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Dick Larkin's
Small Business Commando News
Would you like a Rolls Royce with that, sir?
Friday, July 14, 2006
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in this issue
-- Would you like a Rolls Royce with that, sir?
-- Answer to Last Week's Redneck Riddle
-- Hot Online Marketing Tip -- 15-Second Sales Summit -by Joe Crisara -- Really Bad Advice -- Spitting Champ -- This Week's Redneck Riddle -- Quote of the Week
Make today memorable. It may be your last.
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Would you like a Rolls Royce with that, sir?
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I like “The Apprentice,” the TV show where
Donald Trump puts a bevy of young wannabes through a
series of creative business challenges to see who
will get to stick around and who will get fired.
The teams are required to come up with creative
approaches to real life business situations and then
put those ideas immediately into action.
One of Trump’s greatest strengths is his ability
to survive adversity by finding creative solutions
to difficult problems.
His first grandiose real estate venture was
Trump Tower in Manhattan. He secured a parcel of the
world’s choicest property and built fabulous
condominiums. They continue to be among the most
expensive residences in the world.
By the time the building was ready for
occupancy, the New York economy was in the tank, and
nobody wanted to buy his high priced haunts.
Rather than cutting prices and cheapening his
asset, “The Donald” offered a complimentary Rolls
Royce with the purchase of one of his condos. It was
ridiculous, outrageous, and brilliant.
Because it was so outrageous, he received an
incredible amount of press coverage and free
publicity surrounding his extravagant offer. Giving
a discount on the price isn’t newsworthy, but
throwing in a Rolls Royce Silver Shadow was wacky
enough to get repeated airtime on every network.
He also played into the basic human desire of
wanting to get something for nothing. If he lowered
the price, his customers would only receive
momentary satisfaction by chiseling a few hundred
grand off the price of their condo. Instead they
walked away with a beautiful Rolls Royce, an
incredible trophy that would show everyone that they
had finally hit the big time.
When you face a difficult marketing dilemma,
think of how an outrageous marketer like Donald
Trump would approach it. Ask yourself, “What could I
give to this customer that would absolutely knock
his socks off and give him some tangible trophy to
brag about taking advantage of this offer.”
Here's the Bottom Line:
Find out how to give a prospect something worth
bragging about, and you'll earn a loyal customer.
Remember, everybody loves getting a little
something extra, even if it's just a Rolls Royce.
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Answer to Last Week's Redneck Riddle
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Buford and Festus went on a bear
hunting expedition.
Their guide Skeeter tested their knowledge of
bears before taking them out.
Skeeter told them that a certain bear walks
south for one mile, then it walks west for one mile,
then it walks north for one mile and ends up at the
same point from which it started.
Then, Skeeter asked the hunters what color
the bear was.
Think you're smarter than Buford & Festus?
Well, then YOU tell me the color of the bear.
See the answer and the Redneck Riddles celebrity winner
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Hot Online Marketing Tip
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Got this hot tip from Jeffrey DeArmond of SendTec (not
pictured here).
Great
marketing tip last week! (read
it here) I’ve been recommending this one to
every local business owner I know.
However, please warn everyone of a Yahoo! Local
feature that identifies the reviewer and ALL of the
reviews they have ever given.
For privacy, remind reviewers to identify
themselves as an anonymous "yahoo local user"
instead of using their email address on the review
form.
If they select their email, the
review will identify them and link to all reviews
they have posted.
Not something I
want people to easily see.
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As a reward for sending that fine tip, Jefferey,
on your deathbed, you will receive total consciousness.
So you got that goin' for you . . . which is
nice.
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15-Second Sales Summit -by Joe Crisara
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When I was out teaching plumbers and HVAC contractors
how to attract the best customers from the Internet,
I met the legendary Joe Crisara.
Joe trains "non-salespeople" to generate millions of
dollars on incremental business. The guy's amazing.
I asked him to do a 15-second sales tip. Would you
let me know if you like this type of information in
future newsletters?
Here's the gem he gave me . . .
What to
say when you hear, “Your price is too high.”
THEM: Your price is $-----.00 higher than
Elmer Fudd Heating and Air.
YOU: That's fantastic for you! What did the
salesman at Fudd say when you told him he got the job?
THEM: I haven't given the job to them yet.
YOU: Why not? The price is lower isn't it?
THEM: Yeah but I'm not sure about the way
they are going to do the job. OR I'd really like to
use your company instead and I was hoping you could
match their price.
YOU: What was it about us that you like
better than them?
THEM: CUSTOMER SELLS YOU ON YOUR OWN COMPANY.
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Let Joe take you by the hand and show you how he
trained more than 300 techs in the contracting
trades to sell over $1 million dollars in repairs
every year.
Go to www.contractorselling.com
to attend a “Total Immersion” Summit.
IMPORTANT: Mention Dick Larkin or Small Business
Commandos & receive a FREE book from their “Success
Library” at www.bigtimebusiness.com
(a $259.00 Value)
ContractorSelling.com
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Really Bad Advice
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The lovely and talented Laura Leone found this guy
while she was attending Search Engine Strategies in NYC.
She paid him a buck, and he told her not to hire a
crackhead for a financial advisor.
I dunno, sounds like good advice to me.
If you want personal service from a Certified
Marketing Representative for your major Yellow Pages
campaigns, contact
Laura Leone and her team.
Leone Advertising
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Spitting Champ
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Reminds me of a week I spent in Tijuana one
night.
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This Week's Redneck Riddle
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What is it that . . .
- is dumber than Buford?
- smells worse than Festus?
- Bill Gates can't afford to buy a bucketfull
of it
(even with
Warren Buffet's money)
- you would die from drinking it.
Think you know?
Email your answer to
dumb@redneckriddles.com
One lucky winner will receive 15 minutes
of uninterrupted fame, as well as a laurel and
hardy handshake.
To improve your random chances of winning,
please
include your name, company name, and mailing
address.
I draw the winner the day before I send the
following newsletter, so keep voting until the polls
close.
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Quote of the Week
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Never let your sense of morals get in the way of
doing what's right.
-- Isaac Asimov
Got a good quote? Send it my way, and I'll give you
15 minutes of uninterrupted fame.
Call my feedback hotline and tell me
what you think.
1-888-334-8891
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Contact Information
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phone:
(760) 579-1005
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I've been bragging about Kerry Randall's book on Yellow Pages Advertising for Lawyers as being simply the best book I've read for Yellow Pages advertisers. The problem was that it was targeted toward lawyers and didn't address other business types.
Wisely, Kerry updated the wonderful tips and marketing plans for any business that advertises in the Yellow Pages.
He sent me a copy for review, and I liked it so much that I bought the exclusive rights to market the electronic version.
His book is loaded with very specific examples and exercises that are easy to follow. I can honestly say that every advertiser (even a guy with a little in-column ad) will benefit by reading this book.
I've seen, and even promoted other very good YP books that sell for $50 - $150, but nothing cuts to the chase like Winning the Yellow Pages War. Kerry focuses on the critical issues that will have the biggest impact. He uses solid examples and shows ads created using his techniques.
I'm selling copies of Winning the Yellow Pages War for only $14.99. That price is far too little for the value the book contains.
However, my mission as the Yellow Pages Commando has always been to help more people be successful with their Yellow Pages advertising rather than to get rich off a few that can afford a higher price.
I'll email the book to you as a PDF document that can be read and printed using the free Adobe Acrobat reader.
I offer a 100% money back guarantee if you are not completely satisfied with your investment. You have nothing to lose.
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