| |
| |
|
Marketing Resource Center |
|
|
|
Large One?
Here's a proven, and truly easy way to start increasing your sales, immediately. All you need to do is add these 2 words to your selling system, and you're good to go. In fact, this trick's so good, I wish I could take credit for coming up with it, but the truth is, it comes from a little-known marketing legend. Here's the deal: In 1947, Elmer Wheeler was one of the best-known salesmen of his time. His "Wheeler Institute of Words" developed a "best practices" of selling, by testing a variety of words in over 19 million selling situations. I'm right in the middle of reading one of Elmer's most famous books, "Tested Sentences That Sell". And here's a great little selling trick that comes straight out of this book: Ever go into a restaurant and order a drink? Of course you have. And what does your server usually ask you, right after you place your order? They usually say "Small or large?", right? Well, imagine for a moment... you're the owner of this restaurant. Do you have any idea how much your sales would increase over time, if... instead of saying "Small or large?" after your customers ordered their drinks ... you told your servers to instead, say... "Large one?" Let me take the guess-work out of this and make your job easier for you. Elmer Wheeler tested this experiment out in five-thousand separate selling situations. And the results showed, when your server asked "Large one?"... 7 out of every 10 people, answered "Yes!" So, let's say a large soda costs you 35¢ more than a small soda -- are you with me on this? This means, by saying "Large one?"... 7 out of every 10 customers that walk through your door, end up giving you an extra 35 cents! Now you may be thinking, "So what?... It's only 35 cents." A-h-h-h, but remember.... Little Hinges Swing Big Doors Open! Follow me here for a minute: If you've got 5 servers... and each of them does this with 100 customers a day, this means each of them will be serving large sodas to an extra 70 people a day. That's an extra 350 large soda sales a day. (5 servers x 70 large sodas each). 350 extra sales, at 35¢ each, is $122.50 a day in extra gross sales for you... which translates into $857.50 extra a week, and over 52 weeks, this turns into... $44,590 Dollars A Year... WithZERO Extra Marketing Costs Involved! Not bad, hey? And if your large sodas cost 50¢ more than your small sodas, in that case, your annual bump in gross sales would be $63,700 Dollars! 70¢ more? O.K., that one's easy -- just double the 35¢ figure -- now you're selling $89,180 Dollars more! See how easy this stuff is? It's insane, isn't it? But what if you don't have a restaurant? How can you use this trick in your business? Well, let's say you own a photography store. When people are filling out their forms to get their pictures developed, instead of saying "Singles or doubles?", you can say "Doubles?". If you own a landscaping company, instead of asking "Shrubs and lawn?", you'd say "Whole yard?" And if you're a hairdresser, instead of asking "Cut and shampoo?", you just say "Shampoo?" Make sense? When it comes down to it, the basic premise of this selling trick, is... If You Don't Ask... You Don't Get! But polishing your request up so it's "benefit-oriented" to your prospect... makes this work smoothly... effectively... and without looking like you're trying to "sell more". Notice how you're not asking "Do you want a large soda?" -- you're just saying "Large one?" See, you'll have to experiment a little bit to find out what works best in your situation, but not you've at least got one helluva head start on things, no? And can you think of any easierway to make this kind of extra money? Elmer Wheeler really was a "selling genius" and you'll pick up quite a bit from him. And, from the excitement and enthusiasm he comes across with, you know he enjoyed his work. Here are a few of Elmer's famous quotes: "Your first 10 words are more important than your next 10,000." "People seldom want to walk over you until you lie down." And... "Don't sell the steak, sell the sizzle." Unfortunately, Wheeler's books are all out of print. You'll find them showing up pretty consistently on e-bay though, and, you can also find some of them on www.abebooks.com or www.alibris.com. P.S. Remember, little hinges really DO swing big doors open -- and success lies in the margins, not in the vast open spaces. KSo keep your mind open to finding the small things that others let slip... through the cracks. "Craig Garber is America's Top Direct-Response Copywriter. You'll find hundreds of marketing tips to increase your sales, and his insanely popular FREE Direct-Response Marketing Tip Of The Week, on his website, www.kingofcopy.com. Copyright © Craig Garber. All rights reserved."
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
Direct Mail Formats: How to Choose the Right One for Your Next Mailing Which pulls the best response, a postcard, a self-mailer or a letter? The answer, you'll be irritated to know, is clear. It depends. Who is Your Perfect Client When I started my coaching practice I believed that I could coach anyone. My marketing wasn't targeted. Marketing Discipline and the Joy of Success Discipline Is Important.I recently read an article about why discipline is important to a marketer. Mortgage Marketing - How to Write a Mortgage Marketing Sales Letter That Gets Results! Have you ever sat down to write a sales letter and been at a complete loss where to start? It happens to all of us.Sales letters are hard to write. Mail Orders Most Common Mistakes THE GREAT MAIL ORDER MYTH There are a number of totally unrealistic beliefs about the mail order business. To belive in any of them can be dangerous to your pocketbook. What Can Star Wars Teach You About Creating a Buzz for Your Business? Many people think marketing is some type of mystery that only a few select people know the secret too. In fact if you look at the entertainment industry you will find some of the best models to follow. Practice Marketing: How to Answer What Do You Do? to Increase Prospects, Publicity and Profits "What do you do?""I'm a CPA. What do you do?""I'm a stockbroker. Brochures that Generate Sales Leads (and How to Write Them) One rule in direct mail is that your letter sells your offer and your brochure sells what you're selling. For example, let's say you mail a classic direct mail package to generate sales leads for your enterprise software product. Two kinds of Advertising for a Marketing Strategy Advertising is the lifeblood of any business. If you do notlearn how to advertise your products and services bothefficiently and effectively, you won't be in business long. The M-Word (Marketing) Phase 2 Last month we looked at what you need to do before you spend money on marketing brochures, a website, advertising or even go out to network. During Phase 1, it's all about crafting your message. 11 Powerful Marketing Tips Each of these 11 marketing tips is based on a marketing strategy or tactic proven to boost sales. How many are you using?Tip 1: Your customers buy your product or service to feel a certain way after their purchase. Do Not Consider Running the Same Yellow Page Ad until You Read This Grant Businesses have a love-hate relationship with the Yellow Page directory On the one hand, business owners know they need to be there - even though everyone they compete against is there, too. They rightly fear their ad won't get noticed. Loan Officer Websites: Your Marketing Hub to Magnetize Realtors Too many loan officer websites look like congested intersections, information running every which way. Fancy gadgets, like calculators, online application submission forms and loan programs filled with jargon that customers don't understand. Take My Commitment (to Your Biz) Quiz! Starting and managing a successful small business takes time, energy, money and a HUGE commitment. But the payoff can also be HUGE, in terms of personal accomplishment, satisfaction, happiness, and M0NEY! So just how committed are you?Here's 10 questions to help you find out:(1) Have you taken the time to create a business plan?A business plan ensures you have a well-thought-out plan for your business. A Good Marketer: What's the Measurement? As a business owner, you know how valuable being good at marketing is. Yet, I have found working with business owners for the past 20 plus years that 99. Breaking The Voice Mail Barrier Even if you never place a cold call, you still have to reach people by phone. That customer who was so interested last month never called you back, and now you must call her. How to Set (and Get) the Right Prices Which product feature of yours is every buyer keen to know about? Which sales tool closes prospects instantly? Your price. Yet, despite the far-reaching consequences of a company's pricing, I'm surprised at how little time small business owners spend on it. Help! What Happened? Let's be honest, when you're writing sales material for a product, there are a frightening number of things that can go wrong, aren't there?Remember Murphy's Law: what can go wrong will, and at the worst possible moment. Well, we're going to try to gain some control over events and the best way to gain control is to know what makes things tick . Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients We all work hard to attract even one paying client. In fact, we work hard to attract serious inquiries. How to Take Your Law Firm to the Next Level How to Take Your Law Firm to the Next LevelThird in a series of three articlesSO you've done such a good job at bringing in new clients to your firm that you're swamped with business, your firm is large and growing, and all parts of your marketing system are in place and running smoothly? Congratulations!If you can confidently answer "yes!" to the following metrics, then you're ready to take your practice to the next level:? Is your firm's mission perfectly aligned with your market?? Do your marketing efforts create exactly the relationship your customers most want and need?? Are your services well packaged, presented with a What's In It For Me? punch, and priced at various levels?? Do you know exactly where and how to promote your firm's services?? Does your marketing system routinely and predictably create the kinds of new customers your business requires?What happens next in many successful firms, however, is not good news. Instead of sticking with what's created success in the first place, the focus shifts away from a marketing mindset.
|
| home | site map | Advertising Articles |
| © 2006 |
