Tuesday, 16 July 2013

SUPER SALES BOOSTERS YOU


CAN START FOR NEXT TO NOTHING







Maximizing profits involves cost-cutting methods of selling



your products. We are assuming for this article that you, like



most marketers are specializing in information and publications



marketing.





The best way to increase sales cheaply and effectively is to



offer more items at any given time, and here's how to do it. By



all means examine every commission circular you see for



possibilities. It might be worth carrying. Camera-ready



circulars are available for most of the publications you see in



your mailbox, and all you need are a group of them on file that



can be reprinted as needed.





In all cases, we repeat, DO NOT rubber-stamp your commission



circulars. Insert your name and address with dry type such as



Pres-Type, Geotype or Letraset. A professional appearance is a



must.





If you've been in business for a while, you already know what



your bestsellers are and how to test new items. If you have



reports collections and other good items that are not such hot



sellers, keep your leftover circulars and include them WITH



PRODUCT when you fill an order from your home. Include as many



as you can up to the postal limit that applies to the product,



and you're basically sending it free of charge.





As you have probably seen by now, we advise all our customers to



shop wisely but to continue learning about the business, and if



you have a slow-moving product which is nevertheless is an



excellent item for a small order dealer to own, this is an ideal



way to move it.





It's an excellent idea to include a freebie when doing a direct



mail. This works especially well if you're handling a lot of



popular items. Chances are a good many of your packets will go



to people who try to get on a number of lists to keep abreast of



the latest offers, and since so many of them are so vague,



they'll be much more responsive to someone who can give them an



idea of what they'll be receiving.





If you currently handle chain letters and report collections of



dubious value, it might be cheaper to drop them altogether than



to continue to include them, even if they do make you a small



profit. First time buyers are truly shocked when they see some



of the terrible scams going around in mail order, and you'll



lose them forever if you turn them off, which is never your



intent.





You can make this absolutely painless. You might like to try



putting your best reports on the backs of your best circulars,



maximizing the value of each sheet of paper. If you're not



doing it now, you had better try doubling up your circulars at



the very least.





One of the best follow-up offers you can give your non-dealer



customers, and you can tell which if your customers is a dealer



and which is not by the kinds of items they order, is a quality



book catalog. Melvin Powers, DAX and others offer excellent



dealerships in unusual books, and they pull extremely well on



follow-ups.





The catalogs themselves are usually fairly heavy and not



cost-effective without a quality mailing list (a rare bird



indeed) or unless you can get cash up-front for printing and



mailing. You'll probably wind up buying some of these books



yourself! If you're marketing fairly common items. you've got



to have an advantage, something that makes your offer look



better than comparable offers for the same items.





Unquestionably, the best advantage is a lower price. Free



bonuses and rebates won't cut quite as well. The reason is



simple enough. The customer might be sold on an item to begin



with, but he may be waiting for a better deal to come along. If



you're the lowest bidder, you'll get that sale. These sales



will not come right away in most cases. They will be trickle-in



orders, made by the customer after filing your circular and



waiting to see who can match the price.





We feel much of the information offered by mail is ridiculously



overpriced when introduced, and we have on file dozens of



examples of some people offering item X at five, then, even



nineteen times the best price offered by others with the same



product.





If you've been enclosing your own envelopes with return



addresses when you send out advertising, you might try a



half-and-half mailing to see if they're really pulling more



orders.





Traditional schools of thought say the return envelopes,



especially the business-reply type which allows you to pay the



postage for the customer, do pull orders.





However, most people use plain printed #8 envelopes without



business-reply marking, and especially for the small operator



specializing in a few selected items, it may be a poor



investment. If so, it's cutting into your profits and taking up



valuable weight in the envelopes better served by a circular.





Adsheets can be good investments, but in most cases you'll only



really profit from them if you're offering something you've



developed yourself which can be sold through other dealers.





Adsheets are generally advertising's version of the pyramid



plan. They circulate only among small time dealers, each trying



to get the other to sell what he's selling. Still, if you can



put a new twist in the advertising, and run a short ad in



selected adsheets (most dealers receive a large number, and



subscribing to several dozen is wasteful) asking for full



purchase price when they order, and NOT requesting information,



you could still do a profitable business, although the cost



involved adds up to much more than the usual $1 for a one-column



ad. You have to figure your costs in preparing the ad and



getting it to each publisher.





If you have an article you've developed yourself and you want to



put a big push on, a great number of dealers will print and mail



your circulars with theirs. The cheapest deal is to have their



ad printed on the back. Many of these firms will take your



money and run, however, so it would be smart to call and write



first, get references from happy customers, and talk to them.



If he won't reveal his customer list and still claims to do a



good job, well, need we say more?





Don't be afraid to compete with other dealers in a print and



mail deal if you've got a good product, but you do your



homework. It is probably the most cost-effective way to reach a



large number o dealers, but take care that you choose a



reputable dealer.





Multilevel enthusiasts know that many of the better multilevel



programs requires substantial amounts of literature to fully



explain. If you're not prepared or equipped to expend the time



and money required to let every mail prospect know about the



programs you're using, why not make up a small half page



circular which briefly outlines each program, and offer to



refund postage for anyone interested in learning more? That



cuts your expenses, gives you inquiries of real value and should



take no considerable dent in your eventual downline.





This takes five minutes, costs pennies, and give your commission



circulars a personal touch that also looks professional.





Please stop writing hand-written notes and changes of copy on



your commission circulars! Save those hand-written notes for



leaders. A close matching letraset message will print



beautifully and get the message across much more effectively



than a freehand note. When using letraset, take care to make



the heading on a separate set of paper, clip the heading and



tape it with Scotch brand magic tape (we recommend Scotch



because it has a lower peel strength than competitive



translucent tapes and is easier removed).





Don't do your first heads directly onto the circular or you'll



end up with minor mistakes that detract from the impact. Notice



how sloppy the "K" looks, and how small a mistake it took to



make it that way? (Believe us, your clients will notice



mistakes like that!).





One cost-cutting method we do not advise is folding your



circulars so an outside surface is empty, taping it and mailing



it like a newsletter, without an envelope. It looks just plain



shoddy. One thing that does look good, however, is the white



9x6 envelope instead of the usual wheat-yellow manila envelope.



Anything different makes an impact.





Speaking of different, try a few of your circulars in two



colors, perhaps red and black, especially those which many other



dealers are using. It does pull more orders on a competitive



item. And don't forget about using colored stock for a few



sheets (NEVER for your personal notes), but not too many.





If you want to keep your customers for repeat business, don't



become a commission agent for mailing list firms unless you have



thoroughly researched and used their lists yourself. We



personally know of one firm which advertises premium lists, and



offers a very attractive dealership, but they have no trouble at



all selling our name to no fewer than 25 people in a four-month



span who all offer the same product! Those poor people wasted



not only the cost of the list, but the cost of the mailing as



well, and that is an absolute travesty.





By all means, use your personal letters to inform the paying



customer of services you've had success with. This tells the



customer you're serious about his satisfaction and if he



experiences the same success, he'll trust you enough to order



from you again.





And if you know of any popular plans that are no good, and you



have seen that the customer might be considering such a plan



from a letter or group of purchases which indicate he's



heading in that direction, tell him to steer clear.





Finally, and this is absolutely vital to getting reorders, know



exactly what you are offering. If you're selling books, own a



few of them and read them. If you're selling plans and reports,



check them out to make sure they really do what they claim. You



are doing your customers a horrible disservice by advertising



Plan A as one of your biggest sellers (which may be true) when



it's an outdated piece of junk and maybe something you have



never even seen.





If you're selling gifts from catalogs or other related



merchandise, there are really only two things we can advise that



will cheaply help sales.





First, if you're selling catalogs and having your orders



dropshipped from the supplier, write the home office and tell



them you'd like to establish contact with other distributors to



help each other increase efficiency.





It is highly unlikely this request will be turned down. The



supplier is every bit as interested in increasing sales as you



are, and will probably be happy to send you the names and



addresses of some of the company's top producers.





Establish regular correspondence with these people and exchange



information on what campaigns and techniques are working for you.





If you're selling products for which you are the prime source,



don't hesitate to send advertising for your other products when



you fill orders from newspaper or magazine advertising. If you



don't have other products, work an exchange program with other



sources and sell their products on commission, and drop-ship the



orders from the source of supply.

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