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The Red Zone


By Allan Colman, CEO, the Closers Group:

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INVISIBLE MARKETING I. is a comcept requiring a sharp eye and ear. It is a component of "permission marketing" where a client or prospect provide you with an opportunity to sell to them.

For example, we all know that great work and referrals are the 2 best sources of future business development. But complaints, yes complaints, are another great source of business by building a strong relationship. If a client calls with a problem in a current engagement, it means they want to keep working with you. So fix it, fix it fast and remind them periodically you fixed it fast by ending an occasional conversation with "just want to make sure we are meeting all of our targets, etc."

Another invisible marketing tactic is to ask clients why they swithched to your firm. At the right time in an engagement, you might learn what they are happy with and what problems the previous firm had. You can build on the successes and avoid the pjroblems.

Next time we'll discuss two more invisible marketing tactics:

* "What's new?" * "What do client really want?"


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