Wednesday, September 16, 2009

Lie #8:

'If you want to educate clients about new ideas, you have to buy 'em all doughnuts, lunch or dinner, and do a big dog & pony show.'

Is your product or service something that's really cool, really valuable, and helpful to people -- but the issue is, nobody knows how much they need it?

There was a new technology that I promoted at two different jobs. Essentially it was another one of those 'great ideas' that could solve lots of problems for individuals, but nobody realise they needed it.

So it was very difficult to sell!

I would visit companies, purchase lunch for all their people, and give enthusiastic, informative
presentations about this really cool latest technology that could make their lives considerably easier.

Have you ever done that before?

They'd assemble, eat my pizza, pay attention apathetically to the presentation, and file out.
They'd go back to their area of work, I'd go back to my office, and they wouldn't spend a single dime on anything. The whole situation is really dissapointing.

Then I heard about a man called Jeff Paul in the financial planning field who'd figured out how to resolve the whole problem by charging participant for seminars.

Here's what Jeff Paul did: He made use of low cost advertising and direct mail to get people to fork over real money to come to his tax seminar. Then he charged them another fee if they wanted to meet with him for a one-on-one 'consultation.' In addition to that, he got paid the usual commissions on the financial products they purchased.

Not only did he earn money all the way, he closed twice as numerous sales as he did before, and his clients followed his financial plans more carefully.

He built an extremely successful practice, because he was positioned from square one as the specialist that he truly was, instead of a peddler.

Are you thinking what I'm thinking? 'What if that same system could work for me???'

So I put together a 3-day, $1500 training course for this technology. I wrote a 4 page sales letter that 'sold the sizzle' and *really* explained why it was worth the time and money to show up and really, really learn this stuff.

About two months later, Fortune 500 companies were sending their staffs to this class, learning how to use our apparatus, and paying for information that I formerly couldn't give away with free pizza.

A big trade organization even licensed our new course and started selling it to their whole membership. We were getting paid to teach prospective clients how to use our products!

Our competitors were HACKED OFF.

You can probably apply similar stuff in your business. It's a lot easier than you might think.

And your competitors will be really mad at you, too.

Since the Internet can send information to people for very little cost, and sometimes for nearly nothing, it can be the key to doing "missionary work" for cutting edge products very inexpensively.

My favorite tool for doing this is a White Paper. A White Paper is your statement about how a problem should be solved. A well-written, well-promoted white paper is worth its weight in gold, because it educates customers about your way of doing things cheaply, and it's a terrific tool for generating sales leads.

Tomorrow I'll attack Lie #9:

'You can't charge premium prices for a commodity product.'

Talk to you soon

John Benjamin
http://www.empowerism.com/e/228325.

Want to learn how to do business in todays world download Stone Evans ebook on the Science of Making Money Online or visit

Copyright © John Benjamin

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