PRIOR TO AN EVENT

• Before attending another networking event, ask yourself, “What is my objective in attending?” Are you looking for potential clients? Business alliances? Getting your name out there? Socializing? Define your purpose & goals: “I want to add x number of new contacts to my newsletter”, “I want to find 1 new business alliance”, “I’m looking for a contact from xyz company”.
• Who will be attending the event you’ll be attending? Attending every networking event in town leaves you little time for actual work. Maximize your time and pare down what you attend to those events where your clients will be. Are your clients Human Resources managers? Then connect with the local HR association. Are you looking for Realtors? Attend a meeting of the local Realtor association.

DURING THE EVENT

• Pay attention to the use of your business card at the event you attend. Are you handing your cards out like a Vegas dealer – giving one to every person you meet then quickly moving on? Or do you engage them in conversation and only hand out a card when they ask for one? Will your card be of value to them? If not, it will just end up in the trash can and your name forgotten.
• Ask intelligent questions to learn more about the business of a new contact. Otherwise, how will know if they are your client or if their clients could potentially be yours? What’s their target market? What’s their niche? What sets them apart from their competition?
• Become a resource. Find out what your new contact is in the market for – both personally and for their business. Are they looking for a CPA, are they in need of marketing materials, do they need a house painter? Then introduce them to those you know and trust. By providing value to your contacts, they will see the value in you. They will remember you.

AFTER THE EVENT

• So what do you do after the event is over? Do you have a plan of action ready to put into place? How will you follow up with these new contacts? Call them to follow up, perhaps schedule a B2B meeting. Send a thank-you/”nice to meet you” note via e-mail or snail-mail. Add them to your newsletter list (but no spam!). If you sit around waiting for them to call you and use your product or service, it probably won’t happen. You need to initiate contact and begin developing a relationship that will lead to referrals and business down the road.
• How are you organizing your contacts? It’s never too late to start your client database. It doesn’t have to be fancy and there are many free or inexpensive products out there – even inputting them into Outlook or an Excel spreadsheet is better than leaving them in a pile on your desk. The important thing is to enter all new names within 24 hours after the event – including notes about where you met, what you spoke about, their level of interest in your product or service. If you don’t already have a system in place, start by entering all new cards as you receive them then slowly add your previous contacts later.
• Have email templates and voice-mail scripts ready to use when following up with your new contacts. While you’ll customize them for each person, this will save you tons of time and help keep you from procrastinating!

I know this can seem overwhelming. Start with one step at time and slowly add on the others. I know of many resources to help with each of these steps and would be happy to refer you to them for assistance – just let me know!

Great timing on the below article from Robert Middleton, since I’ll be speaking on this very subject this Thursday at our local Chamber of Commerce!

Enjoy… Cindy

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What’s the most important marketing skill? You might be surprised at the answer.

It’s not having a great marketing message, powerful marketing materials and a bullet-proof marketing plan. All of those are certainly important but not as important as…

***Follow-up***

In my teleclasses and talks, I joke how people are looking for a “killer marketing message” that will make people jump up and down with excitement when they hear it. Sorry, but that’s as much of a myth as unicorns or a balanced national budget.

But people want to believe that myth, so they spend forever trying to perfect their message. Look, all your message can get you is some initial attention. That’s all.

And virtually every single marketing action after that is follow-up.

When someone shows some interest in your services (when you deliver a decent, but not mythical, marketing message), you need to follow-up with some more information.

Once they’ve read that information, you need to follow-up to determine if there’s a deeper interest. And if there’s a deeper interest, then you need to follow-up to set up an appointment.

But it doesn’t end there.

Once you have an appointment, you need to follow-up to confirm that appointment (yes, people flake out). And once you’ve had the appointment you need to follow-up with a proposal or to close the sale. Follow-up never ends.

Follow-Up Secrets

Here are some follow-up secrets I’ve learned over the years that are important to understand and master if you’re going to attract more clients.

1. Know where you are in the game

When you follow-up with someone, the purpose is to move the prospect from one base in the marketing game to the next base.
If you try to jump bases (or move too fast), you tend to get rejected by the prospect. If you move too slow with your follow- up, you loose the interest you’ve generated up to that point.

2. Don’t move too fast

When you get someone’s interest (say at a networking meeting) and then say you’d like to call back to talk with them, that’s fine.
But when you make that call and immediately try to set up an appointment, you’ll likely get some resistance.

Remember, people want more familiarity and some information before they meet with you. So your follow-up system needs to build that in. One way to do this is with pre-written emails and links to articles or to your web sites.

3. Don’t move too slow

If you give a talk and get cards from people who are interested in knowing more about your services, how soon should you follow- up? The very next day. For each day you don’t follow-up, interest wanes. If you have only a few follow-ups, use the phone. If you have many, send an email to set up a time to talk in the upcoming week.

Stale follow-ups are just that. They’ve forgotten what interested them in the first place, so when you call back after several weeks it’s like starting all over again.

4. Balance fast and slow

The key to effective follow-up is balancing the fast and the slow.
Fast to get back to someone when they show interest; slow to get to know them. Fast to provide information requested; slow to discuss what this information means to their business. Fast to get a proposal in the mail; slow to discuss the details of that proposal.

5. Watch your assumptions

What if someone doesn’t get back to you? You’ve followed up promptly and you don’t hear back right away. What does this mean? Only one answer: Who knows? It could be anything.

But we are quick to jump to the conclusion that it’s bad news. Not always. They might be very busy with a big priority or could even be out on vacation. So don’t jump to conclusions. Just keep following up. Just watch that you don’t sound desperate!

6. When to stop following-up

Let’s say you have a prospect you’ve either met with or done a proposal for. You thought everything was going well, but they aren’t returning your calls. Do you keep leaving messages or do you give up? What I recommend is leaving one last message that goes like this:

“Hi John, I’ve been trying to get back to you about the project but haven’t heard from you for a couple weeks. I don’t want to keep pestering you, so if I don’t hear back from you, I’ll assume you don’t want to move ahead. I’ll leave the ball in your court. Please call if you want to take the next steps, but this is the last message I’ll be leaving. Hope to hear from you. My number is …”

This approach works. If they actually are interested, they’ll call you back. If they don’t, well there’s your answer. It’s time to move on.

7. Create follow-up systems

To streamline your follow-up, create systems you can use over and over again. A follow-up system consists of specific steps you take each step of the way.

It might work something like this:

a) prospect learns about your service and visits web site
b) prospect fills out form on the web requesting more information
c) prospect receives an automated email from you with web link
d) you send out personalized email requesting an appointment
e) you follow-up by email until appointment is set
f) you meet with prospect by phone
g) after phone appointment you send agreement
h) after a few days you send another email
i) after a few more days you leave a phone message
j) prospect ultimately gets back to you with a yes or no

Once your follow-up system is designed and fine-tuned, you can use it reliably to turn many prospects into clients. This is exactly how I built my business. It didn’t happen by chance.

I invite you to use it to build yours.

The More Clients bottom line: The skill of follow-up is the glue that holds all of your marketing together. It’s what bridges the gaps between initial connections, information, meetings and proposals. Make it a priority to master this skill as soon as possible.

By Robert Middleton of Action Plan Marketing. Please visit Robert’s web site at www.actionplan.com for additional marketing articles and resources on marketing for professional service businesses.

Our first newsletter is published! You can view and also sign up for the newsletter at:
http://creativeassistants.icontact.com/

Take a look and let me know your feedback!

Congratulations to Karen Reddick, one of my Virtual Assistant colleagues in the Denver area. She was recently interviewed by NBC’s Today Show about her career as a Virtual Assistant! This is very exciting exposure for all of us in the industry and even more exciting since I have personally collaborated with Karen and we often refer clients to each other.

You can view the entire Today Show segment at:

http://video.msn.com/v/us/msnbc.htm?g=fda5aec6-5250-43c2-936f-dfac1ec2033d&f=00&fg=

For more information about Karen or other Colorado VAs, visit http://www.coloradovas.com.

I love conferences. Always have. So I love that the premier Virtual Assistant organization (IVAA) holds a yearly conference! This year’s conference was in San Francisco and was fantastic as always. I came away with new information, new ideas and more importantly new friends. Here are some of them – we had to stop for a picture before heading to dinner on Fisherman’s Wharf!

Left to right: Donna Sutter, Cindy Opong, Debbie Tester, Lana Newlander, Lanyl Taylor, Candy Beachamp