The Marketing Mix | official blog of the Marketing Mentor community

Ask and ye shall receive

This week I gave a talk for the New Jersey AdClub.

The topic was, "How to Make the Most of Every Single Conversation" (I almost added, "...as if I know" but I do have a few ideas). The evening started with a networking event (they had a great spread set up for attendees too -- one of those long, long Italian sandwiches -- unfortunately, I didn't have time to partake. I was doing too much networking).

At first, I thought maybe I was in the wrong place because these people were great networkers. So many of them approached me and told me about their businesses. A video producer, Frank Farrell of Custom Video Productions, shook my hand then handed me his video iPod (and the earphones, which had never been used before) so I could see his 30-second demo reel. It was great. Some might say that was too pushy, but I didn't think so. He was just showing me what he does.

I also met Paul Payton, a voiceover guy (that was obvious from the moment he opened his mouth) who immediately presented me with one of his promotional pens. (Another great conversation starter.)

Of course, I have to practice what I preach, and one of the points I made in my talk was this: when you go to a networking event, bring your needs. Know what you need, know what your friends and colleagues need, and go out looking for help. So during my talk, I said, "What I'm looking for right now is 1) a NJ lawyer who specializes in business partnerships, 2) a good financial adviser and 3) anyone around my age (mid-forties) who's had a hip replacement, so I can ask all my last minute questions about the process.

I also wanted to mention that a friend in Toronto is looking to possibly relocate to NY and is looking for project management work. But I forgot, so I'm mentioning it here.

Anyway, I was amazed at how many people approached me afterwards with names and ideas and resources, especially for my hip. In fact, Paul (the voiceover guy) went to college with the surgeon who will be performing my hip replacement in November. Small world, huh?

Truly, all you have to do is ask. And networking events are great places to do that asking.

What do you need today?

The Happy Accident

I gave a talk last week for the Business & Professional Women of Summit, NJ, and found out at the last minute that there would be no projector or means to use my PowerPoint presentation!

With 30 minutes to fill for the biggest crowd they'd had in awhile—perhaps 50 or 60 people—I decided I was going to stand up and free-associate to the idea of networking.

First, since this was the kind of event where people go around the room before dinner and say a little bit about themselves, I used that information as a way to kickstart my presentation, pointing out what did work (straightforward talk, confidence that came from rehearsal) and didn't (jargon!) as 'blurbs' (those 'verbal business cards' Colleen talked about). And I started the whole discussion by having one young woman whose blurb was exceptional stand up and give it again for the group, so they could see where I was going with it, giving other examples where appropriate.

Of course, this could have backfired, but I feel like it really hit home more for the attendees, because I was talking about someone right there in the room.

So what did I learn from the experience?

From the reaction of the women there, I realized that my taking a risk had resulted in really connecting in a way I don't sometimes when I'm more prepared. Yes, giving a presentation at the last minute meant I was a little more disjointed than I usually am. But I also thought I was the most in the moment I'd been in a long time. And the reaction of the crowd during and after the presentation was incredibly lively and engaged.

So I realized that one of the best things I can do as a speaker is bring it home to the people in the room. And all because of something that went 'wrong.'

What sorts of 'happy accidents' have you had lately? How have they changed the way you think about things?

Networking: how much is too much?

The setting was a Century City conference room, where a fairly well-known alum was speaking to my school's networking group on how Silicon Valley would likely impact the medical industry over the next decade.

As is the custom when we're a smallish group, we each got up in turn and gave our names, graduating year and reason for attending.

Usually I cleverly tie in why I'm there with what I do, and usually, I leave with far fewer business cards than I brought. At a seminar on selling, for example, I said, "I'm launching a business to help people brand themselves and I need help promoting it"; at a program on 'goal-free living' this spring, I think I just blurted out that as a recovering goal-aholic, I didn't want to hem in my presentation design business by thinking too narrowly. But each time, I did it with enthusiasm, piqued lots of people's interest and even got a couple of clients out of it.

So I don't know what got into me last Wednesday: maybe it was the long drive up from a San Diego conference that morning, or the cold I still hadn't gotten over from the Palm Springs conference, or the fact that this was event #3 in just under two weeks. But when my time came around, I stood up and said that since I'd been diagnosed with a chronic illness, I was very curious to see what was in store for this medical-industrial complex I'd come to have no affection for.

I think you could have heard a pin drop even on the carpeting. As I said to Ilise on the phone debriefing the next morning, "What was I thinking?"

The truth is, I wasn't thinking. I just said the first thing that came into my head, partly because it was true, partly because I was fried, and partly because I had gotten overly confident about winging it.

My lesson? More preparation is almost always better than less. And sometimes, fewer networking events in a row is better than more!

How do you prepare for events? Or do you? And how many events is too many for you?

Ilise's Corner | How to Close the Deal, Part Three: Don't Forget to Ask!

I've talked about the importance of listening and of being prepared for various standard objections that can arise in the course of a conversation about buying (or not buying) your services.

So you've listened, you've answered questions, and now you have to ask for the sale.

Yet this is where many of us back off. We tell ourselves, "If they wanted it, they would let me know." And that may be true for some, but it's dangerous (and a huge waste of the time you've spent up to this point) to make that assumption.

You must ask for the business. You must "close the sale", as many sales trainers call it.

Here are a few ways to broach that particular issue:

• Outline The Next Step. "Have I answered all your questions? If so, and you're ready to make a decision, here's the next step in the process." Don't ever leave any doubt as to whether they have made the commitment. Ask them directly, "Are you ready to sign the contract?" or "Are you ready to schedule the first working meeting?"

• Make It Easy. Do everything you can to make it easy for your prospect to take that next step. There should be an activity they do to make the leap from prospect to client, such as a contract to sign, a questionnaire to fill out, or an invoice to pay -- something to make the process official. This also helps engender trust and professionalism. Offer to send this document rather than waiting for them to ask for it.

• Give A Deadline. People often need to be nudged before they take action, so it's up to you put create a sense of urgency. Put a deadline on the sales process, such as "This offer is good until the end of this month" or, "We have one slot left for this month and I'd be happy to hold it for you if you decide by Friday." The sense of urgency often tips the scales in your direction. If it doesn't work, that also tells you there may be something holding up the process and you need to find out what it is. You may have a bit more selling to do.

• Offer An Incentive. If you're sure all of their questions are answered, but they're still hesitating, try an incentive. People are so brainwashed by retail that they sometimes don't buy unless they get something free. Don't resist this; go along with it. Offer a discount with a deadline, or a value add if they sign on before a specific date.

Finally, one caveat (and a couple of clichés): Don't count your chickens before they're hatched. Manage your expectations, and know that the deal is not sealed until the contract is signed and money has changed hands.

Have you tried any of the tactics I've talked about in the last few posts on this subject? And if you have, has implementing them either made you more comfortable with selling or helped close the deal?

Ilise's Corner | How to Close the Deal, Part Two: Preparation Prevents Perspiration

We've talked about how the selling process can be unnerving or uncomfortable for you. But did you ever think that maybe your prospective customer feels the same way?

There are a few statements that prospects use when they want to stall or aren't convinced you're the one for them. You won't always be able to work past this stage in the process, but if you back off without responding, you'll miss out on those opportunities that you can win without knowing which ones they are.

So preparation is key. Be ready with a few ways to respond to these common "objections:"

"We're not in the market for that right now."

This is the "best" objection to hear because it means the obstacle is timing. All you need to find out is when they will be ready, then be sure to reach out during (or before) that window of time.

"You're too expensive. We can't afford your prices."

They may not be fully aware of how your pricing works. Offer alternatives for them to consider. If you really want this client and are willing to offer a freebie up front to get your foot in the door, like a white paper or a complimentary consultation, this is the time to make the offer.

"We don't have the budget."

This is different from "You're too expensive" and reflects an opening that you shouldn't let slip by. Ask what they mean. No budget at all for this type of work? No budget left for this year? (If the latter, find out when the new budget kicks in or when budget planning will resume so you can get back in touch at that time.)

"We already have a vendor for these services."

Yes, but are they happy with their current vendor? This is the perfect time to ask. Probe to find out what they like and don't like about the current vendor. That will give you essential information about which of your benefits to emphasize as you continue the selling process.

Your prospect may be staying with the current resource because it's too much effort to find someone else. Your job is to reinforce all the reasons why working with you would make their life easier and be worth the effort to change. You might have to convey this message bit by bit over time, but don't neglect to use this information if you can get it. Also, they may need a back up resource at the drop of a hat. If you're waiting in the wings, you'll be well positioned to fill the need.

Did I miss anything? What other objections have prospective customers raised with you in an initial conversation? And how have you handled them?

Ilise's Corner | How to Close the Deal, Part One: Listen Up!

I talk about this in my book, but since selling is something that's so integral to business success, yet something many small business owners seem to have trouble with, some of it bears repeating.

First, the Dream Scenario: you give your sales presentation, your prospect poses questions you know all the answers to and, at the end of the conversation, she simply asks, "When can we start?"

This happens, but not very often. Most of the time, when you're marketing professional services (especially big ticket services), your prospect is interested, but has questions that need answers.

Some people call these "objections", and those same people believe you need to "overcome the objections." But that language implies a power struggle, and that's not what selling should be.

When your prospect questions you about your services, she wants to know more. Although the tone of the exchange may sound aggressive, there is no confrontation here. Think of it as a conversation, a dialogue with questions and answers. Your best strategy is to acknowledge that you understand her concerns and questions. Listen closely and repeat the questions back, letting her know you understand her concerns.

It's a good thing to keep in mind, period: people want to be heard. If you can remember this while you're engaged in any form of communication, the transaction will not only go more smoothly, it'll be more pleasant for everyone.

Don't forget your verbal business card

Heidi Miller, the empress of shameless self-promotion, calls it your "two-second statement".

Carl Wellenstein, a successful career-transitions coach I met at an NSA/GLAC meeting (and ran into again last weekend at the Summer Symposium), called it a "verbal business card"—right before he called me on not having mine at the ready.

And he was right. (I knew he had to be, since it annoyed me so much.) As an entrepreneur, probably the simplest, most important self-promotional tool you have in your toolbox is not that sexy 2" x 3 1/2" piece of card stock you (or you and your graphic designer) slaved over, but its aural equivalent: a short, sweet statement that (a) sums up what you do and (b) leaves them wanting more.

There are lots of advantages the verbal business card has over its printed counterpart. In addition to being less expensive to produce, it's infinitely mutable, eminently portable and starts conversations rather than ends them.

Think about it: 99% of the time, you're handing over a business card after you're well into a chat; a verbal business card can actually help you kick-start one, and a mighty interesting one, at that. Seriously, what do you think is more likely to pique someone's interest when the dreaded "so what do you do?" comes up: "I'm a career coach" or "I help people make their dreams come true"?

That's a critical component of the successful VBC: focusing on the end benefit of your product or service rather than the product or service itself. It's more engaging to whomever you're talking to, and more energizing for you. I know I get much more excited about my work when I think of myself as someone who "translates people's dreams into words and pictures" than I do when I brand myself as a "graphic designer" or a "marketing expert". In fact, I nodded off a bit even as I was typing them.

And as a big, fat introvert, I know how intrigued (and grateful) I am when someone makes it easy to "conversate", as the kids say. A provocative (within reason) statement like "I help people fall in love again" (a travel agent) or "I get paid to sound like I know what I'm talking about" (Heidi Miller, who is a trade show presenter).

So what do you do? And more importantly, how are you going to start a conversation about it? If you haven't already, now is as good a time as any to start thinking about it.

And if you're already starting conversations, by all means, let us know how you're doing it in the comments section...

Peleg's Corner: To Make It Happen, Write It Down

When you're a sole proprietor or running a small business, it's easy to get used to "winging it." After all, that's one of the reasons why you're an entrepreneur: to enjoy the flexibility you can't when you're constantly being held accountable to a corporate structure and its paperwork practices.

But there is one habit you can and should adopt from the corporate world: the business plan. Besides coming in handy sometimes (loan officers will often judge you by the weight of your plan!), there's a magic that happens when you get something out of your head and onto the page. You're getting that intention out there and clarifying it, but beyond that, it just seems to help. (Like I said, magic!)

It doesn't have to be some 50-page document; every year, I sit down and write three or four pages about what I'd like to happen with my business over the next year.

Of course, you don't have to wait for a calendar year to change over. Think about where you're at right now, and one thing you'd like to accomplish over the next few months—something achievable in that frame of time. Then get that idea out of your head and on the page. And see what happens!

So...what would you like to do with your business now? In three months? In a year?

Have you written it down yet?

Getting more out of a conference

I spent the weekend in (very) warm and (very) sunny Palm Springs attending a small conference geared towards professional speakers.

It's a strange, meta-sort of thing—speakers giving speeches about giving speeches—but I think that the main lessons of the weekend are universal. And since I'm guessing most entrepreneurs either attend some type of conferences already or have wondered whether attending one might be valuable, I thought I'd share some of what I got out of this particular one.

First, preparation helps enormously. You can hit the road without a map, but it's an entirely different experience. I had a general idea of what I wanted to come away with from this conference, and so the experience was far less overwhelming than at my first conference ever, SXSW earlier this year.

Susie Vanderlip, a speaker in the youth market, shared a great technique in one of the panel discussions: she comes to every conference or meetup with three to five questions she'd like help with. She said it keeps her on track and ensures that even if things get overwhelming, she'll come away with some useful information. (Bonus extra for introverts: it gives you some good stuff to fall back on if you get tongue-tied.)

Second, while it's great to have a game plan, it's important to be flexible. At larger conferences, especially, it's good to do your research ahead of time, and get a rough idea of which panels or speakers you might want to attend so you're not overwhelmed in the moment. But it's also good to leave a little wiggle room. You might find yourself drawn to something that day that didn't appeal before.

Or you might find you'd get more out of an hour's break or nap than another session. That happened a couple of times this weekend, and while I'm sorry I missed out on seeing a few people, I honestly don't know how much I would have gotten out of those particular experiences since I was so fried I could barely see straight. Introverts

Third, you don't have to buy exactly what they're selling. And no, I'm not talking about all the doodads they pimp at the back of the room. Nominally, this conference was about adding to my marketing skill set, and I did pick up a few good ideas over the weekend. But I had decided beforehand to go to this conference for two reasons: to watch speakers speak, and see what worked and what didn't, and to continue honing my interpersonal skills.

I think this is a really important thing for business types who typically go it alone to remember: you can use a conference to do what you want. Practice saying "hi" to people. Practice asking questions, or asking for help. Practice being around people. I know I was missing a lot by not physically getting out there and interacting, mostly because I was so introverted the mere thought of it made me tired.

I'm still no extrovert, but the more I exercise that muscle, the more I feel it's ready when I do need to use it. Plus I've met some really cool people—some of them in the pool when we're not "doing" anything.

Finally, juice trumps everything. This is really a subset of the above point, but I think it bears mentioning on its own.

Maybe it has something to do with mental critical mass, or maybe it's just because we're social animals, but nothing revs me up like some quality time around passionate people. Even if you're not passionate about the exact same thing, you can plug into that energy and use it to get yourself out of a rut, propel you in a new direction, or even just move forward for a bit. Think of the charge you get from a great conversation with friends, or sitting in the stands of an exciting sports event, or hanging out at a great party. You can get excited about stuff on your own, but not in the same way.

I guess it's kind of like blogging vs. writing for yourself—while it's great to be alone with your thoughts, it's also great to take part in conversation...

UPDATE: Conference link here. More in the comments section...

You've got to start somewhere

Welcome to the new Marketing Mentor blog, from Ilise Benun, Peleg Top and our new member of the team, Colleen Wainwright (that's me!)...

When Ilise and Peleg approached me about collaborating on a blog as part of their Marketing Mentor project, I was thrilled. And then I was terrified. And then I was baffled.

Why a blog? (Why me!?!) Ilise and Peleg are already so good at disseminating information, they've created a whole community of walking testimonials to the ideas Marketing Mentor promotes through coaching, seminars and newsletters. But as Ilise explained to me very patiently (Ilise is very, very patient), that is precisely the answer to "why a blog": the community.

Through Marketing Mentor, she and Peleg have come to understand that no matter what our individual field of endeavor, we all struggle with the same issues. And through the blog, not only can the two of them share what they know with more of us in a more immediate way; we can share what we know with them—our problems and questions, our triumphs and answers, and make them better coaches—maybe even better small business owners! Everyone shares. Everyone learns.

Everyone wins.

At least, that's the idea. And if my time spent developing the blog with them is any indication, I think they're spot on. I've always enjoyed blogging (as you can see here or here), but not only has focusing my thoughts on marketing for this project made me smarter about marketing, it's made my head nearly explode with ideas for new projects, to the point where I'm looking at more opportunities than I can handle!

Which gives me another idea: as a sole proprietor or small business owner, how do you handle all the stuff that comes your way? Do you get better at saying "no", better at managing "yes" or some magical combination of the two?