In business, as we strive for success, we are looking for a rhythm. Rhythm is defined as a movement with a pattern or uniform beat, a patterned repetition. Find the right rhythm and your business will operate smoothly.
When you hear a good song, you probably start tapping your toes, or drumming your fingers on something. You may not even know you’re doing it. We just enjoy the music and do whatever it is we are doing.
E-fulfillment for your marketing materials can be like that. Everything is in rhythm. Working effortlessly to promote your business. When e-fulfillment is working correctly, it establishes a connection between your business and the recipient. The recipient is experiencing firsthand your ability to provide a certain level of speed, performance and accuracy.
E-fulfillment can also display your expertise. Good, informative materials are what your typical audience expects. Let’s face it, it’s easy to access loads of information with the Internet at our fingertips. It’s like finding music on the radio. There are tons of stations to choose from. Your audience can stop at any channel and start to tap their toes. The idea is for them to choose you. So e-fulfillment that shows off your awesome amount of knowledge and is a benefit to the audience will make them stop, tap their toes and hum along.
Likewise, e-fulfillment that doesn’t produce – in terms of speed, accuracy or good content – will cause your audience to wince and turn to another station. And you don’t want to cause your audience to wince.
You want to be music to your audience’s ears. And e-fulfillment of your marketing collateral can make your heart sing, as it can for your audience. They will like what you’re putting out, and will want to make that connection with you.
Selling marketing services may seem like one of those “pie in the sky” endeavors at times. There is more of an emotional component to selling services (versus products), because the intangible is involved. And the results desired (after your awesome services have been utilized) may mean different things to different people.
You aren’t selling an item, you are selling the idea of results and what those results mean to your prospects. Here are the top five practices for selling your marketing services:
1– If you haven’t already, you need to narrow that target market.
Let’s face it, you can’t be all things to all people. And you don’t want to work with everyone. You want to work with the “right” companies. Companies you can help. Companies that fit your brand and “get” your work. Companies that appreciate your expertise.
2 – Since you don’t have a product to offer as a sample to your prospective clients, you need to show them what you can do, without offering up your services for free.
The best way to do this is to create an in-depth online portfolio of sorts that showcases your abilities. Make everything you put out – blog, white papers, newsletters, etc. do “double duty” in that they should be a promotional item that shows off your marketing capabilities, but also provides some information or tips that can help the prospect.
3– Use testimonials and case studies to your advantage.
Prospects like to see what others have to say. A great testimonial is good stuff. But don’t just stick with testimonials. Ask your current happy clients for referrals. Obviously they aren’t going to offer up their competition. But, since no business operates inside a bubble, your clients work with companies (perhaps on joint ventures) that likely need your help. And your clients, when happy with your work, may have a few suggestions on who you should contact and market your services to.
4– Track down the decision maker – don’t get stuck with the gatekeeper.
When you are given referrals, you typically get to go straight to the person who will make the decision whether or not to work with you. But when you acquire leads through other means it’s not unusual to get stuck with someone who doesn’t have the authority to make the decision. You need to determine who is in charge of saying yes to your marketing services and get to that person. Don’t waste your time with the employees who can’t give the green light. Be polite. Be business-like. But push past the keeper of the gate and get to the “right” person.
5 – Since results can be somewhat subjective, you need to pinpoint exactly what your prospective client’s individual needs and wants are.
You may be promising them A, and they really want B. Or they may not understand that A will eventually lead to B. It’s up to you to make the possible results crystal clear. Explain how you can measure the results and what those results will translate into for your client’s business.
In the end the prospect should believe in your abilities, understand what it is that you can do, and believe that you are worth every penny you charge for your services.
As the world of marketing and communications continues to adapt to a multi-channel, multi-device approach, print service providers have certainly found that the old way of doing business needs to updated.
This week, I will have the chance to share strategies, tactics, and ideas to help printers to that successfully!
This will be my second consecutive year at this event, which is hosted by Graphic Arts Magazine in Canada.
The title of my presentation this year is “Finding Success in a Multi-Channel World“.
I will provide an overview of how the world of marketing and communications is changing. But more importantly, I will provide strategies and revenue opportunities that printers can follow to grow their business in a multi-channel world.
Yes, I still believe in the power of print. But I will stress the importance of paying attention to areas such as:
Mobile and Interactive Print (including QR Codes and mobile websites)
All attendees will leave my presentation with actionable insight and ideas that they can use to grow their business.
There are a number of other great speakers at this event that attendees will be able to learn from.
This includes Joe Truncale of NAPL, Peter Muir of Bizucate, and Jay Mandarino of C.J. Graphics.
The Printing Survivor 2012 event will be held at the Paradise Convention Centre in Concord, ON.
interlinkONE and Grow Socially have announced that they will be exhibiting at the Labelexpo Americas conference in Chicago in Booth 3802.
The event, which is being held at the Donald E. Stephens Convention Center, will take place from September 11th through the 13th.
Labelexpo Americas is one of the largest events for the label, product decoration, web printing, and converting industries.
“We’re thrilled to be exhibiting at Labelexpo this year,” said John Foley Jr., CEO of interlinkONE and Grow Socially. “Printers in the label industry are looking to improve their own marketing efforts and to increase the value that they offer to their customers — and we have software and services to help them do just that.”
Visitors to Booth 3802 will have the chance to see and experience first-hand demonstrations of some of interlinkONE’s latest software enhancements and Grow Socially’s services. This includes:
QR Code Creation and Tracking: Attendees will have the chance to learn how QR Codes can be used successfully to make labels and packaging interactive. Also, visitors to the booth will see how interlinkONE’s QR Code tracking software enables printers to easily demonstrate where in the world printed materials are being scanned.
Mobile Website Creation and Hosting: Booth visitors will have the chance to test drive the iFlyMobi mobile website builder application. Jason Pinto, CMO of interlinkONE said “Mobile websites and landing pages are a natural extension of QR Code efforts — service providers that are looking for ways to make money on the growing mobile audience can do this easily by offering solutions that package QR Codes with the mobile website.”
Website Design and Hosting: Attendees that are looking for ways to spruce up their current website need to go no further than Booth 3802! Grow Socially’s staff will be on hand to demonstrate the variety of packages and services that are offered to printers that need to improve their online marketing efforts.