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

So You Don?t Believe in Outsourcing

Entrepreneurs are hardy stock. But sometimes hardiness can get you into trouble.Especially when you're over... Read More

20 Great Ways to Market Your Business Locally

Whether your target audience is in your neighborhood or across the world, you can use... Read More

Small Business Mistakes: Are You Making Enough of Them?

That's right ­ are you making enough mistakes in your business? Some of you are... Read More

Be Nice to Your Payroll Department

Ok, so next to the taxman, your company payroll department might well be the most... Read More

Becoming Recession Proof

A lot of business owners I've spoken with lately have commented how their business is... Read More

Low Cost or Highly Funded Start Up

Many new ventures are preoccupied with all the money they are going to make, rather... Read More

How to Find A Group that Needs Speakers

How do you find groups that are in need of speakers (at no charge)?Finding groups... Read More

Street Wars Between Mobile Car Washers and Mobile Auto Detailers

There is much competition in the mobile auto detailing business. There are two different lines... Read More

Get Free Payroll Forms Download from the Internet

Having a successful business means also having a good working relationship with your employees, and... Read More

Australian Workplace Agreements - How They Work For You

The employer / employee relations environment has been constantly evolving during the last 25 years.... Read More

Competition in the Mobile Car Wash Industry

We have all seen the mobile washing units cruising our city, usually they are trucks,... Read More

How to Curb Antique Shop Theft Inexpensively

If you have ever had your antique shop or mall ripped off, you understand that... Read More

Boston Suburban areas a good choice to run a business

BioTechs even with the latest news had shed over 1000 jobs two years ago, as... Read More

Where to Find a Cash Windfall of $10,000 to $1,000,000 -- You Never Knew You Had

There is a rather famous true story called "Acres of Diamonds".It is about a successful... Read More

Leveraging Business Relationships for more Profits

When should you leverage the relationship?Leveraging sometimes brings a negative connotation to the mix. It... Read More

Expanding Franchisee Advice

Franchisor expansion policies are not as simple as one might think. On the mind of... Read More

Top 10 Rules for Small Business Success

1. TargetYou are not all things to all people. Decide on your niche--narrow your focus... Read More

Entrepreneurs Ask: What Can a Virtual Assistant Do For Me?

Great question!Freeing your time is an indisputably key element in growing your business! When you... Read More

Do You Want Your Own Fully Programmable ERP? - Part 3

Continuing from the second article:6. About the aground mathematical model, let us to see the... Read More

The Workers? Compensation Situation in this Country is Nuts, Arnold in CA Takes Action

The Workers' Compensation situation in this country is unbelievable. Why, well because of lawsuits and... Read More

Small Business Success Tip: Learn Something New Everyday

Your grandfather probably told you to "learn something new everyday". Your grandfather was giving you... Read More

Batting Cages Business - Making Profits With The Swing Of A Bat

There is a Batting Cages Business for those people who love baseball and/or softball. This... Read More

Finding a Venture Capital Firm

Many ventures are faced with the challenging task of raising venture capital. The first part... Read More

Look Out for that Great Accountant

There are many factors to be considered when you are trying to select the accountant... Read More

Small Business - Would You Still Need An Accountant If You Didnt Need A Tax Return?

After over thirty years advising small business it still comes as a surprise to see... Read More

Does Your Business Need a Toll-Free 800 Number?

Should your business have a toll free number for customers to make sales, service and... Read More

Incorporating a Small Business: S corporations versus C corporations

If you've been considering incorporating your small business, you've probably been confused about the difference... Read More

How the Humble Ice Cube Made Business History

Gather round while I tell you the story of Kennebec Ice. It's a story full... Read More

Business Debt Collection Letter Writing Secrets

Debt collection letters--an overview"Debt collection letter" in the singular may be an oxymoron, since unfortunately,... Read More

Preparing to Launch Your Small Business

Small business owners often enter their field with great expectations. Unfortunately, reality strikes shortly afterwards.... Read More

Expanding A Mobile Car Wash Business

What is the best time to expand a mobile car wash business? If everything were... Read More

Alliances: What works, what does not

Why Alliances FailWhen do you know an alliance is falling apart?An alliance will surely fail... Read More

Business Plans - What Consultants Don?t tell You!

Do you have a Business Plan? Congratulations, but you are in a small minority. And... Read More

How Most Business Owners Sabotage Their Success

Owning a business is a challenging endeavor. If you're like many novice small business owners,... Read More

Looking into the Future for Profits

How to identify future solutions and opportunities?Your power page, if used extensively, will help you... Read More

5 Steps To Success for Small Business Owners

Everyone wants to succeed in life. Most people want to succeed in business. And no... Read More

Pressure Washer Companies and Steam Cleaner Maintenance

If you run a pressure washing business it is a must that you understand and... Read More

Keeping Business Alive

Who is responsible for maintaining the business relationship?Nurturing a business relationship will take effort on... Read More

Forming a Corporation ? Investors

You've come up with the best idea since sliced bread, figured out a business name... Read More

Your Business and the Story of a Tree; Part One

This morning, I went to take a short walk outside. I've been feeling a little... Read More

Using Holidays to Put Some Extra Cheer in Your Cash Box

No matter your age or station in life, we all look forward to holidays. They... Read More

Facts About Starting Elderly Group Home Businesses

There's been a recent rise in the number of elderly group home businesses springing up... Read More

Who Makes the BEST Business Partner

How do you find the best business partners?Finding a good business partner (outside partner, such... Read More

If You Want to Work from Home

Here are some important points to take note of if you want to work from... Read More

Building Marketing Momentum For Your Small Business

The success of your business depends on your ability to build marketing momentum. Without... Read More

Is Your Business Property Safe and Secure?

Security Professionals provide the products and services necessary to create a safe and secure workplace... Read More

How to Give Informative Talks

Why should you do informative talks to smaller groups?Informative talks to smaller groups allow you... Read More

North County San Diego Small Business

North County San Diego has had some significant growth, and it appears to be a... Read More

Financial Dose for Business

The goals of businesses have undergone much evolution from the times when entrepreneurs were content... Read More

Employee Induction - Are you Inducting your People - A Practical How To

In today's fast paced marketplace it is easy to neglect the small important things!Recently we... Read More