the crazy “The’s!”
Brian Barlow has a very unique marketing strategy as an entrepreneur and as a leadership executive. While many presentations offer useful insights and knowledge, what Barlow does best is dumb it down for anyone watching, or even sitting at their computer or mobile device, so that they can start making an immediate impact as soon as NOW! For Barlow, getting a little crazy comes from a simple list of words that should be the entire marketing portfolio of any company or organization wanting a quick shot of crazed infused blood.
HERE IS BARLOW’S BLUEPRINT IN DEVELOPING SOME OF HIS MOST SUCCESSFUL AND CRAZY CONCEPTS.
Where is the leadership mindset? If it’s based on traditional leadership, then going full scale crazy is never going to work. If it’s social or modern based, crazy is the limit!
THE MINDSET
Where is the leadership mindset? If it’s traditional based then going full scale crazy is never going to work. If it’s social or modern based, crazy is the limit!
THE INVITATION
This is the most important part of effective marketing. If I invite you to a 5-star steak dinner, but I invite you using a pencil and torn piece of paper, the chances of you accepting my invitation are low. Think of your message in these terms.
THE HELLO
Once the customer makes a decision and arrives – now we got em!!!! Or do you? So many times, the first hello is “hello, how can I help you?” and that’s marketing hell. We’ve spent all this money to entice them to come, and then we hit them on the head with average.
THE STAND-OFF
Who’s going to make the first move? Are we going to continue to eye them, pre-judge and disqualify or are we going to jump all in? The stand-off games lose businesses $100,000,000’s of millions of dollars a year.
THE READ
In Barlow’s teaching, this is what we have to train out of our salespeople – the moment the customers come in, and we say hello, we’ve taken our assessment of their ability, and now we base our approach and person-ability on our “read” of the clientele. It’s the racism of business, and it costs your company opportunity over and over again
THE TOUCH
It’s the most powerful and persuasive thing someone from your company can do. Of course, not everyone is comfortable doing it but when perfected and understood the slightest touch can be the most influential and conditioned marketing move and can increase a closing ratio by upwards of 65%
THE SELL
So what are we doing to sell? Are we presenting or performing? Are we selling or closing? Are we educating or hoping? Are we personable or afraid? All companies need to have a bonified tactical selling plan or suffer from losing 30% of the leads who enter.
THE CLOSE
Every potential sell has a close, and every potential sell needs 100 different closing options. What happens if: They are going to check another store? Is the price too high? Doesn’t have all the options? Running out of time? Don’t have the money? Can’t afford it? Can’t decide? Have to leave? Can’t make a decision? Will you come back? Just looking? All these have different closing procedures.
THE MOMENT
Never, ever lose sight that every time someone walks in your store or calls your phone number, you have the opportunity to create a moment! Moments are marketing gold because they validate the brand your building and help identify the invitation you’re extending. Producing moments are critical, and those who understand and practice this see increased sales, profits, and employee retention.
BARLOW PICTURES OF MOMENTS
Barlow not only talks the talk but walks the walk. Creating moments is the glue that bonds most relationships. Opting out of a huge retirement plan, Barlow opted out for toys and memories with people instead.
From taking a 5-hour layover in Houston so his kids could meet Joel Olsteen to competing in a televised Pro-AM on ESPN Barlow is about the MOMENT of Impact.
