Page 251 - Duct Tape Marketing

Duct Tape Marketing

marketing up to this point, you will usually attract qualified pros-
pects. Your lead conversion system should help you quickly make this
assessment on an individual basis and continue to deliver the expecta-
tions you have set with initial lead generation activity.

2. Presentation
Whether across the desk or over the phone, most businesses

do indeed need to present an offer of a product or service to the
eventual buyer. The Duct Tape Marketing tool of choice for this
step is something I call an internal seminar. The internal seminar
is a quasi-scripted presentation made as part of your initial client
meetings.

3. Transaction
The final leg of the lead conversion system is a planned “first

purchase” transaction process. In other words, a thought-out and
consistently executed way to take the order, deliver the goods, or exe-
cute an agreement. Put a little flair into this sometimes-awkward step
in the client relationship building process, and you are well on your
way to orders number two and three.

A Selling Pattern Interrupt

When prospective clients call Schloegel Design Remodel, a remodeling
company in Kansas City, they experience a process that’s a little differ-
ent from the norm. Most homeowners call a remodeling contractor and
ask them to come by the house and discuss their project. Prospects at
Schloegel are instead invited to come to Schloegel’s offices for the first
meeting.

During this meeting they are introduced to the practices that
make this firm different, shown an array of stunning projects

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