1-877-475-2010
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25400 U.S. 19 N, Suite 221
Clearwater, FL 33763
1-877-475-2010
1-877-512-9287
Marketing is more than advertising, but a good marketing plan almost always includes some advertising. Webster defines advertising as “the action of calling something to the attention of the public, especially by paid announcements.” The key word is paid.
Now, I don’t know about you, but I don’t like parting with any more of my hard-earned cash than necessary. But, sometimes it is necessary. Sometimes we have to invest in paid advertising, and if we’re smart about it, we’ll see a decent return on that investment. The best way to see a nice return is to avoid overspending, and here are a few other suggestions that should help you get the greatest results:
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Never underestimate the value of a firm handshake… When I was a child my grandfather took it upon himself to teach me and each of my cousins how to shake someone’s hand. He didn’t care if you were a young boy of five or a young lady of 17, he knew the importance of a good handshake. At the time, I thought he was nuts, but in the years since his tutorial I have come to appreciate the effort it took to prepare all of us for the world ahead. Think about the people you have shaken hands with this week. What kind of hand were you offered? A jellyfish? A squeezer? A sweaty palm? Admit it; you made a first impression about this person that was hard to forget. The same is true for you. Other people, including your prospects and clients, decide who you are, what you are about, and whether or not you can be trusted by the way you shake hands. Scary, isn’t it? Don’t let your handshake ruin a deal before you’ve ever made your pitch by following my grandpa’s advice.
I had the pleasure of attending a terrific industry event last week, and one of my favorite presenters asked a great question…
“Are you an insurance person who happens to be in business… or a business person that happens to be in insurance?” The audience sat quietly for a moment, a little stunned and bewildered. The presenter went on to explain that many agents, even those that are successful individually, could do even better with a deeper understanding of the fundamentals of business. Some have gotten into insurance as a second career or a desire to be their own boss. Some wanted to help people. Others have taken the plunge because they hated their factory job and heard there was good money in financial services. Whatever the reason, a good number of agents don’t have years of experience or formal education in business. They just don’t. That’s not to say they can’t succeed. Quite the contrary. I know plenty of very successful agents that don’t have formal business training. They battled to the top through hard work, determination, and street smarts. If anything, that’s an even more impressive accomplishment. However, even the most successful agents could leverage established business principles and strategies to take their businesses to the next level. Here’s a quick example: According to a recent study cited in Harvard Business Review, organizations that adopted a formal, repeatable sales process increased revenue by an average of 18%. That’s right, an 18% increase in revenue simply by adopting a repeatable sales process. That’s pretty impressive, but to tell you the truth… I’ve seen better results in our industry. A lot better.
I don’t know about you, but I get a little twitchy when I see unread messages in my inbox. In fact, I often get an overwhelming compulsion to stop everything and check them out immediately.
After all, my prospects might be ready to close the deal. Or, they have an important question I need to answer right away. Sound familiar? The truth is, most of us do suffer from email addiction. But in reality, what we’re suffering from is dopamine addiction. Email addiction is a real problem. I know. I know. I sound pretty smart with all this brain research I’ve been quoting this past year. But, since it’s highly likely that you haven’t been reading the latest neuroscience studies, let me clarify what I mean. Dopamine is a brain hormone that starts us seeking — looking out there for something - and keeps us doing it. If we’re anticipating something AND we’re not sure when it’s coming, our dopamine system is immediately triggered. That’s why we’re compelled to check emails if we’re waiting to hear back from prospects. Here’s another thing you need to know about our dopamine system. It gets activated when it gets a cue such as a notification or sound. Like Pavlov’s dogs, we start salivating. We can’t wait a second longer – for whatever it is we’re lusting after. We need to interrupt what we’re doing and find out what just happened.
As I fumbled to shut off the alarm on my phone this morning, I saw “JANUARY 29th” in big letters across the screen.
How is it the end of January already?! Typically, January is a slow sales month for me because I struggle to get into the swing of things after the holidays. This year has been no different. Add a business trip on top of the celebrations, and now I’m behind. Very behind. Unfortunately, this is largely my fault. I’ve procrastinated on a number of things just hoping (even praying) they’d somehow get done without effort on my part. That’s not reality though. It won’t happen. We all have those tasks, meetings, and projects we procrastinate on, and they loom over us like a dark cloud. Most of the time procrastination causes us more stress as we scramble to get things done at the very last hour before they’re due. Frequently it doesn’t end up being our best work either. At least that’s how it works for me.
There’s something I need to tell you.
I know you think you have a closing problem, but the truth is you have a closing your mouth problem. I understand no one has ever told you this before, but you need to hear it. I feel your pain. I’ve struggled with this myself. Believe me, it’s costing you sales, chipping away at your confidence, and forcing you to prospect more than normal. Don’t beat yourself up too badly though. It’s not all your fault. After all…
Now here’s the good news… If you’re just starting out in a professional or sales career, you’re probably struggling to get things going.
If so, take heart. If you’re doing the right things, it will get much easier as you continue. You just need to get some momentum going, and momentum is always easier to perpetuate than it is to initiate. My friend Marv used to tell a story at his sales workshops about being taken, as a small boy, to see the steam locomotives as they pulled in and out of Grand Central Station in New York. “Not those sissy diesel engines we have today,” he would say, “These were powerful steam engines.” Then he would imitate the sound of them and pound on a table to give his audience a sense of the power of these massive machines—particularly through the eyes of a five-year old. Marv’s story ended with a lesson:
New Year’s came and went so quickly that I didn’t even have time to prepare. I always know it’s coming, yet every year I feel like it’s here and gone in the blink of an eye. It’s as if no one even notices.
However, on the last day of 2015, I did get to check off an item from my bucket list! I spent New Year’s Eve in Las Vegas with some of my closest friends. I’ve been wanting to make that trip for quite some time, and I figured, “Why not this year?” To say the least, we will be going back soon! Anyway, we boarded a plane on December 29th for a four and a half hour flight, so I had a lot of time to think and write. As I sat, with my wife lying next to me, I thought of the upcoming year and how many new and exciting things my team has planned. I started writing down all the things I needed to get done to get the various projects rolling. Before I knew it, I had pages and pages of notes and ideas; it was like Christmas morning as a child. My energy level sky rocketed, and I had a hard time keeping my thoughts to myself because the New Year is such an exciting time.
As I reflect on the list I made on the plane and the one I already had at the office, I struggle again to contain myself. Thinking about all of the exciting news and new material I’m preparing to release to you in 2016, makes me more eager than ever before to start a new year.
I truly hope you have the same passion and desire for your business as we’re given a fresh start. This is a time for new beginnings, new thoughts, and, most importantly, for happiness. The New Year is also an ideal time to set challenging, yet realistic, goals and aspirations. If you’re not sure where to start, download my “3-Month Vision” worksheet. It’s one of my favorites because it’s simple and effective. If you’re already charging full-force into 2016, what new and exciting things do you have planned? Should we be on the lookout for anything? Please share! Happy New Year and God Bless! 2016 will be the best year yet!
The holidays are now behind us, so it’s time to roll up our sleeves and get down to the business of making 2016 our—and your—best year ever.
I just wrapped up several strategy review sessions with my team. We spent time reflecting on what went well in 2015 (it really was an amazing year), but even more time on our goals and strategies for 2016. I have to tell you, I am absolutely over the top with excitement over what we have in store for the coming year… and you should be too! Everything we have planned is 100% laser-focused on helping you create the business you’ve always wanted. As I pondered the changing of the calendar, I was reminded of a story I heard from the late great Jim Rohn. I love new ideas and fresh content as much as the next guy, but there is so much wisdom in the writings of people like Mr. Rohn. His lessons are so practical and powerful, yet so entertaining and engaging. Anyway… The story I’m referring to is The Lesson of the Seasons. I suggest you watch or listen to it yourself for maximum effect, but here’s a brief synopsis of the lesson:
As you know, a customer’s character and their personality are linked. Did you also know there is a defined psychological process to every sale?
Whether it is a small one dollar purchase or a million dollar purchase, research has shown the human brain goes through a 10-step buying process before making every purchase. A greater understanding of each step will help you better serve your prospects and ultimately make more sales. I promise it’s worth your time to really contemplate each of the ten steps and evaluate how you enable your prospects during each phase. |
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Postema Marketing Group is a full-service Independent Marketing Organization (IMO) dedicated to providing world-class products and services to our clients. We have partnered with some of the strongest names in the insurance industry and proudly serve independent agents from coast to coast.
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