The Profit Syndicate

Photography, by it’s very nature, is such a visual medium, that other visual mediums are always the best way to promote your business.  It really doesn’t matter which area of photography you specialize in – portrait, actor headshots, corporate, landscape, real estate, fashion, black and white, digital, film, or industrial – the list goes on.  (And for the record, doing web design, I am an amateur photographer myself  and these are my own images.)

I think it goes without saying that any photographer who is looking to promote themselves as a business, or even just a hobby, HAS to have a website.  When it comes down to the essentials, your potential customer wants to see not only the type of work you do, but the style as well.  I’ve been in the entertainment industry since the late 1990′s, and have had my share of headshot sessions.  And while all photographers had specialized in headshots, the style was vastly different.  So you need to have that digital medium to properly display your work, as well as all the relevant SEO to have the site rank on the search engines.

However, let me ask you a question.  What can be even more powerful than classy looking gallery on your website?  A referral by one of your previous clients, that’s what!  Referrals from happy customers can bring in more business than a potential customer just happening to see your website.   (I know this first hand, as the photographer my wife and I used for our wedding, was the same one my brother used.)

This is where card marketing comes in.  You can use postcards and custom greeting cards to not only promote your business, but offer incentives for referrals as well.  Let me give you some examples.

Try card marketing for yourself for free by sending a card to anyone you like, at no cost, and then getting their feedback. You owe it to yourself and your business to at least give it a try

1. Wedding Photographer:  On a couples 1 year anniversary, send them an anniversary card customized with one of their best wedding photos as the cover.  On the inside, add a couple additional photos such as the couple cutting the cake, or the first dance, and make the offer that if they bring the card (or have a promo code), they will receive something like 20% off an additional photo session, or offer a free picture or package ‘upgrade’.  Offer anything you like as an incentive, as it might generate a session the couple might not have thought of doing.  And this can also hold true to ANY photographer looking to generate repeat business – just use whatever image the client originally contracted for.  And something that is so very cool – Send Out Cards now has a 8.5″ x 11.2″ BIG CARD which the client could even frame, if they chose to.

2.  Referrals:  Here’s another idea I LOVE!  Give a previous client an additional reason to refer new business to you in the form of a discount or outright monetary reward – a bounty of sorts.  When I remodeled my kitchen, the guy who installed my countertops would give $50 to each booked job referred to him to the referrer – which in this case just happened to be my wife’s sister.  But the idea still works.  Give the person a little extra incentive to add to your business.  It rewards you with new customers, new business, and potentially new referrals, and it rewards them with a little green.

3. How about just saying “Thanks for the business”.  Thank you goes a long way in this world where it seems like ‘thanks’ is in short supply.  The best thing you can do for your business (and this holds true for any business) is engraining your name in the clients head for what it is you do.  And a nice simple card (designed ANY way you want) saying thanks will mean so much to each client – just think about how it would make you feel!

And keep in mind, these are just a few examples of how card marketing can be such a valuable tool for your business in follow up marketing, appreciation marketing, and referral generation.

When it come to referrals, few business rely on them more than the Real Estate Sector.  When it comes time to choose who to either help us purchase, or help us sell out house, very few people actually look in the phone book.  We all know it’s antiquated anyway.  People ask around.  Who did you use? Who would you use?  So it’s not only of vital importance that you do your job in properly marketing the house, or quickly finding matching properties for buyers, but going that one extra step AFTER the purchase or sale is what keep your name engrained in the clients head.  When you do something totally unexpected, once the transaction is complete, that will remain in memory far longer than the other aspects of the transaction.  And that is where greeting card marketing fits the bill very nicely.

1. First and foremost, greeting card marketing is not necessarily the best use in mass mailings.  If you have plans to announce an open house or recent sale on a vast scale, then it’s not always cost effective.  Sometimes it is best to bulk buy the cheap postcards at .15 cents each for 100 or .10 cents each for 1000, and so on, as long as those cards are all generic and not meant for a personalized touch.  But what if you have some specific prospective clients you are working on, and would like to customize a greeting card with, then bulk printing is most definitely not going to work.  You need a system that allow for total and complete customization of the card.  For example, maybe you put of picture of the house you just sold on the front of the card, and then on the inside, put a picture of the prospective clients house with the words sold displayed nicely, with a note saying “This could be you”, or “Wouldn’t this be nice?”, or “We did it for XXX, let us do it for you”.  Whatever you want.

2. The idea that I really like is sending a ‘thank you for the business’ cards that contains a number of items.  First is a gift card to Home Depot to ‘help with those initial improvements’ or a Starbucks cards for ‘those late nights redecorating’.  Also included on the inside is a calendar and a list of phone numbers they may need if they are new to the area – a trusted plumber, electrician, handyman, non-emergency police number, and the like including a small percentage discount if they mention you, as the realtor.  The choice of numbers is totally up to you, but I believe it would be a stellar idea to develop a referral program with those individuals.  So when the client calls, and mentions you to get the discount, a referral fee is paid back to you by the contractor.  Otherwise, it’s business they may not have received. And you can do all of that with Send Out Cards.

3. I really feel the gift card option is a great attention grabber as client has just allowed you to hopefully earn a nice commission, and $25 thank you is really negligible in terms of the business generated.  But what I really advise is sending a card with a ‘referral bounty’.  In other words, after the purchase or sale, a client refers another client to you who comes under contract either for the sale or purchase of a home, the original client will earn $25 or $50 (I really don’t think it has to be higher than that as most people would be very happy with an easy $50 just for telling someone else about YOU) once the sale or purchase has been completed.  Easy money for them, more business for you.

4. As far as the design of the card, the options are only limited by your own creativity.  Imagine the visual impact when a client opens up a thank you card and sees, spanned across the entire card, a picture of them with the sold sign in front of their new house, with a note saying ‘thanks’ and the gift card inside.  You firms logo placed where ever you like, both on front and on back, AND your picture as the realtor will create an everlasting impression on that client, in addition to the wonderful job you did for them in either selling or purchasing their new home.

Need to increase sales?  Not meeting your sales quotas?  In this time of a down economy, it’s not always the easiest thing to do.  So sometimes it help to look to those who have been leaders in their fields.  For over 12 consecutive years (1963-1977), John Girard [complete bio] was the #1 retail salesman in the world, and established sales records that have yet to be beat.  And these records are in the toughest business in the world – automotive sales.  So let take a look at some of those records that are in the Guinness Book of World Records:

• Most new retail sales in one day (18 automobiles)
• Most new retail sales in one month (174 automobiles)
• Most new retail sales in one year (1425 automobiles)
• Most new retail sales in 15 year career (13,001 automobiles)

All of those automobiles were new retail purchases.  No wholesale, no fleet, and he was never in management.   He AVERAGED a staggering 6 sales per day on a sales floor that had 41 other salesmen who only averaged 5 cars per month.  Funny thing was that he was actually fired from his first automotive sales position for being ‘too aggressive’ – apparently the other salesmen didn’t like having to actually work. And in 2001, he was inducted into the “Automotive Hall of Fame”.

So what was Joe Girard’s secret?  He didn’t have one.  Joe said,

“If there is one word I detest, it is the word secret.  There is no secret.  If there was a secret nobody would be sharing it with you.  There are no secrets.”

But Joe did have an attitude that no one else seemed to have.

“Life is a game and you gotta know what you are playing.  Whatever you do and whatever you are selling you are not selling.  You must never stop learning more about this game… what makes people tick, what makes people buy, what makes people do what they do”.

But there was something that Joe did,

“I will burn my name in your brain.”

And how did he do that?  Joe Girard’s main tool was greeting cards.  Every year he commissioned an artist to draw up 12 cards, and then send them out.  That’s all he did.  He would send out one card every month.  And the very first card he would send to any new prospect, whether they purchased a car or not, simply said one thing “I like you”.  That card was followed up by cards for all the major holidays, but he also sent birthday and anniversary cards.  Joe went out of his way to get the contact information of every person  he met, and everyone he knew received a card each month.  What an amazing example of follow up.  It is said that Joe’s cards coming every month, that his contacts almost considered him a part of the family.  Here is his simple, but highly focused checklist.

• Keep in touch with people regularly.
• Send them “Thank you” notes.
• Send them season’s greetings.
• Send them news and information that will be beneficial to them.
• Send them free goodies.

Wouldn’t you like to have your customers think that way of you?  When people thought of a ‘new card’, they immediately thought of Joe Girard.  To Joe, it was always about RELATIONSHIPS, and the nurturing of those relationships.  And what was true for Joe, I think, is even more true today.  People WANT AND DESIRE a personal touch.  They want to be made to feel special, and in today’s high tech society, it seems ‘personal’ has gone right out with yesterday’s trash.  Well, time to make it personal again.  And I can show you how to send a card to whomever you’d like, no strings attached, for FREE and see how powerful Joe’s method can be.  Send just a few cards each year, and imagine what the odds will be that YOUR name is the first to come to mind when they need that product or service.

NOTE:  We are building relationships, and relationships are not built by sending nothing but ads at every contact.  Send something that is beneficial to the needs and wants of your clients and prospects.  For example, if you are a realtor, send tips on how to best get the highest value for the potential clients home, or make that customer work for you by offering a ‘referral reward’ for anyone they refer to your office who sells or purchases a home.

Think of it this way.  Do you want your ‘flyer’ thrown in the trash, or your ‘greeting card’ put onto the refrigerator, or bulletin board? Show your appreciation by giving them something – a heartfelt greeting card.   Simply put, appreciation is greater than self promotion.

Please fill out your name and email for your opportunity to send a card, for free, to whomever you like, no strings attached. And we take your privacy very seriously. Your information will NOT be shared with ANY individual or company.

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There are a number of criteria I’ve seen used to evaluate whether a Home Base Business Opportunity  is worth pursuing to gain your financial freedom.  And after looking at said criteria in reference to Send Out Cards, all I can say is “Wow!”.  Yup, yup, yup.  Let’s take a look at each one and see how Send Out Cards ranks. And I would also challenge anyone who is considering an MLM or Home Based Business to answer each of these questions for yourself in regards to that particular business.

1. The home based business opportunity has low start up costs:

To become a Wholesale Distributor, your start up costs are $468. Period.  That’s your total startup.  This includes 2oo points to use in promoting your new business.  To send one of their 10,000 greeting cards will ‘cost’ only 2 points (plus postage – you create an ‘expense’ account for that).  That’s 100 cards to send out for birthdays, anniversaries, or any number of the myriad of reasons to send a card.  Now think about this, with the average greeting card at Walmart or Target, et al. costing around $3.50 (some are more, some are less), you would spend $350 at a ‘big box store’ for the same number of cards and have none of the convenience that Send Out Cards provides as everything is done online.   You come within almost $100 of having the system pay for itself.

[ Send Out Cards Business Opportunity Presentation (.pdf file) ]

2.  The company has a squeaky clean reputation:

SendOutCards was founded by Kody Bateman in 2002. Years ago, Kody had a prompting to tell his brother he loved him. He ignored the prompting and his brother was killed leaving a wife and 3 kids. He decided he would never ignore a prompting again. SendOutCards is a creation of Kody’s to allow people to act on promptings by IMMEDIATELY sending a card in the mail seconds after being inspired to do so.  I also took a look at ‘Rip Off Reports’ and found only 1 complaint against them.  Honestly, with all the chances to really screw something up for almost 10 years of being in business, and only finding the 1 gripe against them? And the complaint was because of a printing error.  Look, manufacturing errors are going to happen with ANY company that MAKES things.  And the complainant even admits he got a full refund back from Send Out Cards.  Pretty good in my book.

3.  The product is in high demand by business owners:

Send Out Cards represents one of the most phenomenal ways for targeted promotion and follow up as anything that looks like ‘junk mail’ gets thrown away with even being looked at.  I know, I do it.  However, when we get a greeting card, we usually open before when even look who it’s from because we are so excited to get it.  I know, I do it.  Business is always in need of a very easy, inexpensive way for follow up marketing, even if it’s just to say ‘thanks for your business’.  And Send Out Cards can do it very inexpensively for the company.   It also has the ability to automate the follow up marketing process.  What I also found very interesting is that the Send Out Cards system is of value to you even if you are already involved in network marketing.  Good follow up and appreciation marketing is not exclusive to one business segment.  Every business can benefit.

4.  There is a high success rate for distributors:

Yes, because the product sells itself.  This truly is one of the best network marketing products in the industry.  It TRULY is something that everybody uses on an almost weekly basis: birthdays, weddings, anniversaries, thank you’s, birth announcements, thinking of you, sympathy, graduations.  I’ve talked to people interested just for the time and money savings simply for their business’ Christmas Cards!!!!!!

5. It has simple marketing program that is easy to implement:

Could not be more simple.  It’s all about what some call ‘appreciation marketing’.  Simply send cards.  The average person sends about 1 card a month. You probably send more, because your above average.  The average SOC customer sends about 1 card per day because it is so easy.  Wouldn’t you send more cards to the people you care about if it was easy as point and click and done!

6. There is excellent training and follow up support for new distributors:

The support is amazing.  Everything from free tickets to their ‘Treat ‘em Right” Seminars, to a myriad of online tools to keep you on track and completely organized.

7. It does not require a high skill level to be successful:

Send Out Cards is so incredibly easy, in part because you’ll love talking about it.  And when you love something, talking about it, and extolling the virtues of the system almost come second nature.  And you don’t need to be a tech-wizard either.  Their is this instant ‘connect’ when talking with others about simply sending a card.  No tech-speak, no high pressure push.  It really is almost ‘self-evident’ how great the system is when discussing easy of use, and low cost compared to ‘big box store’ cards.  I mean, really?  Send Out Card @ $.62 vs. Hallmark @ $3.50.  There is no comparison.

8. The nature of the product is unique, with little competition:

Very Unique.  Send Out Cards has a system called Picture Plus 2.0 where you can create a custom card which is only limited by your own creativity.  You can upload as many custom graphics and images, and arrange them however you’d like, and even add on a vast array of Send Out Card’s provided elements like picture frames, custom backgrounds, etc, etc, etc.  If you like to see how unique it is, then if you’d like, you can send a card for free (on my dime) with no strings attached, with your info being given to NO ONE! They take your privacy VERY seriously.

9. The company is beginning it’s growth stage:

Yes, Send Out Cards experienced 20% growth in 2010, which is fairly remarkable given the extreme slow state of the economy.  But it only make sense when the network marketing business opportunity is coupled with the ability to send real cards online very inexpensively.  People are looking at ways to save, and Send Out Cards gives them that opportunity.

10. The compensation plan is very generous:

Yes, very generous.  There is no way I can list all the compensation benefits here, but if you’d like to contact me, I’d be more than happy to send back a .pdf file showing all the areas of compensation.

Have you made the decision to finally take control of your financial future, and enter the world of network marketing?  But at the same time, are you asking yourself which company or product makes the most sense in terms of time allocated, cost, and product offered?  If not, then you should, as it will have a major impact as to your success or failure.  Always keep in mind that the ideas and best practices that hold true for a brick and mortar business also hold true for online business and network marketing.

1. You need to find a product that you can be passionate about. In other words, it something you would personally purchase?  I’ve been in the sales arena for many years, and the simple fact is that it is EASY to sell or promote those items (whatever it may be) that you have a PASSION for.  When you believe IN a product, and you believe that the product truly is a VALUE to who you are presenting it to, then it goes beyond a ‘sale’, into simply talking about a passion of yours.  Think about how you would talk about a favorite movie you just saw, or a favorite sports team, or a favorite restaurant, and then find a network marketing opportunity that you can discuss in that same impassioned manner.  Your potential client/customer will be able to tell, as we all can, if you are just ‘selling’, or if you are passionate about what you have to offer. Passion will always get better results than ‘selling’, because if you don’t believe in the product, why should they?

2.  Consider who it actually appeals to. The goal with network marketing, as with ANY business, is to have an ever increasing customer base.  Pick any company, they all need customers to survive – simple Business 101, right?  You need customers too, but the burning question is always where do you get those customers.  Almost every network marketing opportunity I have seen talks about having a ‘warm list’; that is usually your friends, family, and acquaintances or anyone else you know who you can bring into the fold. In my opinion, this is fine, if and only if the product truly is or could be of VALUE to them (see point #1).  Otherwise, you are simply relying up the love of family and friends to hopefully ‘help’ you by buying something they won’t use or need.  Think of this in the reverse.  Would you want to be bothered with something you would never use like bizarre herbal supplements???  But what if the product was something everyone not only could use, but already uses on a monthly, if not weekly basis?  What if that product was something that not only individuals could use, but the majority of business and sales professionals could use, not only in their follow up marketing, but in their promotional strategy as well?  What if that product was something that truly could put a smile on the face of everyone who received it?  I’ll tell you right now, that it what I have! Do you?

3.  Is the product understandable?  This may seem obvious, but I’ve come across people selling items (and not necessarily just in the network marketing arena) that not only do I not understand, they don’t seem to understand it as well.  To be effective, you need to be able to present whatever you are offering in way that is apart from the ‘talking points’ that the company has given you.  It’s easy to say that your product has “X”, but then, can you answer the questions of ‘so what’?  And what I mean by that is when you talk about a feature, immediately talk about what the advantages of that feature are.  I will give an example in my business, Send Out Cards, where you can send a beautiful greeting card for under $1 (and that includes postage). The ‘so what’ of that feature is that the average greeting card purchased in a brick and mortar store costs anywhere from $2.50, up to $5, thereby saving the user significant money just on the greeting card alone.  And, of course, I could go into a number of other cost savings and time savings, but that could take up another couple pages of text. (If you’d like more info on that, email me at darrin@theprofitsyndicate.com).

4. Does the company and product give you what you want?  Now that’s a question you have to answer for yourself, as I do not know exactly what your goals are?  Have you even sat down and written out those goals?????  If not, then I implore you to do that right now. Take a moment, and get down on paper what those goals are?

To make some additional side income?
To spend more more time with your family?
To quit your ‘day job’?
Financial Freedom?
To be home with your kids?
To be your own boss?

Those are just a few potential goals, but whatever those goals may be, you need to write them down as a way to really establishing where you want your network marketing venture to lead.  EVERY business needs a plan.  And a network marketing opportunity is no different.  I really feel that this is where so many people fail in not having a vision and goals of where they would like their business to lead.  This is a BUSINESS, not a hobby, and should be treated as such.  Business are there to MAKE us money. Hobbies, while fun, usually COST us money. Make your network marketing opportunity a business!  So really weigh the pros and cons of any network marketing opportunity you are considering, and see if it can and will take you down the road of meeting those goals while keeping all of my points in mind.  My network marketing does all the above. Will yours?

Got follow up? Unfortunately, most sales professionals don’t.  The majority will stop at only 2 or 3 sales calls when, the cold hard truth is, 80% of sales occur after the 5th point of contact.  These points off contact can range from the standard sales phone call, face to face contact, or something as simple as a thank you letter or card.  Now if you are one of the very few who are persistent to make contact with that prospect 5-7 times, then, honestly, the only reason you should keep reading would be to validate everything you are doing, and maybe pick up some tips and tricks.  However, if you are NOT making contact 5-7 times, at least, and are not closing the deal with the frequency that you would like or need, then please read on.

First and foremost is to get organized.  You need to have plan.  But not only do you need a plan, but you need to be able to deviate from that plan as no two customers are the same, and you need to improvise how your follow up steps will be laid out.  It starts off with good contact management software program like Contact Plus Professional or, even using an online CMS like Salesboom so that you can organized, and be able to document each of the steps you have taken in the sales process.  Even if you only have a few clients, keeping all points of contact in order, and knowing where you are in that sales process is key, as like I indicated, each client/customer is different in the way they need to handled.  Some customers will want to be ‘sold’ on a item, while others will want to come to the conclusion that the particular product or service will indeed be of benefit to them and their business.  But, unfortunately, with new clients, that is a ‘learn as you go’ process.

Second, you should also get in the habit of setting specific dates for each of your follow ups with a commitment from the client/customer.  This holds true regardless of if that follow up is dropping off a product sample, a phone call, a lunch meeting, or even sending out a thank you or reminder card.  It is vital to you, as the sales pro, in setting up your daily sales calls or visits, as you will not be overextending yourself on any given day – which leads to better sanity for you.

Third, send a thank you note or card.  This can be a handwritten note on a thank you card.  I’ve started using ‘Send Out Cards’ as I have found it to be one of the best and most cost effective services out there.  You can send a thank you postcard, in your own handwriting, for as little as $ .58 or a genuine greeting card for as little as $1.06 (and that INCLUDES postage).  And it’s all done online. They print it, stuff it, stamp it and send it.  Even better is the fact that they have an iPhone app which allows you to send that thank you note after any meeting the moment you leave that meeting.  Talk about convenient! (If you have any questions RE: Send Out Cards – email me: darrin@theprofitsyndicate.com and I can give you more information). But I will tell you right now, please don’t underestimate the punch sending a personalized card will create to that potential client/customer.  Let’s put it this way…do YOU like getting thank you cards?  Yes, you do.  We ALL do.  And that card can be sent at any time during the follow up process from the initial meeting to the close of the sale.

Finally, a last few points I would like to make.  One, I already stated that should set specific dates for follow up, but if that follow up includes a face to face meeting or lunch meeting, make sure you are on time.  Nothing will torpedo a potential sale faster than you NOT doing or being where you say you will be.  It makes you, and your company look bad. Remember, you ARE the face of your company to that client/customer.  Two, learn everything you can about a new client/customer so you can better meet their needs.  And that is key, it shows attention to detail when you can really tell a client/customer WHY they need the product or service to better THEIR company – get specific.  And third, you don’t necessarily even need to discuss a particular product or service for it to be a successful sales call.  Many times, a lunch meeting where you and the customer/client don’t even talk business can very powerful as it leads to a more human to human interaction and shows you are interested in more than just the quick sale.  And I will end with an example of this.  I use to make a sales call to a particular customer every Tuesday at 11:00 am on the nose.  I would take an inventory, and then the owner and I would go to lunch at The Cheesecake Factory.  We very rarely discussed business.  And as don’t advocate doing the following unless you know your customer VERY WELL, we did discuss politics, religion, sports, and number of other topics.  It was two friends having lunch, and we didn’t discuss either his inventory needs or new products until we were back at his office.  A it was a rare day that I did not leave without an order for at least a truckload of material.

The follow up has become a lost art.  Whether it be the follow up phone call or thank you letter or a thank you card, business is LOST when you fail to follow up.  I wish I knew the cause.  I have my speculations which ranges from laziness to simply a lack of time as we, as a society, try to cram too much ‘stuff’ into our workdays and nights.  I also honestly believe it comes from the fact that our society has become too used to instant gratification, and we don’t want to bother with taking the time to actually work at something.  But be sure, there are those who DO work at it, and follow up, and they are taking the business away from you.

It doesn’t matter whether you are selling widgets or wallpaper, high tech or low tech, virtual or actual, people take time to warm up to any idea, no matter how spectacular.  Very rarely are you able to present an item that people immediately jump at.  For example, I have become deeply involved in a company called Send Out Cards.  It is an amazing company with an amazing product that almost ALL companies can use for not only follow up, but product promotion and marketing.  But there is still the need to continually follow up with everyone, whether they have shown interest or not.  It’s human nature.  In ANY decision, we want to feel like we came to the conclusion to use a particular product on our own, not that we were pushed into the decision.

The fact is that 80% of sales on new products occur on or after the 5th sales call or point of contact.  The problem is that the vast majority of sales people don’t persist beyond 2 or maybe even 3 sales calls or points of contact.  The sales ‘pros’ keep going at hit that 5th sales calls or more.  Keep in mind that your customer wants to know that you not only very serious about that which you are selling, but are dedicated as well, and that’s what continual follow up demonstrates.

We a number of sales people miss the target relates to following up on initial inquiries.  Now I also have my own web design firm, and it’s amazing to me the number of times I’ve talked to a client, or potential client, who tells me that other design firms never even respond to the initial inquiry.  This doesn’t come as shock at all as studies have been done to show that on the average request for information, 18% received no response, 43% received the information too late, and over 27% were never even contacted by a sales representative.  There really is just no excuse for this.

But don’t worry about that customer being serviced, your competition will be more than happy to take over where you left off.  And if you need the ‘how to’ on follow up marketing, look for my next post on follow up tactics.