Selling like Herb Tarlic
“We will match the price of our competitors on any similar product.” With one sentence, he converted us from relational buyers to transactional ones.
Tips for Businesses to Deal with Inflation
Inflation has spiked, supply chain issues persist… and your customers are likely being protective with their dollars.
The PROPER Way to Advertise a Sale
Brand building requires deliberate, diligent, dedication. And when it’s time for a sale… go big, or skip it entirely. No middle ground.
Zen and the Art of Persuasion. Part 3 of 3
People avoid risk on three levels. The biggest risk is that they’ll purchase the wrong solution – that they’ll have spent the money and still have the problem.
Customers Of The Month gave me something I never expected
After six months, employees were recognizing each other with little compliments. Staff retention was rising. Sales were up 43% at the end of the year.
Higher Profits Through Testing of Every Variable
Let's say we increase the response rate on your offer from 1.5% to 1.85%. That’s enough to get marketers excited. “You’re kidding,” I can almost hear you say. I'll explain why.
How Referral Fees Make You Look Bad And What To Do Instead
On the surface, referral fees make sense, right? Rewarding a customer for sending you business. Seems reasonable. But...
Instant Gratification & Marketing
The chase for instant gratification in marketing often looks like “sales events.” Knowing when to use a sale and when to use other methods to get customers in the door makes all the difference.
The Anatomy of an Offer
Vagaries and loopholes are the enemy. Specifics and clarity are your best friends. If you’re putting a special offer out there, do the things that make offers work.
Cubicalls: Press Pause
"Is this that transactional-relational thing?" “I think so. Her business should be relational." “Why?" "We’ve been taking Buffy to our groomer for 10 years. You ever bathed and brushed a Bichon? Our groomer isn’t the cheapest. But I never miss an appointment."
The Real Way To Build Your Business
You need 4 things… (1) A good steady flow of new customers. (2) A good steady flow of repeat customers. (3) Referrals. (4) Positive Word of Mouth (and this includes social media)
The Best Tool For the Job
That day, my dad gave me the tool I needed to successfully check the pressure of tires. On the same day, he also gave me the greatest tool for customer service. “Aaron, the best way to make better tips is to stop thinking about them.”
“In your experience what would be the most effective kind of advertising?” – Zoe H. Australia
Variables: (1) The population of your market. (2) The size of your ad budget.
7 Elements of Successfully Selling Services Online
Products have product pages, but what do services have? Leaving these elements out of your copy is a fatal mistake.
Transactional vs. Relational Customers: Are You Attracting the Wrong People?
Given the disproportionate amounts of revenue and profit generated by Relational buyers, you might even expect an over-abundance of messaging aimed at Relationals. But that’s not what you find.