Delivering the Right Impact
Last month I discussed choosing the right impact(s)
to “un-stick” the blockages in your marketing/sales
cycle. As promised, this month we will look at the strategies
that deliver those required impacts (Connection, Credibility
C.J. Hayden, in her excellent book, “Get Clients
Now”, suggests six possible strategies: a) Direct
contact and follow-up, b) Networking and referral generating,
c) Public speaking, d) Writing and PR, e) Promotional
events and f) Mass marketing/advertising.
|If you need the impact of: -
||You should use the following strategies:-
1) Direct contact and follow-up
2) Networking and referral generating
1) Networking and referral generating
2) Public speaking
3) Writing and PR
4) Promotional events
5) Mass marketing/advertising
1) Public speaking
2) Writing and PR
As highlighted last month, most of us have limited time
and resources, so it is important to focus on our most
pressing impact and then select the strategies in order
of their effectiveness (1 being more effective than 2).
We can’t do everything.
Some possible tactics for delivering these strategies
include the following:-
a) Direct contact and follow-up:-
Cold calling, customer visits, lunch with prospects,
personal letters, newsletters, etc.
b) Networking and referral generating:-
Attending meetings and seminars, identifying referral
partners, serving on committees, joining networking
clubs, swapping contacts, etc.
c) Public Speaking:-
Making presentations, giving seminars, hosting meetings,
serving on panels, etc.
d) Writing and PR:-
Writing articles or an advice column, being quoted
in the media, having articles/stories published about
e) Promotional events:-
Giving free demonstrations, exhibitions, workshops,
open days, inviting your contacts to networking events,
f) Mass marketing/advertising:-
Advertisements (newspapers, trade journals and radio),
Yellow Pages, business directories, mail shots, websites,
As well as selecting the strategies in order of their
effectiveness, we should choose the tactics according
to our own abilities and style. For example, if you need
the impact of credibility, followed by visibility, but
the thought of any form of public speaking fills you
with horror, you could focus on writing articles and/or
employ a PR agent (as well as perhaps joining a speakers’ club
to develop some confidence in this area). If you need
to work on follow-up (the impact of connection), but
have too many contacts to speak to regularly, consider
personal letters or a newsletter.
My suggestion is to select say three tactics, whether
these be new, or previously used but neglected, set yourself
some targets and go for it!
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will then telephone you to arrange a convenient time for an exploratory consultation call, to see
whether we would like to work together.