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Digg it UP - Antiquated Sales Techniques to STOP Using Now! #2
“an aggregate of functions involved in moving goods from producer to consumer” – Webster’s Dictionary, definition of “marketing”“to give up property to another for money or other valuable consideration” Webster’s Dictionary, definition of “selling”Many new entrepreneurs do not understand the difference between selling and marketing. In mature businesses, sales and marketing departments often are competitive with each other. The marketing department creates advertising, sales promotion, sales collateral, display and branding strategies applicable to a product. The sales team is charged with utilizing the tools created by the marketing department and executing the strategy to generate sales turnover.When marketing strategy and tools are effective the marketing department often claims responsibility for the campaigns success. Conversely, when the stra
Using an Alternative Close is NOT a smart way to schedule an appointment.
The key to understanding and preventing all of this damage is best presented by telling you the right way to ask for an appointment in the first place, so ...
What's
Free cover letter samples are the secret weapon that many savvy job-seekers use to help them give their resume an extra boost and steal a march on the competition. If you're getting ready to apply for a new position, you may have used resume examples for ideas in preparing your own application. But did you know that many professional resume writers also publish sample cover letters?What's So Important About A Cover Letter?First impressions count for a lot when you're competing for a vacancy that's attracted a lot of popular attention. When you've created a powerful resume, you'll want to ensure that it has the best chance of being noticed by your targeted employers. Your resume's job is to land you the interview -- but the purpose of the cover letter is to attract the right attention that gets your resume read in the first place!Imagine for
"Mr. Prospect, I have time in my schedule next Tuesday afternoon about 2PM or Thursday morning before 10AM. Which would be better for you?"
Now what could possibly be wrong with that?
Several things, actually — but fundamentally, it violates MasterStream's cardinal rule: "Pay Attention to Tension."
So what's the actual damage in using an Alternative Close?
First, it doesn't reveal anything useful about your prospect's level of productive tension.
Second, it suggests to the prospect that their situation can actually wait until next Tuesday.
Third, it doesn't optimize productive tension by following the "72 HOUR" directive.
Fourth, it doesn't fill the holes you already have in your schedule today and tomorrow.
Fifth, it fosters a false sense of security about the future effectiveness of your sales efforts.
Sixth, it has a very strong chance of damaging your relationship with your prospect.
Seventh, ... well, I can certainly identify even more problems the Alternative Close routinely causes, but I think you get the idea:
Using an Alternative Close is NOT a smart way to schedule an appointment.
The key to understanding and preventing all of this damage is best presented by telling you the right way to ask for an appointment in the first place, so ...
What's
Direct mail is one of the world's venerable advertising systems, a spin-off from the text-heavy ads that used to appear in magazines. Reduced to almost a pure science through obsessive list management and refined copywriting techniques, it remains an amazingly effective means of branding, acquisition and retention. (Look no further than Citibank, who distributes tens of billions of acquisition pieces every year.)Advertising agencies know what works and what doesn't. Those who deal in producing direct mail often specialize in direct mail, and they have teams of writers, creative directors and designers working in tandem to produce exhaustive campaigns. Design Tips for Non-Agency TypesFor the lonely freelancer who may not have agency experience, there are some guides to get your design off the ground and help your client see strong results.1. Color -
Several things, actually — but fundamentally, it violates MasterStream's cardinal rule: "Pay Attention to Tension."
So what's the actual damage in using an Alternative Close?
First, it doesn't reveal anything useful about your prospect's level of productive tension.
Second, it suggests to the prospect that their situation can actually wait until next Tuesday.
Third, it doesn't optimize productive tension by following the "72 HOUR" directive.
Fourth, it doesn't fill the holes you already have in your schedule today and tomorrow.
Fifth, it fosters a false sense of security about the future effectiveness of your sales efforts.
Sixth, it has a very strong chance of damaging your relationship with your prospect.
Seventh, ... well, I can certainly identify even more problems the Alternative Close routinely causes, but I think you get the idea:
Using an Alternative Close is NOT a smart way to schedule an appointment.
The key to understanding and preventing all of this damage is best presented by telling you the right way to ask for an appointment in the first place, so ...
What's
Branding and marketing is a huge field with many devoted fans and as many reluctant participants. One thing for sure, in branding and marketing--things sure have changed. One of the things most dramatically altering the face of branding and marketing is blogging.A blog, or weblog, is a regularly updated journal published on the web. (Technorati) And, according to Technorati, (a site that tracks links and website updates to the tune of tens of thousands of updates every hour) there are over 175,000 new blogs every day. Bloggers regularly update their blogs with over 1.6 million posts per day, or over 18 updates a second.Blogging is a social medium, meaning that it is a living entity seeking interaction with others. Blogging is powerful because it has a low barrier to entry, both in technical skills and in credentials—you don’t need to be a professional wri
Second, it suggests to the prospect that their situation can actually wait until next Tuesday.
Third, it doesn't optimize productive tension by following the "72 HOUR" directive.
Fourth, it doesn't fill the holes you already have in your schedule today and tomorrow.
Fifth, it fosters a false sense of security about the future effectiveness of your sales efforts.
Sixth, it has a very strong chance of damaging your relationship with your prospect.
Seventh, ... well, I can certainly identify even more problems the Alternative Close routinely causes, but I think you get the idea:
Using an Alternative Close is NOT a smart way to schedule an appointment.
The key to understanding and preventing all of this damage is best presented by telling you the right way to ask for an appointment in the first place, so ...
What's
Business-valuation is nothing simple. Every person out there will think that a business is worth more or less than what the next person will say. In fact, the only number that really does matter is the simple fact that it is worth what someone will pay for it and that number only occurs once the deal is done. But, there are ways of understanding what business-valuation could be. For that end, we will talk here.• Capitalized Earning. This is one approach to understanding the value of a business. What we are talking about here is the value of the return on the investment in a company as determined by an investor. It works by evaluating the risk that is involved with any investment. • Excess Earning. This method of business-valuation is quite similar but it splits off a return on assets from other earnings. • Cash Flow Method. In this method, th
Fifth, it fosters a false sense of security about the future effectiveness of your sales efforts.
Sixth, it has a very strong chance of damaging your relationship with your prospect.
Seventh, ... well, I can certainly identify even more problems the Alternative Close routinely causes, but I think you get the idea:
Using an Alternative Close is NOT a smart way to schedule an appointment.
The key to understanding and preventing all of this damage is best presented by telling you the right way to ask for an appointment in the first place, so ...
What's
Ever hear the story of the two masons working side by side at a building site? They're doing the same work under pretty much the same conditions. Then, one day a stranger comes along, approaches one of the men and asks him, "What are you doing?" "I don't know and I don't care," replies the man, his voice brimming with irritation. All I do is slap this crummy mortar on these crummy bricks and pile them up in a crummy line. That's what I'm doing."The stranger returns to the building site the next day. This time he approaches the second man, asking him the same question. "Tell me," he said, "what are you doing?" Smiling at the stranger, the man proudly replies, "Why, I'm helping to build the new cathedral."I don't know about you, but in my twenty years in management I met plenty of people like the first mason. People doing what they were told to do, without a
Using an Alternative Close is NOT a smart way to schedule an appointment.
The key to understanding and preventing all of this damage is best presented by telling you the right way to ask for an appointment in the first place, so ...
What's the BEST WAY to close for an appointment?
A far more powerful closing statement would focus on communicating a strong sense of urgency...
"Mr. Prospect, when is the soonest that you could be able to meet with me?"
There's a LOT more happening in that question — the "Urgency Close" — than meets the eye!
First, how your prospect responds reveals EXACTLY what is happening with their level of productive tension — and that alone will give you a great deal of important information about your chances of actually getting the appointment ... having the appointment stick ... and whether you'll close the deal. Obviously, if they say, "Can you be here in an hour!", you know they're pretty serious — but what about if they say something LESS SPECIFIC:
Responses like the following tell you that your prospect is UpGrid and ready to take things seriously — and so should you! Whatever it takes to make time for these prospects is a smart investment:
"I've got some time this afternoon." "Would tomorrow morning be a possibility?" "I'd like to meet ASAP." "How soon would work for you?"
The responses shown below indicate your prospect's level of prod
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