"Objections" to implementing a complex marketing system

Here are the objections I hear about implementing and using a complex, multi-step, multi-media marketing system:

(1) Its too slow. If I don’t contact the prospect right away they will go to another company.

(2) My clients/customers don’t want to read.

(3) Even though I’d like to do only large transaction business with customers I need to do the little jobs for the chance to get the big job later on.

(4) The little jobs don’t take up that much time and they pay the rent.

(5) You do all that for each client/customer? That must be expensive.

Here are my responses:

The I Must Deliver an Immediate Response Syndrome.

Do you really want to be viewed in your community as a commodity? Are you really so plain and fungible that if they don’t hire you but hire your competitor they will do just as well? People who are just looking for coffee pull into whichever gas station or fast food restaurant appears next on the road. People looking for an experience plan their route to Starbucks. Which is the better customer?

If the fear is that I may miss the big job if I don’t make myself available 24-7 then I’ve got news for you. You are missing big jobs already. You don’t get all of the work in your town right now, do you? Finally, consider this: if you needed non-emergent heart surgery would you rather go to the doctor who can’t see you for six weeks or the one who says, come on in, I’m not busy, let’s do the operation today? Which do you perceive to be a better doctor.

But, Ben, They Won’t Read All That Stuff

Those that won’t are the same ones who won’t take your advice later. The truth is that they may not want to read all that stuff but since no other business is sending them a big package the very fact that you are doing so makes you unique.
Of course, the reason we include the DVD and the audio CD is precisely because some people will learn by listening, others by watching. The DVD is shot like a TV interview and it even includes commercials (for your business, of course.) The commercials reinforce the message that the smartest thing they could ever do is to ask your competitor for his big package of information (which, of course, he doesn’t have—it’s too complex!)

Preparing all of this educational material gives you a reason to keep sending the potential client information. The potential client may be talking to your competition, trying to decide who to hire, but every few days they are getting another package or email from you.

If I Don’t Do the Little Case for Them Then They Won’t Call Me for the Larger Case Later

This objection relies upon a false premise. The premise is that if you do a good job for them in the little case they will remember you later. Try this test. Start asking your clients/patients who have had other work done who did that work for them in the past. They won’t be able to remember. Merely doing a good job does not make you memorable enough to get a future referral.

The key is that no matter whether you accept or reject their business this time, you stay in front of that prospect forever with an interesting monthly newsletter. They will remember you when they or someone in their circle of influence needs a big case professional the next time.

The Little Cases or Small Jobs Aren’t That Much of a Hassle and Besides, They Pay the Rent

Really? Have you ever actually tracked the time you and your staff spend on the little cases or low transaction business deals? Let me ask you this: if you have an hour to spend don’t you think its better spent increasing the value of a $100,000 job by 10% than it is to increase the value of a $10,000 job by 10%. You don’t have unlimited time, do you?
A Complex Marketing System Must Be Expensive

It could be. But I often hear that objection from professionals or business owners who are spending money year after year in the Yellow Pages, running ads that sit right next to their competitors and say the same thing as their competitors.
It is very hard to market without spending any money, so the issue becomes how will I spend my next marketing dollar? It’s a resource allocation issue.

If you are not completely satisfied with the way your practice/business works for you then you should be spending the time, up-front, to develop good, consumer friendly educational materials that establish you as the expert and market to your perfect client/customer. Writing books and reports does take time, but it’s time spent once. Your complex marketing system does not need to start with 14 steps in 14 days since you are likely “competing” with business owners and professionals who are doing the traditional two-step here I am come on in for a free consultation/widget system. You can start with many few steps and expand as the quality and transaction value of your cases gets better. What’s great about a complex marketing system is that each time you add a step, you move one step farther away from your competition. No, you won’t get all of the work and you aren’t getting it now. You don’t want all of the work in your town because you want to have a life and be a hero to your family. A well-executed, complex marketing system will increase your income on less work.