Creating Your Own Buzz

By Kendra Lee, President, KLA Group Almost every business owner, from entrepreneurs who are just starting out to the leaders of large companies, is looking for ways to increase their sales, profits and visibility. Obviously, not everyone can afford a multi-million dollar advertising campaign to get their message out, so they resort to less expensive, guerilla marketing tactics that often can create the same buzz as an expensive ad. Here are some of my favorites:

• "I pay referral fees to anyone who sends business my way!" "Free public workshops to introduce a new product or service has always worked for me. Especially if you're having a prize giveaway."

• "I picked up a card from a dentist in my gym - - a place where a person naturally has a bit of narcissism in them. It was an offer for 50 percent off teeth whitening. The dentist had obviously thought about her target market and put these cards in several local gyms. I called her."

• "One thing a local realtor does is have an annual BBQ party at a ranch with a petting zoo, free food and drinks, games, the works! He invites everyone on his mailing list (client or not). We get mailings from him at least monthly and a personal letter with a helpful handout. He's one of the best that I've seen."

• "Instead of sending gifts to clients for the holidays, I hosted a client appreciation event and invited members of the local symphony orchestra to come and perform. It was a great way to say 'thank you' and I even picked-up some new business!"

• "Always ask for referrals from everyone you know. If they aren't interested they know at least 50 people who they could tell about you."

• "Write an article for a business publication read by your potential clients then send it to your current prospects to be sure they see it, too."

• "There are two things that I do to generate leads to consumers and those are Yellow Pages ads and a direct mail piece twice a year. One other thing I have heard works is direct mail coupons that go out to residences."

• "Don't just send a Christmas card. Send a Fourth of July card, too! It's unique and will set you apart."

• "One rep I know, who sells expensive computer systems, sends a birthday card on the anniversary of the installation. While the company won't replace the computer system for 4-5 years, it keeps the rep's name in front of them without calling all the time. The company thinks of the rep the next time they are considering a similar purchase."

• "The top three things that work for me are: 1) Attending trade shows (it helps to be able to work with people face to face). 2) Direct mail pieces. 3) Cross promotional pieces with our other products."

• "My massage therapist offered a wellness event of Olympic proportions that included a chiropractor, training sessions (brown bag) on different subjects and drawings for gifts from local merchants."

• "We have a great website and I make sure it is referenced in all our marketing activities. Both prospects and customers can see what we do, keep current on our offerings, and move themselves through the beginning of the sales cycle!"

• "Often prospects aren't ready to talk to me but think they will need our services in the coming months. As soon as I get off the phone with them, I use my email technology and queue an email to connect with the prospect around the time they said I should call back. This way, no matter how busy I am, I touch base with the prospect at the time I promised. I've found many new leads this way!"

• "Executives can be tough to reach. I plan a series of 'touch-base' voicemails where I leave a message highlighting a challenge or two companies I'm working with are struggling to resolve, and what my company is doing to assist with solving those problems. After 2 or 3 of these calls over a 2 month period, when I ask to speak with the executive, he's familiar with me and typically agrees to a meeting."

Kendra Lee is author of "Selling Against the Goal" and president of KLA Group. Specializing in the IT industry, KLA Group helps companies rapidly penetrate new markets, break into new accounts and shorten time to revenue with new products in the Small & Medium Business (SMB) segment. Ms. Lee is a frequent speaker at national sales meetings and association events. For more information, contact the company at +1 303.741.6636 or info@klagroup.com or visit www.klagroup.com.

KLA publishes an industry-leading online newsletter. To subscribe and get a free Quota Gap Calculator ($18.95 value) visit www.klagroup.com. For information on sales training, call 303-741-6636.