Make sure your marketing recognizes all prospects are not at the same point in their buying process. Yes, there IS a PROCESS your client must go through to become your client:

Stage 1: “Happy Campers”
Think back to a time before you bought a car, a home, a cell phone. You were probably happy with the car, home or phone you had BEFORE you ever starting thinking about getting a new one. Prospects in this stage are equally ‘happy’ with their status quo.  They tend to ‘stay put’ until there’s a good reason to change.  That’s why your marketing messages need to help these people become aware of their frustrations . . . and develop a desire for ‘something better’.

Stage 2: “Lookers and Cookers”
These prospects are increasingly aware of their frustrations and are very receptive to information on how to best address them.  They are also diligently doing their homework on why your firm may be a ‘better’ option to get a solution from than any others.

Stage 3: “Try’ers and buyers”
These prospects are ready to do something (like buy!) to feel better.  They know why and learned what they want as well as who has the best solution for the problems they’re suffering with or the opportunities they’re missing out on.  These people need your help to ‘take action’ . . . like buying the solution you’re offering.

KEY POINT:
Tailoring marketing messages to be ‘stage specific’ makes you more effective!

“Let’s Shake On It, Then!”
Businesspeople make promises to their clients.  It’s what we do.  Unfortunately, the expectation of many (most?) clients is that a promise is likely to be broken.

You Need a SYSTEM
If your reputation for ‘keeping your word’ . . . or, promises . . . is so important but it seems to be the exception (not the rule) that businesspeople will break more than they make . . . you have to ask, “Why?”.  The answer is not that they meant to break their promise, but that they don’t have a system in place to make sure they keep them!

Make a Promise . . . “Write a Check”
If you’re in a service business . . . where the client’s buying your ability to ‘come through’ as you promise (and, your client expects) then you need a deliberate way to ensure that happens . . . consistently.  My suggestion?  “Write a check”.  Literally.  Not on your bank.  On your time!  Think of a ‘check’ as a written evidence of your commitment to your client’s happiness . . . with you.

When you make a promise . . . WRITE A CHECK to demonstrate your commitment to ‘cash it’ with your customer or client.  Here’s an example:

Is this SCARY?  You bet it is!  Especially if you’re not committed to deliver.  This is a huge ACCOUNTABILITY tool.  But, if you’re as good as you say you are, it’s a NO BRAINER, isn’t it? Actually, it’s going to help you to DIFFERENTIATE yourself and your practice!

NOTE:  If you’d like my Special Report on how to set up a ‘Promise Checkbook System’ . . . shoot me an email and I’ll send it right back!

KEY POINT:
You make promises every day . . . give people evidence of your commitment and watch your competition shake in their boots! 


I’ve recently found a very cool site — fab.com. Fab is the brainchild of Jason Goldberg. I posted about him earlier in the week.

 

Clarity of Vision = Focus = Power
In marketing, it’s important to know what you stand for . . . as it helps you to stand out by standing up for something specific. Jason, as CEO and Founder of FAB.com has done this beautifully, IMHO.

FAB’s Focus . . . Design and Customer Experience
As you read the ‘Mission Statement’, it’s pretty clear that two terms come clearly to mind . . . DESIGN and CUSTOMER EXPERIENCE.  This tight focus makes it easy for FAB’s management to make decisions — decisions that align with the audience of people who are FAB’s target market — people who appreciate both outstanding design as well as a good bargain.

KEY POINT:
Mission . . . drives how you operate and how you’re perceived by your target market

There’s a new business that sells some very cool, very fashionable items.  Online. It’s called “fab.com”.

It’s the brainchild of Jason Goldberg, Fab’s CEO.  Jason’s smart — with an MBA from Stanford University.  And well connected — he worked for President Bill Clinton for 6 years as one of Clinton’s White House staff.

Great Fashionable Items at Great Prices
So Jason gets this crazy idea to start-up the business called fab.com and in 115 days since launch, fab has over 650,000 members (it’s free but you must still apply and be accepted) and over 100,000 orders.  The press on this new venture is nothing short of phenomenal with coverage by anyone and any media that is worthy of note — Forbes, WSJ, CBS News, Fast Company, etc. — you get the idea.

The Power of Personal Touches
But look at what Jason Goldberg the founder and CEO of fab.com is doing.  The picture above is an actual, handwritten note sent along with one (of a number, I presume) of those 100,000 or so orders.  Yep. Jason Goldberg, CEO of this exponentially growing business (fab.com’s on track to do $10,000,000 in sales before the first year is over)  is sending random ‘love’ notes of appreciation to his new customers.  Way to go, Jason!

KEY POINT:
When company leaders engage in high-touch activities with customers, everyone benefits!

We took a break yesterday from this theme of ways to use LinkedIn.  Now, it’s back to work!  ‘-)

An Example Worth Noting
The other day I mentioned that sharing your expertise on LinkedIn, by answering questions posed by other members, helps your VCR (visibility, credibility and reputation).  While looking at some questions on ‘marketing’ (my area — you look in yours!) I found a truly ‘killer’ response to a question on whether management consulting and internet marketing were mutually exclusive or, not.

In fact, I liked his answer so much that I ‘tracked down’ the person who posted it — a Carl Diamond who owns Diamond Website Conversion — a firm from the Seattle, WA area:

I then sent him a short note of appreciation acknowledging the superb quality of his answer.  Well, before the day was over, Carl had replied to me and we had become part of each other’s LinkedIn network.  More importantly, the foundation was laid for a possible future collaboration between us.

Will that ever happen?  Who knows.  But I do know this — if we never connected, the chance for something coming from this day would have been 0% — GUARANTEED!

KEY POINT:
Social networking is about planting seeds of opportunity . . . then nurturing those opportunities until they blossom! 

In the short time human beings have been on the planet, we started out as ‘hunter-gatherers’ who had to stalk and kill prey to eat to ‘farmers’ who learned to cultivate the land for our food.
Moving from ‘hunting’ to ‘farming’ was a huge step in the growth of civilization.  OK, the ‘thrill of the kill’ may have been lost, but the fact is farmers tend to eat more regularly and predictably.

Farming . . . Leads To Predictable Productivity
Farmers know that planting in the spring means they’ll have a harvest in the fall.  Sure, there’s some risk — like drought, insects, etc. — but overall, “input => output” in farming with a fairly high degree of probability.

Business . . . Has Reverted
In the world of small business, many firms seem to prefer ‘hunting’ rather than ‘farming’.  The problem is that hunting is a ‘hit or miss’ proposition. Cultivating opportunities . . . is not.  But it requires a strategic perspective, not a tactical one.  Not easy to find these days.

You Do Have a Choice
Assuming you’re aware of these two options, which one are you choosing — farming or hunting?  If increasing the predictability of generating everything you need to ‘go to the bank’ — leads, referrals, opportunities and (lest we forget!) revenues . . . is important to you . . . why would you not want to be a farmer of your business?

KEY POINT:
Be a farmer . . . cultivate relationships for the referrals and revenues they offer! 


This year, we’ve had work done on our home.  A number of contractors have ‘graced’ the property.  Landscapers, irrigation specialists, hardwood floor experts, painters, etc.  My wife Joyce said, “We’ve seen more contractors this year than when the house was being built”.  I agree.  It does seem that way.

Candor is Attractive
On a scale of 1 – 10, where 10 is high, our contractors have, for the most part, fallen into the “6 – 8” range. They’ve been ‘above average’ in their expertise and the ‘experience’ we’ve had with them.  But three people have earned a ’10’ from us. Why?  “Candor”

“Pardon, Your Foundation is Showing . . . And You’ve Got Cracks!”
Each of our ‘Top 3’ people were completely transparent with us. What impressed us was their candor about work someone in their company had done . . . incorrectly.

Disclosure is Disarming and . . . Charming
As hard as it is to acknowledge a mistake, it reveals character and integrity when you do. Showing your imperfections makes you human and builds your credibility with clients. It’s also the first step in recovering and restoring the goodwill that’s ‘at risk’ if you don’t.

KEY POINT:
Admitting your mistakes . . . makes you more attractive . . . to prospects and clients

In Marketing, there’s an expression for content that converts unknown website visitors into known ‘people of interest’ — ‘bait-piece’.  Yep.  Just like putting ‘bait’ on a hook when you were fishing as a kid — it attracts people who are interested in what you do . . . and invites them to take an action you want.

Every Client Starts Somewhere . . .
In marketing, especially online marketing, you want a prospect to ‘raise their hand’ and tell you who they are.  Why?  So you can begin or more deeply develop a marketing dialog with them that provides the information and creates the opportunity needed to turn a casual visitor into a paying client.

The Ultimate Bait-piece . . . is Yours For The Asking
Kip Bodnar over at HubSpot — the leader in online, inbound marketing services (did I mention we’re a reseller for them, too?) has just released the ultimate ‘bait-piece’ on the topic of how to create e-books that attract traffic to your website and generate leads you can develop into productive and profitable clients.

DOWNLOAD Kip’s e-book . . . just click the image in this post.  See?  This really works!

KEY POINT:
You catch more visitors with ‘bait’ than without it . . . and an e-book is great bait!

It’s an endless quest, isn’t it? Here are some ideas on how to do it effectively:

Enchantment - Increase Likability

Thriving in a Difficult Economy?
In case you missed it, the last 3 years have been tough.  The stock market crash in ’08 and the weak economy since then have made staying in business a challenge.  So how then does a business actually thrive in such times?  Is there a secret?

Reston Limousine Figured It Out
In 2008 Reston Limo and Travel, a Virginia limo company, was seeking a way to remain viable and (hopefully) profitable.  Like many firms, Reston Limo and Travel needed more sales.  That’s when Kristina Bouweiri, the CEO decided to implement a novel idea. She started taking her best customers to lunch.

Client Appreciation Event — “Let’s Do Lunch!”
Kristina selected 250 clients whose past business suggested significant and profitable future opportunities.  These clients were then invited to a client appreciation luncheon to thank them for their past business.  To create urgency, only 50 people would be accommodated.  All seats were taken quickly.

Alliances Were Key
Once the luncheon was set, Kristina solicited other firms to help share the cost — in exchange for being a sponsor and gaining prestigious access to these top decision-makers.  Eventually, these sponsors promoted one another to their respective clientele — thus leveraging the  relationship capital inherent in the sponsors clientele.

Lessons Learned
One discovery was that ‘price’ was not a significant factor in determining which company would be hired.  However, ‘reliability‘, was.

Kristina also learned that different people in the same company hired a limo company independently of one another.  That prompted Kristina to find and support a ‘champion’ in each client company who would help raise awareness of and preference for her company within that client firm.

Valuable bonding with clients, marketing insights and aligned actions resulted from these luncheons.  So much so that they’ve become a monthly event for the last 2 years.  Why?  It’s WORKING!! . . .  to build relationships, revenues and profits for Reston Limousine and Travel.

KEY POINT:
A challenging economy demands a creative response . . . the more you involve your clients AND strategic alliances in your marketing, the better off you’ll be