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

The Secret Of Guaranteeing That The Customer Won’t Walk Away When You Are Showing Them A High End Product. PDF Print E-mail

The Secret Of Guaranteeing That The Customer Won’t Walk Away When You Are Showing Them A High End Product.

 

Have a place for them to sit down. Yesterday, I had a day long visit from a vacuum cleaner dealer ( I thought he was a subscriber until he told me he wasn’t. Jeesh!).

He was a smart guy. He had been using some of my ideas, and using them profitably. But When he saw my “Demonstration area “(to demonstrate vacuum cleaners) he said “Wow, why do you have 6 chairs at the edge of the carpet?”

It never occurred to me that I wouldn’’t have chairs; comfortable, cushioned, relaxing chairs.

I said “Some of my demonstrations take 30 minutes, including the time to answer questions. This floor is hard. If you are older, or have a weight problem (and we almost all do)

Would you want to stand in one place, on an unforgiving floor, for 30 minutes, and talk about vacuum cleaners?”

 

He saw the reason right away.

 

I went on “I want these people comfortable. I want them to stay in one place. If they are sitting in a comfortable chair right in front of me, it’’s very difficult to just get up & walk away.”

 

“And if their feet hurt, they don’’t want to stand there & ask questions...they want to sit down,. And If I don’t have a place for them to sit, they will go to the nearest seat...in their car.”

 

Why have 6 chairs? Frankly 2 or 3 would be fine. But I sometimes get 2 couples that are looking at vacuum cleaners. I want then to all be together. Anyone walking around the store, waiting for me, is a lost sale.

As long as they are engaged, and comfortable, they will stay.

 

And here’s another secret. If I’’m showing 2 couples (or at least 2 different buyers) I will determine who the most likely will buy, and asked them most of the questions first.

That way, the other person will have to disagree with not only me, but the other person as well. Very hard for the second couple not to go with the Herd in this instance.

In fact, the instance of both couples buying is greater than if it’s just one couple. It takes more time, but the net result is worth it.
 

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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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