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DuctTapeMarketing.com
July 05 22, 2004
In this issue:
Featured Resource - Referral Flood -
John Jantsch
Featured Tip - Conversion Is King
Featured Reading - Degunking Windows -
Joli Ballew
Featured Listening - Going Driftless
- Various Artists
Need To Generate
More Referrals?
Referral Flood is officially launched.
If you want to generate more referral business, then you need to
seriously consider this ultimate guide to referral marketing.
Referral Flood is a 118-page manual and workbook, over 4 hours of audio
CD training, and a toolbox of referral marketing tools including
letters, postcards, referral cards, and other referral marketing tools.
For a limited time, my reader can get a special prom~otional price.
Referral Flood
Thanks
for subscribing - John
Featured Resource
•
Referral Flood - John
Jantsch
An insider's shortcut to referral marketing that will supercharge your
business, your wealth, and your life...even if you don't know a thing
about marketing. Limited time promo pricing for Duct Tape Marketing
Readers
Featured Tip
Conversion Is King
The real measure of your marketing is
lead conversion
or sales
By John Jantsch
Sadly, no matter how
brilliant your marketing is, how pretty it is, how expensive it is...the
only question worth addressing is this - Does it sell?
Most businesses focus all of their marketing attention on advertising or
lead generation. That's fine, you've got to make the phone ring but, if
you don't turn a significant amount of those leads into new clients then
your marketing is little more than an exhausting and often expensive
exercise in grab a**. (sorry
about that, my high school football coach used that term when we weren't
accomplishing anything - and it seemed to work here.)
Marketing is lead generation and lead conversion...well, come to think
of it, it's also customer service, but one step at time.
Don't even think about running an ad or sending out a direct mail appeal
until you have fully scripted what you are going to do when the phone
rings.
You must have planned in
advance what you want the client to experience, what you want them to
know about your firm, what you want them to do next. And the way you do
this is to document it right down to scripting the words you are going
to say.
You can't just wing it. Winging it is what lands clients that turn into
nightmares.
The greatest value of a true lead conversion process is that it puts you
in control of the marketing relationship and allows you to present your
value in the way you want your client to understand it and experience
it. Anything else allows the client to come to their own conclusions.
Far too much of the popular selling wisdom today promotes the probe and
listen for pain, redirect and reposition style. That, to me, is how you
end up telling the prospect what you think they want to hear and that's
just not going to work in the long run.
A lead conversion process should be more like an internal seminar. You
walk the client through a process and educate them in a way that
presents what you need them to understand. Now, that approach won't be
for everyone but you don't want everyone as a client.
You want clients who get and appreciate what it is you do. The only way
your clients will come to understand and appreciate what you do is if
you can demonstrate it in a logical and systematic way. Think of in
terms of teaching them. First they need to know this so they can build
upon this.
Here are a
few pointers for creating your lead conversion system.
-
Know you want the client
to do when you advertise. - Call them to action, a phone call, a
website visit, a reply coupon.
-
Only attempt to do one
thing with each contact. First get their attention, then go for an
appointment, then present your research, then ask for an order
-
Take control of the
appointment. Set the agenda and make it a valuable use of your
prospects time.
-
Always set next steps.
Always get a yes or a no to process.
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John Jantsch is a marketing coach and the author of Referral Flood - How
to create a flood of new business without spending one dime on
advertising. You can get more information at
www.ReferralFlood.com or by
sending a blank email to
subscribe@ducttapemarketing.com
Featured
Reading
Degunking Windows - Joli Ballew
This is a plain English
tutorial on how to get better performance from your computer (assuming
you run Windows) I kind of like to fiddle with my computer and this book
is great because it takes you behind the scenes to clean up the annoying
things that Windows does that eventually makes your computers run
slower, crash, and become vulnerable to hacking. Anyone can follow the
fixes in this book. The book also shows you things you should do on a
regular basis to keep your computer at top performance.
Featured Listening and Such
 Going
Driftless - An artist's tribute to the music of Greg Brown - Various
Artists - Greg Brown has been a favorite singer songwriter of many other
artists for over 25 years. This album is many of those artist's personal
favorites and personal interpretation and if you like Iris Dement
(recently wed to Greg Brown), Shawn Colvin, Mary Chapin Carpenter, Ani
DeFranco, and Gillian Welch then you will love this album.
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