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When Did You Last Put Your Ear To The Ground?

Written by: Michelle Cubas

Article Overview: Adept trackers, Native Americans used to put their ears to the ground to hear horses' hoofs miles away. The ground carried the sound. Later, the train tracks did the same thing if you put your ear to the track, you could hear the train coming from miles away. When Did You Last Put Your Ear To The Ground? Explore these simple ways to "tighten" your marketing tactics from face-to-face to voice mail. Start measuring how you connect with your prospects and make it matter.

When Did You Last Put Your Ear To The Ground?

Adept trackers, Native Americans used to put their ears to the ground to hear horses' hoofs miles away. The ground carried the sound. Later, the train tracks did the same thing if you put your ear to the track, you could hear the train coming from miles away.

When did you last put your ear to the ground?

Take this challenge: Consider your last marketing effort, large or small.

• How much was “push” and how much was “pull.”
• Analyze the benefit language you used—print copy, radio spot, and video script.

• What worked best for you?
• See how you can duplicate it.
• Look at the same campaign and improve it after your analysis.

Begin your R & D (research and development) efforts with this simple effort.

Put your ear to the ground:

1. How well are you listening?
2. Pre-plan for what you are listening.
3. Prospects ask for what?
4. What complaints do you hear?
5. What praise comes your way?
6. Call 10 clients and prospects and ask them for a description of how they were treated by you.

Now, how do you roll all that into your next outreach?

· Check your vocabulary.

· How well does it suit your target audience?

· Consider inclusive language (e.g. all, people, titles rather than gender) rather than the gender-biased “he.”

· Call and listen to your voice message. How is it caller-friendly?

· Remove the multiple-choice, “Either on the phone . . .”—you are not there to answer the prospect’s question.

1. Give them something to keep their interest—general information they can use related to your offerings.
2. Use a codeword if they call back like ask for “Linda” to receive XXX. You will know they called again.
3. When to expect a call back
4. Another person who can help them.

Measure and chart your findings. Adjust your access points for 30 days and see if there is an increase in traffic and conversion to customer—like phone, website, email and on-site greeting.

Now your success stories can help others, too. Please let me know how you’re doing.

Regards, your coach,

Michelle Cubas, CPCC

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