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... sample marketing plan
items.
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29
CHAPTER
THREE
Qualifying
13 Big Hat, No Cattle
14 NEAD-PAY
15 Too Busy to Grow?
16 Use the “David Letterman” ... promising the outside date, not the earliest. Then
deliver earlier.
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12
Tip Clubs
A
ny time yo...
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... with these two types and you will be successful.
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54
Two Types Of Objections
W
hen the prospect ... can help keep your price—and your re-
ceivables—where they belong.
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to make the decision. You will rar...
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... at
555 -12 12 and lets get together and see if you can benefit too.”
Your prospect will hear the voice mail the next morning and
will think, “This person left a message on my system at 11
P.M.
10 1 Marketing ... decision
process will be more difficult for you to influence.
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... dis-...
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... team understands
how the prospect makes money and what the key ingredients
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attention and eye contact is perceived as ignoring. And, ignor-
ing ... encourage the client to talk at a deeper
level.
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CHAPTER
NINE
Building Like
and Trust
41 Creating a Bran...
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... few of the basics for a successful power lunch.
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Stop Discounting Your Fees
Rather than discounting ... that your sales aids support the
points you make, not replace you.
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reading. She tells you that o...
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... information.
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The payback on the CBR program is consistently 5 :1,
whereas that with the new client sales program is about 2 :1. In
almost ... outline of a good lost proposal evalua-
tion tool.
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74
A Client Business Review
A
key marketing...
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... code of professional conduct regarding
independence.
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pects of the like-kind exchange technique. Why ... this formula to set up a system
that works for you.
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Time Bu...
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... vision.
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years, building 12 referral sources is hard. Inch by inch,
anything is a cinch. Yard by yard, anything is hard.
10 1
Strategic ... in alignment with the firm’s
vision and mission.
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aren’t present. We work with many marketing directo...
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... questionnaire.
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budget clients, 17 1 17 3
and charitable contributions, 10 4, 10 5
discounting, 10 4, 10 5, 17 1 17 3, 244
fee approaches, 17 9, 18 0
fixed-price ... with, 10 4 10 6
Novak Marketing, 13 5
Objections, 12 3, 12 4
answering, techniques for, 12 9, 13 0
false objections, 12 7 12 8
invalid object...