Before You Sell-Sell-Sell, Market-Market-Market!

by Emily Huling

It's 8 o'clock Tuesday morning. You have your prospect list in hand. Every Tuesday and Thursday you diligently put aside two hours to 'dial for dollars'-make prospect calls. You consider your prospect list qualified: It contains businesses in your target industry and in your geographic area. Last week, those four hours generated 10 immediate initial-visit appointments. Over the last year, your sales success ratio from these phone calls was 60%. Not bad for cold calls. But are they really cold calls?

Yes and no. Yes, they're cold calls because you purchased the phone numbers from a list vendor. You've never personally met anyone on the list. But they aren't cold calls because the majority of the prospects know you and your firm. They've heard of you-and being recognized makes a huge difference in sales success. And they've heard of you because you've been marketing yourself effectively.

Marketing is establishing an image in the minds of your prospects. What comes to most people's minds when they think of Federal Express, Disney, and Allstate Insurance? Fast, friendly and clean, and good hands. When the public can easily associate your name with what you represent, that's effective marketing.

But you're running a smaller business on a limited budget. How can you possibly establish a powerful, memorable image in the minds of your prospects?

First, decide what image you want to project. Traits to choose from include reliable, knowledgeable, top-quality products, responsive service, involved in the community, and value-added services.

Once you've determined your image, here are some low-budget marketing ideas to get that message in front of your prospects:

• Write articles for the local paper or industry trade publications. This is the best free advertising available. Editors are hungry for new ideas to fill their pages. Most articles are 300 to 600 words-one to two typewritten pages. To choose a topic, consider how your product or service is used and what people would be interested in knowing about it. Contractors, interior designers, printers, financial consultants, accountants-someone is interested in what you have to say.
• Speak to groups. Since writing can be great marketing, take your written word to the podium. Articles are speeches, and speeches are articles. Local groups and trade associations are always looking for speakers for their meetings. If you're nervous about speaking, join Toastmasters to overcome your fear.
• Volunteer for community projects. Circulating with those you want to do business with is a great way to get your name out. Choose an activity you believe in and enjoy working on.
• Use press releases to get your name out. Any industry continuing-education class completed, certification or designation earned, award received, or promotion granted, and so on is genuine business news that can be put in the newspaper for free. If the news concerns a particular person, be sure to enclose a photo with the announcement.
• Become active in your own trade association. Even your competitors can be a source of good press. If you're active and supportive of the group and its individual members, your name will carry a good reputation in your field.
• Take advantage of cooperative advertising from suppliers. By using a vendor's logo in your advertising, you may be able to share the cost of your advertising. Many suppliers offer co-op programs when you meet certain sales thresholds.
• Sponsor events. Get your name associated with the organization or cause you want to support. The public remembers who sponsored the local March of Dimes Walkathon or the community fall pumpkin festival. Different levels of events and sponsorship help you to stay in your budget.

Buyers today want to do business with people who are involved, committed, and active in giving back to the community. Being a known entity before you make that cold call greatly improves your success in closing. Don't put off implementing a marketing strategy that creates a powerful image in your prospect's mind.