Oct 23, 10
Read in July, 2010
** spoiler alert **
A meat and potatoes business book. Up there with E-Myth Revisited and Ultimate Sales Machine.
"I have good news - there are only three ways to increase your business:
1. Increase the number of clients.
2. Increase the average size of the sale per client.
3. Increase the number of times clients return and buy again."
"Realize this hard fact: The people above you (bosses, management, and organization leaders) want one thing most of all - they want solutions to problems. Solutions that make them look good and help them achieve their goals. They want the people who report to them to be problem solvers. These strategies will give you those solutions and turn you into a problem solver. Employers will kill for problem solvers."
"Your goal is to eliminate as much, if not all, of the risk in the transaction for your client. When you take away the risk, you lower the barrier to action and eliminate the primary obstacle to buying."
"Find something that no one else in your company is doing (or doing well) and voluntarily add it onto your responsibilities."
"A business strategy that may be as common as dirt in one industry can have the effect of an atom bomb in an industry or business application where it's never been used before."
"Always discover what the hidden opportunity is in every situation. Try to uncover at least one cash windfall for your business or employer every three months. Engineer maximum success into every action you take or decision you make. Build a business breakthrough foundation based upon multiple streams of idea generation instead of a single idea source. One of your breakthrough goals is to always make you, your business, or your product special, unique, and more advantageous in your client's eyes. The more value or wealth you can create for your client, the greater the power of that breakthrough. A breakthrough's purpose is to help you or your business maximize personal or organizational leverage in every commitment of action, investment, time, effort, opportunity, or energy you make. Breakthroughs increase in direct proportion to the amount of networking, brainstorming, and masterminding you do with like-minded, success-driven, people outside your industry. Your goal in creating breakthroughs is to use ideas to create more value for others. Breakthroughs fuel growth thinking. Growth thinking seeds/breakthroughs...the two go hand in hand. The best breakthroughs take away risk or resistance from the other side. So it's easier to say yes than no. Employ as many success practices of others outside your field or industry by adopting or adapting their philosophies and methods to your business situation."
Most people think, "What do I have to say to get people to buy?" Instead you should say, "What do I have to give? What benefit do I have to render?" It has nothing to do with sales shenanigans or trickery or schemes. It has everything to do with what benefits you give your clients."
"People will work harder not to look foolish than they will work to gain an advantage."
"The primary reason people don't want to buy is that they don't want to look bad in the eyes of their peers, and they don't want to make a mistake."
"Ask yourself how you would make a client's end result even more complete."
"The cost of acquiring a client or a prospect is enormous. (Most businesspeople don't realize it, but they are in the client-and-prospect0generating business. That's the basic goal of all marketing. Don't ever forget it."
"But what if you could eliminate a lot of the expense, time, and inefficiency of "prospecting" and only spend your time and money on people who are ready to buy."
"Ask for referrals when clients are most receptive. This could be when they have just bought your product or service. This could be when you have done something great for them such as given them a large refund, a good sale, paid off a claim, or fulfilled your promised service or obligation. This could be when something special has happened in their lives such as a marriage, the birth of a child, a promotion, a special honor, being elected to a special office, retirement, or a transfer."
"In the last decade or so, a set of "rules" has been established in the direct-mail industry that provides guidelines on how to write a good letter, how to call the buyer to action, and so on. Marketing courses, book, and seminars have made these rules widespread. As a result, many direct mailings have become similar in content and appearance. I advise against doing anything drastically different. These rules become widely used because they work. Testing has proven which techniques work and which don't."
pg 302 is astonishing. The author lists the top 8 search engines. No where on there is Google.