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Re: Yes, Obligation Selling is the crux of this.
Gordon,
Would you mind providing a little more info as to 'When and How to do the drop in? Thanks in advance Terry (Houston) "If I drop in (and thanks to Dan Butler for teaching me exactly WHEN and HOW to drop in)...then I have the list of potential advertisers with me" Let me explain. The list I got from the > library were potential > "sites"...places where a daily > special board (and it doesn't have to be a > menu board either) could be placed. These > are the TARGETS and they get sent my 5 piece > package with 4 x 6 pic and HOTSHEET, letter > with dollar attached, and two page special > report on sales psychology behind a daily > specials board. > This is then followed up with a phone call > and/or a visit. If I call on the phone, the > only think I'm after is an appointment. If I > drop in (and thanks to Dan Butler for > teaching me exactly WHEN and HOW to drop > in)...then I have the list of potential > advertisers with me. > NOTE, I never refer to them as advertisers. > I call the board owner the HOST, and the > board is a Display. Semantics? Yea, but that > is what marketing is all about (in my > opinion). > What I found out is there is a HARDCORE > group of businesses that spend money > advertising on a continuous, constant and > repetitive basis. > Just listen to morning radio and keep the > monthly ad mags and you'll see the pattern. > I've got 23 of these PRIME advertisers > identified for my area...meaning businesses > like Auto Dealers. > Then there is the SERVICE group that fights > for attention, the plumbers, air > conditioning, electricians, roofers. > So I have a piece of paper with columns on > it on both sides. Accountants. Auto. > Insurance. Bank. etc. etc. and I go down the > list with the owner and here is my sales > pitch: > "Mr Owner, imagine going to see your > lawyer and in her lobby was a sign that said > Eat At Joe's...wouldn't you feel just a > little snubbed? Well, so will your lawyer if > he comes here to dine and sees some OTHER > attorney's business card in your > place...let's give him the first right of > refusal. If he says no, OK, I'll locate a > different attorney...but there will ONLY be > one on display, fair enough?" > At that point I simply go down the list. > You'll come away with a couple of dozen > names, and then you follow up with that. I > use a HOTSHEET and a picture of the sign > along with a "lift" note from the > owner (a large yellow post it with a > pre-printed in blue script message and > his/her signature in matching blue ink...all > he has to do is sign autographs for a few > minutes). > It is VERY powerful. And Don Alm gets ALL > the credit for it, in fact, I don't really > deviate that much from exactly what Don > shared with us in the beginning. I'm sure he > covers this on his video, and if you are > thinking of doing this, it could be a great > investment too. > BE PREPARED. I'm a professional, and so I > am. > There are two lists...ONE is a list of > SITES...the other is a list of REFERRALS and > if the owner can't or won't provide (hasn't > happened yet) potential display partners, > then I have a MAP of the area and all > potential advertisers on it. Like most > salesman, I make my money by being prepared > BEFORE I make a call, then I just put it on > auto-pilot and go see the people. > Does this help? > Gordon Alexander |
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