THINK YOU’RE GOOD? JOIN THE CLUB!
(CONTINUED FROM PAGE 54)
(Caution: If it is a claim that anyone can or does say about
themselves, cross it off the list.)
Once you have a comprehensive list of truly meaningful and
persuasive statements, work with the group to narrow the list
down to top five. (Be prepared for some passionate disagreement as to which statements carry the most punch!) When
you have settled on or negotiated the top, best, most persuasive
five statements, take that list, type it up, shrink it down, laminate it and then stick it on the phone of every person in your
company. The rule is that nobody is allowed to complete a
phone call until they have said three of the five things on that
list as part of conversation! Educate your audiences at every
opportunity—not just what you do well—but what you do
better than anyone else.
Ramp up your visibility! Keep in mind that the biggest
threat to your business does not come from competitors. It
comes from anonymity! It goes to reason that if prospects don’t
know who you are, then they can’t buy what you are selling.
But keep in mind that if you are not top-of-mind with those
who do know you, then you are likely not even in the running
as a possible choice. People forget quickly. We have to remind
them—often!
Do you have a standardized program for reaching out to your
targeted audiences on a very regular basis? I’m not referring to a
well thought-out marketing plan. (Everyone should have one)
but rather a tactical approach that identifies key audiences and
an ongoing plan to ensure that they are “touched” on a very
regular basis to ensure your top-of-mind status.
A Simple Exercise to
Supplement Your Existing
Marketing Program
ick an hour to schedule on your calendar at the
same time each month over the next year. For
example: The first Tuesday of each month from
10 - 11 am. At that meeting which is considered a
standing, required meeting for your key staff, the
group will review the key audiences that your
company relies on for success, i.e.: current clients, past
clients, vendors, investors, employees, professional
associations, news media, etc.
The group will pick two or three key audiences off
the list and ask two very important questions:
1) This month, what do we want them to know?
2) What do we want them to do?
You may want to announce a new product, a new
hire, a new promotion, or just a simple check-in that
says: “We value you and don’t take you for granted.”
But keep in mind, there has to be a desired action
on their part, such as: a meeting for coffee, attending
your open house, agreement to receive a new
product catalogue and a follow-up call. Make sure
that what you tell them, all that you tell them,
influences them to do what you want them to do.
P
CAN’T GET ENOUGH of Avrin’s marketing
insights? Attend his Professional Development Session
titled “It’s Not Who You Know, It’s Who Knows You! –
How to Build Your Business by Building Your Brand.” Be
sure to register for Conference early at ispa2012.com to
not only ensure your PDS attendance but also to take
advantage of great discounts.
56 PULSE
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July 2012