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You can spend more by running more direct-response ads. Thus, you continue testing and pulling in more
clients.
You can spend more by putting more in with your package deals and special bonuses. Add extra incentives to
your packages. Add an extended warranty or guarantee. Include a free bonus if they order before a certain date.
Add a special bonus if they pay in full rather than in monthly installments. Your free bonus can be a part of
your back-end. If you sell lawnmowers, your offer could be a sample of a terrific fertilizer that you also sell.
You can give a bigger sales commission to your salespeople. If your salespeople bring in a new customer,
give them the net profit of the initial sale. Then, continue with their regular commission for the duration of that
customer s time with your company. Any decrease in your initial profit will be made up in the back-end profits.
It will also motivate your salespeople to initiate leads and prospects.
You can also have monthly contests for your sales force, promoting competition. Provide incentives like
cash prizes, a dinner for two at a fancy restaurant, or a weekend getaway vacation to the top salespeople.
Another way to buy customers is to give a very generous package of your product or service to someone in
exchange for his or her endorsement. Remember that a well-done endorsed ad from someone, aimed at his own
list of satisfied customers, will generate a heap of orders for you. It s well worth it for you to spend a sizeable
sum to spark the endorser s interest.
Stealth Marketing Technique #14: Test Your Prices
You can win customers by offering your product to them at the right price. I m advising you to employ price
testing to find the right price. Different prices (for identical products) often outperform one another by
enormous margins.
I ve seen $19 outpull $25 by 300%. I ve seen $195 outpull $245 by huge margins. And I ve seen $295
outpull $195 on certain offers, which could net you a cool $100 more per sale. Why does one price outpull
another? Frankly, I don t know. Probably for a combination of reasons, like psychological image of value and
perception of quality.
Everyone s situation is unique, so you ve got to spend the time to test several different prices for your
products. You ll be amazed at the difference in profit and total orders that one price will produce over another.
Don t say, My company s Unique Selling Proposition is price. That means nothing. Keep in mind that
consumers are not always looking for the lowest price around. Rather, they re looking for the best quality at the
best price.
Stealth Marketing Technique #15: Reposition Yourself as an
Expert in Your Industry
Here s a market niche that s crying to be filled. Reposition your company as the source for industry
information as the expert in the industry and you ll be amazed at the increase in business that results.
First, do some homework. Read everything you can get your hands on to keep abreast of industry trends,
developments, and forecasts.
You can have somebody ghostwrite a book or report for you that you disseminate through press releases,
trade journals, or have the publication free to anybody who wants it. It can also be distributed for free and/or sold
by people who own bookstores. Approach bookstores, and offer to allow them to sell your publication and keep
all the money for themselves just for showcasing the book. If it s a report, you can have all sorts of people
give it out as a bonus or, again, let them sell it for pure profit. You re getting all the free publicity you could hope
for and the only costs are your writing and printing expenses.
You could put on seminars throughout the area either free or for a low cost. You could team up with other
business experts, who have complimentary products or services and who are noncompetitive with you, to organize
the seminars. For example, if you re an accountant, you could get together with a financial planner, an attorney,
and a management consultant, and do seminars on how entrepreneurs can protect and increase their wealth in the
1990s.
You can buy time on radio stations for half-hour shows. You can become the keynote speaker at all sorts of
organizational meetings. You can start hosting regular breakfast and lunch meetings at your facility (or at a
restaurant) on the subject that you re expert in. You can publicize yourself and/or your product (read Ron
Tepper s segment on publicity in Section Two of this report).
Start sending out lots of press releases. You ll get reporters calling you. Start a local, regional, or national
telephone information hotline service. You can have a free, informative recording. At the end of the recording,
make this proposition: If you want more information, call this number and talk to one of our specialists.
Conversely, you could have a paid hotline that you sell to people for a high-perceived-value price. It s
inexpensive to run and can be a nice little business.
Stealth Marketing Technique #16: If You Know a Company That Is Going Out Of Business, Buy
Their Customers and The Right to Fulfill on Orders
If you know of anyone who is just keeping his or her business floating only in order to avoid bankruptcy,
approach them and let them know there is an alternative that will not only avoid bankruptcy, but also make them a
profit.
You could go to them and say, Look, right now you have six employees, you have this huge overhead and all
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