Last month I discussed choosing the right impact(s) to “un-stick” the
blockages in your marketing/sales cycle. As promised, this month
we will look at the strategies that deliver those required impacts
(Connection, Credibility and Visibility).
Delivering the Right
C.J. Hayden, in her excellent book, “Get Clients Now”,
suggests six possible strategies: a) Direct contact and follow-up,
b) Networking and referral generating, c) Public speaking, d) Writing
and PR, e) Promotional events and f) Mass marketing/advertising.
|If you need the impact of:-
||You should use the following strategies:-
1) Direct contact and follow-up
2) Networking and referral generating
1) Networking and referral generating
2) Public speaking
3) Writing and PR
4) Promotional events
5) Mass marketing/advertising
1) Public speaking
2) Writing and PR
As highlighted last month, most of us have limited time and resources,
so it is important to focus on our most pressing impact and
then select the strategies in order of their effectiveness (1 being
more effective than 2). We can’t do everything.
Some possible tactics for delivering these strategies include
a) Direct contact and follow-up:-
Cold calling, customer visits, lunch with prospects, personal
letters, newsletters, etc.
b) Networking and referral generating:-
Attending meetings and seminars, identifying referral partners,
serving on committees, joining networking clubs, swapping contacts,
c) Public Speaking:-
Making presentations, giving seminars, hosting meetings, serving
on panels, etc.
d) Writing and PR:-
Writing articles or an advice column, being quoted in the media,
having articles/stories published about you.
e) Promotional events:-
Giving free demonstrations, exhibitions, workshops, open days,
inviting your contacts to networking events, etc.
f) Mass marketing/advertising:-
Advertisements (newspapers, trade journals and radio), Yellow
Pages, business directories, mail shots, websites, etc.
As well as selecting the strategies in order of their effectiveness,
we should choose the tactics according to our own abilities and
style. For example, if you need the impact of credibility, followed
by visibility, but the thought of any form of public speaking fills
you with horror, you could focus on writing articles and/or employ
a PR agent (as well as perhaps joining a speakers’ club to
develop some confidence in this area). If you need to work on follow-up
(the impact of connection), but have too many contacts to speak
to regularly, consider personal letters or a newsletter.
My suggestion is to select say three tactics, whether these be
new, or previously used but neglected, set yourself some targets
and go for it!
If you would like to find out more about coaching/mentoring
and whether it’s right for you, call 0845 658 0940
or e-mail email@example.com to
arrange a no obligation, 30 minute consultation call.