How to Sell Anything to Anybody Ch 9

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Questions and Answers

What is emphasized as the most valuable asset for future sales?

Fireproof cabinets

Satisfied customers (correct)

Business cards

Cold calls

Why is it important to keep records of personal information about customers?

To disarm and relax the customer (correct)

To create a detailed sales pitch

To monitor customer spending habits

To replace missing files efficiently

What precaution does the author take to protect customer files?

Keeping them at a bank safety deposit box

Storing them in a secure online platform

Hiring a security service

Using fireproof cabinets (correct)

According to the author, what strategy should be avoided when selling?

Forcing the customer to make a decision Signup and view all the answers

What method does the author suggest to stay organized with customer contacts?

Maintaining a diary Signup and view all the answers

What is a significant benefit of sending birthday cards to customers?

It helps create a favorable impression Signup and view all the answers

How can a personalized note enhance the impact of a flyer sent to a customer?

It adds a personal touch and obligation for the customer to respond Signup and view all the answers

What makes a business card effective as a marketing tool?

Having a distinctive design and personal touch Signup and view all the answers

What was the unique selling strategy used by the former car dealer mentioned?

Asking everyone encountered if they wanted to buy a car Signup and view all the answers

What does Girard’s Law of 250 suggest about networking?

Every person has 250 significant connections that can influence buying decisions Signup and view all the answers

What advantage does leaving a business card with a tip offer?

It increases the likelihood of being remembered Signup and view all the answers

What is a reason for carrying a large number of business cards?

To ensure availability in case of unexpected opportunities Signup and view all the answers

What does effective use of direct mail involve?

Personalizing communication to engage clients Signup and view all the answers

Why might throwing business cards at a sports event be beneficial?

It creates a memorable and unusual encounter Signup and view all the answers

What should a salesperson avoid while distributing business cards?

Creating too much visibility to appear needy Signup and view all the answers

Study Notes

Girard's Business Building Tools

Telephone: Effective for cold calls; building a successful business is possible through consistent cold calling.
Files/Records: Crucial for tracking prospects and customers; maintain a diary for follow-ups. A physical card file of customers is vital and should include details like kids, hobbies, travels and any other information.
Fireproof Cabinets: Protect the customer information. Having multiple copies in fireproof cabinets safeguards valuable data
Business Cards: Distinctive cards, even with a picture, are highly impactful for getting business. High volume usage, distribution at multiple locations (e.g., restaurants with a generous tip), sports events generate leads.
Direct Mail: Personalized mail is effective; utilizing manufacturer-provided mailers is an option and good alternative to creating personal direct mail.
Building relationships: Getting customers to trust you is key; emphasizing rapport and showing genuine care fosters trust.
Salesperson's Role: It is a contest akin to war to some extent, but aim to build trust with the prospect through rapport.

Building Prospect Files

Comprehensive Information: Record details about prospects including hobbies, travels, and family to personalize interactions and build trust. Use the information to adjust your conversation style to something the prospect is passionate about.
Disarming Prospects: Initiating conversations about their interests steers their attention away from the selling process and into areas of common interest. This approach relaxes the customer and builds trust.

Generating Leads and Sales

Birthday Cards: Sending birthday cards to customers and their family show consideration and build positive relationships.
Personalized Offers: Provide tailored deals/offers (ex: holding a suit size for them) that show you understand their preferences and encourage them to engage with you.

Business Card Strategy

High Volume Usage: Distribute business cards frequently to maximize exposure..
Distinctive Card: A unique card with a picture is far more memorable and impactful.

Customer Interaction as a Building Block

Everyone is a Prospect: Recognize every person you encounter as a potential customer/referral source. This principle can even be utilized in restaurants as waiters or waitresses are also prospects.
Establishing Interest and Subsequent Follow-up: The use of business cards and mail can introduce you and let people know who you are and what you do to effectively build business.

Using the Tools Effectively

The Principle of Building Relationships: Treat the sales process as an effort at forming a relationship instead of a contest or war. This significantly improves the sale process's outcome.

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Description

Explore essential tools for building a successful business with Girard's insights. This quiz covers effective strategies including cold calling, maintaining customer records, and utilizing distinct business cards. Discover how to build lasting relationships with clients and safeguard valuable information.