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Making the Sale: How to Alienate Your Customers

Braun HF 1, Germany, 1959
Image via Wikipedia

Have you ever walked into a store only to be instantly surrounded by salespeople trying to sell you whatever their corporate office has decided is the most important thing for them to sell this week?

I remember walking into a big blue electronics store to buy a TV.    The beautiful corner-unit entertainment center that perfectly matches my living room will fit–at most–a 32″ screen.   Unfortunately, any questions I asked were answered with an attempted upsell to a big screen. I don’t want a fancy TV.   I don’t have room for it.  It doesn’t fit my needs.

Why do the salespeople persist in strong-arming me into something I can’t use?

Later, I’ll be visiting a couple of potential customers.   I know from talking to them that they are expecting a hard sell and a push to sign a contract today.

I don’t do that.   I can’t do that.

My goal for these meetings is to find out what these people want, and–more important–what they need.   How can I know what they need before I have a chance to sit down and ask them?   Even bringing a proposal to the meeting would show that I cared less about them than I do about their checkbooks.

Here’s my checklist of items to bring:

  • Notebook
  • Pen
  • Spare pen
  • Business card
  • My winning personality

That’s it.

I can accomplish more with “How can I help you succeed?” than I can with “You really need to buy this from me, today.”

If the high-pressure sales-weasels at the big blue electronics store had been taught that lesson, I may have gone home with a high-end (though smaller) TV, rather than going home to buy online.

Have you ever had a sales-weasel try to convince you that you want something you don’t need or need something you don’t want?

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Sammy’s Story, Part 4

If you haven’t been following along with Sammy’s story, please take a few minutes to do so herehere, and here.

Photo of underside of electric lawn mover
Photo of underside of electric lawn mover (Photo credit: Wikipedia)

We left off in September, with the yard done and the house almost ready to rent.  Sammy and his guys worked their butts off getting the work done.  It cost more than we had expected, but it got done.

Over the winter, we hired the crew to handle the snow at both of our properties.  We paid Sammy a flat fee and he made sure the driveways and sidewalks were clear every time it snowed.   We started paying him in November, and ran through until March, so he got a pretty good deal and we didn’t have to worry about the snow.

When spring came, Sammy told me he needed to take a break from his business.   Putting a yard care business on hold when spring hits is a bad idea, but it happened.  He was dealing with some problems with his housing and couldn’t focus on anything else, even though the money would have helped him a lot.

When he lost his apartment, we let him store some of his things in the extra garage stall at the rental.  This stall was reserved in the lease for us to use, and was the base of operations for the yard care business, since he was using our lawn mower and snow blower anyway.

And that was the last we saw of him for a month.

When we started nagging him to take care of his stuff, he kept telling us that he wanted to keep his business going, but he couldn’t, yet.

Then he’d leave his stuff for another month.

By the end of the summer, he’d gotten most of his stuff out and we’d only hear from him if he thought he could borrow money from us, which didn’t happen.

Finally, my wife called him and told him to get his crap out by the end of September.

Or else.

A week into October, we found out that he’d spent September in jail.  Supposedly, he broke up with his(literal) crackhead girlfriend and she called the police and made up stories.  He got arrested and couldn’t make bail.

Last week, he came to borrow our trailer to get the last of his stuff out, then returned it in the evening without moving any of his stuff.  He said he was moving the stuff he had stored elsewhere and he’d be back on Monday.

Monday?  Nothing.

Our relationship with Sammy has gone from helping him launch a business that helps fatherless teens, recovering crackheads, and the homeless to lies and getting begged for money.

My wife is ready to put his stuff on the curb.

What would you do?  Toss his stuff?  Give him another chance?

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May 30 Day Project

Before I discuss May’s 30 day project, I’m going to talk about April’s.

Last month, my goal was to declutter my entire house.  Every room, every closet, every drawer.

I missed the goal.

My wife has gotten behind this project wholeheartedly.   She’s had friends over helping almost every weekend.  She’s kept the kids occupied while I’ve been working on it. It’s been a team effort, which has been nice.    One room at a time, we’ve tackled the entire house, except for a couple of spots.

Our son’s closet isn’t finished.   He hasn’t had use of his closet since we moved him into the room he’s in.  It’s been the filing center for a couple of business opportunities.   Most of it has been cleared out, but not all.  It will be finished in the next few days.

Our storage room isn’t done.  It pains me to have a “storage room”, but I don’t think its purpose will be changing.   Now, however, instead of unopened appliances and boxes of clothes, it’s almost down to just seasonal stuff and things we do need occasionally.    We have the Christmas decorations, the pet crates, and a few other things that get used rarely, but do get used.   This room used to have a 6-foot cabinet of computer parts, leftover from the days when building/supporting computers was my main side-hustle.   That has been reduce to just one box, mostly power cords.    The gaming pads and old hard drives are gone.    All that’s left for this room is one shelf, and the remainder of another old side-hustle that has some emotional attachment for my wife.

The remaining trouble spots will be cleaned out by this weekend.   We’re having a garage sale the following weekend, and it will all be there. We’ve been pricing as we’ve been sorting, so we’re almost ready.

Decluttering an entire house that’s been filled by the horrible habits of two accumulators means we literally have thousands of things we’ll be selling in two weeks.   We split our garage with our roommmate.   Our stall is full.    We’ve got some stuff in the driveway.   We’ve got a pile of boxes in the basement, ready to go.  Our dining room is full.

Let me repeat that last point:  Our dining room is full.

My project for May was supposed to have been having dinner at the table at least 3 nights per week.   At the moment, I’m not entirely sure we still have a table. I certainly can’t see it and there is no way to use it for dinner.  This project has to be moved.

So, what’s the plan for May?   I’m going to tackle June’s project.

I will not use the computer while anyone else is awake, except for household necessities. Household necessities on the computer are almost nonexistent, since I’ve automated almost everything.    I balance the checkbook on a monthly basis, and may have to pay a quarterly bill later this month.   I’m going to take the time to be with my family, and do something that matters more than Google Reader.  That means writing happens after everyone goes to bed, or at 5AM, which will be motivation to keep that wake-up time. Internet on the blackberry counts as computer use.

Family first.

Budgeting tips – sticking to your budget

Image by adriagarcia at Flickr.com
Image by adriagarcia at Flickr.com

If you are looking to get out of debt, or you are currently debt-free and want to stay that way, then it is important that you get a grip of  your financial situation and live within your means.

A good way to do this is to create a budget as this gives you a clear indication of  how much money is coming in, how much is going out and also highlights any areas where you may need to make cut backs should you be falling short each month.

Once you have sorted out the figures and made necessary amendments, for example paying bills by direct debit in order to make savings or cutting existing debts by carrying out a balance transfer to a lower rate credit card, it is time to start focussing on the lifestyle changes.

As you will find, it is one thing to create a budget and quite another to stick to it, but by adhering to the following   steps and exercising a certain amount of will power, you should be able to ensure that you live within your means and resist the urge to reach for that credit card.

Keep focussed

Before you start to look at how you can stick to your budget you need to clarify why you need to stick to your budget!

A budget can initially seem like something that has been devised with the sole intention of stopping you having fun and buying or doing the things that you want. So it is important to remember that, though some cutbacks may be necessary in the short term, a budget is a long-term strategy that will allow you to take control of your finances and, all being well, live a happy life that is free from the worry of excessive debt.

Change your habits

Unfortunately, a successful budget can require a change in lifestyle and this can be one of the most difficult things to adhere to.

For example, if you have previously enjoyed eating out regularly then you may have to make cut backs in this area to ensure that you are living within your means. But, instead of seeing this as a negative, try to focus on the positives and remember the reasons why you are budgeting.

And a change in habits doesn’t necessarily mean that you have to cut back on your enjoyment of life and it may actually open your eyes to other pursuits you may not have previously considered.

For example, instead of eating out try preparing a meal at home and turn your dining room into a restaurant. This means that you can still have the fine dining experience but at a fraction of the price and without the worry of making a reservation!

Shop smarter

Lists figure heavily when creating a personal budget and list-making is a habit that you should get used to when trying to stick to your budget.

When budgeting it is vitally important to avoid impulse buying and a great way to do this is to always make a list of things you need before you go shopping.

This means that you will have a clear idea of what you need and you will be less inclined to make random purchases that may just turn out to be an unnecessary drain on your finances. It’s also worth mentioning at this point that you should always differentiate and prioritise the things you need over the things you simply want.

If you are unsure how to make the distinction then put off making the purchase for a couple of days and then reconsider if you actually need it. This cooling off period will often convince you that you can do without it and save you money.

In addition, savings can be made on your shopping by simply swapping big name brands for supermarket own varieties, using discount coupons and looking for any special offers.

Overall, it is important to be fully focussed and committed to your budget plan and to be aware that a change in finances may require a change in lifestyle. But a few short term changes may well add up to better finances in the long term.

Article written by Les Roberts, budget reporter at Moneysupermarket.com.

 

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Make Extra Money Part 2: Niche Selection

If you want to make money, help someone get healthy, wealthy or laid.

This section was quick.

Seriously, those three topics have been making people rich since the invention of rich.   Knowing that isn’t enough. If you want to make some money in the health niche, are you going to help people lose weight, add muscle, relieve stress, or reduce the symptoms of some unpleasant medical condition?   Those are called “sub-niches”.  (Side question: Viagra is a sub-niche of which topic?)

Still not enough.

If you’re going to offer a product to help lose weight, does it revolve around diet, exercise, or both?   For medical conditions, is it a way to soothe eczema, instructions for a diabetic diet, a cure for boils, or help with acne?  Those are micro-niches.

That’s where you want to be.  The “make money” niche is far too broad for anyone to effectively compete.  The “make money online” sub-niche is still crazy.  When you get to the “make money buying and selling websites” micro-niche, you’re in a territory that leaves room for competition, without costing thousands of dollars to get involved.

Remember that:  The more narrowly you define your niche market, the easier it is to compete. You can take that too far.  The “lose weight by eating nothing but onions, alfalfa, and imitation caramel sauce” micro-niche is probably too narrowly defined to have a market worth pursuing.  You need a micro-niche with buyers, preferably a lot of them.

Now the hard part.

How do you find a niche with a lot of potential customers?  Big companies pay millions of dollars every year to do that kind of market research.

Naturally, I recommend you spend millions of dollars on market research.

No?

Here’s the part where I make this entire series worth every penny you’ve paid.  Times 10.

Steal the research.

My favorite source of niche market research to steal is http://www.dummies.com/.    Click the link and notice all of the wonderful niches at the top of the page.  Jon Wiley & Sons, Inc. spends millions of dollars to know what topics will be good sellers.  They’ve been doing this a long time. Trust their work.

Niche Research
Click for full-size image

You don’t have to concentrate on the topics I’ve helpfully highlighted, but they will make it easier for you.  Other niches can be profitable, too.

Golf is a great example.  Golfers spend money to play the game.  You don’t become a golfer without having some discretionary money to spend on it.   I’d recommend against consumer electronics.  There is a lot of competition for anything popular, and most of that is available for free.   If you choose to promote some high-end gear using your Amazon affiliate link, you’re still only looking at a 3% commission.

I like to stick to topics that people “need” an answer for, and can find that answer in ebook form, since I will be promoting a specific product.

With that in mind, pick a topic, then click one of the links to the actual titles for sale.   The “best selling titles” links are a gold mine. You can jump straight to the dummies store, if you’d like.

Of the topics above, here’s how I would narrow it down:

1.  Business and Careers. The bestsellers here are Quickbooks and home buying.  I’m not interested in either topic, so I’ll go into “More titles”.   Here, the “urgent” niches look like job hunting and dealing with horrible coworkers.  I’m also going to throw “writing copy” into the list because it’s something I have a hard time with.

Bestsellers
Bestsellers

2.  Health and Fitness. My first thought was to do a site on diabetic cooking, but the cooking niche is too competitive.  Childhood obesity, detox diets and back pain remedies strike me as worth pursuing.  I’m leaning towards back pain, because I have a bad back.  When you’ve thrown your back out, you’ve got nothing to do but lie on the couch and look for ways to make the pain stop.  That’s urgency.

3.  Personal Finance. The topics that look like good bets are foreclosures and bankruptcies.    These are topics that can cost thousands of dollars if you get them wrong.  I hate to promote a bankruptcy, but some people are out of choices.    Foreclosure defense seems like a good choice.   Losing your home comes with a sense of urgency, and helping people stay in their home makes me feel good.

4.  Relationships and Family. Of these topics, divorce is probably a good seller.  Dating advice definitely is.   I’m not going to detail either one of those niches here.  Divorce is depressing and sex, while fun, isn’t a topic I’m going to get into here.   I try to be family friendly, most of the time.    Weddings are great topic.  Brides are planning to spend money and there’s no shortage of resources to promote.

So, the niches I’ve chosen are:

  • Back pain
  • Bankruptcy
  • Conflict resolution at work
  • Detox diets
  • Fat kids
  • Foreclosure avoidance
  • Job hunting
  • Weddings
  • Writing copy

I won’t be building 9 niche sites in this series.    From here, I’m going to explore effective keywords/search terms and good products to support.  There’s no guarantee I’ll find a good product with an affiliate program for a niche I’ve chosen that has keywords that are both highly searched and low competition, so I’m giving myself alternatives.

For those of you following along at home, take some time to find 5-10 niches you’d be willing to promote.

The important things to consider are:

1. Does it make me feel dirty to promote it?

2. Will there be customers willing to spend money on it?

3.  Will those customers have an urgent need to solve a problem?

I’ve built sites that ignore #3, and they don’t perform nearly as well as those that consider it.  When I do niche sites, I promote a specific product.  It’s pure affiliate marketing, so customers willing to spend money are necessarily my target audience.