http://www.flickr.com/photos/twenty_questions/ / CC BY-NC 2.0

We live in a world where there is a plethora of options – we are deluged by products, gizmos and gadgets, some of which we don’t really have any use for and most of which tend to get obsolete in no time at all. So if you’re a marketer, you must know how to sell your products effectively so that customers know what they stand to gain by buying and using them. A successful marketer avoids making fatal errors, mistakes that could kill their chances of success. There are many marketing don’ts, but the most important of them are:

• Being too intrusive: No matter how badly people want to buy something, they’re not going to buy from you if you’re too intrusive. I hate callers who ring my doorbell when I’m busy and refuse to go away; I get irritated with cold calls from salespeople who gain access to my mobile number through mass marketing lists that they purchase and hound me at all hours of the day; and I find pop ups that block the web page I’m trying to view a big nuisance that I must close immediately. So when you’re intrusive and in your customers’ faces, you don’t start off on the right foot or make a good impression on them. You tend to drive them straight to the arms of the competition at times. It’s hard enough earning a good reputation, and your job is made even more difficult when you have to overcome a bad one.
• Treating the customer badly: Some salespeople and marketers believe they are above certain customers and don’t treat them well. Remember Julia Roberts in the movie Pretty Woman? The man who refused to attend to her because of the way she was dressed had to eat dust a little later. So don’t prejudge your customers or assume that you know what they can or cannot afford. Your job is to sell your product and so your focus must be on closing the sale alone.
• Failing to offer follow up service: Your job is not over once you’ve sold a product, and if as a marketer you think it is, you’re making a huge mistake. Very often, people become repeat customers because of the after-sales service you offer – no one wants to buy a product for which they are forced to put up with shoddy service and maintenance. When I buy a car, I want to know that maintenance is going to be a hassle-free experience and that spares are not too expensive. If I feel cheated after the initial promises made at the time of the sale, I’m certainly not going to buy from the same company again or recommend it to my friends.

This guest article was written by Adrienne Carlson, who regularly writes on the topic of accelerated online degrees . Adrienne welcomes your comments and questions at her email address: adrienne.carlson1@gmail.com .

I’m a major sucker for reality shows like CBC-TV’s Dragons’ Den, a show where entrepreneurs pitch a panel of five potential investors, for a stake in their company. I guess I like to live vicariously through the Dragons’ who get to tell awesome entrepreneurs how great their idea is, and tear into the ones that just don’t get it (I’m more like Arlene, though, not a hard-ass like Kevin).

Plus, I love hearing each business’ pitch. Most of of them are absolutely horrendous (you’ll often hear me say “What in the heck were these guys thinking?“).

For example, a presentation this week, where the company, Bandthology, Inc., was asking for one-hundred-fifty-thousand dollars for a twenty percent share.

The problem was their business and offer was all over the map. Their pitch started something like “We’re a company specializing in music games and live entertainment for corporate and live events.”

OK, let’s just stop right here… (are you ready for it?) How can you say you SPECIALIZE in something, then sprinkle the word ‘and‘ all over your pitch??? If you SPECIALIZE in something, that means you’re really good at ONE thing…

Moving on…

As the presentation went downhill on, the Dragons’ failed to grasp what they were selling, exactly. They were talking about a music-themed board game, a digital version of the game (in development) for mobile DJ’s and other forms of events, a live show… and I can’t remember the rest…

That’s the point, isn’t it? If, at the end of a presentation, I (the pitchee) still can’t tell what in the heck you’re selling, how can you expect me to take action? Much less hand over hundreds of thousands of dollars of my money to finance your company.

Robert Herjavec summed up what everyone in the room (and watching) was thinking:

I’m completely confused. I hear you talking about a board game, a live show, I hear you talking about intent of a software product, then you’re talking about a DJ. Like, I’m really confused. This is all over the map.

But, Arlene Dickinson said it best:

Why aren’t you focused on doing one of those things extremely well before you go into other markets? Because, really, I think by diversifying so quickly and being underfinanced to do it, you end up doing a lot and doing nothing very well.

Sound familiar???

I’ve said it hundreds of times before: If you want to make your mark in this great big entrepreneurial world, you’ve GOT to stick to ONE thing — the one thing you’re really good at, the one thing no one else does as good as you, the one thing you want to be remembered by.

What’s your thing?

You’ve heard me rant about an RFP I wish I never received (and maybe that person wishes they never sent it!!) and the discussion has come up again on a VA group I belong to.

This time Pam Ivey, Virtual Business Manager and Owner of the Canadian Virtual Assistant Network (CVAN), chimed in with her suggestions on replying to a request for proposal. While her message was specifically directed to the Virtual Assistant who asked the question, the same guidelines can be applied to any service-based entrepreneur.

I’ll her break answer down in 2 posts. Today, I’ll highlight Pam‘s list of what NOT to do when replying to a RFP:

1. Avoid using “canned” responses when responding to RFPs. Show genuine interest in the project – visit the prospect’s website (if the address is not supplied, do some research — the majority of businesses have a website). Note his or her target market, how many listings they have, learn more about them in the “about us” section of their website. Then personalize your response in their style that you’ve deduced from their website and request for proposal.
2. Do not include a resume!!! This cannot be stressed enough. In fact, if you have a resume, throw it out, delete it from your computer – get rid of it! You are an independent service provider, a.k.a. entrepreneur or small business owner. You are not an employee. Act accordingly. Would you ask your lawyer, plumber or teacher to see a copy of their resume? Not likely. If you’re smart, you’ll ask for reference but certainly not a resume. Get out of the employee/employer mentality!
3. Do not include a fee or price unless explicitly asked to provide such information. Instead, insert a call-to-action such as offering a free consultation to discuss the scope of the project in more detail in order to determine cost. You want to speak to the prospect personally. It is much easier to sell your services in this manner and provides a better opportunity for the prospective client to get to know you and for you to get to know the prospective client.

I agree 100% on points 1 and 2.

I am half-way on point 3. I agree that a set price should NOT be put in a request for proposal until you have a better idea of the entire scope of the project. However, I feel you should at least offer a fee range. Giving your potential client a ballpark idea of your fees will aleviate much of the hesitation the prospect may have in continuing the conversation. Plus, it serves as a “sifting” tool — if your range is higher than they expected or can afford, you avoid wasting time figuring that down the line.

What do you think?

Stay tuned tomorrow, as Pam offers a few more points on how to submit a RFP to a potential client.

Thanks, Pam, for allowing me to share this with my readers!

Recent unsolicited social networking message received:

I am a web designer and graphic artist… how can you help me? and in turn, what can I offer you ?

Ouch… “how can you help me?” I don’t even KNOW you… No further explanation needed.

Sheesh. Don’t people GET it??

OK, so this a website, not an ad… but since this my blog, I chose to post this under my Irksome Ads series. Besides, isn’t a website just one big advert for your business??

Check out Restaurant La Maison François and click Welcome. You’ll see what I mean.

(Thanks to my friend Rachel for sending me this link.)

Now, this is just my opinion, but… if the information on your website is available in one language only, why do you make it look like you have the information in two??

As someone in the hospitality industry (bragging to be one of the best Fine Cuisine restaurants in the area), you’re thinking pretty small. You’re pretty close to the city of Montreal. What about tourists researching and planning a trip here, but DON’T speak French? Too bad for you. You’re losing precious business by being so close minded and “inaccessible” to a larger audience.

Last week, I posted a call for help to a few VA online groups I’m on. I needed assistance with an important, detailed, last minute and complicated RFP for a client.

Most replies were professional. There were those who offered advice and even provided outlines and templates, while others submitted formal service quotes.

A few replies, however, totally blew me away — not in a good way.

The first reply had for a subject line “[Listname] off list,” so I wasn’t even sure if it was in reference to my request or if it was sent out of the blue. The actual message was even more baffling — it goes like this (I removed all incriminating references):

So do you need my advice?

I’ve coordinated workshops, special events, and have done handouts. I use MS Word and that’s it.

Probably a lot of others will contact you.

I am skilled in a lot of things.

Why not break up the project into small groups of people, up to 3 people.

I can spare a bit of time in the morning after 8 am if you need me.

I’ve done this biz for 14 years, and 2 days.. for 7 years with an organization that had tradeshows, workshops etc.

How much would the subcontract rate be?

I’m good at proofreading

You can hire me for 45 min if you want to help you with all kinds of advice $[X] x 5%

I’m very resourceful.

[Name]
[Signature Line]

I mean really… what kind of reply is this???

1. First of all, who starts off a professional submission of their services with “So do you need my advice?” This person didn’t even bother to address me by name.
2. Secondly, there is NO reference to my original request for assistance with a RFP. Why exactly are you sending this to me???
3. Third, all (except 3) of the choppy sentences contain the words I, me or my. This person is more interested in talking about themselves than in what I really need.

If you’ve been in business for 14 years and 2 days… surely you must know this is NOT the way to promote your services!? Oh, there’s so much more to say about the rest of this message… but I think you get the point.

A second perplexing (sad, really) reply I received was this:

Subject: ongoing offsite support [all lowercase, but at least I know what this is in reference to]

Cristina, [thank you for addressing me by name]

I would be interested in helping with the ongoing offsite support but I don’t know how to do the RFP. If you know anybody that needs subcontract please let them know about me, I am looking for work. I am attaching my resume. Thank you.

Sincerely,

[Name]
[Signature]

You’d be surprised (then again, maybe not) at how many emails I get like this.

It’s not so much annoying as it is saddening and troubling. This person is taking the time to reply, but ends up sounding desperate and pitiful.

A better reply would have been:

Subject: Ongoing Offsite Support

Cristina,

I saw your message for help with your client’s RFP. While I don’t have experience in that field, I would be interested in working with you regarding your request for ongoing offsite support. As you can see from my attached resume, I specialize in [name your specialty here]. If this is what you’re looking for please contact me for details. My business grows by referrals, so if you know someone who would benefit from my services, please feel free to forward them this message. Thank you.

Sincerely,

[Name]
[Signature]

OK, so writing is not my forte… and that’s not the point. The point is, if you’re going to take the time and effort to reply to someone’s call for help and you KNOW you’re the right one for the job, don’t pussyfoot around with excuse-making and begging. If you’re not exactly the right fit or if your service has NOTHING to do with what’s being requested, don’t bother sending a reply. You risk hurting yourself a lot more had you not replied.

Think of this: If you received these 2 messages in your Inbox, would you readily refer them to colleagues and clients?

Unfortunately, I will not. I’m certain these entrepreneurs are good at what they do and are really nice people, but their unprofessional approach created a bad first impression that I just can’t shake.

Are you sending message like the ones I received? If you’re unsure about how your message will come across, send it first to someone for feedback.

The world of email marketing is a tough and cruel one. Your audience can’t hear the modulation of your voice or see the expression on your face. When promoting yourself by email, make it count and be sure you’re sending the message you intended to send.

I’ve been exposed to internet marketing at its *best* these past few weeks.

It first started with an increasing number of “unpaid interns” leaving blog ‘comments’ plugging a certain internet marketer’s name and products (I refuse to give him Google points, so let’s call him JB). Spam comments. YUCK!

As soon as I clued in to what was happening, I dug a little deeper only to find other bloggers complaining about the same problem, sometimes citing JB by name (one blogger called him ‘James Blah’).

I took action by marking the most blatant comments as spam. Topic-related comments were kept, however I modified them by removing references to JB and his products. Each action was followed by a personal email explaining my reasons. One person had the decency to apologize and provided an explanation of what’s really going on (confirming the unpaid intern rumors: “Your blog is on his list for his interns to visit.“).

The second incident was an email I received this week:

Hi,

We’ve seen your website at http://blog.cristinafavreau.com/category/guerrilla-marketing/ and we love it!

We see that your traffic rank is 398906 and your link popularity is 10.
Also, you have been online since 5/1/2003.

With that kind of traffic, we will pay you up to $4,800/month to advertise our links on your website.

If you’re interested, read our terms from this page:

http://www.contactthem.ws/hit.php?s=10&p=2&w=101756

Sincerely,

Richard Coors
The ContactThem Network

If you have a blog with any sort of traffic, you’ve probably already received a similar message.

At first glance, the allure of getting paid $4800 a month to advertise seems tempting. But red lights went up immediately.

1. The email came from an AOL account, totally unprofessional.
2. This was unsolicited, and nowhere was there to be found an unsubscribe or removal link. Immediate SPAM flag.
3. They used my WHOIS email address, not the address I advertise on my blog or website (so they probably didn’t read my blog at length).
4. After reading the fine print, words we will pay you and advertising are used to describe an MLM or affiliate marketing program, not an advertising program.
5. It sounds too good to be true.
6. It plain just smells spammy.

Researching this a little more, I discovered this is a recycled version of an internet marketing tactic to recruit new affiliates. That means you’ll get paid IF you do the job yourself, including levels, qualifications, renewals… blah, blah, blah.

Here are a few blog posts about this advertising “offer”:

• Stephen Ducharme, ContactThem scam
• ContactThem and their Marketing Trick
• ContactThem: Stop Contacting Me!

What’s the point of this post? First, a little ranting about internet marketing feels good. Second, this serves as a warning in case you see a similar message come to your inbox. Finally, take a look at the emails you’re sending. If you’re offering a legitimate service and using email marketing as a client-generating strategy, be sure you don’t get lumped in with “the others.” Make your intentions clear, be transparent and don’t mislead. You’ll gain more credibility by being open and honest than trying to trick people into buying from you.

Never mind what the so-called experts say about marketing. Let your your strengths, personality, core and values dictate what feels good and what is right. You’ll attract like-minded clients. Go out there and make a difference in your own way.