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

“One Of The Strongest Things You Can Give A Customer” PDF Print E-mail

“One Of The Strongest Things You Can Give A Customer”

A “suggestion”. Use that word.

After you have established rapport and presented your product, the customer has to decide. For some, that is a painful process.

“May I make a suggestion?” is a strong thing to say. Why? A suggestion implies authority. It implies expertise. It makes you sound objective. It carries weight.

It’s also personal. If the customer doesn’t take your suggestion, they are rejecting something you said. It is harder to do that then to simply not buy.

You should wait until the end of the presentation. If the first thing out of your mouth is “May I make a suggestion?”, the customer will be thinking “Why should I listen to you?”

But at the end of the selling process, the customer is looking for relief.

Another key here is that your suggestion must be a real suggestion for their benefit. Most people have a built in BS detector.

If they have to choose between two different products of almost the same value (to them), I’ll usually suggest the lesser expensive one. Why? It sounds more authentic.

But they will usually give you a strong hint of what they want you to suggest. The husband looks at the wife & says “Honey, it’s up to you. I like the more expensive one…but you handle the money”

She says “Well, I don’t have to have anything that good, but it’s up to you”

Claude to the rescue!

“May I make a suggestion? Ma’am, I appreciate that you want to save money. I wish everyone in my family were more like that. But you know…if you use this for 20 years, your cost difference per year is almost nothing, and you can get the one you really want. Is that OK with you Sir (or ma’am)?”

Nobody says “No” to that.

Don’t offer an “Opinion”. Words change meanings. An opinion is a personal point of view. It’s selfish. A Recommendation is for their benefit.
 

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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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