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How to Sell It

How to Sell It. Practical Sales Techniques for QRC’s Presented to the QRCA DC chapter April, 2011 Jay Zaltzman. Techniques we’ll cover. Turning a cool lead into a warm lead Relationship marketing Networking Using online social networks Cold calling. Making a cool lead warm.

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How to Sell It

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  1. How to Sell It Practical Sales Techniques for QRC’s Presented to the QRCA DC chapter April, 2011 Jay Zaltzman

  2. Techniques we’ll cover Turning a cool lead into a warm lead Relationship marketing Networking Using online social networks Cold calling

  3. Making a cool lead warm Keeping track of clients and prospects ACT! Outlook

  4. Making a cool lead warm Keeping in touch Need a reason to call on the client beyond “are you ready to buy yet?” Information, articles Educational presentations Newsletter Mailing software: Pimex

  5. Research Tidbit from Bureau West Marketing & Research – February, 2008 Was "The Tipping Point" Wrong? In his best-seller "The Tipping Point," Malcolm Gladwell talks about a popular theory among marketers: that there are certain rare, highly-connected people (also known as "influentials" or "tastemakers") who have a disproportionate influence over what becomes popular. If your marketing can effectively target these people, they will trigger a trend and you will be wildly successful. But in an article in this month’s Fast Company magazine, network-theory scientist Duncan Watts says this theory is wrong--and he has some rather persuasive evidence to support his position. He conducted numerous social experiments and found that trends are far more likely to be started by an "average" person than by one of the rare, highly-connected people. "If society is ready to embrace a trend, almost anyone can start one--and if it isn't, then almost no one can," Watts concludes. To succeed with a new product, it's less a matter of finding the perfect hipster to "infect" and more a matter of gauging the public's mood. Sure, there will always be a first mover in a trend. But since she generally stumbles into that role by chance, she is, in Watts's terminology, an "accidental Influential." We have also seen this in our research: someone who is influential in one area may not be influential in another. What does this mean for marketers? Get a feel for what’s going on in your prospects’ lives--and not just the hip prospects. And consider what types of people are influential for your product and service and why they influence others. At Bureau West Marketing & Research, we like to conduct focus groups that mix advocates of a brand with those who are undecided. We ask the advocates to try to persuade the non-customers and listen closely to the discussion--both the persuasion points and the objections. This type of research reveals characteristics of a brand's "evangelists" and also provides insights into creating the most effective marketing strategy. We can design research to uncover which ideas will resonate with your prospects. Call Bureau West at (818) 752-7210. Sources: Fast Company, February, 2008; Bureau West research Sincerely,Jay Zaltzman, PresidentBureau West Marketing & ResearchTel: (818) 752-7210www.bureauwest.com Email: jay@bureauwest.com

  6. Networking can be enjoyable... really! • To me, “networking” means meeting people and keeping in touch

  7. Networking can be enjoyable... really! • You don’t have to be fake • Interesting networking group: Likemind • (Photos from Likemind Los Angeles)

  8. Networking online • LinkedIn great for keeping in touch • And perhaps for selling • Facebook: too personal? • Twitter: some work involved, could be worth it

  9. Taking the “chills” out of cold-calling • Cyndi McKinney says cold calls work • And she’s right! • They don’t have to be scary, either

  10. Cyndi says: treat it like an IDI • Develop the screener • Write the guide • Then conduct the interview • This is stuff we do already!

  11. Cyndi:Staying “Top-of-Mind” • Premiums/Mailings: • Flash Drive w/ Logo • “Jog” my client’s memory • Valentine's Day Gift • “Love” to work w/you again • M&M’s • “Moderating” & “McKinney”

  12. Recent example • Business was slow • Called and emailed contacts • Attended a networking meeting • Made a sales trip to New York

  13. Thank you Jay Zaltzman Bureau West, Inc. 818-752-7210 If you’d like a copy of this presentation, send me an email: jay@bureauwest.com • Our Research Tidbit newsletter keeps you up to date on what's new and interesting in marketing and market research each month • Please send me an email if you'd like to receive it. Just email jay@bureauwest.com and write “newsletter” in the subject line

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