7 - Filling the Pipeline When You Don’t Know Enough People to Contact Flashcards
What is the ongoing process for business in marketing?
Filling the marketing pipeline with prospects, contacts, leads, and referrals.
What should you focus on if your marketing pipeline needs effort?
Filling the pipeline.
How should pipeline-filling activities be approached?
They should become automatic and habitual.
What is the recommended duration for tracking pipeline-filling strategies?
At least three months, six months, or a year.
What are the three statistics to track for evaluating marketing strategies?
- How many prospects did each strategy generate?
- How many sales resulted from those prospects?
- What was the dollar value of those sales?
What are the two broad categories of people to include in your marketing pipeline?
- Potential clients
- Referral sources
What should you avoid when meeting someone outside your market niche?
Putting them in your marketing pipeline.
What is more important than collecting names in marketing?
Making sales.
What is a key ingredient for filling the pipeline?
A clear description of services.
What should a description of services include?
- Features
- Benefits
- Structure
- Cost
What is the purpose of defining a market niche?
To identify the people and organizations your business serves.
What can happen if you do not define a market niche?
Your marketing efforts will be diluted and haphazard.
What should your market niche definition focus on?
The specific clients you truly want to work with.
What is a powerful niche definition composed of?
- Target market
- Specialty
What are some ways to define a target market?
- Classification
- Industry
- Size
- Geographic location
- Special characteristics
- Decision makers
How should you describe individuals in your target market?
- Age
- Gender
- Family status
- Occupation
- Income
- Education
- Geographic location
- Interests and hobbies
What should be avoided in defining your specialty segment?
Generic, abstract phrases.
What is the benefit of a concise niche definition?
It helps in crafting marketing messages and focusing your marketing action plan.
What is the advice regarding defining multiple target markets?
Define two or three distinct markets or specialty areas instead of one broad label.
What analogy does Michael Port use to explain market narrowing?
Being a big fish in a small pond is better than being a small fish in a big pond.
What is a 10-second introduction?
A concise summary of your business used for quick introductions.
What is the recommended format for a 10-second introduction?
Benefits-oriented introduction.
What should a business card include?
- Name
- Company name
- Mailing address
- Phone
- Email address
- Website
What is the main purpose of a business card?
To facilitate communication.
What should you avoid doing with your business card?
Turning it into a brochure.
What is the ideal way to indicate your profession on a business card?
Using a title or function, or listing specialties.
What should you provide if you want to keep your home business address confidential?
At least your city and state.
List three ways to indicate your profession on a business card.
- Title or function
- Specialties
- Tag line
What is one way to add value to your business card?
Include a sample of your expertise or an invitation to take the next step.
True or False: The more expensive your service is, the less expensive your business card should look.
False.
What types of elements should a basic professional services website include?
- Description of services
- Details about target market
- Features and benefits
- Biography
- Client list or testimonials
- Contact information
Fill in the blank: A website that primarily serves to describe services and provide details is often referred to as an _______.
[online brochure]
What is a key benefit of adding fresh, informative content to your website?
It increases its value as a resource and improves search engine ranking.
What is SEO?
Search engine optimization.
What is one example of a keyword phrase that may be more effective for SEO than a single word?
Tampa deep tissue massage.
What should you do before starting to build a website?
Spend some time surfing and exploring competitors’ sites.
True or False: Hiring a professional web designer can help ensure your site is accessible on smartphones or tablets.
True.
What is one suggestion for improving confidence in marketing?
Practice in a safe environment.
List two activities that can help build self-confidence.
- Take a confidence course
- Use positive self-talk
What does Dr. Larina Kase suggest is the number one killer of confidence?
Avoidance.
Fill in the blank: To build confidence, start taking on opportunities that push you out of your comfort zone by about _______.
[20%]
What can a gratitude journal help with regarding marketing?
It can help break away from feeling that marketing is a burden.
What is one way to view prospective clients differently to improve marketing mindset?
Think of clients as allies working together for a common cause.
What should you do if you feel fearful or inadequate about marketing?
Recognize that it is normal to feel that way.
What can help to reduce overall stress levels?
- Deep breathing
- Meditation
- Yoga
True or False: Marketing is solely about selling your services.
False.
What is a common mistake people make when faced with failure in marketing?
They retreat at the first sign of failure.
What can be included in website content to attract new visitors?
- Educational articles
- Blogs
- FAQs
What should you avoid when printing business cards?
Using perforated card stock from your own computer.
Why is a one-word search often ineffective?
Because there are too many sites on the Internet, making it hard to target a specific website.
What is a better keyword phrase than ‘homes’ for a real estate website in Florida?
‘moving to Florida’
What must you do once you have relevant keyword phrases for your site?
Write good, professional, keyword-rich marketing copy on every page.
Why is writing professional marketing text important for websites?
It increases overall appeal and helps sell products or services.
What role do social media channels play in marketing?
They create personal connections and enable direct contact, networking, and referral building.
Which social media networks are commonly used by small business owners in North America?
- Google+
- YouTube
What should you consider when deciding on a social media presence?
- Do your ideal clients spend time online?
- Do people look for your business online?
- On which platforms are your clients most active?
- Can your business benefit from social media’s reach?
- Do you have time to engage online?
- Are you comfortable communicating online?
When is social media marketing a good choice?
For nationwide businesses attracting clients online and owners comfortable with online communication.
What is a necessary first step if you plan to be active on social media?
Create profiles for yourself or pages for your business.
What is the recommended approach for social media presence during the Get Clients Now! program?
Set up no more than one new profile or page beyond what you had before.
What is the purpose of contacting new prospects via phone before mailing?
To alert them about the incoming mail and gather more information.
What should you do if a prospect is too busy to talk?
Tell them you will call another time and try to find a convenient time.
What is a sales conversation?
A discussion where you find out what prospects need and tell them how you can help.
What is the best type of mail to send to prospects?
A personal letter or e-mail addressed by name.
What should you avoid sending in your initial mail to prospects?
A lot of material; wait for the follow-up stage to send more.
What is a key strategy for filling the pipeline with prospects?
Networking and referral building.
What should you carry everywhere to help meet new people?
Business cards.
What is an effective way to remind contacts of your services?
Send a personal mailing with an article or useful website link.
What are some sources for compiling prospect lists?
- Internet searches
- Online directories
- Social media networks
- Yellow Pages
- Trade directories
- Association membership rosters
- Leading company lists
- Tenant directories
What should you check against the National Do Not Call Registry?
Home phone numbers of consumers you plan to contact.
What is exempt from telemarketing regulations?
Business-to-business marketing.
What can associations and schools provide for lead generation?
Publications and events that keep you informed about industry contacts.
Fill in the blank: The best ways to find prospects include networking and _______.
[referral building]
True or False: Compiling your own prospect list is often more effective than purchasing a list.
True
What is a common mistake when using a compiled prospect list?
Assuming it is up to date on the day of acquisition.
What is exempt from regulations regarding area codes?
Business-to-business marketing is exempt from these regulations.
What are some ongoing lead sources mentioned?
- Professional or trade associations
- Educational institutions
- Print, broadcast, or Web media
- Online communities
- Personal networking buddies
What should you note about people involved in events and publications?
They are potential leads for you.
What is a recommended source for B2B marketing lists?
InfoUSA or Dun and Bradstreet.
What is the difference between prospects and suspects?
- Prospects: People you have talked to and know they need your services
- Suspects: People who should need your services, but don’t know it yet
What common fear is associated with cold calling?
The fear of rejection.
What is a strategy for overcoming fear of making calls?
Ask yourself, ‘What is the worst thing that could happen?’
What are some recommended live networking venues?
- Chamber of Commerce mixers
- Service clubs (e.g., Rotary, Lions)
- Trade and professional association meetings
- Educational institution events
- Social, cultural, and sporting events
- Volunteer opportunities
- Groups for shared interests
- Private gatherings
- Lead exchange groups
What is the best approach to networking at live events?
Match your market niche definition with the member profile of an existing association or group.
What is one suggestion for finding networking events?
Search websites that list events or professional organizations.
What skills are important for successful networking?
Learn to introduce yourself, start conversations, and talk about your business.
What are some online networking channels mentioned?
- Social media networks
- Message boards and discussion groups
- Web chats and webinars
- Blogs
What should you avoid in online discussion forums?
Directly promoting your services unless encouraged.
What strategy can enhance your online visibility?
Link to your website in your e-mail signature and profiles.
What is a common mistake in online communication?
Thinking online communication can be turned on and off like an advertising campaign.
What is essential after meeting new contacts?
Following up with them.
Fill in the blank: Prospects are people you have talked to, while _______ are people you think should need you, but they don’t know it yet.
[suspects]
Why are online networks generally not receptive to marketing messages from new members?
Because new members must earn the right to talk about their product through participation and contribution to the community.
What is critical in networking according to the know-like-and-trust factor?
Giving people a chance to know you better increases the likelihood of doing business or receiving referrals.
What should you do with new contacts after attending a live event?
Sort them into three categories: prospective clients, useful networking contacts, and other.
What defines a hot lead in networking?
A hot lead is someone who has already expressed an interest in doing business with you.
What should you do with warm leads?
Follow up by calling them, reintroducing yourself, and trying to have a sales conversation or make an appointment.
What is an appropriate action if directly soliciting business is inappropriate?
Send a ‘nice-to-meet-you’ note instead.
What is the purpose of a contact management system?
To keep track of contact information and prompt you for follow-ups.
How should you categorize useful networking contacts?
Into two categories: those who can lead you to prospective clients and those who can lead you to other marketing opportunities.
What should you do with cool client leads if you are short on time?
Send them a nice-to-meet-you note and tuck them away in your contact management system.
What is the protocol for following up with online contacts who have shown interest?
Capture their information and enter it into your contact management system for future follow-up.
What can be a breach of protocol in online communities?
Directly approaching fellow members as prospects without them expressing interest.
What is essential for converting online acquaintances to true prospects?
Being an active participant in the network and providing helpful content.
What should your contributions on social media networks include?
Helpful or entertaining content, not just promotional messages.
What is the first step before participating in any online forum?
Observe how existing members communicate to understand accepted protocols.
What is the ultimate goal of online networking?
Building relationships and serving as a helpful resource.
True or False: Using the community solely for advertising will get you clients.
False
What is a referral partner?
A person, group, or institution willing to refer potential clients to you
What is one advantage of having clients referred to you?
Referred prospects are much more likely to buy than non-referred prospects
Name three types of referral partners.
- Other prospects
- Colleagues
- Competitors
True or False: Referrals are less likely to shop for the lowest price.
True
What should you do after identifying potential referral partners?
Contact them and suggest discussing how you can help each other get more clients
What are centers of influence?
People in your field or geographic area who are well-known and frequently asked for referrals
Fill in the blank: Building relationships with organizations can require _______.
[volunteering your professional services or teaching]
What is a strategic alliance in the context of referral partnerships?
Collaborating with noncompetitive businesses to refer clients to each other
What is the primary goal of the referral-gathering process?
To generate referrals through effective communication and relationship building
What is a key strategy for asking for referrals?
Narrow the referrer’s frame of reference to help them identify specific individuals
List two ways to gain experience in public speaking.
- Join a local Toastmasters International group
- Participate in networking groups where you introduce yourself
What types of venues are suggested for public speaking?
- Chamber of Commerce meetings
- Service clubs
- Trade and professional association meetings
True or False: Public speaking is considered a powerful form of networking.
True
What should you develop to approach groups about being a speaker?
One to three interesting and distinctive speaking topics
What is a speaker’s bio?
A brief description of your professional background and prior speaking experience
Fill in the blank: Presenting longer seminars or multi-session classes should be reserved for _______.
[paying engagements]
Why is it important to include your website’s URL in your speaker’s bio?
So group members can find you and learn more about you before or after your talk
What is a teleseminar?
A seminar by telephone held on teleconference bridge lines
What is the recommended duration for unpaid speaking engagements?
Typically no longer than three hours
What is the benefit of giving your presentation topics enticing titles?
To attract plenty of prospects when publicized
What should you do if you have no public speaking credits?
Go for it; everyone has to give their first talk sometime.
What are the key components of a successful speaking program?
- Develop comfort and confidence
- Write and deliver a winning presentation
- Connect with your audience
- Persuade people to act on what you say
- Enroll clients to purchase your services and products
Who is Sandra Schrift?
A speech coach with 20+ years of experience, founder of Speakers University.
What is the first step in approaching venues for speaking?
Contact the program chairperson or program director.
What should you do before contacting a group for speaking opportunities?
Research the group to ensure the audience is right for you.
What is a good strategy for overcoming speaking jitters?
Choose an inspiring topic that excites you.
Fill in the blank: Arrive at least _____ ahead to set up before speaking.
one hour
What is an effective way to connect with your audience during a presentation?
Introduce yourself and address audience members by name.
How can you honor your nerves while speaking?
Acknowledge your nervousness and then transition into your topic.
What should you include for audience interaction during your talk?
- Questions
- Call and response
- Visualization
What should you do at the end of your presentation?
Finish with a powerful close and invite further connection.
What are some success ingredients for writing and publicity?
- Writing/publishing venues
- Articles or writing queries
- Blog theme/topics
- Publicity venues
- Press release/media kit
How can writing articles help you in your niche?
Demonstrates expertise and increases name recognition.
Name two types of venues where you can publish your articles.
- Magazines
- Online article directories
What is a query letter?
A letter to pitch an article idea to an editor.
True or False: You should always send a completed article without querying first.
False
What should you do if you haven’t heard back from an editor after 30 days?
Follow up with them.
What is the benefit of getting published in various venues?
You can gain recognition and establish credibility.
What does Steven Van Yoder say about virtual customers?
They have new expectations due to the Internet.
Why is publishing articles online beneficial?
It positions you as an expert and builds trust with potential clients.
What is one of the main advantages of blogging?
It allows you to combine writing and publicity techniques.
What should you consider when starting a blog?
Choose a sustainable theme of continuing interest to your market niche.
Fill in the blank: Keeping your blog up to date will require _____ to post regularly.
commitment
What is a common challenge faced by business bloggers?
Many business bloggers don’t have enough clarity about their blogging goals
This challenge is often expressed as ‘I don’t know what to write about.’
What does Dr. Patsi Krakoff suggest to define your business for blogging?
Define your business Ps & Q (3 Ps + 1 Q):
* What Problems do you solve?
* Who are the People you serve?
* What Products and services do you offer?
* What makes you uniQue?
What is one way to promote your blog after launching?
Announce it to your clients, prospects, colleagues, and referral partners
Mention it in all marketing materials and link to it from your e-mail signature.
Fill in the blank: A blog can be created and updated using _______.
[blogging platforms like WordPress or Typepad]
True or False: Blogging platforms always require a fee.
False
Some platforms are free to use.
What are some types of media outlets to approach for publicity?
Some options include:
* Blog, newsletter, or e-zine of a client or colleague
* Local newspaper
* National trade journal
* Local or regional magazine
What are the three categories of successful press releases?
- News
- Commentary
- Tips article
What should a well-written press release include?
Answers to the who, what, where, when, and why of your story
A concise release with an exciting lead paragraph increases chances of media interest.
How can you increase your media visibility as a professional?
Generate publicity and be proactive in approaching media outlets
Visibility can be increased by being featured in news outlets.
What is an essential tool for approaching the media directly?
A well-written press release or pitch letter
What is a key point Jill Lublin advises for defining your expertise to the media?
Be ready to define your business concisely with a 30-second introduction
Fill in the blank: Many blogging platforms offer _______ hosting.
[free]
What should you do after sending a press release?
Follow up your release with phone calls
Be prepared with alternative pitches if the initial one is not well-received.
What is a common mistake made by bloggers regarding content?
Blogging about whatever crosses their radar that day, leading to confusion for readers
What is the function of an editorial calendar for a blog?
It covers all the topics and categories you plan to write about
What can be included in a complete media kit?
- Brief biography
- Profile of your company
- High-resolution photographs
- Other media mentions
- Upcoming events
- Links to articles
- Testimonials
- Sample questions and answers
True or False: Blogging requires no technical knowledge.
False
Setting up a blog for the first time can be technically complex.
What is one way to drive traffic to your blog?
Create interesting, informative, and useful content that attracts links from other sites
What should you do to ensure readers know when new posts are published?
Give your blog visitors a way to subscribe
Options include RSS readers or email subscriptions.
What is the impact of blogging and social media on news publishing?
They allow anyone to publish or broadcast their own news globally in an instant.
What are the two components to gaining visibility for self-published news?
- Publishing useful content that informs, inspires, or entertains
- Building a network of interested people
True or False: Building a network is not necessary for attracting more readers to your blog.
False
What is one of the most effective ways for an independent professional to market themselves?
Direct contact and follow-up, and networking and referral building.
What should you do before committing to a promotional event?
Check your budget and calculate the cost per client from the event.
What are some examples of promotional events?
- Display table at a business fair
- Exhibit booth at a trade show
- Hosting a networking event
- Offering a free workshop
- Producing a webinar
What is an important element of a promotion plan?
Advance Publicity
What should your exhibit booth or display table reflect?
Your level of professionalism and visually display your expertise.
Fill in the blank: Advertising is not an effective way to gain a prospective client’s ______.
trust
What is one reason advertising can be a high-risk investment?
It must be done repeatedly to have an effect.
What should you consider before investing in advertising?
- Analyze your options
- Choose the vehicle with the highest return at the lowest cost
- Don’t invest what you can’t afford to lose
True or False: Advertising alone is usually sufficient for finding clients for a professional.
False
What is a recommended strategy when using advertising for professionals?
Combine advertising with other marketing strategies.
What should you do to track the effectiveness of your ads?
Keep accurate records of where every prospect comes from and how much each one spends.
What is an effective way to capture leads at an event?
Collect business cards for a drawing or names for your mailing list.
What types of advertising venues are available?
- Online ads
- Print ads
- Flyers
- Posters
- Billboards
Fill in the blank: Printed flyers can be one of the most ______ forms of advertising.
inexpensive
Where are likely venues to distribute flyers?
- Networking events
- Trade shows
- Local businesses
- Community events
What should you ensure when placing an ad?
It is in a location where your target audience is likely to see it.
What is the purpose of advance publicity for an event?
To invite your own prospects and gain more visibility.
What should be included in marketing literature at an event?
A relatively inexpensive piece like a fact sheet with your contact information.
What is a good practice when presenting at a workshop?
Design a program that gives valuable information regardless of whether attendees decide to do business with you.
What is a common mistake professionals make when participating in trade shows?
Having an exhibit booth that is too expensive and ineffective.
What are common venues where flyers can be distributed?
- Networking events
- Trade shows
- Educational institutions
- Association headquarters
- Health practitioners’ offices
- Resource centers
- Community gathering places
These venues often have bulletin boards or literature racks where flyers can be displayed.
What is an effective strategy for flyer design?
Use a full page printed on one side of colored paper stock or fold into thirds.
Flyers that advertise only one service typically receive more responses than those with multiple services.
What should a good print ad stress?
A benefit that is immediately clear.
Successful direct response print ads highlight the main selling proposition without hiding it.
What are key characteristics of successful direct response print ads?
- Stress a benefit
- Arouse curiosity
- Provide information
- Have a strong free offer
These elements encourage immediate response from potential clients.
True or False: Ads should be designed to entertain and win awards.
False
The main purpose of an ad is to generate responses, not to please creative professionals.
What is the difference between postal direct mail and sending personal letters?
Postal direct mail is unsolicited and less personalized compared to personal letters.
Personal letters typically involve more individual attention and have a greater impact.
What should you include in a direct mail offer to encourage responses?
A free gift, complimentary consultation, or time-limited offer.
These incentives motivate recipients to take action.
What are the two main reasons to pay for advertising in a directory?
- Expectation that clients will look for services in that directory
- Standard practice in your industry
If neither applies, a basic listing may suffice.
What should be the focus of an ad in a directory?
One key benefit or one problem solved for clients.
This approach helps the ad stand out in a crowded category.
What types of ads can be placed in print or online?
- Display ads
- Banner ads
- Classified ads
- Calendar listings
These ads vary in format and visibility.
What is the most important part of an ad’s design?
The headline
A compelling headline directly addresses a prospect’s needs.
What is pay-per-click advertising?
An online advertising model where you pay for each click on your ad.
This model allows for targeted advertising based on keywords.
What should you evaluate when considering pay-per-click advertising?
The true value of each click based on potential profit from new clients.
Understanding the return on investment is crucial for effectiveness.
What is a key consideration when using broadcast advertising?
Repeat advertising is essential for effectiveness.
Prospective clients need multiple exposures to remember the ad.
When is it advisable to use broadcast advertising?
When the average sale is low and many prospects are needed.
It may be necessary to invest more in advertising to generate sufficient leads.
What is a valid reason for a professional services business to use broadcast advertising?
If the average sale is low, requiring many prospects to contact the business
This situation may necessitate increased advertising expenditure to generate enough leads.
Why is professional help recommended for producing radio or TV ads?
To ensure high-quality ad script and production
A second-rate ad can waste advertising budget.
What should you do if your ads are not generating the desired results?
Pull the plug on the ads
Tracking results is essential to determine ad effectiveness.
What is the first reaction a person has when seeing an advertisement for the first time?
He does not see it
This illustrates the gradual process of advertisement awareness.
What happens by the fifth time a person sees an advertisement?
He reads it
This indicates increased engagement with the advertisement over time.
What is the twelfth reaction to seeing an advertisement multiple times?
He thinks it must be a good thing
This reflects growing positive sentiment towards the ad.
Fill in the blank: The __________ time he sees the ad, he buys what it is offering.
twentieth
Who authored the list of reactions to seeing an advertisement repeatedly?
Thomas Smith
This list was written in 1885 in London, England.
What does Eleanor Roosevelt’s quote ‘You must do the thing you think you cannot do’ imply?
Encouragement to face challenges and overcome self-doubt
This reflects a motivational perspective.
What is one key aspect to consider before spending more on advertising?
Ensure profitability by earning more per client than the cost to acquire them
This involves careful financial analysis.
