Foreword
Contrary to systems or cultures where everybody gets rewarded for simply
participating and no matter their attempts, abilities, or even the score—the sole
position that in the end adds up in business—and the one that brings in the
highest rewards—is, naturally, first. If you aren’t in the dominant spot in your
market, then you're at risk.
When economic systems are full of business, the company in first spot continues
to acquire clients and enlarge its size and presence while the feebler players
squeeze out increasingly littler gains, assisted along entirely by the rich nature of
the market. But, once these fruitful times decline, the dominant company profits
from its 1st place spot and snaps up market shares away from all the additional
competitors while those in every other spot pay the price. So stop compromising
and being “fair.”
Let’s get you combat-ready—each moment of each day—for the number 1 position
in your business. You need to be on top when the market is excellent and take
market share once it isn't.
Alpha Dog Internet Marketer
How to be ahead of the pack and lead the way.
Chapter 1:
Recognize Your Power
Synopsis
I’m going to put you on the path with a plus that I recognize
you have: power. Regrettably, most individuals deny knowing
that they even have a place of mightiness. They genuinely trust
that they've nothing to begin with. Not genuine. Everybody has
a place of power; we merely don’t all recognize or use it.
Rather, we go backward by attempting to establish a business
in a place where we don’t already hold power, with individuals
we don’t know. This is the hardest way to forge a company.
Your Might
Everybody has an existing place of power. The individuals you know-
acquaintances, loved ones, relatives, classmates, past employers,
existing employees, and even your foes -are all components of it.
Power doesn’t stay the same throughout your vocation; it will mature
(or cease to mature) depending upon the sum of attention you
provide it. To cultivate and better the caliber of your place of power,
merely begin with what you have. Network marketing companies are
effective as they depend nearly solely on using and optimizing
people’s place of power. Blend a committed and relentless contact of
this strength with excellent products, and you'll produce a company
that benefits during any economy.
That's why so many businesses center so intently on client
satisfaction and knowing how much buzz renders future sales.
Businesses tend to bomb when they bank too heavily on ad
campaigns and claim allegiance to client satisfaction without
organically energizing the place of power. Once you effectively trigger
your place of power, you'll discover individuals who are qualified to
buy your products and moved to tell others.
Your place of power is the single most lucrative method to yield
immediate business. Traditional ads has become “the dependency” of
the 21st century whereby the company’s power to yield business rests
entirely with mass advertisement to individuals you don’t know who
might or might not be qualified or even intrigued in your product.
The bulk of ad budgets are lost to these individuals. This technique of
contact might not be an affordable choice -even for big businesses-
when you really have to watch each penny spent.
Although reactivating your place of power is really cost-efficient, it
does call for some level of effort. Don’t fret when you start whether
these individuals are qualified or even interested in your
merchandise; simply create your list, then get hold of those on it.
Remember that the individuals you know as well know other people
in turn who might be more suitable leads. You need to reactivate each
possible contact you have and get your place of power to begin to
work for you.
Begin connecting with acquaintances, family, relatives, and past
employers and acquire a genuine interest in them. Discover what
they're doing; enquire about their lives, their careers, and their loved
ones. Individuals love to discuss themselves, and they truly love it
when other people take interest in them. Let them know what you're
doing once it comes up, but realize that this isn't a sales call. You're
merely reconnecting with somebody with whom you've been out of
touch.
A call is more useful than mail but can and ought to be accompanied
by mail or e-mail the same day. Make it clear-cut that the aim of your
call is to catch up with those in your place of power, not to market
your products or services.
During all economies- great, bad, and so-so but particularly during
down turns -contacts and relationships are everything. The
individuals you know either have the revenue you need or know
individuals who do. It's those individuals who want and require your
service. So the more individuals you contact, the better probability
you have of detecting and marketing to those who are members of
your target market.
Remember: individuals love to purchase and do business with
individuals they know and like. During times when revenue is tight,
they're more likely to drop money (if they do so at all) on
merchandise and services from those they know and believe. You
might have had the experience of bumping into an old acquaintance
and to your outrage and disappointment saw that they just purchased
the very merchandise or service that you represent from somebody
else. Yuk! The hurt runs deep and may have easily been avoided
simply by increasing the amount of contact with the individuals you
know. You may miss these sorts of opportunities when matters are
going great- However when times are hard you can’t afford to
overlook any business!
And the truth is that you ought to never put yourself in this spot, no
matter economic conditions, you have to make the best of every single
chance.
This procedure of reactivating your place of power may feel a great
deal like going to the gym after not exercising for 6 months. It's all
new once more and you're utilizing muscles that you haven’t utilized
in some time. Just like exercising, once you pressure yourself back
into the gym, and go through the pain, you'll be glad you did! So
simply break through your resistance and recognize that your
perseverance is going to pay off, as long as you continue showing up
and exercising you'll reconstruct the muscle and in this case your
place of power .
Chapter 2:
Winning Sales
Synopsis
Take a minute to consider all those individuals with whom
you've worked but to whom you haven't sold anything. It’s
likely a big number as the truth is that you don’t sell to most of
the individuals you work with. We're now going to take each
individual who's landed in this class over the last 6 months and
win over the “unsold” into the “sold.”
Get The Sale
Though seldom used, this maneuver really works; after all, don’t
these individuals remain unsold merely because you did not transact
with them? Everybody winds up doing something; it's simply an issue
of when and with whom. The reality that you failed to close an
opportunity and then cast off or blanked out that lead doesn't mean
that individual is no longer possibly in the market for your services.
Simply because you stopped following up or the prospect bought from
somebody else doesn’t exclude that individual as being a lead for you
today. Perhaps he or she couldn’t afford your merchandise at the
time, wasn’t quite prepared, or detained a decision with the aim to
reconsider. Perhaps the prospect couldn’t acquire funding at the time,
perhaps you had the individual on the incorrect product, or perhaps
he or she purchased from somebody else and isn’t pleased with that
decision.
This greatly neglected opportunity must be won over so that you are
able to gain ground and conquer. Don’t blow time fretting about the
fact that you didn’t sell to these likely prospects earlier. They still
make up a feasible opportunity and shouldn't be written off as
component of past experience or as “losses.”
Instead, they ought to be reactivated till they become a succeeding
sale or a part of your ever - flourishing place of power. Such leads are
great individuals to add to your “personal drop in” call list.
Remember, everybody knows other people—and the more hoi polloi
you're affiliated with, the more individuals you'll know and will know
you!
Probabilities are that you haven’t pursued leads diligently enough,
consistently, or long enough. The fresh business you require is sitting
safely away in your file cabinet. As you’ve already vested the time and
energy, simply continue following through and chipping away till you
get the gold. The most beneficial way to accomplish this is to go
through your notations or database.
Impart all of your weapons to your acquisition of fresh clients—
including calls, messages, mail, e-mail, and personal visits and never
quit following through. I've prospects that I've called daily for twenty
days consecutively before they ultimately took my call. No matter the
reason they’re not phoning me back, when it comes time to doing
something with a product like mine, I'll be the one they consider 1st.
Is that a bit much? Not if you wish to be 1st!
If the individual hasn't purchased from you, conduct freshly
investigations as if you haven’t before. You'll have to begin this sale
over from scratch. Don't assume that what the prospect previously
wanted is uniform with what he or she requires or wishes now. Ask
the individual what has shifted since then. Ask why he or she chose
not to do anything at that time.
Then enquire, “What are you looking to achieve today?” This sales
cycle might grow and require you to begin new investigative tactics,
launch a fresh presentation, maybe present a completely different
product, and deliver a fresh proposal. Don't shortcut any of your sales
steps as you did them originally. Begin this whole sale over and
discount anything that you’ve done previously; it's no longer
pertinent.
Remember: each contact is more useful than merely the one sale. This
individual will purchase again and probably knows other people who
will purchase. Once again, the sole difference between a contact and a
buy is the relationship.
Remember to follow-up each call with a letter, and put this person on
your list of personal contacts and your designated visits on your
calendar. Carry on fostering these “lost” opportunities till they join
the ranks of your customer list.
Convincing unsold leads may be fruitfully utilized on leads who have
inquired about your merchandise or service inside the last year or
two—occasionally even 3 years ago or longer. But, the best leads
would likely be those who contacted you inside the past 6 months.
But, you have to be creative in continuing to follow up. You can't
simply center on marketing your product.
Make the decision that nobody is going to persuade you from doing
your task and taking the actions essential to produce the business you
wish. I know it might appear a little extreme, but you and I are not
seeking approval. We wish to develop our businesses. If you don’t
preserve contact, you’ll never produce the relationship necessary to
work the contact into a contract.
To make sense of breaking through uncomfortable moments, attempt
to determine what the advantage will be once the uncomfortable
action pays off. Let’s suppose you want a client who's worth hundreds
of thousands to your company and thousands to you—as well as job
security and a sense of achievement. Enquire, “Is it worth undergoing
the irritation of continuing to follow up—even after I've been told
no—in order to get any hope of getting this accomplished?” If you
don’t follow through, you won't acquire the sale. If you do, you may!
The object lesson:
1. Dedicate to follow up.
2. Your interest in your prospects is more crucial than their interest in
you.
3. Say, up front, that you'll continue to follow through till you acquire
a result.
4. Be originative in the ways that you follow through.
5. Forever, always leave a message.
6. Never stop, ever!
Chapter 3:
Dazzle Them
Synopsis
Ask yourself whether anybody has sent you a sincerely “wow”
experience within the last ninety days. I expect the reply from
most of you will be nope. Individuals today are so accustomed
to pitiful or average service—both before and following the
sale—that once they get something a couple of notches above
average, they're sure to notice the difference.
Wow
It’s really uncommon for individuals to deliver at levels that truly
produce a special experience and favorable impression. Enquire what
portion of the time you even recall the individual who served you. If
you did recall them, what portion of the time did you recall them
because they “were awful”? I'd expect that you don’t recall more often
than not—and once you do, it’s because it was a foul experience, not a
great one.
You have to do everything you are able to persevere your existing
customers at all times as they constitute the foundation on which you
mature your business. Without favorable buzz, you've no chance of
sustaining yourself—much less capturing market share. And the most
beneficial way to hold your customers or clients is to delight them
beyond their anticipations and to continue doing so—prior to, during,
and following the sale.
If you really wish to fulfill them, make certain they’re affected before
the sale; otherwise, you won’t have an opportunity to affect them
later! While this is forever the case, it's particularly vital that you
deliver at a completely fresh level in order to distinguish yourself as
(1) you can't afford to miss opportunities; and (2) this is the time to
acquire market share from other people. You don’t want clients just to
be fulfilled; you wish them wow-ed!
Wowing is really easier to achieve during “bad” times than great, as
your rivals are so focused on issues during down times that their
power to return a favorable experience has probably deteriorated. It’s
crucial that you go above and beyond to impress customers when they
tighten up financially and get choosier. Having a wow experience
provides you a much better chance of gaining their money. With the
media’s ceaseless reminders of hard times like these, the wow is the
sole thing that prompts clients to actually say yes.
A crucial rule to recall: Price is never the way to produce a wow
feeling. The product is likely not a way to produce a wow experience
either, unless you're the sole source for a specific product or service,
which is improbable. The wow instant happens when you present the
merchandise, let clients know how it may resolve their issues, and
solve how it makes them feel as well as how you exhibit, service, and
provide that experience.
The most beneficial way to better your client base is to provide clients
more than their money’s worth. Cutting price or cost doesn't impart
value or solve issues; it simply reduces the cost of the product and
may in reality diminish sensed value. Most sales individuals think
that cost is a way to construct a better deal or distribute more
merchandise, but I can provide you a nearly perpetual list of
companies that have gone out of business while running as the
lowest-cost supplier.
Seek every chance to go the extra mile and provide that little bit of
extra service; it may mean the difference between simply fulfilling the
customer or client and dazzling them. Merely in the way you greet
somebody, answer the telephone, or get them a cold beverage may
produce the wow experience.
There are limitless creative ways to provide a wow experience that
have nothing to do with price reduction or even the product being
distributed. The solitary best protection for business is possessing an
active list of wow-ed, elated, truly fulfilled customers who provide you
a constant stream of continuing assignments as they love the way you
treat them.
You have to likewise commit to wow the customers in your place of
power —whether they purchase from you or not. Follow through;
contacts, e-mails, and personal visits are all chances to wow those on
your list. Anybody may purchase a product like yours, and somebody
is always willing to sell it for less.
The sole thing that keeps you above the rest is cultivating, nurturing,
serving, and doing everything you are able to astonish your current
clients.
Don’t seek to fulfill; seek to wow. The more you wow, the less you
have to market—as other people will do it for you! If they pay you a
dollar, ask yourself, “How may I provide ten times that in terms of
wow?”
Chapter 4:
Great Marketing
Synopsis
Among the beginning things people and businesses do when
having a hard time is cut back their advertising and
promoting. Huge mistake. Now is the time to pound your
business into the market with cost-efficient marketing
programs that let the globe know who you are, what you do,
and what you have to provide. In spite of your tendency to wish
to save money in any way conceivable, now isn't the time to
hideaway. Let your rivals’ cut to the point that they no longer
are out there while you get out there.
The Ads
It’s peculiarly crucial now to be at the front in your customers’—and
potential customers’—brains. While this action is totally
counterintuitive to all the foul news, you have to effectively and
aggressively promote yourself and your business if you're going to
exist, prosper, and acquire market share from your rivals.
Plainly, you wish to be smart about this maneuver and prevent
spending money on techniques that don’t work.
When things become sluggish, step-up the amount of time you spend
on promoting and prospecting for fresh business. You’re commonly
able to acquire the best price for traditional ads and marketing efforts
during lags as others are doing less ads. As well as traditional
approaches, research and apply originative ways to make your
organization more widely recognized inside the circles and
communities in which you market. For example, if you commonly
commit ten percent of your time and energy to promoting and
prospecting when things are reasonably busy, you could increase this
to fifty percent once things are slow.
As we’ve talked about previously, a lull in business demands that you
use extra effort to draw in customers, follow through on leads, and
remain in contact with and extend your place of power. While you are
able to achieve this through traditional ads, you are able to likewise
use a few activities that don’t cost any revenue: calls, personal visits,
mail, e-mails, flyers, social networking on the Net, church activities,
e-zines, seminars, briefings, “great news” e-zines, videos, community
participation, speaking at rotary clubs, training your kid’s soccer
team—etc.. Most if not all of these techniques are reasonably original,
build enormous goodwill, get you better acknowledged, and cost zip
but your time and energy!
The 2nd part of this plan of attack dictates that whatever you do,
make sure you stick with it. Conduct action consistently and
aggressively daily, weekly, and monthly and throughout the year. You
have to commit to a promoting program throughout the year—not
simply when you require the business. Whether it’s a traditional ad or
some of the other, more groundbreaking marketing techniques make
certain you can stick with it as all marketing demands some time to
take hold.
When planning a PR or ad blitz, I consider how much it will cost to
run that plan over the course of a year, not a week or month. While
this strategy ensures a regular stream of fresh business contacts in the
future, it isn’t guaranteed to harvest prompt results. The promotion
you carry on now launches a selling cycle that will result in fresh
business when you require it 6 months into the future.
It's even as crucial that this campaign raise your reputation
throughout the community or rings in which your merchandise is
required. Additionally, the fact that you're out there doing something
about your business—rather than simply sitting lazily at your desk,
waiting for matters to reverse—will provide you added self-assurance.
The sorts of marketing that work best in all economies, as they're
most effective—are a combination of results - oriented direct
marketing (direct-response print ads, sales letters, self-mailer, special
offers) and low-priced or no-cost visibility heightening publicity
strategies (press releases, articles, speeches, books, seminars, e-zines,
radio and television interviews). Yeah, it costs time and energy, but
not doing these things risks the company. Don’t consider marketing
in terms of simply costing money as many efforts may be made
without any budget simply by using your energy.
Approach each aspect of your marketing program with monumental
action and energy. My own personal definition of monumental is
“that sum of action that will produce fresh problems for yourself and
your company.” Yep, you read that correctly. You wish to produce
fresh problems.
Most individuals stop short of this plan of attack; in fact, they
commonly attempt to avoid all problems, just to wind up with the
same old ho-hum recurring situations that they've had for years.
Individuals don’t advance because they don’t take adequate action or
follow this up with more monumental action. They then wind up with
ho-hum, familiar problems rather than adventuresome and favorable
problems. Monumental is vital to making your marketing efforts
effectual.
No matter your position, you have to effectively market yourself as a
person to make yourself more useful to your company, its customers,
and the market. You wish to be valuable. So make certain that you
present yourself as irreplaceable. Do that, and you'll never be without
work or revenue. Remember: great marketing is about more than
simply spending money to advertise. It’s about investment of energy
to make yourself known and of value throughout the market.
Chapter 5:
Training
Synopsis
Your sales, communicating, negotiating, and closing skills are
critical to your achievement in order for you to better your
business. You can’t acquire market share unless you are able to
sell your ideas, merchandise, and services. Each profession
bears a skill set. A carpenter requires a hammer, nails, and
timber, and to the level he knows his trade he'll be desirable in
the market. A chef requires suitable utensils, recipes,
seasoning, food, iceboxes, ranges, ovens, and warmers. You
and your company require, more than anything else,
organizational, and planning skills and the power to sell your
merchandise and services.
Skills
You can plan and organize till you’re blue in the face, but if you can’t
sell your merchandise, what does it matter how orchestrated you are?
Many of us don’t have a line of individuals waiting for our
merchandise; we really have to render interest, sell our product, and
close the deal. The lifeblood of each company is income, and income
is rendered by sales.
Consequently, every organization’s most essential assets are the sales
skills of the people involved.
Formulating sales skills involves communicating, motivation, belief in
your merchandise, an excellent attitude, presentation skills, follow
through, and the creation of fresh and qualified opportunities. We
occasionally exhibit contempt at the notion of becoming labeled a
salesperson, but this is a vital mistake. This contempt is a result of
never taking the time to learn the true prowess of selling.
Even those who think about themselves as pro salespeople commonly
only learn some basics about their craft and never perfect all the tools
useable to them. I'm not discussing selling as an action here, but the
elemental way to dominate and ensure yourself the summit seat in
the market.
In spite of the myth, no one is “born a salesman.” While a few
individuals have an innate power to build a rapport, they won’t
become masters at the art of gaining income unless they formulate a
full set of skills. Those who truly comprehend selling as a skill and a
technology—and who spend time to formulate and perfect their whole
set of sales skills—are the individuals who will see success. Consistent
sales results won't go to the average, the mediocre, the feeble, or the
order takers.
So wake up and recognize that you can't survive and flourish if you
don’t learn to sell yourself, your merchandise, services, ideas, and
aspirations. This holds true for everybody, irrespective of his or her
position. Selling isn't a job; it’s something you accomplish in order to
make things occur for yourself.
Today is the time to work each day on training, education, and
bettering your sales skills. I propose that you do this regardless what
position you have in your organization. Individuals who may generate
or assist in the propagation of sales and income will never be without
work, income, or opportunity. You have to commit to interpreting
selling as a technology, a system, and an art and dedicate to becoming
an authority as a way to the top not attack it simply as a job.
Take each chance and free minute you have to study the art of selling.
Spend some time every day to listen to material on getting income for
yourself and your company. Begin centering your attention on
maturing your business to leave your rivals in the dust. There's no
skill set more critical to ensuring that you further your success.
It’s utterly vital to learn (perhaps relearn) everything there is to
understand about producing selling opportunities, ascertaining your
prospects’ needs, getting agreement, presenting, managing, and
closing.
There isn't an industry on this planet that doesn't change in some
manner or another, and those that don’t shift merely cease to survive.
Van Gogh, one of the leading artists who ever lived, sold only one
painting of the 100s he painted during his life. This was a person who
produced some of the leading art, but because of his inability or
unwillingness to sell; his genius didn’t return any revenue till long
after his demise. This goes to show you that regardless how special
your product, you won’t profit financially if you can’t market it.
Due to the expanded rivalry that's accompanied the Technology Age,
the 21st century buyer is much more aware, educated, choosy, and
surely resistant to old-school plans of attack. Blend all of that with a
constricting economy and lowest-price rivals who are “marketing
scared,” and your job of furthering your products and ideas in the
market gets even harder.
Sales training doesn't have to cost revenue; it links you up with the
revenue you require during tough times in order to further your
success. You can't afford to neglect opportunities today; you have to
be able to capitalize on each day and each chance and be able to get
each sale. Many individuals fret about how to spend their revenue.
However, they'd be better served if they centered on bettering their
skills in order to bring in more revenue and capitalize on each
opportunity. The most successful individuals I’ve encountered center
on making the most of each chance they have to create revenue.
Investing in your training, studying how to communicate are the only
ways to move ahead.
Remember, if you say no to something in life, there's commonly a lack
of know. If you've no money, there's something you don’t know about
money. If you've no leads, there's something you don’t know about
prospecting. If you discover yourself with no sales, there's something
you don’t understand about selling.
The level to which you understand how to sell encompasses your
power to effectively communicate, achieve an agreement, address
objections, be appealing, render opportunities, give excellent product
demonstrations, talk terms, and understand how to close. Your
future, financial welfare is determined by your power to produce
opportunities for your company and get revenue by selling.
In spite of what you might have been told, everybody sells at one time
or another. So whatever your job title or position might be, I plead
with you to study everything you are able to about this great lost art.
It's the only way you’ll further your success and never be stopped.
Wrapping Up
I believe that it’s now my job to prompt you to really apply and carry
out these actions. Let’s face it: The big, bad, huge economy isn't going
to accommodate you with more chances and more business without
you taking a few serious initial steps. The economy most likely doesn’t
even recognize you exist; up till now, you only operated as a little part
of the economy and likely never gave a thought to producing your
own.
The government isn't going to bail you out, and it of course isn't going
to help you and your company advance your success. (As a matter of
fact, if it offered to, you'd likely be better off resisting.) The “money
gods” aren’t going to assure your solvency or financial freedom,
regardless how hard you sell to them.
The economy is in the state it’s in; you are able to be part of it and get
whatever is remaining after 1000000000000s of individuals take
their slice, or you are able to produce your own and no longer be a
victim of it.