Thanks to Adrienne's "Summertime Marketing" course, my August numbers were the best they've ever been.  In the acupuncture and holistic healing world, August is typically one of the slowest months of the year.  Using the techniques and tips in Adrienne's class, not only was our August full with patients, it was one of the busiest months we've had since opening. 

That momentum has propelled us into the busiest 4th quarter we've ever had.  Thanks Adrienne!


Stacey Donelson, L.Ac.

Licensed Acupuncturist & Clinical Herbalist

  

Marketing Magician

Helping executives and business owners sell more in less time by revealing tips and suggestions on how to make the most of your marketing dollars.

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Timing

A few of those in my client base have timing issues.

Here’s what I mean.  

A client or prospect calls about getting remodeling work done.  Or it could be research, a survey, a website, market planning, public relations, social media assistance, whatever.

The caller asks when they can meet, and my client, afraid to keep this person waiting,  sets a time the next day.

Of course, this upsets all of the plans my client had for the following day.  Then my clients stress themselves out and lose sleep over all the work they have to do.  How will they ever get it done?

I ask them, “Who says you have to meet within 24 hours?” and that stops them in their tracks.  I question, “Do you really believe that people are so impatient and inconsiderate that they can’t wait an extra day or two?  All of us are on crazy schedules.  People have become increasingly understanding.”

Moreover, the person who actually demands an almost immediate meeting is showing the marks very early on of a potential client from you-know-where.

Just as important as knowing who your clients are is knowing who they aren’t.  At the first signs of impatience or lack of respect for what you do and how long your processes take, you should be backing out gently and quickly.

Of course, people who are desperate take anyone on and fervently pray that the attitude will change, but it doesn’t work that way.  Early signs are significant in revealing what the business relationship portends.

So, let’s try to change that mindset that makes you jump at anyone’s show of interest.  

 

Let’s help you adopt the “Broadway Syndrome.”  When I lived in New Jersey, my then-husband and I were invited to many dinner parties.  Of course a hot topic of conversation was always, “Seen any good shows lately?”  Living barely an hour out of New York City made the Broadway shows tantalizing.

There was always someone who bragged about getting tickets to a monster hit show a year in advance.  Only a year in advance?  This person had pull!  And that, my friends, is the Broadway Syndrome: being willing to wait for someone or something truly worthwhile.

Aren’t you truly worthwhile enough to wait for?  Isn’t that the reason you’ve been referred with such enthusiasm?  You bet, but it’s all in the way you handle it.  Some of the employees in companies that are slammed are downright arrogant.  My guess is they won’t be slammed for long.  Most of the time, however, employees try diligently to accommodate your needs, at the same time they refrain from making impossible promises and stressing out those who are going to provide the services.

And, all you have to do is promise virtually immediate action, but then have to re-schedule, and does that get around fast!  Especially if you develop a pattern of not delivering as promised.

You have a choice.  

You may jump at every call or email, or you may explain politely that you can see the caller at a time that’s convenient for you.  If someone calls on a Monday, you or your staffer might ask, “Which is better for you, Thursday at 10:00 a.m. or next Monday at 2:00 p.m.?  If neither of them is good, they’ll suggest something else.

If they ask, “Can’t you see us any sooner?” you have every right to answer calmly, “I’ll be pleased to call you, if we have a cancellation; but right now we’re looking at just three days away.”

The calmer and more humble you remain, the more accepting “they” will be.  You’re really good.  Out there in the marketplace, people are remarking about reliable and expert you are, how sensational your quality is.  You get it right the first time.  You listen to your clients.  You’re easily accessible.

If you see yourself and your firm in the preceding paragraph, then people will wait.  And you’ll be able to be a part of the Broadway Syndrome. 


 

The warm weather is here!  

Time to prepare a Summertime Marketing Plan that integrates your Schmoozing Calendar.

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Our “Do-able Marketing Plan” workbook is $59.95.  

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Our e-Schmoozing Calendar, which presents ideas good all-year long, is $17.95.  

Order them both for a package price of $67.95.  
(Since this price is not yet on our website, call us at 970/282-1150 or email to azoble@azobleassoc.com.  No texting, please.)

Summer is singularly the most effective time of the year to market.  Make the most of the beautiful weather!

 

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Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.


Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.