21 Power PrinciplesofBusiness Builders Who Get Rich By Jay Abraham PHẦN 3 pptx

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So, concentrate on offering what they want

most. Until you understand what they want, you

can’t offer what they want. Spend some quality

time identifying and evaluating what it is they

really want – not just things, but the results or

benefi ts those things give them.

Also, make constant offers. Promote.

A company in Australia that I work with

has 365 different promotions a year. Every day

they have a different promotion. They have dif￾ferent reasons to attract people. They make it

exciting. They give incredible value. They give

fun. They give enjoyment. They give bonuses.

They give benefi ts. They give buying advan￾tages. They make every day an event at their

retail store.

A restaurant that I work with has a differ￾ent theme every night. Every night, something

new is happening. You never know what’s

going on. They don’t offer just good food.

They offer an incredible experience.

May advice to you: Make it an experience.

Make it an event. Make it exciting. Make it

enjoyable. Make it fascinating.

Power Principle

Number Fourteen:

Find and Use Your Hidden Assets

There are many assets that your company

has that I’m sure you’re not taking advantage

of. They are assets that are beyond the obvious

and may seem somewhat abstract. However,

Your Sales Letters Can Produce Goodwill, as Well as Good Sales

Expressing a genuine liking for loyal customers – even those customers or clients whose

buying may have begun to taper off – can and should be a part of all the marketing you do. It

also gives you a wonderful opening to offer your most valued customers a tangible sign of your

appreciation, and deliver even more value to them.

One way to do that is to notify those wonderful people of special sales – before you tell

the general public.

Here’s a letter that incorporated all of those elements:

Oh, Do We Have Something Special For You!

Dear Mr. Customer,

We’ve missed you around the showroom, but maybe you’ve just simply been too busy to drop by.

Anyway, because you are one of our most valued customers (and because we know of your great love

for sports cars) we want to tell you about some terrifi c sports-car buys that we will be taking delivery

on in the middle of next month.

One of the new models – the one we thought would be of particular interest to you and Mrs.

Customer – is the new Aerodynamic Aero from Barcelona Motor Works. If you would like to get an

unhurried look at this remarkable vehicle – and test drive it – please call me before February 21. If

you’re going to be extremely busy in March, I’ll bring the Aero to your home or offi ce, so that you can

check it out there, and take it for at least a short road spin.

I ask you: How could a real sports-car buff turn down an invitation like that? Friendly approach.

Completely sincere. Aimed directly at the prospect’s bull’s eye of interest. No strings attached, so easy

for the prospect to accept the invitation.