|
|
|
|
|
“Man is a goal-seeking animal. His life only has
meaning if he is reaching out and striving for his goals.” |
|
|
|
-- Aristotle |
|
|
|
|
Sales professional since 1988 |
|
Started JD in 1999 |
|
One of the fastest growing DR agencies in USA |
|
|
|
|
|
|
JD is the 16th largest Ad firm in SE
Wisconsin |
|
#1 Direct response agency |
|
Among the top 100 nationwide |
|
National player in our niche |
|
|
|
|
|
|
|
|
WW Grainger |
|
Swiss Colony |
|
Verbatim |
|
GE Financial |
|
AAA Life Insurance |
|
Nightingale-Conant |
|
Omaha Steaks |
|
Microsoft |
|
|
|
|
|
|
|
|
How’d I do? |
|
“Likeability factor” |
|
No product knowledge – zippo |
|
Recommitment/Passion |
|
|
|
|
|
|
|
|
To set goals beyond just sales goals |
|
To commit myself to continued learning |
|
To follow-up after I lost the sale |
|
To stay in touch with “lost” clients |
|
To keep the pipeline full |
|
To become the best of the best |
|
$2.5 -- $3.0 million in NEW biz yearly |
|
|
|
|
|
|
Current clients |
|
Create formal referral program |
|
Up-sell and cross-sell them – formally |
|
Have a system in place |
|
Know it costs 5 to 7 times as much (or more) to
acquire new clients compared to keeping current ones |
|
|
|
|
|
|
The more qualified people you contact, the
better off you’ll be… |
|
|
|
|
Is
filled with messages |
|
Too many messages inundating us |
|
|
|
|
|
|
Over 3,000 media messages |
|
More than 13 BILLION! SPAM messages sent
worldwide each DAY and growing |
|
|
|
|
|
|
|
|
Recognized as the expert |
|
For your benefit and your company’s benefit |
|
Why? Because people buy from people … rarely do
they buy from a “company” |
|
The more credible YOU are, the more successful
you will likely be |
|
|
|
|
|
|
Create a plan – determine what works best for
you and your industry |
|
Define goals |
|
Know where you want to be |
|
Become THE solution(s) provider |
|
|
|
|
|
|
How they think |
|
What their processes are |
|
The way they position themselves |
|
|
|
|
|
|
Do whatever they do … DIFFERENTLY |
|
|
|
|
|
|
Be MEMORABLE |
|
Professional, but memorable |
|
Have FUN, yet be sincere |
|
And, most importantly, be CREDIBLE |
|
|
|
|
|
|
We live in an era of specialization |
|
Narrow your focus today and watch sales soar |
|
Choose a niche that you have passion for |
|
|
|
|
|
|
|
|
Use case studies |
|
Demonstrate you are credible |
|
|
|
|
|
|
From the prospects vantage point |
|
WIIFM? |
|
Does your material/pitch pass the me-too test? |
|
Cold-call scripting vs. Warm-calls |
|
|
|
|
|
|
Written from the PROSPECTS perspective |
|
That “You” up the copy |
|
And use emotional copy platforms to sell |
|
And communicate regularly |
|
|
|
|
|
|
Organize by topic/prospect category |
|
Send with hand written note |
|
Scour all different kinds of
magazines/newspapers/ezines |
|
|
|
|
|
|
Clip and save news articles that support your
opinion and what you have to offer |
|
Send them to prospects with a note and use in
meetings |
|
Subscribe to and read what your clients read |
|
|
|
|
|
|
Credibility is more often than not the
deal-maker |
|
Demonstrate your expertise through the use of
credibility |
|
|
|
|
|
|
Use testimonials |
|
Case Studies |
|
Be different, memorable and credible |
|
Dare to be unique |
|
|
|
|
|
|
You have two ears and one mouth – use them
proportionately |
|
|
|
|
Know your stuff |
|
Write letters to the editor |
|
Contact editors/reporters to contribute articles |
|
Give speeches |
|
Testimonials |
|
Case studies (stories people can relate with) |
|
Seek PR opportunities |
|
Become THE Expert |
|
Write a book |
|
Teach a course |
|
Collaborate with others |
|
Become a consultant |
|
|
|
|
|
|
|
|
|
|
Reproduce the material and use as additional
sales materials |
|
|
|
|
|
|
Rework and re-package articles for different
publications |
|
|
|
|
|
|
Establishing credibility is paramount |
|
It’s a differentiator |
|
Helps you cut through the clutter |
|
|
|
|
|
|
When possible, tell stories. |
|
People remember stories |
|
Folks can relate to stories |
|
Stories are more impactful and credible than
simply facts |
|
|
|
|
|
|
They must be “meaningful” contacts |
|
|
|
|
|
|
It takes six (6) meaningful impressions BEFORE
you are on a prospect’s radar screen. |
|
|
|
|
The average business decision today involves 3
to 5 people |
|
Communicate to each “title” in ways that are
meaningful to them |
|
|
|
|
“Media is a contact strategy. Reach and
frequency are out of date. Media’s purpose is to communicate with the
customer and/or prospect. Stop being clever. Tell me something I want/need
to know.” |
|
|
|
--Lester Wunderman |
|
|
|
|
|
|
Cost a key issue |
|
Adidas Story |
|
|
|
|
|
|
Salesmanship in print |
|
Only targeted medium that’s not being legislated
out of existence…yet |
|
Combine with newsletters – electronic and print |
|
Select emails |
|
|
|
|
|
|
Repeating themes, slogans, and logos (or
other graphic devices) is absolutely necessary to get your message across.
The repetition of familiar words and images will reinforce what you're
saying and help you penetrate the fog of thousands of competing messages
bombarding every prospect every day of the year. |
|
|
|
|
A site that sells |
|
A site that provides great information and
positions you and your firm as the expert |
|
Continually update its contents |
|
Make it the center of your prospecting activity |
|
|
|
|
|
|
|
|
Lutheran Social Services (LSS) |
|
|
|
|
|
|
Created successful direct mail program |
|
Contacted DM News |
|
Will run story |
|
Will turn into case study (send and give to
prospects) |
|
Will add to e-zine/email |
|
Will add to website |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
“The secret of human persuasion is to cause
people to imagine doing what you want them to do.” |
|
|
|
-- Roy H. Williams |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Revenue generated over $1 Billion! |
|
Just beat in 2003 as control after 30 years |
|
30 YEARS of testing! |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Grant Johnson |
|
Johnson Direct |
|
1-800-710-2750 |
|
Johnsondirect.com |
|
Notes