ProBizTips Newsletter
** ISSUE #240 **
April 28th, 2003
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Hey!
Good Day to you and I hope your day is going well so far! :)
Welcome to all our new subscribers this week and I hope you grow
to love us as so many have ... we couldn't do this without you!
I don't have too much to say today ... sorry the issue's a tad late. I had to go to the doctor (yet again) this time for my son who is leaking from both ends if you know what I mean ... :P
In the meantime ... sit back, relax and enjoy today's issue!
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Diane Hughes
ProBizTips Weekly
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| ProBizTips Feature Article |
Complaints Are Actually A Good Thing!
by Diane Hughes
Nobody likes to get complaints. They make you question your judgment, they can ruin your day, and they almost always leave you in a bad mood. But what if I told you that complaints are actually a good thing?
Really! I’m not kidding. Complaints are one of the best forms of research you can perform. Complaints are also one of the best sources for new product/service ideas. How so? Most people who complain are upset. When people get upset, they are more likely to speak their minds. Most people who complain also like to tell you exactly what you’ve done wrong AND tell you how they would do it better. While your customers’ attitudes may not be something to look forward to, their hidden suggestions are!
Let’s look at this complaint:
“I can’t believe you are sending these huge files through email! How ridiculous can a person be!? That clogs up the emails of those of us who are on dial-up for at least 20 minutes. I don’t have time for this. You know, if you had a brain in your head, you’d know about XYZ.com. They burn CDs for about $0.30 each and will ship them to your customers for about $1.00 each. Anybody can afford that price. I’ve deleted your email. When you decide to operate like a real business and send me a CD, I’ll look at it.”
Yes… it’s a harsh email. But most people who complain don’t have very good manners, now do they? But take away the emotion. Take away the temper. Take away the insults, and what do you have left? A VERY good resource for CDs!
This person has just given you a resource that can:
(a) solve your problem with huge downloads
(b) be a new product to sell (CDs instead of downloadable files)
(c) offer you a solution that can benefit you and your customers
All for free!
How about the complaints that say, “You know, you really ought to…” Well? Maybe you really ought to. Have you thought about the customer’s suggestion? Yes, it was probably hidden beneath a pile of profane words and threats… but look deeper. In all honesty, is this unruly customer doing you a favor?
It happens more often than you might think. People, in general, have a bad habit of trying to show those they are upset with how big and bad they are. More times than not, you’ll get great ideas buried inside a wrapper of rudeness.
The next time you get a complaint, unwrap the package, and you just might find that the complaint is a blessing in disguise. If you remove the ugliness from the message, you could very well have some terrific ideas for improving or expanding your business!
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Diane Hughes is an accomplished Internet entrepreneur and
editor of the popular ProBizTips Newsletter. Subscribe to
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BizTips by Dr. Kevin Nunley |
Four Mistakes that will Land Your Press Release in the Trash
It's almost as important to know what not to do with a press release as it is to know what to do.
Here are 4 ways to ensure that your press release is NEVER read:
1. Prolific Press Release - Editors and journalists are busy, busy bees, so don't make the mistake of giving them a press release that exceeds one page. Long press releases, for the most part, end up in the recycle bin.
2. Spelling and Grammar - The lives of the people who read your press release center around writing, language, spelling and grammar, so don't incite their wrath by backdooring the spelling and grammar check.
3. Jargon and Tech Talk - Don't assume that, just because these journalists are fairly intelligent people, they will understand your industry language. Make the information easy to comprehend. If they can't understand it, they won't use it.
4. Mass Emailing - Don't only send your press release to every media person on the planet. Select some specific publications or broadcast stations that will be interested in your story. Also, try to develop an ongoing relationship with journalists in your field, and they will be more likely to print your story.
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Kevin WRITES your professional copy--web site copy, sales
letters, ads, press release and more! See http://DrNunley.com.
Reach Kevin at kevin@drnunley.com or 801-253-4536.
Top 10 Strategies For Sales Success (that any idiot can follow)!
by Len Foley
1. For the first few minutes of ANY sales interaction:
Don't talk about yourself, products, or services.
==>Remember: Nobody cares how great you are until they understand how great you think they are. Resist the temptation to throw out any "pitches" about your product or service (At this point, what could you possibly talk about? You have no idea if you can help them).
2. Sell with questions, not answers.
==>Forget about trying to "sell" your product or service and focus instead on why your prospect wants to buy. To do this, you need to get fascinated with your prospect; you need to ask questions with no hidden agenda or ulterior motives.
3. Pretend you're on a first date with your prospect.
==>Get curious about your prospect. Ask about the other products or services they're already using. Are they happy? Is it too expensive, not reliable enough? Find out what they really want. If not from you, then perhaps from someone you could recommend.
4. Speak to your prospect like you speak to your family/friends.
==>This isn't the time to switch into the "sales mode" with ham-handed persuasion clichés and tag lines. Speak normally, like you do when you're around your friends and loved ones.
5. Pay close attention to what your prospect isn't saying.
==>Is your prospect rushed? Does he or she seem agitated or upset? If so, ask: "Is this a good time to talk? If it's not, perhaps we can meet another day." Most sales people are so concerned with what they're going to say next that they forget that there's another human being involved in the conversation.
6. If you're asked a question, answer it briefly then move on.
==>Remember: this isn't about you; it's about whether you're right for them.
7. Only after you've correctly assessed the needs of your prospect (you've gotten over to their side of the world) do you mention anything about what you're offering.
==>I knew a guy who pitched a mannequin (I'm not kidding)! He was so stuck in his own automated, habitual mode; he never bothered to notice that his prospect wasn't breathing. Don't get caught in this trap. Know whom you're speaking with before figuring out what it is you want to say.
8. Refrain from delivering the three-hour product seminar.
==>Don't ramble on and on about things that have no bearing on anything your prospect has said. Pick a handful of things you think could help with your prospect's particular situation and tell him about it. (And if possible, reiterate the benefits in his own words, not yours).
9. Ask the prospect if there are any barriers to them taking the next logical step?
==>After having gone through the first eight steps, you should have a good understanding of your prospects needs in relation to your product or service. Knowing this, and having established a mutual feeling of trust and rapport, you are now ready to bridge the gap between your prospect's needs and what it is you're offering. You're now ready to...
10. Invite your prospect to take some kind of action.
==>This obliterates the need for any "closing techniques" because the ball is placed on the prospect's court. A "sales close" keeps the ball in your court and all the focus on you: the salesperson. You don't want the focus on you. You don't want the prospect to be reminded that he or she is dealing with " salesperson." You're not a "salesperson," you're a human being offering a particular product or service.
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ProBizTips Tip of the Week |
3 Quick And Simple Ways To Improve Your Ad!
by Larry Dotson
1) Make It Easy To See
Make your ad's keywords and phrases stand out by enlarging the text. This technique works wonders with headlines and sub-headlines. People see them first because it's easier for their eyes to focus on. You could also use different fonts for your headlines than the rest of your ad copy.
2) Make It Stand Out
Make your product's list of benefits and features stand out by using a symbol in front of each of them. The symbol could be a dash, solid circle, star, etc. Also indenting them will help make them stand out. Each benefit should be written like a headline to get the readers' attention and tell them what's in it for them.
3) Make It Extra Visual
Place attention-grabbing pictures above and within your ad copy. A powerful technique is to use before and after pictures of people using your product. They will give your target audience a clearer vision of what you're offering. That will help them imagine themselves getting the benefits of your product.
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