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DuctTapeMarketing.com
June 28, 2006
In this issue:
Resource #1
- The Ultimate Marketing System
Main Article
- Question Everything
Resource #2
- Duct Tape Marketing Channel Grows
Resource #3
- List of RSS Resources and Uses
Duct Tape Coaches
-
Hire A Duct Tape Marketing Coach
Free Magazine -
B to B Magazine
Featured Reading -
Clemente -
David
Maraniss
Featured Listening -
Vista -
David Wilcox
Duct Tape Blog Named "Best
Small Business Marketing Blog" by the Readers of Marketing Sherpa
for the third straight year!
In some sports they call it a hat trick, but I call it pretty darn
rewarding. The readers of online publisher Marketing Sherpa and Duct
Tape Marketing have voted my blog as the best small business marketing
resource. Thanks for stuffing the ballot box - I truly appreciate it!
See the announcement on the
Duct Tape
Marketing blog and visit some of the other top 10
You can always view past newsletter issues here!
Featured Resource -
The Duct Tape Marketing Ultimate Marketing System
This complete
small business marketing program contains 16 workbooks, 12 audios CDs -
packaged in a Duct Tape Marketing 3 ring binder. This is the same tool I
use to coach my clients.
Find out more.
Question Everything
Listen to a capture every question your
clients and prospects ask. Then ask some more questions.
 By
John Jantsch
Or, more to the point of the title, question everything word you use to
market your business and then answer every question in your marketing.
People make buying decisions in ways that we may find hard to imagine.
The mental, logical process and the emotional, feel good process come
together at some point in every sale. The problem, though, is that this
process is invisible to the marketer.
Here's my best advice for making sure that your marketing materials
hit the logical and emotional mark.
Every time a prospect or client asks a question, write it down. Collect
these questions on an ongoing basis, make every sales person note the
questions they receive. In a very short period of time you will see
patterns develop. If you are getting some of the same questions over and
over again you can bet that your marketing materials need to address the
answer to those questions.
The questions our prospects ask are often clues to what matters to them.
So, forget about the new shiny features of your gizmo and address what's
really on their mind. Do it now, because some of your prospects won't
think to actually ask, they'll just move on.
It's one of the reasons FAQ pages are so popular on web sites. Maybe you
should create one for your sales team as well.
Make a game out of getting good questions. Ask everyone in your
organization to bring a client or prospect question to a weekly sales
meeting. This can and should include everyone that has any contact with
clients.
The Art of
the Question in a Question
This can be a bit intimidating
for a less than confident salesperson but you must develop the art of
asking questions too. Every sales trainee has been schooled at some
point to ask probing questions to find a prospect's pain, but really
successful sales folks go beyond that fully understand what a prospect
is thinking.
This is done by getting them to explain a question. When a prospect asks
a question often they are doing so because they think it's a question
they are supposed to ask in the buying process. Your job is to help them
understand what they really need to know and you start this by finding
out what they really mean by each question.
It's a bit of an art, but
sometimes it's a simple as asking them to explain a question or asking
them to "tell you more" about something. For example if a stock question
is something like "What is your customer service policy?" the temptation
might be to launch into how great your service is (just like everyone
else), but a more valuable step might be to find out what good service
is to them or what bad experience they may have had.
If you really want to make
massive improvements in your sales, service and communications
technique, you might want to buy a little mini digital recorder and
record several sales calls. Some clients and prospects will be a little
nervous about this practice so you will need to choose wisely and
respect boundaries, but do this once or twice and you may make some
pretty interesting discoveries.
Another great thing about gathering your list of questions is that it
arms you with the questions and answers that your prospects may not ask
but are thinking. I think every organization should create a marketing
page and web page that is titled something like "Questions you should
ask." In some cases your prospect may not really know how to analyze a
purchase from you. If you educate them on the best way to think about
your product or service, give them the questions to pose to competitors,
you get to frame the buying decision, hopefully, in a way that plays to
your strengths.
~ ~ ~
John Jantsch is a veteran marketing coach, award winning blogger and
author of
Duct Tape Marketing: The World's Most Practical Small Business Marketing
Guide
published by Thomas Nelson - due out in the fall of 2006
He is the creator of the Duct Tape Marketing small business marketing
system. You can find more information by visiting
http://www.ducttapemarketing.com
You may reprint this article in its entirety if you attribute the article
to John Jantsch and include the information about the author above.
Duct Tape Resource:
Duct Tape Marketing Blog
Channel
 This
week I added 14 new blogs on specific small business topics to the
Duct Tape
Marketing Blog Channel bringing the total to 22. The collective
brainpower coming from this blog network will make it the place to go
for small business information.
Some of the blogs on the channel are authored by well known small
business folks, some are written by people you may not be familiar with,
but whom I have watched and felt had much to say.
Feel
free to kick around a bit and flip through the stations on the channel
by browsing the navigation links at the top of each blog's page.
I
have added a
Duct Tape Marketing Blog Channel Digest page that allows you
to visit one page and view the most recently updated content.
In
addition, you can subscribe to the
Channel Digest Feed and get the updates to the entire channel of
blogs sent to your favorite reader.
Duct Tape Coaches -
Duct Tape Marketing Authorized Coaches - coming to
a town near you (already spanning the USA, UK and Canada!) -
FIND OUT MORE
If you really want to take
your business to the next level hire a Duct Tape Marketing Coach.
Duct Tape Marketing Coaches can offer you personal and phone based marketing
coaching based on the Duct Tape Marketing Ultimate Marketing System.
The network of
Duct Tape Marketing Authorized
Coaches will become the recognized brand of small business marketing
coach.
Find A Duct Tape
Marketing Authorized Coach
Think you might want
to become a Duct Tape Marketing Authorized Coach?
Next Training Intensive is September 21-22! To become a coach
Email John Jantsch or visit
Duct Tape
Marketing Coach
Small Business
RSS Uses and Resources -
I've compiled an entire page of resources to help you get more from RSS
technology.
Featured Reading
Clemente -
David Maraniss
 Okay,
it's summer and you get to take a break from all that heavy business
reading!
As a kid who grew up in the 70's, Roberto Clemente was one of my heroes.
At the risk of sounding old, who is today's Willie Stargel, Johnny
Bench, Hank Aarons, Bob Gibson, Willie Mays?
This book is a great trip down baseball's memory lane, but also paints a
picture of the social environment of baseball at the pinnacle of the
unfolding of the civil rights movement.
Featured Listening
Vista
- David Wilcox
If you've never heard David Wilcox play you are in for a treat. His wizardry on
the acoustic guitar is legend among other artists. His songs feature quirky
lyrics and often cover a wide range of important themes.
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Featured Resource #1
The Duct Tape
Marketing Small Business Marketing System
This complete
small business marketing program contains 15 workbooks, 12 audios CDs -
packaged in a Duct Tape Marketing 3 ring binder. This is the same tool I
use to coach my clients.
Find out more.
Featured Resource #2 -
The Duct Tape Marketing System Workbooks
The Ultimate Marketing System individual workbooks and audios. 15
workbooks and 12 audios. Buy one or buy them all. $29 Workbook
only/$39 workbook and audio.
Individual Workbooks and Audio CDs
Featured Resource #3 -
Digital Version Now Available for Immediate Download
Referral Flood
- How to generate a flood of new business without spending one dime on
advertising
I just released a digital version that allow you to
download the 125 page ebook as a PDF file and MP3 Audios. I also passed
on the saving to you. The digital version is $79 (as opposed to $97 for
printed version) + no shipping
Resource
-
Get Local
Search Engine Traffic
Don’t Let Your Small Business Get Left
Behind in the Local Search Engine Game
Get your local business found online
automatically by local prospects with a Duct Tape Marketing Local Search
Engine profile. One of the best ways to get your business found in your
town by local prospects.
More
Featured Resource #3 -
Blog Lightning -
How To Create and Promote Your Blog In
A Flash
Drawing from my
experience creating blogs, including my award winning Duct Tape
Marketing Blog, I have launched a complete step-by-step guide that takes
you by the hand and shows you exactly what to do to instantly create and
promote a successful blog for your business.
You also get 14 video screencast tutorials that allow you to watch over
my shoulder as I actually do the steps I outline in the system - It does
not get any easier than this! -
Order Blog
Lightning
Featured Free Magazine
Request Your Free Magazine
BtoB
Magazine, the magazine for marketing strategists, delivers
timely editorial on all disciplines of business-to-business marketing.
Duct Tape Marketing
Podcast
Tune in each week as I
interview some of the brightest business experts, authors and
entrepreneurs. Subscribe and get the Duct Tape Marketing Podcast
delivered to your iPod or other mp3 player.
Listen Now!
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