Changes in Attitudes; Changes in…Marketing?

Posted on Nov 19, 2010 | 0 comments

If for some reason you’ve missed the myriad of articles, all you have to do is look around to know that marketing has really changed in last few years. Customers now want to see the people behind the business, the process. There is now a tight rope to walk between professional and personal. I’m happy to be a part of the transition as I’ve always been a little too transparent (and a little too idealistic) for real life.

With this said, if you are trying to sell business-to-business, how can you sell yourself to get the audience to sell your product or service? I recently spoke to a friend of mine who was having this exact problem. When she came to me for advice, I asked a few questions. What I learned is that the company was sending out invitations for an informational luncheon. Out of hundreds of invitations sent, a mere three attended. What to do; what to do?

Here are a few business-to-business solutions. However, please post your insightful, interesting or just plain fun solutions. Tweet me @mikimarkovich, post comments with this article or visit me on Facebook. I always want to hear from you.

Get-Your-Business-Inside-Their-Business Ice Breaker Ideas:

Invitations
If you insist on sending out invitations en masse, one of two things must happen to procure a healthy response.
1) The mailing must be so compelling in visual and content areas as to spark serious interest to take another step. This is difficult to achieve, but not impossible.
2) Each invite must still be compelling, but also personalized. It may even be possible to “ask for a favor” in finding interested parties since the receiver of your correspondence is an industry leader and your service or product helps reduce the stress of those in charge and/or eases the financial burden for the company (for example).

Letters
If introducing yourself via email or snail mail letter, you may need to be more personal. Think about the values of the organization and utilize those. Also, illustrate how your business’s value statement and goals align.

This method has been touted in countless trainings I’ve attended and books I’ve read. Whether in person or letter, get them to say “yes” to easy things so as to get in the habit of saying “yes” to you. (Don’t you just love it when people agree with you?!) To break the ice, I also tend to send birthday cards, congratulatory cards, etc. Last tip for written correspondence and beyond, find what you have in common with the person in charge of the organization: golf, charity events…

Social Networking
Social networking is a must in today’s business world: People can connect, ask questions and learn. Share your business knowledge and your personal passions. Say “hello.” If you get potential clients to bite, the next step is easy peasy. (I love that phrase. Yes, I picked it up from a six-year-old.) Now, quite often, people will check out your website after that initial bite. Whatever you do, don’t lose them there. Consider having your benefits clearly reflected on the home page. Also, be sure your site is interesting in content and visually appealing. Even if your business is technical, as my friend’s is, talk benefits first and technicalities later.

Ask for the Meeting
So if you have the opening, ask for a meeting. If you have a crack instead of a doorway, consider asking for no more than 15 minutes (for the first meeting). Many people, even the busiest and most influential, will give you 15 minutes. Remember, when you’re in there, make them count. Make a great impression and then you’ll have room for follow-up.

Still need some inspiration?
*It’s important to remember to treat the procuring of the sales meeting as sales.
*Utilize social media and technology because your successful competitors are. (We can help you with this!)
*If you’re overwhelmed, utilize the 80/20 rule: Focusing on the 20% of potential clients who can provide 80% of whatever it is you’re looking for (revenue, referrals, etc.). This will provide you the time and freedom to personalize communication.
*Remind yourself that what you do is for a greater cause. You’re truly helping people.