Your Business cards. Website. Pamphlets. Store signs. Trade show display. You have your list of features and benefits, but should they appear the same on all these? One might think that regardless of the medium, your message should be consistent. I’m here to tell you otherwise.
Back to basics. Now’s the time for down-and-dirty marketing – do the things that you know work, but maybe don’t like to do. Cold calls work but no one likes to make them – now’s the time to suck it up and get on the phone, or do some cold canvassing and drop by some prospects in person.
Think twice about that yellow page ad. Still using the Yellow Pages? More and more businesses are abandoning traditional advertising in favor of less expensive but effective internet advertising and investing in their websites. This is the time to enhance your website, make sure it is mobile-ready, invest in Search Engine Optimization, and join social networking sites like Facebook and LinkedIn. Continue reading
One of the most effective marketing methods often overlooked by many business owners is personal networking. Your local chamber or referral group (such as BNI) can be a huge source of new business. Here are some tips to help you network effectively:
Don’t just pass out as many business cards as possible. What do you think of someone who just puts his business card in your face and quickly moves onto the next person? Don’t be that guy. Two or three meaningful conversations are worth more than hundreds of cards passed out. Continue reading
Personal Networking should always be a part of your marketing plan, but now more than ever this is THE time to get out there and network! Join your local chamber, or referral group such as BNI. BNI is the largest referral and business networking organization in the world. Continue reading
It’s hard to believe that I wrote my last article on this topic about a year ago, but I guess recession fears were brewing even last March. Now we already know that we’ve been experiencing a real recession for several months. I have never owned a business in this type of economy, and I’m sure many business owners would say the same thing; so it’s a bit hard to know how to navigate through it. I believe that, as always, careful planning and sensibility will get you through it, so here are some ideas: Continue reading
I just got a nice holiday card from a vendor…opened it up, and his business card was enclosed! I don’t know about you, but to me, this is a bit of a turn-off. What this commuicates to me is, “I’m sending this card as a way to remind you to do business with me.” I think this message would have been much more effective had it not included a business card.
One thing I learned long ago – do things without being salesy and you will stand out from the crowd. When I meet someone at a Chamber function, I send them a nice letter saying how nice it was to meet them, and that I look forward to seeing them again at future events. That’s it. No card, no “please let me know if I can be of service..” Why? because that’s expected – because that cheesiness is what everybody does, so I just send a letter saying “Nice meeting you,” and by doing that I think I look like I am more genuine and have more integrity.
Just send a Holiday card! No need to always be selling!
In a recent post I listed what are, in my opinion, some of the more important books for a businessperson to read. Among them was How to Win Friends and Influence People by Dale Carnegie. I recently reread this book, and was reminded of just how great it is, and how essential it is, not just for the businessperson or entrepreneur, but for anyone who wants to learn how to deal with people and get ahead in life. I truly believe that it is the ULTIMATE self improvement book.
Written in 1936, all of the subject matter still applies today, and it’s easy to see how it influenced the gurus who came after such as Brian Tracy, Tony Robbins, and Jack Canfield. It has become one of my favorite books of all time, and I believe it to be “The Bible” for how to treat and deal with people.
A friend of mine recently asked me to recommend some good books on sales and business. I thought it would be good to share that here. My list is far from perfect, and there may be many great books missing from the list – but these are the books that I helped me grow personally and professionally.
The following should be read by any salesperson or professional: Continue reading
In the course of making cold calls, it’s inevitable to be asked to send your info via e-mail so that the prospect can look it over before making a decision. Although this can be frustrating to the telemarketer, who obviously prefers to make an immediate sale, this can be turned into an opportunity.
Rather than just send the e-mail and do the normal follow-up, why not compile all these e-mail leads, and use them for e-mail marketing? Add them to your monthly or quarterly e-mail newsletter list. E-mail marketing is extrememly effective, and some prospects may respond better to that medium. Plus, if they’re not ready to commit now, your e-mails will keep you on their mind and when they are ready, they will remember you and you will likely get the sale.
Remember, though – getting someone’s e-mail is not your goal on the phone – making a sale is. But when you have no choice but to get the e-mail, do not despair – send them your info, and then keep that e-mail on file for future use!
A few thoughts to follow up my entry about e-mail addiction – the reasons why I think e-mail addiction is so bad:
The obvious – e-mail addiction is a compulsion, and this is enough to drive you insane.
The less obvious – clients who receive extremely rapid e-mail responses from you will be conditioned to always expect this. This is problematic for 2 reasons: Continue reading