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How can I research this particular Market?

by Apply Marketing
9 replies
Hello, Im offering marketing consulting to owners of retail shops and chains over the internet - Im sending them emails to the address I have found on their websites.

How do I know how to communicate to those people? Its not like there is a forum on the internet for retail business owners with websites.

And I dont know If they are reading the messages or a secretary so that makes my job even harder...

Can someone give me an advice on how to approach those businesses or how can I research what my prospects are like?
#market #research
  • Profile picture of the author King Shiloh
    Banned
    Every serious businessman will always read his mails. So, I think you are getting yourself worried unnecessarily.

    However, if you want to create other options for advertising your line of business. You can set up a blog/site, and use article marketing to get traffic to your blog.

    You can join a forum related to your niche and use forum marketing to draw the attention of your prospects.

    Offline, you can pay for an advertising space in your popular local newspaper.
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  • Profile picture of the author RSK3000
    I would have thought that as a marketing consultant you would know the answer to that......

    But seriously, why not call them. Speak to their marketing people and even if they don't want your service now they might in the future....
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  • Profile picture of the author IndigoJack
    I understand your problem here, you want to reach the organ grinder and not the monkey.

    Email is not the best route for this as they have not got a clue who you are so you are just another random emailer.

    Direct mailing is a good way of introducing your company and what you do. I read direct mailing letters and pay more attention to them than an email out of nowhere.

    You follow up the direct mailing with a phone call. The aim of the call is to a)Find out the name of the head honcho and b)Gain an appointment to pitch the prospect.

    That is the route to the organ grinder of a chain.

    It is the fastest route and it's tried and tested.
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  • Profile picture of the author MadameBusiness
    Yep - I have to agree with IndigoJack. You have to entertain the idea that they could be using email/website contact forms/direct mail/phones. You have to try and use all of these to get to the person that you need. However, having said that, try being really upfront, honest and friendly when you contact them. The 'monkey' opening the mail/taking the call will appreciate that and be more likely to put you in touch with the 'organ grinder'.
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  • Profile picture of the author Apply Marketing
    Hey, thanks guys.

    Problem here is that Im Bulgarian. And our country is not even remotely successful,we have lots of mental disadvantages - no business owner can step out of his ego and admit he needs advice.

    So, I try contacting Western European prospects.
    I've asked my German friends and my British friends what is their nation's
    unofficial opinion on us Bulgarians, and they told me its not good at all.
    That mentioned, I am really afraid of my future in this business, because when they see my name, they will probably discriminate me.

    The other problem is that sending a direct mail letter to a foreign country costs like 50 euros. In my present state thats a lot of money for me. I am in the beginning of my career. I quit my job cuz I couldnt stand it anymore, learned everything I could about marketing and now I wanna consult just a little bit so I can finance my product business that is my main goal.
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    • Profile picture of the author IndigoJack
      Originally Posted by Apply Marketing View Post

      Problem here is that Im Bulgarian.
      lol!

      What's wrong with being Bulgarian!

      Well obviously making appointments and direct mailing is not going to work for you.

      You will have to use email marketing to contact those outside of Bulgaria. In the UK large libraries contain telephone directories for other countries. Do yours? If you could get a hold of a UK Yellow Pages that would be a good start. It's faster than trying to track down retailers online.
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      • Profile picture of the author JohnMcCabe
        Okay, you're Bulgarian and you want to contact companies in Western Europe.

        You might want to make a visit to your country's embassy. They may be able to advise you on trade organizations for businesses in your target industry and country.

        For example, here in the USA there are trade organizations for gift shop owners, butchers, hairdressers, and just about any other small business type.

        Once you have those, visit their websites. If they have discussion forums, read them if you can. Same for article collections. It will give you a feel for what specific problems those businesses are concerned with now.

        See if you can formulate a solution to the specific problem.

        Next step, look for a member directory. These folks have joined an organization, for money usually, for support.

        Contact each business one by one with individual emails - not a copy/paste boiler plate. Mention that you saw/read about that specific problem on the trade organization's website, and you've formulated a solution to fix it. If the company is experiencing the problem, you'd be happy to discuss it with the owner.

        Be prepared to actually divulge some information - give them the solution to that particular problem, especially if it involves things better outsourced to you than done in-house.

        As you are just starting out, and with a cultural bias against you to boot, you may end up doing a few jobs for little more than a reference. Make those jobs limited engagements. Once you pile up a few successful case studies, you can go to other businesses and say "yes, I may be Bulgarian, but I helped these other companies with a problem and I may be able to do the same for you."

        That's a much stronger position to be in that simply emailing companies at random with a prospecting pitch.
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        • Profile picture of the author RSK3000
          This is a tough one.

          Bulgaria is still developing. I would guess that a lot of the things we have in the US and England like trade associations are new in Bulgaria. Bulgaria's got a mixed reputation in the UK, but there is nothing you can do about that.

          I think you have no choice but to offer your services to one or more Bulgarian companies for free, but for a limited time, only. Work your ass off in return for references/ testamonials. Once you have done this for a while you will have a good reputation, and a track record. This will help you get started. Blogging about your subject will also help position yourself as an authority.
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    • Profile picture of the author Kaizen Ninja
      Originally Posted by Apply Marketing View Post

      Problem here is that Im Bulgarian. And our country is not even remotely successful,we have lots of mental disadvantages - no business owner can step out of his ego and admit he needs advice.
      Be optimistic! Don't entertain such thoughts in your mind. If such thoughts are on the top of your mind, all of the advices would be useless.Take it as a challenge.There's nothing wrong of being a Bulgarian. Probably you need to probe on your weaknesses and develop further your strengths. Compare your marketing results but never compare yourself to others. Train your mind to always look for opportunities.
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