Fool-Proof Marketing: 15 Winning Methods for Selling Any Product or Service in Any Economy

290 Pages·2002·0.79 MB·English

by  Robert W. Bly

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R B RT W. BL
O E Y
Fool-Proof
M RK T NG
A E I
15
winning methods
for selling
ANY product
or service in
ANY economy
John Wiley & Sons, Inc.
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CCC-BlyFM(i-xiv).qxd 10/11/02 11:07AM Pagei
Fool-Proof
M RK T NG
A E I
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R B RT W. BL
O E Y
Fool-Proof
M RK T NG
A E I
15
winning methods
for selling
ANY product
or service in
ANY economy
John Wiley & Sons, Inc.
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Copyright © 2003 by John Wiley & Sons, Inc., Hoboken, New Jersey. All rights reserved.
Published simultaneously in Canada.
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No warranty may be created or extended by sales representatives or written sales
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ISBN 0-471-23609-8
Printed in the United States of America.
10 9 8 7 6 5 4 3 2 1
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To Barry Sheinkopf—
who, after I had already written 50 books,
helped me become a better writer.
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CONTENTS
Acknowledgments ix
Introduction xi
Part I: Personal Strategies 1
CHAPTER1. Improve Your Interpersonal and
Communication Skills 3
CHAPTER2. Use Your Time Productively 10
CHAPTER3. Be Positive 24
Part II: Marketing 35
CHAPTER4. Reactivate Dormant Accounts 37
CHAPTER5. Reactivate Old Leads 55
CHAPTER6. Generate New Business from Existing Accounts 85
CHAPTER7. Shift Your Marketing into High Gear 98
CHAPTER8. Repackage Your Offers 123
CHAPTER9. Select Your Best Customers and Occasionally
Lower Your Standards 135
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viii Contents
Part III: Business Strategies 145
CHAPTER10. Cut Overhead and Operating Costs 147
CHAPTER11. Use the Internet to Cut Costs and
Attract Customers 163
CHAPTER12. Quote Competitive, Affordable Fees in
Bid Situations 181
Part IV: Customer Service 199
CHAPTER13. Take Customer Service to the Next Level 201
CHAPTER14. Deliver More Value to Your Customers 218
CHAPTER15. Cement Customer Loyalty with Low-Cost Extras 246
Appendix: Sales and Marketing Web Sites 261
About the Author 265
Index 267