The Great Email Backlash

I hate it. We all hate it.

Email has turned into the digital telemarketer during dinner. It's too much, too often, and - in my lowly estimation - too cheap. I wish they'd charge for it so the spammers, slammers, and scammers could just go bother someone else.

In the meantime, you and I nearly dread the return from a vacation, finding inboxes crammed with promised millions, Viagra offers, male "enhancements" and some scandalous promise from the marketing world. (Yes, probably even me on occasion.)

So, the legitimate emailers of the world are sort of trapped by association. This very e-newslettter goes through massive filtration to keep out of the trash (though we lose a few every issue) and has gotten 'dressed up' mightily over the years to maintain a credible presence. We've taken steps to greatly increase readership, some get by the "wrong" filters though.  

A little more here. A little more there. And sooner or later, you end up with a whole lot more. That's the work of the upsell. And here's how to do it right:

Tap into your customers' motivations. People don't make purchases just based on price. That's one of the biggest myths in contracting. People make purchases based on ingrained psychological triggers such as: 

• Desire for gain - Their benefit/gain when purchase is made.  
• Fear of loss - What will happen if they don't buy a time-sensitive issue?  
• Comfort and convenience - The ease to purchase.  
• Security and protection - They don't want unexpected repair bills.  
• Satisfaction of emotion - Customers want to know that they made the right buying decision.  
• Pride of ownership - This is a version of keeping up with the Joneses. Their comfort is status and knowing they own "the best" and got it from "the best" contractor.

How can your upsell serve these needs? You can find that out when you...

There's a missing goldmine in your business, but the good news is that it's not hard to find. Hundreds - or even thousands - of dollars are right under your nose. And, oddly enough, they look just like your employees. How does your best technician resemble a greenback?

Well, when he and his fellow technicians go out on calls, they're your best, most direct link to the customer, the customer's needs, and the customers pocketbook. That's why training your technicians isn't just something to do "when you have the time" - it's a business investment that puts its money where its mouth is:

Training that adds just $20 (a mild estimate) to each call for 100 calls a month adds $24,000 to your bottom line in a year. Now multiply that by all of your technicians and what's that worth to you?

So if you want to make the most of your technicians, you've got to make sure they're trained to make the most of every single call.  That means focusing on these areas:

Small warning: The following questions could be a bit painful.

• Is your phone not ringing enough?
• Do you have prospects that "put off" buying? (Don't you just love when they say, "We need to think about it.")
• Are you sick of competing against lowball bids from desperate competitors?

After months of planning - we have a simple, fast, and proven solution right here:

The ONE TIME ONLY, NO COST Summer Webinar for PHCC members called:

3-Step Marketing Method for a Lead Landslide

Mark your calendar: JUNE 29 at 1 O'CLOCK Eastern

The method works. It's proven. And we're doing this ONE time only.

Grab your invitation and workbook here.    

You can't really blame him...the vet was probably a quack.

What is your biggest marketing challenge?