I help entrepreneurs leapfrog over the typical potholes that derail most small businesses with inspiration, motivation, education, and support across a wide range of business topics drawn from over a decade of running my own business, teaching entrepreneurship for the City of New York, and coaching and consulting privately with dozens of women and minority small business owners. Honestly, why go it alone when help is an email away?
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Recently, I heard a story that I'm still thinking about from Michael, a sales consultant. After 3 years of keeping in touch with a prospective client, the guy finally emailed him back and said, "Thanks for keeping me in mind for so long, Michael. I really appreciate it. I'm ready. Let's go!" You may be thinking, wow, that's a really long sales cycle for just one client—I sure did. But, Michael's story perfectly illustrates that:
There's a common number thrown around for how many "touches" it takes to be memorable and get someone to engage with you—it's seven over about 18+ months. But, that's not the whole story or even the real story. It often has more to do with what you sell and for how much—the higher the ticket price, the more touches you probably need. Whether you're selling to consumers or to other businesses also plays a role, as does whether you're selling products or services. It's also important to know that consistent outreach is just one factor. You also need to deliver value with each of those touches, educating around your areas of expertise or the issues or problems you solve and addressing common misconceptions that may cause your potential buyers to discount or devalue what you sell. Finally, you need to consider how engaged your prospects really are. Not all prospects are equally interested in what you're selling. Some may sign up for your mailing list before they really have a need you can address or because they want to grab what you're giving away for the price of their email address. Need some help creating a winning sales strategy and follow-up process? Schedule some time with me. |
Easily Said & Done
I help entrepreneurs leapfrog over the typical potholes that derail most small businesses with inspiration, motivation, education, and support across a wide range of business topics drawn from over a decade of running my own business, teaching entrepreneurship for the City of New York, and coaching and consulting privately with dozens of women and minority small business owners. Honestly, why go it alone when help is an email away?
Hi Reader, Something I've been enjoying of late are multiple influencers showcasing the limits of ChatGPT and the like. One guy asks it some pretty basic questions, such as to name a number between one and one hundred that includes the letter 'a.' (Spoiler alert: there aren't any). ChatGPT lies to his face over and over again. Another one provides examples of business fails due to AI. Some are pretty extraordinary. But here's the thing, this isn't just a harmless gimmick, it's a warning cry,...
Have you seen the video of McDonald's CEO Chris Kempczinski trying to promote the new Big Arch burger ahead of its March 3rd launch? How about any of the many, many videos or memes negging on it for a host of reasons, including how Kempczinski refers to the burger as "a delicious product" or his failure to take a real bite of it, seeming almost disgusted by it. To me, there are three great marketing stories going on here. 1. Going Viral Isn't the Goal Yes, there is such a thing as bad PR and...
This fall my mom was diagnosed with mild-to-moderate dementia. While sad, it did not come as a surprise. It's one reason I sold her house and we moved in together late last summer. At first, I planned outings to the Y and other senior programs, scheduled visits from family and friends, coordinated physical therapy appointments, and designed little daily activities to keep her engaged and stimulated. This winter it's gotten harder and harder to get mom out of bed let alone dressed and out the...