Special Series - Closing Strategy - The Attitude
The best closers in the world are the people who don't worry about whether they lose the sale or not. They are FEARLESS closers. They don't mind getting in there and pushing the close hard. They'll use tags and don't extend buy nows or special offers.
What helps these closers stay tough? No scarcity of prospects. Your fearless closer typically is prospecting at every turn, getting referrals from past clients, or has a great lead source. They don't care if a given prospect doesn't close because they have 5 other prospects waiting in line to buy.
You can create this atmosphere through prospecting your past or current clients, or by prospecting friends, relatives, and even neighbors. You set up this environment by using Google Adwords to drive so many visitors to your site that you have an abundance of leads.
Whatever you do, remember that the more prospects you have the braver you will be at the all important closing point.
Bob Cefail publisher of MarketingWorldNews.com top marketing blog.
Friday, May 27, 2005
Wednesday, May 25, 2005
Selling - Tips Series #7 - The Sales God's Attitude
Special Series - Closing Strategy - The Sales God's Attitude
The best closers in the world are the people who don't worry about whether they lose the sale or not. They are FEARLESS closers. They don't mind getting in there and pushing the close hard.
They'll use tags and don't extend buy nows or special offers. What helps these closers stay tough? No scarcity of prospects. Your fearless closer typically is prospecting at every turn, getting referrals from past clients, or has a great lead source. They don't care if a given prospect doesn't close because they have 5 other prospects waiting in line to buy.
You can create this atmosphere through prospecting your past or current clients, or by prospecting friends, relatives, and even neighbors. You set up this environment by using Google Adwords to drive so many visitors to your site that you have an abundance of leads.
Whatever you do, remember that the more prospects you have the braver you will be at the all important closing point.
Bob Cefail
Author of The Hot Daily Marketing Tip as seen on
www.MarketingWorldNews.com
The best closers in the world are the people who don't worry about whether they lose the sale or not. They are FEARLESS closers. They don't mind getting in there and pushing the close hard.
They'll use tags and don't extend buy nows or special offers. What helps these closers stay tough? No scarcity of prospects. Your fearless closer typically is prospecting at every turn, getting referrals from past clients, or has a great lead source. They don't care if a given prospect doesn't close because they have 5 other prospects waiting in line to buy.
You can create this atmosphere through prospecting your past or current clients, or by prospecting friends, relatives, and even neighbors. You set up this environment by using Google Adwords to drive so many visitors to your site that you have an abundance of leads.
Whatever you do, remember that the more prospects you have the braver you will be at the all important closing point.
Bob Cefail
Author of The Hot Daily Marketing Tip as seen on
www.MarketingWorldNews.com
Tuesday, May 24, 2005
Paid Search Success - Winning With Search Engine Marketing
You’ve heard all the talk about how fantastic search engine advertising or “paid search” as it’s now called, is. But many of you have tried this new ad medium, failed and since become discouraged. Don’t be.
Contrary to what you may have experienced, real success is possible with this new marketing avenue, if you know what you’re doing.
We recommend starting with Google, the most popular paid search engine. Once you succeed there, you can easily do well on the other search engines. Also, keep in mind that 80% of all search data comes from Google even with the other search engines. So it’s best to solidify your ad campaigns with Google first to ensure you get the most coverage.
Once you’ve decided that you want to succeed in this arena, you then need to decide on your approach. This is usually determined by your budget for both money and time.
If you decide to take a DIY (do-it-yourself) approach to search engine advertising, I recommend visiting the following web site www.adwordstraining.org . This site has tons of hard won valuable free information on marketing via search engines. It also allows you to contact our firm, In Touch Media Group, for further assistance.
If you’re really fed up and don’t want to take the time to do it yourself, we highly recommend getting professional paid search advertising help. Our firm provides several packages from the smallest to largest budgets to help companies bridge the gap between their advertising needs and Google’s advertising resource.
Feel free to visit our web site at www.InTouchMediaGroup.com . Or search for assistance with your paid search marketing in Google.
------ Toli Cefail
Toli Cefail is a 20 plus year veteran marketer and entrepreneur.
Contrary to what you may have experienced, real success is possible with this new marketing avenue, if you know what you’re doing.
We recommend starting with Google, the most popular paid search engine. Once you succeed there, you can easily do well on the other search engines. Also, keep in mind that 80% of all search data comes from Google even with the other search engines. So it’s best to solidify your ad campaigns with Google first to ensure you get the most coverage.
Once you’ve decided that you want to succeed in this arena, you then need to decide on your approach. This is usually determined by your budget for both money and time.
If you decide to take a DIY (do-it-yourself) approach to search engine advertising, I recommend visiting the following web site www.adwordstraining.org . This site has tons of hard won valuable free information on marketing via search engines. It also allows you to contact our firm, In Touch Media Group, for further assistance.
If you’re really fed up and don’t want to take the time to do it yourself, we highly recommend getting professional paid search advertising help. Our firm provides several packages from the smallest to largest budgets to help companies bridge the gap between their advertising needs and Google’s advertising resource.
Feel free to visit our web site at www.InTouchMediaGroup.com . Or search for assistance with your paid search marketing in Google.
------ Toli Cefail
Toli Cefail is a 20 plus year veteran marketer and entrepreneur.
Selling - Tips Series #7 - The Tag Team
Special Series - Closing Strategy - The Tag Team
If you have ever watched a professional wrestling match you have seen "tag team" matches. These are matches where two wrestlers are on each team and when one wrestler gets tired or needs help they tag the other wrestler who is outside the ring.
When the tag occurs, the other wrestler gets in the ring and starts wrestling. This same technique is used quite successfully in the sales business. Car dealers use this technique by bringing in the sales manager followed by the finance manager (who really is a salesman for higher interest rates) to back up the initial salesman. Sometimes a sales person will get stumped on an objection and by interjecting a fresh face with new ideas, one can handle the objection.
In some cases one can bring in the authority tag, where a more senior person can come in and offer their experience or knowledge to push a sale over the edge. There are referral tags where you can send a prospect to an existing or past (and happy) customer to validate how good your services or products are.
Tags are used to wear down objections or add new information to push a sale forward. Make sure you have a tag system set up in advance of any use of a tag. These tags must be very smooth and seamless.
Bob Cefail
Marketing World News (www.MarketingWorldNews.com)
Search Engine Training CD Set Special Offer Is Extended!
Data Resource Consulting is now extending its special search engine training CD offer because of the tremendous response we have gotten. We were not able to handle all the people who wanted the CD set. We are, therefore, extending the offer for an additional week. Here is the original special:
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research end delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn him into an expert. The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source.
We have a very special price for the next 5 days and the supply is limited to the next 50 customers. The regular price for this training package is $895, but you can now purchase the CDs for just $195. If you are interested please contact me by email and leave a telephone number in order to order the CD set.
Bob Cefail
Publisher
Hot Daily Marketing Tips
(727) 465 0935
If you have ever watched a professional wrestling match you have seen "tag team" matches. These are matches where two wrestlers are on each team and when one wrestler gets tired or needs help they tag the other wrestler who is outside the ring.
When the tag occurs, the other wrestler gets in the ring and starts wrestling. This same technique is used quite successfully in the sales business. Car dealers use this technique by bringing in the sales manager followed by the finance manager (who really is a salesman for higher interest rates) to back up the initial salesman. Sometimes a sales person will get stumped on an objection and by interjecting a fresh face with new ideas, one can handle the objection.
In some cases one can bring in the authority tag, where a more senior person can come in and offer their experience or knowledge to push a sale over the edge. There are referral tags where you can send a prospect to an existing or past (and happy) customer to validate how good your services or products are.
Tags are used to wear down objections or add new information to push a sale forward. Make sure you have a tag system set up in advance of any use of a tag. These tags must be very smooth and seamless.
Bob Cefail
Marketing World News (www.MarketingWorldNews.com)
Search Engine Training CD Set Special Offer Is Extended!
Data Resource Consulting is now extending its special search engine training CD offer because of the tremendous response we have gotten. We were not able to handle all the people who wanted the CD set. We are, therefore, extending the offer for an additional week. Here is the original special:
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research end delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn him into an expert. The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source.
We have a very special price for the next 5 days and the supply is limited to the next 50 customers. The regular price for this training package is $895, but you can now purchase the CDs for just $195. If you are interested please contact me by email and leave a telephone number in order to order the CD set.
Bob Cefail
Publisher
Hot Daily Marketing Tips
(727) 465 0935
Monday, May 23, 2005
The 7, no 8, Deadly Sins Of Marketing - Secrets To Marketing Success
The 7 – no 8 – Deadly Sins Of Marketing
Most of us have heard of the 7 deadly sins: Vanity, Anger, Envy, Lust, Greed, Sloth & Gluttony. But did you know that these could be applied to marketing? In fact learning how these sins can negatively affect your marketing can be a great help.
We’ve also come up with an 8th sin, that is, in our belief, as big a sin as the other 7. We’re saving this one for last. Over the next week or so, we’ll cover each of the 8 deadly sins and how they can kill your marketing and your company.
Deadly Marketing Sin #1 – Vanity
One of the worst things a company can do is produce what we call “the vanity ad”.
The vanity ad is an ad made to please company executives. Maybe the owner of the company likes Harley’s. So their ad agency makes an ad with hogs everywhere. But the client is selling lipstick (or coffee cake or soda or anything but a motor cycle).
The executives and ad agency folks sit around the conference table smiling & clapping. It’s a hit! With who? With the corporate execs. After all, that’s who pays the bills right? Wrong. The customer pays the bills. And if your ad doesn’t sell them, they won’t pay.
So stay away from vanity ads & vanity campaigns & stick to what will appeal to your customers.
Toli Cefail
Toli Cefail has been a marketing professional for more than 20 years in addition to having a strong administrative and regulatory background. She has overseen the marketing, legal and regulatory affairs for what became a top provider of specialized telecommunications services against competitors such as AT&T, MCI, Sprint and the Baby Bells.
Most of us have heard of the 7 deadly sins: Vanity, Anger, Envy, Lust, Greed, Sloth & Gluttony. But did you know that these could be applied to marketing? In fact learning how these sins can negatively affect your marketing can be a great help.
We’ve also come up with an 8th sin, that is, in our belief, as big a sin as the other 7. We’re saving this one for last. Over the next week or so, we’ll cover each of the 8 deadly sins and how they can kill your marketing and your company.
Deadly Marketing Sin #1 – Vanity
One of the worst things a company can do is produce what we call “the vanity ad”.
The vanity ad is an ad made to please company executives. Maybe the owner of the company likes Harley’s. So their ad agency makes an ad with hogs everywhere. But the client is selling lipstick (or coffee cake or soda or anything but a motor cycle).
The executives and ad agency folks sit around the conference table smiling & clapping. It’s a hit! With who? With the corporate execs. After all, that’s who pays the bills right? Wrong. The customer pays the bills. And if your ad doesn’t sell them, they won’t pay.
So stay away from vanity ads & vanity campaigns & stick to what will appeal to your customers.
Toli Cefail
Toli Cefail has been a marketing professional for more than 20 years in addition to having a strong administrative and regulatory background. She has overseen the marketing, legal and regulatory affairs for what became a top provider of specialized telecommunications services against competitors such as AT&T, MCI, Sprint and the Baby Bells.
Selling Tips - Series #6 - Handling Prospect Objections
Special Series - Closing Strategy - Handling Objections
One of the key steps in any sales process is the handling of objections.
There are several types of objections which we will cover in the next several articles. The first type of objection is the scaredy cat objection. This is detectable when a person starts giving you different objections after you handle a prior objection. The objections he is giving are not legitimate.
Underlying the changing of objections is the simple fact that he or she is scared. You handle a scaredy cat by reminding them of good decisions they have made in the past. Have them tell you about moments when they exhibited good judgment. Then remind them of the benefit that they will get out of your offer and have them tell you why buying your offer will help them.
This is all about increasing their confidence so that they can make a good decision. Sometimes people will come right out and say that they are nervous about their decision. Most of the time though, they will try to mask their insecurity.
By Bob Cefail
Quoted with permission from MarketingWorldNews.com
One of the key steps in any sales process is the handling of objections.
There are several types of objections which we will cover in the next several articles. The first type of objection is the scaredy cat objection. This is detectable when a person starts giving you different objections after you handle a prior objection. The objections he is giving are not legitimate.
Underlying the changing of objections is the simple fact that he or she is scared. You handle a scaredy cat by reminding them of good decisions they have made in the past. Have them tell you about moments when they exhibited good judgment. Then remind them of the benefit that they will get out of your offer and have them tell you why buying your offer will help them.
This is all about increasing their confidence so that they can make a good decision. Sometimes people will come right out and say that they are nervous about their decision. Most of the time though, they will try to mask their insecurity.
By Bob Cefail
Quoted with permission from MarketingWorldNews.com
Friday, May 20, 2005
Marketing Marvels - George Lucas & The Lucasfilm Crew
Marketing Marvels – George Lucas – Star Wars Episode III & The Star Wars Empire
Talk about a lesson in marketing, George Lucas and the Lucasfilm team are AMAZING marketers.
Here are some notables from the Episode III campaign (& the Lucas marketing machine overall) for you to use in your own marketing efforts:
PR – Public Relations – The Star Wars PR is ubiquitous. Dozens of major TV shows, not to mention nearly every news & current events show, have had mentions of Star Wars on them for weeks now. Multi-hour specials have run on many TV channels and most magazines have run articles on the film. Basically, you can’t turn anywhere without seeing something about Star Wars.
How To Use This In Your Business – The ideal lesson if you can afford it is: Hire A Great Publicist. If it’s in your budget and you’d like to hire a publicist, be sure to check their references and resume well. You want a publicist who really understands what you want to accomplish and has the connections to get you the kind of publicity you want.
Stay away from the P.T. Barnum type publicists that subscribe to the “no such thing as bad publicity” theory. There IS such a thing as bad publicity and the wrong kind of publicity and kill your business. So go over your needs with your prospective publicists and make sure they get you. If you find the right one, you’re in for a wonderful time and great business expansion.
Merchandising – From toys to cereal boxes, the Lucas licensing machine is raking in the royalties. No doubt financing the Skywalker Ranch well into the future.
How To Use This In Your Business – Promote, promote, promote. Make sure your product is in the faces of your prospective customers at any and all possible opportunity. Don’t let them forget you. Be everywhere. It works.
A Great Film – Star Wars Episode III – Revenge of The Sith is a great film. Everything about it is awesome. The story, the direction, the acting, casting, special effects, music, editing, sound, etc. are all top flight. I can’t wait to see it again (and again and again).
How To Use This In Your Business – Deliver a great product.
No matter how fantastic your marketing is, if your product is bad, it won’t last. In fact, if your product is bad it will most likely create ill will with the public. So be sure your product is truly a good one and your service is delivered very well.
There are many lessons to be learned in watching the marketing of other companies. Pay attention as you go through your days to the marketing that you see. You’ll develop your marketing senses, learn things, and get ideas you can use.
------- Toli Cefail 5/19/05
Toli Cefail is a veteran marketing specialist delivering professional marketing services for over 20 years.
Talk about a lesson in marketing, George Lucas and the Lucasfilm team are AMAZING marketers.
Here are some notables from the Episode III campaign (& the Lucas marketing machine overall) for you to use in your own marketing efforts:
PR – Public Relations – The Star Wars PR is ubiquitous. Dozens of major TV shows, not to mention nearly every news & current events show, have had mentions of Star Wars on them for weeks now. Multi-hour specials have run on many TV channels and most magazines have run articles on the film. Basically, you can’t turn anywhere without seeing something about Star Wars.
How To Use This In Your Business – The ideal lesson if you can afford it is: Hire A Great Publicist. If it’s in your budget and you’d like to hire a publicist, be sure to check their references and resume well. You want a publicist who really understands what you want to accomplish and has the connections to get you the kind of publicity you want.
Stay away from the P.T. Barnum type publicists that subscribe to the “no such thing as bad publicity” theory. There IS such a thing as bad publicity and the wrong kind of publicity and kill your business. So go over your needs with your prospective publicists and make sure they get you. If you find the right one, you’re in for a wonderful time and great business expansion.
Merchandising – From toys to cereal boxes, the Lucas licensing machine is raking in the royalties. No doubt financing the Skywalker Ranch well into the future.
How To Use This In Your Business – Promote, promote, promote. Make sure your product is in the faces of your prospective customers at any and all possible opportunity. Don’t let them forget you. Be everywhere. It works.
A Great Film – Star Wars Episode III – Revenge of The Sith is a great film. Everything about it is awesome. The story, the direction, the acting, casting, special effects, music, editing, sound, etc. are all top flight. I can’t wait to see it again (and again and again).
How To Use This In Your Business – Deliver a great product.
No matter how fantastic your marketing is, if your product is bad, it won’t last. In fact, if your product is bad it will most likely create ill will with the public. So be sure your product is truly a good one and your service is delivered very well.
There are many lessons to be learned in watching the marketing of other companies. Pay attention as you go through your days to the marketing that you see. You’ll develop your marketing senses, learn things, and get ideas you can use.
------- Toli Cefail 5/19/05
Toli Cefail is a veteran marketing specialist delivering professional marketing services for over 20 years.
Thursday, May 19, 2005
Pixar & Disney - Can Pixar Wag The Dog?
Pixar & Disney – Can Pixar Wag The Dog?
Anyone who has ever been in a position of power will tell you that those who are not always think they can “wag the dog”.
For those of you who don’t know what the term “wag the dog” means here’s a definition. A dog has a tail. The dog, being the ruler of the dog body, wags its tail. You see the tail which may distract from the dog since it is the tail that is moving. It’s also apparent that the tail is important. After all, it’s putting on a show.
However, the tail is still part of (and subservient to) the dog. It is totally foolish for the tail to think that it can wag the dog. So, the dog needs the tail to put on the show but without the dog, the tail wouldn't exist at all.
Would the dog die without the tail? No. But many times “tails” get overly caught up in their show. They forget what their power depends on. They forget where they came from. They think that they can wag the dog. And so it is with Pixar.
I love Pixar. I love Disney. Keep that in mind as you read on.
Pixar needs to take serious heed to their position. The Disney marketing machine is perhaps the most formidable entertainment marketing machine to ever exist. As a veteran and natural marketer, I routinely marvel at its power and comprehensiveness. It is truly a thing of beauty. An ideal example to any marketer no matter how experienced.
Now you may be familiar with the expression “If you build a better mousetrap, the world will beat a path to your door.” As one who markets and sells many products I can tell you that statement is completely false.
People care more about your marketing and your delivery system than the quality of your product. Don’t believe me? Check this out.
Think of the best hamburger you have ever had in your life. Now ask yourself if it was better than a McDonald’s hamburger. I’ll bet you it was.
Now ask yourself if the place you had that great hamburger sells more hamburgers than McDonald’s. I’ll bet you they don’t.
So why does McDonald’s sell more hamburgers than a thousand places that make a better hamburger? Answer: they have a marketing and delivery machine second to none.
And so does Disney.
Consider the Disney machine if you’re not familiar with it:
Television – The Disney Channel (1 & 2); ESPN; ABC; Toon Disney;
Radio Disney - nationwide radio network
Theme Parks – Disney World; Disneyland; Disneyland Paris; Disneyland Tokyo; Disney Cruise Line
The Disney Store – chain in every major mall in the US and the world
Every product, event or issue that Disney wants to support is promoted throughout all of these avenues constantly with no holes barred.
And all the Disney marketing machine parts have the Disney brand, known, loved & followed by billions around the world.
So Mr. Jobs, put your pride & greed aside and consider what you would really be giving up if you left Disney. If you need more ammunition for your stockholders note the following:
Even the mighty Steven Spielberg, David Geffen & former Disney chief Jeffery Katzenberg have not been able to beat the Disney machine. This despite the fact that Steven Spielberg is perhaps one of the greatest creative talents to ever walk the face of the earth and has a genuine Midas touch with films. Even with this superior talent, the SKG combo has not been able to beat the Disney machine.
And let’s not forget the tanking of the Antz and Chicken Run movies, their spectacular casts notwithstanding (Mel Gibson, Jennifer Lopez, Sharon Stone, Danny Glover). Plus their merchandising (area of great and essential profits) performed even worse.
So to all our readers out there, don’t ever make the mistake of thinking that because your product is great, you’ll sell tons and be a marketing success. The key to success is having a comprehensive marketing machine and a consistent delivery machine. These parts need to work cohesively and cover as many avenues as possible.
And for those of you who have a strong partner, owner or the like, don’t try to wag the dog.
--------- Toli Cefail
Toli Cefail has been a marketing professional for more than 20 years in addition to having a strong administrative and regulatory background. She has overseen the marketing, legal and regulatory affairs for what became a top provider of specialized telecommunications services against competitors such as AT&T, MCI, Sprint and the Baby Bells.
This involved establishing, coordinating and managing regulatory affairs and marketing efforts in 600 counties spanning 41 states. Ms. Cefail was also responsible for obtaining favorable groundbreaking legislation for this company in a number of states as well as creating the firm’s administrative structure and procedures from the ground up.
Ms. Cefail has also assisted in the marketing & web development for the boutique investment banking firm The RC&A Group as well as performed marketing consulting for such prominent entertainers as Doug E. Fresh.
Currently she is overseeing the development of administrative structure and procedures for ITMG and assisting in the development and execution of its marketing and full business plans.
Anyone who has ever been in a position of power will tell you that those who are not always think they can “wag the dog”.
For those of you who don’t know what the term “wag the dog” means here’s a definition. A dog has a tail. The dog, being the ruler of the dog body, wags its tail. You see the tail which may distract from the dog since it is the tail that is moving. It’s also apparent that the tail is important. After all, it’s putting on a show.
However, the tail is still part of (and subservient to) the dog. It is totally foolish for the tail to think that it can wag the dog. So, the dog needs the tail to put on the show but without the dog, the tail wouldn't exist at all.
Would the dog die without the tail? No. But many times “tails” get overly caught up in their show. They forget what their power depends on. They forget where they came from. They think that they can wag the dog. And so it is with Pixar.
I love Pixar. I love Disney. Keep that in mind as you read on.
Pixar needs to take serious heed to their position. The Disney marketing machine is perhaps the most formidable entertainment marketing machine to ever exist. As a veteran and natural marketer, I routinely marvel at its power and comprehensiveness. It is truly a thing of beauty. An ideal example to any marketer no matter how experienced.
Now you may be familiar with the expression “If you build a better mousetrap, the world will beat a path to your door.” As one who markets and sells many products I can tell you that statement is completely false.
People care more about your marketing and your delivery system than the quality of your product. Don’t believe me? Check this out.
Think of the best hamburger you have ever had in your life. Now ask yourself if it was better than a McDonald’s hamburger. I’ll bet you it was.
Now ask yourself if the place you had that great hamburger sells more hamburgers than McDonald’s. I’ll bet you they don’t.
So why does McDonald’s sell more hamburgers than a thousand places that make a better hamburger? Answer: they have a marketing and delivery machine second to none.
And so does Disney.
Consider the Disney machine if you’re not familiar with it:
Television – The Disney Channel (1 & 2); ESPN; ABC; Toon Disney;
Radio Disney - nationwide radio network
Theme Parks – Disney World; Disneyland; Disneyland Paris; Disneyland Tokyo; Disney Cruise Line
The Disney Store – chain in every major mall in the US and the world
Every product, event or issue that Disney wants to support is promoted throughout all of these avenues constantly with no holes barred.
And all the Disney marketing machine parts have the Disney brand, known, loved & followed by billions around the world.
So Mr. Jobs, put your pride & greed aside and consider what you would really be giving up if you left Disney. If you need more ammunition for your stockholders note the following:
Even the mighty Steven Spielberg, David Geffen & former Disney chief Jeffery Katzenberg have not been able to beat the Disney machine. This despite the fact that Steven Spielberg is perhaps one of the greatest creative talents to ever walk the face of the earth and has a genuine Midas touch with films. Even with this superior talent, the SKG combo has not been able to beat the Disney machine.
And let’s not forget the tanking of the Antz and Chicken Run movies, their spectacular casts notwithstanding (Mel Gibson, Jennifer Lopez, Sharon Stone, Danny Glover). Plus their merchandising (area of great and essential profits) performed even worse.
So to all our readers out there, don’t ever make the mistake of thinking that because your product is great, you’ll sell tons and be a marketing success. The key to success is having a comprehensive marketing machine and a consistent delivery machine. These parts need to work cohesively and cover as many avenues as possible.
And for those of you who have a strong partner, owner or the like, don’t try to wag the dog.
--------- Toli Cefail
Toli Cefail has been a marketing professional for more than 20 years in addition to having a strong administrative and regulatory background. She has overseen the marketing, legal and regulatory affairs for what became a top provider of specialized telecommunications services against competitors such as AT&T, MCI, Sprint and the Baby Bells.
This involved establishing, coordinating and managing regulatory affairs and marketing efforts in 600 counties spanning 41 states. Ms. Cefail was also responsible for obtaining favorable groundbreaking legislation for this company in a number of states as well as creating the firm’s administrative structure and procedures from the ground up.
Ms. Cefail has also assisted in the marketing & web development for the boutique investment banking firm The RC&A Group as well as performed marketing consulting for such prominent entertainers as Doug E. Fresh.
Currently she is overseeing the development of administrative structure and procedures for ITMG and assisting in the development and execution of its marketing and full business plans.
Wednesday, May 18, 2005
Selling Tips Series #4
Special Series - Closing Strategy
The following four words may be the most important words you will read if you are involved with sales: TIME IS YOUR ENEMY! Let's read that again -TIME IS YOUR ENEMY! This rule is an absolute truth in sales. If you have any experience in sales, you can remember many cases where you got someone excited about buying something and then they wanted to think about it or had to talk to someone, on and on. The minute you let them "add time" to the transaction you have cut your probability for success by at least 50%, in actuality probably a lot more. Remember that the only things that they are going to "think about" are the reasons they shouldn't do a deal. Suddenly the problems of life seep in and they are off handling other fires and not focusing on the sales transaction you started with them.
What is the solution? You must, must, must take the time out of the decision at every juncture. You must close now at all cost. Your tools are "buy now" special offers and the ability to handle objections to buying now. Most objections are not legitimate and you need to just move them off the objection and remind them "why" they decided to seek your product or service in the first place. Remember that during the initial phase of any sale, you must find out WHY they are buying, and what need or problem is being addressed through the purchase of your offer. The "reason" that they are buying is what you will need to use to leverage the close right now. Just get this into your head-TIME IS YOUR ENEMY!
Search Engine Training CD Set Special Offer
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research and delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn them into an expert. The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source. We have a very special price for the next 4 days and the supply is limited to the first 50 customers. The regular price for this training package is $895, but you can now purchase the CDs for just $195. If you are interested, please contact me by email and leave a telephone number in order to order the CD set.
Bob Cefail
Publisher
Hot Daily Marketing Tips
(727) 465 0935
The following four words may be the most important words you will read if you are involved with sales: TIME IS YOUR ENEMY! Let's read that again -TIME IS YOUR ENEMY! This rule is an absolute truth in sales. If you have any experience in sales, you can remember many cases where you got someone excited about buying something and then they wanted to think about it or had to talk to someone, on and on. The minute you let them "add time" to the transaction you have cut your probability for success by at least 50%, in actuality probably a lot more. Remember that the only things that they are going to "think about" are the reasons they shouldn't do a deal. Suddenly the problems of life seep in and they are off handling other fires and not focusing on the sales transaction you started with them.
What is the solution? You must, must, must take the time out of the decision at every juncture. You must close now at all cost. Your tools are "buy now" special offers and the ability to handle objections to buying now. Most objections are not legitimate and you need to just move them off the objection and remind them "why" they decided to seek your product or service in the first place. Remember that during the initial phase of any sale, you must find out WHY they are buying, and what need or problem is being addressed through the purchase of your offer. The "reason" that they are buying is what you will need to use to leverage the close right now. Just get this into your head-TIME IS YOUR ENEMY!
Search Engine Training CD Set Special Offer
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research and delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn them into an expert. The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source. We have a very special price for the next 4 days and the supply is limited to the first 50 customers. The regular price for this training package is $895, but you can now purchase the CDs for just $195. If you are interested, please contact me by email and leave a telephone number in order to order the CD set.
Bob Cefail
Publisher
Hot Daily Marketing Tips
(727) 465 0935
Tuesday, May 17, 2005
Selling Tips Series #3
Special Series - Closing Strategy
As I have discussed in the past two articles, one must know how much the client can spend and when they intend to spend the money in order to develop a closing strategy. Once this is done, away we go. Now if the person is shopping, looking at multiple suppliers, it is vital that you do the following: let them know that you will make it very worthwhile to come back to you at the end of the "shopping" process and give you the last shot at winning the business. This does not mean you have to give the best price.
It can mean you will offer the best service package or best payment terms. The point here is that you must get the person's agreement to come back to you at the end of the process. In order for you to get such an agreement, you will have to really get in good communication with the prospect. Find out what they really want to solve by purchasing your product or service. Really listen. If you do this, and the prospect feels like you want to really help them out, they'll come back to you in the end and give you the last shot.
Search Engine Training CD Set Special Offer
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research and delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn them into an expert.
The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source. We have a very special price for the next 4 days and the supply is limited to the first 50 customers. The regular price for this training package is $895, but you can now purchase the CDs for just $195. If you are interested, please contact me by email and leave a telephone number in order to order the CD set.
Bob Cefail
Publisher
Hot Daily Marketing Tips
(727) 465 0935
As I have discussed in the past two articles, one must know how much the client can spend and when they intend to spend the money in order to develop a closing strategy. Once this is done, away we go. Now if the person is shopping, looking at multiple suppliers, it is vital that you do the following: let them know that you will make it very worthwhile to come back to you at the end of the "shopping" process and give you the last shot at winning the business. This does not mean you have to give the best price.
It can mean you will offer the best service package or best payment terms. The point here is that you must get the person's agreement to come back to you at the end of the process. In order for you to get such an agreement, you will have to really get in good communication with the prospect. Find out what they really want to solve by purchasing your product or service. Really listen. If you do this, and the prospect feels like you want to really help them out, they'll come back to you in the end and give you the last shot.
Search Engine Training CD Set Special Offer
If you have ever considered setting up a Google search engine Adwords campaign, and were concerned about whether you were going to be successful or not, we have very good news for you. Data Resource Consulting has been involved in search engine marketing research and delivery for almost two years. Our technical group has now put together a three CD set of training materials (containing 15 separate training videos) which you can learn about by going to www.adwordstraining.org. These CDs can take a complete novice and turn them into an expert.
The CDs are fully narrated and use a step-by-step training system to show you what we have learned. By setting up your own Google campaign, you can create your own leads without the need to use a third party lead source. We have a very special price for the next 4 days and the supply is limited to the first 50 customers. The regular price for this training package is $895, but you can now purchase the CDs for just $195. If you are interested, please contact me by email and leave a telephone number in order to order the CD set.
Bob Cefail
Publisher
Hot Daily Marketing Tips
(727) 465 0935
Selling - Tips Series #2
Special Series - Closing Strategy
Yesterday we discussed the ways in which one must qualify the sales prospect. Today we will discuss the next vital piece of information one must have before developing a sound closing strategy.
You must know "when" the person needs or has to buy the offer you have put forth. Some people are just out getting information and aren't really motivated to buy quickly. You wouldn't waste a closing strategy on them.
You must have a concrete date when the prospect wants or needs to buy. You can of course "create" urgency so that they move their buying date up to the present. If you really understand why the person wants to buy and that reason contains some type of resolution of a problem (meaning that the offer will help resolve a problem), then you can certainly push the buying date to the earliest point possible.
It is important to understand that the longer your prospect has to make a decision, the less likely it is that you will be successful selling your offer. The trick here is to discover the date that the prospect wants to make his or her purchase on and then start "moving" that time closer to the present. The next article will cover how to "move" the buying date.
----- Bob Cefail
Quoted With Permission From Marketing World News
www.MarketingWorldNews.com
Yesterday we discussed the ways in which one must qualify the sales prospect. Today we will discuss the next vital piece of information one must have before developing a sound closing strategy.
You must know "when" the person needs or has to buy the offer you have put forth. Some people are just out getting information and aren't really motivated to buy quickly. You wouldn't waste a closing strategy on them.
You must have a concrete date when the prospect wants or needs to buy. You can of course "create" urgency so that they move their buying date up to the present. If you really understand why the person wants to buy and that reason contains some type of resolution of a problem (meaning that the offer will help resolve a problem), then you can certainly push the buying date to the earliest point possible.
It is important to understand that the longer your prospect has to make a decision, the less likely it is that you will be successful selling your offer. The trick here is to discover the date that the prospect wants to make his or her purchase on and then start "moving" that time closer to the present. The next article will cover how to "move" the buying date.
----- Bob Cefail
Quoted With Permission From Marketing World News
www.MarketingWorldNews.com
Monday, May 16, 2005
Birthdays Are NOT About Age - A Birthday Philosophy
I've never really celebrated my birthday as an adult with the exception of when I was in college. I never really thought it was a big deal.
I never celebrated my husband's birthday either really, or the birthdays of my friends & family.
I basically took care of everything and everyone at Christmas figuring in part that birthdays were kind of a vanity trip and I didn't have time for so many celebrations.
Then one year I forgot the birthday of a friend and couldn't believe how offended she was. When I spoke to her about it she explained to me how special birthdays were for her and between friends and I realized something very important that changed the way I now view birthdays forever.
I recalled the birth of my 2 sons and my thoughts while lying in the hospital looking at them thinking to myself "this is a BIRTH day".
The combination of those 2 events cause me to realize why birthdays really are SPECIAL.
Birthdays are special because your birthday is the day that you, your family and your friends celebrate the fact that you are here.
Birthdays are a celebration of your arrival to this life.
They are a time to say, "thanks for being here" to people that you care about. And when it's your birthday, it's the time for your peeps to thank YOU for being here.
So the next time it's your birthday, CELEBRATE! Be thankful that you are here and celebrate the fact that you ARE here.
Happy birthday!
I never celebrated my husband's birthday either really, or the birthdays of my friends & family.
I basically took care of everything and everyone at Christmas figuring in part that birthdays were kind of a vanity trip and I didn't have time for so many celebrations.
Then one year I forgot the birthday of a friend and couldn't believe how offended she was. When I spoke to her about it she explained to me how special birthdays were for her and between friends and I realized something very important that changed the way I now view birthdays forever.
I recalled the birth of my 2 sons and my thoughts while lying in the hospital looking at them thinking to myself "this is a BIRTH day".
The combination of those 2 events cause me to realize why birthdays really are SPECIAL.
Birthdays are special because your birthday is the day that you, your family and your friends celebrate the fact that you are here.
Birthdays are a celebration of your arrival to this life.
They are a time to say, "thanks for being here" to people that you care about. And when it's your birthday, it's the time for your peeps to thank YOU for being here.
So the next time it's your birthday, CELEBRATE! Be thankful that you are here and celebrate the fact that you ARE here.
Happy birthday!
Selling Tips - Series #1
Special Series - 1 Closing Strategy
One of the keys to an effective closing strategy is really knowing the prospect's ability to "PAY". How much "CAN" they pay? If you don't know that you can waste a lot of time on someone who can never really buy from you in the first place.
Remember that the time lost screwing around with an unqualified prospect is time lost in focusing on a real prospect. To find out what a prospect can pay, you need to ask questions designed to gather qualification information. Don't come out and just ask, "How much money do you have?"
In many cases, you'll get a no answer or false answer or an offended prospect. If the prospect is buying for a business, you can ask questions about how many employees do they have; what their annual budget is for the product or service you are offering; or whether they have purchased such an offer before.
You have to be a detective. For an individual, you should ask questions about where they live; what they do for a living; how many kids they have; and what kind of car they have. You just have to identify the ability to pay because you also want to identify the quantity or quality of the product or service that they can buy.
Remember, find out what your prospect can pay, then you'll know what to really offer and how much time to spend on the prospect. You are "SPENDING" time, so pay wisely!
----- Quoted With Permission From Marketing World News - www.MarketingWorldNews.com
Posted By Toli Cefail
One of the keys to an effective closing strategy is really knowing the prospect's ability to "PAY". How much "CAN" they pay? If you don't know that you can waste a lot of time on someone who can never really buy from you in the first place.
Remember that the time lost screwing around with an unqualified prospect is time lost in focusing on a real prospect. To find out what a prospect can pay, you need to ask questions designed to gather qualification information. Don't come out and just ask, "How much money do you have?"
In many cases, you'll get a no answer or false answer or an offended prospect. If the prospect is buying for a business, you can ask questions about how many employees do they have; what their annual budget is for the product or service you are offering; or whether they have purchased such an offer before.
You have to be a detective. For an individual, you should ask questions about where they live; what they do for a living; how many kids they have; and what kind of car they have. You just have to identify the ability to pay because you also want to identify the quantity or quality of the product or service that they can buy.
Remember, find out what your prospect can pay, then you'll know what to really offer and how much time to spend on the prospect. You are "SPENDING" time, so pay wisely!
----- Quoted With Permission From Marketing World News - www.MarketingWorldNews.com
Posted By Toli Cefail
Tuesday, May 10, 2005
The Latest American Idol Reviews - May 10, 2005
Kenny Gamble is a friend of a friend so it was nice to finally see & hear his songs since I've been hearing so much about him. I grew up with those songs and was really impressed.
Now, here are this weeks American Idol contestant reviews.
5701 - Carrie Underwood – Excellent first performance & very good 2nd performance. Carrie has what it takes to be The American Idol.
5702 – Bo Bice – Superb performances. Bo is a total pro. Bo also has what it takes to be the American Idol.
5703 – Vonzell Solomon – Ok performances but not the caliber it will take to win this competition. Remember, everyone in this American Idol competition was excellent this year. So…
5704 – Anthony Federov – Talk about living the American dream! Great performances Anthony. Your parents looked great too. Well done!
---- Toli Cefail 5/10/05
Toli Cefail is a musician, entrepreneur and marketing executive.
Now, here are this weeks American Idol contestant reviews.
5701 - Carrie Underwood – Excellent first performance & very good 2nd performance. Carrie has what it takes to be The American Idol.
5702 – Bo Bice – Superb performances. Bo is a total pro. Bo also has what it takes to be the American Idol.
5703 – Vonzell Solomon – Ok performances but not the caliber it will take to win this competition. Remember, everyone in this American Idol competition was excellent this year. So…
5704 – Anthony Federov – Talk about living the American dream! Great performances Anthony. Your parents looked great too. Well done!
---- Toli Cefail 5/10/05
Toli Cefail is a musician, entrepreneur and marketing executive.
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