HOW TO KNOW THE RIGHT CUSTOMER TO SELL YOUR PHONES TO

Putting all your eggs in one basket is a lousy long-term plan. But spreading yourself too thin is just as bad.

Most direct- and online-marketing success stories I’ve seen over the last 10 years have this in common: They became extremely proficient at the use of ONE sales channel and used it to develop a firm foothold in a desperately competitive marketplace.

One of your highest aspirations as a marketer should be becoming the alchemist who crafts endlessly irresistible offers, such that people spend a disproportionate amount of money with you. Not only do they buy from you instead of anybody else, they spend far more buying your kind of thing than anyone might have ever expected.

Here’s a little marketing secret for you: Almost everybody has at least one passion, one interest, one obsession where they’ll gleefully spend irrational amounts of money. For some it’s makeup or shoes. For some it’s rock concerts. For some it’s bowling. For some it’s bird watching. For some it’s skiing.

A lot of sports are characterized by this kind of hyper-responsive behaviour. You will agree with me that it will be easy selling Chelsea jerseys and kits to a Chelsea supporter than trying to selling him an Arsenal jersey. Golfers are notorious for being maniacs, and I know a lot of marketers who’ve made fortunes selling golf products. Wherever there are rabid, obsessive customers, there’s a great business.

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THE SEVEN CARDINAL RULES OF THE 80/20 SALES PRO
These are the seven cardinal rules of the 80/20 sales professional:
1. No cold calling. Ever. You should attempt to sell only to warm leads.
2. Before you try to sell anything, you must know how much you’re willing to pay to get a new customer.
3. A prospect who “finds” you first is more likely to buy from you than if you find him.
4. You will dramatically enhance your credibility as a salesperson by authoring, speaking, and publishing quality information.
5. Generate leads with information about solving problems, not information about the product itself.
6. You can attain the best negotiating position with customers only when your marketing generates “deal flow” that exceeds your capacity.
7. The most valuable asset you can own is a well-maintained customer database, because people who’ve already bought from you are way easier to sell to than strangers.
I developed a great rule of thumb. I looked at all my customers and focused on my top 10 customers. The top 10 are the accounts that I’m paying attention to, trying to help them out, and ultimately trying to close business.