10-Minute Branding Refresher: How do you build your brand 10 minutes at a time? You start small, and you simply begin. An excellent way to convince yourself to get going is to plan your ending. You can even set a timer. Then, be sure to bask in the success of your huge accomplishment of actually beginning and also appreciate the amount of work that got done. Then, repeat the process tomorrow. And the next day. And so on. You will be amazed at your branding progress . . . 10 minutes at a time.
Add Three New Names Per Session
When you think about telemarketing, direct mail, or some other sales campaign, you probably imagine using a huge database of prospects obtained from a third-party source. Perhaps the list was purchased from a vendor or downloaded from a non-profit professional organization of which you are a member. Then, you probably see this list becoming the engine that drives a huge concerted effort involving many people . . . and then producing results measured in depressingly low percentages.
Well, that description is very often extremely accurate and can indeed be extremely worthwhile . . . but can also sometimes involve extensive resources. However, another 10-minute approach to the same basic activity does exist.
Specifically, build your very own sales contact list three entries at a time. Create a spreadsheet or other electronic list that includes the following columns for:
- Name (consider separating into separate columns for first, last, and salutation)
- Address (consider separating into separate columns for street, city, state, zip)
- Phone number
- E-mail address
- Social media presence (identify which ones)
- Dates contacted (Leave space for three entries)
- Contact method (Leave space for three entries)
- Contact response (Leave space for three entries)
When identifying the entries to include in your database, consider prospects from the following:
- Your street, town, neighborhood
- Personal acquaintances that could also have a business interest in your products/services.
- Business associations and memberships such as the Chamber of Commerce, trade groups, etc.
- Leads mentioned by your friends and family members.
- Internet searches using a variety of terms related to your business.
- Possible leads encountered through social media or other advertising activities.
- Sign-in sheets located either online or within your place of operations.
You Get the Idea
Prospects can come from almost anywhere; you probably encounter a half dozen a day . . . but never bother to formally collect the information into a useable file with accompanying contact information.
When entering such data into your spreadsheet, finding the names will probably come fairly easily, but you will spend the majority off your time gathering the other information that makes the file useful, using phone books, online searches, social media searches, directories published by groups and organizations like your local Chamber of Commerce, etc. I can almost guarantee that 10 minutes will be required to do your three daily entries, and you will probably not be able to fill in every column of contact information but WILL succeed in collecting enough to be useful.
Next Steps for This 10-Minute Branding Task
Collecting three prospects per day may not seem like enough to be useful . . . but perform that task for 10 days during a month, and you have 30 at the end of that period. Do that for six months and you have 180. Furthermore, your list is reusable. Following the basic principles of sales contact campaigns, you should plan to reach out to each name you have collected at least three times at different intervals to try to assure that you get your information in front of that person at buying time – the circumstance in which you are most likely to be successful in making a sale, adding a new customer, etc. Similarly, you can try to approach your prospects in a variety of ways – by phone, by mail (direct mail letter or postcard), by social media messaging, etc. That way, you are giving yourself the best possible chance of reaching out to each prospect by his or her primary media preference.
Will You Be Successful?
Conventional wisdom suggests yes – with sustained, consistent, and professional effort, you will generate new business. While the percentage of victories will probably be low, new customers tend to be recurring and can more than payoff your 10-minute investments fairly quickly over time. Furthermore, I think you will find that a list assembled in the ways described above will be somewhat prequalified and therefore more useful than prospect lists obtained in other ways that tend to include countless entries with little likelihood of success.
For more information, see Role of Branding in Direct Mail/E-mail and Creating a Mail Merge Document for Direct Response Mailing. Also, look for further 10-minute branding suggestions upon executing a prospect sales campaign three leads at a time!
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