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

What to do if you are Selling to a\ a parent & adult child. PDF Print E-mail

What to do if you are Selling to a\ a parent & adult child.

If the adult child is the one buying, I’ll ask the parent “Don’t you wish this was available when you were their age?”

Here’s why. That question isn’t asking them to buy, so it’s very easy for them to say “Yes”. And it tells the son (or daughter) that’ it’s O.K. to buy. Neat, eh?

What if the parent is elderly and the son is there to help the parent buy? They usually will try to steer the parent to a cheaper model. Why? They honestly feel that they are “Protecting” their parent from the evil salesman. A few are also protecting their dwindling inheritance.

In this case, I always let the “kid” try whatever I show the parent. I also stress how easy the product is going to be to use. Of course, you really have to show an “easy to use” product here.

Make no mistake.; The “child” is really the one making the purchase here. No matter who is paying for it. The “child’s” opinion is law. Whatever you do, don’t argue with them.

I hint that the “child” will benefit. I say “Now, Sir, if you get this, do you promise to let your son borrow this from time to time?” In the “child’s” mind “borrow” is replaced by “inherit” in many cases.

We give away free steam cleaner rentals with every high end vacuum cleaner purchase. Offering free rentals to the “Child” works wonders here. Offering to “tune-up” the “child’s” vacuum cleaner for free helps too.

I’m not saying that adults don’t really love their elderly parents. I also believe they have noble intentions when they come in. But I have to tell you, I make a lot more sales when I include the “child” in the benefits.
 

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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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