You Can’t Sell Consulting Services Over The Web, Or Can You? by …

by: Tony Rice



In the professional services industry, if there’s one thing that creates inertia to investment in online marketing, it’s the belief that you can’t sell consulting services over the web. There’s an element of truth in this, but a whole lot wrong with it. So read on if you want to look at this from an entirely different angle that could transform your approach to sales pipeline building.


Of course it’s true that people won’t get their credit cards out to buy high priced intangible products that normally have long sales gestation periods and require expert conversations before a deal takes place. However don’t let this fool you into ignoring the stages of the sales and marketing process where the web can make massive contributions, it can shrink sales cycles and automate lead generation by taking people out of the process. What it can do for you is bring more prospects to the table, win their trust and get them deeper into your sales funnel without expensive people ever having met them!


Once you’ve moved to this way of thinking, you’ll have prospects knocking on your door rather than you on theirs, your sales pipeline will be a lot healthier, your expensive people will be better utilized and your cost of client acquisition will be much lower than it is today.


If you are going to move to this mindset you need to work on three key things:


1. Talk in the ‘needs’ language of your target audience.


2. Provide useful information that educates them and earns their trust.


3. Make your website the hub for all marketing campaigns.


Here’s how:


1. Talk in the ‘needs’ language of your target audience.


The buying language of consulting consumers is often very different to the selling language used by consultants on their websites. This results in a misalignment between the buyer and the seller. We all know that consultants like to talk about themselves more than they do about their clients! When your clients go online to do their research, you want to be the one that sings their song and presses their buttons. So if you do your homework and identify with their needs, wants and issues, rather than your products, services and company, then you’ll be the one to grab their attention and bring them one step closer.


2. Provide useful information that educates them and earns their trust.


Most of the time consumers of professional services do a lot of online research to develop their issue or thinking before they decide on their provider. Would you like to help them do their research? You bet! These people will be grateful to you for good quality information, help and advice. Consulting is a relationship business, so when they’re ready to buy, you’ll be right up there in their mind as someone they trust to provide the expertise they need. So if you make it easy for them by providing valuable and useful information in the form of white papers, advisory articles, presentations, research reports, podcasts etc. then you’ll be the one they trust and they won’t be reserved in picking up the phone to you.


3. Make your website the hub for all marketing campaigns.


Most consulting firms who have a marketing plan treat their website like a separate strand of activity, along with direct mail, telemarketing, event speaking, sponsorship, advertising etc. The problem with much of this is the difficulty in measuring results. If you make your website the central hub for all marketing activities, then you can measure the return on investment from all of your campaigns. Make sure you’ve got a good visitor tracking tool installed (e.g. Opentracker), build special landing pages for each campaign, automate the delivery of your information products and capture contact information for use in on-going marketing communications. If you do these things you’ll be well on your way to ‘lights out lead generation’!


So is it stupid to think you can sell professional services and consulting over the web?


Well it’s doable for advisory products at a sub $1000 price point, but generally speaking you cannot close a complex deal online. But you can use the web to get your first meeting with a prospect, and if you use this as your main objective then you’ll soon be pushing leads into your sales pipeline with much less effort and cost.


Tony Rice is a partner at Equiteq LLP, experts in M&A for the consulting industry. He has spent his career marketing to blue chip companies and was CEO of an award winning internet marketing project at BT plc. Tony often helps consulting clients to develop effective marketing plans for growth prior to the sale of their firm. http://www.equiteq.co.uk

Affiliate Marketing Success – What to Avoid by Earl Stringer

by: Earl Stringer



Over the past decade, affiliate marketing has become one of the most well known methods for making money online. One of the main reasons that affiliate marketing has become so popular is because of its simplicity and great earning potential. Affiliate marketing can be a very successful field to get into if you know what to do and what not to do when it comes to this ever growing opportunity for making money online. This article will go over five very important things that you as an affiliate marketer should avoid doing when getting started. Avoiding these things will help you get off to a profitable start with affiliate marketing.


In no particular order, here are five things that you should avoid doing as an affiliate marketer.


- You should avoid promoting products that have no demand. One of the keys to being a successful affiliate is, marketing products that people want. It is common for affiliate newbies to try marketing any and everything that they can find. You should only be selling things that people are looking for. You can figure out what people are looking for by doing a few simple searches using different types of keyword search tools that can be found by doing a Google search for “free keyword search tool”


- Stay away from promoting products with crappy sales pages. This is definitely an important thing to avoid because a crappy sales page will get you crappy results. You want to make sure that the sales page of whatever you are marketing is appealing. In many cases, the quality of the sales page is a good indicator of the quality of the product that you are selling. Put yourself in the customers shoes, ask yourself “if I seen this sales page, would I buy the product”?


- Not marketing your affiliate links enough. Even though the concept of affiliate marketing is fairly simple and some real money can be made, not getting your affiliate links out there can be the reason that your affiliate marketing attempts fail. Use as many ways as you possibly can think of to get your affiliate links out there. The more you market the better your results will be. Try thins such as youtube, myspace, posting on forums, myspace, setting up a few blogs. The possibilities are endless, you just have to put your mind to it.


- Do not promote to many products at once. This rule really is for affiliate marketing newbies. Start off by just marketing one or two things. The more products that you are trying to promote, means lesser time spent promoting each one. When getting started, you want to put as much time and effort getting consistent sales with a couple of your affiliate products before adding more to your stable.


- Avoid quitting. Many people get easily frustrated after doing a little work and seeing little or no results. Affiliate marketing does take a little time to learn and master, but the longer you do it the better you will become, so keep trying!


Earl Stringer & Rachel Bishop, Internet Marketing Entrepreneurs & Success Team.


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What Howard Stern Can Teach You About Successful Internet …

by: Alan Quan



His characteristics are NOT usually associated with success in society. But why is he rich and why is he so popular? Read the rest of this article to see why you need to implement his characteristics for your internet marketing.


Now when I say this, I don’t mean going out on the internet and blatantly pissing everyone off about their religion, race, sexuality, physical deformity, etc. and attacking every other opinion that doesn’t complement your own.


What the title means is that you if you truly feel passionate about your product or service don’t be afraid to let your customers know! Some people may be offended by your message and what you stand for, but don’t let that slow you down.


Just remember that just being you right now, at this very moment, is offending some people. They may be offended by you being Chinese, your British accent, the pink shirts you like to wear, get over it!


You cannot accommodate the few ‘intolerant’ people in this world to determine your being. Have the same attitude for your internet marketing.


If you are overly passive and nice in your sales and marketing messages because you think it will please everyone, some people will think you have no confidence in your ability to deliver and your product’s quality is probably crappy.


It doesn’t create any controversy or attention and your image will be weak.


If you are strong and opinionated you get a stronger response in your customer’s mind. Take a look at Dennis Rodman, some people think he’s a total freak and some people think he’s awesome. Either way, he gets publicity.


If you listen to Howard Stern’s show, you’ve probably noticed that he is cocky, controversial, and opinionated about every subject imaginable. You either hate him or love him.


People have done studies showing that people who love him listen to him on an average of one hour just to see, “What he’s going to say next.”


Here’s the interesting part, the people who hate him listen to Howard on average of three hours just to see, “What he’s going to say next.”


And Howard’s show is very popular in the United States! Since he’s getting paid by how long and how many listeners are tuned into his show, in a way, his haters on average are giving him more money!


Let me repeat, be yourself and be bold about your opinions. Don’t be a ‘saint’ if you are in marketing. I’ve heard it said that being ‘nice’ is great if your goal is to become a successful monk, but it’ll ruin you if you want to be a successful internet marketer.


For example, if you think organic foods are good, think of how good old Howard would say it:


“Eat organic food if you don’t want to die! Conventionally grown fruits and vegetables are killing you with toxic pesticide poison!”


Don’t say:


“umm….yeah… I think organic foods are better. Conventionally grown food is not as good, it has chemicals and stuff”


Which one sounds more honest to you? If you have a targeted niche market for organic food, the first one will most likely fire up support from your customers. Sure you are going to offend the other side, but who cares?


They are going to be offended either way you say it. Having healthy respect for your opinion and the desire to share it with others isn’t wrong. Think about it this way, if you don’t respect your opinion, who will?


If 10,000 people read your article and you offend half of them and the other half loved you, you still have 5,000 people on your side and think you are a genius.


It’s impossible to please everyone so make it easy on yourself and stand up for what you believe. From now on save yourself the headache and concentrate on the 5,000 people that like you!


Remember, it’s okay if you offend some people in the internet because that’s truly how you feel. I’m not saying that you should go out on the internet and attack every opposing view, but from now on just be strong in your opinions when doing your marketing.


It shows that you are genuinely passionate and true to your niche market, just like Howard!

Alan Quan is a certified Internet Coaching Empire coach and specializes in helping people build their own successful internet marketing business. Visit his website at http://e-bizcoachalan.com/success.htm and find out how he can help you to quickly accomplish your goals and boost your internet profits.

Sales Lessons From The CEO Of 6th Fastest Growing Company by …

by: Nick Vaidya



The name may not excite you. While this may be a drawback for this product, besides the “me too ” sounding name, it is nothing like a sugar substitute, neither in messaging nor in experience. And that explains Michael Silver’s success in making the firm the 6th fastest growing company in the US as assessed by the Inc. 5000 survey. Just Like Sugar is not a sugar substitute. It is a sweetness substitute. Sugar is a bad substitute for sweetness, much like the other commonly available substitutes – like the pink or the blue sachets that you find at most restaurants.


In fact, I would call this product “Heartful Sweetness” or “Healthy Sweet” or something else like that. Perhaps, I would have spent a little bit of resources on marketing research to come up with a name that would make better marketing sense. Sugar is just as bad for health as the others. There is plenty of research to prove this point and most of us already know that. It does not need any proving.


But make no mistake; Mr. Michael Sylver has a whole series of marketing and sales lessons to teach. Here are a few reasons why he and his firm have done well.


1. UNBRIDLED PASSION: Nothing in this world sells like your passion does. If you are not passionate about what you do then you are undercapitalizing your own self as a sales person. Don’t sell that which you are not passionate about. Your own true beliefs attract people and lack thereof can undermine your own efforts. Trust and likeability are fundamental to any sales processes and passion supports both. The greatest salesmen have been those who have believed in the idea and talked about it with consummate passion. All religious activists substantiate the validity of this assertion. Think about it. This is the reason Mike Sylver is perhaps the best sales person that the company has.


2. DEMONSTRABLE USP: Having a USP or unique selling proposition is almost a no brainier. Of course, and obviously, that is a great strategy for growth. The issue most of firms face is their inability to do so. There are many ways to make your product or service differentiated. When bananas and meat can be differentiated anything can be. Most of firms get stuck at trying to make the core product different and ignore that a lot of other factors make a product, from packaging to marketing. There is plenty of scope and ways to differentiate your product – and it is much easier for services to do so. Mike has done that well – just like sugar is just like sugar without the harmful effect of all other sweeteners. But it is not his ability to create such a product that is the reason for his success but it is his ability to convince us of the truthfulness of his assertions. You know it as well as I that good products do not necessarily sell and those that sell need not be the best. The key word here is demonstrable. You hear Mike talk about his product and you will want to try his product. This takes us directly to the way he has been able to convince us of the value of his product.


3. VALUE FORWARD SELLING: As my friend Paul DiModica puts it most firms fail to put their value in front of them that can easily be grasped by the prospect. Instead the value remains hidden, clear to customers but untrusted by the prospects. The reason is that most firms and sales people fail to see themselves from their prospects eyes. Mike does not do that. He knows exactly what the customer wants to hear and can rattle the sales talk with ease and finesse. He developed his talking cards well in advance. There is no confusion about the value of his product, unlike most less successful firms and products or services. You can view the video of my talk with Mike and learn for yourself what I mean. Visit www.8020ceo.com.


4. BUSINESS STRATEGY: Unlike many others who peddle their ware, he has a business strategy. He is not selling sugar substitutes. He is selling public health. He is not going after the end user. He is going after the major decision influencers. He does not plan to sell sugar substitute to major player like coke at huge discounts. He intends for them to want to use his products. He is not just making sachets. He intends to create a movement towards healthy sweets within his low hanging segment of the market. He is thinking strategically when he is going after schools boards and evangelists. In a sense his channel partners will do his bidding.


5. LEVERAGED PR: His alacrity to use PR is amazing. He will help you, if you can help someone else he wants to help too. That is his lever. Mike is a consummate public relations man. It seems that he might take his firm from zero to billion without spending any money and that seems to be happening now rather than too far in the future. The beauty of his approach is that he does not come across as a PR person but rather than as an engineer or a scientist who has just discovered this great product based on his passion for the rainforests and the deteriorating health of Americans at large. What can be more empowering PR campaign than the discovery of an innocent discovery? Well it was not an innocent discovery – we soon learn. Mike is the master of highlighting. That you care and have passion is not sufficient. You must have a communication strategy as well to be successful. Mike’s communication strategy is PR. If he were writing music, being on the Oprah show will be a crescendo that he is planning on. After all, he is not selling sugar substitutes. He is selling public health.


The one thing that I recommend for Mike is the one thing that got Obama elected. The web 2.0 tide is going to be in full swing soon and his boat is not parked yet. Just like sugar has the potential to be a major phenomenon very quickly by crafting a Web 2.0 strategy using social media, online evangelists, and creating a community of digital health workers. It is not easy to do but is doable. It needs to be done strategically but his business is most amenable to the phenomenon of voice of the people in the digital world. The same astute thinking that Mike has used for PR is required to create social buzz as well – thoughtfully and methodically. He can begin with the website and by giving his voice a digital flavor. One caveat… There are a lot of people touting their paint brushes, and easels, and other painting tools. Please don’t get deceived or bedazzled but them. Paints and paint brushes do not a painting make. All of us have great camera’s these day but do not come near the photographic artistry of decades ago that was done without all the technology.


Nick Vaidya is the Managing Partner of The 8020Strategy Group, the President of the Global Alliance of CEO’s, and the Managing Editor of The CEO Entrepreneur Magazine (www.8020CEO.com). At this site you can find videos of CEO level discussions, reviews of books, journal articles, events, and organizations. The magazine promotes collaboration among CEO’s, and aims to inform / inspire the community towards making better businesses decisions. Nick’s consulting practice focuses on business profitability management and he works with, both large and midsized technology driven firms, including firm like Microsoft, Dell, EBay, Qwest, IBM, and other mid sized firms. He has been a senior advisor with the Chairman’s Strategy Team at a Fortune 100 firm and was responsible for managing the profitability of almost half the company. His career includes sales, marketing, and advertising. He was a graduate faculty at Texas A&M University and did his graduate and doctoral work there, in business and in psychometrics. For keynote addresses, workshops, and consulting engagements, he can be reached at nick@8020ceo.com or 512 257 7868.

The author invites you to visit:
http://www.8020ceo.com

Creative Ways to Maintain Your Sales in a Slowing Marketplace by …

by: Frank Guido



It finally appears as though the current North American housing cycle has crested and is beginning its retreat from record starts and unprecedented prices. Housing starts by June 2006 are down by approximately 15% compared to the same period last year. Consequently, industry heavyweights such as D.R. Horton, Ryland Group, and M.D.C. Holdings Inc. are beginning to report significant decreases in revenue, a sure sign the North American home and condo market is beginning to lose its luster. With this change in purchasing behavior, the focus of builders is beginning to shift towards establishing creative ways with which to maintain sales in a declining market. This article explores 5 strategies that your company can implement to help ensure that your business remains healthy.


In this new age of building, in order to ensure a healthy bottom line it is absolutely vital for a builder to manage and even reduce their costs. With the abundance of new projects coming online, the amount of capital tied up in building, designing, furnishing and managing the associated sales centers and model homes is skyrocketing in comparison. So how can you maintain the impact and visual cues a model home provides while trying to minimize or even reduce the financial impact? The answer may surprise you: Don’t build a model home!


Since 1994, Tridel Corporation, a prominent builder in the Toronto market has been achieving tremendous sales results without the aid of model units. By taking advantage of both virtual reality and interior vignettes – Tridel has been able to effectively communicate to and capture the attention and imagination of potential purchasers. Early on, Tridel identified their need to eliminate physical model units, realizing the negative impact they had on the company’s bottom line including rising maintenance costs. It was clear to this progressive company that the traditional approach to selling units would no longer suffice in a revitalized and competitive marketplace. In order to meet their goals, some difficult decisions had to be made. The result: All of Tridel’s model units were abandoned in favor of virtual models.


“Prior to 1994 we relied largely on physical suites – but since that time we have used 100% virtual suites,” says Jim Ritchie, Senior Vice President of Sales & Marketing at Tridel. “The elimination of physical suites has saved us on average $250,000 per sales center,”


The virtual models had practically none of the maintenance cost and logistical issues that had once hindered the company, and in a synergistic twist – allowed Tridel to more effectively convey their message to potential purchasers, actually increasing customer satisfaction during the critical purchase phase.


Within the past several years, a number of builders have opted to follow Tridel’s lead and make the transition from building a physical model to hosting a virtual one. This strategy has proven to be quite lucrative for some, saving the builder hundreds of man-hours and countless dollars in the process. You may think this strategy cannot possibly work for your company, but read on and you may find that NOT building a model home can be one of the best decisions you make:


Suppose a typical model costs approximately $200 per square foot to build and furnish. Maintenance and staffing the model can cost an additional $45,000 annually. A typical 1200 square foot model investment will realistically cost $250,000. In contrast, the cost of designing and fully rendering a virtual model would only require a $5,000 expenditure, less than 2% of the cost of a traditional model!


Integrating virtual renderings into your traditional sales center and marketing campaign is also crucial to a successful sales strategy. Often, a builder will rely upon renderings and virtual tours to do the selling for them rather than using them as tools to aid in the sales process. When incorporating these virtual tools into your existing sales environment, ensure that the virtual and physical complement one another functionally. A virtual kitchen tour should be located in proximity to the cabinet, tile and countertop samples enabling visitors to better visualize these options in their proper context. Another effective technique includes pairing a virtual tour with a model’s black-line floor plans. The black-line drawing anchors the viewer’s perception of ‘where’ in the model they are, while the virtual tour can take them ‘inside’ to see and experience what being in the space is actually like.


So we’ve discussed how minimizing your sales center-related expenditures can help in maximizing your overall profit-per-sale. Would it surprise you then, to learn that you can decrease your overall spending even further simply by reducing or even eliminating high cost advertising and promotional campaigns? Most builders fail to realize that their greatest asset is right in front of them – their current and past purchasers. If homeowners move on average once every seven years, then your current and past purchasers may well begin their search for a new home in the not-too-distant future. The following section will illustrate how tapping into this cycle can actually help you decrease your advertising and marketing costs.


Carl Freeman Communities, a luxury home developer from Delaware, has been successfully using this strategy and marketing their communities on a ‘reduced budget’ for the past several years. By using a reliable contact relationship management (CRM) system, Carl Freeman Communities is directly targeting and communicating to current Carl Freeman home owners. With the help of its CRM application, Carl Freeman can regularly send low-cost and timely emails to homeowners and prospective homebuyers alike. This low-cost, low-overhead marketing channel allows Carl Freeman staff to keep its pool of buyers and future purchasers abreast of the latest and most relevant community news, as well as communicate to them any home offers which may be available.


In a recent campaign promoting their Bayside golf course community, Carl Freeman managed to attain a response rate of over 50% using an inexpensive email campaign setup and administered using their CRM application. The overwhelming response to this email blast enabled the company to sell-out their first phase in a matter of days. In analyzing the net results of this strategy over previous ones, the campaign helped drive a strong increase in sales in a relatively short amount of time – all with very little output in terms of marketing expenditures.


Very few builders consider their current and past purchasers as a viable source of future revenue, but they fail to realize that from a purchaser’s perspective – if they were satisfied with their purchase experience the first time, chances are they would be equally satisfied with any subsequent purchases with the same builder as well. By capturing important contact data at the point of sale, as a builder and marketer, you can develop a significant consumer base with which to market to in future campaigns. Combined, this strategy can provide your company with very successful, highly targeted campaigns while simultaneously minimizing the cash drain on your sales and marketing budget.


Like Carl Freeman, most successful builders and developers consistently seek out and attempt to effectively utilize any known sales and marketing channels to their advantage. One of the most widely used mediums of the day is the World Wide Web, and although used on a frequent basis by many, it is rarely used as efficiently as it can be. The truly successful builders using this valuable marketing channel are the ones who recognize the intrinsic value in developing a highly targeted web campaign.


In the 21st century, it has become increasingly common for builders and developers to employ some form of Internet marketing presence, prominently showcasing their projects or communities, and marketing their products online. Most of these sites contain information about the company, including contact information and the usual corporate legal jargon. What most of these sites don’t provide, however, is a forum for web visitors to truly interact with the builder, and to really explore their potential future home and community.


Since the first project launched without employing some form of model unit, Tridel has shone a spotlight on their corporate website, making it much more than a simple information tool. As part of their sales and marketing strategy, Tridel has developed a sophisticated, multimedia-rich website targeted towards creating an immersive and personalized browsing experience. This strategy has resulted in the transformation of Tridel’s website from a simple, corporate website into a highly-specialized consumer portal. The company’s webpage has been so successful, in fact, that Tridel’s online community has consistently been ranked as one of the top 200,000 sites on the Internet.


The true key to Tridel’s success is not so much about the website itself, but the way in which it leverages the open and unassuming nature of the Internet as the company’s primary marketing channel.


Instead of being ‘fed’ information which has been simply posted onto the website, upon their first visit to the page, a web user finds exactly what they’re looking for and explores, completely immersed in an interactive and informative media experience.


“By integrating VR solutions into our website and email campaigns, we have been able to significantly improve our website traffic and leads,” says Jim


In effect, the website has now assumed the role of a sales center, allowing visitors to peruse and review anything they choose, at a time, and in a manner that is convenient to them.


Like Tridel, Carl Freeman Communities has also achieved tremendous success online. Patti Grimes, Vice President of Marketing for Carl Freeman, is a firm advocate of the power of the internet. “Providing floor plans and virtual tours of our homes on-line greatly assists our home buying prospects in selecting the home type that best fit their lifestyle in a timely and user-friendly manner.”


The main benefit to these companies strategy is that instead of investing money in developing new marketing channels such as radio, television, and print media each time a new project is launched, both have managed to effectively leverage their continuing online investment to produce perpetual results. . By ensuring that their websites are fully functional and a bona fide marketing channel, Tridel and Carl Freeman benefit by earning significant financial returns with a minimal outlay of expense.


Having discussed several ways by which cutting sales and marketing costs will help to ensure your company benefits from a leaner operating budget and healthier bottom line, we’ll now examine how striving to go beyond these strategies can set your company apart from the pack, further adding to your financial successes and increasing new home sales.


A grim reality of the cyclical market in which we operate, is the fact that consumer demand will inevitably decline for a sustained period before it begins any type of rebound. The million-dollar challenge is to create a growth situation for your company in a marketplace where growth ceases to exist. With the number of new home buyers appearing to drop off, conventional wisdom dictates that your focus switches to overcoming competitor strategies and determining how to secure purchase commitments from a dwindling pool of buyers. For the average home buyer the entire purchase process is often an overwhelming experience that sees them faced with a torrent of financial figures, deposit requirements, décor options selections and having to decipher all the legal ‘mumbo-jumbo’ found in purchase contracts these days. Alarmingly, this experience illustrates more the industry norm, rather than the exception as few builders take the time to analyze and ensure their company’s purchase experience is an inviting and friendly one. Striving to eliminate these confusions and streamline the purchase process will almost certainly result in greater purchaser satisfaction.


So where do you begin? While it would be extremely difficult to cover the myriad ways to accomplish this task within these pages, the following represent a few of those methods identified as producing the greatest results with minimum expenditure: First off, ensure that every step in the home-buying process has been designed to educate and simplify the purchaser’s experience rather than leave them asking more questions than when the process began. You can also eliminate the need to fill out redundant forms and paper work by employing a computer-automated forms generation system which can significantly reduce the aggravation of errors and omissions. By creating a décor options catalogue that prominently distinguishes between standard and upgrade products and explicitly outlines upgrade costs, it will all but eliminate what’s known as purchaser ‘sticker-shock’ and make them more receptive to options and add-ons. Finally, implement a simple mortgage-calculation utility which can maintain a running tally of a purchaser’s expected monthly payment, including all principal, interest and options selections combined. Each of the above solutions, while simple to implement on an individual basis, will serve to drastically improve a purchaser’s satisfaction with the overall home-buying process.


Another hallmark of a boom-time housing market is the fact that builders and developers tend to focus on sales volume, emphasizing quantity, which has caught more than a few mid-stride just as the market turns soft. In a cooling marketplace, this strategy is no longer viable and the focus begins to shift from one of volume to one of value. By focusing on adding value to an already-purchased home, builders can manage to maintain current profit margins while selling fewer homes.


New home upgrade options have seen an unprecedented rise in popularity as buyers have become more demanding and conscious of the décor options available to them. In this climate, builders have been hard pressed to not offer increased décor options and selections to meet this insatiable appetite. Although it would seem nothing else can be done, options sales have not yet reached their full potential however, as many consumers remain apprehensive towards them due to their increased cost burden. The challenge is to anticipate these apprehensions and implement effective tools such as the mortgage calculator previously mentioned to counter their trepidation.


As an example, a $5,000 price tag for upgraded cabinets may intimidate or convince a purchaser they don’t really want the upgrade, but when put into the perspective of a 20 year mortgage – the added cost is minimal. The $5,000 cabinet upgrade appears to be a bargain when viewed as the $21 monthly mortgage premium it actually is. As you can imagine, working with a mortgage impact figure can serve to generate higher demand for upgrade purchases.


Eric Lee, Director of Product Development for The Estridge Companies, is a firm believer in options upgrade sales and implementing programs to ensure their growth. “ Based on our current sales rate, we know for a fact that customers are able to understand the product they are buying and are willing to enter (in to ) a contract with us.”


The strategies and enhancements discussed today represent only a few of the tools you can rely on to gain a competitive edge, as it’s all about creating the most positive purchase experience for your present and future customers. Try and look at your company’s buying process from a purchaser’s perspective; if you don’t feel it serves the customer to the absolute highest degree, you may need to make some simple, but much-needed adjustments. Whether you’re exploring ways by which to cut your operating costs, or developing methods to increase the value of every home sold, the buying public will notice and reward you with increased sales and greater profitability. Creative thinking is no longer a luxury, but has become a necessity in today’s changing marketplace – so throw away the proverbial book and begin thinking outside the box. You may be surprised at what you find when you allow the creativity to shine through.

Frank Guido, President and CEO of http://www.aareas.com, has been at the forefront of merging technology and sales strategies in the home, condo and resort building industry for more than 15 years. By effectively drawing upon his extensive technical background, as well as industry-proven sales and marketing experience.

Cosmetics and Personal Care Market in Brazil by Shushmul …

by: Shushmul Maheshwari



Brazil has placed itself as one of the fastest growing and emerging markets on cosmetics and personal care industry landscape. Being the largest market in Latin America and one of the top five cosmetics & personal care markets in the world, Brazil offers immense investment opportunities for companies around the world. With rising cosmetic consumption, coupled with increasing income level, demand of cosmetics & personal care products will further shoot in Brazil.


Brazil offers low cost manufacturing facilities and has well developed infrastructure with government support that is making the country an idle destination to establishing cosmetic and toiletries production base and target export market. Also, as the country has a large consumer base, manufacturers can easily tap the domestic market.


“Cosmetics and Personal Care Market in Brazil” provides an in-depth analysis of the present and future prospects of the Brazilian cosmetic and toiletries industry. It looks into the industry in detail with focus on major players, distribution network, driving forces, and opportunities critical to the success of the industry at micro level.


Key Findings


- Per capita consumption of cosmetics and personal care products in Brazil is expected to increase at a CAGR of 15.49% during 2008-2011.

- Skin care market, one of the major segments in the cosmetics & personal care industry, is projected to clock in a CAGR growth of 22% during 2008-2011.

- Sales growth of hair care products is anticipated to attain a CAGR of 19% during 2008-2011.

- Color cosmetics sale in Brazil is likely to move up at a CAGR of 18% from 2008 to 2011.

- Rising cosmetic consumption in Brazil will stimulate the demand for chemicals in the cosmetics & personal care industry to US$ 12.83 Billion by 2011.

- Pharmacy sales of male cosmetics in Brazil are expected to rise to 20% by 2010.

- Hair care products accounted for more than 25% (expected) of the total cosmetics & personal care market in 2007.


Key Issues & Facts Analyzed


- What are the future growth areas in Brazil cosmetics & toiletries industry?

- Which factors are driving the industry?

- What are the issues that can hinder the future progress of the industry and what RNCOS recommends to tackle these problem areas?

- What is the segment-wise future scenario of the market?

- Which distribution channels (segment-wise) are prevailing in the cosmetic and toiletries industry?

- What is the scenario of trade in cosmetics and toiletries products?


Key Players Analyzed


This section covers the business overview about the major players in the Brazilian cosmetic market, including Natura, Mundial SA, Avon, etc.


Research Methodology Used


Information Sources


The information has been compiled from authentic and reliable sources like books, newspapers, trade journals, and white papers, industry portals, government agencies, trade associations, monitoring industry news and developments, and through access to more than 3000 paid databases.


Analysis Method


Methods like historical trend, linear regression analysis using software tools, judgmental forecasting, and cause and effect analysis have been used in the report for rational analysis.


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RNCOS, incorporated in the year 2002, is an industry research firm. We are a team of industry experts who analyze data collected from credible sources. We provide industry insights and analysis that helps corporations to take timely and accurate business decision in today’s globally competitive environment.