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Check out the Employment Ads in your regional Sunday paper. Pay particular attention to the jobs that you could apply for if you wanted to work full-time for a company. Mail or fax your resume with a letter that lets the Human Resources Department know that you're available as a consultant. Many companies hire consultants on a temporary basis until they can find someone full-time.
First-Class Marketing
Are your prospects executives and CEOs? If so, always remember to fly first class! A financial planner we know always books first-class airline passage because of the possibility of who he might meet. He's signed quite a few executive accounts he would have missed if he had booked coach seating.
Don't Junk the "Junk Mail" Yet
Pay close attention to all your mail, including the junk mail that usually gets tossed in the "circular file". The junk mail you receive may offer clues to other local businesses who may be in need of your services or products. Plus the phone numbers are readily available for a quick prospecting call.
A Marketing Thing
Bill Vesey, a franchise, marketing and business consultant in Alexandria, VA (703-914-8943) advises clients to be unique when marketing through the mail:
"I think unique marketing revolves around using physical devices. I know a fellow who used sand to sell vacations. He sent a small bottle of sand with his direct mail literature and got tremendous response. Physical devices such as this work because so much marketing material that's received through the mail is mediocre. Using a physical item to grabs someone's attention distinguishes you immediately. When you can accomplish this, you're at least part of the way home."
Manage to Make the Sale...with Value
Marketing to "management-types" at large companies? Make sure they understand how using your product or service can make them more valuable to the corporation.
With "right-sizing" as an every-day concern, management-types want to consistently "look good" to the "higher-ups". Your marketing message should include the ways your products or services can make management-types more productive...and hopefully indispensable.
Make the Time...and the Sale
Marketing to "creative-types" such as designers, writers, software developers, entrepreneurs? Make sure the #1 benefit you stress in your marketing to these folks is the "time" they'll save as a result of buying your product or service.
Creative-types want to free up as much time as possible to concentrate on their work. Your "time-saving" marketing message is bound to grab their attention...and you a sale.
Stand Up and Get Noticed
Can't afford to exhibit at conferences? Make the most of the question and answer periods during workshops and presentations. Stand up and ask a question, throwing in a reference about your business. Example: "As a Web Designer, I would like to know how you think the Internet and World Wide Web will impact your industry." Make sure your question is intelligent and pertains to the matter being presented. This process can help you make more connections.
How Much Does It Cost "Per Day"?
Marketing a high-priced item or service? Divide the purchase amount by 365 to determine the "per day" cost. This may be easier for the prospect to swallow...and for you to sell.
Loss Leader Helps You Gain Prospect Trust...And More Business
A business trainer offers to conduct a 1-day class at no charge for a large corporation. A computer retail store manager offers a 12-point computer maintenance check on all computers brought from his company in the last year, as well as free coffee and bagels to customers on Saturdays. A consultant offers prospects a 32-page report on the future of the Internet and what it means to small businesses.
This is called the "loss leader" - an item or service you give away in order to gain long-term business. The loss leader helps to build a prospect's trust, as well as show what you and your company are able to deliver. Include a loss leader in your marketing and watch your long-term business grow.
What's Your Customer Experience?
Looking to add additional customers to your base? Take a close look at your "customer experience." Dedicate your marketing efforts to the same kinds of customers, but seek new geographic territory, such as a different town, city or county. Why? You already have the experience that can help you easily sell new customers in this target market.
Example: A computer maintenance consultant already services the computers of physicians in his town. He markets to other medical practices throughout the county. With his experience, he adds additional medical practices to his client base.
Make the Most of Your Prospecting Time
Make the most of your prospecting time by only seeking out the decision-maker who is interested in what you offer. Always start at the top. In small-to-medium-sized companies the "owner" or "president" is the person who decides what products and services to buy. This strategy may lead you to "no"* some of the time, but it's better than wasting precious prospecting hours with folks who can't ultimately make the buying decision.
Marketing Prospects - for Only $1.50
Check out the Employment Section of your regional Sunday newspaper. The companies that advertise have money to hire, so they may have money to spend on your products or services. Pick out 20 new companies to call the following Monday. We've signed more than a few clients using this method.
Marketing's Going to the Dogs
David Wase, owner of Claren Court Studio Inc. (703) 358-9449) in Arlington, VA, partners with his dog Taos when marketing his quality picture framing business.
Using his company's business card design, David has printed cards for Taos, a well-trained German Shepard mix. When David goes on errands, he's assisted by Taos, who carries the bank deposit or letters in his mouth. When the pair are stopped on the street by curious dog-loving folks, David always hands out Taos' business card, which includes info about Claren Court Studios. David has attracted much business thanks to his best friend.
Clean Out the Junk Drawer
Russell Anderson, president of Affordable Printing and Graphics (703 -352-7929) in Fairfax, VA, advises that you can get your mail piece opened and looked at by using a "lumpy" enclosure. According to Russell, research indicates that "lumpy mail" receives significantly higher readership than normal. Even blatant "junk mail" gets opened and read because of the recipient's curiosity. Try a piece of hard candy, pencil, post-it-note-pad, book of matches, coupon book, etc.
Your Tax Dollars Are at Work
Check with the Economic Development Office or Business License Bureau in your county or jurisdiction for the names and addresses of new businesses in your area. Our county provides a new listing once a month, and also has their entire business list available on diskette for a nominal fee. Send the new folks a letter of introduction, welcoming them to the business community. Put some of those tax dollars back in your pocket.
Read Newspaper Stories For Prospecting Clues
Read your regional newspaper cover to cover every day and we'll bet you'll have a steady supply of prospects. Example: a story in the business section announces that a big corporation plans to move its headquarters to your area. Someone who sells phone systems should jump on that oppportunity. Example: someone who sells specialty chocolates should read the Style Section for wedding engagement announcements. The future bride might be interested in including chocolate favors at the reception. There's a lot of opportunity in those pages.
Don't Forget the "Add-On"
"Would you like fries with that?" is a question we've all heard at the local fast-food joint. It's the "add-on", the suggestion that can lead to more of a sale. There are many business boosters in your industry. Are you using them? Examples: Computer consultants offer maintenance contracts and new software products in addition to their repair services. Image consultants offer additional products such as scarves, books and make-up to their customers. One management consultant we know offers 50% discounts to his scheduled seminars. It all adds up to increased revenues.
"Ad" to Your Prospect List
Thinking about running display ads in your regional or local newspaper? Look at the other ads in the section where you may be placing your ads. Call the companies who are already advertising there to find out how their ads are pulling. While you're on the phone with these folks, do some prospecting to find out whether these companies are in need of your products or services.
Hey Teach!
Ever think of teaching as a great source for referrals? We're not talking Harvard here, but we bet there's a good chance that a community college or adult education program in your area can benefit from your expertise. Teaching night classes can be a great experience and can be a terrific source for referral business from your students and all the folks they know. Contact the schools in your area to find out about teaching possibilities.
Prospecting Directories Are All Over Town
How many times have you walked into a building to meet with a new prospect and totally ignored the building directory in the lobby? Make it a point to check out the directory after your meeting and write down the names of the other tenant companies. Going to drop a last-minute package at FedEx? Have a doctor's appointment? Have a working dinner meeting for one of your Chamber of Commerce committees? There may be more business under that one roof than you think.
Value Paks May Have More Value Than You Think
We all receive "coupon paks" and "card decks" in the mail. Take the time to look through them. There may be businesses that advertise in these paks that you can help.
Don't Turn the Small Jobs Away
Some small jobs lead to larger, long-term business relationships. That's great. Some small jobs stay small. Don't turn them away. The satisfied small job customer can be a great source for referrals.
Drum Up the Alum
If you went to a big university and you're currently living near a large metropolitan area, there a good chance that there's an alumni association in your midst. Check with your university for an alumni directory that can help with local prospecting. Also contact a few of your fellow grads who are living in your area to see if local alumni meetings are held.
It's Important to Promote When You're Busy
Lynne Clark, an attorney and CPA, (703-256-7900) has the right idea about constant promotion. During the very busy tax season, Lynne always promotes her other services (such as estate planning, bookkeeping and electronic tax deposit transfer for quarterly taxes) for the "after-tax-season" months. This tactic keeps her busy all year round.
Don't Just Sit There...Prospect!
Don't just watch t.v. - be on the lookout for prospects. Many of the shows you watch are sponsored by local businesses who may need your products and services. Keep a pen and paper by the remote control and jot down the contact info for these prospects.
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