Marketing For Thoes Who Hate To Sell

BONUSMATERIALFORMarketingforPeopleWhoHatetoSellbyDr.RickCrandall©[e-mail]1–MARKETINGWITHOUTPAINWhatYourMarketingCanDoForYou3WhyMarketingFails3HowtoGetHelpwithYourMarketing4CHAPTER2–WHATYOUCANDOTODAYCustomerFeedbackLetters7CHAPTER3–YOUR“MINI-MBA“MarketingGOALs8StepsinMarketResearch8SourcesofData8WaystoPriceYourService9CreativityTechniques10CHAPTER4–PUBLICITYMoreIdeasforHolidayPR11IdeasforPressReleasesforDifferentServices12HowtoFindPlacestoPublishIn14OtherPRResources14SampleCalendarNewsRelease15SamplePressRelease16SampleLetterstotheEditor18CHAPTER5–NETWORKINGNotesonGivingaPresentationataTipsorLeadsGroup20CommunityServiceOrganizations20FortheExperiencedMarketer21AdvancedNetworkingTips21BookReview:TheWorld’sBest-KnownMarketingSecrets22TipsforNetworking23AskingforaLead2312TipsforRunningaBusinessMingler24CHAPTER6–CUSTOMERSERVICEANDREFERRALS120FactsYouCouldLearnAboutCustomersandProspects25CHAPTER7–SELLINGClassicSalesLetter29HowtoWriteaSalesProposal30SampleCoverLetterwithaProposal32AnotherSampleLetter32AnOutlineforaTwo-toThree-PageLetterProposal33CHAPTER8–SPEAKINGSampleQuestionnairetoBeGiventoIndividualAskingYoutoSpeak34SomeWaystoOvercomeFearofPresentations35HowtoOutlineaTalk36UsingAudio-VisualEquipment36OrganizingIdeasWithaSimpleStoryboard36CHAPTER9–NEWSLETTERSPrewrittenArticles/ClippingServices/Resources37PostcardNewsletter38EditorialMaterialYouCanUseorModifyinYourNewsletter39BusinessQuotesforFaxCoverSheetsorNewsletterFiller42NewsletterLayouts43CHAPTER10–WRITINGFogIndex44HowtoAnalyzeYourGraphics44ChecklistforAnalyzingYourSalesLetter45SalesLetterTemplates45CHAPTER11–PHONE&FAXATelemarketingScripttoSetAppointmentsforaServiceProvider46CHAPTER12–ADVERTISINGMediaAdvertising:Advantages&Disadvantages47CardDecks48YellowPagesChecklist48LetterAdUsingPersonalStyle48SampleHeadlines49TypesofHeadlines52CHAPTER13–ONLINEMARKETINGFreePublicity/E-mail/WebSiteHelp/ListofEzines/OtherResources53CHAPTER14–PLANNINGPreparingEffectiveMarketingRequiresEffectiveThinking56MarketingPlanQuestions57MarketingPlanOvervieworTableofContents58ABriefMarketingPlan5912-MonthMarketingPlan60CHAPTER15&16–TAKINGACTIONWorksheetforFindingProspects61ProspectTrackingWorksheet62WorksheetforPursuingaNewSegmentorTargetMarket63Checklist:PotentialAttractivenessofVariousTargetMarkets63ChecklistforConsideringaNewService,orIntroducinganOldServicetoaNewGroup64AdvancedMarketingTip64REFERENCES65TableofContentsBONUSMATERIAL•MarketingforPeopleWhoHatetoSell3!2.Createanimageforyou.3.Positionyouinprospects’minds.4.Produceleadsandinquiries.5.Educateprospectsaboutbenefits.6.Moveyouintonewmarkets.7.Influencepeoplewhoinfluenceothers.8.Increaseyournamerecognition.9.Setthestageforyourpersonalcontacts.10.Tellyourstory.11.Buildpeople’sconfidencebecauseyou’vebeenaroundforawhile.12.Easeoutcompetitors.13.Influencecustomersofcompetitorstotryyou.14.Spreadsuccessstoriestoproveyourben-efits.15.Improvetheconfidenceofyourbankersandsupportresources.16.Createapositionofleadership.17.Letpeopleknowaboutyourexistence.18.Introduceanewservice.19.Helpyourbusinesstobecomeatrustedbrandname.20.Publicizeamajornewinitiativeorpromo-tion.21.Carveoutyournicheinthemarketplace.22.Useyourbesttestimonialstomakeoth-erstrustyou.23.Testdifferentapproachestoseewhatworksbest.24.Increasethedesireofyouraudiencetobuyfromyou/toworkwithyou.25.Createanoticeablepresenceinyourcom-munity.26.Obtainnamesforyourprospectorcus-tomermailinglist.27.Motivatepeopletocallyou.28.Attractnewcustomerswithalowpriceorspecial,unbeatableoffer.29.Demonstrateyourownconfidenceinyourservices,suchaswithatremendousguar-antee.30.Createprideinyourfirmandyourem-ployeestoencouragethemtopassthewordmore.31.Lastly,thedefinitionofmarketing:togetorkeepcustomers.WhatYourMarketingCanDoForYou1.Givinguptooearly.2.Lackofpositioning.3.Notemphasizingbenefitsforprospects.4.Startinginadisorganizedfashionwith-outaplan.5.Usingthewrongmethodsforyouraudi-ence.6.Goingafterthewrongprospects.7.Notcreatingamessageprospectscanunderstand.8.Notunderstandingyourcustomers.9.Notunderstandingyourownstrengths,orcorecompetencies.10.Exaggerationthatunderminesyourcred-ibility.11.Expectingthingstohappentoofast.WhyMarketingFails12.Notreactingtofeedbackfromthemarket.13.Wastingmoneywithouttesting.14.Notinvestinginlong-termrelationships.15.Thinkingitwillbeeasytofitinyourschedule.16.Notmakingitcleartopeoplewhytheyshouldconsideryou.17.Notgettingattention.18.Lettingcommitteesandgroupdecisionscutcommitmentorpassionforyourmar-keting.19.Notusingavarietyofmethodstoreachprospectsindifferentways.20.Dependingonbigclientsandnotcreatingamarketingcampaignforthefuture.CHAPTER1–MARKETINGWITHOUTPAIN4BONUSMATERIAL•MarketingforPeopleWhoHatetoSell