Marketing for FCE
Thu, 05/14/2009 - 1:38pm
We are having difficulty getting FCE referrals. Thus far we have sent out information packages to several lawyers and made phone calls the the legal secretaries before we sent them and after we sent them. Those who said they did not receive a package, we resent with "attention to" on the package.
Can anyone suggest a more effective of marketing? Would you suggest booking appointments with lawyers to create a personal connection?
Thank you for your suggestions,
Katy Condon, B.Sc. (FNH), M.O.T.
Thu, 05/14/2009 - 1:55pm
#2
Marketing for FCE
Hello Katy,
I have forwarded your question on to Karen Gauthier. She is out of the office today and tomorrow, but she should respond to your question next week.
She might not respond via the Discussion Group, however. She may just call you or email you.
Regards,
Jenn
First, forget about sending out packages. Higher level potential referral sources do not respond to packages, they respond to the reputation of individuals. Second, lay out a process that will lead you to the referral sources you desire: using the example of an attorney as your target, ask your self some questions:
1. Are you currently providing the level of service an attorney needs? How do you know this to be true?
2. Do you have contacts in the target's circle of colleagues that can lead you to him/her? If not, notice that you do not have a presence in the professional world of your contact.
3. If you do not have a presence in the professional world of your target, develop one.
4. If you are not absolutely certain you can provide the needed services to your target, use this as an entry point to meet the target. Assume the stance of a student and ask the target to educate you as to his/her needs. (Why spend time selling something to someone who may not need it?)
5. Once you know what the target needs, work to close the gap between what you currently provide and that need.
6. Do not generalize in your marketing attempts. Pick individuals as your sales targets. Once you are successful with one you can apply the same formula to others. Do not make the mistale of thinking that his/her lack of interest in you is their ignorance...it may be what you are presenting.