Keith Lee

13 Mistakes When Creating a Sales Letter

The Top Thirteen Mistakes in Preparing a Sales Letter 1. Poor Headline. Or what's even worse, no headline. The most important part of sales letters is the headline. Unless the headline immediately attracts attention and generates interest, your pros... Read >

Use Symbols to Reinforce Exceptional Customer Service

I think symbols are critical for business and personal success. It is just so easy to lose track and get off course. Symbols help us to keep focused and on course. So at American Retail Supply, one of the most lasting symbols that each new team mem... Read >

Bury Your Ego.... It Just Doesn't Matter

I recently invested in myself and my company by attending a Glazer Kennedy Inner Circle event. While there, I went to lunch at an indepen-dent fast food style Mexican restaurant. The food was so good, I ate there 2 of the 4 days I was at the event. ... Read >

Overcome buyer skepticism with a glowing testimonial

Adding testimonials is probably one of the easiest ways to improve your web site -- but a good one can generate more selling power than some of the best sales copy out there! So why are testimonials so effective? Testimonials build trust: Whether yo... Read >

What is the Emphasis in Your Business

Your core values, your vision, your mission statement - whatever it is that is at the heart of your company - needs, to put a huge emphasis on the customer. The place where you need to start in providing Make-You-Happy Customer Service isn't very excit... Read >

The 1% Factor

Measured Results VS Statistics We have been talking about my favorite type of marketing, which of course is direct response. If you have understood what I have said so far, you should hopefully embrace the idea of thinking, talking and only investin... Read >

Things You Can Do In The Bathroom To Assure Make-You-Happy Customer Service

"Things You Can Do In The Bathroom To Assure Make-You-Happy Customer Service" Ok, I was in a weird mood when I created that title, but hey, if you can't have a little fun… You would think that the reason I put the 6 inch by 1-1/2 inch sign below o... Read >

The Biggest Asset Your Business Has

Quick- list all the assets of your business in their order of cash value - your buildings, your equipment, your inventory, your personnel, your account receivables, your unique products, etc., etc. Which are more valuable then the others? Stop readi... Read >

Make All Your Advertising Dollars Accountable

Do you know whether your advertising and marketing makes money or just costs you money? To me, the most exciting part of the marketing that I do is that I know the results! Here is that start of a series of Marketing Tips that you can use to truly Make ... Read >

How To Make Your Business Extraordinary

When it comes to marketing, sales and advertising, what do most businesses do? That's easy, they do normal marketing, sales and advertising - ordinary marketing, sales and advertising - average marketing, sales and advertising - THEY DO WHAT EVERYONE ELS... Read >

"Think Up-Side Down About Growing Your Business"

"Think Up-Side Down About Growing Your Business" As many of you know I do quite a bit of public speaking on marketing. In many of my presentations I ask the group to think about growing your business. What are you going to do to grow your business th... Read >

How to Take Care of the Ridiculous Customer

In an article also appearing on this website, I spoke about how to handle the upset, or angry customer. Here's a review for helping upset customers.: L - Listen and don't interrupt E - Empathize with something like, "I can understand why you're upse... Read >

I Love Junk Mail

I can tell you this - it doesn't matter whether you are a sales person, a small business owner or corporate executive - it doesn't matter whether you sell to businesses or consumers if you'll thoroughly study and consider the information and ideas present... Read >

Let Your Client's Know Your Customer Service Expectations

At American Retail Supply, we make mistakes. We spend lots of time and money to make our procedures as efficient and foolproof as possible, but we still make mistakes. So, where do I get off writing these columns that so often highlight the need for Exc... Read >

Clients, Not Customers

CLIENTS, NOT CUSTOMERS Using the right term when referring to the people who patronize your store can make all the difference in the world. With that thought in mind... STOP using the word "customer" and START using the word "CLIENT." It's a subtle... Read >