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Will You Add? - New Business Generator: Your Customers Are Lab Rats
Let me tell you a story that might encourage you to understand that your paradigm determines what you see, irrespective of what you look at. People who live from the 'outside in' tend to believe that what's 'out there' determines them. Those who live from the 'inside out' believe they have control of the things 'out there'.Two (separate) American shoe manufacturing companies send their top marketing specialists to investigate the market for shoes in Africa. After two weeks of intensive research both of them reported back to their head offices.The one’s reply read: “Don’t bother to e
Sounds counter intuitive doesn’t it? It’s not!
With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.<
What do governments do with their surplus and/or impounded merchandise? Surplus merchandise is government owned goods that are no longer needed. They may be office furnishings, guns, ships, buildings, office equipment. Also included in surplus merchandise is military equipment, Coast Guard equipment, and fire equipment. If there is a default on a government guaranteed mortgage that results in foreclosure, there are houses that are auctioned. The government also sells at auction goods that it has seized from criminals. This can include almost anything – cars, boats, planes, houses, jewelry,
If you do any kind of selling this post could be the most important thing you read and act upon in 2006.
So, why are your customers lab rats?
I’ll tell you why you need to think of them in this way and how by doing so you can make your selling job easier and your profits go through the roof.
I was listening to an old interview with Speed Selling Expert John Paul Mendocha this morning and from that interview I was reminded of this utterly simple and clear headed concept.
Think of all the people in your universe (the entire pool of people you could possibly sell to) as lab rats. Some of them are black rats, white rats, beige rats, grey rats, spotted rats and so on.
To be truly successful in selling and marketing and to make your success faster and easier you need to know exactly which type of rats you are going to do research on. So let’s say the white rats have some propensity to buy from you more than any other color (maybe even just a little).
Once you know this you need to stop all your selling and marketing efforts to any rat that isn’t white. This makes your job not selling your services but finding the white rats. Which do you think is easier to do…sell or pick out white rats out of a group?
In real terms these concepts are targeting, picking a niche, qualifying and disqualifying in your business, marketing and sales efforts.
In 2006 I want you to limit the number of customers you can talk to. I want you to reduce the size of the pool you play in. I want you to not focus on a mass audience but on a very narrow one.
That’s right…I’m telling you to reduce the number of potential targets you can sell you goods and services to.
Sounds counter intuitive doesn’t it? It’s not!
With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people. The Greatest Blind Spot: Customer Perception
Ever heard the expression "Perception is reality"? I am not sure how accurate that is about most things, but it is true when it comes to service. I was reminded of this truth while making hotel reservations for a recent trip to Washington DC. My decision was based solely on my perception of the quality of service I would receive, and that decision was based on their brand name.The difference between the brand name hotels (or automotive companies for that matter) is that they have effectively leveraged people’s perception of their brands. Not only do they capitalize on it, but spend million
Think of all the people in your universe (the entire pool of people you could possibly sell to) as lab rats. Some of them are black rats, white rats, beige rats, grey rats, spotted rats and so on.
To be truly successful in selling and marketing and to make your success faster and easier you need to know exactly which type of rats you are going to do research on. So let’s say the white rats have some propensity to buy from you more than any other color (maybe even just a little).
Once you know this you need to stop all your selling and marketing efforts to any rat that isn’t white. This makes your job not selling your services but finding the white rats. Which do you think is easier to do…sell or pick out white rats out of a group?
In real terms these concepts are targeting, picking a niche, qualifying and disqualifying in your business, marketing and sales efforts.
In 2006 I want you to limit the number of customers you can talk to. I want you to reduce the size of the pool you play in. I want you to not focus on a mass audience but on a very narrow one.
That’s right…I’m telling you to reduce the number of potential targets you can sell you goods and services to.
Sounds counter intuitive doesn’t it? It’s not!
With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.<
Managers, team leaders and their staff can take as many as a hundred or more decisions in the course of a day, each day and every day. Many of these decisions are, of course, no more than automatic responses to familiar situations in which they have to choose between two or three options. However, from time to time, we all have to take decisions on which the course of our future and that of others depends. Then, it is a question of making sure they are right. Here are 6 principles to guide you in right decision-making.1. Time Them. There are two traps which people fall into when mak
Once you know this you need to stop all your selling and marketing efforts to any rat that isn’t white. This makes your job not selling your services but finding the white rats. Which do you think is easier to do…sell or pick out white rats out of a group?
In real terms these concepts are targeting, picking a niche, qualifying and disqualifying in your business, marketing and sales efforts.
In 2006 I want you to limit the number of customers you can talk to. I want you to reduce the size of the pool you play in. I want you to not focus on a mass audience but on a very narrow one.
That’s right…I’m telling you to reduce the number of potential targets you can sell you goods and services to.
Sounds counter intuitive doesn’t it? It’s not!
With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.<
Ok if youre reading this article most likely you are out searching on the Internet for away to make some type of extra income. You may or may not have seen these little programs that claim you can make all this money working from the comfort of your home and they only cost $49.95.Sounds great right? You can make all this money online for only $49.95. Wrong! Those are just cheap little mind games and tactics people put on their websites so you buy the junky program they offer, but then in the end you wish you never had bought it.Why, because they dont live up to what they say, and it
In real terms these concepts are targeting, picking a niche, qualifying and disqualifying in your business, marketing and sales efforts.
In 2006 I want you to limit the number of customers you can talk to. I want you to reduce the size of the pool you play in. I want you to not focus on a mass audience but on a very narrow one.
That’s right…I’m telling you to reduce the number of potential targets you can sell you goods and services to.
Sounds counter intuitive doesn’t it? It’s not!
With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.<
Mary seemed like a nice person. I don’t know who hired her. She gave the impression of a hard worker.She’s the kind of employee who would be happy to share photos of the grandkids and bring in freshly baked cinnamon rolls to the office. The problem was she just wasn’t very bright.The travel industry isn’t rocket science, but you need to be aware of rules and regulations as well as fare plans.An experienced clerk worked with her one day. He presented possible scenarios for her to work out. In the middle of a problem, Mary announced, “My brain is full.” She turned and walked aw
Sounds counter intuitive doesn’t it? It’s not!
With your focus on only the best prospects and a smaller number of them your marketing and selling can be much more effective. You will have more money and time to concentrate, penetrate and infiltrate that group and your results will be significantly greater then if you were to “spray and pray” your dollars, time and effort on a large pool of random people.
Let’s go back to our “lab rat” analogy.
Think of your business as a big lab study. First you have to decide what animal you are going to perform the study on. We were talking about rats before but let’s take a step back for a minute.
The choice of what animal out of all the animals available for study is called niche targeting and there are several options to choose from. They are:
Occupations: Lawyers, Doctors, Trash Collectors, Realtors
Geographic: People in a five mile radius, people in a certain subdivision, people in certain towns, zip codes, voting precincts, school districts, metropolitan areas or states.
Demographic: People that have certain characteristics in common. For example income, drive the same kind of car, gender, have kids, height, weight, ethnicity.
Psychographics: These are the things that people are passionate about – their likes and dislikes, their passions, their love hate relationships with things. These are tougher to reach but they are generally really motivated buyers.
Here are some examples:
Love rap music
Hate country music
Loved the eighties
Hate the Miami Dolphins
Love George Bush
Hate Hillary Clinton
Hate Mercedes Benz
Love chocolate
Hate John Mayer
You get the picture here.
Now, let’s say we choose Occupations and Realtors in Florida. That’s who we’re going to target. We just picked rats as the animal to do the study on. But we have all these rats to choose from – black, grey, beige, spotted and white.
Through experimenting we find that the white rats are the ones with the best temperament for the experiment (the easiest to sell to) so now it is our job to find all the white rats.
How do you do that?
You q
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