Getting in Front of Decision-makers

In this Issue

1. Getting in Front of Decision-makers
2. Shoestring Tips
3. Help This Brainy Marketer
4. Quote of the Week
5. Now That You've Joined...
6. A Little Fun
7. Resources for Marketers & Entrepreneurs
8. Smell the Coffee

PLEASE TELL OTHERS!
Please forward this to anyone who wants to attract more customers, close more sales, get more website traffic, and find resources to help them compete more successfully in today's market.

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1. Getting in Front of Decision-makers

Last week, subscriber Rebecca Belew wrote, "I need help getting in front of the decision-makers. I sell both creative and printing services. So depending upon the needs, I can get in the door with just one or both. How should I be marketing myself? Once I get in, I visit with the client to assess their needs and go from there. Should I be marketing myself differently? I am NOT good at sales/cold calling, but I know it's necessary."

In response, Richard Piggins of Solutions PrintPro wrote, "I am in a similar situation to Rebecca, offering creative design and printing services. I had a big client and lost it
to an in-house hiring. Now I need to rebuild my business, It's been too long since I was out cold calling, but that and faxing helped me get started 17 years ago. Faxing now is
ineffective, and an email newsletter is very hard to get going and build a following. So any ideas are welcome. First, though, we need to identify the main customer needs
that we answer and price (although important) should not be the main point, because no matter what, there will always be someone cheaper."

And Lois says...good point, Richard. There's an old saying in advertising (and I'm paraphrasing), "You can have it fast; you can have it cheap; you can have it perfect. But
you can't have all three." Usually if someone needs something designed or printed quickly, they are willing to pay a rush charge to get it done. If they want a well- thought-out and attention-grabbing piece, they are likewise willing to pay more to have it done. But if they want it cheap, that's all they're usually interested in. There's no money in that unless you're Wal-Mart and can sell in bulk. So concentrate on quality or speed.

Do a little competitive research. What do your competitors emphasize? When you hear people talking about your competitors, what do they say? Think about how you can be
different from them. Are you a better designer? Is your quality on the finished product better? Or are you faster with no loss in quality? Have you considered specializing in
one particular market, like healthcare or retail shops for women? Can you niche your target market small enough to become an expert, yet big enough to make enough
money?

Read more about how to niche your market smaller:
Niche for Passion
Become an Expert
Get Paid More
How are Sales and Dating Alike?

"Speaking as one of those decision-makers Rebecca might pitch to, my advice is to research the prospective pitchee's organization before calling and before your appointment, and tailor your pitch accordingly," says Elaine Willis of West Lake Library "Nothing turns a prospective client off more than being pitched something they don't need or for a level/quality of service they can't afford—or worse, an obviously canned one-size-fits-all pitch. Your pitch needs to be tailored to the prospective client's needs For example, part of my responsibility (handling publicity for a public library) is doing the creative work. So pitching me on creative services would be a waste of your time and mine. But the library in the next community outsources both creative and printing—so you'd want to pitch both ends of your services to them. In the same way, showing me samples of glossy, full-color bleed jobs would mean nothing to me—given our budget, I want to know what your 2-color jobs look like. But one of the big corporations in town would want to see those high-
end jobs. Since you do both creative and printing, you could market yourself as "one-stop shopping," making clear you can do either or both. Just make sure when you get in the door, you stress whichever one the client needs (unless they need/want both)."

And Lois says...Cold calling is a scary thing, isn't it? Elaine does have a point, though. You can minimize your fears by researching your suspects and prospects before you
pick up the phone. If you already know who the decision makers are, you can warm them up several ways. You could do a clever direct-mail campaign using postcards to catch their attention. Make it interesting. Think Burma Shave, a company that really stood out in the crowd by using consecutive road signs that rhymed. There's an excellent book by Mark Hughes called Buzzmarketing: get people to talk about your stuff. In it, he describes ways that companies really got people talking, and Burma Shave's campaign is featured. You can pick up the book at Amazon.

Remember that you can never mail one postcard and expect your customers to act. Heck, they probably won't remember receiving the first one. There's so much clutter in people's
lives now, it's hard to break through. Make it interesting. Consider a series. Consider intrigue and mystery. Mail a few postcards, and then follow up with a phone call. Or do a
mass mailing to your prospect list for the first card, then follow up with a second mailing and phone call. Today's over-stimulated world usually needs to hear from you 7 to 10
times before they even know you exist. So devise a program for contacting them, and then stick with the plan.

Subscriber Larry Heine of Mountain View Product Marketing writes, "I suspect this would
have been part of your answer anyway, but one way that will help reach the decision maker is to join a networking group such as BNI. Members of a strong BNI group can provide referrals and introductions to the decision-maker rather than depending on cold calls where you only reach underlings who will filter your message."

And Lois says ... Larry is very right on this one. Getting a personal introduction, especially if your contact is willing to attend your first meeting and introduce you, can really
make a difference. BNI is just one of the networking groups that can help you. Adam Urbanski—the Marketing Mentor—and I did a teleseminar on the subject a while ago. Adam gave some very interesting tips on how to network successfully. For tons of ideas on how to build your business with networking, visit:

Secrets of Networking

You can also use testimonials from current and past clients to help you get business. Include them on your website, in your promotional materials and consider asking these
admirers to pick up the phone to recommend you to a friend. Don't forget to ask for referrals and testimonials from your current and past clients, also! Here are a couple of
articles I wrote awhile ago about getting and using testimonials:

7 Tips for Improving Customer Service
Use Tesimonials to Build Website Traffic

Okay, so you've warmed up your prospects, now what do you do? You write a script, practice it and start calling people you know who might need your business. Try not to read the script, but learn it backwards and forwards so you can deliver it with ease. Role play with your spouse before you pick up the phone. Put a mirror at your desk so you remember to smile. For more tips like these, visit:

52 Ready-to-Go Sales Meetings

 

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2. Shoestring Tips

Thanks to everyone who sent in your "marketing on a shoestring" tips. I know y'all have great tips. Keep sending 'em in! Since I'm still working on the ebook (and it may
take me awhile), you have a chance to be included! Send in your best "marketing on a shoestring" tip and get your website listed in this newsletter and in the ebook.

Do you have a great marketing tip? Send it!

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3. Help This Brainy Marketer

Subscriber Terri Cicatello writes, "I have two ideas for new products and I do not want to be taken advantage of by one of these fly-by-night inventions companies. I need direction
as to sell the ideas or try to market them myself. And where do I begin?"

And Lois says...I have a few ideas for you, but let's see what our readers have to say. How about it Brainy readers. Can you help Terri? Send your comments to me and I'll
print them next week.

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4. Quote of the Week

"People forget how fast you did a job, but they remember how
well you did it."

~Anonymous

What's your definition of success?
Email your comments to me.

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5. Now That You've Joined, alk, Chat, Get Help!

One of our new subscribers wrote to ask how to handle selling an ebook. She helped the author create the book and now the author wants her to take charge of the marketing.
What would you do? See what Lois told her.

Oh? Haven't joined? There's still time. And the Success
Secrets forum is still FREE!

Success Secrets of Women Entrepreneurs forum

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6. A Little Fun

Happy Halloween! Thanks to Kids Domain for these:

Why do witches fly on brooms?
(...Vacuum cleaner cords aren't long enough.)

When is it bad luck to meet a black cat?
(...When you're a mouse.)

What do you call a fat Jack-O-Lantern?
(...a plumpkin)

Why don't skeletons like parties?
(...They have no body to dance with.)

What did the ghost buy for his Haunted House?
(...Home moaner's insurance.)

Be sure to visit our past jokes and trivia at:
Marketing Jokes and Trivia and Fun Stuff

Take a look. You'll have fun!

Help keep the smiles coming...please send me your marketing, PR or sales jokes. I'll be happy to give you credit and list your website! Email me.

 

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7. Resources for Marketers and Entrepreneurs

• Internet Marketing Association of Information Marketers

  I'm a member of the NetAIM group, and you can be, too. It's a very useful membership site especially if you're interested in information marketing and the latest tips, tools and resources. You'll also be able to network with leaders in the field and participate in online forum discussions. I suggest you check it out.

• How to Pick a Shopping Cart System
  
  Tom Antion is a very successful Internet marketer. In fact, he's a multi-millionaire as a result of his efforts on the Net. Tom put together a short ebook called "How to Pick a Shopping Cart System that Makes You Money." And you can get
  it for just a buck.
  

• How to be a Kick-Butt Publicity Hound

  Joan Stewart and media magnet Tom Antion have really done it this time. In this breakthrough ebook, they reveal all the little-known secrets of generating millions of dollars in free publicity that can propel you and your business to Superstardom.

   

• Authentic Branding for Service Businesses, Oct. 27, 6-9 pm, National Women's Business Center, Washington, D.C.

  Small services businesses have the luxury of choosing the kind of client they want to work with—but how to market to and attract this ideal client is often opaque. A brand identity is a major advantage to a small service business—and creating a brand often marks a very positive turning point in small business development: the transition to a more consistently productive and profitable client base. Learn more and register.

   

• 2005 Stevie Awards Call for Entries

  With an expanded scope that now honors women entrepreneurs—
  and women executives—worldwide, The Stevie Awards for Women
  Entrepreneurs has issued the Call for Entries for its second
  annual competition. The entry deadline is October 31.

  Click here for complete details on the competition and how to enter.

   

• Search Engine Optimization Tools

  (Courtesy of SitePro News, a terrific free newsletter )

  The Search Engine Optimization Tools site has three different tools that are really cool. One is a Search Engine Spider Simulator, which displays exactly what a spider would see when it visits your page. Another free tool is the Google Backlink Checker, which lets you know who's linking to your site and what link text they're using. The last tool is the Similar Page Checker. We all know that "duplicate
  content" is a no no. This neat tool will determine the similarity between two pages.

  Search Engine Optimization Tools
  

   

• Boomer Women Speak

  Subscriber Meredith Hamilton of Expert Communications
  sent this one in. Check out this website if you are interested in Baby Boomer women or you are one yourself. You can read or submit articles, join a forum, read book reviews, shop, and more. Visit Boomer Women Speak.

  
  

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8. Smell the Coffee...

Over the weekend, Don and I went to Washington, D.C. to see some friends at the Well Spouse Association annual conference. It's an organization that provides support to spouses of chronically ill people. No, neither Don nor I is chronically ill, but Don's first wife, Pam, had multiple sclerosis. While he was dealing with her devastating illness, he needed
all the help he could get. And this organization helped him emotionally so he could help her. During his years in the group, Don made many lifetime friends. Although his former
wife died, Don continues to keep in touch with his Well Spouse friends. I've come to love these generous people, and it was fun to see them again. Many told us that Don and I
give them hope to dream of a loving and normal future for themselves. If you'd like to learn more about WSA, or you know someone who could use its support and education, or you want to donate to a good cause, please consider the Well Spouse Association.

When we were in D.C., we visited the Holocaust Museum . Neither of us had been there before. What a sad and moving experience! At the end of the exhibit, we saw a wall of names and short comments from people who made a difference in the lives of threatened or persecuted people of the Jewish faith. It was inspiring to see the
personal risks these people were willing to take to save the lives of others. And it's amazing what just one person can do. The sad thing to realize is that slavery and genocide (in Darfur, Sudan for instance) continue in today's world, yet few are stepping up to save the victims. It's hard to know what to do, but at least we can hold the people
of Earth in the Light and pray for guidance and peace.

Did you ever notice that in Washington, D.C., there are lots of memorials to our wars and none focused on peace? Will you help me lobby the lawmakers to get a huge Peace Pole in D.C.? If you are interested in helping on this project, send me a note.

Want to learn more? Peace Poles.

Have a very profitable and joyful week.

Peace & Light,
Lois

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