Debbie Mayo-Smith international inspirational motivational how-to speaker technology, time management, improving business performance
Motivational Speakers, Sales, Marketing, Time Management, Productivity, Technology, Tips

Two Kinds Of People To Market To

An example of creative sales thinking of someone new to business:

"I went into financial planning when I was thirty-three years old, joining my father's small firm. He'd been in the business for years, but I had to go out and get my own customers."

He drew up a list of twenty movers-and-shakers in his community, twenty affluent people with large spheres of influence who were eagerly pursued by everyone in the investment community. This young man had very little experience. He hadn't yet "earned their business."

He called on each of these people and said, "I am new to this business. I know you know about my father, but you don't know me. I am not trying to sell you. I know I haven't earned the right yet. However, could I please have a ten-minute interview? Would you, as a leader in the community, tell me what I should do to earn the right to do business with people like you?"

See what he did? He made it safe. He told them up front that he wasn't going to try to sell them anything. He only wanted ten minutes.

Normally you have to be very lucky to get ten minutes of an important person's time. But he presented it in such an appealing way that no one turned him down. And he kept his side of the bargain. After ten minutes, he left unless they invited him to stay longer.

At the end of his first year, three of those people actually gave him a small portion of their portfolio to manage to see how he would do. At the end of three years, seven out of the original twenty people had placed a portion of their investments with his firm. He'd earned the right.

So there are really two kinds of people to market to: those who know and love you and those who never heard of you. You can advertise traditionally and on the Internet, network and join organizations, send out direct mail, and do a combination of activities to get new business. But please don't think these methods substitute for keeping in touch with the people who now know you and love you. These are people who've inquired, whom you've met at a meeting, who've done some business with you in the past. Keep in touch with these valuable resources!

Debbie Mayo-Smith (BSc Hons Econ) is an International Motivational Business Speaker and Managing Director of SuccessIS! (http://www.successis.co.nz) and a leading specialist in easy practical ways to improve business profitability, personal productivity and Internet marketing. Debbie lives in NZ and travels the world speaking, writing and training. By the way, if you'd like to get lots of neat tricks like this, plus marketing and business development tips, why not enrol for our free newsletter

This article is copyright to Debbie Mayo-Smith & SuccessIS. You may use it for your newsletter, website or as an article. It can be reproduced - but in its entirety and with inclusion of Debbie Mayo-Smith as the author and the weblink www.successis.co.nz


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