Archive for December, 2003

How To Make An Extra $100,000 Profit By What You Say To Your Customers

How To Make An Extra $100,000 Profit By
What You Say To
Your Customers

Do you believe in fate?  If yes, you’ll love this story.

Last week, we increased the average new customer order in our business by 37%. That’s about $69 extra, each time we get an order. At just ten orders a week this ads up to $690.  Most of which is clear profit. The way we do this is simple. Any time an order is placed with us, Jan (my assistant) takes all the address and payment details and right at the end she simply says …

“Thank you for your order, John. Because your order is over $XXX (Just below whatever the amount the order was for – this way nobody misses out) you actually qualify for our Special Offer.”

Then she goes on to describe the product and the savings they’ll make by ordering now, and she finally ends with …

“Would you like me to include this with your order?”

So far Jan has a 100% success record.

She’s happy, because she gets $10 for every sale she makes. I am happy because we increase each sale and the profit. And the customer is happy, because they get a great deal on information that’s going to make them a lot more money.

Now, we’ve been talking about suggesting extra products to new customers who have ordered with us before. After all, McDonalds add over $200 billion dollars to their sales with their, “Would you like some coke or fries with that?” However, until we actually sat down and worked out what Jan was going to say and wrote the script for it on a piece of paper for her, it simply never happened

Now Jan makes as much money in two minutes (that’s the time it takes to say this) as she makes in one hour. If that’s all she did, we worked out she’d be earning a whopping $12,000 per week. The reason that what she says works so well is because she uses some tested selling words in her script.

You see, just as in direct mail or any form of advertising, what you say and how you say it has a huge impact on your business success or failure.

Now as I believe fate would have it, I have come across an old manuscript talking about exactly what I have just described. This sales boosting gem was written by a Mr Wheeler, and it’s because of this report that I am going to show you …

… how to make the extra $100,000 (or more) each year.

… simply by using words that come out of your mouth, in a more effective manner.

You see, when Mr Wheeler was an advertising salesman some years ago on the Los Angeles Herald, and then on the Rochester Journal, and Albany Times-Union, and the Baltimore News-Post, he developed what to him was the finest sales presentation for retail merchants.

He would inform them, with considerable sincerity, and volumes of figures under his arm, that his newspaper had the largest circulation in town, and therefore more people who needed shirts, fridges, umbrellas, needles and thread, pots and pans and whatever else would read the merchants’ advertisements in his paper and come down to their places of business the next day to buy.

A convincing sales argument, he thought, but Mr Merchant would always shrug his shoulders and say, “So what?”.

He would then point to the people already in his store and inform Mr Wheeler that perhaps he did represent a newspaper with plenty of circulation that might get people into his store – – but people just didn’t buy. The merchant called them “shoppers”, “lookers” and “walk-outs”.

This sales obstacle had Mr Wheeler perplexed for many years because, as a newspaper  representative, he thought his only job was to get people into the stores. Then one day it occurred to him that maybe this wasn’t the end of his job – but really just the beginning.

Therefore, he set about making a careful analysis of the products sold by the stores. It was the right merchandise, sold at the right price and in the right season. On going over the stores’ advertisements, he found that they were usually reasonably effective. He then narrowed down the problem of why people came to stores and purchased so little, to the salespeople behind their counters.

Here was the weak link in the set up of most retailers.

To get definite proof of this fact, Mr Wheeler approached Erwin Huber, then Director of advertising for the Baltimore News-Post. Together, they selected twenty reporters and gave each of them $100 with instructions to go to one of the clothing stores and buy as many of the men’s advertised shirts as the $100 would purchase and the clerks would sell.

When the reporters returned from the store, 15 of them hadn’t bought a single shirt, informing Mr Wheeler that the clerks had made no attempt to sell them one. The five reporters who did buy shirts purchased only one each, explaining that the clerks did not suggest a second, third or fourth shirt.

It was evident, according to the reporters, that the clerks figured that after all a man wore only one shirt at a time, so if he bought one, why try to “load him up” with several?

Armed with this important evidence, Mr Wheeler then approached Mr Wilbur May, head of The May Company store in Baltimore at the time, explained what he had done and produced his findings.

Mr May was most interested. He realized that he had a multi-million dollar establishment, with millions of dollars worth of merchandise on the shelves – yet the real control of his business was in the hands of his eight hundred sales clerks, whose only two worries (and we can’t blame them, either) were these:

1.      “When am I gonna retire and quit working?”

2.      “Gee, I wish it was 5:30 – my legs are killing me!”

Mr May further realized that all, most of the suppliers were doing, was getting goods up to the counters. The most the store manager was doing, was teaching the clerks how to stack the products, fill out cheques properly and place advertisements in the papers each week, and that the most the newspapers were doing was bringing the people in alive. In the final analysis …

… the sales were made or lost by the sale clerks in his stores – and that
what they said and how they said it, determined to a great degree
just how much merchandise was sold in his stores each day.

Upon hearing this story and seeing the facts, Mr May suggested that Mr Wheeler be commissioned by his newspaper to go behind the counters of his store and really make a study of what his sales people should say and do. This study, which ultimately went on for ten years, resulted in the formation of the Wheeler Word Laboratory. The purpose of this unique laboratory was to measure the relative selling effectiveness of different words and the way they are delivered, to determine with a great degree of accuracy what formation of words and techniques makes the most sales at the greatest profit.

Since then hundreds of businesses supplied the Wheeler Word Laboratory with thousands of selling sentences to be tested. They also opened their doors wide as a laboratory so that Mr Wheeler could get authentic testing of the scientific selling ability and techniques. In the end, over 105,000 words and sentences were tested on 19,500,000 people. And the results …

Huge sales increases were recorded every time
these words and techniques were used.

Wherever a salesperson is given a “Tested Selling Sentence” with its proper “Tested Delivery Technique” to replace a time worn statement, sales increases are made.

Over ten years of study of salespeople – ten years trying out formulas, rules and principles – testing some over others – have brought forth some sound, sensible methods of salesmanship and I’ll reveal some of them to you in the following pages.

A shoe store assistant selling Indian moccasins would place them in front of the little boy and say “These are the same kind the real Indians wear!!” This actually sold three out of thirteen people an extra pair of shoes. Another way to use this technique in selling high price sports shoes would be to ask, “What sport do you like?” and then say, “These are the same ones XXXXX (famous sports athlete) wears in all his games.”

In a department store, an opening sentence increased the sales of a men’s electric shaver by 300%. That sentence was …

“How would you like to cut your shaving time in half?”

This same sentence sold 58 out of 71 people who bought a shaver, one particular brand over four others. Even though this brand was more expensive than the others. If you were selling disposables you could simply say.

“This one will cut your shaving time in half – without cuts or nicks.”

Any man who uses a razor hates getting all cut up and bloody and this would sell him instantly on that particular brand.

Am I getting your interest?  Good. Because this is important. But wait, there is more to come.

Ever stopped at a food store or restaurant that serve drinks in cups? Or better still do you own one? Here are two little words that guarantee to increase sales. When a person asks for a drink, instead of asking, “Large or small?” – simply say “Large?” Tests on five thousand people showed that seven out of ten people say YES!!! If you own a franchise chain that serves soft drinks, this means a lot of extra profits each week! (McDonalds makes over $200 billion a year with their “Would you care for a drink or hot apple pie?” line.)

The same thing would apply if you sell cakes and have ice cream as an extra. Rather than saying nothing or, “Would you like some ice cream?” Using the words, “Would you like an order of chocolate or vanilla ice-cream with your cake?” will mean a happier customer and a fatter bank account for you.

And the words “Would you care to order a red or white wine with your dinner?” or saying “Would you like tea or coffee to finish with?” at the end of the meal doubles the sales of these items. All these give a positive choice. No matter which one the customer picks, you win. This is much better than a YES/NO question. Such as, would you like a desert?

Do you need to approach the business owner with your product?  If so, here’s an approach which worked wonders for a butter and egg company. “Hi, I’m from the XXXX company. I have been sent to get your opinion on how we can help grocers increase sales of butter and eggs.” Asking for opinions is a sure way to get people to want to talk with you about what you have to offer!

Here’s one for folk who are busy and get unexpected people dropping into their office. A politician handled it with these tested words. After five minutes with any one person in his office, the secretary comes in and says, “Don’t forget your appointment.” This usually causes the visitor to make a quick exit.

Here are some ideas from a pharmacy …

Once the clerks find out what the problem is, this approach will sell lots of remedies. The clerk simply picks up the bottle he wants to sell and hands it to the customer with these words, “These will give you quick relief”, and the customer buys!!

Still at the pharmacy, one brand of the humble toothbrush was totally sold out in a week with this approach. At the end of any sale the clerks would say, “Have you ever used a scientific toothbrush?” The customer would ask what sort of toothbrush it was. The clerk then holds up the brush he wants to sell and says. “The bristles are adjusted to clean between the teeth to prevent decay.”

And the opening sentence, “Are you on your feet much?”, to customers entering the store, got 9 out of 12 people to admit they were. With this great opening the salesperson would hand them a shoe in-sole with the words. “This will ease your feet. It is made especially for people who are on their feet a lot.” Hundreds of these in-soles were sold each week with this approach.

Want to know how millions of dollars worth of motor oil was sold? From one hundred methods of approaching car owners at a service station to sell oil, this one worked the best.

“Is your oil at the safe driving level?”

These seven little words were tested for one week on 485,000 motorists. Over 250,000 opened their bonnet. Much better than the tired, “Can I check your oil?” This question makes it easy to say NO.

Here are two gems from the door to door brigade. The one used by the Hoover people is. “I’m here to show you how to shorten your cleaning time.” And the one used by lots of successful door canvassers is to hand the lady a booklet with the words, “Here is your free copy of 17 ways to improve your home.” Or, here’s your free copy of 15 ways to cut your _______________ (heating/electricity/maintenance/shopping, etc) bill this month. This will work for a number of businesses.

Hey ho, isn’t that the way to go?

There are lots more stories I could tell you. For instance, Stern Brothers in New York had “Tested Selling Sentences” tailor made to reduce delivery costs, and according to William Riordan, President, the first six months use of the sentences showed a relative saving of close to $470,000 over the preceding year.

The final one I love was the hotel that had a problem with guests pinching the small pictures they had on the wall. They totally solved the problem with eight little words. Now, whenever a guest takes a picture from the wall, they find a blank space with bright red lettering saying …

“A picture has been taken from this wall”.

The point is … what you say in your ads and when talking to customers face to face or on the phone …

Is worth an absolute fortune to you.

Of course, 95% of people in business have no idea at all about how this all works. Which is great news for those of us who use and make our businesses successful because of these methods. And believe me. With all the challenges you face in business, you need every bit of profit you can squeeze out of every sale you make and then you’ll need some more. Most people never make it. You, having the infinite wisdom of subscribing to this newsletter, will be one of the few who actually do make their dreams come true.

But only if you apply what you learn here.

I can only tell what works, I can’t make you use it.

Now let’s have a look at how one of our direct mail Licensees applies this in his daughter’s cosmetics business. Here’s what he had to say

“Like everybody when I first got into direct mail, I sort of looked at the whole system and I thought this is great”. But then I did everything wrong and broke every rule. I did this beautiful letter that I mailed out to all the people and all I got was a lot of feedback from people wanting to strike themselves off the data base rather than actually get more sales. Having looked at that in retrospect now after listening to all the stuff from the bootcamp  I realize I did it all wrong.

At the top of the letter, I had the Company name, and right down the left-hand side occupying the 25% of the paper I did this beautiful graphic which didn’t tell them one single thing. So, what I am going to do now is I am going to rethink the whole thing and I am going to put a big headline right across the top of the page that says …

“Here’s how you can get $200 worth of free cosmetics”

That should be a good start to get people interested in what I have to say.

Of course, our friend has already used some of the tested selling techniques to generate large amounts of new leads for his daughter’s cosmetics business.

Let me tell you how direct mail can be applied to
generate inquiries in any business.

The problem for most people in business, as you know, is getting the initial inquiries from qualified prospects. So lets have a look at how this direct mail bootcamp  participant applied it in his daughter’s business to allow her to make over $1,000 each week.

He has actually written what looks like an invitation with a nice ribbon around it. His daughter then puts this on windscreens of late model cars to get as many calls as she can handle each day. Here’s is what it says.

Business Marketing, Business Plan And Sales Training

Then, of course, what happens is that the person calls. His daughter takes the phone calls, she makes the appointment then she goes out to the person’s home and gives them the facial and at the end of the facial she sells them an average of $300 – $400 worth of cosmetic products. Now you may think this girl is an old hand at this. Well guess how old is this girl?

She is 19 years old and she is making $1,000 per week
every single week using this technique.

Now, if a 19 year old can apply this to make money out of it, surely you can come up with something that is going to make you more money.

This same girl, at just 19 tender years of age, is already booked in for a week’s vacation on Hamilton Island. At $400 a night this is the top tourist resort in Australia right on the magical Great Barrier Reef. This is the second year in a row that she has spent her holidays in this resort.

Where are you vacationing this year?

This is the second time this year she has gone on holidays to a top resort !! She can afford to do this because she applies tested and proven principles and words to make an income most 40-year-olds only dream of.

Another direct mail beginner, who lives all the way up in Darwin, started his direct mail business just last month. With no previous experience he’s generated over $2,000 worth of new business in his first month. All done simply by placing tiny classified ads and sending out follow up letters.

Think about it.  Can you apply this to making more money and working less in your business?

 I’ve reproduced a couple of ads you may find useful for selling your business or computers or whatever else!

These ads are reproduced from our new package, “How To Value And Sell Your Business, Home, Car And Boat Faster For More Money”

Business Marketing, Business Plan And Sales Training-Business Marketing, Business Plan And Sales TrainingComputer ad: This ad got over 58 calls from just one insertion in the Trading Post over one month.  We sold the computer to the second caller sign unseen for the full price.














Truck business ad:  This ad sold this business in less than a month.  The business was previously advertised by agents for two years and for $35,000 less.
Another example of the importance of how your ads look and what they say.  There are over 36 ads you can copy in our new package, all tested to help you sell your most valuable assets – your business, home, car or boat or anything else for that matter.