So you want to have a special sales event – great idea! But why are you slashing your prices and having big discounts? You can have a successful income buster without even touching your prices! You just need brains, guts and real (and I mean real) excitement.
What’s an “income buster”?
An income buster is a promotional event that gets a large amount of people excited about something. It wows and delights your customers so much that they want to thank you for it when it’s over. It’s not about lowering prices; it’s about getting your customers excited about something more substantial.
Of course, there’s no magic event that will work for everybody. The key to finding the right income buster for you is in your customers – and your ability to see things their way.
The First Element: Brains
Before you can put on this event, you must ask yourself some questions to spark your creativity and find your focus.
What do your customers truly get excited about?
If you said price, you’re flat out wrong! If you don’t know what excites your customers, ask them! Call ten customers today and ask them what they enjoy about your products and your company.
What will make your customers actually want to come?
This event isn’t about you; it’s about your customers and prospects. If you want a great turn out, you must make your income buster worth their time. Your event needs to be so appealing and exciting that your customers will actually make time in their busy schedules to attend it.
How can you convert a group of people into money?
Income busters are not customer appreciation days; they are events and promotions designed to make YOU money! If the cash register doesn’t go cha-ching, it’s not an income buster.
The Second Element: Guts
Simply having great ideas isn’t going to feed your family – you must be able to put those ideas into action! If they are any good, they will not only make you money, they will be risky, thrilling and nontraditional.
For this reason, great ideas take guts to put into motion. There may be people in your company that are too comfortable in their settled ways. They like doing things the same way they’ve always done them. Do you have the guts to not only weather their comments and criticism, but to encourage them to get excited about something new?
The Final Element: Crazy Excitement
The last, and best, part of throwing a killer income busting event or promotion is the real excitement. It must be intoxicating; it must be powerful enough to rev up EVERYBODY in your organization.
The key to stirring up excitement in your company is in knowing who determines it. At the risk of shocking you, I’m going to share an important fact: the person who sets the mood of the company isn’t you!
Think about it: Who answers the phones? Who delivers your orders? Who sends the faxes? Who greets visitors?
These people make up the living, breathing body of your company. They are responsible for the mood of your corporation. If you want to psych up the entire organization, you must start with them. When their excitement levels are high, they will drive their energy throughout the organization and into your customers!
Having these elements in your plan will give you a clear objective of what you need to do to accomplish your goal. They will help you create an event that will excite your staff and thrill your customers. With this environment, you will have what it takes to turn your promotional event into a real income buster!
Tom Richard conducts seminars on sales and customer service topics nationwide. Tom is also the author of Smart Salespeople Don’t Advertise: 10 Ways to Outsmart Your Competition With Guerilla Marketing, and publishes a free weekly ezine on selling skills titled Sales Muscle. To subscribe to this free weekly ezine go to http://www.tomrichard.com/subscribe
