SECRETS

of Successful Marketers

14 Principles to Growth and Personal Freedom

by Richard Charles

Secrets of Successful Marketers
Secrets of Successful Marketers

SELLING, SELLING AND MORE SELLING

You’ve heard it before: Nothing happens in business until something is sold.

With barely a high school education in Cleveland, Ohio and $500 in self-earned savings in 1970 I built my earnings in the next ten years from straight-commission only sales jobs to becoming a self-made millionaire before the age of thirty.

From that point on my success came primarily from producing and promoting a series of two-day business training programs or boot camps for groups of five to twenty-five entrepreneurs at a time, who each paid ten-thousand dollars to attend. That’s right, ten-thousand dollars per head.

Over the next twenty-five years these programs collectively grossed well over $250 million dollars in sales.

Some clients didn’t make any money. Some clients made a lot of money. And some of our clients became millionaires from what they learned. For each program I had a business partner who engaged in each business and produced most of the content for what they taught. One program taught how to audit real-estate property taxes; one how to audit utility bills; one for medical bills; one taught business loan consulting and packaging; one taught how to audit commercial real estate leases; one was how to get customers for any business; and there were many more.

I produced and directed video documentaries for each of these business training programs staring major internationally known celebrities including Art Fleming, the original host of  Jeopardy, football legend Joe Namath, actor Robert Wagner (twice), actors Eddie Albert (Green Acres) and James Whitmore (Shawshank Redemption), and many more.

By the age of forty, now living in St. Louis, Missouri, I had now become a self-made multi-millionaire. By now I had already worked and partnered with many legendary marketing  geniuses including Gary Halbert, Jay Abraham and Dan Kennedy. And yes, I had all the trappings of success, including building a 17,000 square foot ultra-modern mansion in St. Louis – for cash – with thirteen bathrooms, an indoor swimming pool and my home office with a staff of three. We had a five-car garage with three new Mercedes and two new Rolls Royce’s, a full-time cook, a housekeeper, a butler and a live-in nanny. At our move-in party we served a sit-down dinner to over 250 people as they listened to the Fox Theatre Orchestra of twenty five musicians. From the mid-1980’s I was paying taxes on an income of well into seven figures.

In 1996 we abruptly sold everything in St. Louis and relocated to my favorite city in the world, Las Vegas, where I bought superstar Kenny Rogers house, fully furnished.

In 2006 I reinvented myself and went into the niche medical clinic business selling a unique big-ticket medical treatment. Partnering with several medical doctors I traveled the country and opened over one hundred clinics. One year I was on the road three hundred and thirty two days. I would spend weeks and sometimes months in each city doing virtually every task including determining what market to go into, finding the office site, negotiating the lease, hiring and training the doctors, the medical staff and the sales dischargers (or closers),  arranging malpractice coverage, coordinating prescription medication agreements with our pharmacies, ordering all medical supplies, and furnishing the office. In other words I did it all, virtually everything. Rarely did this whole process take me more than thirty days’ time. It was amazing how fast we worked.

The business was heavily reliant of a constant flow of new leads, and I wrote, produced and placed all of the advertising in newspapers, radio and on TV. Typical clinics grossed over $100,000 cash in the door (no insurance) the very first week with extraordinarily high profit margins. In almost every case the owners of the clinic made back their entire initial investment the first couple of days after opening. One Florida doctor persuaded me to move to Orlando, Florida and what started out with a single clinic from $7,000 on a Visa card grew to a chain of fourteen clinics three years later. We grossed $37 million dollars in cash sales with a net profit of almost $8 million dollars that third year.

Regarding closing sales transactions I’m not going to teach you any fancy, tricky “closes” or phrases to memorize for different situations. Frankly, I think the days are over for that kind of stuff. My four-step sales process is actually very simple, and you’ve already learned most of it.

Step 1 – Listen to their story

Don’t guess what your prospects want. Let them specifically tell you exactly what that is.

Step 2 – Tell them your story

As you slam the door shut on every possible objection they might have, methodically outline to your prospect exactly how your product or service will solve their problems and fulfill their dreams, giving them exactly what they want, and nothing more. Explain the “investment” (price of your product or service) and why it’s so ridiculously reasonable.

Step 3 – If you’re face-to-face - Raise your eyebrows …

… and lean forward, staring with intensity and sincerity …

Step 4 – … say in your most optimistic upbeat voice these two million-dollar words: “Sound good?” Of course it sounds good. It’s exactly what they already told you they want or need. And people love to buy what they think they want or need.

And then, after getting their head nod or slightest affirmation, without any hesitation, immediately start filling out the paperwork. Using the “assumptive close” you’re assuming they’re proceeding. Never over sell. They’ve already told you it “sounds good,” so of course they’re proceeding. Worst case they may stop you and ask a few questions, so you can address them. If you did your job properly when you told your story, you slammed every door shut and already answered most of their objections.

Don’t forget what we talked about earlier in this book. You’re only spending your valuable time and resources with highly qualified leads who have all “raised their hands” and contacted your company. They’re serious buyers or prospects and it’s your duty to sell them what they want or need.

After they agree that your story “sounds good,” you’re filling out your commitment paperwork, whether it’s an order form, simple memorandum of understanding or something else. In a complex transaction you’re simply shaking hands and getting their details so you can email or overnight a formal agreement later that day --- not tomorrow. Time is of the essence, per the sense of urgency you have already created. Nothing is more powerful than the assumptive close.

Please don’t make this close more complicated than it is. Don’t oversell. Don’t get any more firm of a commitment than “sounds good?” Get a nod or affirmation, move quickly so they can start receiving immediate benefits of your product or service, prepare the “paperwork” and assume they’re moving forward.

Of course some will fall through. Of course some clients will change their mind. Of course there could be additional objections that you can overcome. But I can promise you based on my decades of experience that the vast majority will finalize.

My promise if very simple: Use this simple sales-closing system that I’ve created and proven in my fifty plus year’s career, and how high it will take you will surpass your wildest imagination. Now it’s up to you to make it happen.

EPILOG

Today my career continues to be sales and marketing including speaking, training, consulting and partnering with entrepreneurs who need marketing assistance to take their unique niche business to the highest level. I’m proud to say that I’ve never partnered with someone in the last thirty-five years who didn’t become a millionaire in the first year of our association. I don’t know of anyone else who can make that statement. I truly believe the best is yet to come and I welcome inquiries from anyone who would like to join those ranks.

Finally, what have I learned in my life that you might benefit from? It doesn’t pay to take short cuts in business. Be honest. Tell the truth. Preserve your reputation and your integrity. Have a higher power in your life. Help others get what they want and you’ll get what you want. Do the right thing and the results will be there.

And I’ll never forget what my late-friend Kenny Rogers told me. He said “Rick, always remember that you only need three things to be happy in life. Someone to love. Something to do. And something to look forward to.” And I look forward to hearing from you.

RichardCharles.com, (702) 970-4750.