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Prospecting is always a challenge for sellers, but it’s easier when you use contact marketing to breakthrough to anyone.
Stu Heinecke is a Wall Street Journal cartoonist, a marketer, and an author. Stu has been nominated for the marketing hall of fame twice and has authored the popular book, How to Get a Meeting with Anyone. There are many ways salespeople can contact their clients and make a breakthrough, Stu’s book helps you navigate the whole process of reaching out to various clients. Stu is now writing his second book about how business cards can help salespeople reach out to prospective clients and what makes these business cards so special.
In the business industry, he helps his clients’ sales teams break through their top prospects.
Contact marketing to breakthrough to anyone
Stu is a fan of great business cards. Unfortunately in this digital day, clients aren’t keen on business cards anymore. The tables have shifted and they’re no longer given much emphasis as compared to then. This is saddening when in the sales world, a business card is the first conquest point to form a meeting. People just type out names and numbers directly to their phone and check them out later on. The thing about this is that most of the time, clients won’t even remember the name of the sales rep they talked to. Thus, we go back to the basics, only this time, we upgrade it into something more.
From cards to devices
Say goodbye to business cards and hello to engagement devices. The regular business cards aren’t impressing people anymore, especially those with long titles. So, instead of giving them a card, you give them an engagement device.
An example of this is Kevin Mitnick’s card. It’s a piece of thin metal that has been cut out. When you try to pull out the little pieces, it gives you a lock picking set. You can see the details etched into the metal. The card isn’t just a card, it’s also a metaphor of what he does for companies. He makes virtual locks and offers it to companies to keep hackers away from breaking into their system.
There are no logos, words, and descriptions in the card. The card speaks for what the company does.
The goal is to make business cards serve as visual metaphors of what you do best. It still fits in their pocket but they use it differently and not only for when they give you a call.
How does contact marketing work?
These new business cards all tie up to the contact marketing model. Businesses should be able to set a baseline for a response. The goal is to have a 100% breakthrough to everybody that we make a bargain.
You do that by giving them an impressive card that points to your landing page. Seeing how wisely done your card is, they’ll be more curious about what your landing page has in store. This might be the start of conversion.
Stu’s book has a great compilation of stories about how they can begin their campaigns using contact marketing. His books are filled with ideas that you can borrow and apply to your own journey towards contact marketing to breakthrough to anyone.
Do not be intimidated by the positions of the people you want to reach. You need to believe that you belong in that space because of the value that you bring.
Contact marketing is sales and marketing working together. It’s a micro-focused campaign where you can spend some money, but the expenditure will be nowhere near the marketing costs.
“Use Contact Marketing to Breakthrough to Anyone” episode resources
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