During these procedures, you will develop your sales program.
This continues the process of replacing generalities and estimates with decisions and hard numbers. You need this specific information to guide your small business startup.
Here are the steps:
Building the sales program
(Note: Instead of using paper and pen or pencil per below, you may prefer to use a spreadsheet or word processor program instead.)
Get several sheets of notebook paper and a pen or pencil. Head up each sheet with one of the titles from the topics below. Then as you gather the information for each topic, write it down on the proper sheet. Continue until you have completed the sheets for all topics.
The key information you summarized in the Reviewing the Market step included the prices charged for comparable products. Use these prices as your price ceiling. You probably want to offer a lower price for your product, at least during your initial operations.
On your "Sales price" sheet, draw three vertical lines to make four columns. Head up these columns as "Product," "Cost," "Hours," and "Sales price."
List your basic product and any optional features under the first column. Skip one line after each item. In the second column, estimate the cost for producing and delivering each item. In the third column estimate the hours of your time required for producing and delivering each item. In the last column, determine what sales price to charge for each item.
However, use a special method if the product is information that you can sell repeatedly. Divide the actual hours by a conservative estimate of how many copies you can sell. Thus, if you expect to sell a thousand copies, divide the actual hours by 1,000. Then show this reduced number for the hours.
This sales price should reflect the out of pocket costs and the time and effort required to produce and deliver the item.
The key information you summarized in the Reviewing the Market step above included the hot buttons used for comparable products.
You also may wish to review the List of possible features and options subtopic from the previous step. You might want to use some of these features and options as hot buttons.
On the "hot buttons" sheet, describe any hot buttons you think are appropriate for your products.
This proposition or offer should eliminate any risk that potential customers would have if they purchased your product.
It should also have one or more incentives for the customer to act quickly. (Offers that customers put off for a later day are seldom acted upon.)
Following are some ways to eliminate risk and induce the buyer to act quickly:
On the "Sales proposition sheet write down any incentives you will use to eliminate risks and induce immediate action.
This refers to all the different vehicles that a business can use to advertise and promote its products. Following is a list of common vehicles:
The most common advertising media for a beginning business venture would be business cards, classified advertisements in newspapers, flyers and handbills given to the public, notices on public bulletin boards, and signs at job sites.
On your "Advertising media" sheet write down what advertising media you will use to promote and advertise your product.
At this point, you have developed most of your sales program. Now it's time to put it all together.
On your "Sample advertisement" sheet, write a one-page advertisement for your product. Don't worry about spelling or grammar. Use simple, direct words.
Recommended sequence for your advertisement:
(Now for the sales proposition)
I am using my own small business startup for this example. This example concerns my proposed information product (e-book) on "How to Have More Money."
I hope this example will help you.
I will test a range of prices from $9.95 to $49.95 to see which price yields the largest net profit.
I won't use any of the hot buttons found in the advertisements I reviewed. I don't believe they are honest.
Instead, I will use the following hot buttons:
I will give a money back guarantee. I will offer customers their choice of bonus reports for immediate action.
I will use the Internet.
 Need Extra Money?
 Maybe you're like me. I'm retired. But the Wall Street sharks have ripped my retirement nest egg to shreds. Nevertheless, there are many people worse off than I am.
 I used to wonder why some people got ahead while others just seemed to suffer. I have spent hours just thinking about my own sorry plight. Life didn't seem fair. After all, I was kind to animals and kept out of trouble. (Most of the time, anyway.) Didn't I deserve something better? Why shouldn't I get some of the gravy in life?
Then I had some revelations about life and the true nature of things. Guess what? I never got ahead because I'm lazy and don't have much ambition. I could use a little more courage too. Oh well, it's as my brother used to say, "You know, there's a lot of heartaches in life." But there doesn't need to be!
[Now for the sales proposition]
 You can use my revelations to take charge of your life and make things better for yourself. I did it. I used my revelations to start doing things. I researched ways to have more money. I built this website. I wrote an e-book about personal empowerment and ways to have more money. You can read some of these ideas and methods on this website. (However, I saved some of the best ideas and methods for the e-book.)
 It's funny how the subconscious mind works. It has all this knowledge and power. But unless you know how to use it, it just sits there. It is waiting for you to take command. I have trained my subconscious mind to help me. It gives me answers to tough problems. It is more creative than my conscious mind could ever hope to be.
 Can almost anyone train their subconscious mind to help them? I don't know. How about my revelations? Can almost anyone use my revelations to improve their life? I think so, but I don't know. Can almost anyone follow my step-by-step directions to have more money? Gee, I would think so. But then again, maybe not. Maybe life is just a veil of tears. Maybe there is no hope for people like you and me. Whoops, there is hope for me. I've proved it. I've found the promised land. All I have to do is decide what I want from life and then use my own step-by-step methods to achieve the desired results.
 I don't know if you or anyone else can profit from my e-book. I think you can, but that's just my opinion. So I'm going to give you an offer you can't refuse. Buy my e-book. Use it for 90 days. Then if it isn't everything you hoped for, request a full refund.
 After you order a copy of the e-book, you can download it (in PDF format) immediately. Go to [this page] to place your order.
 Order now and you get to pick any two of my bonus reports that strike your fancy.
 Last chance to buy my e-book while it's still on your mind. You won't be sorry. Go to [this page] to place your order.
Note: This was just a sample advertisement. I haven't written the e-book yet.
This decision concerns the sales program you developed in this step.
Go on to the Designing Business Operations step in your small business startup if you can answer "yes" to the following questions:
If you have answered "no" to any of the above questions, go to this topic on another page to see what to do next.