Offline Marketing Angle

Brett:
Check out my post on positioning and it should help you. PM me if you need more help.

Tim

Hi Brett,

I haven't actually seen your approach, but here's a thought. Maye they think you're trying to sell them something because you're trying to sell them something.

There's a better angle.

Don't sell them anything. Provide a solution. Help them.

Go in with the overriding thought that you can help them. The sale isn't the thing that inerests them. Of course, the solution you provide is something you sell, but only as a natural consequence of fulfilling their needs.

Spend more time listening. Find out what they really need, not what you think they need.

I'm not saying you're doing (or not doing) any of these things, but I've seen these as some common mistakes people make.

All the best,
Michael

Hey Brett,

I've got some good ideas for you, but first can you give me a bit more details?

How many businesses have you contacted?

What are the numbers for each way you contacted them? How many did you email, send letter, goto?

Can you give an overview of how you greeted them & what you said?

Have you done any follow-up with anyone yet?

Thanks,

- Jared

Forgot one last question,

Have you ever met or done previous business with any of them? Something as simple as go into their place of business and buy something? Do they know you?

- Jared

I'm working as an e-commerce consultant. I'm having success and 1 BIG thing you'll want to think about - ACCOUNTANTS have Tax season, so you might get ALOT of cold shoulders from Very Busy Accountants.

I choose not to goto 1 area of business, but work ALL areas of business. It might be your approach? It could be the businesses your talking to? Maybe the businesses your talking to are too small.

Jay NaPier

I agree with Michael's train of thought. Make sure you go into a place with something of value. How about arrive with a free report. Ask for the owner and say I have surveyed a lot of small business owners and these are the problems they face every day. I thought it would help your business and see where it goes. When I do a first meeting i make sure and not sell a thing. They must like and trust you first. Hope this helps

I din't see the entire Cash Cow thread, but the opening line of your sample e-mail would make me delte it right away.

They don't care that you were "browsing around". Tell them something specific, and don't use the word 'I' so much. "Your site popped up when I was searching for a local business that specializes in..." sounds better to me.

I'm not saying that's perfect, but you get the idea.

You mention that most accountants don't really have stores, so you can't just walk in and become a regular customer. This means you have to disarm them right away.

It was pointed out that this time of year is busy for them. an opening line like, "You must be pretty busy this time of year?" Then figure out a way to grab them. "I only have a few moments myself, but just wanted to say I know a way to...".

For example, after you ask them if they're busy, they may say something like, "Yeah, it's busy, but it's this time of year that makes or breaks our business".

You can tailor your response to say something like, "What if I could show you a way to have more steady business year-round?"

Solve their problem. Let me rephrase that, solve their specific problem with a specific solution.

All the best,
Michael

It is very hard to sell something that does not exist yet.

It is much easier to sell something that people can touch and feel in their hands.

Selling Websites, or marketing services is even harder, because even after it's built, or implemented, you still can't touch or feel a website, or advertising.

Many people just can't wrap their heads around this concept.

Here's a story of a client that fought tooth and nail, but I was able to convince them that they NEEDED my services:

I was friends with a volunteer supporter of a local Congressman, and we got to talking and he mentioned the Congressman was campaigning for re-election, but didn't have a website. I said, WHAT? Give me his e-mail, phone number, office address, or whatever just to talk with the guy.

Of course, I was determined, and got through to the Congressman and we set up a meeting.

The initial meeting did not go very well.

He was very stubborn, and critical, asking me 'Why on earth would I need a website'? (this was back in the day mind you...)

I stated my case and ended the meeting with, just give me a chance to put together some research and proof of why you need a website, and let's setup a follow-up meeting for you to decide whether or not I can help you win your re-election.

He said OK. I look forward to our next meeting.

Here is the crucial part, I did my research on how to help him (I agreed with his values, and honestly wanted him to win the upcomming election)

I put together a 'mock-up' website with all of his issues and details, beautiful graphics of his district, and showed him this killer website that could be his if he wanted to hire me.

He hired me.

The other research that sealed the deal for me was that another Congressman just broke a record by raising over 1million from donations through their website.

In summary, my best tactics have been going into an establishment, checking out whether they have a website or not, seeing if they have a crappy website, doing my research before approching them.

If they don't have a website, grab some business cards, or brochures, take a few digital pics of their place of business, then go home, and put together a 'mock-up' website for them, or take their crappy website and update it and create a mock-up 'new' version... THEN go see them.

Show them that you want to honestly help them. Show them you have already put in time and work for free.

The 'reciprication' psychological trigger is a powerful tool. If you give something to someone, they feel obligated to reciprocate the same action by giving you something of equal value in return.

- Jared

Instead of selling something that does not exist, you can sell yourself. You'll notice the Cash Cow letter starts with, "I am a business owner," and ends with, "Here's what I can do for you...for free (to start)."

Even in the Jobless Dad thread, John hung his whole pitch on being a personable guy who'd take care of you.

Personally I haven't figured out the cold walk-in yet myself, but maybe stick with the Cash Cow letter and make sure the meeting is about them and their needs (which naturally leads to your solution) instead of a product you can sell.

Hi Brett,

One option to consider is to contact businesses that are already spending money on advertising (PPC, Yellow Pages, Direct Mail etc.) but not achieving the results that they had hoped for.

ilene

Thanks Jared.

But I see I should correct my language. Sell yourself as local and an identifiable person in the letter, but the meeting should be a simple conversation regarding the wants and needs of the business owner, and should have nothing to do with sales. (I was just reminded of this by Andrew Cavanaugh in another thread.)

Your strength will reside in your ability to provide an extremely customized solution that solves the exact problems of the business owner in front of you.

-Mike

I would focus more on my niche. Find local businesses that relate to your your niche or things you know a lot about. This way you'll have more questions to ask, things to say or info to offer, and you'll get a good start. Then, start hanging around these types of places more often. Get to know the people and environment a bit. If necessary, shop there yourself [easy ice-breaker] and with others you kno that shop there [visit as often as possible]. Remember, act natural.... you're there to help them..