Is it possible to stand out from the pack anymore with all the noise? Here’s a few best practices to connect with your target brokers, payers, employers and others to take note.
In college, I studied all the latest marketing and sales gurus. In all reality, focused there a lot more than I did in Calculus for sure. Talk about a long selling cycle, me trying to sell the professors on passing me may still be my biggest pitch. From Zig to Kiyosaki, anything that I could get my hands on was where I focused to give me a competitive edge to beat the next guy. Quickly, the sledgehammer smacked me square in the face that I really wasn’t gaining traction, I was purely keeping up with the next guy.
Marketing is fairly like this. Everyone sends emails, does LinkedIn posts, and has a supply of sales flyers. Marketing is purely setting the stage through all the tactics that you have at your disposal. You must do each of them and do them consistently no matter what obstacles pop up in front of you. Now, opening yourself up with the perfect canned speech sadly isn’t going to get it either I’ve found. Know your target and meet them where they are. You must sell or connect based on their style, but don’t give up your process just to try to mirror them. Show a little vulnerability. Give a little insight into your life. Be REAL!
For our bullet point fans, here are three quick take-aways that may help connect for those that are struggling:
💡 Prospecting is like Marco Polo. Keep calling out until you find them. Find a new medium to connect with your audience where they can still hear your voice or see your face. Highly respected podcasts are a medium here, thought leadership articles or even quick videos are working right now.
💡 Meeting people face to face is more like Hide and Go Seek! If you don’t like the conferences that are scheduled, setup a client event, schedule meetings prior to conference. The days sadly of coming by the booths seems to be waning.
💡 Be a shark. If you aren’t swimming, you aren’t breathing. You must continuously get messages and mediums in the market for a strong blend of awareness and education. This is why my previous company, Ocozzio, has been so helpful to many companies. No matter what is happening internally, someone continues to drive the bus in the right direction.
In the last 10 years at Ocozzio, we saw some amazing success stories. People selling more. Companies connecting with their members deeper than ever. As we took a step back, we asked ourselves what did they do that others didn’t? Was it the emails, flyers, or posts? You know the answer to this. Not a chance. It was the individuals that connected with their prospects genuinely and directly. We send the analytics that someone opens an email, and they call them and talk about life. This isn’t just for small deals either. We are talking tens of millions of dollar wins. So, the next time you feel that you are being too personal with someone, don’t let the fear of what the perfect business relationship written in 1920 shape you. Stay professional but get to know them and be true with them.
Let’s put the real SEO in business again. Self/Energy/Opportunity. Because that’s the real reason why people buy.
Your marketing is purely here to help you open those doors in the first place. So spend your time wisely, the day still isn’t expanding no matter how much we wish it would sometimes.
Cheers everyone, and happy 4th Quarter.
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