Fundamentals Of Making The Sale – How To Deal With Executives And Potential Quantity Buyers

I once consulted with a client of mine who admitted that she was afraid to speak with executives.  She was terrified to call them, afraid that they would see her for the insignificant, little booklet author she was.  I told her what I’m about to tell you.

Why You Must Communicate With Your Audience

In order to make a sale, you need to communicate what you’ve got to those who can benefit from it.  If you never reach out to your intended audience your work will never sell.

Your audience is already buying things.  They buy information as well as other things they need.  They will buy your booklet too, but first they need to know that your booklet exists.  And, if you don’t tell them, they’ll never know.

Executives Are People Too

When you’re dealing with a potential quantity buyer  remember that they are human just like you.  That big executive puts his pants on one leg at a time, the same as you do.

Most executives have their own fears.  They’re worried that their boss will one day realize that they are inadequate for the job.  They’re worried that their secret (the fact that they too are only human) will one day be found out and they’ll be out of a job.  They question their abilities, and they wonder just how much of a difference they really make to their company.

You’re Only As Small As You Think You Are

The quantity buying executive may be wondering why an author, such as yourself, would call them.  After all, you’ve written a book or booklet and that makes you someone special.  To their mind, they are just another run of the mill executive, doing the ordinary every day.

You are only a small author if you think you are.  If you have that impression of yourself, others will get that impression too.  By writing a booklet you have done something extraordinary.  You’ve created a way to help yourself and others. 

Don’t waste your time worrying about what someone else will think of you.  Sure, that executive could say no.  But there’s a very good chance they’ll say yes.  They can only say yes, however, if you communicate with them and let them know about your booklet.

To your riches!

Kim Hillman

PS:  Are you thinking about writing that first booklet?  Would you like step by step instructions to help you do it right the first time?  Click here.

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How The Big Companies Got Rich And How You Can Do It Too

The economy has been tough on everyone and businesses are no exception.  Merchants everywhere are hoping they’ll finally be in the black by the close of the business day on December 24th.  But not all of them will meet their goal, making them a poor target for your booklet.

The Skinny Cow

Fact:  You can’t squeeze blood from a turnip.  No money means no money, no matter how you slice it.  And for many businesses, that’s reality.

Many companies are running on empty where financial matters are concerned.  They’ve got a bare bones budget and they’re running on a skeleton crew.  They may look big on the outside, but on the inside everyone’s shaking in their boots wondering if they’ll have a job to come back to in the morning.

These companies are desperately seeking that one great thing that will fill their coffers to the brim, but they can’t afford to pay anything for it. For most of these companies, it’s too late to turn things around.  You can’t wait until the last minute to do something about a sinking ship. Beware of getting involved in business deals with these skinny cows – the ones that are broke.

The Fattened Calf

Then, there are companies who have strategized and planned and profited as a result.  They’re doing well in spite of the economy.  If the companies that are broke are like a skinny cow, these companies are like the fattened calf. They have a large budget and they’re not afraid to take a risk now and then.  They can afford it.

These companies are the prize and they should be the ones you court above all others.  They will not, however, be easily won.  They may have a large budget, but it is because of their knowledge of their marketplace and their careful tactics for reaching them that they have prospered. These companies won’t make it easy for you to sign on the dotted line unless they see a direct correlation between your booklet and their customers which increases their bottom line.

Eight Small Slices Makes A Whole Pie

The vast majority of large companies fall between the extremes of the skinny cow and the fattened calf.  Many are doing alright, but business could be better.  These companies have a budget, although it’s a smaller one.  Still, a small slice of pie is better than none, and eight small slices makes a whole pie!

A company with a tight budget may not require a large number of booklets, or they may not be able to afford a large quantity.  But, they may return to you for more booklets as they need or can afford them, and that repeat business is solid gold.

Avoid wasting your time with the skinny cows – those companies that have no budget.  Watch for the fattened calf and grab them whenever you can.  And keep your eye out for companies with smaller budgets, or smaller businesses that are a good match for your booklet that have a little money to spend.  A little money here and there adds up – especially when they return to you over and over again!  That’s how most of the rich companies got that way – by selling a little at a time to alot of people who keep coming back for more.

To your riches!

Kim

PS: Ready to write your first booklet?  Click here!

PPS: Don’t forget to subscribe to this blog by clicking here so you never miss a single, important post!  Remember, it only takes ONE idea to start the riches flowing to you!

How To Sell Your Booklets By The Truckload This Holiday Season

It’s holiday time!  Are you selling your booklets by the truckload?  You should be!

 

Who Buys Booklets By The Truckload?

The holidays are the perfect time for booklet sales.  Merchants are eager to get customers in the door and get them to buy in large quantities. A booklet might just give those customers the incentive they need to do that.

Merchants can offer your booklet to customers just for coming in the store, or for making a purchase, or for making a purchase of a certain dollar amount.  They can also offer your booklet to first time customers only, or to returning customers only, or just to past customers they haven’t seen in a while.

 

Playing Matchmaker

Consider your booklet and all the merchants that might be a good match for it.  For example, if you’re booklet is about caring for a new puppy, you might consider pet shops and pet supply shops and outlets.  There are probably several different kinds of merchants that your booklet might appeal to.

Also, consider online merchants and catalog merchants. They may not have a brick and mortar store, but they can still offer a booklet with a purchase, or with a purchase of a certain dollar amount.  And, like the brick and mortar merchants, online and catalog companies can offer booklets to first time or to returning customers.

 

Hundreds or Thousands?

Selling to merchants means making a quantity sale – probably in the hundreds, and possibly in the thousands. Some merchants will want to test your booklet to see whether it brings in the crowds before making a larger purchase.  Other merchants will simply buy and hope for the best.  Either way, a sale is a sale!

As long as your booklet contains information of value, people will appreciate receiving it.  If people like the booklet, they’ll be willing to tell others about it and  share where and how they got it.  And if all goes well, the merchant will see an increase in their sales thanks to offering your booklet to their customers, and this means they will be likely to order from you again.

Holidays are a great time for raking in those riches from your booklet!  All you need to do is find the right merchants for your particular title!

To your riches!

Kim

PS: Still need to get that booklet written?  Click here!

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Quick Tip: Sign On The Dotted Line And Let Your Customer Take Care Of The Rest

A couple of days ago I received a message from a writer who wanted to know what kind of printing I use when I sell my booklets to corporations and large companies.  Do I use digital or offset?

It was a valid question, but it showed how little the writer knew about selling booklets in large quantities.  Most corporations and large companies either have an in house printer, or they are contracted with a printer that they either use exclusively or on a regular basis.

My answer to the writer was that I didn’t know or care whether digital or offset printing was used, as long as I received payment. In large quantity deals, most of the time all you need to do is sign on the dotted line.  Your customer will take care of the rest!

To your riches!

Kim

PS: Of course, there ARE exceptions to the rules.  If you want to print hard copies for other reasons, such as to sell to individuals, there is a right way and a wrong way to do it.  Click here to learn more!

PPS: Don’t forget to click here to subscribe so you never miss an important post!  Remember, it only takes ONE idea to start the riches flowing to you!

Quick Tip: Raking In Big Profits With Holiday Handouts

With the summer behind us, it’s that time of year when merchants are gearing up for the holiday season – making plans to rake in big profits.

You can rake in big profits too, when you offer your booklet to merchants as a holiday handout.  Your booklet might be just the thing that XYZ company was looking for to get customers to buy more – by offering your booklet to customers when they purchase a certain dollar amount.

Or, your booklet could be the answer to their question, “How can we thank our customers for shopping with us this year?”

Or, your booklet could be used as a door buster prize. The first X number of people to come in the door after the store opens, gets the prize – your booklet!

Or, the booklet could be used as a thank you gift by a mail order company, sent with the customer’s purchase.

Now is the time to make those contacts and let merchants know that you’ve got the answer to their question, “How are we going to get people in the door this year?”  And when those merchants buy from you, they’ll be buying by the thousands!

To your riches!

Kim

PS: Don’t have a booklet to offer yet?  Click here!

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Why You Can’t Sell Your Booklets To Corporations

Whether your booklet adventure has just begun or you’ve got more than one title on the market, you’ve probably thought about quantity sales more than once.  In doing so, you may have wondered just how to approach a large company or corporation with your booklet – and that’s where you went wrong. You shouldn’t be thinking about how to approach a business at all.

Why Size Has Nothing To Do With It

You’ve probably heard the phrase, “You are your business.”  This is somewhat true for any entrepreneur.  Most entrepreneurs start out as a solo operation, making all the decisions and wearing all the hats.  As time goes on and the business grows, this begins to change and delegation becomes necessary.

If you are currently working solo in your booklet business, you may feel very small compared to a corporation or large company.   You may feel like you have little to offer them that they don’t already have or can’t get at the snap of a finger.  Or, you may feel that they won’t be interested in your booklet because you are not a large company like they are.

But, you do have something to offer them that they don’t already have – your booklet.  The only way they can get that is to go through you.  And the size of your business has nothing to do with their interest in your booklet. They are simply looking for the same thing you are – a way to make more money. If they think your booklet will help them do that, they will be interested.

Businesses Don’t Conduct Business – People Do

So, just how does a little guy like you approach a big corporation?  Very simple.  You don’t. You see, in the business to business world of sales, business isn’t actually done between businesses, but rather between people. What is a business, really?  In legal terms, it is an entity legalized by a document or several documents that allows that entity to transact exchanges of products and/or services for money.  But, who does the exchanging?  People do.

The actual entity that is known as a business doesn’t do anything.  That entity is merely made up of legal documents, a certain number of assets, and the people who make things happen. Without those people, nothing happens.  Business cannot be transacted.

You’re At The Top Of The Heap – They’re Not

You may feel small because your business has only one person to manage things – YOU – but a corporation or large company is simply one person multiplied.  At one time that corporation or company was small like yours.  Every company starts with an idea and at least one person to carry it through.  And then, over time and as the need arises, more people are added to the company.  And each person has their own special task to do.  Each one makes up a different part of that company.

You don’t need to worry about doing business with a corporation.  You only need to concern yourself with transacting an exchange with one person inside that company.  Nobody does business with an entire corporation. Business is always transacted between people.

You should never try to sell to a business or corporation.  That is the wrong approach.  You won’t be dealing with an entity.  You’ll be dealing with a person – a human being like you.  But, unlike you that person probably won’t be at the top of the heap.  They work for someone else, and for that reason you may find they admire you because you’ve got a certain amount of freedom they don’t have, and you’ve got courage.

Don’t think of a corporation as a big business machine.  Think of it as a group of people.  And all you need to do is make a connection with one of them to create a winning outcome for the two of you.

To your riches,

Kim

PS: Would you like to produce a booklet that will interest them and sell like gangbusters right out of the gate?  Click here.

PPS: Don’t forget to click on one of the links at the top right of this page to subscribe so you never miss a single, important post.  Remember, it only takes ONE idea to start the riches flowing to you!  Also, if you like this post, please share it on your favorite social website.  Thanks!

Quick Tip: Why Prospects Say No And How to Get Them To Say Yes

Here is the typical scenario of a booklet author trying to sell their booklet to a quantity buyer.  They tell the prospect the title of their booklet and, IF they still have the prospect’s attention, a little about the content.  The prospect says no thank you, and that is the end of the conversation.

This scenario is the one authors fear most, yet it is the one that happens most often.  Why?  Because the author didn’t bother to find out what the prospect’s needs were before that conversation took place.

Usually when a prospect says no, it’s because they don’t have enough information to make a good decision. They are afraid of making a wrong decision, so they say no because it’s better to pass on your offer than it is to accept and later discover that your booklet or your offer doesn’t suit their needs.

When trying to sell their booklets, most authors think of themselves first.  Their mind is on selling alot of booklets and making alot of money.  But, in order for a sale to happen the buyer needs to feel like they are getting something of value that they need or want – something that will benefit them.  A sale must be a win for both sides or it won’t happen.  Therefore, it’s important for you to focus on the prospect’s needs first rather than your own.

To your riches!

Kim

PS: Before any conversation of a sale can take place, you must first have something to offer.  Are you ready to start your own booklet adventure?  Would you like to have a step by step guide to help you create a booklet that will practically sell itself?  Click here!

PPS: Don’t forget to click on one of the links at the top right of this page to subscribe so you never miss a single, important post!  Remember, it only takes ONE idea to start the riches flowing to you!  Also, if you like this post, please share it on your favorite social website.  Thanks!

Premiums And Freemiums – What They Are And Why They Can Make You Rich

Have you been wondering how you will make money with your booklet?  The majority of authors who write books usually think of selling them to individuals either online, through bookstores or both.  But, while every sale adds to your riches, the sales that really bring in the riches are not made to individuals.

Corporate Sales – Your Cash Cow

When you sell your booklet to individuals, you get a nice trickle of cash here and there.  If your sales are constant, you might get a river of cash flowing into your bank account.  This is a wonderful feeling because it makes you feel credible as an author.  Someone felt your information was worth paying for.

But, if you sell your booklets to large companies, you’ll get a whole ocean of money, probably all at once in the form of a check or bank transfer.  This is a feeling beyond wonderful.  It’s euphoria!  Imagine holding a check in the thousands of dollars from a single sale! Yes, it can and does happen, and there is no reason it can’t happen for YOU!

Why would a large company pay you so much money?  Because they will buy thousands of copies from you at one time to use as either a premium or freemium to promote their products and/or services.

Premiums

So, what exactly is a premium?  A premium is something that a company gives to their customers when they make a purchase. It’s a way of thanking the customer for choosing that particular company’s product or service.

Remember when you were a kid and you wanted your mom to buy xyz cereal because you wanted that prize inside the box?  That’s a premium.  Or when you bought your daughter that pair of Sketchers tennis shoes that came with the cute little charm bracelet?  That’s a premium too.  Or, when you sent in those box tops to receive that set of steak knives and all you had to pay was shipping and handling?  Yep.  That’s also a premium.

Premiums come in all varieties, shapes and sizes and don’t necessarily have anything to do with the actual product being purchased, although most companies will offer something they know their market will be attracted to.  And, premiums can be delivered in a variety of ways – such as given to the customer at the time of purchase, as an in pack surprise such as in the cereal box example above, or they can be mailed to the customer after the purchase has been made.

Freemiums

Unlike premiums, a freemium does not require a purchase to be made.  Freemiums, as their name suggests, are given to customers or potential customers for free and are strictly a promotional item. The hope is that the customer will buy from the company or use their service at a future date.

Like premiums, freemiums come in all varieties – from the cheap and silly to the sophisticated and spendy.  They can be delivered in a variety of ways but are most commonly mailed.  The idea behind freemiums is to give people something they will want to keep so they’ll be reminded of that company when they need the product or service that company offers.

Booklets make the perfect premium or freemium.  They’re inexpensive for a company to give away, and they are easily mailed, yet they hold great value for those who receive them and they are usually retained and often shared.  And best of all, corporations will buy them by the thousands, tens of thousands and hundreds of thousands at a time – giving you a landslide of moolah instead of just a few dollars here and there.

To your riches!

Kim

PS: Don’t forget to click on one of the links at the top right of this page to subscribe so you never miss a single, important post!  Remember, it only takes ONE idea to start the riches flowing to you!  Also, if you like this post please share it on your favorite social website.  Thanks!

Bulk Buyers = Large Quantity Riches For You

When many booklet authors first embark on their booklet adventure, they have one simple vision in mind – write a booklet, and sell it to consumers.  This is one way to sell a booklet, and it’s tried and true.  But, there’s another way you can sell your booklet and make much more money per sale – and that’s by selling to large quantity buyers.

A Brief Anatomy Of A Large Quantity Buyer

Large quantity buyers come in all shapes and sizes.  Some are corporations.  Some are non-profit organizations.  Some are smaller businesses.  And some are religious organizations.

Large quantity buyers are usually already looking for the next great promotion for their product or service.  They’re familiar with promotional products such as pens and flashlights.  But, chances are they’ve never thought of a booklet as a promotional tool.  Your booklet may be welcomed as something new and fresh for them to offer their customers in their next promotional campaign!

When Large quantity buyers purchase promotional products, they buy them in the hundreds of thousands or in the millions.  This results in a very large check for you, but for the quantity buyer they actually save money by purchasing such a large quantity.

As an illustration of this, when a company wanted to purchase 600,000 copies of one of my booklets, every penny in the price of those booklets was worth $6,000.00. to me.  But, for the company, they wouldn’t be paying anywhere near full price for those booklets, resulting in a huge per booklet savings for them.

Large quantity buyers are used to spending hundreds of thousands, millions, or in some cases billions of dollars per year for promotional items, and they’re always on the lookout for something new they think their customers will like.

How Large Companies Use The Promotional Products They Buy

So, just what do these large quantity purchasers do with the promotional products they buy?  They use them in a variety of ways.

One way these buyers use promotional items is in their mailings.  Your booklet is a perfect match for this kind of promotion because it is small enough to fit into an envelope, and it’s not too heavy which makes it inexpensive to mail.

Large companies are always cuttings costs wherever they can, and postage is one area they constantly watch.  This gives your booklet a favorable advantage over other promotional items that are heavier or contain more bulk, such as flashlights.

Another way a company might use your booklet is as a trade show hand out.  Every company that exhibits at a trade show gives something away.  All of them give out business cards, and some have brochures.  Many of them will also purchase some kind of promotional item and have their name printed on it – such as pens, insulated cups, baseball caps, t-shirts, etc.

Your booklet is the perfect trade show handout because it will be retained by the recipient indefinitely, it has a high perceived value because of the information it contains, and it will most likely be shared with others which gives the company more impressions per piece (that means more people will see each booklet than might see a pen or flashlight).

Other ways a company might use your booklet in their promotions include in store give aways, on pack, in pack or near pack promotion (open the box and find the prize inside), as part of a welcome packet, or in a gift basket.  There is no limit to the ways your booklet could be used by a company in their promotional efforts.

Finding The Large Quantity Buyer

Now that you know how a large quantity buyer might use your booklet, how do you find that large quantity buyer?  That’s easy!  Just look for companies that are marketing to your booklet’s audience.

If your booklet is for dog lovers, ask yourself who sells products for dog lovers.  If your booklet is for baby boomers who like to travel, look for companies that market to them.  Whoever your niche market is, someone else is already marketing to them. Match those companies to your booklet and you’ve got the formula for large quantity riches!

To your riches!

Kim

PS: Don’t forget to click on one of the links at the top right of this page to subscribe so you never miss a single, important post.  Remeber, it only takes one idea to start the riches flowing to you!  Also, if you like this post please share it on del.ic.ious or StumbleUpon or the social website of your choice.  Thanks!