To sell more insurance; error on repeat business and referrals Vol. 1, Issue 4

As a guerrilla marketer, your primary focus is to optimize business from existing customers. Your current customer is 8 times likely to buy another product or service from you than a new prospect. For this reason; guerrilla marketers focus their energy concurrently as follows:

  • 65% focus on current and past customers
  • 25% focus on prospects and new business – sell to individuals and market to groups
  • 10% focus on the rest – universe.

Success in sales and marketing is a result of deliberate actions. You must identify the 80% of your customers who bring the 20% of your revenue and focus to make them very satisfied. To do that, understand your customer value. How much income do you get from a particular customer in a year? How much cost does this involve? What is the net income from a particular client? Then prioritize the client as much as possible depending on the income you get from them.

Field work for this week:
Get a list of all your current customers [Name, company, title, phone, email, industry, key customer challenges/ pains, services bought from you and potential services they can buy from you]. Write it in word or MS Excel and print it out, if you can.

Find a newspaper article, book, or any freebie you think they would appreciate to receive. You see, they are already your customers. We said, guerrilla marketing requires time, energy and imagination. So, think what special surprise you can give them especially for their kid going back to school.

For private practitioners– engineers, auditors, doctors, lawyers etc… tell the CEO “please give me some of your brochures which I may give to some of my friends since I meet many people as their risk advisor. You never know, I could bring you a client.” When you focus on the other person, they become obligated to want to return the favor. Once they give you the brochure or tell you what they do; ask them: “why do you think customers should buy xx services from you?” This question will make you relevant and cause the prospect to talk. After they talk – ask them if there is any other person they think would be interested in your services? Also tell them about the new services your company is now offering the benefits they get as existing customers. Keep it short.

In the next issue, we explore how to optimize from fusion marketing strategies– one of the best and most efficient guerrilla weapons – based on the model that alliances win battles. If you want to win the war, work with others and don’t compete; complete each other.
Get out and sale!

__________________________

Mentorship opportunity with Mustapha B Mugisa, Your Success Partner
Life a worry free life! Would you like to start moving closer to your dream? Contact me today for private mentorship. Let me be your accountability partner. We can do it via Skype; mmugisa; or phone. It will change your life. Having a mentor changed me for the better.

To join my private memtorship program, visit www.scluniversity.com/mentor.

Due to popular demand, I have started a special ULTIMATE personal improvement course: SPEAK & SUCCEED – TAKE YOUR CAREER AND BUSINESS TO THE NEXT LEVEL. This is a special one months duration course conducted both on-line and offline. To register, visit www.scluniversity.com and thereafter email premium@summitcl.com and cc sgodfrey@summitcl.com. Communication skills, especially public speaking, accounts for over 60% of your future career success. The technical knowledge you have already is great. You NOW need process or life skills.
__________________________

To be continued.
Copyright Mustapha B Mugisa, 2015. All rights reserved. You are free to share with appropriate attribution. Whenever you reproduce this article, include a link to this site. Thanks.

About M. B. Mugisa

Mustapha Barnabas Mugisa is one of those rare people who provides business consulting and advisory to professionals and corporate entities who demand the very best. He is a prolific speaker and governance (strategy and risk) expert. His speaking involves making key notes at major conferences and business events on both technical subjects and leadership skills. A change agent and motivational speaker. Mustapha provides tools and proven methodologies to remarkable results through making people appreciate change. Visit Mustapha's LinkedIn profile to know more. Mustapha is the architect of #WinningMindset Leadership and #WinningTheGame strategy approach that combines Harvard Business strategy Playing To Win, with the Blue Ocean Strategy and Balanced Score Card to deliver a strategy that is easy to execute and monitor. Visit www.mustaphamugisa.com for special insights to improve your condition. Are you too good to be great?

Entries by M. B. Mugisa