Guerrilla Business Secrets by Jay Conrad Levinson

Author:Jay Conrad Levinson
Language: eng
Format: epub
Publisher: Morgan James Publishing

Churches

My next job was to develop churches, so for the spring semester of 1986, I worked on that vast market. It was all done over the telephone, and it was pretty easy. Fifty percent of them said yes, and we sent them brochures, cassette tapes, and prize posters. We targeted church youth groups and choirs. Only 20 percent of those who said yes actually did the sale, and they averaged only seven hundred dollars per church, but it looked like we were on to something. There were 350,000 churches in the nation, and I turned them over to IFS. My job was done. Another $20–30 million handed over to IFS—or it might be as high as $50–100 million. It was time to move on to the next gold mine.

The sequel to the test on churches was similar to the one on Santa's Workshop, although on a much smaller and less dramatic scale. The telemarketing people simply did not sell as much I did. They did not get as high a percentage of churches to say yes as I did. And then when they shipped out the kits, only 10 percent of the churches actually sold something. IFS lost money on every sale to churches.

The main problem with churches was that the groups did not meet every day. The kids in the church choir saw each other only once a week. In a school, when you do a fund-raising project with the band, the kids see each other every day. There is a sense of dramatic rhythm and momentum that develops during the three or four days of the sale. The kids motivate each other. The successful ones tell the others how they are selling so much. They work hard toward their common goal. The band director gives them a pep talk every day.

With churches, you can have the same group of kids that are in the band, but they won't sell nearly as much. Why? The answer is simple. They don't see each other every day.

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