Charlie Cook's MArketing for Success Insider's Club

Increase Sales

Guarantee Increased Sales with This One Simple Step

By Tom Borg   |   October 15, 2010

The simple way to Guarantee increased sales and build repeat business
If you could find a simple, almost cost-free method to increase your purchase rate from 10% to 70%, wouldn’t you jump on it? Well, you already have access to it! It’s your business guarantee. With a strong guarantee in place – one that you back up to the letter – you reassure your customer, make them feel comfortable spending money with you, and increase your sales by 10% or more.
Simply stated, your clients want to be guaranteed that what they purchase from your company is going to provide them with what they want and need. This is nothing less than what you and I would expect, were we to purchase a product or service from someone else.
This expectation is based on a strong instinctual need that Abraham Maslow categorizes in his Hierarchy of Needs as security. We all possess this basic need. When we recognize and openly promote a strong guarantee to our clients, we eliminate their fear of not getting what they paid for.
In his outstanding book Your Secret Wealth, Jay Abraham suggests that our clients will purchase more quickly and more often when we provide and communicate a strong guarantee.  As Jay Abraham explains, most companies typically have a guarantee but it’s not written or even verbalized to their potential clients. The absence of this communication creates doubt and suspicion about the product.
Write up a guarantee you feel comfortable with and try it out. Evaluate it after 30 days, measure the results, then tweak it. The key is to come up with a guarantee that you can uphold to your clients. By doing so, you will improve the quality of what you promise to deliver and increase the expectation of customer satisfaction.
By having and communicating a written guarantee, you reverse the risk of your client’s investment in your product; with it, you can dramatically increase your sales and expand your repeat business.
By Tom Borg ©2010

Want to know which two-three paragraphs are guaranteed to increase your sales by up to 50% or more? It’s not a secret — but all too many businesses let prospects slip away when they forget to use this incredibly powerful tool.

What am I talking about? It’s the proven way to eliminate your prospects worries about taking any  risk when they buy from you. Read More »

How To Sell To Skinflints

By Charlie Cook   |   June 23, 2009

In this economy it seems like everybody has become a skinflint!

Money is tight and a lot of people are worried. While there have always been skinflints out there, it seems like more of your previously free spending buyers have morphed into skinflints.

What can you do to your small business marketing to get skinflints to buy and get your profits back on track in this economy?

Find out how to increase your profits in this economy >>

My Dad The Skinflint
I grew up with a dad who was always looking for ways to cut costs. He’d turn out the lights to save on electricity, often before the rest of us had left the room.

During the winter, he’d turn the heat down to 50 degrees at 9 p.m. and I learned to sleep under piles of blankets.

When gas first hit a dollar a gallon back in the late 1960s my Dad focused on getting the most miles he could out of a gallon of gas. He’d shift into fourth gear at 20 mph. Even before cars like the Prius ever existed he was getting over 30 miles per gallon.

Even when I take my Dad out for a meal, he stills asks for the cheapest beer they’ll serve. Last time I think the waiter must have gone into a storage room and dusted off a Pabst they’d had sitting around for years.

My Dad ascribed his money-saving ways to his Scottish heritage and now your customers are blaming their reluctance to buy on the economy.

What You Should Know
My Dad was a skinflint by nature. It wasn’t that we were perpetually broke or in dire straits. He saw saving money as a game and took great pride in seeing how little he could spend on electricity, heating oil, gas and even beer.

Did that mean he didn’t spend money or spend big on certain items?

Of course not. Over the years my Dad has spent large when he wanted a sailboat, antique furniture, or the latest Toyota Prius with all the bells and whistles.

What you should know is that even people who are skinflints by nature, are happy to spend money when they want something. And that’s just as true for people who are temporary skinflints due to economic worries.

Find out how to overcome your prospects reluctance to buy

Even in today’s recession-racked economy people are buying. Sales of BlackBerries, iPhones and other smart phones are up 25% in 2009. And even people on tight budgets are buying including job seekers.

They’re buying because the connectedness that smart phones provide has a high value for a growing number of people.

How To Get Skinflints To Buy
Are you getting more and more objections when you try and close the sale? Are more and more prospects telling you, price is the problem, it’s not the right time, they’ll need to think about it?

The one thing you need to know is that whenever your prospects seem to be waffling, appear to be morphing into skinflint mode, the problem 9 times out of 10 isn’t that they don’t need or want your product or service.

When prospects take on skinflint characteristics, what they’re telling you is they don’t understand the value of your product or service. And it’s rare that price is the issue either.

If my 90-year old Dad still drove, you couldn’t sell him a top rated Nissan Sentra or a Ford Focus for around $15,000. But you could sell him similar sized gas sipping Toyota Prius for $22,000. That’s $7,000 more!

The small business marketing secret to getting your prospects to spend more

Your Buyers Are The Same
While I think of my Dad as unique, he’s just like your buyers in one way. He’ll spend money on things he wants and perceives have a high value to him.

If you want to generate more sales in this economy, use the same marketing strategies that get skinflints to buy. Appeal to their wants and clarify the value in their terms. Do this and you could easily make this one of your most profitable years ever.

– Charlie

P.S. There is plenty of money to be made in this economy but it’s not going to fall into your lap. To get it you need to change the way you market your small business and how you close the sale.

Find out what works to close more sales in this economy

P.P.S. Visualize more clients buying from you. Imagine more people chasing you, calling you and wanting to work with you.

Sound too good to be true?

All you need to do to make it a reality is take action and discover how to eliminate the obstacles to sales.

Discover what works to bring in more buyers and more profits

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Personalized Selling Works

By Charlie Cook   |   August 5, 2005

Periodically I post pictures of myself on vacation, kayaking, skiing, or hanging out in Tortolla. These add a nice touch but the interesting thing is that they also help sell product.

When I include a link to these pictures in my newsletter, I get hundreds of people clicking on them to see what I’ve been up to. When I put these pictures on a page that has links to my marketing manuals, the people clicking through to see me having fun in the sun, buy my manuals.

They buy my – 15 Second Marketing Guide and discover the fastest way to increase their sales.

They buy my – Small Business Marketing Manual and double the number of clients.

They buy my – Creating Web Sites that Sell and turn their web sites into incredible profit producing centers.

Personalize your marketing to increase your sales. It works.
– Charlie Cook

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How Can I Double Sales and Profits?

By Charlie Cook   |   May 3, 2005

Want to double your sales and profits. Rethink the quantity and pricing of your products and services.

In 1987 Americans started eating twice as many carrots after baby-cut carrots hit the market. At twice the price per pound you’ll not only be seeing better in the dark when you eat these tasty carrots but the companies that produce them are seeing profits twice as large for a product that is less than half the original size.

Think about it. You could double your sales and profits by modifying the marketing of a product or service you sell – Charlie Cook

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