Don't Bite Off More than You Can Chew

Don’t Bite off More than You Can Chew

Jim Eggleston

Don’t Bite Off More Than You Can Chew

Rich 115 via flickr

Lora UllerichDigital Media Specialist

Lora.Ullerich@coleinformation.com

Session Framework

Session Framework

•Small business advantage.

•Perfect the approach and offer.

•Formula for success.

Session Framework

•Cole Directory published in 1947.•Crisscross directory of addresses & phone numbers.•Invaluable information for a number of industries:

•Telemarketing•Debt collection •Law enforcement

•Today, web-based lead generation for businesses.

Background

Jack Cole

Features:• Webinars• Articles• Blog• Resources

Small Business is Big Business– *23 million small businesses= 54% of U.S. Sales

*business.gov

Small Business Benefit

• You know: – Your local market area– Your customers preferences– Your product

• You have the power:– To adjust your marketing

Big Business Issue

• They don’t know: – Your local market– Your customers preferences

• Focus groups determine:– Customer needs– Generic offers

3 Components of Success

• Referral Marketing:– Engage with your best customers

• Start off small: – Don’t bite off more than you can chew

• Test, measure, test, measure, repeat

• Reasons to call:– Birthday– Anniversary– Policy renewal or recent order• Thanks for your business• Build customer base with friend referral

Referrals

Thecrazyfilmgirl via flickr

• Spend 15 minutes:– Come up with approaches & offers– Write down a script

• Considerations:– Time of year?

Referrals

Approach and Offer

–Introduction:• Be clear – Hi I’m Lora Ullerich, your local (business/service

provider)

• Stress local – Differentiates you from those UNKNOWN callers

Approach and Offer

• Approach:– “I just wrote a new policy for Bob Smith and was

able to save him a bunch of money on his homeowners insurance.”

• Alternate: – Bob Smith is a good customer of mine and gave

me your name– Your neighbor Bob Smith recommended that I call

Approach and Offer

• Offer:– I would like an opportunity to quote on your

homeowners insurance to see if I’m able to save you money like I was able to for Bob?

– Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?

– Is there a better time I can call and ask questions to prepare a quote on your insurance?

Once again, track and measure

Again, Track & Measure

Referral Campaign Benefits

• Working referrals= Revenue Generator– This approach will make you more successful at

working renewals

Plus

Referral Campaign Benefits

• It creates a sound foundation for success at the next level in direct marketing.

Finally, what I came to hear about….

Marketing

Not so fast!

D’Arcy Norman via flickr

Marketing

• If you:– Don’t do your homework– Don’t know which approach and offer works best– Buy a list, pick a postcard with a pretty picture and

mail it to everyone

You’ll fail every time.

Marketing

Once you know the approach and the offer…

Market to Prospects

• Don’t leave this to chance• Consider your 10 BEST customers:– Age– Home worth– Length of residence– neighborhood

Market to Prospects

• Clone those characteristics into a list• They’re your best prospects!

–Not 10,000 or 5,000 or even 1,000. –Choose the top 200

• Start by:

–Make 10

calls/day

–Pace yourself

–What's working?

Marketing

• 20 days later:– What’s working? What’s not?– Who’s agreed to a quote? who hasn’t?– Who’s your best prospect really?

• Now ramp up: – Incorporate best approach – Download 400 best prospects

Direct Mail

Direct Mail

• Choose a provider carefully – Vista Print– PostcardBuilder.com– Sharper Agent

• Create custom prints postcards – Mimic your successful prospecting calls

Direct Mail

• Start off small:– mail 50 postcards/day– Print labels from your computer

• Don’t forget!– You’re still making your 20 phone calls/day

4 Action Points

• Start small– Marketing should be self-funding

• Local presence– Nothing beats local

• Track everything you do• Do more of what works