When trying to get the attention of a new client, marketing materials can be an effective tool to adopt. However, a lot of work is required to ensure your marketing message gets in front of the prospect. How you send your marketing message can make or mar your chances of getting a new contract or valuable opportunity.
Step #1: Research the Prospect
Don’t embark on marketing for new business without first researching your prospect. Get to know the products, services, goals as well as the tone of the potential client you want to market to. You will gain insight into how to develop an effective strategy that targets the need of the prospect by researching thoroughly.
And, one of the sources for your research is the target client’s website. Take an insightful look at the prospect’s mission statement, biographical information, and the company’s About page. Also, explore links to executive or corporate blogs as well as social media pages. It’s also a good idea to subscribe to update. At this point, you should consider making initial contact. However, your comment should maintain a conversational and light tone.
Step #2: Create a Brief on Your Business and Offers
You would need to get a concise explanation of your business ready. The brief should explain who you are, as well as the products you sell and/or services you offer. Sooner or later, you would need to present this brief to the potential client.
Step #3: Place a Phone Call
Place a phone call to the company and request to speak with the decision-maker. To ensure your marketing material gets to the right hand, you must focus on the appropriate recipient. Your marketing materials will go to waste if they do not get to the right recipient. So, make sure you are sending it to the decision-maker who will open, read and decide on the action to be taken on your marketing material.
Step #4: Talk about Your Products and Services
When you speak with the company’s decision-maker, talk about your brand, products, and services. Keep a professional, courteous and friendly tone. Since this is an unscheduled cold call, keep it concise and straight to the point as you wouldn’t want to take much time.
Within the few moments you have, offer to send a sample of your product across. Bear in mind that you are not trying to make a sale with this call, but to pique interest and make contact. Again, you should be brief, except the other party wants to learn more.
Also, in the course of your conversation, try to schedule an appointment to come in person with your materials. If the response to your offer to meet up with the decision-maker is cold, you should suggest mailing the material or dropping off the sample for review when he or she is less busy. Don’t forget to end the conversation with hearty thanks.
Finally, ensure you package your marketing materials attractively. You should consider partnering with a marketing outsourcing company to make this task easier and more effective.
Daven Michaels is a New York Times Best Selling Author and CEO of premiere global outsourcing company, 123Employee. The company employs hundreds of young bright individuals on three continents. His International event, Beyond Marketing Live! Inspires entrepreneurs to build & grow their business with revolutionary new theories and systems allowing them to design the business and personal lifestyle of their dreams.