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

http://www.colecommunity.com/

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