Use Contact Marketing to Break Through to Anyone | Stu Heinecke - 1817
The Sales Evangelist
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This chapter delves into the limitations of traditional business cards and presents the idea of a pocket campaign as a more engaging alternative. It highlights the importance of making lasting impressions in networking by focusing on involvement and meaningful exchanges.
You want to speak with a company's high stakeholders but have no idea how to reach them. Prospecting is always a challenge for sellers, but it’s easier when you use this powerful sales technique that’ll get through to anyone.
In this episode, I chat with Stu Heinecke, a Wall Street Journal cartoonist, marketer, and author, about using contact marketing for prospecting. Listen to the secrets he used with his sales teams to reach prospective clients and close more deals.
Stu Heinecke’s Background
- Stu Heinecke, a Wall Street Journal cartoonist, discovered the power of “Contact Marketing” early in his career, earning him two Hall of Fame nominations as a marketer.
- He now hosts and writes for the How To Get A Meeting with Anyone podcast and blog.
- Additionally, Heinecke is the founder and president of Contact, a company specializing in contact marketing.
Importance of Business Cards
- When was the last time you saw someone pull out a business card? Thanks to the digital world we live in today, it's rare.
- However, Stu shares why it's essential to go back to the basics to help clients remember who you are.
Upgrading Business Cards to Devices
- Say goodbye to business cards and hello to engagement devices. The regular business cards aren't impressing people anymore, especially those with long titles. So, instead of giving them a card, you provide them with an engagement device.
- An example of this is Kevin Mitnick's card. The card does not contain logos, words, or descriptions. It speaks for what the company does.
- The goal is to make business cards serve as visual metaphors for your best work. They still fit in their pocket, but they use them differently, and not only when they give you a call.
How Does Contact Marketing Work
- These engagement devices are designed to align with the contact marketing model.
- Businesses should establish a baseline for responses. The goal is to achieve a 100% breakthrough with every deal the company makes.
- To accomplish this, provide prospects with a standout card that directs them to your landing page. A well-crafted card will pique their curiosity about what your landing page offers, potentially sparking the beginning of a conversion.
- Stu’s book offers a wealth of stories and insights on launching campaigns using contact marketing. It’s filled with actionable ideas that you can adapt to your own contact marketing efforts to achieve breakthroughs with your audience.
“Reach people using relevant, timely, and high-value campaigns.” - Stu Heinecke.
Resources
How to Get a Meeting with Anyone
How to Grow Your Business Like a Weed
Sponsorship Offers
- This episode is brought to you in part by Hubspot.
With HubSpot sales hubs, your data tools and teams join a single platform to close deals and turn prospects into pipelines. Try it for yourself at hubspot.com/sales.
2. This episode is brought to you in part by LinkedIn.
Are you tired of prospective clients not responding to your emails? Sign up for a free 60-day trial of LinkedIn Sales Navigator at linkedin.com/tse.
3. This episode is brought to you in part by the TSE Sales Foundation.
Improve your connection on LinkedIn and land three or five appointments with our LinkedIn prospecting course. Go to the salesevangelist.com/linkedin.
Credits
As one of our podcast listeners, we value your opinion and always want to improve the quality of our show. Complete our two-minute survey here: thesalesevangelist.com/survey. We’d love for you to join us for our next episodes by tuning in on Apple Podcast, Google Podcast, Stitcher, or Spotify. Audio provided by Free SFX, Soundstripe, and Bensound. Other songs used in the episodes are as follows: The Organ Grinder written by Bradley Jay Hill, performed by Bright Seed, and Produced by Brightseed and Hill.
Mentioned in this episode:
HubSpot and bluëmago | STUDIOS
HubSpot and bluëmago | STUDIOS hubpspot.com/marketers bluemangostudios.com
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