I KNOW he can make a booklet...but can he sell a booklet?

[GordonJ]

It is the best question a salesman wants to hear.

It usually means hé is sold on the idea, but, now price comes into play.

One answer, with a big smile instead of a big red rubber nose on my face is...ONLY one million bux...

putting on the elf grin...and then BEGIN to ask the critical questions...briefly they go something like...IF you run an ad in Coupon Clipper, like you did last month, you probably paid 495 (or whatever, and if you've been around sowpub as long as Cornell has, you know I KNOW what the data and rate cards of all media being sold in my area) so I can guess pretty accurately...

And then ask how many of those coupons will produce continuous business...recently pointing out how GROUPON is putting some businesses in a hole with their coupon offers, mostly from one time users...

This done rather rapidly and with intent to show a price bargain...if it is for a momma and poppa store, and depending on the nature of the biz...whether it will be a weekly or monthly type book...or yearly...

Then I simply point to the coupon book they are holding and say

What is a customer who comes in often worth to you? Would you pay 1.50 to get a customer to come in over and over and to bring you in new customers. Doesn't 1.50 seem like a low cost to acquire a customer.

I am only allowed to sell you either 100 booklets or a maximum of 250.

100 booklets will be 150 bux or 1.50 each customer you give them out to...that is enough to TEST the concept, if you have a busy restaurant, you may want to TEST 250 for only 250 dollars or one buck each...and you can put 1/2 down and pay upon approval of your copy and we print the same day of approval and usually deliver that afternoon.

NOW, this is for mom and pop type places...institutions, they like time...so , you have to get an order for at least 1000, so they can go to offset printing on glossy stock and I aim for at least 500 net profit per order...

BUT, you can charge what your area will bear.

MY program is for fast cash, quick turnaround wam bam money in my hand.

I get NO resistance at 1.50 per customer, who will produce, over time, a multiple sale...which the owner controls via the coupon itself.

WHO wouldn't pay a one time customer acquistion fee of 1.50???

Presented that way, using decent printer and paper, I print 110 booklets and give them all of them, although they paid for 100.

My personal goal is to get 3 in 90 minutes in the morning...450 for the day, with a net profit of close to 395 bux for a total of about 4 hours work...doesn't always get that, but for me, DOING 3 jobs burns up my hours of work time...start to finish...

You'll get faster as you work with the templates and figure out the best offers to put into it.

Also, as you get higher quantities, you price shop your printing, or take advantage of local printers with high quality laser printers on a heavier stock and/or brightness and have them do it...some will even cut and fold when you get into quantities...but, to me, fly low collect a few hundred bux a day while WORKING handing out coupon books...

seems to be something I can do in my old age...and help pay for the ice cream stand and hot dog stand while I teach SQ1 over lunch...

Gordon

Originally Posted by Cornell

Gordon

One thing you haven't mentioned is the price point you are using...care to share?

Cornell

Hi Gordon:

I was curious where you were pricing in this day and age )

In my other posting I mentioned about having 5 other advertisers in the book....this method worked really well for the trades in that the price was well above the buck a booklet (and we are going back almost 5 years ago now)...when you start talking roofers, heating contractors, plumbers, etc....2.50 was a great price for getting a qualified lead....and the kicker was that each of the 5 trades offered a special discount to the holder of the booklet that they couldn't get anywhere else....

explanation...say Pete's Plumbing is handing out his booklets...in it was an ad for Tom's Roofing which offered "customers" of Pete's plumbing a 500 discount on any full house roofing job....calls come in to take advantage of that 500 discount...qualified lead that should be a 2.50 lead ...but in reality as not everyone of Pete's Plumbing customers needs their roof done right at the time...in actuality it averaged out to 1 in 11 for most of the trades which means the lead was worth 27.50...but still considered a bargain in this area in the trades for a qualified lead....and over the course of time more leads trickled in from people who had held on to the booklet...or cheated a bit by passing the booklet to a relative or friend who was in need of the work advertised which dropped the overall per lead cost.

And likewise in Tom's Roofing booklet Pete's Plumbing might have waived the service call fee...and so on and so forth.

So back in them good ol' days it was 250 per 100 for the trades booklets.

And the other non-trades were bringing a buck a booklet.

Hmmmm.....Almost think it might be time to revisit this opportunity )

Now it might seem strange that a roofer would hand out his own booklet to a customer he had just done the roof for...after all, how often does the customer do the roof...but the kicker on these was the other 5 businesses handing out their booklets with the roofers ad in them...and what is better than the perceived appearance of a company that you just had do work for you giving a perceived recommendation to the other 5 in the booklet.

Just comments for those going down the booklet path that might think there is not a market for them in the trades.

[GordonJ]

Cornell,

Through the years we've had many a person contribute to the whole advertising, coupon and promotion discussions.

Right NOW there is a member here doing exactly as you did...and a couple of others, none of whom post, are using twists to their ad projects.

Yes, I have no doubt you can get at least twice or even multiple times greater from the booklets.

I've dealt with many a tradesman, and, uh, NO thanks.

I wanted a quick and easy, in and out, wham bam, yes or no...easy peasy sale...and one which could be fulfilled in a day or two without much effort.

Roofers, plumbers, electricians, etc. are at times hard to get hold of because they are often working...and you have to meet them at their schedule.

With 1000s of businesses available, I walk in, find the manager or owner, and if NOT there, leave my two pieces anyhow...if they get it, and see it, and want it they call me back.

Just too many businesses to make the offer to. In...OUT, with a YES or NO, no selling (in my mind), no explaining, no getting a 3rd party approval...they get it...or they don't.

The attitude, the one of playing a game I can't lose, is very different than the desperate space salesman...or times salesman...in other words, even showing a big postcard ( a hot rage right now cause some Warrior did a great campaign)....is a hard sell.

A buck fifty a customer who repeats over and over and over...no ONE time deals like a new roof or a big home remodeling project...

I'm talking donuts...and selling more of them...
Bacon and Eggs
A clean dress or pants suit
Knick knacks
apple pie

businesses which rely on repeat customers...these are my first tier...

then businesses which would be used now and then...

and when there is time...I can include the roofer into the general area booklet, like The Best of Akron Booklet...but, it has been my experience, and mine alone, I don't know what other's do...

But, if I keep it simple, affordable, make enough profit to make it worth my time and effort...then I'm a happy guy...if I were younger and had the ability to concentrate on one thing...then there would be time for roofers, plumbers etc.

ONE credit union or bank booklet every once in a while, dealing with only one person...can give you more income than having to deal with 5 people who take my TIME and energy.

Which brings me to this...

To each his own. Sure, guys like Don Alm well into his 60s or maybe 70 by now, can hit the streets and go through some shoe leather...but, that's work.

I take a stroll, a walk, a little exercise...have my business in my pocket...walk in, hand em a booklet..yes or no...back to my exercise. When I get 3, or if 90 minutes has gone by...I'm done for the day.

For some newer Sowpubbers, and younger guys and gals reading...
you and do this and many other businesses and make money all day long 1001 different ways.

I've found over the years, the lower the cost, and if it can show value, be easily understood, doesn't require much thought or time on the business, it is a much
QUICKER,
EASIER
NO COMPETITION

AND VIRTUALLY A YES...WIN/WIN DEAL...

The small potatoes approach can work to build a heaping helping of quick cash without getting to tired out...I'm tired out...or have been...now it is time to RE

Tire out...HA!

Thanks Cornell for sharing, if I were a young stud like you, I'd certainly be working harder...see you on the beach.

Gordon

Originally Posted by Cornell

Hi Gordon:

I was curious where you were pricing in this day and age )

In my other posting I mentioned about having 5 other advertisers in the book....this method worked really well for the trades in that the price was well above the buck a booklet (and we are going back almost 5 years ago now)...when you start talking roofers, heating contractors, plumbers, etc....2.50 was a great price for getting a qualified lead....and the kicker was that each of the 5 trades offered a special discount to the holder of the booklet that they couldn't get anywhere else....

explanation...say Pete's Plumbing is handing out his booklets...in it was an ad for Tom's Roofing which offered "customers" of Pete's plumbing a 500 discount on any full house roofing job....calls come in to take advantage of that 500 discount...qualified lead that should be a 2.50 lead ...but in reality as not everyone of Pete's Plumbing customers needs their roof done right at the time...in actuality it averaged out to 1 in 11 for most of the trades which means the lead was worth 27.50...but still considered a bargain in this area in the trades for a qualified lead....and over the course of time more leads trickled in from people who had held on to the booklet...or cheated a bit by passing the booklet to a relative or friend who was in need of the work advertised which dropped the overall per lead cost.

And likewise in Tom's Roofing booklet Pete's Plumbing might have waived the service call fee...and so on and so forth.

So back in them good ol' days it was 250 per 100 for the trades booklets.

And the other non-trades were bringing a buck a booklet.

Hmmmm.....Almost think it might be time to revisit this opportunity )

Now it might seem strange that a roofer would hand out his own booklet to a customer he had just done the roof for...after all, how often does the customer do the roof...but the kicker on these was the other 5 businesses handing out their booklets with the roofers ad in them...and what is better than the perceived appearance of a company that you just had do work for you giving a perceived recommendation to the other 5 in the booklet.

Just comments for those going down the booklet path that might think there is not a market for them in the trades.

Originally Posted by GordonJ

Cornell,

Thanks Cornell for sharing, if I were a young stud like you, I'd certainly be working harder...see you on the beach.

Gordon

Hee hee hee...thanks for the compliment but actually.... I think I am a wee bit older than you are

Perhaps I wasn't too clear in the other post ...wasn't suggesting making the trades a first line stab...just that they are there and money can be made from them.

I also really like quick and simple.

[GordonJ]

Cornell,

I probably should have started a new thread. NO, you were clear, and it is a good strategy.

I was just wanting to explain my thinking on my retirement...I went for the Binary Matrix...yes/no...gate open, gate closed.

You want Ice Cream? Yes. No.

Can I have cherry? NO...

You want Hot Dog? Can I get a hamburger...NO.

Actually, the questions don't exist...my girls won't be asking, they will be there and the customer comes to them...

I thought long and hard about what I wanted...first on list...NO computers, that is, to have to check, monitor, surf, delete, etc.

I want to offer a popular selling product, which is almost recession proof and chugs along year after year. People eat. They eat more hot dogs than hamburgers, the love ice cream...or any cold tasty sweet treat on a hot summer day.

YES or NO. Hot Dog and Ice Cream, step right up.

Booklets. YES or NO. I'm not interested in selling at this stage, other than to meet people, get some exercise and for me, it is FUN. Your own custom made coupon book, YES or NO.

So while I'm taking a morning walk, breathing in fresh air and soaking up the vitamin D...I can make a little spending money, enough to buy a hot dog and ice cream later on....

Then, I go home, "typeset" the booklets, push a button and like magic, they come out of the printer...cutting a folding a hundred doesn't take much time...bam, bam, bam...ready for lunch...

Go to Ice Cream-Hot Dogs-Beans and Booklets to deliver a SQ1 lecture or two....maybe pass out a boolklet or two on that subject...

Hit the beach, prime time...collect a few sea shells, engage the ladies in delightful conversation...

ready for my nap...

Well, that is my typical day as it is sketched out on the white board.

No, I wasn't commenting on your take of the trades so much as making a personal statement of BEEN THERE done that...I'd rather oogle babes on the beach than talk to my cousin the roofer...that's all.

I'm about 78, body wise...hoping the sun shine, fresh air and ocean breezes can somehow get me back to 55, where I was young and beautiful...

he..he

Gordon

PS. Also, I just like writing about my delicious future, it sort of motivates me too.

Originally Posted by Cornell

Hee hee hee...thanks for the compliment but actually.... I think I am a wee bit older than you are

Perhaps I wasn't too clear in the other post ...wasn't suggesting making the trades a first line stab...just that they are there and money can be made from them.

I also really like quick and simple.

lady friend. HA.

Yea, they thought I was some sort of spy...or maybe, they were just a bit mesermized by both of our youthful awesomeness...surely, we were the roses among the thorns????

NAH.

It would be fun to track down those guys and find out what everyone is up too...and how many are still using the software.

Gordon, the once beautiful one....

PS. I can honestly say I've never ONCE in my entire life been referred to as either beautiful and/or handsome...so, now I'm blushing.


Gordon,

I remember that first time we met, sitting outside, listening to that dentist (?!) singing "Margaritaville" ...

And I looked at you and the only thought in my head was ...

"Man! That guy is just so ... so ... BEAUTIFUL. And SO young!"

Richard