Your ‘Goldilocks Offers’ will close more sales

If you’ve shopped at your local grocer lately, you may have noticed “Yogurt-copia.”
There are so many choices – apple, banana cream pie, orange, peach, strawberry, etc. – it is dazzling and confusing. Which ones should you buy?
Consumer research shows this is having a negative impact on consumer sales. The multiple choices are hurting – not helping – boost yogurt sales.
That should be no surprise if you’ve read Robert Cialdini’s excellent book, “Influence.” Cialdini writes that fewer choices actually boost sales. Otherwise consumers become lost in the forest of choices.
Go to the frozen food section and you will find a similar cornucopia.
You’ll find a staggering array of brands and flavors of ice cream, frozen yogurt and ice milk.
Which will your family like?
In the Goldilocks story, 1 bowl of porridge was too hot, 1 too cold and 1 just right for Goldilocks.
She chose the 1 just right.
I recommend you limit, not expand, the choices you offer clients and prospects.Your understanding of your prospects’ wants and needs helps you pick the 3 best choices to offer them.
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633.
Copyright 2019, 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.

You must believe in what you’re selling

Call us old fashioned. We’ve been sold on the power of newspapers and advertising most of our lives. And it has served us well.
Prospects can tell we are talking with them about something we believe in. Without that belief and the passion it gives us, we may not have sold the first ad campaign.
It takes passion to motivate yourself to get out there and show others how what you offer can improve their lives.
Sales legend Zig Ziglar said that we must have passion and belief in what we offer.
One of Zig’s favorite stories was about his colleague who wasn’t selling much.
Zig asked him if he owned the product.
No, the man said, but he “planned to” after he made a few sales.
Zig sold him a set of cookware that day.
He made a commission on it that his colleague could have used as a discount had he taken the initiative to buy it himself.
We must believe in our product or service so strongly that we own it ourselves.
If you won’t invest your own money in your offer, can you expect others to?
Your prospect will feel your lack of belief and passion. Your prospects will perceive that you don’t truly believe in what you are offering and your sales will plummet.
We discuss such ideas in “Maverick Entrepreneurs’ Million Dollars Strategies.” For a $20 autographed copy, call 803-359-7633.

Copyright 2019, The Bellune Co., Inc.

Is ‘selling’ the wrong word to use?

Salesman Harv Eker says he doesn’t like the word sell. He’s not alone. He thinks it has a negative connotation.
He suggests that to avoid saying “sell,” say “help.” By using “help,” you emphasize an important distinction in your thinking and customers’ or prospects’ thinking.
Harv wants you to help people, not sell them something. It makes sense.
Most prospects want solutions to their problems – not products. They want what your products can do for them. That’s the main reason they buy from you.
The other reasons are that you offer them a benefit too great to refuse or the fulfillment of their hopes and dreams.
No one buys from you because you’re smart, trustworthy or good-looking.
They give you money because you solve a pain or a problem for them or offer such value or hope that they can’t refuse.
The Godfather had it right. Make them an offer they can’t refuse. If they don’t see how you can solve their problems, you’re wasting your time and theirs.
Here’s one we have found that also works: Use “invest” instead of “buy.”
“Buy” implies an outgo of their money.
“Invest” suggests a return and reward.
We discuss this and other ideas in Maverick Entrepreneurs’ Million Dollar Ideas.
For a personally autographed $20 copy, call Katie and Jewel at 359-7633.
Copyright 2019, The Bellune Co., Inc.

A sales secret anyone can practice

Our friend Chuck McCurry recalls a salesman who thought he was smarter than everyone else. His relationship credo was: “Prospects aren’t your friends and never will be. If you want a friend, get a dog.”
This brash young man did not last long.
Chuck spent most of his career practicing what he calls Golden Rule Selling. It’s a simple principle. “Treat others,” as Jesus said, “as you would want them to treat you.”
Chuck first heard about Golden Rule Selling from Zig Ziglar, the well-known author, and Mary Kay Ash of Mary Kay Cosmetics. They were good friends and had similar philosophies about selling.
Mary Kay reps depend on repeat customers. If their customers think they have been taken advantage of or didn’t get their money’s worth, they cease to be customers.
No one can please everyone, Chuck writes in “Maverick Entrepreneur’s Million Dollar Strategies.” Even Jesus was not accepted by everyone. Don’t beat yourself up when it happens, because it will.
But at least be honest in selling. You will be tempted to embellish the benefits of what you are selling. But when the truth comes out, you lose the customer’s trust.
Chuck has talked prospects out of buying if he didn’t believe they would benefit.
Chuck talks more about selling in “Maverick Entrepreneur’s Million Dollar Strategies.” To order a copy, call 803-359-7633.

Copyright 2018, The Bellune Co., Inc.

Lexington native shows how to sell more

How do you put out fires in your life?
Specifically, how do you prioritize in making important decisions?
Professional speaker and insurance agency manager Michael Aun has developed a system that could help you set priorities.
Michael uses a daytimer to set his schedule, take notes and be accountable if Uncle Sam wants a close look at his deductions.
He uses a 2-page system, keeping longer-term goals and projects on one and the current day’s schedule on the other.
These are the appointments already scheduled. They have “A” priority.
He prepares thoroughly for these appointments so that there are no guessing games about the purpose of his visit or what he wants to accomplish. These take priority over the rest of his day.
He spaces appointments 2 hours apart, starting at 8 am and running to 8 pm. This gives him 7 time slots that he can use for “green” activity – making money. He says he can’t sell people unless he sees them.
Michael can show you how he does this and other strategies to sell more to more people more often for more money in “Maverick Entrepreneurs’ Million Dollar Strategies.” This new book will help you organize and run your business more profitably.
To place your order for a $20 autographed copy, call 803-359-7633.

Copyright 2018, The Bellune Co., Inc.

The iceberg approach to marketing

Much of effective marketing is like the submerged part of an iceberg — invisible but powerful and important. For example:
Business strategist Ann Elliott took a successful business leader’s advice to write a newsletter for her clients and prospects. He said it would provide value for them and establish her as an authority and someone worth listening to.
Ann dragged her feet for months.
At an association conference presentation, she stepped out on a limb and offered to send her new electronic newsletter to the audience. To become a subscriber, all they had to do was give her their name and email address.
As the clipboards moved through the audience, she promised to send them the inaugural issue. In 2006, she published the first issue of “The Leadership Strategist.” It was a concise commentary on leadership with strategies, insights and tips for running a business on purpose.
A subscription is available at www.berkanacompany.com with a complimentary diagnostic tool, “Find 10 Surprising Reasons Your Business Has Profit Leaks.”
Ann shows other strategies in a new book, “Maverick Entrepreneurs’ Million Dollar Strategies” coming next month.
For advance orders, call 803-359-7633

Does your advertising make money?

The secrets of advertising that works

Brand marketing is pushed on business owners and professionals by many marketing and advertising companies.
This kind of advertising emphasizes the owner or the professional, their credentials and services they provide. Little of it is about the prospects’ problems, writes successful dentist Greg Wych in “Maverick Entrepreneurs’ Million Dollar Strategies.”
This advertising is usually “pretty” and plays to the ego of the professional, not the needs of or benefits to the prospect.
Although the transaction size can be large, especially in sedation or cosmetic dentistry, this type of advertising has a poor return on investment.
Wych began to study and use direct response and lead generation advertising through the ideas of Dan Kennedy.
This type of advertising may look “ugly.”
No white space. No pictures of the doctor.  No mundane lists of services.
Dan Kennedy preaches the use of the right media to deliver a message that cannot be ignored.  Most importantly, the results must be measurable, Kennedy says.
If you don’t know which ads bring you business, you may be wasting your money.
Wych and 10 other entrepreneurs reveal their secrets in “Maverick Entrepreneurs’ Million Dollar Strategies” which will be published next month.
To reserve your copy, call 803-359-7633.

Do you dare do this kind of advertising?

Outrageous ads gain outrageous results

Some time ago we offered a 10-year newspaper subscription. We were delighted when a 93-year-old optimist took it.

This week we are casting caution to the winds and offering a “lifetime” subscription. It is expensive and we really don’t expect many will take us up on it. You never know, though, until you try it.

A friend of ours thought we had lost our minds with this offer. He may be right. The full page color ad will attract attention that we want. In a PS at the bottom of the ad, we offer a somewhat more modest and less expensive 20-year subscription. That’s what we’re really selling.

One of the major problems we see in advertising today is that it is boring. It does not address the target audience. They need and want what you have to offer.

Boring ads tell no intriguing stories. Make no outrageous offers. Neglect to tell you what’s in it for you. Make no irresistible calls for action. Do not give you multiple ways to respond and place your order.

Our outrageous message is going to more than 30,000 people who can afford what we’re offering. We aren’t courting the universe – just a few affluent readers.

Think about your own advertising. Is it outrageous enough to attract attention?

To place an advance order for our new “Maverick Entrepreneur’s Million Dollar Strategies” email JerryBellune@yahoo.com. Bulk orders are available, too.

Can you possibly advertise too much?

Department store king R.H. Macy said half his advertising brought in most of his business – he just didn’t know which half.
That’s a common complaint from business owners who don’t track their sales.
In the Internet Age’s Google Analytics, Instagram Insights and other technology, anyone who does not track results is either lazy or a dope. Don’t you be either.
 Some business owners have asked us how often they should advertise, online and in print. The right answer is “every day” -–and more than once a day if you can.
It’s why you receive so many unsolicited offers in your email inbox. It’s why you see so much print advertising in newspapers and magazines. If you let your competition beat you, he’s going to gain an advantage and cut into your market share.
It’s why Sears and Montgomery Ward sent catalog after catalog to rural families who lived far from their stores. It’s why L.L. Bean and Eddie Bauer continue to do it.
They know they must constantly keep themselves in your mind. They know you will page through catalogs, newspapers and magazines and see something you like, then go to their store or website to buy it.
We have a novel feature we offer our advertisers. They buy an ad in the Chronicle and get the same ad in the Lake Murray Fish Wrapper and on our site. Their ads have links in them that carry customers to their sites to place orders. Can you imagine what that could do for your sales?
For a complimentary digital copy of “Uncover Your Inner Sales Genius,” email JerryBellune@yahoo.com