Business Marketing Advertising

Last week one of the big office equipment concerns of Chicago put a young man to work as a company salesman. He had all the qualities of what we sometimes call “a born salesman,” but he lacked one thing.

A day or so after a customer came into the office to buy a credit file ? “one with an adding machine attached.” The new salesman went over the models on the floor, explaining to him the points of each in great detail. The customer, however, decided that he would shop around a bit. (1) The salesman urged him to buy. The more the salesman urged the more decided the customer’s “No” became. Finally he grew angry.

Anyone, who has heard of Joe Girard will know that he was listed in the Guiness Book of World Records for selling more cars on a one to one basis, than any other person. Joe Girard did that for twelve straight years.

Joe Girard did it through his referrals by sending out cards on every month. He maintained a file of his clients by which he remembers birthdays, anniversaries, any holiday and special occasions. He sends card on each and every occasion. Joe sent a whopping 13, 000 handwritten cards per month. He had two assistants to help him out.
The marketing cards worked for Joe to sell automobiles, and it works for anyone who is n the selling business.

I had a call the other day from a person who used to travel for the same company that I did years ago. He was broke and discouraged. He had been fired from six jobs in two years. His nerve had gone. His gray hairs were turning to silver, and it was becoming harder and harder to get even a chance. He had come to see me, an old friend, for a loan of five dollars to stave off starvation.
In his prime this man had been a good salesman. He had made good money. He had loads of friends. But he had one great fault ? he hadn’t the driving power to make himself do the things he didn’t want to do.
A young man, fighting his way to success, working and studying and saving, may not have a particularly happy life. To the salesman who believes in having a good time he may seem terribly foolish.
But hard as his life of real work may be, it is a thousand times more pleasant compared with the life my old friend was eking out, begging for a chance, humbly grateful for that which he would have scorned in his better days.
The beginning of August brings with it the urge to “take things easy” till fall. Do you have the will power to make yourself work in spite of that urge?
You can work now, when you are strong and work is easy, or you can just “get by” and do your hard work in the years to come when the body is frail and work comes a thousand times harder.

Travis Batting, President of www.MyEasyMailMaker.com always knew that keeping in touch with his clients was crucial to growing his sales.  He became frustrated in the difficulties and ease of doing this.  That is why he developed the interactive website that allows other businesses an easy way to keep in touch and grow your business through postcard marketing.  Travis is passionate about postcard marketing because it is business’s mini billboards that speak directly to potential clients.  He also wanted to create a direct mail website that allows low minimums (as little as 50) and no mail service or addressing fees.

A business man needed some money for expansion. He went to see his banker about a loan, taking with him his sales statement for the current month.
“This is interesting,” said the banker, “but it doesn’t tell me anything. I need something for comparison. Bring me your sales statements for a year back.”
Isn’t there a selling thought in this banker’s remark for you and me? How often in our sales work do we furnish our employees with a “basis of comparison”? We give him the facts, true enough, but we fail to give him other facts with which he can compare them, and make a decision.
A price may seem high to one man and low to another, simply because each man uses a different basis of comparison. A point of quality may seem very desirable to the man who has been using inferior merchandise, and yet mean nothing to the man who has been using merchandise of equal quality. The quality is the same in either case, but the basis of comparison gives it a different value in the eyes of the buyer.
Before we can expect that our sales points are going to carry equal weight with different people, it is up to us as sales person to see that these buyers are given a uniform basis for comparison. In selling, just as in banking, facts without a basis of comparison are interesting but they don’t mean anything.

A $4,400 order was recently taken in face of a $2,600 differential in price, as a result of a Vitrolite salesman’s plan of arranging a “setting” around one of his more remote selling points.

The salesman’s aim was to clinch the contract for the construction of toilet rooms in a school, by appealing to the buyer’s responsibilities of protecting the children’s morals as much as their health. He first placed ink on the material and wiped it off to show that the material was nonabsorbent. Then he demonstrated that a child with corrupt tendencies could not write on the product with pencil and corrupt morals of other children.

For many years a large Eastern underwear company selling a nationally advertised brand was represented in the Middle West by a woman.

She was a woman of most engaging personality with a wonderful faculty for making and holding friends. Her customers thought the world of her, and to all outward appearances she was highly successful with the line ? at any rate, the company was well satisfied with the business she turned in.

Seven months ago this woman married. Her territory was taken over by a man. The man has sold more in the last seven months than the woman sold in two years preceding ? and to the same accounts!