Where do I do it, with whom do I do it and why?
HOW are you going to reach your clients so that they will select you and your company to do business with? Here is a proven method of contacting your clients that will lead you to success if you will use it day after day, month after month, year after year.
MARKETING is not a one time, once call presentation that will establish a life long profitable relationship with a client. Rather, it is a continual series of PROFESSIONAL CONTACTS with your client over a period of time that will establish a win/win two way relationship which is only limited by the efforts you put into it.
Contact leads to acknowledge that you are possibly a source of products and services your potential client use.
Personal visits make you and your company acceptable as possible sources for your products and services.
Constant reminders with email, blog updates, etc. generate confidence in you and your company as competent competitors in the marketplace.
The overall system of constantly contacting your potential clients with value added solutions to their needs brings your clients to trust you with their business.
Once you have trust with your clients you can then build on your relationship to a win/win source of business for yourself and your client.
Major/Minor Marketing System
- ESTABLISH your geographic territory by any method you choose; city, town, zip code, street, phone prefixes, etc. Define WHERE you will work.
- FIND the exact location of every potential client in your selected territory. Use a street map, city directory or whatever you are used to but find each potential client’s physical location, phone number, fax number, mailing address and email address.
- RATE each client by how many transactions you expect from them each day, week, and or month and what dollar amount each of these transactions will represent. RATE each client by how many possible referrals they represent.
“In baseball, my theory is to strive for consistency, not to worry about the numbers. If you dwell on the statistics you get shortsighted, if you aim for consistency, the numbers will be there at the end.”4. ESTABLISH a specific marketing plan to consistently reach each
~ Tom Seaver
client by:
- Twitter, Blogger or other Social Networks such as LinkedIn and Facebook (Video Marketing)
- Personal Visit
- Fax
- Phone
- Trade association or related industry meetings
- Social meetings
5. PRIORITIZE your client list. Based upon your previous ratings
(Step 3) list your clients from most potential to least potential.
SELECT your top 10-15 to be MAJOR Accounts (These number will vary by individual goals)
SELECT the next 25 to be MINOR Accounts
Your selection is based solely on how much business you will expect to receive from each client each day, week, or month, not how much you like them or how much they like you.
INPUT your Major / Minor Accounts into a contact management system such as Outlook, ACT, Constant Contact, etc.
CONDUCT an inventory of each Major / Minor Account.
Working Your Business
EXECUTE your plan:
Prepare call routes to see all MAJOR Accounts (10-15) by personal visit at least 2 times a week.
Prepare a marketing plan to see all MINOR Accounts (25) at least 1 time a week by personal visit, email or phone call.
You will get exactly what you ask for during your visits.
ASK FOR IT!
Using your NEEDS analysis for each Major / Minor Account prepare a list of you client’s needs you can fulfill that will demonstrate to the client how you add value to his business by doing business with you.“People who ask confidently get more than those who are hesitant and uncertain. When you’ve figured out what you want to ask for, do it with certainty, boldness, and confidence.”
~ Jack Canfield
What email will each client respond to?
What social networking or video marketing will each client respond to?
What type of social/business meeting can you attend that are also attended by your Major / Minor client lists?
What social activity such as business lunches / ball games / chamber meeting etc. can you take Major Accounts to?
During your time at the client’s office make every effort you can to be the welcomed guest not the unwelcome pest.
Never sell price! Sell yourself and the service “YOU” provide. Become an “Expert”, the best at what you do. Leave no question in your clients mind that “YOU” are the person they need to do business with.
Become the "pied-piper." Success breeds and feeds success! Become someone who is worthy to be followed. As you go, so goes your team. Everything you do and/or don't do has an effect on your team. By being a great leader, you will attract other people who will follow you because they also want to become successful. Your referral sources will also be attracted to do business with you.
“The old saying that “success breeds success” has something to it. It’s that feeling of confidence that can banish negativity and procrastination and get you going the right way.”How do you become the "pied-piper?“
~ Donald Trump
First, list all of the reasons another person would want to work with you. Then list all of the reasons another person would want to follow you. Then list all of the skill-sets necessary to become a great loan leader such as sales skills, communication skills, people skills, and analytical skills. These are the skill-sets and strengths you must possess in order to proceed in helping others succeed.
How do you improve on these skill-sets?
Listen to tapes, go to seminars, read books, and most important... practice, practice, practice!
It is said, if you spend one hour per day studying your field, learning all that you can about what you do, within five years you will be considered an expert at a National level.
Time Utilization
Your Schedule is your paycheck!
It’s not how hard you can work; rather, it is how productive you can make your time.What differentiates the top performer from all the rest? One thing is for certain, the way they use their time.
~ S. Covey
Time is finite. You cannot create more and once it is gone it is lost forever.
Time management is self-management. No time management system will overcome a lack of personal motivation or self discipline.
Time is yours. Only you can choose how you let others use your time.
The typical strategy is to manage time by reaction. Each day's time allocation is determined by the immediate need of the situation. I refer to it as "the problem of the moment." He/she reacts to situations as they arise and never seems to get everything done that he/ she set out to get done. Many people operate in a "vacuum," getting sucked into whatever activity requires their immediate attention. It is reacting to the seemingly urgent, rather than doing the most important.
There are some, however, who are effective time managers maintaining their schedules with more success. At the onset, it should be understood that perfecting your control strategies is a never ending challenge, the more effectively time will work for you. Those who become an effective time manager realize higher levels of sales volume, client satisfaction, and commissions.
How Much are You Worth?
To maximize your selling time, you must figure out exactly how much you are worth. You will be surprised at how your focus changes when you realize the time value of each task that you undertake, both personal and professional.
Example, if you determine your time to be worth $100.00 per hour, and you are on a non productive phone conversation for thirty minutes, that call cost you $50.00. If you are in the office chatting, unproductively for 15 minutes, you just spent $25.00.
Once you understand the cost benefit of your time, you will begin to focus automatically on your time versus task investment. When this occurs, you will find yourself making more high value choices and doing fewer low leverage activities.
There are several methods you can use to "chunk down" your time value. Here is an example of one method.
Previous year's income divided by the number of hours you worked (be realistic here) will give you your hourly value for the last year, or this year's current quarter income divided by the number of hours you worked during this quarter will udpate your hourly value.
How much are you worth? Is it what you expected?
It has been said that only 2 of 100 people consistently write down their personal and professional goals. Yet, from my experience, a clear, written focus is the one practice shared by almost all top performers. The ability to predetermine goals and then commit to their attainment is the separating ingredient between the high performer and the hopeful.
Now is the time for change, we do not need a New Year to commit to a resolution.
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