34 New Prospects – 100% Conversion

Security topics are hot right now. We recorded this interview (above) following a very successful lunch & learn event in Richmond. Randy Sklar, President of Sklar Technology Partners has been actively bringing these types of events to Richmond based small business owners over the past 10 years, and it’s paid off. The message used to make this event successful comes right from my book, The House & The Cloud…and for a short time you can pick it up for $1.00!

Using The Interview…

The interview is something we started doing a few years back to increase the conversion on follow up. If you’ve offered these types of events to your prospects in the past, you know you need a much larger list of possible attendees to get 30 to sign up. In this case we used the strategies from my Marketing Success Kit to attract new logo business owners. It worked so well that we had to turn people away!

After the event begins the follow-up. We signed people up for assessments during the event (and all of them did sign up). Now, using clips from the event and this interview video, we have something to take to those who did not attend. The rest of the list.

In many cases you can double your results by using an effective marketing campaign after the event. I describe this in detail in the Marketing Success Kit. But in a nutshell, there are 6 groups to consider: 1) Those who signed up, 2) Attendees who did not, 3) People who agreed to attend but didn’t, 4) Those who could not make it, but wanted to, 5) people who did not respond, 6) and finally, those who unsubscribed, told you they weren’t interested, or somehow communicated that they did not want to hear from you again. This last group can be discarded – they are not worth spending time and money on. Each should receive a short video sales letter with one of your clips, followed my a short text email offering to come by and share insights from the speaker. Follow up your email campaign with phone calls to set up these meetings.

Try it – this is far better than making cold calls to set up a meeting, with an agenda to share you company overview. No one really wants to see that.