The Ultimate Sales Machine - i.b5z.neti.b5z.net/i/u/1629903/f/0-The_Ultimate_Sales_Machine.pdf · -Chet Holmes, The Ultimate Sales Machine The Ultimate Sales Machine Big Idea #1:

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The Ultimate Sales Machine Turbocharge Your Business with

Relentless Focus on 12 Key Strategies By: Chet Holmes

Book Link-Amazon

Chet Holmes International Website

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“Here's a snapshot of the current climate for doing business:

• A corporation fails every 3 minutes. • A directorship changes every 32 seconds. • A company changes control every 15 minutes. • 96 percent of all companies fail within 10 years. • 26,000 new products and brands are introduced every year. • 16 percent to 30 percent of consumers change brand loyalty in one evening of watching commercials. • 74 percent of consumers buy outside their favorite brands. • 29 percent of consumers do not read a newspaper.

In the past 15 years of working with thousands of entrepreneurial companies and more than 60 of the Fortune 500, I've seen the average cost of getting in front of a client virtually triple. If it cost you $100 to get in front of a client 15 years ago, today it's costing you $300. The rates have increased for every major advertising medium, including television, radio, and newspaper, while the penetration of every one of those vehicles has decreased. With more TV and radio choices than ever, the large audience you used to be able to reach in one place is now scattered among hundreds of media channels. New technologies like satellite radio and TiVo have made it possible for consumers to avoid commercials completely. All this means that it's getting harder and harder to reach the consumer, and the market that you're in has become fiercely and viciously competitive. Does anyone think it's going to get easier?” -Chet Holmes, The Ultimate Sales Machine

The Ultimate Sales Machine

Big Idea #1: The 3% Rule

Twenty years of research shows that there are always a very small percentage of buyers...who are ready to "Buy Right Now"...About 3%!

The research further concludes that about 7% Of All Potential Buyers are "Open" to the idea of buying. o This 7% may be dissatisfied with their current supplier or vendor and are not opposed to

changing o But are Not looking to buy or change supplier or vendor...Right Now.

The remaining 90% of your Target Market falls into three categories. o 30%...Those Who Are "Not Thinking" About Buying or Changing Supplier Or Vendor.

They are not against it, nor for it...just not thinking about it. o 30%..."Think" They Aren't Interested.

They are the ones whose first reply would be..."I don't think I'm interested in your product or service.

o 30%...Who "Know" They Are Not Interested. They are happy with what they have or simply know they don't need it.

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Big Idea #2: The Stadium Pitch or Executive Briefing

Imagine that you were in a giant stadium, on stage, in front of your most ideal or perfect prospects for your product or service.

Could you walk out on that stage and present to every one of them and do it perfectly?

A well-prepared "Stadium Pitch or Executive Briefing" will enable you to attract a lot more prospects and close a higher percentage of these prospects.

First...Who would be the "Ideal Prospect" that you would want in your stadium audience.

Second...What would be the "Title of Your Pitch" o What could you say that would keep virtually everyone in their seats? o Remember the 3% rule. At least 90% of these ideal prospects are not interested or thinking

about buying Right Now o Title Example: If your Ideal Prospects are CFO's.

"The Five Ways You're Wasting Money In Your Operations and Administration!" o This will definitely keep the 3% and 7% of your prospects in their seat because they are looking

or open to buying right now...But it will probably appeal to the other 90% who are not interested...right now, but every CFO wants to know more about saving money.

The hardest thing we need to do today is to Grab the Attention of Potential Buyers and keep their attention long enough to help them buy your product or service.

The strategy of offering some education of value to your prospects will give you a significant opportunity to attract more buyers and build more credibility.

Key Point: You will always attract more buyers if you are offering to teach them something of value to them...than you will ever attract by simply trying to sell them your product or service. We call this "Educational Marketing".

If done properly, your Stadium Pitch/Executive Briefing as your Core Story will provide data that will make all of your marketing more effective.

Big Idea #3: The Best Buyer Strategy "Dream 100 Concept"

This strategy has helped more companies Double Their Sales faster than any other single concept.

Remember the 3% Rule? There's always a smaller number of "Best Buyers" than "All Buyers"! o This means that marketing to them is cheaper than marketing to all buyers. o A direct mail effort to 100 "Best Buyers" is obviously less expensive than a direct mail to an

entire target market of 1,000, 5,000 or more.

Best Buyers buy more, buy faster and buy more often than other buyers. o These are your "Ideal Clients".

You should have a program for Targeting your 100 Dream Clients constantly, and relentlessly until they buy your product or service.

The goal of your Dream 100 Strategy is to take your "Ideal Prospect" from... o "I've never heard of this company." o To, "I think I've heard of this company."

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o To, "Who is this company I keep hearing about?" o To, "Yes, I know this company." o To, "Yes, I do business with this company."

Master this strategy and you will see breathtaking growth in your revenue.

Big Idea #4: The Seven Musts of Marketing

Every company that wants to be number one in its industry or profession must deploy these 7 Musts... o #1: Advertising o #2: Direct Mail o #3: Corporate Literature (Brochures and Promotional Pieces) o #4 Public Relations o #5: Personal Contacts (Salespeople and Customer Service) o #6: Market Education (Trade Shows, Speaking Engagements, Education-Based Marketing) o #7: Internet

Most companies are doing all or most of these already, but how they are doing them can be dramatically improved.

You may not be able to afford to do them all, so you have to pick and choose the ones that will get you the most impact for the least money.

Big Idea #5: Step-By-Step...The Best Way of Getting the Best Buyers

The Dream 100 Strategy is the best plan of attack to penetrate your Best Buyers.

Once you have identified your "Ideal Client", you need an organized, consistent, and relentless program to win them over as clients for life...no matter how many times they have told you...They're Not Interested.

Step #1: Choose Your Dream 100 o Make lists of your Dream Clients or Dream Neighborhoods you are going to target. o Make sure you are clear on your criteria for your Dream List. o What kind of clients or neighborhoods qualify to be on your Dream 100 list? o If you are selling to businesses, you need to decide "Who" at each Dream 100 Business will be

your target. o Key...The best person to target at a business is...The person who has the authority to say Yes.

Step #2: Choose The Gifts You Will Send o One of the best ways to get noticed by your Dream 100 is to send them a small gift every two

weeks. o Keep the gives inexpensive. Expensive gifts come off like you are trying to bribe them. o The gift should be something useful to you and have some value to your target. o The goal is to stand out in the marketing crowd and to breed more "Top of Mind Awareness".

Step #3: Create Your Dream 100 Letter o A letter should accompany every gift you send. o The letter should be short so your prospect will read it. o And it should tie into the gift in some way.

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o The letter must include a "Call to Action" so they know exactly what you want them to do.

Step #4: Create Your Dream 100 Calendar o What action are you going to take each and every month to contact your Dream 100 targets?

Cards, Letters, Novelty Gifts, Newsletters, Surveys, PR articles and Press Releases.

Step #5: Conduct Dream 100 Phone Call Follow-Up o After every gift you send you should attempt a follow-up call. o The gift gives you a reason to call without sounding like a typical sales call.

Step #6: Get the Appointment and Present Your Executive Briefing. o Use market data, not product data o Set the Buying Criteria in your favor o Find the "Smoking Gun"...the one thing that undeniably positions you over everyone else. o Make sure you hit their "Pain Points". o Include your own Pitch for your product or service only after you have

covered educational Stadium Pitch or Executive Briefing.

“Yellow Highlighter” Bullet Point Quotes...

“I realized that becoming a master of Karate was not about learning 4,000 moves, but about doing just a handful of moves 4,000 times. The repetition trained my body to run like a machine and that’s what Constant and Focused Repetition will do for your business.”

“Implementation, not Ideas, is the key to real success.”

“If most of your buyers are not an expert at what to look for in your product or service this opens a gaping strategic opportunity to capitalize on it. I call this “Setting the Market’s Buying Criteria.”

4 Rules for Creating High Response Generating Advertising: 1. It Must be Distinctive. 2. It Must Capture Attention with a Screaming Headline. 3. After your Headline Hooks them, Your Body Copy Has to Keep them Reading. 4. It Must Include a “Call To Action”.

“There is always a “Smoking Gun” that positions you above everyone else.”

“Just as the Dream 100 Strategy works to penetrate impossible accounts, it can be used with great effort to penetrate even the largest media sources for your Public Relations Marketing. If Oprah’s producers hear from you each and every month with yet another idea, they will get to know exactly who you are.”

“Eighty-five percent of the information taken into your brain enters through the eyes. You would be crazy not to use Visualize every change you get.”

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“The goal is to stand out in the marketing group and to breed more Brand Awareness.”

“It cost Six Times more to get a new client than it does to sell something additional to a current client.”

The hardest thing we do is to get the attention of the client in the first place. Everywhere you go; there is a commercial message in one form or another. As the number of messages grows, people's memories shrink. This is called the Clutter Factor. It means that if you touch down with someone and get her attention, you need to do it again and again and again as fast as you can or she will cool off and forget about you. Once you've made the sale, you may have achieved Top-Of-Mind Awareness, but if you are out of sight, you are very quickly out of mind. You need to have excellent follow-up procedures to stay at the top of your client's mind.

Book Link-Amazon

Chet Holmes International Website

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215-752-8824 - [email protected]

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Business Owners & Sales Professionals...

Want Your Leads & Prospects To See Your Message Here...

Twice a Month...52 Exposures In The Next Year?

... According To A Survey By Constant Contact

The #1 thing that keeps Business Owners and Salespeople Awake at Night is... Where to Find New Customers or Clients...

So they can Make Payroll, Pay Bills, and Make a Profit.

A Study Conducted By Empire Research Revealed That... Only 3% of your Target Market is looking to Buy the Product or Service You Offer...Right Now.

This Means 97% Have Not Recognized the Need or Made the Decision to Buy Right Now... But Will Probably Need or Want the Product or Service You Offer...

In the Near Future (1-Month, 3-Months, 6-Months or Even a Year from Now)...

Just Not Right Now.

Most Businesses Put All Their Time, Effort and Money... Marketing To 3% Of Prospects Who Are Looking To Buy Right Now...

And Forget About The 97% Of Potential Customers Or Clients...

Who Will Need or Want Your Product in the Near Future...But Just Not Right Now!

“Top Of Mind Awareness- Drip Marketing” To The 97%...Is The Ultimate Secret... To Drive In More Customers or Clients...

Building Your Business

And Growing Your PROFITS!

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