How do you go from marketing to a deal? It has a lot to do with the speed and degree with which you build trust. Lou, an estate attorney in solo practice, has always gotten most of his business through referrals. When Lou gets a referral, he finds it fairly easy to convert that prospect… Continue reading Is Referral Marketing The Only Fast Track To Trust?
Category: Sales and Marketing
Marketing For Lawyers | Time to flex your marketing muscles again?
Have referrals slowed down for your law practice? Things had been going very well for Terry’s small law firm over the past 5 years or so. Referrals were coming in without any effort, and his income had been growing quite nicely each year as a result. Busy with a number of cases that had come… Continue reading Marketing For Lawyers | Time to flex your marketing muscles again?
Is Social Networking Enough?
On and offline media are atwitter with stories about social networking, new media and the like, often making it seem as though traditional forms of marketing are completely outdated. And perhaps some are. But in a recent post entitled “Why New Media Evangelists Annoy Me”, copywriter Bob Bly points out that although new media and social networking have had some good… Continue reading Is Social Networking Enough?
Strategic Selling | Creating Sales Opportunities
Jess, the principal of a small architectural firm, just found out that a new competitor had won yet another project that Jess didn’t even know existed. As his blood pressure rose, he started to wonder how this opportunity had escaped him… He called around to some of his contacts in the field, and after a dozen or so calls,… Continue reading Strategic Selling | Creating Sales Opportunities
Cold Calling Tips: Is Cold Calling Dead?
Is cold calling really dead? As a firm believer in relationship building, cold calling has never been one of my favorite strategies for selling professional services. But in certain circumstances, cold calling can be an effective supplement to a strategic marketing plan – if done right. To cold call successfully make sure that your cold calling techniques follow effective… Continue reading Cold Calling Tips: Is Cold Calling Dead?
Building Authority | Effective Online Marketing Made Easy
Have you ever wondered how to get more business from the internet? I’ve done a lot of research over the years on how to optimize a website for search engine ranking, and I’ve done a lot of on and offline marketing work with and for professionals; but the folks at copyblogger have put it all together… Continue reading Building Authority | Effective Online Marketing Made Easy
Strategic Marketing Plan | Does Emotion Motivate Buying?
A recent post on copyblogger about emotion based selling, reminded me about a client I’ll call Stan. Stan is the managing partner of a mid-sized, general practice law firm in the south. Like many professional service providers, Stan’s firm had been side-tracked by the economy and decided to take some action in the form of advertising to help increase… Continue reading Strategic Marketing Plan | Does Emotion Motivate Buying?
Unique Selling Proposition: Professional Services or Chocolate?
The importance of a unique selling proposition or USP as part of your marketing message can’t be overlooked even when selling something as simple as chocolate. Case in point, as Andy Sernovitz points out on his “Damn I wish I’d thought of that” blog, “Must’s chocolatiers select different origins of cacao to create the perfect… Continue reading Unique Selling Proposition: Professional Services or Chocolate?
Can twitter increase web site traffic?
OK, I resisted for a long time, but finally created a twitter account about a week or so ago. I’m looking at it as an internet marketing experiment, to see whether twitter can help increase web site and blog traffic. No, I’m not telling people what I’m doing each minute, does anybody really care about that? Instead,… Continue reading Can twitter increase web site traffic?
B2b Marketing | What’s your message?
Don is a local accountant who I met when I spoke at a B2B marketing event last fall. He was busy handing out pens with his name on them to everybody in sight, and I remember wondering why he didn’t stop long enough to talk to anybody. Evidently he kept my card, and I got an envelope… Continue reading B2b Marketing | What’s your message?