How to open doors

Open that door!
In order for a business to grow, clients need to buy from you. Don’t expect many clients or prospects to buy straight away or to beat a path to your door in the early stages, but stick with it and you will reap the rewards. Similarly, most buyer surveys suggest that buying decisions are highly rational processes following elaborate scouting of the offers, the study of marketing material, the personal recommendations or even initiatives like social media.
Therefore, you must make sure that your company image is one that differentiates yourself from others and that your own marketing speaks volumes.

I write numerous posts on how to get your marketing ducks in a row – see this post for example – and how to give your business the best chance of success, but, what is it that attracts a prospect to stop, look and listen? Here are a few ideas you could use:

Offer a report on some original research – Who can resist free information? However, in order to be effective, the research must be original and new. Your prospect will most likely be in a better position than you regarding their knowledge of their sector so don’t tell him/her something they already know.

An in-depth analysis of his/her market – Similar to the above, but this is about having some sort of information that reveals your intellectual capacity. PR and literature are the most suitable vehicles to carry this.

Invitation to participate in research – This will depend on a number of factors, but, if the subject matter is relevant, the results made available and it brings him into contact with peers in his sector, it is likely that the prospect will participate. Flattery is quite key to this!

A critique of his activities – Obviously this can go straight to his heart! Be careful, but outline/highlight where the prospect could make improvements.  For example, in my  10 minute 121 meetings at networking, I concentrate very hard on adding value to peoples’ current marketing; giving them tips on how to get the most from areas like direct mail.

Are you a leader in your field? If you can truly substantiate that you are an expert, the prospect should be listening to you. You don’t need to be the biggest or even the best, but having extensive experience in his area will be of great value. Bath Marketing Consultancy does this in relation to the legal and retail sectors.

Exploit uncertainty – Deep down many clients fear exploitation i.e. “Am I being ripped off by Agency X?” “Am I the person paying for the MD’s new car and the businesses new swanky offices?” If you know information about their current supplier like a change in personnel or their costing structure, you can use it and it would take a very self assured client to turn a deaf ear to the information.

These are just a few of the techniques you could employ to open a door. Try one or try them all and then let me know how it went.


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