How to Ask for the Money

Many people I talk to at seminars tell me they have trouble asking for money.  For those of you who do,   I’d like to suggest that you consider the question of value.  Especially your own.  You have put time, effort and resources into creating or producing the products you have for sale.  It’s a fair trade of your time, effort and resources for customers to give you something of equal value.  In this case, it’s money.   

Be aware of your value and look at this sales exchange of your value for something of value from the customer as the most logical and fair of all processes.  You deserve logical and fair.  If it’s still uncomfortable to ask for money, try this little exercise.  Stand in front of a mirror for five minutes in the morning (or evening) and just practice asking an imaginary customer for money.  If you have 10 items on your farm or in your shop that have different prices, go through them one by one.  “That will be $10.”  “That will be $31.99.”  “That will be $350.”  “That will be $1500.”  Look yourself in the eye, just as you would look the customer in the eye, and practice every day till it becomes easy and comfortable.  But especially remember that you are worth the exchange. 

Actually asking for money is not the only way to get paid.  There are thousands of ways to close a deal.  Here’s a list I like, but you can invent your own.  These are a way to cue the customer that it’s time to BUY!  Try some of these in front of the mirror, too!  And if you come up with some good ones of your own, share them with me and others who read this!

Now that you’ve looked at all these ______________, which do you think fits your needs best?

If I can fit it into your budget, are you ready to put down a deposit?

Shall we put her in your truck?

Would you like to get the two today and think about the third for next month?

Which wrapping paper would you like?

Would you like it wrapped or just in a bag?

Will that be cash or plastic?

Would you like a herd sire to go with your girls?

That will be $29.95.

Where would you like me to send the registrations papers?

If I have it in your color, are you ready to take it home today?

If we will deliver her for you, is she the one you want?

Do you think she’ll be fun to look at (work with, take to the shows, etc)  in YOUR herd?

When would you like that to arrive?

Marketing is in the Air Again!

Having just finished a seminar in Texas where the enthusiasm was contagious, I'm eager to talk more marketing!  I hope you are looking ahead and planning to make this a great year for your rural business.
Several people lately have asked questions about selling and money issues.  So today I want to start on these four questions and tomorrow I'll finish:
1.  How do I get paid and be sure everyone understands my term/conditions?
2.  How to insure they show up with cash when that's my terms?
3.  Closing strategies
4.  How to deal with defaults
1 & 2 are related.  Once you have a buyer who actually wants what you have for sale, it's pretty important that the details are clear.  Misunderstanding the details involved just creates bad feelings at the least, and maybe a lost sale or a lawsuit at the worst.
If you have a website, it may be a good investment to have a page of information about the details of buying from you.  That would include things like

• deposits (and their refundability)
• whether you take checks, credit cards, only cash, or checks must clear before pick-up
• If you have payment plans
• what goes with the product (registration papers or just application, halter, blankets, bottles and milk, mentoring availability, boarding, etc.)

When the buying process is more complex, a written contract may be appropropriate. 
What's actually written on the page or on the contract needs to be very clear.  I'm a word person, myself, and yet when it comes to writing "stuff" about terms and money, I feel strongly that I need help.  If your business sales occur in large amounts of money, you might even want to invest in a legal professional to help with wording.  But at the very least, write out what you think is clear, then ask someone else to look at it and see if it's as clear as you want.  Words can be slippery!  The point of a page on your website or a contract people sign is to avoid all the slipperyness.

While I'm on the subject of contracts, I want to mention a marketing fact.  This is about the way buyer psychology works.  Contract is a scary word.  Suppose you want your buyer (who needs a payment plan) to read the contract.  Rather than tell him to read the contract, try saying, "Super!  Would you sit over here and take a look at the paper work?"  Paper work is not scary.  Even if it actually is a contract. 
Also on this same subject is the question of how to word other things gently so they are not confrontational.  For instance if you require checks to clear or cash payment before the animal leaves your farm, how can you say that without making it sound like this buyer is suspect to you?

There may be many ways to word it, but here're a couple that are a little softer:
"We recommend you mail your check early so it clears before you arrive, or simply bring cash when you pick up your ________________ (animals or products)."  or
"Our policy for every sale is a cleared check or cash before pickup."

Personally, I think it's a good idea if your terms and conditions are printed and signed off on by every buyer--whether that's from a web page or a contract.  Just a page that says, "I've read and understand the terms and conditions."  That said, be prepared to make changes as the situation arises.

Tomorrow I will cover the last two questions.

New support forum in yahoogroups

I just got back from a seminar in TX--great group--and one suggestion was to have a group to support each other in this marketing stuff! I'm all for it!

To that end, here's the group: marketingsupportforfarmers_n_crafters@yahoogroups.com

I visualize it as an extension of my teaching but more interactive between you, the people who are in the trenches trying to sell your animals and products. This will be a chance to ask others for input (is this headline interesting?, What's a better word than _____?, Can I share my press release?) and support for when it feels hard or discouraging. It's also a place to share ideas for new places to put your advertising and new ways to persuade.

I don't plan on pontificating here, but will be available and might chime in now and then.

I know marketing is a stretch for most. I think this kind of forum can help. If you'd like to join in, send a blank email to marketingsupportforfarmers_n_crafters-subscribe@yahoogroups.com

Next Marketing Seminar--Jan 21st

Hi everyone!  And Here's hoping your new year is going to be a great one, and your business is going to be hugely successful!  To that end, consider this next (and last) seminar I will be doing in person.   Brazos County Convention Center in College Station, Texas, Jan 21st.  If you're within driving distance, I promise you will get your money's worth!

My committments are making it difficult for me to travel any more.  I don't want to say never, but I think this is the last seminar I'll be doing where I have to travel.  If you've wanted hands-on work on this stuff, with me literally looking over your shoulder while you learn it and practice it, this is your last opportunity!

And if you email me before the end of the weekend that you're attending, I will give you 50% off a book of your choice on that day.  And that's on top of no postage, to boot!  For details on how to register, contact Cyndi Daugherty at cyndi.daugherty@gmail.com, then email me that you'll be attending!  Looking forward to seeing you there!

Ellie

Holidays Can be Hectic...

I know, and if it's a busy time and you're stressed this week, please take a minute to breathe and appreciate your blessings!  Remember the season is about love.  Remember to enjoy your animals and your family.  Tell them how much you appreciate them.  Managing and fixing circumstances or people can be postponed for a while.  Enjoy!

I wish you great joy and prosperity in the coming months and years.  I know that is possible for those who are motivated and willing to do some smarter marketing and -- always-- a little self development as we go.  I'll give you some new blog issues in the coming months--just a few, now and then to remind you that your rural business can succeed even when times are tough.  But today, I want you to remember gratitude and love and have a special season of it to wrap up 2011!

As always, I am available to help when you need it!  Best wishes,
Ellie
winslowellie@yahoo.com

Marketing Isn't as Hard as you Think!!!

OK, it does take some practice.  It does take spending some time on it.  But the actual things you must do are not so difficult.  Most marketing tasks are about relationship skills so if you get better at marketing you might just get better at all your relationships!!!

Want to learn more?  Want to sell more animals and crafts?  Want more happy customers who love your farm?

This weekend only, you can get one hour of free consulting with me (by phone) if you buy any book or package from my website (http://beyondthesidewalk.com/)  e-books excepted.  An hour of consulting is worth $85 so this is really a once-in-a-lifetime opportunity for value!  Fri, Sat and Sun only. 

I want you to be successful.  Giftt yourself or your loved ones with something that makes a differrence for the future of your rural business!!!

Happy holidays!

Ellie

The Happiness Advantage

According to Shawn Achor, Harvard researcher and author of "The Happiness Advantage," optimistic sales people outperform their pessimistic counterparts by up to 37%. In fact, the benefits can be seen across industries and job functions. Doctors with a positive mindset are 50% more accurate when making diagnoses than those that are negative.

I'm a firm believer in an optimistic outlook on anything.  For one thing, those who only see the down side or who expect the worst are not much fun to be around.  And that negative outlook feels bad whether it's in those you interact with or in yourself.  But the above information is especially important for those actively trying to sell animals or products--or even services.  Your optimism can make you money!

The subject of optimism shos up in all disciplines, especially in psychology and in spirituality.  But it makes appearances in literature, medicine, and now, here it is in marketing!

How to improve your optimism?  Note that much of how we approach this is habit and if your outlook is pessimistic, you might want to try developing a new habit.  A favorite book of mine on this subject is "Learned Optimism" by Martin Seligman.  Did you know he even reported that you can predict the outcome of sporting seasons by evaluating the optimism level of teams...Amazing stuff.

All my marketing books have information of seeing the upside, learning to look for the silver lining--because it matters to the success of your business!   Some ideas to ponder:

What you think about, comes about. 
Thoughts become things
You'll only find what you're looking for

See   http://beyondthesidewalk.com/ for free articles, links to important pages of information, fun stuff and a way to get books if you do not already have them!!

Best wishes for great success!
Ellie