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Copyright Ewen Chia, InternetMarketer.com - All Rights Reserved Worldwide.
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About Ewen Chia
Striving to earn an extra income, Ewen Chia started his first internet business in 1997. For 5 full years, he worked on his internet business part-time every day from 11pm - 3am while holding a full-time job.
He was motivated to build a better life for his family. After years of perseverance, he finally
succeeded and has not looked back since.
# World-Renowed Internet Marketing Pioneer
Ewen is highly regarded as a pioneer of internet marketing and a world-renowed internet
marketing expert. He is also recognized as The Worlds #1 Super Affiliate and his name is
synonymous with Affiliate Marketing, although that is not all he does. Many of Ewen's students
had been able to quit their day jobs and make their own income online through his proven
training and teaching materials.
#1 International Best-Selling Internet Marketing Book
When Ewen launched his first print book, "How I Made My First Million On The
Internet and How You Can Too!"...
This book made internet marketing history by being the FIRST ever book about
the internet business and internet marketing to hit the #1 WORLDWIDE
BESTSELLER LISTS on Amazon, Barnes & Nobles and other online bookstores all at
the same time in just 24 hours of launch.
# International Speaker, Educator And Trainer
Ewen is also a highly sought after international speaker and is always touring the world teaching
the internet business to anyone willing to learn about it.
He has shared the stage with experts like Sir Richard Branson, Anthony Robbins, Robert
Kiyosaki, Tony Blair, T Harv Eker, Tom Hopkins, Les Brown, Chris Garnder and Donald Trump
(here's a picture of Donald and him.) Ewen also received the first ever internet marketing
trophy, World Internet Challenge for his LIVE demonstration where he started an internet
business from scratch and proceeded to make US$80,000 in 3 days from that same business -
all in front of a live audience.
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Rethinking The Sales Marketing
Funnel: A Structured Selling Method
Today's internet marketplace is flooded with web site marketing products and services! And as the
producers of these products and services aggressively
compete for consumers on the internet, the noise
from all the advertising makes it nearly impossible to
discern one product's benefit from another's. We are
an over communicated society! The authors of the
book Positions (Al Ries and Jack Trout) state that in
2001, the per capita consumption of advertising is
equal to $376.62 per year. "If you spend $1 million a
year on advertising, you are bombarding the average
consumer with less than a half cent of advertising,
spread out over 365 days; a consumer already
exposed to $376.61 & worth of other advertising!"
And as the noise from internet marketing has gotten
louder over the last decade, we find ourselves asking,
how can one be noticed and heard in the overcrowded
internet marketplace? Since communication is the
problem, we need to take more time to communicate
while distinguishing ourselves from the other
advertisers. We do this by differentiating ourselves as
someone who is courteous, truthful, reliable, stable,
and into the relationship for the long haul. We need to
develop and habitually use a means of building
relationships in a frequently changing marketplace.
Not Markets, But Customers
In previous years, Tom Peters and Nancy Austin told
us their research discovered a sustainable strategic
advantage observed in some organizations which was
the group's obsession with customers. It was not
markets, not marketing, not strategic positioning, just
customers. A market has never been observed paying
a bill. Customers do that!
Ultimately, it all boils down to a perceived,
appreciated, and consistently delivered follow-up,
service, and quality to customers. Sales is the
outcome of talking with customers in a marketplace
based upon good communication principles and
relationship building, whereby you eventually sell your
product or service.
The Apathetic Salesperson
I am going to share with you a little story I once
heard. This is a story about four salespeople. Their
names were Everybody, Somebody, Anybody, and
Nobody. There was an important sale to be made and
Everybody was sure Somebody would do it. Anybody
could have done it, but Nobody did it. Somebody got
angry about that because it was Everybody's job.
Everybody thought Anybody could do it, but Nobody
realized that Everybody wouldn't do it. So, Everybody
blamed Somebody when Nobody did what Anybody
could have done.
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Many salespeople are playing a numbers game and
attempt to increase their odds of "winning" by picking
only the "cherry" accounts, the immediate decision
purchases. However, they are not producing "double
win" situations with long-term stability.
Sales research has shown that, when considering all
possible salespeople, 48 percent of them will give up
after the first call and 25 percent more will quit after
the second call. The salespeople are simply apathetic
to the buyer's need for a long-term relationship.
The Center for Marketing Communications in
Princeton, New Jersey has determined the typical flow
of 1000 leads. Of the leads studied, it was determined
that only 266 of the prospects are going to purchase
in the next twelve months, 114 of these leads will get
requested literature late or not at all, and 192 of the
leads will receive no salesperson contact.
After a careful inspection of many businesses and
their sales practices, the following general
observations can be made:
people who say they are interested in your product or
service are interested
companies have trouble getting their request
literature fulfillment out on time
salespeople treat leads apathetically
sales costs and intense competition continue to rise
profit margins are continuing to diminish
Choosing a System for Building Your Relationships
So, what do we need? What is successful today? How
can we excite and attract people? How can we
increase business through more sales?
First, we want to build a positive relationship. While
being truthful and sincere in our representations, we
want to make commitments and be able to fulfill
them. Instead of short-term relationships marked with
interruptions, broken promises, deception, and
discourteous treatment, we want to be recognized for
longevity, stability, truthfulness, courteous treatment,
and fulfilled commitments. More importantly, we
should design a system so that if we don't fulfill a
commitment, the computer will for us! This is just a
matter of structure and a clearly defined sales
There are at least three basic models by which we
establish relationships and design our structured sales
pattern: 1) Passive Systems, 2) Offensive Systems,
and 3) Assertive Systems.
Passive Systems are what most people use to build
relationships. For example, they do some advertising
and then wait for a response such as a phone call.
Sometimes they do a long letter which typically makes
up most of the junk mail and email we are
accustomed to receiving. A long letter attempts to tell
you nearly everything you could possibly want to
know about the product or service, and frequently
closes with "Please call if you have any questions or
interest." In this respect, a Passive System is much
like a retail environment in which we sit back and wait
for somebody to walk through the door.
Offensive Systems are very much dependent upon
face-to-face meetings. This method uses repeat visits
to obtain attention. The visits eventually become
interpreted as interruptions. Sometimes the Offensive
System needs the use of a trick to get past the
receptionist or the use of foods, giveaways, etc., to
get attention. For example, a title insurance company
might require its sales staff to make sixteen sales
calls each per day. The complete strategy might be
visit-visit-visit, going from one real estate office to the
next, and buying donuts to get attention. However,
this eventually becomes interpreted as a constant
What we would really like to establish is an Assertive
System: a proactive way to maintain relationships by
means of a well-defined sales sequence of events that
each new prospective and existing customer must
The strategy of the Assertive System is to build sales
systematically, which provides longevity. Our intent
here is to remove the peaks and valleys of sales
contracts and subsequently cash flow. Our strategy
should also develop a relationship with each new
prospect and continuing customer through multiple
contacts and communications.
We intend to keep the salespeople focused on the
long-term relationship through a well-defined selling
sequence. In this way, the sales managers can assist
their selling staffs' efforts in attaining superstar sales
The Assertive System builds a professional image in
the mind's eye of the prospect and the customer. The
Assertive System ensures that literature and other
requests are attended to in a timely manner, which
demonstrates your ability to fulfill your commitments.
Most importantly, the Assertive System makes sure
that each prospect and customer is processed with the
selling sequence so that no lead falls through the
In general, most of us would prefer to buy from our
friends and close acquaintances. We sometimes use
our friends as consultants. We trust their
recommendations because we have a relationship with
them. We build relationships with clients in the same
manner that we start relationships with our friends. It
usually starts with a commitment we make together,
and then we keep our commitment; we follow
through. In other words, we don't usually go out of
our way to make friends with people who don't keep
their commitments with us. And it is no different in
Therefore, we want to structure a system that will not
allow people to fall through the cracks. If we don't
follow through by delivering that brochure that
customer asked for last week, then we begin to tear
down the relationship. The customer will begin to feel
that he or she cannot depend on or trust in you.
How to Start an Assertive Sales System
The Assertive System is relatively easy to implement
because most of us intuitively know how we would like
to treat and tend to our customers, as well as how we
like to be tended to. The sales sequence cannot be
open-ended in that we cannot be all things to all
people. So margins and limits must be defined and set
so that the structure takes a form that is perceivable
and obtainable. You can begin by concentrating on
your most favorite customer. Take the time and
actions to do all the steps necessary to properly,
attentively, and assertively manage your customer's
You have five stages of development that must be
controlled and attended to. Picture yourself putting
your customer on a conveyor belt at the beginning
when he or she raises a hand and says "I'm interested
in something you can do for me." Your job is to keep
this person from falling of the conveyor belt as it
passes through the stages of:
introduction to a new service or product
obtaining an appointment to review the product or
post-appointment comparisons and decisions
obtaining products or services, with post-purchase
customer satisfaction, with requests for other
products and services, and
referrals to their friends
In short, you must take your customer from "I'm
interested..." to "How many..." and this means
impeccable follow-up with an eye for detail.
Concentrate on each stage of development as a
mutually exclusive task and write down all the things
you would do for this favorite customer. Do this for
each of the five stages of development. Be sensitive,
too, and aware of opportunities where an action on
your part will reinforce and improve your relationship
with the customer. Your list of things to do in each
stage should include letters of communication for
staying in touch as well as cover letters for special
requests and literature requests. Your list of things to
do will also include status checks and phone calls to
the customer to confirm or note changes of status and
This is the premise of an Assertive System and will
help you define your sequence of events in the course
of a sale. There is much more to the implementation
of your structured selling method, which includes time
management techniques, the use of a personal
planner, production procedures, and most importantly
a personal commitment to develop and stay with new
Depending on the volume of people you attempt to
pour through your sales sequence, the use of simple
Personal Information Manager (PIM) computer
software similar to Rolodex card files can effectively
be superseded by real Customer Relationship
Management (CRM) software that provides for
automated sales-track processes. However, a
computer-assisted Assertive System requires an eye
for detail and past experience in preparation so as not
to come across to the customer as a computer-
contrived relationship! Also, a computer sales system
should automate the communication process, not just
be a tickler and reminder that it is your turn to do
something. An automated system takes actions for
If all you want is a tickler and reminder, then save
your investment in a good computer information
system (possibly put on the internet cloud for global
access) with focused customer relationship
management software that automates many tasks.
Save on the cost of time to learn and master a good
CRM system and the additional monthly recurring
expense to have it automate important processes.
Instead, buy and learn a good personal resource
system (time planner) or use your smart phone apps
to constantly remind you to do something and
habitually live by it!
The Big Close
Whatever your company's vision, you know it is
effective when the salespeople take personal
responsibility for achieving it. And nothing makes
more of an impression on your customers than the
appearance that the salesperson is taking personal
responsibility for the success of whatever enterprise
he or she is affiliated with. Think about that. People
know. People want to make a commitment. Americans
are aching to make a commitment as long as they feel
free and comfortable in the environment you build in
which to do so. And the word gets around fast about
which companies are nourishing their relationships
with their customers.
Remember that the individuals who live by the
existing sales system are within their comfort zone,
and your new ideas will cause them to change this
environment. But during times of change we have
extraordinary opportunities, leverage and influence -
individually, professionally, and company-wide - when
we have a clear sense, a clear conception, a clear
vision of our sales intent and the road ahead.
Wow, what a great time to be participating!
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