Page 109 - Social Media Marketing

Hosting Your Own Hour of Power 91

Keep in mind that you already earned the respect of every cus-
tomer you have satisfied. Your customers may not know how to
thank you, so give them the best way possible to thank you: by
sending referrals your way.

Unfortunately, customers and clients often forget even the best
purchase experiences they've had. With the Hour of Power, you
deliver a subtle reminder. You keep the experience alive in their
minds. When that customer is talking with someone who is in the
market for whatever you sell, he or she will recommend you without
hesitation. You become synonymous with what you sell.

Note: Harvey McKay, the envelope salesman, taught me that
the better your database, the better your business. According
to McKay, you should know at least 66 things about each of
your clients.

No Selling!

What you say during your Hour of Power phone calls isn't that
important, but it should never be about selling-no selling. The
Hour of Power is about connecting on a personal level and keeping
your name and face and what you sell fresh in the minds of all the
people you know.

When you connect with people (or their answering machines),
let them know that you've been thinking about them. If a holiday
is near, wish them a happy holiday or ask whether they have any
plans for the holiday. If they are married, ask how their wife or
husband is doing, and if their anniversary is approaching, wish the
person a happy anniversary. The key is to remind the people you
call that you still exist and that you are thinking about them.

Remember that your other marketing efforts are no replacement
for the personal touch. You may be doing all the right high-tech
marketing with web sites, blogs, drip e-mail campaigns, and print
marketing, but that stuff cannot possibly match the power of your
own voice.