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New Customer Relationships…..Are Waiting….To Be Earned…..

August 1, 2018

By Sid Chadwick

“It is better to be high-spirited even though one makes more mistakes, than to be narrow-minded and too prudent.”……….Vincent van Gogh

INTRODUCTION:

My client was struggling to make appointments with targeted prospects. His company’s future depended on his developing that skill.

Three weeks….and just under twenty hours of calling identified prospects, and a “net” --- three appointments…he was worn thin…..and discouraged.

Sid Chambers article

And then….I asked him about his Chamber of Commerce “Mixers”….…they had them every other week…he believed they were a waste of his time.

Really…? (Truthfully, he had some difficulty making easy-going, light, purposeful conversation with folks he’d never before met…..but only in my opinion --- because he was “out of practice”……. )

Polite, inquisitive questions….. tend to open doors…..such as,

  • Hi…I’m Bob….what company are you with….?
  • What does your company do…..?
  • How long have you been there….?
  • What do you do there…..?
  • What’s your company’s history in this area….?
  • What have you learned…or experienced…. that seemed meaningful, and  Important to you…..?
  • How are sales going….(compared to budget…)…this year…...?
  •  Who is in charge of marketing and sales….?
  • Does your company attend Trade Shows…or Conventions…? How do you increase traffic to your Trade Show booth…..?
  • Here’s my card……..may I have your card……any chance you could send me a copy of your most recent brochure…..or put me on your mailing list…..?
  • Does your organization support any local charitable non-profits…?
  • Any major project or fund-raising initiatives this year…?
  • How is their fund-raising going this year, compared to last year?
  • Are you aware of how a few commercial printers support fund-raising in this community….?
  • Would you like to hear what we’re doing for three different fund-raising organizations in this area…?
  • After I have a chance to study your website, and read your brochure, could we schedule a luncheon --- (I’m sure I’ll have a few questions)….?

Then………..I learned that my client’s main Chamber of Commerce had (1) a Marketing Committee, (2) a Program Committee, (3) a Monthly Breakfast Meeting, and (4) two after work mixers…………

Then….on asking, I learned that the three nearby townships – all within 10 miles…ALL….had Chambers, Biweekly Socials, and Monthly Membership Breakfasts.

And then…he confessed….. that he’s scheduled --- for his local Chamber’s September Program…where he’s planning a Program on “Direct Mail”, “Cross-Media Programs”….and….”Direct Marketing” --- and “Packaging” (…”All Packages Get Opened”…) --- as his company has significant, underutilized die-cutting/packaging…..and digital imaging production equipment.

I asked to see a “Collective Chamber Calendar” --- showing all his local Chambers’ activities…………………..there were over 12….every…… month….!

SUMMARY:

No more prospecting phone calls….to dead-end voicemail….with few returned calls.

To those of you who hate SEO….or calling and leaving seldom returned messages on prospects’ voicemail systems………there are other options….for using your interpersonal communications skills and talents….for developing new working relationships…. …...with targeted Prospects.

Note: I didn’t mention that we also discussed his two local AFP (Association for Fund-Raising Professionals) Chapter Luncheon Meetings --- every month. …they average over 50 Executive Directors….attending….and they also are looking for meaningful Programs….every month.  

“Wisdom is not a product of schooling….. but of the lifelong attempts…. to acquire it.”…………….….Albert Einstein

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