EagleTribune.com, North Andover, MA

Business

November 4, 2012

Behind and beyond the sales pitch… Timing is everything!

As a collector of sports memorabilia, I’m on a bunch of mailing lists. Most of the offers I get are for items I can buy almost anywhere – except for the offers from Steiner Sports.

Here’s their typical email after a big game or event:

From: SteinerSports.com

Date: October 28, 2012, 1:02:24 AM EDT

To: Jeffrey Gitomer

Subject: Notre Dame Remains Unbeaten After Huge Win at Oklahoma!

Notre Dame just keeps on rolling, and in the process is making a convincing argument as one of the best teams in the nation! After knocking off a very good Oklahoma team on the road, ND has conquered every challenge thus far this season, and remains unbeaten as the calendar rolls into November!

To celebrate ND’s return to greatness, click here for five great Notre Dame values! All are available for a very limited time only – limit one per customer!

Brian Kelly Autographed “Go Irish” Notre Dame Running On To The Field Horizontal 8x10 Photo.

Brandon

Notre Dame Wins. So what?

Let me tell you what…

1. Look closely at the time stamp on the email. 1:02:24 AM EDT. It was sent less than two hours after the game was over. That’s ON TOP OF IT. How quickly do you respond to the opportunity for a sale?

2. He was ready for the opportunity with a story, inventory, and a “special offer.” And what do you bet that if Oklahoma won, he’d have had an offer for them. Excellent bet. How prepared are you to make an attractive, “time sensitive” offer?

3. He strikes while the iron is blazing hot. The emotion of the Notre Dame win will reach fans when they’re most likely to buy. I venture to say he has 1,000 more hot irons ready to strike when the news or the score is right. How’s your timing, and what’s your offer at a time when your customer is ready and willing to buy?

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