If you use the power of the “Best Buyer Concept”, you can double your sales within the next 12 months. The concept is easy to understand, and very powerful.
There’s always a smaller number of ideal buyers, compared to all the possible buyers, so ideal buyers are cheaper to market to and yet bring greater rewards.
A magazine used this strategy to double sales in 12 months flat. Here is what they did.
They took a database of 2200 advertisers and sent promo-pieces to them each month. After learning this strategy, they did an analysis and found that 167 of those 2200 advertisers bought 95% of the advertising in their competitor’s magazine.
This concept is called “The Dream 100 Sell,” a concept where you go after your “Dream” prospects with a vengeance. This magazine sent the 167 best buyers a letter every 2 weeks and called them 4 times a month.
Since these were the biggest buyers, the first 4 months of intensive marketing and selling brought no actual reward. In the 5th month, only 1 of these dream clients bought advertising in the magazine.
In the 6th month, 28 of the 167 largest advertisers in the country came into the magazine all at once.
Since these are the biggest advertisers, they don’t take quarter pages and fractional page ads. They take full pages and full color spreads. These 28 advertisers alone, were enough to double the sales over the previous year. The magazine went from number 15 in the industry to #1, in just 12 months.
The important lesson to take away from reading this post, is- Market to your best buyers!
Now you’re probably thinking to yourself, who are my best buyers? If you sell to the business-to-consumer market, chances are, your best buyers live in the best neighborhoods. If you are a dentist, accountant, chiropractor, financial advisor, or even an MLM professional, you should consistently go after the folks who live in the best neighborhoods.
The wealthiest buyers have the money, and the greatest sphere of influence. If you send them an offer every month without fail, within a year, you should have a great reputation among the wealthy.
If you sell to the business-to-business market, it’s usually fairly clear who your best buyers are. So, what are you doing every other week, no matter what, to let these companies know who you are?
There’s no one you can’t get to, if you constantly market to them, even if they say when you first approach them, that they are not interested. People will not only begin to respect your perseverance, but they will actually begin to feel obligated.
This doesn’t happen right away, but even the most hard to get and/or cynical executive/prospect, begins to respect you when you refuse to give up. The publication I mentioned earlier went on to double sales 2 years in a row. They consistently marketed to the best buyers and much more aggressively than they did to the rest of their buyers.
A company selling to manufacturers used this strategy to target the 100 biggest manufacturers in the country. For the first 3 months no one responded to any of the calls.
But after 3 months executives started saying- “I just have to meet you. I’ve never had anyone continue to call me so many times after I said no.” Within 6 months they had gotten in to see 54% of those they targeted.
The secret is….Never give up! Keep going after those companies again and again. Or if you sell to consumers, commit to sending a promotional piece every single month. Eventually, the wealthy people in your area will know exactly who you are.
Now, the question is- Who are your dream prospects, and how committed are you to bringing them on as clients?
The #1 Secret In Sales! – https://www.therealmjtheterrible.com/the-1-secret-in-sales/
