If there’s one thing I absolutely love, it is a big, thick, juicy, bacon cheeseburger.  Do you remember the old Wendy’s commercial where there is a cute older lady in various scenes that yells “Where’s the Beef?!”  That cute older lady is making a point to suggest that while other fast food chains have really small burgers, the biggest burgers are at Wendy’s.  This commercial illustrates today’s point perfectly.

Have you ever purchased an “As Seen on TV” product where the god-like infomercial announcer entices and prods you to act today? “Act now while supplies last!  But wait there’s more!  100% money back guaranteed!” are common ploys .

OK, I broke down one day as I was watching TV and saw the most amazing egg holder, salad tong mover, and pancake flipper I had ever seen.  It looks so good!  I gotta have it!  So I excitedly get on the phone with great exhilaration to go through the sales process with the order taker on the other end asking me more questions than my father-in-law before I got married.  I waited “4 to 6 weeks” for delivery; then my life changing product miraculously showed up at my front door!  I ravenously ripped open the box like a starving dog with a hot steak; opened up the box, and it almost seemed like beams of pure white light emanated forth as a holy glow surrounding my most anticipated tongs.

I finally get my life-altering spatula in my hands and use it for the first time; and where I expected the heavens to open up, the contraption seems to literally disintegrate in my hands and almost immediately turns to junk.  I think to myself “awe… great!”  with utter disbelief and disappointment.  I raced back to the box and instead of a white glow; I now saw the box for what it really is…. a coffin.

I am sure we have all experienced this at one point or another.  Well let’s think about this.  When is the last time we promised something to our customer but we weren’t able to deliver?  In sales, I have always been told to “sell the ‘sizzle’; not the steak.”  But that doesn’t work for long term customers.  Selling the ‘sizzle’ is the marketing that will get customers in the door; but the “steak” is the value that will keep your customers coming back.  At the end of the day you have to deliver value.  There are no gimmicks or tricks that will keep your customers coming back.  The only thing that will keep your customers coming back is that you somehow make their life better.  You sooner or later will have to feed them; or eventually they will get up, look at you and wonder, “where’s the beef?”

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About the author:
Christopher Morrissette has been a top sales producer, with a Fortune 500 Sales Company, for 6 years of his 7 year career; regionally and nationally. Christopher has been crushing sales targets repeatedly before launching his first company, Easy Giving, and now his new company For Free and For Fun. Now, Chris teaches sales people of all industries how to ask for the appointment and get it!  You gotta’ love this stuff!

To order the book Chris wrote called ‘For Free and For Fun – How to Ask for the Appointment and Get It,’ get yourself over to http://tinyurl.com/d6d3ky (AMAZON)

For a FREE Expansion CD set of the book For Free and For Fun – How to Ask for the Appointment and Get It please visit www.forfreeandforfun.com.

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