How to Sell 120000 Books with a Single Phone Call Part I
How to Sell 120000 Books with a Single Phone Call Part I
The caller introduced himself as Dr. Neil Baum.
I immediately thought that was quite odd because I don't usually get phone calls from doctors.
Dr. Baum mentioned that he subscribed to my newsletter and that he enjoyed the marketing tactics that he received each week.
Here's a photo of Dr. Neil Baum
http://url123.com/3eb8d
He went on to tell me that he had written a book about how to market a medical clinical practice and that he was working on his updated third edition of the book.
NOTE: This book is the "Bible" for marketing a clinical practice. (I'll reveal why in just a minute)
Here's what Dr. Neil Baum's book looks like.
http://url123.com/3y99w
Dr. Baum mentioned that he had read an article that I did about developing winning yellow page ads and asked if he could use some of my material in his book.
I, of course said, "Sure."
We continued to talk about a bit about how his book came to be and during our conversation he mentioned something that nearly made me drop the phone out of my hand.
How to Sell 120,000 Books With a Single Phone Call
Dr. Baum mentioned that he had sold over 120,000 copies of his book and that he had done it with a single phone call.
I knew enough about the publishing industry to know that, that was a staggering amount of books and with one phone call.....ugh?!
So I leaned forward and asked Dr. Baum how in the world he was able to sell such an amazing amount of books with just a phone call.
He told me how had tried many different methods to distribute his book.
He tried and tried with no luck.
Finally, he thought that perhaps a large manufacturer might be interested in giving away his book as a gift to their customers.
The manufacturers he was referring to was the big pharmaceutical companies.
You see, the pharmaceutical companies have very strict regulations on what they can and cannot give to doctors.
But educational products were no problem.
So Dr. Baum picked up the phone and called the Bayer company and asked if they'd be interested in giving his book to their customers (other doctors) as a gift to show their appreciation for their patronage.
Well, within a week, Bayer had purchased over 120,000 of Dr. Baum's book and sent it to just about every important doctor in the United States.
Today, Dr. Baums, "Marketing Your Clinical Practice" is on the shelf of just about every medical clinic in the U.S.
Amazing.
How Can You Use This Same Marketing Tactic?
Do you have a product or service that you can give away as a gift?
Perhaps, maybe an introductory product or simply an information product such as an audio CD or video.
If so...think of all the other merchants that market to your same target market. Make a list of them.
Then just do as Dr. Baum did, pick up the phone and start calling them.
Make them an irresistible offer.
Allow them to give your product away as a free gift as a way of saying thank you or as a bonus to what they are already selling.
Remember to provide some type of "bounceback" in your gift so that you can capture their name and address or get them to buy additional products or services from you.
This underused marketing tactic can be used in just about any industry you can think of and it's a great way to advertise (or sample) your product or service.
How to Sell 120000 Books with a Single Phone Call Part I - To learn more about this author, visit David Frey's Website.
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Last year I was quietly sitting at my desk doing some work when I received a phone call.
The caller introduced himself as Dr. Neil Baum.
I immediately thought that was quite odd because I don't usually get phone calls from doctors.
Dr. Baum mentioned that he subscribed to my newsletter and that he enjoyed the marketing tactics that he received each week.
Here's a photo of Dr. Neil Baum
http://url123.com/3eb8d
He went on to tell me that he had written a book about how to market a medical clinical practice and that he was working on his updated third edition of the book.
NOTE: This book is the "Bible" for marketing a clinical practice. (I'll reveal why in just a minute)
Here's what Dr. Neil Baum's book looks like.
http://url123.com/3y99w
Dr. Baum mentioned that he had read an article that I did about developing winning yellow page ads and asked if he could use some of my material in his book.
I, of course said, "Sure."
We continued to talk about a bit about how his book came to be and during our conversation he mentioned something that nearly made me drop the phone out of my hand.
How to Sell 120,000 Books With a Single Phone Call
Dr. Baum mentioned that he had sold over 120,000 copies of his book and that he had done it with a single phone call.
I knew enough about the publishing industry to know that, that was a staggering amount of books and with one phone call.....ugh?!
So I leaned forward and asked Dr. Baum how in the world he was able to sell such an amazing amount of books with just a phone call.
He told me how had tried many different methods to distribute his book.
He tried and tried with no luck.
Finally, he thought that perhaps a large manufacturer might be interested in giving away his book as a gift to their customers.
The manufacturers he was referring to was the big pharmaceutical companies.
You see, the pharmaceutical companies have very strict regulations on what they can and cannot give to doctors.
But educational products were no problem.
So Dr. Baum picked up the phone and called the Bayer company and asked if they'd be interested in giving his book to their customers (other doctors) as a gift to show their appreciation for their patronage.
Well, within a week, Bayer had purchased over 120,000 of Dr. Baum's book and sent it to just about every important doctor in the United States.
Today, Dr. Baums, "Marketing Your Clinical Practice" is on the shelf of just about every medical clinic in the U.S.
Amazing.
How Can You Use This Same Marketing Tactic?
Do you have a product or service that you can give away as a gift?
Perhaps, maybe an introductory product or simply an information product such as an audio CD or video.
If so...think of all the other merchants that market to your same target market. Make a list of them.
Then just do as Dr. Baum did, pick up the phone and start calling them.
Make them an irresistible offer.
Allow them to give your product away as a free gift as a way of saying thank you or as a bonus to what they are already selling.
Remember to provide some type of "bounceback" in your gift so that you can capture their name and address or get them to buy additional products or services from you.
This underused marketing tactic can be used in just about any industry you can think of and it's a great way to advertise (or sample) your product or service.
How to Sell 120000 Books with a Single Phone Call Part I - To learn more about this author, visit David Frey's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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