IT’S ALL ABOUT COMMUNICATIONS
Success in business is all about your ability to communicate with your target market, your referral prospects and your current customers.
Michael Maher, in his book The Seven Levels of Communication has defined the seven levels as well as their order of importance according to his studies. The following is his Communication Pyramid.
From top to bottom:
- 1-on-1 meetings
- Events and Seminars
- Phone calls
- Handwritten notes
- Electronic Communication
- Direct Mail
The level of impact starts at number 7 and works its way to number one. He calls the 3 bottom layers the Informational Zone and the top three the Influential Zone.
In my opinion all seven play an important role in marketing. The purpose of the bottom levels is to get an appointment to use the top three levels.
In the world of small business survival, I advocate starting with number one, a face to face meeting with a prospect where you can share your story. Numbers two and three are your opportunity to influence a prospect to have a one on one meeting. This is the most solid way of growing a small business.
Number 4 pertains to the thank you notes I ask you to write every time you visit someone.
The bottom three numbers are luxury marketing tools to be used when you can afford to establish a name/brand for your company.
If you want to increase your business between now and the end of the year, have one face to face meeting every day and share your story. It may be hard work and it may be uncomfortable, but I promise you a marked increase in your bottom line in the next three months.
Tips and Advice by Nick Petra, CFP – Founder of BizQuack and StrategicDuck
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