The Marketing Tip of The Week

by Ken Varga


A Single, Simple Technique That Always Generates a

Profitable Stream of Referrals and New Leads!

Hi again, and welcome to another weekly tip on how to get customers.

This week’s tip is about special events and information nights. This is an old tried and true technique. It may not be glamorous, but it’s effective.

This weekly tip will generate more customers than you can imagine, and it is one of my favorites.

It makes you stand out from other businesses and gives you a way to make a connection with your customers.

The concept behind special events or information nights is very simple.

You offer a prospect (a targeted, highly qualified prospect or business you feel has a high probability of turning into a customer) a chance to come to you (either to your place of business or to another location)to get educated about your product, its benefits and results…getting information they don’t know; getting to meet you, your staff, or key team members.

Special events and information nights also allow you to:

1) Bring customers and prospects together to enjoy a unique entertainment and social experience.

2) Acknowledge that your customers and prospects are important to you.

3) Tap into the existing loyalty and satisfaction your customers feel for you.

4) Transfer the feeling of satisfaction and loyalty your customers feel for you to the prospects that are present at the event.

This last point is the key. Your existing customers will actually do the selling to the prospective customer about your products or services.

Any business, no matter what they sell, can set up an information night for their customers.

The business can have experts make a presentation in the fields of information that their customers need.

So no matter what your business is, you can arrange for an accountant, lawyer, and real estate person, anyone who can help your customer in these needs.

But the key ingredient here is to have your customer bring with them a non-customer.

Once this non-customer sees how much you’re doing for their friend, they become your customers.

Here are a few examples.

I was a co-founder of a local community bank. One of the problems I had in marketing the bank was to find the answer to why a business owner would want to move their account from their present bank to ours.

I solved this problem by differentiating our bank from all the others. We did something that no other bank in the area did.

When the loan officers visited a local business, they handed out their business card, and on the back of the business card it read, “In the business of friendly and superior banking services, plus quarterly seminars on how to grow your business and get more customers.”

But here’s the kicker…when the loan officer invited an existing business customer to an event, we asked them to bring a non-customer with them.

Two of my products are a Teachers Manual and Student Manual. I turned the whole process into a total turnkey system for the bank to help their customers grow their business and get new customers. The bank uses these manuals to teach marketing concepts at these events.

Once the non-customer was there and got the “royal treatment” and the marketing information, they thought, “My present bank doesn’t do this for me. I’m going to switch.” And they did.

I’ve had Real Estate people, Accountants, Lawyers, Insurance Agents, and all kinds of other businesses purchase my system to use to create more and more customers.

In fact, recently, a Manufacturers Rep licensed the system. He represented a cabinet manufacturer and he has told me that the cabinet retailer that he sells to has pushed more of his Cabinets than any other…only because he does something different for them than the other cabinet manufacturers.

I can go on and on about this concept, but I feel you get the idea.

No matter what business you are in, you can have these information nights for you customers, who in turn bring other potential customers, who in turn become new customers.

I just love these types of concepts that I write about because when applied, they result in more and more customers for your business.

Let me know if you’d like me to write more about this concept.

Next week, I’m going to go over a concept that will make your potential customers think of your business before they even think of your competition.

See you then.

Best Wishes,

Ken Varga
  ...using experience from my 35 businesses to help you generate millions of dollars from yours

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Copyright 2000-2006 by Kenneth J. Varga. All rights reserved.