Are you ready to open the doors to your next client?
The bigger your business, price point or service, the more likely you will need to get past a gatekeeper in order to reach the key decision makers.
Getting past that gatekeeper can be the single largest hurdle to being able to market your services. It can be difficult to know how to motivate the gatekeeper to open the door and inspire them to make the connections to the key decision makers.
Welcome to the
"7 Amazing Simple Touches To Get To The Gatekeeper"
With this kit you'll create a touch campaign that rewards, engages and delights the gatekeeper with you and your business; leading to more open doors, invitations and conversations with the key-decision makers you need to make the sale.
Create a Way to
You are not the only one trying to gain the valuable attention of the gatekeeper. You'll need to plan your approach to stand out from your competition and begin to communicate your brand promise before you even get an appointment.
Being remembered is the key here.
Reward and Engage the Gatekeeper!
Surprise and delight is the name of the game. By addressing what will bring a smile to the gatekeeper while being on brand and supporting the ultimate goal of a conversation, this is your time to woo the gatekeeper!
Earn the Door
Getting in the door is often the biggest hurdle - congratulations it is finally opening! However, you have not earn the right to pitch your product just yet. The opening door is the just the beginning, don't let it close because you are too eager, or worse, not prepared.
Develop The Relationship
Are you clear on what the next step should be? Each touch has its own intention and call to action so that you are developing a relationship with the gatekeeper and the key decision makers. You want clients for life, not just for now so be sure that the relationship is built with each step.
Know the Reasons To Buy
One of the key aspects to a 7-Touch plan is outlining the Reasons To Buy from your client's perspective. Effectively we need to answer the "What's In It For Me?" WIIFM question that every gatekeeper and client are subconsciously asking themselves when they interact with your business.
What you find, it that the Reasons To Buy often have nothing to do with you, but represent the innovative touches that will prime your gatekeeper or end client to say yes to you each and everyday.
This quick worksheet will help you identify the 3-5 key reasons to engage and buy your services.
Plan Your 7 Touches
It is common marketing knowledge that it can take 7 exposures to your product or business before a potential client buys; but do you realize that very few business owners actually plan what those touches are?
With your Reasons To Buy in Hand, this nifty way to plan your 7 touches will make it easy to keep the plan manageable, but also effective at creating opportunities for you to touch your client and get them to invite you into conversation.
P.S. When this is done well, it might not even take all 7 touches.
Get The Conversation
When you approach getting to the client or key decision maker as building a relationship, you establish the 'Know, Like and Trust' factor that the gatekeeper will share with the decision maker, often allowing you to share what you do and maybe even submit a proposal for services.
This process will show that you are a clear choice because you did not lead with the sales like the rest of your competition. You took the time to truly understand what makes your potential client light up. These delighted individuals will invite you to share what you do, and quite often share with you an opportunity to do business together.
CASE STUDY: Super Heros Always Rule
Misty owns a photography business that specializes in corporate photography for events, headshots and marketing uses. We designed a product offering which would be in perfect for businesses who office out of large office buildings. The challenge, getting into to the building with the blessings of the property manager.
Looking back to her brand, one of the promises of the brand is that Misty falls in love with her clients and that often shows through her work. She sees everyday superheros and celebrates them. We designed her first touch based on this brand promise.
A 'Lumpy-mail' package was created to send key property managers a Superhero Cape, a capabilities statement and a simple call to action - "Post a picture of yourself on Facebook and tag me. If you do, I'll bring your favorite starbucks coffee the very next day."
The first week she sent them out, her first respondent, said she loved the cape and would love coffee; however, they didn't have any active opportunities. Misty's response, "No problem, I'd just love to bring you coffee. If it makes sense keep me in mind for any opportunities when they pop up."
The very next day, she shows up with coffee in hand to meet the property manager, who decided to introduce Misty to the Property Management's Director of Marketing.
Leading with her brand promise and planning out what to do, when; put Misty in a position to be prepared to take advantage of the open door and the opportunity. Since then, Misty has extended her relationship into multiple large office complexes under the property managements portfolio and several projects with the companies that reside in the business.
Leslie Hassler is a popular author and speaker who spends much of her time coaching business owners on how to run their growing businesses by their rules. Delivering high-touch, personalized service, Leslie works with her clients as a partner, not just a consultant (who would pop in, tell you what to do, then leave).
Leslie teaches her clients a structured way to decide what to do first, second, next -- and never – in their businesses, so that they can learn to do it for themselves.
Leslie lives in Dallas with her husband and two kids, so she knows it’s not just about growing the business – it’s about getting the business ship shape so it grows and you can be home in time for dinner.
Leslie speaks on topics such as business leadership, prioritizing the business owner’s To Do list, and how to create and implement a strategic plan for growth.
If you’d like to have Leslie come speak to your group or organization, or present at your event, inquire here.
The Marketing Made Simple Giveaway runs from March 11th – March 31st.
Contributors offering raffles will choose the winners randomly and email winners by April 3rd. Unless specified by the individual contributor, raffle winners have 30 days to claim their prize.
All "Marketing Made Simple" Giveaway contributors are independent business owners who are collaborating with the Giveaway promotion. However, each contributor is a separate and independent businesses entity.