How to get a sales appointment with the boss

This is the best approach I’ve ever heard of for getting a high level decision maker — or anyone, for that matter — to sit still for your sales presentation. It goes something like this:

“Ms. Boss, I’m Sam Jones at the Acme Printing Company. We recently set up a new packaging production system for the Standard Corporation that saves them over $90 thousand a year. I’d like to show you how we did it. May I come to your office to meet with you?”

In a few words, tell the prospect about what you accomplished for another company, then offer to show her how you you did it. That’s all there is to it.

Any boss worth her salt will respond to this approach:  A real story about a real company and a real success. Of course she’d like to have that kind of success for her company.

Maybe you won’t be able to reveal the name of the company in your sales story. Just say “…a company like yours…”

This might be the best sales tactic you learn this year.

Posted in Sales & Service | Tagged , , | Leave a comment

Your direct marketing sure thing

P.S. is the part of your sales letter that gets read — virtually every time. Even if your readers just skim over the rest of your sales letter. That’s why I always put a P.S. at the end of letters. And sometimes a P.P.S, too. I think a P.P.P.S is a bit over the top, but I know many writers use it successfully.

P.S. gives you one final shot at your prospects —a chance to motivate them to take action; to emphasize your guarantee, your price, or your special terms; to pitch an additional benefit; or to punch home any other important sales point.

Always use a P.S.  Keep it upbeat and enthusiastic, and it’ll get read.

Posted in Direct Marketing | Tagged , , | Leave a comment

Keep your eye on your competition

Often you get so wrapped up in running your own business, you forget to keep an eye on your competitors. When that happens you run the considerable risk of letting them get ahead of you:  with big promotions, ad campaigns, price cuts, new sales materials, new products, and other marketing efforts that put you at a disadvantage.

It’s smart business to stay current on your competitors’ efforts. Collect their printed sales materials. Compare your prices to theirs. Phone your competitors — anonymously, of course — and see how they respond to new business leads.  Ask your customers what they’ve heard about the competition.

When you’re up-to-date on your competitors’ marketing practices, you’re prepared to counter them effectively, and avoid costly mistakes. Make it an ongoing effort. Markets change continually, and sales go to companies that change with them.

Posted in Small Business Marketing Ideas | Tagged , | Leave a comment