W. Lee Steele is the founder and President of Strategic Insight, a marketing consulting firm based in Phoenix, Arizona.
His firm's clients range in size from small start-up companies to multi-million dollar international firms, including IBM and Budget Rent a Car. He has provided counsel to clients in more than 25 different industries.
Lee can be reached by e-mail at leesteele@
strategic
insight.com
or phone at 602-468-0223.
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W. Lee Steele
Strategic Insight, Inc.
marketing consultant"Two successful strategies I've used to gain exposure and generate new clients are through speaking engagements and postcard campaigns.
As a marketing consultant, what I 'sell' are ideas designed to grow a company's business. If I were a manufacturer, I would give out samples of my product. So I give out 'samples' of what I do by arranging speaking engagements to business groups.
Through these talks, I'm able to demonstrate to my audience the 'products' that I have to offer. I'll speak 'anytime, anywhere' if the audience fits my 'most likely client' profile. Sometimes I charge for my presentations, sometimes I do it for free. I'm careful NEVER to 'promote' my business or make a blatant 'sales pitch' for my services. My presentations are always full of helpful tips, advice and examples of ideas I've developed for other clients similar to the members of my audience.
The second strategy I've used for many years is a 'postcard' campaign. Everyone I meet who may be a potential client, or a valuable referral source for me, I ask for their business card. I then add them to my mailing list. About 9 times a year, I send everyone on my mailing list a postcard. Usually the message is an announcement of a new client. Sometimes it's an announcement of a new service. Why a postcard? Because EVERYONE will read a postcard! All I want is 20-30 seconds of their undivided attention.
The 'impression' I want to make when they read my 'new client announcement' is
1) 'Wow! Another new client. This guys must be really good!'
2) 'Look at the variety of clients this guy has - apparel, automotive, computers, healthcare, manufacturing, retail, sports, toys, trade associations...this guy could probably help my company.'
3) 'If my company ever needs some outside professional marketing advice, I want to remember this guy!'
All of this can be accomplished with my postcard and a few seconds of their attention. I know, because it's generated a LOT of new clients for me."
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