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The Perfect Bait

In the last post we talked about how to learn about your big fish and prepare for the
first contact you’ll make with them. This first contact is essential to your success. You
need to instill confidence in them. They need to know you can fulfill exactly what you
are offering on time, at a good price and at the quality you promise.
Today we’ll actually go through the big approach and how to make that perfect first
impression. Before you put together your approach plan, you need to choose with big
fish you’re going after. Take a look at your notes and the research you’ve done about
prospective fish. Then decide which one will be the easiest approach to start out with.
There are a series of things to go through in choosing which fish to start with. They are:
 Position Your Business
 Compile Your Hit List
 Select the Best Target

Position Your Business
You need to position your business to make the first move by listing your revenue
streams, id and list your operational procedures, where your fish is initially positioned,
your big-customer research, and putting it all together.
Compile Your Hit List
Start with a list of all the companies you’ve been considering. Then narrow it down to
the ones who know could use your products or services. Don’t overlook obvious choices,
whether they are big or small. Even small companies could be big fish in the future.
Select the Best Target
Once you’ve got your list narrowed down, you need to decide which one is the best fish
to start with. You need to consider a couple of things:
 Which have the most purchasing resources to spend?
 Does their company vision compliment yours?
 What are their employee incentive programs as they relate to your
products/services?
 What’s the company’s real need for you?
 Will the partnership lead you off-course?

Now you should have a target in mind to start with. It’s time to plan your approach and
execute that plan.

Here’s the step-by-step plan to help you make a good first impression:
1. Build and analyze your database. Divide your leads into three different
categories: hot leads, great fits and secondary leads.
2. Send out introductory mailings to your target to introduce yourself, your
company, services, products, and vision. They need to be short, clean and
concise.
3. Follow up with your first phone call 2-3 days after they would have received the
mailings. During the phone call find out whom you need to be speaking with in
the future and try to set up a meet with the right person.
4. Follow up your phone call with another mailing that thanks them for taking the
time to speak with you and offer more details about your products/services. Use
this letter and opportunity to set up a meeting to do a presentation.
5. Follow up the letter with another phone call a couple of days after they would
have received the letter. This phone call is to help you further develop your
relationship with the prospective client. You should also be able to set up a
presentation meeting with them.
6. Call again a week later if they haven’t agreed to a meeting or presentation. Ask if
they received your creative letter (the second one) and if they have a minute
when you can stop by and introduce yourself in person.
Now, don’t be upset if you don’t seal the deal right away. Some people simply take a
little longer to woo. This can all be a little intimidating at first, but when you know you
are offering a quality product/service, you can’t go wrong.
Once you’ve gone through this process and make first contact (and hopefully a good
first impression) it’s time to put your best face forward, which means sending the right
salesperson to seal the deal.
If you need help putting together your approach and make a good first impression, try
our GUIDED TOUR to work with a coach and have access to a wealth of great resources
and tools.

Be One with the Fish

In the last post we started our series on catching big clients, or “fish”, that will sustain your business over the long run. Today we’re going to take that a step further by talking about how to understand and think like a big fish company and how that can help you plan your approach and find success. Before you can start the process of landing big clients, you have to make sure your entire team is onboard with your approach and vision. There are six keys to finding big client success. They are:

1. First Impression: You must remember you have one shot to land a big client. If you make a mistake, they aren’t going to consider you again. Never give them a
reason to doubt your abilities.

2. First Priority: Your fish must always feel like they are your first priority. Returns calls and emails immediately and find solutions to their problems or questions as
quickly as possible.

3. Flexible: You need to be flexible in your negotiations. If they need a special service or for you to customize a product, say yes for the benefit of the long term. A little hassle now will be a big pay off later.

4. Long-term: This goes along with the last one a bit. As you are approaching and negotiating with big fish you need to think about the long term benefits for your
business. If you go for a ones-time big score you will lose their interest.

5. Have Fun: Work should be fun, even when trying to land big clients. In fact, this should be the most fun. You are sharing your vision with new people and including them in your future success and likewise. People simply work better in a fun, happy environment. Your passion will also be contagious and pull the fish into your vision even more.

6. Help Them: If you take just a little bit of time and offer your clients ways to save money or time by introducing them to potential business partners, this will show
you really are invested and interested in their business. Strive to find balance between your business needs and your client’s needs. There are also a few tactics you can use to bring in a big-company vision to the people
on your team. You can:

 Post these six keys for all to see.

 Put together a performance based incentive program.

 Conduct frequent team meetings.

 Use a “right now” policy that dictates big fish calls be
answered immediately.

 Offer awards/recognition for big-company ideas and executions.

 Put together a training and certification program based on the six keys above.

These 6 keys and tips will help you instill a big-company mindset through your company which will help you be more prepared and more likely to land your big fish. Once your team is thinking this way, you’ll be unstoppable. If you need help putting together an incentive program or other way to push your team toward the big-company mindset, try our GUIDED TOUR to work with one of our coaches or check out our resources and tools.

Put Them in a Trance

We’re going to go through the 5 essential keys to a successful and reusable marketing
campaign launch. Once you have these basics down, you can use them over and over
again.
The 5 essential keys are:
 Define your Unique Selling Proposition (USP)
 Put an effective sales offer to work
 Avoid the marketing pitfalls
 Use a world-class marketing perspective
 Get results!

We’ll go through each one of these, so you can see exactly how to use them and how
they all affect the overall outcome of your marketing campaign.
Define your Unique Selling Proposition (USP)
Take the time to ask yourself some questions from the prospective of the
customers/clients. What would it take to get your attention? What needs do you have
that need to be met? What are the promises you want fulfilled?
Once you know the answers to these questions you can start putting together a plan to
meet these needs. Then take a look at what USP your competitors are using to help you
develop your own USP. Your USP is what you are “promising” your customers/clients.
This is what’s going to set you apart from your competition.

Put an effective sales offer to work
To develop an effective sales plan, you need to:
1. Put together a headline that gets immediate attention.
2. Share benefits of your products/services speaking from the customers’
perspective.
3. Identify the specific needs met by your products/services.
4. Make it easy to do business with you by offer guarantees.
5. Share your specific sales proposition.
6. Walk your customers/clients through how they should respond and act.

7. Motivate with a call to action.
What this all means is, you need to put together what makes your products/services
special and compel customers to buy. If they don’t feel like they NEED your product,
they won’t buy. You need to answer a question, solve a problem or feed an obsession.
You need to provide them with all the information they need to make an informed and
confident decision. Buyer’s remorse is one of the worst things that can happen.

Avoid the marketing pitfalls
There are 5 major marketing pitfalls many businesses fall into and you should avoid:
 Ignore market testing and push on with an inaccurate plan.
 Offer an incomplete case, or reasons, throughout their marketing plan.
 Fail to notice the needs of their prospective customers/clients.
 Fail to diversify their marketing options.
 Fail to get market opinions on their offers.
These are all areas to avoid. If you’ve been working through these lessons, avoiding
these pitfalls should be easy and natural.

Use a world-class marketing perspective
World-Class marketing perspective is important, especially if you want to attract
customers/clients from all over the world. You can do this a number of different
techniques and activities:
1. Keep a marketing journal and scribble down anything innovate you see.
2. Keep encouraging your marketing department, or yourself, to try new things and
dump the ones that aren’t working.
3. Order from your own company under a different name and analyze the process
of ordering, shipping, online store, customer service and the product itself. This
will show you where the areas for improvement in the customer experience.
4. Read every quality ad you can find and keep a file for future ideas to consider.
5. When out in public, watch how consumers behave in different situations and
how they consider their purchases.
6. Step down a notch or two and work on the front lines with your sales and
customer service staff.

7. Continuously acknowledge your staff, vendors and customers. Everyone works
and shops better when they feel appreciated.
8. Always listen to feedback from employees and customers.
9. Continuously test markets, ads, and marketing techniques. This is the only way
to stay successful and know what’s working and, more importantly, what’s not.
10. Offer more information in your marketing than anyone else. The more
information you offer, the more products/services you’ll sell.
11. A great marketing plan can only get better. Continue to fine tune and refine your
marketing plan based on testing results and feedback.
12. Be classy in your marketing. Make sure your marketing and advertising fits your
company image, products/service and quality.
13. Improve your best marketing areas and drop those that aren’t working.
14. Focus on what you say, not how you say it. The best marketing ideas turn into
the best marketing naturally.
15. Develop all your ads, campaigns and sales materials with an attention to
compelling and factual information.
By using these techniques you can put your name out there to the world and become
one of the top brands in your industry.

Get results!
The last area we are going to talk about is the best-satisfied customers. If your
customers aren’t satisfied, you’ve wasted all your marketing resources and all chance of
positive word-of-mouth advertising. You can satisfy your customers by:
 Providing quality products/services
 Providing high quality customer service
 Providing a low-pressure, highly informative sales experience
 Taking all the risk away with a great guarantee

To generate more business there are a couple of simple techniques that work every
time:
 Build your database with a contest.
 Do regular mailings with sales, discounts, or other incentives.
 Find other creative ways to keep your current customers coming back for more.

“As long as the reward is directly related to your product or service, you can’t lose. Why
not get started today? It’s so simple, it’s so seldom done, and it’s so profitable. And
that’s the bottom line.” Jay Abraham
It is so simple! So, why aren’t you starting today? We can help you put together a great
marketing plan that will get you results. Try our GUIDED TOUR and find the tools and
resources you need built by some of the biggest names in the marketing world.

Telemarketing is NOT the Anti-Christ

Today you’ll learn how to use direct mail marketing and, yes, telemarketing to your full
advantage. I know, the word “telemarketing” might as well be four letters, but there is a
way to help customers feel like they are getting personal attention and keep them from
blocking your number!
With the success direct mail marketing has had and the availability of computers, these
can be used as a powerful marketing tool for your success. Telemarketing is best for
high priced, high margin products/services.
Here are the key steps to putting together a highly effective direct mail marketing
program:
1. List all benefits customers will get from the purchase of your products and
services.
2. Pick the single most powerful benefit out of that list.
3. Build an attention-getting headline around that benefit. Remember to use
emotion-fulfill the desire to be young, wealthy, desired, popular or successful.
4. Develop a sales letter using the headline you created to grab attention, provide
information and motivate customers to act.
5. Put together supplementary items, such as a brochure, order form, reply
envelope or note that encourages them to read the letter.
6. Rent or purchase a mailing list.
7. Compare cost of mailing vs. cost per order.
8. Continue to test and refine your direct mail marketing plan.
You can see how direct mail marketing can help you find a local or even country-wide
target market to send letters or postcards to and draw in new clientele and customers.
Fine-tuning your marketing campaign will bring better results and therefore lower the
overall cost of the campaign.
To be successful in telemarketing you need to:
 Put together a plan, so you know exactly what you want to accomplish during
the call.
 Develop a list of topics to discuss and the questions you want to present around
these topics.

 Input verbiage checking to see if you are calling at a good time.
 Include enough questions to keep the conversation interesting, but not too many
to sound like you are interrogating.
 Start with broad questions and narrow your focus as the conversation continues.
 Offer feedback to show them you are paying attention and appreciate their time.
 Don’t insult their intelligence or manipulate them.
 Listen first, talk second.
 Be relaxed and conversational.
Telemarketing doesn’t have to be the trauma it’s made out to be. You can put together
an honest, personal and effective telemarketing campaign that is endearing, informative
and gets the job done. Think of how you would want to be treated on a marketing call.
Ask your friends and family what they hate most about the telemarketing calls they get
and work hard to craft your plan in a better way.
“When selling by telephone, you have approximately thirty seconds to convince the
customer to listen to you. You need an opening statement that captures their attention,
conveys who you are, what you want and why the prospect should listen.” Jay Abraham
It’s easy to see how direct mail marketing and telemarketing can positively affect your
business by bringing in new customers and increasing the level of awareness about your
products, services and company branding. Our GUIDED TOUR offers the resources and
tools you need to work through these processes and put together the best marketing
plan you can.

Turn Prospects into Customers Overnight!

Today I’d like to talk about how to turn prospects into customers and retain them for future marketing to. While, your marketing is doing its job, you need to be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal. You need to be:
Inviting
Informative
Enjoyable

The biggest fear of most new customers is the dread buyer’s remorse. You want to avoid this at all costs and this should be mitigated if you’ve provided a quality product/service that delivers on the marketing claims you’ve made.
However, this can still occur. There are two ways to deal with this:
Offer to refund money-no questions asked
Offer a bonus they can keep even if they return the product

These offers alone will also mitigate buyer’s remorse because the customer will trust you more, just for offering these things.
There are number of other ways to turn a prospect into a customer:
Offer a special price as an opportunity for you to test the market.
Offer a lower price with the reason of pushing inventory to pay a tax bill, for your kid’s’ braces, or another tangible reason. Customers love that this makes you feel so much more human.
Offer a referral incentive.
Offer a smaller, more inexpensive product first to build trust.
Offer package deals.
Offer to charge less for their first purchase if they become a repeat customer.
Offer extra incentives-longer warranties, free bonuses if ordered by a set date.
Offer financing options, if applicable.
Offer a bonus if they pay in full.
Offer special packaging or delivery.
Offer “name your own price” incentives.
Offer comparative data or other comparison tools.
Offer a trade-up or upgrade to something they already have.
Offer additional, educational information to help them make the decision.
The options really are as limitless as you make it. You can use these or other ideas to find what works the best for your business, products/service and target market. Remember this…
“By making it inviting, easy, informative, non-threatening, educational, inspiring and fun to do business with you, you’ll loft your company above the competition.” Jay Abraham
Need help with figuring out the best strategy for converting prospects into customers? Our GUIDED TOUR gives you exclusive access to the mountain of resources and tools, along with information from some of the greatest marketing minds on Earth.