You Can Make Things Happen
Thoreau once said, “Things don’t change, people do.” If things are to happen, you must make them happen. Good people and businesses always make things happen. Let’s look at the essential rules of making things happen.
Rule 1: Always have a CEO attitude
You must start by taking responsibility for all things, both good and bad. Accept that your
company signs your check, but you fill in the numbers. Your own personal philosophy, which is determined strictly by choice and your own free will, determines your first step in success or failure.
Rule 2: Every business operates two businesses: People and Marketing
If you are great with people but don’t have people to speak to, you fail. Marketing has become essential to all sales people.
Rule 3: Lead generation equals dollarcreation
The more leads you generate, the more money you earn. How do you create leads? Develop a marketing web: Draw a small circle on a piece of paper and put the name of your company in the middle (your company, not the one that signs your check). Now draw lines in different directions that look like spokes coming out of the circle. Label each spoke as a source of leads, such as walk-ins, incoming calls, referrals, repeats, networking, prospecting, and so on. Notice that each spoke can have multiple spokes that sprout from it.
Rule 4: Add value first
The perception of price is always in relation to the value perceived. Perception is reality for your customers. What do they perceive to be the value in your offer, your product, you or your business? To create value you must TLC (Think Like a Customer) and then take action.
Rule 5: Give HFG (Hope for Gain)
People always want something better than what they have. It’s human nature. Hope for gain follows the pleasure versus pain rule of life. People act to either fi nd pleasure or avoid pain. Hope for gain moves people toward pleasure.
Rule 6: Offer risk reversal
Take away your customers’ risk and it creates urgency in the eyes of the customer. You must lower the barriers of entry that discourage customer traffic. Risk reversalallows your customer to avoid pain.
Rule 7: Provide leverage
Hope for gain and risk reversal provide leverage for people to take action. You must always be thinking of ways that your customers can get excited about contacting you now. Urgency, emotions, social proof, incentives and testimonials all provide leverage.
Rule 8: Facts tell; stories sell
Stories add the most important element of sales and marketing. People think in pictures. People relate to stories that they can see themselves in the starring role. Make them the star. People will avoid advertising and marketing on purpose, but they will react to a good story.
Rule 9: Utilize the law of obligation and reciprocation
In sales or marketing, you must be willing to add the “wow” factor. You must be willing to give people extra service, extra offers, extra emotion, extra humor and extra enthusiasm, until the customer feels an overwhelming obligation to give you a chance. Now let me give you some examples to create leads using these rules:
1. Be-back CD
Record a two- to fi ve-minute be-back CD that you give to each customer who doesn’t engage your services to play it on the way home. On the CD, thank the customer for the opportunity to serve them, tell them your SDP (Specific Defi ning Proposition) to get them excited about doing business with you.
2. Create affiliations
Who does business with whom you want to do business? Always think of how you can add value to them fi rst. What can you do to help their business? Offer coupon swaps. Offer to create a coupon for a twofor- one special at their restaurant. In return, ask that they distribute a coupon from your business.
3. Offer a free program
Offer a 30-minute program to some of the varying associations on how to fi nd the best type of loan for specifi c situations. Take brochures with coupons offering value that would make them take action to receive something of value from you. Create a lead fi rst.
Postcards are cheap. You can send to targeted markets that may be interested in specifi c products you are offering.
Postcard advertising made even cheaper.
6. Create a Free Special Report: “How to Get the Best Rates”
You could combine your postcards with this message and once you’ve created a lead through their response by fax, phone or email, you can follow up after sending your special report.
7. Create your own Web site
Put your Web site address on all your business cards, mailings and other materials. On the site, put your picture, biography, special offers and other information. Make people go to your site for a special offer. John Wooden said, “Don’t let what you can’t do interfere with what you can do.” You can’t change economies, but you can work daily to change your actions. A little extra effort put forth every day will help build a successful business. Make it happen.
Mark Tewart is the president of Tewart Enterprises Inc. – Tewart Management Group and Ninth and Main, LLC – Mark can be reached for speaking engagements, consulting, interviews and articles at 888 2 Tewart or 513 932-9526 or email@example.com – Please join Mark’s Blogs and check out his websites at: www.myspace.com/marktewart – http://marktewart.wordpress.com – www.marktewart.com – www.tewart.com – www.viptewart.com – http://credit.viptewart.com