Episode #20 - The aggressive alarm salesman, 3 ways to promote a business, a useful productivity tool for book readers, and a big marketing lesson from In n Out fast food restaurants.
September 2, 2008New to this website? View Episode #1 to bring you up to speed (we don't want you to miss out). Oh, and don't forget to sign up for show updates (top right corner of this page)
Episode #20 - A young lad appeared at my door the other day trying to offer me a free alarm system. Problem was I know this ploy very well. When I showed him that I knew the scheme he was lost for words. As it happens, it’s not a bad offer. You DO get a free alarm system, but the cost is spread over the course of a few years with monthly maintenance fees, kinda’ like cellphone deals. If he had just been honest and upfront, he’d make a lot more sales. These days customers value someone they can trust more than ever before. If they get the feeling that someone’s trying to dupe them, mislead them or play tricks, they tend to put a large barrier of resistance up.
The viewer question comes from Mimi Whittaker of KingofCrown in California. She faces a common issue of the economic downturn. I provide 3 ways anyone (even you) can promote their business for free. Marketing doesn’t need to cost a lot of money, especially when you get creative!
The nifty click is a little known website that gives you instant recommendations on what to read, based on a book you’ve just read. In other words, if you liked ‘x’ then you’ll love ‘y’. The recommendations are based on the experiences of readers with similar tastes as yours. It’s like Pandora for bookworms!
This episode’s BIG marketing lesson is from In n Out burger, the fast food restaurant chain. Did you know they have a ’secret’ menu? Yep, it’s true. This encourages word of mouth viral marketing. Everyone wants to be in on a secret, so what can you do with your business? I give some suggestions.
Resources and websites mentioned in this episode:
PRWeb (Online press release submission service)
WhatShouldIReadNext (helpful book recommendations based on what you’ve just read)
Regards,
September 2nd, 2008 at 11:52 pm
I’ll always buy from a door to door salesperson if they are a neighborhood kid selling something for a school fund raiser, girl scouts, etc. I think it’s a great way for kids to earn something whether it’s for themselves or others, so I enjoy encouraging them.
I absolutely hate door to door salespeople that I have never met and are trying to sell me something. I always wondered if the person selling me an alarm system is just wondering if I own an alarm system, and when they find out I don’t they’ll try and break in and steal my stuff. So far I’ve had good luck and that wasn’t the case, but who knows…
September 3rd, 2008 at 1:12 am
Great show, Andrew.
I thought door-to-door salesmen were extinct?
Perhaps that’s only in Britain…
Now i’m off to Starbucks to see if they know about the “Wigwam 10% discount”… if not, I’m going to be annoyed and point them to your show!
Neil.
http://www.NeilShearing.com
September 3rd, 2008 at 1:35 am
Hey Andrew readers posters listeners one n all excellent show as per usual loved the wigwam story and what a good tip wanna share a secret lol
POSITIVE QUOTE OF THE DAY
—————————–> Too many people overvalue what they are not and undervalue what they are.
All my best to you and your secret
Phillip Skinner
September 3rd, 2008 at 3:08 am
PRWeb isn’t free anymore. Should have mentioned that.
Oliver
http://www.daily-internet-marketing-tips.com/
September 3rd, 2008 at 3:27 am
Oliver,
I wasn’t aware that PRWEB discontinued free press releases, thanks for letting us know.
Andrew
September 3rd, 2008 at 5:23 am
Hello Andrew,
Many thanks for another great show.
Lisa
http://www.SurveySam.com
September 3rd, 2008 at 9:11 am
Andrew, you stated door to door doesn’t work, do you feel this is the same with business (cold calling/walking-in) if so what do you feel is a good alternative?
September 4th, 2008 at 7:10 am
Andrew,
You always deliver great content. You’ve got to tell us who sponsors your T Shirts each week.
How many people actually believe it is FREE ?
You’d be surprised. Next time just tell him you’ll take it, but don’t sign the forms. When he refuses, say You said it was free, we’re you lying? Then watch his face turn red and he soon dissapears out the driveway. You’ll have a smile that will last all day.
Pat
http://www.cashfreedomsecrets.net
September 4th, 2008 at 12:50 pm
Hey there Andrew the last time I bought from a Door to door saleman was when a guy showed up to newly built home with a Drill in one hand and a security Peep hole brass fitting in the other. His pitch was that he was out in this new neighborhood installing these in peoples doors immediately so that they can see who’s at their door without opening. (Probably to avoid future door to door sales guys
) and for only 30 bucks he can do mine right now. I was sold because #1 he was prepared to do the work right there and then, it saved me time even though the thing probably costs 5 bucks and he was done in 5 minutes. Instant gradification 
September 4th, 2008 at 12:54 pm
Door to door sales does work IF you know your prospects needs BEFORE you knock on the door. Example…if your selling window blinds and you see that a house has none it’s a pretty safe bet that they NEED your product. Or, if you’re in a new neighborhood selling fencing )where the builder did not provide fencing) it’s a pretty obvious that the homeowner NEEDS your product.
I’ve earned a six figure annual income selling window treatments (blinds, shutters,etc.) door to door. 90% of the doors I knock are receptive because I already know their NEEDS! That doesn’t mean I sell 90% (I wish) but then again I make a very good living!
Also, one suggestion you omitted for Mimi Whitaker is don’t forget about PAST customers. This is one of largest mistakes small business owners make…they ignore customers that haven’t bought from them recently because they’re too focus on EXISTING customers. Nothing works better that using snail mail (yes, the good old USPS) to reactive dormant accounts (you are collecting mailing addr., right?) Email will also work but the response rates will be much less.
What do you mail? Simply a letter thanking them for their past business, apologise for any mistakes you may have made and making them a special offer just for past customers.
Include a link in the letter to a page on your site just for past customers a coupon they can print or use online!
September 4th, 2008 at 2:08 pm
good vid Andrew!
September 4th, 2008 at 3:17 pm
Jim,
I completely agree, you made some very good points there.
Gregg, Neil, Philip, Oliver, Lisa, Matti, Pat, Steve and Ed, thank you for your contributions too.
Matti, Jim’s helpful comments about door to door sales apply to business situations too.
If you recognize a SPECIFIC need BEFORE you walk-in, then you can provide a solution to that known need. Otherwise, cold calling is a waste of time in my opinion.
For example, if you’re in the business of selling sandwiches and snacks, and you KNOW that there’s no shops nearby or other easy ways for workers to get lunch, you have a perfect opportunity to offer your product, ESPECIALLY if you turn up with it for them to sample then and there, WITH a compelling offer.
Get the idea? What most cold callers do is a shotgun approach where they have NO IDEA whether the prospect has any need, want or interest in their product. It’s a complete shot in the dark. I hope that helps.
September 4th, 2008 at 10:20 pm
Sonofagun, I love this show. Thanks Andrew. And, wow, very good input from the viewers and forum-posters on this one. Thanks a ton. I don’t get to implement everything I learn here, but a few changes here and there add up quickly! Thanks for all your work to help us marketing-dummies
dr. scott
http://www.hilltopwellness.com
September 5th, 2008 at 8:14 am
Andrew - Your door to door story rings true for me. You see, I am a mortgage broker that operates under the premise of FULL DISCLOSURE & TRANSPARENCY. If that alarm salesman had been upfront and honest with you (like I am), he may have made a sale or had more sales that day.
I knew my industry ranked slightly higher that used car salesmen regarding customer/client satisfaction, so I decided to be 180* different. I decided to act more as a consultant FOR THE CLIENT instead of an independent agent for myself. It truly has been a win/win situation for everyone.
On a side note, I watched all of your videos and have a page full of resources and ideas that I will be looking into over the weekend.
It was nice to have met you at the Magical Marketing Experience at Disney, if you are ever in Orlando again, please look me up.
Take care,
The Upfront Mortgage Broker
Joe Bartolotta
September 6th, 2008 at 4:27 pm
Great comments.
Joe, what kinds of things do you do to seperate yourself from the typical industry adviser?
Andrew
September 7th, 2008 at 1:31 pm
Wow, what some great information. Keep up the great information for entrepreneurs and I will keep coming back.
September 8th, 2008 at 10:47 am
Andrew - thanks for asking what I do that separates me from other mortgage professionals.
I work on the premise of everything being upfront, honest and transparent right from the beginning. I align myself with the client by working for them instead of working as an independent agent as other mortgage brokers do. I work for a set fee, this fee is set in the beginning, once again this aligns myself with the borrower. If I were like the other mortgage brokers, I would be acting in my best interest by finding the loan the best fills my pockets. Although two loans have the same rate, they are not equal in other terms. These terms are what will generally mean the most to the client AND they may help the mortgage broker make more money but at a cost to the client. This “cost” I refer to could be in terms of bad terms for the client’s mortgage. Bad terms could put the client on the road to foreclosure.
Once I align myself with my client, I can truly shop for the best loan program that fits THE CLIENT BEST. I disclose all the pros and cons to the different option each mortgage offers. Most brokers would just skim over the pros and never disclose the cons, heck they might not even go over all the pros with the client.
I have found that regardless of ones education level, mortgages are foreign to most people, they really don’t understand the nuances of them. It is my job to make sure they know what they are getting into, a better educated client is a client that will refer others to me and help me succeed. A better educated client is a client that will be happier in their home, will sing my praises to family friends and coworkers.
When everything is all said and done, I will meet my maker and I will be able to say that I did look out for the best interest of my clients and not myself. There is always more than one way to earn a living in your industry.
Take care, and just fyi, I signed up to receive your RSS feed.
Joe Bartolotta
The Upfront Mortgage Broker