I rarely make an appearance these days on the forum scene, since “I’m flying low and collecting the dough”, however, you got my heart racing… I could not resist responding….
I've been following Master Don Alm's thread on deck restoration on the various forums, so I know what you are trying to achieve here.... But my friend, you are doomed for FAILURE with your letter and chosen method of obtaining sales leads, and here's why....
By the way… Don’s money making idea is excellent, a testimony to this man’s connection with universal consciousness on the “outer levels of being a step ahead", on a higher plane of the mass population’s thinking level”.
Too many sales people make the mistake of "EDUCATING" the prospect while selling whether it is "face to face" or writing sales copy.... It's the number one CARDINAL mistake of modern sales people who don't understand the intricacies of delicate human sales psychology.
Trust me on this one, I've trained hundreds of sales people in the offline world in the "specialty" sales fields of domestic home improvements such as cladding and climate control.
Not your fault…. The days of “specialty” apprenticeship selling are long gone, even though man “the buyer” and his “ SALES STIMULI” have not changed in a thousand years.
I understand that you maybe trying to be “honest Joe” and explaining the “truth” in your sales letter… But, let me tell you…. Total honesty in this way…. Does not make you the sales, contrary to popular belief!!!
Your job here is to be a SALESMAN … Definition: “Man who sells (Sorry ladies for the politically uncortect reference to “male” in this example) “ … Not a TEACHER!
Selling is NOT “teaching” or educating your client … It is all about appealing to their EMOTIONAL “hot spots” for buying…. Satisfying their wants, dreams and desires…. NOT LOGICAL “needs”…. Of which there are few.
Now don’t get me wrong, I’m not suggesting you should be “dishonest” in what you say.
Just don’t be so dam logical, my man in “how you say it”!
Let’s analyze what you have just done….” Cabot's Solid Color Oil Deck Stain lasted the longest”
Kudos my friend…. You’ve just EDUCATED the “do-it-yourselfer” who maybe trying to save a buck in these US recessional times!!!
What you have just done is tell your PROSPECT and any COMPETITORS your prospect may get a quote from on deck restoration is “ Can you quote me on restoring my deck using “Cabot’s” which I’ve been told is the BEST stain on the market”!!!
Or…. Thank you very much Mr. Gary…. “I’ll go out and buy a can of “Cabot’s” from my local hardware shop, along with a wad of sand paper and a paint brush and save on the labor and do it my self on a sunny Sunday afternoon with a slab of beer to down in my breaks”!!!!
Man, what are you trying to do?…. Show prospective clients how to restore their own decks and cut you out of the picture????
Second tip I’ll give you …. Ýou said …. “What I found was, that most people use Thompson's , which is one of the worst products to use. IT DOES NOT LAST.”
This is a “no-no” in professional selling… We do not knock the competition…. This does not make you look good in the prospect’s eyes… This is the HALLMARK of the pure amateur sales person.
Okay… So what do you do instead…. If you prefer to go the “direct mail route” for getting sales leads (which is not the best way in this case… I’ll explain later on down).
Now what you do instead is “CREATE YOUR OWN BRAND” of the BEST deck restoration stain!
How ?…. Very simple….
Buy “Cabot’s” which is one of the best stain brands known to man (even down under in OZ … the best country on God’s world to be in when WW3 hits us all
THEN… You REMOVE the “cabot’s label” on the tin… And CREATE your own BRAND which YOU promote as being the VERY BEST on the market!
“Gary’s Deck Stain Formula #101” … Or what ever you fancy!… Are you on my wavelength?
(Go to your local printer… Get some labels made up…? Follow my drift)
Now your prospect cannot “shop around” your BRAND… They MUST BUY from you if they want THE BEST stain available.
Now, let’s forget about the “direct mail” approach to getting sales leads if you REALLY want to succeed in Don Alm’s superb offline moneymaking idea.
Forget about “driving around the streets”, writing down addresses to “reverse look up” … Your TIME as a PRO salesman in the deck restoration business is worth far more than doing the “legwork” OF A “LEAD GENERATOR” when you can hire a “pretty looking” eighteen year old teenager student looking to earn a part time income on the side to do!!! (Sorry ladies for being sexist…. But this works … Sex will always sell … full stop).
Get yourself a “door to door canvasser”… A face to face (Face to bosom) female … “Door to door “ sales lady … To walk the street, and get you the APPOINTMENTS @ $10 per hour.
Let’s forget this “sending out 25 direct mail letters and getting no response” result!
Let’s do this business properly…. Or NOT at all!… You’re in it to win!
Why?…. Because YOUR time as an entrepreneur should be worth $50, $100 per hour… Why waste your time getting the leads as well… Pay the $10 bucks per hour… But make sure she’s pretty though… Trust me on this… IT WORKS!
A top racehorse does not “haul” the milk cart in the morning… You are that “top race horse” , … Expected only to win and perform at the race track …. This should be the ATTITUDE of top sales people.
You do not waste your time generating leads or getting appointments to see clients… YOU concentrate on doing the selling ONLY!… Get others, less “switched on”, less experienced, to “haul the milk”, to get the leads under your control”
Take my advice… Do yourself a favour…. Call Don Alm for results that lead to success in this business!
Warmest Regards & $uccess