Here is yet another great story from one of the HMA crew.
From: Tony Spurrier
Sent: Thursday, February 07, 2013 3:34 PM
To: Michael Senoff
Subject: Up and Running
I’ll try and keep this as brief as possible.
When I first ordered the HMA course I said I would get my first client by the end of October but that was until I saw all the information you had on the website.
I then bypassed the trial because there was so much information I wanted to listen/read everything and digest as much information as possible.
During November, I decided that I should concentrate on restaurants as I had worked in the hotel industry for 20 years.
Of course this would mean starting during the busy run up to Christmas when restaurants were naturally full and business owners would be pre-occupied, so decided that I would start Jan/Feb depending on the weather (we got snowed in).
I targeted 5 restaurants that were advertising via an independent website which is a membership site that gives 50% off selected restaurants.
I narrowed these down from a larger selection of restaurants, as these hadn’t excluded Friday and Saturday nights from the offer so were obviously in need of extra business.
I sent them a very short 12 line letter offering them a free 30 minute marketing consultation.
This was really just a test run to see whether the letter was effective and being such a small selection could easily follow-up.
I received one call to make an appointment, I followed-up on the others, got 3 more appointments and I haven’t managed to catch the owner of the 5th.
Had the first appointment tonight.
To take the pressure off myself I told the owner that this wasn’t a sales presentation but a mini-marketing course designed specifically for his own restaurant and if there was something that I felt I could help with I would send him a proposal through the post.
Before even finishing the opportunity analysis he just said ‘how much?’, I think we were talking about joint ventures, so I said ” how much to discount?’, he said ‘no, how much for you?’.
I looked down at the analysis sheet making it look like I was calculating something.
I said £3k over 3 months, so £1k a month for the next 3 months.
He said ‘but what if it doesn’t work?’, I said ‘It will work and it’s guaranteed, if I don’t get the extra business to pay my fee I work with you until I do’.
Shook on it and done deal!
Michael you are a star!
I personally think the lifetime value of a customer once explained is the clincher.
We calculated the lifetime value together and once I explained that when he sees a new face enter his restaurant that isn’t £22 walking through the door it’s £1,188.
Also explaining that the customer service given should be representative off the lifetime value not just the nights value especially if it’s a discounted price, secures future business especially when you capture the contact details and can invite them back.
Anyway, thanks for the course, I think tonight just paid for it!!!
PS. It really is a case of positioning yourself in a comfortable situation to use the information from the course and it all takes care of itself.
I approached the appointment like a trial run, my mind set was just practice the opportunity analysis.
It would always be a win-win situation, I get to practice in real time with a real business and the business owner gets a new take on his marketing.
If he didn’t want to take it further we have both benefited, and if he did we both benefited even further.
Much of this mind set really came from the negotiations interviews.
PPS. If you want a copy of Tony’s 12 line letter that got the ball rolling, get back to me and I’ll send it to you just as fast as a can.
I am beat and am going to bed early.
Have a great evening.
Michael Senoff is the CEO and publisher of http://www.hardtofindseminars.com The world’s leading free digital audio business library.
Michael is an experienced Internet marketer and talk show host and a popular professional interviewer. Michael has taught 100% on line around the country & around the world to more than 50,000 students.
His over-the-top on line audio interview web site http://www.hardtofindseminars.com is listed in the top 1% of most visited web sites in the world.
Michael has also worked as a coach and adviser to other famous marketing consultants.
Michael is a husband and father of two young boys in Southern California. He has a successful audio publishing business. Michael is originally from Atlanta Georgia and is now based in San Diego, California. Michael works with small to medium sized companies on four different continents.
He is the author of the book: “TALK YOURSELF RICH”: (86 of the most revealing, proprietary secrets on the subject of how to make more money with audio interviews and the soon to be released sequel:
AUDIO MARKETING SECRETS. How To Make Your Own Information Product Using Audio Interviews. Michael may be contacted at Michael@Michelson.com or at (858) 274-7851
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