Getting Past the Gatekeeper

One of the best ways to get past the gatekeeper and on to the decision maker is through direct mail. Leaving messages and sending emails just don’t seem to do the trick like they used to. There was a story I heard from an audio version of “The Ultimate Sales Machine” by Chet Holmes where he repeatedly called the decision maker every day until they screamed “Uncle” and returned his call. I guess that could work too, and it may be a great idea for those few top people on your list, but you may also risk annoying the living hell out of them too. A direct mail approach could be a more fun and less obnoxious way to accomplish the same result.

Here are the 4 best ways to reach decision makers through the mail–

1. Make sure your piece is interesting and gets attention.
   What works well here is FedEx or a Priority Mail envelopes. Those come with special delivery. They are not in the pile of regular mail that the gatekeeper gets everyday. They are more apt to go past the gatekeeper and directly to the intended recipient. The same holds true for pieces that have dimension, are made out of a different type of material other than paper, and are handwritten.
2. Use personalized customization.
   People love to see their name. It tells them that you took the time to address them personally. With variable data printing, this can easily be done on a more mass market scale. The more personalized you can make the piece, the better. Include pictures and personal information that are relative to your prospect. The more you can speak to them at their level and based on their specific needs, the better chances you have of getting them to take action and call you.
3. Consider tying in a gift.
   As with the personalization in item two, a gift that is relative to your prospect could prove to be a powerful element in opening the door. Business success books or bestsellers and other business related items work well. If your prospect is a sports fanatic, some type of memorabilia may work. Do some homework on your prospect and uncover what their likes are.
4. Give them multiple ways to respond and get information. Don’t just leave it to them to give you a call. Offer them all the ways they can interact with you. Some people like email, some prefer going to a website and downloading information, others will pick up the phone and talk direct, still others want information in hard copy and mailed. Be sure you have all your bases covered on the ways to communicate.

Aligning Your Business or Practice with a Charity Promotes Goodwill and Other Great Stuff.

Attaching your business or organization to a charity is a great way to give back to your community and promote goodwill for your business (and you can even get a tax break!). It also has the added benefit of providing awareness for the charity. If you might be thinking about partnering with a charity, here are some things your may want to consider:

1. Find Out More About the Organization
   There have been many scandals of late with a variety of non-profit organizations (embezzling funds, funneling money in not so ethical ways, mis-managed funds) and you certainly would not want your name associated with any behavior of this kind. A good amount of research should be done to be sure the organization is being managed well and is on the up and up.
2. Your Ethics and Theirs Should Fit
   There should be a synergy between your business and the organization you support. Be sure you are aware and believe in everything they stand for. When you support organizations, events, etc., your clients, patients and prospects will naturally think you must believe in what it is they stand for. If there is anything they do you cannot align or agree with, move on to another organization that is better suited for your business or practice.
3. Have Good Reasons
   Don’t just align yourself with a charity for self-promotion. Your interest must be sincere and your actions and efforts should follow suit. It shouldn’t be a burden or made to be an obligation but a way of giving back and supporting a good cause.

5 Best Ways to be a Sales Superstar

1. Always sell with Integrity
   Having integrity in what you do creates the trust you need to establish relationships with clients and patients. Even if you have the best product or service in the world, if you do not have a solid foundation of trust with your prospect, that sale is not going to happen. When you have integrity, you do the right thing. Not once or twice, but always.
2. Uncover Sales Opportunities
   Don’t wait for your phone to ring with the client coming to you. Get out there and cultivate new business. Put a list together of all the business you know that exists with your current clients. Ask for referrals. Get out there and network in those circles where your clients might be found.
3. Walk a Mile in Your Client’s Shoes
   Most salespeople tend to focus on the features and benefits of their product or service and less on how their product or service will actually help the client. Show an interest in your prospects and listen to their challenges. The more you learn about your client and their needs, the more you can show how your solution will fit their bill.
4. Communicate
   Whether it’s by email, text message, phone, in person, in writing, or via fax, clear and effective communication will have a direct correlation in the level of your sales success. It also will help to avoid any misunderstandings with your prospect or client.
5. Deliver
   Give you clients and patients creative ideas and helpful information. Deliver your product or service on time, or better yet, earlier than promised. Anything you can do to make the client or patient a SUPERSTAR, will only be more helpful to you down the road.

Network Your Way to More Business

I recently attended a B2B Connect networking open house event, where the speaker gave a perfect definition of the word “networking.” He said networking is the sharing of ideas, information and resources. It’s not about selling, which many people attempt to do when attending these types of events.

Really networking goes far beyond belonging to a networking group. While these are valuable places to connect and get “leads,” your networking should involve much more.

Have you ever analyzed just where your business comes from? In my business, I have three main sources. One of the biggest sources for us is referrals. Referrals come from networking. Networking with clients, vendors and friends.

My trusted attorney and client, Dennis Mille, sent me information he received from a professional organization he belongs to. It was a from a Harris poll done on behalf of the American Bar Association on how people go about finding a lawyer.

The results were:
8% Yellow Pages
7% Online Search
46% Referral from Trusted Source

The article went on to discuss the merits of networking by not only belonging to groups and associations but getting together one-on-one with your clients, vendors and other centers of influence for you. An inexpensive marketing expense but one that provides a return like no other.

When you meet with people in an intimate setting, you build your relationship with them. You become more trusted. They get to know you better. You get to know them better.

Over the last couple of months, I have been focusing on connecting more with my clients, going out to lunch, having coffee or meeting after work. My intention is not to sell my services to them but to get to know them better and see how I might be able to help them. In over 75% of these meetings, I end up getting more business from them. Unsolicited. Sometimes right then and there, sometimes a few days later. Best of all, I have a much better connection with them. They are my friends and I look out for their best interests.

In summary, here are some takeaways that I have learned:

Connecting with others is hands-down the best marketing strategy of all.

It’s not about you, it’s about them. See how you can help them with ideas and resources and your connections. Then watch what ends up coming back to you. It is amazing and so simple.

Make sure however you offered to help, that you follow up and do what you say. This is huge and a place where many people drop the ball. Not following up on a promise is worse than not promising something at all.

How to Find the Hidden Dol*lars in Your Business

Step 1
Identify and outline all the target markets within your database. To get you thinking about this, here are some things you can look for:

• Lost Clients or Patients
• Clients who bought product or service X but not product or service Y (this could be many different groups within just this category alone)
• Patient or Client birthdays, anniversaries (their own and the one they have with you)
• Those who purchased the basic version and those that purchased the whole enchilada
• Clients/patients among certain geographic regions or neighborhoods
• Those with specific lifestyle commonalities
• Those who bought at a certain price, a certain time, or a certain promotion
• Leads you have that did not convert
• Clients/patients ages, sex, children or no children, etc.

Step 2
Now you want to create a marketing message PRECISELY matched to the selected market. Each one is individualized to the target market so it resonates with them and gets their attention.

Step 3
Create your different messages with as many sub groups as possible.

Step 4
Determine the appropriate media to communicate your message investing as much as possible in doing so. Think in terms of multi-media. Even people in these subgroups will have a preference to how they like to receive information. The more ways you can cover this, the better the outcome. You also will want to think about your campaign in a multi-step fashion. People need to see messages over and over before they take action. One and done usually isn’t the answer and won’t yield the best results.

Step 5
Do it again or as they used to say on the shampoo bottle, “rinse and repeat.”

6 Sales Presentation Problems to Avoid

1. Unclear Purpose
   Make sure your audience understands why you are making the presentation. Be concise and clear by providing an outline of what you are going to cover.
2. Unorganization
   If your presentation is all over the board, your prospect is not going to be able to follow what you are saying, nor will they remember what you said. It may also indicate to them that future dealings with you may be just as unorganized and send up a red flag.
3. Too Much Information and Not Enough Benefit Statements
   If you are just stating facts and features, it will become boring to your prospect. Make sure you have qualified your prospect first before presenting. Then tailor your presentation by turning the features of your products into how they will benefit from them based on the needs they have expressed.
4. Monotone Voice
   Boring. You need to show enthusiasm for your product or service and speak with confidence. Maintain eye contact and be sure to smile.
5. Appearance
   Your visual appearance influences your prospect more than you know. Be sure your clothing is clean, pressed, and fits well. I know this sounds ridiculous but there are salespeople out there that aren’t following this rule. Make sure your shoes are clean and free of nicks and scratches. Women should not wear excessive, distracting jewelry. Men should be sure their pockets are free of loose change and other things that jangle and cause distraction.
6. MOST IMPORTANT TIP OF ALL-BE ON TIME!
   Nothing shows disrespect for your prospect that being late for your appointment. Make it a point to arrive 5-10 minutes early.