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Archive for May, 2007

Sell “On Purpose”

Posted By Michael Roby | Saturday, May 5th, 2007

Yesterday I went to my “BDB Meeting”– (Boys Doing Business.) Although we all travel extensively, this “Mastermind Group” meets weekly over coffee for 2 -3 hours to share ideas about how to grow our businesses. Each member brings unique talents and perspectives to the group, and a strong bond exists between us. As a [tag]professional speaker[/tag] and [tag]sales trainer[/tag], I constantly look for new ways to market and sell my services. All of us in BDB work in the [tag]professional speaking business[/tag], although our areas of expertise differ greatly. One member of our group is named [tag]John Crudele[/tag].

John works includes speaking to youth and corporate clients as a [tag]motivational speaker[/tag] and brings twenty five years of experience to the table. Over four thousand audiences…two MILLION people have had the privilege to hear John share powerful messages of pain, hope and the ability to effect change in one’s life and business. While John makes an impact as a [tag]corporate speaker[/tag], his career started primarily speaking to youth, and he remains passionate about helping young people.

Yesterday he shared two of the thousands of letters he has received over the years from kids that were hurting and found hope in his messages. Of course, he did not disclose the names of these young adults, but you could tell that this was the fuel that drives John…his passion, purpose, and core meaning for his business.

No matter what you sell, you must be passionate about your offering to maximize your potential and reach your [tag]goals[/tag]. Regardless of your product or service your prospects and clients sense your passion and commitment to them and the problems you help them solve. All of us want to sell “the best” but often the best becomes defined by the quality of service that we offer and our concern for always keeping the customers’ needs first. If we [tag]sell on purpose[/tag], our clients love to provide us with [tag]referred leads[/tag] as well.

Do you take and show the pride in your company, your products, and your services? Share how you have won sales as a result of your commitment to excellence and your passion for serving your customers and clients. How do you demonstrate your passion? Do you really sell “on purpose?”

Thanks for sharing, John. No wonder you are in such demand.

Good selling!

Michael Roby Presents Business Development Program to Smith Barney Advisors

Posted By Michael Roby | Thursday, May 3rd, 2007

(PRLEAP.COM) [tag]Business strategist[/tag] and [tag]professional speaker[/tag] Michael Roby recently addressed a group of leading [tag]financial advisors[/tag] with [tag]Smith Barney[/tag] at an educational conference in Kohler, Wisconsin on April 26, 2007. With speakers from fourteen financial service distributors presenting, Roby spoke on strategies and techniques to help advisors develop their business and expand their client base. Select advisors from five states were in attendence.

While businesses and audiences know Michael as an authority on sales, marketing, and the [tag]distribution of financial services[/tag], he is known as one of America’s best [tag]motivational speakers[/tag], and frequently delivers thought-provoking [tag]keynotes[/tag] that leave a lasting, positive impression on his audience. In addition, he is an author and writes for national publications. His website, is home to a leading sales and marketing blog.

How NOT to Write A Sales Letter

Posted By Michael Roby | Thursday, May 3rd, 2007

A friend of mine, who is a master salesperson, recently went shopping for a new car. He owns a [tag]sales training[/tag] company serving the hospitality industry, as well as being a gifted [tag]professional speaker[/tag]. Last night he faxed me a [tag]sales letter[/tag] he received from a [tag]auto dealership[/tag] he visited that might be the WORST [tag]sales[/tag] letter I have ever read. The names have been changed to protect the innocent victim; I’m not sure why I shouldn’t mention the dealership, but I won’t.

“Dear (Customer):

As the General Manager of (Dealership) of (City), I wanted to thank you for recently visiting our dealership. However, I was concerned that we have still not been able to get you into your next vehicle. I need to know if I can personally be of assistance in this matter.

I would also like to reiterate some key points about this dealership that hopefully were explained to you by the sales and/or management staff:

  • All new or used cars will be sold at a fair and and honest price.
  • All service work will be done quickly, efficiently, economically and intelligently. We will do everything possible to fix it right the first time.
  • Free shuttle service will always be available to you while your car is being serviced.
  • I will personally be available and accessible to you for any questions or problems you may have with your car.

Again, the goal of this dealership is to earn your business by satisfying all of your automotive needs. If I can be of any help personally, please give me a call.


General Manager”

What apparent problems do you see with this letter? Let me suggest a few, some of which are obvious, but some are not:

  • The mail merge was entered wrong. The greeting only contains the customer’s last name (i.e.: Dear Smith)
  • The “I Factor.” The GM uses the word “I” seven times.
  • I cringe at the phraseology of “I was concerned that we have still not been able to get you into your next vehicle,” as opposed to wondering WHY he hadn’t bought.
  • His bullet points talk down to the customer, as if he is saying, “In case you didn’t get this the first time…”
  • The letter is totally focused on the needs of the dealership, not the customer.
  • The letter contains several typos.

Let me make three simple points.

  1. Your primary focus should always be about the customer. This dealership appears to be totally focused on just selling cars, not taking care of their customers.
  2. What you distribute in the form of sales literature and [tag]customer correspondence[/tag] speaks volumes about your commitment to [tag]sales and service[/tag] excellence. If you can’t proof a letter, how can you possibly know the features of something as big and complicated as a car, much less know how to fix one!
  3. If this guy is the GM, were I the owner I would be more than a little concerned about how he trains his people, since he is willing to sign a letter like this.

Everything is important. Keep your customer’s needs in mind at all times, and let everything you say, do, or send out reflect your commitment to excellence in serving your clientele.

Good selling!