What Does Master of the Moment Mean?

This idea came from one basic marketing principle: People buy when THEY are ready to buy, not when you are ready to sell.

No matter how great your product or service is, some people are simply not ready for it. Even if
they’ve purchased from you before, they may not be ready to do so again. They might not be in
a financial position to buy. Perhaps they don’t realize how wonderful your product or service is.
Or, maybe they have too many other things on their mind to pay attention to you. Whatever the
reason, a large portion of your target market isn’t going to purchase from you right now.

 That doesn’t mean, however, that they won’t buy (or buy again) eventually. Most of them will. And your job as the “master of the moment” is to be standing there when they do!

Consumers act according to their own, incalculable reasoning. For example, Dave, our Vice President of Marketing received a call from a guy that was recovering in the hospital from serious abdominal surgery. The man said he appreciated all our follow-up work and the information we had sent him over the past year. He was now ready to buy. After checking to make sure the man wasn’t heavily medicated,
Dave went ahead and told him he’d need a credit card to place his order. The man had to get out of bed to reach his wallet. A few moans and grunts later, he was reading off his billing information and we had a new customer!

Timing is everything...Once again, you never know when a prospect or customer is going to be ready to buy! If you’re not following up with your prospects and customers on a regular basis,
someone else is going to land that business. And guess what? That “someone else” who lands
the business will be your competitor, who either:

1) Followed up relentlessly; or (more likely)
2) Got lucky enough to cross paths with your prospects and customers at the right
time.

You don’t want to leave new or repeat business up to chance, not unless you like being poor
or losing to your competitor. No one does! But staying in front of your contacts is probably the
single greatest challenge in your business.

And that is why you must learn to “master the moment.” You need to be standing there for
every possible selling opportunity.

You need to be there when your prospects decide to give your product a
try. But you also need to be there when your customers make a second or
third purchase. You should be there to promote up-sells and cross-sells.
You should be providing your customers and prospects with continual opportunities
to build a relationship with you.

Basically, it all boils down to this: as a small business owner, it is your responsibility to create
moments of interaction with your prospects and customers. But you must also learn to maximize
those moments in order to close more sales, gain more customers, and grow your business.

Which is exactly where the building blocks come in.

They are the tools for creating and making the
most of your contact moments with your prospects and customers.

“Mastering the moment” is your ultimate key to crossing the edge into unbelievable small business success and quickly doubling your sales!

The Building Blocks are tools for making the most
of contact moments with:

Prospects
Customers
Partners

 © 2008 By Clate Mask

How the “I Have Pain” Story Taught Me the Secret of Small Business Success

Generally, when people write a book like this one, they save the “secret” for the last chapter. In an attempt to get you to read the entire book, they’ll share their strategies (in my case building blocks) with you and leave you on a high note with some amazing secret. I’m not going to do that.

You see, this book is so full of information that I have no doubt you will want to read every single chapter. But, more than that, the 9 building blocks do not hold their value nearly as well if you don’t know and adopt the power of the “secret.”

How the “I Have Pain” Story Taught Me the Secret of Small Business
Success

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 I need to readdress the story at the beginning of this book. You see, the story didn’t end with
the phone call. Quite the contrary! It was only that moment when I realized how we were going
to pull out of our stressful situation and start profitably growing our company. But I’m getting
ahead of myself. Let me explain.

After our “pain” conversation, Reed Hoisington ended up hiring us to write a software program
that would help him automatically follow up with prospects and customers, track communications, organize prospects and customers into groups, and run the whole “follow-up” function of his business. Reed was thrilled with what we created for him and he went away very happy.

But then he came back. Turns out, he had a bunch of mortgage broker clients who realized what
his software was doing for his business…and they wanted it for their businesses. So we “productized” the software program and provided it to a few dozen mortgage brokers, who began to ave about the product.

Things were going so well with our mortgage broker clients that we moved away from the custom software business and began selling our “follow-up machine” exclusively to mortgage brokers.

I was doing the selling, talking to prospects, following up with leads, educating people on
the benefits of our software…

…and then something amazing happened 
We began to use the follow-up features of the software in our own sales and marketing efforts. Suddenly, prospects I had never talked to were calling me up saying they were ready to buy. I was having conversations with people who had heard from me several months earlier and had
been receiving my follow-ups.

Streams of prospects were literally coming out of the wood work, calling me, emailing me. They
were hot and ready to buy.


And our business has never been the same since. Today, thousands of people use our software
every day to follow up, educate their prospects and customers, cultivate lasting relationships and
maximize the value of their prospect and customer lists.

What I want to share with you is not just my personal experience. Although my own experience
with follow-up techniques has been life-changing, I have seen this secret work for thousands of
entrepreneurs who have found a better way to sell and market their products and services.

I promise you that when you put this secret into play, it will change the way you do business. It
will increase your marketing and sales in ways you never believed possible.

So now that you know where I’m coming from, I want to tell you the secret. The same secret
that energizes the building blocks, helps you double your sales, and propels you toward success.
The secret is:

YOU MUST BECOME THE
MASTER OF THE MOMENT 

 © 2008 By Clate Mask