I met with a potential client the other day and went through my checklist of things to ask. I love checklists as they make sure I don’t misss anything. And I find most clients like this as well as they see I am organized and don’t rely just on my memory.
If it’s good enough for Einstein, it’s good enough for me. But to get back on track.
Once I had a good feel for what they needed, and restated this to them and got agreement, I told them I would get back in touch Thursday next week with the plan of action I felt would be best. My leave behind was my book – giving me instant expert status.
I emailed them right after the meeting thanking them for their time and included the overview of the meeting. This is to ensure we were still on the same page.
I contacted them on Tuesday of the next week to show them I underpromise and overdeliver – without actually having to say that. I put together a nice little powerpoint presentation to set myself apart from the competition and set up a meeting so I could present it and talk about each step we would take together.
It was a short presentation and touched on 3 things they needed to do first. And 3 things they need to do in the future. (I am also a fan of threes.)
First:
1) Direct Mail to his target market
2) Google Places
3) Add a name squeeze to his website connected to Aweber. Their website needs works, but that is already being taken care of by another provider.
Future:
1) Video Marketing
2) Social Media Management
3) Write a book
The thinking behind each idea:
- Direct Mail will elevate his company is his target’s mind. Persistant and consistant because most people try it once and give up. Your target market wants and needs consistancy.
- Google Places for when his target market is looking for him using his keywords.
- A name squeeze for when the target market comes to his site for information, but are not ready to buy yet. Then we can market to them with good quality content on a monthly basis. His potential clients will appreciate the information, plus its a good way to explain what the client should be looking for in their existing provider.
Next:
- Video marketing to help his SEO efforts as well as provide more content for his site and his potential clients.
- Social Media Managment because potential clients are going to check out this company and they should be there. No one wants to be the first client.
- Lastly write a book. When they respond to an RFP, they include the book which automatically gives them expert status. This will tip the scales when everything else is equal and will result in more sales. They can also use this a a direct mail piece by itself to specific accounts they want to win. Include it with a bag of M&Ms and they’ll stand out.
The results from this?
They decided to move on the Direct Mail first so they can get those phones ringing. When they ring, they’ll move onto the next items on the list. I’m good with that as we now have a plan and we work the plan.
Later
Randy
Randy Stuppard is one of the most savvy business people that I know. He is known as "the guy who makes things happen."