Build Trust By Making Your Marketing Relevant and Transparent
When you begin to use your website and measurement tools for ROI, you have yet another bridge to cross. You need to build trust within the people who use your site and/or respond to your various marketing efforts. The first step in building trust is to be accessible. If your site is easily navigable, even […]
How to Make the Most of the ‘Send Me Some Material’ Request
Too often, a customer who says, “Send me some information on your product,” really means “Go away and stop bothering me.” To get the most value from the literature you send, follow these suggestions: Qualify the prospect. Find out how serious the person is by promising to send the brochure, then asking something like, “Are you […]
Don’t Oust Trade Shows
At many companies, people are looking for financial corners to cut. Whether it’s supplies or salaries, many managers have to protect their departments from the budget knife. For sales managers, trade shows are a necessity to keep sales afloat. Here are three reasons you can give to others in your company to keep your exhibit […]
The Game: Last-Minute Negotiations at Closing
You’re feeling great. The buyer says he will accept your offer, and the deal appears to be all but closed. At this point, you want to finish the sale, reap the glory, and collect the commission. You’re vulnerable. What happens if the buyer tries to negotiate one additional advantage, one that is actually unfair? Here are […]
Emphasize Your Sales Letter Message With a Positive P.S.
If you use direct mail to market your products or services, you already know that a postscript at the end of your sales letter is a must. Most people will look at the P.S. even if they don’t read the letter itself. The P.S. should be an important element of your letter, but it shouldn’t […]
