You could break your head trying to drum up one customer at a time.Or you could get yourself a strategic alliance. Or even better, a bunch of strategic alliances.
So you rev yourself up. You dash off a series of emails. And nothing.
Not a peep out of the strategic alliances. You try, try and try again. And still not a sound out of them. Then you give up.
So what are you doing wrong? And what can you do right?
Firstly, let's go over to the other side of the fence
Let's look at what's happening in the office of your strategic alliance. They've got their own strategy. Their own tactics. Their own plans. Their own hassles. And you've used an email to get in touch.
Is your email considered as spam?
The strategic alliance doesn't know and can't really tell if you're a spam merchant. So straight up, there's a 50% chance your email may be deleted. Even if they do ready your message, there are probably ten or twenty offers that this strategic alliance gets in their email each day.
Twenty offers via email…none via the phone
You see we've gotten so duh these days, that we just don't want to pick up the phone and call. We resort to the medium that easy. Yet, a phone call is so much more effective, partly because it's back and forth flow.
It's a two-way form of communication. Plus you can ask the strategic alliance some very specific questions. To which you'll get specific answers.
Then you can follow up with email or any other system you choose.
Use the phone
When you want to reach out and touch someone, don't send an email. Call them up. And see how your frustration rate goes way down and your response rate goes up, up and away.
Here is a sequence of questions you can use when you get in touch with an alliance:
1) Identify how you complement the alliance.
2) Give the alliance your plan. Make the plan easy so that the alliance has to do little or nothing at their end.
3) Make sure you know what their goals are. If you're in doubt, ask.
4) Work out a tentative deadline with the alliance.
Despite all this hard work, the alliance may not promote your product or service. Don't fret about it. Each contact with an alliance will get you more prepared for the next call. The key of this article, is to drop the emails and get on the phone.
Dump the email momentarily. Use the phone.
Emails are often prone to be deleted, misunderstood and confusing. When we're dealing with any situation that requires instant response, we use the phone.
This is despite the fact that we're based in New Zealand. Email is a great tool, no doubt, but we've really got a relationship going when we call someone.
Mini Article 2: The Secret To Writing Articles
I used to take one working day to write an article. Sometimes two.
And even at the end of two days, I couldn't be sure that I'd be able to complete my article. In fact to this day, I have an article graveyard somewhere–where articles languish unloved and unfinished.
Then I stumbled on a Secret that allowed me to complete all my articles.
I could now write five or six articles in less than a working day.
So what is my Secret?
Well, let's look at a person who runs a marathon.
The first day the person sets out to run, they can't do 100 metres without wheezing and puffing.
The first week is pure torture.
Then there's the second week.
And the eleventh week.
And the fifteenth week.
And suddenly that person is able to run long distances without too much drama.
You know where this article is headed, right?
It doesn't make sense at first. If you struggle to write one article a month, how on earth will you write four a month, let alone twenty four a month?
And the answer is the same as the marathon-wannabe. If the runner struggles with 100 metres, what's the chance they're going to last the entire marathon?
And yet they do. Most people go the entire distance.
Twenty year olds…
Forty year olds.
Seventy-three year olds.
They all make it. Not necessarily to the finish line.
But they all make it past 100 metres.
And way past 500 metres.
Your 100 metre run is just one article. And you have it in you to write four. Or twenty-four.
Oui. Each month. Really!
But where are you going to get the ideas from?
Oh, input equals to output. You can't think up dozens of ideas each month, so you've got to read more. Listen to more audio. And pay closer attention to the questions your customers are asking. Closer attention to the questions being asked on forums.
The answers are your articles.
If you don't want your articles to end up in the graveyard like mine did, you've got a choice. Write more, not less.
Run more, not less.
Yes, I know it's weird advice.
And it works.
(There is do. And there is don't, Luke. There is no try- Yoda to Luke Skywalker in ‘Star Wars')
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Eddie Gear says
Awesome write up Sean. I like the way you explained “Firstly, let’s go over to the other side of the fence”. Worth every bit of my time.
Jef Menguin says
This is very helpful. I am inspired to write more today.