Dear Archive Visitor, This week the President of Salesopedia.com, Clayton Shold, called me to interview me for a podcast he'll be loading up on his website. One week during October, he'll be featuring my book, an article by me, and the podcast that we recorded this Tuesday. As that date approaches, I'll remind you to check it out. Meanwhile, I suggest checking out salesopedia.com and looking over some of the articles and videos Clayton has assembled. My favorite so far is one with Malcolm Gladwell, the author of The Tipping Point and Blink, (both fascinating books, by the way). There's also this video on "sell the sizzle." That one just cracks me up. Hopefully watching it will make you grateful for a less fire and brimstone approach!

The Danger in Wanting Everyone to Listen By Tammy Stanley Imagine you're standing in front of a group of 100 people. You don't really know these people, but you've been given the opportunity to get up and say a few words about your business. What would you say? If you know much about marketing, you know that the first thing you'd want to do is get your prospects' attention. So, here's what I want to ask you. Would you rather get the attention of all 100 people or would you rather get the attention of a small percentage, say 10% of those 100 people? Answer that in your mind before you read on. Okay. If you're like most people you probably thought, "I'd rather get the attention of 100 people than 10. DUH!" But as Shakespeare said, there's the rub!. Because you'd rather get the attention of 100 people than 10, you usually say something with the intention of getting everyone to want to buy your product or service. I'll bet you've heard the ol' saying, "You can't please all the people all the time." I'd even be willing to bet that you've said that a few times in your life. Perhaps it's time to really take that ol' saying to heart. If you can't please all the people all the time, why bother trying? What a waste of energy. And in this example of standing in front of 100 people, it's a wasted opportunity. You see, you'd be much better off designing a short pitch that's targeted to a small specific group of people, but because it's so targeted to that group, they would KNOW that you are talking to them. And further more, they'd be likely to come running up to you wanting to know when or how they could get your product or service. Fairly recently I met a licensed massage therapist at a networking meeting I go to off and on. Her tag line is really cute, but I know now that it in no way conveys what an amazing massage therapist she is. In fact, it actually trivializes her and her abilities. I finally gave her a chance recently, but not until AFTER I got a massage that totally disappointed me (I'll save that for another article). As I was driving home from the one lousy massage, it dawned on me that I could have called this therapist I'd met numerous times at that networking meeting. The next day I called her office and managed to get an appointment the following day. After I had a massage from her, I quickly came to the conclusion that she was THE massage therapist in town for people with terrible sciatica or serious back pain. In short, I was blown away by her technique and strength. Wow! It made me begin analyzing why I hadn't thought of her as soon as I thought about needing a massage to stop the back spasms I was experiencing. Now to be fair, I did think of her, right? I thought of her right after I had a massage that didn't even come close to easing the pain I was experiencing. I believe the reason why I did remember her was because she often talked about specializing in back pain. But here's why I think I didn't think of her right away. Right after talking about being a specialist in back pain, she would always go on talking about all the other things she could help out with, and once she would list half a dozen other things, my mind would end up confused. Maybe she wasn't really a back specialist after all. Maybe she just thought her technique suited everyone. You have to remember, the confused mind doesn't buy! Imagine going to a networking meeting and someone says, "I'm a bankruptcy lawyer. If you're looking at a possible bankruptcy, you need someone who knows this area of the law inside and out. Also, be sure to come see me if you need a divorce lawyer, if you're going to file a suit against someone, if you're in a car accident, or if you need a will." That starts off good, but as soon as the lawyer mentions all these other things that he/she can do, your mind fails to classify him/her as THE person to call if you face a bankruptcy a year down the road. This is what happens when we think we need to get everyone's attention, when we think we need to get as many of these potential clients in our door as humanly possible Ñ we often end up struggling to find good, consistent, and loyal customers who recommend us to others. But consider what would happen if you could get YOUR prospects to listen? Notice I said "YOUR" prospects, and not any old prospect. The key is identifying your ideal prospect. In the case of the masseuse I saw, she'd probably find herself booked solid, if she focused only on people with sciatica. If you've suffered too long from sciatica (if you don't know what it is, take a moment to be grateful), she is the person to see. An appointment with her is worth the drive, if you live anywhere in the greater Phoenix area. In fact it's worth the time it would take to limp over to her office in Tempe because you'll be able to run home. I'd even consider crawling across broken glass to have a massage from her. Carol Segelke - 480-820-6695 Now, are you getting why it is that she could just focus on one little target market like people with sciatica? She'd have a troop of raving fans, just like me. Didn't I just brag about her to my entire list? And guess what? I told my hairdresser about her yesterday as well. Am I done? Not on your life. I'll be telling plenty of my friends about her. I have a good friend who has an office a stone's throw away from Carol's office. I've sent her an email suggesting she give Carol a try. I have a friend who has terrible migraines. She'll be getting a call from me this week. Oh, did you catch that? I'll be calling friend who has terrible migraines. Notice I didn't say terrible sciatica. THAT's the beauty of focusing on a specific targeted market. When that group of highly targeted individuals experiences what you can do for them, they're so excited about the results they experienced that they begin to tell everyone about you, and you end up with people from different targeted groups after all! I think the reason we often shy away from focusing on a particular targeted group is that we think it's going to limit our business. However, the truth is that it helps your business to grow much more quickly. Again, the key is to speak to a very select group. If you would imagine yourself back in front of those 100 people again, what could you say that would cause your ideal prospect to not only listen, but also to sit up, make that stand up and ask when he/she can get what you're selling. WANT TO SEE MORE ARTICLES LIKE THIS ONE? WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR ON YOUR WEB SITE? You can, as long as you include this complete blurb with it: Author, Sales Trainer, and Professional Speaker Tammy Stanley publishes the propelling 'Sales Refinery Insights' weekly ezine for direct sales professionals. If you're ready to jump-start your direct sales business, make more money, and create more value, get your FREE tips now at www.tammystanley.com/ezine/ezine_offer_ds.htm

I know most have you have heard of Napoleon Hill's famous book, Think and Grow Rich. Some of you have even read it. There might even be a few who have read it more than once. There are many fascinating things in this book, but surely one of the most fascinating is that Hill informs his readers in the first section, "A Word from the Author," that every chapter in the book makes mention of a great secret, which has made fortunes for hundreds of men over the years. He goes on to say that this secret is mentioned no fewer than one hundred times throughout the book; however, it is never directly named. His reasoning is that it seems to work more successfully when it is left in sight but uncovered. I'll tell you right now that this secret is not the secret that's discussed in the movie and the book The Secret. I've see this secret written out as a quote with the author as "unknown." A while back, I was sent a graduation invitation from a local high school with this quote and the author printed as unknown. I promptly called that school and informed them that the author wasn't unknown at all. His name was Napoleon Hill. If you asked me, it just doesn't make any sense for anyone to skip reading Think and Grow Rich while simultaneously being in a business that vehemently demands that one learn and understand the principles of success. Is Think and Grow Rich the best success book ever written? Personally, I don't think so. But I think most people would agree that it is the most influential success book that's ever been written. Not reading Think and Grow Rich and being in the direct sales industry is like not reading Dr. Seuss' Cat in the Hat as an kid growing up in America. It just doesn't make sense It makes no sense at all If you don't read Hill's book You're just not on the ball Don't wait for a better time, I say Click on this link and order it today.

Tammy Stanley, founded and directs The Sales Refinery, a sales training company that assists direct sales consultants to generate more business and build long-lasting sales teams through powerful marketing, selling and leadership strategies.

Tammy has been coaching and training since 1994 and has a deep understanding of the challenges and needs of the independent sales consultant. While raising four children, Tammy built a multi-million dollar direct sales organization, reaching her company's Circle of Excellence 7 consecutive years in a row. She earned numerous sales and leadership awards, world travel, and promoted 11 offspring managers.

The Tammy Stanley Sales Refinery
Tempe, AZ 85283
Call Today: 480-775-4866
tammy@TammyStanley.com