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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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How NOT to make a cold call – Part 1 July 1, 2010

Posted by truenorthtrainingsolutions in business, Professional, relationships, success, time management.
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The Warm Referral

I know that many of you will find this hard to believe, but I have actually worked in sales a time or two in my life.  Personally I HATE cold calls, I have found that it is MUCH easier and MUCH more profitable if instead of COLD calls you do you best to develop a series of LUKE WARM calls.

You might want to take some notes, as my dad always told me, nothing in life STARTS until someone sells something, and as MY lovely wife will tell you, and these ideas can just as easily help you grow your business as turn a profit.

The idea behind the dreaded cold call is that you are going to sell something, in this case something very expensive to someone who doesn’t KNOW you from the next guy on the street. I’ll be the first one to tell you that the percentages of that actually happening make Direct Mail order seem like a DREAM business, and they are lucky to get a 2% response. So what can we do to increase our odds?

I’m going to walk you through 4 things that will absolutely work every single time YOU remember to apply them.  Mention that last part because even AFTER I learned this, it was several months before I REMEMBERED to integrate them into my DAILY schedule. However the FIRST day that I did, my closing ratio increased 50%

So let’s jump into it.

Step 1 find Buyers who can afford what you have to sell!

As many of you know Michele and me run a training company and we train on a variety of subjects, mostly communications oriented both in business and relationships. Now I can have the ABSOLUTE BEST way for men to patch up ANY argument that they start with their wives and not ONLY have their wives FORGIVE them, but feel lucky to be married to such a stud. But if my class tuition is $200 a head, and I’m talking to a group of public school teachers, in JULY, how well do you think I’m going to do? My classroom is going to be as EMPTY as theirs!

But if I have done my due diligence and I decide that I want to market my class on conflict resolution to young married folks, how much BETTER will I do if I can find a way to bundle MY tuition in with the CATERING package from the Wyndham on I-drive? Now think for a minute, the hotel is expensive, the bride and groom know that, they ALREADY have their checkbooks out, AND their wedding planner has ALREADY explained that before the ceremony if complete they will have fought with their photographer, their caterer and their in laws. So for an extra few hundred dollars I can give them the tools they need to not only survive the process, but arrive at the alter relaxed, happy and NOT on the next episode of BRIDEZILLAS?

Now what if instead of working with the Hotel manager I want to be Greedy and I don’t WANT to split my tuitions, instead I want to develop my OWN line of introductions that will give these folks the feeling that not only do they want my class, not only will it help them, but they in fact would be seriously missing out if they DIDN’T sign up?

That leads us to our next step: which ill be covered next time!

However if you JUST cant wait hop on over to:

http://www.truenorthtrainingsolutions.com

and ask for the remote Control management kit!

Is there no truth in Business? June 24, 2010

Posted by truenorthtrainingsolutions in business, internet marketing, Professional, relationships, success, time management.
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A take off on Shakespeare or Star Trek, your choice, but it comes from a very valid place. Recently my staff and I have been DEVOURING as much information as we can about online marketing. We don’t want to rely SOLEY on Web based business models, we saw how well that worked – How IS Pets.com doing? – and KNOW that as much money as you can make on line there is a LOT of money left on the table by folks who only look at one form of promotion.

So the team and I have spent the last 6 weeks reading reviewing, attending, listening to and watching everything we can from every corner of the world for as many “online experts” as we can validate. Sorry to the guy with the “Internet GuRu” hand painted sign on the corner of my street, I’m thinking you might not qualify. Well for those of you who know me well know that I have a sleeping disorder, and it’s not uncommon for me to wake up and spend 30 – 45 minutes online doing one form of research or another at 3am.

One night recently, it was especially bad. I got this email that said something like “Let ME send you the 10 things that every online marketer MUST know!” Now I will admit I’m a member (for now) of GKIC, and I do see some value in it, but inherently I AM a cheapskate. So if you’re willing to GIVE me the 10 things I HAVE to know, I’m all about it. SO I click the link in the ad.

Through my research I KNOW that when I get a link with AWEBER in the link, it is from someone using one of the LARGEST mass email companies on the planet earth. I’m not saying anything good or bad about them; apparently they are VERY good at what they do. So when the page opened up with LOTS of colors and “scrawls” and ‘Post it notes’ and other eye catching ideas, I had an IDEA that I was on a “squeeze page” and was about to be asked to OPT IN.

Now without going too deep into to much an OPT IN is basically YOU giving someone your name and email address as well as giving them the right to sell trade, barter, smoke signal and use that information with others of their ilk. So I scrolled down to the bottom, found the opt in and put in my nick name as well as an email address that I KNEW doesn’t get any mail (there’s a method to my madness).

A few years ago the phone company misspelled my 1st name when I set up an additional phone line. From then on, every time I got a piece of mail with THAT spelling of my name I knew 2 things: 1) It was an Ad for something I didn’t ask for 2) I KNEW where they GOT my information from, and it WASN’T me. So I decided to use the same method here. If I gave a nickname I would know WHERE it came from and if I used an email address that doesn’t get much, I could monitor it VERY carefully.

So I add my information to the ‘opt in’ form hit the button marked DOWNLOAD and am rewarded with a page that says “thanks for your information, check your INBOX for your download link.” Ok, now WAIT A COTTON PICKING MINUTE! I am NO high level web programmer, but even I know that there really is NO valid reason for Bob to make me go somewhere ELSE to download HIS PDF, if he indeed even HAS the PDF in his possession. Something’s not smelling kosher here.

SO I scurry back to my inbox (ok its 3am I’m not scurrying anywhere), and lo and behold there are 6 new emails. Hmm 6? Well that’s interesting….hey look his friends already know about me! One of the links is a PDF download link and I get my free report, and go back to bed.

A few days later another bout of insomnia and I’m back at the PC. PLEASE I AM A PROFESSIONAL, I do not recommend the following to the amateurs or weekend warriors out there. For some reason only myself and my creator may one day determine, I decided to go through the entire NEW MESSAGE section and “grab” every freebie being offered. I was there for about 90 minutes; luckily my buffer holds my nickname and email address, I skipped anything that wanted any additional info and anything that was a “joiner” and found some interesting things.

First off, a LARGE number of these “affiliate marketers” are all selling for the same folks. Out of about 90 emails from 90 different addresses there were about 40 distinct websites being promoted. Next, if you are USING affiliate marketers to promote your products, get on their email lists so that YOU see what your customers see. Its bad enough the tactics some of these folks use (free.bies instead of freebies to get past filters), but some of these emails are absolutely TERRIBLE. Finally, and most severely is some of the out right PLAGERISM that is running rampant through that industry. I don’t care if they steal from each other in their emails, but one of these guys was actually using verbiage from a VERY well known VERY well compensated speaker and trainer (tall well built guy BIG TEETH) whom you would all recognize, was having his material STOLEN WORD FOR WORD and being re packaged as this other authors.

Hey we ALL may have made up a few social studies reports off what was in the Encyclopedia Britannica in the 8th grade, but as adults we GO TO JAIL for those kinds of things! Personally I hope Sir Large Incisors finds this guy and pins his legal carcass to the wall. But that’s my two cents.

So please if you are going to market online, there are some great ways to do, affiliate marketing is probably even a good way to do it, but please, screen your marketers and their material. I know for a fact that the workers for a company get busted doing THEIR jobs, the originator is [probably going down as well! Don’t let that be YOU!

By the way, the last time I looked, that email address was getting over 320 emails A DAY! One of the “affiliate marketers is actually sending 10 – 15 emails a day, each one hawking a NEW and DIFFERENT whiz bang product for each of whom he JUST hung up the phone with the inventor and, well you get the idea.

Drive your web mobile carefully, drive it wisely, and when you really need some good information, head on over to

www.TrueNorthTrainingSolutions.com and check out our resources!

No squeeze page, no opt in.

PS. After applying all the filters I can I just checked that email box, and since yesterday, 229 new messages!