J: Welcome to Straight Shot, the video podcast where we discuss how marketing impacts everyday life.

 

Z: Can we talk just a little about the mafia teaser video that the team did for this episode?

 

J: Those are released on our Straight Shot marketing podcast social media channels if you weren’t able to see it. Follow us, subscribe, like our page, which ever social media action you prefer.

 

Z: We don’t see mafia protection anymore. At least in most areas…Now, businesses have to protect themselves in different ways and from different things. People continue to want to take advantage of business owners and intimidate them though, but now we focus more on education than shop bodyguards.

 

J: In today’s episode, we are taking a little different approach. Today, we are going to talk about being on the other side of the marketing table, the receiving side, and how to protect your business from OTHER people’s overzealous business communications. THEIR marketing towards you for YOUR business, and most of us see this in our everyday lives in business. Zachary, most people don’t like the artificially zealous, pushy, “used car salesman.” Let’s talk about how businesses can protect themselves from being “taken” by other people’s marketing efforts.

 

Z: And at the same time, you can learn what NOT to do, when communicating your business. So we are kind of attacking it from both sides. Because we represent several different businesses here at the agency, we see A LOT of B2B solicitation to our clients. And me being a business owner, I see a lot of it sent directly to me with people trying to sell the Agency on things.

 

J: Can you categorize the types of things that you see for the podcast?

 

Email 4:30

Z: Let’s talk about email first. First, using email is still a viable way to reach out to your target… but there is a right way and several wrong ways.

 

J: Let’s talk about some of the wrong ways. What are some things that business owners should look out for?

 

Z: First, is it targeted towards you or is it obviously just sent out in a shot gun, spray and pray, see if anyone responds to this, sort of manner. If it appears to be targeted towards you, there are still things to watch for. Be wary of any email that comes from your website that isn’t regarding your product or service. Bots cruise the web and solicit through contact forms and email. Some will even tell you; they were looking at your website, which you believe because the email came from there. Also, any email that doesn’t have your actual email address in the “To” section. Any email that says you are in jeopardy of losing something, they’re just trying to scare you. Anything about false deadlines, domain search, registration, early renewals, etc. If the email address has a URL different from the company they are pitching, if you get the same email on different addresses, etc. Always check links before clicking on them.

 

Telephone  18:16

J: What about cold calls –the telephone instead of email?

 

Z: Most businesses will have someone that answers the phones and directs calls to the appropriate party. But in that person’s job duties also includes screening and vetting calls. We call that a “gate keeper.” So your receptionist, secretary, assistant, whomever-needs to have define criteria of what gets through and what doesn’t. They need to be wary of tricks as well. Like people that are asking for a job position or role rather than a name, people that are trying to be super casual and acting like they know the person they are trying to reach, people that don’t identify themselves, etc. So, Mr. or Mrs. cold caller, there is a respectful way to do this: Identify who you are. Identify why you are calling. Make a relationship with the receptionist, maybe she’ll put in a good word for you or pitch taking your call to the right person –inform them, convince them (most will report calls to their boss and report on their activity, you want that report to be favorable) Be okay with going to voice mail. When going to voice mail don’t sound like you are reading a script –just leave a detailed message –but not too long as to annoy. Call back later –once they’ve heard your voice mail, once they’ve heard the report from the gatekeeper, maybe they’ll be interested in taking your call next time.

 

J: What other ways do people need to be aware of?

 

Z: Well then, we move to content more than method. So, what they are saying? If you are talking to a sales person –whether at a networking meeting, on the phone, in email, or in a meeting. Pay attention to what they are saying. Did they do their homework? Do they know who you are? Do they know what you do? Are they trying to sell you on some that ACTUALLY relates to your business? Pay attention to the details. How are they representing themselves? Find out who they really are. Know the vocabulary in case people are misusing it in order to mislead you.

 

Red flags:

• If they are very generic about your business

• They may seem sincere, may even compliment you

• Call you by the wrong name

• Won’t tell you who they are

 

Straight Shot 50:53

J: So, Zachary, what is the Straight Shot for today's conversation here:

 

Z: Be understanding, they’re just doing their job –there is never an excuse to be rude. But make sure they have done their job… if they have, it shows respect and earns more of your attention. Ask the right questions. Don’t be talked into something –being educated and getting more information is good…being conned is not. Make sure they can do what they are claiming and that they are not using buzz words to get their business. Make sure whatever they are selling is right for you. Don’t be taken advantage of – be safe out there. If it’s related to business communications –advertising, events, sponsorships, what uniforms, etc. –if you have an agency, you can always, always just refer them to your client service rep for vetting and evaluation. Use their experience and insight to help lead your decisions and save your time. The last thing I would say is to remember, when you do YOUR own marketing. Your job is not to push product or services on to people, you don’t want to con them into using your business. You want to simply find people that need your product or service. And then offer it to them in a way that will connect with them - That they will respond to your brand in a way …that is both memorable and preferred in the marketplace. Showing them how you are different and why they should choose you.

 

J: Thank you again for joining us.

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