1. Really be clear on what you are offering and why.

2. Know how your customer defines having their needs met (evidence procedure)

3. Work your Golden Asset – The Database. Continually keep in touch with prospects and customers (old and new).

4. Break out of the box. Shake things up and be willing to go against the industry marketing norm and standards.

5. Use ads that educate prospects on your advantage over the competition or tip prospects off to the "half truths" your competition promotes.

6. If you know you can deliver on your promise pay your prospect for the exclusive right to prove it.

7. Focus on the lifetime value of your customer not just one transaction.

8. Hire consultant, media and other resources for a share of the profits.

9. Create your own radio or T.V. show (i.e. Internet Radio i.e. Talk America)

10. Write a Q & A column for your local paper and also interview other helpful experts.

11. Telemarket prime prospects person to person. A powerful telemarketing strategy. You reach your prospect and bypass call screeners.

12. Advertise in the insert of a strategic alliance's newsletter or put an insert in a mailing they do to their prospects such as their monthly invoice mailing.

13. Develop a strategic alliance and have them send an endorsement of your services to their database and each of you share in the profits.

14. Sell your most effective newsletter, ads, postcards, etc. to a peer in a non-competitive region for a flat fee plus a percentage of the profits.

15. Prioritize your day. Know which 6 actions will have the greatest impact on your sales and marketing opportunities and make sure you take some action on those items.

www.SalesTrainingandDevelopment.com ** Info@SalesTrainingandDevelopment.com
Mark Anthony * www.AAATrainingForSuccess.com * (212) 683-1834

16. Have a plan to always get a new customer. Have a plan to always turn a one-time sale into a repeat buyer. Have a plan to increase the profits on each transaction.

17. Agree to long-term ad contracts but have rep give you a free or low cost test to prove ad is worth the long-term contract. If the test is successful you are happy (and obligated to move forward). If test performs poorly you have saved time, money and risk.

18. Find companies that don't work their database and ideally could be a strategic alliance for your business. Teach them to "work" their database for additional sales of their own product and services. Collect a fee on their success and also get a commitment to have them contact their database several times on your behalf.

19. Test various ad headlines. Model headlines that have pulled well in other markets, industries or companies.

20. The Wall Street Journal told the story of two men who chose the same path with one difference, the first man read the Journal daily and then became the leader in his industry. How can you use stories to make your business benefits stand out in a memorable way?

21. Have a 24/7 free-recorded message that will educate prospects on the marketplace and value your offer. They gain value, you get credibility all while disarming their fears of speaking to a sales rep.

22. Use seminars and workshops to educate prospects and build trust, confidence and credibility with highly qualified prospects.
23. Join a barter exchange to get new prospects and additional sales at virtually no cost.

24. Use an auto responder program, e-newsletters or printed newsletters to add value and educate your prospects. Have the piece be content focused not promotional.

25. Posting yourself as a referral only practice. Create referral systems that don't have you asking for referrals but rather have others promote you as someone that is truly in demand and a real privilege to work with.

26. When writing ads put a headline at the top rather than your company name. Focus on your unique attributes or the prospect's problems.

27. Develop a relationship with your customers. Use Christmas letters rather than cards, be unique with Thanksgiving cards, etc.

28. Have your waiting room sell your prospects or motivate them. Have testimonials on the wall or client of the month photos.

29. Trade Shows: Sharing a booth with a strategic partner greatly reduces costs (i.e. Real Estate broker and Mortgage broker). Create a unique activity in your booth to separate yourself from the herd. It can be the scent of fresh popcorn, the fun of miniature golf, etc.
Stop the people, connect with them and then capture their name. Get value from your trade show efforts by following up with prospects. Also add them to your database.

30. Street Fairs & Expos: A fun way to gain exposure in the community and connect to prospects when they are relaxed and going at a more leisurely pace. Be professional and apply the same strategies as the trade shows.

31. Risk Reversal: Create ways that make it a guaranteed win to work with you over the competition. Find out your prospect's concerns or perceived risks and create a program that puts all risk on you.
Sometimes you can create better then risk free offers such as giving them free reports or added value services that are free to them (i.e. home inspection, environmental report, etc.).

32. Yellow Page Advertising: If you choose to advertise in the yellow pages or any directory where everyone in that section essentially offers the same service, distinguish yourself by putting a powerful heading at the top of your ad and your company name at the bottom. To say "Realtor Co." or "Locksmith Co." at the top is meaningless, but a benefits heading offers value to the prospect.


www.SalesTrainingandDevelopment.com ** Info@SalesTrainingandDevelopment.com
Mark Anthony * www.AAATrainingForSuccess.com * (212) 683-1834

33. Networking Groups: Get out and meet your prospects and strategic partners. Networking is a great way to fire up the sales process and meet people that can add value to your prospects. Attend a function/event at least once per month and challenge yourself to make at least five influential contacts at each event.

34. Referral Groups: Join or form a referral group. Groups are specifically designed to encourage meeting other business people with the specific goal of sharing referrals with each other. A good referral group made up of the appropriate caliber of business people for you is a guaranteed source of future business.
The key is to be focused on helping others in the room. Remember "givers gain".

35. Auto Responders: An email broadcast program sends out a series of messages on a time delay. i.e. you can have 12 messages where each is programmed to be sent every 3 months. Enter the prospect into the program and they will be reminded of your services automatically every quarter for the next 3 years.
There is no excuse to not be in touch with everyone in your database via e-mail. Auto responders make it effortless.

36. Greeting Card System: Use greeting cards to touch base with your customers in a personal way. i.e. If someone buys a home send them:
Month 1: A welcome card
Month 6: A "hope you've settled in nicely" note
Month 12: Happy 1st Anniversary in your new home
Month 18: Time flies and wanted to wish you well
Month 24: Happy 2nd Anniversary
Month 30: Thinking of you. How do you like the neighborhood and your new home? Would love to hear from you.
When they are ready to move or sell they will more then just remember you, they will know you.

Remember to build relationships, it increases sales and referrals. Remember the value of those additional sales, referrals and repeated business and then decide if $2.50 cents/year and a few minutes of your time is worth investing in your customer.
100% of the professionals I've met find it a great return on investment. People will need your service again. Invest today so they use you "tomorrow".

37. FREE: A powerful word that calls people to action. Don't be shy to use it. Old fashioned basics work!

38. Adjectives: Use powerful words in your copy that help people get a great visual (i.e. use words like huge over large, use descriptive words, colorful words, use words that call people to action.

39. Long copy over brief: Often people think a letter must be brief and to the point. Supposedly, "people don't want to read" so keep it short.
Would you rather have a long sales call or a short one? Interested prospects want more info and a long call answers their questions, this then allows you to present substantial benefits and gives you time to overcome objectives.
The same is often true with sales letters. Don't assume a brief letter is better. TEST, TEST, TEST.


Sincerely,

Mark Anthony
President, Training For Success
347 5th Avenue – Suite 310
New York, NY 10016
212 683 1834
Mark@www.salestraininganddevelopment.com
http://www.aaatrainingforsuccess.com/
http://www.salestraininganddevelopment.com/