In Appointment Setting, Put Preparations Over Presumptions

One of the perks of quality appointment setting is that your lead generator can already identify a certain level of problems and advise you on what objections to expect. However, you need to know the fine line between preparing for a problem and simply presuming it.

At first, there doesn't seem much of a difference. After a short exchange of telemarketing calls and emails, your lead generator sends you all the information you need about an upcoming appointment. You then start creating a presentation regarding the problems that have been discovered and the potential objections a prospect might have.

However, it is at that particular step that your preparations should not be confused with presumptions.

Review the process again and evaluate how you view the problems that your B2B leads pointed out. Do you dedicate a significant portion of time to answering an objection because you are so sure or do you give any chance for your prospect to bring it up?

• Presumptions - Making presumptions is all about the former option. You feel so certain that your prospect will raise a certain objection that you answer it even without them asking. This is not a good idea. For example, not all prospects are that hung up about price. There are also times when a prospect is already aware of a certain obstacle to their buying decision but have taken measures to address it. In short, your presumed objection might not always come to surface.


• Preparations - The difference between making preparations and making presumptions is that you simply set aside a response without thinking you will always resort to it. The trick is to test if a prospect would really make an objection or actually affirm the problem. Once a prospect has openly admitted to one or the other, then that is the only sign you will ever need. A few tips you can try is by really encouraging them to voice their objections and ask more questions. After all, what is the purpose of B2B appointment setting if you do not have much of a dialogue?

Furthermore, this might not just apply to presumed problems and objections. These could also apply to presumed solutions. No matter how sure both you and your appointment setter are, always let the prospect establish the need. Do not simply go ahead and present them something that they were not really expecting.

And at this point, you should also be reminded to listen carefully to your appointment setters too. You never know when they might be saying one thing but you are hearing something completely different. When they finally deliver you your information, analyze it carefully.

The Right Strategic Plan to Win the Market

A solid marketing plan is one of the most crucial determinants in when it comes to winning a particular market for the long-term. Unfortunately, too many companies make the mistake of diving headfirst into a market battle arena without so much as a judicious plan in place to guide them.

Although winning one's target audience is never an easy feat to undertake because of the influx of competitors and available information through our current technology, both of these two play a part in making a fickle market. The key to getting ahold of a changeable market though, is to comprehend and address the competition through a well-planned strategy.

Assessment of Market Position Through A Customer's Perspective

With this information, we can glean that there are strategic ways of winning your target consumers using both the customer's perspective along with marketing and technology know-how. How so, you may ask?

Well for starters, you have to first evaluate your position in the market. This information will pave the way in order for you to properly align your strategy with the said data. Once this is in place, you can then identify the most effective advertising method befitting your current market position.

This is where knowing a customer's perspective can come in handy since you'll be able to know the specific needs of your target market. After which, you will be able to adjust your campaign, pricing or products accordingly in order to better reflect the demands of your consumers.

Simply put, be customer-obsessed. In this age of consumerism, there is no better way to get your desired audience but to understand the fundamental elements of their behavior - what motivates and compels them to buy the things they do.

Technological Know-How and Market Engagement

On the other hand, winning the dynamic digital consumers of your market will have to be done by connecting and serving them through technology. Although there are a lot of risks associated in this age of instantaneous digital communications, it can be wielded to your advantage by knowing where the opportunities lie.

Watch Out for The Goo!

Creating a great offer is one of the best ways to get your product or service into the hands of your prospective customers.

But you do have to make sure the offer is a good one... and an appropriate one.

For example, here's the relevant part of an e-mail I received last month:

To celebrate the festive season, until Christmas, we are offering an upgrade to the GooSync one-time subscription for $19.95. (This is the same price as a 12-month renewal of your current account.) This of­fer ends December 25th, 2008, so treat yourself to an early Christ­mas present and order yours here today...

Okay, a little background before we get started.

What Am I Doing Today?

We use the Google Calendar system to manage our personal and business calendars. You can have separate color-coded calendars, and share them with designated people, each with a distinct, user-defined set of privileges.

For example, we created a calendar item called "Misc. Public Events" for non-business-related activities that Lorie and I do, like getting together with friends, triathlons, trips, etc. Only she and I have access to these events.

Similarly, there are two calendar categories my staff use for schedul­ing phone calls for me: one I use to designate "Call Blocks," when I'm available for calls, and another one, "Calls," where they actually indicate the calls they've scheduled for me.

Terry and Jama, who are on my virtual team, have "read-only" access to the Call Block calendar, and "write" access to the Calls calendar.

In addition, there are a variety of other calendar categories for personal tasks, dates blocked out for live programs and related travel, and several others.

This approach works absolutely great when I'm sitting at my com­puter with a live Internet connection, and is one I highly recommend. (Note: a related product, Google Mail, is where we host our mail servers, and its spam filters work with near 100% accuracy. As a bonus, both the mail and calendar products are absolutely free!)

The only concern, when using a PC-, Mac-, or Internet-based calendar, is that you may want to access the calendars on your mobile phone.

Sync Me Up!

And that's where GooSync comes in. It works with most phones, whether they're Windows Mobile, Palm, or just plain old basic phones, with built-in propri­etary calendar functions.

Instead of syncing by plugging the phone into a USB port on your computer, it syncs your calendar events and contacts "over the air" using your carrier's phone network, or Wi-Fi network if available and supported.

So when we got new phones a few months ago, we signed up for the one-time fee program since this was something we were planning on using for a while.

So, needless to say, I was a bit surprised to receive an offer to upgrade to the level we had already purchased for a price that appeared to be less than what we originally paid.

A quick e-mail to the company explained that the $19.95 was actually an upgrade fee and the total would end up being the same price as what we paid.

Their response, however, did not explain why we received the offer in the first place.

And that's the Magic Lesson I want to share with you this month:

Match Your Message to Your Market

This is an extremely important concept that we've discussed many times, but normally in the context of targeting new products and services to specific market segments. You wouldn't want to send an offer for premium steaks to a list of vegetarians, after all.

Well, the same rules of niche marketing apply when making offers to your existing customers. You don't want to send an offer for a particular product to a customer who's already purchased it.

Fortunately, there are clear and easy steps you can take to make sure this doesn't happen. Here are three ideas to consider so you don't do something like this with your own marketing efforts:

1. Does the Right Hand Know What the Left Hand is Doing?

When you create a market­ing campaign with a predefined sequence of steps, delivered via various media, and at predetermined intervals, there's one thing you need to plan for: what happens when prospects do respond.

You need a mechanism - manual or automated - that will allow you to remove prospects from your mailing campaign when they accept your offer. (You also need to be able to remove them from your mailing sequence when they request you to do so.)

2. Send the Right Offer to The Right People

It's critical to tailor your offers to specific market segments. You can do this by customizing your materials for each segment. This allows you to more effectively connect with each group and it person­alizes your message just for them.

3. "Service After the Sale!"

After someone has responded to your offer, that's the beginning of the work, not the end of it. You need to solidify the relationship within the first 30 days of the initial sale.

This means that just as you had a definite sequence for acquiring the customer, you now need an equally well thought out sequence for retaining the customer.

Keeping these three basic prin­ciples in mind will help ensure that you're always getting the right message to the right market - a neces­sary formula for success, particu­larly in challenging economic times like these.

Selecting And Evaluating A Solo Ad List Broker

Let's talk about...

Selecting a solo ad list broker is half art and half science.

The art involves searching on Google or other search engine sites, visiting each website, reading the information presented and making a judgment of which sites can best help you. Next you will want to make contact with the list owner.

Developing your list is the keystone to building your online business successfully. Yes, it takes time but it is time well spent to grow your business.

However, it doesn't have to be that time consuming because as a member of Networking Insight's Inner Circle Kevin Hokoana provides you with a list of Solo Ad brokers to start evaluating for yourself. Watch his videos and if you pay attention you will see who he uses throughout the demonstrations.

What I look for in a Solo Ad list broker; first is a guaranteed delivery of the number of clicks purchased. Second I want to have total control over my subject headline and the body copy. Third the ad must go to targeted traffic related to my ad. Fourth I want my ad to be the only solo ad that the Solo Ad list broker sends out. I don't want my ad to be one of many on the page.

Once you identify a few possible Solo Ad list brokers send an e-mail and introduce yourself. Tell them what you want to purchase. When is it possible to send the ad? How many slots are open in the time frame you want the ad to be sent? Ask if ads similar to yours have been placed. Include a copy of your ad for review. Wait for a response.

You goal is to develop a friendly and professional relationship with the Solo Ad list broker that is build around courtesy and appreciation.

Here is where the science comes into play.

I believe very strongly that you must always measure your outcomes and set up systems that are repeatable. You will pay more attention to the things you measure. In the healthcare industry we use metrics to measure results that help us to make better decisions. As an example:

I use twelve column accounting paper and in each column header I list the following: Solo Ad list broker's name, number of clicks, purchase date, dated ads start coming in, cost of the ad, cost per opt-in, number of opt-ins, percentage of opt-ins, and number of sales.

Over time I am developing data about which Solo Ad list broker gets the best results. Once I know where the best results are I will get a better return on my investment. You probably use an excel spreadsheet to build your metrics. However you measure your results be consistent. Money is a precious commodity, use it smartly. Don't let calculating the numbers frighten you, its just arithmetic. Test and evaluate must be your standard operating procedure. Trial and error in selecting and evaluating a solo ad list broker is not an option.

I'll see you in the front row of success

Promoting Salon Services - Salons and Spa's Crack the Groupon Code and Cashing in Big

One of the greatest challenges beauty techs, nail salons, hair salons and spa's have is getting clients, which translates to monthly profits. Because of this, many salons and spa's are struggling to make ends meet and are falling behind on bills due to lack of available funds. When businesses find themselves in this kind of situation, closing their doors seem to be the only option.

However, the help needed for struggling salons and spa's could be as simple as marketing. By making changes to how the salon is marketing their beauty services could mean the difference between a few hundred dollars a month or several thousand dollars coming in every month. That's what putting the right marketing strategy in place can do, but many beauty businesses can't seem to find that right strategy.

There is one marketing strategy, though, that is working to bring in money and clients at a phenomenal rate for salon and spa owners. This marketing strategy is modeled after one of the most successful businesses today. You know it as Groupon.

Groupon makes millions of dollars a year simply by selling daily deals to their subscribers and this figure is growing everyday. Currently, this "Groupon model" or Personal Contact Advertising as it is called, is being implemented by many salons and spa's and it's doing wonders for their bottom line.

Personal Contact Advertising is about making people an offer they simply can't refuse, while not selling yourself cheap. It's about being your own "Groupon" and having your own daily deal promotions. People today are being programmed to look for daily deals and some salons and spa's have taken note of this and using it to their advantage with much success.

For example, one beauty marketer, Safbrina Hayer, made $16,000 using the "daily deal" way of promoting salon services in a single month. Like Safbrina, many businesses now use Personal Contact Advertising to make money and get clients as it offers a solid marketing strategy that consistently brings measurable results.

So, whether your salon or spa is struggling or if your beauty business simply needs a boost in profits, this marketing strategy may be something you want to look into. Groupon seems to know how to get the attention of the masses and it's always good to follow a successful business model.

Tips for Marketing Strategists: The Value of Product Packaging

Product packaging is meant to protect your merchandise from any damage. This is when the manufacturer transports the commodities to retailers and while the goods are on the shelves of retail outlets. Moreover, packaging is not only for protection of products. It also plays a vital part in the marketing mix, advertising campaigns and pricing standards, creating unique brand identities, and describing new products.

Packaging compels consumers to check out the goods on the shelves of supermarkets and department stores. Some shoppers are satisfied with how goods are wrapped or placed in boxes. However, some are more meticulous and look carefully at the designs and colors. That is why companies spend a lot of resources and time on research regarding product packaging. The key is to come out with the most effective strategy to entice potential customers. There are different factors that marketers should consider to put in more appeal to commodities and convince consumers to purchase the item.

• The packaging has to grab the interest of buyers. It has to appeal to the target audience like housewives or teenagers. The product has to stand out among the multitude of other goods in the same category.


• Marketing experts know that many people usually judge a product by its packaging. The objective of unique but rational designs and creativity is to tell customers that this particular merchandise is worth buying. Design is crucial to some segments such as cosmetics and sweets.


• In packaging, you have to take into consideration the elements of functionality, cleanliness, protection of the product's handling during storage, and environmental accountability. At the same time, you have to be innovative in packaging for the purpose of enhancing sales.


• The material that you use should be durable and easy to dispose as well. Customers are easily turned off by boxes or packs that are disfigured or crumpled.


• Packaging serves as the primary medium of communications between the manufacturer and consumer. When a shopper picks a certain product from the supermarket shelf, the first thing that this individual does is to scrutinize the packet and read the information about the commodity. Once this appeals to the senses of the consumer, you can be sure that the product will be sold. In other words, it must appeal to the buyer's sight, feelings and smell. This is what multi-sensory attraction is all about.


• There should be suitability in product packaging. This is considered as one of the gauge for quality. In short, the value of a certain commodity is shared to the public not by mere hype and literature printed in the box. The more important factor is the creative design wherein the packaging and contents are consistent with each other. The buyer must be influenced by this uniformity.


• Packaging must have the element of value. In other words, consumers are fascinated by sophisticated packaging. For most shoppers, the product is classy and expensive if packaging looks stylish. This is the reason why packaging should both have aesthetic qualities and functionality.

7 Do's And Don't Of Making Blogging Easy And Fun To Do

Nobody expects your blog to a literary masterpiece so immediate stop trying to make it perfect or the one that gets 1,000 shares in Facebook, but bear in mind that you always want to deliver something of value and not just "something" that ranks for a keyword you thought of.

Set aside some time each week to write your next article for your blog and once you a first draft, go back over it, editing out the 7 Deadly Sins of Copywriting.

• Spelling mistakes, use a spellcheck by all means but never rely on it, it is always good practise to print it out and proof read it in black and white.


• Grammar and punctuation errors. Buy a good grammar guide or use an online reference to help with common mistakes like using their instead of there.


• Factual inaccuracies, just because someone says something, does not make it right. Make 100% certain with the spelling of people's names, job titles, book titles and recommendations for products you may write about and make sure your numbers add up too.


• Long sentences are a big no-no. Shorter sentences are easier to read and give your message greater impact as people tend to "scan read" online.


• Do not use overly complex words, speak through your blog as you would talk to someone in person so they get a simple, clear and direct message.


• Using too many unnecessary words. Check every section once you have printed your article out and edit where necessary and words or phrases that do not contribute to your blog post, message or meaning.


• Jargon and abbreviations of words that most people do not understand. Although there may be industry specific terms you can use in your niche, make sure you explain their meaning and do not just assume that your audience will know that "badass" means great for example. (I thought these people had something wrong with them)

Just by eliminating those seven common mistakes, most of which are of course common sense, but as the saying goes, if common sense was more common.. there would be a lot more of it around.

Now take your blogging to the next level by implementing these simple tips:-

1. Keep it simple, limit your blog post to one topic or one simple idea per post.


2. Break your text up into smaller paragraphs and use bold and italics to emphasize your key points to help people "scan read" your content.


3. Make liberal use of bullet points, lists and breaks in the text to help draw people to the "good stuff"


4. Embed links to make it easy for your readers to read more evidence or information that may be of interest to them and enhances your blog post as the provider of great information.


5. Be yourself, remember blogging in today's business world is all about authenticity.


6. Write something.. often! Just do it!


7. Take it 3 dimensional by adding video or audio, add in worksheets and Free Reports to make your blog stand out and keep adding value in everything you do