This issue contains a comparison of brochures and newsletters, how to create a personal brand to improve sales and 10 useful tradeshow tips.
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One goal of good marketing is to build a method of regular communication with clients and potential clients.
Why not a brochure? Everyone uses one, right? After all, the brochure offers a compilation of information about your business. But, as great as a brochure is for describing and presenting capabilities, it is usually only distributed once and its content is inflexible once printed.
The newsletter is the best communication vehicle for any company that relies on repeat business...and that means pretty much everyone.
Whether print or online, a regularly distributed newsletter gives your client valuable information about new products and services, changes in your business and improvements in service. Your newsletter helps clients and potential clients become more comfortable with you and your company. As your clients become more familiar with your company, your industry and the processes involved, they become easier to work with and sell to.
Well-informed clients who understand their own needs, and the company who has been educating them through an effective newsletter make better clients.
John Libonati is a partner at Ascension Design, a full service graphic design firm near Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.
Do you know what role a brand plays in your business? If you're working for Apple Computer, Dell, GE, Lexus, Mont Blanc, Rolex etc. you'll appreciate the value of a powerful brand.
Sure companies are branded - sometimes as the good, the bad, and even the ugly. A brand is a powerful thing to have. Salespeople can be branded too. You should know that, in order to proactively create your personal billboard.
Let's say your brand is called "YOU." What's your message? What do people think about when they think about you? You can skip the dependable, reliable, and knowledgeable stuff. I've never met a salesperson who didn't honestly believe he/she was all that stuff.
When your prospects/customers think about your personal billboard, your personal brand, your (USP) Unique Selling Proposition - what specifically do they think about? If you want your prospects/customers to think about it - you gotta invest time thinking about it first. If you don't think about it - neither will they. Then you're doomed to mediocrity and end up forcing your prospects/customers to see pricing as the ultimate differentiator. How horrible.
Here's a provoking and I hope haunting question for you to consider. What's the compelling reason for your prospects/customers to do business with you instead of all of your competition?
Chances are, when you can answer that question you're on your way to building a recognizable brand in the niche markets you serve.
Branding isn't done to a side of beef in this case, it's done into the minds of your prospect/customers. There are several crucial elements to creating and building your personal brand.
They include:
1. Who are you?
2. What do you do?
3. What (specifically) makes you different?
Before you can deliver the performance you have to cultivate the perception. Being good or even great isn't good enough, especially if nobody knows what makes you so special.
The reason most salespeople struggle when asked the three questions above is usually a matter of benign neglect. They rely on shimmering personalities, communication skills, their appearance, and a host of other minor-league mindsets. Your key to marginal success versus magnetic success may depend how good your answers are to these questions.
Once you feel confident in your ability to answer these questions, ask your seven best customers to answer the same questions. You'll have a rock-solid personal-brand if their answers match yours.
Your personal brand says a lot about you.
Not having a personal brand may say more about you.
Success in selling is no accident. The most successful salespeople usually have the most cultivated and visible billboards.
This article was reprinted from Sales Strategist, an online newsletter published by Jim Meisenheimer (800) 266-1268 E-mail: jim@meisenheimer.com Web: www.meisenheimer.com
1. Sell. Sell. Sell. Tradeshows are for selling, not networking. Make sure you have order forms ready to sell on the spot. If you own a service business, keep your appointment book ready. Schedule to meet or follow up with phone calls.
2. Since you are there to sell, make sure you always have a good salesperson in your booth at all times.
3. If you give away something, make sure you get something in return. The brochures and gifts on your table cost money. Require everyone who takes one to give you their information.
4. Be proactive. Instead of waiting for customers to come to you, have one of your people walk around the tradeshow handing out flyers directing people to your booth. If you can afford to, hire an attractive female model. Use a male model if women are your target market.
5. Just because you have 100 square feet in your booth does not mean you have to fill the entire space. Sometimes having too much intimidates potential visitors. A client once told me a story of how his tradeshow exhibit 'missed the flight,' so to speak. With only a few samples, a couple tables, a sign and his flyers, he received even more visitors than usual. People actually complimented him on such a clutter-free and inviting booth.
6. Low on cash? Split a booth with someone else, preferably someone with complementary products or services.
7. Stand outside your booth and invite people in. Do not place your table between yourself and the public.
8. Be creative. What makes your booth different, makes it better.
9. Make sure you are as 'uppy' in the afternoon as you were in the morning. You never know when the buyer with big bucks to spend will drop by.
10. Smile. A smile is still the best invitation there is.
John Libonati is a partner at Ascension Design, a full service graphic design firm near Philadelphia. He can be reached at John@ascensiondesign.net or 215-591-1010.
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Ascension Design Now Offers Interactive Email Marketing
Tired of poor responses to advertising and direct mail campaigns?
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Contact us today! Call 215.591.1010 or email us at john@ascensiondesign.net Read more about email marketing at www.ascensiondesign.net/email.asp
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