SalesMotivation.net

by Brian Azar the Sales Doctor

Despite the value of cold calling, some people adamantly refuse to believe they can acquire the skills that can make it painless. We don’t insist that cold calling is the only way. In fact, the same disciplines of good organization and research, when used for cold calling, can combine with other techniques to develop a solid client base. Some of the more important ones are:

1. Press releases and interviews (with photo). Develop an accurate list of editors and reporters who cover your field. Write your press release with their needs in mind: who, what, when, where, why and how. Include a meaningful photo if possible (4×5 is fine). Include your home and office numbers in your cover note to the reporter or editor and tell why you feel this would be an appropriate article for their publication. If the article turns out well, get permission to reproduce it from the publisher.

2. Writing magazine and trade journal articles. Contact editors of publications which are read by your prospects. Inquire about writing an article. Suggest some topics and be open to topics the editor may request. Never hype yourself in the article; do request a one or two sentence description of yourself at the conclusion of the article.

3. Radio, television and cable TV interviews. Any library with a business shelf should have a public relations directory such as Burrell’s or Bacon’s which list shows that use interviews and the people who “book” those guests. Or check local TV listings, call stations and try to contact producers directly. A station’s PR or program director can give you specific names. Talk and news shows must have guests to interview day after day. Send them your newsletter (see #8) to build your name recognition. Be realistic. Watch the shows before calling and keep in mind that the bigger the market and the bigger the audience, the more professional and original your approach will have to be.

4. Public speeches and lectures. Whether it’s a local civic group like Rotary, Lions, Kiwanis, etc., or business groups confined to one special area of expertise and interest, most organizations like to have an outside speaker at their meetings. Contact the program chairman to discuss the possibility of your speaking to their group. (Note: many groups offer honorariums to their speakers.) It’s important to develop a leave-behind piece which contains information potential customers should have. Make sure to include your phone number. (See #8, #13)

5. Seminars. Either taking or giving them. Enrolling in marketing, sales and business seminars can lead to some productive networking – as well as teach you a thing or two – and making a presentation at a seminar can also define you as an expert in your field. You have a choice of two approaches here: you can either put on your own seminars or seek out organizations that already sponsor seminars and ask to be considered as a speaker/presenter or panel member.

6. Professional and trade association meetings. It’s okay to visit as many as you like; the real benefit will come when you become active in one or two on the board level. Add important members to your newsletter mailing list to keep them apprised of your progress.

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22. Formal and informal networking. You can join a networking group or start your own. You must, at the very least, make an effort to communicate with others whose contacts would be helpful to you. Sharing information is the key to developing new leads. (See Newsletter #7)

23. Power networking. This represents the difference between just opening the yellow pages and trying your luck, and a disciplined, structured approach to finding high quality and pre-qualified contacts and customers. This more professional process uses a rifle-shot focus rather than a shotgun strategy to bring you in touch with targeted individuals and organizations who have specific benefits to offer you.

24. Publishing your own newsletter. This is the most important effort you can make. No advertising or hype; just offer positive, professionally presented information that your readers will appreciate. Your newsletter should have a clean graphic design and be printed on good quality paper. Use envelopes, avoid the mass label look, and send your mailing first class to underscore the value of the material inside. Azar’s 80/20/20 Theory: You’ll find that 80% of your business comes from 20% of your clients. That 20% is “gold” to your business. Further, 20% of your gold clients are willing – if you ask them – to work for you in offering leads and recommendations to new clients for your business. That 20% of your gold client list is “platinum” for you. Treat that platinum group with care and accord them the respect their value warrants.

25. Creating a MasterMind. This is a support group like-minded, positive individuals in similar or related industries or professions who meet on a regular basis and assist each other in various ways. These groups are sometimes natural outgrowths of the networking process and might include accountants, PR professionals, lawyers and others who work with your clients or potential clients.

26. Internet. Very powerful, yet ever-changing, this media offers promise for networking, advertising, transactions and both the collection and dissemination of information. Start browsing now to check on which areas are expanding and which might be of use to you.

About the Author

A coach, author, speaker, trainer and advocate of lifelong learning, Brian Azar has spent the last 30+ years helping businesses and individuals reach their own specific success goals.

Specializing in the behavioral and motivational practices of buyers, sellers, managers and employees, Brian is able to help each individual develop from their own strengths and leverage their existing, often hidden talents and abilities. Through his work and research, he has devised creative methods for transforming negative energy, lack of motivation and poor communication skills into productive and positive growth – proving that self-realization and positive motivation are the keys to success.