Don't Overlook The Easy Sales
by Bob Leduc

Are you so busy chasing down new customers that you completely overlooked these two prime sources for easy sales?

Source 1: Existing Customers

Here are two ways you can use your relationship with existing customers to generate additional business.

1. Offer Them Related Products or Services

Your existing customers already know you and trust you. It's easier and cheaper to get more business from them than to get any business from new prospects.

Find or create additional products and services you can offer to existing customers. Your new products and services should be closely related to those your customers originally bought from you.

For example, I recently spoke with a network marketer selling nutritional products. She also works with a health club that pays her a commission for each new member she signs up. She told me that over one third of her income is generated by offering the related product to her customers.

2. Ask Them to Help You Find New Customers

Do you have a system to get referrals from satisfied customers? If not, you are losing a lot of profitable sales you could easily get.

One way to get referrals is with a brief Customer Survey. Send it by postal mail, email, fax or post it on a web page. The one I use asks only 3 questions:

5 Steps To Creating a Profit-Producing Marketing Message
by Mitch Meyerson and Jay Conrad Levinson

One of the most common problems I see with my coaching clients is a lack of clarity and impact in their marketing messages. Quite frankly, it doesn’t seem to sizzle very much. In today’s competitive marketplace, this is a big mistake.

Here’s a system I learned and modified from Jay Conrad Levinson that will help you get to the emotional heart of the matter. Follow these 5 Steps and see what I mean.

Step 1. Find the inherent drama within your offering.

You plan to make money by selling a product or a service or both. The reasons people will want to buy from you should give you a clue as to the inherent drama in your product or service. Something about your offering must be inherently interesting or you wouldn't be putting it up for sale.

What is the “drama” your target market is facing right now?

Perhaps it is the anxiety of getting new customers in cluttered marketplace and sluggish economy.

Or for a parent it could be how to find the most nutritious foods that their child will enjoy eating.

Step 2. Translate that inherent drama into a meaningful benefit.

Always remember that people buy benefits, not features. People do not buy shampoo; people buy great-looking or clean or manageable hair. People do not buy cars; people buy speed, status, style, economy, performance, and power. Mothers of young kids do not buy cereal; they buy nutrition, though many buy anything at all they can get their kids to eat -- anything. So find the major benefit of your offering and write it down. It should come directly from the inherently dramatic feature. And even though you have four or five benefits, stick with one or two--three at most.

Step 3. State your benefits as believably as possible.

There is a world of difference between honesty and believability. You can be 100 percent honest (as you should be) and people still may not believe you. You must go beyond honesty, beyond the barrier that advertising has erected by its tendency toward exaggeration, and state your benefit in such a way that it will be accepted beyond doubt. The company producing Mother Nature breakfast cereal might say, 'A bowl of Mother Nature breakfast cereal provides your child with almost as many vitamins as a multivitamin pill.' This statement begins with the inherent drama, turns it into a benefit, and is worded believably.

Step 4. Get people's attention and be very clear

People do not pay attention to advertising. They pay attention only to things that interest them. And sometimes they find those things in advertising. So you've just got to interest them. And while you're at it, be sure you interest them in your product or service, not just your advertising. I'm sure you're familiar with advertising that you remember for a product you do not remember. Many advertisers are guilty of creating advertising that's more interesting than whatever it is they are advertising.

And be sure you are communicating clearly. You may know what you're talking about, but do your readers or listeners? Recognize that people aren't really thinking about your business and that they'll only give about half their attention to your ad--even when they are paying attention. Knock yourself out to make sure you are putting your message across. One hundred percent of the audience should get the main point. The company might accomplish this by stating in a headline or subhead, 'Giving your kids Mother Nature

Step 5. Motivate your audience to do something.

What is you call to action? Tell them to visit the store, make a phone call, fill in a coupon, write for more information, ask for your product by name, take a test drive, or come in for a free demonstration. Don't stop short. To make guerrilla marketing work, you must tell people exactly what you want them to do. breakfast cereal is like giving your kids vitamins-- only tastier.' Zero ambiguity is your goal.

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