Got Friends? | SALES AND MARKETING

Sales and Marketing with Bill Doerr

15 Second Speed Read

If your primary marketing is done locally, you probably want to find ways to reach into your local community of prospects. If you're also marketing a professional or valuable problem-solving service, you likely want to do that in a manner that's as professional as you are. That's what an enterprising group of women in Connecticut are doing and . . . doing good for themselves and their clients in the process.

Got Girlfriends?

That's precisely how a group of 9 women based in and around the Greater New Haven Connecticut shoreline communities refer to themselves -- literally and figuratively!

Mission and Market

This group was formed with a mission and a market clearly in mind. The Mission? According to Peaches (yes, that's her real name!) Quinn, a Yale University graduate, insurance advisor with the Retirement Planning Group in nearby Guilford, CT and one of the driving forces that gave birth to this wonderful group of women, "Our mission is simple. We want to promote and share our expertise and knowledge with other women . . . giving our clients the opportunity to make sound purchasing and planning decisions based on need and affordability".

Their Market is primarily women (but many men are clients, too) who have reached that 'certain age' in life where wisdom has been learned and earned over many previous years -- i.e. senior citizens.

As nuclear families have gone the way of the 8 track cassette player, more and more seniors have fewer and fewer opportunities to go to a family member they feel they can trust and rely upon to help them make good decisions about their home, their health, their investments and savings, insurance, etc.

Got Girlfriends? means . . . "You Got FRIENDS!"

Collectively, these women offer demonstrated expertise and tremendous client-centric regard in the following areas:

• life and health insurance,
• real estate,
• mortgage financing -- conventional and reverse-mortgage varieties as well as
• property & casualty insurance
• home healthcare services
• etc. etc.

What makes these women truly unique is their dedication to preserving the quality of life for their clients. Jackie St. Peter, a member of "Got Girlfriends?" had an extensive career in healthcare management that lead her to start her firm, "Family Connections". Jackie provides her client families with a resource for all issues that arise from elderly clients with chronic disease management needs to young mothers and newborns whose needs, while different, are no less compelling to address. For Jackie, as is true for all the members of "Got Girlfriends?" . . . life is family and family is just as precious to respect and support as the lives of her clients.

What I've Learned From This Group

Each member is highly successful in her own right. Each has a strong a sense of responsibility to 'give back' to their communities and, in particular, to a group of citizens whose interests may easily be compromised because of a lack of advocates who, like family members of old, are able to 'look out' for them as if they were family. And, in many ways, the clients of "Got Girlfriends?" truly are part of their respective extended families.

It's also abundantly clear that a sense of stewardship to others truly draws and bonds these capable women together. Each one has learned and earned her own 'stripes' in business and life. Each is now committed to sharing the benefits of her respective path to make the lives of their (mostly) senior clients truly good ones.

A (hidden) Marketing Opportunity?

In speaking with Peaches, I asked how other firms felt about the concept behind Got Girlfriends? It seemed logical to me that each member of the group has a powerful venue from which to vet other services to their clients. "As a matter of fact" said Peaches, "that's something we've been thinking a lot about lately".

I suggested that marketing is largely involved with connecting people who can truly understand, value and desire the benefits another is offering. By acting as a marketing intermediary, each member of Got Girlfriends? is in a wonderful position to introduce clients to other firms and vice versa.

Quinn added, "You're right. In fact, when you consider the cost of acquiring a client, many firms might be willing to allow Got Girlfriends? to introduce their products and services at a special fee in exchange for a new customer. In that way, the client has what they need at a very good price, we have a happy client and the vendor has a built-in marketing program where they only pay for their marketing if and when it pays off for them. A win-win-win for all parties."

Amen, Peaches. Amen!

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For more information on Got Girlfriends? contact Peaches Quinn at: (203) 915-3154 or Donna Marino at: (203) 430-6702 in the Greater New Haven, CT area.

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Bill Doerr, Partner / Markitect at SellMore Marketing, LLC helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordability. You can reach him online at SellMore Marketing, or by phone at 860-798-6964.

For more information, please visit Bill's TNNWC Bio.

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Got Friends? | SALES AND MARKETING

The Science Behind The Art of Marketing | SALES AND MARKETING

Sales and Marketing with Bill Doerr

15 Second Speed Read

Bob Cialdini is a social psychologist whose studies into how and why people behave is rather legendary. He’s authored several books on the topic of human behavior including his signature work – a book titled Persuasion. In another book Yes!, Noah Goldstein and Steve Martin present some incredibly valuable insights for anyone in business and who wants to stay in business in these challenging economic times.

Here are a few of their insights I found particularly valuable to consider and use:

Revealing Your Flaws Effectively

In one study, a business used three different advertising approaches. Version 1 was ‘all positive’. Version 2 revealed both positive and negative information but they were unrelated. Version 3 revealed both positive and negative information but they were related – e.g. “our restaurant has limited seating (negative) but it makes for a cozy atmosphere (positive).

POINT:

Version 3 advertising was the most effective approach. If you want to build credibility with your market, reveal your flaws as well as promote your positive attributes but only those that have a relevant connection.

Training Staff To Make Better Customer Experiences

Contact with customers is a key role for your business. The people you count on to deliver a great experience must be capable of doing so. That’s where training comes in. But what kind of training is most likely to producing workers who can make ‘good decisions’ when needed to make your customers happy? Wendy Joung, a social scientist, wanted to know, too. She examined firefighters (good choice!) because their ability to make decisions under pressure is critical to performing and saving lives. Two groups of trainees were given lessons using case studies. In one, the trainees learned from cases where errors in judgment had deadly consequences. In the other, the case studies suggested how to make good decisions by citing how others had avoided the negative consequences of poor decisions. Post-training testing revealed firefighters who learned from the mistakes of others learned to make better decisions.

POINT:

While being negative isn’t usually valued, in helping people appreciate – and learn – what is effective, showing how to avoid mistakes – and the consequences they bring – may make for a more effective training program for your employees and . . . a better experience for your customers and clients, too.

Bragging Without The Baggage

OK, your mother was right. You ARE the smartest kid in the room. And your business IS better than your competitors. But being that is one thing. Telling your prospects that can backfire on you. What to do? Another psychologist, Jeffrey Pfeffer did a study to find out. He compared the ‘credibility’ of an author based on whether people heard about a new book from the author or the agent. The people rated the book – and author – more favorably when someone other than the author was ‘pitching’ the book and writer. Sure, the agent – like the author – had a vested interest in getting a favorable perception of the book with the publisher. But that was less of an issue than the author delivering the same information himself.

POINT:

Having a third-party introduce you, your business or your products and services is far more likely to sway prospects in a positive way than if you do it yourself. So whenever possible, find someone else to do the ‘pitching’ and you’ll be better for it!

Social Comparison Drives Most Decisions

In the world of marketing few things are as scientifically crafted as infomercials. They are art forms based heavily on science. Social science. Colleen Szot, a writer of these special marketing messages, changed three words and boosted her audience response rate significantly. In the usual ‘call-to-action’ section of most infomercials, you’ll hear “Operators are standing by, please call now”. Colleen changed that to “If operators are busy, please call back”. It seems contrary. “Call back if you can’t get through?”. It is. But it’s also communicating in a subtle way that, “Hey, this product is so popular that it may be hard to get through to an operator!”. As social creatures, we tend to take our cues from the behavior of others. This is no different. Rather than decrease response rates, this little change actually increased it! (I know, I hear this line being used in more and more infomercials, myself).

POINT:

Social proof -- in the form of what others are doing (or, you are suggesting they’re doing) with your business, products and services -- may be far more effective in generating response to your marketing and boosting the perceived popularity of your products and services than you realize. Cite the actions of others, use their testimonials about benefits gained from working with you, invite contact with existing clients. Why? Because . . . social referencing . . . works! Use it.

Want more like these? Buy these books: Persuasion by Robert Cialdini and Yes! by Noah Goldstein and Steve Martin -- great summer reading!

---------------------------------

Bill Doerr, Partner / Markitect at SellMore Marketing, LLC helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordability. You can reach him online at SellMore Marketing, or by phone at 860-798-6964.

For more information, please visit Bill's TNNWC Bio.

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For complete tactical and strategic business planning, marketing, media, lead-generation, technological and capital resources, scalable solutions and tools to support every entrepreneurial start-up, young enterprise, small- to medium-sized business and emerging high-growth company, talk to The National Networker Companies™/ TNNWC Group, LLC.

We are a collaborative entrepreneurial, creative organization offering you hands-on, personalized assistance in every aspect of achieving your monetization, profitability and financial sustainability objectives, domestically and globally.

We don’t just coach you or offer you pre-packaged, push-button solutions – we listen to you, analyze your exact needs, and work within your budget to: 1) create your tool kit and 2) work as your partner to implement your plan by supporting you in the most efficient and productive use of every tool.

Visit our website, which is located at http://www.TNNWC.com .

To receive our newsletters, publications, information bulletins and alerts, simply join us as a Member. Membership is free and the benefits are unequalled anywhere.

Just go to our home page, and click on the “JOIN US” button.

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The National Networker Publications™ produced by TNNWC Group, LLC

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The Science Behind The Art of Marketing | SALES AND MARKETING

Stamp Out Fickle Marketing | SALES AND MARKETING

Sales and Marketing with Bill Doerr

15 Second Speed Read

Are you susceptible to 'flavor of the moment' marketing? Do you read about a marketing idea and immediately try to put it into play? Are you always ready to try a new idea or way of promoting your business? Do you find yourself starting more marketing efforts than you seem to finish? If so, you may be a temperament marketer and causing yourself to lose focus, efficiency and effectiveness.

Good Vision, Fuzzy Path
If you have a vision for your marketing, you're measuring your marketing by a solid metric -- increased sales. But more people know WHAT they want (sales) than HOW to generate them (tactics).

This leads some people to see any marketing tactic as being just as good as any other. Not true. There are differences. And advantages. But if you can't see them, you can't use or benefit from them.

"All roads may lead to Rome" . . . and all marketing tactics may work. But some roads are more direct and some tactics are more effective. But how do you choose?

Simple. Use a 'System'.

The 7 Step System
The renowned small business marketing organization: Duct Tape Marketing has a systematic approach it advocates that includes 7 keys or steps:

1. Strategy Before Tactics


2. Use an Hourglass


3. Content Rules!


4. Leverage The Internet


5. Use a Lead Gen Trio


6. Cultivate to Convert


7. Live by The Calendar

Step 1: Strategy Before Tactics
Before you choose and use any marketing tactic, get clear about your strategy. With that locked down, the best tactics will become clear to you very, very quickly.There are three factors to consider here:

Ideal Client . . .Who do you want?

This isn't about who's your biggest client. It's truly about defining the kind of client that you look forward to serving. Life's tough enough. Why work with people who don't make you feel excited to do so? Also defining who your Ideal Client is helps others to help you meet more people like that. After all, if you can't tell me who you want as a client, how would I know if I know someone who fits your profile? I wouldn't. But get this right and people can help you connect with people who are more of what you want and less of what you don't.

Value . . . What do you offer?You won't exist in business for long without providing meaningful value to your clients. But what is your value? How does your Ideal Client perceive and define it? You must learn this or you'll fail to attract the attention and sales you want from the people who can best understand, value and afford the value you provide.

Position . . . What will you take?

You want to be noticed by your Ideal Client, of course. That's a given. But how? At one time, being 'unique' was allegedly really important. But being seen as having relevance and value -- as your Ideal Client defines it -- is far more useful to you. In fact, being relevant and valuable is more attractive than anything. Do you know what your value is? Do you have a good way to describe it to attract your Ideal Client? If not, you'd best get working on it!

Next Month . . . we'll look at the remaining steps in this Duct Tape Marketing approach to marketing your business, products and services . . . by design, not accident.


Bill Doerr, Partner / Markitect at SellMore Marketing, LLC helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordability. You can reach him online at SellMore Marketing, or by phone at 860-798-6964.

For more information, please visit Bill's TNNWC Bio.

---

Powered By TNNWC Group™

For complete tactical and strategic business planning, marketing, media, lead-generation, technological and capital resources, scalable solutions and tools to support every entrepreneurial start-up, young enterprise, small- to medium-sized business and emerging high-growth company, talk to The National Networker Companies™/ TNNWC Group, LLC.

We are a collaborative entrepreneurial, creative organization offering you hands-on, personalized assistance in every aspect of achieving your monetization, profitability and financial sustainability objectives, domestically and globally.

We don’t just coach you or offer you pre-packaged, push-button solutions – we listen to you, analyze your exact needs, and work within your budget to: 1) create your tool kit and 2) work as your partner to implement your plan by supporting you in the most efficient and productive use of every tool.

Visit our website, which is located at http://www.TNNWC.com .

To receive our newsletters, publications, information bulletins and alerts, simply join us as a Member. Membership is free and the benefits are unequalled anywhere.

Just go to our home page, and click on the “JOIN US” button.

---

Capital, Traffic Building, International Customers and unique SERVICES.
The National Networker Publications™ produced by TNNWC Group, LLC

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Stamp Out Fickle Marketing | SALES AND MARKETING