Secrets of Closing the Sale

The above headline is both the famous sign-off and book title by the incomparable Zig Ziglar.  Truly a giant in the human potentials industry and expert in the areas of motivation and sales.
 
Born Hillary Ziglar in southern rural Alabama, “Zig” Ziglar and family soon moved to Yazoo City, Mississippi, and the salesman, motivational speaker and author hasn’t looked back.

As a child of the depression, Ziglar says he struggled with basic insecurities and small expectations for years. After a discharge from the Navy in 1946 Ziglar studied at the University of South Caroling. However he soon abandoned his studies and began selling aluminum pots door to door for the Wearever Aluminum Company.
 
Bio of Zig Ziglar and Ziglar, Inc.

A talented author and speaker, Zig Ziglar has an appeal that transcends barriers of age, culture and occupation. Since 1970, he has traveled over five million miles across the world delivering powerful life improvement messages, cultivating the energy of change.  He has shared the platform with such distinguished Americans as Presidents Ford, Reagan and Bush, General Norman Schwarzkopf, Secretary of State Colin Powell, Dr. Norman Vincent Peale, Paul Harvey, Dr. Robert Schuller, plus numerous U.S. congressmen and governors.

A well-known authority on complete and balanced success, Zig Ziglar has been recognized three times in the Congressional Record of the United States - for his work with youth in the drug war, and for his dedication to America and the free enterprise system.

Mr. Ziglar has written twenty-five celebrated books on personal growth, leadership, sales, faith, family and success, including See You at the Top, Raising Positive Kids in a Negative World, Top Performance, Courtship After Marriage, Over The Top and Secrets of Closing the Sale. Nine titles have been on the best seller lists; his books and tapes have been translated into over thirty-eight languages and dialects.  In 1998 Success For Dummies and Confessions of a Grieving Christian were released.  His NEWEST book, God’s Way is Still the Best Way, has just been released!

Ziglar, Inc. is built upon the same philosophy that the founder expounds to his audiences - hard work, common sense, fairness, commitment and integrity. Headquartered in Dallas, Texas, Ziglar offers public seminars, customized educational programs, workshops and keynote speakers - all focused on personal and professional development. Profoundly affecting the lives of people, Ziglar, Inc. has a client list that includes thousands of small and mid-sized businesses, Fortune 500 Companies, U.S. Government agencies, churches, schools and non-profit associations.

Sales Tips and Secrets by Zig Ziglar

Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.  People don’t buy for logical reasons. They buy for emotional reasons. 
 
Eleven Sales Success Secrets- Use these ideas to increase your sales productivity:
   1. Establish value before you quote price.
   2. Involve the customer with your product as quickly as possible.
   3. Don’t quit before your prospect does.
   4. Set clear objectives for each sales call and sales interaction.
   5. Focus on relationships and not transactions.
   6. Ask high-gain and high-impact questions.
   7. Accept the fact that some prospects really do want to think it over!
   8. Logic makes people think; emotion makes people act.
   9. Make it easy for the buyer to buy
   10. Interpret your benefits, not your features.
   11. Listen first, then explain.
         

Wit and Wisdom of Zig Ziglar

A goal properly set is halfway reached.

A lot of people quit looking for work as soon as they find a job.

Building a better you is the first step to building a better America.
I believe that being successful means having a balance of success stories across the many areas of your life.

If you don’t see yourself as a winner, then you cannot perform as a winner.
If you treat your wife like a thoroughbred, you’ll never end up with a nag.
If you want to reach a goal, you must “see the reaching” in your own mind before you actually arrive at your goal.
It’s character that gets us out of bed, commitment that moves us into action, and discipline that enables us to follow through.
Money isn’t the most important thing in life, but it’s reasonably close to oxygen on the “gotta have it” scale.
Positive thinking will let you do everything better than negative thinking will.
The foundation stones for a balanced success are honesty, character, integrity, faith, love and loyalty.
When you are tough on yourself, life is going to be infinitely easier on you.
You were born to win, but to be a winner, you must plan to win, prepare to win, and expect to win.
 
You can have everything in life that you want if you will
just help enough other people get what they want.
 [Classic Zig Ziglar — that is likely his most quoted line]

DAILY PRAYER 
Lord, thank you for Zig Ziglar, his company and his family.  Please protect him during his serious brain surgery this Friday, provide him a fast and total recovery, minimal pain and discomfort, and peace and comfort to his family.  Let the legacy of his character, his work and his vision continue to flourish for decades to come.  In Jesus name, Amen.
 
Tomorrow I will share a most unlikely, and not well-known, but nonetheless a giant in the sales and marketing industry.  However, you will be profoundly impacted by his incredible wisdom and relevancy for your business.
 
Grace and peace multiplied to you.

GET READY TO PLANT THE FLAG — YOU ARE NEAR THE SUMMIT 
 
Ya-hoo!  We are ready to make the final push to the summit of the steep mountain climb we have ascended up together - namely one of the most difficult challenges faced by leaders everywhere — how to effectively influence human behavior.Today our final step is to focus on how to make change inevitable — which is really tying together all the things we have covered over the past 5 - The Weekly Trio messages. 
 
“How much better is it to get wisdom than gold! 

And to get understanding is to be chosen over silver.” - Proverbs 16:16

Any effort to change someone’s behaviors (or habits, or consequences) will, at best be short-lived, and very likely not result in any change, unless you impact and change the preceding elements.  So, to change behaviors, first change the beliefs, and then continue on with the sequential process shown below:
 
Influence masters understand that people will attempt to change their behaviors if two key conditions are met:  1) They believe it will be worth it; and 2) If they believe they can do what is required.  These two keys boil down to a person asking —-

Am I able?   and     Am I motivated?
 
A NEW WAY OF THINKING ABOUT INFLUENCE

Master influencers follow a 5-step process:

   1) Discover the high-leverage vital behaviors

   2) Identify the source of influence behind the behavior you are trying to change

   3) Change the way you change minds

   4) Design an influence strategy using individual/social/structural forces

   5) Make the change inevitable

1. Discover the High-Leverage, Vital Behaviors:  Before the masters of influence develop a strategy of how to change/influence someone, they first carefully identify the specific behaviors they want to change, by:

     1. Asking, in order to improve the existing situation, what must people actually do?

     2. Assessing the best - what are the key behaviors of those getting the best results

     3. Looking for positive deviance - go into the center of the family, organization, or community

that you want to change; discover and study settings where the targeted problem should exist but doesn’t; identify the unique behaviors of the group that succeeds.

     4. Looking for recovery behaviors - when someone that normally does the right things right, gets off-track, but self corrects and gets back on-track, find out what they did that likely caused them to get off-track, and more importantly what did they do to get back on-track.

2.  Identify the source of influence behind the behavior you are trying to change (see step #4 - the weapons you strategically use for influencing others, are already at work influencing the wrong behavior)

3. Change the way you change minds:  To most effectively change someone’s mind is not by relying on verbal persuasion, but rather, you must help individuals experience for themselves the benefits of the new or changed behaviors.  You best do this by telling vibrant and credible stories that create touching moments and memories.  A well designed and delivered story provides:

     1. Understanding (provides concrete and vivid detail; changes people’s views of how the world works; and presents a plausible, touching and memorable flow of cause and effect that can alter the view of consequences of various actions or beliefs);

     2. Belief (mitigates mistrust by helping the listener drop their skepticism of the credibility of the source, and transports the listener out of critic and into participant); and

     3. Motivation (emotionally connects by giving the listener the opportunity to empathize, not just sympathize).

     4. Hope (don’t just vividly describe the problem but offer hope with a credible solution). 

4. Design an influence strategy using individual/social/structural forces [Weapons of Influence]: 

There are 12 weapons/sources of influence, divided into 3 categories as follows.

Category 1: Personal

a. Contrast - Compare to an extreme, to bring comfort and lower perceived risk

b. Reciprocation - You, then me, then you, then me

c. Consistency and Commitment - Starting points

d. Scarcity - The rule of the rare

Category 2: Social

a. Social Proof - people proof is people power

b. Liking - People tend to be persuaded to change, join-in & be influenced by those they like

c. Authority - Show that you know

d. Recognition - Praise in Public, Reprimand in Private

Category 3: Structural

a. Rank - similar to authority, but here the idea of status & perks that come with rank are key

b. Reward - Show me the money:

c. Accountability - The power of pride and ego:

d. Environment - You are a product of your environment, so choose wisely:

5. Make the change inevitable: 

To make change inevitable, first, effectively employ steps 1, 2, 3 and 4 in the process.  And then, commit to achieving the best possible outcome for all parties involved.  Becoming a master influencer is not an option, if you expect to be a leader of people, a purposeful world changer, someone that desires to improve and personally grow.

Influence for good, for the benefit of others, for your health and welfare,for the good of your family, your business, and community!
DAILY PRAYER 
Father, please help us to become master influencers with a pure heart, sweet words and commited actions.  Use our skills to advance your will, and to serve others with a grateful and loving heart.  In Jesus name, Amen.
 
Plant your flag, enjoy the view, celebrate a hard climb — but keep an eye out on the brewing storm on the horizon.  Your newly improved influence skills will be called into duty soon!
 
Grace and peace multiplied to you.

GET READY TO INFLUENCE OTHERS FOR POSITIVE CHANGE
  
As a leader and/or business person, your ability to influence the beliefs, behaviors and actions of others is a crucial and critical skill.  However, you liekly are often relying on standard habits and approaches for influencing others that are less than optimal. To become the best agent of influence possible, you need to understand and employ the best weapons of influence.  Today we look at those weapons.  One caution, weapons can be used for good or evil.  It depends on your motive, your heart, and your integrity.  If you employ any of these weapons in a way that is not completely authentic, genuine and ethical, then you will compromise your potential for obtaining long-lasting personal and business success.
 
“Pay every debt as if God wrote the bill.” - Ralph Waldo Emerson

People who employ the weapons of influence in a legitimate and strategic way will take advantage of opportunities to persuade others in a way that benefits and prospers all parties.  The ethical and appropriate use of influence means being honest, maintaining integrity, and having a “let’s all win” attitude and approach.

REMEMBER — 5-STEPS TO BE A MASTER INFLUENCER

Last week we discussed in detail steps 1-3 of the master influencer process, today we discuss #4, tomorrow #5:

     1) Discover the high-leverage vital behaviors

     2) Identify the source of influence behind the behavior you are trying to change

     3) Change the way you change minds

     4) Design an influence strategy using individual/social/structural forces

     5) Make the change inevitable
4.  Design an influence strategy using individual/social/structural forces. 

There are 12 weapons/sources of influence, divided into 3 categories as follows.

Category 1: Personal

Contrast - Compare to an extreme, to bring comfort and lower perceived risk:

Whenever you can bring legitimate comparison and contrast into a situation, it tends to bring comfort to an individual to take action.

Reciprocation - You, then me, then you, then me:

To give someone something (anything - information, food, money, etc.) creates a feeling of debt or obligation in that person.  We tend to be obligated to give to others what they have given us.  Therefore, consider how you can be the first to give value, to give service, to give relevant information, to give concessions to help influence others to give in return.

Consistency and Commitment - Starting points:

We like individuals who act consistently because it allows us greater control in a situation because of a feeling of certainty and predictability.  You strive for consistency in your thoughts, words and actions because to do otherwise causes anxiety and discomfort in yourself and others around you.  This weapon means you can look at how to start small and build momentum over time, to start with existing commitments, to start from public positions, and to start with voluntary commitments — and then build upon them.

Scarcity - The rule of the rare:

Whenever anything is recognized as scarce or rare, the value tends to go up because of the fear that it could become unobtainable.  It is fine to emphasize genuine scarcity, unique features and exclusive information (check your motives and ethics here carefully).

Category 2: Social

Social Proof - people proof is people power:

When deciding what to do in an unfamiliar or uncomfortable situation, it is helpful to look to others in that situation for an answer.  Therefore, leverage this weapon by providing information on trends and similar mass movements of others, by showing examples and evidence of others’ past successes, by providing testimonials of similar others.

Liking - People tend to be persuaded to change, join-in and be influenced by those they like:

You tend to like and be influenced by people most like yourself, because they reinforce who you are, what you believe in, what you value and what you esteem.  People trust, and consequently are most influenced by those they like.  Therefore, uncover similarities, areas for genuine compliments, and opportunities for cooperation.

Authority - Show that you know:

Genuine, credible authorities generally provide you with more accurate and more helpful information, assistance or resources.  Utilize this weapon by establishing your position through professionalism, through knowledge of your industry, through reputation, credentials and your proven track record of success.

Recognition - Praise in Public, Reprimand in Private:

Surveys of what motivates people consistently show that one of the top motivators is praise and recognition.  Having someone notice you, value you, and tell you (in front of your peers) will cause you to enthusiastically want to move mountains for that person or organization.

Category 3: Structural

Rank - similar to authority, but here the idea of status and perks that come with rank are the key:

People often times will be highly motivated and influenced to take actions for the perceived benefits of rank.

Reward - Show me the money:

Surprisingly, this is not usually the top reason for people to take action, to be motivated or to change.  However, it helps!  Providing something of value, which is not always cash, will make a difference.

Accountability - The power of pride and ego:

Coaches are so effective, because they hold you accountable.  As adults we tend to let the most important areas of our life be governed without expert coaching and timely accountability.  If you know that you are responsible to deliver results, to demonstrate progress, and to contribute, you will likely perform to a higher level - higher quality and higher quantity.

Environment - You are a product of your environment, so choose wisely:

As an adult, you have the ability to largely choose your environment.  Choose one that will best develop you toward your objective.  When it comes to influencing others, changing their environment often is the key to profound and immediate results.  This environment concept includes your association — it is often said that the person you will become 5 years from now will be significantly (if not solely) based on the people you associate with (your environment), the books you read (what you put into your mind), and the dreams and goals you have.
 
DAILY PRAYER 
“He who walks righteously and speaks uprightly,
 He who despises the gain of the oppressors,
 Who gestures with his hands, refusing bribes,
 Who shuts his ears from hearing of bloodshed,
 And shuts his eyes from seeing evil;
 He will dwell on high;
 His place of defense will be the fortress of rocks;
 Bread will be given him,
 His water will be sure.”   - Isaiah 33:15-16
 
In Jesus name, Amen.
    
Tomorrow we reach the summit — our two week climb together up the mountain of improving our influence ability and skills will be complete!
 
Grace and peace multiplied to you.

BECOME A GREAT STORY TELLER TO GIVE HOPE AND TO INFLUENCE
 
Today we continue with the 5-step process followed by master influencers by looking at a critical skill that you can develop — how to tell relevant, hope-giving, stories that help influence others to change.
 
“There are three kinds of men, ones that learn by reading, a few who
learn by observation, and the rest of them have to pee on the
electric fence and find out for themselves!” - Will Rogers
 
QUICK REVIEW
Influence masters understand that people will attempt to change their behaviors if two key conditions are met:  1) They believe it will be worth it; and 2) If they believe they can do what is required.  These two keys boil down to a person asking Am I able?   and   Am I motivated?
 
An overview of the process to be a master influencer:
     >>>> 1) Discover the high-leverage vital behaviors
     >>>> 2) Identify the source of influence behind the behavior your are trying to change
     >>>> 3) Change the way you change minds
     >>>> 4) Design an influence strategy using individual/social/structural forces
     >>>> 5) Make the change inevitable
 
Behind each vital behavior you’ll find at work — one or more (out of twelve) different sources of influence that fall into three categories:
     > Category 1: Personal (Sources of Influence: a. Contrast; b. Reciprocation; and c. Commitment & Consistency; and d. Scarcity)
     > Category 2: Social (Sources of Influence: a. Social Proof; b. Liking; c. Authority; and d. Recognition)
     > Category 3: Structural (Sources of Influence: a. Rank; b. Rewards; c. Accountability; and d. Environment)
 
CONTINUING WITH PROCESS STEP 3
Yesterday we discussed steps 1 and 2 of the master influencer’s process, today we move onto step 3 (next week we will finish with steps 4 and 5).
 
3. Change the way you change minds:  To most effectively change someone’s mind is not by relying on verbal persuasion, but rather, you must help individuals experience for themselves the benefits of the new or changed behaviors.  Remember, this is all pointed toward helping people answer Is it worth it? (if not, why waste the effort); and Can I do this? (If not, why try?). 
 
The great persuader is personal experience.  However, if you can’t take someone on a field trip of personally experiencing the benefits of the new or changed behavior, then simply create a surrogate for the actual experience.  Create a vicarious experience.
 
You best do this by telling vibrant and credible stories that create touching moments and memories.  A well designed and delivered story provides:
     1. Understanding (provides concrete and vivid detail; changes people’s views of how the world works; and presents a plausible, touching and memorable flow of cause and effect that can alter the view of consequences of various actions or beliefs);
     2. Belief (mitigates mistrust by helping the listener drop their skepticism of the credibility of the source, and transports the listener out of critic and into participant); and
     3. Motivation (emotionally connects by giving the listener the opportunity to empathize, not just sympathize).
 
In short, a story provides understanding, belief, and motivation in a new point of view and propels people into action.  It creates changes in people’s behavior by helping them alter their mental map of cause and effect; it changes how they think and behave.
 
Two very important tips about stories — tell the whole story — don’t leave out key elements of the narrative or else you risk rendering the whole story impotent; and secondly, provide hope in the story (don’t merely share poignant and repulsive negative outcomes, make sure your story offers up an equally credible and vivid solution).  Couple harsh reality lessons with equally concrete and vivid plans that offer hope.
 
“I was going to buy a copy of ‘The Power of Positive Thinking, and then I thought:  What a stupid idea - what the heck good would that do?”  - Ronnie Shakes
DAILY PRAYER 
“The Lord’s unfailing love surrounds the man who trusts in Him.”   Psalm 32:10b
 
Father, Your ultimate power and love make it far easier for us to trust you, and with that trust comes an increasing desire to do Your will.  We know You are watching over us, and desire us to come closer to You - help us see and remove the barriers that prevent us from changing the behaviors and actions that are off-track.  In Jesus name, Amen.
 
Reflect over the weekend on the fullness of the influence message so far, prepare for an exciting finish next week!
 
Grace and peace multiplied to you

EXCELLENCE IN CHARACTER

For the past few weeks we have focused on principles and skills for leaders to be more effective, including dreaming, goal-setting, better planning - outcome/purpose/rewards/actions, etc. This week we wrap this package of leader skills up with what matters most - character, which is the summation of the principles you have down on the inside by which you live your life. It is an evaluation of an individual’s moral qualities.

HOW ABOUT PROFITS X 3!
 
If you will really grab hold of the powerful concept of the Lifetime Value of Your Customer you can exponentially explode your profits!
 
Today, you learn how to calculate that Value and Leverage it to greater business growth.
 
“Strive to put yourself in the place of highest potential - the results will be extraordinary.”     - Dewitt Jones, Freelance Photographer National Geographic
 
An Example of Calculating & Leveraging the Lifetime Value of Customers
Provided below is an example of calculating and leveraging the lifetime value of a customer.  The current situation (baseline) is a customer that spends $100 per transaction, buys 10 times per year, is a customer for 1 year, and has not referred any other customers (hasn’t been asked).  Case 1 - simply increased the transaction by 10%; Case 2 - also increased the frequency of purchase 10%; Case 3 - also increased the duration they remain a customer by 10%; Case 4 - also increased the number of referrals by 1; and Case 5- increased the number of referrals by 1 more.

 
Look at the bottom two rows in this table.  Do you think it is worth understanding, mastering and applying the Lifetime Value of a Customer to your business?  Note that Case 5 has an increase in profits of nearly 400% as compared to the baseline.
 
In the baseline, the typical business owner would look at the average transaction and determine that their expenditures on marketing must stay below $100 per customer to break even.  But, when you understand the true potential of the lifetime value of a customer, you can see that you could and should be willing to spend much more on marketing — because each new customer in the above example is worth $3993 to you, not just $100.
 
How to Get Your Customer To Spend More Each Time They Buy
Once your customer decides to buy from you, they have formulated some degree of trust in you.  At that point, they are primed to be offered legitimate, value-added upgrades, accessories, or combo packages (think McDonald’s value meals; or your local grocery store’s sale - “buy 2 bags of chips for $5″). 
 
By upselling each customer in a way that truly adds value to them, your profits soar.  Please hear me on this key point - make certain the customer is happy.  Don’t try to sell them something that is not right for them (they don’t need it, they can’t afford it, etc.).  Otherwise, they will resent you for the attempt.  Don’t get greedy - check your motives!
 
**Think Like a Marketer - Make Decisions Based on the Lifetime Value Concept**

DAILY PRAYER
Father, please help me to serve you with an obedient heart and to serve others with honesty, integrity, and in a way that adds legitimate value to their lives.  Let me utilize all the talents and resources you have blessed me with.  In Jesus name, Amen.
 
FREE MARKETING BOOTCAMP FOR VIRGINIA SMALL BUSINESSES –      **FREDERICKSBURG, VA - FEB. 5TH** & **PRINCE WILLIAM, VA ON FEB. 6TH**
.
If you live in the Washington D.C. metro area or the Piedmont/Central Virginia areas, I invite you to attend a Strategic Sales & Marketing Optimization Bootcamp for small business owners looking to improve results and profitability in 2008.  The Bootcamp features Karl Bryan and is onTuesday, Feb. 5th from 9am-11am in Fredericksburg; and on Wednesday, Feb. 6th from 9am-11am in Prince William County. 
I met Karl Bryan from Canada at a Jay Abraham seminar in Los Angeles.   I was impressed by the commitment he had to small business and especially his ability to provide inexpensive marketing solutions for small business.  Karl and his team educate small business owners on how to transform their business and achieve profound results via powerful inexpensive marketing strategies.  Core Impact is endorsing this Bootcamp at no charge as an opportunity for our valued clients and those of you receiving The Weekly Trio.

Seating is limited and events fill up quickly when Karl presents.  I urge you to register online and secure your seat to avoid disappointment - www.FREEMarketingBootcamps.com
 
I’m sure you noticed that in the Lifetime Value example, what really accelerated the growth of profits was when referrals were provided and those referrals became customers.  Next week we will take a look at that key marketing strategy to achieve massive business growth.
 
Grace and peace multiplied to you,

Michael Stay

GET READY TO DOUBLE!
 
Today, we will turn up the heat on helping you double your business in 7 months and 7 days, by leveraging the powerful concept of the Lifetime Value of Your Customer
 
Master this concept and you will dramatically separate yourself from your competition!
 
“The plans of the diligent lead to profit as surely as haste leads to poverty.”  Proverbs 21:5
 
Calculate & Leverage the Lifetime Value of Your Customers
Yesterday, you were asked to do some homework - specifically to do a little research, a little math, and come up with answers to 5 questions about your customers.  That data will be needed to plug into the table below:
 
Here is what each customer is worth to you!

Are you beginning to see a whole new way of thinking about your customer and your business?  In looking at the table, I hope you are grasping the significance of what you now know - and oh, by the way, don’t use this exercise to beat yourself up for low numbers that you may have put in the table.  Rather, use this exercise for revelation as to where you are, and what is now possible.  Ignorance is only negative if you don’t learn and change once you gain greater knowledge.
 
Anyway, back to the power of this table.  Consider if you increase the average sale (A), with the lifetime value concept you gain the benefit of compound growth!  And when you increase the frequency of purchase (B) it too will be compounded.  We will demonstrate this for you tomorrow - in the meantime, complete your table to reflect what your current business lifetime value of your average satisfied customer is.
 
Turn Your Customers into Buying Machines
If you get your average customer to buy from you more often, the lifetime value of your customers will increase — and that means more profit for you!  One way to get them to buy from you again is to simply write a letter or send an email to your customers and ask them to.  This simple strategy is one of the fastest and most reliable ways to get repeat sales from your existing customers.
 
All you have to do is ask!  Your customers want solutions, and your products and services provide these solutions - right?  There is no law which says you have to wait until they come to you with a problem before you offer them a solution.  And when you do write to them and offer solutions, they will respond.  In fact, you will be amazed at how well they respond.
 
To implement this step, however, does require that you know their names, addresses, email, and phone numbers.  So, if you haven’t been capturing this vital information - start right away!
 
Remember, your customer base is the most valuable asset that your business has — it is more valuable that your cash in the bank, your inventory, your patents, trademarks, even real estate.
 
**Ask Your Customers to Buy From You Again - They Appreciate Solution Providers!**
DAILY PRAYER
Father, Your Son provided the model for us to follow as recorded in Luke 11:9 “So I say to you, ask, and it will be given to you, seek, and you will find, knock, and it will be opened to you.”  Check our motive for asking, seeking and knocking, convict our heart if we have selfish motives, help us to have the heart of a servant - to help others, to add more value to others, to solve problems for others.  Also, help us rest easy with the blessings that come in return.  In Jesus name, Amen.
 
Are you getting excited at the prospect of leveraging the lifetime value of your customer to help you double your business?  Tomorrow we will continue to build on this most powerful tool in your marketing arsenal.
 
May I ask you - please pass this message onto those in your sphere of influence that could benefit - perhaps with a little note of testimony from you.  It is simple, just use the “Forward email” below this box - share with all your friends!  Thank you.
 
Grace and peace multiplied to you,

Michael Stay

CHANGE THE WAY YOU THINK!
 
Simple, powerful focus of your thoughts and actions on the right thing always produces massive results. 
 
How would you like to double your business in 7 months and 7 days?  This week we will travel on a mission together to lay-in the wisdom to do just that.  Today, you need to learn to think differently, specifically - How to Think Like A Marketer!
 
4 - Simple (but not easy) Steps to Think Like a Marketer
If you want to double your business in 7 months and 7 days or less, you’ve got to sell a whole bunch of whatever it is you sell — to a whole bunch of customers.  “Thanks for that keen grasp of the obvious” — you might be saying to yourself! 
 
Just how do you do that??
 
Before I tell you how to do it (and I will teach you exactly how over the course of this week), you first need to adjust your mindset and simplify your thinking on how to grow your business.  This forms the foundation of this week’s theme - How to double your business in 7 months and 7 days!
 
The singular focus of a marketer is to grow the profit of a business by attracting more business, which for most people, typically means attracting a bunch of new customers.  But, that is just one way — Let’s clearly list all 4 steps to thinking like a marketer:
     1) Attract a constant stream of new customers;
     2) Get your customers to buy from you more often;
     3) Get them to spend more money each time they buy; and
     4) Equip your customers to become evangelists for your business
 
The order in which you implement the above four steps is determined by your own business situation.  For example, if you have a huge database of your current and past customers — many who haven’t bought from you lately, you are sitting on a priceless goldmine.  The two biggest mistakes most businesses make: 1 - Ignoring existing customers and 2 - Totally forgetting about past customers.
 
Do you realize that it costs between six and eight times more to sell a new customer than it does to resell one of your existing or past customers?  One of the fastest ways to increase your business is to maximize your profits from these existing and past customers.  You will be absolutely astonished when you see how much cash you are letting slip through your fingers right now!
 
What is the Lifetime Value of Your Average Customer?
To get a handle on this cash slipping through your fingers concept, let me ask you –
> What is the average lifetime value of your customers?  > Have you ever thought about it? 
> Do you have any idea what I’m talking about?
 
Don’t feel bad if your answer to the above 3 questions is “I have no idea”, “No”, and “No”.  The vast majority of businesses (a scary amount) are right there with you.  But, hey - you are about to rise up to a higher level of thinking - to the level of a true marketer!!
 
The concept of The Lifetime Value of a Customer will become one of the most powerful tools in your marketing arsenal.  Master it and you will accelerate the influx of cash into your business at an astonishing rate - enough to double your business in 7 months and 7 days — OR LESS! 
 
OK - first things first.  You need to do a little research (your homework for tomorrow) and come up with answers to the following 5 questions:
     1. What is your average sale?
(add up your total dollar sales for a year and divide that by the total number of sales transactions you completed)
     2. How many times a year does an average customer buy from you?
(Take your total number of sales transactions for a year and divide it by the total number of customers)
     3. For how many years does an average customer buy from you?
(If you do business locally, around 20% of the population moves every year, so this should probably be less than 5 years, but for some small businesses it could be higher)
     4. How many people does your average customer tell about you?
(you may have to guess at this one, typically it is between 2 - 10.  Generally, the better your customer service, the higher this number will be)
     5. What percentage of these people (from #4) actually become your customers?
(usually between 20% and 70%)
 
** You will Need Answers to Those Questions for Tomorrow**
 
DAILY PRAYER
Father, Keep me from pride and give me the humility to know that my best hope for the future starts fresh every day, praying for your wisdom and guidance for every step.  Lead me by your Spirit of wisdom and truth.  In Jesus name, Amen.
 
Please do the suggested research (your homework) so you get optimal value from the rest of this week’s “Weekly Trio”.  Your business, and your check book will be the beneficiary for your efforts!
 
Grace and peace multiplied to you!

Michael Stay

HOW DO YOU KNOW YOUR USP IS COMPELLING?
 
This week you have learned what a Unique Selling Proposition (USP) is, why you must have one, and how to create one. 
 
Today, you learn how to make sure your USP is really as compelling and unique as you think it is.
 
Snow is Not Always White
 
Most people know the often told lesson of the uniqueness of the snowflake.  Perhaps you don’t know all of the uniqueness of this funny substance from above:

     > Snow isn’t always white. There have been reports of red, yellow, and black snow.     These rare occurrences were probably caused by pollen, ash, or soot in the air.

     > Every snowflake forms around a tiny speck of atmospheric dust - anything from volcanic ash to space particles.
     > A snowflake’s shape depends on humidity, temperature, wind, and the speed of its journey to the ground. 
     > Fresh snow is up to 95 percent air, which makes it a good insulator. (Think igloos.)(Source: Discover Magazine)

Do your customers really know all of your uniqueness as a business?  Unless you have told them, then they likely don’t know.

How to Pick Your Best, Most Compelling USP - Test, Test, Test!

Ok, yesterday you learned how to craft your USP.  You were admonished not to make it perfect.  Now here I’m telling you how to make it the best — What’s Up you might ask??  Perfection is not the goal - most compelling to your customer is.  Also, you are not the one to figure out what ‘most compelling is’.  How would you know??

If you want the best answer, always go to the person that knows!  In this case, if you want the Most Compelling, Take Action, Make Your Cash Registers Sing USP — then you have to test it in the marketplace with YOUR CUSTOMERS.

Continue to search for a better USP.  Try different USP’s in you advertising, in your pitch, in your presentations, on your website, at parties.  At every opportunity, test, test, test — to make sure the USP resonates with your market and to find out which one works best

WORD OF WARNING #1:  Do not let your search for the best, or your testing be a reason to procrastinate working your USP (as it is right now) into all of your communications (your print advertising, direct-mail, websites, business letterhead, signs, broadcast advertising, verbal presentations, telephone greetings, everything. 

It is imperative to develop and fully tap your USP - this is a key factor that will contribute to your future business success.   You simply must develop a USP and integrate it into everything you do — in your ads, your salespeople in the field, your sales clerks in the retail store, your customer service department, etc.  Chisel it into the minds of your customers and your employees.

WORD OF WARNING #2:  Do not embrace any USP you cannot deliver on, fully and continuously.   “A good name is rather to be chosen than great riches, and loving favor rather than silver and gold.”   Proverbs 22:1

The number of USP’s are virtually limitless, but once you have nailed yours down, and have made it the foundation of your marketing, proactively defend yourself by making sure that any promises you make on the basis of your USP are always fulfilled!

*** Make Your USP More Compelling & Unique by Testing***
 
DAILY PRAYER
Father, convict us to be guided first and foremost by preserving our good name in Your sight.  We desire to grow our business, but never at the expense of our character.  Please provide us with wisdom and guidance in defining our USP’s.  In the name of Jesus, Amen.
 
WORK SMARTER TIP OF THE WEEK
Have you considered how much of your life is on your computer? Photos, emails, music, financial records, documents, and so much more. How would you feel if you woke up tomorrow and everything was gone?  
 
Save yourself untold hassle and lost time by using a premier online backup service called Carbonite.  I personally signed up last year - the best $49.95 per year I ever spent!  Check them out at www.carbonite.com — before you lose valuable computer files.
 
Have fun - play with your USP.  Try different versions - test them in the marketplace, then adjust and polish.  But do not delay, the payback from employing a powerful USP is too huge to miss out on!
 
Grace and peace multiplied to you,

Michael Stay

A COMPELLING IDENTITY!
 
Today it is time to roll up your sleeves and create your powerful Unique Selling Proposition (USP). 
 
The challenge:  Can you easily and quickly tell people what your business can do for them in such a way that any prospect will want to know more?

That’s our goal!
 
Creating Your Unique Selling Proposition (USP)
 
The possibilities for building a USP are unlimited.  It’s best, however, to adopt a USP that dynamically addresses an obvious void in the marketplace that you can fill.

So first, identify needs which are going unfulfilled within your industry:
a. A broad selection
b. Big discounts
c. Advice and assistance
d. Convenience (i.e. location, immediate delivery, etc.)
e. Top-of-the-line products
f. Speedy service
g. Service above and beyond
h. Better warranty or guarantee
i. Whatever else you can think of

The point is to focus on the one niche, need or gap that is most sorely lacking - provided you can keep the promise you make; or focus on communicating the specific market niche you already have carved out.
 
Easy Fill-in the Blank Exercise
Second, clearly explain the advantages and benefits your product or service brings to someone’s life.  Communicate the positive impact your product or service will have on someone’s life.  Try this exercise — Fill in the blanks — “Most businesses in my industry do_____________, But what we do is _______________________________.  The second blank is what sets you apart from others in your same line or field or practice - this is your USP. 
 
Another variation on the above exercise is to fill in these blanks:  
Do you know how_____________________________(define the common approach in your field, or define a clear problem in your industry),  what I do is __________________________ (provide the unique solution or differentiator).
 
For example:   Do you know how most grocery stores are totally indifferent to your business and seem to be bothered by serving you, what Steeles Market does is call you by name whenever you enter our store, always provide you with free carry out service to your car, and we totally delight in giving you the best grocery shopping experience of your life.

Do you think you would be willing to give Steeles Market your business?  Think about how much you spend over the course of a year in your local grocery store!
 
Ideally your USP is one statement (does not necessarily mean one sentence).

Be sure to focus your USP on the appeal to your specific market, as opposed to what you think is your greatest accomplishment or what appeals to you.  Identify needs that are going unfulfilled in your industry.  Focus on one niche.

No empty words.  Denominate what quality looks like in action; what service means when extended, what dependability translates to in application.  The customer can’t perceive what quality, service and dependability look like with your particular product or service. 

Ask yourself:  What is superior or more beneficial about my product, my service, my company, my people, my process, my engineering, my design, my buying criteria, my technical skills, etc.?  What sets your business apart from others in the same field?  What is truly unique about your business - something special, something that your main competitor simply can’t offer or doesn’t offer?  What makes your service or product unique?
 
Remember last week’s topic about 7 - Profound Leverage Questions?

What is my customer’s perception of their biggest problem?   How do they define value?  Why do your customers do business with you?  In addition to asking your customers, ask your employees - why do our customers buy from us; what do you think we offer that’s uniquely beneficial; what do you see us offering or providing that our customers can’t get from our competitors?
 
Types of USP’s
Some different possible types of USP’s might include:

The broad selection USP, The service oriented USP, The value-oriented USP, The discount price USP, or The elite/members only USP.  Some ideas for you to consider in crafting the concept of your USP (not the actual words) might include:
You sell your product or service for less
You sell a higher quality product or service
You provide more customer service
You offer two times the guarantee
You offer more exceptional bonuses
You offer more choice/selection/options
You have a service department ten times the size of ___
You have a trade-in program
You serve a specific age group, industry, type of person, etc.

Specific Examples of USP’s
- We offer 30 makes of tires - the widest selection in town
- We sell the same Plasma & LCD TV’s and home theaters that you find at company xyz but our prices are 20% to 30% less.
- We always have 78 different widgets in no less that 12 different sizes and 9 desirable colors in price ranges from $5 to $599
- “When it absolutely, positively has to be there overnight.” Federal Express
- “If you’re not happy for any reason, now or in the future, we’ll take care of you.” Nordstrom’s
- “You’ve got questions, we’ve got answers.” Radio Shack
- An internet marketer guarantees his results.
- A pizza store delivers faster than anyone in town.
- A dentist came up with a five-point home care program
- A print shop finishes jobs much quicker than the competition
- A contractor offers a retro-active guarantee
 
**** Be Creative, Be Clear, Be Unique!!!****
 
DAILY PRAYER
Father, You tell us in Your Word that accurate weights are Your delight (Prov 11:1).  Please bless those in the marketplace that have a heart to serve, a heart to make a difference, a heart to continually get better.  Give them favor with man and favor with You!  In the name of Jesus, Amen. 
 
Don’t worry about crafting the perfect USP - tomorrow we will talk about how to pick the best USP.  For now, take action — don’t delay, develop your USP!
 
Blessings,

Michael Stay
President
Core Impact, Inc