Small Business Trends Radio

Gaining and Maintaining “Top of Mind” Client Awareness

davidweiss.jpgConventional marketing wisdom says any time you get your name in front of a client or prospect it’s good. Today’s guest says that conventional wisdom may be wrong. He believes that if your message wastes your client’s time, you may be training them to forget you – to ignore you – to not remember you.

Our guest today is Paul McCord, Author of Creating a Million Dollar a Year Sales Income: Sales Success Through Client Referrals, and Founder of Power Referral Selling. Paul is a business coach, and sales trainer and has over two decades of experience training and coaching salespeople, professionals, and business owners in generating and retaining clients; as well as developing and implementing aggressive, realistic, career changing marketing plans.

Here is a sampling of some valuable information from the show:

  • Personalize your communications. Begin by touching on the very subject that they contacted you about and that deals directly with your industry. Offer a tip or tactic that will draw their attention to a subject that you already know they are concerned about and that you, yourself, can relate to and aid them with.
  • Customize your email signatures. Use tag lines in your signature that are bold and straightforward – not cutesy. Add a remark relating to your business that directly states the purpose of what it is that you do.
  • Approach your clients for referral letters. Client written letters often are very brief and vague. Offer to write the letter yourself, with their approval, as to save your client the time and trouble of doing so. Give the prospect a reason to meet with you by briefly, and very specifically, touching on exactly what it was that you were able to do for this particular client. An additional benefit of this is that you are then aware of the date the letter is sent and can calendar a follow-up with the prospect accordingly.

Today’s Trend: In addition to the above points, please stay tuned at the end of the program to the Today’s Trend segment. The Today’s Trend for this episode is: Making Your Web Site Compatible With Local “Smart” Search. Today’s Trend explores local “smart” search. Local search is now becoming “smart” and has the capability to analyze where an IP address is accessing the Internet from – and filling in the geographical parameters and providing the listings accordingly. By entering your address as text in your site, without abbreviations, you are enabling local “smart” search to locate your web site and include it in the search results.

Recorded: February 6, 2007

Duration: 53.26 minutes

About Paul McCord, Founder of Power Referral Selling

Author, speaker, trainer, consultant, and one of the country’s leading authorities on prospecting, referral generation, and personal marketing, Paul McCord has had a distinguished career in teaching, sales, sales training, and sales management. A magna cum laude graduate of Texas A&M University, Commerce, with graduate studies at Texas Christian University in Ft. Worth, Paul began his career teaching literature at his alma mater. Though he enjoyed the challenges of teaching, his competitive nature lead him to the business world where he could more fully utilize his selling and training talents.

Over the past two decades, Paul has excelled as salesman, trainer, and manager in the financial services industry. He has developed and lead sales teams wholesaling investment products to banks, credit unions, NASD broker/dealer firms, financial planning firms, trust companies, and major wirehouse companies; operated his own successful mortgage company; and recruited, trained, and lead sales forces for several mortgage banks. He has had the pleasure of training thousands of salespeople and managers from almost any industry one can think of, but all have one thing in common–a desire to become the best salesperson in their company.

Paul is the author of Create a Million-Dollar-a-Year Sales Income: Sales Success through Client Referrals and The Extraordinary Sales Manager: Real Solutions to Major Management Issues (summer 2007) both published by John Wiley and Sons Publishers, and his third book, Planning YOUR Success: The Ultimate Guide to Creating and Implementing Your Personal Marketing Plan will also be published in late summer 2007.

For more on Paul McCord, visit Power Referral Selling.

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