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18 April 2017
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From The Cheshire Press ... Here's a suggestionOld Dame Dancing for a gift for someone on your list. Buy them a recently published book from our website.We have over 34 books to choose from ranging from fiction to memoirs to war stories and to children's books. A great idea would be to choose our most recent publication "Old Dame Dancing." a collection of casual essays and hilarious stories that will amuse and entertain everyone. You can order this book by clicking on this link.

We haveEtymology two new books on English grammer and etymology by Peter Beaven, a private tutor in Andover Mass. Click here to learn re about these new workbooks.

This is the 73rd issue of The Better Mousetrap. We have archived the most recent issues on our web site. It is easy to review them. Just click here for the list or go to the Cheshire Group web site and click on the link that says "Newsletter Archive."




The most effective selling is one on one. Human being to human being. Direct selling is also the most expensive way to sell, so folks generally combine it with other methods such as space advertising, direct mail and PR. Nevertheless, there are times when direct selling is called for and it is often worthwhile to consider a specialized subcategory of direct selling—the key account program.
     Here's how a key account program works:
1.  Target the business you'd most like to have. Ask yourself what potential business is most attractive to you. Attractive, by the way, means profitable. Be specific. Identify the companies you want by name. Ask yourself if attaining these companies or organizations is within your realm of possibility.
2,  Develop af key account list and assign responsibility for each name on the list. Keep each list very short. One key account target is fine. Three accounts would be the most any single individual should reasonably be expected to handle in addition to the other elements of his or her job description.
3.  Research the key accounts. The individual responsible for the Acme Mousetrap Co. must learn everything there is to know about the company and the key people there. Who makes the buy decisions? How can that person or committee be reached? What is the chain of communications to that individual? What does that person like? Dislike? Where does he/she live? What is his/her lifestyle? What are the company's present buying habits? How is he or she presently handling the work you hope to secure? Is he/she satisfied with the status quo? If not, why not? If so, what can you offer that would be attractive enough to woo the subject away from the current situation?
     Researchers must be diligent and their work must be thorough. This isn't the area to cut corners. When the sales pro contacts the key account, it will be with every tool in his arsenal.
4.  Set time frames for performance. Be sure your schedule is realistic. Some buy cycles are several years; this is especially true for large scale capital equipment or for some service businesses and these times should certainly be considered. But don't make the mistake of giving up too soon. Your advances may be rebuffed a number of times before your score.
5.  Prepare your mind for the task. Once you take on a key account, decide, as David Ogilvy advocated, that the client is already yours. Visualize the account as yours. Secure. A done dea. And as you work with the client, proceed as if the deal were already won.


David Ogilvy




It's late. The guy on TV hawking magic-fingered beds has invited you to call and is now hysterically reciting the phone number for the tenth time inside the allocated seconds."All right already!" you groan in exasperation, eager for the movie to reappear.
     An hour later, if you are suddenly seized with the desire to buy a bed that folds in the middle and massages your calves and your shoulders, you'll still remember the phone number and will be able to place your order with your eyes closed.
     Repetition. It's a powerful took.
     The developers of Sesame Street thought so too. They frankly credited Madison Avenue for the learning techniques they applied to the television program that had preschool children reading by age 3.
     "The letter A... A... A." They slammed it onto the screen like the old Dubonnet commercial.
     Repetition—it's how we learn. And repetition is often what sells product.
     The wise business person uses repetition in every public appearance his or her company makes. Let's say the company has developed a slogan or tag line. It is used, naturally, on advertisements, but its reach should extend to corporate stationary, envelopes, emails, reports and even voice mail.
     Is there a corporate mission statement? Repeat it. Repeat it so often that every employee can recite it.
     Any established theme or a graphic should use it consistently. Remember, those who prepared the advertisement— conceived of it, experienced its prenatal development and finally midwifed its birth—grow wearily of seeing the thing even before it gets into print. Give your market a chance to get sick of our message.
     The hawkers of message beds and used cars don't care whether you are sick of their message or not. They just want you to to remember their name and phone number or email address when you are ready to buy.
     And by the way, do you remember the campaign for canned food that The Libby Company launched several decades ago? It made the company the Sesame Street of canned peas. And the repetitious labels are still on the shelves. And Libby is banking the bucks.
     If it says LibbyLibbyLibby on the Labellabellabel, it means go0odness-goodnessgoodness on the tabletabletable.

And Other Linguistic Mysteries.

Quick! What's a bellum? Well the dictionary won't help you but maybe these contextual hints will: "an antebellum mansion," "the postbellum era."
     Ah. Then a bellum must be the thing that comes between ante and post; and one can deduce that bellum must mean war—specifically the American Civil War (or as they say down south, the War Between the States). But on its own, bellum doesn't seem to be a word.
     How can there be an ante or a post something when there is no something?
     Then there's antipasto. Technically, it is a dish of olives, meats and cheeses that precedes the food (pasto) course. Note that this prefix (unlike the prefix in antebellum) is spelled with an "i" not an "e." To our way of thinking this would make it "against" the pasto course, not before it, but no, The American Heritage Dictionary swears it means before, even though three pages earlier the experts defined antecedent (note the "e") as one that goes before or precedes."
     Antemeridian is another conundrum. To learn about this word see the next section "What Time is 12am?"

Another Linguistic Mystery.

We continue to receive invitations for events starting at 12.00 AM. Funny.. since there is no such time.
      That's playing fast and loose with the antemeridiem (am) and postmeridiem (pm) terms.
     By definition "am" stands for "ante meridiem," Clockmeaning "before noon." and "pm" stands for "post meridiem," or "after noon. (not "afternoon," which is from 12.01pm to 5 or 6pm.). "pm" lasts to and includes midnight, which is 12.00pm. As noon is neither before noon nor after noon, it is designated "m" (for meridies').
      Get it?

So where do you stand on the subject of anti and post? Are you for it or agin it?


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Marketing Intensive: The Key Account Program.

LibbyLibbyLibby on the LabelLabelLabel.
What's a Bellum?
What Time is 12am?.






"A goal is a dream with a deadline."










"Adventure is not outside, it is within."













"When the tide goes out, you can see who has been swimming naked."

Warren Buffett











"Strong and wrong beats weak and right every time."

Bill Clinton

















"Build a better mouse-trap and the world will beat a path to your door."

Ralph Waldo Emerson

You can build it but they don't have to come. Let your market know the product is there.


THE BETTER MOUSE- TRAP helps you do it. To do it even better call The Cheshire Group at
978 475-1478 or visit us at:

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