BPPLocal Merchants MarketingSales Playbook - PowerPoint PPT Presentation

Title: BPPLocal Merchants MarketingSales Playbook


1
BPP-Local MerchantsMarketing/SalesPlaybook
2
Preface

• Thank you for becoming part of what will be the
  most powerful business concept on this planet in
  the future.
• Ginny has asked me to lead this awesome team of
  talented individuals (You) into the marketplace
  to help businesses who are in need of additional
  sales, a sound marketing plan, and a reason to
  feel good about themselves in the community
  again.
• Its a tremendous responsibility for me and I
  will tell all of you that as the Coach of this
  program, I will do my utmost to make sure ALL of
  you are comfortable in presenting this
  outstanding program.
• This Marketing Playbook was designed as tools
  in your marketing/sales toolbox where you can
  pull one out to help you in any selling
  environmentmost importantly the Local Merchant
  Program
• And if you are a brand new Merchant Partner
  with the MPM family, this playbook is yours as
  well... Welcome Aboard To All!

3
Credits

• Id like to thank Dr. Marvin Sadovsky PhD (mentor
  and friend) for allowing me to learn under him
  and learn Human Operating Systems HOS. Thank
  you Marvin!
• Id like to thank Ms. Ginny Dye for having vision
  and forethought for this new division.
• And Id like to thank you for being a part of
  this process and journey that we all will be
  proud of.

4
Understanding BPP Playbook

• All the information in this training playbook is
  meant to help you feel more comfortable in the
  selling environment with whomever you may be
  presenting to.
• We have specifically put the HOS system first
  because understanding this will make all the
  other strategies fall into place for you, plus
  you will learn allot about yourself.

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Continued

• Your success in your BPP-Local Merchant sales
  will be tied directly into your understanding the
  HOS system. I promise.
• The rest of the cutting edge strategies listed in
  this playbook (tools) are for you to fit into
  your styleIn your approach to merchants.
• We thoroughly hope you enjoy this and find it a
  new learning experience.
• Lets Get Busy!

6
Table of Contents

• HOS- Human Operating Systems 8-41
• Top Questions 42
• WIIFM 43-44
• Determine your Benefits 45
• Two Sizzle Words 46
• USP 47-48
• Personal USP 49
• Large In Charge 50-51

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Table of Contents

• Cold Calling-Telemarketing 52
• Dont Sound Lame 53-54
• BPP Marketing Strategy That Sustains Continued
  Growth 55-85
• Wrap up 86-87

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Introduction

• The Human Operation System
• Influence
• Power vs. Force
• Agenda
• Flow of Program
• Responsibility
• Perception
• Customer Feedback

9
Integration Strategy

• Rapport Building process
• Respectful aligned with the Customer
• The Science of Rapport
• A natural process
• Comfort Zones
• How does the customer gather, process and store
  information
• Physiology-Tonality-Words
• The priority of alignment distinctions what is
  most important?

10
The Science of Rapport

• Three (3) Truths then Lead
• UNCONSCIOUS Tonality Physiology or Words
• or
• CONSCIOUS Environment, Location, Time, etc
• Respect at the Unconscious level.

11
Rapport Process
MIRROR OR MATCH
PACE THREE TIMES
LEAD, THEN NOTICE REACTION
12
Comfort Zones
Visual Auditory Kinesthetic Olfactory -
smell Gustatory - taste
MOST COMMONLY USED
13
Comfort Zone Language
VISUAL SEE LOOK FOCUS SHOW GLANCE STARE PREVIEW SH
ORT-SIGHT CLARIFY GRAPHIC COLOR FRAME VISUALIZE DR
ESS UP FORESEE KEEN CLOUD DARK FANTASIZE HORIZON O
VERVIEW
KINESTHETIC TOUCH HANDLE GRASP ROUGH SMOOTH EXCITE
D IMPACT HIT ON TENDER GRAB STROKE GET THE
POINT CUT UP SCARED ANGRY HOT TOUGH SOLID BOUNCE I
RRITATE LUKEWARM
AUDITORY HEAR LISTEN TELL DOUBLE- TALK SPEAK GRUM
BLE RINGS- TRUE SOUNDS- LIKE TUNE IN HARMONY GIVE
AN EAR UNHEARD OF VOLUME ALL EARS SAY ANYTHING
14

Visual Statements
RAPPORT REPLY
SPOKEN

• That proposal seems vague to me?
• The longer I look at this presentation,
  the more puzzled I get.
• So, what I am looking at here is the water
  garden proposal.

• Perhaps I can shed some more light on it.
• Yes, I see just what you mean. Let me show
  you how it looks as you requested.
• Thats the picture we created earlier.

15
Auditory Statements
SPOKEN
RAPPORT REPLY

• So what youre saying is the value is what
  will show big
• on completion?
• What else would you say is
• a good value?
• Tell me more about the
• service backup?

• Our customers have told us that many times.
• The reason we developed this approach is
  based on many conversations with customers and
• our development people.
• As we said before, if we hear of
• any problem we will fix it without question.

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Kinesthetic Statements
SPOKEN
RAPPORT REPLY

• I feel more comfortable with your
  suggestions.
• I can handle that amount so walk me through
  the benefits of this project.
• I am getting a sense that your proposal may
  be a bit more than I can handle?

• I had a hunch that you might feel that way.
• So that you can get you arms around it,
  lets get a sense of how it fits your Criteria.
• You may feel a lot better when you see the
  value in real product. It is difficult sometimes
  to get a sense of the completed project from
  pictures.

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Tonality

• RHYTHM
• PITCH TONE
• SPEED
• VOLUME
• FAST Visual Comfort Zone
• MEDIUM Auditory Comfort Zone
• SLOW WITH PAUSES Kinesthetic Comfort
  Zone

18
Physiology
VISUAL
VISUAL
AUDITORY
KINESTHETIC
VISUAL
AUDITORY
19
Rapport Priorities
Words

7
38
Tonality

55
Physiology

Rapport
100

20
Integration Strategy
The Customers Mind

• Interview- identifying needs Motivation
• What really MOTIVATES your customer?
• Motivational Patterns
• Criteria
• Direction
• Initiative
• Task Behavior
• Approach

21
Who Is Your Customer?

• Local Business Owners
• What is different about each customer?
• What motivates them to buy?
• What will influence them to make a buying
  decision?
• What is their buying strategy?
• How do they want to be sold?
• What are the clues they give so you can decode
  exactly how to sell them?
• Every customer has a self-interest of avoiding
  pain and/or obtaining pleasure based on their
  personal Criteria.

22
Criteria

• Question
• For you, Customer Name what is most important
  about creating additional sales?
• Or
• Customer Name, what do you want in new sales?

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Criteria

• Meaning of Answers
• Words and Phrases
• Personalized definitions
• Normally said in priority
• Content dependant

24
Criteria

• Response
• Criteria What I want is increase my sales
  without having to spend allot of money
• Increase My Sales Without Spending Allot of Money
  are the Criteria.
• What is important about a Increasing sales
  without spending allot of money?
• What Else would be important about. or
  What else would you want regarding

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Criteria

• How would you respond to
• Criteria I really want something I can be proud
  of.
• Strategy__________________________________________
  _
• Criteria I just want to increase sales steadily.
• Strategy__________________________________________
  _
• Criteria I want to be able to help out my
  charity.
• Strategy__________________________________________
  _

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Direction

• Question
• Customer Name, If you had increased sales next
  month what does that really do for you?
• Response It would meet my requirement for
  making the right decision to become involved in
  LMP
• Meaning of answer
• Toward
• Goal or Achievement oriented
• Seeking outcomes
• Glass half full

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Direction

• Meaning of answer
• Customer Name, If you had increased sales next
  month what does that really do for you?
• Response I wouldnt have to worry not making my
  budget.
• Away
• Preventing problems
• Keeping safe
• Glass half empty

28
Direction

• The Polarities
• Mostly Toward
  Mostly Away

Toward (20) Away (20)
Where do you Fit in the context of work?
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Direction

• How would you respond to
• Toward Pattern How much time is needed for
  completion?
• Strategy__________________________________________
  _
• Mostly Toward/Some Away Lets do a contract but
  give me an out.
• Strategy__________________________________________
  _
• Mostly Away/Some Toward I cant be tied to a
  fixed price so work it out.
• Strategy__________________________________________
  _
• Away Pattern I am not sure if I can afford the
  cost so give me some options.
• Strategy__________________________________________
  _

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Initiative

• Question
• There is no specific question.
• The behavior and structure of language in a
  particular context will determine this pattern.

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Initiative

• Response Give me the bottom line?
• Initiative
• Action
• Short sentences
• Bullet point style
• Fire, Ready Aim

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Initiative

• Strategy for Action Answers
• Must align with answer
• Use Short sentences
• Get to the point

33
Initiative

• Response
• I have looked at a number of programs and
  checked out the stores on line. I am wondering if
  you could go over the application process with me
  and your costs?
• Initiative
• Research
• Drawn out conversation
• Uses word qualifiers Maybe, Possibly etc
• Ready, Aim, Aim, Aim, Aim, fire??

34
Initiative

• Strategy for Research Answers
• Must align with answer
• Use longer sentences or answers
• Use qualifying words
• Talk about the research which support your
  validations

35
Initiative

• The Polarities
• Mostly Action
  Mostly Research

Action (20) Research (20)
Where do you Fit in the context of work?
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Initiative

• How would you respond to
• Action Pattern Lets go for it?
• Strategy__________________________________________
  _
• Mostly Action/Some Research Lets move forward
  after I check on a few more things.
• Strategy__________________________________________
  _
• Mostly Research/Some Action This could be the
  right decision, maybe we should talk about it
  more before moving forward? .
• Strategy__________________________________________
  _
• Research Pattern I am not sure about the service
  and procedures behind your product or the kind of
  price range we would be dealing with?
• Strategy__________________________________________
  _

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Behavioral Approach

• Question
• Customer Name, why did you choose to consider
  this type of project?

38
Behavioral Approach

• Meaning of answer
• Response I liked the flexibility and the end
  result
• Options
• Gives Criteria
• Tells why
• Creates alternatives
• Response I checked the online stores out then
  looked at other similar stores and then.
• Procedures
• Tells How
• May tell a story about it
• Follows the steps or process

39
Behavioral Approach

• The Polarities
• Mostly Options
  Mostly Procedures

Options (20) Procedures (20)
Where do you Fit in the context of work?
Likes to follow procedures, its Not right unless
the procedure is followed.
Likes to change things, make it better Doesnt
like to follow procedures
40
Behavioral Approach

• How would you respond to
• Options Pattern It had the best look
• Strategy__________________________________________
  _
• Mostly Options/Some Procedures The imitation
  was perfect and I really like the choices because
  the process is very scientific.
• Strategy__________________________________________
  _
• Mostly Procedures/Some Options We started 1st
  by getting all the information we could and then
  based on the price we bought.
• Strategy__________________________________________
  _
• Procedures Pattern The 1st thing was getting
  our family to agree on the imitation stuff and
  then we did our researchetc.
• Strategy__________________________________________
  _

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The Sales Process

• Build Rapport Trust
• Identify your Customers Buying Patterns
• Criteria 1st
• Deliver a structured presentation.
• Pre Frame your presentation
• Present using your customer Criteria as the
  foundation.
• Use your customers buying patterns
• Let the customer close the sale by backtracking
  your presentation.
• Ask closing questions
• EXAMPLE Based on what we discussed criteria
  and when we can complete the processing
  change-over, is there anything else you may want
  prior to your authorization to begin.

42
Top Questions Builds rapport, shows interest,
and creates understanding

• Tell me about your business
• How did you get in this business?
• What are your priorities?
• Tell me about your responsibilities
• How do you define service?
• What does quality mean to you specifically?
• What qualities do you want in a sales person?
• How would you like to improve your business?
• How are we doing so far?
• How can we improve our service?

43
WIIFM

• Whats In It For Me?
• Your prospect DOES NOT care about the company
  story when they search for a product, service,
  or opportunity.
• What they do care about is how the benefits of
  your service and product fit their individual
  CRITERIA.

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WIIFM

• Benefits answers to their special needs.
  They only care about the BENEFITS that solve
  their problems and meet their CRITERIA.
• E-factors (Love - Pride Fear Guilt Greed)
• Benefits are different from Features Remember to
  talk about only the benefits that are important
  for them.
• Too much talk can talk you out of the sale
  especially when it is not CRITERIA specific.
• Feature
• 27 years in business
• Benefit- repeat their CRITERIA then state the
  benefit
• Example You stated how important it was to have
  peace of mind and a profession approach. You may
  notice that our references have stated they had
  peace of mind knowing that we completed the
  project with top professionalism and that was
  something you just cant find all the time. You
  will have peace of mind knowing that your project
  will be completed with experienced professionals.

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Determine Your Benefits

• How to determine your companys benefits
• List the features of your product or service.
• List the concerns or needs of your customers. If
  you don't know ask them.
• This is where the Criteria question will come in.
  You have to know benefits so that you can easily
  apply them to each prospects CRITERIA.
• Ask yourself, "Why does this feature matter to my
  customer"?
• Write your answers on the list. See 2
• Take it one step further. Ask yourself, "What
  problem or concern can this feature address"?
• Write down the benefit.

46
The Two Words That Sizzle Your Benefits

• which means-ties in emotion
• (feature) Joining our family of local merchants
  will bring you additional shopperswhich means
  your cost of acquiring these additional customers
  is zero. (benefit)

47
USP

• Unique Selling Proposition
• What sets you apart from your competition?
• Ex. Dominos Pizza- Delivery within 30 minutes
• Little Caesar Pizza- 2 Pizzas for the price of
  1
• Federal Express- When it positively has to be
  there overnight
• Do you clearly articulate (in only one or two
  paragraphs) your USP?
• Everyone in your organization should be able to
  repeat your USP at a moments notice. All of your
  advertising (website, brochures, email
  signatures, print ads, business cards) should
  emulate your USP.

48
How To Pick Your USP
49
Your Personal USP

• Your personal USP (unique selling proposition) or
  as some call the elevator speech gives your
  merchant prospects a quick benefit statement of
  what you are all about.
• When asked what you do Do not say I am a local
  representative with MPM local merchant programit
  is the best program Ive seen come along and you
  need to be involved Aargh
• Do say Well Jim, I help local merchants see
  increased sales growth of 25-50 or more, while
  helping their corporate image, all for Free
• This should prompt a question from your merchant
  of Oh, how do you do that? You were just
  given permission to explain the program....
  remember HOS .

50
Large In ChargeDirect Selling Mentality

• YOU have only one chance to make that first
  impression.
• We have to get into rapport and trust by using
  the influencing skills.
• The first few seconds the potential customer
  meets you or your staff, reviews your website or
  print material is when your prospect makes the
  decision about you and if they want do business
  with you. Knowing how to speak in influencing
  language is key to making the influential
  impression.
• Clean pressed clothes, Clean car, etc Are YOU
  Large In Charge?

51
Large and In Charge

• The perception of your customer is developed as a
  result of the way your customer feels about you,
  how you aligned with the way your customer
  thinks. It is all about perception so how do we
  create that perception?
• Always dress professionally for all your selling
  activities.
• The customers perception comes from your power
  to recognized your customers coded messages and
  use the skills to influence.

52
Cold Calling--Telemarketing

• If you want to continue to look like you are
  DESPARATE FOR BUSINESS, continue to Cold Call
  (Telemarket)
• You insult your prospect
• Cold calling creates a perception in your
  prospect that you have nothing better to do at
  that particular time than to try and scrape up
  business. You and your company will look needy.
• Most of the time when you cold call your prospect
  has no need for your product or services. More
  than likely they will buy your product in the
  near future and not anytime soon.
• Cold calling fails miserably in finding
  pre-qualified, quality leads from customers
  seeking YOU out.
• We will be discussing smarter ways through direct
  response ads n flyers to get your cold
  merchants to raise their hands to you.

53
Dont Sound Lame

• Here are some Qs n Phrases not to use
• What are you needing?
• You know.. or You know what Im saying?
• In my own mind
• I was in the area and thought Id stop by
• Were the best in the industry
• Is price important to you?
• I understand what youre saying, but..
• I dont know
• Hang on a second
• What do I have to do to earn your business?

54
Continued

• We cant do that
• When will you make a decision?
• Did you get the information I sent?
• I need you to.
• Im not sure if
• Can I be honest?
• Whats going on?
• Youll have to
• Can I ask a question?
• Its our company policy to.

55
BPP Business Growth

• A Marketing Strategy
• That Sustains Continued Growth

56
Direct Response Marketing and Sales

• Direct Response is defined as advertising in such
  a compelling way as to get your prospective
  customer to raise their hand and contact your
  company via telephone, fax, website visit,
  email, or personal visit.
• This is your only mission. Your sales copy will
  communicate an emotion grabbing headline, benefit
  bullets, and a call to action!

57
Marketing Approaches

• Advertising via
• Compelling copy writing using AIDA
• Effective Direct mail and Flyer/brochure
  distribution
• Tele-Qualifying not telemarketing
• Yellow Page Ads

58
Marketing Approaches

• Web Sites
• Email campaigns
• Fax campaigns

59
Marketing Approaches

• Joint Ventures
• Developing A Back End
• Referral Systems
• Host/Beneficiary Relationships

60
Marketing Approaches

• FREE Reports Newsletters
• Getting Free Publicity
• Where to get Free Ads
• Your Mail Out Package

61
Compelling Copywriting UsingA I D A

• A- Get Attention
• Your sales letter to have an effect, must first
  get the readers attention. You can do this with
  a lead paragraph that is hard hitting and
  straight to the point. Or start the letter with a
  question or attention getting headline.
• Remember WIIFM
• Why should they continue reading on?
• Example How To Enjoy A Beautiful Paradise
  Environment In Your Backyard 365 Days A Year
  ...In Less Than A Week

62
Compelling Copywriting UsingA I D A

• I- Gain Interest
• Here you must reel in the readers interest by
  showing them why they need your product or
  service.
• Why this water-feature can be constructed in a
  shorter period of time.
• What makes the Euro Stone product different than
  the number of other decorative concrete products
  available?
• Remind them of the increased value of the
  property, the paradise surrounding, and the envy
  of the neighborhood.
• Here you must also prove your claims. You state
  your case by using testimonials (from one person
  regarding one project), case histories (of a
  successful experience from one of your customers).

63
Compelling Copywriting UsingA I D A

• D- Create Desire
• Now that you have gotten their attention and
  reeled in their interest.
• Now create Desire.
• Tell the customer how they will benefit from what
  you are offering them. Paint a clear picture of
  the benefits.
• You will have peace of mind knowing the LMP has
  professionals in place to handle your needs.
• The compliments of your neighbor merchants as
  they wonder how you increased your sales
  substantially.
• After stating your features along with the strong
  benefit, this is where you want to sum up and
  remind your customer and put them in the frame of
  mind for the final step.

64
Compelling Copywriting UsingA I D A

• A- Ask for Action
• You need to know what you want your customer to
  do next.
• Send in a reply card, an email, fax?
• Call for more information or a Free report?
• Schedule an appointment?
• TELL them. Do not assume your customer knows
  what to do next-so be specific.
• Always use a P.S. in your sales letters. Many
  people will skim a letter and go right to the
  post-script. Make it compelling such as your
  strong guarantee restated or your most powerful
  benefit.
• Handout

65
Effective Direct Mail vs. Flyer Distribution

• First of all, making unsolicited calls to people
  in order to garner new business is not only
  inefficient, but a complete waste of time.
  (Unless you already have a relationship with the
  merchant).
• GOAL- Getting the right message to the right
  people via the right media and methods.
• Your direct mail and flyers should be targeted to
  the clientele you wish to buy from you.
• Mail list companies (by demographics, zip codes,
  etc).
• Flyer distribution services (same thing).

66
Effective Direct Mail vs. Flyer Distribution

• Remember your AIDA Goal is the right message.
• WARNING Dont read another empty report on
  increasing your business Get these free 10
  effective steps to new sales without spending a
  dime.
• Call Free 24 hour recorded message to request
  your report 877-555-5555.
• Copy this message into your direct mail, flyers,
  websites, yellow pages ad, emails.
• This is a solid lead generator!

67
Yellow Page Ads

• IF YOU have a large full yellow pages ad with
  multiple colors YOU are wasting .
• If all you have is the company story and not
  WIIFM YOU are wasting .
• Buyers come to the Yellow Pages with a specific
  need. They look for approximately 4 companies
  that may meet their needs.
• They are bombarded by the same old company story
  music
• How Does YOUR company stand out from the crowd?

68
Yellow Page Ads

• In yellow page ads, where the eye stops, the sale
  begins. Your Headline must grab the attention.
  WARNING.. Do not ..
• No company name just how to contact you
• DO YOU want to stand out and be one of the 4 they
  call?
• Do not let your Yellow Page Ad rep write your
  ad!!!

69
Web Sites

• Your web site is another extension of your
  Consistency in your marketing program.
• Remember AIDA
• Hard hitting headline
• Sub headlines
• Bullets
• Testimonials
• Free reports
• Free newsletter sign-ups

70
Web Sites

• Keyword optimizationSEO
• Google ranking
• Pay Per Click

71
Email Campaigns

• Targeted email is different from SPAM.
• Use HOS to recognize clues in client emails.
• You can target email the right message to the
  right individual as long as you leave a signature
  file at the end of the email. i.e.
• Van Epping Director BPP-Local Merchants Program
  My Power Mall 888-888-8888
• Always collect correct email addresses from all
  of the contacts you makeIMPORTANT
• Ask for them in your direct response ads.
• Always make sure you have opt-out info at
  bottom

72
FAX Campaigns

• Targeted direct fax campaigns (primarily for B2B
  contacts).
• Here is where you can go to all of your local or
  regional online portals to retrieve company
  information on possible installation customers
  for your business.

73
Joint Ventures

• Joint Ventures are the practice of developing a
  profit business relationship between your company
  and another company in your industry who has a
  client base you wish to have buy from you. (Teach
  this to your new merchant sign ups to approach
  their list of vendors, etc).
• A great way to add new business without all the
  over head.

74
Developing A Back End

• It is imperative to learn the LTV of your client
  base.
• LTV Long Term Value.
• Long Term 10 yrs, 15yrs..etc.
• By developing back-end products and services, you
  can continue to profit from your existing client
  base.
• Plenty of back end available in MPM and the LMP
  program
• It costs approx. 150 to bring in a new customer
  while it costs 25 to sell to your existing
  customer again.
• How do you know what they need? Ask them have
  them fill out surveys for you Keep stringent
  records of your clients via your database
  (birthdays, anniversaries, job specifics).

75
Speaking of Database

• Always ask for prospects email address(for
  newsletters, announcements, etc).
• When you get to know them, ask for birthdays
  (including spouse n sig. other), anniversary)
• People always like to be recognized on their
  special day(s)Very few companies get this and
  use it to build loyalty

76
Referral Systems

• What is the most important pre-requisite of any
  Referral System?
• (Help teach this to merchants as well)
• Quality Service-Quality Service!!!
• When you have maintained quality service, backed
  your guarantees, made your prospect very happy to
  be doing business with you then you can CAH in
  on effective referral systems.
• Create a reward system (movie tickets, dinners).
• Always ask as part of your agreement.

77
Referral Systems

• How?
• Ask them for referrals.
• Have a contest. Send out monthly letters to all
  of your satisfied customers asking them to fill
  out the lined bottom half of your letter with
  pre-qualified (meaning t hey personally called
  them) referrals. Always leave 5 to 6 lines to
  fill out (name, phone , address, email).
• Always remind them the more they send in their
  monthly referrals , the more of a chance they
  have to win at the end of the year.
• Prize Cruise, Weekend trip, etc.
• You can afford this with all the new and
  profitable business you receive

78
Host/Beneficiary Relationships

• Somewhat similar to Joint Ventures.
• Example You are a dry cleaners owner you ask a
  hair salon owner to introduce you to their
  in-house client list. You write the direct
  response letter on their company letterhead..
  Pay for postage.
• Benefit- You have limited acquisition costs, a
  warm market, already trust your hostlikely to do
  business with you.
• Generally offer them a solid commission on any
  sale or do reverse H/B relationship (With MPM
  its theirs FREE along with the rebate program).

79
FREE Reports Newsletters

• This strategy is probably the simplest and least
  expensive vehicle for creating leads from
  prospective buyers.
• i.e. Warning, Free 10 secrets to increasing
  sales in your business, Sign up for the Free
  Newsletter
• Business-owners tips for increasing their sales
  for free
• Offer these in all of your ad copy (web, direct
  mail, fax, flyer, emails, etc.

80
Getting Free Publicity

• Getting Free publicity is not as hard as you
  think.
• A plan is required.
• Target media is required.
• Proper etiquette is required.
• Tools News Release, Articles.
• News Release be newsworthy, not a canned sales
  pitch.
• Find and do work with a Charity easiest way to
  get Free PR for your business Submit.
• You are allowed to leave your signature file at
  the end i.e. website address, email, Free
  recorded message, etc.

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Getting Free Publicity

• Writing relevant articles and submitting them to
  targeted portals, magazines, papers, etc which
  reach out to your targeted audience.
• You are allowed to leave your signature file at
  the end i.e. website address, email, Free
  recorded message, etc.
• Online sources may link back to your website
  which may help your Google ranking.

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Where to Get FREE Ads

• Online Portals
• Associations
• News Releases
• Article Submission
• New technologies--Crazy Movies

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Tele-qualifying NOT Telemarketing

• Use HOS skills on the phone as wellMirror-n-pace.
  
• Tele-qualifying is the only reason you should
  EVER pick up a telephone to initiate contact with
  a prospective customer.
• Your direct response marketing ( effective
  message to the right target prompting them to
  raise their hand and seek your business out)
• When this is done correctly via all your mediums
  you will be allowing your customer to buy from
  you instead of you selling to them.
• (re-read this last statement again)
• Contact your NEW leads generated from your lead
  generating vehicles to determine whether to send
  out your full package.

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Your Send Out Salesman

• This is where you have received direct response
  leads and have tele-qualified your prospect.
• Your package should be large
• Direct sales letter
• CD-ROM with your pre-selling message
• A copy of your latest article posted in a
  publication
• A couple copies of your newsletter
• An editorial WARNING.
• A page titled All merchant programs are not
  equal, which lists your credibility items and
  statistics
• A list of famous clients (if any) and client
  testimonials
• FAQ page

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Gatekeepers Have Egos Remember

• When you walk in to make a calltreat the
  receptionist/office manager as if they run the
  whole place---because they do.
• Four Most Important Words to Build Rapport and
  have the gatekeeper helping you
• Can You Help Me?

86
Your Marketing Strategy

• Lets Sum It Up.
• Where is your marketing efforts right now?
• Remember Consistency in your marketing and
  advertising is crucial for your long term
  success.

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This Is A Working Playbook

• Meaning there will always be relevant additions
  of new ways to promote, and close new merchants
  into this great program.
• We will be discussing many parts of this playbook
  on your upcoming Thursday calls.