>I’ve sold things on the Floor of Haverty’s Furniture on strictly commissions. I know that’s where performance counts. That’s where people are rewarded according to what they produce – no slackers there. If you outperform someone else, you are rewarded with more income.
I played baseball and know the Ty Cobbs, Babe Ruths, Mickey Mantles, Barry Bonds, Hank Arrons, and the Derek Jeeters of the baseball world deserved more pay than the Swishers who have only a .250 batting average. (Though, with Jeeter on the waning years of a tremendous career, he can’t expect to make fifteen million a year too much longer, can he?)
When you read this marketing article below, I know you will have to agree with me. That is if you believe in fairness. But if you are a progressive, you will argue that you are compassionate and want to use tax revenues to help the poor and the indigent. Well, that’s not fair and that’s not the American way. It’s certainly not what made America great. Americans who make a lot of money give their money away. They set up big foundations for the poor. People in my church pay fast offerings and tithing – and then many give more than that for special projects and the poor in the church. That is how true charity works. Governments can NOT be charitable, they’re using someone else’s money.
Read the article. I believe in helping the poor and those who can’t help themselves. But I also believe in Christ’s example of helping people help themselves. Teach a man to fish rather than giving him a fish. Each of us – and I hope not – may have times in our lives when we need help from someone. When we do there will be people standing forth to help. Please, let’s not have government take from the private sector our ability and desire to help others when we have more than they and when they really need it for a short period of time.
Yet, I’ve known people who take church money taxpayer unemployment money and turn down jobs – how does that work? Totally unfair. But since I lack all the information and nuances of their lives, I will not name names or be unfairly critical. These people could have legitimate reasons for what they do.
|Answers to Questions from GKIC Members
by Bill Glazer
I always get some great questions from GKIC Members (along with some not so great ones) and I often think that it would be fantastic for all of our members to hear them along with my response. SO, today I thought I’d share some of the best ones with you.
During a recent Glazer-Kennedy Member ‘Call-In’ Day, one of our members asked me about developing a compensation plan for her business. Currently she does not pay her sales associates any commission.
I am a HUGE believer in a commission based compensation plan for a retail environment. I heard all of the B.S. from retailers for years that a commission structure causes problems on the selling floor and associates will often sell merchandise to a client that is inappropriate for them. Once again, I say this thinking is total B.S.
While I don’t have the time or space to teach all of the details of a well thought out compensation plan in a paragraph in this newsletter, let me point out a few of the elements of a smart compensation plan:
Another question during the ‘Call-In’ Day came from a furniture retailer who was struggling with low pricecompetition and wanted to know how to deal with it.
I get this question a lot and really the answer is quite simple. You should never put yourself in a position where your clients can do an “apples to apples” comparison of what you sell. For example, during our discussion this retailer mentioned that they have a large flooring business. I suggested they do a couple of things:
My next question during the GKIC Member ‘Call-In’ Day came from an accountant who owns a business that prepares tax returns for their clients. He wanted to know how I get all of the Outrageous Marketing pieces mailed and printed. I reminded him that we provide this information in my BestSelling book, “OUTRAGEOUS Advertising That’s OUTRAGEOUSLY Successful”. (If you have not done so already, you can get a FREE COPY OF MY BOOK here).
By the way, I also gave him an idea during the call that I hope he follows up with. I suggested that he sells next year’s tax return this year when he has the client in front of him. Here’s how it would work. Let’s say he charges $150.00 to prepare their taxes. Once he completes the work, he can tell them that they can prepay for next year’s return now and only pay $75.00. This does a couple of really great things for him:
In marketing, this is what Dan Kennedy calls ‘putting an iron cage’ around your clients so they are predisposed to do business with you and ONLY business with you.
I also received a question about conducting e-commerce. This member wanted to know about the opportunities to do business online. Here was my response:
When thinking about e-commerce there are two key things to consider. First of all, you need to have a deliberate strategy about how you are going to get traffic to come to your site. You can have the best site in the world, but if you have few visitors, it doesn’t matter. For example, you need to think in terms of search engine optimization, pay-per-click traffic, social media, driving traffic to your site from offline sources etc.
The other key component is how you capitalize on the traffic once they visit your site. Very few people buy the first time they visit. Therefore, a very smart strategy is to force them to leave their name and email address so you can conduct continual follow-up through periodic solo emails or auto-responders.
The final question was faxed into me from Sam Georgio, owner of Professional Arts Pharmacy in my hometown of Baltimore, MD. Here’s what Sam wrote:
“I own a pharmacy that custom makes prescriptions for niche markets. When I started in business we had no competition – now we have a lot. What can I do to get doctors to refer patients to me instead of elsewhere?”
What a great question! As all members know, I love referrals as they are the second easiest customer to sell, only second to the existing customer. In order to encourage referrals, here are a couple of things to think about:
Acknowledging referrals will always increase more referrals. The best way to encourage people to refer more often is to thank them for a referral, reward then, then ask them to refer again. This works like a charm.
Just about anybody can figure out how to sell things. But there’s genuis in creating customers for life. And, while there’s terrific income to be had from making sales, wealth is most certain by developing CUSTOMERS FOR LIFE. Click here for details…
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In the next issue, Mike Capuzzi talks about the power of personalized thank you notes and how you can personalize these cards to use them as an even more effective biz building strategy. He even includes picture examples. Check your e-mail inbox on Wednesday to read Mike’s article.
The “Facebook Twins,” Jamie and Joey Bridges, respond to one of our members requests for information regarding how to use Facebook Deals to generate more revenue. For the complete 411 on Facebook Deals straight from our go-to-guys at GKIC for everything Facebook, click here.
Super Affiliate Secrets with Bill Glazer and Matt Bacak – January 21-23, 2011Click here to watch a free webinar to find out more information about this event
Dan Kennedy’s Opportunity Concepts Marketing event – March 3-6, 2011Click here to download more information
2011 Marketing and Money Making Superconference – April 28-May 1, 2011 Featuring Super Model and Super Mogul, Kathy Ireland, Agora Publishing’s very own Michael Masterson, Dan Kennedy, Bill Glazer, and many more. Click here for details.
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