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TAP INTO AN INFLUENCE SPHERE AND EXPAND YOUR NETWORKING ABILITY |
What is an influence sphere? Picture yourself in the middle of a circle. Now add the people you network with. That is your sphere. Now take one of your networking friends and draw a circle around him/her. This is his/her influence sphere. You can see that by using your friend’s sphere of influence, your marketing exposure will grow. This little known marketing technique can bring surprising results, and it’s simple:
Ask a happy customer, friend, relative or co-worker to help you expand your customer base by writing a letter about you to their clients, friends, relatives or co-workers.
Yes, that’s all it is, using someone’s sphere of influence to spread the word about your business. How this is done, depends on your business and their sphere of influence.
For instance, when my son started a new business and asked me if he could use my influence sphere. He wrote an e-mail message, introducing his company and what services he performs and I forwarded it on to certain people in my e-mail list. Within 20 minutes he received two leads!
You can also ask a happy client to create a letter on his/her letterhead. You then take the letter and duplicate it, take the client’s labels and send out the letter. That way, it comes from the client without them bearing the expense of postage and the time involved in the mail preparation.
The only cost involved is time and postage. With e-mail you won’t even have the postage expense, and it works! |
| A PROFESIONAL TRADE SHOW IMAGE |
Have you come down with a severe case of “Trade Show Hypertension?” You know, that’s when you realize all the time and money you spent exhibiting at a trade show didn’t bring the desired results.
With the right preparation and execution you can reap rewards at every trade show. Here’s how:
1. DEVELOP A CHECKLIST BEFORE YOU GO. Missing items can be costly to ship. Make sure you create a checklist of everything you need. Triple-check the list before you leave. It should include:
Promotional give-aways, professional marketing materials, business cards, product samples, cell phone, comfortable shoes, first –aid kit and breath mints
2. INVITE PRIME PROSPECTS TO VISIT YOUR BOOTH AHEAD OF TIME.
Encourage prime prospects to visit your booth through a direct mail postcard and an email marketing campaign. In your invitation, mention that a special appreciation gift will be waiting when they visit. Make sure the gift is a reminder of your product and service.
3. READ THE SCRIPT. Make certain that everyone representing your company has their product facts and sales pitch in order. A consistent message conveys confidence without being pushy; your prospects will trust your product knowledge.
4. SET THE TABLE! When using a table, make sure there is a professional exhibitor tablecloth and drape, preferably with your company name on it.
5. DRESS FOR SUCCESS. If you intend to promote your business, product or service, why not start with wearing a branded shirt with your company name or logo? Booth staffers dressed uniformly will convey a positive and professional image.
6. DON’T BLOCK THE VIEW. Too many times, booth staffers will stand right in front of their booth or sit at a table that is placed directly in front of their exhibit space. This translates into “Do Not Come In” to a potential booth visitor.
Make sure the table is small and is placed inside the space. Display literature, signage and promotional products there. This will give the visitor the feeling that they are welcome to “step inside.”
7. ONE IS NEVER ENOUGH. Make sure that you have an adequate number of staff at your exhibit space at all times. Never leave the booth unattended.
8. GOOD HOUSEKEEPING. A clean booth is a selling booth. Be fastidious when it comes to exhibit space housekeeping.
9. HOLD THE ONIONS. Never eat inside your exhibit space. Food smells tend to linger. Avoid eating foods that contain onions or garlic.
10. HAVE FUN AND LEARN! Be enthusiastic about your business! Trade shows and exhibits are a wonderful place to learn about new products or techniques and to connect with colleagues, new prospects and existing clients.
Follow up on leads, and do it quickly. Now you can avoid “Trade Show Hypertension!”
You can reach Carol Wilcox at 800-448-0640
carol@wilddovepromos.com
www.WildDovePromos.com |
| FIVE TIPS FOR VIDEO PRODUCTION |
1. Business/Corp Video: Have an idea of what you would like to see in the video. If possible get a copy of a video you like and use it as a template.
2. Writing: Have someone who’s’ a writer/journalist to help you write and layout
the 3-4min story you want to tell. I enjoy using live testimonials for my client’s
videos, it speaks to the relationship and trust of the product or service they wish to market. Focus on the features and benefits of your unique product or service.
Use your business logo as a marker to introduce you business and end the
video with your contact info, include your website and 800 if you have one.
3. Production: If you are going to shoot it yourself, please rent or buy a high end digital camera, nowadays the standard format is minidv or DVD camcorder. You will be judged/scrutinized by your peers and the people who see it, so quality is a must.
You’ll need a small light kit-2-lights a minimum and a good mic kit, lavaliere or the camera mic for sound, a small tripod. Stay away from HD, the budget does not
warrant this format at this time. On average, you will need about 2-3-people to
insure a successful shoot.
4. Editing: Microsoft has a windows editing program called “windows moviemaker”
that will get you started. Music ties your video and creates a mood, so you can purchase a music CD library with corporate tracks or download a sample CD track online.
Before you master your video, have friends and a few co-workers review the video and take notes. Never take the comments as personal, learn from your reviews and make the necessary adjustments, Remember, once the video is mastered and it goes out, that’s the image/message you are telling your audience. Before you begin this phase of the project, you might consider locating a video editor and have him/her on standby for technical, artistic support or even completion of the project. This is a time consuming phase and it requires allot of time and patience, after all it’s telling the world who you are.
5. Marketing: You’ll want to buy a label and software kit to print your DVD labels for marketing, it makes a professional presentation to prospective customers and looks good when passing then out at events.
In conclusion, have fun and enjoy your project, I often share with my students and
clients they importance of having fun during the making of any project. Enjoy.
You can reach Al Gonzalez, soc, at (916) 444-4845.
info@quadaircom.com
www.quadaircom.com |
| HOW ARE YOU GETTING NOTICED? |
How are you getting the word out about you and your company?
Most of us network as a means of meeting new prospects and establishing relationships with networking partners. But that's only one way of letting the outside world understand your capabilities and product.
Public Relations (PR) is another method used by larger companies, but done the right way, can be effective for small to mid-sized organizations also.
The dictionary defines PR as the practice or profession of establishing, maintaining, or improving a favorable relationship between an institution or person and the public. Your company is the institution and your customers and prospective customers are the public.
The end result is getting the word out about your product or service, to establish yourself as an expert and to gain a new potential for increased clientele. But, what is the best way to go about doing PR? Should you hire someone? Should you do it yourself? How safe is it?
Hiring the PR professional
The PR professional builds relationships with editors and reporters of all types of publications, including web based pubs. This is the advantage they bring to you. They will pitch a story to these editors and reporters in hopes of getting their clients noticed. You may just be mentioned in the article or the entire article may focus on you and your company.
You as the PR professional
You can also send out press releases on your own. To do this you must research the publications you are submitting to. Writing the press release can be tricky. The editors want enough information from which to write the article or to give the reporter assigned enough background before the interview. What you write must compel the editor to want to do a story on you or your company. Think about what's unusual about your company, what gives you the competitive edge, something interesting about someone on your staff and whether you've won a recent award. In other words, you must hook the editor!
Drawback
Lack of control over what is written is the biggest challenge to PR. The reporter is not obligated to have you preview the article. And, there is no such thing as an unbiased article! I know because I still write articles and came from that background. Many times I've gone into an interview with a slant in mind and changed the concept after the interview began.
Write Your Own Article
Yes, writing your own article not only saves the expense of hiring a PR professional, it gives you more control over the final outcome and establishes you as an expert.
To do this, research trade publications that cater to your industry. You can send a letter to the editor suggesting that you submit the article (now usually submitted via email), or submit the final article. Small trade publications are happy for additional articles, and they will give you the by-line and insert contact information at the end of the article.
Once published, you can usually change the article slightly and submit it to another trade publication. Depending on which rights the original publication demands, you may be able to submit it as is.
You won't get paid for this, but the amount of publicity you'll get is well worth the effort, costing you minimal dollars, and it establishes you as an expert.
More on getting noticed in the next "Pizzazz It Up" issue!
PIZZAZZ SERVICES
Writing: Copy, article, ghost
Professional Speaking: Workshops, groups and companies
Coaching: Copywriting, speech organization and delivery |
| MARKETING WITHOUT MONEY |
Cross Marketing or Alliance Marketing
It doesn't matter what you call it, it works and essentially these are the same methods with a slight difference.
Basically, you arrange with another business owner/professional to send out a letter touting you and your services. Each of you write your own promo letter, arrange to get the other's letterhead, print out the letters, have your alliance partner sign them, put stamps on the envelopes and out they go.
In alliance marketing, your partner is in an industry that compliments but does not compete with yours and you send it out to their data base. In cross marketing, your partner can be anyone and is sent out to business and personal data bases. Which you choose depends on whether your company is business to business or business to consumer.
Remember to put in a call to action to entice the reader to act. This can be an offer, coupon, etc. And, best of all, all it costs are stamps and time! Need help? Give me a call.
PIZZAZZ SERVICES
Writing: Copy, article, ghost
Professional Speaking: Workshops, groups and companies
Coaching: Copywriting, speech organization and delivery
SALES SECRETS
By Rick Cooper
Would you like more clients? Then you need to develop your sales skills. Most small business owners don’t consider themselves sales professionals. Yet, their success depends on whether they can successfully communicate the benefits of their product/service and ask for the sale. Here are some things you can do.
1. Develop a Written Script for your Sales Presentation
Most small business owners resist the opportunity to script what they are going to say. Don’t wing it! Identify your clients’ needs and the benefits you offer. Write your entire sales presentation and then fine-tune it. Practice until perfect.
2. Set Results and Activity Goals
Set goals for the amount of revenues and income you want to earn. Then, work backward and set goals for the number of calls and appointments you need each month.
3. Take Action
Get out and network, connect with people online, get the word out. Pick up the phone and call people. Take action every day to connect with prospective clients, and schedule appointments. This works!
If you feel that sales is manipulative, that will create a mental block to your success. When you sell, sell from honesty, integrity and compassion. If you truly believe your product or service provides value, then share the benefits and ask for the sale.
Sales is a skill. And just like any skill, you can improve your performance if you work on it and practice. Make a commitment to do just that!
Rick S. Cooper, MBA is The Attraction Marketing Expert. He works with entrepreneurs wanting to grow their business, helping them make more money and spend less time doing it. He specializes in working with Coaches, Speakers and Experts. For a FREE audio program on The 7 Steps to Attract your Ideal Clients, visit http://www.AttractClientsAudio.com. For more information, visit http://www.RicksCooper.com or call 800-677-6708. |
| DON'T STICK YOUR MARKETING HEAD IN A HOLE |
Bad economy, great opportunities! Yes, it's true, if you keep marketing. There are ways to market in a recession without breaking that non-existing marketing budget. Here's one tip that costs only stamps and time.
Send out happy new year letters to clients, prospective clients and friends. The letter should be upbeat and positive in its message and show gratitude for their support. It should also ask for referrals and contain a call to action, like a discount or customer referral plan.
Sending it out snail mail sends the message that you care by taking the time to sign and individually stamp each one. If stamps are too costly, depending on your mail list, then email them. Remember to put a catchy phrase in the subject line!
Next issue: Marketing alliances—another low cost marketing tool.
YOU'LL WANT TO CATCH THIS VIRUS!
Viral marketing is the newest web marketing tool and is used in conjunction with social networking. Simply put, it's posting something in your blog, on a social networking site like Linkedin, or on someone else's blog. That post is seen and then copied or forwarded to another person's sphere of influence—and on and on. Your post can spread like a virus!
To start your very own virus:
Join a social networking site to start the process, in fact, the more the better. As a member, you can join groups and be active in those groups. Don't join more than you can handle. You must network the groups to gain value from them.
If you don't have a blog, start one. I'm still trying to become the consummate blogger. It's difficult to start because it means posting about every three days. Check the web for sites that help bloggers become proficient.
Comment to posts on blogs. And, email that post out saying, "Hey, look at this post (provide the link)."
Viral marketing is part of Social Media Marketing which is an all encompassing term defining the social interaction and online technologies that people use to share opinions, expertise, experiences and perspectives with each other. This provides a method that will increase your Web presence, promote your company and introduce you to potential clients outside of your immediate geographical location. And, all it takes is time and patience!
Be sure to send me your success stories. Remember, this is one virus you'll be happy you caught! |
| FIRST GET THE "DROP" ON YOUR CUSTOMERS . . . |
The first part of the DROP DEAD Solution is customer-facing. We put the DROP in front to help us remember that our customers come first! That is lesson number one for success. Always remember that the customer is the most important person in any transaction. After all, no customer, no transaction! When we consistently put the needs of our customers ahead of our own, we succeed. With this in mind, getting the DROP on your customers, clients and prospects happens when you treat them with:
Dignity
Respect
Optimism
Professionalism
Getting the DROP on a customer means that we have disarmed them; in other words, we've taken down there defenses and made it more likely that they will want to buy from us. This allows us to move on to...
Knocking them "DEAD" with the new you!!
Being a better salesperson starts with being a better person. You have to take the "inside out" approach by internalizing the qualities that will cause you to treat customers with Dignity, Respect, Optimism and Professionalism. The four basic traits you'll need to develop are:
Desire
Enthusiasm
Awareness
Discipline
We call this "knocking them DEAD" for one reason: so few salespeople have developed all of these qualities that your customers, clients and prospects will be stunned by the new you!
These principles are the essentials for a successful career in sales, and for a successful life. Learn them, apply them, assimilate and internalize them; you won't be disappointed by the results.
Jerry Kennedy, is the founder of Inside Out Business Solutions, a sales and customer service training organization. You can reach him at
jkennedy@inside-out-solutions.com. For more information about Inside Out Business Solutions, visit www.inside-outsolutions.com. |
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