var ar_text = new Array();
ar_text[ar_text.length] = "Start all of your communications with a benefit statement in the first sentence or two. Don't expect people to read or listen all the way until the end of your communication in order to figure out why they should pay attention to you. You will have lost their attention long before they get there.";
ar_text[ar_text.length] = "Spend your time with people that can afford your service. You want to target companies with at least 1,000 times as much annual revenue as your service costs them. Otherwise, you are competing with everything else they need to buy instead of just competing against your competitors.";
ar_text[ar_text.length] = "Spend your time with the same types of companies that have bought your service in the past. It is a lot easier to point to a satisfied customer in their line of business than it is to explain why they should be the first in their industry to try your service.";
ar_text[ar_text.length] = "The salespeople with the highest levels of activity will always sell more than the salespeople with the lowest levels of activity for two reasons: One, they have more opportunities to sell. Two, they get a lot more practice and practice makes perfect.";
ar_text[ar_text.length] = "Find something you can sell that costs about one tenth of your usual ticket size (step-down). The profits you make from selling the smaller product will frequently be enough to pay for your marketing for the larger product and when your marketing is paid for, there is no limit to how much you can sell.";
ar_text[ar_text.length] = "Find something else you can sell to the people you talk to (cross-sell). You already made the effort to make contact, why throw away the effort if they don't happen to need what you are selling? With a backup product or service you can make additional revenue with very little additional work.";
ar_text[ar_text.length] = "Don't give up on a prospect just because you have left a couple of messages and they didn't call back. Try to reach them about once a week. You have no idea what is happening in their life, and you want to give them some time to get it straightened out, but you don't want them to forget you in the meantime.";
ar_text[ar_text.length] = "It takes a mix of reach and frequency to make your marketing work. Just as you wouldn't send a thousand letters to a single prospect, don't assume you can make a single contact and be successful. If you are using direct mail, use a small enough list that you can afford to send each prospect at least 4 letters in a series.";
ar_text[ar_text.length] = "Be a resource, not a vendor. If you are seen as a vendor, you will get price objections and haggling. If you are seen as a resource, you will get referrals and invitations. Spend your time finding out what is best for your prospect and seeing that they get what they need, and the sales will automatically follow.";
ar_text[ar_text.length] = "Use the right media for the job. Don't waste money on media that reaches people that aren't prospects, or doesn't allow people to respond in the way that you want them to. If you want to reach businesses, use direct marketing. Otherwise, at least 90% of your marketing is wasted on people that aren't prospects.";
ar_text[ar_text.length] = "Don't commit to more than you need to. You need to generate 35 responses in order to determine what the response rate of a campaign is. Take the amount you can afford to spend to get a response and multiply that by 35 in order to get your budget for a test campaign.";
ar_text[ar_text.length] = "People need four things before they will buy from you: Trust they will get what they paid for, a need for the service, the time to take advantage of the benefits and the money to pay for it. If you aren't closing the percentage of prospects that you want to, it's because they are missing one or more of the factors they need to buy from you.";
ar_text[ar_text.length] = "Get your salespeople to swap "dead" leads with each other. Have your second salesperson start by saying, "I just wanted to make sure that Salesman X did a good job of answering your questions." 90% of the time, they will make the sale or learn the real reason the prospect didn't buy.";
ar_text[ar_text.length] = "Customers buy because they want one of four things: More time, more money, fun or Status/Love/Success/Fulfillment/Recognition. Make certain your marketing clearly shows that the prospect will get what they want. Don't make your prospects guess what the benefit of your service is.";