The book has many lessons, but I would say the one that stands out the most is to sale on value, not on price. This can be applied to all of his concepts like providing a guarantee in writing, how you deal with complaints, your sales process etc. That's another thing I learned is to have a sales procedure in writing. Have a written process with steps to follow from the time the potential client contacts you, to when you follow-up after completing the job. As far as the actual marketing goes the book taught me to use direct response marketing, which is always including an offer and a deadline for response. He also goes over the most effective ways to advertise in print, such as newspapers and yellow pages
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