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Salesmanship Starts When the Customer Says No  
By Harvey Mackay

A reader who has been in sales for more than 25 years recently emailed me regarding the difficulties of cold calls.  He said it's tougher than ever to establish an initial meaningful connection with a potential customer.  It's largely due to the lack of personal communication since the advent of voicemail and email.

I thought about it for a while, and I could see his point.  However, I've personally never made a cold call in my life. 

Like most salespeople, I've spent a lifetime trying to build a network of customers and friends who will give me a line of communication into almost every potential customer.  There's no substitute for a recommendation from one of your own customers and, hopefully, someone already known to Ms. Prospect.

When I don't have a personal entry, there is the Internet.  Today we have access to all kinds of public information.  I used to buy one share of stock in a company just to receive their annual report, but now you can obtain a public company's annual report online.  You can collect huge amounts of data on private firms too. 

Still stymied?  Pick up your phone and call your banker, lawyer, accountant or other contacts.  How about checking prospects out through some of your suppliers?  I follow the "Six Degrees of Separation" theory - you're always six or less phone calls away from any contact.

Somewhere near most companies is a favorite watering hole.  I know of one salesperson who has developed the technique of waiting in her car across from Ms. Prospect's parking lot on Friday afternoons to check on the saloon of choice.  Whatever it is she wants to know, whether it's about a prospect or a competitor, can usually be uncorked in this convivial atmosphere. 

Armed with your newfound information, you are now in a position to write the prospect, tell her how good her company is (to demonstrate you've done your homework) and ask for an appointment. Naturally, your letter may end up in the trash.   But you're not done yet.  You phone and ask for Ms. Prospect, but before the company receptionist can connect you, you ask for the name of her assistant. 

"Hello.  Angela?  I'm Harvey Mackay, chairman of Mackay Envelope Company … (Straight to her brain … Who is this guy?  How does he know my name?  Have I met him?)  I wrote a letter to Ms. Prospect a week ago, and now I'm calling her to see if she could see me for 300 seconds.  I will go anywhere to meet her, and if I take longer, I'll donate $100 to Ms. Prospect's favorite charity, which I believe is the Red Cross.  Is that correct?"

When you've done your homework, when you've looked up your prospect in Who's Who, and done some reconnaissance with her suppliers, then you know you're right.  And what an impression it makes.  I never take the full five minutes, and I still make a $100 contribution to her favorite charity and make sure she gets an acknowledgement.  

The proposition is intriguing enough that it often works.  But what if it doesn't?

One final wrinkle is if Angela won't make the appointment for you, try to get Ms. Prospect to call back by saying, "Angela, even if she won't see me, perhaps she will call me.  I'll be in my office at the following times …"  Then inform your staff that if Ms. Prospect calls to say, "Mr. Mackay has been expecting your call.  I'll put you right through."

You don't have to confine that device to Ms. Prospect either.  Anyone you're playing telephone tag with will appreciate knowing when they can reach you, so always leave times you can be reached.

Ok, you've done all that.  You've sent Ms. Prospect letters for two years, mailed her a million apples from The Fruit of the Month Club, and you still haven't gotten even a whiff of an order.  So what?  Be patient, you will.  You've moved yourself up to the best possible spot you can be in - Number Two.  If Number One ever has trouble - and you know they will at some point (lack of performance, transferred, promoted, fired or retired) - your job is to keep this account aware of your interest.

You've got something else going for you too.  It's an insurance term called the "Law of Large Numbers."  If you're standing second in line, in enough lines, sooner or later you're going to move up to Number One.           

Mackay's Moral:  A foot in the door is worth two on the desk.

Reprinted with permission from nationally syndicated columnist Harvey Mackay, author of the New York Times #1 bestseller "Swim With The Sharks Without Being Eaten Alive."

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Turning Your Internet Presence into Gold
By Kathleen Gage

When I consult with small and home based business owners, more times than not one of the greatest concerns they have is how to increase reach to a targeted market while keeping costs down. Hands down, effectively using the power of the Internet is the cornerstone to achieving this outcome. More times than not, companies are not using their Internet presence as effectively as they can.

I often see a company that has a website that looks great from a design perspective, yet from a marketing and sales perspective the site is not working. Many people are under the mistaken belief that if a potential customer or client visits their site they will be so impressed they will automatically return time and again. Fact is, this is not what happens in the real world of the Internet. Chances are within minutes most visitors have forgotten sites they looked at unless there was something that encouraged them to remember.

People remember based on the value you create and a problem being solved. They also remember by you keeping your name and company fresh in their mind.

One way to do this is to offer visitors the opportunity to opt in to your mailing list. If people have taken the time to visit your site, you need to encourage them to leave their contact information. You do this by offering them something that is incredibly valuable that they sign up for.

It’s incredible how many companies, large and small, miss the opportunity to encourage visitors to sign up for something. It is in the signing up you will build a mailing list that is worth more than its weight in gold.

Most people are so overloaded with information that if you don’t immediately solve a problem for them they are not going to be interested in signing up for anything. Additionally, once they sign up if your information does not continue to solve their problem they will want off your list.

In today’s world of Internet marketing, your job is to look for ways to continually offer value while increasing your distribution list.

Specific Strategies to Increase Your Distribution List
If you are in the retail industry, every time someone comes to your store, simply ask them if you can add them to your distribution list to keep them updated on specials, events, and unique offers. In most cases if they are attracted to your store, they will gladly give you their information. Make sure to get their email address.

If you have a current mailing list of clients, conduct a survey and offer an incentive for people to respond. Direct them to your site where they fill out a survey and perhaps receive a free report or eBook.

If you do any type of presentations as a part of your job, collect contact information from the attendees. Send a follow-up message within 48 hours inviting them to sign up for your Ezine.

Use your email signature file to encourage people to sign up for an incentive on your website. Put the web link right in your signature.

Put a sign-up box on every page of your site. Many websites have a sign-up on the main page but have not put one up on other pages of their site. Fact is, a web search for a specific product or service can take people anywhere on your site, not just the main page. Make it easy for them to sign-up for something from every page.

Write and distribute articles online with a strong byline at the end of the article. A byline is simply an information piece that is usually a few sentences in length. In the byline direct readers back to your website for something of value.

Offer a free report from your site. Make sure it is compelling enough for people to want to sign up.

Offer free eBooks to encourage people to leave their contact information in order to download the file.

Opt-in lists are one of the most powerful marketing tools you have in your online and offline marketing. Complemented by a good Ezine, website, consistent focus on driving traffic to your site and gaining visibility, the potential for growing your business is unlimited.

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Learn from speaking experts

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Looking for an engaging, dynamic speaker for your next conference or convention? A speaker guaranteed to energize and pump new life into your group. When planning your next meeting, conference or convention, Kathleen Gage is just the speaker to call on.

To learn more about Kathleen’s speaking availability to speak at your conference, convention or in-house training session and fee schedule contact her at: 801.619.1514 or Kathleen@turningpointpresents.com  

Coming Soon!  Powerful Marketing Strategies to Build Your Business FREE Teleconference featuring Kathleen Gage Be looking for the email notification of this exciting event No matter where you live or work you can participate!  Absolutely no charge other than the cost of a long distance phone call In coming month's Kathleen will be interviewing leading experts from around the globe.  November 10, 2005 Thursday Marketing Magnetically featuring Laura Arellano 9:00 - 4:00 Salt Lake City location $215 Includes Lunch! Register at www.MetaLogia.com Gain a renewed clarity of the direction of your business designed to increase your sales and profits.  December 1, 2005 - Thursday Secrets to Turn Your Website Visitors into Paying Customers FREE Seminar 10:00 a.m. – 12:30 p.m. Registration begins at 9:30 a.m. Union Station 25 Wall Avenue Ogden, Utah Featuring Kathleen Gage - Turning Point, Inc. George Dennis – Streamline Video Pamela Jacob – Artista Design Learn how to position you and your company with a variety of creative and cost effective strategies. Find out how to constantly gain leads that will turn into gold through the right marketing methods. Understand what hype is and what is real when it comes to your Internet marketing. Discover the latest technology that will keep you on the leading edge of business. In this fast-paced, content driven session you will learn How video is changing online marketing What website problems are costing your business untold amounts of money 10 Steps to building a profitable website One strategy that can increase your sales by  82.6% How to drive traffic your website with proven strategies How to create the winning edge through your Internet presence Secrets to unlock the marketing power of the Internet How to drive buyers to your site with proven no-cost strategies How to bring your website to life Very limited seating! Register today Click Here This event is proudly sponsored  by Chick Fil A in Ogden.

Drive qualified traffic to your website, increase visitors, leads, sales and revenues beginning right now with little or no cost at all? Tired of trying to figure it all out yourself? Wondering what is true and what is hype? Order today for only $39 and receive over $1,925 in incredible bonuses FREE Click Here   Your information is SAFE! This newsletter is sent by subscription only! As a Valued Subscriber your name and email address will NEVER be sold, rented or given to any other person or business entity.

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Here's Tip #8

Media Expert 
Journalists and editors are always on the lookout for good resources for media quotes and interviews. As you position yourself with the media and they know you are reputable and reliable, you may get called on a story that calls for your knowledge base.

Let the media know you exist!
Write a one or two page information sheet about who you are and why the media would want to call you. If they know who you are and what you offer there’s a good chance you may get a call. There is no reason the media shouldn’t have you on their list of people to call for stories as long as they know who you are.

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Follow-up, follow-up, follow-up. When someone gives you a lead or expresses an interest in your product or service, follow- up immediately. You have a warm lead. The longer you delay on follow –up the colder the lead becomes.

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