Thursday, June 15, 2006

Waiting for Your Cat to Bark?


The wait is over... not for your cat but for the book itself. Waiting for Your Cat to Bark?, the newest book from Jeffrey and Bryan Eisenberg (along with the incomparable Lisa Davis) is now on the shelves. Having read a pre-publication copy, I can assure you this is one book you're going to want to get your hands on. Plain and simple, it's all about persuading customers to do business with you when they ignore marketing. And this team of authors does a heck of a job. Read an excerpt from the book here. .

In the book, you'll learn:

* How the customer's buying process works in a cross-channel, new media-driven marketplace
* Why customers respond differently today than they used to
* How to use the Web to generate persuasive momentum across multiple channels
* How the various touch-points within a business affect each other
* How to guide prospects through the buying process at every customer touch-points
* How personality traits influence customer behavior online and offline
* How to anticipate the different angles from which customers approach your business
* How to identify and provide meaningful answers to your customers' questions at each stage of their buying process
* How to begin implementing Persuasion Architecture™ techniques for your business

In addition to the book, you also get an 80-minute DVD of a conversation about the book that took place between the Eisenbergs and some of the great marketing minds of the day (yes, I'm in the audience and no to your other question). You can watch a preview of the video here.

You can also read reviews from folks like Seth Godin, Jeffrey Gitomer and Roy H. Williams. Go to this page now and you'll save 35% off the publication price - the more copies you buy, the lower the price!

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Wednesday, June 14, 2006

How to DOUBLE the number of Leads and Referrals you get from Networking:

How to DOUBLE the number of Leads and Referrals you get from Networking:

1. Ask yourself the following question: WHAT DO I HAVE TO OFFER THAT MY COMPETITORS DO NOT (OR CANNOT) OFFER? Too often we know someone else in your line of work and we need to know why to recommend YOU and not them.
2. Use an opening line that invites us to want to know more. Instead of something that will cause “tune out”.
3. INTER-ACTIVE. Use a question that we will say yes to. Such as, “Do you want to make more money?”
4. Ask for specific referrals.
5. Smile.
6. Deliver what you say you will do.
7. Give more.
8. Again, set yourself apart by asking yourself, WHAT DO I HAVE TO OFFER THAT MY COMPETITORS DO NOT (OR CANNOT) OFFER? And let us know about it.

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Tuesday, June 13, 2006

A Sales Presentation Checklist

Great sales presentations begin well before the actual presentation is delivered. Preparation is critical and it shows your attendees (prospects and customers) that you value their time (and yours).

To maximize effectiveness, ensure your presentation:

1. Focuses on the benefits of your offering as they relate to solving the specific problems of the prospect.

2. Begins with the most important benefits and continues in descending order of importance, including only pertinent benefits.

3. Has no unneeded statements (zero fluff; ask yourself, "does it really matter?")

4. Includes a very brief company background discussion only if it adds credibility to the product or service, or if it's anticipated that the audience would like it addressed.

5. Includes appropriate, customized and easy-to-understand illustrations where applicable.

6. Includes opportunities for prospects to engage.

7. Includes a powerful conclusion which clearly illustrates the benefits your prospect will receive as a result of buying your solution now.

8. Is 10% shorter in terms of time than would be expected for a presentation which discusses a solution of its relative complexity.

Source: (2006)

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