When Did You Last Put Your Ear To The Ground?

Guest post by: Michelle Cubas
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Are You An Accidental Consultant? - By Michelle Cubas

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:

How well are you listening?
Pre-plan for what you are listening.
Prospects ask for what?
What complaints do you hear?
What praise comes your way?
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.

Give them something to keep their interest—general information they can use related to your offerings.
Use a codeword if they call back like ask for “Linda” to receive XXX. You will know they called again.
When to expect a call back
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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Are You An Accidental Consultant? - By Michelle Cubas

About the Author: Michelle Cubas

RSS for Michelle's articles - Visit Michelle's website
Michelle is an expert enterprise coach, business author and national public speaker. Her business practice focuses on contemporary business issues like Business Literacy™. It builds an interior scaffolding—to communicate, to operate and to apply intelligence at every level of a company.

Business Literacy peels away years of ineffective behavior and habits and forges new pathways to professional and personal effectiveness to produce results and purposeful actions that build self-reliance.

As an enterprise coach hired by fledgling business owners and international corporations, her expertise brings real-world, real-time perspectives to marketing, processes and patterns. Her maximizing tools and practical resources measure success patterns and effectiveness.

Community:
• City of Phoenix Consultant
• Fresh Start Women’s Center
• CASES—Energy Committees.

B.S—Wayne State University, English/Psychology
Post-Graduate—University of Southern California, Corporate Communications
Adult Learning and Behavior Studies
Community College Certification-Business/Speech
CTI formal coach certification and training
State Board Examiner (Baldrige Principles ,http://www.quality.nist.gov/)
EQ-I® facilitator, DISC certifications
International Association of Coaches
Coachville annual coaches training and conferences.

Peoria, Arizona, is home. Wife, mother of five and nana to six, Michelle enjoys her family, writing and singing as a former USO entertainer.

Click here to visit Michelle's website.

More from Michelle Cubas
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