This week in the Magnetic Marketing Minute I have a couple of great lessons for you.
Yesterday I was doing an interview for a new team member. We're in the process of hiring a copywriter to assist me and the team with the mountain of projects we have.
One of the questions I of course ask every person is “Do you have any questions for me?”
This person had a number of them, but I thought one of them would be helpful to you.
He asked “How do you get it all done?” Referring to the many projects on my own plate for Magnetic Marketing, Advantage|ForbesBooks, mLive our software for dental practices and my personal business interests.
Extreme discipline. Getting up every morning with a plan and getting to work. Yesterday, my day was scheduled tight from 8 AM CT to 7 PM CT which also included my workout last evening.
The other key is having great team members and always working to improve your team with training, courses and then adding new team members with specific skill sets.
Another is using your time wisely.
For example, last night I had an hour-long run and I need to prepare for the upcoming Renegade Millionaire Live Stream with Dan Kennedy on November 17th. Typically I run outside and I run without music. But I’ve recently added a treadmill to my garage so that it’s easier for me to run during the winter and I can save 30 minutes each time I go to the gym. Driving there and back took 15 minutes each way. Now, I go into my room, change and head to the garage. Less than 5 minutes and I’m running.
So last night I also put on the Renegade Millionaire program and took notes while running…Right now I’m running a mile and walking a minute as I attempt to get an Ironman race in yet this year. So I had a notepad on a bookshelf next to my treadmill in the garage and every mile I wrote down points that I needed to use in upcoming emails or questions for the live event.
We all get the same 24 hours. How we arrange and use them is a part of what I’ve learned from Dan over the years.
Do you have prospects sitting on the 5 yard line?
One of the sources of power and equity that you have in your business is a repeatable marketing system. This is what we teach during our Magnetic Marketing Fast Implementation Boot Camps,.
At Advantage|Forbes books we’re really in the needles in a haystack business.
Average transactions are in the six figures and can go into the mid six-figures.
We have a team that is dedicated to outbound lead generation, they are making outbound calls.
Setting appointments for an Associate Vice President. On those calls the AVP has a consultative sales call to make sure that the prospect has the budget to do a project, they determine a timeline that the prospect is working from, they get information about the type of book they are writing and what the book's purpose would be for the author.
If the prospect qualifies to move forward, then they set an appointment with one of our VPs.
They are the closers.
Each week the VPs could host as many as 20-30 calls.
Of course not all of them close, but many are highly qualified. Meaning they have the ability to buy, but not today. They want to do the book, but they don’t have the time.
It’s time or budget that kills the sale today, but they are highly qualified.
We’ve had our Business Development Reps time and our Marketing investment already spent.
We’ve had our AVP spend valuable time on the phone or Zoom with the prospect.
We’ve had our VP spend valuable time on the phone or Zoom with the prospect.
They didn’t say NO.
In fact many would like to say YES.
But today they couldn’t.
We had these prospects on the proverbial 5 yard line.
What was happening next?
Sadly, it was often left up to the prospect to call us back.
We had done the majority of the hard work.
When I was digging for places that I could help improve the marketing and sales systems for Advantage|ForbesBooks, this was an opportunity that quickly appeared as important.
We spent the marketing money, we invested our time from at least 4 different team members, but we didn’t get the sale and we were not really following up aggressively.
Starting this month we’ve now created a unique mailer each month that will be mailed.
This month is a Halloween Theme and since Charleston is one of the most “Haunted Cities” in America it was an easy piece to write, and we found a perfect gift after Googling “Best Gifts From Charleston”. Cookies from Grey Ghost Bakery.
This is getting mailed in a box with the cookies.
A box that is 100% guaranteed to be opened.
How many will buy? Who knows? But if we mail 60 this month for $900, we can mail for many months to this list of highly qualified prospects and need just a deal a year to make this all worthwhile.
Now each month we’ll continue to grow our list of 60 by adding all highly qualified leads to this list and sending them a monthly reminder that is out of the ordinary.
You win the game by getting the ball in the end zone, not by stalling out on the 5 yard line.