I am an avid reader and I especially like to focus on business books. \u00a0After reading them I blog about them; because I have learned by teaching others, I learn more myself. \u00a0I recently had the chance to meet Brent Allan, who is the author of a new book entitled Stand Out.\u00a0 It is a very practical read on the topic of marketing and is very applicable to networking for a new position as well as the real target of the book, building a business.\u00a0 Brent uses the Acronym FAST to describe his marketing technique, which I will unpack below.<\/p>\n
The F stands for follow up.\u00a0 Follow up is defined as what you do in response to direct communication with someone.\u00a0 Whether it is a meeting or a phone call, you need to respond with a simple thank you that is personal in nature.\u00a0 In addition after this first follow up you need to find ways to communicate multiple times over coming weeks or months.\u00a0 Brent, in his book, refers to a McGraw Hill study that found that 2% of sales occur after the first point of contact; 3% of sales occur after the 2nd<\/sup> contact; 5% occur after the 3rd<\/sup> contact; 10% occur after the 4th<\/sup> contact; and 80% of all sales occur between contacts number 5 and 12.\u00a0 It is clear from my own experience, if I do not make a sale after the first opportunity that often down the road the sale comes back to me, if I appropriately follow up.\u00a0 As a partner and coach with B2B CFO\u00ae<\/b> I tell those I work with that this follow up is critical.\u00a0 There is a tendency to think after a good meeting that you have won the deal or the job.\u00a0 It often does not work that way and it is the follow up that gets the job done.\u00a0 I have personally obtained clients a year or more after initial contact because I followed up and was top of mind when the opportunity was right.<\/p>\n The A stands for Adding Value.\u00a0 What do you do that goes above and beyond?\u00a0 When I am networking with people and especially when I am speaking with a potential client,\u00a0 I look for opportunities where I can be of help to that person no matter if they are interested in my service or not.\u00a0 This adds value.\u00a0 When I have a client, I always look for ways to add additional value to the relationship outside the scope of what we are doing.\u00a0 I do not care if it costs me something in the near-term; I am looking for a long term relationship that will pay dividends for many years.\u00a0 One of the easiest ways to add value is with information.\u00a0 One thing I do with every prospective client is to provide them a free benchmarking study of their business; this is information that is not readily available to them.<\/p>\n The S stands for Standing Out.\u00a0 How do you separate yourself from the competition?\u00a0 One way is by creating a niche for your services.\u00a0 The leader of my local FENG chapter tells the story on one person who came through the group, who labeled himself the Energy Guy.\u00a0 That was his background and the direction he was looking for a new position, by using the label everyone remembered him, he found a way to stand out.\u00a0 A guarantee is another method.\u00a0 Can you provide a money back guarantee for your service?\u00a0 Brent, as a marketing consultant, provides a money back guarantee or continued service for a year at no charge if the customer is not satisfied.\u00a0 My personal experience has been if a client is dissatisfied with my service, I did what I needed to do in order to satisfy him.\u00a0 I would rather lose a few dollars than a client and all the bad will that follows.\u00a0 If you are networking look for ways to help the person you are meeting with.\u00a0 If you are proactive in soliciting information you can find a way to help them and thus stand out.<\/p>\n The T stands for touch.\u00a0 If you are not constantly in touch with your key connections and customers then you are leaving sales on the table.\u00a0 I recently picked up a new assignment with an old client because I have been in constant touch with him since I finished the assignment over a year ago.\u00a0 When he was ready to proceed, I was top of mind.\u00a0 I look for ways to stay in touch that are totally outside of the normal.\u00a0 One thing I like to do is help clients or contacts find people to hire.\u00a0 This is a total win-win situation.\u00a0 I help a contact and allow someone else to make a recommendation that leads to employment for someone.\u00a0 This is a feel good situation for everyone and keeps me in front of a large group of contacts.\u00a0 Brent in his books uses greeting cards.\u00a0 He sends cards to celebrate odd holidays.\u00a0 Things like a Un-birthday or Ground Hogs day.\u00a0 When people get cards at unexpected times with no selling involved it becomes a very positive touch.<\/p>\n Most of these ideas are easy to implement and cost very little but can pay big dividends.\u00a0 I hope you try them out.<\/p>\n","protected":false},"excerpt":{"rendered":" I am an avid reader and I especially like to focus on business books. \u00a0After reading them I blog about them; because I have learned by teaching others, I learn more myself. \u00a0I recently had the chance to meet Brent Allan, who is the author of a new book entitled Stand Out.\u00a0 It is a…<\/p>\n","protected":false},"author":27,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_editorskit_title_hidden":false,"_editorskit_reading_time":0,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"{}","cybocfi_hide_featured_image":"","footnotes":""},"categories":[16],"tags":[],"class_list":["post-2837","post","type-post","status-publish","format-standard","hentry","category-other"],"acf":[],"yoast_head":"\n