Yesterday I posted some strategies to find new customers using LinkedIn. Having used this method myself for several months, I’ve been amazed at how much easier this is than trying to reach out to someone I don’t know by phone or email. It does work. However, there’s a catch…
On May 21st, Ingram Micro is sponsoring an online workshop (Click to Register) where I’ll be addressing effective messaging used for prospecting – where I will be covering this in detail. If you want more clients, you need three things:
Understanding Your Market.
This is your people group. It’s the person you are reaching out to. But knowing they run a small business, or serve as the CISO for a Fortune 500 is not enough. We all have a target market – if we don’t define it properly, we end up with nothing. In fact, I was meeting with a guy not too long ago with this problem. When we first connected by phone he claimed to know just about everything there is to know about technology. From his point of view he could sell any technology solution to just about any size or industry prospect. But when I asked him how many active clients he had, his answer was in the single digits! It turns out that having a broad view of the market often leads to a watered down message.
Second, you need a Message.
This is what I’ll be spending most of my time on in the upcoming workshop. Every company pretends to have a message – the problem is they all sound the same. Good messaging meets a person where they are right now – then takes them to the place you need them to go. If your message isn’t built for a specific people group, it won’t move anyone to action.
Finally, there’s your media.
On a coaching call yesterday, with a well seasoned enterprise rep, we were reviewing this final step. It was an ah-ha moment. The sales person I was working with is successful, has a a well defined people group, and knows their message. As we worked through these concepts there was a sudden awakening! The media discussion brought in a bunch of new ideas. Email and phone are not your only choices. And some people respond better to one media over another. Finding out which one is important. It’s also helpful to see how to turn something we all have, like a website, into a marketing tool. The truth is, most of the reseller websites out there are nothing more than a datasheet online.
Remember, If it doesn’t convert, its not marketing.
© 2015, David Stelzl
P.S. Don’t forget to sign up for the Ingram Micro Workshop: (Click to register) – May 21st, 1:00 PM ET.