Chapter 33. How to Double Sales in 12 Months Flat
Chet Holmes International
Here is the most powerful lesson you will ever learn for doubling sales in the next 12 months.
THE BEST BUYER CONCEPT
Completely grasp the power of this:
There are always a smaller number of ideal buyers, as compared to all buyers, so ideal buyers are cheaper to market to and yet bring greater rewards.
A magazine used this strategy to double its sales in 15 months flat. Here's what they did. They had a database of 2,200 advertisers that they sent promotional pieces to each month. After learning this strategy, they did an analysis and found that 167 of those 2,200 advertisers bought 95 percent of the advertising in the competitor's magazine. This concept is called "The Dream 100 Sell," a concept in which you go after your "dream" prospects with a vengeance. This magazine sent the 167 (best buyers) a letter every two weeks and called them four times per month.
Since these were the biggest buyers, the first four months of intensive marketing and selling brought no actual reward. In the fifth month, only one of these dream clients bought advertising in the magazine. In the sixth month, 28 of the 167 largest advertisers in the country came into the magazine all at once. And since these are the biggest advertisers, they don't take quarter pages and fractional ads, they take full pages and full-color spreads. These 28 advertisers alone were enough to double the magazine's sales over the previous year. The ...