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Joe Gerard is listed in the Guinness World Records as the world's greatest salesman he sold more retail Big Ticket items at one time over his career than any other salesperson in recorded history so what was he selling some new technology that everyone had to have no was he selling to the mega Rich nope he sold ordinary cars to Ordinary People between 1963 and 1978 he sold over 13,000 cars at a Chevrolet dealership his stats are pretty amazing he sold an average of six cars a day on his best day he sold 18 vehicles in his best month he sold 174 in his best year he sold 1,425 he sold more cars by himself than 95% of all the dealerships in North America to make his feet even more incredible he sold them all at retail one vehicle at a time no bu sales Noble fleets deals nothing so what was his secret to success he lists several but one stands out Out Among the rest followup my name is Jacob Curtis I'm a CPA and certified profit first professional and a business coach I started Curtis cing solutions to remove the stress of doing the bookkeeping payroll and taxes off of quilt shop owners and to provide practical business advice to help quilt shops piece together Financial Freedom I'd love to hear your thoughts on today's episode so please leave a comment below and remember to like share and subscribe Joe Gerard's biggest contributing factor in becoming the world's greatest salesman was following up with Lee customers he would send a personalized card to each of his contacts every month and this was before computers in January he would send out a New Year's card and in February a Valentine's card and would continue onward throughout the rest of the Year by the end of his career he had to hire an assistant to help him send out over 13,000 cards a month after 10 years of doing this almost 2third of his sales were repeat customers it got to the point where customers had to set an appointment in advance to come in and buy a car from him contrast that with other car salesmen who just stood around waiting for and hoping for walk-in traffic average salesperson follows up once or twice and then gives up 50% of all salese give up after just one contact 65% after two attempts and 79.8% give up after three attempts imagine if a farmer planted his seeds and refused to water or care for them or for the field will he reap a successful Harvest nope immediately after you've captured the contact information of a potential customer it should go into your Marketing System where repeated contacts are made over time contact does not mean pestering them with obnoxious sales ads but building a relationship you give them value before they buy anything from you building trust and demonstrating Authority in the process like a farmer you prepare your prospects and leads to become ready for harvesting curating this list of leads will be one of your most valuable assets because of your follow-up work you are an invited guest test rather than a pest when your prospects comes knocking and ready to buy the most important thing to take away from this message is to become a marketing farmer it's simple here's the process advertise with the intention of finding people who are interested in what you do offer an ethical bribe to bring them in whether that be a free digital pattern a tutorial or any kind of relevance and free information that solves a problem they have this positions you as the authority and expert rather than a salesperson would you rather buy from a expert and Authority or from the sleazy salesman next add them to your database third continually nurture them and provide them with value provide them with a newsletter tips Etc do not make this a constant sales pitch remember the ratio of 3: one three value-based contacts to every one sales pitch most importantly keeping constant and regular contact with them we have talked about mailing flyers coup coupons and lumpy items previously today I want to explain the next level of this strategy the shock and awe package a shock and awe package is essentially a physical box that you mail or deliver to leads full of unique benefit Laden assets related to your business or industry here are some of the unique things that you can and could include in a shock and a package books or magazines people rarely throw these out books position you as the authority especially if you're the author DVDs CDs and thumb drives containing videos and content introducing yourself and the specific problems your products and services may solve and testimonials from past customers in video or audio or even written format clippings from media mentions or features about you your store your products or Services brochures sales letters coupons and other marketing materials or a sample of your products and services unusual trinkets are gifts that entertain inform and wow your leads handwritten notes thanking them for their inquiry or recapping your conversation with them most people stand over the Shredder as they sort through their mail but most people will open a package even if they don't know who the sender is I know I love getting packages in the mail a shock and a package should do three things give your lead amazing unexpected value position you as an expert and three move your lead further down the buying cycle than they would otherwise have been don't make the mistake of being cheap and economical when it comes to ruining your customers you can substitute good marketing for bad math you must know your numbers particularly your customer lifetime value the shock Anda package can be very expensive especially if you don't know your numbers the numbers should make sense unless you're in an extremely low margin purely transactional business which you should not be then the numbers should work and sending a shock and a package should be economical remember you're buying $10 bills for $5 bills that's what good marketing really does one of the most common elements of high growth business is a heavy focus on marketing and making a lot of offer offers some of the offers are misses and some end up being big hits by making many offers you can start to get a very good sense of what works and what doesn't when you become a prolific marketer it's much easier to spot Trends and scientifically measure response by split testing another common element in high growth companies is that they are not timid with their offer they take risks use compelling copy and make outrageous guarantees the fundamental principles of marketing never change New Media channels are created and invented at a fairly quick Pace these days but fundamental marketing principles do not change more compelling and frequent offers mean rapid growth being a prolific marketer will create a buzz or customers leads and Prospects will notice and you'll start to cut through the Clutter and fill up your sales pipeline if you make the crafting and sending of offers to your list of customers and leads a part of your regular routine within a short period of time you'll have a dramatically different quilt shop getting better at marketing is the key to Rapid growth it takes three different types to make a business work the entrepreneur The Specialist and the manager the entrepreneur is the person with the idea the vision they see a problem or a gap in the market and are willing to take risks so they can solve the problem for a profit they make it up for example seeing a gap in the market for a particular product or service they hire the right people needed to to get the business up and running the specialist is the implementer of the entrepreneurs Vision they could be an engineer or a graphic designer they make it real for example they ensure the building is built or create the product packaging the manager comes in every day and ensures things gets done keeps the business running and keeps the vision on track they make it recur for example running the store ensuring shipments get out on time and ensuring quality is right it takes all three to make any business work work including your quilt shop yet it's extremely rare for a single person to be good at all three many quilt shop owners are either the entrepreneur or The Specialist or both but they are very rarely the manager the lack of a manager role is often why marketing never gets up in running properly you probably have these roles covered in other areas of the business like the celles floor the shipping department but you need it in every aspect of your quilt shop from the sales floor to the back office and the marketing department when you first started out you wear all the hats you do everything but slowly over time you hire team members and contractors to help you do more don't forget to do the same for your marketing you likely don't forget about your annual tax obligations because they're forced upon you by the government their calendar dictates when tax returns need to be filed and taxes need to be paid you can replicate a similar forcing mechanism with your marketing calendar a marketing calendar sets out what marketing activities have to happen daily weekly monthly quarterly and annually put those into your calendar just like you would any other important event after you've locked in what needs to get done and when the only other question is who will be responsible for delivering on each scheduled activity event triggered marketing activities such as what to do when you get a new lead should also be considered again make these event triggered marketing activities someone else's responsibility as you grow on higher team members you will delegate more and more of these responsibilities everyone wears multiple hats as a small quilt shop the goal should be to free you the owner up to do the higher level marketing tasks like designing and testing new marketing campaigns or improving the value of your offering very few business activities pay as highly as working on your marketing as a business owner you have a can do attitude if something needs doing you jump in and get it done but this often leads you to feeling overwhelmed and burned out if you're not an expert in that field you can waste so much time trying to get it right but remember money is a renewable source you can always get more money but you can never get more time focus on what you are an expert in and hire the experts in areas where you are weak as the resources become available this can be very hard for two reasons first you may not be gathering enough resources fast enough and secondly because you think you are the only one that can do it right but remember if someone else can do it 80% as good as you can then you should delegate it like the farmer who nurtures their crops you must nurture your leads nurturing your leads is consistently giving them value before they buy anything from you it takes time and money but transforms your quilt shop when done correctly as you grow don't neglect your marketing efforts or team your marketing efforts bring you more customers to serve as resources allow hon more Farm hands and delegate to scale your quilt shop what are you going to do to improve your nurture campaign what are you going to do to nurture your next lead tell me in the comments below or email me at Jacob Curtis countings solutions.com if you need any help with this and piecing together Financial Freedom please schedule call with me by clicking link below remember to follow me at Curtis canning Solutions on Facebook Instagram Pinterest and YouTube thanks again for watching and talk to you soon