Finding Customers for Pennies on the Dollar Instead of a Dime

Picture of cornucopiaHave you ever thought it would be so great simply to pay one media outlet all your monthly branding, marketing, and advertising budget and be able to get all the leads you could service each month? Yeah, me, too. I’ve both had dreams and lived through nightmares like that. In a prior post, we saw how you could end up spending $2,500 a month for warm PPL (pay per lead) Internet leads and come up short hitting your $25,000 per month revenue goal. So, how can you get more business walking in your door for less, or, better still, almost nothing at all?

First, let’s review all the various ideas that may populate your BMA plan. We saw them a few posts ago. They are:

  • Advertising
  • Alumni programs
  • Attendance at industry, trade or professional association meetings
  • Blog
  • Charitable contributions
  • Client entertainment and gifts
  • Club dues and expenses (e.g., for whatever clubs allow interacting with targeted prospects)
  • Collateral materials
  • Continuing education seminars
  • CRM system or client database
  • Digital marketing
  • Directory listings
  • Events and seminars
  • Graphic design and branding costs
  • Internet directory referral fees
  • Mailings and communications (e.g., newsletters, invitations, announcements, alerts and holiday cards)
  • Marketing-related training
  • Market research and client surveys
  • Marketing staff professional development
  • Memberships in industry, trade or professional organizations
  • Networking activities (e.g., dues, membership, and travel)
  • Proposals and pitches
  • Public and media relations
  • Retreats
  • Social marketing
  • Tickets and sponsorships
  • Web site design and maintenance

Note that “Internet directory referral fees,” which are the”professional referral online marketing organization” (PROMO) services we’ve discussed paying $25 per lead, are almost in the middle of this alphabetical list. This is probably where such things belong in a living, successful BMA plan. There are a lot of things you must invest in before paying PROMO services and there are also still a lot of things you should invest in after resorting to PROMO services.

Here are some of the must do’s you must do before investing in PROMO referral services:

  • You must choose a “result-oriented” customer value proposition to serve as the anchor of your branding, marketing, and advertising plan.
  • You must create a good tagline.
  • You must create, print, and carry plenty of copies of a nice traditional size business card, a more memorable quarter-sheet “ten-second” service card, and a trifold “elevator speech” brochure.You must create and claim your Internet address.
  • You must invest resources in a good, in contradistinction to a “bad” or a “killer,” reader-device-responsive, website. We have talked and will continue to talk about what makes a website “good.”
  • You must claim and optimize your social media accounts, your industry web aggregators’ accounts, and local marketing aggregators’ directory identities.
  • You must relate (i.e. be social) with other people in as many social media spaces your time budget will allow and convince them to follow your blog.
  • You must blog with relevant content that is supplemented, persistently and consistently, at least weekly, but preferably more often.
  • You must create a valuable lead magnet to give prospects in return for them giving you their email address.
  • You must convince people viewing your site (for the first time, hopefully) to let you continue to send them your new blog posts every time you send one.
  • You must create and implement an e-mail drip marketing program including both content and a platform through which to send it.
  • You must invest in and use an effective and efficient customer relationship management program that ties your prospect management into your client management aspects.
  • You must network in person and by email with current clients.
  • You must network around “pools” of prospects and people who can refer you prospects.
  • You must create and implement a referral recognition and thank-you program including a shout out in your blog and at mailing them a handwritten note containing at least a $5 Starbucks card. The size of the gift is not nearly as important as the handwritten note and the fact you personally took the time to say thank you in a demonstrative way.

Contrary to conventional thinking that everyone searches for whatever they want on the Internet, word of mouth still generates a lot of business for small business owners. It also costs you pennies on the dollar vs. pay-per-click or pay-per-lead.

If you do all of these things effectively, efficiently, consistently, and persistently, then you may well escape the need for long-term dependence on PROMO leads.

Nonetheless, come back next post and we will take a look at the good, the bad, and the ugly parts of PROMO leads. Spoiler alert! One of my main complaints about PROMO leads and other PPL and PPC digital advertising is PROMO leads only work what little they do only as long as you continue paying the PROMO website owners to send them to you.

[reminder]What’s your experience with PROMO lead generators?[/reminder]

 

Alberto Maldonado – A Great! Example of the Aloha Way

AlbertoMaldonadoHave you ever thought, when God mysteriously sends you the perfect opportunity to do something new and different, “Should I or shouldn’t I snap this up? It’s almost too good to be true.” Yeah, me, too. And the times I have passed on such things still haunt me to this day.

But not today, my friends, not today.

Meet Susan’s and my new best friend on Oahu and in our Marriott Vacation Club family, Alberto Maldonado, who quietly and magnificently serves a small tribe of less than 500 clients as a Senior Sales Executive for Marriott Vacation Club in Ko Olina, Hawaii. More important than having just sales education, training, experience, and success, however, Alberto has a winning personality, expert credentials as a surfer (he is the former Peruvian surfing champion pictured here to the right), and the Aloha spirit of being willing to serve people without expecting anything in return.

Which is how I came to be standing atop his soft top board in the picture below. Wait for it.

For the last week of every year since the 2000, Susan and I have gone to one of our Marriott vacation villas located around the world for our annual “Last Year – Next Year Think Week,” where we recap what all we did over the last year and set our course for our happily married adventures during the next year. During each of those visits, we schedule a meeting with a Marriott sales associate to stay up on what is new in the Marriott Vacation Club program so we can squeeze as much value as possible out of this key item of property we count among our life’s precious resources. Because we are experienced owners who aren’t necessarily looking to add to our portfolio, we usually get assigned to some of the newest, greenest associates in the ownership center. This year, however, we got picked up by a senior sales associate, to wit Alberto Maldonado.

A lean, well-tanned Peruvian, Alberto chatted us up with his romantic South American accent in the reception area over our complimentary hot tea and then invited us back to his office. As he slid up to his side of the desk across from us on the other side, he asked the perfect salesman’s question, one I have tried to teach sales training clients to put first and foremost in their minds, one I have planted on the top of my branding for decades. Alberto asked, “How can I help you today.”

“Well, I’m glad you asked that just the way you did,” I replied. “Because it makes us feel so much more cared for than you just trying to sell us additional weeks.” He nodded with gratitude, as I continued. “In fact, we are trying to decide whether to sell our weeks, convert to hybrid weeks to access the newer resorts, or just sit still.”

Alberto did next what I have taught salespeople to do for years. He turned over his information sheet on me, picked up a pen, and put the pen to the blank side of the paper, and said, “Okay, tell me what you want to do and let me see if I can help you do it.”

Long story short, he fashioned a solution for us that was better than we had imagined. The GRRRRReat! part of the story, however, was Alberto’s interest in deepening our collective connection after we had closed the deal.

“Have you ever been surfing, Ken and Susan. Because I like taking my customers out surfing. I’m a great instructor and I know a great place, where only the locals go. If you want, I can take you out there tomorrow and teach you how to surf.”

It just so happens, I have always wanted to learn how to surf, and the warm weather of Hawaii made the prospect even more promising than my experience of learning how to snow ski in Breckenridge in 1982 (but that’s a different story). The next afternoon, Alberto took us to a beach with a great view of Diamond Head, sat us down for the pre-ride class, went over the basics, strapped his board to my left ankle and off we went into the water.

Cowabunga!!!!!
Cowabunga!!!!!

Here’s the result of my second attempt.

I’m the guy riding on the front of the wave. The real victor, however, is Alberto Maldonado, the guy in middle right side of the shot with his hands in the air holding me up from yards away, having helped me, in his own Aloha way, serving me and expecting nothing from me in return.

My new lifelong friend. Not lifelong because we’ve been friends for long, but rather because, we will be friends forever.

[reminder]What’s your most recent example of someone else living the Aloha way, only doing something for the service of others? Tell us about it in a comment below. [/reminder]

In the meantime, you GOTTABGATT!, so go out there today and be Great! All the time!

Prioritizing Your Relationships – Part 10

We Are the World Album Cover
We Are the World Album Cover

 

How many of you remember the fantastic ensemble singing the song, We are the World? Where did Lionel Ritchie and Michael Jackson come up with that idea? Continue reading “Prioritizing Your Relationships – Part 10”

Prioritizing Your Relationships – Part 6

“In case of emergency,” the flight attendant tells us, “oxygen masks will appear from the overhead bins. Put on your own oxygen mask first and then assist those around you in putting on theirs.” “In case of emergency,” the cruise ship’s purser tells us, “put on your own life jacket and then help others put on theirs and proceed to your designated emergency area.”

“Don’t wait for an emergency!” I say. “Practice persistently taking care of your self first, so you can best take care of those to whom and for your values make you responsible.” Why? Continue reading “Prioritizing Your Relationships – Part 6”

Prioritizing Your Relationships – Part 5

In Part 4 of this series of posts about prioritizing your relationships, we discussed why and how God comes first, then you, and we left off saying next comes a close family triad level comprised of your parent(s), your spouse, and your child(ren). The three parts of this triad come and go and shift priorities as they do so. Continue reading “Prioritizing Your Relationships – Part 5”

Prioritizing Your Relationships – Part 4

In Part 3 of this series of posts on prioritizing your relationships, we left off listing the average person’s responsibilities and priorities as follows: God, self, spouse, children, parents, family, true friends, community, investors, employers, employees, customers, and a mission driven by a vision and values.

In Part 4 of this series, we will begin looking at the essences of those things, so we can start to understand how to prioritize and balance between them. Continue reading “Prioritizing Your Relationships – Part 4”

Prioritizing Your Relationships – Part 3

Now that we have covered Maslow’s Hierarchy of Needs and the need to prioritize your relationships, in this post we are going to apply those two things and discuss the Great! Hierarchy of Relationships.

Your next question then must be, “How should I prioritize my relationships?” A good way to order your relationships is to arrange them in a pyramid on three axes of importance, number of participants in each type of relationship, and the resource leverage flowing from servicing those relationships.

Let’s explore one example (not the only way this can be done, but a good example) of a structure of relationships. Look at the big picture of this structure first and then we can discuss how and why things are ordered the way they are in this example.

As we stated in Part 2 of this series of posts on relationships, most people’s relationship complex comprises one or more of the following: God, self, spouse, children, parents, family, true friends, business associates (owners, investors, employees, vendors and your customers), acquaintances, and community. In a similar way to how Maslow classifies our needs in life in a hierarchical pyramid, we can prioritize the various categories of our relationships according to their importance, the relative number of participants in each category, and their resource leverage as follows:

Hierarchy of Relationships

Looking at this relationship pyramid, you should begin to see what we are talking about when we say in the definition of Greatness!, “the optimal balance of the highest priority and most number of those people, places, and things with whom or which we have relationships and to whom or which and for whom or which our values make us responsible.” Let’s probe this priority and number idea a little bit more and see how the balance of resources aspect of things comes in to play as well.

The planning process of the P10 Principle, which we will discuss in much detail later, requires us to consider how much of each kind of our life’s precious resources (of self, time, effort, energy, emotion, intellect, property, and people) we should invest in each of our major ongoing projects, such as being better at our religion, being a better spouse, parent, child, friend, or citizen, or having a better business with better employees and customers. All of those relationships seem to need constant care and feeding and each of us is only one person with a limited amount of those resources.

All of these competing relationships can create problems. We have a house and cars to pay for; a family that needs to be fed and clothed, bought the niceties of life, and taught the big and little things in life like how to swim, fish, ride a bike, cook, hammer a nail, whatever; a business that we have to stay at and watch all the time; and we have to concern ourselves with making the world a better place to live in while reducing our footprint in the community and our contribution to global warming, among other things. In addition to work, we have to pray some, eat some, play some, and sleep some.

Each of the things we want to do in life and any one of our relationships could individually take up all of our time if we let it. So, in order to survive the competition in life, we have to learn how to prioritize our relationships, first, and then figure out how to balance the use of our resources to move all of our projects along and take care of all of our relationships, a little at a time, but, still, all the time. That is the trick of being Great! All the time!

The Beauty is in the Details

Let’s poke at these ideas a little bit more. First, let’s review what we said about our relationships, to see who are the highest priority and the most of those to whom and for whom we are responsible.

Each of us is responsible to our self and at least some of those around us. In addition to our self and the people around us, to whom and for whom our values make us responsible, there are some intangible things, such as ideas, values, or beliefs, to which and for which our values make us responsible; but we are limiting our discussion at this point to people relationships.

The natures, types, quantities, and priorities of those responsibilities may ebb and flow and otherwise change, from time to time, depending on our circumstances. You may or may not have a religious grounding. You may or may not be married. You may or may not have living parents or children. You may or may not have investors, employers, employees, or customers. You may or may not have a core value system.

Regardless of each of your specifics, however, you can probably be classified as a “reasonable person” and are at least a minimally religious, married, with one or two children, at least one living parent, and a few true friends. You have a job at a company with investors, one or more bosses above you, one or more employees underneath you, and customers. You have all of these relationships in addition to having some acquaintances with whom you live in a community. You have some set of core values that says some intangible things have significance and are worth spending resources on. You have some vision of how to live a life in accordance with those values. You have some mission consisting of steps required to fulfill that vision.”

Given such a scenario, your average person’s responsibilities and priorities may be listed as follows: God, self, spouse, children, parents, family, true friends, community, investors, employers, employees, customers, and a mission driven by a vision and values.

In Part 4 of this series of posts in relationships, we will begin looking at the essences of those things, so we can start to figure out a way to prioritize and balance between them.

So let’s continue.

Prioritizing Your Relationships – Part 1

Near the end of the definition of Greatness!, we reach “the highest priority” of those people, places and things with whom and which one has relationships and to whom and which and for whom and which one’s values make one responsible. Exploring and understanding the priorities of our relationships, of course, requires us to discuss some way of organizing our relationships in life.

Our relationships contend with each other in a hierarchical manner. To develop a frame of reference against which we can understand our hierarchy of relationships (sorry, that will have to wait until the next post), let’s first revisit a more familiar psychological hierarchy (today’s prerequisite to tomorrow’s Great! Stuff!). Continue reading “Prioritizing Your Relationships – Part 1”

Your Life is the Sum of Your Relationships

“Life” itself is a fairly indefinable concept. “Your life,” however, is a little bit easier to qualify and quantify. Your life is the sum of your relationships with the people, places, and things surrounding you.

This is a very simple, but very big and important concept when it comes to being Great! All the time!; so it bears repeating in a focused way. Continue reading “Your Life is the Sum of Your Relationships”