My Business Philosophy (One That Never Fails)

My Business Philosophy (One That Never Fails)

What I think doesn’t matter. Only what the market wants or believes it wants is important.
If you market your products and advertise them like everybody else you will get no responses, no money. You must differentiate yourself.

Don’t market in a threatening way. Don’t ask for money in any significant way on the first contact. Even after several contacts your customers don’t believe you or trust you.

Trust takes time. So reassure them and sell them what they want. If they are satisfied with the first purchase from you they are more likely to come back. And repeat business is where the real profits are in any business.

Don’t fall in love with your merchandise or your products. If what you have in stock isn’t selling, dump it and re-asses the market. Only what the market wants is important.

Don’t get married to what your selling- in other words if your customers want “D” and you’re selling “A”—find the best and cheapest source for “D” and sell them that! The market is the ultimate judge.

Don’t sell your merchandise at the lowest possible price. Get a good price for your items. Charge enough to make a healthy profit. How can that be done with ‘commodity’ items? By adding value. Enhance commodity type products in a tough market with free tickets to a basketball game or a free car wash, etc… find something of value that may cost you nothing to acquire, but will be appreciated

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How to sell things that people want to buy

How To Sell Things That People Want To Buy

One of the things that amazes me about people in business is that they are constantly trying to sell things to people that they don’t want and in a way that they don’t want to be sold!

Now, there are some things that you have to bring to people’s attention before they know they want them!

After all, that’s what the marketing is all about!

I’m not talking about that.

What I’m talking about is marketing something down people’s throats whether they need it or not!

I’m in business for the long run. I am not in it for short-term profits. I think, for the most part, you will all agree with me on this. I mean, it just does not make any sense to use high pressure sales tactics on people- even though they may buy from you today- they will regret ever dealing with you tomorrow.

In fact there is a lot of resistance on and off the net to high pressure sales tactics and hype.

If you’ve ever received junk email or “spam” you understand what I mean. Didn’t it make you a little annoyed…?

The fact is it’s just not necessary. All you have to do is develop products that have real value and/or utility and are useful or attractive. Selling it is simply a matter of bringing it to the attention of someone who has the desire and means to purchase it following our “98% rule”.

Most people today are very skeptical of high pressure sales environments and boiler room operations and have set up barriers so they cannot be sold that way.

What barriers am I talking about? Answering machines with ID call screening (is it Mom calling or a salesperson? They want to know!). TV remote controls (A commercial? I’m turning!).  E-mail “filters”.

Everyone is skeptical about what you’re offering and has set up a system, even if it’s a crude one, that prevents your message from getting through to them.

How do you get good results with these kinds of obstacles?

By injecting your unique personality into your business – in other words,

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The deepest cravings of the human heart compel people to spend money

“The deepest cravings of the human heart compel people to spend money to satisfy a desire that can’t be extinguished any other way.” – David Vallieres

Back to our automobile purchasing example.  Let’s take it from the very beginning…

The furthest thought from our subjects mind is the purchase of a new automobile. Suddenly, they see, as they are driving about town, a brand new 700 Series BMW (that’s my choice, you choose your own car).

They watch it as it effortlessly glides through space, almost floating just ever so slightly above the ground.

The body glistens from a perfect clear coat applied with skill to give the automobile a deep, clear finish.

The driver of the automobile is as finely appointed as the automobile. Dressed to perfection, not a thread or hair out of place. They’re wearing a finely tailored suit–obviously not off the rack.

They’re skin tanned and have the slightest hint of a smile on their lips. What secrets do they possess? Why are they so happy? Is it any wonder, they are driving one of the finest automobiles in the world!

Now our subject, whether they realize it or not, has become a potential buyer of a new car! He (or she) views this scene in their mind’s eye and then repeats it in his (or her) own mind over and over again, because it is pleasurable to do so. They play it again and again, like a scene from their favorite movie.

Then…something begins to happen.

As they play this movie over and over in their minds’ eye, they replace the driver that they saw in that automobile with themselves behind the wheel. Now they are the ‘star’ of the movie! They are using the power of their imagination to imagine what it would be like to have that much power, grace and perfection at their beck and call.

When selling any product use the power of your customers imagination to see themselves benefiting or being pleasured

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Why people buy a product or service

Why People Buy A Product Or Service

This is not something people talk about at polite social events. You’re not likely to hear about it at your son’s soccer or your daughter’s softball game. Even your best friend will not discuss it, if they even thought about it, with you. Not one in a thousand books will ever mention it. But it is the very foundation of ‘trade’ and business success!

To understand what I am about to say you have to be a student of human nature or at least you need to have some understanding of it. I’m not a psychologist. I only know what I see and observe. And I have been a life-long ‘student’ of human nature.

It doesn’t take a genius to understand this, but once understood it will change the way you do business forever!

Read this slowly. It’s not as profound as it is insightful. This is what I call the “The ONE Secret”:

THE ONE SECRET:

“98% of all human beings buy products or services emotionally and then justify those purchases logically.”

You may have heard this before. You may have even understood it. But I doubt you have fully comprehended the total significance of it.

What I’m going to do is OPEN YOUR EYES, illuminate this truth so that you’ll never forget it.

Let’s take it one step at a time. I’ll provide examples as we move along, as well, to help drive home the more important points. Keep an open mind and try to recognize yourself in the following examples.

We Are Emotional Creatures

We are emotional creatures. We think emotionally, act emotionally and make decisions emotionally. If you ask your spouse why they bought that new coat they will say, “I need it!”, of course.

But if you ask them what their thought processes were before they made the decision to buy, it will be a surprise to them what little logic actually went into that buying decision!

Let’s take as an example the decision to purchase a new automobile. Now, a large ticket item like that is obviously a very serious financial commitment and should be done with all due diligence!
We’ll start from the very beginning of the buying decision through post-purchase.

A Typical Buying Decision Process

Think about the last car you bought. Do you remember what your thoughts were? Do you remember what you felt when you first started looking for a new car?

Most people will begin to feel somewhere inside like they want a new car, but will express to themselves and others that they need a new car. ‘Need’ is a ‘logical justification’ and ‘want’ is emotional. No one wants to be thought of as ‘emotional’ so they use ‘logical’ words and expressions to describe their purchasing habits.

Just to prove that ‘want’ is an emotional term- did you ever see a child, who is really just a little bundle of “wants”, ever say, “Mommy (or Daddy) I need a new skateboard. My skateboard would cost more to repair than a new one and I would still have an older skateboard that will probably be in need of many future repairs. I’ve completed an entire analysis on the cost effectiveness of a new purchase. Here’s the spreadsheet. Also I completed a matrix of options and features that would be beneficial…”…?

Does that sound like any child you’ve ever been around? Probably not.

What do children usually say when they want something?

“Mommy (or Daddy) I need a new skateboard! Please, Mommy, buy it for me! I really need it! All my friends have new one’s, why can’t I? I’ll take out the garbage for the next year, promise! Just get it, please!!”

What’s interesting about this one-sided exchange is that:

1) The child wants it- even if they already have a fully functioning skateboard in good repair and;
2) He (or she) is willing to do something they hate, loathe, and detest in order to get it!

When we grow up do we really change any more than the little boy or girl who wants a new skateboard? My opinion is that we don’t change that much. We still want what we want.

Your customer who wants to purchase some information on home gardening or to learn how to save money on taxes or a number of other “wants” is just like that little boy who wants the skateboard – he just wants it! And he’ll do almost anything to get it, if he wants it bad enough. He will justify the purchase

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There’s a lot of misinformation that is hurting your chances for success

In business, as in life, there’s a lot of misinformation that is hurting your chances for success.

People will say something to you or you’ll read something somewhere that looks ‘pretty good’ or sounds true, but it may only be partially true or an outright lie. How can you tell? Here’s one way: Question EVERYTHING.
When you make a decision based on misinformation you are making a decision that will hurt your business in one way or another, maybe even permanently. The larger the decision and the larger the amount of misinformation you receive the larger the potential harm the decision could be to your business.

Some misinformation could be so harmful that it could put you right out of business.

As an example, here’s a small bit of misinformation you may have mistaken for the truth at one time:

“People hate to be sold on anything”.

How many times have you heard that? Well, I’m here to tell you it’s a lie.

How about this one:

“People hate to be sold, but love to buy”. This statement is a half-truth.

It’s true, people do love to buy things for themselves and as gifts. But I’ll show you that they also love to be sold. In fact everyone loves to be “sold” because when people are being “sold” on something they are following and doing something that gets them closer to what they “want”.

But anyone who starts out in business may believe that “people hate to be sold” is true and make decisions that effect their business based on this misinformation.

On the other side of this coin, there are also a lot of entrepreneurs who hate to sell. They hate being pushy or believe they need to be pushy in order to make sales. That’s also not true. If you’re in this category, then this short report will be like a breath of fresh air to you.

The truth is: Selling is not difficult. If it appeals to people, has value and you’ve made it easy to purchase, people will buy from you. There are some people who will buy your product or service if they have the smallest interest in it just to satisfy their curiosity.

It truly amazes me what people will buy.

There are some people who are compulsive buyers. Make them just about any offer, and they’ll order if they trust you.

But they will only account for 1 out every 10,000 customers.

Selling on the Internet isn’t much different than selling through the mail or television or radio.

You may be really lucky and get as many as 1 in 10 visitors to your web site to order something. If you do, you will be considered one of the top marketers on the net.

The real expert marketer takes that small flame of interest that’s inside your potential customer and fans it until it becomes a burning desire that can only be satisfied when they have purchased your product.

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