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When Information is Abundant Attention is Scarce

When Information is Abundant Attention is Scarce

I am not sure who said it, but the above line is certainly true when it comes to marketing. As mentioned in my last newsletter, people are bombarded with marketing messages. This means if you want to make appointments with decision makers and get heard, you need to develop superior access vehicles. Telephone prospecting, using the same old type of messages won't cut it, nor will the traditional one page introductory letter accompanied by a brochure.

We have to find ways of delivering value before people will pay attention. One way to do this is to invite your prospects to participate in an event where they will learn something that will make them more successful. For example, one of our clients was selling safety equipment to firms who seem more interested in price. Their goal was to access people in the firm above the level of the buying department, who would set the criteria for the buying department.

How do you do that?

Unfortunately it is almost impossible to attract senior people's attention unless there has been a recent incident to make them aware of a need to do something. If you contact senior people on a subject like that, you almost certainly will be referred elsewhere in the organization or worse, be completely ignored. So you might offer to run an executive briefing on The 4 Most Common Lawsuits Arising From On The Job Injuries And What To Do To Avoid Them. You might be able to get the VP of HR to attend and also the CFO.

This would be a lot easier to sell than safety equipment, so if you can't sell this, it is probably safe to assume you can't sell. How could you apply this principle to your business?

Another superior access vehicle might be to run a round table discussion with a number of your target prospective clients discussing something that is keeping them awake at night. Imagine if you wanted to sell your services to investment bankers, you could run a meeting with a number of CEOs from rapid growth firms to discuss "How To Raise Money In A Tight Market. Best Practices and New Insights." You could probably fairly easily get a number of CEOs to attend, once you have their attendance confirmed, it would be a simple matter of getting a few targeted investment bankers to participate. Once they participate in an activity of this nature, dialog becomes easy, as does the opportunity to build a relationship. If you don't want to do this, there are firms that specialize in running these kind of meetings. Poststone Corporation and The Access Group, both of Toronto run meetings like this all the time.

If you can't access the people you need to reach to get decisions, you have to create a superior access vehicle that will open the doors to the people you need to meet. Be creative! What information do they need and how can you deliver it?

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When Information is Abundant Attention is Scarce - To learn more about this author, visit Michael Hepworth's Website.

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David Barr
David Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website

Anne Barr
Anne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website

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Michael Hepworth
(Visit Michael's Website) The StreetSmart Marketer's business is training and coaching owners of entrepreneurial service businesses to rapidly become customer acquisition experts. His popular free marketing tips magazine is read by thousands of business owners around the world in more than 47 countries. You can get it free at www.streetsmartmarketer.com

Michael Hepworth is a Platinum author on EvanCarmichael.com
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