\__\__\__\__\__\__\__\__\__/__/__/__/__/__/__/__/__/
~~ The Outstanding Results in Marketing ~~
Leading Small Business Marketing Newsletter
\__\__\__\__\__\__\__\__\__/__/__/__/__/__/__/__/__/
Welcome back to Outstanding Results in Marketing!
In this issue:
1. Golden Rule #6 of Successful Advertising.
2. Objection handling - the fifth step in
Advanced Successful Selling.
========================================================
1. Golden Rule #6 of Successful Advertising.
========================================================
The more information you give in your ads, the more you’ll sell. As a general rule, 2 minute TV commercials will out-sell a 30 second commercial.
And a 30 minute infomercial out-sells both again.
Remember your ads are targeted at the ‘players’.
These are the people who want what you are selling and have the money to pay for it. They will read your ads (or watch them) if what you say is interesting and relevant to them.
Some of the most famous long copy ads include …
6,450 words for Merrill Lynch Stockbrokers. One insertion in the newspapers brought 10,000 responses from interested investors.
5 pages of text for selling Schlitz beer. Within a few months Schlitz beer went from fifth in sales to first.
600 word ad for Puerto Rico by David Ogilvy got 14,000 readers to send in a coupon. Dozens built factories in Puerto Rico as the result.
800 word ad for Mercedes Benz headlined “You give up things when you buy the Mercedes Benz 230S. Things like rattles, rust and shabby workmanship” This ad increased sales from 10,000 cars a year to 40,000 a year in the U.S.A.
A copy-rich Yellow Pages ad got a $40,000 per month increase for the owner of a video repair shop the moment the Yellow Pages came out.
What more can I say? Except that Demtel built a $50 million dollar a year business virtually overnight with their 2 minute ads. And I could give you dozens more examples. Remember this saying… “The more you tell - the more you’ll sell.”
This is the absolute truth for selling just about anything.
And if you test and monitor your ads you’ll soon find out it’s true. This is also something that 99% of the ad agencies and people who sell advertising have no clue about.
So, if you want to make some real money…
Don’t listen to them. Test it out for yourself instead.
=========================================================
2. Objection Handling - the fifth step in Advanced Successful Selling.
=========================================================
You’ve done your best. You’ve explained all the features, advantages and the benefits of your product or service. You done several trial closes throughout the presentation…
What is trial close? The trial close is a question that allows the astute sales person to gauge the prospect’s interest level.
“Would you agree John, that having 7 seats in your next car is going to be particularly useful for your extended family?”
“Do you see Mary how this dishwasher is going to save you valuable time?”
“If this [product /service benefit] is going to address your [needs /wants] it would be of your interest, wouldn’t it Mrs. Prospect?”
The more prospect says YES, the Greater are the chances that you are on the right track. As you arrive to the final question … Have you you’ve guessed it?
… the final question would be “Can I have your money?” - you answer all their questions and addressed all their needs. You’d wait for their answer in anticipation and here you get it…
“Hmmm… I have to think about it”
Your shoulders Drop down along with corners of your mouth. Your Sure deal just turned into another “Tire kicker”.
Well, if you have this objection, you most probably didn’t qualify them properly (check out here how to do it -MySalesSuccess)
Secondly: you may not have presented all the benefits of your product or service. See how to do it here: MySalesSuccess
Thirdly: did you trial close your prospect and measure his/her emotional response?
There are different theories about objection handling. Some say that if you qualify and present properly, you shouldn’t have any objections. In real sales situation you are always going to have them. And here’s what I have to say - learn to love them, because …………..
**********************************
* Objections are Buying Signals. *
**********************************
Objections mean that your prospect is not dead, but evaluating your products and services. Is it going to work for them? Do they really trust you? - It’s your job to help them to make a decision.
Being an ethical sales person - Once you have identified a genuine need for what you have to sell, your task is to educate your prospect, address their concerns and close the sale for the benefit of both parties - yours and your prospect’s.
The good news is that there are only 6 most common objections in most of sales situations.
**********************************
* “Have to think it over” *
**********************************
is the most common one and it’s false one too. If you asked them whole way through the qualification and presentation processes if they see the benefits of the subject for them and they say “YES” all the time, then there’s nothing to think about.
This objection is not Real. And As an astute and ethical sales person, you need to find what is their REAL reason for postponing the buying decision.
The way to do it is very simple: “I understand that this is big commitment for you Mr. Prospect to buy the product/service you’ve told me that you need, want and see the benefits of it. Just for my advantage could you tell me what do you have to think about?”
…Or…
“Obviously you have a good reason for wanting to think it over. May I ask what is it?”
— “Oh I think it’s awfully expensive” - here it is - the MONEY objection. And you start addressing it: “Comparing to what else they have looked at?”
— “Ah, we’ve tried it before and it didn’t work”
You may say: “Well, if you don’t mind sharing with me what exactly has happened?”
The same way you’d plan your Qualification and Presentation you may consider to prepare for the Objection Handling stage. It pays to list all possible objections and 2-3 rebuttals for each of them.
==========================================================
This is a recent result from one of my clients:
“Axel has worked with me for 2 month now. Before him I found it
hard to find right staff, he suggested a very simple approach and as
a result I have 21 enquiries from good quality sales people, we then
selected one and he literally changed the way we sell - the new
sales person is the cash machine! Also, Axel ran the in-house
sales training that further enhanced the skills of our sales team.
He has helped me with designing PR campaign - one ad has resulted
in 20 sales over 10 days period, previously I was not selling
this many per month… A referral program Axel helped us
with has netted $4,000 profit in 2 weeks as well as 6 well
qualified leads. More sales to follow.”
Would you like to know how similar result can be achieved
in your business, drop me a line: Axel@myprofile.com.au
============================================================
In Next issue:
1. Golden Rule #7 of Successful Advertising.
2. Ask for order - the sixth and most important step
in Advanced Successful Selling - don’t get it right
and miss sale.
=========================================================
And finally two thoughts of the month:
Only as high as I reach can I grow,
Only as far as I seek can I go,
Only as deep as I look can I see,
Only as much as I dream can I be.
–Karen Ravn
“Seldom does an individual exceed his or her own expectations.”
–Unknown