53 Things Buyers Want Less Of

March 31st, 2014

In a recent post, I listed 54 Things Buyers Want More Of. But buyers also want less.

Sometimes buyers want less of some things in addition to more of other things. Other times buyers are only interested in less. (This is especially true of people who tend to be negatively-focused rather than positively-focused.)

So what does your company, product or service offer your customer less of? (Or “fewer of” as the case may be.) Here are 53 ideas:

1. Uncertainty
2. Hassle
3. Pain
4. Loss
5. Effort
6. Downtime
7. Paperwork
8. Criticism
9. Fear
10. Worry
11. Frustration
12. Rejection
13. Expense
14. Risk
15. Additives
16. Embarrassment
17. Maintenance
18. Side effects
19. Disappointment
20. Stress
21. Waiting
22. Shrinkage
23. Errors
24. Unwanted attention
25. Waste
26. Calories
27. Fat
28. Trans Fat
29. Sugar
30. Caffeine
31. Artificial ingredients
32. Guilt
33. Confusion
34. Loneliness
35. Theft
36. Wasted time
37. Pollution
38. Insecurity
39. Work
40. Delays
41. Failure
42. Boredom
43. Chaos
44. Headaches
45. Emissions
46. Interruptions
47. Trouble
48. Punishment
49. Distractions
50. Wrinkles
51. Bullying
52. Toxins
53. Discomfort

Use this list (as well as the list of what buyers want more of) as you create or revise your marketing materials or sales presentations. Determine which specific items your prospective customer wants less of in their life or business and how your product or service diminishes or eliminates them.

Do that and you’ll make more sales with less effort, frustration and rejection.
What else do buyers want less of? Share your ideas in the comments section below!

Two Diabolically Opposite Sales Strategies

March 20th, 2014

Is there a right way and a wrong way to sell? An old way and a new way? A slow way and a fast way? Or perhaps a risky way and a safe way?

Listen in as Dino Dogan (co-founder of Triberr) and I debate and discuss two radically different approaches to sales on Breakthrough Business Strategies Radio with Michele Price. Toward the end of the show, Geoff Livingston (founder of Tenacity 5 Media) joins us to add to the conversation. It’s like a two-hour graduate course in sales and marketing!

Be Advised: The complete show is two hours long, so you’ll probably want to download it to your favorite mobile device. To do so, right-click the link and select “Save Target As…”

Two Diabolically Opposite Sales Strategies: Breakthrough Business Strategies Radio (mp3)

To learn more about my fellow business experts featured in this program, click their names above to follow them on Twitter or click their company names above to visit their web sites.

Do You Discriminate Enough?

March 13th, 2014

sales discriminationI recently read about a restaurant in Alexandria, Virginia called The Sushi Bar. Even before it opened, it received a lot of publicity for an unusual reason: The restaurant bans all children 18 and under.

Owner Mike Anderson wanted to create a dining experience that would enable adults to eat without children around. He envisioned a place that would give parents a break from their kids and would be a perfect “date night” destination for couples.

Naturally the policy has generated a storm of controversy, with many parents decrying the “discriminating” approach and vowing never to eat there.

Others, however, have heartily supported Anderson, both vocally and by packing the restaurant nightly.

Because not only are the food and service terrific, but because the restaurant discriminates.

Discrimination isn’t always illegal. And it isn’t always wrong. Curves is a women-only gym. Retirement communities only allow residents above a certain age. Hooters doesn’t hire men to work as wait staff. Numerous vacation resorts around the world are “adults-only.”

What do all these businesses have in common?

They each create a distinctive experience, one that is different from their competitors.

Keep in mind that the word “discriminate” also means “to distinguish” or “differentiate.”

So how are you distinguishing yourself, your company or your product? How do you differentiate from your competition? And how are you discriminating among your potential customers?

Because you can’t be all things to all people. To be successful, you need to be the ideal solution for your ideal customer. Which means you need to have a clear idea of who your ideal customer is:

• What are they like?
• Where are they?
• What do they want?
• How are they motivated?
• What are their problems?
• How much will they spend?
• What are their values?

Being the ideal choice for your ideal customer means being an unappealing choice for those who aren’t. If you want your ideal prospects to say “yes” to you, you need to say “no” to others.

So who are you willing to say “no” to?

Five Ways to Increase Your Sales

March 4th, 2014

5 Ways to Increase SalesEvery salesperson, business owner and CEO wants to increase their sales. The question is how to do it?

Listen to my appearance on Breakthrough Business Strategies Radio with Michele Price. In this eight-minute segment, I share five simple strategies that anyone, in any business, can implement quickly and easily. Whatever your position, whatever your industry, I guarantee you’ll be able to use at least a couple—if not all five—of these strategies to give your sales a boost!

To listen, just click on the link below. Or to download the segment to listen later, right-click the link and select “Save Target As…”

Five Ways to Increase Your Sales: Don Cooper on Breakthrough Business Strategies Radio (mp3)

To learn more about Michele Price and listen to her interview other business experts on Breakthrough Business Strategies Radio (which I highly recommend), check out WhoIsMichelePrice.com.