Developing Your Pitch Book

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It’s a commonly overlooked component of the sales process-yet if you want to close more deals with more prospective clients-it’s a crucial component.

I’m referring to the Pitch Book.

  • You need it if you’re marketing high value services.
  • You need it if you’re marketing alternative investments to accredited investors.
  • You need it if you’re seeking luxury real estate listings.

Simply put…you need it.

So what is your Pitch Book and where does it fit into the marketing/sales funnel?

Simply put, your Pitch Book is a 10-15 page ...

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Creating Your Behavior-Based Intelligent Marketing Funnel

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What I want to share with you today is a way to create an Behavior Based Intelligent Marketing System that literally will run on autopilot.This is the mapping process I occasionally do one-on-on with clients here in my office in Atlanta. The result is that you can create automated customer message streams, based on the actions prospective clients take. When you do this, not only do you build enormous goodwill, but your conversion rates skyrocket.

So let’s get started.

The central ...

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How often should you follow up?

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An ongoing point of discussion is-How often should you follow up with prospects once they’re in your marketing funnel? Here are some guidelines that should be helpful.

Frequency decreases as time goes on: In the very beginning, it’s important that you solidify your company name, and the types of services you offer, in the mind of your prospective client. This is why an initial series of videos delivered in a rapid-fire sequence, is an important element of the initial communication strategy.

What ...

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The Predictive Marketing Funnel

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Note: Really only for advanced marketing organizations.

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So, the intellectual (and practical) question is: To what extent can we eliminate the human element in the sales process? Or put another way, How far down the pipeline can we push actual human interaction during the sales process so that when that conversation does take place, it results in a sale?

Why is this question important? Two reasons.

  1. The greatest cost in the sales process is the time the sales representative spends with prospective clients. Cost can be defined ...
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The Short Loop Marketing Funnel

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Unfortunately, implementing a marketing funnel can quickly bog down under the weight of complexity. While there’s nothing wrong with a complex funnel, a better strategy is to get a basic (but highly effective) system launched, and then bolt on additional campaigns as desired.

Today, what I’d like to cover is how to get that basic funnel up and running.

The first component is your lead magnet. This is what you give away for free as an inducement for prospects to raise their ...

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The secret to getting your marketing system implemented

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As my Mom used to say, The path to success is paved with good intentions but poor implementation” I think that’s true for a lot of things in life, and certainly implementing a client-attraction marketing system in one of them.

For many years, I was a victim of this. I seemed to get just enough referrals to keep the business going, but never could get to the point where I really felt comfortable and confident about the business. During the inevitable “famine” cycles, ...

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Complexity is the enemy of execution

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As I was reading the recent article on Tony Robbins in Fortune Magazine, I was struck by comment, “Complexity is the enemy of execution.”

It’s very true.

But there’s also a bit of a paradox at work.

We are impressed with complicated solutions.

But we don’t implement them because, well, they’re complicated.

Simple solutions are easy to implement, but, we don’t implement them because, well, they seem so simple.

The problem with simple solutions is that we know we’ve heard the advice before. But, just ...

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How to get prospects to re-engage with you

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This is an ADVANCED strategy which is really only suitable for companies with established intelligent marketing funnels.

Mort was pretty proud of his list. “Over 100,000 opt-ins” he crowed.

Except…in reality, 98,000 of those people never read the emails he sent. That sat on his list like some sort of indigestible mass, clogging up his email delivery system.

Sure, having a large list is better than having a small one. But, if the majority of people aren’t reading your materials, there’s no benefit ...

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Why It’s So Difficult To Get New Clients (and what you can do right now to make it simple & easy)

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On the surface, getting new clients should be rather easy. After all, we have a great product or service that meets a need, and there are (at least in theory) lots of people who would benefit from it.

It certainly isn’t from lack of options. Today, we have a vast array of methods for spreading the word about who we are, and what we offer. Promoting your services to the millions of like minded people people that are on Facebook, LinkedIn and ...

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A very common marketing mistake

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Let’s talk today about a very common marketing mistake that lots of people (including yours truly) have made, and a very (and I mean VERY) simple way to avoid it.

It all has to do with eagerness. Now, there’s nothing wrong with wanting to see results quickly. That’s natural. However, the problem occurs when in our desire to GET THINGS MOVING! we overlook some building-block steps that spell the difference between huge success and a waste of money, time and effort.

Let me ...

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