Dan Galante Sales & Marketing Q&A Round 2
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Dan Galante provides advice on naming a new food startup business, overcoming holiday objections from sales prospects, using a working name on LinkedIn, guerrilla marketing tactics with no budget, how social media complements TV by engaging audiences, keeping acquired website URLs intact, rewarding customer referrals, tracking referrals, and reassuring users about sharing Facebook login credentials. He suggests brainstorming names related to products and services, qualifying objections, setting specific follow up dates, using the working name on LinkedIn, focusing on free social media marketing, and demonstrating the business protects user privacy and data.
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Dan Galante Sales & Marketing Q&A Round 2
- 1. Dan Galante Sales & Marketing Q & A Round 2
- 2. What to name my start up business? How does one decide? Any brainstorming ideas? (Food Company) (Branding, Positioning) You are starting a food company, so I would choose a name that shows prospects the food related product and services your business provides. I would suggest outlining exactly what your product offerings are and then on a sheet of paper write down every name that comes to your mind. This process may take a while but you will know when a name feels right. I went through this process myself.
- 3. We are coming up fast on the holidays now, so we will soon be hearing the dreaded "Call me back after the holidays" stall from prospects, So any good ideas on how to overcome it? (Sales Techniques) I would qualify the client's objection to make sure the "call me after the holidays" is not a stall. If your offer is time sensitive, I would stress this point. Should your client insist about calling them after the holiday, I would find out which holiday they mean and I would pin them down to a specific day and time to call back. Another thing I would do, would be to send the client a holiday card with a little note reminding them about the appointment stating about how you look forward to speaking with them on the specific date and time. Once this time comes, I would hold the client to their promise.
- 4. The company I am founding has a working name, but not a "final" name. Do you suggest I use the working name in my LinkedIn profile? Or use something more vague? (e.g. a consumer product startup in the field of XYZ) (Using LinkedIn) I would recommend using your working name in your profile. Once you come up with a new name , you can change it on LinkedIn. This is what I did when I started.
- 5. If your company was brand new to marketing, had no budget other than manpower where would you start and focus? (Guerrilla Marketing, Viral Marketing) I would focus on social media sites such as LinkedIn, Facebook, Twitter and YouTube. I would use these sites to get a following and target prospects. Also, I would build a website to get the word out about your products. Publishing a blog or publishing an online newspaper using Paper.li can be a useful tool. Paper.li allows you to integrate your Twitter and Facebook accounts to publish newspapers on specialty topics. Another thing I would do, is to engage in local word of mouth marketing by attending networking events in your area.
- 6. What are the main benefits of the new Facebook structure to marketers, and how do we start taking advantage of them? (Viral Marketing) The benefits of the new Facebook structure to marketers is that this new platform enables marketers to obtain better data on the likes and preferences of Facebook users. Facebook can predict what will appeal to its members based on their past experiences. This appears to be the digital version of what Supermarkets have been doing with discount cards that allow them to obtain data on the buying habits of their customers. Marketers can use the data they obtain to create news stories and messages about their products to Facebook users; making interaction with their brand a more enjoyable and engaging experience. The next step for marketers is to use the data gained from Facebook to create better products that the consumer wants and needs.
- 7. Is social media killing TV? Do you think TV and social media compete or complement each other? Who exactly owns the content? (Mobile Marketing) I would argue that social media compliments TV. Many news programs and TV shows use social media sites such as Twitter and Facebook to engage their audience in new ways. Social media has now become a part of the fabric of TV.
- 8. When acquiring a website, should we leave its URL intact or merge it with our site? (Customer Relationship Management) Congratulations on acquiring the new site. I would keep both sites instead of merging them because the customers of the site you acquired are used to going to the same url. What I would do, is to provide a link on your original site to the new site. This will allow you to up- sell or cross-sell your existing customers on the new products that you sell.
- 9. Best ways to reward customers for referring new customers? (Viral Marketing) I would offer customers a coupon for 15 percent off any item that you sell once their referral has been converted to a sale. I would also provide a thank you note with the coupon. Also I would develop a point and reward system that encourages your customers to provide you with more referrals. Credit card companies use a rewards and points system when customers make purchases. This can be a model you can copy and implement; depending on your budget.
- 10. What software do I need to track customer referrals, and issue them an appropriate credit or coupon towards another purchase? (Customer Relationship Management) I would use a contact management program like ACT! or Salesforce to make notes on your customers and the referrals they provide you with. In terms of awarding points you probably could use an Excel spreadsheet to track and issue the points. You could also include the points on your customers invoices like the credit card companies do. If you have any other questions feel free to ask.
- 11. How do I get people to feel comfortable using their Facebook login credentials to verify their authenticity on my website? From a copywriting perspective, what would you say to make user's comfortable to use their Facebook logins? (Advertising, Sales Techniques) I would demonstrate to your prospects and customers that you are an honest business person. I would get testimonials from people who have used their Facebook login to register on your site that explain: how it was easy to work with your site and about how they did not receive spam as a result of using their Facebook login. From a copywriting prospective, I would say: this site does not store your Facebook account password and the information you provide will not be sold to any third party without your consent.
- 12. If your company was brand new to marketing, had no budget other than manpower where would you start and focus? (Guerrilla Marketing, Viral Marketing) I would focus on social media sites such as LinkedIn, Facebook, Twitter and YouTube. I would use these sites to get a following and target prospects. Also, I would build a website to get the word out about your products. Publishing a blog or publishing an online newspaper using Paper.li can be a useful tool. Paper.li allows you to integrate your Twitter and Facebook accounts to publish newspapers on specialty topics. Another thing I would do, is to engage in local word of mouth marketing by attending networking events in your area
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