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Posts Tagged ‘money’

Shout It From the Rooftop

By: Dan Kennedy on: November 13th, 2009 6 Comments

It’s funny how problems change.

At one time, my biggest challenge was making money. This year I paid considerably more in taxes than I once had as my hard-to-imagine-hitting income goal.

These days, neither I or most of my clients and coaching members seem to have any trouble in the income department.

The biggest demographic trend we’re all adjusting our small business marketing to is mass affluence. For most of my clients, businesses I’m involved in, and personally, our biggest problem is spending money productively.
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When Things Don’t Go As Planned

By: Dan Kennedy on: August 26th, 2009 11 Comments

The moral of Earl Nightingale’s greener pastures story is, nobody’s business or life is perfect, and the most perfect of another’s situations is rarely as good as it seems from afar.

It would be dangerous to trade, even with the person you might envy most, based only on observations from a distance. It’s usually better to work at making your own “house” better and more to your liking than to envy or swap for another.

Lately, most of my clients, coaching members and I have had most things going our way. We’re all pretty fat ‘n happy. Some of us are deluged with business, using shovel and wheelbarrow to handle the money.
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How To Get The Really BIG “Super Affiliates” Lining Up To Sell Your Product

By: Dan Kennedy on: August 25th, 2009 3 Comments

I’m going to share with you how to cultivate those powerhouse affiliates who will have a massive impact on your bottom line. I’m talking about…

…Super affiliates!

Super affiliates typically either control a great deal of traffic (or know how to) and/or have a sustainable mailing list. You probably already know who they are.

Start thinking of your dream list of people who could promote your product or service – those are the guys or gals you want on your team. But not so fast. Super affiliates are picky. They’re very selective. And they’re not anxious to take on just any old deal, for any old commission.

Fear not though, because here are a few of the most important secrets for making super affiliates take notice…
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How to Use Two Simple Words to Immediately Get More Money Out of Every Customer

By: Bill Glazer on: August 22nd, 2009 6 Comments

What small business marketing technique, that is only two simple words, can get you more money? It’s simply…saying “Thank you”.

I bet you might be thinking, “Saying thank you to our customers for their business is not any big secret. What are you trying to pull here?” Ah…just hold your horses and I think you’ll see how wonderful this technique can be.

Most people will make some kind of thank you gesture to their clients – but it doesn’t translate into tangible bottom-line results for your small business. So I’m going to show you how you can get double-duty out of saying ‘thanks’.
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Don’t Overlook Opportunities to Encourage Others

By: Bill Glazer on: August 6th, 2009 1 Comment

I woke up on February 1st with no heat. Heater dead. I called somebody out of the Yellow Pages – best ad. They had a guy there in an hour, fixed a “bad igniter.” $154.00. But he upsold me to their Priority Yearly Service Plan, which got me a $27.00 discount on the $154.00, but, in total, had my check made out for $314.00. I spent more to save some.

When that’s all over with, you sometimes think: what just happened here?

I had three thoughts about small business marketing as all this went on.

First, the tech was naturally a better tech than salesman, did the upsell somewhat awkwardly, basically reading it off the work order and bill. But he did it. I bought more to encourage him than because I really wanted it. But I can promise you, clumsy and hesitant or not, if he delivers that little upsell script every time, at least 20% will take it. At whatever point(s) there is human contact with customer in your business, there ought to be an upsell, unless you’re already too rich.

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You Need Concentration and Concentrated Effort

By: Dan Kennedy on: August 6th, 2009 8 Comments

I don’t like to dawdle and I’m mystified by people who do. There are times I envy them their laissez-faire, relaxed attitude, just sort of meandering along, apparently satisfied with whatever gets done, getting done and whatever doesn’t laying around until tomorrow or next week.

It intrigues me that people live like this. I occasionally wonder what it would be like. This is not, as near as I can tell, The Renegade Millionaire Way. The RM’s that I hang out with are in full court press – when working.

It surprises people that I can shift into a mode of doing nothing. I once spent a five day vacation in a hammock. But those are the only two speeds I have: frenetic pace, maximum speed. Or comatose. When not working, I can and do shut down.

But when I work, I work hard, I work fast, I work with focused, concentrated, uninterrupted effort and intensity. And I maintain that is why I get so much more done than most. Napoleon Hill wrote about the power of concentration, and I really studied Hill and took him seriously.

A whole lot of people have read ‘Think And Grow Rich’ but darned few have taken it seriously. (Same, I guess, with my books.) I’ve actually re-read TGR over 100 times, and all of Hill’s other works at least 25 times.

So for me, ‘read’ is the wrong word. I’ve studied. And most people never really study much of anything. I study Trump. To get good on stage with humor and timing and pacing, I studied Carson and Charlie Jarvis and Zig and Tremendous Jones and Sam Kineson. I like Ron White, but I also study Ron White. To get good as a copywriter, I studied all the winners I could get my hands on. To get the opening monologue of the newsletter right, I studied Parr and Philbin, and Jerry Buchanan and Gary Halbert.

Anyway, back to the subject: concentration and concentrated effort. Convinced (initially) by Hill of its importance, I made a point of doing two things: I trained myself to be able to fully concentrate on the task at hand even under adverse, disruptive circumstances.

That’s why, for example, I could sell successfully in the last time slot of the day at the Success events, when so many other speakers tried and failed; the stampede leaving after the last famous speaker, as I took stage; the roadies dismantling their equipment behind me; nothing broke my concentration.

Second, I make a point of creating work environments conducive to maximum concentration whenever possible. That’s why I don’t take unscheduled incoming calls.

I’ve also noticed that people who actually determine to get things done are rare. Goes back to the laissez-faire attitude.

Most people just get up and go to work. I get up and go to work to get something done. Finished. Completed. Off my desk. Out the door.

This is a gigantic behavioral distinction, and I’ve only worked with relatively few people who operate like this all the time. I remember doing a recording session with Joan Rivers; she was recording eight audio sessions from scripts I’d written that she had not seen prior to that morning. At 9:00 A.M., the engineer asked what our plan was if we didn’t finish that day. She looked at him as if he’d spoken Martian. “I have a hair appointment at 4:00 P.M. We’ll be finished at 3:30 P.M.” And we were. Six hours of recording in 6-1/2 hours, one bathroom break.

Yesterday, I video-taped six ten minute “vignettes” for use by our Certified No B.S. Business Advisors in their local Kennedy Study Groups. We started as scheduled at 8:00 A.M., we finished as scheduled before 3:00 P.M. – even with me a bit under the weather with this flu. Because we did not stop. Breaks are for sissies. Because it had to be done.

Therein, the real secret. People get done what they must. So you get a lot more done if you put yourself under a lot more pressure with a lot more cement commitments. So, what is the most important minute? The last minute, of course. Without the last minute, very little would ever get done!

Of course, you can over-commit and get yourself in a little trouble with it, and I’ve done that in the past few months, and have had to take some extraordinary measures to handle it. But I’d rather be over-committed and getting a lot of things done than be perfectly caught up and on schedule with hardly anything on the list. Nobody’s perfect. I’d rather err with a lot done and a little late than little done and nothing late.

One other thing…his getting rich, living prosperously thing. Heck, just about everybody gives it casual thought and lip service. They want it enough that they resent those who have it. But not enough to study it. To take it seriously.

Next time somebody’s whining at you about how they wish they had more money or a bigger house or the price of gas or health care something like that, ask them how many times they’ve read ‘Think And Grow Rich.’ Ask them to show you their bookshelf full of books about money and prosperity that they’re studying.

I guarantee, Rohn’ll be right; they’ll have a big TV but a small library. If they had to get rich, it’d be the other way around.

I suppose they don’t even realize that the behaviors of the prosperous of which they disapprove are actually behaviors that need to be seriously studied and emulated.

There are plenty of living, breathing, walking, talking blueprints right in front of most people. Almost every family has a financial star-performer.

Every sales force has a champion. Every industry or profession has its top dogs.

So, two tips: one, assume nothing you see the successful do is accidental or unrelated to their success; assume that the success is the effect and everything else you can observe the cause. Two, set aside jealousy, envy, disapproval, past belief systems, and try copying everything you see the successful do. Study them.

Earl Nightingale said: we become what we think about most; he might better have said: we become what we study most.

Smart-Bomb Selling: Use Information Technology to Home In on Hot Prospects

By: Dan Kennedy on: July 9th, 2009 4 Comments

By Duncan Maxwell Anderson

From Success Magazine

DAN KENNEDY says he’s found a way to multiply your closing ratio in face-to-face selling: Instead of carpet-bombing the universe of possible prospects with telephone calls trying to get an appointment, use the techniques of direct-response advertising. Generate a response from those who already need your product. Then home in like a cruise missile for the close. Kennedy, president of Empire Communications Corp. in Phoenix, uses direct response to grow his own business and consults to other companies.

“One of my client companies sells seals for industrial pumps,” says Kennedy. “The ordinary seal has to be replaced every 30,000 pumps, taking four hours of downtime. But this company’s seal lasts 300,000 pumps and takes only two hours to replace. How would you sell it? The conventional approach is to send out a rep to each factory with a bag of seals under one arm and a box of doughnuts under the other. He’ll wait around for an hour waiting to see someone. That uses up time, and it’s also bad positioning.”

GET IN POSITION TO CLOSE

Kennedy says that you’re in better position to close a sale if you manage to get the customers who might need your product to come to you. This is where the direct-response methods come in. “Suppose you send every prospect a brochure that offers him a free video showing how to cut his downtime in half when he’s servicing his pump. It’s closely related to your business, but it’s not about your company or product.

“Once the guy responds and says, ‘I want to see the video,’ he doesn’t view you as a pump-parts salesman anymore. His defenses come down, because he feels as if he’s in charge when he says, ‘I think you’re the guy who can help me. Tell me how this works.’ Now you’re in a good position to tell him about your longer-lasting seal. If you cold-marketed the same prospect, your results would not be as good.”

With its free video offer, the client company more than doubled its closing ratio per 100 prospects — from 3 to 7. That opens the possibility of hiring more reps, who sell more and make more money. As Kennedy says, “There’s no reason for a sales rep to spend his time on the phone to narrow his prospect search when a letter can do it for him.”

THE SECRET OF BABY STEPS

Kennedy says the strategy works in any market: Every potential customer would be grateful for free information on some area of need, free from a sales pitch. “Take baby steps with your customer to build rapport,” Kennedy says, “until you’re ready for a giant step like a big-ticket sale. Your free report — or video, or manual — should have an exciting title,” says Kennedy. “It should be as good as something you might buy at a bookstore, but you’re giving it to him free.

“Say a computer store wants to sell software, hardware, and Internet hookups,” says Kennedy. “Why not target people with kids, offering a free report entitled ‘How to get your kid into the college of his and your choice’? Let’s say 18 of the 101 tips involve the use of the computer. At the end of the report, put in another offer: ‘Come in to our education fair from March 22 to 24. All of tips 50 to 68 will be on display, with free Internet access and instructors available.’ Have a discount offer that day for software or hardware, and give away a demo of ‘The 5 Greatest Educational Tools for Your Computer.’ These are measures that offer value, cost little, and generate goodwill and sales.”

The principle of the smart bomb can work even with a presentation or sales letter, if you are very confident. It’s a benefit that grows out of what Kennedy calls “the positive power of negative preparation.” In presentations, we are accustomed to mentioning only our strengths, hoping the prospect will forget about the possibility of weaknesses. Of course he doesn’t. All the while, he’s trying to figure out what problems he between the lines. That tension is bad, Kennedy says.

“Why not painfully acknowledge all the weaknesses in your case — every one of your flaws?” he suggests. “Then, answer these problems with the best possible responses. You preempt most objections and show your honesty. Sales managers don’t tend to do this,” he adds, with considerable understatement.

“But winning sports coaches do. They go through all their plays and ask themselves, ‘What do we do if this goes wrong? Or how about this?’ ”

If you can handle the obstacles without breaking a sweat, it’s easier to get in position to score.

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