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Written by Jeff Burkett
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01/09/12 |
 "Dialing for dollars," the process of generating sales by calling names and numbers on a list, went out of favor with rotary dial phones. Some of you may have only seen a rotary dial on television show reruns produced pre–1970!
Prospects, whether consumers or business, simply do not open up and discuss their needs with a stranger that greeted them by mispronouncing their name! The most effective means to generate a lead is what I call "credibility by assocation." My close friend, Larry, gave you my name, or better yet, called me to say you would be contacting me about...
The best opportunity to develop a new client is the type we experienced earlier this month. A disappointed retail advertiser spoke with one of our clients and asked for a recommendation for a direct marketing company. They mentioned us and, because of our client's credibility with the new company, the sale was already made.
Two lessons learned, if we go the second mile to delight our clients, we will get chances to do the same for friends and associates of our clients. Whenever everything does not go as planned with a client's project, quickly respond and do everything humanly possible to resolve the issue to the client's satisfaction. Is this true to your experience?
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