Early Christmas gift – make it their idea

When our friend Mac Toole was serving as a SC lawmaker, he had a wise strategy.
He would set out to convince one of the top leaders to introduce a bill his constituents wanted. It was easier to convince one leader than 123 other legislators. 
The leader would get the credit, Mac’s constituents would get what they wanted and everyone was happy. You can get a lot done in life if you don’t hog the credit.
I learned that early in peddling Watkins Products door to door in college to keep gas in my car. My best selling product was a lemon pie filling that was out of this world. My mother used it all the time. 
She said it cut a half hour off the time it took her to make lemon pie – and it tasted like she made it from scratch.
When I called on the ladies of the houses in my territory, I would ask if their families liked lemon pie. 99% said yes.
I would tell them how fast and easy it was for my mother to make lemon pie. 
I would offer them a bottle with the guarantee that if they didn’t like it, they would get their money back. It then became their idea that the lemon pie recipe was theirs. I used it to open doors and sell them other household products.
Always let your prospects think that whatever they buy was their idea.
PS. All of us at our little newspapers wish you and yours the happiest of holidays and the best in the new year.

Next: Take care of the pennies in 2021.

Get your prospects to open their wallets

Does your advertising really work?

It may but the $5,000 question is, does it gain the results that you want?

Our friend Ruth King had a client who hated his advertising. He was spending money on something that he despised …even though it was producing results.

Ruth told him: You are NOT the audience for the advertising. Ask your girlfriend whether she likes it. She is the type of person we are trying to attract.

“But I hate it,” he said again.

Ruth asked, “Is it producing results?”

“Yes,” he conceded.

“Then your opinion doesn’t count. Your customers’ opinions count.”

Tough lesson for him to swallow. The ads were working. He just didn’t like them.

Customers vote with their wallets. If they respond to your advertising, it is immaterial whether you like the ads or not.

The next time you plan an advertising message, give it to a few friends who are like your target audience. Ask them whether they would do what the ad requests – go to a website, call a phone number, etc.

If they like it, then do it. The rest of your target audience is likely to respond, too. If they like it, then do it. The rest of your target audience is likely to respond too.

Remember: It doesn’t matter what you think about your marketing and advertising – it matters what your customers think. They will vote with their phone calls, emails, and pocketbooks.

For more brilliance like this, sign up for Ruth’s complimentary newsletter at rking@profitabilityrevolution.com

We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.” 

For a $20 personally autographed copy, contact us at 803-359-7633.

Next: Think small for bigger profits

Copyright 2020, The Bellune Co., Inc.

The best way to gain more customers

Our friend Ruth King told us about her friend who asked for referrals for their new air conditioning system. None of the sales people asked why the friends called.
Make sure your salespeople ask how prospects heard about or who suggested you. Then thank those who referred you.
Prospects who call your company on recommendations are passive referrals.
No one in your company solicited the referral. It came because of a great job you did and your happy customer referred others to you without being prompted. These referrals prove you did a great job and the customer was happy to mention you.
Active referrals come when you ask customers for them. Many do it through social media: “If you liked our service, please review us on Google, Yelp, etc.”
Active referrals can come from incentives. By offering a gift, product or service for referrals, some customers become de facto sales people for you.
Put a statement on the bottom of your invoices that says, “We grow our company through referrals from family and friends. If we did a great job, please let them know.
“If we didn’t, please let us know.”
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633 or email JerryBellune@yahoo.com.
Copyright 2019, The Bellune Co., Inc.

Your best source of new business

All of us know we should ask for referrals but we too often forget to ask.
Our friend Ruth King advises her coaching clients to place a statement at the bottom of their bills, proposals and the backs of their business cards.
Print “We grow our company through referrals from satisfied customers. If we provided excellent customer service, please tell your friends and colleagues. If we did something wrong, please tell us and we will fix it. Our goal is 100% customer satisfaction.”
This statement lets a customer know that you are serious about providing outstanding customer service and that you appreciate referrals. Some will call you with referrals. Some will let you fix a problem rather than spreading the fact that they were unhappy to friends, neighbors, and social media.
The statement on proposals should be slightly different: “We grow our company through referrals from satisfied customers. If we provide excellent customer service when you become our customer, please tell your friends and colleagues. If we did something wrong, please tell us and we will fix it. Our goal is 100% customer satisfaction.”
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633 or email JerryBellune@yahoo.com.
You can also order an electronic edition through Amazon by clicking here.