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  Volume #16, Issue #397

Adams Hudson Sales and Marketing Insider

Adams Hudson
President,
Hudson Ink

Two-Faced or True-Faced?

“This is going to hurt you worse than it hurts me,” I’d hear just before getting my rearward region spanked into next week. Whenever I used to hear this phrase – which was shockingly regular – I used to think, “Then why do it?” I mean, can’t we spare some pain for BOTH of us by overlooking that little melted-crayon-in-the-EZ Bake incident?
Didn’t work that way. Found that out when I had children. It was one of those “upside down truths” that you appreciate with age.
Later on, my early sales training had brainwashed me into thinking that manipulation and aggression were actually the more tender side of selling. When various closes and techniques were being discussed one day, an older, quite wealthy salesman halted the conversation with, “I don’t ‘sell.’ I just give people reasons to buy.”
From that moment on, it stuck. My whole “sales” idea got turned upside down (or right side up!) Earning trust, giving useful ‘buying’ information and truly counseling people with the good and bad side of a product or service came much easier. Sales “closes” were more often the work of the customer themselves. This rid the anxiety of over-selling and gave sincerity to the “Congratulations” for making a good decision.
This approach allows you to be true-faced, not two-faced.

The wealthy salesman made another comment, more powerful than the first, that proved he was ahead of his time. Ignoring This Shift Can Kill Your Online AND Offline Sales.

"We used to think, 'Oh, we could do a newsletter program on our own.' But there is NO WAY we could do one like this! It looks great, gives us a huge image increase and – best of all – it flat-out works."

Daniel Schmaus
Vashon Heating & Cooling Vashon Island, WA

 


       
     
Mike Montano

Are You Working on the Right End of the Problem?

If you think about it, what we really sell is relief.  John Conrad, contributing author for the Air Conditioning Heating and Refrigeration News, discussed this in an article entitled, “I Think…We Need To Sell Relief.”  I will paraphrase and enhance some of his key points here.

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Top Direct Mail Examples

Stealing ideas or copying your competitors’ marketing is wrong and foolish. But studying the best ads for the success they create is smart. That is the purpose of the swipe file. Whenever you see something you admire, you keep it in a file to spark an idea in your future marketing piece.

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Marketing Automation – Installing your “set it and forget it” marketing program

If only we could all be Amazon. Just hang out on the Web as a giant retailer, where customers type in a few details, we debit their accounts and send their order to shipping. Pretty soon, the shoppers walk to their front door and sign for their package, happy as clams.

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