|
||||||||
|
||||||||
Contact Me For a FREE
Coaching Session
Get Engaged – At
Work and In Life! |
Other Uses of EndorsementsEndorsements are an immediate way to make your selling process as much as five
times more effective than it would be if you didn't use them. By having a
respected person--or organization--endorse your product or service, you can
add tremendous force and credibility to your sales message. The best endorsers may be customers that already own your product, and feel comfortable with it. They may be more than happy to give an endorsement. 2. Then, approach the prospective endorsers directly, or through their intermediaries, and ask them to endorse your product or service. Be ready to prove the good things you already know about your product or service. If they don't know you well now, and respect you, they will want some hard facts before agreeing to link their names and reputation to yours in an endorsement. They may accept your proposal out of sheer altruism, but don't be bashful about pointing out how by endorsing you they will also gain some valuable exposure and new business themselves. If they want to be paid, offer them a fee, a share of gross or net sales--or so much per order placed or lead generated. The fact that they accept compensation won't compromise the integrity or credibility of what they say. (They may even ask that their payment go directly to a charity.) Point out some of the positive things they could do with the money they'd make by endorsing you--like hiring new people in their own organizations and embarking on some business building of their own! Make the endorsers feel comfortable. Show
them how they can try the relationship out almost risk-free. Offer to try one or
two or three little applications first before you actually expand or "roll
out" the endorsement to a wider audience. They can see the impact for
themselves, firsthand. They can see how happy people will be. They can watch the
way you perform. They can call everyone who bought from you and assure
themselves of your performance. 2. Have them put out a promotional announcement or sales letter about your product or service in packages or statements they send out. Examples: Offers for electronic goods and watches tucked in with your Mastercard bill. The FedEx logo and add-on shipping offer with catalog pages. 3. Have them call people. Or do it together. 4. Run ads with their pictures in publications. 5. Have them lend their names as author or co-author of
reports that you also write with them. In other words, you get a great
endorser, and they lend their name along with you to a special report you send
out to the industry. Or do a cassette tape that you produced together in a
room. 7. Get permission to send representatives from your company to set up a table, booth or desk in their office -- or to make sales rounds with their salespeople. Example: Allstate insurance booths at Sears stores. 8. Have them available for conference calls. 9. Use them in televised teleconferences worldwide. 10. Share exhibition space with the Host or endorsing
company at
trade shows, or in ads. Again, there is the flipside of using your credibility within your circle of influence to your mutual advantage by exposing your customers to another company's products or services. This can be done in many ways. Just reverse the roles suggested above. Or better yet, think of new innovative ways. We don't all have to do the same things. Life is short. Let's have fun while we are doing business.
|