What Are You Really Selling?

Written by Mike Delaney


Continued from page 1

By training this client's employees, you providerepparttar client with educated employees. As a result of having a staff of shoplifter-aware employees, shoplifting inrepparttar 121474 store is reduced, resulting in what? It results in greater profits forrepparttar 121475 customer. That increase in profitability forrepparttar 121476 customer's business is what you are really selling.

The most important client question that your presentation must definitively address is "what's in it for me?" or, "why do I need what you are selling?" Continue digging deeper into your answer to "what are you selling?" untilrepparttar 121477 your response also answersrepparttar 121478 customer's most important question. If your are to be successful, *that* is what you are selling.

So, if your product is a light bulb, and a feature ofrepparttar 121479 light bulb is that it provides light, what's in it forrepparttar 121480 customer? What are you really selling? You are sellingrepparttar 121481 customerrepparttar 121482 opportunity to see clearly.

So again I ask: what are you really selling?



Mike Delaney is a shoplifting prevention trainer with over 20 years experience as a shoplifter, and almost 10 years stopping them. He is the author of "How to Beat Shoplifters and Increase Profits" available at Bison Creek Desktop Publishing http://www.zianet.com/bisoncreek


Karma and The Law of Reciprocation

Written by Kris Mills


Continued from page 1

"As a way of saying thank you in advance for letting us know what you think, you'll see we've included an "instant scratch it" ticket. Good luck. I hope you scratch up a winner."

Instead of a 5% or possibly 10% return rate onrepparttar feedback forms, a whopping 76% of people returnedrepparttar 121473 survey form. Sure, it cost them $1 each for scratchies, but after all, $1 for valuable market research data is nothing.

One of our insurance industry clients also used this "reciprocation" law with amazing results. They gifted business owners a FREE clock, pen set or bag (each worth around $25) just for providing them withrepparttar 121474 due date on their insurance policies. The campaign consistently pulled 20-22% from a cold list THEN 80% of those respondents ended up insuring withrepparttar 121475 company when their policies fell due.

What can you do to capitalise?

That answer is heaps. It's a matter of showing your potential and existing clients that you care ... and it's about making them feel special.

Here are 6 ways you can do that:

1. When clients refer others, send a surprise gift thanking them forrepparttar 121476 gesture.

2. Send "no strings attached" news articles and information reports that provide valuable ideas relating to their interests.

3. Send surprise gifts thanking people for investing.

4. Create and send out your own newsletter packed with valuable information (not sales material).

5.If you sell a subscription service, provide a 3 month FREE trial.

6. Host special "thank you" events for clients to show your gratitude - golf days, seminars, free tickets to something that interests them.



Kris Mills of Words that Sell http://www.wordsthatsell.com.au is an experienced direct marketer, copywriter, author and internet marketer.


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