Brandon L. Clay's Blog, page 12

It's Closing Time! part 2

  Instincts.  The formal definition from Dictionary.com is  "A natural aptitude or gift." "Natural, intuitive power." My momma used to say about peoples instincts for singing... "It ain't about being able to hit the high notes...it's knowing when to hit them...and when not to." Momma knows best!  How are your closing instincts?  It is about knowing when to push, when to back off...when to give more details, when to get quiet...when to speak and when to listen. After years of honing the craft, it begins to have a rhythm...a cadence.  Not that it is routine or "I have heard it all before" bravado... it is instincts.  Closing instincts is rooted in understanding human behavior and creating a "verbal resonance" that hits the chord just right and gives the prospect confidence to act.  When you develop it, and it can be developed through experience, instincts can help you close sales that others wouldn't have a chance to close. Then you are in a special category.   Let's take a look at more closing techniques and you can see which ones feel "instinctual"; The Trial Close - "Go get your checkbook" would be considered a "hard close"...a trial close is more testing the waters...sticking your big toe in before you leap.  In a fluid sales process, you should be using Trial Closes continually, without being too obvious...right after "hello". "Mr. Jones, I appreciate you letting me come and speak to you about your landscaping project.  How long have you been thinking of getting this work done?" The trial close is not explicit, but implies that the prospect is ready.  It is subtle, or not so subtle, suggestions that they are in a position to take action on your proposal or product. "I have my spray can handy, where would you want to biggest trees to go?  No worries, you can always change your mind later, but this gives us a better visual of the finished plan."   "I like the idea of crepe myrtles lining the driveway...it will give a stately appearance.  Do you envision the pink, white or lavender variety?" Trial closes are good for capitalizing on affirmative buying statements made by the prospect.  It allows you to set the stage for the "real close" without appearing to "salesy".   The Lost Opportunity Close - Some people are truly mulling over an offer (See the "Take Time to Think Close from earlier)...and some people are just procrastinating an important decision.  Such as life insurance.  We all believe we have all the time in the world to decide. You have to show them otherwise; "Mr. Jones, this particular policy issues based on last birthday age.  You are just 3 months from your next birthday.  Based on that age, your premium would increase by $10 a month, or $120 a year, or over the full term $2,400.  Additionally, the interest earned would have increased that amount to almost $7,500...of lost value. What could you do today with $7,500?   That is the high cost of waiting, wouldn't you agree?  Let's take care of this important matter today and give you piece of mind...and $7,500." There has to be something a stake to get them to move past procrastination and decision avoidance.  If your offer is truly time sensitive, like special pricing, make sure they understand the impact of indecision...another life insurance approach; "Mrs. Smith, I have had clients who enjoyed great health, just like you do today, and could obtain the lowest rates.  An unexpected illness then put them in another heath category and their premiums increased dramatically.  Some were not able to get immediate coverage.  We never know when things might change...let's do this today while everything is favorable." The Testimonial Close - I remember years ago when fitness guru Bill Phillips began his Body for Life contests.  It was the precursor to P90X and Insanity.  He offered $100k to the winner that had the best body transformation. He had 100's of photos of people who did his program and drank his meal replacement shakes.  As I scanned the pictures, I naturally gravitated to those that looked like my "before", but also represented my ideal "after".  With this simple pictorial testimonial...I bought the program and food. You can effectively use the Testimonial Close to create a higher level of credibility and create "referrals" from your satisfied clients. "Mr.. Jones, I have many clients who were a little unsure, just like you, but after experiencing the product and my level of service they are so happy they are willing to act as a reference.  Why don't I arrange a call for you to speak to a couple of them? Mrs. Smith, I have helped 100's of clients and many have given glowing testimonials...here are a few of them in my client "Hall of Fame" binder. (Referrals letters in a nice binder.) You can also use third party testimonials but be sure they are believable, genuine articles.  People want to know that others have used your services and have been satisfied...that is why Amazon reviews are so powerful! We will review a few more closing techniques over the next couple of days, but continue to develop your own...after all... It's Closing Time!  Until tomorrow, I wish you Money, Power, Success!  

Your Best Sale Ever! (part 2)

Happy Monday!
 We left of on Friday with me relaying a story of one of my best sales ever.  Let me give you a quick recap (or click here to read); I was young and selling insurance and annuities.  I had gotten a lead for a friendly older couple who had lost money in the crash (not that one - 1929...or that one...2008, but 1987!).  Their son was also there and wanted to control the transaction.  He was cynical, mistrustful and condescending.  There was a thick tension in the air to say the least (ever had one of those?).  I had just given my pragmatic overview of what it would take to make things better for his parents.  It was delivered with authenticity and sincerity...a winning combination. His reaction; "That was well spoken but doesn't convince me that we should work with you.  No offense, but you look all of 25 and probably inexperienced. My parents have sizeable assets and we need to be sure we get with someone who knows what they are doing."  In my sales training I talk about Relaxing and disconnecting from the outcome of the sale. At that moment I only had one Desired Outcome - to simply get a Needs Analysis started...not actually sell them anything.   I would treat the Needs Analysis as the close before the close...so I answered calmly, as you will never win an argument with a client, "Let me give a little information about the company, and the process we would use.  Our company is highly rated, even in this economic environment, and all cases the size of your parents go through three levels of review before final submission and approval.  In fact, you will have access to some of the best financial minds in the world. We would also evaluate your situation no less than annually with a personal review to make sure your goals are being met or make adjustments to the plan." Then I went for the "Did you order the code red close?" from A Few Good Men...I had nothing else to lose...right?  I continued,  "Candidly, I don't think yours is an issue of my experience, but one of trust. Trust is something built on integrity and sincerity...not solely experience. You should run from anyone that promises your parents won't lose money.   No one is in that position.  My promise to you is to leverage my company's vast resources and products to develop a strong plan. More importantly, I will take the time needed to explain it to you and your parent's satisfaction.  If that sounds like an approach that warrants additional discovery, then I would be honored to assist. The financial needs analysis does not obligate you in any way, but will reveal strategies that can accomplish your goals. Based on that, it is entirely up to you if we should continue?"  With that, I concluded and let silence to its work. After moments of awkward glances between them, Mrs. Prospect spoke directly to her husband.  "My vote is yes - I like the way he sounds and, eventually,we will have to trust someone, right?" Her husband concurred and despite additional resistance from the son, we were off and running with a financial needs analysis. I did place several products with them but the lions share went to another company.  The victory for me wasn't in getting all their money but putting myself in a position to have a chance. I proved a lot to myself that day and it has helped inform who I am as a sales professional. Likely, you have some similar defining moments in your experiences and career.  If not, you will. The key is to build a repertoire you can use to handle objections, to gain agreement and close sales.  You have to maintain your identity and sense of purpose in the process...all the while working hard to close sales to make a living. Is that possible?  Yes.  Sales professionals do it every day.  In your industry, in your company, and in your city.   Over the next few days we will continue to look at closing techniques.  Learn and apply what you read.  Something tells me you are yet to have...
Your Best Sale Ever!   Until tomorrow, I wish you Money, Power, Success!

Your Best Sale Ever! part 1

Happy Friday! We will get back to reviewing closes in a few days... promise! I want you to take a few minutes to think about your best sale ever . Are you still waiting for your first sale? It's coming! Let me tell you about one of my best sales ever .  I was about 26 years old selling insurance/annuities and had gotten a lead for an older couple and the son was going to be there. The lead said "difficult" by the son's name...sometimes too much information is not good but I had an overabundance of enthusiasm and never pre-judged what a lead looked like... I simply went thinking I could help them...aaahhh...to be young and naïve once again!  I pulled up to the driveway of a very nice house and the husband and wife were in a garden of beautiful roses.   "My mom would have a fit over these roses.  Lady Banks...right?" I began. "A man that knows his roses...are you into gardening?" the husband asked.."Only when my mother makes me.  You guys work too hard for me!" I answered laughing. "A good son!" added his wife. "Speaking of sons, ours will be here in a few minutes. He insists on being involved as we contemplate making some changes to our financial picture. We have been retired for 4 years and lost quite a bit of money in all of the financial calamity."
  "Yes, he insists on being here. Not sure if he is trying to protect us, or preserve our money to make sure we leave more to him," said the husband with a huff. Can you say tension? Just then, their son pulls up in a hurry and blurts out, "I hope you guys have not started without me, and for God's sake haven't signed anything!" "We were waiting on you and just talking about their beautiful roses. My name is Brandon Clay," I said extending my hand that was left un-shaken.
 "Roses, huh? Step one, build rapport, step two...fleece two elderly people, right? I've been in sales and I know how this works. Your business card says you are a insurance and annuities specialist - what does that mean exactly?"  Can you say antagonist?  I resisted the urge to meet his cynicism with defense or offense. Instead I did what I knew to do...I used my authentic voice;
  "My primary role will be helping your parents provide for their current lifestyle needs, protect their hard-earned wealth from additional risk, and preserve it to be passed on to future generations. I understand your suspicions about the current state of affairs. There were decades when people like your parents did all the right things, following what appeared to be sound advice...and then the game changed dramatically. That is regretful, but saying sorry to someone that has lost wealth is a small consolation. What needs to happen now? I believe a thorough review of your parent's resources, their risk tolerances and needs/goals should be blended into a comprehensive plan that can be implemented and, more importantly, understood by all involved."
 Awkward silence.  Actually, not awkward for me.   I had already disconnected from the outcome of the sale and figured the worst thing that could happen is that I walked out with some rose clippings to give Natalie... To be continued on Monday.  Some of my more devout followers will know that this true story is told in the 3rd installment of The Sales Crumbs Trilogy...Feasting on Sales Crumbs (shameless plug, but it is full of autobiographical stuff of my sales and life journey!) While you know there will be a happy ending to this story (and yours!), it is how we get there that matters.    The best things in life are the things we work for and earn through adversity...using our gifts and skill.   Make now mistake, we will all take an "easy sale", but only the more difficult ones can qualify as...
Your Best Sale Ever!   
Until Monday, I wish you Money, Power, Success!

It's Closing Time! part 1

You have made your way to the table.  You have described every feature your product offers. Then comes the moment of truth...will they buy? The awkward silence. You look at your prospect hoping they simply say," "I'll take it!" Sometimes they do...other times... There is an expression in sales that says, "Always Be Closing".  On the surface that phrase and the verb "to close" could seem manipulative and disrespectful toward clients. A battle over what they want to do and what you want them to do...a tug of war. Yes, the negative perception of sales is due largely to the tactics of people whose motives are less than sincere and their products less than advertised.  But when you are there to serve and the product meets the majority needs of your prospect, then closing is a necessary interplay ...no different then wooing and pursuing someone you are attracted to...just not as scary! It is the power of words. Sincerity of words is even more compelling, which is why some of the closes we will review will not sound or feel "right" to you.  The goal is not to script you (hard to be sincere when you are memorizing!), but to give you ideas on what to say when the moment of truth arrives. Let's start with some of the more common closes; Assumptive Close - The type of close "assumes" that the client will buy without them explicitly saying it.  Some sales people begin filling out the paperwork saying, "Go get your checkbook, I will complete the contract and everything will be done in a few minutes." This type of close allows you to take the first step of action toward completing the sale.  In the above example, the client will go get the checkbook or state an objection.  If they get the checkbook...proceed.  If you get an objection, you have more work to do.  Either path gives you a next step opportunity. Think It Over Close - Somewhat opposite of the Assumptive Close, this one actually "backs off" to give the prospects time to mull over their decision.  There is a point in sales interaction when you know they are serious but on the fence.  You could decide to exercise all of your closing muscles, or you can relinquish control and give them a reprieve  This type of close can establish you as a "consultant/advisor" more than an aggressive sales person.  It can also set the stage for a longer relationship due to your low pressure approach. "We have covered quite a bit, and you have asked some great questions.  You strike me as a very thoughtful person and a good nights sleep over my proposal might be all you need to have the confidence to buy.  What if I call you tomorrow at 6pm?" Yes, sometimes your act of kindness is just giving the prospect a way out of the sale - would they have bought anyway...or worse, had remorse?  You shouldn't use this until all major objections have been satisfied.  Some sales people hate the "be backs" as they believe they don't turn into sales.  Meticulous set-up and follow-up can actually help you close more sales by being willing to give them time to think.  What Can You Afford Close - Most products have pricing flexibility based on added features and "bells and whistles".  People are biased to have an "I want it all" mentality or "I just want the basics".  Whether it is a car with standard features, or an insurance policy with a variety of riders, there comes a point when you have to sell the customer what they can afford. "Mr.. Jones, affordability is always a concern and I want to provide you the highest value at a price that is comfortable...that would be important, right?  What amount per month is most comfortable for you and would still allow you to meet your desire to protect your family? You still want to connect value to whatever amount they can afford.  You don't want to "cheapen" the purchase because they aren't buying the superior product.  Depending on your product, as their life changes, you should be able to go back and upgrade or add more. In my profession of insurance, the overselling of premiums is the #1 reason for lapses...if they cant afford it...they wont pay for it! We will continue to review closing techniques over the next several days.  The key will be to review them and see if any of them jive with your product and your personality.  A student of sales will write out their closes and practice with a colleague for feedback...yes, we all hate role playing! But it works! In order to build a career in sales you will have to have an arsenal of closes and know when...
It's Closing Time!  Until tomorrow, I wish you Money, Power, Success!

Close for Business!

What is the singles fastest way to increase sales and your revenue? Get more leads and see more clients? Sure, that works, but that isn't the answer I was looking for....you would just be burning through people and facing burnout! A more detailed question: What is the single most efficient way to increase your sales and revenue?  Increase your close rate. Let's take a look at some math (hey, it's been a while!);   Direct Mail Pieces Response Rate # Of Prospects Close Rate Revenue from Sales ($500 per sale)  2,000 1% 20 30% $3,000   Lets double the response rate (it could happen!) and see the results; Direct MailPieces Response Rate # Of Prospects Close Rate Revenue from Sales ($500 per sale)  2,000 2% 40 30% $6,000   Not bad results.  Can you count on a 2% response rate all the time?  Not likely.  Plus, you are seeing twice the number of people.  Again, not bad, but not efficient. What if we went back to the original scenario and increased our close rate to 60%?  Don't worry yet about how you will get there.  I know many great closers who use 60% as a baseline...you can become a great closer. Direct Mail Pieces Response Rate # Of Prospects Close Rate Revenue from Sales ($500 per sale) 2,000 1% 20 60% $6,000  Seeing half the people, you make the same revenue. Ok Brandon, you have dazzled me with the math.  The real question is...  "How do I become a better closer?"  I did a Yahoo search for "closing techniques" and over 500,000 entries came up...I am sure I was in there somewhere!  I pulled up several websites and videos and listened to a few dozen people rant and rave about their surefire closing techniques.   A couple of my favorites; The Tear Up the Contract Close; "Mr. Prospect, I have obviously wasted my time and yours.  This contract isn't worth the paper it's written on...rrrrriiippp! (he tears it in half!).  What do I have to do to start a new contract and make this work?'
The I Will Get Fired If I Don't Close This Sale Close;
"Mr. Prospect, if you are on the fence about this transaction, I need you to do me a favor.  If I don't meet my quota this week, I will likely lose my job.  Can you help me by making the decision to buy tonight?"
My personal favorite...The I Must Be The Worse Salesperson In The World Close;
"Mr. Prospect, each morning I go into the office and everyone is closing more than me.  Testimonials and referrals come in daily, but not for me.  It's obvious clients love the product, but I can't seem to close a sale...I must be the worse salesperson in the world.  What could I do better to convince you to buy?"
The movie Glengarry Glen Ross comes to mind when I found these over the top examples.  Thankfully, they were "deep" into the search pages...never to reach light of day again!  Here is where I will give them credit...they are being true to their personality and they are asking for the sale! 
Make no mistake, I would sound comical saying any of those things as they are antithetical to who I am as a person.  That is the key...doing what is authentic...and asking for the sale. 
Authenticity, without closing, might make your prospect a "friend"but they will buy from a closer!
 So what kind of closing techniques and approaches are best for you?  I have an expression that I teach sales people of all industries... "The key to your selling voice is your buying ear"Brandon L. Clay Over the next few days (or until I run out of techniques from the 500,000 entries!), we will review nothing but closes.  Evaluate them based on how they strike your "buying ear".  Some will be absurd to you (but perfect for others!) and some will resonate and can be adapted to your personality and selling style. One thing is for sure, that in order to be successful you have to... Close for Business!  Until tomorrow, I wish you Money, Power, Success!

Sales Is Like Riding A Bike!

 When my oldest son Chaz was a child, he couldn't ride a bike.  Not his fault...we lived in an apartment at the time and room and safety was an issue.   We moved into a house and the promise of buying him a bike was fulfilled.  Problem was, he didn't want to ride it without the training wheels...until one day some neighborhood kids laughed at him. "Dad, I want to take the training wheels off," he said holding back the tears. I had encouraged him to do it weeks earlier, but knew the time would come when he wanted it bad enough. We took off the wheels and he got on the bike.  The things that made it stable were gone and for the first time, he couldn't place both his feet on the pedals unless he moved forward...built momentum. Even with me holding the back of the bike to steady it, he would panic when it was time to put the second foot on the pedal.  The bike would shake and he would "abort". "What scares you?" I asked already knowing the answer. "I am afraid to fall," he responded...now in tears. "If I put the training wheels back on, would you be afraid of falling then?" "No," he replied. "But you have fallen even with the training wheels on, right?  That means that falling is still possible no matter what.  I will leave it up to you...training wheels or not?" "No training wheels," he said with a little more resolve. We had a long driveway that was mostly straight and had a slight elevation.  I started him in the middle and held on for several attempts as he pedaled and learned balance and steering.   About the 10th time, I took him a little higher up the driveway.  I took him about half-way with me holding on.  As you have already guessed...  I let go.  I still continued to talk to him to let him know I was there, but he was doing this all on his own.  He was still telling me to "hold him" not knowing I had let go.  He looked over his shoulder, saw I wasn't there, panicked...  and fell.  After he self-assessed for broken bones and realized he was ok...I started to laugh.    So did he.  For my newbies that have first time jitters I have 3 things to help you take off the training wheels; 1. Know your fears - what really scares you?  If it is rejection...get over it (sounds easy but must be done for this profession).  Rejection is going to happen.   If it is a fear of failure then review your goals and visualize your success until courage comes - it has to be internal.  The two will give you insight into who you are and what you are capable of.   Determine to be persistence in spite of rejection or temporary failure.  One lost opportunity does not make a winner "quit"... they keep going.  Resolve to be persistent until experience brings you competence and a succession of events will bring confidence. 2. Know your product.  Memorize the features.  Convert those features into benefits that your clients need.  Know what your product will do...and wont do.  If possible, experience the product at work in your life and build a belief in it.  Timidity (fear) is sometimes manufactured because you don't really believe in the product.  3. Know you limitations and stay on the straight path.  Most sales people don't start with finesse and skill.  They start out as order takers.  The closes they get are from people that need what they want and they are proficient enough to deliver the product.  That may help you close 15% of your opportunities.   How do you get to a 40% closing rate? The experience of objections, rejections, falling and failing will teach you the "little" things along the way that help you evolve...get better.  No one closes 100% and you will not either, but you must take the training wheels off and start pedaling. For over the past decade, I have had the great fortune to be able to train brand new agents.  They are ambitious and enthusiastic and ready to take on the lifestyle that is sales.  I usually get the question,  "Do you ever get nervous?" What me?  International author, speaker and trainer.  Builder of billion dollar companies...   Ok...yes, I still get nervous, but then I remember Chaz on that bike...less than 6 months later, he was building ramps and jumping over boxes.
Converted fear had turned into skill.  That skill brings confidence in trying new and daring things.  New opportunities open new possibilities of growth and development...facing a new set of fears and challenges with a faith in your abilities. Having seen 1,000 of sales people make the same progression, I am qualified to say that... Sales Is Like Riding a Bike! Until tomorrow, I wish you Money, Power, Success!

Hey Preppy!

Happy Monday! 1982..my senior year and the first day of school. The whole summer I worked at Ponderosa Steakhouse and made my own money.  Put my clothes on layaway (does anyone still do that?) and had just gotten them out on Sunday.  I laid all the outfits on the bed. What shall I wear? Tough choices as I had an assortment of high fashion items.  My best friend, Steve Crews, and I had decided that our senior year, we were going to be trendsetters.  We bought suits and ties, Members Only, Polo and Izod outfits...coordinated to the tee! After much deliberation, I decided to wear two Izod polos (yes, I said two!) with the inside collar flipped up and the other one down.  A pair of white pants and penny loafer with no socks.  Ok, Carlton from Fresh Prince comes to mind, but I did if first!  It was all laid out, pressed and prepared on the chair next to my bed (does anyone still do that?) so that the next morning all the guesswork had been taken out of my getting dressed.  Come morning, I put on my outfit, juiced up the California Curl (not the Jerry Curl mind you!) and spritzed on my Jovan Musk Oil. I got on the bus (yea...no car...hey, I spent my money on clothes!) and someone shouted, "Hey Preppy!" The whole bus erupted and the chant was on.  I think episodes like that are where I got my tough rejection resistant skin.  I sat down next to a girl who said, "You smell nice...and I love the look...pay no attention to them". That was the sale I was actually trying to make! The point? Relating to a sales call, there are 3 things you can do to cut yourself from the clutter of the 100's, maybe even 1,000's of of sales people who do what you do.  Certainly, if you can do these three things, you will be the sales person of choice for more clients, even if they have seen others sales people. They are simple, but the vast majority of sales people do not do them; 1. Prepare2. Be meticulous with detail3. Dare to be different and memorable 1. Preparation - When you do prepare for your 1pm sales call?  I hope you don't say when you are in the driveway!  Early morning, or better yet, a night before review, will give you a higher level of confidence that you have the right product and approach for your client.  If your appointment is pre-set and you have limited information, work from what you do know to make sure you have what you need to present broadly...and then narrow the options.  Preparation makes you appear more professional, even if you are still a "newbie".  Nothing turns a client off faster than a sales person who seems discombobulated. It makes them feel like they weren't important enough for you to spend time getting ready for them. 2. Be meticulous with detail.  The first place to impress the client is simply to be on time.  Be dressed appropriately and be in control.  Using and remembering names is critical.  If kids are present, including them in elements of the discussion, that will reflect positively on you.  As you conduct your demonstration and ask questions, take notes.  Restate what you have heard and let them know you are focused on their needs. If follow-up activity is necessary, create timetables of deliverables or dates and times you will call back with the additional information - then do it!  Just in the last month, I have had 3 service people neglect the promises they made to follow-up.  It has become so acceptable to provide slack service, that if you simply do what you say, you will set yourself apart from the majority.   3. Dare to be different and memorable.  I am not asking you to be the "Sham Wow" guy or be over the top, but you do have to do something that cuts you out from the clutter.  It could be a business card with your photo as a magnet for the refrigerator.  It could be a monthly newsletter that includes inspirational articles.  You could engage a CRM (Client Relationship Management) tool that provides you with high touch reminders.  Simply staying in contact will make you different! Work on your brand and begin to incorporate things that are authentically you, but unique...you are one of a kind so leverage it! Back to my trendsetting senior year.  The first week of school was filled with jeers and jokes from the guys...but ladies at my locker!   Funny thing...the next week, everyone was wearing two polos and ties to school.  Jovan Musk Oil was in short supply at JCPenney and the Jerry curl craze was on!  Within a month, we had accomplished our goal and it was actually kind of cool when people shouted... Hey Preppy! Until Monday, I wish you Money, Power, Success!

Magic Marketing Money!

Original artwork by my son, Christian.Happy Friday! Have you ever heard the story of The Magic Penny? There are several versions but mine is one where a little poor boy finds a penny.  The penny tells him (yes, money talks - are you listening?) that if the boy works and believes, he (the penny) would double everyday. "What about candy?" asks the poor boy. "Sure, I will buy you a couple of sticks of peppermint, but then what will you have?" replied the penny. "You are right, I will give it a try," said the poor boy enthusiastically.  That day he found a store owner and swept off his sidewalk to do a good deed. "Thank you young man...here is a penny for your effort." The penny winked at the young boy who was now holding 2 pennies and said, "Continue to work...and believe...and I will continue to double".  The story follows the poor boy each day as he works and believes.  Each day his previous days amount doubles...at the end of 30 days he has over  $5,368,709.12  Get out your calculator...it works!   "Compound interest is the most powerful force in the universe." - Albert Einstein  How does this relate to marketing?   If you work and believe , the pennies you put into a modest marketing campaign could grow to thousands, millions...even billions of dollars.  Ask the once poor boys (and girls) like Jeff Bezos - Amazon or Sara Blakely - Spanx.  They worked and they believed and they put all they had into marketing something they believed in.  Do you have to take it that extreme? No, but you do have to do something.  Another Albert Einstein quote (you probably didn't know this was him!);  "Insanity: doing the same thing over and over again and expecting different results".    Remember our commitment from the end of yesterday's crumb? 1.  That you will spend on marketing.2.  How much you will spend on marketing.3.  That you will stay committed to marketing. Take the next $100 you earn (or find!) and work and believe and put it to work marketing.  If you close one sale from that activity that generates $500, then you have made a 400% return! Take that $500 dollars and generate 5 sales...now you have a $2,000 profit...another 400% return! Finally, take that $2,500 dollars and do a broader marketing campaign.  Done correctly and consistently, with a lot of work and belief, that would generate another 400% return of $10,000 profit! Yes, I could take you through the math but that would take the "magic" out of  Magical Marketing Money! Until Monday, I wish you Money, Power, Success!

This Little Piggy Went To Market!

See if you can finish the rest of these famous marketing statements; 
1. When E.F Hutton speaks... 2. M & M's melt in your mouth... 3. I am stuck on Band Aid brand... 4. Oh, I wish I were an... Answers:1. People listen.2. Not in your hand.3. Cause Band Aid's stuck on me.4. Oscar Mayer weiner.          What do they all have in common? Money. Companies spent millions of dollars to make these messages memorable.  In fact, the brands highlighted don't even use these campaigns anymore but anyone over the age of 35 remember them.  E.F Hutton is even trying to resurrect its "dead" business, but people still remember the ad. That's the power of marketing... And marketing takes money. What are you doing with your little piggy (bank that is)?   Is it going to market...or is it staying home? Ok, a cheap play on words, but if you are not spending some of your revenue (income) on marketing, then you might be the little piggy with no roast beef!  Several Daily Crumbs from the archives have talked about the Returns On Investment (ROIs) of various marketing vehicles.  Of course, if you spend nothing, then the ROI is...yea...zero. I wont go fancy on you this time, I will just ask a simple question...  How much did you spend on marketing last month?   I can hear some of you thinking that you can't afford to market.  I am reminded of a quote from Jim Rohn, "I remember saying to my mentor, "If I had more money, I would have a better plan." He quickly responded, "I would suggest that if you had a better plan, you would have more money." You see, it's not the amount that counts; it's the plan that counts." For small businesses, they wait for more revenue before they will spend on marketing and lead generation.  Marketing is not a chicken or the egg scenario...it is the kernel of corn.  To get the harvest of a corn stalk with multiple ears on it, you have to plant that little kernel. Not eat it...not hold on to it...but plant it where it can grow! Money spent on marketing is a seed. Another quote from Jim Rohn, "To become financially independent you must turn part of your income into capital; turn capital into enterprise; turn enterprise into profit; turn profit into investment; and turn investment into financial independence."  I know, for some of you, bills are tight and you may be barely making ends meet...or the ends are still far apart at the end of the month.  I get it. What do you do? First...go back and review the week on canvassing and work your butt off.  Next, take some of the money and market.  Start small, execute fearlessly and flawlessly, and keep doing it.  I know people they spend 25% of their revenue on continuous marketing.   They are the high income earners who would attribute their success to the money they invest in marketing and lead generation. They aren't lucky or fortunate.  They made a decision to invest in their business above all else...yes, even their bills (for a season).  We could get into complex discussions on how to market, but for today, I want to you decide 3 simple things; 1.  That you will spend on marketing.2.  How much you will spend on marketing.3.  That you will stay committed to marketing. One last quote from the great Jim Rohn, "Shortly after I met my mentor he asked me," Mr. Rohn, how much money have you saved and invested over the last six years?" And I said, "None." He then asked, 'Who sold you on that plan?"  It's time you made a marketing plan.  It's time you become committed to investing in and seeding your business.  Go get the hammer and break open your bank because it's time... This Little Piggy Went To Market! Until tomorrow, I wish you Money, Power, Success!

Silence Is Golden!

I conducted a test last week.   I want you to take the same test.  Don't worry, it isnt pass fail.  In fact, you don't even get a grade, but it could help you improve your business. For a week, I want you to take a look at all the "silent marketing" that you get for a week.  What do I mean by "silent marketing"?   Any form of advertising that reached you without a word...no one to actually sell you anything.  It arrives almost like a sneak attack...hoping they have reached you with the right message...at the right time. Obviously, it works...because they keep doing it!  Ahhh...the law of large numbers makes the world go round  Every second a seller...and every 3 seconds a buyer! I spent a week gathering these silent marketing examples.  See what you come up with in your test this week; Auto detailer business card on my mailbox - It was a full color card on both sides with a picture of a sports car and SUV fully detailed.  It was clean and simple with a name and number inviting you to text him for service.  He also included a web link to see his pricing and schedule an appointment online...very innovative for this type of service.  Grade A - Door Hanger for New Pizza Joint - This was a standard pizza hanger with prices and pictures.  What was interesting is that he had testimonials from people in my neighborhood comparing the big chains to his "real hand tossed" pizza dough.  Ok, I didn't actually know these neighbors, but it helped differentiate him from the dozen choices I have within 5 miles of my home.  Grade B  3 x 5 notecard rolled up with rubber band for cleaning service on porch - This was definitely low budget but I was committed to giving all silent marketing a chance.  The person actually admitted they had just started their own business and would work hard to earn and keep business.  We had actually been looking for someone to do some work and we had been let down before.  Her sincere appeal was compelling.  The medium - Grade D  The Message - Grade B+  Sandwich bag with pricing sheet for lawn care -  Low budget on steroids!  I realized he was protecting his pamphlet (printed on color paper in black ink...toner low!) from the rain that was coming with the baggie.  It also had a rock to keep it from blowing away...nice touch (sarcasm!).  I didn't even review the prices.  Grade D -  346 direct email blasts that went to junk mail - Most of these were the standard faire...work from home and make millions, Viagra, , and an assortment of the lamest "hooks" I have ever seen.  I opened each one of them and found nothing worth mentioning.  That is why they call it junk mail.  Grade F  123 direct mail blasts that made it to my inbox - A proper email campaign will find its way into your inbox because the list is properly secured and the email sent professionally.  Even when done well, the majority are deleted without review.  This week, I noticed several really good offers from American Express, Publix, CVS and Starbucks.  I opted into 7 different programs that actually have value!  I also received several blasts from insurance companies that I am contracted with and many I am not.  Good information, ideas and opportunities in each one of them.  I couldn't engage them all, but put some in my "follow-up" folder in Outlook.  Grade A +  45 direct mail pieces - Most were appeals from local businesses - Car deals, home refinancing,  and all types of service postcards.  Most were professionally done and upon review, made the companies seem viable to work with .  There were several insurance postcards from Alex Trebek, Gerber and others, and numerous credit card offers.  There were actually two I saved for later in the year (its a surprise for Natalie...sshhh!)...I believe in direct mail.  Grade A  10 Catalogs - TGW (The Golf Warehouse - how did they know?), Victoria Secret (how did they know?), Frontgate (who can afford it?) and other full color, glossy, sales filled catalogs.  Must have cost a fortune and we are not catalog shoppers - don't know what list they bought my name from but they should get their money back.  I spent the most time with TGW catalog but then compared prices on Amazon....nice try!   Grade C  8 receipts with survey offers - Ever look at the back of your receipts?  Many of them offer free stuff to conduct an online survey about your shopping or dining experience.  I did one for Chick Fila, McDonalds and Best Buy.  I didn't win the $5,000 shopping spree, but I did get a free Chick Fila sandwich and a free 1/4 Pounder w/ Cheese!  Grade A +  As you review all the marketing you get this week, think of your business.  What kinds of "silent marketing" can you engage to enhance your business and draw more clients?  Each type of marketing has a specific appeal and when done correctly, can yield results. All told, I had well over 500 "silent marketing" events in just 7 days.  That doesn't include the talking variety of radio, television and the feet on the street folks.  These were simple, silent messages that prove... Silence Is Golden! Until tomorrow, I wish you Money, Power, Success!