Business

Writing Sales letters Full of OOMPH!

Do you feel frustrated at the lack of response to your sales
letters? Do you avoid devising mailers because they are a “waste
of time and effort”? Writing sales letters is an art that
everyone can learn. It is an essential skill for sellers, as the
selling letter must do the job we ourselves would do if we were
present with our customer. You would not drop a brochure on your
customer’s desk and say nothing! And yet, that is what many
sales letters effectively do. They TELL a lot, but SELL nothing.
Why do we talk of “junk mail” in derogatory terms? “Straight
into the dustbin” is the usual comment. In fact, this belies the
fact of how we handle direct mail. Research by the DMA-UK shows
that 69% of business people read direct mail, and 81% of
homeowners read theirs. Moreover, when you know how to harvest
it, you can reap the benefit of this potentially huge readership.
Why does direct mail suffer from such bad press? Mainly because
the letters tell us what they want to tell us, irrespective of
what we might want to hear.
Let’s look at direct mail from the receiver’s point of view,
show you exactly how direct mail is handled when received, and
show you how to garner more attention for your offers, and
better response rates if you are looking for an action from your
reader. How is it read? Do we automatically throw direct
mail shots in the bin? Actually, we don’t. Consider the last
piece of direct mail you received. You looked at the envelope.
Your name was spelt correctly- or you got a little irritated
that it was incorrectly spelt. You opened the envelope.
Consciously or otherwise, you are likely to have scanned (in
order): * The logo of the sender * The spelling of your name and
address. Your job title. * The headline of the letter * The
signature of the sender * The P.S. * The first sentence of the
lead paragraph.
By now, over 95% of readers will have lost interest at some
stage, and your letter is on its way to the dustbin.
Lets’ look at these elements and see how we lose them, and how
you can better hold and focus your reader’s attention.
Company logo
Not much there to lose a reader you may think. However, if you
have had a bad experience with the sending company the mere
sight of their logo can be a major turn off. Personally, any
letter from Hewlett Packard gets my immediate thumbs down, due
to an horrendous experience with one of their printers a couple
of years ago. Nobody at HP would take any responsibility for
solving the problem. It took over seven months to get a refund
on a printer that was faulty from day one. Good-bye and thank
you!
Customer name & address. There is NOTHING that drives
people nuts the way a misspelling of their name does.
As a sales coach and trainer I have learned this lesson the hard
way. The slightest error on a name card, say, and out comes the
pen to correct it. Kathleen with a “K” or a “C”. Stephen with a
“ph” or a “v”. Anne, with or without an “e” on the end. Our
given name is the thing that distinguishes us as individuals. We
love it. We can’t resist the sound of it. A man named Tony will
pay little attention to a shout of “Jack”, but call his name and
he is genetically programmed to respond. He will search for the
source of the sound. He will tell those around him to quieten.
When the sale letter starts “Dear customer” or “Dear fellow
gardener” you know you are one of the lucky 50,000 people
getting this letter today. I’m only a number, a category.
Where’s that dustbin?
Personalise and go to whatever lengths it takes in order to
spell your recipient’s name, title and address correctly.
Headline
This is one of the major milestones and is the death of many
mailers.
Suppose you pay an electricity / gas bill each month. You have
received a letter from the utility company and the headline
reads: “Are electricity prices causing you panic attacks? Reduce
your bill by 25% per month”. Into the dustbin? I don’t think so,
because the headline grabs you! Cost is a concern of every
electricity bill payer. “Special FREE offer to previous Dell
computer owners”. You are a Dell user. Dustbin? Naaaah! Let’s
see what they are offering. Yes, we know it’s a sales letter,
but let’s check anyway.
Your headline must spell out the biggest Promise, Value,
Benefit, Guarantee, or Merit that the reader will receive in
return for reading the letter and taking some action. And the
headline must have impact! It must appeal to THIS reader. (See
“Magic words” below for content ideas). Even better if your
headline incorporates the Problem, the Solution, and the Target
Audience in the headline. People are focussed on problems!
Define the target’s key problem and offer a solution combined
for big impact. “Do you find it difficult to find maternity
clothes that really fit? Here is your answer” Problem,
solution, target audience. Your target readers will want to know
what it is about.
Notes for Email: Headlines Think about this. You open
your Outlook Express in the morning and maybe a hundred emails
are downloaded. How do you decide which ninety five emails to
zap? Simple. You base it on the content of each Subject
Line!
Therefore, if you wish to have your selling email opened by
others, the Subject Line becomes the most important part of the
whole email! Getting your email opened by the recipient may be
your toughest task. Pay as much attention to your email subject
line as you would to the construction an advertisement headline
(and you usually pay a pro to do that for you)….See notes
above on headlines.
Signature of Sender
Again, apparently not that important. But how convinced are you
by the guy who signs the Reader’s Digest letters- “Tom
Champagne”. You think this is a real man? You innocent old
thing. Our company sends out approximately 1200 pieces of direct
mail once every six weeks and I insist that each one is
personally signed with my name. (I do my share, but our staff
members do the bulk of the signing). Each $1000 we invest in
direct mail returns approximately $13000 in revenue. Real people
signing in real ink is, I believe, an important element in the
success of this initiative.
And we hand write the salutation. Another little touch which
tells our readers they really exist for us. Troublesome, yes,
but look at the financial return.
The P.S. Along with the headline, if people read nothing
else they will generally read the PS! The PS is an essential
part of sales letters and every letter should have one. (The
equivalent in an email is the “signature”…..a subtle sales
message with a call to action which should be contained
automatically in email that leaves your office).
Your P.S. should contain the biggest Promise, Value, Benefit,
Guarantee, or Merit that the reader will receive in return for
reading the letter and taking some action. – and it must have
value for them..
Lead Paragraph / sentence. By now if you still have your
reader, you need to firmly hook them to read the remainder of
your letter. How? By ensuring that your lead para/ sentence
contains the biggest Promise, Value, Benefit, Guarantee, or
Merit that the reader will receive in return for reading the
letter and taking some action-the MWR- your Most Wanted
Response. If you can persuade your reader to get as far as
this, they are likely highly interested and will read the
complete letter.
Body of the Sales letter Notice that EVERYTHING so far is
focussed on your reader? Nothing at all about yourself yet.
Excellent! Until your readers are hooked in something of high
value to themselves, you and your service are unimportant.
Didn’t you learn that in Selling Basics? I know, it just slipped
your mind for a moment.
The body of your letter is where you give your reader the
essential facts and information. It can be relatively
straightforward, as your reader now wants this information.
Remember to use short paragraphs, sub headings, and bullet
points to highlight certain aspects for them. Words and language
are the tools of your trade so each word, phrase, and sentence
must be examined for its “word picture” impact on your reader.
Too many so- called sales letters are informative, but can be
negative in persuading us to give the MWR. Litmus Test: If I
suggested that something was “cheap” what would you
automatically associate with the item? See what I mean. Words
such as “shoddy”, “inferior”, “poor quality” probably popped
into your mind. Yet recently, I received a mailer with the
headline: “We make the CHEAPEST shock absorbers in town!”
Dustbin! Every word in your letter, mailer, or web page must be
crafted to do a job for you. Understanding that every word
generates a meaning or a picture in your reader’s mind, each
word must be tested for relevance. You don’t really want me to
believe that you make shoddy shock absorbers, do you?
Long copy works If you have hooked your reader and they
want information, there is no need to confine your letter to
being a one pager. Long copy works. If possible though, arrange
to break your sentences in midstream at the page turnover stage,
with a “(cot’d next page”) indicator….. preferably on a juicy
point you are making.
The 12 most persuasive words in the English language A
study conducted at UCLA (1988) shows the following to be the
most persuasive words in the English language: You, Free,
Discover, Proven, Save, Health, Safe, Love, Value, Extra, New,
Announcing. And if these are the most persuasive words in
our language, what are the implications for you when writing
sales letters designed to garner an MWR? In your headlines,
P.S.’s, lead paragraphs, and body copy use these “magic words”
to generate positive images and associations in your reader’s
minds and you will greatly increase your chances of getting your
MWR.
So much expense is wasted on fancy four colour glossy brochures
that fail the most important test. They fail to get the MWR.
Words sell! If oyou owuld really like ot understand this, here
is the biggest favour I’ll do for you. Download this book and
learn to to do the business! “Make Your Words Sell!” is
incontestably the best book on the topic of writing for the web/
email/ direct salesletters,. Highly recommended if you want to
write sparkling targeted copy. Check it out here:

http://myws.sitesell.com/GEC.html

And you must ask for action in every letter. “Act now”, “For a
limited time only”, “Respond today”. Make it easy for them to
get back to you.
Golden rules of Direct Response: 40 % of response comes
from the value and desirability of your offer. 40 % of your
response comes from making your offer to the right target
audience. 20% comes from the creative “packaging ” of your offer.
Resources: If you really wish to write copy that sells,
“Make Your Words Sell”…… http://myws.sitesell.com/GEC.html
……is the Bible. Particularly strong on understanding your
customer’s mindset and how to appeal to it. And great
information on making your words do their selling job. Check
this out, even if you do not wish to purchase. This book
includes two extra books – “How to write anE-book”, and
“The 333 most persuasive words in English” (categorised)
http://myws.sitesell.com/GEC.html And for Those Selling a
Service… or Could Be! It’s *THE* Most Overlooked
Opportunity on the Net. Build an ever-growing client base until
you can say… “I’m sorry… I’m not taking new clients.” A
Theme-Based Content Site is perfect because every personal
service revolves around a theme. DL this 306 page Free book to
your desktop. (PDF file zipped) It seriously over -delivers, and
will focus your thinking about your personal service business
big time. http://service-selling.sitesell.com/GEC.html
Copywriting: Jennifer Stewart is a master of the English
language. If you’d like learn how to give your business writing/
letters, / web pages/ direct mailers a selling makeover, her
site is well worth the click!
You can reach her here:

http://www.write101.com/cgi-bin/affiliates/clickthru.cgi?id=maiti

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Explore Different Tattoo Styles

Understand different tattoo styles will help you make better
decision on selecting the best tattoo for you. The more you know
about the options available to you, the more informed decision
you will make.
Most tattooist specialize in certain style of tattooing, we can
summarize the tattoo styles to the three fundamental approaches:
Flat, which is characterized by a lack of detail; Traditional,
which is known for thick, black outlines and solid blocks of
color; and Fine Line, Which is distinguished by narrower, fine
lines and greater details.
Flat Tattoo
Flat tattooing signals solid blocks of color often in black,
with no shading, detailing or texturing. Shapes and simple
symbols are tattooed in one thick line and can be filled in or
left as an outline.
Flat tattooing is by far best represented by Tribal Tattoo
(http://www.tattoo-symbol-design.com/Tribal-Tattoo.php), it can
be found all over the world. Simple designs rendered in dark ink
have been used to show a person’s status, protect from harm and
enhance appearance.
If done well, flat tattooing can complement musculature and
result in very flattening, striking piece of abstract art.
Traditional Tattoo
Traditional tattooing is based on clean, simple design and
execution, and uses thick, black, outlines filled in with solid
blocks of color. There is little detail in the work apart from
what is absolutely necessary to convey the design, and this is
done with color and shading. Skilled shading and color laying
give the work depth.
Daggers, hearts, snakes, roses, eagles and butterflies are all
Traditional design tattoos.
Traditional tattoos can be seen from great distances and will be
still visible years from now.
Fine Line
Modern Fine Line Tattooing expanded the imagery and opend the
craft up to serious artistry. It is characterized by thin
outlines, precise shading, detailed designs, and focus on the
lines of a tattoo.
Good Tattoists will combine the best of different styles,
incorporate the clean, solid blocks of color that characterize
Traditional tattooing with the complex design of Fine Line.

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Spend More Time Selling

Spend More Time Selling/By J.Conners
On average a sales person spends less than two hours per day
selling their products. This statistic never seized to amaze me,
even though I had often found myself being an active participant
of its findings. Lets face it, if we spend so little time in our
day selling, why are we in sales to begin with?
There is no such thing as an easy day in the mortgage industry,
it is filled with many challenges from follow up phone calls, to
problem solving and research, which, in the end, leaves very
little time for sales, or so we think.
Here are a few tips for increasing the amount of time you spend
selling during your work day, follow these simple steps, and I
am sure you will find yourself taking quite a few more
applications through out the week, and most of all, putting some
fun back into your work day.
It is understandable that your work day will not be without its
set of challenges, such as research, putting out fires,
scheduling appointments, retrieving e-mails, and responding to
the many phone calls you receive during the day. It is common
knowledge in the mortgage industry, that the best time to make
your sales calls is roughly between 5pm and 8:30pm, this is true.
Try this simple technique if you have not already. From 1pm to
3pm, find a secluded place in your office where you can hide out
so you can concentrate on making phone calls, if a secluded
place is not available, than work from your desk, however, make
everyone in your office well aware that you are making sales
calls and that you are not to bothered, regardless of the reason
(barring major emergencies of course). Kindly ask them to hold
all your messages until you are done.(I have no doubt you will
get your boss’s approval on this). Once you have started don’t
stop for anything, don’t surf the web or get side tracked by
conversations going on in the office. Act as if no one in your
office exists except for you, and bang out your phone calls!
More than likely between 1pm and 3pm you will be getting peoples
answering machines, no problem, this is exactly what you want.
Your goal should be to leave twenty to twenty-five messages
during this time. On average, two of these prospects will return
your call. Think of it this way, it’s no different from a mailer
or a door hanger, except it’s better because it is personalized
with your voice!
Still reading? Good, here’s another hint
Make an attempt to spend at least one hour per day to learn
something new about sales. Trust me, no matter how much you
already know, there is still an ocean of sales knowledge you
still don’t know. For starters, you can subscribe to a Sales
magazine (expense it if you can) and read it regularly, take it
with you when you go to lunch, or if you take a coffee break.
Better yet, make it as much a part of your work day as checking
your e-mails, make it the first thing you do when you come in,
from 9am to 10:00 a.m. read about the sales industry, it’s a
great, and positive way to start your day.
If the magazine doesn’t suit your needs, find a book on sales,
there’s only a million of them, many are on the New York Times
best seller’s list, that alone should tell you something. Commit
yourself to reading fifteen to twenty pages per day!
Keep reading
These two simple steps alone will add three hours of selling to
your work day, and undoubtedly add to increased production. With
just a small amount of discipline and commitment on your part,
you’ll be back to doing what you do best and loving every minute
of it. Besides, this is the reason your in sales, to sell! Don’t
ever lose sight of that! In addition, your amount of
applications per week will increase, which will ultimately lead
to more closed loans. Best of all, you will be having fun and
your day will fly.

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Consumer Research Continues To Prove The Same Things

“Most people never run far enough on their first wind to find
out they’ve got a second.” William James This article is
specifically aimed at those selling “behind the counter”, but is
of relevance to all sellers, irrespective of their sector or
type of selling. Much research is continually being conducted on
selling and buyer behaviour. I have recently had the opportunity
to view two such survey outcomes in connection with my sales
training work. Both surveys, coincidentally, were conducted on
behalf of retail outlet chains. One chain operates in the home
entertainment sector, the other is a major home computer
retailer.
Traditionally, retail sellers hold a deep internal belief that
price is the key factor that determines sales success or
failure. Despite repeated training, this internal belief exists
in many retail sellers- my own experience backs this.
The surveys to which I have referred were virtually identical in
their outcomes. Slightly different wordings, but the same
truths. And the findings of both backup the findings of previous
similar research.
Buyers purchase on the following criteria from outlet sellers
(in order of importance): qHelpfulness and Friendliness (
Customer Service), qProduct and Technical Knowledge,
qConvenience, qValue for money, qReputation.
Even among professional buyers money is not the most important
issue. In a survey conducted by the Marketing Institute of
Ireland in March 2001, professional buyers ranked Price/Value at
number three behind Quality and Service.
Does it surprise you that Value is still only ranked number
four, even in tighter economic times? Price is the amount you
pay, Value is what you get for the money. But the human values
of help and friendliness still rule.
And I believe that if the research had been carried out among
buyers exposed to a tele-sales or “external” selling
environment, that the results would not vary to any great extent.
Time perhaps, if you feel you work in a price sensitive sector,
to re-evaluate how you are delivering on the real criteria that
your buyers are applying to their purchasing decisions.
And Keep Selling With Integrity.
Maitiu

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The 7 Deaths of a Salesman

In sales, you can work one of two ways. You can either do the
things you should do or you can do the things you want to do.
Sometimes these are one in the same, but more often they are at
odds with one another. However, this article isn’t about doing
the right things, it’s about showing you what things to avoid.
If you can figure out how to control each of these 7 things on a
daily basis, you’ll be well on you way to selling success.
Eternal Email
Eternal email can occur several different ways. The most common
of these is checking your email every five minutes in eager
anticipation of something new. Another way to waste your day
with email is by relying on it for long messages or
conversations that last longer than a few sentences.
To control your email instead of the other way around, set aside
two or three scheduled times a day to check it. Also, never have
a conversation over email that could ever be misinterpreted
because of the rigidity of writing instead of speaking. Embrace
your telephone for communication with your clients, prospects,
and colleagues. In the age of information overload, a friendly
voice on the other end of the phone can greatly separate you
from your competitors who are taking hours of their client’s
time with excessive emails.
Personal Phone Calls
How many people do you know at your office that take at least a
dozen personal phone calls a day? I bet at least one or two
people came to your mind almost immediately. Do you know why?
Because taking personal phone calls is one of the most
distracting and unprofessional things you can do in a corporate
environment and is immensely irritating to co-workers. If you’re
concerned with productivity, this should be one of your most
irritating pet peeves.
If you don’t think that taking personal phone calls at work is
such a bad thing, then you may be the very person at the office
that everyone is complaining about.
In sales, if you’re having problems with personal phone calls, I
recommend putting a little note on the receiver of your phone
that says “Can this Wait Until Later?” Most of the time, when
you take a personal call at work, it’s because you think it has
to happen right now. Ask yourself this question before taking
any personal phone calls at the office and you’ll quickly start
to take less time each day with distraction.
Unplanned Internet Research
A killer for sales people is surfing the internet for hours at a
time and justifying it as prospect research. Should you do
research every day on your clients and prospects? Of course you
should, but only if it doesn’t interfere with your more
important tasks such as meeting with clients, following up with
prospects, and asking for referral business.
The key to overcoming unplanned internet research, as well as
many of these other distractions, is planning your day the night
before. Lay aside a reasonable amount of time each day for
research (probably between 30 minutes to an hour) and make sure
you don’t go outside of that time the next day. Try to keep this
philosophy for your sales research, only do research that you
plan to act on in the next 24 hours. That will prevent you from
doing any research that you might forget before having the
opportunity to use it.
Running Personal Errands on Your Sales Route
Whether it’s dry cleaning, grocery shopping, buying shoes, or
anything else, keep your personal errands out of your business
life. Why? Because you have a limited number of hours each day
to sell and you can’t afford to spend that time on things that
aren’t making you any money.
In sales, everything should be weighed according to its
opportunity cost. You probably remember this from your economics
class in college. Basically, opportunity cost means the cost of
something in terms of an opportunity foregone (and the benefits
that could be received from that opportunity). Whether the cost
is time, safety, or money, nothing is ever totally free. So when
you’re picking up your dry cleaning during time that you could
be making phone calls, the opportunity cost of doing that is the
amount of money you would be making if you were making calls
instead of picking up your dry cleaning. Measure everything in
sales by looking at the opportunity cost and you’ll find that
making decisions about what to do first becomes much easier.
Running Your Day Without a Plan
If there’s anything on this list that probably kills more sales
people that any other, it’s trying to function without a daily
plan. Study the life of any successful sales person throughout
history and you’ll quickly see that planning is a common thread
that runs through all of their careers.
The worst thing I’ve seen that happens to dozens of sales people
is that they manage their day according to how they feel. When
this happens, you can work for an entire day without ever
accomplishing anything significant. Don’t let this happen to
you, make a plan and follow it every day.
Some of the things you should plan into each and every day are
new prospect development activities, follow up activities,
research, and planning. Everything that moves a sale from
beginning to end should be planned into every day.
Long Term Marketing During Work Hours
This one may not hit home if you’re not responsible for the
branding and marketing of your product on a more national or
long term basis. But for those of you that are selling for a
small business, or own a business, this one is just for you.
Long term marketing includes writing articles or books, working
on your web site, putting together marketing material, and any
other similar activity during business hours. If you’re in the
very first steps of developing your business model then this
material has to be created before you can really selling, but
for those of you that just aren’t convinced that your marketing
material is top quality, or your brand positioning needs a
little work, you’ve got a constant temptation to do this during
work hours and it will kill your sales if you give in to it.
You’ve got to strike while the iron’s hot and that mean selling
during normal business hours and working on long term projects
after or before business hours. If you think that sounds too
difficult for you, guess what, you’re in the wrong profession.
When you decided to go into sales, you agreed to a whole
different lifestyle than your computer programmer friends.
Non-Business Work During Business Hours
This is the catch-all for all those other things that you do at
work that don’t make yourself or your company any profits. This
includes paying bills, reviewing your 401K, balancing your
checkbook, writing poems to your girlfriend, playing video
games, watching movies, and so on. All of these things have a
time and a place in life, but it’s not at the office when you
need to be selling. If you find yourself gravitating to these
activities every day, I recommend getting some professional
help. A great way to start would be to sign up for my Nacke
Gazette where you’ll find encouragement and success tips in your
inbox every couple of weeks.
Overcoming non-productive activities in sales is probably
something you’ll struggle with your entire career. By being
mindful of what you’re doing and fighting against distraction,
you’ll see greater and greater success throughout the years.

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?Thanks For The Rejection!?

“Thanks For The Rejection!”
By
Dr. Gary S. Goodman  2004
Author: The Law Of Large Numbers: How To Make Success Inevitable
It sounds a little masochistic, but I actually appreciate being
rejected. No, I don’t needlessly relish the sting of reproach,
or eagerly welcome scornful criticism, per se. But, as a writer,
a salesperson, and an entrepreneur, I have come to appreciate
that there is a strong correlation between the frequency of
rejections that I withstand and the amount of success I
generate, especially in my career. Every professional writer can
wallpaper a mansion with rejection slips. In fact, I read
somewhere that the famous novel, The Yearling, was submitted
under a different title as an experiment, and it was rejected by
scores of publishers AFTER it had won incredible acclaim.
Curiously, the original publisher rejected the work, too.
Salespeople are taught that there is a math-of-success. They
have to withstand a certain number of no’s before they can earn
a yes. And few entrepreneurs succeed after trying only one
venture. Typically, it takes several attempts and even when one
initiative prevails, its lifespan is limited. As I write this
article, in fact, I’m probably not experiencing ENOUGH
rejection. If I want to get more done, to appreciate the thrills
of more achievements, I need to put myself on the line, more and
more. I have to ASK for what I want and need, and of course when
I do so, I’ll be giving people the power to say NO. Let me ask
you this:
What could you achieve in life if you decided to become totally
and blissfully impervious to hostile criticism and to rejection?
What careers or hobbies would you pursue that you’re just too
emotionally brittle to engage in, now?
For instance, a friend of mine is a professional actor. He is
among the 10% of thespians who actually finds a considerable
amount of work in the field. In fact, just this year he appeared
in four motion pictures, and a few were highly publicized, and
did fairly well at the box office. But he has to constantly
trawl for work and he is a tireless self-promoter. He even asked
me if I could send a note to visitors to my web site that would
tout the brilliance of his most recent film! Though he hopes
that one of his roles will become a breakout success and will
attract even more roles, he doesn’t assume this will occur. On
the contrary, he hustles day in and day out, answering every
casting call, and networking like crazy to hear about roles that
he might play. He behaves like a kid who is struggling to get
into the business, and he’s grateful for every break he gets. He
speculates that most people don’t make a living in the acting
field because they become worn down by rejections. They stop
believing in their skills, and as a result, they try less and
less. And by trying less, they succeed less. If they would just
work the numbers, and eagerly go for every opportunity, they’d
work more, polish their skills, and they’d stay busy doing what
they love. Success would then become inevitable. I’ve been
giving considerable thought to the fear of rejection, and here’s
one of my conclusions about it:
It isn’t the rejection that is intrinsically disturbing. It’s
the interpretation we make about it that drives us nuts and
prevents us from realizing our potential.
What do we tell ourselves? In essence, we draw the wrong
inferences and make inappropriate generalizations from these
experiences. For one thing, we tell ourselves that the
rejections will be pervasive. If X rejected us, so will Y and Z.
Another tendency is to believe that today’s rejection will be
permanent. If X said no yesterday, he’ll definitely say no today
and tomorrow. Finally, we tell ourselves that rejection is
personal. It’s about us, as individuals, and it reveals
fundamental flaws about our character, our skills, or our
attractiveness.
When you read these things, they instantly seem foolish, don’t
they?
For instance, on what authority, we have to ask ourselves, do we
KNOW that if X rejected us, Y & Z will follow suit? We fear that
will be the case, and we may suspect it will be so. But by no
means is it conclusive, until we make it that way by failing to
keep trying. Likewise, on what basis can we assert that today’s
rejection will recur tomorrow? When I was a salesperson, working
my way through college, I contacted a fellow who LOUDLY rejected
my offer, to say the least. Actually, he got unhinged and
declared, “Never contact me, again!” I remember this episode
vividly, because it was so exceptional. Anyway, the very next
day, by mistake, I phoned him. (Apparently, I forgot to strike
his name from my list.) My error only became apparent to me
after I got him on the line and asked him how he was. At that
second, I thought, “Oops!” To my surprise, he replied, “I’m
fine.” I had no choice but to continue with my sales spiel,
fully expecting him to reject me, even more loudly and
emphatically, at any moment. Imagine how shocked I was to ask
him for his order and to hear him cheerfully respond with,
“Okay!”
He bought from me, the very day after telling me to never
contact him again!
Please believe me when I tell you it was a mistake that I had
called him back. Given how poorly the first call went, I was in
no mood for a repeat performance. But by erring in this way, I
accidentally proved the point that rejection isn’t necessarily
permanent. Today’s no can even be a precursor, and a necessary
one, to tomorrow’s yes, if we only get our minds around the
concept. This story also demonstrates that rejection isn’t
necessarily personal. The day before, when this guy bit my head
off, he was probably overwhelmed by something that had nothing
to do with me. Yet, when many of us are being spurned, our
impulse is to blame ourselves and to feel sullied by the overall
experience. We feel awful, and beat ourselves down before the
next person can do it to us. So, what can we do to conquer
rejection and to actually learn to invite it?
Four things:
(1)Tell yourself it is isolated; (2)Tell yourself it is
temporary; and (3)Tell yourself it doesn’t pertain to you,
personally. In other words they may be rejecting your idea or
offer, but they aren’t rejecting YOU. (4)Prove these truths by
actively seeking more rejections. If you hope to publish that
novel or to get that screenplay into the right hands, send them
out more widely. Give more people the chance to say no!
This is one of the great secrets of the Law of Large Numbers. Do
more of anything, and you’ll make success inevitable!
Dr. Gary S. Goodman is a popular keynote speaker, consultant,
and seminar leader and the best-selling author of 12 books. He
is the author of the Nightingale-Conant audio program, The Law
Of Large Numbers: How To Make Success Inevitable. Gary teaches
Entrepreneurship and Consulting at UCLA Extension, and he is
President of Customersatisfaction.com and The Goodman
Organization. When he isn’t being rejected, he can usually be
found in Glendale, California, where he makes his home. He can
be reached at gary@customersatisfaction.com.

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Selling on Ebay and Wholesale ?. Would You Like to Resell Mexican Products for Great Profits ?

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Day Trading Course ???. Learn to trade on the stock market

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