The Guerrilla Marketing Coach
by
Mitch Meyerson
1. WHY A COACH?
The key to creating real marketing results (and that means profits) is
knowing what to do and then doing it --consistently.
Even mediocre marketing with follow-up will create more results
than excellent marketing without it. This means taking action
and following-up with your clients and prospects!
In this newsletter I will be your personal marketing coach, helping you
stay on track by offering you useful marketing tips and encouraging you
to take weekly action steps to attract more clients and increase your
profits.
GREAT MARKETING CAN BE LEARNED!
In today's issue we will build a strong foundation by discussing one of
the most important ideas you will ever learn about marketing.
This first step isn't about a headline, brochure or an ad...
it's an attitude...
2. ALWAYS DEVELOP THE HUMAN BOND BEFORE THE BUSINESS BOND
"The highest form of public relations is human relations. People
buy from friends, so it's crucial to make the human bond before
you can make a lasting business bond".
Jay Conrad Levinson, author of Guerrilla Marketing
Have you ever been left on hold just a little too long and vowed
to never patronize that place of business?
Ever felt uncomfortable because someone was "selling" you
their service before listening to what you really want?
Have you ever been greeted in an indifferent manner?
Well if you're like me, it doesn't take long before you start
thinking about another place to do business.
It's amazing how many businesses spend a fortune on advertising
not realizing that a key to turning a prospect into a client may
depend on something as simple as the way the receptionist
answers the phone.
KEYS TO REMEMBER:
*Good marketing is about building relationships.
*It's always about listening to what the customer wants and needs.
*It's the small things like smiles and greetings.
*And the outrageously good service you give
*The close and personal follow-up with your clients and prospects.
WHY DO CLIENTS CHOOSE ONE BUSINESS OVER ANOTHER?
Consider the research done by the Forum research corporation.
They have analyzed 14 major service companies in terms of
customer satisfaction. Their results follow:
*15% of customers switched to another business because of
quality problems.
*15% left because of price
*70% departed because they didn't like the human
side of doing business with the prior provider of the product
or service!
Building the human bond means treating clients and prospects
with the utmost respect, offering the most valuable information
and always giving them the very the best service. If you do they
will become customers for life and your very best sales force.
3. YOUR ACTION STEPS:
What can you do this week to make your clients
and prospects feel they are getting a little more than they expected?
How can you listen even more carefully to their concerns
and let them know you hear what they really want?
How can you improve your phone appeal this week?
Write out your answers and then try it out. If you do the "small"
things like remembering their names and greeting them with a warm
smile, you just might find they can't wait to tell their friends all
about you!
