“Yes, I have something up my sleeve” I said. The others sat stunned because I’d shown up in a suit.
Rick asked, “Is there a time warp? I haven’t seen you in a suit since somewhere south of 1990.”
“Y’all just haven’t seen him speak then,” said Rob, the southland’s branding poobah we lovingly call Bubba. “When he steps on the platform he looks like he’s been livin’ in tall cotton and sounds like he’s plumb tickled to be there and to preach the gospel of digital marketing to the heathens.”
Gail our writer/editor who always strives for clarity said, “I believe you mean to say that he dresses up nicely and talks about CRM and Automated Marketing enthusiastically, right?”
“Yes Ma’am,” said Bubba.
“And that is what I have up my sleeve” I said. “I started working with Contact Management systems, which have morphed into CRM systems, somewhere around 1990. It took over 20 years for folks to even recognize the term CRM. Most still haven’t figured out what it is. Everybody pretty much knows what SEO means but they mistake things like Mail Chimp and Constant Contact for CRM systems. Those e-mail marketing systems aren’t even close to a full bore Integrated CRM system.”
Kate, our resident sales consultant asked, “So what is up your sleeve?”
“I just came from speaking to group of small business owners at a convention. I offered them a copy of The Golden Triangles of Marketing which shows the absolutely essential data you need for Contact Management plus the basics of a fully integrated automated marketing system plus the seven things anyone can do to give it a personal touch. I have a copy here for each of you.” (Get your copy here)
Chris, our corporate digital guy looked up from scanning the piece and said, “I like the way you showed what is absolutely essential instead of gilding the lily.”
“Thanks Chris,” I replied. I really had to work at finding a way to make it understandable. Remember, this is for small and medium sized companies. Enterprise level organizations have the time, money and resources to throw at marketing but the small business owners just don’t. The point is, most small businesses can take advantage of integrated CRM now because there are products and services out there that are reasonably priced and have some of the sophistication the big guys are employing.”
Kate asked, “What was your speech about?”
“I wrote about this not long ago and I’m continuing to research it. The speech was called The Shortcut to Trust. (See part of it here) What it comes down to is that there is an interesting shift going on in marketing. It may be generational but that is what makes what I’m finding so much more powerful. Younger people seem to not like direct contact, sometimes even from a friend. I’ve watched them make every argument you can imagine to avoid having to respond to a phone call. They literally will send an e-mail to someone that sits 5 feet away. Worse still, they text and don’t check their e-mail. But entrepreneurs quickly learn that people don’t do business with you until they trust you. First they have to get to know you and then like you.
With that younger customer and that younger employee you need what I call AutoMagic Marketing.
You need to use all the capability you can muster to open the dialogue, begin a relationship and get to know each other via automated digital marketing. Then, when you engage with a personal touch, the sales possibilities will be much better.”
The Takeaway:
Digital Marketing integrated with Contact Management is AutoMagic Marketing, the first step on a shortcut to Trust. Add a personal touch and your sales will increase Auto Magically!
Jerry Fletcher’s blog recaps conversations with clients, prospects and the unruly mob of business development professionals he consorts with. They discuss marketing that works from solopreneur to enterprise level. Jerry Fletcher is the ringleader and “Watson” of the dialogue.
Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 25 years as President of Z-axis Marketing, Inc. Learn more at www.JerryFletcher.com
Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com