Marketing Reconnaissance Pt 3/3

As I was growing up, I learned about Joe Girard's Law of 250

. It was something that has stuck with me and I have told people about it just about every day of my life. It is important to take note of now because we are to the point of Leveraging existing relationships for a profit. Chew on this for a moment. As Joe Girard (the Guinness Book of World Records- Worlds Best Salesman) teaches, everyone knows at least 250 people. Do the math: If you know 250 people and they each know 250 people, that's over 62,000 potential contacts! Spend time developing relationships with the people you already know-clients, colleagues, people you meet through networking organizations, friends and certainly your family.

1. Prioritize: Start by making a list of all the people you know. Next, prioritize your list into A, B and C groups. The A group is your advocates. These are the people who feel strongly about you. They are your "cheerleaders" who would refer business to you right now. The B group is on their way to becoming advocates if they knew more about you, so you need to spend time with these people to educate them. The C group is people you don't communicate with enough. You may keep them in the loop, but they need more time and nurturing before they'd refer any business your way. If someone on your list does not fit into the ABC groupings then delete them.

Keys to success: Educate, don't sell. The key here is to build relationships. These develop over time as you create credibility and trust. I was fortunate to learn this from Bill Phillips the Founder of EAS and Author/ Creator of Body For Life. He set up a call center at EAS that answered work out questions from body builders and fitness enthusiasts. Through that dialogue and dispensing of Free Advice they were able to offer- NOT SELL, EAS products to the caller and, I would suspect, have a greater acceptance and buy in from the caller than if they had just set up an order line.

To be truly effective, you must always be on the lookout for ways you can help. Start by giving more than you ask, and your network of relationships will become your most valuable marketing tool.

2. Commit to e-mail marketing -preferably though video emails with Evidz(dot)co. Marketing through e-mail is flexible, cost-effective, easy to measure, and high impact. It allows you to easily drive traffic to your Web site, reach a broad geographic audience and stay in frequent contact with your customers and prospects. E-mail marketing allows you to market your services and establish your expertise with your audience.

Use email marketing for newsletters, product announcements or to share your publicity success-the ideas are endless. But know that this flexibility and ease-of-use can cause problems. Remember, you are marketing. So be sure to think it through, develop consistent messaging, create a piece that reflects your company, and make sure the information is of value, or people will quickly jump ship.

Keys to success: Don't "SPAM"! Send e-mail only to those people who have given permission. When someone asks to removed, respond immediately.

This is the final post in this series on Marketing, I hope you found a nugget or two of valuable information in each post and have found ways to implement the ideas. I look forward to sharing more with you in the near future. That is it for now...take time each day to perfect your 30 second Elevator Speech. You never know who you will run into today.

by: The Broadcast Center

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