How to get clients from local businessesWritten by Timothy L. Drobnick Sr.
This article was written to teach my members how to get clients for ISP websites, but it can work for almost anything that you are selling to local businesses.I advise that you try for mom and pop shops where owner is on premises. Rule #1 Always treat receptionist as owner because he/she just may be owner. Rule #2 If receptionist does not like you, you will probably never see owner. Rule #3 If you do see owner, remember owner may rely on their receptionist's opinion. Here is what you say when you go in door: "Could you tell me person that is in charge of your website? or better yet "Are you person that is in charge of your website?" DO not ask "Do you have a website?" They will say yes and you are done, or they will say we don't want one" so don't ask that. If they say they do not have a website, ask, "If you did have one, who would be in charge of it?" This will tell you person to talk to and usually will get you past receptionist. When you talk to person that is in charge, introduce yourself as a local ISP, and offer your services. You will have to ask questions and get them talking. The more they talk more you will find out what it is you can do for them.
| | Using a USP to Quickly Connect With ProspectsWritten by Maria Marsala
The acronym USP (Unique Selling Proposition) was created by Rosser Reeves, marketing expert in 1960's. Over time, his concept has been used by others, called different names by different individuals and pretty much has taken on a life of its own. You might know about this concept, but call it a Unique Selling Advantage (USA), Competitive Advantage, Elevator Speech or 30-Second Commercial. Dennis S. Vogel, Internet author, says, "The biggest words for each of them is UNIQUE!" One thing that seems to be consistent is that USPs work best when they're short and get your point across - fast! During a recent teleclass I attended, held by Jay Conrad Levinson, author of Guerilla Marketing Handbook, mentioned creating a 7 word USP.Have you ever had someone introduce themselves, using their title, and then you tuned out rest of their introduction? Have you ever introduced yourself to someone and watched an invisible wall come up between two of you? When we tell people "what we are" instead of how our services can benefit them or "who" we are, walls often pop up. So how can you get and possibly keep someone's attention? Learn to introduce your business credentials, without using your title. Create a few business and personal USPs. For example: If you're at a networking meeting, you'll first shake other person's hand and then state your name. Other things you might add to your USP are: 1. What makes work you do unique as compared to others in similar careers. 2. Something special about your business and how it can benefit your new acquaintance. 3. An open ended question such as "tell me about your business so that I can tell others about you", "how long have you been in business and/or lived in this area?" etc. 4. State your title somewhere in between what you say, vs. saying it at beginning. 5. Say something "daring" like "I'm in happiness business, is there an area in your life you'd like to make happier" 6. If you have something new you're promoting, don't be afraid to change your USP to include it.
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