X the X-mas Cards
December is drawing near, and everyone is rushing to get their corporate gifts ordered and their holiday cards personalized. Clients are calling & emailing, “Thread Art, can you help me come up with ideas for holiday gifts?”
The answer: yes BUT, what are you hoping to accomplish with your gift?
Their responses are often client touches, thank yous, and top of mind awareness.
December is the #1 month for corporate gifts and cards, so it makes sense to touch you clients as well, right? WRONG!
If you send your gift in December, it will be competing against dozens of others; if you send your cards in December, you will be competing against perhaps hundreds of others. Instead of being one of many, pick an alternative time of year. You can move in one of two directions; first, you could choose an important date within your company, for example the company’s anniversary. By making a HUGE deal out of your company’s anniversary you:
a) Have a unique day that you can celebrate, and your gift will probably be the only one that will show up on your client’s desk or in their mailbox that day!
b) Show another successful year & celebrate how long you have been out there doing what you do! In addition to touching your client, prospect or referral source, this can help build your credibility
Anniversaries can be FUN, perhaps you can even use the traditional gifts (Year 1, paper, Year 2, cotton, etc.).
The 2nd direction you could choose is picking a more traditional holiday. A couple of options are:
ST. PATRICK’S DAY – you can spread the luck of the Irish in March by sending cards, clovers (plants), and gold coins (stamped with your logo).
DAY LIGHT SAVINGS DAY – you can send a card reminder to “Be sure to set your clock forward” or even a clock, set to the right, newly changed, time!
EARTH DAY – everyone LOVES the earth! It is imperative to be creative in any gift or card sent for this holiday, as it needs to be recyclable or reusable.
FORTH OF JULY – you can celebrate by sending patriotic cards and gifts. (Can also do for Flag Day, Memorial Day, Presidents Day, or any other Patriotic holiday)
THANKSGIVING – you can send out Turkey cards, logoed stuff turkeys or logoed kitchen accessories (basters, scrapers, or utensils).
Regardless of the holiday or reason you choose to celebrate, keep in mind your goal for sending out the cards and gifts. By being different, you can be remembered, when everyone else is forgotten.
Upcoming Educational Opportunity
Business professionals, owners and sales managers interested in learning more about how to build their businesses through a referral-based marketing strategy are invited to a FREE session Tuesday, November 10th
from 5:30 to 7:30 p.m., at Hampton Inn in Wesley Chapel (located at: 2740 Cypress Ridge Blvd., Wesley Chapel, FL 33544)
This is an introduction to the Certified Networker Program, the complete training system for building a solid referral-based marketing strategy. The event will offer participants the chance to learn about formal networking strategies; there will also be opportunities to network with fellow business professionals.
The introductory night is designed for individuals who are:
- TIRED of developing visibility and credibility in the marketplace, but limited profitability
- TIRED of working those $50 clients when your focus should be on the $500 clients
- TIRED of spending so much time marketing, that there’s no time to make money
- WONDERING how the current business climate will impact you
- WONDERING who your best referral sources should be
- WONDERING why your best referral sources aren’t referring you
The evening is an opportunity for businesses looking to expand, attract new clients, learn more effective means to market a business, and receive more business from referral based marketing efforts.
“Did you know that we leave money on the table and overlook opportunities that exist right in front of us on a daily basis,” said Fleming. He added, “The Certified Networker Program educates professionals in terms of how to make more money through their networking and referral based marketing efforts. It is designed in pursuit of generating more qualified referrals resulting in business growth and prosperity. There is no better return on Investment.”
The evening will be an opportunity to:
- Enjoy some open networking.
- Meet some recent graduates
- Gain insights and strategies around Referral Based Marketing.
- Learn how the curriculum could support you and what to expect.
- Have questions addressed.
- Enroll in an upcoming curriculum.
The free Educational Evening is sponsored by the Certified Networker Program, a college-level course that covers networking over a twelve week period. There is no obligation to take the course, nor is there any fee for admission to the event. However, seating is limited, and interested parties are urged to contact Tiffanie Kellog at 813-948-7243 or by e-mail tiffanie@threadartfl.com.
The Platnium Rule
The Platinum Rule is to treat others the way they want to be treated! We all need to be able to adapt our styles to make others feel comfortable. How exactly do you adapt? How do you become flexible? Following a workshop people are so excited about what they learned, they talk about how it applied to them and how it helped them understand other people. In an instant they immediately forget everything they just learned and reverted to their ‘natural’ style. Here are three simple steps to becoming artful in interacting with the different behavioral styles so you can be more adaptable:1) Set a Goal: Set a goal or something to strive towards. For instance, to be a better listener, take more initiative, or be positive.
2) Be aware: Create a reminder so you remember to work on this skill. When teaching the GEMS workshop the carry case is blue to remind me to have my delivery as a Sapphire!
3) Practice: Continually search for opportunities to practice this skill. The more consistent you are in doing this, the easier it will become. Take advantage of the hundreds of chances a day you have to hone this skill!
Blog by Robin Lavitch, owner of Plan-It Life Coaching and trainer for Referral Institute.
Another article about Michael Jackson… (it’s not what you think)
I was recently looking over the web for blog posts on the Referral Institute, to see what other trainers out there are watching, and I stumbled across this article by a fellow trainer in Dubai, Phil Bedford.
I encourage you to visit Phil Bedford’s blog to read more about networking… enjoy ”Did Michael Jaskson train for the Referral Institute”, and please leave YOUR thoughts on the blog!
Did Michael Jackson train for the Referral Institute?
The main skills to ensure success in Referral Marketing and networking are the following:
1 “Givers Gain”, the law of reciprocity. If I give you business and help you reach your goals then you will want to help me.
2 “The Platinum Rule” Treat others how they want to be treated
3 It’s all my Fault. If I am not getting the business I want or people are not passing me referrals. Or they pass me referrals that are not what I want –its all my fault
When Michael Jackson sang of the “Man in the Mirror” I always think of number three.
We need to remember that in referral marketing no one I has to help us just because we offer a good service or good product or even because we sign up or turn up and join groups such as BNI, BBG, ABC, Heels and Deals etc.
I hear comments like “ BNI ( BBG, ABC etc) didn’t work for me, the people in this group are just the wrong industries, wrong mentality or wrong this wrong that!!”
I meet people who go to networking events and expect that people will be lining up to give them business or leave existing business contacts to immediately talk to them and start doing business.
The “networker or referral marketer” must realize that you have to invest in relationships before you can hope to seriously get real business (unless you are extremely lucky).
If you are not getting the results you want from your networking group , Please before you blame others look at yourself in the mirror and ask:
1 Have I helped others enough. Do they feel obligated to help me through my proactive and unselfish actions.
2 Do they know me well enough. Can I honestly expect that a 10minute conversation is sufficient for someone to suddenly start putting their reputation on the line and handing out their contacts. For that matter is 1 hour , 2hours even 3 hour. Think about it, if it were your car, would you lend it to them? Your reputation has to be worth more than a car because we spend a lifetime building it.
3 How do I present myself.
a. Do I arrive late repeatedly
b. Am I professionally dressed and by this I mean smart ( doesn’t have to be a suit depending on profession) but a tie (if worn) should be done up, shoes shone and shirts pressed.
c. Do I get involved in the running of the group and give back to the energy or do I sit back and let others do it all. Then blame them if it doesn’t work.
d. It amazes me that people can show up at networking events/ group meetings and honestly think that they can act poorly and unprofessionally and yet still believe that the group members will expect that the minute they get back to the office they miraculously become professional and competent.
Is it fair to say that we are always been interviewed and/or assessed. By new people and by people we already know.
Michael Jackson said, that first you have to change the “Man in the Mirror “.
Needless to say for the ladies out there I also refer in the “women in the mirror” .
When you look in the Networking Mirror who looks back at you?
8 Steps to Creating an Effective Promotional Campaign (cont)
5. Determine a theme, if appropriate, for your promotional campaign
To be effective, your promotion needs to tie into your marketing strategy. If you choose to brand your company through shape, color, or what your message is, be sure to incorporate that into your promotional campaign.
6. Develop a message for imprint for your promotional campaign
Incorporate your company’s tag line or mission statement into your promotional campaign. If you are creating a clever saying for every different campaign you do, it can be confusing to your target market. Keep it simple, and have a consistent message.
7. Choose the appropriate promotional product for your promotional campaign
With tens of thousands of promotional products, the right product for your campaign is out there. Instead of going to the internet, utilize a professional that knows promotional items. They can give many recommendations and help you develop your campaign. (This is where Thread Art can help!)
8. Determine how to distribute your promotional production for your promotional campaign
A great way to get clients and hot prospects to your booth at a tradeshow is to have them pick up the item at your booth; this will give you increased exposure.
Effective promotional campaigns can be a great way to increase the number of successful cold calls. Leaving something beneficial to the prospect will keep you at the front of their mind (or at least their fingertips).
Mailing items to a client is another way to conclude your promotional campaign; if you choose to mail your item, do keep in mind the size and weight of your promotional product when deciding on your promotional item. There are very creative ideas that can be mailed in an envelope (i.e., expandable sponges, blade style letter openers/rulers, and prize cards).
8 Steps to Creating an Effective Promotional Campaign
1. Define the objectives for your promotional campaign
Are you looking to increase sales in current clients? Are you looking to turn warm prospects into clients? Are you looking for a tool for your cold calls? Are you looking for an attention getter at an upcoming Tradeshow/Expo?
2. Identify your target market for your promotional campaign
While most companies I speak to often remark on how everyone can be their client, none have the billions of dollars it would take to market to that many people. Instead, pick a specific target market, and focus your marketing effort on that group. Examples of target markets include:
Geographical: residents of a specific neighborhood or zip code
Industrial: i.e., Medical, Contractors, Dentists, School PTAs, etc
Demographical: women between the ages of 30 & 50, married, without kids.
3. Determine the recipients of your promotional campaign
Will this be people that you are meeting at a tradeshow? If so, what will be the qualifying factors for a person to get the item?
Will this be going out to your:
Current clients
Prospects
Referral sources
Past clients
4. Determine the budget of your promotional campaign
By having a budget, you can make sure that you get the highest quality product that will fit in your price range. Don’t make the mistake of buying the cheapest product in the category; sacrificing quality will come across to the recipients of your promotional campaign.
Come back next week for the other 4 tips!
PJ Day!!!
How would you like to spend a day of work, all in your PJs (or sweats, or just casual)?
In working with Robin Lavitch of Plan-It Life Coaching, we set out for me to have at least 1 “PJ” day a month .
What’s a PJ day? For me, I need a day in the office to take care of:
Emails
Newsletters & Blogs
Returning phone calls
Placing Orders
Planning
And all the other lovely details involved with running a business!
I find it very difficult to have a few meetings, get a little office work done, a few more meetings, a little more office work, etc… SO, we worked out that I would take one day a week when I am in the office, focused, and getting work done. The other 4 days a week, I can be out networking, helping our clients create plans for their promotional items, training networkers on how to better grow their business, etc..
I love my PJ days… and I think Robin for helping me get this balance in my week!
Happy Birthday!
Happy Birthday to my baby sister, Tracie… who isn’t that young anymore!
Easy Way to establish yourself as a knowledge resource
A few weeks ago I mentioned a tip I got from One Show, One Man: 21 Weeks to Profitable Self-Employment… and I wanted to share another!
Choose a business journal or newspaper that are relevant, and subscribe to their email service. Most of these services have filters that will allow you to choose the topics that interest you or your prospects/referral sources. Automating articles to your inbox makes it easier and less time-consuming to scan them quickly and glean powerful information. Save any that are useful or powerful to a “Reference” folder in your email. Two to three times per week, use one of the articles as a follow-up tool for a prospect or referral source. Copy and paste the article (sometimes you can do this through forwarding) and write two or three lines about why you thought of them and send it on. This takes less than five minutes and is a powerful way to touch your hot prospects, clients, and referral sources.
Renia Carsillo is the founder of C2B Development and the author of One Man, One Show: 21 Weeks to Profitable Self-Employment. Renia helps self-employed individuals achieve success on their own terms. Visit her online at http://www.onemanoneshow.com or http://www.C2Bdevelopment.com.
My final thoughts…
In my research the past few weeks, though, there are numerous opinions on selling vs. referrals vs. buying.
My (final) thoughts:
My definition of selling is having to convince someone to buy your product or service. Key word – convince. You meet with the prospect, whether through a referral or a cold call, and you have to win them over to become a client.
I think there is a difference between selling to a prospect and letting them come and buy from you. This, again, goes back to the convincing the prospect to become a client.
If a prospect comes to you, ready to buy, then all you are doing is letting them know their options, costs, details, etc, and you do not have to go through the SALES process that so often leaves a bad taste in our mouth. They are deciding WHAT to buy from you, instead of whether or not to buy from you.
In Truth or Delusion: Busting Networking’s Biggest Myths, the answer to their Truth & Delusion: If you’re getting all the referrals you need, you don’t need to sell – is Delusion. I spoke with Mike Macedonio on this subject, and he said that when passed a referral, you do not have to do direct prospecting and you will not have to persuade the prospect (2 of the things most often thought of negatively of when selling). There is a difference between consultative sales and “selling”, but the sales process has to happen, and remember, you have to sell yourself as well as your product/service. (and I recommend his book, if you want more details)
My conclusion: if you want to leave most selling behind and have others bring you all the business you need where the prospect is ready to buy from you, then create an effective word-of-mouth marketing plan today! (and if you need help creating, contact the Referral Institute in your area)
