Shocking Experienced Copywriter Reveals Little-known Secrets To Closing BIG Ticket Deals!

Hogwash!

That's what I say to people who tell me that their business is purely and solely a "cheapest price business."

People who stubbornly insist that "MY business is different" are right, but not in a good way.

Their business is different because it will never make big money.

People who are unwilling to open their eyes to BIG ideas are solidly parked right in their own way... their own BIG obstacle to success.

Big money is made by translating great ideas from outside your industry -- whatever it is -- into your industry. What gives you your competitive edge is a unique selling proposition (USP).

That's the key... not your low, low price. (Although in some instances your price may be part of your USP.)

Recently, I was consulting with a client and I was explaining my opposition to selling by cheapest price.

She insisted that hers was an intangible, not a product; that my examples didn't apply to her business; and that, basically, I had my head up my butt. I tried to explain in terms I hoped she'd understand:

• You can fly coach or PAY MORE to fly first class in the same plane and get to the same place at the same time

• You can get financial planning for free from over half of all financial planners (who make their money only from commissions) or PAY MORE for the service and still pay commissions to other fee-based planners.

• You can get your taxes done by H&R Block or PAY MORE to use a CPA

So the critical question is:

"Why Do People PAY MORE For Some Services When The CORE SERVICES Offered by CHEAPEST PRICE Competitors Are Pretty Much The Same?"

"Debbie," I told her, "You've gotta understand: value differences don't have to come from the 'core' item."

It doesn't matter whether you're talking about a product or a service. Value differences usually come out of areas of expertise and service such as:

• Exclusivity

• Access

• Guarantee

"And Debbie," I explained, "it's a hell lot easier to make money by selling half as much at double the price. Does that make sense?"

It made sense to Debbie and I hope it makes sense to you! Just to make sure, I'm going to give you...

5 QUICK-TURN TACTICS for closing BIG TICKET deals

#1 - Compare apples to oranges.

"Tired of dragging out a bulky food processor and guessing which attachment is the right one for the job? The compact Ultimate Chopper is 4 machines in 1 so you can replace your food processor, coffee grinder, standing mixer and ice cream maker and gain more counter space in your kitchen." (Ultimate Chopper)

#2 - Decrease the price by adding valued component parts.

"Bring your spouse for FREE! Yes, not only can you come, but you can also bring your spouse for FREE. This is a ,995.00 value by itself." (Real Estate seminar)

#3 - Identify the unique, invaluable aspect of your product.

"Quite honestly, the majority of currently available bodybuilding training and nutrition information today is never going to produce gains for 98% of the population.

"The pros simply have much better genetics for building muscle and are taking massive amounts of anabolic drugs...I'm not a "Mister" anything. I've never won a title.

"I'm just a guy who after 22+ years of trial and error has figured this stuff out and can relate to the plight of the genetically average trainee. I absolutely know what works for genetically average bodybuilders who want to maximize their potential. I know exactly what the average guy has to do to make muscle mass and strength gains as fast as genetically possible." (Bodybuilding)

#4 - Make the high price itself a benefit.

"Organic foods are more expensive because production is more labour intensive and without herbicides, pesticides and other chemicals, the yield is generally smaller." (Organic food)

#5 - Break down the big amount into smaller amount.

"Valuable legal services for less than a cup of coffee a day, from top law firms! Protection for you, your family or your business!" (Pre-paid legal services)

If you are going to use "lowest price" to get your foot in the door to acquire a new client, then the race is on to "switch" that newly acquired client from price orientation to value orientation BEFORE somebody finds 'em and offers to beat your price.

The Lesson: You CAN charge more for your stuff as long as you're showing you client that even though she's paying a premium price, she's getting a good value. Think "added value." Think "golden handcuffs"; benefits/service so good I won't walk away from it, even for a lower price.

Copyright 2004 Quick Turn Marketing International, Ltd.

About The Author

Dan Lok is the World's First Quick-Turn Marketer, with a proven track record of selling over 17.3 million dollars of merchandise and services. He's the rebel copywriter who's created hundreds of money-making ads and sales letter for over 39 different industries. And now, you can get inside the head of one of the world's top copywriters without paying a dime at www.QuickTurnMarketing.com

---

What Is YOUR Value Proposition?

Every company has a value proposition. That is a statement... Read More

Public Relations: Antidote for Small Business Failure

When small businesses fail, the wreckage is often assigned to... Read More

To Buy Or Not To Buy: Lawn Mowing Business

TRUTH IN THE LAWN MOWING INDUSTRYWe do not wish to... Read More

Trailblazer Interview with Diane J. Levin, Partnering Solutions

Today is a Red Letter Day! It's special because today... Read More

Promote Yourself More Successfully

One of the great challenges for independent professionals and small... Read More

Boston Market; Mobile Auto Detailing

Boston itself covers 50 square miles of concrete and traffic,... Read More

Keeping your Business Alive

As long as you eat and breathe you will stay... Read More

How to Increase the Cash Flow in Your Private Practice in 30 Days

If you have a busy private practice, chances are you... Read More

Reclaim Equipment Detailing Industry and NPDES, EPA, Storm Water Rules

It behooves every professional mobile auto detailer to stay up... Read More

How to Protect Yourself & Your Business

As a business owner, you already know how important it... Read More

Three Big Barriers To Small Business Marketing Success

When you feel like you're always busy working on your... Read More

Buy a Flower Shop: Serious Considerations

You've always liked flowers and you think the idea of... Read More

Private Franchising is not Real a Real Franchise

One major issue not being addressed right now in the... Read More

How to Integrate Yourself in Someone Elses Business

When do you need to get more involved with the... Read More

Get In Touch With Your Competition!

We all know that competition is an ugly word but... Read More

Tell Me a Story: A Simple But Powerful Tool to Build Your Business

Everyone loves a good story. Whether it's the story of... Read More

Getting Behind in Your Work? You Need a Virtual Assistant!

If you don't know what a Virtual Assistant (or VA)... Read More

Lubbock TX Good Market for a Service Business

We very much like what we see in Lubbock, TX... Read More

How Micro Loans Can Mean Macro Success for Your Business

"Inch by inch, row by row...that's the way my garden... Read More

Time to Sell your Restaurant? Some Advice from Restaurant Consultants, Inc.

As a specialist in getting restaurants open, it is surprising... Read More

Small Business Success - It?s a Matter of Confidence

I was floored! I couldn't believe what they were saying!... Read More

Not Listening Can Hurt Your Small Business

Most small business owners seek advisors who can help them... Read More

Small Businesses with BIG NAMES: Protect Your Trademarks and Reap the Rewards

You're a small business owner with a hot new product... Read More

Most Franchises Are Small Home Businesses

Many of our nations 400,000 franchisees run their businesses out... Read More

Successfully Adding a Service To Your Business

There will come a time in your business where you... Read More

Does Your Company Have a Business Image Manual

Every business regardless of size needs a "Business Image Manual"... Read More

Business Development Is Not An Event

Cash flow. To stay in business, you've got to keep... Read More

11 Things Small Business Owners Can Learn From Tiger

1. There Are No "gimmes" ? They count two-foot putts... Read More

Speed Kills on the Web!

I only have to point to the 555 plus failed... Read More

SBIR vs STTR

SBIR vs. STTR: If you are participating in the SBIR... Read More

Franchises Must Meet Legal Definition to be an Actual Franchise

All franchises must meet the legal definition of a franchise... Read More

Look Like Sizzle, Be The Steak

You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More

Doing Business With Friends: Five Tips for Preserving the Friendship... and Your Sanity!

My colleague, Jane, recently lamented to me an all too... Read More