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We're going to take a break from the ever growing HVP recall list to talk about ways to sell more product to more people.  The strategy we're looking at today is creating an eye catching list designed to get your customers thinking about products they can buy from you.  This week we're pulling inspiration from Linton Weeks of NPR's article 10 Reasons Why We Love Making Lists.

Use these ideas to create your own list and see if you capture more business using lists. An especially good list would be a weekly. "We're cleaning out our attic list" of Inventory slow movers you send to Institutional food brokers who sell odd lot or soon to expire items for prisons etc. There's tons of money in that market. 

First off, let's be clear we're not talking about your basic price list, we're talking about a compelling list designed to capture your customer's attention.  Use it as the cover page for your faxed price lists, or in your email marketing, on your website, as an insert with your invoices and statements, or as hand-outs at trade shows. 

1. Lists can start with a great headline.  You only have a few seconds to grab your customers attention and a 'list' headline has the power to do just that.  As Brian Clark of CopyBlogger points out "Any headline that lists a number of reasons, secrets, types, or ways will work."  You're giving your customer a concrete promise of what he'll get out of investing the time reading.  "The Top Six Steaks to Stock for the Grilling Season." Grab their attention, then fulfill on your promise by giving them the info they need, what are the top six steaks, give a short reason why, then tell them where to find them (probably by ordering from you).
2. Lists help us remember things.  Whether you're at the hardware store, or just working through the chores list at home a list is the ultimate reminder tool.  How about providing your customers with "The Six Items People Only Remember to Order After They Hang Up." Give your customer's memory a nudge ahead of time, and introduce folks to a few items they may not normally think to order from you.
3. Most lists are finite.  By giving people a quantity in the headline, you're letting them know they only have to invest a short time to get through the information.  Unlike your "full" price list which might be several pages "The 8 Best Bargains as Determined by Our Customers."  Fill out your core competencies with every customer, if someone only orders 5 of the 8 ask about the other 3.
4. Lists can be meaningful.  Lists provide an opportunity to narrow the focus of your sales and marketing activity.  If you sell to multiple segments don't be afraid to target just one section by offering "Three Portion Control Options Family Restaurants Need to Know About." and talk about how your value-added services can offer them "lighter" lunch center of the plate offerings.
5. Lists can be as long or as short as necessary.  Well, I originally started this as a top ten, I've been adding and removing as I go, you can do the same.  The key is to only make the list as long as you're able to provide valuable content.   
6. Lists relieve stress and focus the mind.  If you've delivered a good list, your customer will not look at it like pushy sales literature but instead see it as a continuation of the service you provide.  Expert insight into the food and services you deliver.  By doing the research and providing them with the info you're taking stress off them and letting them focus on their business.

**A QUICK CAUTION**
Like any other marketing or sales tool making a compelling list should be weighed against the revenue it will generate.

Does it Work? - According to Marketing Gurus, it does.  In my own experience this newsletter we does see a small upswing in readership each time we publish  a "list" and consider that if you made it this far down the page you've invested a few minutes of your busy day reading a "list" which I hope you've found helpful.

 

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