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

Why “You’re The World’s Greatest Vacuum Cleaner Salesman” Isn’t A Compliment. PDF Print E-mail

Why “You’re The World’s Greatest Vacuum Cleaner Salesman” Isn’t A Compliment.

 

Have you ever had a customer compliment you on how well you sell? Admit it...it made you feel pretty good, didn’t it?

 

Let’s say that there are three stages of selling development;

 

Stage one; You are just trying to learn what to say. And you don’t get compliments.

 

Stage two; You do know what you say, and you start hearing “You are a great salesman/ saleswoman/salesperson”

 

Stage three; You no longer hear about how good you are (from your customers) but start hearing about how great the product is.

 

Think about that a minute…….

When I sold in people’s homes, I would hear “Wow, you sure are a great salesman.” This usually meant that they were not going to buy.

 

Why? They were in essence saying “You are making us interested, but it’s because of you and not the product.”

This is similar to “Wow! You make it sound so good””. It’s a way of distancing themselves from the sale.

 

This is highly advanced stuff guys. I’’d read that again.

 

When I started hearing these “Compliments” I said (like some of you) “Thanks! Yes, I sell a lot of these. 87% of the people I show fall to my wonderfulness.” (OK, I went a little overboard there)

 

After I realized that this “compliment” was a way of disengaging themselves from the sales process (maybe not intentionally)… I sarted answering like this….

 

“Thanks, but it really isn’t me. I’m just excited because we found something that is exactly what you need. It’s really the (____). That’s great. I’m just the one explaining it“.

 

See? I took the compliment and redirected it to the product. Why? Because I’m not what they get to keep. The product is. I don’t want applause...I want a sale.

 

That’s the difference between them praising me...and praising my product.

 

Anyway, if you see good actors on screen, you may say “Wow, that guy can act”. ...But really great actors make you cry, cheer, and

believe they are the character they play.

 

So my greatest compliment I can hear is ““Wow! This is a great machine. It’s exactly what I need.”

 

That’s the supreme compliment to me.
 

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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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