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The WARM referral part 2 July 1, 2010

Posted by truenorthtrainingsolutions in business, internet marketing, Professional, relationships, success.
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Step 2: Education Based Marketing.

So what IS education based marketing? Essentially it’s the idea behind offering something of value that will teach your prospect something that they didn’t know they needed to know, for the opportunity of meeting you?

Let’s go back to our bankers. Most reps call up and say “President Gomez of Banco de Popular, I’d like 15 minutes of your time so I can show you how much money you’ll save by letting us….hello? El Presidente? In all reality you usually won’t get THAT many words out before your call gets disconnected.

Let’s try this instead. Presidente Gomez this is Mike Davis with XYZ bank, I have an appointment with Dr. Johnson at Planters Union across the street next Monday, and I would like to make sure that you have access to the same report. Recently Bank XYZ produced the report entitled “The top 10 errors most bankers make when choosing an EFT Provider. If you’ll be in your office at 11 I would be able to drop this off for you and provide you with the report. Even if he tells you just to drop it in the mail you now have a valid reason to follow up with him, a WARM follow up.

Now you’re only challenge is producing the report.

But WAIT you’re thinking, what if he just tells me to “stick it in the mail?” Well that my dear reader is entirely up to you. If this is a customer worth pursuing, and I would hope that you haven’t gotten THIS far without making that determination yet, then there are TWO ways to proceed.

First, you can do EXACTLY what he asked and just “stick it in the mail” however f I were you, and this were going to be MY customer that I was ‘banking on’ (pun intended) then I would make SURE that this report that he’s about to get is interesting enough to get his full and undivided attention! There are a few ways that you can do that; just off the top of my head here are 3:

1)      Make it EXTREME. There is a marketing promoter out there (who will remain nameless at this point) who suggests that everything that YOU do should be done in a VERY extreme and eye catching format. Make the envelope bright BLUE, use a font that looks like your 3 year old wrote it with a crayon, use post it notes etc.

Now I will be the FIRST to admit that thus does NOTHING to lend an air of professionalism to your document, however, on the HOME front, it WILL help it get read! However, in the example were using here (Bankers with multi million dollar accounts) maybe your should go with one of the most RECENT ideas, that of 3-D mail. This idea says that if your mail gets put “on the stack” there is less of a chance of it getting read; the closer to the bottom of the stack it is placed. This means that a nice 8×10 report in an envelope of the same size is a PERFECT piece of material to act as the FOUNDATION for a stack of mail.

HOWEVER if you were to include a “phony” band of MILLION DOLLAR BILLS (almost any printer can make them for you), and band them up in a “money band” with your companies logo. That would make your envelope lumpy enough that it wouldn’t fit anymore on the BOTTOM. Or maybe you include a small plastic “commode” that when you hit the bottom “jingles” like coins instead of ‘flushes’ you could print “Don’t flush your budget away making these kinds of mistakes.” There are dozens and dozens of 3D ideas that you can use, most of which you can buy at the local party store, and there are certain promotion companies that have ideas s well!

2)      Place the Report in an envelope and instead of mailing it, do as your phone call suggests and drop it off while you’re at your next appointment. Then you can honestly walk into his office (well outer office) and tell his secretary that you’re there to drop of the information he requested. If she doesn’t let you in, that’s ok, you personally placed it in someone’s hand, giving it a far better than average chance of being read. However on the OFF chance that you DO get in to his office, start the conversation with “President Gomez, as I suggested on my call I can’t really stay because I have to meet with President Johnson across the street, I just wanted to make SURE you had this important information’s.” That way he knows you’re not going to say, as a matter of fact I suggest you not EVEN sit down unless he specifically asks you to!

3)       Finally, however you got your report delivered, it HAS been delivered (maybe FED EX with signature required?) so you NOW have a reason to call him next week! Make sure that in the envelope with your report you included a cover letter that said “and I’ll be calling next week to see if you have any questions” Then do the obvious thing, CALL HIM THE NEXT WEEK!

Remember you offered him the report, he agreed that he wanted to see it;     you’re still on completely good ground! You have a VERY valid reason to call him back, and discuss it with him, hopefully if you gave him a Time and Date on which you would return to call, he will at least have taken a minute to look over the report and has developed some questions!

Part 3 will come tomorrow, and you’re going to LOVE that one!

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