Article 101

Advanced marketing technique that increases inquiry generation or appointments set... is so effective at generating results... and is so simple and cheap to use... that it is actually "unfair" that you use it.

Two common situations.

1. You have called through a targeted high worth segment of business suspects and have reached the point of diminishing returns. You have set all the appointments you reasonably are going to set... you have generated all the inquiries that you reasonably are going to generate by phone... but many high potential prospects at great future accounts were unreachable and haven't responded... yet. Use the tip below to get them to respond.

2. Maybe you haven't been phone prospecting but you have identified a highly qualified list of suspects and you want to generate inquiries and/or meetings that are likely to convert to a high value profitable account. Use this tip to get them to respond.

If you use this strategy you will have...

A. An event that will attract attendees who will interact with you in a setting that positions you as an "expert", increasing the odds of converting that attendee to a solid account.

B. You will have an attention getting lead generating device that will generate inquiries from high value suspects who currently have needs that you can fill... even if they can't or don't wish to attend your event.

C. You will have created the key component of an "offer" which is much different from anything your competition is doing... which will generate inquiries for you years in the future.

D. You will have positioned yourself as an "expert" in the minds of all those you market to in the future.

Very simply, you schedule a morning "executive briefing" or "mini-seminar" on topics near and dear to the heart of your high potential suspects. You will be the speaker. You market this session by phone, fax and mail to only high-value suspects. You can hold your session in a local executive conference center for less than $100. You will record your talk for less than $50. You will have it edited and a CD master created for less than $75. You will have your CD's duped for less than $1.

In your marketing piece you give people the option of either attending or requesting the presentation on audio CD. Most will request the CD. This suits you fine as what you are really trying to do is get people who have a need you can fill to identify
themselves to you. Your marketing objective is achieved when they "raise their hand from the crowd."

Fifty percent or more of those who say they will show up will actually be no-shows. But you won't care because your main objective was to generate inquiries. A prospect's attendance at your event is not an important part of the process that will convert them to a sale.

At the event... and it really doesn't matter whether you have a large or small attendance... I've seen this work great with only 3 or 5 attendees... you speak intelligently on a few topics of great interest to high potential accounts. You are not speaking to the individuals in front of you... you are speaking to those who will request the CD in the future. The least important people at your event are those that are sitting in front of you. The most important audience is made up of those you have yet to meet.

After the event... you go back to the high potential targets who didn't respond to your offer the first time around. You have great headlines and benefit statements and throw in a few quotes from attendees about how great you are and the value of your information... and you give them their last chance to get the CD... hear the strategies... that will be so beneficial to them.

Now members of the great unwashed think that the purpose of holding a mini-seminar is to actually get people to attend and have them think you are great and decide to buy stuff from you. No. No. No. That would be nice but it is actually unimportant whether anyone at your event actually buys anything. Why??

Well because the objective was to position you as an expert. Experts speak. Experts give seminars.

An objective was to create a powerful and unique lead generating device and offer that you can use for years. That is accomplished with this strategy.

An objective was to do something very cost-effective. This costs you only a few hundred dollars and you have a CD offer which positions you as an expert, is different from what the competition is offering and is very inexpensive to send out.

There are nuances and pitfalls in executing this strategy.

Best wishes with your sales and marketing,
Scott Channell

Copyright 2005-2009 Scott Channell

Article 31	Advanced inquiry appointment generation strategy
	by Scott Channell