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| Subject: Re: So what's the best way to sell? | |
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Author: Dennis S. Vogel |
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Date Posted: 22:27:05 04/09/02 Tue In reply to: Imran 's message, "So what's the best way to sell?" on 19:12:32 04/09/02 Tue Hi Imran, Many times we need to give prospects an education to get them interested enough to become clients. How much would it take to do a modest research project on spec? Example 1 - If your dream client is a boat builder, what kind of information does a boat builder need but may not have found yet? Would you feel comfortable enough to send a short, sample research project document (based on what they may not have found) to businesses in a specific industry? Some prospects may not know what they're missing or even why they're missing it. They can easily assume they know all there is to know in their industries. But with technology & changing market conditions, nobody will know everything! (Which may also assure you of a steady client base.) There's also the dilemma of whether to reach out for businesses you're sure hire research analysts and/or look for those who need & can afford your service but just don't know it yet. The latter option may be more costly than the prior one but may be more or less fruitful in the long-run. Example 2 - Maybe a boat builder has enough information to build great quality boats, but has trouble getting the Attention & Interest of prospects. So, what would boat builder clients need/want to know? "According to a Coast Guard study in 2001, XXX boat operators & their passengers were injured because ___. This could have been prevented by ___." Then your boat builder prospect could have a headline like - "(name of safety feature) Increases Boating Pleasure & Safety According to a Coast Guard study in 2001" The response you need to engender in your prospects & they need to engender in their prospects is - "Wow! I didn't know that! I'd better do something about that." Your sales copy should build on that by letting them know there's even more they don't know. You're the logical choice for finding & supplying that knowledge. In many industries, businesses depend on patents to give them some "breathing room" to produce products without direct competition. But - What will those businesses do after their patent expires? What if they're the ones without the patent & they have many years before they can legally use the new technology? Now for pricing - What will clients gain with the information you supply compared to what they currently have? If you get them marketing information - How much more will they sell to current clients? How many more clients will they gain? If you get them manufacturing information - How much more productive will they be? How much waste/shrinkage will they eliminate? How much money will they save? You may be able to find information like that &/or you may want to get a percentage of their gain &/or savings. Some may be willing to pay $X for each additional your efforts get for them. Others may pay you $X,XXX as a base (somewhat like a sales commission draw). In some industries, consultants & other suppliers are paid according to some traditional method. So, you may want to adapt your pricing structure accordingly. The confidentiality in your line of work may help you avoid one client comparing the fee you charged him/her compared to "similar" (in his/her opinion) work you did for another. Chet Holmes, who is currently working with Jay Abraham, said, "I have a killer researcher. Anything you want researched. $50 an hour, she’ll blow your doors off. You won’t even believe it. I mean, you will not believe it. So, this is an indication of what's being charged. NOTE - Though I understand what I wrote, the way I wrote it may not be clear to you. If that's the case, please let me clarify it. Dennis S. Vogel When you compete against big businesses with big budgets you need powerful marketing strategies and tactics. You'll find them here- http://wz.com/business/SmallBizThriving.html http://www.thrivingbusiness.homestead.com [ Next Thread | Previous Thread | Next Message | Previous Message ] |
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