Building trust and credibility

Last time we talked about increasing your sales and income.
Today we’re going to talk about building trust and confidence.
Greg Wych was looking for a local charity to sponsor.
I asked him to consider our $200 million literacy campaign.
We want to help 42 million Americans who can’t read.
We want to help millions more who have trouble reading.
Think of literacy as the foundation of all learning and knowledge.
Think of literacy as the first step toward success and wisdom.
Without literacy, it is difficult to survive or thrive.

Greg invited me to share this dream with his business group.
Sponsoring a charity adds credibility to any business venture.
If you and your business don’t sponsor one, consider it seriously.
I can tell you several stories about its impact on our credibility.
I’d like to ask you to join us in this 10-year literacy campaign.
Yesterday, Greg and I presented the idea to his group.
We asked for help with a memorable name for the campaign.
We asked for their ideas on how to reach the $200 million goal.
Would you and your group like to become involved?

Today MacLeod and I are off to Gatlinburg, TN, for a seminar.
We will share cost and revenue ideas with Lakeway Publishers.
We will come home with many of their great ideas.
Next week, I’ll share some of these great ideas with you.
Meanwhile, to improve your bottom line, click here.

Appealing to needs and wants

Last time we talked about saving on gas and upping productivity.
Today we’re going to talk about a field-tested sales booster.
Greg Wych runs an expanding dental practice in our community.
In addition to general and cosmetic dentistry, his practice offers:
• Other cosmetic help including botox therapy.
• A "medspa" which includes massage therapy.
He’s now looking to open a second office to attract more patients.
He and his office manager Julie Dodd are a team.
They find ways to increase sales and revenues.
Recently they changed the sign on a product in the medspa.
The product contains Retin-A to eliminate fine lines and wrinkles.
But, Greg says, "We couldn’t sell any."
The old sign read "Retin-A results with no harsh side effects".
The new sign: "Aren’t you tired of those fine lines and wrinkles?"
Retin-A sold out fast. Now he’s reserving orders for new stock.
All because their sign addressed patients’ needs and wants.
How can you apply this principle to your products or services?
Take a feature such as "Retin-A results".
Turn it into a problem: "Tired of those fine lines and wrinkles?"
Or offer a solution: "Get rid of those fine lines and wrinkles."
Or offer a result: "Look like you're 20 years younger."
If you sell advertising, how can it help your advertisers?
Turn features into benefits to add value. Sell the sizzle.
Think about it. If it will work for Greg, it will work for you.
For more on boosting your sales, click here.