Quotations by Chet Holmes

A successful direct mail campaign absolutely depends on how regular and consistent your mailings are. Use color as much as possible--either on the envelope itself or in the lettering on the outside of the envelope. Put messages on the envelope. Many companies use greeting card-, invitation-, or even wedding-announcement-style mailers to great effect. [2007] - Chet Holmes

Every magazine will let you send direct mail to their subscribers. [2007] - Chet Holmes

70 percent of what is published as news is actually "placed news," or news that comes directly from press releases and PR initiatives. PR newswire (www.prnewswire.com) is an amazing tool if you're writing press releases. Another secret to writing an effective press release is to mention a Fortune 500 company in your copy. Every press release you send should be followed by a phone call. [2007] - Chet Holmes

Every major city has modeling agencies enabling you to go online and choose a model to work your trade show booth. You can get an attractive model or two (a man and a woman is a good idea) for about $300 per day per model. [2007] - Chet Holmes

Red is the color that draws the eye the most. Red denotes passion, but it is also the color for danger, blood, or being "in the red" on your balance sheet. Blue says tried and true, but it also means cool and refreshing. Orange says value. Green is the color of money, but it's also the color of fresh greens from the garden. [2007] - Chet Holmes

Graphics or photos of people are particularly effective. [2007] - Chet Holmes

Gifts should be useful, things that they will want to keep or play with--or take home to a child. Great gift ideas: Magnifying glass, 100 for $60; Calculator, 120 for $200; Miniature tool kid, 120 for $120; Paddleball, 120 for $50; Glider, 1,000 for $70; Rubik's Cube, 120 for $40; Metal whistle, 120 for $100; Plastic dinosaur, 100 for $26. [2007] - Chet Holmes

The secret to building an excellent sales force (or team of any kind) is in repeating core training on basic sales skills again and again. [2007] - Chet Holmes

Sales Steps: 1. Establish Rapport. 2. Qualify the Buyer (Find the Needs). 3. Build Value. 4. Create Desire (use market data and your core story to create a combination of problems and solutions; paint a picture of their future and not just your products). 5. Overcome Objections (always agree with an objection, then isolate the objection). 6. Close the Sale (help prospects make the decision, assume the sale, etc.) 7. Follow Up. [2007] - Chet Holmes

For business-to-consumer companies, you need to have a constant touch system to keep the relationship strong. This may mean a VIP card that your clients can use to get express service or special benefits. "Education-based marketing" is an excellent method of staying in touch. No matter what you sell, you can find valuable information that your client will appreciate receiving. [2007] - Chet Holmes

Why a Fax and Not an Email? Email is too easy to delete. A fax has to be touched and looked at to decide if you want to throw it away. Remember that the hardest part of sales is getting their attention in the first place. [2007] - Chet Holmes