Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

How do you close two couples at the same time? PDF Print E-mail

How do you close two couples at the same time?

Assuming, I’m showing them the exact same vacuum cleaner, I just answer their questions until I think I can get one to say “Yes”. Then I simply say “Is that O.K.?” to the couple most likely to buy. I then take them to the counter (or have my wife Cheryl do it. This is a time that a helper is valuable) and tell the other couple “I’ll be right back to answer any questions you might have .O.K.?”

Now what if you were showing a different product to each buyer?

If a second person comes into the store soon after the first one, and they are looking for a vacuum cleaner, I invite them to sit & watch a demonstration. I say “This may not be the machine for you. Everyone’s needs are different. But you can see what’s available. O.K.?” Then I invite them to sit down, and see the demonstration with the other couple.

If I can tell that the second buyers (or couple) isn’t interested in the exact machine I’m showing (they came in for the $279 special, and I’m showing the $799 Super-Sucker), I’ll just say “Guys, we have a great selection. Just sit back, enjoy the show, and I’ll answer any questions you have at the end. O.K.?”

If you use humor, and they all enjoy the demonstration…they will tend to bond with each other. Good. They will also tend to sell each other.

If I see that they will buy the same model, I’ll take them all up to the counter at the same time to show them all how to use their new machine.

If I ask one “Is that O.K.?” at the end of the demo, and they say “Yes” (remember, I ask the most likely buyer first), then I’ll ask the other buyer “Is that O.K. with you too?” If they say “Yes” Great!. If they say anything else (“We need to think about it”) I’ll say “Great, I’ll finish up with these guys, and I’ll get back to you in a few minutes to answer any questions. O.K.?”

I’m acting like they are just minutes from buying…for the effect it has on the first couple.

Sometimes one couple wants “90 days same as cash” or other special arrangements. In that case, I’ll have them sit & fill out the form after I show everyone how to use the machines. The most important thing is to never act as if you don’t expect everyone to buy. They usually do.
 

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Reviews from Amazon.com.

Your Survival Guide to Ad Reps Who Don't Know Any Better!, January 23, 2010

By Gloria Steinman "Obsessive Compulsive Book Re... (Sandusky, OH)

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If you have ever been approached by an ad rep, you know the feeling of confusion and frustration. They tell you how much your business will increase and how you will get SOOO many new customers. Then you run the ad, nothing happens, and the rep comes back and tells you to run it again to see if it works next time. Surely if you continue to run the ad SOMETHING will happen!

After months of spending hundreds or even thousands of dollars, many business will throw up their hands and proclaim "ADVERTISING JUST DOESN'T WORK!"

 But what you don't know, and to be honest the ad rep doesn't know it either, is that the simple act of purchasing an ad does not mean you will get a response!

There are tried and true "rules" to advertising and Claude's book is very good at laying those "rules" out in an easy to understand way. It is not the last book you should ever read on advertising but it can be used to IMMEDIATELY improve the response to YOUR advertising!

 I highly recommend this book to any small business that operates on a local level.

The $20 bucks you'll spend (at Amazon.com) on this book will be well worth it and if you actually put some of Claude's principles to work you could see a return on investment worth thousands of times the cost of this book! Claude has spent 10 years in the school of harsh reality and has tested and tweaked these methods for the survival of his own business.

Claude Whitacre is My Hero!

 An Incredibly Valuable Book!, January 19, 2010

By Mike McGroarty

The Unfair Advantage is an excellent book that every small business owner should have on their desk. Not their bookshelf, on the desk, and the pages should be dogeared from constantly refering to this book. All businesses need to and should advertise aggressively and this book really does give you an unfair advantage by teaching you how to craft your advetisements, and where and where not to place those advertisements. Advertising that doesn't work is expensive. Advertising that REALLY works is libertating and will take your business and your life to the next level and beyond.

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