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Subject: Step 4a- Show You Have What They Want Even If They Don’t Know They Want It Yet

Author: Dennis S. Vogel

[ Next Thread | Previous Thread | Next Message | Previous Message ] Date Posted: 20:33:04 08/25/05 Thu In reply to: Anonymous 's message, "Help" on 15:31:23 08/01/05 Mon By using the Stephen Covey example in Step 1, you should have established, at least, a preliminary level of rapport. This may be just above the level of bonding people form when they see each other often at a bus stop. But it's still more than talking about weather or other small talk subjects. This is important for at least 2 big reasons. Rapport is critical for trust & faith. I distinguish between these like James Dobson of Focus On The Family. He used this in a religious context, but it applies between mortals also. If you watch somebody push a wheel-barrow back & forth across a tight rope over Niagara Falls, you'd develop faith in his/her ability to do it. (Note for those who don't live in the U.S. & Canada- Niagara Falls is a very wide & treacherous part of a river. Many like to look at it, but they don't want to be in it.) Jim said, "Trust means getting in that wheel-barrow." As you recommend solutions & customers experience the benefits, their faith will become trust. Trust will, as Chet Holmes said, "preempt them from ever going to anybody else.” In the first Performance Enhancement Quotient (PEQ) Program, Chet said, "So now I go into that furniture store and the salesman – Mike does such a great job pitching me in the store, that I’m sitting here talking to my lover, & I say, ‘You know, we could use a new lamp.’ & she says, ‘Why don’t we go to that nice guy Mike?’ “So that’s the point, we go to Mike’s store because he took the time to educate us on why this is a better store. In other words, when most people needed a new lamp, they’d go through the newspaper looking for lamps. But I just go right to the store. So they preempted the competition as one of their strategic objectives & started breeding brand loyalty on purpose. You might be doing it by accident, but when you do it on purpose it works really well.“ There's more than one reason to do a lot of what I'm advising, I don't have the time or space now to explain each reason or nuance. When you do one thing for 2 or more reasons (like using Tums), it often means you're accomplishing more than one goal or sub-goal. When people trust you, & any employees you may have in the future, they’re more apt to believe you when you tell them they have a need they haven’t recognized. They’ll also trust your assessment when you set their buying criteria. Chet provided an insight about this too. “What you should look for when you’re buying – then fill in your type of company or product. Here’s the five things you want to look for when you are buying, blank – fill in your company. So let’s come up with 5 at least. What are the 5 things you want to look for? “When you’re setting up the buying criteria in your market, you take market share every single time because your competition never bothers. You’re nothing different than your competitors. Nobody is setting up the buying criteria in your market, so when you start to do it…when you say, ‘Whether you buy from us or from any one of the other 50 companies that offer this. Let me just tell you what to look for. You should look for a company that does this. You should look for a company that does that. You should look for a product that has this.’ Half of that stuff should be scary. “Market factors can change. That’s what’s going to put you in the position to change the buying criteria in your market. Market information supports your strategic position. “Find the trends that motivate buyers. What market conditions support the need for your company? Because market conditions are way more motivational than product information. Product information only goes so far. But market information can really motivate. So what’s going on with plastic surgeons right now that makes you way more important? What’s going on with people who need manufacturing that makes you a necessity? Not your product information – I’m talking about market conditions, and better if they’re dangerous. What’s going on in your industry or market that makes you way more important than you are if you only focus on yourself? “Find the trends and motivate buyers. Motivation comes from two factors: It comes from problems, and it comes from solutions. Tony Robbins teaches pain is what really creates (desire to) change.” Find their pain & be sure they know the risks of not solving it as I written about in other messages. Chet talked about putting prospects in pain. But you won’t be creating the pain, you’ll just be reporting or foretelling it. (“If you don’t do X, then Y &/or Z will happen to you.”) Remember, just because something is true it doesn’t mean people will believe it, especially if they’d have to admit they were wrong. They may have been wrong in thinking or stating they don’t need something, a situation will never happen, they’re too strong or smart for the issue to happen. Even if it’s obvious they were wrong, it’s usually best not to attack them directly unless a hard-sell/tell-it-like-it-is approach is necessary. Also, if presentation of an issue is too severe, people may think it’s exaggerated, even if they believe it’s generally true. Or they may want to believe it’s not true so they don’t have to deal with it. Some won’t have medical tests done because they’re afraid of finding out they have a dreaded disease. Even if they know the disease can be eliminated by early treatment. Be careful not to get your business associated with the bad news. People may consciously know your business didn’t cause any problems, but subconsciously, they might keep their distance. At this point, you should be able to write an effective marketing message. Even if it’s optimal, it should bring you some sales if the right people receive it. I’ve included a sample ad & some research results I used as a foundation. These are in Step 4b. Dennis S. Vogel thrivingbusiness@email.com Test methods with a small percentage of your target market. When you know works, then invest more money to reach more of your target market. Use these links to get information you need to decrease the number of tests you’ll need to find what works. http://web1.lakefield.net/~thrivingbusiness/ http://www.voy.com/31049/ [ Next Thread | Previous Thread | Next Message | Previous Message ]

Replies:

Subject	Author	Date
Step 4b- A Sample Ad & The Research It’s Based On	Dennis S. Vogel	20:36:55 08/25/05 Thu