Let go of the 9 in 10 who won't buy.
The Odds of Making a Sale
About one in ten average people appear to be real candidates for a good
product or service. That means nine out of ten just won't
buy, no matter what you say or do, no matter who you are. You've
discovered this, yes?
In direct marketing, we take the risk of hearing and feeling all those
No's. It's enough to make one really depressed. Or phone phobic. Or
reach for an adult beverage.
What percent of the people whom you've contacted have bought, not counting
parents or friends who just wanted to do you a favor in the beginning?
Most people I've talked to say it's one in ten or twenty. Does that
square with your experience?
The numbers are way worse for the huge companies who spend millions
of dollars on TV or radio. But unlike us, they don't hurt like we do,
because they don't hear or feel the sting of all the No's they get.
They have no personal contact with their prospective customers.
Mass marketers go for the biggest audiences possible, so that the tiny
fraction of a percent that responds will make marketing their product
worthwhile. The last Super Bowl had over one hundred million viewers.
The Sopranos had 20 million and counting.
Companies pay for the chance to reach such a big audience. A 60-second
time slot on the 2004 Super Bowl cost advertisers around $2.3 million.
Ads typically cost an additional $500,000 to $1 million to produce.
And what percent of that giant audience actually goes out and buys that
breakfast cereal or computer they see advertised? Would you believe
it's often a mere fraction of a percent - less than one in 100,
more often one in 1000, or even worse. But if someone can pay for enough
exposure, those tiny percentages can turn into big dollars.
Few individuals can scrape up the funds required to reach the millions
of people it takes to get enough of them to place an order or go to
a store to buy. That's why direct marketing is so popular.
Question: When you decided to do net-work marketing, did you know about
the odds of making a sale?
Buy
Now
Previous Page
Home
SECURE SITE 
Network of Related Sites