Okay, maybe “easy” is a bit of an exaggeration but after working with a number of different sales channels in various industries and markets, there seems to be a common theme. The top 20 percent consistently do the right things.  Sometimes it takes some convincing, some coaxing, but if you have good, solid rationale and the right tools, it’s not so difficult to get that bunch to come along. Ultimately, the magic bullet is compelling marketing pieces that effectively tell YOUR story and are pieces that SELL product. Get that top 20 percent on-board and then focus on the next group which will take some additional work.

There are some tricks to increasing dealer participation in marketing programs. We spend a lot of time understanding the industries that dealers or sales representatives are in so that when we call them to visit about different marketing techniques, they know they are speaking with someone who has knowledge about who they are and what they are trying to do.  That is definitely one of the benefits of employing a call center that can work with your sales channel as an extension of your marketing department.

What we have learned is that when dealing with a sales channel, just like pretty much anything else in communications – you need to apply numerous outreach techniques. When we recruit dealers to participate in a direct marketing program, for example, we recommend sending out intro information kits that are in attention grabbing boxes containing information about the program. Typically we follow that with phone calls to the dealer to talk more specifically about the programs and about their particular needs or area. The insight that they offer during these conversations absolutely is used to influence materials for programs. Often we will offer a webinar for dealers to attend along with territory managers where they can see the program in action and ask questions. And, when appropriate, we present the program in person at dealer or sales channel meetings.

Time and again we find that the best dealers or sales people gravitate towards these common-sense programs and want the details prior to signing up. Showing them actual completed pieces and quantifiable results is extremely helpful to getting them on-board.  And the calls and ongoing dialog are critical to keeping them on track.

These are the steps we consistently follow when engaging a channel:

1. Understand the industry and the key elements to the marketing programs they are being asked to participate in.
2. Ensure you have quantifiable results to refer to.
3. Introduce programs at sales meetings followed by easy to follow brochures explaining the program details.
4. Offer webinars allowing dealers or sales people to ask questions about the program.
5. Encourage participation by offering special incentives for dealers to sign-up.
6. Continuously follow-up and incorporate dealer feedback into the program.

Basically, you want programs that map to the sales channels’ goals. It’s really all about making it easy for them to tell your story in a way that helps them move product.

photo by mmlim on Flickr

Ah, the infamous “birds and the bees” speech. Yes, you know the one. It is quite possibly the most awkward moment in all of parenthood. One of the necessary evils to ensure you’ve provided both the education and direction to point your offspring down the virtuous path. Ok, I’m feeling awkward already.

What’s my point? After years of consulting, I’ve recently just realized that, unbeknownst to me, I’m giving a similar talk to my clients. Of course, I’m not talking about tips on how to get to first-base, but real prospect/customer relationship advice. As stages of a relationship evolve, so should your marketing messaging.

Common courtship and lifecycle marketing possess some uncanny parallels that I’m sure you’ll get a kick out of. Here’s what I mean:

“Playing the field”

Like in the dating world, your prospects are  doing research and figuring out the type of company, product or service they like to settle down with. They are  visiting competitor websites, speaking with sales reps, perhaps even getting product demonstrations (keep your mind out of the gutter here folks). As a marketer, it’s important to provide  messaging that is geared to getting your prospect’s attention. Make it personal. First impressions are everything. What makes you stand out? What about you will make their life more enjoyable?

“Wearing the letterman’s jacket”

They enjoyed their first date with you (i.e. direct mail piece, email, website, social media) and have decided to take it to the next level. As they continue down the sales cycle, this is your opportunity to grow the relationship by asking questions about their purchasing needs and then tailor your marketing messages to address those needs. If she likes Italian, don’t take her to an all you can eat Chinese buffet. Likewise, don’t take her to the same restaurant date after date. Too often, marketers don’t send targeted marketing collateral, or they use the same messaging in each interaction. She’s falling in love. Keep her interested with intriguing and fresh info about you.

“Down on one knee”

At some point, the courtship ends. You have to take a leap of faith and ask for the sale. But how will you ask? Will it be memorable? Will she be proud to tell her friends (ahem, business referral) about how you did it? As a marketer, think about your interactions through the sales process – is she the type of girl that would like a proposal on the jumbotron at hockey game? Or a single rose on a sandy beach? Learn from the courtship and use the sale as another chance to reinforce your brand. Remember, like a proposal, it’s about the right person, the right message, at the right time.

“Wedding bells”

They said yes! But this isn’t a time relax, she’s been dreaming of this day since she was a little girl. Ok, that might be a bit of a stretch when it comes to your product or service. However, marketers sometimes forget to reassure customers about their decision. You don’t want your prospect getting cold feet, and you don’t want a new customer getting buyer’s remorse. Remind them of all the reasons you are the right match. Use the purchasing transaction as a way to show them how attentive you are and how appreciative you will be for years to come.

“Happily ever after?”

The worst sin for marketers is to forget about existing customers. Are you communicating, or better yet, marketing to them on a regular basis? Are you introducing cross-sell and up-sell opportunities? It’s about giving them attention and continuing to evolve your relationship. Don’t forget anniversaries (renewals) and be prepared for fights (customer complaints). If they aren’t feeling the love, her eyes will begin to wander at the next business that’s been flirting with her online. Continue to show your passion or she might stray.

It’s a corny analogy, but it’s usually one that resonates  with clients. Take a good look at your customer lifecycle, and be sure to map your messaging accordingly. As for the real birds-and-bees speech? Well, you’re on your own there!

Listening and learning from the brightest minds in email innovation, I took away a few simple gold nuggets of knowledge I’d like to bestow upon my fellow email enthusiasts out there…

1. Don’t forget the welcome mat. Growing your email list can be difficult and sometimes expensive.  My advice, once you get that email address – treat it like your mom on Mother’s Day.  The first thing many email marketers do is forget to send an immediate welcome email after a prospect/customer signs up for their email distribution list.  A big no-no. Why is this so imperative?  Well, like the saying goes, first impressions are everything, besides that here are a few reasons why welcome emails are imperative:
   1. Immediately reminds the subscriber they signed up for your emails (hey, I forget where I put my keys down two minutes earlier).  By gently jogging their memory it also helps reinforce their decision to begin a relationship with you and lets them know that you will be attentive to their needs.
   2. Allows the subscriber to put your email send from address in their safe sender list.  This way your email will always reach their inbox and images will automatically be displayed in their email browser. If you aren’t asking your subscribers to put you on the white list, start asking now.
   3. Provides you the opportunity to set expectations with your customer.  Give them a taste of the content, promotions, or value-add your emails will be bringing to their inbox.  Start training your subscriber on what you’d like them to do in your emails, whether it’s as simple as gleaning industry knowledge or directing them to your website to purchase a new widget.
2. Four seconds to save the world. That’s it, four seconds is all you get.  That is how long the average email reader scans (I didn’t say reads, scans) an email to see if it is worth their time.  It shouldn’t surprise you – you are guilty of doing it yourself.  Heck, sometimes I don’t make it past the send from name and subject line.  As email practitioners this should give us some understanding of just what an integral part email design and call-to-action play in your email.  When they glance at your email they should know exactly what the purpose of the email is, what the offer and call-to-action is, and what their next step should be.  You accomplish this by first and foremost having these items above the fold (before you scroll down to see the rest of the email) as well as having them stand out using both images and text (in the event images are disabled when they preview).  Remember, your readers are busy just like you – don’t make them regret signing up for your emails.  Give all your emails the four-second-glance test. Tick tock tick tock.
3. Email isn’t near extinction. Nowadays everyone seems to be enamored with the new shiny object called social media.  And well, rightfully so.  Its public adoption is unparalleled and has countless ramifications for marketers regarding their brand participation and perception.  However, email and social media need each other.  Email remains the foundation for social network verification and notification.  Furthermore, email ROI continues to be the strongest of any direct marketing medium with numbers that continue to increase each year.  Email isn’t going anywhere and in fact it’s getting sexier. Technology advancements now allow email content to be dynamic based on behavior and soon, still in beta testing, these advancements will allow email to be interactive with content that changes and moves (much like a website or rich media banner ad).

The best game plan is to embrace and integrate the three newer digital mediums - call it the “Triangle Offense” – of email, social media, and mobile. You will see all three channels of marketing become stronger when used together.

photo by leetlegreenman on Flickr

A client told me his sales staff was frustrated because the campaign we were running wasn’t generating many leads. We went back through his strategic plan, and I pointed out that the lead-generating activity of the campaign was not executed.

We executed the awareness part of the campaign strategy, which was performing very well. We effectively moved the audience into the interest stage of the campaign. But that’s where it stalled out.

This is a common mistake, but one that is easily corrected.

A solid campaign will, at its highest form, take you through the stages of consumer involvement: AWARENESS – INTEREST – DESIRE – ACTION, or AIDA. There are strategies and tactics that support each of these areas. All the stages should be considered carefully as your audience moves through the cycle to action (the purchase).

Here’s how it works:

1)    Awareness

“Who are you and why should I care?”

Activities include:

• Broad-based advertising like print, radio and television ads that introduces the company or product
• Direct mail that may or may not have an offer
• Public relations
• Email  (Sometimes. This is more effective if the prospect has already opted in or raised a hand.)

2)    Interest

“I might want what you have to offer, but I need to know more.”

Activities include:

• Online search
• Clicking a banner ad
• Visiting a website
• Ordering more information (perhaps a brochure or literature piece)
• Calling the company with general inquiries
• Offering more information to the company by taking a survey or through public relations efforts

3)    Desire

“I definitely want what you have. I just need to learn more, get a little push, maybe see a special offer.”

Activities include:

• Registering for a special offer
• Reading more about the product (beyond general interest)
• Pricing out the product or service, getting a quote
• Email – segmented dialog

4)    Action

“I’m ready to purchase, order or sign-up.”

Activities include: the purchase!

Ultimately you want to move people to Action, but many will stay in the Interest/Desire area for some time. This is where automated campaigns and ongoing dialog are critical. If you can gather enough information about the prospect at the Interest stage, you can serve them relevant information that will more quickly move them to Action.

Sustaining relevance in the Interest/Desire stage will help you close the sale.

Ongoing dialog can also teach you a lot about what messages resonate with certain people. As you learn more, you can segment and alter your campaign to increase effectiveness.

To learn more about AIDA, visit MindTools.

photo by tanakawho on Flickr

But the world went and changed. Communication technologies evolved and altered how we consume media. The next thing I knew, the marketing practices I fell in love with back in college had grown unsightly and questionably obsolete. But have no fear, marketers! Our old friend just needs a little nip-tuck, and she’ll be generating leads and building your brand just like the good ol’ days.

Here are five makeover trends meant to upgrade your marketing strategy.

1. Interruption to Engagement

“Psst. Hey you!  Stop what you are doing. Look over here, and listen to what we have to say!”  If our marketing efforts could talk, this is what they would be saying.

Our tactics and messages are typically about interrupting our audience in hope of gaining mind share. However, technology allows us to imbed our messages into our consumers’ lives without nearly as much disruption: emails read on smart phones, online pre-roll advertisements before watching your favorite sitcom on Hulu, and rich media banner ads that practically bring your website to your consumer without yanking them away from their current web page.  Be where your target audience consumes media. Make it seamless and easy for them to participate with your brand.

2. Awareness to Participation

Did someone say participate?  Previous marketing intellect prescribed a healthy dose of “attention grabbing,” taken with a full glass of “awareness building.” While both are still imperative, the latest studies show we need to take our marketing beyond simple awareness. Consumers don’t want to be talked to; they want to engage in a conversation.

Social media is about having a personal voice and sharing it with the world (or connections, friends and followers, depending on the social tool of choice).  Successful companies have found ways to transform customers into vocal consumer advocates via Facebook, Twitter, Linked-In, YouTube and community blogs. Craft your message, provide a platform for discussion, and engage in a dialogue with your audience—they are dying to be heard.

3.    Marketer-Centric to Customer-Centric

Bad news. We’re marketers and we have two things going against us: time and subjectivity. First, most of us are strapped and burning the candle at both ends—so we send communications out to consumers when we find the time, or when it’s scheduled on the promotion calendar.

Secondly, we forget to be objective. We force-feed our customers the value prop we’ve defined for our product or service. The reality is, customers don’t care about how smothered your inbox is, and they don’t care about your functionality spec sheet. Customers are looking for relevant information when it’s convenient for them, not you.

Marketing automation technology allows for triggered direct mail, email, and mobile responses which deliver that instant gratification your customers demand. Optimization features in these tools will soon allow us to automatically test and improve results of marketing campaigns for each individual—including collection of time and behavior-based data that will forecast when your customers are most likely to view your marketing communications.

4.    Segments to Individuals

Did someone say individual? (I’m getting good at this transition thing).  A number of years back, we thought we got smart. We started communicating to our consumer base differently by segmenting them into groups using demographics, firmographics, and purchase history.

We just can’t seem to catch a break.  Today, by tracking web-based behavior (website activity, email click-throughs, web form submissions, and social media interaction), we harness the power to completely customize creative and copy for each communication, ensuring the right message is used to resonate with your customer.

Personalized direct mail, email, banner ads, mobile messages are all feasible or on the horizon.  It’s not just cool (and a little freaky I’ll admit), it will soon be an imperative in order to break through the “one size fits all” clutter.

5.    Business Gets Personal

Business used to be personal.  I’m talking small-town bakery personal.  Then, mass communication exploded.   Service had to scale, and the goal was to reach as many people as possible with a single message.

However, marketing is in a throwback trend.  Corporation executives are having interpersonal two-way conversations with their consumers while the world observes. Studies show people trust other people more than any other marketing medium.

Subsequently, organizations are starting to share stories of people impacted by their brand. People listen, people respond with their own story, more people listen and respond.  Soon everything becomes marketing. Organic, consumer-driven discussion trumps the carefully crafted corporate message.

A year ago, my son asked if he could get a Nintendo DS for Christmas. I quickly responded, “No. We’re not getting one of those.”

He proceeded to tell me how cool they are, that everyone has one and they would be SO much fun.

Again, I said no. “You spend enough time on the computer.”

Then, he asked his mother. She said, “Talk to your father.”

Over the next two weeks, he asked anywhere from one to twenty times a day. I was determined not to give in. So was he. Even after last year’s disappointment of not so much as a game card in his stocking, he brushed himself off and tried again.

He said, “Well, maybe next year. My birthday is in August. Can I get one then?”

This time, I said, “We’ll see.”

Music to his ears. He recognized that I gave in a little. The door was back open.

photo by {just jennifer} on Flickr

Over the next twelve months, he cut out pictures of a Nintendo DS, circled them in advertisements and dragged me to the electronics section of retail stores. He even got me to play with one while visiting his cousins. All the while gently asking, “Do you think we can just get one now?”

Last month he saw me doing a Sudoku puzzle in the paper. He took the opportunity to let me know that I, too, could have fun with a Nintendo DS, since you can buy a game card that has Sudoku and many other fun brain teasers. When I tilted my head and pondered momentarily, he knew he had me.

Even though I said no, he knew that this time it was a yes.

The power of persistence.
So, what does this all mean, besides that I have a determined seven-year-old?

It brings me to the value of nurturing, and asking for the sale.

According to the National Sales Executive Association, you might have to make ten to twelve contacts or calls before a sale.

Do you throw in the towel too soon?
50% give up after just one contact or sales call.

• After two contacts, 65% give up
• After three, 74% give up
• After four – 89% give up

What happens if you don’t give up?

• At five contacts your prospect will be able to recall you. You’re starting to become a factor.
• At six contacts, your prospect is getting to know you.
• At seven, you’re finally earning top awareness.
• At eight, odds are that you’re the only one to have made this many contacts or calls.
• At nine, you have likely given the prospect some information that’s relevant to his or her situation, and you’re starting to earn trust.
• At ten contacts… you’ve hopefully made the sale. Or at least you’re well on the way. Don’t give up just yet.

You don’t have to beg.
In today’s marketing world, you can use a multitude of tactics to get in front of prospects and stay in touch. Along the way, you can learn more about them and deliver a relevant sales pitch, and even ask them for the sale. How you go about it will certainly vary by your product or service, your market as well as your objectives and goals. Regardless of your plan, see it through. Don’t expect those sales to magically appear after just one or two contacts.

Remember. The next time a prospect says no, just put yourself in the mind of a 7-year-old.

No can mean yes… eventually.

The good news is that these customers are right under your nose. Thanks to a process called performance modeling, you can find them.

There are three basic ways that performance modeling can be done:

Do performance modeling yourself.
This can be very time consuming but you will be justly rewarded with the wealth of information you learn in the process.

Bring an expert in to do performance modeling for you.
If you look to a consultant, make sure you give them clear direction and access to every bit of customer data you have.

Send your customer data somewhere else.
Collect your data and send it to a firm that specializes in analyzing customer data. Companies that perform customer data analysis can create a customer profile for you.

How performance modeling works.
Regardless of which method you choose, it all starts with your data, and the process is pretty much the same.

1. Start collecting every bit of data you have about your current customers: sales history, demographics, psychographics, industry and any other bit of information you can tag your customer with. Save it in some kind of CRM system, whether it’s a sophisticated software solution or a simple spreadsheet.
2. Determine who is your best customer. How you define this customer depends on your business objectives. Potential criteria to rank customers includes lifetime value, tenure with company, products purchased, profit generated and more.
3. Comb through your data; categorize it, group it and analyze it. Look for trends and patterns that map towards your best customer.
4. Finally, sort and pull out the data that is tied to your best customer. Look for the customers who meet your most important criteria. You have now created “Your Next Top Model.”

Here’s an example. After analyzing top-performing customers, we’ve discovered that the highest percentile consists of males between 25 and 35 years old. They’re renters who live in cities with more than 50,000 people. They also have pets.

Sample Customer Profile from Performance Modeling

Customer performance modeling can help you determine which demographic and lifestyle variables are important to your business. It will identify key demographic attributes of those customers most likely to buy your products or use your services. Your model will show which variables differentiate your customer base – so you can target your efforts on people who are most like your Top Model.