. They will see you as a problem solver focused solely on their needs. From there you have the basis of a long-term relationship – the true competitive advantage.” Sidney Biddle Barrows

Oct 24, 2020

Marketing

“When you consciously attract the ideal prospect, customize your product or service for that particular niche market, and sell it in such a way that the customer has a wonderful experience while buying it or using it, you can pretty much charge whatever you like.” Sidney Biddle Barrows

Oct 23, 2020

Marketing

“The most basic strategy for reducing sticker shock is to introduce the highest price option first and work your way down, making the price of what you were really looking to sell in the first place seem reasonable in comparison. But make sure you are talking to your ideal prospects/customers and that they have money to spend.” Sidney Biddle Barrows

Oct 18, 2020

Marketing

How to Write Excellent Product Descriptions That Sell

Oct 17, 2020

In the digital marketplace, consumers have more options than ever. Therefore, the quality of your product description may mean the difference between you making or losing a sale. After all, compelling product descriptions help drive customers to purchase. They illustrate how a product fulfills their needs or wants and minimizes the need to seek more […]

Marketing

The personal appearance of you, the business owner, and your employees – clothing and grooming – is a very significant element of physical choreography and has a huge influence on how your clients, patients and prospects perceive your business.

Oct 16, 2020

Because appearance is such a personal issue, many business owners are reluctant to set and enforce standards of dress and grooming. This is a huge mistake, considering how strongly personal appearance influences customers. I find this to be one of the most difficult reforms my clients have to deal with, and they very often leave […]

Marketing