Peak Your Profits: Unconventional approach works on difficult clients

Jeff Blackman is a speaker, author, success coach, broadcaster and lawyer based in Illinois. His clients call him a "business-growth specialist."

Psychiatric help. Yeah, it worked!

Your message whether it's an ad, a direct mail piece, a well-timed phone call or any other creative sales or marketing tool creates enough interest to convert a suspect into a prospect.

They say, "Let's meet!"

Phew. Step 1 is successful!

You meet. The chemistry is cooking. You bond. They love you, and they assure you a decision is on its way. Cool! Looks like you're victorious in Step 2.

And now, you wait. Paint is drying. And wait. Grass is growing. And wait. Nada. Bupkus. Zip. Nothing is happening. Sound familiar? Ouch!

Clients often share with me similar frustrations when their prospects don't return their phone calls or respond to their e-mails, faxes and letters. They are forever stuck in prospect purgatory the maddening and inhospitable land of no decision.

So when clients request my counsel to combat this dilemma, I'll often suggest they call their "psychiatrist."

Huh?

Well, first I should mention that I've been very fortunate. It's unusual for a prospect not to respond to my voicemails or e-mails. That's likely because I'm marketing to and dealing with prospects who are referrals. (We'll save the topic of referrals for future columns.)

Or, they've found me via an article, book, speaking engagement, etc. I don't attempt to woo frigid prospects in cold calls. I've never been a big fan of chilly receptions.

However, on that rare occasion when my polite and persistent attempts to yack with a prospect are unsuccessful, I seek medical help.

My theory is that if traditional attempts at communication aren't working, it's OK to go crazy.

The following is verbatim language that I've used with prospects who are still suspects:

"H E L P ! I haven't slept in days. Am going without food and water. Am waiting near the phone. Am hovering over the fax machine. Am checking e-mails every 10 minutes. Yet my clients who you wanted to contact, and I, still haven't heard from you.

"My psychiatrist said, Stop worrying.' He said you'll contact all of us soon, about how I can help you and your team like we continue to help others maximize results and profitability.

"We're all waiting to hear from you. Please let me know what our game plan is, before I lose even more sleep and weight!"

OK, is the preceding crazy? Maybe. But who cares? It works.

Folks will then call or e-mail me and apologize for the delay. (They even thank me for getting their attention in a fun and unique way. They'll also say they want to be sure that I'm eating and sleeping again.)

The purpose of this "loony language" is simple. To generate interest, dialogue, opportunity, results, outcomes and satisfied clients.

Remember, when the norm, standard or status quo isn't producing the results you want, go nuts. Do the unexpected. Bust out of the box.

Profit points

1. Marketing, sales and business growth are about results, not logic.

2. Capture attention with uniqueness and creativity.

3. Experiment. Play. Push the possibilities. It's far better to be an innovative success than a by-the-book failure.

4. Focus on action that drives a decision. (Convert silence into a "yes," "no" or "not yet.")

5. Acknowledge that the traditional, long-established and time-honored ways of doing stuff, might need to be abandoned.