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.
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.
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.
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.