The Three Most Powerful Strategies Ever Created for Selling Your Services

Consistent MarketingEven in this age of electronicwhen you said you're going to do it. One of the ways
commerce, direct marketing is the only advertisingto build this trust is to tell the customer "why." The
medium, which continues to outpace both print andreason this home is a higher price is because......"
broadcast in sales. That's because it stillThe reason we can sell this home at such a low price
works!However, very few companies know how tois because .......Another technique that builds trust is
use direct mail effectively.According to Murray Raphel,information. People are curious by nature. So give
author of "Up The Loyalty Ladder," "Dollar-for-dollar,them an information booklet, packet, report or book on
nothing provides a better return on investment thanthe solution to the problem your prospects have in
direct mail and it doesn't matter whatselecting a your service.Motivating people to act is
product or service you sell."Think about it. A personalrooted in the rapport you build with customers and
letter is the most powerful tool you can employ toprospects. When people feel "you're just like me," they
easily build a one-on-one relationship with every one oftend to listen more attentively to what you're saying
your customers, on a continuous basis, day after day,and begin to trust you. Use these skills of using
year after year. With the advent of technology, this"because," information and trust and you'll begin to
task has become easier than ever.What makes directmotivate your customers and prospects to act and
marketing the new standard bearer in creatingbuy more, more often.2. ReferralsReferrals are the
successful advertising results today?Direct marketingfastest, easiest way to double your business. Get all
is the most predictable and consistent way toyour current clients top refer one person to you.Sound
generate more customers, yet most businesses areimpossible? Are you getting any referrals now?It won't
so busy trying to get new customers, they neglect thehappen by itself. Why are referrals so important?a.
goldmine right underThey cost less to acquire.b. They are much less
their noses; their present customers.Your Mailing Listresistant to price. They trust you.c. They are more
Accounts for 60% of your campaign's success!Wouldlikely to refer others, since they were referred by
you sell refrigerators to Eskimos in Alaska?someone else.d. They are less likely to complain and
are easier to please.Here's how to make referrals
As a retailer or service company you need tohappen.When a client calls to say what a wonderful
consider who your ideal customer is, then find a wayjob you did, thank them and ask for a referral. It's easy
to target your message directly to them.On of theand you'll get results.You can't be haphazard about it.
advantages of direct marketing is that you canYou need a referral program firmly in place.A referral
accurately target your ideal customer down to theprogram letter tells you clients how they benefit from
minute details.**There are several types of listsgiving you a referral. Your client will receive cash, a tax
available.**1. RESIDENT / OCCUPANT LISTSThedeductible donation, a free dinner for two at a nice
basic "address only" list of every resident in arestaurant or any offer you like.Simple word of mouth
neighborhood, titled only with the words "Resident" ortechniques do not work as well. Think of it this way.
"Occupant." This list is usually sold for entire zip codeYou are doing your clients a favor by giving them
areas but you can purchase selected carrier routes*good service and quality at a fair price. You cannot
neighborhoods) within a zip. There are no names onbelieve how many rip-off artists there are out there
this list and no age, income or other demographiccharging high commissions, making exorbitant promises
information.It can be selected by zip, carrier route,and misrepresenting their companies. Your clients
county and homes vs. apartment dwellers, urban vs.should feel lucky they have you as their service
rural.*Carrier route -The mail route that the Postalrepresentative.Therefore, it's obvious they would want
Carrier takes to deliver the mail. This is usually ato tell their friends and relatives about you.How much
neighborhood of 400 - 500 homes or businesses.2.should you offer as a reward? Figure what the lifetime
CONSUMER LISTSEvery resident in the U.S. by name.value of a client is. How many homes will your
This list also contains inferred or exact age, averageaverage client buy during their lifetime? What is their
income, length of residence, phone numbers andvalue to you in commissions? What are you willing to
dwelling type. This information is obtainedspend to get a new
by the census. Selections include zip, carrier route,client that will generate thousands of dollars in
county, homes and apartments, urban or rural.3.commissions?3. Newsletters / EzinesI know a real
LIFESTYLE LISTSThese are consumer lists that haveestate agent who went from an affiliate in a large real
been enhanced with information supplied byestate firm to the principal of his own firm with 6 of his
consumers (from questionnaires). These lists form aown associates, in just a few years. And the vehicle
universe of people who are most likely to WANT yourhe uses to keep his name out in front of people is a
productnewsletter. Every month he mails a newsletter to all
or service. Selections include pet owners, PC owners,the people
credit card holders, mail order buyers, book readers,who have bought homes from him, prospects and
gourmet food buyers, investors and over 110 more.4.suspects. His list is small, just a few hundred names,
LIFE CYCLE LISTSIf you cater to specific groups ofbut his newsletter is packed with information.To be
consumers, consider these types of lists.Families withsuccessful with newsletters you must incorporate 3
children from expecting parents through college ageessential elements.1. News: Obviously. New Employees,
students, newborns, teenagers,associates, home buyers. Do you have a new way to
seniors. Age and income selects can be overlaid withfinance for people with less than great credit? What's
these selections to fine tune your market.How to getthe economy like and how does that affect
your direct mail envelope opened and read!First, makethe industry. Get ideas from your trade journals, outline
sure your mail is getting delivered. There are twothem and write it in your own words. (What do you
types of direct mail rates. Firstthink, I'm making all this stuff up myself?!)2. Selling: 10% -
Class and Standard. Standard is what they used to20% of your newsletter should be sales oriented.
call "bulk rate."In order to get a larger percentage ofShow some of the homes you've sold recently. Include
your mail delivered, send your mailings out first classa testimonial from a satisfied client. Show graphs and
andstatistics how using an agent can actually save people
use a real "live" stamp.Direct mail is the personalmoney, rather than cost them money (value vs. price).
medium so you want your mailings to look as personalShow some homes you're currently listing and ask for
as possible. Make your outer envelope look businessreferrals.3. Articles of Interest (including humor): Say
like.Don't put your company name or logo on the returnyour market is homeowners. What are some other
address, just the address, city, state and zip. Use a livetopics beside real estate which interest them? If you
first class stamp. And watch your results blossom.Howdeal with a lot of families you might
to Motivate Prospects & Customers To ACT! One ofwant to include an article with hints and tips on raising
the biggest mistakes salespeople make is not askingchildren, going back to school, safety or decorating
for the order. The assumption is, "I'll present all theideas.Identify your niche market and include cartoons,
facts and then just leave it up to the customer orarticles, tips and hints of general interest.
prospect to decide."If you're marketing online, and you should be, these
Learn from the mail order masters. Make it easy forare the types of articles that people pass on to friends,
your prospects and clients to say yes. Give themrelatives and acquaintances and it's a way to get your
several optional ways to contact you. Phone, fax,name spread around faster than butter on toast.Allan
e-mail, catalogs, website,J. Katz is The Loyalty Coach who assists retailers and
toll free numbers, creative financing. Then ask for theservice companies by easily attracting new customers
order by giving them an option. Cash or,terms. Assumeand keeping them loyal using the hundreds of proven
they are going to buy. It should just be a matter oftechniques he has personally perfected over 20 years
"how."There are three reasons a prospect will not buyas a direct marketing consultant and copywriter.Visit
from you.his web site at for additional marketing articles and
1. They truly cannot afford it.2. They really do notresources for retailers and service companies.At the
need what you're selling.3. They don't believe you.If youwebsite, subscribe to the popular ezine, "Remarkable
want people to buy from you they have to trust you.Marketing Results and visit to discover 6
Trust that you'll do what you say you're going to do,more ways to insure your success.