At The Rafters Group, we need to keep up with a lot of business news. In fact, at any given point, we can be targeting and closely monitoring over two-hundred potential clients. This means, we need to know what is going on in their company, their industry, and their world. Additionally, there are certain triggers that will make them more interested in hearing our pitch. Spending time thinking about what motivates a prospect, both professionally and personally, and setting up Google alerts to keep vigil for you, can be a life-saver.
In general using Google to find information isn't hard. However, building a filter that will sift out all the information you can't use is an art.
1) Use the + (plus) and - (minus) signs to combine search terms and reduce search results, respectively. Here is an example...yesterday I was searching for the person who might be the key anti-counterfeiting and brand protection contact at companies. In order to find the person I used the following string:
"Vice President" + "Anti-counterfeiting" +"company name"
It returned EXACTLY what I wanted.
2) Use quotes to search for EXACT phrases, see above example and try it yourself.
3) Think about trigger events as changes that improve your chances of getting in the door with a particular client. What events might help you? Merger? Acquisition? New product launch? Then, write your alerts with that in mind.
4) Use your target list as a starting point. Even creating alerts for "Company name" + "CEO name" is a start and will get you SOMETHING...
Email us (kgill@raftersgroup.com) if you want to learn more about Google alerts. We can help you figure out how to set up the alerts, what to comb the market for, and how to hone your searches to get more and more specific information. We run a half day workshop on relevant messaging and effective research. Happy hunting!
Kristen Gill
Principal, The Rafters Group
Don't Give Away Your Product
A meeting I had yesterday got me thinking about something I want to share with you. Over my years in business, I have bumped into a lot of companies who use a "try and buy" approach. Let's take a look at this for minute.
I know it is tempting to give away your products, services, or time. A lot of companies do this in an attempt to "get in the door." The problem with this is that it devalues your business and your reputation, whether you know it immediately or not. It degrades the potential client's perception of your company from a potential "good deal" or "quality value" to "bargain basement." It's ok to say you are flexible and willing to help "risk-share" or "reduce the barrier to entry" for a potential client, but you rarely need to give away product.
Most often, it's common that the prospective client is objecting and you are missing, ignoring, or not fully hearing that objection. The objection is not, "I won't pay for your product or services." It is probably more along the lines of, "I am not fully convinced yet" or "I need you to help me better understand the value of this solution to me and my business."
If you feel yourself tempted to give your business away, try asking a question like this instead,
"If there were no cost to try this solution out, would you do it?" That will get to the heart of the objection, without you actually having to perform business services for free. Free devalues you. You are better than that. You are a value, but not a dollar-store deal.
I know it is tempting to give away your products, services, or time. A lot of companies do this in an attempt to "get in the door." The problem with this is that it devalues your business and your reputation, whether you know it immediately or not. It degrades the potential client's perception of your company from a potential "good deal" or "quality value" to "bargain basement." It's ok to say you are flexible and willing to help "risk-share" or "reduce the barrier to entry" for a potential client, but you rarely need to give away product.
Most often, it's common that the prospective client is objecting and you are missing, ignoring, or not fully hearing that objection. The objection is not, "I won't pay for your product or services." It is probably more along the lines of, "I am not fully convinced yet" or "I need you to help me better understand the value of this solution to me and my business."
If you feel yourself tempted to give your business away, try asking a question like this instead,
"If there were no cost to try this solution out, would you do it?" That will get to the heart of the objection, without you actually having to perform business services for free. Free devalues you. You are better than that. You are a value, but not a dollar-store deal.
Relevant Voice Mailing
Step 1: Open with your research
Use the the main reason you found that you think makes them a good prospect
Imagine if you were in their position at their company, what would you care about?
What do you think they are tasked with?
Are there any relevant stories from your experience bank?
Step 2: Follow with a strong, enticing value proposition
Use numbers, percentages, or examples
Share an insightful idea
Use the word idea
Show them that you do know who they are and what they do
Step 3: Close with CONFIDENCE
Call them to action...
Ask them to have their assistant call you back to set a time.
Explain that you will keep calling to find a time.
A great closing call to action is: "Can you open your calendar now?"
Use the the main reason you found that you think makes them a good prospect
Imagine if you were in their position at their company, what would you care about?
What do you think they are tasked with?
Are there any relevant stories from your experience bank?
Step 2: Follow with a strong, enticing value proposition
Use numbers, percentages, or examples
Share an insightful idea
Use the word idea
Show them that you do know who they are and what they do
Step 3: Close with CONFIDENCE
Call them to action...
Ask them to have their assistant call you back to set a time.
Explain that you will keep calling to find a time.
A great closing call to action is: "Can you open your calendar now?"
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