Chet Holmes Ultimate Sales Machine Book Review By Darin Spindler
Darin Spindler review's Chet Holmes' book The Ultimate Sales Machine
. This is a great book that I just learned about a few weeks ago. It's a national bestseller and it's been there for quite some time.
Chet recently joined up with Tony Robbins and they're putting together a great program for small business owners, so you may want to check that out also.
But this is a great book, and I'm just going to review one of his concepts in here that is an old concept but he really makes it simple, clear and easy to understand. He calls it developing your Dream 100. And in many circles, like real estate, they used to call it farming.
Essentially, you go out, you get yourself a lista small listonly of a hundred of your dream clients or the dream prospects that you want to be a part of your restaurant or your business.
So we actually are implementing for one of my businesses the Dream 100. We actually have our list of a hundred, and we've started to work it. And we've already got results in just a few weeks, so it's fantastic. But the premise of it is this.
You get a hundred people on your list, and you focus intensely on them. So you're sending them bigger packages. You're sending them bigger pieces of direct mail. You're contacting them more frequently. So instead of buying a list of 10,000 consumers, you buy a list of a hundred of the ideal ones. And since you're going after a hundred ideal ones, you can really, really focus in.
Now, Chet talks about a great example in the book. He talks about a restaurant that he attended and went to frequently because he has some food allergies. So they were very aware of that, and he didn't have to tell them each and every time. Since he dines with clients often, that's kind of a hassle for him to go through what he's allergic to all the time, which is understandable. Every time you're out with clients, you don't want to explain that you're allergic to fifteen different things. So this restaurant paid very close attention, and they understood that. And it was a high-end restaurant.
They had a lot of tables open on Monday night and Tuesday night, so Chet said, "Hey, let me help you out. Let's try and fill this restaurant up and I'm going to help you out as long as every time I come in here, there's a table for me and my wife when we want to eat."
So he helped them out; found a hundred homes in a very affluent neighborhood, and sent them out a package of information. I'm not going to give it all away, what's in the package, because he talks about it in the book, and really to be fair, I think you should go get Chet's book.
So he talks about how they mailed out a restaurant menu and they put it in a big envelope. They also had a gift in there, and I'm not going to tell you what the gift is. You'll have to buy the book in order to get that. They then followed that up with another series of information. So what you want to do is look at how can you do this in your small business.
As an example, it's all about using more steps in your marketing and not less. It's not about less media. It's about more media. So one of the ways that we do this in our business is with seminars. So we send out an 11x17 mailer in an envelope to a list, a smaller list that we know will respond.
We also use postcards. There's usually a series of three postcards. We also do a series of three faxes where we've got fax numbers. We generally send between three and six emails. Then we also use two or three telemarketing steps. So when we're trying to get a hundred of our dream customers to an event, we spend a heck of a lot of time and energy on a smaller list, not a bigger list.
So what I would recommend you do is go to Barnes & Noble or Amazon, get The Ultimate Sales Machine, sit down for the weekend, read the book, and then see how you can implement it into your business.
I hope you enjoy the book. It's fantastic.
It says, "Fill the enclosed water sample with tap water from your kitchen sink, complete the questions at the bottom of this card, place the bottle and the questionnaire, hang the bag back onto your front doorknob and call this phone number for pickup." So on the bottom, there's a questionnaire that actually helps him determine what my water needs might be.
Darin Spindler review's Chet Holmes' book The Ultimate Sales Machine. This is a great book that I just learned about a few weeks ago. It's a national bestseller and it's been there for quite some time.
Chet recently joined up with Tony Robbins and they're putting together a great program for small business owners, so you may want to check that out also.
But this is a great book, and I'm just going to review one of his concepts in here that is an old concept but he really makes it simple, clear and easy to understand. He calls it developing your Dream 100. And in many circles, like real estate, they used to call it farming.
Essentially, you go out, you get yourself a lista small listonly of a hundred of your dream clients or the dream prospects that you want to be a part of your restaurant or your business.
So we actually are implementing for one of my businesses the Dream 100. We actually have our list of a hundred, and we've started to work it. And we've already got results in just a few weeks, so it's fantastic. But the premise of it is this.
You get a hundred people on your list, and you focus intensely on them. So you're sending them bigger packages. You're sending them bigger pieces of direct mail. You're contacting them more frequently. So instead of buying a list of 10,000 consumers, you buy a list of a hundred of the ideal ones. And since you're going after a hundred ideal ones, you can really, really focus in.
Now, Chet talks about a great example in the book. He talks about a restaurant that he attended and went to frequently because he has some food allergies. So they were very aware of that, and he didn't have to tell them each and every time. Since he dines with clients often, that's kind of a hassle for him to go through what he's allergic to all the time, which is understandable. Every time you're out with clients, you don't want to explain that you're allergic to fifteen different things. So this restaurant paid very close attention, and they understood that. And it was a high-end restaurant.
They had a lot of tables open on Monday night and Tuesday night, so Chet said, "Hey, let me help you out. Let's try and fill this restaurant up and I'm going to help you out as long as every time I come in here, there's a table for me and my wife when we want to eat."
So he helped them out; found a hundred homes in a very affluent neighborhood, and sent them out a package of information. I'm not going to give it all away, what's in the package, because he talks about it in the book, and really to be fair, I think you should go get Chet's book.
So he talks about how they mailed out a restaurant menu and they put it in a big envelope. They also had a gift in there, and I'm not going to tell you what the gift is. You'll have to buy the book in order to get that. They then followed that up with another series of information. So what you want to do is look at how can you do this in your small business.
As an example, it's all about using more steps in your marketing and not less. It's not about less media. It's about more media. So one of the ways that we do this in our business is with seminars. So we send out an 11x17 mailer in an envelope to a list, a smaller list that we know will respond.
We also use postcards. There's usually a series of three postcards. We also do a series of three faxes where we've got fax numbers. We generally send between three and six emails. Then we also use two or three telemarketing steps. So when we're trying to get a hundred of our dream customers to an event, we spend a heck of a lot of time and energy on a smaller list, not a bigger list.
So what I would recommend you do is go to Barnes & Noble or Amazon, get The Ultimate Sales Machine, sit down for the weekend, read the book, and then see how you can implement it into your business.
I hope you enjoy the book. It's fantastic.
Chet Holmes Ultimate Sales Machine Book Review By Darin Spindler
By: Darin Spindler
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