You start of on a cold call with your script targeted at common problems and you get back “just tell me what your selling” and then “I’m not interested”. The first is that it may be too obtuse for some customers who are contacted. While I like the concept of the core story I do have some concerns. I can’t remember the stats but spinach available today only has 2 or 3% of the iron in spinach 40 years ago and it’s the same with other foods. For example one core story covered in the PEQ seminars was about food enzymes but it starts with the evidence to show that people are suffering from certain types of illness more and more, it then moves on to the loss of nutritional value in food that people eat. The core story takes the issue and makes it relevant to as much as the market as possible and it’s intended to be built on facts. Now that’s what most marketing does because it’s all about the company and not the customer’s problems and issues. Using Martin’s example, starting with “ABC Computer Maintenance can provide all sizes of companies with computer repair, maintenance and service needs for PCs, local area networks, distributed systems….blah blah blah” would drive most people out of the stadium almost immediately. Imagine that all your potential buyers were in a sports stadium and you had to present to them but they could walk out at any time. I think Chet makes a great point about trying to reach out effectively to everybody who could be interested.Įffectively the core story is intended to be the stadium pitch. Persistence (and not desperation) pays off in a big way.Ĭomments (4) 4 Responses to “Chet Holmes The Ultimate Sales Machine Review” Are you able to develop a core story that you can use on your potential clients?Īnother key point from the book that must be emphasized is that of pigheaded discipline and determination to start and follow through with your goals and actions. They might even give referrals to him whenever they know of anyone who has a computer breakdown. One day when their computer finally breaks down, he will be the first person they will be contacting. This can be done via emails, letters, fax, greeting cards, phone, postcards, etc. He then puts into place a system of staying in constant contact with them.
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In this case, it could be a free report on “How to improve the performance and speed of a computer without spending any money on upgrades”.īy doing so, he can reach almost 100% of the people he calls and the response is going to be way higher. He calls the same 100 people and instead of pitching his service, he offers to give them a free report (or free presentation) of something that would be useful to them and is related to his service. Here’s where educational marketing comes in.īack to our example of our computer repair man. If you lead with a direct offer for your product or service, you are likely to be able to reach only 10% or less of the people you approach. The fact is that not everyone will be requiring the computer repair service at the exact moment he calls them.Ĭhet had conducted some studies which show that for any product or service in general, 3% are in the process of buying what you are offering now, 7% are open to it, 30% are not thinking about it, 30% think they don’t need it and another 30% know they won’t need it. Despite his strong delivery, what results do you think he will get if he cold calls 100 people to “pitch” his services to them? This person does an excellent job at it and has great testimonials to go along. Consider a person selling computer repair services. Let me try to illustrate this concept using an example. The key concept that I felt was explained very well in the book was that of using educational marketing and developing your core story. Goal setting and creating a masterplan.Following up and client bonding skills.Marketing to your best 100 (potential) clients.The process of hiring (sales) superstars.Conducting effective training for your organisation.It is divided into twelve chapters covering the following topics: It certainly deserves a second read some time in the future.įirst of all, do not be misled by the book title. Here’s a quick summary and a couple of key points I have picked up from the book. Remember my earlier post on The Ultimate Sales Machine, the book that was highly recommended by Jay Abraham? I have just finished reading it.