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Tuesday, July 29, 2008

How A Solar Energy Company Came Up With An Ingenious Selling System

In the last two days we have been talking about marketing or selling systems and today I want to wrap up this important topic by giving a few more practical examples that will prove that getting a selling system for your small business will undoubtedly revolutionize things.

I was amazed when I was told how the most successful solar and alternative energy company in Kenya got its’ start. Its’ founder actually created an amazing selling system. Installing solar panels requires a very high initial cash outlay meaning that not everybody can afford it. So naturally the first thing this business owner did was to establish if his prospect had the financial resources to pay. Once he had confirmed this he approached the house owner and offered to install solar panels, lights and everything into the house. The home owner would then be allowed to enjoy it for a few days. The deal was simple. When the solar man came back, the owner had a choice of paying for it or if he was not interested then the solar company would simply uninstall all their stuff and he would owe them nothing. Not surprisingly 9 out of 10 homes in which they installed their solar panels ended up paying. This is a powerful marketing system that works wonders.

In the days when I was a conventional print publisher, I managed to launch a very successful weekly print magazine. I started off using a conventional selling system through news vendors which still worked until one day. The main vendor whom I used to sell most of the copies and also distributed to others for some reason was unable to pay me for what he had sold. Our usual arrangement was that when I took him the new issue, he would pay me for sales of the previous one and I would then give him the new one. I found myself stuck with a very large number of magazines and nowhere to sell them. It took me about 3 weeks of trial and error to come up with an amazing new selling system that multiplied my circulation many times over. I created a small miniature edition that summarized the content of the main magazine. I would then get my own sellers who would distribute the miniature edition for free. As a result of this selling system my circulation climbed steeply to a point where I was easily selling thousands of copies.

Sit down and ask yourself what your customers and prospects really want and then find a selling system and your business will never be the same again.


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