Today, who does not want to increase their revenue? In this era of heightened competition, one of the primary methods we use to increase our business may not be possible, as price cutting due to competition leaves us with money to advertise on-line or through traditional methods. This becomes a vicious circle. The answer to this conundrum is inexpensive and is right at the end of our fingertips. It is time for every business in America to go back to basics and start dialing.
It is too easy for us to use other means of communications in this world of electronic marketing. Just dash off an email or rely upon the Internet. Old school ways of engaging our targets are just not used enough anymore. Well, drastic times call for drastic action. We would like to impart some rules for reaching out and touching your base.
First, determine who should be called. Some targets are more important than others. You can’t call thousands of people. Therefore, you want to make sure the calls you make are the most important calls. How do you identify your most important targets? They are likely to be those who have a higher level of business to refer and also with whom you have a close relationship. This means that the most effective calls are likely to be directed to your personal sphere. Those we have a close relationship with are more likely to help us.
Second, determine your objective in calling. Once we have decided which are the most important calls to make, we must determine our objective for each call. It is here where most of us fall short because:
• We are not specific enough. Yes, we understand that more business is the purpose of each call; but what exactly do you want to accomplish with every call?
• We need to understand that we are not calling everyone to badger them for business. There are additional objectives that can be achieved besides getting an “account” or a “transaction” from the phone call. For example, if a friend introduces you to a great referral source, that action may be much more valuable in the long-run as opposed to obtaining one additional transaction.
You will be much less reluctant to call those you know if you know that you do not have to apply pressure for business each time you call. The key is to figure out how these people can help you.
Next, you must also adhere to the multiple objective rule. The rules of synergy marketing dictate that you achieve more than one objective with each action. This includes phone calls we are suggesting that you make. For example, when you call your previous customers, you might obtain referrals for more business. This is a good thing!
Catching up with your customers and seeing how they are doing and how you can help them further also increases your retention rates. There is no more important objective than retaining the business you already have, whether it is keeping an account or obtaining their next transaction. Additionally, with personal calls, you can get caught up with your friends, neighbors and relatives and still achieve the business objectives of your call. Shouldn’t we be doing more “catching-up” anyway?
Finally, let them know. We spoke about objectives and how your targets can help you in different ways. They are many times more likely to be able to help you if you let them know how they can help you. Be specific. General statements such as “do you know anyone?” are less effective than a prompt such as “do you know a CPA because I am trying to set up a referral relationship with a quality practitioner?”
America, the time has come. It is time to pick up the phone and start dialing. The result will be more income if you make the call and follow these simple rules.
