For my fellow warriors: What Business Owners Really Think

26 replies
I put this up in the war room yesterday, but I think its something all offliners would enjoy so I am putting it out here as well. If your not a war room member, I encourage you to become one as it as an amazing resource.

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Since I joined the warrior forum, and more specifically the War Room I have had a great chance to engage in some awesome learning and debate with some like minded business people across a broad range of topic. It has been awesome and I seriously feel like I can not turn my head here without learning something new or getting something amazing for free.

I know in the Internet universe it is typical in landmark posts (100th,1000th etc) to give something back to the forum either through something tangible or some sort of knowledge so here it is.

As well as the local marketing consulting I do, I am also a partner in quite a successful franchise and prior to that ran a independent retail operation in the same industry as that franchise. This gives the me unique perspective of someone who not only is trying to sell marketing products to small businesses, but also as someone who people try to sell those same products to on a almost daily basis.

I am have been actively developing some training materials on how to develop a relationship with local businesses that is profitable for both you and them for the last few months. I plan on maybe releasing as a WSO in the not too distant future.

This got me thinking and for my 100th post rather try and convey something some marketing gem that depending on peoples niche they may or may not find helpful I have decided to give you the perspective of a business owner who you are trying to sell to.

I hope you find it enlightening and it helps you all in your endeavours.

1) Telemarketing

Over the last 5 years I have fielded approximately 1600 telemarketing calls and have only ever purchased a service from one. This is not because I am one of those people who hangs up as soon as they find out you're a telemarketer. It is because most of these sales calls are terrible!

The first thing I am going to want to know is why I need what you are promoting to me. This sounds bleedingly obvious but it is amazing how many people call me and say something like “I can give you SEO to get your site to number 1 for keywords x and y” and I will ask them why I need this and there will be silence.

Secondly if you come across as just wanting to close a deal with me and you are clearly not interested in helping me make more money then I will hang up that receiver faster than you can say but wait there is more.

The third one is do not be afraid to cut the call short and ring another day. In business people tend to get emotional. Business owners have bad days, and just because we are listening to you and seem to like your product or service does not mean you are not outstaying your welcome on the phone. Knowing when to back out of a call, is key. A simple question like “Hey mate you sound pretty busy there, is there a better time to call you back this week” will be far more likely to land you a sale than just pressing on when I have to put the phone down frequently because my staff come into my office every 2 minutes to ask stupid question.

2) Walk Ins

As far as selling to local businesses goes this is pretty much the ducks nuts. If you walk in to one of my businesses while I am there and I am not flatout there is a pretty good chance I will at least say g’day to you, in fact I think you will find most people will due to common courtesy.

Having said that if I say I am really busy, then introduce yourself and ask if you can come back another time. Give me some info on what you do and ask if there is a good time to come see me. If I say not really, take the hint, I am probably having a bad day. Email me in a few days time or warm call me and I will probably have a chat. If you do not know my email address just ask me, I am a business and I am used to giving my cards away to everyone and their dog soI will most likely give it to you.

The most common walk ins I get are the local newspaper. If print advertising worked for my business (it doesn’t) they would probably get a lot of business from me just because they always know how to approach me and they can take a hint and come back.

3) Email

If your email starts "dear friend/business owner/amigo/whatever it will end up in the trash before I read it without a question.

I get approx 40-70 emails a day that I actually NEED to action, I do not need to read the other 30-70 I get that are just trying to sell me ink cartridges I do not need or want. To avoid sounding like a spammer find out my name (it’s Simon by the way). It is not that hand just call and ask whoever answers the phone for the managers email address and name. They will usually tell you. Its not like you are asking for my home address and the school my kids go to.

Make sure the email makes you sound relevant and ALWAYS follow it up with a warm call. If you rely on emails to sell to small business owners on their own you will be in a constant state of disappointment. There have been many times I have been interested in a product someone emailed me about but they never called so I never purchased.

4) Being scammy

This goes without saying but unforudently it needs to be said. Us local business people in your area talk to each other. A lot. And if you do a dodgy on one of us then the repercussions will be felt in your hip pocket. I got done by a “fire hydrant tech” who said he was here to check my extinguishers. I have a contract with a company that does this every few months and costs $75 so I assumed he was from them. Three days later I got a bill for $899 from a different company. Long story short I never paid him and I emailed everyone I knew plus all the listings in the local chamber about him and even emailed all the businesses I could find in his hometown about him. He went out of business and I kept my cash.

If you are in the habit of sending invoices for advertisements I never ordered in magazines that have a print run of 60 that have “this is not an invoice it is a solicitation” written in fine print then I wish hell upon you.

5) You sold me something! Hurray! Now do NOT wreck the respect and trust you have earned by going do I want this, do I want that, I will also need this. You will do much better if you just take your contract and run. Let me see how you perform and then come back to me and try and sell me your other products. If I am a happy user then I will probably not only buy more from you, I will tell my mates to as well.

6) Price yourself honestly

Nothing will incite my wrath than me buying your product and signing up for your service and then finding out that I am being ripped off. Now I personally do my research before signing, but a lot of others do not. DO NOT USE THIS TO YOUR ADVANTAGE. It will bite you in the ass in a big way eventually.

Note: Honestly does not mean being the cheapest. If you are twice as expensive as option B but you are three times better let me know and be proud of it. I do not buy to for price point, I buy for a quality standard.


7) Do not lie

If you can not do something be honest. If you think it is going to be impossible to do a certain run of flyers in a certain time frame do not say you can and hope you can figure it out later. This goes for everything and is an extension to do not be scammy, but I thought it deserved its own quick note.

8) Give me something for free

Seriously. Drop by and give me a pen with your name on it or something. Or a DVD about SEO. Or a goldfish (yes it happened). Nothing is more likely to make my pockets open up than you showing me some form of generosity. The more imaginative the better.

I really hope that you have all managed to get something worthwhile out of this and please if you have any feedback let me know below . I am sure there are many grammar and spelling errors, but I can not be bothered proof reading right now. As I mentioned at the start I am making a course about effectively marketing services and products to small businesses that may or may not become a WSO. If you are interested in it click the link in my signature and I will let you know more about it as it develops.

Cheers

Simon
#business #fellow #owners #warriors
  • Profile picture of the author Mwind076
    1) Telemarketing

    Over the last 5 years I have fielded approximately 1600 telemarketing calls and have only ever purchased a service from one. This is not because I am one of those people who hangs up as soon as they find out you're a telemarketer. It is because most of these sales calls are terrible!

    The first thing I am going to want to know is why I need what you are promoting to me. This sounds bleedingly obvious but it is amazing how many people call me and say something like “I can give you SEO to get your site to number 1 for keywords x and y” and I will ask them why I need this and there will be silence.

    Secondly if you come across as just wanting to close a deal with me and you are clearly not interested in helping me make more money then I will hang up that receiver faster than you can say but wait there is more.

    The third one is do not be afraid to cut the call short and ring another day. In business people tend to get emotional. Business owners have bad days, and just because we are listening to you and seem to like your product or service does not mean you are not outstaying your welcome on the phone. Knowing when to back out of a call, is key. A simple question like “Hey mate you sound pretty busy there, is there a better time to call you back this week” will be far more likely to land you a sale than just pressing on when I have to put the phone down frequently because my staff come into my office every 2 minutes to ask stupid question.
    In a word, YES! The entire post is full of info, but as a TM, this resonated. To hear it from someone who GETS the calls daily is what lots of TM's need to hear. So many of them are told to "keep doing rebuttals" or that if they don't get off the phone with you keep talking until they say yes. It pays off to know your audience and listen to their words, their breaths, their tone and know when it's not a good time for them. I'd rather set another time, than get it all out and have them not hear a word of it.
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    • Profile picture of the author sandalwood
      Simon,

      I still own a B&M and get calls every week. In part you said,

      "The first thing I am going to want to know is why I need what you are promoting to me."

      It amazes me to this day the person calling can't tell me why I need what they are selling. Since I am in the insurance business they assume I want to be ranked #1 for insurance or some other keyword.

      Nope. Don't want that. In fact, I don't even need it.

      Some tell me how they can get me tons of leads. When I ask how do they know I need leads, there is usually silence or a click.

      Anyway, somebody out there isn't doing a good job teaching TMers how to make calls. I'm happy to hear that kind of horse hockey isn't confined to the US of A because I was gonna move to the land of OZ. Now, that I know I'll be getting junk cold calls there too, I'll stay home and field them .

      Great post btw. Wish you a ton of success in your biz.

      Tom
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      • Profile picture of the author sandalwood
        Mwind,

        In part you wrote,

        "So many of them are told to "keep doing rebuttals" or that if they don't get off the phone with you keep talking until they say yes. "

        How true that is. I wonder what makes them think I will say yes if I've already said no to their first offer? I cold call and when the prospect says no, I thank them and move on. Why try 33 different rebuttals when you could have made another five calls?

        Tom
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      • Profile picture of the author Aaron Doud
        Originally Posted by sandalwood View Post

        Simon,

        I still own a B&M and get calls every week. In part you said,

        "The first thing I am going to want to know is why I need what you are promoting to me."

        It amazes me to this day the person calling can't tell me why I need what they are selling. Since I am in the insurance business they assume I want to be ranked #1 for insurance or some other keyword.

        Nope. Don't want that. In fact, I don't even need it.

        Some tell me how they can get me tons of leads. When I ask how do they know I need leads, there is usually silence or a click.

        Anyway, somebody out there isn't doing a good job teaching TMers how to make calls. I'm happy to hear that kind of horse hockey isn't confined to the US of A because I was gonna move to the land of OZ. Now, that I know I'll be getting junk cold calls there too, I'll stay home and field them .

        Great post btw. Wish you a ton of success in your biz.

        Tom
        Yeah I love people who don't even know that the sales process starts with the interview. Find out what I need and want and tailor your presentation to that and you will close way more.

        It's the classic stop thinking like an internet marketer. To them ranking #1 has value but to a lot of businesses you will get very little new clients from google searches. When I need a lawyer I ask my friend, I don't google. Same with insurance.
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        • Profile picture of the author DABK
          I agree with what you've said before and the first paragraph. However, I did SEO for an independent insurance agency. Got them to be #3 in Google for a couple of keyword... traffic of 50-80 locals and a bunch from other states of countries. He made sales, 2-3 a month.

          (He liked that a lot, thought I was moving too slowly... I'd explained to him the advantage of being #1 for his keywords... so he went and bought 3,650 backlinks - all from one site. We parted ways, he disappeared from Google for some keywords and was 450 or higher for other.)

          The point, there are people who will buy insurance online.

          PS I also rewrote his content, made it into sales letters... So, maybe they bought because of the sales letters not because they found him at #3. Besides, they pay some $40 per click for a keyword such as 'car insurance + city.' Same companies, month after month.

          Originally Posted by Aaron Doud View Post

          Yeah I love people who don't even know that the sales process starts with the interview. Find out what I need and want and tailor your presentation to that and you will close way more.

          It's the classic stop thinking like an internet marketer. To them ranking #1 has value but to a lot of businesses you will get very little new clients from google searches. When I need a lawyer I ask my friend, I don't google. Same with insurance.
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          • Profile picture of the author DABK
            I used to get pens from a particular company... Every 3 months, there was a pen from them... for 10 years. I used the pen but did not buy. Why? They got my company name wrong... It ended in Services, Inc. And they could only put so many characters on the pen... Servc was what they did. And that annoyed me. Because I shortened my company name to Svcs. (which would have fit and was available on many places... some of them online). Or else, I just left out the Services, Inc. part.

            Speaking of pens... There was a study that says they're kept, on average a bit more than 3 months and used over 1000 times (don't remember the exact number). Coffee mugs are kept 6.7 months, and about 25% of the people use them at least 5 times a week, more than half use them 2 or 3 times a week...

            If you're smart, you send the coaster as a free gift and tell them to call you for another free gift. Then, if they call, you send them the mug. If they don't, you send them reminders they have a free gift waiting for them. You try 2 times, about a week apart. If they don't respond, you send them the gift anyway, with a note about what you do and why you're sending them a free gift.

            It worked nicely on me... I got the coaster by mail, I did not respond, about a month later, he dropped the mug in person (found out after he left that he called about half an hour before showing up, to make sure I was in). I did not want or need what he was selling (phone systems). But I gave him about an hour and sent him to my brother, who was likely to buy as he was in the process of opening an office... He did buy.
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      • Profile picture of the author Mwind076
        [QUOTE=sandal

        Anyway, somebody out there isn't doing a good job teaching TMers how to make calls. I'm happy to hear that kind of horse hockey isn't confined to the US of A because I was gonna move to the land of OZ. Now, that I know I'll be getting junk cold calls there too, I'll stay home and field them .

        Great post btw. Wish you a ton of success in your biz.

        Tom[/QUOTE]

        I agree...check out my sig. We are trying to fix the problem!
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        • Profile picture of the author Claude Whitacre
          Guys; I own a retail store as well as my local internet marketing service.

          On this forum, you can read cold calling tips and complete pitches by a few very smart people. But it seems they never call my store. Like some of you, I get calls...after a 3 second delay...asking to speak to the owner, and wasting mny time with a survey or an attempt to "update my free listing with a free website, that you only pay for if you call us". Right. I've got the phone charges to show that it's better to hang up.

          The best cold call I ever had was years ago. He said, with no introduction "I sell long distance for 4 cents a minute. Want to hear more?". I did!

          I had an advertising salesman that kept coming in asking for advice on advertising (because I wrote a book on advertising). Eventually I had to buy from him. How can you not buy from someone who politely asks for your advice?

          The thing about lying. Yup. If you're going to be late. Tell me. If you can't do what I want, tell me. I would never fire someone for being honest.

          This hasn't been mentioned. Every week I get a few people walk into my store and say "Are you hiring?". The answer is "No".
          Why? Shave before you come in and ask. (that goes for the men too!) Take a shower. And the question "Are you hiring" gives me no reason to hire you at all. I just met you and you are asking me for a favor?

          Want me to hire you even though I am not looking for anyone?
          Walk in and say "Mr. Whitacre, I want to learn your business. And I've heard you are the one to teach me. Teach me how to sell. Teach me how to talk to customers. Pay me whatever you think fair. I'll make you more money than I cost or you can fire me"
          How could I refuse that offer? Now I'm getting something.
          I would adopt you.
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          • Profile picture of the author SJJPFTW
            Originally Posted by Claude Whitacre View Post


            This hasn't been mentioned. Every week I get a few people walk into my store and say "Are you hiring?". The answer is "No".
            Why? Shave before you come in and ask. (that goes for the men too!) Take a shower. And the question "Are you hiring" gives me no reason to hire you at all. ijust met you and you are asking me for a favor?

            Want me to hire you even though I am not looking for anyone?
            Walk in and say "Mr. Whitacre, I want to learn your business. And I've heard you are the one to teach me. Teach me how to sell. Teach me how to talk to customers. Pay me whatever you think fair. I'll make you more money than I cost or you can fire me"
            How could I refuse that offer? Now I'm getting something.
            I would adopt you.
            I wrote a whole article a while back for a now defunct business blog about how NOT to get hired. I might see if I can find it somewhere, im sure you would enjoy it Claude.
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          • Profile picture of the author Mwind076
            Originally Posted by Claude Whitacre View Post


            On this forum, you can read cold calling tips and complete pitches by a few very smart people. But it seems they never call my store. Like some of you, I get calls...after a 3 second delay...asking to speak to the owner, and wasting mny time with a survey or an attempt to "update my free listing with a free website, that you only pay for if you call us". Right. I've got the phone charges to show that it's better to hang up.
            I JUST got that call. 6 pm, putting up groceries, odd number calls the house phone (which is our business line for calling out, so no on calls it), I happen to answer and have to say HELLO 3 times, then I go with "HOLA!" and I hear the fumbling of his headset and "hi, um, is this, uhh...Mrs. _____(pronounced wrong)." I said "Let me help you out, yes this is, and I do what you do all day long on this phone number you called, please take me off your dialer list."

            I will listen to ANYONE that calls me, because I am a TM and I like to hear them and pick out what's good and bad...I cannot stand dialers, and will not participate with anything sold from someone using one. I also practice what I preach and won't use a dialer.
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            • Profile picture of the author TSDMike
              8) Give me something for free

              Seriously. Drop by and give me a pen with your name on it or something. Or a DVD about SEO. Or a goldfish (yes it happened). Nothing is more likely to make my pockets open up than you showing me some form of generosity. The more imaginative the better.
              This is the best tip in the article. But I might add that the item needs to be something of value. If it's a pen, make sure it's a nice pen. One they will use. One that when he pulls it out of his pocket the person across the table says 'Hey nice pen '

              I use this religiously. Part of my deliverable to paying clients is a 100 page document I created about Internet Marketing. Once I've built a relationship with a prospective client, I offer the document for free as a way to provide value and demonstrate my expertise. No opt-in or any other strings - I simply email it to them in PDF form. Then I contact them some time later to ask them what they thought and if there are any questions I could answer for them.
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  • Profile picture of the author Aaron Doud
    I can agree completely with this.

    I run in house internet marketing for an RV Dealership so I get the same things and also see it from the other side.

    1. I have yet to get a good telemarketing call. Honestly a good call selling something I need I would buy but the people on the phone always said like they have never made a call before and are reading from a bad script.

    Takeaway: If you are going to cold call learn to do it well. Just doing it well will make you stand out from the rest.

    2. I love cold walk ins. Just screams professional. And you are right as long as the person you need to talk to isn't busy they will talk to you and listen.

    Takeaway: If you are marketing local get out there and walk in.

    3. I hate email. It just says you are too lazy to actually contact me. And I have never had a follow up call for an email that I can remember at least.

    Takeaway: Stop being lazy. Email blows.

    4. I sometimes wonder if shady people even realize how easy they are to spot. Fake invoices and crap like that are just not how you do business.

    5. I agree upsell something easy otherwise wait till after you deliver results to upsell me on more services. If you got me good ROI I will buy from you again and trust you advice.

    Takeaway: You can only ask if I want fries with that once. Even fast food cashiers know not to upsell 20 things. Stop thinking like an internet marketer. People hate over used upsells/one time offers. One or maybe two that make sense and then drop it. Don't lose the sale. Once you have a client you can get them into other services you offer.

    6. I honestly hate people on here that say price according to how much they can pay. It's complete BS. If all you are doing is making a cheap $299 website which you would sell to a craft store for $299 don't charge a doctor $3000 bucks. Yeah you should get him to buy a better website but the value should be there. And I agree don't be the cheapest. I don't want to waste my time on cheap. Offer quality at a good value and you will get more business.

    7. Under promise and over deliver. Lie and late projects do not fly. My outside web company for the dealership has told me 3 or 4 week waits before and i was fine with it. Just give me and honest time frame and if you are not sure make sure to give me a best case and worst case so I have a good idea when it will be done. Also keep me in the loop on when you can get to it as the date firms up.

    8. My add on to the free thing is make sure it has value to me or stands out (goldfish is very original). A free report will often not get read. I don't need a mouse pad. But I love click pens. I think everyone loves a good pen. There is a company that gave away great pens but only works in the automotive world that I always think about just due to the pen. Do you think if they started offering an RV product that I would be interested? Hell yeah.

    Takeaway: Free works as long as your prospects see value in it. Once you get into a niche you will learn what works for the majority of your prospects.
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  • Profile picture of the author Anthem40
    A few comments to add:

    1.) In my more snake-oilish days keeping someone on the phone and overcoming objections did lead to sales and this is why some telemarketers do use it. It is a tactic that does not work often, but does work sometimes. I am in a much better league these days, so using that tactic is a no go for me. Plus it always seemed to generate negative energy.

    2.) Some people prefer cold calls, some prefer emails, some prefer walk ins, some prefer freebies. For every conceivable way of getting in touch with a DM, you can find opinions on why that way either works the best or does not work at all. Trying them all and following the path of least resistance, in my opinion, is the best way to generate sales.
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    • Profile picture of the author jvest
      Wow, I found this thread just in time! Starting tomorrow I will be sending out emails to local businesses to advertise my content writing service. Now I know that I should always follow up with a visit or phone call. Thanks for the advice, it's a great help.
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  • Profile picture of the author umc
    Originally Posted by SJJPFTW View Post

    5) You sold me something! Hurray! Now do NOT wreck the respect and trust you have earned by going do I want this, do I want that, I will also need this. You will do much better if you just take your contract and run. Let me see how you perform and then come back to me and try and sell me your other products. If I am a happy user then I will probably not only buy more from you, I will tell my mates to as well.
    Please tell this to every person that sells a WSO. I am so freaking sick and tired of buying something from guy A, only to have him then tell me that I need to join his list for updates to the plugin/theme/etc. that I bought from him, only so that he can spam me with every effing thing that comes out from his buddies. I bought your stuff, I liked it, and I would buy more from you, but now I won't even listen to you because I'm tired of you spamming me constantly, sometimes several times a day with the latest program that guy B, gal C, and someone's freaking dog came out with. Now I won't buy anything from you, nor your buddies. I'll also opt out of your list. And for those of you that keep spamming me therafter, or to whoever on here whored my email out to some list that now gets me up to ten spam emails a day from people I've never heard of, eff you all.

    I like the WSO's because I learn a lot of valuable information and get some cool tools, plus I get to see what this part of marketing or that part is about in a concise all-in-one package. Unfortunately, I've also been given the opportunity to see the ugly side of marketing through them too. Kudos to the honest sellers on here that treat their lists with respect. Unfortunately they are few and far between.
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    • Profile picture of the author mike_lucas
      Originally Posted by umc View Post

      Please tell this to every person that sells a WSO. I am so freaking sick and tired of buying something from guy A, only to have him then tell me that I need to join his list for updates to the plugin/theme/etc. that I bought from him, only so that he can spam me with every effing thing that comes out from his buddies. I bought your stuff, I liked it, and I would buy more from you, but now I won't even listen to you because I'm tired of you spamming me constantly, sometimes several times a day with the latest program that guy B, gal C, and someone's freaking dog came out with. Now I won't buy anything from you, nor your buddies. I'll also opt out of your list. And for those of you that keep spamming me therafter, or to whoever on here whored my email out to some list that now gets me up to ten spam emails a day from people I've never heard of, eff you all.

      I like the WSO's because I learn a lot of valuable information and get some cool tools, plus I get to see what this part of marketing or that part is about in a concise all-in-one package. Unfortunately, I've also been given the opportunity to see the ugly side of marketing through them too. Kudos to the honest sellers on here that treat their lists with respect. Unfortunately they are few and far between.

      AMEN!!

      First time I recieve one of these email I delete and remove myself and will NEVER by from them again
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    • Profile picture of the author njs7227
      LOL - a little angry and maybe off topic, but this really resonated with me.

      We're so used to getting this type of treatment from a lot of WSO sellers that we start to let it leak into our selling to business owners - up sell, cross sell, down sell, sell, sell, sell - and the business owner ends up backing away with his hands up saying "Whoa, I only asked for your business card, dude" or words to the effect that we just smothered them into NOT talking to us any more

      P.S. If I get on someone's list that starts to send me 2 and 3 emails a day, that's an automatic unsubscribe. Who has time for that? I hate to tell ya, if you can't sell it in one email, 2 more ain't gonna do it.


      Originally Posted by umc View Post

      Please tell this to every person that sells a WSO. I am so freaking sick and tired of buying something from guy A, only to have him then tell me that I need to join his list for updates to the plugin/theme/etc. that I bought from him, only so that he can spam me with every effing thing that comes out from his buddies. I bought your stuff, I liked it, and I would buy more from you, but now I won't even listen to you because I'm tired of you spamming me constantly, sometimes several times a day with the latest program that guy B, gal C, and someone's freaking dog came out with. Now I won't buy anything from you, nor your buddies. I'll also opt out of your list. And for those of you that keep spamming me therafter, or to whoever on here whored my email out to some list that now gets me up to ten spam emails a day from people I've never heard of, eff you all.

      I like the WSO's because I learn a lot of valuable information and get some cool tools, plus I get to see what this part of marketing or that part is about in a concise all-in-one package. Unfortunately, I've also been given the opportunity to see the ugly side of marketing through them too. Kudos to the honest sellers on here that treat their lists with respect. Unfortunately they are few and far between.
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  • Profile picture of the author cash89
    How do i join the war room? I am ready! lol
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    • Profile picture of the author Rob28x
      Originally Posted by cash89 View Post

      How do i join the war room? I am ready! lol
      Click on the triangle in the lower right corner of the page.
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  • Profile picture of the author Rob28x
    Wow what a great thread. I would love to hear your thoughts on direct mail as well.
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    • Profile picture of the author SJJPFTW
      Originally Posted by Rob28x View Post

      Wow what a great thread. I would love to hear your thoughts on direct mail as well.
      Hi Rob,

      Yeah don't know how I managed to leave direct mail out as I get tons of it every week.

      In addition to receiving it I also use it a lot for my B&M business to target existing customers with DM (targeted offers) also un-addressed mail and catalogue drops for a wider audience.

      In short I do not think it would be very effective without the large economy of scale I work with. I will keep using it as it does not cost me much since a lot of it is covered by marketing fees I have to pay anyway (franchise model) and the rest is VERY heavily subsidised.

      I will give you one recent example of what I have done and why I would not do them if I was not getting the discounts on it I do now.

      I got 22,000 copies of an 12 page full colour catalogue printed and inserted into the local free newspaper that goes to every household in the area. This cost me $2310 or about $0.105c each. Given the the offers it had and the fact it ran for a whole month I deemed that a pretty good deal.

      If I was to run one of these off my own back it could cost at least another $1200-$1600 which just would not be worth it to me. My business operates on high volume low cost sales most ranging between $5-$20 and even though that catalogue would have still been profitable at those higher printing and dist. costs, you can see that it is a crazy number of extra sales it would have to make to hit break even.

      Having said that for me direct mail or catalogues are not about selling, they are about making people know who you are.

      Personally as someone who receives direct mail, both un-addressed and personalised I don't think I have ever actioned it once. While it is VERY useful for brand awareness and maintaining a relationship with existing customers I think too many people imagine they can send out 1000 letters and get 100 sales and then they end up disappointed.

      I'm sure there are people out there (on WF too) who have lots of success with it, but it requires a lot of testing to get right, and with a addressed mailer costing $0.75 a pop (Aussie rates) it can get very expensive to test.
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  • Profile picture of the author cash89
    Oh, thought it was merit based... not currency based. I usually just stay in the offline section.
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  • Profile picture of the author Sarevok
    Haha.

    Words of wisdom:

    1) Always have a throw away phone number. (I suggest tracfone for your "giveaway" number).

    2) Make the best use of it. Sit back and listen. Let them pitch you. You'd be surprised what you can learn.

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  • Profile picture of the author Tyler S
    Great post. Nice to here from a different perspective.
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  • Profile picture of the author John Durham
    Awesome post. Love it! Great contribution!
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  • Profile picture of the author rob19028
    I NEVER buy anything from a telemarketer or an email. A lazy sales rep is a waste of space. If a salesman walks through the door I talk will talk to them, more like a job interview, because if I buy from them THEY WORK FOR ME, that means no dealing with my competition, and they must bring in business to my company because that how I pay you. You would be surprised how few reps understand this process. But on the flip side, I am very loyal to the sales people who sell me and we have good working relationships.

    Not tryingto be a jerk, its how I view things as a business owner. You guys have products and knowledge that can really help companies gain a competitive advantages in the marketplace. That is what needs to be conveyed, not we are the greatest and we can help you be #1 on google. Nothing impresses me more than someone bringing me a sales lead and saying theres more where that came from.
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