One of my clients retired in December, so I now have three spare days a month to fill by June. A new business sales campaign is currently in the strategy stage.
I’m a big believer that when it comes to direct marketing and sales to hook new clients, less is more, and focus is key. Yes, you can buy data or run adverts, but you’ll end up spreading your message as thin as low-fat Philadelphia on Ryvita during your January health kick.
I prefer a direct approach – Not geared around what I do in general but about why someone might want or need what I have to offer: Creating suggestions that allow someone else to fill in the blanks.
So many sales and marketing pitches are generic. They start by talking about “us” – this is who we are and why we are great. But the person on the other end of the pitch does not care. They are taking your meeting to find out what’s in it for them. And that’s the place to start.
During the Christmas break, I watched the brilliant Hidden Figures for the first time, the story of a team of female African-American mathematicians trying to break barriers at NASA during the 1960s.
If you’d like an example of selling an idea through a compelling story based on intelligent research, watch this clip of Mary Jackson going to court to be accepted for a course at an all-white school.
Yes, it’s a movie with artistic licence – Mary Jackson didn’t actually have to go to court – but this powerful movie scene shows how you can sell an idea by telling a personal story, making sure, of course, the right person is the hero.
With data at our fingertips, it’s easier than ever to create this kind of personalised pitch. So, in 2024, why not go play?