Page 265 - Duct Tape Marketing

Duct Tape Marketing

need to discover through testing the steps in the process what meets
the needs of your individual business. In some instances, your process
will require fewer steps, in others more.

Further Thoughts on Lead Conversion

Consistency Builds Trust
Once you build a system that works for you, it is essential that

everyone in the organization use the basic steps in the system. Each
person can personalize some of the words, but the core message and
core steps must be used by all. Few things build trust like consistency
of action and message.

The Stated Purpose of Any Contact
Anytime you arrange a meeting, either on the phone or in person,

you should have a set, intended purpose and outcome for the meet-
ing that all agree upon. Not only is this a good practice in terms of
efficiency; it is another way to make certain that everyone knows the
rules and expectations.

Using Presentations
If you use a PowerPoint or other presentation in your internal

seminar, make sure that the presentation format doesn’t become a dis-
traction. If you are meeting with a ten-person executive committee, then
a projected presentation might have a place. If you are simply meeting
with one person, a laptop presentation may be a bit intimidating.

I suggest that you create a one-page outline or checklist docu-
ment that you can use with your internal seminar presentation. That
way your prospects have a sense of where you are headed at all times.
If you stay on track, they will generally allow you to make your core
points without interruption.

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