warm calling Archives - Page 3 of 6

Is It Time to Reset Your Marketing Plan?

by C.J. Hayden | Marketing Plans & Strategies

Is your marketing plan producing the results you need? When was the last time you evaluated your plan to see if it is leading you toward success? Are you even using a marketing plan at all? Here are four questions to help you determine whether it’s time to reset your plan.

1. Are you getting in touch every month with at least three times as many new clients as you need? Not every prospective client will say yes. You need to have a marketing pipeline filled with prospects, contacts, leads, and referrals that you can draw from.

Rejection: It’s Not About You

by C.J. Hayden | Marketing Mindset

One of the most persistent barriers to success for self-employed professionals is fear of rejection. Sometimes this fear is quite conscious. You know that you are avoiding marketing and sales because you’re afraid your prospects will say no.

Other times the fear is lurking in the background, making an impact you’re not always aware of. You may find yourself procrastinating about making a phone call or setting up a sales appointment, and blame it on laziness or poor time management. Or you may avoid following up because you “don’t want to bug people.” Or perhaps it feels pushy to ask directly for a sale.

Seven Ways to Build Marketing Relationships

by C.J. Hayden | Marketing Plans & Strategies

“Relationship marketing.” “Get business by word of mouth.” “People like to do business with people they know, like, and trust.” You’ve heard these adages many times before. But what does it really mean to build relationships with people in order to sell them something?

Does it work to make personal connections with a hidden agenda? How do you go about creating relationships for marketing purposes without feeling sleazy? Here are seven tips for building marketing relationships you can feel good about.

1. Start with the best audience. When you choose the right target market for your business, relationship-building becomes an enjoyable process. Your ideal clients and referral sources are people you already enjoy spending time with.

Don’t Let Your Follow-Up Pool Overflow

by C.J. Hayden | Following Up

Do you consistently follow up with prospective clients? If you don’t, you may be wasting the effort you made to get those prospects into your marketing pipeline in the first place.

Too many self-employed professionals limit their view of follow-up to calling a prospect on the phone or sending them an email, asking if they are ready to buy, sign up, or get started. But effective follow-up entails much more than that. And, it can be much easier on your psyche than those challenging calls and emails.

When you think of follow-up as nothing more than making those scary contacts asking for business, you may find yourself avoiding them, delaying them, or always finding “better” things to do.

Want Results from Networking? Follow Up!

by Kristine Carey | Following Up

No one works for themselves without hearing about follow-up. However, in the context of networking, do you know what it means to follow up, whether or not it really matters, and why?

Here are the short answers to these questions:

What does it mean to follow up? It means you contact people you’ve met.
Does it matter? Yes.
Why? Because in many cases, if you don’t follow up, the other person won’t either, and you’ll have lost a potential avenue for business, a referral partner, or the opportunity to serve the world with your business services. You’ll have also lost a chance to truly connect with someone.

It’s easy to think you’ll go to a networking event, talk with a few people, hand out your card, and they’ll call you when they’re ready to do business. Most of the time, though, it doesn’t work that way.

44 Ways to Follow Up with Your Prospects

by C.J. Hayden | Following Up

You know you need to follow up with prospective clients, but you often find yourself putting it off. “I already called them three times,” you think. Or, “They never answer my emails anyway.” Or, “I hate hearing no.” Or, “I don’t want to bug them.” Or, “What do I say that’s new?”

It’s only natural to resist placing phone calls or sending more emails to prospects who didn’t return your last call, never seem to reply, may not be ready to buy, or might say they’re not interested. But here’s the good news. Calling and emailing prospects and asking them to hire you is not the only way to follow up!

Yes, you can call or email your prospects and ask if they’re ready to work with you, but you can also send a letter or note by postal mail, overnight them a package, send a text message, tweet them, tag them on social media, or instant message them online. And those are just different communication channels you might use. The type of messages you deliver can be much more varied than simply asking prospects to do business.

Don’t Give Up on Follow-Up

by C.J. Hayden | Following Up

Follow-up may be the most underrated marketing technique in existence. Self-employed professionals spend an enormous amount of time and money on attracting or meeting people who might do business with them. They build websites, go to networking events, purchase ads, set up social media profiles, and more. But marketing activities like these are aimed at making contact with new potential clients for the first time. Follow-up is missing from the picture.

You’ve probably heard the following truths about marketing and sales before:

People prefer to do business with people they know, like, and trust.
It takes five to seven contacts with a prospect to close a sale.
Marketing is a process; not an event.

Did You Ask for the Sale?

by Kristine Carey | Sales Conversations

A long time ago, in a galaxy far, far away, I was on the organizing committee for a huge event. We rented out a venue that could hold 1500 people and hoped to fill it as full as possible. We engaged a well-known author and speaker. We had multiple teams of volunteers handling the event promotion, venue logistics, lunches, back of the room book sales, travel and other arrangements for the speaker. In short, we were on it.

As event day drew closer, we noticed ticket sales were lower than hoped. Not to worry, we thought; we know that many people wait until the week or two before an event to buy their tickets. Nonetheless, the promotion team redoubled their efforts to get the word out. One week before the event, ticket sales still lagging, we realized we had a serious problem and were not likely to meet our goal. Again, the promotion team made one last effort to get the word out.

When the big day arrived, we had fewer than 100 people in attendance. We barely broke even on the event and our efforts to fill the organization’s coffers — and bring a message of hope and transformation to a big audience — were, well… failing.

What Does a Sales Conversation Sound Like?

by C.J. Hayden | Sales Conversations

A sales conversation is the exchange between you and a prospective client where you find out what the client needs, explain what you offer, and see if there’s a match between you. It’s neither a lecture nor arm-twisting; it’s a discussion between peers about an arrangement that will serve you both.

Here’s what a conversation like this sounds like in real life, with a few asides to note what you might learn from it.

Accountant Meg: Hi, Jack, this is Meg Jones, the small business accountant. How are you today? (Meg re-identifies herself to Jack. She also doesn’t launch right into a lengthy speech.)

Prospective Client Jack: I’m good, but a little busy right now.

Meg: I hope “busy” is good news for you. Do you have just a few minutes to talk about us working together? Last time we spoke you said you’d like to explore that idea. (She acknowledges Jack’s situation, but doesn’t just end the call. She asks permission to continue, and reminds him of a reason he may want to.)

Come in from the Cold: Warm Up Your Marketing

by C.J. Hayden | Sales Conversations

Do you feel uncomfortable trying to market your business to strangers? Most of us do. Making cold calls, knocking on doors, or attending networking mixers where you don’t know a soul can be challenging or even painful. Happily, cold approaches like these are not all there is to marketing. In fact, you may never need to use them at all.

Perhaps you already know this, and have been marketing your business in other ways. For example, launching a website, exhibiting at trade shows, running pay-per-click ads, distributing flyers, sending emails and letters to people who don’t know you, or posting promos on social media. But all of those approaches are “cold” as well, and many of them can be expensive.

Whenever you are trying to start a marketing conversation with a stranger — with no introduction, referral, or shared connection to help you — it’s a cold approach, whether you make it on the phone, in a room, by mail, or online. And cold approaches, across the board, are less effective than warm ones.

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