But I was impressed  because it was genius.  If we had even the most tenuous relationship, when I called if the person could say we met somewhere or talked at some point and they truly thought I’d be interested, I’m hooked.  To tell someone they made enough of an impression on you that you remembered them when something came up is a huge ego boost and would definitely get my attention.

So do this the way it was intended.  Go to a networking event and meet people.  Jot down on the back of their business card something they said or something they are interested in.  When you follow up after the event, don’t just send a “great to have met you” email- instead, include in it something that is based on what they discussed; something they would truly be interested in.  If you don’t have it electronically, send it hard copy.  But be sure to put your name on it and have the note say something to reference your conversation so they have a context.  At the end of the day your messages will get noticed and people will think of you as someone who really pays attention.  Meanwhile, I’m not returning this call.  But I’m still impressed.

SEVEN printers later, I have two quotes. One came with two sentences of “we’re here in the mornings to talk about this” and the other doesn’t even have any text on the email!  And worse?  One of them sent me a note back the first time around telling me why they couldn’t take on the project (too small of a quantity, etc.).  I had to write back additional questions to get them to consider the job!  Four of the others didn’t return phone calls or emails and the fifth one was very service-oriented, but was three dollars a piece higher than is in the budget. So now I will take my business to the people that at least have some information in their email, but I am left feeling extremely unhappy with the whole experience and will continue looking for a good printer.

Can you imagine your customers feeling like this?  I’ll bet big money the owners of these print shops have no idea this is what I’ve gone through.  I’m confident they are all (most) nice people who care about their businesses.  I am hoping nothing bad happened to the first one!  But, at the end of the day, six printers will lose business because I couldn’t get them to do their jobs.  It has been said before, but obviously could do with repeating:

Respond to people – if you are not going to be in the office, set up an out-of-office message and TEST IT.
Every communication with a customer or prospect is a marketing piece – be sure you represent yourself well at all times.
When sending quotes or contracts, keep in mind this is an email that will be saved so make sure you put some context into the email itself.
Talk about what you CAN do.  Can’t run 100 pieces?  Tell the prospect you can run 250 and 100 is not in their best interest due to the high cost.
Follow up.  Not one single company has followed up on their information. It was left to me to handle.

Don’t make things hard for customers because they won’t do business with you.  Instead, make it easy because service is everything!

At a recent networking event a man asked me my favorite movie as his opening question.  I suppose there is something telling about my choice (I like the Lord of the Rings and if you are going to tell me that’s three movies, then I like the middle one) but in reality, we ended up talking about movies in our little group and not about anything any of us could use the next time to connect.  In fact, I don’t remember his name or his company – just that he liked the Godfather.  So was that a good question?  He was unique, but didn’t get anything useful so I would say no.

Another person upon introduction asked me my biggest challenge.  I quickly fished for something that was inocuous enough I didn’t mind telling a stranger (I believe I said something like while I love my existing clients, I need more just like them!) and then turned the table on him.  We then spent the majority of the time talking about HIS biggest challenge and I ended up introducing him to someone else at the meeting who could help.  I don’t remember him either.  Nor did he follow up and thank me for the connection.

So what are good questions?   In truth, any question can be good or bad depending on the situation and the person you ask.  I recently got great results when I asked what brought the individual to the meeting.  Turns out they were looking for ways to get better at marketing so we had a lot to talk about.  While she did most of the talking, by the end she walked away with information that I was able to mention in my follow up after the meeting and we are in discussions to do a project.  Reading a little on different industries can also help because when I meet someone I can ask something very specific.  Things that start, “how are you affected by…” or “what challenges do you have with…” can lead to very interesting conversations and sometimes are so timely the person wants to talk for a long time!  The other questions I love to use is when I’m in a small group at a networking event, I will ask a question that is more for another person in our group.  If I ask something like, “how does your practice relate to what Janet does in financial planning?” or something along those lines, it gets the two people involved in a discussion and they both get to look good.  Generally at that point I get to sit back and take mental notes so I have a wealth of  information to follow up on later.

A good question at a networking event is one that causes the other person to talk about their business in a way that allows you to figure out how you can help, and that causes them to remember you once you have walked away.  So plan ahead and have 5-7 questions ready before you go.  And stop reading people that don’t give you the real advice!

Listing your business with browsers and other directories can be a great resource and I highly recommend it.  But after that, you have to think about who is your audience and where are they.

Twitter is a wonderful source for information or research.  I love it.  But the majority of my prospective customers aren’t on Twitter. So the time I put in is for my own benefit and not for prospecting.  On the other hand, most of my prospects are on LinkedIn so the time I invest on  LinkedIn yields prospecting results.  Facebook is not a good tool for my business because that isn’t where people go to talk about small business consulting.  But they do go there and talk about medical issues so it is right for my client, After Hours Family Medicine.

When you start working with a social media consultant, it should start with the same type of discussion as a good advertising agency.  Who are you trying to attract, what kind of profile can you build of those prospects, and where are they when they look for information like you are offering.  From there, you can invest your time in only those areas that make sense for your business.  And not waste your time on things that won’t help meet your goals!

So what’s the point?  First, PLEASE review your mailing lists and see who you are sending messages.  And have a “why” you are sending them a message.  Have someone on a list but don’t know why?  Off they do.  If they miss your messages, they will call.  It is even better if the person knows how they got on your list in the first place.  If you’ve had a conversation or met at a trade show (AND INFORMATION WAS REQUESTED), have that note somewhere easy to find so you know why they are on the list.  One thing I’ve started doing is when I meet someone at a yearly event, after sending my “nice to have met you” emails I put a calendar reminder in around the time we would sign up again.  That way I can send them a note and ask if I will see them at the show again.  Makes a person really feel special!

Next, have your messages proof-read.  There is very little that is more distracting than a bad sales message.  I can’t tell you how often people will get caught up in how something is written vs. what it says.

Finally, understand the tools you are using.  If it is something new, contact a few close associates and test it on them first.  Include yourself in any batch item sent so you can see what happens.  That way if there is a problem, you’ll be able to send a correction right away.  Most people can understand technical difficulties but when there is no explanation, they assume you don’t know what you are doing.

So be thoughtful about your contacts and messages.  Without that, you give the absolute wrong impression.

Need a new elevator pitch?  Start with what you want clients to say after you complete the work.  If you want them to say, “they were amazingly fast” or “I couldn’t believe the service level”, build your elevator pitch and service offering with that end in mind.

Need to develop training materials?  Start with what the attendees should have at the end of the class.  (One nice thing about this is generally classes end up more hands-on when you build them this way.)

Need to develop a new service offering?  While this one sounds more complicated, again you can begin with the end in mind.  If you can envision what you want your customers to walk away with at the end of the project, you can build a service offering that genuinely meets a need and you can build your marketing messages as you go along.

Begin with the end in mind is also a great check on decision-making.  If you have a tricky situation and aren’t sure which way to go, mentally walk down each path to the “end”.  You may end up with several possibilities, but it will help you determine where the risks are and what you are actually risking.

This particular habit is one of those that can apply in many, many ways and help you develop solid plans, decisions and programs.  Where do you begin with the end in mind?

I love to build marketing messages based on sales objections.  You already know what issues people bring to the table and how to answer it, so do so before they even get there! Leading with those objection-answers gives you a chance to show you do understand your customers and why they should make the call.  These can be done as a series of emails, a series of blog posts, testimonials that give the reader insight into why the customer was skeptical and how you overcame it, or voice mails that are left for prospects.  Here’s an example of how to work this:

I recently met with a client who’s prospects don’t trust them.  There are some unscrupulous people in their industry and they are always fighting an uphill battle to overcome those concerns.  We developed a list of what other companies have done wrong, and used it as our messages.  We did an email marketing series as well as used them in voice mails.  We pointed out that there are some companies who have experienced X.  We don’t do that – we do this.  It was extremely effective and yielded 40% more inbound contacts.

It was tough for this customer to come up with marketing messages in the past, but now that the sales team is giving them objections and answers, the possibilities have really opened up.  Try this technique and then let me know how it goes!

Now I’m not saying that people should abandon Facebook (although there is a lot of that going around), I will strongly caution people to really think before they post something. You have to assume people can find and see the information unless you are one of the 12 people in the world who actually understand all the privacy options on Facebook. And, that means you keep up with them as they seem to be changing all the time. Always be aware and watch what others post as well about you. There is no reason to mess up the brand that is YOU with something you thought was private!

(A great post on this can be found at Outspoken Media on “Zuckerberg, We Have a Problem”)

My initial introduction to the organization was through one of their customer support reps, we’ll call her Amy.  I observed her with several clients and each time she was engaged, clearly knew her products, and was able to solve their problems.  Each one left with a smile on her face and with goals and reasons to come back soon.  My second visit involved Jeff.  Jeff is new and the first thing out of his mouth when someone comes in for an appointment is “I’m new”.  Immediately clients move to uncomfortable.  He wasn’t able to answer any of the questions put to him although he promised to find out and follow up, and he really only knew anything about the products he’s used himself, which were few.  At the end of the meeting, the clients had the same or more questions and didn’t look happy.  The third consultant, Lori, had a terrible time with time management.  When I arrived she had one client but as they moved to her office, two others arrived.  She was so concerned about the “back up” she clearly did not give the current customer the time she needed.  Interestingly enough at one point she told the customer that if she “could come back when she had more time” Lori could get into more stuff with her.  The customer then indicated she had “all the time in the world” much to the shock of Lori.  She had transferred her time stress to the client and not even realized it.  In addition, she didn’t listen to the client ask questions and then had to answer what she assumed had been asked.  After the third question that wasn’t answered, the client quit asking although on her notepad she had many more questions.  The fact that Lori didn’t notice the notepad or the list of questions was a surprise to me.

I have given this client a proposal that starts with unifying their offering before we start marketing.  First, we need to get Jeff training on the products as well as customer service.  Inspiring confidence is his number one job so we need to help him do so.  Also, I checked in with him two days later to see if he had followed up on all the questions and he confessed he was behind on that.  We quickly created a system so he can track the questions and answers and learn where to get them as his plan was to “just ask Amy”.  We also put in place a goal of calling the client before she got home so that upon her arrival was a voice mail letting her know what her options were.  This should gain Jeff a strong following. Finally, Lori needs some serious work.   Helping her learn to focus on the person in front of her is job number one.  I would like to see Lori in a situation where there aren’t other customers waiting but I believe there is always something else that needs to be done so I’m not convinced she is cut out for a service position.

Am I really recommending they not market their company?  In the short term, yes!  At this point there is a one in three chance that a customer would receive the products and service we would be marketing.  This will not create the kind of referral culture and customer loyalty we would want out of a program.  Until these issues are addressed, the majority of people will feel misled and unhappy with the company.  Nothing can sabotage a marketing effort faster than customers with bad experiences!

So take a hard look at your organization or hire someone to do it for you.  Have them make sure what you are selling is what you are providing and that customers will have a good experience.  If the problems can be fixed by training, like Jeff, then get the training needed immediately.  If the problems may not be trainable, then find the right people to do the job. And finally, if you have someone or multiple people setting the standard for service, be sure they are rewarded and are recognized for doing so.  The worst thing that could happen to this company would be Amy leaving!

Most people who use a lathe learn the safety of the machine and then how to use it to get the results they need. They understand how to mount the wood or metal to be shaped, they know how to position the blades properly and they know what safety gear to have on while it is running. They also have a clear idea, understanding or diagram of what they want to have at the end of the job as well.

All of these ideas apply to our marketing. Creating the plan gives you the final drawing of what you need to have at the end. The safety aspect means we know what the risks are, we know how to minimize them and we know what to watch for to see if we are on track. No one learns to use a lathe by walking up, putting a piece of wood on and starting it up.

The other parallel we can draw here is every wood worker has access to a lathe. There is nothing unique about that tool itself. It is what the wood worker does with the lathe that makes the work special. The tools are a means to an end, not a differentiator on their own. A new cool can give the wood worker an edge for awhile, but at some point everyone will have it too so he or she better have a different way to differentiate next. This is true with social media and marketing as well. Using LinkedIn, Twitter, Facebook, etc. are great ways to get to customers, but it is no different than your competition can do. What is different is how you use them and what your final products are.

If you want to be a company known for educating customers, then use social media to provide education. If innovation is your thing, then you need to be out on the bleeding edge ahead of the game. If the message is quality, then everything you put out needs to be grammatically correct and no typos. And the list goes on.

Before starting to use any tool, watch someone else use it and listen to them explain it. Then, try to do what others are doing first so you can see how it goes. Once you are comfortable, then it is time to start adding your own flair and design. You can make beautiful pieces if you know what you are doing first!

At the end of the day it is vital to see your customers as individuals and to understand what is important to them.  When you think about your customers, specific individuals should come to mind that represent the different groups you work with.  That way, when you want to add a new service or product, or have a new idea, you can think about how Jack would react or what Jenna would say to it.  You will have a much better shot at building your business to cater to your best customers and therefore attract more of the same.

Not understanding who your best customers are means you will never know what they need.  You will constantly play roulette with your business.  And having played roulette, it was over way to fast and I lost way too quickly to play more that once!  If you don’t know them, the best thing to do is first identify your best client and then talk to them.  And not just about how they interact with your product or service, but also about their other interests, family, etc.  Really getting to know them will help you understand what need you fill for them and why.  It will also help you understand what would motivate them to leave you for another provider.  Finally, it will help you word messages so they are understood.

How can understanding the people help you word messages differently?  A friend of mine went to see her doctor twice in one month.  On the first visit, she asked a question unrelated to her appointment and was told they couldn’t discuss that because the insurance might not cover it.  When she got home she was ready to switch doctors and called me to complain because she was furious.  When I explained she had a specific reason to be at the office and an additional topic wouldn’t be covered if the appointment became two she calmed down and did see the doctor the second time, but almost quit.  The second visit an insurance situation came up and this time the doctor explained how the billing goes through and why she was answering the way she did.  My friend totally understood and felt much better working with her doctor for both treatment and getting the doctor paid.  Now, if the doctor had understood my friend and her need to feel the doctor was concerned for her health first, she would have handled the first appointment differently and would never have been in danger of losing that patient.

So take the time and get to know your clients. Host a feedback breakfast, invite people to the office, offer a discount for taking some time with you or just call them to talk.  Show an interest and you will learn a lot about how to keep your clients and build your business.  Understand that it takes a lot of trees to make a forest!

So now I’m not as inclined to read the paper.  I will, because I want to see if there is something new out there I wasn’t aware of, but I’m not going into the document thinking either neutral or happy thoughts.  I have a giant chip on my shoulder.  And when the doc tells me all about stuff that has been in the world for months, I will think badly of the company.  Anti-mission accomplished.

Now it just so happens I downloaded a white paper from another company on Thursday.  That company also left me a voice mail today but that was more reasonable since it has been several days.  And her message wasn’t an in-my-face, jump-all-over-it kind of voice mail.  It was a very low-key, “wanted to see what your thoughts were on the white paper”.  Her voice mail made me feel like she actually did want my opinion.  And as the two events happened close together (I picked up the two voice mails at the same time), it was an interesting contrast.

So the morale of the story is, don’t think that because someone downloads your material they “owe” you something.  You chose to put out free information so people who take advantage of it are following your direction.  When you do follow up – and you should – make it clear you want to start a dialog.  Not necessarily sell something right this second because you don’t know what product would be right for them as a client.  In fact, for all you know they need 12 products or services – you can’t tell from a download!  So take the time and build the relationship.  Ask the questions and listen to the feedback.  And for heaven’s sake give the person some time to read the document.  Otherwise, you come across desperate and annoying.

There was a time when people didn’t have processes.  Then, it was vital to mention you had one and clients wanted details.  How could you ensure you would be able to replicate your results if you didn’t have a process?  Today, most people talk about a process so it has lost the impact.  Today, you have to illustrate your process differently.

For some of my clients, we design a graphic to illustrate their process.  These pictures convey exactly how the process will repeat the success and are easy to follow.  In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing!  Another option is to name the process.  Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”.  Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.

Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way.  Instead, use pictures, names or call outs to really bring your message home.

If I jump into a pool, I have to deal with the change in temperature but it only affects me – unless I splash everyone else in the pool. In reality, most of my clients don’t mind jumping headfirst into something they want to do but is unknown. They know they can figure it out or get used to it or whatever. But walking into that party and bravely walking up to a total stranger and introducing yourself is tough for anyone.  So here are some ideas to make it easier:

1. Know who will be there – research your list first. Don’t just call and ask for a position, call and ask for someone by name.  At that party, it is much more powerful to walk up to someone and say, “excuse me, aren’t you Jane Smith from ABC Company?” than just try to interrupt.  Same with calls – know who you are calling.

2. Create bullet points for what you want to cover. There is nothing worse than answering the phone and having the other person say, “Oh! I expected to get your voice mail!”.  Only once have I said, “okay – here ya go!” and transferred that person to my voice mail but that one was fun.  Scripts are nice, but they often sound like scripts so only read a script if you know you can make it sound natural.  Bullet points allow you to check them off as you hit them but also allows more flexibility.

3. Leave a voice mail – many people have told me over the years they don’t leave voice mail because it is never returned. Well, when I look at my missed phone calls or if I’m in my office and see a number, if the person doesn’t leave a voice mail I wonder why.  It seems odd that their  information wasn’t important enough to go in a voice mail.  Likewise, compelling voice mails CAN get results so have something to say in your voicemail!

4. Actually, have something compelling to say either way.  Tell me something I might not have known, could use in a meeting, could quote to a client, could send in an email, SOMETHING.   That gets people’s attention and gives you the instant credibility you need. In fact, if I have a good piece of information to give a prospect, I generally like to leave it in voice mail or send an email first because then they call me to get more info.  Very powerful stuff.

5. Remember that the difference between interrupting someone at a party and calling them on the phone is they can choose whether they take your call.  If someone is standing next to you trying to talk it is tough to ignore them but if the person is truly busy, they won’t pick up.  So in that regard, they gave you some permission to interrupt – even if it is for a very short time.

Everyone has to make cold calls at some point and they aren’t easy. But having a plan, knowing something of value to say, being honest and professional goes a long way to making it easier.  You have a product or service to offer that this person may need or you wouldn’t call. Just keep that in mind and uh… dive in?

When I began my business, I embraced this philosophy whole-heartedly.  I am not a good hunter.  I don’t like the uncertainty, the failure/misses, or the need to put myself out there like that.  Coincidentally, my clients aren’t either.  They don’t like the hunt.  So we build programs that are more about the harvest.  Being a gatherer has its advantages – people remember you longer and with more warm feelings if you are a gatherer.  I know this is true because in the last two weeks I have run into people I have been cultivating for 6 months who are now ready to do business.  They’ve gotten my newsletters, phone calls, emails and blog articles and now are ready to go. Hooray!

So when I say to be a gatherer – here’s what I recommend:

Know what kind of fruit you want – what kind of business would be best or second best?
Know where the fruit is – know which prospects could give you the type of business you want.
Provide the water and sunlight to the fruit trees – Give them vital information for their business.
Check on the plants – Contact your prospects to see how things are going.  Have a good reason to be checking though!
Be ready to harvest when the fruit is ripe – There is nothing worse than being ready to buy and not being able to for some reason. So when the prospect is ready, be available.  Answer the email or phone call, schedule the meeting, whatever it takes.

The tasks involved in cultivating plants is the same as managing prospects.  Be sure you have the tools you need and backups to help if the market conditions don’t provide what is needed.  After all, slow and steady often wins the race!