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What A Buffalo Rancher Taught Me About Selling by Dr. Joe Vitale www.MrFire.com
Yesterday I met a rancher who raises buffalo and sells bison products. He clearly loves his job. He gushed facts. For example:
I didn't know buffalo never get cancer. Or that buffalo meat is leaner, healthier and better for you than any other red meat. I also didn't know that buffalo contains less calories than even chicken.
"Most people just don't know how to cook it," the rancher explained. "Since the meat is lean, it needs to be slowly cooked on a really low flame."
He went on to add:
"People on the Paleo Diet, sometimes called the caveman diet, really love it. It helps them lose weight and get trim naturally," he said. "I eat one to two pounds of bison every day, some veggies, and I'm fit and strong."
Since I'm into wellness and just lost over 70 pounds, I was eager to hear all this. I was so taken by this new information that I placed a large order on the spot.
But the rancher also had some opinions that made me curious.
"I'm just a rancher," he told me. "I run my ranch by myself and I work night and day, yet at the end of it all, I have to go out and market this stuff. I almost hate it."
"You hate marketing?" I asked.
"I just saw the actor Billy Bob Thornton on television and he said, 'Marketing is evil.'"
"That's interesting," I countered. "The reason Thornton is on television is he is marketing the latest movie he's in."
"Well, I don't like marketing," the rancher told me. "Maybe it's because I don't know how to do it."
At this point, Nerissa came out and met the rancher, too. He offered her a sample of the buffalo jerky he made. He held it out in front of her as he said:
"You'll eat this and you won't want anything else the rest of the day. This is the most filling and satisfying food you'll ever have," he said. "There are no preservatives and it's all natural."
Of course, at that point I wanted some jerky, too.
When the rancher went to write up our order, he pulled a beautiful notebook out of his truck. He started to place it on the hood of my BMW Z3 sports car when I stopped him.
"I don't want it scratched," I said.
"Look at this," he said, rubbing the leather on the notebook. "Go ahead and touch it and see how smooth it is."
I did. The leather was melted butter soft.
The rancher then asked me something hypnotic:
"Can you imagine walking into a meeting with one of these under your arm?"
Of course, that natural question activated the visual part of my brain and engaged my ego. I instantly wanted the unusual product.
"How can I get one of those?" I asked.
"I can have one made for you, if you want."
I ordered one of the buffalo notebooks, too.
I then paid the rancher, shook his hand, and he got in his truck, still muttering that he didn't like marketing. He said he was so behind in learning marketing that he was prehistoric in his practices.
"Guess you're doing Paleo Marketing," I offered.
He laughed and drove off.
He didn't seem to notice that his "non-marketing" made a lot of sales that day. I bought meat, jerky, and a notebook. I also bought a case of honey, which I forgot to mention. None of it was cheap, either.
I've said it before and I'll say it again: Marketing is simply engagingly informing the people most likely to be interested in your product or service that it's available.
This is what I teach people in my Executive Mentoring Program. I'll repeat it:
"Marketing is simply engagingly informing the people most likely to be interested in your product or service that it's available."
It's not about manipulation.
It's about information.
The more passionately and sincerely you convey your information, the more hypnotic your marketing will be.
But if you try to market your business to someone who has no interest in it, you may be considered evil.
That rancher was marketing, though he'd never admit it. His love for his product was apparent. He eats buffalo, wears buffalo, raises buffalo, and talks buffalo. He doesn't talk bull, he talks buffalo. And when he talks, if the people listening are at all interested in bison, they buy.
Marketing is only "evil" when you lie or mislead people to make a sale, or when your message isn't appropriate for the audience you reached. No one should ever do that sort of mis-guided marketing. Ever. There's no excuse for it.
If you're offering a product or service you believe in, then share your excitement for it to the right audience. (If you don't believe in your product or service, what are you doing trying to sell it?)
Said another way, if you have something that would truly benefit a certain group of people, and you don't tell them, aren't you doing them a dis-service?
Again, marketing is basically sharing your love. Your passion. Your belief. When you share it with someone who welcomes it, more often than not it leads to a sale. Naturally. Easily. Effortlessly.
A note from your barefootmentor... I have posted many times on the is blog about Joe Viale's work and writing... it's excellent. This story really hit home when I read it... My Husband and his buddies once purchased a buffalo from a local sale and processed it. I can attest to every thing this buffalo farmer says is true. I think there is a trend to buffalo/ bison too, because my mom and I went to eat " Ruby Tuesday's" and had bison.
I actually posted this for the marketing lesson that is in the content, but as I posted in a previous post... we are drawn for the positive qualities we believe exist within us.
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1. You will receive a body You may like it or hate it, but it will be yours for a lifetime.
2. You will learn lessons You are enrolled in a full-time informal school called life. Each day in this school you will have the opportunity ot learn lessons. You may like the lessons or think them irrelevant or stupid.
3. There are no mistakes, only lessons. Growth is a process of trial and error, experimentation. The "failed" experments are as much a part of the process as the experiment that ultimately "works."
4. A lesson is repeated until it is learned A lesson will be presented to you in various forms until you have learned it. Then you can go on to the next lesson.
5. These lessons will never end. There is no part of life that does not contain it lessons, If you are alive, there are lessons to be learned.
6. "There" is no better than "here." When your "there" becomes a "here," you will simply obtain another "there" that again looks better than "here."
7. Others are mirrors of your own self-image. You will be drawn to others for the positive qualities you believe exist within you. In a simmilar way you will tend to hate others who relect back to you those qualities you most fear in yourself.
8. What you make of your lift is up to you. You have all the tools and resources your need; what you do with them is up to you. The choice is yours.
9. The answers are found within you. You already have the answers to life's questions. All you need to do is look, listen within, and trust your intuitive powers.
10. You will not live forever. Take time for the important things: learn something, play with a child, watch a sunset, comfort a friend. Someday there will be no tomorrow.
Written by: Gary Burke During the Leader's Spotlight interview this past Sunday night with Kathi Minsky, she mentioned about the 3 fatal flaws of network marketing. Sounds pretty serious doesn't it? Fatal--- and that's the absolute truth. I have watched people kill their business instantly, as well as watching people have their business die a slow death as a result of one or more of the 3 fatal flaws of network marketing infecting their business. By the way, the interview with Kathi Minsky was terrific and it is archived in the resource center at www.theglobalsuccessteam,com
Flaw # 1. COMMUNICATION- Shaklee is a business and just like any business, communication is the lifeline. Can you imagine what would happen in a business, let's say a dentist office, if there was little to no communication amongst the team of people that work in that office? What if they didn't talk to each other? What if they didn't send out the post card reminders to their patients for their next appointment? What if they didn't do their reminder calls? How long would the business owner (the dentist) likely remain in business?
In Shaklee (network marketing) which is a business, communication is critical to your success. *** Regular communication with your members/customers is vital. *** Regular communication with your distributors is vital. *** Regular communication with your leaders (upline and downline) is critical.
How often do you communicate with your members? Every month? Hardly ever? Never? How often do you communicate with your distributors? Every week? Maybe once a month? Less than that? How often do you communicate with your leaders? Several times a week? Couple times a month? Less than that?
Successful teams, businesses, organizations, etc., are built and maintained with great communication. If your communication is poor, you've got a fatal flaw in your business. Fatal in that, you will be slowly losing blood. New people are the lifeblood of your business. With poor or no communication, people will lose interest and quietly fade away.
Flaw # 2. DUPLICATION- Duplication is the key to growth in network marketing. We are in the franchising business. When you are in the franchising business, you can only have growth by developing new franchises--- duplicating your own business over and over. In order to duplicate yourself, you must have a process you follow and a system you use that others can duplicate. If you do not, you will remain on the Direct Sales side of the business, just you and your business, and you will not be on the franchising side, the MLM side of the business where the true financial freedom and time-freedom reside.
You can make it to Director without duplication. A person can even get to Coordinator, and maybe even Sr. Coordinator without be very duplicable. To get to Executive, Key, and Master, you have to have a duplication process.
If you are not experiencing duplication in your business, then you must take responsibility to communicate with other leaders who have learned how to duplicate and build an organization, and duplicate what has made them successful.
FLAW # 3. TRAINING- Training is the key to duplication in network marketing. New people must be trained on how to build a Shaklee business because they don't know how to build a Shaklee business. This past year, we had a large number of experienced network marketers join Shaklee after their former Company filed for Bankruptcy. Even though they had experience in network marketing, they still required training on how to build a business in Shaklee with our Company, our Products, our Compensation plan. You can not say to a new business builder-- just go out and do it, you'll figure it out as you go. Good, simple, basic training is the key to duplication.
We have solid training available in Shaklee that anyone can train and duplicate with. There is First Step Training available from Shaklee combined with City Network, and there is also weekly live new distributor training at www.theglobalsuccessteam.com A brand new business builder can begin getting his/her training and can also be training their new recruits at the same time. Having training available is not the issue. Doing it and providing it is.
Remember, all 3 flaws are fatal flaws. Don't make the mistake that you can be good at two of the 3 areas and be weak or poor at another.
The GOOD NEWS is that good communication has never been easier to provide than it is today with the phone and the Internet.
The GOOD NEWS is that we have a great duplication process in place in Shaklee today. All you need to do is use it.
The GOOD NEWS is that we have terrific FREE training available in Shaklee today. All you need to do is use it.
The GOOD NEWS is that the 3 fatal flaws are easy to avoid because you know what the are and you know what to do!
I came across this Optimist Creed and it sure sounds like it was written for Barefoot Secret Biz! You can do anything you put your mind to.
Optimist International adopted this creed in 1922. It was originally published in 1912 in a book entitled, Your Forces and How to Use Them. Its author was Christian D. Larson, a prolific writer and lecturer who believed that people have tremendous latent powers that can be harnessed for success with the proper attitude.
The Optimist Creed
Promise Yourself –
To be so strong that nothing can disturb your peace of mind.
To talk health, happiness and prosperity to every person you meet.
To make all your friends feel that there is something worthwhile in them.
To look at the sunny side of everything and make your optimism come true.
To think only of the best, to work only for the best, and to expect only the best.
To be just as enthusiastic about the success of others as you are about your own.
To forget the mistakes of the past and press on to the greater achievements of the future.
To wear a cheerful expression at all times and give every living creature you meet a smile.
To give so much time to improving yourself that you have no time to criticize others.
To be too large for worry, too noble for anger, too strong for fear, and too happy to permit the presence of trouble.
We always try to see the glass as half full, and we hope you do, too!
You're probably familiar with e-mail signature (or "sig") files -- they're the few lines of contact information that many of us put at the bottom of every e-mail we send. Most e-mail software programs allow you to create and use sig files -- even AOL.
I've heard some people who don't use sig files defend their position by saying, "All my clients know my info -- I don't need to remind them with every e-mail." Stop! You're missing a perfect opportunity to promote your business, as well as do your clients and prospects a favor.
When you think about how many e-mails you actually send a day, it's probably more than you realized! Some people send over 100 a day. That's a lot of mail -- and a lot of chances to slip in your own subtle marketing messages.
Sig Files Put You at Their Fingertips
People love it when you make information easy to find. Sure, your clients have your phone number somewhere, but they'll really appreciate it when they can grab your number right from an e-mail they're looking at. In fact, e-mail is such a part of our lives now, that if someone needs your phone number quickly, she may be more likely to grab it off your latest e-mail than to dig up your business card. (Don't underestimate this occurrence -- there are many disorganized people in the world!)
Also, if people want to put your info into their contact management software (Outlook, ACT, Palm, etc.), they can simply copy and paste it right from your sig file.
Good Sig Files Tell Strangers What You Do
Back in 1999, when I was a full-time copywriter, I also served as co-chair of New York's Women in Communications Inc. (WICI), I booked speakers for our monthly cocktail events, conducting most of this work via e-mail. The speakers I corresponded with only knew me as a representative of WICI; they had no idea what I did for a living. But one woman, after spotting my sig file, promptly wanted to learn more about my copywriting services. She then hired me for a $5,000 project. Thank you, sig file!
Sig Files Are Ready to Travel
E-mails are forwarded all the time. You never know where yours may end up, and one of the recipients may be very interested in your service or product. I learned this shortly after I started my business, when I was shocked to get a call from a prospect in Israel. A colleague of hers here in the U.S. had forwarded her an interesting issue of my newsletter. She learned about my services and got my phone number from the sig file at the bottom.
Sig Files Are a Great Promotional Tool
Now, let's move beyond the obvious stuff. Think of your sig file as a little messenger who speaks to everyone you send an e-mail to. What do you want him to say? Do you have great news? A new product or service? A free newsletter or report? Let us know via your sig file!
Your Sig File Checklist
Here are several items to consider putting into your sig file. CAUTION: Do not attempt to insert them all! Choose what's most important for you and your business.
*your name and title *your company name *your company tagline, or a short phrase that describes what your company does *your address *your phone, cell phone, and/or pager numbers *your fax number *your e-mail address (sometimes people can't get it directly or quickly from your actual e-mail) *your Web URL (be sure to include the "http://" prefix to ensure it will translate as a hyperlink on most e-mail programs)
Make sure you also include a bit of promotion, such as:
*an invitation to subscribe to your free e-zine *an offer for a free report or product you offer *an offer for a free consultation or trial offer *a company announcement (new client, new product, award won) *a link to your latest press release, article, or Web site feature
In the interest of space and your reader's time, keep your offer or announcement to one or two sentences only. (Tip: Always throw in the word "free" when possible. It's everyone's favorite word!)
Bonus: Most e-mail software programs allow you to create and keep several signatures on file, so you can change them easily and often. This makes it a cinch to switch your messages weekly or even daily, and maintain ones for different businesses.
Choose What's Important to YOU
Of course, it's possible to get carried away and include too much information. We don't need random quotes that have no relation to your business, cute illustrations made up of keyboard characters, or your weekend phone number in the Hamptons.
Try to keep your sig file to a maximum of eight lines. More than that will overwhelm the reader, and it will look silly if your sig files are always longer than your e-mail messages!
Here's a good example:
Jane Smith, President Smith I.T. Consulting 'Take a Byte Out of Network Headaches' ph: 800-321-0000 fax: 212-321-0001 jane@smithitconsulting.com *Visit http://www.smithitconsulting.... and get your FREE report on the top 10 most common computer network problems and how to solve them!*
Notice that "Jane" opted not to give her mailing address here, in order to use the space for her tagline and an invitation to receive her free report. It's all up to you. If your customers frequently need your mailing address, then you should include it. (I don't include it in mine, since 99% of my work is done via e-mail.) Decide what bits of info are most valuable to keep, and use the rest of the space for a unique message or promotion!
One Last Thing: Make Sure We "Get" What You Do
I've seen some seemingly complete sig files that still leave me wondering, "Thanks for all the info, but what do you DO?" We all know what IBM and Kodak do, but the whole world doesn't know what your business does (yet). For now, it's your job to help us all learn. Include a tagline that describes what your company does or a short phrase that helps us understand. If your sig file consistently delivers a clear impression of what you have to offer your prospects, it will reward you numerous times in the future!
Online entrepreneur Alexandria K. Brown, "The E-zine Queen," is creator of the award-winning 'Boost Business With Your Own E-zine' system. To learn more about this step-by-step program, and to sign up for her FREE how-to marketing articles and FREE audio class, visit www.EzineQueen.com
