Quick Business Tips: Part One

by Kevin Nunley

Recently a consultant friend told me how he doubled and tripled his income in a single month. "I take calls at night," he said.

My friend likes to start work in the evening and keep the fires burning all night. That was one of the reasons he chose to work in his own home-based business. Studies show there are a great many of us who would prefer to work late hours. Internet use is still reaching a peak after 10pm.

He found, quite by accident, that a LOT of customers like to work at night. Clients were delighted when they learned they could call in the evening and get service just as if it were the middle of the day.

If you work alone and prefer to do your job at night, turn it into a marketing strategy. Let customers know you are available after hours. Many work jobs during the day and pursue their special interests and projects at night.

Being available late saves customers from having to use a lunch break or sneak away from work to get help or place an order. This reason alone could easily be enough to get you the sale.

There is an old rule in media that the more popular you are, the more people you will have complaining about you.

It's not unusual for polls to show that the same TV newscaster or radio DJ ranks as both the city favorite and the most disliked.

The person or organization that doesn't get any complaints probably isn't getting noticed by the public.

As soon as your name starts becoming well known in your town or industry, somebody will start to complain.

Complainers can be a good source of new customers and supporters. People don't complain unless they are mentally involved. They don't gripe unless they care.

Many times it is a short jump from complaining to satisfaction. All you have to do is show you are willing to see things from the complainer's point of view.

You may not be in the mood to apologize, offer a refund, or add an extra bonus to the deal. But this is exactly the kind of thing that starts good word-of-mouth.

Coupons are a classic way to pull in new customers. Coupons offer a discount, a freebie, or additional products for the same price.

The catch is the customer usually has to BUY to get the goodie the coupon offers. The prospect who was already considering your product or service will be especially motivated by your coupon.

Virtually any kind of advertising can act as a coupon. Include a coupon to clip on your fliers. Staple a pad of coupons to your small sign. You can even make a display ad look like a coupon.

Some Internet entrepreneurs have issued e-mail coupons. At the very least, you can say "tell us you heard this ad and get 20% off."

Some industries use coupons extensively. It's hard to sell a pizza without a coupon.

If your line of business does not normally use coupons, consider your situation a real opportunity. You can bet your customers are familiar with coupons, so why not offer one?

My neighbor, a family doctor, promoted his new location by offering a coupon discount for the first visit to his office.

One of the simplest and most effective ways of quickly increasing sales is to use the ABC Method.

Many top sales people say this is the only method they use. And it get's sales fast!

ABC stands for Always Be Closing. From the time your meet the prospect until you get the sale, keep your sites on the close.

You never know at what point in your conversation your prospect will decide to buy. Some people like to make their decision quickly. Others need plenty of time to consider before they make a buy.

When writing Web site copy or a sales letter, I always include a way to buy after the first couple of paragraphs. That's all the info many people need. They want to be closed NOW!

I include another opportunity to buy half way through the copy and another one or two chances to buy toward the end of the copy.

Telephone or in-person sales can work the same way. Veteran phone sales people say it's OK to ask for the sale just after introducing yourself.