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Vol. 23, No. 7 • July, 2005
You can find this newsletter on the web at Freeman-Spicer.com
What Your Customers Are Saying
Here are what your customers say about how they want to be sold:
• Don’t argue with me.
• Don’t confuse me. The more complicated it is, the less likely I am to buy.
• Don’t tell me negative things. I want everything to be great.
• Don’t talk down to me. Don’t tell me what you think I want to hear.
• Don’t tell me what I bought or did is wrong. Be tactful if I goofed.
• Listen to me when I talk. I’m trying to tell you what I want, and you’re too busy trying to sell me what you’ve got.
• Make me feel special. If I spend my money, I want to feel good about it.
• Make me laugh. Put me in a good mood and I’m more likely to buy.
• Help me buy, don’t sell me. (The Sales Bible)
The Right Way and The Wrong Way
Try to remember the last time someone said something sounding like this: “Let me point out what you did wrong in the past.” How did it make you feel? What happened to the quality of your relationship? Were you more inspired? Now remember the last time you asked for suggestions and heard, “Here are ideas for the future. I hope that some are helpful to you.” How did you feel then? What happened to the quality of your relationship? Were you more inspired? “Feedback” versus “Feedforward”: which is more constructive? I’m not suggesting we should always let go of the past. Feedback is sometimes necessary and sometimes useful. However, we can usually cover the same ground by just sharing ideas for the future. (Fast Company)
The State of the Union
• Number of couples who marry each day: 6,700
• Number of couples who marry each day in Nevada: 379
• Age at which the average woman first marries: 25 (versus 20.8 in 1970)
• Number of brides who take their husband’s last name: 9 out of 10
• Average cost of a wedding: $22,360
• Average wedding dress cost: $750
• Number of dresses tried on before selecting a winner: 12
• Average engagement: 16 months
• Average engagement ring: 1-carat with a cost of $2,982 (Women’s Health)
Everyday Briefs
The United Way realized that it had never received a donation from the city's most successful
lawyer. So a United Way volunteer paid the lawyer a visit in his lavish office. The volunteer
opened the meeting by saying, "Our research shows that even though your annual income is over
two million dollars, you don't give a penny to charity. Wouldn't you like to give something back
to your community through the United Way?" The lawyer thinks for a minute and says, "First, did
your research also show you that my mother is dying after a long, painful illness and she has
huge medical bills that are far beyond her ability to pay?" Embarrassed, the United Way rep
mumbles, "Uh... no, I didn't know that." "Secondly," says the lawyer, "my brother, a disabled
veteran, is blind and confined to a wheelchair and is unable to support his wife and six children."
The stricken United Way rep begins to stammer an apology, but is cut off again. "Thirdly, did
your research also show you that my sister's husband died in a dreadful car accident, leaving her
penniless with a mortgage and three children, one of whom is disabled and another has learning
disabilities requiring an array of private tutors?" The humiliated United Way rep, completely
beaten, says, "I'm sorry, I had no idea" And the lawyer says, "So if I didn't give any money to
them, what in the hell makes you think I'd ever give any to you?" (O’Hara)
Why are yawns contagious? ................................. To begin with, it’s hard to figure out why people yawn at all. One possibility is that it makes bored people more alert and it also makes stressed people more calm. As for why they are contagious, the reason appears to be biological, although there’s no clear proof. You can be induced to yawn via television, by seeing a yawn or hearing one, by talking about it or merely thinking about it. There seems to be some kind of yawn trigger in the brain. Exactly what this prewired detector is and where it’s located, is something no one knows. Admit it: You yawned while reading this. (Why Things Are)
Marketing ..................... On the average, five times as many people read the headlines in a print ad as read the body copy. It follows that unless your headline sells your product, you have wasted 90% of your money. The headlines that work best are those which promise the reader a benefit - like whiter wash or fewer cavities. Headlines which contain news are sure-fire. The news can be the announcement of a new product or a new way to use an old product. On average, ads with news are recalled by 22% more people. If you are lucky enough to have some news to tell, don’t bury it in your body copy, which nine out of ten people won’t read. State it loud and clear in the headline. And don’t scorn words like introducing, now, suddenly. (Ogilvy On Advertising)
The Big Picture ......................... Credit 101 - 80% of college upperclassmen think they’re knowledgeable enough to manage their finances after graduation, but many still make mistakes that will tarnish their credit history.
32% - Have missed or been late on a credit-card payment.
24% - Have written a check that bounced.
17% - Had to face a bill collector (Credit-ED - Survey by Citigroup, Inc.)
Notice: The minimum drinking age in Tennessee was raised to the age of 32 in an attempt to keep alcohol out of the high schools......................
It’s a Man Thing!
When a man volunteers to do the BBQ, the following chain of events are put into motion:
1) The woman buys the food.
2) The woman makes the salad, vegetables, and dessert.
3) The woman prepares the meat for cooking, places it on a tray along with the necessary
cooking utensils and sauces, and takes it to the man who is lounging beside the grill, beer in hand!
** Here comes the important part .
4) THE MAN PLACES THE MEAT ON THE GRILL.
More routine....
5) The woman goes inside to organize the plates and cutlery.
6) The woman comes out to tell the man that the meat is burning. He thanks her and asks if she
will bring another beer while he deals with the situation.
Important again .....
7) THE MAN TAKES THE MEAT OFF THE GRILL AND HANDS IT TO THE WOMAN.
More routine.....
8) The woman prepares the plates, salad, bread, utensils, napkins, sauces, and brings them to the table.
9) After eating, the woman clears the table and does the dishes.
And most of all....
10) Everyone PRAISES the man and THANKS him for his cooking efforts.
11) The man asks the woman how she enjoyed "her night off." And, upon seeing her annoyed
reaction, concludes that there's just no pleasing some women! (Waxman)
Where You Sit is ImportantHow you seat yourself as you enter an office or conference room tells those present something about your attitude and approach to business. Don’t rush to your seat. It will make you appear anxious. More important, if others are already seated, your standing will give you a few moments to be looked up to, temporarily giving you an aura of authority. If you have a choice, choose a firm chair that keeps you upright and doesn’t swallow you. If seated at a table, the power position is the head of the table. Don’t take it unless you’re running the meeting. Second most dominant is the other end of the table. Perhaps surprisingly, the seats to either side of the head of the table are the weakest positions; avoid them, if possible. (How to Say It at Work)
Cheap Seats - As traditional airlines cut costs to compete with discountes, some previously free amenities are the first budget items to go. Here’s how some of the largest carriers compare on tourist-class items that were once standard fare.
AirlinePillow Meal Headsets Sincerely,
American NO $3 - $5 $2
Continental YES YES $5*
Delta NO NO $2 Edward C. Levy
Northwest NO $5 $3 ** President
United YES $5 YES Know someone needing a Lease or
US Airways NO $5 - $7 $5 Some Financing? Please tell them how
Data: Airline Companies * Free if you check in online **Hawaii only Freeman-Spicer can help!