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The Art of Startup
Marketing
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Article 4: Press The Flesh
The real world offers opportunities unavailable
on the Internet. You won’t need to spend much
for material, production or distribution. But
you will need to spend time.
- Face-to-face encounters.
Be prepared to give a
30-second explanation of how your company
benefits its customers. Deliver this thumbnail
description at every appropriate opportunity.
Tip: Don’t make your 30-second homily too much
like a sales pitch. Practice it until it’s
comfortable and second nature, informative and
friendly, not high-pressure.
- People do business with people they know and
even more so with those they like. Be known and
likable by introducing yourself at every
occasion. Wear a smile. Be sincere. Have that
30-second spiel ready at all times. Then go
where your target market congregates and
congregate: association meetings, social
functions, community events.
Tip:
Regardless of how glib you are,
face-to-face marketing works best when you
listen, not talk. Learn to be an attentive
listener. Hear what they have to say and you
will find them enchanted with you. But dominate
the conversation and you’ll reduce listeners to
a passive audience. Listen so you hear the
potential clients explaining how you can help
them.
- Live by the “one or most” rule. At networking
functions or anywhere you’re likely to find new
customers, decide beforehand whether you want to
introduce yourself to as many people as possible
or cultivate one potential buyer in greater
depth. Use a shotgun approach or be a
sharpshooter. Both are effective, but trying to
do both simultaneously undermines their
effectiveness.
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