Make Yourself Available Online!

How many physical sales appointments do you think is possible to run in one week? Well, there are a lot of variables that affect the answer to that question. In the earlier years of my consulting I remember running between 15-20 per week! That is lot of driving, talking, and eating fast food in between appointments. Now consider this. How would you like to present to 15-20 potential prospects all at the same time from the comfort of your own office?

Small businesses and organizations have to learn how to take advantage of advancing technology. In this case I'm eluding to the use of webinars. This isn't a new concept. However, many of you haven't taken the time exploring the possibility of hosting webinars on a weekly basis. Just do a quick online-research on webinars and you will notice that the cost-per-month to present large amounts of prospects is worth it when you consider gas cost these days! (Check out www.gotowebinars.com)

Take a moment and think about the potential of webinar use in your sales process.

Keep It High Touch!
-Ernie DiMalanta

Shhhh. Listen when you're Social Networking

Several days ago I attended a conference on eMarketing Techniques up in Cleveland, Ohio. Today, while working on my blogs, I remembered an observation I made at the conference that I wanted to share with my readers. It's nothing earth-shattering but I found it as a pleasant reminder for those looking to inbound their inbound marketing.

On separate occasions, every speaker encouraged everyone to "Listen." Now you may think that tip is a no brainer, but this is often the step that is skipped when engaging in social networking and is the one I like to begin with when I work with my clients. As you map out your social networking plan take a moment to listen to what's out there in your industry.

1. Read other blogs
2. Participate on forums
3. Follow key individuals on twitter
4. Subscribe to valuable RSS feeds
5. Join LinkedIn groups
6. Listen in on webinars

Whether you are trying to launch a blog, grow your twitter base, establish your fans on facebook, draw traffic to your Youtube channel. Remember to open your ears and listen. You will gain a better understanding of what your target will want to hear.

Keep it High Touch!

-Ernie DiMalanta

Observe Your Market Not Your Bottom Line

Just the other week I had one of my clients send some of their team members out to observe their target audience. The results that were brought back to the table was invaluable on a number of levels. It helped them learn more about the type of people their reaching, it forced them to look outside of themselves, and it opened discussion on ways to improve their service.

When was the last time that you made observations of your market? Actually moved beyond basic demographics that you pulled up from some list provider, and tried to understand the psychographics of your customer. What are their buying habits? Where do they like to shop? What do they do during their free time? What type of personality do they have? What values do they live by? As a small business, you don't have the money to engage a market research firm to do in depth analysis. However, that doesn't mean you have to do business with your head in the ground. Take some time this week and go where your people are and just observe. Believe me, you'll learn something new about your market every time you do this.

Keep It High Touch!

-Ernie DiMalanta

Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order Size

Article shared from Marketing Profs...

Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one.

Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the holes left when other marketing techniques miss their mark. Even though it works (which is why it is abused), there is a price to be paid.

Customers become disenchanted when they receive numerous emails promoting one sale after another or one product over and over. Everyone's threshold is different. Some may opt out after a week, others a month, and still others a year or more. (Note: there tends to be a jump in opt outs at the

View Original Article

Generate More Leads and Close More Deals: Small Business Success Kit

Learn how to attract and track more website visitors, ensure consistent follow-up, achieve increased sales productivity, keep valuable leads from slipping through the cracks and more with this exclusive Salesforce Small Business Success kit.


With your small business kit, you'll instantly get access to:

1. Sales & Marketing Success Map: See every step from first contact to close and get best practices for capturing leads and building interest
2. Marketing in the Google Era, a webinar from the pros to help you take advantage of search, email, web tracking and more
3. Free 30-day trial of Salesforce for up to five users
4. Special discounts on services and more!

Click here to download your free Success Kit!

Keep It High Touch!

-Ernie DiMalanta

Second Quarter Pep Talk

Has it occurred to you yet that we're already starting the second quarter of 2009? For many of you who are still trying to determine what you're doing with your marketing, I'm here to tell you that you're behind... And that's no April fools joke!

I figure that for those who are working a marketing plan that today is a good day for a pep talk!

Let's start with evaluating the past three months. How was business? Are your sales numbers low? How do they compare with last year's numbers? What tactics did you implement? Was it the same or different than last year's first quarter tactics? Have you figured out your return on investment yet? Determine your cost per lead, cost per opportunity, cost per win. Isolate areas of weaknesses and strengths.

OK. Remember, we're entering the second quarter of the game. If you haven't put up any points on the board yet, then it's time to tweak your game plan a bit to close the half with some small victories. What are some of the issues that you have to address? Is there a line up change that needs to be made? Is it time to rely on your defense or is it time for an all out aggressive assault? What are you doing to build momentum? Initiate incentives for your staff to increase revenue generating opportunities. Post visible, achievable goals that everyone can see. Drop tactics that are obviously not yielding expected results and launch new campaigns.

Lastly, envision what success looks like in 2009. First accept that it probably won't look the same as previous years, and keep in mind that you still have three quarters to achieve that success. Also, don't forget to celebrate small victories along the way. There's a lot of time, energy, and resources involved to achieving those victories...You want to encourage success, not stifle it.

Keep it High Touch!

-Ernie DiMalanta

Consumer Confidence At All Time Low

The Consumer Confidence Survey recently indicated another sharp decline in the Consumer Confidence Index hitting another historic low of 25 in the month of February.

Says Lynn Franco, Director of The Conference Board Consumer Research Center: "The Consumer Confidence Index™, which was relatively flat in January, reached yet another all-time low in February (Index began in 1967). The decline in the Present Situation Index, driven by worsening business conditions and a rapidly deteriorating job market, suggests that overall economic conditions have weakened even further this quarter. Looking ahead, increasing concerns about business conditions, employment and earnings have further sapped confidence and driven expectations to their lowest level ever. In addition, inflation expectations, which had been easing over the past several months, have moderately picked up. All in all, not only do consumers feel overall economic conditions have grown more dire, but just as disconcerting, they anticipate no improvement in conditions over the next six months." (This quote was taken from the Consumer Confidence Survey Press Release).

Click here to read more of this press release>

Keep It High Touch!

-Ernie DiMalanta

Sales and Marketing Performance Trends for Small & Medium Business

Discover the hottest trends in Small Business Sales and Marketing—and see how the leading on-demand CRM solution can put these trends to work for you.

The summary describes three keys to SMB success:

1. Documenting and debugging your sales process.
2. Providing enabling technology.
3. Hiring/retaining sales talent.

Get your free report! Click here.

The Best Dressed Small Business in America

In this month's Esquire magazine an article titled, "The Secret Life of a Well-Dressed Man" was written about my friend Kenyatte Nelson who was named America's best dressed real man last fall. While reading this article I recalled the importance of supporting your image with brand strategies.

If you know Kenyatte, you would agree that he is a confident individual who knows what he is about, where he is going, and how he plans to get there. His style is a result of his convictions, and intentionality. He knows how to control image (it helps that he is also a brand manager at Proctor and Gamble and also maintains his own fashion blog- Tweed & Velvet).

If I had to put clothes on your company based on it's brand strategies, would it look like a combination of Miami Vice and My Name is Earl? Does your company image confidently portray thoughtful strategies? Does it appeal to your market? Do you even have a strategy?

Don't sign wrap your vehicles, place that next ad, or make that next big presentation without getting your hands around your brand.

Keep it High Touch!

-Ernie DiMalanta

What is Your Recession Sales Strategy?

This White Paper is based on a survey and packed with strategies you can use to sell more effectively in challenging times. Explore how companies are reacting to six basic strategy points because of the recession, and how most are missing opportunities as a result. Register for this White Paper to learn more about these successful sales strategies.

Click here to register!

Word of Mouth Costs A Lot!

I'm sure you have heard at one point or another that word of mouth marketing (WOMM) is the best form of marketing cause it is FREE! Well, not exactly. There is a cost to WOMM and that cost is often time, and you don't have to be a business owner for long to know that your time equals money; time spent on providing superior customer service, time spent on product development and enhancement, time spent following up with clients, time spent on understanding your position in the marketplace, time spent training your staff... Do you get where I'm going? Some of you aren't spending enough time in these areas, or you may be spending too much of your resources in one area when you should be devoting more to another...

So when was the last time you evaluated your efforts to enhance word of mouth? Don't wait too long. You may be making a costly mistake.

Keep it High Touch!

-Ernie DiMalanta

Too Busy to Keep Yourself Busy?

If your like me, your day shifts to fifth gear the moment you walk out of your house. Your ever growing action item list swirls around in your head, while your phone continually rings your favorite ringtone as you're stuck in traffic on your way to the office. Like most business owners, the thought of marketing is way at the bottom of the list until urgency sets in. How are you supposed to execute marketing tactics when you already wear several different hats in your business?

1. Decide whether or not marketing is a priority to you and your organization. Is it? You better answer yes! Every company has to transform their thinking and believe that it's a marketing company that happens to sell product "X" or service "Y."

2. Assign or hire a marketing champion in your company. If that person is you, then you will have to carve out some time each day to stay on top of your strategies and tactics. Start with smaller increments of time then, as you get into the habit, you can begin increasing your commitment level. Use outside marketing coaches to keep you accountable and provide direction. Sometimes you just need someone to instruct you from the sidelines.

3. Prepare a marketing calendar that is visual to all who is involved in the sales process. If you don't have a marketing plan to work off of, then you will have to take time to develop one. If you feel that you are inadequate to develop a plan, then you probably are. Reach out for help.

Often marketing is known for it's creative side. Remember, don't overlook the organizational aspect of marketing. That's what differentiates an active marketing plan, from the one that is collecting dust on your shelf.

Keep it High Touch!

-Ernie DiMalanta

Kind of a Big Deal!

As of yesterday, CluelessMarketing.com has been officially confirmed by Alltop.com as a blog providing the best of the best Alltop stories! Alltop.com is an online magazine rack that features ALL the TOP stories in all the topics that interest you. Now you don't have to be clueless about anything!

So if you want to read what's happening in marketing, you can follow me there alongside other leading marketing experts!

With that said allow me to ask you a challenging question... What will you do today to further your credibility in the marketing place?

Keep It High Touch!

-Ernie DiMalanta

10 Steps to a Successful CRM Implementation

A CRM solution can have an enormously positive effect on your business's bottom line, but a lot can go wrong during a rollout if you haven't planned properly.

This White Paper addresses topics such as:
Budgeting realistically
Training employees
Managing the implementation

Follow these 10 steps to help ensure that your CRM implementation is a success, from the planning stages to post-deployment improvements.

Keep It High Touch!

-Ernie DiMalanta

Love is in the Air

OK Guys (and gals)... if you're over spent, over worked, over committed, and you simply forgot about Valentine's day, then here's your reminder, "Tomorrow is Valentines day!". According to the National Retail Federation Valentine's Day spending is expected to be about $14.7 billion. All of this spent to communicate love and commitment.

I've read that in Warren County Ohio the average length, in years, of first marriages that end in divorce is eight. While that number may not be good regarding marriage, how many of you would love if the average length of time you kept a client for repeat business was eight years? Many of us would be ecstatic!

When was the last time you communicated appreciation to your clients? My challenge for you is that you do this next week. You don't have to over analyze it or break the bank over it, just execute this simple tactic. If it helps solidify the relationship and keep them on for another year, then just do the math and you'll realize that it's worth it.

Keep It High Touch!

-Ernie DiMalanta

Caught in Strong Winds

The shingles are flapping, my dog is unsettled, and I just heard that my recycling bin vanished from my driveway... All of this forces me to think about how businesses and organizations react when they face tumultuous winds. Like the stranded boat caught in the perfect storm, how we react will make all the difference.

It's not abnormal to react in a way that addresses issues of the here and now. In fact that is necessary. However, you need make moves that will have positive results even after the wind stops blowing.

1. Dig deep into your circle of influence. Strengthen those relationships.
2. Guard your current client base.
3. Open new markets (be careful with this one. You don't want to spread yourself thin).
4. Provide added value that meets consumer needs without sacrificing your brand.
5. Reevaluate your message.
6. Review your long term vision and don't stray too far from your plan (If you don't have one, then now is a good time to create one).

Keep it High Touch!

-Ernie DiMalanta

6 Reasons For Having a Company Website

Years ago there used to be a Yellow Pages commercial showing a man selfishly hoarding toys in his own store called, "Mike's Toys." And the commercial ended by saying the only businesses that aren't in the Yellow Pages are businesses like Mike's Toys, because Mike doesn't want anybody to know about his toys. The basic message was that all real businesses are in the Yellow Pages. Well, these days that same message applies but regarding the internet.

There are still many businesses that are not taking the internet seriously. As a result they are missing out on opportunities.

Here is a list of 6 reasons why you should have a company website:

1. Brand Awareness
2. Softening the sell
3. Sharing Information
4. Referral Tool
5. Distributing Marketing Collateral
6. Capturing Leads

Now if you already have a website then the question is, "How well does it accomplish these six reasons listed?" A bad website can have a negative effect on your sales activities.

Keep It High Touch!

-Ernie DiMalanta

Super Bowl Afterthought

As I tried to recall a Super Bowl ad this morning, it got me thinking about awareness marketing and how corporate companies spend over millions of dollars a year to brand their markets.

Do you have the dollars to run these kind of campaigns? My guess is if you're reading this blog titled, "Clueless Marketing," you probably don't. Instead of perpetually marketing to a select audience with a response oriented relevant message that personally addresses their specific needs, many small businesses and organizations would rather brand the universe of which they have no money to do so and therefore often resulting in doing nothing at all... Well, that was my Super Bowl afterthought...

By the way, which Super Bowl ad do you still remember the day after the game? For me it was the Career Builder ad.

Keep It High Touch!

-Ernie DiMalanta

The High Touch Process

Too often business owners or marketing executives like to "go for the jugular" when it comes to their marketing. Whether it's the sales appointment, advertising campaigns, etc, they try to convince their prospects to commit before they have a relationship. They fail to understand the relationship value in marketing.

I like to relate the high touch marketing process to the courting.

1. Make Eye Contact...Who do you like to work with? Be targeted!
2. Make an introduction...Network with those you want to do business with.
3. Establish Familiarity...Implement a very perpetual and personal marketing communication campaign.
4. Go out on a date...Set that appointment! Don't be afraid to ask for that date.
5. Be Likable...Be Likable. I say this because some of you need to work on your interpersonal skills.
6. Get Engaged...This refers to the first time you do business.
7. Get Married...Be prepared for the lifelong commitment!

Why do we fail at this? Because we don't invest time, energy, and resources to build our relationships.

Keep it High Touch!

-Ernie DiMalanta

U.S. Postal Service "Move Update"

If direct mailing is part of your 2009 marketing mix, you may want to hear this in case you hadn't heard. On November 23, 2008, the USPS put into effect the "Move Update" requirement. To qualify for automation rate or presort rate First-Class Mail® and Standard Mail® - “Each address and associate occupant name used on the mailpieces in a mailing must be updated within 95 days before the mailing date, with one of the USPS-approved methods...” - The update standard applies to each address, not to a specific list or mailing. Mailers must certify compliance with the update standard when the corresponding mail is presented to the USPS®. Click here to learn more.

Have you run a successful direct mail campaign in the past? If so, comment on this post and tell me about. I love hearing about creative campaigns.

Keep it High Touch!

-Ernie DiMalanta

Don't Worry, Be Happy!

Remember that song, "Don't Worry, Be Happy" by Bobby McFerrin? In September of 1988, it became the first a cappella song to reach number one on the Billboard Hot 100 chart and held that position for two weeks.-Wikipedia Why am I bringing up this song after it's been over 20 years since it hit the air waves? Because there are a lot of businesses worrying these days; sales are low, production has stopped, and the phones haven't been ringing. So what do you do? Well, if you're not planning on closing up shop and you've done everything you can to stop the internal bleeding, then don't worry, be happy, and start calling... Happy calling that is!

When was the last time you blew the dust off of your rolodex (I use this term figuratively, since I don't actually know anyone using a rolodex these days)? Well, export your contact list and touch base with each and everyone on it. Set appointments, make positive touches, ask if there is anyway you can help them. Make phone calls, send emails, leave voice mail messages, send cards, make special visits. There is no better use of your slow time then to reach out to your network (circle of influence, clients, past clients, prospects)! Go ahead... make your happy calls... start today! :)

Keep it High Touch!

-Ernie DiMalanta

Remember the Bookends

Often business owners get caught in a whirlwind of strategies. They get pounded by account reps from all types of advertising solution companies, they get flipped upside down by late night eureka moments, then they get pushed around by "me too" strategies after seeing what their competitors are doing.

Remember don't forget the bookends! What are the bookends? Assess and execute! Too many times I see businesses focus so much of their energy on strategies, they don't even perform the proper assessment to support their strategies. And even worse, they don't execute their strategies. Assess...Strategize... Execute! Sounds simple right?

Keep it High Touch!

Ernie DiMalanta