The Most Important Business “Secret” Never Told
I used to think the most important part of doing business is knowing how to sell.
To that end, I spent a great deal of time reading books on how to sell. I listened to audio tape courses and watched videos by sales gurus. Glad I did too. Because I learned a lot of valuable information that helped me to sell millions of dollars worth of products and services.
The only problem was that knowing 365 closing techniques got me nowhere without ready, willing and able prospects who could make a buying decision. Back in those days, I spent a lot of time prospecting.
I would cold call “suspects” hoping to find some prospects who could turn into buyers. It sucked. It sucked a ton of time out of my life. It sucked my enthusiasm for selling. It just plain… sucked.
One day I was reading a trade publication and came across a guy who agreed with me. His ad stated, in no uncertain terms that cold call prospecting sucked. I had found a kindred spirit. The difference was this guy was making well over a million dollars a year while I was struggling to make a monthly paycheck.
It turns out he had discovered a way to get real qualified prospects to come to him. What a dream scenario! Instead of wasting time trying to find qualified prospects he got them to identify themselves.
And that’s how I came across direct response marketing.
Which, up until recently, was the most important business secret I had discovered to date. You see, by knowing how to do direct response marketing I can make real prospects come to me. Then, by using the super sales strategies I had learned from all those books, audios and videos, it was a cinch closing sales.
I thought by knowing how to attract (or compile a hot list) prospects… and… sell them on my proposition I had it made. Yet, I noticed something that really bothered me. Getting people to buy my products or services was now considerably easier… but… still tough.
A few months ago, I came across what I know believe to be…
The Most Important Business ”Secret” Never Told
Listen up: I want you to imagine a scenario where you have a big list of “buyers” for your business. These buyers have a need… want… and urgency to buy the products or services you sell. Plus… they buy on a recent and frequent basis… and… they spend a lot of money. And… they consume what they buy… soooo… they must buy again and the cycle repeats.
I have just given you the criteria for the ideal business situation.
That is, one in which you have a big list of buyers. And you know exactly what they buy… how much they buy… and… what they spend. They have a need, want and urgency to buy. Because they buy on a recent basis. They buy frequently. And they spend a lot. And they must consume what they buy so they have to buy again.
Let me make this more concrete for you.
Pretend Joe the plumber buys 1,000 feet of 1/4-inch PVC piping every month. He spends $2,500 on this piping. In order for his business to function he must buy this product. Therefore, he needs it. He wants it. And he has an urgency to buy it.
If you had a list of 100, 200 or 300 “Joe’s”… and… you knew what they bought, how much they bought and how much they spent you would have it made. Why? Think about it. All you’d have to do is find what they already buy for a cheaper price and simply let them know you’ve got it.
There’s no need for fancy marketing.
You don’t need to know all them sales techniques. (Although they help.)
You’re basically selling in a competetive vaccuum.
So, here’s the secret: A list of buyers with the above characteristics can make you a fortune. Your number one job is to build such a list and then work it like I mentioned. You might be able to do this in your current business. Or you might have to make this a side business… until… pretty soon… it becomes your primary business.
If you want it to.
Up to you.
P.S. Let me give credit where credit is due. I learned this “secret” from J.F. (Jim) Straw.
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Spongebob’s Sales Secrets
My 3-1/2 year old seems addicted to the cartoon Spongebob.
Often, he’ll drag me into the living room to watch the show with him. At first, I was quite disturbed by the antics of this hyper seas ponge. After awhile you get used to it. Some of the episodes are even fun. Others are quite instructive if you bother thinking about the implications.
In one episode, Spongebob and his witless sidekick, Patrick Star, decide to become entrepreneurs. In their quest for fame and fortune, they determine that selling chocolate bars door-to-door is the ticket to “Easy Street.”
(Side note: I used to sell door-to-door and it sucks. Even if you’re somewhat good at it the constant rejection tears away at your insides and leaves you feeling hollow. But I digress…)
The first door they knock on is opened by a guy who goes crazy when Spongebob mentions they are selling chocolates. So the two not-so-swift salesmen run off in a mad panic. Door after door is slammed in their face. Finally, Spongebob figures out they have to change tactics.
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As they are walking to their next “call”, they see a billboard for a snack of some kind. The message on the billboard boasts that this snack (I can’t remember what it is) tastes great. Both Spongebob and Patrick look at each other in dismay. And they both comment that this snack does not taste great at all.
It occurrs to them that maybe by stretching the truth they can make some headway.
At the next door, they tell the person their chocolate grows hair. (The guy is bald.) And they end up selling a bunch of bars. They continue “fibbing” and sell without fail.
Unbeknownst to them, their first prospect – the guy who scared them off – is actually a “chocoholic” and is tracking them down. He finally catches up to them and buys every last chocolate bar they have in inventory.
The moral is obvious: You can sell by lying… but… that won’t get you very far in the end. Or you can find a rabid market and simply tell them what you have. Chances are you’ll make many more sales… and… do it honestly.
Welcome to “Infoholics Anonymous”…
“Hi. My name is John and I’m an infoholic.”
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I suppose if there were such a group that might be the way I would introduce myself.
Because, the truth is, I have waaaay too many info products sitting on my library
shelves. In the last 10 years, I think I’ve spent a small fortune on books and
ebooks… courses and programs… plans and promises.
Some of them panned out.
Take Jeff Walker’s “Product Launch Formula.” What a great product! Not only is it a real
marketing system that works… but… it’s also a business-in-a-box.
Quite a few folks are now masquerading as “Product Launch Managers.”
Anyway, I decided to inventory all my info products. What I discovered was somewhat of
a shock. Out of all the hundreds of products I own, I would only keep about 10 or 15 items.
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Business With Huge Profits… Click Here
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What are they?
Everything Gary Halbert ever produced. The “Product Launch Formula” program. And an
obscure report written by Jim Straw which he aptly entitled…
”You Can Be A Millionaire In
One-Year Or Less!”
I have never read a better or more practical explanation of how to succeed in business
than what Jim Straw shares in this $997 report.
So what’s my info-overload issues have to do with anything?
Simple.
I’m cleaning house, baby.
I’ve got stuff here about almost every topic on advertising… copywriting… direct
response marketing… internet marketing, etc.
In addition, I’ve got a hard drive worth a about 100K when you add up all the digital
products crammed in there.
So here’s the deal: If you’re looking for an info product on the topics above, shoot
me an email.
After I inventory everything, I’ll let you know what I have available. I’m selling all
this stuff one way or another.
Cheap.
Before my brain explodes.
Interested?
Email me at: john (@) johnanghelache.com.
Peace out.
Regards,
John “Angel” Anghelache
“Info-Maniac Extraordinaire”
