Dont Bite Off More Than You Can Chew
-
Upload
cole-information -
Category
Documents
-
view
224 -
download
1
description
Transcript of Dont Bite Off More Than You Can Chew
![Page 1: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/1.jpg)
Don’t Bite off More than You Can Chew
Jim Eggleston
Don’t Bite Off More Than You Can Chew
Rich 115 via flickr
![Page 2: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/2.jpg)
Small Business is Big Business– *23 million small businesses= 54% of U.S. Sales
U.S. Small Business Administration
![Page 3: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/3.jpg)
Small Business Benefit
•You know: •Your local market area•Your customers preferences•Your product
•You have the power:•To adjust your marketing
![Page 4: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/4.jpg)
Your Big Advantage
•You know: •Your local market•Your customer’s preferences
•You have the power:•To adjust your marketing
![Page 5: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/5.jpg)
3 Components of Success
•Referral marketing:•Engage the neighbors of your best customers
•Start off small: •Don’t bite off more than you can chew
•Test, measure, test, repeat
![Page 6: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/6.jpg)
•Reasons to call:•Birthday•Anniversary•Recent order
•Thanks for your business•Build customer base with friend referral
Referrals
![Page 7: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/7.jpg)
Thecrazyfilmgirl via flickr
![Page 8: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/8.jpg)
•Spend 15 minutes:•Come up with approaches & offers•Write down a script
•Considerations:•Time of year?
Referrals
![Page 9: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/9.jpg)
Approach and Offer
•Introduction:•Be clear •Hi I’m Lora Ullerich, your local (business/service provider)
•Stress local •Differentiates you from those UNKNOWN callers
![Page 10: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/10.jpg)
Approach and Offer
Approach:
•“Bob Smith is a good customer of mine and gave me your name.”•“Your neighbor Bob Smith recommended that I call.”
![Page 11: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/11.jpg)
Approach and Offer
Offer:•“I would like the opportunity to prepare a quote for you to see if I’m able to provide you the best service/product at a competitive price like I was able to do for Bob?”•“Could I set up an appointment to stop by and prepare a quote for you regarding my business/service?” •“Is there a better time I can call and ask questions to prepare a quote regarding my business/service?”
![Page 12: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/12.jpg)
Once again, track and measure
Again, Track & Measure
![Page 13: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/13.jpg)
Referral Campaign Benefits
Working Referrals= Revenue Generator
This approach will make you more successful at working renewals.
Plus…
![Page 14: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/14.jpg)
Referral Campaign Benefits
Creates a sound foundation for success at the next level in
direct marketing.
![Page 15: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/15.jpg)
Not so fast!
D’Arcy Norman via flickr
![Page 16: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/16.jpg)
If you:•Don’t do your homework•Don’t know which approach and offer works best•Buy a list, pick a postcard with a pretty picture and mail it to everyone
You’ll fail every time.
Marketing
![Page 17: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/17.jpg)
Marketing
Once You Know the Approach and offer…
![Page 18: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/18.jpg)
Market to Prospects
•Consider your 10 BEST customers:
•Age
•Home worth
•Length of residence
•Neighborhood
![Page 19: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/19.jpg)
Market to Prospects
•Clone those characteristics into a list.
•They’re your best prospects!
•Choose the top 200
![Page 20: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/20.jpg)
Start by:
•Make 10 calls/day
•Pace yourself
•What's working?
![Page 21: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/21.jpg)
Marketing
•20 days later:•What’s working? What’s not?•Who’s agreed to a quote? who hasn’t?•Who’s your best prospect really?
•Now ramp up: •Incorporate best approach •Download 400 best prospects
![Page 22: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/22.jpg)
10 Direct Mail Tips10 Direct Mail Tips
![Page 23: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/23.jpg)
2. Artwork that supports the message.
1. A clear and bold headline.
3. Color that pops.
Postcard Tips
![Page 24: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/24.jpg)
4. Subhead that leads into text.
5. Benefits.
6. The offer.
7. Company name and logo.
8. Call to action.
9. Contact information.
10. Return address.
Postcard Tips
![Page 25: Dont Bite Off More Than You Can Chew](https://reader036.fdocuments.in/reader036/viewer/2022062404/554e1a34b4c90571798b48f0/html5/thumbnails/25.jpg)
Direct Mail
•Start off small:•mail 50 postcards/day•Print labels from your computer
•Don’t forget!•You’re still making your 20 phone calls/day