How To Find More Suspects For Your Mafia Offer
Here are some questions I received: 1. How to find “suspects” to talk to (i.e. senior Managers/execs? 2. How to discover/confirm their pain formulate/refine our “mafia offer” addressing that pain? 3. How to repeatedly find lots of suspects to put the Mafia Offer in front of?
In reference to question 2, for those of you who don’t know what a Mafia Offer is, “It is an offer that your customer can’t refuse and that your competition can’t or won’t offer.” The offer is created based on the internal capabilities and constraints of a company, often making it hard for other companies to follow. I’ll discuss that in another blog post as it is a whole topic in itself.
Let’s start with # 1&3. You should make a list of the companies you want to have as your customers. If you have a list of customers presently, you should then ask your present customers if they know of any of the executives at those companies. I used this concept in the financial planning arena, where I purchased a list of dentists in a set geographical area, then asked my present dentist customers if they knew those other dentists, and naturally they knew all of them.
I then created a letter thanking them for answering my question, and included an autographed copy of my book, “How to Get Customers to Call, Buy and Beg for More” as a gift for them. Then I asked them to call the dentists they knew and mention that they asked me to call them.
The door was opened immediately when I called and an appointment was set to see me. Massage this concept for yourself.
Also, on May 28, I wrote a letter for all of you to use to get to see the decision maker of any company. Try that letter on a dozen or more suspects on your list. See my blog post titled “How to Get a 95% Closing Ratio” for this letter.
You should already know what their pain is and how you are going to solve it. If not, I suggest that you start asking suspects. You should have a list of questions you want to ask, and approach them as if you are doing a survey. This is marketing to it maximum.
Another way of creating potential customers is by writing an e-book, a short book that can be printed from your web site in PDF format, and by submitting articles to the magazines that they read.
At the end of your articles, offer them your free e-book and send them to your website to get it.
On your web site you must have what is called a “Squeeze Page”, where they enter their name and email address, or any other information you need, in order to contact them later. After they enter this information, they’ll be able to download the book.
There are some additional steps to follow to make sure that you have permission to email them after downloading the book and to make sure that your email is not blocked by the Spam filters. If you need more information on this, I can get into it in another blog post.
This gives you some steps for finding “suspects” and putting your Mafia Offer in front of them.
Depending on how high a ticket item it is that you are offering, you should spend some time creating a relationship by gifting information items, as I’ve mentioned in earlier blog posts. You can get some of those free items from my website by visiting www.kenvarga.com/report.php . Contact firstname.lastname@example.org if you need more information on using the free e-book as described on that page.