How To Get Your Calls Returned By Becoming an Industry Expert
How To Get Your Calls Returned By Becoming an Industry Expert
Mary supplements her reputation by writing frequently for an industry trade publication and speaking at conferences, meetings and symposiums. She uses her speeches as a tool for staying in touch by calling existing and prospective clients and encouraging them to attend. Writing articles both enhances Mary's credibility and provides her with a variety of excuses for staying in touch with her clients, both when she is researching the article and after it is published.
Focus is an important component in developing your reputation for expertise. Most people define their focus by industry. Others define it by function or by what department typically buys their services. Finally, others may have a geographical focus. Naturally, focus can be some combination of these three. It's important to have a focus, otherwise it's very hard to become an expert. If you don't, it's a little like saying let's go eat American food. It just doesn't limit your choices significantly in order to target your efforts.
Joining What Your Prospects Join
Once you've determined where to focus the next step is to join the group that caters to that industry or function. If you're unclear on what association serves these groups, the answer is as near as your computer. Go on-line and access Google. Type in the industry or function you want, followed by the word, association. In a matter of moments you'll see a vast list of potential groups that cater to your search criteria. It will probably take you a little bit of time to investigate the various sites that are listed, and it's likely you will run down a few blind alleys.
However, with a modicum of effort you should be able come up with multiple associations that are worth investigating. Another benefit of this search process is that you will uncover special, one-time events that you might want to attend. I'd encourage you to get on-line with Google right now and see what your research turns up!
Reading What Your Prospects Read
The second strategy of successful rainmakers was that they read what their targeted group of prospects read.
Now, in order to do this they first had to find out what their prospects were reading. Fortunately, this is pretty simple and straightforward. The easiest way to find out is to simply ask your clients what they read. This is a good excuse or reason to stay in touch with your clients and it sends a very positive message about your personal commitment to their industry. Also pay attention to what magazines are lying around in the reception area the next time you call on your client. This not only gives you information about what your clients read but who else sells to this group of prospects.
When you're reading these magazines or trade journals you'll want to make sure that you're reading them from a marketer's perspective. How can what I'm reading help me build my business? An interesting point of fact is that few people who are mentioned in the press are ever contacted by individuals seeking their business.
This point was driven home a few days ago. I was in a local bookstore and happened to browse the magazine rack. I picked up a copy of the Harvard Business Review and noticed that there was an article in it by an old colleague of mine. Of course I was thoroughly impressed to know someone who was published in such a prestigious magazine, and took it upon myself to give this person a call a few days later. I knew that the magazine had been on the racks for the better part of a month, so I was interested in how many other people had called the author to congratulate him or to seek his business. I wasn't terribly surprised when in response to my question the author replied, "How many people have contacted me? You mean aside from my mother? Just you." The point is that hardly anyone contacts people who appear in print, and that's a shame. It's easy to write the author of an article you're impressed with a short note, and if you don't know the address, you can send it to them in care of the publication. It's an easy and highly productive method to establish contact with people who would be difficult to get in touch with by other means.
Along these same lines it's helpful to establish relationships with the business reporters who cover your industry. For example, since a lot of my work is with technology companies and consulting firms, I've made it a point to get to know the reporters who cover these areas. By being a source to them I've been able to establish relationships that are mutually beneficial. They get quotes and insights into the goings-on in these industries, and I get tips about personnel changes, mergers and relocations. I'm a little surprised that none of my competitors have tried to strike up similar relationships with these reporters.
Something else you'll want to pay attention to as you're perusing the trade publications is who is advertising? Again this is an often-overlooked area of opportunity.
I do a fair amount of business with one of the largest technology consulting firms in the country largely because they happened to run an advertisement in a trade journal. This particular ad listed the name of the regional VP and gave his phone number. That prompted me to give this person a call in which I referenced the ad and how effective I thought it was. This initial call ultimately resulted in an introduction to their national head of training. Today, this consulting firm is a valued client of my firm.
I used to think that if I actually contacted people who were quoted in the press or wrote articles they would think I was a pest. I incorrectly assumed that they got bombarded with telephone calls. Ironically, the exact opposite is true. Moreover, when you introduce yourself and say that you really enjoyed their article, it's a very positive way to begin a business relationship.
How To Get Your Calls Returned By Becoming an Industry Expert - To learn more about this author, visit Mark Satterfield's Website.
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Mary Haven, who is a top rainmaker for her company believes that she gets her calls returned because her clients know that she has a wealth of knowledge about what's going on in her industry. She can discuss business trends as well as who's been promoted, demoted or changed jobs. This type of industry knowledge, or gossip, is very enticing. Taking a telephone call from Mary is really an opportunity to get updated on trends and who's doing what in her industry.
Mary supplements her reputation by writing frequently for an industry trade publication and speaking at conferences, meetings and symposiums. She uses her speeches as a tool for staying in touch by calling existing and prospective clients and encouraging them to attend. Writing articles both enhances Mary's credibility and provides her with a variety of excuses for staying in touch with her clients, both when she is researching the article and after it is published.
Focus is an important component in developing your reputation for expertise. Most people define their focus by industry. Others define it by function or by what department typically buys their services. Finally, others may have a geographical focus. Naturally, focus can be some combination of these three. It's important to have a focus, otherwise it's very hard to become an expert. If you don't, it's a little like saying let's go eat American food. It just doesn't limit your choices significantly in order to target your efforts.
Joining What Your Prospects Join
Once you've determined where to focus the next step is to join the group that caters to that industry or function. If you're unclear on what association serves these groups, the answer is as near as your computer. Go on-line and access Google. Type in the industry or function you want, followed by the word, association. In a matter of moments you'll see a vast list of potential groups that cater to your search criteria. It will probably take you a little bit of time to investigate the various sites that are listed, and it's likely you will run down a few blind alleys.
However, with a modicum of effort you should be able come up with multiple associations that are worth investigating. Another benefit of this search process is that you will uncover special, one-time events that you might want to attend. I'd encourage you to get on-line with Google right now and see what your research turns up!
Reading What Your Prospects Read
The second strategy of successful rainmakers was that they read what their targeted group of prospects read.
Now, in order to do this they first had to find out what their prospects were reading. Fortunately, this is pretty simple and straightforward. The easiest way to find out is to simply ask your clients what they read. This is a good excuse or reason to stay in touch with your clients and it sends a very positive message about your personal commitment to their industry. Also pay attention to what magazines are lying around in the reception area the next time you call on your client. This not only gives you information about what your clients read but who else sells to this group of prospects.
When you're reading these magazines or trade journals you'll want to make sure that you're reading them from a marketer's perspective. How can what I'm reading help me build my business? An interesting point of fact is that few people who are mentioned in the press are ever contacted by individuals seeking their business.
This point was driven home a few days ago. I was in a local bookstore and happened to browse the magazine rack. I picked up a copy of the Harvard Business Review and noticed that there was an article in it by an old colleague of mine. Of course I was thoroughly impressed to know someone who was published in such a prestigious magazine, and took it upon myself to give this person a call a few days later. I knew that the magazine had been on the racks for the better part of a month, so I was interested in how many other people had called the author to congratulate him or to seek his business. I wasn't terribly surprised when in response to my question the author replied, "How many people have contacted me? You mean aside from my mother? Just you." The point is that hardly anyone contacts people who appear in print, and that's a shame. It's easy to write the author of an article you're impressed with a short note, and if you don't know the address, you can send it to them in care of the publication. It's an easy and highly productive method to establish contact with people who would be difficult to get in touch with by other means.
Along these same lines it's helpful to establish relationships with the business reporters who cover your industry. For example, since a lot of my work is with technology companies and consulting firms, I've made it a point to get to know the reporters who cover these areas. By being a source to them I've been able to establish relationships that are mutually beneficial. They get quotes and insights into the goings-on in these industries, and I get tips about personnel changes, mergers and relocations. I'm a little surprised that none of my competitors have tried to strike up similar relationships with these reporters.
Something else you'll want to pay attention to as you're perusing the trade publications is who is advertising? Again this is an often-overlooked area of opportunity.
I do a fair amount of business with one of the largest technology consulting firms in the country largely because they happened to run an advertisement in a trade journal. This particular ad listed the name of the regional VP and gave his phone number. That prompted me to give this person a call in which I referenced the ad and how effective I thought it was. This initial call ultimately resulted in an introduction to their national head of training. Today, this consulting firm is a valued client of my firm.
I used to think that if I actually contacted people who were quoted in the press or wrote articles they would think I was a pest. I incorrectly assumed that they got bombarded with telephone calls. Ironically, the exact opposite is true. Moreover, when you introduce yourself and say that you really enjoyed their article, it's a very positive way to begin a business relationship.
How To Get Your Calls Returned By Becoming an Industry Expert - To learn more about this author, visit Mark Satterfield's Website.
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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