You do not want to be considered just the best at what you do.

1

• You do not want to be considered just the best
  at what you do.
• You want to be known as the only one who does
  what you do.
• Bill Graham, Concert Promoter
• Courtesy of Paul Yeomans, USA Marketing.

2
Please turn yourcell phone ringer off.

• My mother thanks you,
• my father thanks you,
• my sister thanks you,
• and I thank you!
• (James Francis Cagney, Jr. , Yankee Doodle
  Dandy 1942)

3
Maintaining Relationships in the Digital Age

• More Important than Ever
• More Choices than Ever
• Easier than Ever!
• Presented by
• Nowell C. Wisch, MAS
• National Sales Manager, TradeNet
• Rachael DavilaOwner PromoWeb Service

4
First of all
FREAK OUT
5
Todays Goal

• Understand PERSONAL activities.
• Identify PROCESS activities.
• Add 3 new Relationship building tools into your
  work activities.
• Pledge to do them for 30 days.

6
What benefit does this program provide?

• Help you strengthen your relationships and
  increase your personal value.
• Provide tools to anticipate client needs.
• Avoid the ruts in long term client relationships
• Help you make more with less effort.

7
The Identification Challenge

• Which activities affect RELATIONSHIPS
• What activities effect PROCESS
• BOTH are HOW not WHY oriented
• Pay attention to ACTIVITY not MOTIVATION

8
Whats The Payoff?

• Your name remains Top Of Mind with your
  clients.
• You make more ales in less time.
• Learn to live with higher margin.

9
The Challenge
Keeping current relationship strong and find new
business

Sales Profits
Investment ( and time)
Most new andgrowing businessesfocus on
acquisition
Most profits are generated by repeat customers
You know you need to keep relationships going.
Do you know how to effectively budget your time
and spend your money?
10
Repeat Customers areMORE VALUABLE than Gold!

• It is 6-7 times more expensive to gain a
  customer than to retain a customer.
• A 5 increase in retention yields profit
  increases of 25 to 100.
• Repeat customers spend 67 percent more than
  new ones.
• After only a few positive purchases, a
  satisfied customer can refer up to seven new
  customer!

• Sources
• Harvard Business Review
• Bain and Company, 2002

DO NOT FORM A CLIENT RETENTION STRATEGY AFTER THE
CLIENT HAS FLED! Create a strategy to KEEP the
business, not recapture the business.
11
The REAL VALUE of a loyal client
They are Very, Very Valuable!
12
So what do I do, Nowell?
13
The Big 6 Relationship Building Tools

• Questions (Got Map?)
• Correspondence (Back to the Future)
• Email (Effective and Cheap)
• Networking
• Websites (A virtual necessity)
• Blogs (Get it off your chest)

14
Climb the Steps!Learn to ask questions.

• EVERY CALL, EVERY DAY!
• NO EXCUSES!
• NO FEAR!
• NO TOMORROW!
• RELAX there are only 3

15
1

• What else is on your deskthat I can help you
  withtoday?

16
2

• What else is on your deskthat you dont thinkI
  can help you with today?

17
3

• Do you know anyone who might need what I provide?
• Relationships breed new relationships.
• Referrals are the best way to build business.
• People like to share success.

18
Why ask for referrals?

Sales Profits
Investment ( and time)
Sales and Profit generated faster
Find time reduced.
It is easier to buy from someone you know.
18
19
So how do I do it, Nowell?
20
The Do a Little List

• Increase Personal Correspondence
• Use intelligent Email techniques
• Network with others
• Communicate to everyone

21
The 2 Box System

• Contact Supplies
• Things you need to do the job
• Send Items
• Things to use to get attention

22
The SEND Items Box

• Newsletters
• Articles and Reprints
• Catalogs and flyers
• FREE Stuff

23
Affective Correspondence

• Dont be bashful.
• Content is irrelevant
• Be appropriate or not

24
Effective Correspondence (The Process)

• 5 5 5 Plan (Use the worksheet)
• Articles
• Cards letters
• Samples
• anything at all

25
K I S S a 5 5 5

• First of all, keep it simple, sweetie.
• Commit to the Vitamin Plan (1-A-Day)
• 5 Customer contacts a week
• 5 Prospect contacts a week
• 5 Random ideas a week

26
The SUPPLIES Box

• Forever stamps
• Postcard stamps
• 10 Envelopes
• 9x12 Padded Envelopes
• Business Cards
• Sticky notes

27

• What do we send?

28
The Big 6 Relationship Building Tools

• Questions (Got Map?)
• Correspondence (Back to the Future)
• Email (Effective and Cheap)
• Networking
• Websites (A virtual necessity)
• Blogs (Get it off your chest)

29
Articles, Reprints and Catalogs! (Oh, my) (Rip
em Ship em!)

• Destroy your Magazines and Newspapers
• Any reason is a good reason
• I dont send catalogs! (so what?)

30
Catalogs and Flyers

• Get them for free
• Use mini catalogs and flyers
• Think Shotgun

31
Samples (Clear your desk)

• If it fits in an envelope, send it!
• Get rid of EVERYTHING!
• A clean office is a happy office!
• Dont judge interest

32

• Lets take a
• 15 minute
• break.

33
Email Marketing with Constant Contact
34
Discussion Topics

• What is Email Marketing? Why use it?
• Creating a Winning Strategy with Constant Contact
• Constant Contact Overview and Benefits
• A Template for Success!

35
What is Email Marketing?

• Utilizing email to create, strengthen, and
  maintain relationships with current and
  prospective customers, and colleagues
• Establishes regular, ongoing communication
  allows you to stay top of mind
• Educates
• Promotes brand awareness
• Keeps customers supporters informed
• Broadens your audience

36
Why Email?

• Because people read it
• 91 of Internet users between the ages of 18 and
  64 send or read email.
• The percentage is higher in users ages 65 or
  older
• More that 147 million people across the country
  use email, mostly every day.

Source eMarketer
37
Email communications are ideal for all types of
businesses
Why Email Marketing?

• Supplier to Distributor
• Distributor to End User
• Featured Products
• Specials Offers
• Events

38
The Answer is Email!

• Its Cost-effective Direct Mail vs. Email
• Direct Mail can be too expensive for Small
  Businesses, but Email Marketing drastically
  reduces the cost. Making it viable for
  businesses of all sizes and types- saving time
  and money!

39
Why Outlook Fails

• Standard Email Programs (e.g. Outlook, Hotmail)
  are not designed for group email messaging
• Limited of emails sent at one time
• List break up more susceptible to filters
• Message can be filtered, blocked or undelivered
  without notice
• No tracking and reporting of email results
• If messages perceived as spam, entire corporate
  email server can be blocked by ISPs

40
Why Use An Email Marketing Service?

• They Make it Easy
• Database Management
• Template Designs
• Maximized delivery
• Theyre Affordable
• Start as low as 15 / month
• Discounts available
• They Provide Expertise
• Email Best Practices built in
• Live Online help available

41
Creating A Winning Strategy
42
Collect email addresses everywhere
At networking eventsand meetings
On service or sales calls
At trade shows
Customer Prospect Database
Guest book
Website signup
43
Determine Appropriate Format

• Newsletters
• Frequency monthly / quarterly
• Lots of educational content (typically
  non-promotional)
• Promotions
• Frequency bi-weekly / monthly
• Focus on promotion / limited content
• 2, 4, 6 product promotions, coupons
• Announcements
• Frequency event driven
• Promotional or educational with targeted
  message
• Invitations, special events

44
Frequency Delivery

• Objective Maximum impact/Minimum intrusion
• How often to send
• Create a schedule
• Include frequency in online sign-up Monthly
  Newsletter
• Coordinate for maximum impact
• Newsletters (monthly / quarterly)
• Announcements / Event Invitations (as needed)
• When to send
• When is your audience most likely to read it?
• Day of week (Tuesday Wednesday)
• Time of day (10am to 3pm)
• Test, test, test

45
Getting Email Opened

• The From line
• - Use a name the recipient will
  recognize
• Include your company name or brand
• The clearer the better
• - The shorter the better
• - Be consistent
• The Subject Line
• - Keep it short and simple
• You have 3 seconds or less
• 30-40 characters including spaces (5-8 words)
• - Incorporate a specific benefit
• - Include your brand
• - Capitalize and punctuate carefully
• - Test!

60 of consumers say the "from" line most often
determines whether they open an email or delete
it. Source DoubleClick
46
Permission What is it and why you need it?

• Two types of permission
• Explicit Opt-in from your website, a sign-up
  form or guest book
• Join our mailing list
• I would like to receive info from time-to-time
• Implicit Requests for information /
  registration forms, existing customer
  relationship

Note Always make sure to ask for permission
when collecting information from
registration forms or tradeshows, etc.
47
Evaluate Your Results

• What influences the open rate?
• From / Subject line
• Delivery day / time
• List overuse, age or quality

• Why did people click through?
• Call-to-action or offer
• Copy

• What are they interested in?
• What links did they click on?
• How did they answer your Survey questions?

48
About Constant Contact
Constant Contactis the Market Leader
With over 150,000 customers, Constant Contact is
a leading email marketing service for small
businesses, associations, and nonprofits.
Constant Contact's leading email marketing and
survey productssupported by our expert personal
coaching and servicehelp all types of small
businesses and organizations create
professional-looking email newsletters and
insightful online surveys and begin a dialogue
with their customers. Designed and priced for
Small Businesses and Non-profits, Constant
Contact is affordable, easy-to-use and includes a
free 60-day trial.
Over 150,000 customers Award-winning Email
Marketing product 450 million emails sent each
month High deliverability rate of 97 Newly
expanded product line Survey, Autoresponders,
and Archive
49
Constant ContactDesigned for Small Business

• Pricing starts as low as 15 a month
• Constant Contact move-in service for customers
• Constant Contact customer support and training
• Phone and email support for trial, free and
  paying customers. Constant Contact daily live
  webinars for getting started

• List management
• Image hosting
• Real-time reporting
• Permission management
• Over 200 professional email templates
• Over 40 professionally-written survey templates
• Free Support

And Much Much More
50
Please Remember

• Every business should be collecting email
  addresses from every visitor they drive to their
  website or find at an event.
• Ongoing, relevant communications can keep your
  prospects and customers coming back and provide
  great conversion opportunities.
• Email communications are the best way for small
  businesses to keep in touch with their customers
  easily and affordably!

51
Thank you
Rachael Davila Promo Web Service (877)
555-1212 Rachael_at_promowebservice.com
52
Email Tips

• Avoid being a SPAMMER.
• Only send Personal messages.
• Always include a link.

53
Ducking the Trash Bin
60 of consumers say the "from" line most often
determines whether they open an email or delete
it. Source DoubleClick

• The From line
• - Use a name the recipient will
  recognize
• Include your company name or brand
• The clearer the better
• - The shorter the better
• - Be consistent
• The Subject Line
• - Keep it short and simple
• You have 3 seconds or less
• 30-40 characters including spaces (5-8 words)
• - Incorporate a specific benefit
• - Include your brand
• - Capitalize and punctuate carefully
• - Test!

53
54
Websites

• U JUST GOTTA HAVE ONE
• Use it wisely THINK first
• If it dont make money

55
Websites
56
Websites

• Make it more than just product

57
Websites

• Use it to communicate

58
BloggingThe most dangerous activity on the Net

• Dont start unless youre willing to invest the
  necessary time.
• Doing it right is more important than doing it.
• Not doing it wont impact your business.

59
Blog what you know
60
Blog what you sell
61
Text Messaging

• Faster than speedingvoice mail
• More powerful than a garbled message
• Able to leap into mindshare in a crowded
  meeting!

62
Text Messaging

• Let your thumbs do the talking
• Keep it short and sweet
• Practice!

63
Social Network Programs

• Linked In
• Plaxo
• MySpace
• Facebook
• YouTube
• Twitter

64
10 Ways to use LinkedInhttp//blog.linkedin.com/b
log/linkedin_answers/

• Increase the relevancy of your job search
• Make your interview go smoother
• Gauge the health of a company
• Gauge the health of an industry
• Track startups

• Increase your visibility.
• Improve your connectability
• Improve your Google Page Rank
• Enhance your search engine results
• Perform blind, reverse, and company reference
  checks

65
Selling with YouTube
66
an example
67
Social Network ProgramsWhy people use them

• I use LinkedIn for introductions to other
  business people.  I was trying to assemble a
  panel of entrepreneurs in Silicon Valley for a
  client and I located prospects via LinkedIn and
  used my network to get introduced.  It worked
  very well.
• Like FaceBook (which I use for personal, rather
  than professional reasons), I see it as both a
  networking opportunity and a way to keep in
  "loose" touch with people. It offers a quick
  snapshot of what people are doing and what they
  are working on without intruding with a phone
  call or an email. It also gives me the
  opportunity to let people know what I am doing,
  what I can offer and who I know.
• The benefits I reap are knowing that my contact
  info is kept up to date. (Did you know that SOME
  people in this industry change companies??)  I
  can view it at my leisure WITHOUT having my inbox
  crowded by info about those I don't care to keep
  up with. 
• I use LinkedIn, Plaxo Pulse, and FaceBook for
  networking. It may seem a bit redundant and maybe
  ridiculous to have this many networking platforms
  ... but ... not all of the people I'm connected
  with are on all three. My initial reasoning was
  that I just launched a new business and it was a
  way to get the message out. Now I find pleasure
  into logging and seeing what other people are up
  to.

68
Whatza piewhap?

• Plan
• Your
• Work
• Work
• Your
• Plan

69
Lets plan next week

• Turn to the
• Weekly Activity Plan
• or the
• Weakly Activity Plan
• (Your Choice)

70
Thanks!

• Thank you for attending.
• This program has been provided by
• TradeNet
• DistributorCentral
• PromoWebService
• For more information, contact
• Nowell C. Wisch, MAS [phone]
• nwisch_at_tradenetpublishing.com
• Rachael Davila [phone]
• rachael_at_promowebservice.com