Zee2A's Marketing Edge Blog

March 7, 2010

Have you met the ‘Goop Guy’?

Every now and then we run an article from a guest author, and today we are delighted to re-print ‘The Goop Guy’ written by Robert Middleton, one of our colleagues and associates.  As you read it, have a think about the principles involved and how they relate to your business and the way you do your marketing – then please add your comments at the end!

*

Imagine sitting in the middle of a swanky shopping center, a male

cosmetologist hovering over you, with goop slathered all over your

face. Not a pretty picture. But that was me on Friday.

How in the world did I get into such a situation?

Well, it started innocently enough. I was in San Francisco for Mac-

World and stopped by the upscale downtown mall to pick up a few

shirts at Nordstrom’s and find a Valentine’s day gift for my wife.

As I was wandering aimlessly through the mall, I noticed a number

of young girls handing out a sample drink of some sort. I was

thirsty, so I grabbed a dixie cup of the elixer and gulped it down.

Before I could blink he was talking to me. I say “he” because I

don’t think I ever got his name. He was totally focused on me for

the next half hour.

Have you heard of the goji berry? he asked innocently enough.

Well, no I hadn’t. Oh yes, it’s one of the world’s most powerful

antioxidants, and the company he worked for, “The Secret of the

Himalayas,” was the purveyor of all things goji berry.

Before I could blink he was was looking at my hands and

commenting on how dry they were and asking what I used to

moisturize them. Me, I’m a guy. We don’t think about that kind of

stuff. But before I knew it, I was rubbing my hands with an exotic

product called Hunza Apricot Treatment.

It felt kind of like wet sand. I rubbed it in and then he rinsed my

hands ever-so-delicately with a spray bottle. Next was Body Butter,

a light moisturizer that smelled like coconut and apricot.

How did my hands feel now? he implored seductively.

Well, by this time I thought this was pretty nice stuff and would

make a nice Valentine’s gift for my wife. I was sold. OK, now let

me outta here.

Not so quick!!

The Body Better was followed by by the exotic Goji Peel, then

another moisturizer and toner which he proceeded to rub into my

wrist as he regaled me with the superior qualities of these

sublimely divine body products.

OK, OK, enough already! I’l take the Apricot Treatment, the Body

Butter and the Goji Peel. My wife would be happy and I could get

back to MacWorld.

But wait, he was willing to give me the dispenser of special

moisturizer for only $50 and throw in the toner for free. How could

I possibly say no to that? I pulled out my credit card and $240 of

my new-found products were wrapped up and ready to go.

But just one more little thing.

He looked soulfully into my eyes and asked me what I was doing

for those bags so strategically placed beneath them. Bags? I have

bags under my eyes? Apparently so.

And before I knew it I was sitting on a stool being slathered with

eye goop. By now I was having fun. This guy was such a

consummate salesman I couldn’t believe the path he was taking

me down.

Here I am, a guy, considering goop to put under my eyes every

day! When would it all end? Then I realized it. It would never end.

As long as he had my attention he would continue to sell.

Then he showed me the prices. $175 for the eye rejuvenator and

$275 for the collagen cream. Yeah, how on earth did we live before

collagen? And don’t forget the mask that was now spread over the

right side of my face.

He gently wiped off everything with delicately moisturized cotton

puffs and then had me look in the mirror. Did I notice the

difference? Well, actually I did. My right eye was now definitely less

baggier than my right one. Wow, this stuff works!

But at that price? You gotta be kidding me!

But suddenly I learned that, for a very limited time, and just for

me, he could give me the first two products for a greatly reduced

price and throw in the third for free.

Well, I finally got ahold of my senses and thought… There is no

friggin’ way I’ll use this eye stuff for more than a few days, feel like

an idiot and regret my purchase. My sanity took the upper hand

and I told him firmly, thank you, but no.

An average salesperson would have moved on. But not Goop Guy. I

think he used about five more closes (don’t you care about your

eyes? was the most heart-rending) before I took off.

Nevertheless, as I gathered my bags and walked away and down

the escalator to freedom, I looked back and still saw him enticing

me back to his parlor of lotions and potions, never really giving up

until I was completely out of sight.

My only regret was that I hadn’t pulled out my Flip Video and

recorded him in action. It was in my pocket, but as I contemplated

returning, I knew I probably wouldn’t get away without buying

that damn eye goop.

*

The Bottom Line:  If most Independent Professionals

had one tenth of the focus, persistence and charm of this guy,

they’d be making ten times the income. No, you really don’t have

to manipulate, but certainly you’d know exactly what to say to

make your services compelling and valuable. You’d have a great

answer to every single question your prospects asked, and always

have another way to move the sale forward, no matter what.

*

© Robert Middleton of Action Plan Marketing. Please visit
Robert’s web site at www.actionplan.com for additional
marketing articles and resources on marketing for professional
service businesses
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January 27, 2010

Are you sick of spam?

Like almost every email user (and that’s prettymuch everyone these days!) you probably get plenty of email newsletters landing in your inbox on a daily basis. But how many did you actually sign up to yourself?

If you’re anything like us you are probably receiving a wide variety of newsletters, offers, sales pitches, and local business announcements that you never requested.

Worse still is that if you don’t actually appreciate receiving them you probably can’t even have yourself removed from the mailing lists, can you?

It’s bad enough when you are the victim… But what if you are the perpetrator?

Over the next few days we’ll be sharing five of the top guidelines that ezine publishers need to adhere to – check back tomorrow for tip number one and make sure that you start getting it right!

September 25, 2009

Brand is Not Just Marketing

Monday I wrote ‘Part 1’ of the enlightening customer service experiences I’ve had during the last month.

As I mentioned, there’s always a lesson to be learned. Sometimes we get to snigger at the dupe that just doesn’t get it too. You’ll learn from each one while they’re (hopefully!) entertaining you, and in this one you’ll get to chuckle at the numpties who just didn’t get it.

2. Brand is not just Marketing

This is a little embarrassing, but I’m at the age where I actually notice the deterioration in my eyesight. I got new glasses a year or so back, but I knew it was time to have a new test. The opticians I previously used sent me a voucher for a free eye-test, so I called and made the appointment.

The opticians in question are considered the ‘premium’ brand on the high street. Their shops are a little more ostentatious, and their prices that little(!) bit higher. I used them previously because I consider myself too busy to shop around to save pennies, and felt that buying the ‘brand’ reduced my risk.

After the test (yes, my prescription had changed and I needed new glasses) I was introduced to the ‘salesperson’ who was to help me choose new glasses. (Remember, the eye-test was free so I hadn’t spent a penny up to this point.) Here’s where I had to make another embarrassing admission: I have a funny-shaped head. Specifically, I have large bumps immediately behind my ears, so I can’t wear the normal ‘hockey-stick’ glasses. I need frames with straight arms that the bumps don’t get in the way of.

When I explained this to the ‘salesperson’ she got that ‘deer in the headlights’ look – the one that says ‘You can’t seriously be expecting me to work for a living?’ She perfunctorily picked a frame off the rack at random, sighed when it didn’t magically morph into what I wanted, then told me she didn’t know which was which and I’d have to go around looking for myself.

Yeah, right.

So I walked out of their shop and (within a couple of hundred feet) into their competitor’s. You know, the one with the really corny TV ads? Not the premium brand. There a very helpful lady called Helen took me to a rack with the right kind of frame, explained that I get two pairs for the price marked, and called the lab to see how busy they were because I needed these glasses in a hurry. To rub salt into the wound, she took the necessary prescription details from the eye-test I had got free with the voucher at the ‘other’ place. Two hours later I had two new pairs of reading glasses and Helen had put my credit card receipt in the till.

The moral of that story? If you think all you have to do to make money is slick marketing, think again. You and your staff have to deliver a service that makes customers happy, or you’ll be giving away a lot of vouchers for free services – and even then you might just be making your competitor’s job a little easier.

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September 21, 2009

Persistence Pays Off

I love parables, don’t you? They entertain and there’s always a lesson to be learned. Sometimes we get to snigger at the dupe that just doesn’t get it too. This week I’ve got two parables for you, and the best part is that they both happened to me within the last few weeks. You’ll learn from each one while they’re (hopefully!) entertaining you, and in one of them you’ll get to chuckle at the numpties who just didn’t get it.
Ready?

1. Persistence Pays Off

Last summer Vanessa and I took a long hard look at the bargeboards and soffits on our house, and hung our heads in shame. They were awful! So we used our network to find a recommended fitter, and were introduced to Mike Sullivan at Trade Plastics. Mike came over to give us a quote – and that’s where things got a little slowed up…

You remember last summer, don’t you? That was when the world was introduced to two new phrases: ‘credit-crunch’ and ‘publically-owned financial institutions.’ So Vanessa and I did what everyone else did, and put a hold on our buying decision. How many of your clients did the same? And that was where your sales-cycle ended, I’ll bet.

But not for Mike. Earlier this year he knocked on our door and asked how things were going. He didn’t come on strong at all, just wanted to see how things were with us. Wow! Follow-up! Who’s heard of such a thing? I wish I could say that we gave him the job right then, but we didn’t. We still weren’t ready to loosen the purse-strings, so we thanked him for the visit and told him we’d call him when ready.

So how many of us would have thrown that lead in the bin and moved on? I’d probably have put my hand up to that one. But once again, Mike didn’t go with the conventional wisdom.

About three weeks ago, our doorbell rang. And it’s a funny thing, because in the week leading up to that ring, Vanessa and I had been talking about our bargeboards. If they were awful a year ago, can you imagine what they looked like by now? And the gentle ‘thaw’ of the recession is undeniable, so we were looking once more at our budget.

So when Mike was behind the opened door, we asked when he could start the job. A week later, we had lovely new bargeboards and Mike had the money in his bank account. (We can heartily recommend Mike’s work, by the way. Also, he’s a great guy, he has a great team and his prices are reasonable. So if you need that kind of work done, drop him an email.)

The moral of this story? Follow-up, follow-up, follow-up! Don’t be pushy, but if a prospect seemed interested and then got distracted, touch base and ask how things are going. If they’re still not ready wait for an appropriate interval then rinse and repeat. Like Mike, you may well get the business in which you invested so much effort.

Check back on Friday for my other story!

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June 19, 2009

Is your business the best-kept secret in the industry?

Many small businesses like yours are able to deliver a far more personal, tailored service to clients than your larger competitors, and have very satisfied customers because of it. Unfortunately nobody else seems to know, so prospects go to the competitor blissfully unaware that they could get a far better service from you for a very similar price! If only you could develop branding like theirs to attract prospects!

But why not?

Would you like to know how you can develop a powerful brand that will make your sales cycles shorter and close more deals at list price?

Our free five-part eCourse will help you to understand the common elements of all great brands (no, they don’t include a fancy logo!) and will provide you with simple tools to begin crafting your brand.

Learn more about it and claim your free access HERE and you could begin the process of lifting your service offerings out of the ‘commodity morass’ and into Premium Brand territory today!

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June 12, 2009

Online vs Offline?

Philip Rosenthal sent Vanessa an email asking:

‘How much effort should a consultant put into their online presence versus offline face to face networking?

It may be different for different consultants, but how do you decide how much time to put in or what mix of time to put into different areas? I am concerned that online marketing is a potentially endless sink of time and am not sure what the returns will be compared with traditional marketing.

Also, I have been on [a particular online networking facility] for less than a month and have about 30 connections – some of whom are people I don’t really know but are members of professional societies of which I am also a member and live in the same city as me – I hope to get to know them better this way. Any suggestions?’

Hello Philip,

Great question, and one which I’m sure many other Marketing Edge readers are wondering about. You raise three separate points, which I’ll address one by one:

Online vs offline networking

How much time you decide to spend in one area versus the other depends entirely on where your prospects are and you may have to do some research of your own to find out where that is. As a business owner with many commitments you simply cannot afford to waste your time, money and effort in activities that have minimal impact.

Are your prospects researching and making buying decisions from behind their PCs? If so, are they building relationships with potential suppliers through social networking, or are they using search engines to find information on specific services? (Two distinctly different approaches!) Or are they making those decisions on the golf course? Do they read specific trade journals or attend business to business shows and exhibitions? Find that out, then find a way to regularly get in front of them.

The returns compared with traditional marketing

Any marketing you do – whether online or otherwise must fit in with an overall strategy. They cannot be adhoc events or activities that get done on a whim and without proper forethought and planning. Remember too, that not all methods work for everyone. You have to test it and measure it. If it works, do more of the same. If it doesn’t work, or doesn’t work well enough, change tactics.

For example: Just because you’ve always had an advert in the Yellow Pages doesn’t mean you should just keep on renewing it. Do you know how much business you actually get because of that advert?

The same principle applies to your weekly networking breakfast; your brochures; your website; etc. Don’t blindly keep doing something just because you think you should, or because you think that ‘doing something is better than doing nothing.’

Getting to know your contacts better

Well done for creating an online profile and getting active in making connections! (For some top tips on creating and maintaining your profile, see my article Revamp Your Online Presence in Four Easy Steps.) It is important that your connections have substance and that you can add value to each others’ networks.

What is the point of hundreds of connections that are just there to boost your numbers, but you know nothing about each other and never interact? It would be just as ludicrous to collect hundreds of business cards at face-to-face events and stuff them into an overflowing business card folder that never gets opened again, other than to add more cards!

Your approach to connecting with fellow members of professional societies you belong to and people who live in the same town as you is a good place to start. May I suggest you take the initiative in arranging a meet-up to build those connections into REAL relationships. Perhaps something like meeting for a drink after work – invite all thirty connections and see who turns up. Not only will you benefit from getting to know them better, but they will benefit from meeting each other too. (By the way: This suggestion works equally well if applied to that over-stuffed business card holder too!)

Thank you for your question,

 

Other readers with questions are invited to submit them here and we’ll do our best to answer them in an upcoming issue.

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February 18, 2009

Two Marketing Mistakes to Avoid in Your Start-up Business

Two Marketing Mistakes to Avoid
in Your Start-up Business

You can hunt ducks and pheasant with a shotgun – a weapon that sprays tiny pellets around a broad area. But if you want to bring down big game, that approach won’t work. Why? Because the mass of the pellets is simply insufficient to bring down the animal. So you need to change your weapon, and use a hunting rifle instead. Hunting rifles are designed to propel a massive bullet with sufficient velocity to get you your trophy – but there is a downside. You can’t just aim in the general area of the target and ‘spray’ bullets. You need to be pinpoint accurate with your shot – and most times you get just the one shot.

Right about now you’re thinking: “What the …? I don’t read this blog for hunting lessons!” An understandable reaction, of course, but in a roundabout way that is exactly why you read this blog! As business owners and Sales and Marketing people we are hunting down new business and revenue streams, and we can learn lessons from things hunters already know. Like the fact that you can hunt rats and mice (and birds) with a ‘spray and pray’ approach; but when you want the impressive wins you need very sharp aim.

Small businesses pass through four phases in their passage to becoming big businesses, and each phase requires a slightly different aim. Over the next few articles we will look at each phase, and analyse the Sales and Marketing ‘aim’ required in each.

The four phases come about at the intersections of two key dimensions: Your offering (we’ll call it a product), and your market.

Primary Focus: The Start-up Phase

When a business first begins operations it sits at the Product/Market intersection labelled ‘New/New‘. An untested product offering is being marketed to an audience of prospects who have never done business with the organisation before. It goes without saying that this phase is fraught with dangers and challenges! However, the good news is that once you have passed out of this phase there is no need to ever re-visit it – although some willingly step back into the maelstrom for reasons which escape me.

The Indiscriminate/Ineffectual Approach

There are two ways in which we can get it wrong in this phase: First (and very common), we can take a shotgun and fire on anything that moves. We don’t care what we kill, as long as the pot doesn’t remain empty at dinnertime! Here at Zee2A, we call this the Indiscriminate/Ineffectual approach. It is manifested by a high level of marketing activity, spread across an impossibly wide range of channels. Think: three or more networking commitments a week in widely different environments; brochures; flyers; adverts in the local paper(s); AdWord campaigns; Yellow Pages-based cold-calling – and the list goes on. If you’re checking boxes for the majority of these in your new business, you may well benefit from going back to First Principles.

Why does this approach not work? For starters, by taking the shotgun rather than the hunting rifle you have pretty much guaranteed that you will only ever bring home ‘rats and mice’. None of your many marketing initiatives is massive enough to influence substantial prospects into doing business with you. And there’s a further consequence – by blazing away at big game with a shotgun you run the risk of causing irritation, thus losing the chance to ever do business with that prospect. This happens when you put in front of a key prospect an ill-prepared marketing message or sales proposal – because you didn’t have the time to focus on their real needs. Once the door closes behind you (and it will) it will be extremely difficult to open it again.

Another reason to avoid the Indiscriminate/Ineffectual approach is because even duck-hunters have to have some semblance of good aim! Yes, the shotgun makes it easier, but you still have to be pointing at the right area of sky, and be able to time the shot.

The Discriminate/Ineffectual Approach

A second way to get it wrong in the Startup phase is to take our hunting rifle, then use it to shoot at ‘rats and mice’! Sounds crazy, I know, but we’ve seen it happen. This Discriminate/Ineffectual approach is characterised by a small set of highly-prepared marketing and sales initiatives, delivered with precision to the wrong audience of prospects. You’ll know you’re doing it when you find your order bookings are rising but your profits are shrinking – then when you try to raise prices to address the profit issue your order-book shrinks. You’ll also be guilty of it if you invest so much of your time and skills in working with the prospect before getting an order that they then don’t place the order because you’ve addressed their need for free.

Why does this approach not work? Principally because the business won doesn’t warrant the investment in winning it. It’s a gruesome visual, I know, but imagine how much would be left of a rabbit struck by a bullet from a rifle designed to hunt Wildebeest. Not enough to go in the pot for dinner – and that’s precisely the problem!

Being both Discriminate and Effectual is the Key

How can we avoid these mistakes in our start-up business? Consider the following pointers:

  • Know what you are hunting. Understand clearly who your target market is, so that when you get a prospect in the cross-hairs you can decide in an instant whether to take the shot or keep looking.
  • Know where to hunt. Know the demographics and psychographics of your target market, so that you can choose marketing and sales initiatives that will bring them – and only them – into your gunsights.
  • Be confident and positive in offering your product to prospects – after all, they’ve never done business with you before so they don’t know what to expect. Planning and preparation are the key to success in this area. Hunters don’t ask for permission – and they’re okay with the fact that they don’t hit the target every time.

In a future article we will look at the marketing and sales focus needed to a business in the Core Market phase of growth. In the meantime, Good hunting!

©David Deakin and Zee2A Limited 2009. Would you like to reprint this article? You may do so as long as you include the copyright notice and the following paragraph: David Deakin, CEO of Zee2A, is a marketing mentor who works with Professional services Executives yearning to take their business to the next level. Through one-on-one and group mentoring programmes he helps them to create sustainable marketing strategies that attract more clients at profitable rates. To learn more, sign up for his e-zine, or make an enquiry please visit www.zee2a.com.

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January 5, 2009

You Ought To Know!

Today we’re sharing a video from You Tube that (so far) has had over 44000 views.  In a very creative way it makes the serious point about why cold calling sucks and doesn’t work – and offers some ideas of what marketing activities get better results.

 

Once you’re done watching the video you’d be smart to refresh your memory on two previous articles in The Marketing Edge:  Never Cold Call Again! And Get More Clients into the Bargain… And Don’t Place Another Ad Before You Read This!

 

 

We’d love to hear your thoughts

November 28, 2008

Get More Clients Without Cold-Calling!

no-more-cold-calls

NEVER COLD-CALL AGAIN! 

And Get More Clients
Into the Bargain …

 

Okay, so that title sounds like a load of phoo-ey, right? (And yes, phoo-ey IS a technical term we marketing gurus use!) Everybody knows that the only way to get new clients is to cold-call, or cold-mail – how else do you find prospects that you might end up doing business with? That is at least how the accepted wisdom goes – and judging by the number of organisations in the UK currently selling lists of prospects carefully segmented by any number of weird and wonderful demographics, the accepted wisdom is still very much accepted. So how can I tell you that you’ll get more clients by NOT cold-calling?

 

Here’s something you might not have thought of before: Did you know that organisations like Sainsburys and Barclays Bank cannot cold-call? Now I’m not saying that there’s some kind of law that prevents them. Rather, I’m pointing out that it’s impossible for them to do so. How’s that? Because pretty much anyone who might appear on one of their marketing lists (and that includes virtually everyone over the age of sixteen in the British Isles) has not only heard of them, but also quite likely knows where their nearest branch or store is. The point is that we’re not cold prospects – we know them, we’re familiar with their logo and their place of business, and we have possibly even had some experience of them. We’ve already been warmed to them by our previous dealings with them, to the extent that we likely view them as part of our community. And that can make the world of difference to our reception when being marketed to.

 

Of course, part of the reason for that is the immense marketing and operating budgets at the disposal of these commercial giants. They buy this exposure by running TV commercials and radio slots ad nauseum (or at least it can feel like it!) and by having a physical presence on nearly every High Street in the country. Very few of the professional service organisations we work with have anything more than a fraction of a percent of that financial muscle – but there is still a vital lesson we can learn from their success. The lesson is this: Never market to strangers!

 

You may notice that the lesson sounds very like our title, and with good reason – cold-calling and cold-mailing are first-rate examples of marketing to strangers. Why not market to strangers? Three reasons (well, four if you count the conclusion): They don’t know you, they don’t like you, they don’t trust you – so they are not going to buy from you! You may want to remember this as the ‘know, like and trust threshold’ and test every marketing initiative against it. If a marketing initiative hasn’t already scaled the ‘know, like and trust threshold’, keep your money in your pocket.

 

You’re probably thinking ‘I’ve worked every lead I already know, so without marketing to strangers I’m not going to get even one more customer!’ We might debate just how effectively you’ve worked every lead you already know, but let’s agree for the purposes of this article that what you say is true. Really, if you want to grow your business you have no alternative but to market to strangers, right?

 

Ah well, having told you what not to do perhaps I should now share with you what you must do to turn strangers into profitable customers. The answer lies in identifying connections which link you with the strangers you wish to market to. What’s a connection? Think of it as an affiliation, a commonality you share with the individual you wish to engage in a marketing conversation. It really doesn’t matter that much what the nature of the connection is – are you part of the same church-group? Do you share a hobby? Did you grow up in the same town or attend the same school? Are you subscribed to the same Chamber of Commerce? A connection may even be established by subscribing to the same periodical!

 

It’s a fact that the single greatest human need is acceptance – a need to belong, to feel connected. In this twenty-first century world where the community values of our grandparents no longer have any kind of currency, we fulfil our need for acceptance through a bewildering range of virtual communities – some of them so virtual that they only exist in cyberspace! You would be making a dangerous mistake concluding that the connections we hold have little value – they are actually the most powerful marketing tools we have.

 

Don’t believe me? Then consider this – if you can identify a connection to your prospects, they are no longer strangers! If you’re still struggling to see this, perhaps you might want to tell me which of the following is a more persuasive marketing pitch:

  • 20% Discount on our services during December!
  • Produce a Basingstoke and Deane Council Tax bill to receive a 20% ‘community’ discount during December!

Of course if you’re thinking ‘Who wants to live in a dump like Basingstoke?’ you’ve just proved my point! We Basingstokers suspect how others feel about us (especially since that ‘Crap Towns’ book hit the shelves) but we know that we are part of a wonderful warm community and we look after each other. Which may or may not be true – but it’s our perception, so nothing could be truer for us. We’re connected, see? And we can’t be connected to strangers – that’s another impossibility.

 

I strongly urge you to do something right now that will have an immediate impact on your marketing success rates. Take a few minutes to consider where you might find communities with a high percentage of your prospects. Then consider how you might connect with those communities on the basis of joint participation, and frame a marketing campaign that emphasizes your connection.

 

Before long you’ll have added another connection to some of those community members – they’ll be profitable clients.

 

©David Deakin and Zee2A Limited 2008.

This article was first published in The Marketing Edge on 23rd January 2008

Would you like to reprint this article? You may do so as long as you include the copyright notice and the following paragraph:

 David Deakin, CEO of Zee2A, is a marketing mentor who works with Professional services Executives yearning to take their business to the next level. Through one-on-one and group mentoring programmes he helps them to create sustainable marketing strategies that attract more clients at profitable rates. To learn more, sign up for his e-zine, or make an enquiry please visit www.zee2a.com.

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November 18, 2008

Free Tele-Seminar: Four Steps to More Effective Sales

Free Tele-Seminar:
Four Steps to More Effective Sales

Tuesday 9 December
7pm UK time

 

For most Independent Professionals and Small Service Businesses it’s hard to get excited about sales and marketing. Somewhat like a visit to the dentist, we know we have to do it but we really don’t look forward to it. Part of the problem is that we aren’t as skilled in Sales and Marketing as we are in our profession, so we don’t really have the clarity of purpose we need to be successful.

This free one-hour tele-seminar will explore the four key elements of a successful sale, providing practical advice and examples to help you perfect each step. Each of the following will be covered:

1. The Right Mind for Sales and Marketing: Before we even begin to tell others about what we do, we need to be very clear on what our goals are for business and life. If we are truly to get excited about sales and marketing, it must draw on what excites us about our chosen profession. We also need to address and root out all of the negative attitudes we carry around about sales and marketing, as these simply drain our enthusiasm and sabotage our efforts. Two powerful tools will be presented to help you put on the right mind for growing your business successfully.

2. Powerful Marketing Messages: We live in a world in which we are deluged by advertising and marketing. To cut through the din and grab the attention of our target audience we need to have a powerful way of presenting our services. We will run through a simple formula for developing a marketing message that not only gets attention of the right people more often, but also allows us to qualify prospects with little time and effort.

3. Sales and Marketing Strategies that Work: Many small businesses spend significant amounts of money on marketing initiatives, then suffer disappointment when the return on their investment falls far short of expectations. A process will be outlined whereby the return on each and every marketing initiative can be maximized – simply by understanding the journey a prospect takes from when they first meet you as a stranger until they are ready to commit to working with you at a premium rate, then by tailoring marketing and sales efforts to seamlessly lead prospects through this journey.

4. Turning Strategies into Paying Clients: Unless we implement a strategy effectively we derive no benefit from it. As busy professionals focused on delivering to paying clients, how can we fit the actual delivery of marketing strategies into our day? A tool will be demonstrated which allows entrepreneurs to ensure that, instead of ‘boom and bust’ marketing, they market their practice every day, every week and every month.

Registration Details

 

Date: Tuesday 9th December 2008
Time: 19h00 – 20h00 (UK Time)
Venue: Your Telephone or Skype’d Computer

(you can even attend in your PJ’s!)
Even if you can’t attend the live call,
register free to receive the audio recording!

 

Once you have registered you will receive
full instructions via email,
including the conference call numbers.

 

Please click here to register.

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