Benefits of Ownership (BoO)
Mastering the art of persuasion is essential in convincing prospects to buy or respond to what you’re selling. Notice, I didn’t necessarily say that they should be buying from you. This technique focuses on what your product or service can do for them, addressing the core question:
Why would someone want to buy or respond to what you sell in the first place?
These are individuals who may be seeking solutions to problems they didn't even realize they had.
Objections of Ownership (OoO)
These are people who have progressed along the decision-making continuum but, for various reasons, are hesitant to say yes. For example, they might fear that making a purchase or changing their business practices could result in job loss, or they might be afraid of undergoing a medical procedure like gastric bypass surgery due to potential risks. These fears (objections) need to be addressed before proceeding. One common objection will always be the price.
Vendor Selection (VS)
Vendor Selection answers the question of why someone should choose to buy from you rather than your competitors. These are individuals who are ready to make a purchase—the proverbial low-hanging fruit. What do they do? They search the Internet for vendors or consult the Yellow Pages for local businesses. Think about your own process when making a significant purchase, like buying a car.
FINAL THOUGHT: It's crucial to know who your target prospects are, as they will fall into all three of the above categories. Just because they don’t buy or respond now doesn’t mean they won’t in the future. After all, it’s not a matter of IF my computer fails, it’s only a matter of WHEN.
Proposed Postal Rate Change in 2011
The Postal Service filed a proposal with the Postal Regulatory Commission (PRC) to change the prices of mailing services on January 2, 2011. Please note, this is only a proposed change, and the final version could be different. The filing, approved by the Postal Service Governors, seeks an average 5.6% price increase for its “market dominant” products, which include First-Class Mail, Standard Mail, Periodicals, Package Services, and Special Services.
The recommended changes would increase the price of a First-Class Mail stamp by 2 cents to 46 cents and the price of a postcard by 2 cents to 30 cents. On October 4, 2010, the PRC will make a ruling on this proposal. For more detailed numbers, visit the USPS website for price change details.