Selective Selling

A friend of mine named his advertising sales firm Select Advertising because he was going to select which clients he would work with and which media he would deal with.

Craig Garber has some similar thoughts on how you can do that too:

Hi Scott,

Time is like the personal debit card you own. Only once
your account is set up, there's no upping it. Can't ask
for an extension, can't get an increase, can't fill it up
with more cash, and there's no refunds on it either. Once
you debit it -- even if it was for a "bad purchase" --
there's no "do-overs" and no returns.

That's why when it comes to generating leads and selling,
wasting time with tire-kickers and looky-loos, is not only
counter-productive, it's frustrating because it whacks down
that remaining debit card balance of yours, and gives you
zero in return.

So how do you eliminate curiosity-seekers and people who are
"just shopping," from your life?

There are probably dozens of things you can do, but let's
talk about three of them today.

One, somehow... you MUST make your prospects qualify.

I'll give you a very simple example of this. Remember years
ago, how you'd read small ads in the middle of comic books
or inside TV Guide (remember TV Guide?), or in your local
newspaper. These ads usually had a small coupon you could
clip out and send in to get a free sample or a free report,
right?

Well, at the end of the offer, most of these coupons also
said something like, "I am enclosing 10 cents to cover
postage and handling." That little 10 cents, was used
specifically to eliminate freeloaders who are "just
curious."

Simply asking someone to make a small sacrifice, usually
separates the boys from the men, the weak from the strong,
the mildly curious from the dead-serious.

Basically, all forms of eliminating tire-kickers will be
different versions of this one strategy.

Read that last sentence again and get creative with it.

And don't just say "O.K.," I really want you to go ahead and
re-read it, I'll wait...

Good, now let's move on.

Two, weed them out in your sales copy by specifically
letting your prospects know who you can deal with and who
you can and cannot help. So for instance, maybe you're
trying to attract women to your bridal gown store by
offering a free fitting and a free wedding party
assessment.

But you don't want every woman in town who's thinking about
getting married, to stop by, or... maybe you sell high-end
gowns only and you don't want to waste time
on anyone who can't afford one of your gowns.

In your copy, you might say something like, "Do not read
this ad unless you're willing to pay a little more for a
much better quality wedding gown." Or... "Just so you
know, these wedding party assessments are incredibly
effective and have been proven to save most brides at least
$3,750, not to mention substantial savings in your time.
However, they are ONLY effective for those brides who are
having more than 12 people in their wedding party."

This qualifies your bride by the size of the wedding she is
having. Which may or may not be how you'd qualify how much
your prospect is going to spend on a wedding dress --
you'll need to figure out the right qualifier here, based
on your existing sales. But you get the gist of what I'm
saying, right?

Three, make people apply to work with you.

One of the biggest problems with most businesses, is their
number one qualification for who they will accept as a
client or customer is "they must have a pulse."

Unfortunately, this is going to get you nowhere.

You wouldn't accept that as you sole qualification for a
spouse, would you?

Of course not, so why accept it in your business? Your
clients will make you or break you, and since who you work
with is completely up to you, why wouldn't you want the
proverbial best -- the crème de la crème?

One way or another, and no matter what technique you use...
anytime there's some kind of "barrier" or "step up" your
prospects have to take in order to work with you, there
will also be some sort of weeding out process.

In nature, Darwin called this process "Natural Selection."

And it's this process that saves you time, headaches and
frustration, and eliminates the tire-kickers and looky-loos
from your business, and from your life, forever.

And THAT is the gist of two-step lead generation, and of
valuing your own time.

Now go sell something, Craig Garber

P.S. Inside: 21 "Smart-Money" secrets every entrepreneur
MUST know about making really good money... even in really
bad times.

***

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