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A smart financial planner we know who specializes in estates uses an interesting technique to ensure that his prospects show up for initial consultations. He plans his prospect meetings for two full days a week, then hires a limo and driver to pick his prospects up and return them home. His prospects feel special, he has very few "no-shows" and this extra effort helps establish many long-term client relationships.
Most business people go to trade shows and conferences to receive the latest industry information. It's all well and good to have a booth at these shows, but it's probably a better marketing bet to offer your services as a speaker at one of the conference's seminars. Talk about a third-party endorsement! If you're on the speaker's list, you'll be perceived as an expert that the association endorses. Contact the association's meeting planner to discuss this possibility.
Time To Get Rid of the "Tire Kickers"?
Consistent marketing brings a lot of leads, many of which never convert to actual business. If you are attracting too many "tire kickers", it may be time to reassess parts of your overall marketing message. One computer consultant we know raised his hourly rate in order to "weed out" the tire kickers. He uses existing customer testimonials in his marketing materials that stress his professional value and excellent customer service. The result: he is attracting clients who, in the long run, are easier to work with and with whom he has a better chance of establishing long-term business relationships.
Don't Forget To Call
A recent survey of corporate executives revealed that most expect a phone call as a "follow up" to a direct mail sales letter or marketing brochure they've received. Use the followup phone call to set initial appointments or to receive valuable feedback that can make your direct mail more effective.