1. The Economy is Down:
OK so when was the last time the economy was up? Can you even remember when the economy was up? By the way, it is a big myth that advertising in a down economy doesn’t pay.
The Battle for Your Prospect’s Mind
A couple of brilliant advertising guys named Al Ries and Jack Trout wrote a book in 1981 called Positioning: The Battle for Your Mind. They explained that all products and services end up occupying a position in our minds. We put a label on everything. Smart companies position themselves exactly how they want to be thought of by their prospects.
Whatever your business is, if you do not create a unique position in my mind, I will think of you as an accountant, or insurance broker, or printer or whatever profession you are part of. I will see you as being the same as everyone else in your group. Whatever associations I have already formed about your group, I will attach automatically to you. If you are an accountant and I think of accountants as expensive, confusing or interchangeable, that is who you will be to me. Unless you create a unique position for your company in my mind. If you are a janitorial company and I think that all janitorial companies do a great job in the beginning then start to get sloppy, that is what I will think of you. Unless you do something in your marketing to establish yourself as being different from your competitors.
You have to create the position you want for your company or your prospects will do it for you and you may not like where they choose to slot you. You don’t want to be stuck with the impressions formed on your prospects by the rest of your herd I have fixed ideas about everything. If you were to ask me about any type of business, I will tell you what I think of them. You must be aware of the impressions, good and bad, already made on me by your competitors –the other members of your herd. And then you have to rise above them and set your company apart from your crowd.
Choosing your position is tricky because you have to decide which segment of your prospects you are creating the position for and how you are going to establish your position in your marketing.
Your position must be short and simple. If it is confusing or complicated I will not work to get it, I will just forget it.
Another critical thing about a position is that you have to stick to the same position or you will lose all the marketing points you have scored with your original position. If you vary your positioning in your marketing messages, you will leave me thinking “Who are these guys anyway?” Stray from your position and perish.
In order to gain the position you want in the minds of your prospects, you will need to plant that message firmly in all of your marketing communication. Then repeat it, over and over and over again. Never move away from your core position. You can vary the content of your marketing messages but your main positioning must remain absolutely consistent.
Think very carefully about what you want your position to be and how you are going to express it in your marketing.
Don’t let me just lump you in with the rest of your herd!
Register for one of our free webinars and Question & Answer sessions held every Monday, Tuesday, Wednesday and Thursday. We take you inside an E-Telemarketing campaign and show you how our unique marketing system will build trust with your prospects and get you a huge increase in appointments whether you are a Fortune 20 company or a one person operation.
Call 1 866 445-4369 to register or click on the link below
I get hundreds of calls every year from salespeople trying to book an appointment with me. You have probably been one of them.
It may surprise you to learn this, but some salespeople do actually succeed in booking an appointment with me.
Here is the picture that comes into my head when I receive a call from a salesperson trying to book an appointment with me. I see myself sitting at my desk going through the obligatory ‘rapport building. Then I see myself suffering through a sales pitch that goes on a lot longer than it is supposed to. Then I know I will have to fend off The Close and pry the sales rep out of the chair and push them out the door.
Previously I told you that if you want to get an appointment with me you have to tell me what you are going to do for me without telling me how you are going to do it. And then you tell me you only need 5 minutes of my time for the appointment so I feel the process is going to be relatively painless.
Trust in sales is critical and it is made up of several things. Previously I mentioned “consistency” as being one of the key components you need in your marketing to get your prospects to trust you. You have to be in front of your prospects on a regular basis so they come to trust that you are a stable long-term company. And your marketing message has to be consistent so you don’t confuse your prospects about what you stand for.
If you say you perform better than your competitors, attach some numbers to that claim please. How long do you retain your average client relative to your industry? Do you calculate ROI on your service? What percentage of your business comes from referrals? How fast is your company growing?
Failing to Consistently Communicate With Your Prospects is The Most Costly Marketing Mistake
Most traditional marketing methods are not very effective. Let’s take traditional telemarketing as an example. You call your prospect list. You are lucky if you reach even 15% of the decision makers and you book an appointment with a small percentage of that group. And there you are on one side of that gaping marketing chasm with your little group of prospects. On the other side of the chasm are the majority of your prospects that you have not even started to communicate with. If you don’t communicate with them, they are going to remain on the other side of that chasm forever and you will never do any business with them.
Are you Giving Up On Your Prospects Too Soon?
One of the biggest mistakes we make in our marketing, in fact probably The biggest mistake, is to abandon our prospects too early in the marketing process. We get frustrated and give up on them. Then we move on to another group of prospects until we get frustrated with them. Meanwhile the group of prospects we abandoned is left hanging just when we were getting them warmed up to us.
Continue To Reach Out to Your Prospects on A Consistent Basis and They Will Cross Over the Bridge
E-Telemarketing is a dramatically different approach to marketing because it combines lead nurturing emails with telemarketing to build on successive contacts with your prospects. It is not a one call and out strategy which just does not work any more.
You communicate your message to your prospects consistently by email and then when you have identified which prospects have warmed up to you based on the number of times they have opened your emails, you call them. It stands to reason that you will have a lot more success calling prospects who have put up their hand and indicated their interest.
Virtually every time we are talking to a company that is considering using our b2b prospecting service, we get these questions.
Will this work for us? How fast will it work?