Sales Secrets for Entrepreneurs: Increase Profits in 12 Months Flat Through
A Consumer Education Programs!
attract far more prospects to look at your offer by providing an education
than you'll ever get by simply offering your products or services. For
example: Let's say you sell telephone systems, like Company X. Before
discovering this concept, Company X would call hundreds of companies per day
and ask if they were interested in talking about a new telephone system
(product offer). They had four salespeople making hundreds of calls per day.
They would get about 3 appointments per week.
all, every company that has a phone system that is five years old or older
can probably benefit from a new phone system in some way. More than 15 major
providers of phone systems just ten years ago are now OUT of the phone
system business. Yet the companies that have these systems, as long as they
are working and they can still get used parts, might not think they need a
a company making hundreds of phone calls per day asking: "Would you like to
talk about maybe getting a new phone system?" Anthing wrong with this
process? No-- but, that's if you don't want to increase your profits and
sales in 12 months flat.
Here are the three steps Company X used to its double sales, once
they discovered the consumer education sales concept:
Step 1. The first thing they did was target bigger companies. The
bigger the company, the bigger the phone system.
Step 2. The salespeople called the 2000 largest companies in their
market with two simple questions: "Hi, we're doing our annual telephone
system survey. I just need to know two things: What is the model of your
phone system and how old is it?" In two days, the salespeople had a list of
508 companies with old phone systems.
Step 3. The sales representatives called on these larger companies
with one offer: "We have a new educational program entitled:The nine ways
you're wasting money on your voice and data spending." They then continued
with: "We've been in the telephone business for ten years now and we've
found that every company wastes money on their voice and data spending in at
least nine areas. So we put together this educational program as a way to
teach companies how to stop wasting money and start saving their valuable
dollars. We do this as a public relations effort.
If you ever need any help
at all with your voice, data or telephone system needs, we want you to know
about us. So this is simply us putting our best foot forward."
This approach increased their appointment setting ten fold, from three
appointments per week to 30 appointments per week. This company did $3
million the year before using this approach and put $9 million in their
pipeline for the coming year in just six months of using this strategy.
of a free education could YOU offer that would make your prospects want to
meet with you? Or respond to your ad? Or take an interest in your direct
Important point: Sales is about building rapport, not breaking it.
When you SELL, you're breaking rapport. No one wants to be "sold." When you
EDUCATE, you are building rapport. In fact, studies show that your
credibility increases significantly when you begin all meetings with data
that is of value to the prospect- start all your meetings by teaching your
prospect something, or by giving them data that proves that you've completed
newspaper company had fallen 40% in gross revenues and lost all of their
profits. They used to call up clients and say: "Hi, we'd love to come and
talk to you about advertising in our newspaper." They were quickly shut
down and shut out.
They started providing a "community educational service to help local
businesses succeed, which resulted in a significant increase not just in
getting in through the door see prospects, but also in sales. This client
went up $100 million in sales in a single year.
local newspaper called you up and offered to teach you the seven things that
make all businesses succeed, you'd probably find that pretty hard to turn
down. They'd still have to talk you into the meeting, but it would be an
easier sell than talking you into an unwanted meeting to try and pitch
Naturally, there's more to this and the subtleties are where you succeed,
but if you embrace the concept of "educational-based-marketing" you will
out-market your competitors at every turn. Think about this; what makes this
strategy so powerful is that it attracts buyers before they are even
thinking about buying. Educational- based marketing casts a wider net,
attracts more buyers at every turn and closes a higher percent of prospects
if and only if the "education" you provide is of true value. This is the
least expensive, most effective marketing concept you will ever use.
Chet Holmes is the CEO of Chet Holmes International, a training company that
specializes in helping companies experience fast growth concepts. To learn
more about the consumer education marketing strategy, including a 16 page
detailed report on the concept, go to