Know-How Exchange : Customer Behavior

Contrary to the above suggestions:

Call and schedule an in-office lunch. Make sure the person you need to talk to will be there.

Bring your POS (NOT POWERPOINT>>> FOR THE LOVE OF GOD AND ALL THAT IS HOLY>>>PLEASE NO MORE POWERPOINT!!!!!) an be ready to answer questions.

Don't be too pushy, or cheesy, just have plenty of brochures laying around, free pens, coffee mugs, desk coasters, notepads, mouse pads, etc. for people to grab and USE.

Then, just sit back and have lunch. The big boys and girls are going to ask who the hell you are anyway, so let them initiate.

End with how "your lunch was a form of direct marketing...I got your attention and convinced you to ask ME about my services without saying a word".

Give it a shot.

Good Luck!

Homework.

Doing homework on targeted prospects is priceless. What they sell, who they sell it to, how they sell it currently, who their marketer currently is, what are they like (background, etc.)

Much of this can be done with simple phone calls, asking questions, etc. "I may have a presentation for you, but don't want it to be off base. I'd like to ask a few quick questions."

Scour media they may be advertising in, see if you can spot things that will help them. Are they hitting mass media but have identifiable target publics that you can go directly to? etc.

Don't look at it as an appointment for a presentation. Make a first appointment that is geared to: "It could be that what we do is perfect for your company, but before I waste your time with a generic presentation, it'd be better if we could talk for a bit about what you're currently doing. Afterwards, if we both think a more in-depth meeting might be useful, then we can schedule that. If I don't think I can help you, I'll tell you."

Be prepared for several visits, or touches (via mail, phone, fax, email) before *any* action happens. Make a list of target companies, a long list, and work out a stepped campaign to "touch" each one.

If you're up for a 'grand entrance', be bold. Do things along the lines of Jett's advice earlier.

Many prospects for direct marketing services are secretly certain that there's something "not quite right", or not profitable enough, about their current marketing solutions. They may be thinking they're leaving money on the table by not getting enough penetration, or maybe they're really not talking to the right publics.

Use your success stories, letters of receommendation, memberships, examples, or any other validators.

(just some thoughts...)

The above looks like pretty good advice... most folk know what to do, but simply don't do it.

If you want appointments, spend one hour each and every day, without fail, on the phone.

Good luck,