Ezine for the week of 9-13-99

~If you are interested in learning how to make your business succeed and how to use the internet to your advantage, you will want to read each issue of the Online Exchange Ezine! We are devoted to helping you stay tuned into the latest in internet marketing and networking.~

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          MILLENNIUM MARKETING 2000 presents.....
          The OnLine Exchange Ezine!
          Discover business success tips, free offers, and business building resources to help you profit online and off.

(c) Online Exchange Edition         September 13, 1999

From the Creators of OnLine Exchange.....

Welcome to the latest edition of The Online Exchange Ezine. Our weekly Ezine has regular articles and
Features all included to help Internet Entrepreneurs make money on-line. We hope you enjoy this Issue. If you have any suggestions or comments then please let us know.

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In this Issue:
~ A Word From Our "Sponsors in the Spotlight"
~ Feature Article * EIGHT SECRETS OF SELLING
~ Classified Ads
~ Special Edition Article * Part 3 - Is Your Business A Lethal Booby Trap?
~ HOT Tips * How To Get Top Search Engine Rankings With Doorway Pages!
~ How to Advertise with the OnLine Exchange
~ Removal Instructions

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FEATURE ARTICLE*

EIGHT SECRETS OF SELLING

by Deleone Quintana
[ Deleone Quintana is a top seller who works in the music and computer industries developing sales strategies and marketing tactics. ]

INTRODUCTION
    Are there secrets to selling? Do some people know something that others don't? I believe so. Many salesmen work for years before they learn the secrets of success. Top sellers in my industry have some basic principles that they use in every sale. Most salesmen fail because of ego. They base their ability to sell on their own personal "attitude" and usually neglect the foundation of good selling, which is solid character. Let me share eight principles that can turn you into a sales leader, if you will apply them to
your work:

BE HONEST
   The number one most important trait necessary to truly be a successful salesman is honesty. You must always be honest with your client, your boss, and yourself. If you stretch the truth or lie, you will never be in the top producers of sales. You will be spending your time figuring out what you already said instead of what you should say next. The easiest way to be completely honest is represent a product you believe in. Selling anything less than something you believe in makes you a confidence man, not a salesman.

SOLVE PROBLEMS
   This secret of selling is a frame of mind AND a much less stressful way of selling. The concept is to look at each meeting with a client as a problem solving experience. Help your client identify problems, and then explain how your product can solve these problems. If your client has no problems that can be solved with your product then don't try to sell them! (This goes back to honesty.)

RESEARCH
   This is one of the most important skill and the least practiced by salesman. This skill is to always do your homework. The last thing you ever want is to be asked a question from a client about your product and not know the answer. This is your job as a salesman. You provide information in the most attractive manner possible, so know your information. Know your client, too. Take the opportunity to read or listen to information about your client before you start the sale.

LISTEN
   You won't be able to effectively sell anything if you don't know what your client wants. The prospect is a real person with real problems and real needs. You should know the answers to all these things by your first meeting. The easiest way to effectively listen is to occasionally repeat what their needs are. When you are approaching the end of the meeting, go over all the points the client noted in detail. This will build trust and help the client understand that you are concerned about their interests.

SELL AT THE RIGHT PRICE
   Price is always a sensitive issue. One thing you have to remember is that you are a professional, and professionals get paid. Every time you go to a meeting, realize you're also selling a quality product from a professional company. If you don't plan on paying yourself or selling a quality product for a quality price, leave sales now! Don't ever drop your price without a fight and for a good reason. You may look unprofessional, and you won't like the financial results!
Special Note: A key to rapid success is to sell an expensive product. Expensive products mean large commissions. Isn't that why we got into sales in the first place?

ALWAYS BE CLOSING
   Closing is where you get paid, so know how to close. Practice your closes and trial closes. Start a library of close approaches you can use. Each client is different, so you also must be able to adapt instantly. Using good listening skills combined with research and honesty will generally make the close very easy. Too many salesmen look at the close as "this is the moment when we have to trick the client into signing." This is an awful way of looking at the close, and it will lead to poor performance. See the close as the moment of fulfillment for yourself and your client. Follow this solid rule of sales: Always Be Closing. We all have to eat, and you can't eat for free.

FOLLOW UP
   Some statistics have shown that if a prospect asks for Information, whether they buy right now or not 48% will buy within one year. What this means is always keep in contacts with your prospects. Send cards every
holiday. After every meeting, send a thank you card containing a business card, and make sure they are hand written! Keep a database or address book for your clients so you never forget. If 48% are going to buy, make sure you are the one they buy from!

STUDY CONSTANTLY
   The last principle is: Always study your trade. Never think you know all there is. Every time you don't close, buy a sales techniques book and read it, or reread one you already have. Create a reference library of sales material. Read the paper for small talk purposes. Subscribe to trade magazines. The bottom line is: know what you're talking about, whether selling or not.

Copyright (c) 1996 J. William Brown, All rights reserved.
This document may not be copied in part or in full without express written permission from the publisher. All violations will be prosecuted to thefullest extent of the law.

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Special Edition Article *
Is Your Business A Lethal Booby Trap?
Part 3 - The No Bull, No Frills, Lean, Clean, Really Useful SMALL Business Plan

In this article we'll begin looking at the kinds of things your Small Business Plan should include. You may see apparent similarities to the traditional BIG Business Plan model, but beware - those similarities may be
very superficial. Don't fall for the common booby trap of dismissing a crucial difference just because it appears to be a similarity! Being in business is a journey, not a destination - with NO made roads or
freeways (despite what most franchisers would have you believe). Every business has to travel into the uncharted territory of the future. But, no matter how good a driver you may be, or how well you know the route, if you fail to put fuel in the tank, air in the tires, oil in the engine, water in the radiator, or otherwise adequately maintain and service the vehicle, it will soon grind to a halt. You'll go nowhere. Sadly, this is the case with most small business owners. They're good drivers - plumbers, hairdressers, retailers, lawyers, accountants, printers or whatever their trade or profession may be - but they haven't a clue what's required to maintain and manage their vehicles. So they rarely make it to their chosen destinations. To complete the journey to your destination you need a suit-able business vehicle. Here are the crucial parts of your business vehicle that will give structure to your Business Plan.

1. The Driver (you) and the Controls This represents your Business Mission and Business Vision - the starting and finishing point of your enterprise. There's a direct, cause-and-effect relationship between the two.

2. The Motor This represents your Key Competitive Edge - the unstoppable power-source at the heart of your business; that single, crucial factor that sets your business distinctly apart from every other business. Ironically, it's the same thing in every business. And it is never anything as mundane or limiting as products, services, locations, intellectual property or any of the other items usually offered in BIG Business-style Plans. (Key Competitive Edge is our term for what's commonly refer-red to in the Traditional BIG Business Plan model as "Sustain-able Competitive Advantage". That semantically-null, jaw breaking mouthful had to be coined by either a BIG business accountant or some dull academic! We prefer the more vibrant, marketing-oriented term for small business.)

3. The Power Train (transmission, drive shaft, power takeoffs) This represents both your Basis for Business and your Basis for Growth. It's the highly-leveraged implementation of your Key Competitive Edge. So it shares a close cause-and-effect relation-ship with that Key Competitive Edge.

4, 5, 6 and 7 are the WHEELS of your vehicle, where the rubber meets the road. These are the sub-plans customarily classified as the Marketing Plan, Industrial Relations Plan, Production/Supply Plan and Finance Plan. Two of them drive the vehicle from the rear, the other two steer the vehicle from the front. As you might expect by now, we regard all but one of these titles as dangerously inadequate and misleading perspectives that steer people into doing all the wrong things for all the wrong reasons. Not only are they
severely limited in scope, but they focus your attention and priorities on the effects, not the causes. So you're never actually in control, because you're unaware of the causes. Think about it for a moment. Marketing has a very specific definition: "Identify a need and satisfy it". No feelings. No emotional payoff for the customer. Just a rational need satisfied. Whoopee. Imagine you were starving hungry and went into a restaurant to buy a meal. How would you feel if the waiter brought you a plate full of scraps and explained, calmly and objectively, that if you eat them, you'll no longer be hungry? Strictly speaking, he's absolutely correct. Your rational need would be satisfied. But how would you FEEL about the experience? And how many people would you tell? (And would it be good news - or bad?) The fact is, the Customer Relationship Process (which has a vastly different objective to mere marketing) is an EIGHT stage process - of which marketing is only the FIRST FOUR! And ALL the leverage, that creates up to 700% higher returns, is found
in the LAST four stages! Is it any wonder, then, that BIG Business marketing these days is obsessed with make-shift, quick-fix, patched-on "customer loyalty programs" and other "relationship marketing" strategies that never seem to work very well, or for very long? It's the same with "Industrial Relations" and "Production/Supply". They're too limiting in their scope, and they ignore the causes involved. In each case, these sub-plans are about key sets of RELATIONSHIPS inside and outside of your business. And it's those
relationships that produce the resources and results that we need in order to realize our Business Vision and achieve our Business Mission. So we prefer to focus on the CAUSES in these sub-plans, because, when we get them right, the results - the effects - follow naturally.

4. External Relationships Plan (incorporating your Production/Supply Plan) This focuses on ALL the relationships outside the business which contribute to its successful operation - including your banker, your accountant, lawyer, advisors, etc. - not just your usual "suppliers."

5. Internal Relationships Plan (incorporating your Industrial Relationships Plan). This approach also includes strategies for managing relationships with your shareholders/partners/ spouse and your management team, none of which get a look-in in a traditional Industrial Relations Plan. This plan should cover everyone inside the business who contributes resources toward realizing the business vision.

6. Finance Plan (No change here - finance is finance, after all). The objective of this plan is to chart a course, complete with landmarks and milestones, against which you can measure your progress, as well as monitor that progress and alert you when you drift off course.

7. Customer Relationships Plan (incorporating your Marketing Plan). The objective of this Plan is to turn your buyers into your most productive, profitable sellers - so you can work less and earn more. Do these broader perspectives mean a lot more work than a traditional, BIG Business-type Plan? No. They actually mean LESS work if you handle them correctly. Because this approach is integrated, adding tremendous synergy to the mix. Results are therefore exponentially greater for less effort and time - which is precisely
what we're on about: working less and earning more. By John Counsel

Look for the next article of this series- The WHY and HOW of SMALL Business Plans.

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HOT Tip of the Week*

How To Get Top Search Engine Rankings With Doorway Pages!
by Robert Olson

We are talking about being listed on the first couple pages the search engines pull up .....and you can do it! You can even be #1 with very little effort.

A hot issue on the internet is doorway pages. These are also known as gateway pages, bridges along with a few other similar terms. You can see an example of one of our doorway pages by doing a search on Infoseek. Just type in 'placing free classified ads'. You will find our doorway page as the number one listing. We have lots of listings that hit in the top ten and I have only been online 6 months with no prior computer experience. Anyone can make doorway pages that pull high on the search engines!

Until recently, some people associated doorway pages with spamming ....not anymore! State Farm Insurance, the leading US auto insurance firm has been using doorway pages to generate an extra 100,000 unique visitors in 11 months. They were featured in Search Engine Watch about their use of doorway pages along with a response from search engine executives. It is reported that they have no problem with the
use of doorway pages as long as you do not promote keywords or phrases that have nothing to do with your website content.

Doorway pages are very short pages that direct the searcher to your web page. Because doorway pages are short, keyword density can be very strong. Here are some simple techniques that are used to get high search engine rankings when you use doorway pages.

Use your keyword phrases:

1. as your title
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3. first phrase in your meta tags: description & keywords
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THIS DOCUMENT IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY. The information contained in this document represents the current view of MM2000 on the issues discussed as of the date of publication. Because MM2000 must respond to change in market conditions, it should not be interpreted to be a commitment on the part of MM2000 and MM2000 cannot guarantee the accuracy of any information presented after the date of publication. INFORMATION PROVIDED IN THIS DOCUMENT IS PROVIDED "AS IS" WITHOUT WARRANTY OF ANY KIND, EITHER EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO THE IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND FREEDOM FROM INFRINGEMENT. The user assumes the entire risk as to the accuracy and the use of this document.