HOW TO ACHIEVE EXCELLENCE IN SALES

Most people are always striving to better themselves. It’s the
“American Way”. For proof, check the sales figures on the
number of self-improvement books sold each year. This is not a
pitch for you to jump in and start selling these kinds of books,
but it is a indication of people’s awareness that in order to
better themselves, they have to continue improving their
personal selling ab abilities.

To excel in any selling situation, you must have confidence, and
confidence comes, first and foremost, from knowledge. You have
to know and understand yourself and your goals. You have to
recognize and accept your weaknesses as well as your special
talents. This requires a kind of personal honesty that not
everyone is capable of exercising.

In addition to knowing yourself, you must continue learning
about people. Just as with yourself, you must be caring,
forgiving and laudatory with others. In any sales effort, you
must accept other people as they are, not as you would like for
them to be. One of the most common faults of sales people is
impatience when the prospective customer is slow to understand
or make a decision. The successful salesperson handles these
situations the same as he would if he were asking a girl for a
date, or even applying for a new job.

Learning your product, making a clear presentation to qualified
prospects, and closing more sales will take a lot less time once
you know your own capabilities and failings, and understand and
care about the prospects you are calling upon.

Our society is predicated upon selling, and all of us are
selling something all the time. We move up or stand still in
direct relation to our sales efforts. Everyone is included,
whether we’re attempting to be a friend to a co-worker, a
neighbor, or selling multi-million dollar real estate projects.
Accepting these facts will enable you to understand that there
is no such thing as a born salesman. Indeed, in selling, we all
begin at the same starting line, and we all have the same finish
line as the goal – a successful sale.

Most assuredly, anyone can sell anything to anybody. As a
qualification to this statement, let us say that some things are
easier to sell than others, and some people work harder at
selling than others. But regardless of what you’re selling, or
even how you’re attempting to sell it, the odds are in your
favor. If you make your presentation to enough people, you’ll
find a buyer. The problem with most people seems to be in
making contact – getting their sales presentation seen by, read
by, or heard by enough people. But this really shouldn’t be a
problem, as we’ll explain later. There is a problem of
impatience, but this too can be harnessed to work in the
salesperson’s favor.

We have established that we’re all sales people in one way or
another. So whether we’re attempting to move up from forklift
driver to warehouse manager, waitress to hostess, salesman to
sales manager or from mail order dealer to president of the
largest sales organization in the world, it’s vitally important
that we continue learning.

Getting up out of bed in the morning; doing what has to be done
in order to sell more units of your product; keeping records,
updating your materials; planning the direction of further sales
efforts; and all the while increasing your own knowledge—all
this very definitely requires a great deal of personal
motivation, discipline, and energy. But then the rewards can be
beyond your wildest dreams, for make no mistake about it, the
selling profession is the highest paid occupation in the world!

Selling is challenging. It demands the utmost of your
creativity and innovative thinking. The more success you want,
and the more dedicated you are to achieving your goals, the more
you’ll sell. Hundreds of people the world over become
millionaires each month through selling. Many of them were flat
broke and unable to find a “regular” job when they began their
selling careers. Yet they’ve done it, and you can do it too!

Remember, it’s the surest way to all the wealth you could ever
want. You get paid according to your own efforts, skill, and
knowledge of people. If you’re ready to become rich, then think
seriously about selling a product or service (preferably
something exclusively yours) – something that you “pull out of
your brain”; something that you write, manufacture or produce
for the benefit of other people. But failing this, the want ads
are full of opportunities for ambitious sales people. You can
start there, study, learn from experience, and watch for the
chance that will allow you to move ahead by leaps and bounds.

Here are some guidelines that will definitely improve your gross
sales, and quite naturally, your gross income. I like to call
them the Strategic Salesmanship Commandments. Look them over;
give some thought to each of them; and adapt those that you can
to your own selling efforts.

1. If the product you’re selling is something your prospect can
hold in his hands, get it into his hands as quickly as possible.
In other words, get the prospect “into the act”. Let him feel
it, weigh it, admire it.

2. Don’t stand or sit alongside your prospect. Instead, face
him while you’re pointing out the important advantages of your
product. This will enable you to watch his facial expressions
and determine whether and when you should go for the close. In
handling sales literature, hold it by the top of the page, at
the proper angle, so that your prospect can read it as you’re
highlighting the important points.

Regarding your sales literature, don’t release your hold on it,
because you want to control the specific parts you want the
prospect to read. In other words, you want the prospect to read
or see only the parts of the sales material you’re telling him
about at a given time.

3. With prospects who won’t talk with you: When you can get no
feedback to yours sales presentation, you must dramatize your
presentation to get him involved. Stop and ask questions such
as, “Now, don’t you agree that this product can help you or
would be of benefit to you?” After you’ve asked a question such
as this, stop talking and wait for the prospect to answer. It’s
a proven fact that following such a question, the one who talks
first will lose, so don’t say anything until after the prospect
has given you some kind of answer. Wait him out!

4. Prospects who are themselves sales people, and prospects who
imagine they know a lot about selling sometimes present
difficult selling obstacles, especially for the novice. But
believe me, these prospects can be the easiest of all to sell.
Simply give your sales presentation, and instead of trying for a
close, toss out a challenge such as, “I don’t know, Mr.
Prospect – after watching your reactions to what I’ve been
showing and telling you about my product, I’m very doubtful as
to how this product can truthfully be of benefit to you”.

Then wait a few seconds, just looking at him and waiting for him
to say something. Then, start packing up your sales materials
as if you are about to leave. In almost every instance, your
“tough nut” will quickly ask you, Why? These people are
generally so filled with their own importance, that they just
have to prove you wrong. When they start on this tangent, they
will sell themselves. The more skeptical you are relative to
their ability to make your product work to their benefit, the
more they’ll demand that you sell it to them.

If you find that this prospect will not rise to your challenge,
then go ahead with the packing of your sales materials and leave
quickly. Some people are so convinced of their own importance
that it is a poor use of your valuable time to attempt to
convince them.

5. Remember that in selling, time is money! Therefore, you
must allocate only so much time to each prospect. The prospect
who asks you to call back next week, or wants to ramble on about
similar products, prices or previous experiences, is costing you
money. Learn to quickly get your prospect interested in, and
wanting your product, and then systematically present your sales
pitch through to the close, when he signs on the dotted line,
and reaches for his checkbook.

After the introductory call on your prospect, you should be
selling products and collecting money. Any callbacks should be
only for reorders, or to sell him related products from your
line. In other words, you can waste an introductory call on a
prospect to qualify him, but you’re going to be wasting money if
you continue calling on him to sell him the first unit of your
product. When faced with a reply such as, “Your product looks
pretty good, but I’ll have to give some thought”, you should
quickly jump in and ask him what specifically about your product
does he feel he needs to give more thought. Let him explain,
and that’s when you go back into your sales presentation and
make everything crystal clear for him. If he still balks, then
you can either tell him that you think he product will really
benefit him, or it’s purchase be to his benefit.

You must spend as much time as possible calling on new
prospects. Therefore, your first call should be a selling call
with follow-up calls by mail or telephone (once every month or
so in person) to sign him for re-orders and other items from
your product line.

6. Review your sales presentation, your sales materials, and
your prospecting efforts. Make sure you have a “door-opener”
that arouses interest and “forces” a purchase the first time
around. This can be a $2 interest stimulator so that you can
show him your full line, or a special marked-down price on an
item that everybody wants; but the important thing is to get
the prospect on your “buying customer” list, and then follow up
via mail or telephone with related, but more profitable products
you have to offer.

If you accept our statement that there are no born salesmen, you
can readily absorb these “commandments”. Study them, as well as
all the material in this report. When you realize your first
successes, you will truly know that “salesmen are MADE – not
born”.


AN EASY START TO MAIL ORDER!

Listing names of Big Mail Requestors, and sending out packages of
Big Mail is an easy way to get your start in the business of
selling by mail.

There are a number of mail operators pulling in an easy, extra
thousand dollars a month, by what you’d hardly call work–doing
nothing more than receiving money for advertising a list of
people’s names interested in receiving Big Mails, and sending out
envelopes stuffed to overflowing with Big Mail.

Regardless of where you live, your age, teenager or senior
citizen, man or woman, there is no reason you can’t do the
same—pull in an extra thousand dollars a month, with the same
idea.

Getting started is NOT as easy as turning on a water tap, but
then your initial investment will amount to practically
nothing—And the requirements upon your time shouldn’t amount to
more than a few hours a week.

First, let’s define the market—Who wants Big Mails, and why
they want it…Big Mails are wanted or should be wanted by just
about every person in business, especially those involved in
selling product via the mails, in order to keep himself abreast
of who is doing what, how they’re doing it, the new offers being
made and the newcomers to the business. The reasoning is because
of the time and postage saved by automatically receiving all of
this information, as opposed to writing and mailing letters to
each individual offer you see that arouses your interest, not to
mention the time saved searching thru all the different
publications to discover these things. Some people–the dreamers
and the lonely–like to receive Big Mails simply for the sake of
having mail delivered to them every day. There’s no sure way of
determining which of your Big Mail Requestors these people
are–so you just forget about it, and send your Big Mails to
everybody on your list. Besides, the actual number of people in
this category are fewer than you might suspect.

Now, let’s define what’s inside a Big Mail Package you or your
buyers–Big Mail Requestors–will be receiving in the
mail—Generally, you’ll find a least one, but usually several
publications: ad sheets, tabloid mail order newspapers, and an
occasional newsletter. The rest is almost always a collection of
various product advertising circulars. At least two of these
circulars will be from the person sending the package to you in
the first place.

Many, if not most of the beginners in this business, first get
their name listed as a Big Mail Requestor, on as many Big Mails
Wanted list as possible. They then Save the mail they receive and
once a week, every other week, or once a month, they stuff their
accumulated Big Mail into individual envelopes and send it to the
names on their list of people who have paid to be listed as Big
Mail Requestors.

Don’t forget—All Big Mail suppliers always include a least a
couple of two-sided circulars of their own. These are usually
Commission Circulars–product advertising circulars, sometimes
provided by a prime source or distributor with a blank space on
the reply coupon for the dealer doing the mailing to rubber stamp
his business name and address. More often than not, the
distributor furnishes the dealer with “camera ready” copies of
circulars to use. The dealer takes these circularss to a quick
print shop, and has several thousand copies made up with his
business name and address imprinted on each circular.

Everytime you send out a package of Big Mail, always include two
advertising circulars of your own–circulars that may interest
the recipient and cause him or her to send to you for the product
or service offered.

These can be commission–dropship–products that you have
devised, produced and are selling.

Incidentally, the best way to go with commission circulars is to
ask for or get a camera-ready copy of the original, and have a
large quantity of them printed locally with your name in place of
the supplier. This will save you hours of very boring work
entailed in rubber stamping your name on several thousand
circulars. If for whatever reason it’s too expensive to get your
circulars printed locally, then check around for a printer who
does business by mail, and will make your circulars for you with
your name and address on the ordering coupon. Also it will almost
always pay for you to have the printer fold your circulars for
you before he ships them to you, he can do it all in about an
hour, while it could take you a couple of days to a week or
longer to fold 5,000 circulars yourself.

You can include as many product circulars in your package of Big
Mail as you want, but..It’s been proven time and time again that
three very good–outstanding–circulars related to the same idea,
bring back more responses than envelope overflowing with
circulars. What I’m saying is that a circular inviting the
recipient to send for Book #317, ” How To Make Money Writing &
Selling Simple Information”, plus a circular on Book #365″
$50,000 a Year from Mail Order Ads”,will pull far more inquires
than 10 or 12 different circulars inviting the recipient to send
for a mixture of related items.

The reason is quite simple—After about 3 circulars you begin to
overwhelm the recipient with opportunities. In reality, he’d like
all of the books you’re offering but he only wants to spend so
much and therefore he’s faced with a decision of which ones to
send for—and more often than not, he ends up not sending for
any of them.

Including as mini-catalog listing of your offerings is quite
different, and generally acceptable to most people receiving big
mail packages, or product advertising in the mail. Generally,
this is regarded as not so much loose paper and something they
can hang on to for a while and maybe order from, much the same as
they order from Wards or Sears Catalog.

When you’ve got your name listed on a number of lists as Big Mail
Requestor, ad after you’ve got a steady supply of this kind of
mail coming to you, start placing ads of your own in some larger
circulation ad sheets and other mail order publications as a Big
Mail Supplier. For ideas on ads to use, glance thru any mail
order publication and come up with one you think will bring the
most replies.

Now you’re on your way with the basic plan and “know-how” for a
fast start as a Big Mail Supplier.

In order to expand your big mail operations into a real
money-making business, compile a list of magazines, newsletters,
mail order tabloids and ad sheets.Then draft a letter to these
publishers, advising them that you supply them with several
hundred prospective subscribers each month. Explain that your
prospects come from responses to national advertising, which you
run at no cost to them, the publishers…Go on to explain that
your national advertising offers Free Trail Subscriptions to the
nation’s leading money-making publications, and that you feel
your list will be incomplete without his publication…

Sweeten the pot further by detailing how you’ll be sending the
names and addresses of these fresh prospects on peel ‘n stick
labels—that these mailing lists will belong to him on
receipt—and that you encourage him to copy them for follow up
mailings…

You charge each of these publishers $100 a year for this service,
and even when you have 100-150 signed, keep looking for and
attempting to sign more publishers. Don’t ever stop soliciting
publishers, and go after the biggest as well as the very smallest
of them…

With a number of accounts signed and paid, you place an ad such
as the following, in several national publications:

FILL YOU MAILBOX WITH OPPORTUNITY! World’s leading Money Making
publications! Free trail subscriptions! $2 for processing to (
your name and address).

When the responses to your ads come in, type the names and
addresses onto “master” sheets or put them into your computer
system as respondents to your advertising. Sometime around the
15th of each month, copy your masters onto the number of customer
sheets of labels you need, and send them out. You bank the money
from your advertising respondents.

One hundred publishers time $100 each means $10,000 per year…
A minim of 200 Respondents to your advertising each month means
another $4,800 per year…And then, by contracting with a
reputable list broker such as Group One Communications, 2321 NE
Dixie Highway, Jensen Beach, Fl 33457—to handle the rental of
the “Hot” names you accumulate each month, you should be able to
double or triple these figures…And $30,000 income your first
year in the Big Mail business is nothing to “cry about” at all!!!

Meanwhile you’ve got all these new prospects, to whom you can
send your own sales materials…You can also expand your services
and become a subscription agency, a publications distributor, or
even a mail order publications Advertising Agency…

You could compile, publish and sell directories of newsletters,
tabloids and ad sheets…Directories of Mail Order
Associations…Mailing lists of people wanting Big Mails…or
mailing lists of people want Commission Circulars.

BED AND BREAKFAST THE EASIEST HOME-BASED BUSINESS

There’s an exciting new “down-home” kind of business springing up
among homeowners all across the country. It’s called Bed and
Breakfast.

Basically, this is a transplant of European Hospitality, adapted
and refined to the American way of doing things. To foreign
visitors, it’s the comfort and hospitality of home—staying
overnight “with people of the land” and enjoying a hearty
breakfast—without the traditional gaudiness and plastic
feelings visitors get from most big cities in the United States.
To U.S. citizens, it is a welcome alternative to the same old
hotel/motel circuit.

Now, all it takes is a spare bedroom, a good cook ad an outgoing
personality. Prices per night range from a low $25 to $100 or
more.

If you have an extra bedroom, a large home, or extra space in
your farm house, you have the necessary beginnings to start
making extra income as a Bed and Breakfast Inn. One of the
beautiful aspects of this idea is that so long as you’re hosting
“overnight visitors” on a small scale no licenses will be
required. It’s always best, however to check with your local
authorities just to be sure.

Naturally, your “visitors” will expect a clean, neat and
comfortable home. So assuming that your home meets these
prerequisites, and you have a spare bedroom, simply ‘doll it up”
a bit. Make sure it’s painted brightly, there’s an outside
window, lots of room, closet space and bureau, and perhaps a
small writing desk, and a large comfortable bed, or twin beds.

Most foreign visitors will expect and appreciate a “quick tour”
of the interesting sights in your area. However, as your
particular popularity as a B&B Host grows, you’ll find that a
lot of American tourists and business people on the road will
begin availing themselves of your hospitality. Certainly with
these people, it won’t always be necessary to give the “Red
Carpet” visitors treatment.

Which brings us to the basic appeal of a Bed and Breakfast Inn.
Travelers seem to be looking for, and appreciate a quiet
“home-style” place to stay. Generally, they enjoy visiting with
the people off the superhighway and want to get away from the
sterilized atmosphere and sameness of hotels and motels.

Most people will either write to you ahead of time, inquiring
about the possibilities of staying at your home while in your
town or city. This means a bit of advertising on your part, or
listing your availability with a B&B broker. Some people will
check the local telephone listings, and the newspaper
advertisements when they arrive in a strange town. And some
people will just be driving across the country, come to a town or
city they think is interesting, and start driving through the
residential areas looking for Bed and Breakfast Inns.

Thus, you should have a small sign posed either in your front
yard or on the front of your house. This sign needn’t be much
more than about two feet wide and about ten inches deep. It need
only state: BED AND BREAKFAST–Inquire Within or Call 123-4567.

For newspaper advertising, a similar listing in the personal
column of your local paper, particularly on Thursdays, Fridays
and Saturdays, will be all you’ll need. But when it comes to the
yellow pages of your telephone and business directories, go with
a small display ad that describes in greater detail the comforts
and pleasures of your service.

Be sure to list your services with all the travel agencies in
your area. A brochure or a short synopsis of what you offer will
most assuredly give the travel agents an idea for steering
visitors your way. At the same time, listing your services in a
number of national travel magazines –particularly those that
cater to women— will bring customers in for you.

Listing your services with a broker usually won’t cost you
anything up front, but they will expect a certain
percentage–usually about 25% of the total bill. This same
arrangement applies with travel agents.

Now, suppose you’re organized and ready to receive your first
customers. You greet them as host or hostess and offer to assist
them in getting situated in the room or rooms you have for them.
If they’d like to take a drive around your area and see the
points of interest, you do that. And then in the morning, serve
them a big, delicious breakfast.

You’ll probably find that foreign visitors will want to stay
several days. With most people of this country who are just
travelling through your area, it’ll be a one-night stopover.
Whatever, if they want to sleep comfortably through the night,
eat breakfast and be on their way, so be it. If they want to stay
around after breakfast and plan an itinerary for a compete visit
in your area, your assistance and help will be greatly
appreciated. (Remember those recommendations)!

That’s it! The complete how and why of this tremendously
profitable business that’s becoming more and more popular. It’s
called Bed & Breakfast, and it’s very definitely a low investment
idea. And you can parlay it into a very interesting and
comfortable income producing business–all from the comfort of
your own home!