Keep it simple.
Stay away from jargon, words with double meanings, or words that people seldom use.
Of every 100 words, aim to have 70 or more of one or two syllables. If this is difficult, look for alternative words in a thesaurus.
Keep paragraphs to six lines or fewer.
Use short, snappy sentences of no more than 20 words.
Keep your use of commas to a minimum.
Don’t use “and” where you could use a period instead.
Stress benefits, not features. Never assume that readers will figure out what the benefits are.
Always end with a call to action.
Test your copy in two ways:
Read it aloud. Listen to yourself. Do you appear to be reading or having a discussion? If it sounds like reading, it is — and it needs to be reworked.
Let someone else read it and give you feedback.
Networking
Associate yourself with men of good quality if you esteem your own reputation; for ’tis better to be alone than in bad company.
GEORGE WASHINGTON (1732–99), 1ST PRESIDENT OF THE UNITED STATES
Great salespeople are always looking for new opportunities. Networking is one of the most effective methods to discover them. But networking successfully is both a science and an art. You can improve your chances of successfully impressing people if you do the following:
Network constantly. Look at every gathering as a chance to expand your network. Talk to people at your church, in the bank lineup, on the bus. Be sensitive to people who may not want to reciprocate. Back off immediately if you sense that people have little interest in pursuing the discussion.
Develop a 30-second conversation starter, one that will allow you to
strike up a friendly conversation easily
interest people in pursuing the conversation
encourage people to ask you questions about what you do
Join committees where people of like mind and interest will be found. Volunteer for projects where there is a likelihood you will work with people who can assist you.
Find new places to meet people who might want your product or service. Such places include religious organizations; industry associations; self-help groups, such as Toastmasters; community service groups, such as Rotary and Kiwanis; and your chamber of commerce.
Work on techniques to network in a room full of strangers.
Be the person who strikes up conversations. Find the things that you have in common with people: traffic, sports, the coffee you’re drinking. Remember to be cheerful and friendly and always watch people’s reactions. That way you’ll know whether to change tack or keep the same approach.
Always be ready with something witty to say, something that demonstrates your understanding without showing off.
People are flattered and impressed when you use their names. Address people you meet by name.
Encourage people to use your name. Wear a name tag with some conversation-starting and attention-grabbing device on it, like a happy face.
Show a real interest in the person you’re talking to and the things that she does.
Exchange business cards. Make the other person feel good by noticing something interesting on the card. “Wow,” you might say, “tell me more about that.”
Don’t ask yes/no questions. Ask open-ended questions that will keep the conversation going.
Encourage others to talk by listening patiently. Pay attention to clues about what people need or want. That way you’ll be able to adapt your message to suit the person you’re talking to. This will encourage others to meet your needs in return.
Establish a bond by finding some way to be of help. Doing this will keep people interested and make them want to continue the relationship.
The handshake is important. Shake firmly at the beginning and end of each conversation. Doing so lets the person you’re talking to know that you think meeting him is important.
Be able to explain briefly and simply what you do, and always seem enthusiastic.
Stay upbeat and positive. Be ready with a few words to describe yourself. Are you driven? decisive? Have an interesting story ready to exemplify your description.
Slip in an interesting detail about yourself to make the other person curious. Let people know that you are special in some way.
Make sure you’re dressed appropriately. Dress up when you’re in doubt and always appear tidy and clean.
Watch your body language. Don’t betray your nervousness by fidgeting or slouching.
Show your enthusiasm. Smile warmly. Be relaxed. You don’t have to be someone you’re not.
Be sure that you don’t seem to be name dropping or boasting. People respond much more warmly to the humility that comes from quiet confidence.
Make sure that you are up-to-date with what is going on in your industry. Be ready to speak authoritatively about new ideas and how they can be implemented.
Don’t wait for contacts to come to you and don’t leave your networking to chance. Decide on a number of new contacts for each week and actively pursue them.
Follow up. If you offered to do something, make sure you do it.
Keep your new connections organized. Use your “contact file” to keep in touch, to send holiday cards and thank-you notes.
Last of all, if you’re a “people” person, networking should be fun. Make it a game. You’ll win some and you’ll lose some. But if you win more than you lose, you’ll meet your weekly goals and soon have an enviable network of contacts.
Friends, you and me.
You brought another friend, and then there were three.
We started our group … our circle of friends.
And like that circle, there is no beginning or end.
ANONYMOUS
Newsletters
Brevity is the soul of wit.
WILLIAM SHAKESPEARE (1564–1616), ENGLISH DRAMATIST, POET
Newsletters are a wonderful way to add value to existing customers and create great impressions with prospective customers. Here are some tips on making the process effective:
Make sure that the front cover catches the reader’s attention. It should be attractive and feature a large title (as much as 25 percent) on the front. The logo should make some reference to the company. The cover should also include a section detailing what the issue contains.
The newsletter itself should be visually appealing with lots of illustrations. Text looks best when presented in
short, snappy articles with useful information
a box if it is a special feature
where appropriate an easy-to-read checklist format
The content of the text should
use little or no jargon
be rich with information and short on filler
be short and to the point
contain new information
be upbeat and positive
respect its readers and not talk down or lecture them
contain tips that will enhance people’s use of your product/service
Letters can be distributed a number of ways. The most common are as leaflets and electronically. While there is little research on whether electronic distribution gets more or less attention than written materials, bear in mind that electronic distribution
costs little
may be stored in a laptop ready to be digested on a plane trip or other quiet time
can be distributed easily by the reader
sends a message of being current with technology
An ideal newsletter will
be 1–4 pages in length
incorporate different kinds of information
have a theme
include articles that have lots of bullet points rather than lengthy text, especially text that runs longer than a page
allow the reader to get one new idea in the first 30 seconds of scanning the information
Cold Calling
A wise man will make more opportunities than he finds.
FRANCIS BACON (1561–1626), ENGLISH PHILOSOPHER, ESSAYIST, AND STATESMAN
Cold calling is probably the one aspect of selling that most salespeople don’t enjoy. Yet many swear that cold calling is one of the most effective ways to build a client base. It can also pay big dividends if your timing is right.
There are three steps to setting up a successful sales meeting with someone who is unaware of the potential benefits you offer:
Conduct a preliminary mailing to prospects.
Follow up with telephone calls to schedule appointments.
Meet face-to-face to present and close.
Setting up the call with a preliminary mailing
Preliminary mailings can be an effective way to introduce yourself to a potential new client. The best mailings are comprised of three elements:
a business envelope with the person’s name, not just a title such as “owner” or “president”
a tailored letter in which the information directly relates to the prospect.
your smallest brochure.
A personal letter has the best chance of actually getting to the decision-maker’s assistant and being read by the person you directed it to.
Preparing for an effective call
Your keys to success are to
develop a great script
practice before you start
begin with low-risk prospects first
A great script takes time to develop. And it is never done; you should fine-tune it continuously. Your script will help you to
avoid being tongue-tied
be prepared
build on what works well
A great script will
grab someone’s attention
treat people with respect
be upbeat