Tags |
|
|
Links |
|
|
Suggest You - Attract More Clients by Raising Your Profile
Jack Mitchell was my first boss advertising boss. He was a funny adventurous sportsman. His idea of a vacation was getting lost in the high mountains of Peru. He could spend the rest of the year holding the interest of all of us in the palm of his hand as he told his latest adventure stories.Jack was the Director of Advertising and Sales Promotion at Remington Arms Company and his four questions have helped me get my ideas focused in every advertising challenge I have ever faced.After all, some say 85% of all advertising does not work. But when it does, it is pure magic. Let’s
Key Point: You must "Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.
I use the term "str
Do you know the lifetime value of a customer? If you knew, you would take better care of your customers. Good customers are like comic books and baseball cards. Who would have thought they would become so valuable over time. The better we take care of them, the greater value they yield. It makes me wonder how much Spider-Man or my Mickey Mantle card might be worth on eBay today.Customer Life Time Value CalculatorI was working with a client, when the question came up about the value of a customer. I created a simple equation that calculated the true value
This is an important issue no matter how small or large your business may be.
For example I'm working with a client in Brisbane who is well established in their industry. They've been operating for many years and have a very good client satisfaction rate. However, their flow of new clients is very unpredictable. And there's still a heck of a lot of potential clients who don't even know this firm exists.
So I've worked with them to create a program that will lift their industry presence, but in a way that emphasises their highly professional approach and expertise.
This means they'll be:
> Exhibiting at key trade shows where they'll get to meet prospects in person.
> Speaking at industry events.
> Pro-actively arranging personal meetings with major corporate prospects.
> Promoting the business to previous clients and industry contacts.
> Creating a follow up plan for all contacts.
> Updating marketing material to address important client concerns (identified through in-house research), including the creation of fact sheets to help clients make the best decision for their circumstances.
> Advertising in niche trade publications.
You might notice that the first five points all revolve around personal contact. Because many service businesses gain clients through recommendations and networking, it's vital that personal contact is the centre of a service business marketing strategy.
Key Point: You must "Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.
I use the term "stru
Introduction: Though written several years ago, this article is still highly relevant, as the 2006 elections demonstrated.Very little is being said in the press about the information health and consumer groups are posting on the Internet about the tobacco issue. This is unfortunate, because the tobacco war currently happening on the Internet will have profound long term effects on marketing, advertising, and media, not to mention politics.The tobacco war is the first major demonstration of just how much the Internet is changing the basic balance of power between business,
So I've worked with them to create a program that will lift their industry presence, but in a way that emphasises their highly professional approach and expertise.
This means they'll be:
> Exhibiting at key trade shows where they'll get to meet prospects in person.
> Speaking at industry events.
> Pro-actively arranging personal meetings with major corporate prospects.
> Promoting the business to previous clients and industry contacts.
> Creating a follow up plan for all contacts.
> Updating marketing material to address important client concerns (identified through in-house research), including the creation of fact sheets to help clients make the best decision for their circumstances.
> Advertising in niche trade publications.
You might notice that the first five points all revolve around personal contact. Because many service businesses gain clients through recommendations and networking, it's vital that personal contact is the centre of a service business marketing strategy.
Key Point: You must "Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.
I use the term "str
What makes a person a leader is still the subject of discussion, but it is known that all leaders seem to share some common characteristic traits:Having a guiding vision or purpose. A leader has a clear idea of what they want to do professionally and personally and will pursue their goal despite setbacks.The second characteristic is passion or enthusiasm and the ability to communicate that passion to others.Third, is integrity, consisting of three ingredients: self-knowledge, candour, and maturity.Fourth, a leader seeks to learn as much as possib
> Speaking at industry events.
> Pro-actively arranging personal meetings with major corporate prospects.
> Promoting the business to previous clients and industry contacts.
> Creating a follow up plan for all contacts.
> Updating marketing material to address important client concerns (identified through in-house research), including the creation of fact sheets to help clients make the best decision for their circumstances.
> Advertising in niche trade publications.
You might notice that the first five points all revolve around personal contact. Because many service businesses gain clients through recommendations and networking, it's vital that personal contact is the centre of a service business marketing strategy.
Key Point: You must "Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.
I use the term "str
If you're thinking about getting a job as a QA Manager, there are certain things you should be aware of as far as what the job will most likely require and what qualifications you will need to have in order to get such a job. A QA Manager's position can be very rewarding. It can also be very stressful.QA stands for quality assurance. This means that whatever product your company sells, you're responsible for making sure that the quality of the product itself is as high as possible and that there are no serious problems with the product.The importance of this job can't be shown
> Advertising in niche trade publications.
You might notice that the first five points all revolve around personal contact. Because many service businesses gain clients through recommendations and networking, it's vital that personal contact is the centre of a service business marketing strategy.
Key Point: You must "Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.
I use the term "str
With specialized training under his or her belt and walking papers in hand, how does an individual, who spent so many years in the military, adapt to civilian life?Acquiring a franchise may just be the solution. Franchising draws on parallels founded in all arms of military branches, with a strong work ethic and discipline being significant shared traits.Successful franchisers have proven operating systems established, and in turn, search for franchisees to carry them out. Numerous military veterans have found franchised businesses to match their skills, and some exceptional prog
Key Point: You must "Structure-in" points of contact.
Researchers have shown that prospects buy after having had from 7 to 12 contacts with a business. A contact may be a personal visit or receiving information in the mail. So it's important to try and structure-in as many points of contact as possible with prospects and referrers.
I use the term "structure-in" as it makes us focus on the planned nature of the sales process. We need to carefully assess how we can create meaningful points of contact, and how to advance the level of interest clients have in our services as we progress.
Another example is a small web design firm based in Sydney. The partners in this recently established business approached me because although they have great web design credentials, they lacked the industry contacts and 'visibility' to attract new clients. As you might guess, their top priority is to get in touch with suitable prospects and start making points of contact.
Initially this means:
> Quite a deal of networking.
> Telephone calls to prospects.
> Creating simple yet functional marketing material.
> Developing a structure for their sales process.
> Conducting informative presentations to small groups of prospects.
> Writing topical articles for inclusion in industry specific publications.
This type of marketing program concentrates efforts on the key service marketing concepts of:
* Networking
* Generating referrals
* Speaking
* Writing
* Direct approaches
When working on ways to raise the profile of your business, remember prospects are trying to identify a service provider they can rely on to give them the result they are looking for.
Key Point: Focus on your knowledge.
So don't just focus on your 'technical' skills. Many service providers provide similar services at a technical (or functional) l
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.suggestyou.com/article/29994/suggestyou-Attract-More-Clients-by-Raising-Your-Profile.html">Attract More Clients by Raising Your Profile</a>
BB link (for phorums):
[url=http://www.suggestyou.com/article/29994/suggestyou-Attract-More-Clients-by-Raising-Your-Profile.html]Attract More Clients by Raising Your Profile[/url]
Related Articles:
First, Best, or Different; What Every Entrepreneur Needs to Know About Niche Marketing
Trade Show Marketing - Getting Prepared for the Big Event
Bookmark it:
|