Acknowledgments |
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xiii | |
Introduction |
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xv | |
RESEARCH, PLANNING, AND COMPETITION |
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Marketing Tips for Your Business |
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1 | (3) |
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Why Spend Time Researching? |
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4 | (1) |
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5 | (1) |
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5 | (1) |
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Defining Quantitative and Qualitative Data |
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6 | (1) |
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The Geographics, Demographics, and Psychographics Data Trail |
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7 | (1) |
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Customer Database Research |
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8 | (1) |
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Informal Surveys and Discussions Research |
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9 | (1) |
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9 | (2) |
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Customer Service Inquiries and Complaints Research |
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11 | (1) |
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Harness the Power of the Web for Research |
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11 | (1) |
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Get Schools Onboard to Help with Research |
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12 | (1) |
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12 | (1) |
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Look-Out-the-Window Research |
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13 | (1) |
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Customer Demographics Questionnaire |
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13 | (2) |
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15 | (1) |
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16 | (1) |
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The Nuts and Bolts of a Marketing Plan |
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16 | (4) |
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20 | (1) |
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20 | (1) |
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Create a Marketing Calendar |
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21 | (1) |
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Join the Better Business Bureau |
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21 | (1) |
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Get the Latest Scores at SCORE |
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21 | (1) |
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22 | (1) |
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22 | (1) |
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Great Brands Are Consistent |
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22 | (2) |
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Great Brands Take Time to Evolve |
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24 | (1) |
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Great Brands Require Hands-On Management |
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25 | (1) |
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Great Brands Provide More Advantages |
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25 | (1) |
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Great Brands Are Never Fads |
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26 | (1) |
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Great Brands Reinvent the Way We Think |
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27 | (1) |
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Subscribe to Trade Publications |
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28 | (1) |
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Create a Powerful Mission Statement |
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28 | (2) |
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Your Competitive Advantage Should Be Beneficial |
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30 | (1) |
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Your Competitive Advantage Should Be Exclusive |
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30 | (1) |
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Your Competitive Advantage Should Be Simplistic |
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31 | (1) |
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31 | (2) |
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If You Can't Beat 'Em Join 'Em |
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33 | (1) |
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34 | (1) |
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Capitalize on Competitors' Distribution Channels |
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34 | (1) |
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34 | (1) |
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Profit from Competitors' Close Outs |
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35 | (1) |
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Subscribe to Competitors' Mailings |
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35 | (1) |
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Start a Marketing Idea Folder |
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35 | (1) |
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36 | (1) |
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36 | (1) |
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Look Beyond Traditional Markets |
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37 | (1) |
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Send in the Mystery Shoppers |
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37 | (1) |
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Be More Convenient Than Your Competition |
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38 | (1) |
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Get the Low Down on Competitors from Your Suppliers |
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38 | (2) |
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Happily Accept the Competitions' Coupons |
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40 | (1) |
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Identifying Direct Competition |
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40 | (1) |
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Identifying Indirect Competition |
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40 | (1) |
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Watch Out for Phantom Competition |
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41 | (1) |
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Predicting Future Competition |
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41 | (1) |
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Make an Incentive Your Competitive Advantage |
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41 | (1) |
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Build Coalitions with Competitors |
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42 | (1) |
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42 | (1) |
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More Ways to Beat the Competition |
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43 | (1) |
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The Ultimate Competition Worksheet |
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43 | (8) |
EMPLOYEE |
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Marketing Tips for Your Business |
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51 | (1) |
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The Benefits of Team Building |
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52 | (1) |
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Install an Employee Marketing Idea Box |
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52 | (1) |
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The Magical Money Incentive |
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53 | (1) |
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53 | (1) |
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Motivate by Piling on the Responsibilities |
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54 | (1) |
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With Age Comes Experience |
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54 | (1) |
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Change Can Only Trickle Down |
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54 | (1) |
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Build a Marketing Library for Employees |
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54 | (1) |
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Give Them all Business Cards |
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55 | (1) |
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Brainstorming Roundtables |
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55 | (1) |
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"Manage" to Minimize Wasted Time |
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56 | (1) |
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Bring in Professional Trainers |
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56 | (1) |
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Create an Employee Marketing Handbook |
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57 | (1) |
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Ask for Customer References |
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57 | (1) |
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Master the Art of Delegation |
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57 | (1) |
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58 | (1) |
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58 | (1) |
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59 | (1) |
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59 | (1) |
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Let Your Customers Educate Your Employees |
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59 | (1) |
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Identifying Sales Personnel |
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60 | (1) |
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60 | (1) |
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Great Leadership Tips that Every Business Owner and Manager Needs to Know |
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60 | (2) |
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Learn to Challenge Employees to Do Better |
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62 | (1) |
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Simple Tips That Can Increase Employee Productivity |
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63 | (1) |
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64 | (1) |
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Embrace an Open Door Policy |
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64 | (1) |
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Encourage Employees to Be Creative |
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65 | (1) |
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65 | (1) |
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Increase Productivity by Reducing Interruptions |
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65 | (1) |
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Great Questions for Employee Interviews |
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66 | (3) |
CUSTOMER SERVICE |
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Marketing Tips for Your Business |
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Why Is Customer Service so Important? |
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69 | (1) |
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Never Fail to Tell Customers How It Is |
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69 | (1) |
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70 | (1) |
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Clear All Challenges by the End of the Day |
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71 | (1) |
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71 | (1) |
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Commit to a Call-Back Time |
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71 | (1) |
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72 | (1) |
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Ask Employees How to Improve Customer Service |
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72 | (1) |
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72 | (1) |
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73 | (1) |
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Make It Easy for Customers to Complain |
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74 | (1) |
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Create Information Booklets |
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74 | (1) |
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A Cure for Mismatched Expectations |
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74 | (1) |
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75 | (1) |
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Provide a 100 Percent Customer Satisfaction Guarantee |
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75 | (1) |
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75 | (2) |
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Tricks to Calm Irate Customers |
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77 | (1) |
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Add Customer Safety to Customer Service |
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77 | (1) |
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77 | (1) |
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Follow Up After the Resolution |
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78 | (1) |
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Surveys Can Show What Customers Really Think |
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78 | (1) |
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78 | (1) |
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Always Fix the Customer First |
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79 | (1) |
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Strive to Form Customer Partnerships |
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79 | (1) |
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Create a Customer-First Team Environment |
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79 | (1) |
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80 | (1) |
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Carefully Evaluate Policies |
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80 | (1) |
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Empower Employees to Make Decisions |
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80 | (1) |
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Keep the Lines of Communication Open |
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81 | (1) |
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Profit from Providing Customer Service |
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81 | (1) |
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82 | (1) |
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82 | (1) |
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Calculate the True Cost of a Lost Customer |
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82 | (1) |
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Throw Customer Appreciation Parties |
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83 | (1) |
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83 | (1) |
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83 | (1) |
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Powerful Birthday Discounts |
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84 | (1) |
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Work with Clients to Hold the Line on Price Increases |
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84 | (1) |
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84 | (1) |
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Focus on Customers to Stay Motivated |
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85 | (1) |
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Staying Fresh In Your Customer's Memory |
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85 | (1) |
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85 | (1) |
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Customer Service Ideas Checklist |
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86 | (5) |
HOME OFFICE |
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Marketing Tips for Your Business |
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91 | (1) |
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92 | (1) |
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92 | (1) |
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Project a Professional Image |
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92 | (1) |
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Take Advantage of Reduced Operating Cost |
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93 | (1) |
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Go Out of Your Way to Get Involved |
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94 | (1) |
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Make Investments in Disguise |
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94 | (1) |
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94 | (1) |
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Out-Benefit the Competition |
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95 | (1) |
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Design Your Workspace for Success |
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95 | (1) |
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96 | (1) |
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Tricks for Writing Great Business Communications |
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96 | (1) |
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More Tricks for Writing Great Business Communications |
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97 | (1) |
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Use Technology to Level the Playing Field |
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97 | (1) |
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Go for the Big Opportunities |
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98 | (1) |
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Get Creative with Appointments and Meetings |
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98 | (1) |
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Replace Your Commuting Time with Prospecting Time |
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98 | (1) |
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99 | (1) |
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The Art of Making Decisions |
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99 | (1) |
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100 | (1) |
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Place a High Priority on Event Marketing |
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100 | (1) |
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Take Advantage of all Available Resources |
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101 | (1) |
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Limit the Number of Hats You Wear |
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101 | (1) |
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Create Policies Just Like the Big Companies |
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101 | (1) |
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Become a Shameless Self-Promoter |
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102 | (1) |
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Build Through Barter Clubs |
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102 | (1) |
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Goals Need to Be on Paper |
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102 | (1) |
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Benefit by Being Flexible |
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103 | (1) |
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Great Tips to Increase Your Productivity in the Home Office |
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103 | (4) |
ADVERTISING, DIRECT MARKETING, AND TELEMARKETING |
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Marketing Tips for Your Business |
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107 | (1) |
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Take a Desktop Publishing Course |
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107 | (2) |
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109 | (1) |
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109 | (1) |
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Turn all Business Mailings into Sales Tools |
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109 | (4) |
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Tricks for Creating Great Advertising Copy |
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113 | (1) |
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114 | (2) |
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116 | (1) |
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Make a Promise in Your Headline |
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116 | (1) |
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Present a Testimonial in Your Headline |
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116 | (1) |
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Make Your Headline Look Like News |
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117 | (1) |
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Ask a Question in Your Headline |
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117 | (1) |
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Tap Suppliers for Advertising Assistance |
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117 | (1) |
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Great Magazine Advertising Tricks |
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118 | (2) |
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120 | (1) |
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Great Tricks for Yellow Pages Advertising |
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121 | (1) |
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Always Err on the Side of Political Correctness |
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122 | (1) |
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122 | (4) |
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More Bang for Your Classified Advertising Buck |
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126 | (1) |
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Negotiate for a Free Flag Ad |
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127 | (1) |
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Get Creative with Postcards |
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127 | (1) |
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Buy from Reps Who Have Done Their Homework |
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127 | (1) |
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Pay Less for Print Advertisements |
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128 | (1) |
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Advertising Believability |
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129 | (1) |
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Get Behind Community Sports |
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130 | (1) |
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131 | (1) |
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Initiate a Door Hanger Program |
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132 | (1) |
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Site Signs ... The $10 Marketing Wonder |
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132 | (1) |
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Try Inflatable Advertising |
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132 | (1) |
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Turn Customers into Models |
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133 | (1) |
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Take Advantage of Free Community Notice Boards |
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133 | (1) |
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134 | (1) |
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134 | (1) |
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134 | (1) |
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Get Noticed with Stickers |
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135 | (1) |
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Benefit from Bench Advertising |
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135 | (1) |
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Outdoor Bicycle Rack Advertising |
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135 | (1) |
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Advertise Your Business in Vacant Storefronts |
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136 | (1) |
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Courtesy Telephones Create Advertising Opportunities |
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136 | (1) |
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Give Away Books and Magazines |
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136 | (1) |
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Advertise Within other Businesses |
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137 | (1) |
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Create Rolling Billboards |
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137 | (1) |
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A Picture Is Worth a Thousand Words |
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138 | (1) |
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Strike a Deal with Local Restaurants |
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138 | (1) |
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139 | (1) |
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Give Human Billboards a Try |
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139 | (1) |
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Tricks for Tracking Advertisements |
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139 | (3) |
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Get Behind a Local Charity Event |
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142 | (1) |
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Creative Ways to Distribute Fliers for Free |
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142 | (1) |
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Target Hotel and Motel Guests |
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142 | (1) |
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143 | (1) |
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Why Is Product Packaging so Important? |
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143 | (1) |
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Create a Story on Your Packaging |
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144 | (1) |
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144 | (1) |
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144 | (1) |
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Effective Radio Commercials and More Great Tricks |
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144 | (2) |
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Consider Public Broadcasting |
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146 | (1) |
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146 | (1) |
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147 | (1) |
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Great Advertising Tricks for the Tube |
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147 | (1) |
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Produce a Television Commercial on the Cheap |
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148 | (1) |
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Why Use Direct Marketing? |
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149 | (1) |
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Identifying the Most Common Mailing Lists |
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149 | (2) |
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151 | (1) |
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Plan and Review to Cut Printing Costs |
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152 | (1) |
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Stick with Standard Sizes and Negotiate |
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153 | (1) |
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153 | (1) |
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153 | (1) |
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154 | (1) |
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154 | (2) |
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Capitalize with Card Decks |
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156 | (1) |
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Guaranteed Tips to Boost Your Mail Responses |
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157 | (3) |
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Great Tricks to Secure Better Quality Mail Responses |
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160 | (1) |
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161 | (1) |
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Consider Cable Shopping Channels |
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162 | (1) |
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Getting Past the Telemarketing Stigma |
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163 | (1) |
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Forget Cold Calls and Concentrate on Warm Calls |
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163 | (1) |
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Use Telemarketing to Reinforce |
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163 | (1) |
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Small Details Equal Big Impact in Telemarketing |
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164 | (1) |
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164 | (1) |
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Telemarketing Mistakes to Avoid |
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165 | (1) |
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Visit Your Best 20 Percent, Telemarker the Rest |
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166 | (1) |
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Direct Marketing Market Place® |
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166 | (1) |
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The 200 Most Persuasive Words to Use in Advertising |
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166 | (2) |
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Places to Advertise Idea Checklist |
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168 | (5) |
PUBLIC RELATIONS |
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Marketing Tips for Your Business |
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Use PR to Level the Competitive Playing Field |
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173 | (1) |
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The "Other" Public Relations |
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173 | (1) |
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Key Public Relations Considerations |
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174 | (2) |
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176 | (1) |
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177 | (1) |
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178 | (1) |
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More Great Press Release Tricks |
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179 | (2) |
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Distribute Your Press Release Electronically |
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181 | (1) |
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Researching Press Releases |
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182 | (1) |
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Create Your Own Media Kit |
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182 | (1) |
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183 | (1) |
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184 | (1) |
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184 | (1) |
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More Clever Ways to Introduce Yourself to the Media |
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185 | (1) |
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186 | (1) |
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Don't Overreact to Negative PR |
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186 | (1) |
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186 | (1) |
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186 | (1) |
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Become an Expert Media Source |
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187 | (1) |
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187 | (1) |
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188 | (1) |
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Build a Media Contact Database |
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188 | (1) |
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Start a Public Relations Idea Folder |
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188 | (1) |
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189 | (1) |
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What Can You Offer Local Media? |
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189 | (1) |
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Benefit by Using Editorial Calendars |
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190 | (1) |
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Take Ownership of an Event |
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190 | (1) |
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Business and Marketing Activities that Should Be Publicized |
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190 | (2) |
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192 | (1) |
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Savvy Tricks to Create Charity Goodwill |
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193 | (1) |
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193 | (1) |
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Increase the Value of Your Knowledge |
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194 | (1) |
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Major Publicity Opportunities |
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194 | (1) |
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Write Letters to the Editor |
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195 | (1) |
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Conduct Public Opinion Polls |
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195 | (1) |
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196 | (1) |
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Build a PR Web Page in Your Site |
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196 | (1) |
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Print Media Interview Tricks |
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197 | (1) |
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Broadcast Media Interview Tricks |
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198 | (2) |
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Tricks for Getting on Talk Radio |
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200 | (1) |
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Don't Forget to Say Thank You |
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200 | (1) |
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Places to Seek Publicity and Publicity Methods Checklist |
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200 | (3) |
NETWORKING AND REFERRAL |
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Marketing Tips for Your Business |
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203 | (1) |
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Professional Brainstorming Lunch |
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203 | (1) |
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High-Tech CD-ROM Business Cards |
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204 | (1) |
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The Power of Your Business Card |
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204 | (1) |
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Set Networking Objectives |
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205 | (1) |
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205 | (1) |
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Tricks for Being a Brilliant Conversationalist |
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206 | (1) |
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Enlarge Your Networking Circle |
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206 | (1) |
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Stand Out in the Networking Crowd |
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206 | (1) |
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Develop a Personal Trademark |
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207 | (1) |
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Make a Memorable Donation |
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207 | (1) |
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208 | (1) |
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208 | (1) |
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Go Out of Your Way to Welcome Newcomers |
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208 | (1) |
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209 | (1) |
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Develop a Follow-Up System |
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209 | (1) |
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Develop Your Own Mini Sales Pitch |
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209 | (1) |
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Network Through Current Projects |
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210 | (1) |
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210 | (1) |
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210 | (1) |
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211 | (1) |
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211 | (1) |
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Become a Portable Advertisement for Your Business |
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211 | (1) |
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For People Who Hate to Network |
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212 | (1) |
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Sorry Letters Work Wonders |
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212 | (1) |
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Spend 3 Percent to Generate a 100 Percent Referral Rate |
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213 | (1) |
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213 | (1) |
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Provide Incentives for Referrals |
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214 | (1) |
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214 | (1) |
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Go Networking for Referrals |
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215 | (1) |
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Tap Suppliers for Referrals |
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215 | (2) |
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Tap Competitors for Referrals |
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217 | (1) |
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Build Strategic Alliances for Referrals |
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217 | (1) |
|
Maximize Your Odds of Getting Referred |
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217 | (1) |
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Networking and Referral Checklist |
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|
218 | (3) |
PROSPECTING |
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|
Marketing Tips for Your Business |
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|
|
Why Continue to Prospect for New Business? |
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221 | (1) |
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221 | (1) |
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222 | (1) |
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222 | (1) |
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Great Telephone Cold-Calling Tricks |
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223 | (1) |
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Great Tricks for Leaving Voice-Mail Messages |
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223 | (1) |
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224 | (1) |
|
Qualifying: Decision-Maker |
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224 | (1) |
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225 | (1) |
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225 | (1) |
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226 | (1) |
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226 | (1) |
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226 | (1) |
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Qualifying: Open-Ended Questions |
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227 | (1) |
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Qualifying: Comfort and Compliments |
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227 | (1) |
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Tricks for Becoming an Effective Listener |
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228 | (1) |
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Time Management for Prospecting Success |
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228 | (1) |
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Thou Shalt Never Prejudge |
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229 | (1) |
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Thou Shalt Never Express Personal Opinions |
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229 | (1) |
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Thou Shalt Never Push Only What You Like |
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230 | (1) |
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Practice Immediate Follow-Up |
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230 | (1) |
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Clone Your Best Customers |
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230 | (1) |
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Getting to Know the Gatekeeper |
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231 | (1) |
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231 | (1) |
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231 | (1) |
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Troll For Prospects Online |
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232 | (1) |
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Experiment with Lifecycle Prospecting |
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232 | (1) |
|
Demonstration Prospecting Works |
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233 | (1) |
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Expert Prospecting May Be the Best |
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233 | (1) |
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Swap Customer Lists and Leads |
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233 | (1) |
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Respect Your Clients' Time |
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234 | (1) |
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Mine Newspapers and Magazines |
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|
234 | (1) |
|
Get in Through the Back Door |
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|
234 | (1) |
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Prospect by Promoting a Contest |
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235 | (1) |
|
Identify the Big Prospecting Opportunities |
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|
235 | (1) |
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235 | (1) |
|
Prospect By Sharing Your Knowledge |
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236 | (1) |
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Look for Prospecting Gold in Your Junkmail |
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236 | (1) |
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236 | (1) |
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237 | (1) |
|
Multiply Your Prospecting Efforts Via E-Mail |
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|
237 | (1) |
|
Identify Those Who Can Influence Others |
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|
237 | (1) |
|
Lean Mean Database Machine |
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|
238 | (1) |
|
B2B Prospect Research Checklist |
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|
239 | (2) |
PRESENTATION |
|
|
Marketing Tips for Your Business |
|
|
|
Great Impressions: Be Punctual |
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|
241 | (1) |
|
Great Impressions: Be Respectful |
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|
241 | (1) |
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Great Impressions: Be Educated |
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242 | (1) |
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Great Impressions: Be Prepared |
|
|
242 | (1) |
|
Great Impressions: Listen |
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|
242 | (1) |
|
Great Impressions: Be Professional |
|
|
243 | (1) |
|
Great Impressions: Be Ready for Action |
|
|
243 | (1) |
|
Simple Tricks to Improve Your B2B Sales Presentation |
|
|
243 | (1) |
|
Consider a Prepresentation Survey |
|
|
244 | (1) |
|
Let Prospects Set the Tone |
|
|
245 | (1) |
|
Use Physical and Visual Devices |
|
|
245 | (1) |
|
Low-Cost Digital Video Pitch |
|
|
245 | (1) |
|
Tricks for Overcoming the Fear of Rejection |
|
|
246 | (1) |
|
Never Take Rejection Personally |
|
|
247 | (1) |
|
|
247 | (1) |
|
Be on the Lookout for Common Interests |
|
|
247 | (1) |
|
Tricks to Earn a Prospect's Trust |
|
|
248 | (1) |
|
Never Ignore Even the Smallest Concerns |
|
|
249 | (1) |
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249 | (1) |
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249 | (1) |
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250 | (1) |
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250 | (1) |
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250 | (1) |
|
No One Wants to Sail into Uncharted Waters Alone |
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|
251 | (1) |
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|
251 | (1) |
|
Develop a Winning Attitude |
|
|
252 | (1) |
|
|
252 | (1) |
|
The Five-Point Objection Process |
|
|
252 | (1) |
|
Great Tricks for Overcoming the Price Objection |
|
|
253 | (1) |
|
Great Tricks for Overcoming |
|
|
|
|
254 | (1) |
|
Great Tricks for Overcoming the "Let Me Think About It" Objection |
|
|
255 | (1) |
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|
256 | (1) |
|
Set Your Negotiation Objectives |
|
|
256 | (1) |
|
Position Your Value Before Negotiations |
|
|
256 | (1) |
|
Learn to Negotiate Without Home Court Advantage |
|
|
257 | (1) |
|
Get the Negotiation Ball Rolling with Yes |
|
|
257 | (1) |
|
Develop Strong Negotiation Questions |
|
|
257 | (1) |
|
|
258 | (1) |
|
Learn When to Walk Away from a Deal |
|
|
258 | (1) |
|
Win-Win Negotiation Tricks |
|
|
258 | (1) |
|
Confirm the Negotiation Details |
|
|
258 | (1) |
|
|
259 | (1) |
|
Learn to Stop Negotiating |
|
|
259 | (1) |
|
More Great Negotiation Tricks |
|
|
259 | (1) |
|
|
260 | (3) |
CLOSING |
|
|
Marketing Tips for Your Business |
|
|
|
What Is Your Prospect's Motivation? |
|
|
263 | (1) |
|
|
263 | (1) |
|
|
264 | (1) |
|
Talking Ownership Is a Buying Signal |
|
|
264 | (1) |
|
Comprehensive Questions Are Buying Signals |
|
|
265 | (1) |
|
Objections Are Buying Signals |
|
|
265 | (1) |
|
Offering Referrals Is a Buying Signal |
|
|
265 | (1) |
|
Arrange for Prospects to Meet Your Customers |
|
|
266 | (1) |
|
|
266 | (1) |
|
Close by Changing Prospect's Expectations |
|
|
267 | (1) |
|
|
267 | (1) |
|
|
268 | (1) |
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|
268 | (1) |
|
|
268 | (1) |
|
|
269 | (1) |
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|
269 | (1) |
|
|
270 | (1) |
|
The Alternate-Choice Close |
|
|
270 | (1) |
|
|
270 | (1) |
|
|
271 | (1) |
|
|
272 | (1) |
|
|
272 | (1) |
|
The 30-Minute Follow-Up Close |
|
|
272 | (1) |
|
|
273 | (1) |
|
The "Close Everyone Around the Decision Maker" Close |
|
|
273 | (1) |
|
The Benjamin Franklin Close |
|
|
273 | (1) |
|
The Fish-Out-of-Water Close |
|
|
274 | (1) |
|
|
274 | (1) |
|
|
275 | (1) |
|
The Make-a-Suggestion Close |
|
|
275 | (1) |
|
|
276 | (1) |
|
|
276 | (1) |
|
|
277 | (1) |
|
The Maximum Benefit Close |
|
|
277 | (1) |
|
|
277 | (1) |
|
The Try-Before-You-Buy Close |
|
|
278 | (1) |
|
The What-Will-It-Take Close |
|
|
278 | (1) |
|
|
279 | (1) |
|
Make Them All True Believers |
|
|
280 | (3) |
CREATIVE SELLING |
|
|
Marketing Tips for Your Business |
|
|
|
|
283 | (1) |
|
Consulting? Apply for a Job |
|
|
283 | (1) |
|
Profit by Making Your Vendors Sales Champions |
|
|
284 | (1) |
|
Break the Feast-or-Famine Sales Cycle |
|
|
284 | (1) |
|
Develop Your Own Mission Statement |
|
|
285 | (1) |
|
|
285 | (1) |
|
Use Extended Warranties to Make It Exclusive |
|
|
286 | (1) |
|
Reports Can Be a Powerful Sales Tool |
|
|
286 | (1) |
|
Free Offers to Gain Exclusivity |
|
|
286 | (1) |
|
Getting Beyond Language Barriers |
|
|
287 | (1) |
|
|
287 | (1) |
|
The Real Work Begins after the Sale |
|
|
288 | (1) |
|
Ditch the Competition with Flexible Payment Options |
|
|
288 | (1) |
|
Separate Your Offer by Providing Incredible Service |
|
|
289 | (1) |
|
Tricks for Crafting Great Sales Letters, Part One |
|
|
289 | (1) |
|
Tricks for Crafting Great Sales Letters, Part Two |
|
|
290 | (1) |
|
Take "Sales" Out of Your Job Description |
|
|
291 | (1) |
|
|
291 | (1) |
|
Never Be a Hit and Run Artist |
|
|
292 | (1) |
|
Make Clients Look Forward to Your Next Visit |
|
|
292 | (1) |
|
Avoid the Water Cooler Talk |
|
|
292 | (1) |
|
|
293 | (1) |
|
The Power of a Dog Biscuit |
|
|
293 | (1) |
|
|
293 | (1) |
|
|
294 | (1) |
|
|
294 | (1) |
|
What Top Producers Have in Common |
|
|
294 | (1) |
|
Make Your Product or Service an Employee Benefit |
|
|
295 | (1) |
|
|
296 | (1) |
|
|
296 | (1) |
|
Down-Sell For the Long Term |
|
|
297 | (1) |
|
Let Your Customers Convince Them |
|
|
297 | (1) |
|
|
297 | (1) |
|
|
298 | (1) |
|
Five-Point Time Management |
|
|
298 | (1) |
|
What Is Easy to Do Is Easier Not to Do |
|
|
299 | (1) |
|
Incentives Must Have Value |
|
|
299 | (1) |
|
The Sales Professional's Checklist |
|
|
300 | (3) |
RETAILING |
|
|
Marketing Tips for Your Business |
|
|
|
Ask Your Customers How They Heard About Your Store |
|
|
303 | (1) |
|
Location, Location, Location |
|
|
304 | (2) |
|
Retail Location Pros and Cons |
|
|
306 | (1) |
|
Retail Location, Competition, and Big Box Stores |
|
|
306 | (1) |
|
Design Your Store for Your Target Audience |
|
|
307 | (1) |
|
Buy and Sell Liquidated Inventory Online |
|
|
307 | (1) |
|
Promote Environmentally Friendly |
|
|
308 | (1) |
|
Window Space: The 24-Hour Silent Salesperson |
|
|
308 | (1) |
|
Window Space: Professional Look on a Budget |
|
|
309 | (1) |
|
Window Space: Creativity Counts |
|
|
310 | (2) |
|
Appeal to the Five Senses |
|
|
312 | (1) |
|
Make It Easy for Customers to Give You Money |
|
|
313 | (1) |
|
Seek Outside Opportunities |
|
|
314 | (1) |
|
|
315 | (1) |
|
Put a Promotional Flier in Every Shopping Bag |
|
|
316 | (1) |
|
Consider a Resale Program |
|
|
317 | (1) |
|
Are You Prepared to Increase Sales? |
|
|
317 | (1) |
|
Ask Customers for Referrals |
|
|
318 | (1) |
|
Profit from Gift Certificates |
|
|
319 | (1) |
|
Small Purchases Present Big Sales Opportunities |
|
|
319 | (1) |
|
Implement a Direct Mail Promotional Program |
|
|
320 | (1) |
|
Become Known for Offering Something for Free |
|
|
320 | (1) |
|
|
321 | (1) |
|
Lure Customers in by Providing Conveniences |
|
|
321 | (2) |
|
|
323 | (1) |
|
Implement Your Own Customer Loyalty Program |
|
|
323 | (1) |
|
|
324 | (1) |
|
Benefit by Building Client Files |
|
|
324 | (1) |
|
|
325 | (1) |
|
|
325 | (1) |
|
|
325 | (1) |
|
Run Free Seminars to Increase Sales |
|
|
326 | (1) |
|
Promote Products After Hours |
|
|
326 | (1) |
|
Get Creative with Special Shopping Days |
|
|
326 | (1) |
|
"Try Before You Buy" Events |
|
|
327 | (1) |
|
Get Creative with In-Store Displays |
|
|
327 | (1) |
|
Ask Me about Today's Deal |
|
|
328 | (1) |
|
Start an Insertion Swap Program |
|
|
329 | (1) |
|
Nonintrusive Ways to Build a Customer Database |
|
|
329 | (1) |
|
|
330 | (4) |
|
Target Clubs to Increase Sales |
|
|
334 | (1) |
|
Great Cross-Promotional Ideas |
|
|
334 | (2) |
|
Stock Up on Consignment Goods |
|
|
336 | (1) |
|
Getting Creative with Contests |
|
|
337 | (2) |
|
Consider a Rental Program to Increase Revenues |
|
|
339 | (1) |
|
|
339 | (1) |
|
Tap Suppliers for the Works |
|
|
340 | (1) |
|
Seek Exclusive Agreements |
|
|
341 | (1) |
|
Consider Private Labeling |
|
|
341 | (1) |
|
Small, But Mighty, Tricks for Increasing Profit Margins |
|
|
342 | (1) |
|
|
343 | (1) |
|
|
344 | (1) |
|
Consider the eBay Advantage |
|
|
344 | (1) |
|
|
345 | (1) |
|
Boost Sales with VIC Cards |
|
|
345 | (1) |
|
Bring in the Entertainers |
|
|
345 | (2) |
|
|
347 | (1) |
|
|
347 | (1) |
|
|
347 | (1) |
|
|
348 | (1) |
|
|
348 | (1) |
|
Don't Forget the Good Old Suggestion Box |
|
|
348 | (1) |
|
|
349 | (1) |
|
Clever Ways to Build Repeat Business |
|
|
349 | (1) |
|
Tricks for Successfully Marketing a Move |
|
|
350 | (1) |
|
|
351 | (2) |
|
|
353 | (1) |
|
Become an Official Supplier |
|
|
354 | (1) |
|
|
354 | (1) |
|
Become Known as a Local Attraction |
|
|
355 | (1) |
|
Shoplifting Prevention Tricks |
|
|
355 | (6) |
SERVICE PROVIDER |
|
|
Marketing Tips for Your Business |
|
|
|
Transform Your Waiting Room into a Selling Room |
|
|
361 | (1) |
|
Leverage Your Current Business Assets to Grow |
|
|
361 | (1) |
|
|
362 | (1) |
|
Proactive Warranty Inspections |
|
|
362 | (1) |
|
|
363 | (1) |
|
Step-by-Step Details Sell |
|
|
363 | (1) |
|
|
363 | (1) |
|
Create a New Customer Kit |
|
|
364 | (1) |
|
Sizzling Workmanship Warranties |
|
|
364 | (1) |
|
|
364 | (1) |
|
|
365 | (1) |
|
Offer Free Second Opinions |
|
|
365 | (1) |
|
|
366 | (1) |
|
Turn Service Vehicles into Mobile Showrooms |
|
|
366 | (1) |
|
Cover the Costs of Customer Calls |
|
|
367 | (1) |
|
|
367 | (1) |
|
|
367 | (1) |
|
"Why I Need and Deserve?" Contest |
|
|
368 | (1) |
|
|
368 | (2) |
|
|
370 | (1) |
|
|
370 | (1) |
|
Tricks for Surviving Tough Times |
|
|
370 | (1) |
|
Crank Up the Price of Your Service |
|
|
371 | (1) |
|
|
372 | (1) |
|
|
372 | (1) |
|
|
372 | (1) |
|
|
373 | (1) |
|
Seek Out Piggybacking Opportunities |
|
|
373 | (1) |
|
Benefit by Giving Your Service Away for Free |
|
|
373 | (1) |
|
Build a Recognizable Corporate Image |
|
|
374 | (1) |
|
|
374 | (1) |
|
Invest in Your Marketing Skills |
|
|
374 | (1) |
|
Create an Electronic Resume |
|
|
375 | (1) |
|
Managing Your Marketing Capital |
|
|
375 | (1) |
|
Service Providers Win When They Are Prepared to Overcome Obstacles |
|
|
376 | (3) |
WEB SITE AND ONLINE |
|
|
Marketing Tips for Your Business |
|
|
|
Why Do You Need a Web Site? |
|
|
379 | (1) |
|
Build Your Site to Appeal to Your Target Audience |
|
|
380 | (1) |
|
Choosing the Best Domain Name |
|
|
380 | (1) |
|
Analyze Your Online Competition |
|
|
381 | (1) |
|
Keep Your Web Site Consistent and User-Friendly |
|
|
382 | (1) |
|
|
382 | (1) |
|
Search Engine Submission Services |
|
|
383 | (1) |
|
The Importance of Keywords |
|
|
384 | (1) |
|
|
385 | (1) |
|
|
386 | (1) |
|
|
386 | (1) |
|
|
387 | (1) |
|
Give Information that Builds Confidence |
|
|
387 | (1) |
|
|
387 | (1) |
|
Provide Great Online Customer Service, Part One |
|
|
388 | (1) |
|
Provide Great Online Customer Service, Part Two |
|
|
388 | (1) |
|
Present a Crystal Clear Message |
|
|
389 | (1) |
|
Tricks to Punch-Up Your Content, Part One |
|
|
389 | (1) |
|
Tricks to Punch Up Your Content, Part Two |
|
|
390 | (1) |
|
Provide a Return on Investment |
|
|
391 | (1) |
|
Promote Through Newsgroups |
|
|
391 | (1) |
|
|
392 | (1) |
|
Great Tricks for Building Online Credibility, Part One |
|
|
392 | (1) |
|
Great Tricks for Building Online Credibility, Part Two |
|
|
393 | (1) |
|
You Want to Create an Online Community |
|
|
393 | (1) |
|
|
394 | (1) |
|
Don't Forget the Grand Opening |
|
|
394 | (1) |
|
High-Tech Web Site Positioning Tools |
|
|
395 | (1) |
|
Create an E-Mail Communication Marketing Plan |
|
|
395 | (1) |
|
|
396 | (1) |
|
|
397 | (1) |
|
Aim to Get Their Permission |
|
|
397 | (1) |
|
Understanding Common Banner Advertising Terms |
|
|
398 | (2) |
|
Great Banner Advertising Tricks, Part One |
|
|
400 | (1) |
|
Great Banner Advertising Tricks, Part Two |
|
|
401 | (1) |
|
|
402 | (1) |
|
Where You Can Get Content for Your E-Zine |
|
|
403 | (1) |
|
Great E-Zine Advertising Tricks |
|
|
403 | (1) |
|
Great Tricks to Turn Them All into Subscribers, Part One |
|
|
404 | (1) |
|
Great Tricks to Turn Them All into Subscribers, Part Two |
|
|
405 | (1) |
|
Make It Difficult to Opt Out |
|
|
405 | (1) |
|
Market by Writing E-Zine and Online Articles |
|
|
406 | (1) |
|
Marketing with Publicly Accessible Lists |
|
|
406 | (1) |
|
Marketing with Opt-In Lists |
|
|
407 | (1) |
|
|
408 | (1) |
|
|
409 | (1) |
|
Cybermalls, Storefronts, and Auctions |
|
|
409 | (1) |
|
Ask an Expert to Get Them Back |
|
|
410 | (1) |
|
|
410 | (1) |
|
Contest Your Way to Increased Hits |
|
|
411 | (1) |
|
Profit from Affiliate Programs |
|
|
412 | (1) |
|
|
412 | (1) |
|
|
412 | (1) |
|
Create Your Own Online E-Catalog |
|
|
413 | (1) |
|
Reminders and Alerts Work |
|
|
413 | (1) |
|
Discussion Boards Create Community |
|
|
414 | (1) |
|
Use Online Polls and Surveys to Generate Traffic or Learn |
|
|
414 | (1) |
|
|
415 | (1) |
|
Tie In Offline Promotions |
|
|
416 | (1) |
|
|
417 | (1) |
|
Give Them the Latest News |
|
|
417 | (1) |
|
|
417 | (1) |
|
Market with Online Coupons |
|
|
418 | (1) |
|
|
418 | (1) |
|
Advertise Online Where It Will Do Good |
|
|
419 | (1) |
|
|
419 | (1) |
|
Don't Forget the Freebies |
|
|
420 | (1) |
|
Make Your "Free" Online Offers More Valuable |
|
|
420 | (1) |
|
Never Force People to Buy Online |
|
|
421 | (1) |
|
Motivate Visitors to Buy by Providing Incentives |
|
|
421 | (1) |
|
Motivate Visitors to Buy by Removing Fear |
|
|
422 | (1) |
|
Follow-Up Offers Increase Profits |
|
|
422 | (1) |
|
More Great Online Marketing Ideas |
|
|
423 | (1) |
|
Driving Traffic to Your Web Site Checklist |
|
|
424 | (3) |
TRADE SHOW AND SEMINAR |
|
|
Marketing Tips for Your Business |
|
|
|
|
427 | (1) |
|
|
428 | (1) |
|
|
429 | (1) |
|
Will Credit Pre-Approval Help? |
|
|
429 | (1) |
|
Avoid Time-Consuming Gimmicks |
|
|
429 | (1) |
|
Get Invitations Out to the Press |
|
|
430 | (1) |
|
Use a Press Release as a Marketing Tool |
|
|
430 | (1) |
|
Bring a Press Kit to the Show |
|
|
431 | (1) |
|
|
432 | (1) |
|
|
432 | (1) |
|
Calculate Your Audience Size |
|
|
432 | (1) |
|
|
433 | (2) |
|
Answer the Obvious Questions |
|
|
435 | (1) |
|
Prepromote with Direct Mail |
|
|
435 | (1) |
|
Prepromote with Print Advertising |
|
|
435 | (1) |
|
Prepromote with Telemarketing |
|
|
436 | (1) |
|
Prepromote with Personal Appointments |
|
|
436 | (1) |
|
|
436 | (1) |
|
Prepromote through Preregistration Packs |
|
|
437 | (1) |
|
Profit from Nonparticipation |
|
|
437 | (1) |
|
In-Show Event Sponsorship |
|
|
438 | (1) |
|
Capitalize on New Product Displays |
|
|
438 | (1) |
|
In-Show Seminars Create a Captive Audience |
|
|
438 | (1) |
|
Create Clever Ways to Promote Your Booth |
|
|
438 | (1) |
|
Promote with Ad Specialties at the Booth |
|
|
439 | (1) |
|
|
439 | (1) |
|
Hold a Contest to Generate Leads |
|
|
440 | (1) |
|
Profit from Cross-Promotion |
|
|
440 | (1) |
|
Demonstrate Your Way to Success |
|
|
440 | (1) |
|
|
441 | (1) |
|
|
441 | (1) |
|
Motivating Staff in the Booth |
|
|
441 | (1) |
|
|
442 | (1) |
|
Key Qualifying Information |
|
|
442 | (1) |
|
Ways to Beat Booth Fatigue |
|
|
443 | (1) |
|
Great Shows Start with Great Attitudes |
|
|
443 | (1) |
|
|
444 | (1) |
|
Create Effective Openers Before the Show |
|
|
444 | (1) |
|
Preplan Your Presentation |
|
|
444 | (1) |
|
Never Stop Asking for the Sale in the Booth |
|
|
445 | (1) |
|
Close in the Booth with a Summary |
|
|
445 | (1) |
|
Close in the Booth with an Assumption |
|
|
445 | (1) |
|
Close in the Booth with Urgency |
|
|
446 | (1) |
|
The Professional Disengage |
|
|
447 | (1) |
|
Profit from Immediate Follow-Up |
|
|
447 | (1) |
|
|
448 | (1) |
|
Great Tricks for Cutting Trade Show Costs |
|
|
448 | (2) |
|
Great Pre-Trade Show Planning Tricks |
|
|
450 | (2) |
|
Post-Trade Show Planning Tricks |
|
|
452 | (1) |
|
|
452 | (4) |
|
|
456 | (2) |
|
What Can Be Sold through Seminars? |
|
|
458 | (1) |
|
Profit from Creative Seminar Locations |
|
|
458 | (1) |
|
Options for Promoting a Seminar Inexpensively |
|
|
459 | (1) |
|
Market with Newsletters at Seminars |
|
|
459 | (1) |
|
Make It Memorable with Humor |
|
|
460 | (1) |
|
Always Get Something in Return for Speaking |
|
|
460 | (1) |
|
Great Public Speaking Tricks, Part One |
|
|
460 | (1) |
|
Great Public Speaking Tricks, Part Two |
|
|
461 | (1) |
|
Public Speaking Mistakes to Avoid |
|
|
462 | (1) |
|
|
462 | (1) |
|
|
463 | (1) |
|
Additional Considerations for Seminar Success |
|
|
463 | (1) |
|
|
464 | (5) |
Index |
|
469 | |