Marketing Ball: Getting to First Base

Last week we discussed how vital it is to
spend time in the Locker Room going over our game
prior to striding out to the plate.

If you missed last week's article, read it here:
http://barrymorris.blogspot.com

Now comes the business of getting on base.
Some care needs to be taken here. Why? Because too many
of us try to hit a home run when we meet a potential client.

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Does this sound familiar?
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You walk into the room. It's a Chamber of Commerce
networking mixer. You're primed with business
cards and your best Business Mantra (tm).

You walk up to a group sipping drinks and making small talk.
You exchange pleasantries. Then the questions pops:

"So, what business are you in?"
and you reply...

"I'm glad you asked. You know how some business owners complain
about not being able to find enough clients? Well, I show
them really simple ways to attract all the clients they can handle."

Silence. They look at you. They look at each other.
They look back at you. People in other groups stop talking and
turn their heads in your direction.

What's happening?

You immediately gained their rapt attention because:
1) you're communicating to your target audience;
2) you're speaking to their pain, and;
3) you've talked about a solution.

Suddenly, you feel ten years younger. You feel confident.
Your back pain disappears. You're in your element.
You can smell the fresh meat.

They all move closer to you knowing that the words you
utter next will positively change their business forever.

And it's then that you make your fatal mistake that will cost you
a room full of new clients.

=====================
What is the mistake?
=====================
You say:
"I write amazing marketing materials. You should see them
In fact, here's my card, why not give me a call and we'll talk
next week?"

Their eyes glaze over. They move away not muttering..not even
bothering to take your business card. You're history.

And do you know why?
It's because you immediately tried to hit a
home run before you even got to first base.

-------------
For you hockey fans...it means that you tried to
score a goal as soon as the referee dropped the puck.
-------------

Sure, walk-off home-runs (and goals on puck-drop?) happen...
maybe once in season...but it's a very poor strategy for
every day play.

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So what went wrong?
==================
In marketing ball, before you can score a run
(get a new client), you've got to touch all three bases.

Getting to first base if the first step.
And do you recall who waves you on toward first base?

Right. It's the client.
It's always the client.
Without their invitation, you're stuck in the batter's box.

===========================
Here's what you need to do.
===========================
When you're at the plate, you're trying to get
the attention of the client. You do that with
your Business Mantra (tm), with your company slogan,
with your business cards, with your marketing materials.

Once you've got their attention, you can't just run right
up to them saying, "HI. I'm Barry. Will it be Visa or MasterCard?"

You've got to wait until you get the signal.
Let's revisit our Chamber of Commerce mixer.

You say:
"You know how some business owners complain about not being able
to find enough clients? Well, I show them really simple ways to
attract all the clients they can handle."

They get the look, they move closer, and this time you
do it right? You say nothing.

What? Nothing?
Nothing. Nada. Zilch.

This forces them to say: "Really? How do you do that?"
Instead of blurting out your process, you talk about the problem
again.

"A lot of my clients are absolutely desperate to attract new
clients, but don't know how to go about it. Recently, after working
with me, one client increased her new monthly appointments by 35%."

After a few more probing questions (to which you do NOT
reveal your specific solution) they realize that you've got
something they'd like to have: A solution to the problem
that keeps them counting sheep every night!

It's then that they give you the signal you've been waiting for.
"Do you have a card? Could you call me tomorrow?"
"You know, I know someone you should call."

=====================
What's the difference?
=====================
They're asking you to call them.
They want you to contact them. And all because
you kept your solution to yourself...and kept your
mouth shut!

That's how marketing ball is played.
And that's how you get to first base.

First base is where the potential client takes notice of you
and makes a request for more information.

And of course, you're only too happy to oblige. ;-)

===========================
How do you become noticed?
===========================
By crafting your core marketing message in the manner described
in last week's article. (http://BarryMorris.blogspot.com)

You become noticed by making sure your web site doesn't try to hit
a home run on your home page.

Does it shout out to a crowd?
Or does it gently call them by name?

Are your marketing materials trying to make the sale
without first creating interest?

At this stage, it's about getting noticed.
The sale will come later after you've built
some trust into the relationship.

==============================================
"Marketing is the art of creating relationships."
==============================================
That's a quote from Mark Silver's book Unveiling the Heart
of Your Business. And it's spot-on!

Marketing isn't really about getting people's attention.
It's not really about more effective advertising.
It's not publishing an ezine or sending a post card.

All of these example can be used to create a relationship.
But until that relationship is established, nothing
we say or do will make any difference.

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Final Thoughts
==============
Getting to first base is only possible if the prospect
waves you in. Unless they give you a clear signal that
it's OK to go further, you haven't gained their attention
in manner that creates interest.

What to do now:
1. Create your Business Mantra (tm) using the Who and the What
we talked about in last week's article.

2. Test it out. If you get that glazed look. You need to
go back to the drawing board...or the keyboard.

3. Shoot me a line and tell me how it's working.

Next week we'll look at what it takes to get to second base and
begin talking about solutions.

Until then, thanks for reading!

Barry