| There is a Ford Mustang for sale down the street. I've | | | | wondering, "What are they selling?" If you can't give |
| driven by it several times. It's a 1966 . . . or may a 1967. | | | | the basics about your product, how can you sell it? |
| Every once in a while I stop in the middle of the street | | | | Potential buyers remain "potential" buyers until you give |
| next to the car and look at the sign. All it says is "For | | | | them reasons to buy. Real buyers find their way to |
| Sale: $4000 obo" and the phone number. This tells me | | | | your door when they are given sales information.I can |
| very little of what I need to know about the vehicle. It | | | | see the general condition of the Mustang. I know it |
| gives me no reason to call.Oh, I know I could stop in | | | | needs work inside and out. I expect that. Repairs will |
| and talk to the owner. Or I could call, but it's easier to | | | | be needed, but the basics are what I'm concerned |
| complain. No matter what you are trying to sell, and | | | | about.If you withhold information, then you deserve the |
| everyone is selling something, you need to provide the | | | | sales you get . . . and don't get. Meanwhile the Mustang |
| basics of your product or service.To sell this | | | | still sits on the street with it's uninformative "for sale" |
| automobile, why is there nothing on the sign about the | | | | sign. Are you providing needed sales information to |
| year, the motor size, the type of transmission? Those | | | | your potential buyers?Don Doman is a published |
| three pieces of information are vital to a buying | | | | author, video producer, and corporate trainer. He owns |
| decision. How could anyone leave out basics like that? | | | | the business training site Ideas and Training ( which he |
| Well, actually, it's done all the time."The publicity | | | | says is the home of the no-hassle "free preview" for |
| chairman of the Fairington Players resigned today, | | | | business training videos. He also owns Human |
| after finding that she had mimeographed and | | | | Resources Radio ( which broadcasts HR and business |
| distributed 5000 flyers advertising their next production | | | | training information, program previews, and training |
| -- and omitted the name of the play, the date, the time | | | | samples from some of the world's great training |
| and the place." - Bill Gold, Washington Post and Times | | | | speakers twenty-four hours a day. You can listen and |
| HeraldI often see flyers, ads in the newspapers, and | | | | learn on Human Resources Radio. |
| even commercials on TV and radio where I'm left | | | | |