Do you remember Pets.com, the sock puppet guys? They spent millions and millions of investor dollars on marketing and advertising, but where are they now? More importantly, where is their investor's money now?
We all know the answer to that one. Their money is in the bank accounts of advertising executives. In fact, the advertising people who came up with the Pets.com ads revitalized the sock puppet for another project in 2003. They're STILL laughing all the way to the bank.
This proves that creative advertising can be very lucrative ... for advertising people. What most business owners don't realize is that the vast majority of advertising agencies are spending their client's money on creative (and expensive) ways to make their ADVERTISING famous. What they ought to be doing is finding practical ways for making their client's BRANDS famous.
Sales - Not Advertising - Is the Key to Your Company's Success!
Advertising types may try to tell you differently, but ask yourself this question: What's the point of advertising anyway? It's to get your business more SALES, isn't that correct?
Sales is what makes the cash register ring, and while advertising is a gamble on tomorrow, a sale is what you put in the bank today.
Please don't misunderstand, we're not against advertising, it's a necessary function of just about any company. It's especially crucial for industry leaders that are attempting to hold on to their lead, but it can only be effective when the owner or CEO understands its true purpose.
A marching band maneuvers expertly on a football field for the purpose of looking good. They get cheers and may even get an award ... for looking good. But a football team maneuvers on the same field for the purpose of scoring touchdowns and winning games. Do you go to football games to root for the marching band or the football team? Which is the reason for the other?
Pets.com's ads looked good, they even got cheers and awards ... for looking good. But they didn't win in the marketplace. Do you want your company to look good, or do you want it to win?
In war, it's not the spit and polished soldiers who perform with perfect timing and precision on the parade field that make the difference, it's the troops who fight and win the battles. Which ones do you want on YOUR team?
Quit Polishing the Brass and Bring out the Big Guns!
Unlike advertising, which you have to buy over and over again to maintain the desired result, devising a powerful selling system can have lasting effects that will benefit your company's bottom line well after most of your expensive ads are long forgotten. What's more, developing and implementing an engineered selling system is usually much less expensive than even a modest advertising campaign.
Before the next advertising agency tries to convince you to put more of your company's money into advertising, consider using some of that money to provide your company with an engineered selling system for making more sales!
Don't let advertising gimmicks distract you from your main objective of increasing sales. Take a look at how No Objection Selling™ has helped companies like yours SELL MORE! (Click on an example below)
You can be our next success story...
We will use the principles of No Objective Selling™ to custom design an engineered selling system that will work hard so you won't have to.
Don't miss out on future sales! Click Here to find out just how little it will cost to design an engineered selling system for your company. Or call us today at 800 801-0437.
When the owner of a small window washing company needed a system for acquiring more accounts, we helped him create a unique guarantee for his service, then we developed a sales approach around it using our exclusive No Objection Selling™ system. We also designed very slick looking and persuasive written proposals as an additional sales tool.
Suddenly, this window washer with virtually no sales experience found himself selling more window washing contracts in just a few days than he had sold in an entire month. In fact, to date they have established nearly $400,000 worth of annual accounts without ever having spent a dime on advertising !
Selling a two-for-one offer...When a company that sells two-for-one meal cards for fine dining establishments enlisted our help, we developed a system for their telemarketers that allowed them to make 50% more contacts in the same amount of time, and close more sales.
A major component of this system was a computer program we developed that featured 'dynamic scripting' which instructed the user as to exactly what to say AND how to say it based on the individual responses of the prospect.
As a way of testing us, the client gave us their worst prospect list and their worst sales rep (a very green rookie with no sales experience who was averaging LESS than one sale per day). Using our system, and sticking to it word-for-word, he made three EASY sales in his first thirty minutes. Needless to say, they were all very shocked AND very pleased.
Selling copier repair service...One of our earliest clients was a one man copier repair service who's advantage was his ability to charge very low rates. His problem was that he knew he couldn't continue to undercut his competition indefinitely. Eventually someone would come along and underbid his prices, and he'd be in trouble.
We helped him reposition himself from 'the local low cost copier guy' to the 'Twenty Four Hour Copier Service.' There are really very few emergencies after 6 PM in his business, so he really didn't have to change his work schedule, but we knew that by playing on the timeliness of his response, he could charge a premium for his service, and customers would pay it.
Next, instead of wearing just a shirt and tie, we set him up with a uniform that had his logo embroidered above the shirt pocket and on the back of the shirt. Everyone who saw him go about his business throughout the day could see his logo and knew who he was and what business he was in. People started stopping him and asking for his business card. That free advertising alone got him enough business to more than pay our fee.
He now has several employees and can hardly keep up with the hundreds of accounts he's picked up, all with no acquisition costs, since he began using his 'No Objection Selling' system.
Not long ago an agent for a major insurance company asked us to develop an approach for selling more financial products to their existing clients. We designed an outbound script for use over the phone. After using it for a short time, and getting great results, one telemarketer commented:
"When I changed the wording of the script, even one word here or there, the response was not good at all. But if I read it EXACTLY as it was written, the response was fantastic. At first the people would sound hostile as they realized that I was selling something, but as I read the script, I could actually feel them melt as they became more and more receptive to what I had to say. By the end of the conversation, we would always get a great response and even the ones who had no need at all for what we were selling were practically apologizing to us for not buying. It really is a 'magic' script."
A client asked us to design a program for selling real estate. He was new to the business, and he was having a difficult time getting sellers to list their homes with his company.
We attacked the problem by designing a system that would attract buyers fast. We then repositioned his business from real estate sales to Accelerated Home Marketing.
One of the first opportunities to use his new system involved a seller whose house had been listed for sale with a competing realtor for over a year, and had received hardly a nibble. After hiring our client, and using his new Accelerated Marketing™ method, he received 30 responses and found a buyer within the first week. The seller got exactly the amount he wanted for his house, and he even used the term "minor miracle" when describing how thrilled he was with the service.
As a result, our happy client now has an advantage over his competition which makes it much easier for him to get listings. Plus, unlike traditional real estate brokers, his new system guarantees that he will make a profit on every home he markets regardless of whether or not the home sells!
