Traditional marketing focuses on the masses, treating everyone the same.
Guerrilla marketing treats everyone fairly and justly by treating everyone differently.
Guerrilla marketers come to understand and practice win/win relationships.
Guerrilla marketers think about their prospect's behavior and how to best relate with them. If you, the marketer, have a High D temperament, but your prospect is a High C, your marketing "output" is naturally different that your prospects "input." You tend to be direct, to the point. You want to move through the process and get it finished so you can move on. Your High C prospect wants details, details and more details. The High C wants time to think through the details, ask questions and insure he gets good answers.
If haven't taken a DISC assessment in the past year and would like to learn more about your temperament, email me at Danny@DannyLSmith.com for a link to a free online DISC.
Danny L. Smith
"The top 1% of successful entrepreneurs build themselves ahead of their business."
A good study of marketing will bring about the use of "platforms" in your processes.
The best, the very best, platform is a blog. When people come into your internet world, it's your blog they eventually land on. When someone clicks on your profile in Google+, LinkedIn, Facebook, Pinterest or any other social media, they should land on your very purposeful thought-out platform - your BLOG.
I personally use Blogger because it is just so easy to get up and running, make changes on and "less" frustrating. But Wordpress is reported to be the biggest and baddest (bad in a good way) and no one explains the use of platforms and setting up a Wordpress blog better than Michael Hyatt. Read more about him and his writings at www.michaelhyatt.com
19. Difficulty balancing service delivery with marketing...remember, Service IS your #1 marketing weapon...if you're not delivering good service and you're spending time marketing (or selling), you're going out-of-business
20. Absence of goals and a system for accountability
21. Lack of a written Marketing Plan of Action
22. Lack of a Marketing Calendar. seriously!
And this is just the first 22.
To that end.........market smarter and learn to execute faster (be a hedgehog).
The people in my SOI (sphere of influence) are my BIGGEST asset. Thus, the PURPOSE of my CRM is manage my biggest asset. To clarify....a CRM is a Contact Management System and I personally don't like the term CRM, but it is the most common term for a Contract Relationship Management "system." Maybe I need to coin the term CRMS, or CMS.....I do like to start things. I use a CRM/CRMS/CMS....I use my database softwaer as a place to collect the information pertaining the people with whom I've come in contact. Now, I also use an old version of a paper "trail" to help me stay engaged in the process....(the Contact Circle Worksheet). To clarify.........my database is my biggest ASSET and like any asset, it has to be used. I manage this asset by "choosing" to 1. tracking history two ways: a. my CRM is connected to my email and it records most email sends, b. I input many of the interactions I have with clients - this is primarily done by uploading a pdf copy of the Contact Circle worksheet. 2. keep the database up-to-date: addresses, emails and phone numbers change. 3. put each contact in the proper category(s). 4. utilize the group email "merge" functions to minimize my workload as much as possible. Widening and deepening my SOI (sphere of influence) is a choice I make on almost a daily basis. Emphasis on CHOICE. It is not habitual characteristic, even after years of focus. Thus, I have to keep CHOOSING to widen (add people to my database) and deepen (mine the database). To that end.....have a great day!
Caller - Danny, my name is Lauren. I'm a financial planner and Chris suggested I give you a call and set an appointment to come by and see you.
Me - Lauren, I'm backed up on some things for the next two weeks. Can you call me then and we'll set a time?
Lauren - thanks Danny, I'll do that.
Two weeks to the day later
Me - It's a great day, Danny Smith
Caller - Hi Danny, this is Lauren. I called two weeks ago to get an appointment and you suggested I call back today.
Me - Hi Lauren. I remember, when's a good time for you.
This is a normal routine I use. I am usually backed up a bit, but normally, the caller doesn't call back. Lauren did come in, she was extremely personable, professional and knowledgeable. We had a great conversation and I mentioned I might have a couple of people I'd introduce her to at a later date. She thanked me for my time left me with a few of her business cards and parted.....
Normally, I'd send an email 2 or 3 days later thanking her for coming by, but I didn't in this case. Now, over 5 weeks later........nothing.
Lauren wasted our time. She wasted the handshake.
Surely the calls, the effort.........I guess she was only interested in making a sale.
Networking "can be" defined as any time you come face-to-face with another person. Your choice as to whether you CHOOSE to interact with them....thus, the "can be." It's your choice. Just because you choose to go out and see people doesn't mean your actually networking...this includes a "networking event." You have to CHOOSE to network. Period-the-end. Comment: this post is part of an ongoing brain dump that will hopefully be compiled in the near future
What I mean by "stop wasting handshakes" is really simple - I don't particularly enjoy going out and meeting people........or at least that's what I used to think. Now, these days, it isn't as much of a pain......for some reason. That reason, I've decided, is because I've come up with a process to follow-THROUGH with people. How many business cards are laying in your trash can....errr...your desk draw...or on your desk? They're calling out to you. Aren't they? They're saying.........I know you can hear them...
"why did you take me if you aren't going to do anything?"
Stop IT! Just stop wasting those introductions. Just stop wasting the time, effort and money it took to go to a luncheon or networking event. That's what I was saying to myself and literally STOPPED GOING. But then another guilt set in..............I needed to meet people. But I'd meet them...then what? What next? Connect on LinkedIn?....Call them?....and say what?....When? Immediately?...that seems like stalking.....I don't particularly like it that right after I meet someone they ask to connect with me on LinkedI, like my Facebook page or send me an email..........what are they doing - setting in their car? That's efficient but it sure seems invasive........I wonder if that's the way they date(d)? So maybe I do enjoy meeting people just because I have a process to re-connect with them. To that end......make it a great day
Comment: this post is part of an ongoing brain dump that will hopefully be compiled in the near future