How to Sell Anything to Anybody Ch 20

Effective Sales Strategies

• Successful sales methods require investment.
• Buying business (acquiring customers) is crucial for sustained income.
• Every business focuses on spending money strategically to maximize return.
• Time and money are crucial investments in building business.
• Targeted, high-return marketing efforts (e.g., direct mail, recruiting) are essential.
• Focus on acquiring customers who convert (e.g., "birddogs").
• Avoid wasting time or money on ineffective strategies.

Customer Relationship Management

• Thoughtful gifts can enhance customer loyalty.
• Example: Sending a plant (long-lasting) instead of flowers (disposable) to a hospitalized customer led to long-term positive associations.
• Consistent, thoughtful gestures develop trust and positive memories of the business.
• "Cost-effective" strategies create high returns while spending wisely.
• Small gestures (e.g., cards) can have a powerful, lasting impact.
• Tailor strategies to individual customer needs when possible.
• Focus on relationships (e.g., tailor shop owner referral).
• Relationships with other businesses can have a high return.

Innovative Approaches and Thinking

• Creativity and originality are powerful tools for growth.
• Don't be afraid to experiment and try new approaches.
• Example: Insurance agent who uses a directory in the middle, instead of the beginning, generated more business.
• Look for efficient ways of doing things, which might mean doing things differently.
• Constant self-invention, "R&D" (research and development) for business is efficient.
• Ideas and actions can be improved by looking at them from a new perspective.
• Being adaptable and open to change in business is essential.
• Adapt to new situations, and develop new methods.

Overcoming Challenges and Perceptions

• Adapting to different situations is important to overcome barriers and keep sales moving.
• Strategies to deal with negative reactions (e.g., name change to improve business relationships in spite of personal beliefs).
• Maintaining a positive image is vital for building trust.
• "Stage name" (i.e. adapting business image) is crucial for brand development and recognition.
• Focus solely on the business relationship, even if it clashes with other personal or cultural elements.
• Customer preferences and perceptions should be considered when developing strategies.
• Don't be afraid to try new things, even if they seem unconventional..

Importance of Patience and Persistence

• Patience is essential for seeing the fruits of one's labor.
• Building business takes time, and a focus on consistent effort.
• Patience is needed to see results.
• Continuous effort and follow-ups are imperative to seeing return on investment.
• "Planting the seeds" (e.g., recruiting birddogs) and "watering them" (e.g., following up) are crucial aspects of continuous endeavor.
• Consistent effort, despite initial slow results, will lead to substantial growth.