What Not To Say For Openers!

Posted on 2015/07/11 by Jerry Fletcher

My answer is always the same: “I’m sweet, kind, generous and a regular boy scout. What do you want to sell me?”

12 page How-to booklet includes a complete fill in the blanks script

“Don’t tell me,” said Bubba, “I’m plumb certain the question was the inevitable ‘how are you today’ asked by a person cold-calling on the phone. And I bet it really messed up the caller when you gave that answer.”

“You got it Bubba. How are you today? is the single dumbest thing I believe you can say in a sales script regardless of if it is on the phone or in person.

Kate, you’re the sales expert, why do people do that?”

Kate said, “Okay, wise guy, what do you say to someone to start the conversation when you’ve never talked to them before? In my view you have to do two things:

Put the person you’re talking to in a positive state of mind
Get them to let you ask questions

Chris our digital expert asked, “But what do you actually say to get that done?”

Kate said, “Start with their name and then thank them for taking your call and show some concern for their time by telling them you will be brief. Here’s a script I’ve taught successful sales people for years:

Mr. or Ms. Jones thank you for taking my call. I know you’re busy so I will be brief. Introduce yourself followed by their name

It uses their name. That is the strongest set of words for just about anyone. Said properly they hear the respect. Saying thank you drops their reluctance a notch or two more. Acknowledging that he or she is busy and stating that you will be brief gets you just that little bit more attention. Introducing yourself and then saying their name again starts to build a relationship.”

Bubba asked, “So you’re saying there’s an opening and then an introduction, is that right?”

“You bet,” said Kate, “At that point the best approach I’ve seen comes right out of Fletch’s 30-Second Marketing. You have to do three things in this introduction:

State the problem that most people that buy your product or service are trying to solve
Tell them what you do to solve the problem.
Get them to agree to answer a few questions.

Make sense?”

Chris scratched his head and asked, “Can you give me an example?”

Kate responded, “That training company you worked with is a good example. Here’s what I would say in that case:

You know how companies like yours need to have training that meets state and federal requirements and that you can prove your people have taken?

What we do is provide a fully approved on-line program that keeps track of time spent by every one of your people including all their test scores.

Would that be of interest to you?

Understand?”

The Takeaway:

Start with their name
Thank them
Show concern
Promise to be quick
State the common problem
Tell them how you solve it
Get agreement to ask some questions.

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

The Eternal Opposite

Posted on 2015/06/06 by Jerry Fletcher

Kate asked, “Are you just naturally contrary or do you do it on purpose?”

I began, “Sales experts like you are always telling me that…”

Bubba, our peach of a branding expert interrupted me as he arrived and slid into an open seat . He said, “Y’all should know by now he’s just naturally cantankerous but there is usually a reason and most often it is because he smells money. He’s looking at things that way agin I’ll bet.”

Chris took a sip of his tea and said, “So why don’t we let him defend himself if he can.”

“Challenge accepted,” I said. “I was telling Gail about a client that was bemoaning the fact that a survey from Aspect Software found that one-third of consumers would rather clean a toilet than talk on a phone with a customer service representative. She was overwrought about her customer service department. All I really did was point out the other side of that equation. Two thirds were happy talking to a CSR on the phone.

The problem is that humans are gated to see the danger and run from it. That’s okay if it’s a rattler or a hungry tiger but statistics and analytics are for sorting out the good the bad and the ugly rather than a reason to put on your track shoes.

You have to look behind the numbers.

Reporters and marketers are always backing the hearse up to the door. That doesn’t mean there is dead body inside.

Gail piped up, “So you’re advising us to look at all the percentages or both sides of the survey, right?”

“No,” I said. “I’m saying you should not only look at all of it but think about how you can use the data to your benefit. Some examples:

One up Kate’s alley—in 2015 CSO Insights Sales Performance Optimization Survey of 1000 firms worldwide reported that 37% of companies had implemented a sales collaboration/networking system such as Chatter, Jam, Jive, and Yammer. Less than 35% reported noticeable impact. That tells me that 65% are in need of some help in making it work. Whether she goes direct to the companies or gets a contract to do the job for one of the software firms there is money to be made.
Any of you ever hear of Optor? No? But I’ll bet you’ve heard of Occupy Wall Street. The occupiers got our attention branding themselves ‘the 99%.’ The movement was an abysmal failure. Everyone lost interest.

Optor, on the other hand succeeded. They overthrew the Milosevic government in Serbia. They focused everything on their mission. People joined them over time seeing that dedication and the slow but sure progress. They became the definition of a positive feedback loop.

Optor operated like a start-up company rather than a protest group. They wrote a manual that has been picked up and used in the Georgian Republic, the Ukraine, Egypt and other parts of the Middle East.

The lesson for me is that to succeed you need a vision and a mission not just a slogan.

One more. According to the 2015 Social Media Marketing Industry Report, Facebook is the most used Social media for B2C companies while Linked In is the one B2B companies prefer. No surprise there. What is surprising is the role Twitter plays in both and the fact that it is nearly twice as heavily used in the B2B space. No, I haven’t figured that one out yet.”

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

How Do You Decide To Fire A Client?

Posted on 2015/02/21 by Jerry Fletcher

Time to fire a client?

Kate, our sensitive sales expert took one look at me and said, ”who rained on your parade?”

I said, “Is it that obvious?”

At that point the entire table erupted with comments ranging from “Totally transparent” to “Like smellin” your way to the ribs dinner.”

I admitted that I was indeed down in the dumps because I was trying to decide whether or not to fire a client.

Gail asked, “Are they paying their bills?”

“Not really,” I said, “you see it’s a pro bono account.”

Bubba, our Dixieland brand expert asked, “So how did y’all get crosswise with each other?”

“It started when they decided that a new name was necessary,” I replied. “Every time I tried to get them to follow a proven process to get to a name they went kiting off in directions that were at best ill-informed. I nearly quit when I literally had to bite my tongue at one point.”

Rick said, “Let me guess, they simply wouldn’t listen to you. We run into that all the time in the direct marketing business. We get hired because they say they need and want our expertise then when we strongly recommend something that scares them even though we have precedent they want us to change it.”

“And when you say no they won’t listen to why,” continued Chris the Digital Marketing Director.

“Are you guys Psychic? I asked.

Kate said, “Yes we are in a way. I’ll bet that you were trying to get something resolved at reasonable speed and the continuous changes and multiple different requests just built up until you told them off.”

“Yeah,” I said. “It’s only the second time in my life I’ve been this angry. The first time cost me about $150,000 and a marriage. This time I’m out several hundred dollars and a bundle of time but that is not the major problem.

Bubba asked, “So what’s the problem? You’re supposed to be a pro. Just ‘cause the cat worried th’ yarn to a frazzle ain’t no reason to up and quit.”

“Rob, usually I’d agree with you but they are adding insult to injury. In my view every consultant is known by the work they do for their clients and this is one that is committing graphic offenses I just cannot be a part of. I can’t let people think I had anything to do with any part of this organization. I wish them all the luck in the world and I hope there are a lot of contributors out there with little or no graphic taste but I have standards.

The Takeaway

Good clients hire experts and then listen to them. Good clients base decisions on recommendations, measured precedent and the proven ability of the consultant to accomplish preset objectives.

Jerry Fletcher’s recaps his conversations with clients, prospects and a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the fiction’s ringleader and secretary.

Jerry has been researching and implementing small business marketing that builds businesses, careers and lives of joy for 20 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

Marketing In An Age Of Simultaneity

Posted on 2015/02/14 by Jerry Fletcher

“It’s morphing again,” Bubba said as he lowered himself into a side chair.

“You are the branding Guru” said Rick,” but sometimes you are more than a little mysterious my friend. What the heck are you talking about?”

“Marketing and ‘bout everythin’ else,” Rob responded.

“So,” Kate said, “does that include sales?”

Rob drawled, “If you can’t run with the big dogs, these days y’all gonna have to stay on the porch.”

“Rob,” I said, “back up and tell us what got you all stirred up.”

“Look around the table,” he said. “Ain’t a one of you that does just one thing anymore.

Rick is a statistical whiz which is why he’s so good at direct marketing. And on top of that he can network his way to new business pitch standing in line at an airport check in counter!

Gail, writes, edits, teaches others to do it and has been an on-air personality and run a couple of ad agencies.

Kate can consult in a boardroom in the morning and go out and make cold calls with a newbie in the afternoon and then make a speech in the evening.

Chris writes code plus drives a digital marketing team that has built a business to twice what it used to be and he dabbles in real estate because he likes the investment opportunities and making houses better.

Fletch has a degree in design but managed ad agencies and PR firms. He’s an expert at positioning, CRM and automated marketing and speaks on three continents on networking. Somehow he explains what Rick does.

And we are not unusual. Like a lot of folks we do all that stuff simultaneously!”

Gail interjected, “So what is bothering you Rob?”

Rob replied, “Used to be y’all could be a writer or a coder or a single whatever. Today to be say a reporter you have to blog, tweet, video the event or the interview, photograph it, edit it and serve it up in multiple forms all of which require some expertise.”

Kate said, “I see what you mean. Most of us have been successful because we can do multiple things reasonably well rather than just a single thing.”

“But it’s more than that,” Chris noted. “That multiple expertise is what used to make us stand out but I think Bubba is saying that it is now the new marketing norm.”

“Y’all got it,” digital dude. “If you’re fixin’ to get into the business or you are ready to break out you’d best be adding some skills that match up with what you do or take it ‘round a corner folks haven’t connected yet.”

Gail said, “I’ll translate:

The Takeaway

Being good at one thing is not good enough anymore. You need to match your primary skill with a couple more that give you more insight and a greater spectrum of bankable capabilities.

This blog recaps the luncheon conversations of a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly plus creative thinking to find what works. Jerry Fletcher is the fictions ringleader and secretary.

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

How Small Businesses Really Find Buyers

Posted on 2015/01/24 by Jerry Fletcher

“Guys,” I said, “I got referred into this prospect because he needed strategic marketing help with a complex situation that could grow his operation by 500% in 3 years. I spent an hour with him discussing his business and the market he wanted to pursue.

Then he asked me why I wasn’t talking about about advertising and PR and Web Site performance.”

Rick, our direct marketing expert asked, “How did you respond?”

“I told him that I had to understand where they were now in order to begin to find a way to get to where they want to go.”

Gail, the veteran copywriter shushed me and said, “Did you ask him what he thought marketing was?”

“Yes. His ideas about marketing were similar to what I’ve found over the last 20 years asking business owners and managers about how they think people find them and buy from them.

I asked him to list where or how he believed marketing would have the greatest ROI for his Enterprise level computer consulting him. Here is his list:

Direct sales
Trade Shows
Online (Website, SEO)
Public Relations (PR)
Responding to RFPs (Requests for Proposal)

“I know you’ve actually gone out and asked your client’s customers how they came to buy, said Gail, “how does that compare?”

“Well, that varies by the phase the company or product or service is in at the moment. There are three phases as shown (This is just one of the information displays in the FREE Whitepaper that will change how you look for buyers)

It doesn’t matter whether it is a one man band or a corporate megalith the answers tend to be the same and are only limited by the budget available. What works according to the buyers fall into six categories:

Referrals/Word of mouth
Prior Experience
Distribution/Direct Sales
Direct Marketing
Networking
Everything Else.

You’ll notice that only one of these was on his list so he’s missing over 80% of why clients would seek him out.

The Takeaway:

Small Business Owners need to know what works versus the hype and what has changed over time and how to take advantage of the changes. Get the 20 page whitepaper: High ROI Marketing for a limited time FREE.

This blog recaps the luncheon conversations of a group of business development professionals. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and secretary.

Schedule a personal appearance. Jerry speaks internationally on Networking, Marketing and Contact Relationship Magic. www.NetworkingNinja.com

How To Be A Brilliant Conversation Networker

Posted on 2015/01/17 by Jerry Fletcher

“I spoke to a group about the Secrets of a Marketing Rainmaker on Wednesday. I used the write up about what it takes to be a stellar networker by being a brilliant conversationalist as one of my giveaways,” I said.

Chris asked, “Did you offer it as an incentive for filling out your feedback form like I’ve seen you do?

“Yes,’ I said, that is a trick I picked up from another professional speaker.”

Rob, the branding guru from Georgia, drawled, “Y’all know he does that right in the middle to shake ‘em up and make ‘em want that idear for their very own. It’s his way of gettin’ the dogs out from under the porch.”

“Fletch,” Kate asked, “Can you translate that?”

“Sure,” I said, “Rob’s idea of being a brilliant conversationalist is being the center of attention. For him, that works. For the really good networker there’s another way.”

“Oh?” Kate said.

“Yes,” I responded

The table went quiet. They were all looking at me.

I said, “Tell ‘em, Kate.”

Kate explained, “It’s a technique I came across in some sales training done by Xerox in the 90s, I think. What you do is:

Ask an open ended question, one that can’t be answered with just a word or two.
Shut up and listen.
When they run down simply say Oh?”

“Oh? “ I said.

She went on, “They will keep adding information just about as long as you are willing to listen. The trick is to get them started.”

Rick dove in, “And the most common question in our culture is what do you do? And the best way to answer it is in Fletch’s 30 Second Marketing.”

“Give the man a gold star,” said Kate. “Anyone else have a question that works?”

Rick, our inveterate traveler, said, “I’ve got another one—If you could visit any place in the world, where would you go?”

“That works,” said Kate, “If you remember to say Oh?”

Gail piped up, “If you could have any technology to help you run our business, what would it be?”

“Sure,” said Kate. “Again, remember when they run down to say Oh?”

The takeaway: Ask an open-ended question and listen. When they run down just say “oh?” to learn more.

What question would you ask?

Jerry Fletcher provides this kind of proven marketing advice to all his clients from across kitchen tables to corporate board rooms. See his answer to “What do you do” in the video on the home page of: www.JerryFletcher.com

Jerry speaks on 30 Second Marketing, How to develop an unforgettable self introduction. See his story about Margie at www.NetworkingNinja.com

Passion of Pursue

Posted on 2014/12/27 by Jerry Fletcher

I said, “A Linked-In contact in the Middle East described her ongoing education saying, “rather than pursuit of passion, I like the Passion of Pursue :).”

Gail, our writer, replied, “The tenses and words are all twisted around but there is a beauty in the comment.”

Rick, ever the practical direct marketing guy surprised us all saying, “There is something magical in what she is observing.”

“Magic?” questioned Rob.

“Magic.” Said Rick. “All of us spend our days working on ways to build our client’s businesses. They expect us to be passionate about it. But we can never be quite as passionate as they are. And as much as they think that for us it is all about the money. It isn’t.

For us the passion is in what we are doing. It is about psychic rather than physical rewards.”

Surprisingly, Kate, the tough sales consultant was nodding in agreement.

“How often,” she said, “have each of us admitted that we would do what we do even if we didn’t get paid for it. Ours is the passion of pursue… getting it done, making something happen, wanting to make the world a better place.”

“That reminds me of Steve,” I said. He was flat broke when he came across an article in the paper. By the time he realized what was happening he had started what will become a charity. It has a crazy name: Carbon Sucking Trees. Take a look at the website. He’s done all this work with no hope of a personal payback. It’s the Passion of Pursue.”

“Carbon Sucking Trees,” mused Rob, our branding guru. “That is one of the weirdest brand names I’ve ever heard. I’m not going to ask, I’ll just go to the web site and figure it out. But I have to tell you this playful approach to words is one of the techniques commonly used to position and brand products and services. Here are some examples:

Famous: The Uncola for Seven Up
Not so famous: The Untangler for Shell Tain a money consultant who is one of Fletch’s former clients
Sorta Famous: Digimarc (the name Fletch came up with for a “digital watermarking company”
Not so famous: KDI Americas (Fletch suggested adding the ‘s’ to broaden the scope of a company already known in Asia and Africa which was moving into this hemisphere. It worked.

I responded, “Bubba, you are kind to use examples from my portfolio. I do appreciate it. But I’d like to get back to what Rick and Kathy were saying. I agree that the true professionals in business development do it for more than the money. They are passionate about it, but it is the results that gets them involved.”

Chris, the digital director said, “Then how come the very best cost so much more than others?”

“They do and they don’t,” I said. If they are good at what they do, they are always working. They have less time and because of that they raise their rates. And the world knows they are good at what they do and more people are eager to work with them. That cycle repeats and repeats. But they are still intrigued and if you can lay a problem in front of them that gets their interest the price to you might not be as high.

The Takeaway

Don’t be put off by your fear of the cost of an expert. That expert may get you answers much, much faster. More importantly, if your problem is intriguing they will give you value in multiples of what you pay. And, should you catch them at the right time, their advice may cost nothing yet be the best you will ever receive because theirs is the passion of pursue.”

The lunch bunch is a group of marketing and sales professionals that meet for lunch each Friday. They discuss what’s new, what’s old, what’s good, bad and ugly but mostly what works. Jerry Fletcher is the ringleader and the one that writes up their comments. Sign up to get updates on all their discussions at www.JerryFletcher.com/profit

Jerry Fletcher has been researching and implementing marketing that builds businesses, careers and lives of joy for 20 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

How To Shape A Marketing Mindset

Posted on 2014/11/01 by Jerry Fletcher

Karen and I were chatting over coffee the other day and I realized that not every small business operator is in a sales or marketing mode at all times.

Chris, young but wise in all things digital asked, “What do you mean?”

“She was telling me about speaking at an industry event and how it had gone.”

Kate interjected, “And she got no sales and no leads, am I right?”

“Yes, Madam Sales, you have put your finger on the problem. What would you recommend?”

Kate took a sip of ice tea and said, “It’s a matter of mindset. You need to decide what the single most important outcome needs to be for you on any day in any situation.”

Rick said, “That’s one thing we do when we build a direct marketing campaign. We try to anticipate what a prospect might do and provide ways to overcome objections, pull them back to considering our solution and give them some reason to buy in. Is that what you mean?”

“Sounds like you have to do it for life,” said Chris.

“Yes and no,” I said. “My friend Karen was unhappy. The first thing I asked her was what she expected to get out of it. She hadn’t thought about it! Then I got her to think through what she would have done differently if she had thought it through. Here’s what she came up with:

Figure out just what you’d like to get from the overall situation and this piece of it.
Act on it. Do what will get you to your goal without damaging the relationship.
Do it again situation by situation.

I call it being true to your mission. When you know why you are in business all you have to do is look at a task or decision and if it keeps you on mission it is the right thing to do. It is the marketing mindset that will make you successful.

“Sounds like branding to me,” said Rob. “Y’all can’t know every situation your brand is going to get into but you do know what you want it to stand for with the folks that are rubbin’ up against it. That doesn’t change so long as you’re true to what they believe you to be. But if you go kiting off in all directions or you don’t pay attention to being just one thing you’re gonna’ get ditched and that ain’t pretty!”

“You’re right Bubba,” said Kate. The difficulty is going from the way most people operate almost on remote control to a focus on what is happening in the moment and putting all their cognitive capabilities into play to get to the goal set. “

“That isn’t easy”, I said.

“And it can’t be done overnight,” Gail, our resident writer joined in. That old saw about it taking at least 30 days to change a habit is true and when you’re dealing with a behavior like this the recidivism rate is over the top.”

“Didn’t I just say it isn’t easy.” I asked.

“Not as eloquently,” said Bubba.

Kate said, “If you want to act intentionally ask yourself one question as you begin any task: Why am I doing this? If you don’t have an answer, you are coasting. Stop.

Re-read what Karen came up with. Take a little time to think through what your mission in life is. You have a mission, don’t you?”

Our Mission: Deliver the marketing knowledge that makes it possible for the “Little Guys” to go it alone… successfully. Learn more at: www.JerryFletcher.com

Jerry has spoken professionally on three continents. His hard-earned expertise is in three business development specialties: Personal Networking, Marketing and Contact Relationship “Magic”. Jerry’s speaking site is: www.NetworkingNinja.com

Why Speaking Is Potent Small Business Marketing

Posted on 2014/10/25 by Jerry Fletcher

“I get paid 2 ways for speaking,” I said.

Rob, our Georgia peach branding guru, drawled, “Yassuh, too much and way too much.”

“Bubba,” said Kate, coming to my defense, “You are way out of line on that one. I saw him a couple weeks ago and by the time he packed up his computer and took some overtime questions the meeting planner had enough positive feedback to ask him to schedule them for next year. He can be difficult I know but he’s a real pro on the platform.”

“Thanks Kate,” I said. “The two ways I was about to mention were:

A chance to sell a concept, or approach, a solution or a scenario that can lead to a product or service sale
A check for becoming more of an expert.”

Chris, our young digital mastermind grumbled, “The problem is I’ve seen people at small conferences that were doing straight sales pitches instead of providing some information I could use.”

Kate responded, “That is a problem. But once you figure out how to make send the audience away glad they saw you, speaking is one potent sales and marketing tool.”

Bubba said, “Potent like how? Is it like one of those Long Island Ice Teas or more like some of those corn squeezin’s from the south forty?”

Mr. Direct Marketing, Rick couldn’t resist. He lifted his glass, looked through the liquor at Bubba and said huskily, “It’s potent like a brand that has been tenderly fermented, aged in oak and then poured from aloft splashing and frothing into the light.”

Gail, the resident writer began clapping and the others joined in. She said, as things quieted down, “Speaking gets you in front of a crowd of people that want to see you, want to hear what you have to say and now consider you an expert simply because you accepted an invitation to share your insights.”

“That, is one superb reason,” I said. “Even if a small business owner or entrepreneur is not being paid for being there, getting in front of a bunch of potential customers is wonderful.

Most of us fill up our days doing what must be done. But when a speech is imminent we shift gears and begin taking the ideas we’ve been working through for days or months or years and start refining them.

Learning kicks in at a higher rate as well. We discover that we now understand better because we have to be able to convey the information more effectively.

But there is another reason that maybe just as important.

Time.

Think of it. There are 50 or 100 of them in the room that you don’t have to chase down in a series of cold calls and appointments and visits. Getting to talk to that crowd is a real time saver and increases your potential sales geometrically.”

It’s like P.T. Barnum said, “Behind every crowd there’s a silver lining.”

Jerry meets on line and in person in the Americas to change the marketing of small companies. He prefers working with “Little Guys” with well under 500 employees. Learn more at: www.JerryFletcher.com

He has spoken professionally on three continents on his three specialties: Personal Networking, Marketing and Contact Relationship Magic www.NetworkingNinja.com is his speaking site.

How Do You Build An E-mail Marketing List?

Posted on 2014/10/18 by Jerry Fletcher

“That’s the question for all of us that want to sell products on line,” I told my brain trust.

The two most familiar with digital marketing spoke first. Rick, our direct marketing guru said, “Buy one.”

At the same time Chris the digital Marketing Director said, “Build one.”

Rob, our Georgia-born branding expert sighed and said, “Y’all want to dance?”

“Sounds reasonable to me,” I said. “Why don’t you two have at it. I’ll referee and if the rest start piling on, I’ll encourage them. Just remember we want solutions for the little guys that don’t have a ton of money or time.”

Rick said, one of the most successful ways I know to build a list is to buy an e-mail list of people that have bought something in the same arena you’re selling into. You just have to be sure that you get good recency and frequency information.”

Rob asked, “What does that mean?”

“Bubba,” Rick said, “list brokers, particularly those that work with retailers keep data on how long it has been since someone made a purchase and how frequently they buy. Those are selects, ways you can have them parse their lists for you so you get people with a track record for buying the kind of thing you want to sell them.”

Chris chimed in, “And you can do the same thing if you want to build a list. What I’ve done is buy regular mail lists because it is usually cheaper and there may not be an e-mail list of the customers I’m looking for. Then we send out post cards to them to get them to respond on line usually for some information they want or to sign up for an educational webinar. We’ve been running 5 to 7% sign up each time we mail.”

Kate’s bracelets were clanking as she gestured no at both of them. “Look guys, Fletch said limited time and money. As a sales consultant I run into this all the time. You gotta find a way to put people in the pipeline now, without spending a bundle. What have you got for folks like me?

“I can speak to part of that,” I said. Start with what you have:

Contact your current clients/customers and ask what they are looking for (and then sell it to them and put them in your customer list)
Contact your current prospects to determine where they are in the process (Sell ‘em if it makes sense, toss them or put them in your list for futures)
Pull that pile of business cards out of the drawer in your desk and go smilin’ and dialin’ as Bubba would say. (Same triage: Sell ‘em, List ‘em or Toss ‘em)
Or, if you have the right integrated CRM in place put out an Opt in message that is connected to a benefits landing page that automatically puts something of value in their hands via download, puts them in your list automatically and can even begin a drip campaign based on their stated interests or concerns.”

Kate said, “Instead of trying to sell a product sell them on the idea of staying in contact with you. I can tell you the process works. I’ve been doing it for years only not as regimented as I should.”

Gail, our copywriter said, “Don’t forget a call to action. Always give people a way to contact you regardless of whether it is an article or an interview, a video or an association meeting. It’s just like Fletch’s story about fishbowl marketing where the customers put their business cards in a fish bowl by the checkout.

“Don’t forget, Gail” I said, “that’s the client that found she had to put a sign in register by the fish bowl for all the women that were her best customers that didn’t have business cards.”

The real question is what will work for you? Do you have hard data on your attempts?

Jerry Fletcher meets around kitchen and boardroom tables to change the marketing of companies in the Americas. He prefers working with “Little Guys” with 1 to under 500 employees. Jerry’s consulting web site is www.JerryFletcher.com

Jerry speaks professionally on three continents on how to craft Trust-based marketing that builds businesses, careers and lives of joy…on and off line. His speaking site is www.NetworkingNinja.com

Jerry Fletcher's Secrets of Small Business Marketing

How to build your business, your brand and a life of joy…on and off-line.

Category Archives: Consulting

What Not To Say For Openers!

The Eternal Opposite

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