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No Surrender!

By Burton M Clement

No matter what you sell, you will inevitably face rejections and refusals, but learning to see “No” as valuable feedback can take your sales to a new level. Regardless of how often we hear “no” it’s a tough thing to take.

Over the years, I’ve had as many rejections as anyone else, especially as an author who doesn’t have a “celebrity” name. Here are some ways I’ve learned to cope with this situation:

1. It’s only their opinion – When someone tells us that what we’re attempting can’t be done, we tend to think they’re right. What I’ve learned is to look at that “no” as just that person’s opinion. It isn’t good or bad; it’s just data coming in to me. I can analyze it and make my next move smarter. What I’ve received is valuable feedback that can help me to find a new and different approach.

Don’t let a “no” undermine your confidence, your belief in the value of your product, idea, book, or your ability. Go out and resell it again!

2. Don’t get defensive – It’s OK to get angry when rejected, what’s not OK is to make excuses or try to persuade the other party that they are wrong. Use your anger to get yourself going again, let that “no” create a sense of urgency to find a better way.

Take action to prove that the other person is wrong. Instead of getting depressed when rejected, take up the challenge, and vow to solve the problem and demonstrate that you were in the right all along.

3. Let history be your guide – If people are laughing at your ideas, ask yourself why that might be. Is your idea just ahead of its time? Or is it because you haven’t expressed your concept well enough, or demonstrated to prospects how they’re going to benefit in the long term? Understand that it takes time for every new idea, product to gain acceptance. When Alexander Graham Bell said he had found a way for people living thousands of miles apart to communicate, other people scoffed and said it couldn’t be done. The rest as they say is history. Examples like this one teach you that other people who have been laughed at and told “no” have managed not only to achieve their goals, but also to surpass them.

In the past, hearing “no” from a prospective client or publisher would have sent me into a tailspin. Now, I try to embrace the rejection, and take that information to see what I can learn from it. Doing so lets me come out stronger every time. It will do the same for you.

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Make Your Offer Irresistable

by Gina Gaudio-Graves
The Abundance Group, LLC

Since you’re selling to human beings wouldn’t it be great to know the five secrets that have the greatest influence on your customers? What I’m about to share with you will make you the Svengali of Sales in your niche. I’m going to put them in the order of use in the marketing process, but they can overlap or be switched around to fit your situation.

What happens in nature when there is a vacuum? Right. There is an attempt to fill that void, and human nature also follows that law.

1. Filling the void – When someone does a person a favor or gives them something of value for free, this act provides an imbalance in the relationship. This creates a subconscious pressure on the recipient to give back in some way. This is what’s known in marketing as filling the void.

2. Reciprocation – In marketing the word “FREE” has the most response of any word in the English language. That’s why marketers use it over, and over again. Everybody likes something for free, don’t you? Even though “free” means there is no obligation or cost, the recipient does feel obligated. If something of real value is given to the person, an imbalance is created – a void in nature – that needs to be filled. Maybe not immediately, but if that person has gotten great value and use from the gift, there will be a nagging sub-conscious motivation to reciprocate in some manner.

You’ll find that some people just don’t seem to reciprocate, and it could be that they didn’t appreciate the full value of your offer. This is why it’s so important to make sure when you are offering a free gift with a promotion, that your customers are made aware of the full value of what they’re receiving.

What really makes this work in marketing, though, is that you make your “free” offer available when your customer takes action. Now it can be a very small one like filling out a customer card for you (which gives you their name, address, and email address), or accepting your product on a 30-day trial.

3. Getting your customer to like you - Have you heard the phrase, “if a customer knows, likes and trusts you then they’ll buy from you”. Well, you’ve gotten them to know you with your “free” offer, the next step is to get them to “like” you. The quickest way I know to get someone to like you is for you to let them know that you like them (reciprocation, again).

Now, not ALL people are going to “like” you and you’re not going to like all your customers, but if you take this approach you’ve a lot better odds of finding customers.

When you’re writing your ads and marketing letters always write as if they are a personal note to a real, live, breathing friend. Use plain talk as if you’re talking to your best friend, and not “hi-tech technobabble”. Keep it simple!

4. Trust – I don’t know about you, but when I hear someone say “TRUST ME” it reminds me of a snake oil salesman and makes me do anything but trust them. So how do you get your customers to trust you? Take a leadership role with them and tell them what they should do to take action and buy. You must be or present yourself as an “Authority” figure. An expert in your field and the only one they should buy from as proven by the endorsements of your other customers, their friends and neighbors.

If your offer is made in a letter, than include some endorsements from others, mention articles written about you, books, articles, newsletters that you’ve written, etc. It is interesting that most people don’t want to make a decision, and it’s better that you give them an action plan to say “yes”.

5. Scarcity – This is one persuader that really motivates humans to action, and you must create and manage this to your advantage in every offer you make.

People want things that solve their problems or make them feel good about themselves that are of good quality. They want it even more – if the quantity is limited in some way. Remember the law of supply and demand? If the demand for a product is high and the supply is low, then the price that’s charged will be accepted readily be it high or low. (Sounds like buying gas for your car, doesn’t it?)

Even if you create the “perception” that there is a limited quantity available, a limited time frame for availability, or whatever you conceive to use, you’ll find this a catalyst to action for your customer.

Of course, it goes without saying that you always include a guarantee of some kind in your offers. I always like the “no questions asked” type of guarantee for 30, 60, 90 days or even a full year if it fits for you. With this you’re emphasizing your credibility (trust) by saying you’re going to be around for a while. I’ve found that most times there are very few takers to the guarantee policy you offer, and if there is – you don’t want to keep an unhappy customer anyway.

Be sure to include all five of these tips in all of your offers (ads, sales letters, presentations, etc.) and you’ll see dramatic results and an increase in your business.

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Only 10 Years to Get to the Start Gate!

by Gina Gaudio-Graves
The Abundance Group, LLC

It seems hard to believe that it was in 1994 when we saw the first banner ad online that captured and monopolized our eyeballs. By the late 1990’s, dot-coms flush with venture capital cash, operated with a “money is no object” attitude and the hype knew no end.

When the dot-com crash hit, it seemed that online advertising was a lost cause. Ad blockers killed the banner ads, and spam killed the e-mail campaigns. Users tuned out, and it seemed that marketers had killed the golden goose. But a funny thing has happened between then and now. Not only has online advertising and marketing endured, but it has emerged as an absolutely crucial part of today’s marketing mix.

Online marketing brings new levels of reach, targeting and accountability, and has moved into the mainstream. Online advertising has become the solution to marketing problems at a level that other media haven’t been able to do.

The numbers back this up as shown by IAB and PricewaterhouseCoopers September report that online ad spending in the U.S. totaled $2.37 billion in the second quarter, a 42.7% increase over the same quarter last year. This shows the seventh consecutive quarter of growth, and the market today is growing at more than 20% per year.

Companies are spending at a level that is really pretty interesting. Consider Ford Motor Co, Tom Green the advertising manager of its truck division just finished a new season of marketing campaigns. Mr. Green says, “we gave digital as much thought and attention as any other medium. Look at the numbers,” he says, “80% of people who buy a Ford vehicle go to our Web site first. Half of all truck customers use online shopping sites. You’d be crazy as a marketer not to take this medium seriously.”

That much attention and spending is the fact that Internet usage is now firmly in the mainstream and broadband usage has grown by leaps and bounds.

According to Forrester Research, 64% of U.S. households are online, with nearly 20% or 23.1 million homes, using broadband. Nielsen/NetRatings, which measures individual users rather than households, reported that 51% of July users connected to the Internet by broadband vs. 49% by narrowband, an industry first.

Today the Internet is everywhere and when it’s not, people notice and demand that it be even more available. Online advertising has matured and it enables marketers to “target” consumers in a fine-tuned fashion creating highly personalized user experience. It’s as effective in getting across a communications and branding message as any other medium.

Online advertising also allows two-way interaction between advertisers and their targets, providing a “real-time” feedback loop that’s invaluable. A marketer can establish and maintain a two-way dialogue with a consumer online, and no other form of advertising can do this as effectively.

For large advertisers such as Procter & Gamble Co., online lets them interact with groups of consumers more directly than ever before. This is demonstrated by being able to engage with a million consumer database on a monthly basis through their Club Olay program.

Online advertising supports an almost endless variety of messaging formats, from banner ads and e-mail messages to more elaborate interactive vehicles and microsites. It‘s the capability to combine the motion and animated visuals of television with close-up and personal interaction.

The results of online advertising campaigns can be measured precisely, making publishers accountable for the promises they make and marketers accountable to management for the success of their programs. Yet even though online advertising has asserted its strengths, real-world marketers have made online just another medium in their standard marketing mix.

More than anything, what online provides mainstream advertisers is “another point of contact with the consumer” at various stages of the buying cycle. So where is the evolution of online advertising today? It’s been a crazy 10 years, but marketers say we’re closer to the “beginning” of learning how to take advantage of this new medium.

Online ads will get better targeted, with new concepts opening up new opportunities to marketers. We should see online ads becoming richer and more evocative, with animation and streaming video. If history is a guide, there will be ups and downs and the “hype” meter will spike at highs and lows, but the past has set the stage for future growth.

Marketers are on the cusp of a big trend now, made possible by the familiarity and true use of the internet as an advertising medium. This is the starting point, where the future growth in online advertising is just beginning to come into view. Where will you go from here?

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8 More Tips to Help Increase Sales

Here’s the steps to increasing sales:

1. Qualify Your Prospect – Maximizing your time is important, so the faster you can determine if you’ve got a potential customer the better. Determine who the “Decision Maker” is, do you have a good rapport with him/her, is their a problem you can solve or do they know there’s a problem? You may have the greatest hammer in the world, but if all this prospect uses is screws – you can’t sell your product.

2. Gain Trust – Price and product benefits are obvious buying factors, but less obvious ones are intuition, impressions, and rapport. Prospects are just as apt to buy for emotional reasons as practical ones, so you need to show them you are most like them, you’re sincere, you keep your word, and are honest. If you say you’ll see them on Tuesday, make sure you keep your word. Don’t make a promise you don’t intend on keeping.

3. Define Your Unique Position – Your product or service provides your customer with a specific benefit or group of benefits. Make sure it isn’t the same as your competition. Why does your company stand out? Let them know the difference.

4. LISTEN! – Most salespeople are guilty of “overselling”, and often miss the sentence from the prospect that says, “You’re right. We’ll take it.” Listen to your prospect as he answers open-ended questions, and even listen to his tone and inflections of speech. Uncover the problem, and then provide the solution and stop talking.

5. Stay Focused – Too many small business owners spend all their time putting out fires instead of making sales. Spend at least 60% of your time trying to produce revenue. The sales window of 9am-5pm is small, so plan your selling time accordingly. Schedule non-sales generating duties outside this time.

6. Polish Your Presentation – Don’t take your sales presentation for granted. Practice your pitch. You’ve spent a lot of money perfecting your product or service, take the time to develop a comfortable, confident, effective presentation.

7. Do Your Homework – Research your prospects so that you can ask better questions, show better under-standing of his business, and be more prepared and confident before your meet.

8. Learn From Success – Many entrepreneurs have success in one industry with one type of client, and then don’t focus on getting more of the same type. If you’ve been successful selling to doctors and publishers, call on other doctors and publishers and refer to the successes you’ve had. Prospects will trust you more if they know you have previous experience with others in their field. You also spend less time establishing your credibility with them.

These are just a few of more than 50 or more ways to increase your sales revenue, but they are valuable in helping you to accomplish one very important goal – TO SELL THE MOST PRODUCT OR SERVICE IN THE LEAST AMOUNT OF TIME. Remember, the only difference between an average baseball player and an All-Star is just one more hit in every 10 at bats. Step up to the plate and sell, sell, sell.

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Guaranteed To Increase Sales!

by Gina Gaudio-Graves
The Abundance Group, LLC

As a Publishing entrepreneur and by doing publicity for my clients, I’ve spent years studying the art of selling. The techniques that follow aren’t difficult to learn, but they require discipline and practice.

Your most important skill as a business owner is your salesmanship. Having the best product or service means nothing if you can’t get anyone to buy it, so to ensure the success of your business you must develop the ability to generate revenue – “salesman-ship”.

Here is a brief outline of 13 techniques I’ve developed for increasing sales:

1. USE THE PHONE –Absolutely the cheapest, most effective, and efficient way to find customers is by phone. Yes, “cold-calling”. Write out a script for this before you call, so you don’t sound vague. Introduce yourself, your company, the purpose of the call, and give a brief “benefit” of your product/service to the client. ”What will you do for his/her business?” Be brief, to the point, and have 10 possible objections you might get, answered in your script. This way you’re prepared for the customary “brush-off.” Always try to get a firm commitment to a meeting. This call is not to “sell” the client, it’s to get a face-to-face meeting to establish credibility – and then to sell him/her. Would you buy from a voice on the phone? No. You want to see the vendor and listen to his offer.

2. SHOUT IT FROM THE MOUNTAIN TOP – You should always be looking for new customer, and I’ve found that giving seminars, teaching, guest speaking at trade shows and organizations, or writing an article for your trade magazine or business journal establishes you as an “expert” in your field. People like to buy from experts because it reduces their fear of making a bad decision. Everyone can overcome their fear of public speaking, so find the method that works best for you and do it. As a desperate step, join a Toastmaster’s group near you or take a night course at a nearby Adult School.

3. ASK QUESTIONS – Most salespeople think that the first meeting with the prospect is the only chance to make a sale. WRONG! Before you go into your “pitch” ask questions, take notes, what are your prospects goals, challenges, etc. Helping a prospect solve a business problem creates a “win-win” relationship and closes more sales than you think.

4. AVOID “PRODUCT DUMPING” – Telling your prospect all about your product/service before you know their needs is a mistake made by 95% of salespeople. This is an inefficient selling method and upon reflection, your client will lose faith in you. I’ve met with clients on several occasions and left them with some advice and good feelings, but no sale and that’s alright. Because in the future I’m apt to get “word of mouth” referrals from them, which will outweigh what I might have made if I’d simply “sold” them a service that wasn’t an answer to their problem. Remember – nothing adds more to your credibility than a referral from a satisfied prospect.

5. KNOW YOUR NUMBERS – Selling is a numbers game, and you need to learn your “selling ratios.” How many prospecting calls do you need to get a meeting, and how many meetings to get a sale. This allows you to manage your cash flow by forecasting your sales. It also tells you how many calls are needed to increase your sales revenue.

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How to Design your Web Site

When a customer visits your website, you have roughly ten seconds to capture their attention, so you better think carefully about what you want to include. Some websites go directly into the navigation and content of their websites on their first “index” page. Customers can surf around the site and decide if they want to buy the product or service. This is not really the wisest option available. Of course, every site does need the standard index page chock full of frequently asked questions, testimonials, order form, etc. But there is a better way to “capture” your visitors by using a squeeze. A squeeze page captures your audience with a screaming headline and brief key points about the customer’s problem and how you intend to solve it. Sometimes a squeeze page offers a free report or newsletter. Either way, all squeeze pages purpose is to retrieve the customers name and email address, or sometimes they ask the customer a burning question.

So what is the point in retrieving the customer’s name and email address? Have you heard of opt-in lists? An opt-in list is gold to an internet marketer because you can send your customers information which will hopefully attract the customer back to the website to either purchase a product or service being offered. Spamming is illegal and having a great opt-in list is really necessary to any Internet marketer. You can also use your list to make money as an affiliate with another company. You can send customers an email from the site you are promoting and make profits as an affiliate. This is a great way to earn extra income indeed.

Squeeze pages are sometimes the first page found on a website. Sometimes they are pop ups on the index page of a website. They are very crucial to any Internet marketer’s business.

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Help for Entrepreneurs

by Gina Gaudio-Graves
The Abundance Group, LLC

There’s good news for entrepreneurs who need help but aren’t ready to hire full-time employees. The ranks of part-time workers have been steadily growing as more and more people want to work part-time and not because they couldn’t find full-time employment.

It seems that 1.7 million part-timers hold two or more part-time jobs, and do this by choice. Such workers will be harder to convert to full-time employees because they like the diversity of different jobs.

This all translates into benefits for the entrepreneur who needs help but can’t hire full-time employees. The employment gurus don’t expect this part-time preference to pass anytime soon. It seems that the appeal of a reduced schedule is strong both for seniors and baby boomers nearing retirement. Parents who have interrupted careers to care for their children but still want to work may also explain the boom.

Entrepreneurs should eagerly look to this pool of workers and eagerly employ part-time help. A big reason is that employer-paid health insurance and other benefits add costs equal to more than 50 percent of the average employee’s gross earnings. A part-time employer can get by with a low-cost factor, and still find somebody reliable and efficient.

Looking at the boom of part-timers seems like a win-win situation for entrepreneurs and workers alike. Check the prospect out with your accountant and you may find that you come out a winner and less stressed.

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Tips for Achieving Your Goals

by Gina Gaudio-Graves
The Abundance Group, LLC

Do you have long-term projects with short-term expectations? If you do, that is a sure path to frustration and failure.

Lifestyle goals such as exercise and healthy diet have to become habits in order to be effective. Career change also takes time and planning, and it doesn’t happen overnight.

Your world has shifted. There’s voice mail, e-mail, pagers, and faxes that have made a “waiting” period unacceptable and almost obsolete. With information immediately available, we expect relationships and goal achievement to be done the same. As you read this you know that it is unreasonable to expect that, don’t you? We’ve been led by advertisers to believe that we deserve immediate gratification, and that it is readily and effortlessly available!

When you want to train a puppy, you know that it’s going to take time and consistent reinforcement. You’re ready for that, because you want your puppy to behave in an acceptable way. Why then, are you so patient with the puppy and so hard on yourself?

When you plant seeds in the garden, you tend them, water them, hope for sunlight and nurture them. Are you nurturing yourself?

The best way to move gently and effectively towards your goals is to take a reasonable approach. Break your long-term project goal into sub-goals. Break it into doable, short-term chunks. Today prepare the soil; tomorrow plant the seeds.

Each action you take and each step is satisfying because you know that it is contributing to the completion of your goal. You cannot rush Mother Nature with your garden, and the same is true for your goals.

This process is much more than “bloom where you’re planted”, because when you’re the gardener you choose what to plant and how to nurture it. Do the same for yourself, and grow yourself beautifully. Your goals will be accomplished in due time, and you won’t end up up-tight and frazzled.

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Know the Score - Building Credit History

by Maureen Stephenson

Building your credit history is important in today’s time, especially since the laws are changing. We are moving into a system that is making it difficult for us to get ahead unless we have excellent, or at most good credit history.

Credit is important to rent, obtain student loans, and apply for loans or credit cards, as well as getting jobs and especially for entrepreneurs wanting their own business. Nowadays if you do not have a major credit card, it is nearly impossible to make purchases at some areas.

Bad credit only leads to frustration and headaches we want to avoid. If you have bad scores on your credit report, it takes seven long years before the credit is cleared and ten years for bankruptcies to be removed from your files. Therefore, if you want to save yourself some headaches it is time to get started building your credit history.

To do this you have to keep constant watch of the activities on your credit report. To obtain copies of your credit report contact the three B’s. TransUnion, Equifax and Experian have updated copies of your reports. To find out more information go online to get the information needed to get your copies. After you review, your credit reports make sure there are no false claims against you on the report before you proceed to clear up your accounts. If you notice, any false claims make sure to file a dispute immediately with each credit bureau. You are protected under law and it is the credit bureaus obligations to investigate the claims and clear up any mishaps.

After your have cleared up any allegations made against you, your next step is knocking down the accounts on your credit report. It is time to save money, and start building a credit history. Building credit is essential for your future survival. You might want to start by applying for a personal loan or else a credit card. If you are turned down, ask a family member or friend to co-sign with you to get the loan or credit card. Make sure your family member or friend has established credit and their history is not delinquent.

Once you get the card or loan, make sure you meet each month’s installments. If you miss any payments the co-signers are responsible to pick up the tab. do not make enemies, pay your dues on time. After about six months of using your credit card or else paying on the loan you will have notoriety and able to apply for credit cards or loans in your own name.

After about one year, you will have built your credit if you continue this procedure and can then apply for a home mortgage loan or car loan. It depends on your income and age when bank lenders investigate your case to determine if you qualify for a loan. Therefore, if you are in your forties and just getting started building credit your applications will take longer for consideration. Getting started early is the trick to building a stable credit history. Now if you have a credit history already you want to maintain payments to avoid complications.

Once you establish a bad credit history, it is harder to get back on your feet again. The best solution for maintaining, building, or else reestablishing credit history is to keep a close monitoring system on your financial tabs. Remember, credit history is important to your future and nowadays everyone judges you by your credit.

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Entrepreneurs In The Land of Credit!

by Gina Gaudio-Graves
The Abundance Group, LLC

No matter who you are, what type of business you’re in, or how long you’ve been around – we all at one time or another have visited the “land of credit”. It is vital to the reputation of your business that we learn some tips about credit and how to not let it ruin us. It’s a smart move, especially in today’s political and business climate, when credit laws are changing at what seems like minutes and not months.

“Old-school” business mentors have fostered the idea that a man’s word was his bond, but in today’s business world the majority of people are always assuming – and assuming the worst. Creditors, debtors or anyone that base their theories on assumptions are headed for failure, and yet it’s done everyday. When people fail to pay their bills on time, many creditors assume the debtor doesn’t have the means to pay the debt. These creditors will often set up an arrangement or lower the amount so that you can repay the debt. This is a step to credit repair, however it takes you to contact the creditor and apprise him or her of your situation.

Staying in contact with your payments each month can help you avoid bad credit and getting into such a situation. If you have several bills on hand and all the bills are pressing, it makes sense to pay off the debt that benefits you the most. After this is paid then you can set aside an amount toward the next debt. Once you follow this strategy it allows you to work your bills down gradually thus repairing your credit standing.

If you don’t have the funds to pay the entire bill, at least pay the minimum amount due so that you can continue using the service. Many debtors assume they are in debt and there’s nothing that they can do to resolve their problems, and this is the process of giving up on life. When we give up, it leads to stress and the answer is often right in front of our nose. Creditors are business people too, and if approached properly will usually try to work with you.

Of course making the wise decision ahead of the game is the ultimate solution to maintaining good credit. If you research the marketplace before coming to a purchasing decision, you’re well on your way to avoiding bad credit and credit repair hassles.

Many people when taking out a home mortgage loan are not aware of the options available to them. They’ll walk in the bank door, fill out the application, and accept the terms & conditions when offered to them. There are many families and individuals who filed bankruptcy because they couldn’t afford their homes anymore, and primarily because they didn’t take the time to check the marketplace first and search the options available to them.

Being informed and educated are two of the best tools offered to us. There are mortgage loans that offer overpayments and underpayments, and these loans include vacation packages and lump sum payments to the borrowers. There are also other loans available that offer low mortgage monthly installments and low interest rates with insurance policies attached that will pay your mortgage if you are sick, unemployed, or in an accident.

On the other hand, there are mortgage loans that have high interest rates, high mortgages and balloon payments attached. When balloon payments are attached to home mortgages it is almost guaranteed that in a few years you’ll be searching for a solution to repair your credit. There are many home lenders who will not tell you the truth about the variety of home loans available because they are making money and you’re a source of income. It’s important to scope the terms & agreements carefully, as well as reading all fine print on any loan contract before you sign. If you’re applying for a home loan and want to avoid bad credit, it makes sense to learn what the fees include and how much those fees are.

There are some home loans that offer an “acceleration clause”, which covers you if you miss mortgage payments. The lender will apply the clause by allowing you leniency providing you make payments the following month on time. This type of loan is great for avoiding bad credit, foreclosures, and repossessions. The marketplace is swarming with realtors and other sources that will help you get a mortgage loan affordable to you with benefits included, make sure to do some checking before you choose one.

Here are some tips about loans that we’ll all take out during our life:

1. Car Loans – When applying for a car loan it’s also important to research the marketplace before agreeing to any terms & conditions. Make sure you find the best deals affordable to you. In college I learned the secret golden rule of car dealers, and that is that most dealers up the fees on cars by 15%. This means that if you negotiate wisely with the dealer you can get a reduction on the vehicle up to 15%.
2. Credit Cards – A word of advice when applying for credit cards, stay away from cards that have fees attached and high interest rates. Avoid credit card offers that have upfront fees or offer a high line of credit for a fee.
3. College Loans – Always consider investigating student loans before committing your self to a personal loan agreement. You may be qualified for a student grant from the government if you take the time to research the opportunities.

In the next post we’ll delve deeper into this question of keeping a good credit reputation and solutions for repairing bad credit.

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