|
Your EnterQuest Bulletin - Issue 264
 |
| Thought for the week: "When you reach the top, keep on climbing." Proverb |
|
In this week's issue:
Tips for overcoming buyers' resistance
You don't have to be the worlds greatest copywriter to write effective sales letters. So long as you understand your target market, can identify a problem they have and can offer a solution (your product or service), you should be able to write persuasive copy that overcomes any resistance from a potential customer.
Every person has some form of buying resistance. The objective of your sales letter should be to overcome your readers' buying resistance, while persuading them to take action. Writing a sales letter is a bit like running in a hurdles race. The first one to the finish line who jumps over all the hurdles is the winner, or in this case, gets the sale.
Whether you're giving a sales presentation in person or on paper, the processes of overcoming the hurdles leading to buying resistance are much the same. These hurdles are manifested in many spoken and unspoken consumer comments such as:
It's important to remember that people are motivated to buy based on emotions, and that they justify their purchase based on logic only after the sale. This means that each step in the sales process must build on the reader's emotions to a point where they are motivated to take action.
There are only two things that truly motivate consumers: the promise of gain, and the fear of loss. Of the two, the fear of loss is the stronger motivator.
Think about it.
Would you rather buy a £50 course on 'How to improve your marriage' or 'How to stop your divorce'? The second title will outsell the first five to one. Why? Because it addresses the fear of loss.
Underlying the promise of gain and the fear of loss are eight 'universal motivations' to which everyone responds. Whatever product or service you are selling, you need to position it so that its benefits provide one or more of these universal motivations:
1. To be wealthy.
2. To be good looking.
3. To be healthy.
4. To be popular.
5. To have security.
6. To achieve inner peace.
7. To have free time.
8. To have fun.
Ultimately, motivations are what people 'really' want. Your product or service is just a vehicle to providing these benefits, so make sure your sales letter focuses on these motivational factors.
Minimise the chance of a workplace break-in
If you've spent a fortune equipping your premises with computers and other machinery, or have lots of stock, chances are you'll become a prime target for thieves.
But before you spend any money at all on security equipment for your premises, call your local police station's crime reduction/prevention unit. Ask an officer to pay you a visit to advise on security measures - the police are glad to share their expert knowledge with you and will do so free of charge. Office security experts can give plenty of advice too but are not always free or even cheap.
So what can you do to avoid workplace break-ins? Here are some tips.
-
Approved security suppliers - The police can't recommend names, but they can give you a list of approved security firms and suppliers. You can get other impartial advice from the Association of British Insurers, and you should consult your own insurance firm too. To qualify for insurance you will have to make your premises secure to the standards specified in the policy.
-
Key security measures to take - Keeping PCs, printers and laptops out of sight is a simple preventative measure to take even before you install locks and alarms. Vertical swivel blinds at all the windows will prevent any passers-by from seeing in and getting the idea you have something worth stealing.
-
Locks - Locks for offices should be five or seven lever mortice locks, which are tested to be resistant to drills and hacksaws, as well as brute force, for five minutes. Seven-lever mortice locks are more resistant to picking than five-lever locks because they offer 6,000 key variations as opposed to the five-lever's 1,000.
- After hours - Lockable shutters, screens or grilles can secure vulnerable windows. Fire doors can be the weakest part of a building if they are fitted with flimsy locks. Fit good-quality locks to fire doors or install security gates behind them, provided you unlock them as soon as you enter the building.
The cost of crime can be a significant hidden burden on businesses. Not only do you have to replace stolen and damaged equipment, you also waste valuable time clearing up and staff morale suffers. Get good advice and install the best alarm systems and locks you can afford so you can concentrate on running your business.
This tip is an extract of an article from EnterQuest's sister publication, BETTER business magazine. Subscribers to the magazine can read even more articles to help them run a better business, including:
 |
- Learn sales from the real pros. You can learn a lot about making a good sales pitch by watching how the pros do it - the beach vendors and street salesmen you meet on holiday. (Issue 150, October 2007)
|
 |
- Don't put all your eggs in Google's basket. Many firms spend a lot of money trying to improve their search engine position. But do businesses put too many of their marketing eggs in Google's basket, asks Kieran Potts. (Issue 151, November 2007)
|
To receive a free copy of BETTER business magazine simply send us your name and address to enterquest@cobwebinfo.com, putting 'EQ magazine offer' in the subject box.
Each week we provide you with summaries of some popular or emerging business ideas in the UK and elsewhere around the world.
- Jewellery stores selling gifts from exes. Ex-boyfriend Jewelry is a US-based online community where users can buy, sell or trade jewellery they no longer want that was given to them by an ex-boyfriend.
Regularly improving your vocabulary is not just about learning a new word and its meaning. It will improve your general knowledge and make you feel and act smarter in all sorts of personal and business situations.
Do you know the meaning of the word 'onerous'?
a) dishonest; cheating
b) burdensome; difficult
c) upsetting; worrying
d) boring; tedious
Answer at the end of the Bulletin.
The following topical business issues have been recently reported in the media. Did your radar pick them up?
1) According to a recent survey carried out by market researchers OnePoll, 29% of small business owners - almost a third surveyed - don't have which of the following business essentials?
a) business insurance
b) an accountant
c) reliable broadband
d) a website
2) Research by the Prince's Trust has revealed that just 8% of young people see the UK as a leading nation for enterprise. Which nation came top?
a) US
b) Japan
c) China
d) India
3) More than 4,500 small haulage businesses which have folded in the first quarter of this year have blamed their business failure on which factor?
a) the cost of insurance cover
b) the cost of fuel
c) congestion on motorways
d) congestion charges
Answers at the end of the Bulletin.
Bizwiki listings website
Bizwiki is a free business listings website that can be edited and added to. Use the website to find a business, add your own business or post feedback and reviews about businesses you've used. You'll need to register before you can edit your business listing, submit reviews or become involved in the Bizwiki community.
Essence of the Entrepreneur competition
The Essence of the Entrepreneur competition is open to entrepreneurs and small business owners who have used technology to help their businesses move forward. Winners will be chosen from a final pool of 20, and categories include young entrepreneur of the year, best female entrepreneur, best male entrepreneur, and most original business concept. The closing date for entries is 31 August 2008.
New poster service for small businesses
Signposter is a new service that enables small businesses to advertise on posters and local buses in their area. Its aim is to help small businesses think big when it comes to their advertising and marketing strategies. Signposter is launching soon in Newcastle upon Tyne, Portsmouth and Birmingham, and each city will be holding its own launch show to help interested parties find out more about the service.
British Library media workshop
The British Library's Business and Intellectual Property (IP) centre is holding a media workshop encouraging small business owners to increase their media coverage. Participants will learn how to construct a press release and bring it to the attention of the press. The workshop is on 12 June and places are priced at £47.50 plus VAT. Handouts and a copy of the e-book PR on a Beermat are included.
Win a year's subscription to BT Business Total Broadband
EnterQuest has teamed up with BT Business Insight to give readers the chance to win a 12-month subscription to BT Business Total Broadband Option 2 - a broadband package designed especially for small businesses.
BT Business Total Broadband now includes the latest suite of security software - Internet Security Pack, has unlimited download limits and a wireless router, and comes with 250 minutes of BT Openzone hotspot access every month. The package also includes a Broadband Voice (VoIP) business line for both incoming and outgoing calls.
BT is offering two lucky readers the chance to win this great prize. To be in with a chance of winning, simply answer the following question:
Q. Which nation did young people believe offered young entrepreneurs the most support and encouragement?
E-mail your answer, together with your name, address and daytime telephone number, using "BT Total Broadband competition" as the e-mail subject line, to enterquest@cobwebinfo.com.
All entries must be received by 30 May. EnterQuest and BT will use the information you provide for their own marketing purposes only and your details will never be shared with any third parties (except to arrange delivery of the prize). Competition rules and BT terms and conditions are available on request.
This book provides would-be entrepreneurs and small business owners with essential advice on how to start and sustain a successful business. The book - part of the One Minute Manager series - focuses on three areas of business: Finance and how to manage your money effectively; people and the importance of empowerment; and customers and how to take care of them. Check out:
Just one word answer
The answer is b).
Onerous means burdensome; difficult.
Small business owners have to comply with increasingly onerous red tape obligations. |
How's your business radar? The answers
1) The answer is a) - Almost a third of those surveyed did not have business insurance, putting their businesses and their employees at unnecessary risk, according to the OnePoll results.
2) The answer is a) - The Prince's Trust survey revealed that young people believe the US is the nation most likely to offer support and encouragement to young enterprise.
3) The answer is b) - The rising cost of fuel is to blame for the failure of 4,500 small businesses, according to researchers Experian. A spokesman for VansUnited said that many small business owners can't afford to spend an extra £1,000 a year on fuel. |
Visit www.enterprisequest.com to access all back issues of the EnterQuest bulletin. If you have any feedback or suggestions for us to make this service more relevant please e-mail your comments to enterquest@cobwebinfo.com.
If you wish to discontinue your subscription to EnterQuest please click on the 'SafeUnsubscribe' link at the bottom of the bulletin.
Remember that we guarantee never to sell or give your e-mail address to anyone else.
Good luck
The EnterQuest Team
This information is meant as a starting point only. Whilst all reasonable efforts have been made, the publisher makes no warranties that the information is accurate and up-to-date and will not be responsible for any errors or omissions in the information nor any consequences of any errors or omissions. Professional advice should be sought where appropriate. |
