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Too often today we see new business people running around like blue arsed flies, chasing their own tails, wearing rose tinted spectacles about every single opportunity that hits their desk.
The more meetings they go on the worse it gets. The more spam that has to be mailed out to generate more unqualified opportunities that do little more that keep your hand in with PowerPoint. Spurred on often with a barrage of cliches, if at first you don't succeed and it's a numbers day, all the way up to your P45.
Most articles will look at the smartest ways of going about new business in today's competitive marketplace. Much emphasis will be on referral marketing; face to face skills (what we used to call sales skills); how to save time and money by qualifying opportunities properly and how to create solid, quantifiable client servicing programmes. So your business grows the way you'd like it to, like a flower not a sandcastle.
Your dreams, desire and expectations are yours to keep, don't let anyone take them away from you. Success is not perfection. You always have a choice. Have fun, nobody gets out alive.
Category Archives: Mistakes in referral marketing
Agencies often come up with wish lists to create direct marketing campaigns. Normally a variation on e-mail, direct mail follow-up telephone calls and so on. The criteria for the list is usually something like BANTS (budget, authority, need, timing) job … Continue reading
This is a response to an article I recently read in PR Week – see here My point is you’ll never understand selling unless you understand buying. How people buy (creative services) is where you should take the majority of … Continue reading
I heard it said on linked-in last week that the demand for new business people is about to rocket, it was on linked-in so it must be true right? Oh and a recruiter said it too, let that be proof … Continue reading
Do you know how physicists split an atom? No, me neither, That is why I have wisely used that analogy to talk about how agencies can find more clients. Of all the hundreds of agencies that I have worked with over the … Continue reading
So why do agencies use the same practices over and over to prospect for new business despite the evidence that says it doesn’t work? Well not very well at least. They employ far better strategies for their clients than they do … Continue reading
#9 – Failing to qualify Referrals are great in any business. However they still need to be qualified. Otherwise we are just back to base 1, meeting people who are not yet ready to buy what we do. If we … Continue reading
#8 – Show some gratitude If someone is kind enough, thoughtful enough and knowledgeable enough to give you a referral say thanks. Whether that referrals leads to business or not. Say thanks. Not hard. Not tricky. It worries me that … Continue reading
#7 – Know when to ask for referrals Make time to spend time with your clients at the right time! When you do this you will be able to talk about your work with them, your business and approach the … Continue reading
#6 –Not knowing your client’s goals and ambitions Do you really know your clients inside and out? Usually when I pose this question during a seminar, everyone says, ‘yes, yes, of course’! Then I ask, ‘ Do you know their … Continue reading