This week we celebrate Valentine’s Day on the 14th of February. Love is in the air and with that comes dinner reservations, flower and gift purchases being arranged, and special moments are being dreamed of. This got me thinking about the similarities between romancing someone and sales and marketing. They have so much in common.

Do you remember your dating days? When you met someone and something ‘clicked’ and you began the ritual of dating? Yeah, it might have been a long time ago or you may be in the midst of this now, but there were and still are rules. All of those socially accepted rules that ‘everybody’ knows – and each social group kind of has their own version.

Can you call the same day? How many days should you wait to call? Would it be awkward if I sent a greeting card? Do you think they’ll like this little gift? How soon can we kiss? And the big dating question – should we go all the way? Yes, that question remains on the top 10 and will for all time.

The key to success in both scenarios – dating and marketing – is having a solid idea of what is acceptable to each social group and adhering to their rules. Every time I embark on a marketing project, I feel like I am reviewing dating procedures for a client.

The objective is to build a touch system that follows the dating rules and principals that lead a prospect toward a purchase while still making them feel both safe and as though the decision is still theirs – and that dating you, or buying from you is a good decision.

Some examples are:

First contact by a prospect – no matter if it is by phone or a web form: how quickly do you respond and acknowledge ‘I hear you and this is what I’m going to do for you.’

First deliverable – what ever was asked for no matter if it was only information or a quote what is the accompanying message – you know the one – hope this helps and can I be of further assistance? In dating terms it is really ‘can I call you?’

First follow up – how many days until the next call? Sales should know the timing from hot to cold lead and once there was the initial contact, the prospect should be tagged in your system for a follow up date. Do you follow up with an email or a phone call?

The fine line between courting and harassment is where someone dating feels the same anxiety as a sales person in the follow up process. You didn’t get the next date or you didn’t get the order – now what?

How many calls and emails should follow or what can you do to change the dynamics?

In the marketing scheme of things, there should be a line drawn between follow up and moving the conversation into a different process. If the buyer is really just researching options or hasn’t made up their mind yet, you don’t want to miss the moment when they are going to make a buying decision. And as a dear friend once told me, they say NO because they just didn’t KNOW enough to say yes – after all you are a great catch.

Creating a marketing plan that moves this type of person into an educational stream is the next series of communications. Getting permission to stay in touch can be:

• Asking if you can call again in an agreed upon time frame.

• Inviting them to socialize – join you and your fans on Twitter, Facebook, LinkedIn. This should be a great way for them to see what you are made of and what others think of you – and you get to continue to keep in touch.

• Creating light touches – these are informational or entertainment content pieces you can share along the way that has absolutely no selling associated, but it keeps you top of mind.

• Asking if they would like to subscribe to a newsletter or blog that delivers helpful information on the topic.

Now here is the really important part. If you got that first kiss – your first order, this is the pivotal moment where you show up either as a cad or a prince.

What did you include with the order that was a bit of a surprise? How quickly do you follow up and ask ‘was it as good for you as it was for me?’ And how do you keep the romance going?

After all after all that work don’t you want to get to the really good part? Repeat business is always more profitable than the one-time buyer. If you want to grow your business then you want your customers to keep coming back for more.

What’s in your marketing plan?

It’s Friday morning and with that comes at least for me a creeping sense that the clock is running out as I mentally go through the check list of what is on my to-do list, project board and follow up queue.

With a close eye on the clock I methodically go through what I can get done and still get out on time to make a meeting – the first with a new client.

As I dash out the door thinking through everything and head to the subway I am shocked to find that every car on the cross town L train at 10am is packed like sardines and so not wanting to risk running late I squeeze in and go belly to belly with a young man. I count his freckles just to pass the time and get over the awkward moment of such intimacy with a stranger.

Next stop I hop off to get the uptown train and here is where the fun really begins. I’m standing on the platform near the ledge waiting for the train and since there were no freckles to count I pulled out my cell phone to check the time and see if any messages came through. I’m there a moment or two and WHAMMMM, someone blew by me hitting me hard and knocking my phone out of my hands and I watched it fly out in front of me and down the 4 Ft. plus drop down onto the tracks.

Myself along with others on the platform walked over to the edge and looked down. Okay now my brain is melting in pain knowing this is not a good thing on so many levels including I don’t remember my new client’s address let alone their telephone number even if I could find a phone. Quickly I calculate – can I jump down there before an oncoming train comes and I’m crushed, will anyone help pull me back up, what will my clients think when I show up looking like I just crawled out of the sewers?

Before I could exhale, a man removed his backpack and jumped down and retrieved my phone. Really, I’m not kidding! Several people tried to give him a hand to get back up, everyone was pitching in. The man handed me my phone, whipped up his backpack and took off before I could even properly say thank you!

Wait, it gets even better! Everyone standing around yelled after the man ‘thank you’ and it wasn’t even their phone. Our train arrived and we all boarded and looking around at one another there were grins, smiles, and sheer happiness on everyone’s face. To those already on the train they looked at us all wondering what was so wonderful.

We had all just been touched by an angel. That is contagious. My day has been amazing ever since that moment and I have a feeling those who stood witness to this gracious act of valor – a stranger, risking his life, to retrieve my phone was impressive as it was inspiring. I know that especially today there are at least 20 – 30 New Yorker’s being extra happy and hopefully extra helpful!

Personally I am left with a sense of gratitude and knowing I’ve been blessed, not just because I got my phone back but also because someone – a stranger, touched my world in such a grand way. I LOVE NEW YORK!

You’re at an event or having a client first meeting and like a gunslinger you quickly reach into your pocket and BAM – you whip out a business card.

No matter if it was asked for or you just offered, most people take the card and smile while putting in their pocket after pretending to actually look at it. Once back at the office they might enter your information into their contact database or even follow up with a phone call.  Then again, the round file might be the first stop for your card.

I receive a lot of business cards at networking events that I attend. I also get a lot of business cards at events when I speak. More cards along the way at other off chance or smaller group meetings. Cards – lots and lots of business cards flow through my hands.

We also design business cards for our clients for branding and marketing projects, so I think about these things from a design and branding perspective as well. And while I will be the first to espouse staying true to your brand colors and logo while creating an attractive and professional card, there might be times where some adjustments are called for.

With all of that on the table, allow me the opportunity to rant about things that go wrong with business cards and discover why your card might get tossed before the data is captured, and it’s not just the data that is tossed – it might be a lead opportunity along with it.

1. The dark background and little fine print make it almost impossible for my scanner and totally impossible for me to read – especially phone numbers.
2. Your shading of colors and fonts don’t leave much contrast for the information to pop for a scanner to read let alone my eyes.
3. You cleverly hid your email address someplace where I wouldn’t expect to find it.
4. Some of the information is a secret hidden on the back side of the card where no one thought to look.
5. The logo where you got the cards for free is showing and so I can only assume that you probably won’t be in business next year so why make the effort to follow up or enter your data?
6. Your fonts are so scrunched together and so tiny I can’t read anything – hint, give your card to someone 40+ years or older for a quick readability test.
7. You have your name, maybe even a company name but since you aren’t IBM I don’t know what you do and my memory will never serve me if you told me. Hint: give a bit of information to state what you do or what you offer.
8. You’re using that fancy glossy stock paper or paid extra for a coating, which admittedly looks great but I can’t write a note on it.
9. Your dark background and busy design also don’t leave any room for me to write a note on it. (Notes are good especially if I want or need to follow up.)

Folks, when you hand out a business card, recipients aren’t going to frame them for wall art – there should be a utilitarian consideration as well as a great design. Don’t let your design get in the way of having a business card that can work for you.

Please take a look at your card and see if it is helpful or frustrating. You are invited to add to this list of things that cause you frustration from the business cards that you receive.

That’s right, it isn’t business as usual anymore, and it hasn’t been for a few years now. Rating sites and social media – the internet – has changed things forever. Yelp, Yahoo, Google, Facebook, Twitter and now Google+ – this is the new frontier and these sites require attention and demand relationships with others. Yes, relationships. That means listening and chatting.

If you are a B2B business, meaning you don’t sell to consumers but provide products and services to businesses, this article is for you. My company doesn’t provide web design and marketing services to other companies. I, together with my team, design and build web sites and provide marketing services to people at companies. People are ALWAYS involved in making the decision and people are ALWAYS involved throughout the project and beyond. So it is not about business – it is personal because if those folks didn’t think we could do the job, didn’t know what we were talking about or didn’t trust us – it is doubtful we would have gotten the contract.

The entire meaning and process of selling, marketing and branding has changed. Personally, I think for the better. Glaring, blaring and pumping sales messages are being ignored and branding is now front and center.

Branding is an experience and social media is an experience. Doing business with you is an experience and today that experience is often shared either through ratings or online conversations. You are hereby officially notified and warned – things are out in the open.

Objections Over Ruled:

1. You say you don’t have time – psshaw – everyone has 10-15 minutes here or there throughout most any day. Find the time.
2. You don’t know what to say – fine, then ask some questions or share someone else’s comments and material. It’s a start.
3. You think it is a waste of time – again I say psshaw – it is a waste of time if you don’t engage with people – the right people and in a caring way.
4. You can’t measure the results – well you might have a point but I challenge you to measure any of your branding efforts and more importantly over a period of time. I also ask you how long does it take to build a relationship? New business won might just be the result of someone seeing your brand and you online over a period of time. The real treat is moving a contact online to a relationship offline. This is the phrase I shout every time I’m asked to speak publicly on the topic “the goal is to move the relationship from the digital world to the real world.” I know I have gotten new business as a result of people reading my blog posts over a period of time and then following me on Twitter.
5. You are worried someone might say something bad about you or your company. Okay that might happen. And what’s the problem? You have never handled a complaint before? Any negative comment should be looked at as an opportunity to demonstrate how much you care and how willing you are to make good – that is the best PR any company can hope for. And just as a PS here – if they were going to say something bad about you or your company they would if you were there or not – at least if you are there they can say it to your ‘face’ rather than behind your back where you can’t respond.
6. You don’t think your customers are using social media. Wrong again. I guarantee that some among their staff, advisors, and influencers are there – wouldn’t it be great to have one of them refer you?

Now, there are no more excuses, so I look forward to meeting and connecting with you online. Pick your space, I am around and visible. LinkedIn, Twitter, Facebook, Google+, Blogging… and others to be sure.