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Index
Introduction 1
You’re the Reason I Wrote this Book 1
Who I Am 1
What You’ll Learn 1
Chapter 1 7
Understanding the High-Priced Marketplace 7
How Much Does a High-Priced Product Cost? 10
30 High-Priced Items You Could Be Selling 11
A Marketplace Where $500,000 Can Be the LOW End 14
Be Passionate 14
Sell something you’re passionate about 14
Chapter 2 16
The High Cost of Selling 16
Low-Priced Products 16
Chapter 3 23
The #1 Myth About 23
High-Priced Sales 23
Avoid This Trap 24
Chapter 4 25
Six Benefits of Selling High-Priced Items Over Low 25font>
Benefit #1: The Backend 26
Benefit #2: Substantially Higher Net Profits 28
Benefit #3: Higher “Perceived” Value 28
Benefit #4 – Greater Consumer Satisfaction 30
Benefit #5: A “Most Valued Clients” List 30
Benefit #6: An Unstoppable Mindset 31
Chapter 5 33
How to Sell High-Priced Products 33
In Any Economy 33
What the Research Says 33
4 Ways to Position Your High-Priced 36
Product/Service as a “Good Deal” 36
Chapter 6 37
Overcoming Sales Objections 37
The “Big 3” 39
It’s All About Value 41
Learning with the Mayor of NYC 42
Chapter 7 45
Give More to Get More 45
8 Ways to Add Value to Your Brand 48
17 Ways to Add Value to Your Product/Service 50
Chapter 8 53
How to Use the Internet to 53
Market and Sell 53
A Fertile Selling Ground 55
Chapter 9 56
How Consumers Use the Internet 56
The Good and the Bad of Technology 58
How YOU Use the Internet 60
Multi-Channel Strategies Pay Off 61
Chapter 10 62
Give Away And Then Sell Away 62
Chapter 11 65
The Two-Step Sales Process 65
What to Say to Attract Qualified Buyers 68
You Can’t Improve What You Can’t Track 69
Chapter 12 71
The Importance of Traffic and Lead Generation Strategies 71
Make Friends with Search Engines 73
Linkability 74
Meta Descriptions 75
Lead Generation 77
Finding Hot Lists – Compilers, Managers and Brokers 78
Chapter 13 81
Opt-In To Permission-Basor=ed Marketing 81
List-Building Tips 83
Make It Easy to Make It Happen 84
Chapter 14 87
Building an Effective Website 87
Errors That Kill Sales 90
Chapter 15 91
The Critical Role of Copy 91
5 Characteristics of Great Copy 91
Chapter 16 96
Writing for Your Audience, 96
Not Yourself 96
The DISC Model 98
Chapter 17 101
Anatomy of a Marketing Message 101
8 Characteristics of a Marketing Message 101
9 Tips to Improve Your Copy 103
Chapter 18 106
The Critical Role of Design 106
Chapter 19 112
Direct Mail Marketing 112
7 Reasons Direct Mail Never Dies 112
Stick with the Two-Step 114
Chapter 20 117
Headline Secrets 117
4 Jobs of a Hardworking Headline 118
10 Fill-in-the-Blank Headlines You Can Use 127
Chapter 21 130
11-Step Guide to Irresistible Copy 130
The 12th Step 133
3 Parts of an Effective Sales Presentation, 135
In Person or In Print 135
Once Is Not Enough 137
Copy Mini Tips and Reminders 137
Chapter 22 140
Using Video to Get the Job Done 140
Video Gives Your Printed Message More Ooomph 142
Search Engines and Video Messaging 142
Producing a Sales Video 144
Chapter 23 145
Selling Face-to-Face 145
Prompting Questions 145
Closed-Ended Questions 146
Clarifying Questions 147
Developmental Questions 147
Directional Questions 148
Opinion Question 148
Social Proof Question 149
Intelligent use of each of these question types will encourage your prospect to begin to show his or her true feelings about whatever subject is under discussion. Build business rapport with prospects, and they’ll be less likely to tune out while you’re delivering your pitch. 150
Chapter 24 151
Your Sales Team 151
Wholesalers and Re-Sellers 151
5 Places to Find Wholesalers Online 152
Licensed Sales Agents and Distributors 153
Agent/Distributor Checklist 154
Affiliate Sales 157
5 Earmarks of a Good Affiliate Program 158
Create a Marketing “Toolkit” for Your Team 159
Selling to Retail Stores 160
9 Ways to Woo a Retailer 160
Chapter 25 163
Your 3-Pronged 163
Success Strategy 163
Prong #1 - Go The Extra Mile 164
5 Ways You Can Give 165
Prong #2 - Merge Your Online and Offline Strategies 166
Prong #3 - Model on What Works 168
Successful Models Online 169
Success Models Offline 172
Chapter 26 177
Overcoming Common Problems 177
Aspirational Customers 177
Give Your Customers an Experience 180
Align Your Products with Customers’ Values 180
Conclusion 182
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