Page 264 - Duct Tape Marketing

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

you. Even though you have convinced your new clients to trust you
enough to give you their business, you are essentially still on a trial
basis. They know what you have promised, and that’s what they
bought. Now start overdelivering to make up the gap between prom-
ise and result. It’s also a nice way to show that you appreciate your
new customer. Anytime someone gets something she didn’t expect,
it is memorable. The surprise or bonus you offer doesn’t need to be
expensive, just thoughtful and useful.

The System Recap, Step-by-Step

The steps involved in the Duct Tape Marketing lead conversion pro-
cess for my business look like this:

Discovery
1. Take a call from a prospect and find out a little background.
2. Suggest a meeting either by phone or in person.
3. Send premeeting materials, including a basic questionnaire.

Presentation
1. Present an internal seminar.
2. Determine the next step.
3. Send follow-up education materials and the agreement.

Transaction
1. Conduct a new customer meeting.
2. Add surprise to the equation.
3. Initiate follow-up education.

There are situations where I might add a step for a prospect who
needs more information or time to do research. You will ultimately

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