Ricko's Patent-pending Bullseye Accounts Method for Success, Part 2: Targeting
This is critical as you need to position yourself apart from the competition! These are companies who are getting calls DAILY from other "ad specialty" salespeople. So DON'T BE AN AD SPECIALTY SALESPERSON.
Don't call and leave a voice mail for the VP of marketing. That isn't Bullseye marketing. You are NOT sending a generic catalog with a "This is Me" logo pen. That's what everyone does.
Prospecting a Bullseye Account is an INVESTMENT in obtaining a LARGE account.
Try a gifty approach to grab their attention, then follow up on that.
Plan to spend $50 to $100 on these Bullseye Gifts. Do some research, find out what they are interested and passionate about. A baseball lover? Have one of those big league bats deep engraved with his or her name into the wood. A stressed out female exec? Do a spa basket with a plush robe, candles, bubble bath, Yanni CD, etc. Tell them, via a card insert, that you can take the stress out of their promotional deadlines and this spa basket will help with their time off this weekend. Be clever and make a big impact.
Another approach—the multi-part mailing with three or four or six parts, each one building on the other, telling a different part of your story, with a different unusual promotional product. Brand the box with stickers so they begin to anticipate and look forward to the next installment of this series. Don't call them until the final part ships, but TELL them you WILL be calling. Build anticipation. Consciousness penetration accomplished!!
- Identify your 5 Bullseye Accounts (see part one)
- Research your 5 Bullseye Accounts
- Think about how you will initiate first contact
Touch each of these Bullseye Accounts once each week, every week—WITHOUT FAIL. Every week of the year—do not take Christmas off. Show your prospects that you are there 24/7 to help them assure a successful marketing effort for their company.