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Your Customer Could Be Cheering!

OK so here’s the deal. I’ll put an explanation up here about every day or so until they are all fully explained. And if you found this on it’s own…YOU HAVE TO WATCH THE VIDEO FIRST.

  1. Cash Follows Clarity – Be Clear

On this I could write for a month! Easily. Many, many approaches to sales are flawed from the beginning because they do not follow ONE simple ratio: Benefit, Advantage, Feature. 95% of your message should be about the Benefit to the customer, in THEIR words!!! 4% should be about the advantage your product or service provides. And 1% should be about the features or the technical aspects. Even though this is TOTALLY OBVIOUS almost no one does this. Most ads or sales scripts or otherwise brag about how our thing does this thing with this statistic to back it up. But we forget: NO ONE CARES HOW IT DOES THAT TECHNICAL THING. You care because you know how key it is…BUT YOU ARE NOT YOUR CUSTOMER. THEY DON’T THINK LIKE YOU. THEY DON’T KNOW WHAT YOU KNOW. They are ONLY interested in one thing: Benefit.

Here’s an easy example: Anti-lock brakes

Most business owners would make the mistake (and professional marketers too!) of going on about how the disc mechanism fires 300 times per second, with titanium alloy, reinforced hydraulic control system, blah, blah, blah. In fact, that would be most if not all of the advertisement or sales script. If you don’ think so, open the news paper, go on to any major website that posts advertisements. It’s totally insane!

Maybe there is also some content on advantage. In this case, that anti-lock brakes allow you to steer better during extreme situations.

But left far behind, usually, is the most obvious thing: THE BENEFIT: ANTI-LOCK BRAKES CAN SAVE YOUR LIFE! That message should dominate the language, the look and feel, the tone. EVERYTHING should be about this.

So, what’s YOUR marketing look like? How much Benefit is there? If it’s not there like it should be, then your marketing is NOT clear. And therefore…no cash. Cash Follows Clarity.

  1. Educate Your Prospects (Coming Next)
  2. Be Honest About What You Can’t Do
  3. Get Interactive
  4. Create an Easy Win/Win
  5. Be Authentic
  6. YOU Have to Go FIRST
  7. Take Them All The Way to WOW!
  8. Be Passionate! (It’s contagious)
  9. Establish Value BEFORE Price
  10. Be Clear on Payment Terms
  11. Make it Clear You Understand Your Customer’s Desires and Needs
  12. Ensure an Atmosphere of Partnership
  13. Demonstrate True Concern for their Well-Being
  14. Respect Their Time
  15. Tie It Back to Your BRAND

Bonus #1: Acknowledge Early Adopters

Bonus #2: Differentiate Honestly

Here’s a VERY clear example!

Comment Rules:

Remember what Fonzie was like? Cool. That's how we're gonna be -- cool. Critical is fine, but if you're rude or preachy, we'll delete your stuff. Please do not put your URL in the comment text and please use your PERSONAL name or initials and not your business name, as the latter comes off like spam. Have fun and thanks for adding to the conversation! (Thanks to Tim Ferris & Brian Oberkirch for the inspiration)

6 Responses to “16 Rules To Triple Your Sales”

  1. admin

    @political satire cartoons,
    Thanks. Tooled around yours and it’s funny and provocative. Also went to your site on energy and enjoyed what I saw. Thanks for stopping by.

  2. political satire cartoons

    I just wanted to leave a quick comment to thank you for your post! I really enjoyed your web site!!! I have a Political Commentary

  3. Kevin


    This is more true then most people realize. This is a perfect example of seeing the prospect as a dollar sign and not as someone who has real PAIN. (Selling Among Wolves.) As a new business owner that opened right at the beginning of this whole mess about a year and a half ago, it is imperative that we meet customers needs by listening and asking the right questions. We cannot afford to give away GP by haggling with customers, yet we can’t afford to let them walk out the door either. What differentiates us from our competition is our ability to listen, and meet our customers needs, and help them achieve their dream design. If we can’t do that, then we are just another store that they will shop price at, looking forward to the next store to see if they really care. I look forward to the rest of your posts!


  4. admin

    Thanks for the comment! We can learn from it but it takes the courage to reinvent and let go of the “old” ways. Change is not easy but the alternative is much worse.
    Thanks Tom!

  5. Tom

    Great presentation of the disconnect between prospect and “offerer”… I believe this was done in 2007… perhaps, just perhaps if we (including myself) had paid more attention to forming real relationships to assist our customers we might not have the economic crisis we now face… hopefully we will not let this perfectly good crisis go to waste, but rather learn from it for the sake of future generations.

    Thanks Eric… great piece!

  6. Dan Waldron

    Nice writing style. I look forward to reading more in the future.

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