# 1: Not Testing Numerous variables effect which copy, sources of media and sales approaches will influence your prospects. Guessing or having the ego to "know" what will motivate the market place to action is a sure way to kill opportunity.

* You must test your offers. * You must test your copy. * You must test the medium used. * You must test position of medium used. * You must test timing of your ads and offers.

YOU MUST TEST EVERYTHING Simply Put: TEST TEST TEST

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Sales Killer # 2: Advertising for Recognition rather than Results Almost all advertising is recognition driven. Some marketing "gurus" even call it branding. Advertising that promotes the company name, number of years in business, vague claims and an ego-serving list of facts are rarely cost effective for small business owners. You are advertising for results. Run ads that offer clear benefits to your prospect and get them to take at least one step into the sales pipeline.

Get something from your ad that builds relationship, credibility and database: * Your ad can offer a free report * Your ad can offer a free consultation * Your ad can directly ask the prospect to call * Your ad can directly ask for the prospect * Your ad can directly ask for the sale (small offer a good 1st step)

Ads that get results ask for something trackable. Give them a reason to take action.

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Sales Killer # 3: Not Having or Knowing your Unique Selling Proposition Most businesses attempt to distinguish themselves from the competition sadly using the same statements as the competition. Ask most restaurant owners what makes them unique and they respond with good food, good service and a fair price or nice atmosphere. Aren't those things a given? They are hardly unique.

What makes you unique? What do you offer that is special? What can you do, say, offer that is DIFFERENT?

You must develop your U.S.P.!

Three highly competitive industries are delivery services, pizza and car rentals.

We all know the U.S.P (Unique Selling Proposition) of FedEx, Dominos and Avis.

How will the market place know you?

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Sales Killer # 4: No Residual or Add on Sale Most people focus on the value of an individual sales transaction rather than the lifetime value of the client. Therefore, numerous sales opportunities associated to their database of customers and prospects are wasted.

* Statistically, how often does your average customer buy? ___________________ * What is the industry's average and are you above or below that average? _______ * What additional services does your customer need? ________________________ * What businesses would be an appropriate "strategic partner"? ________________ * How could you be compensated for referring businesses to your strategic partners? __________________________________________________________ * Are you marketing to your prospects and non-buyers? Who else would find your database valuable? __________________________________________________

Continually work to resell your past customers and get value from your database. It is an easy service of additional profits and fewer businesses tap into it. ______________________________________________________________________ ______________________________________________________________________

Sales Killer # 5: Knowing your Customer's Specific Needs Most companies, salespeople and their marketing campaigns address the needs of their prospects and customers with broad stroke generalities. Treating each prospect as part of the crowd and ASSUMING you know their SPECIFIC NEEDS is the ideal formula for mediocrity. * You must learn your prospect's motivations! * You must learn how fulfilling their need will impact their life! * You must learn how they define fulfilling their need! * You must learn what they want * You must learn their evidence procedures for knowing their need is completely met ______________________________________________________________________

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Accurately and clearly fulfill your client's needs. If you cannot fulfill the prospects needs, guide them to someone who can.

Sincerely,

Mark Anthony President, Training For Success 347 5th Avenue New York, NY 10016 212 683 1834 [email protected] http://aaatrainingforsuccess.com/ http://www.salestraininganddevelopment.com/


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About the Author

For over 20 years Mark Anthony has helped professionals, institutions, corporate sales and customer service teams break out of the box and find innovative solutions that lead to breakthroughs in sales, productivity and goal achievement.

At the age of 19, he developed his own sports magazine publishing company and took the tedious task of selling advertising face to face and reengineered the sales process. Through creative thinking and consumer n