Page 2 - Schooley Mitchell Marketing Manual

SCHOOLEY MITCHELL
MARKETING MANUAL
Two Shoe Salesmen.................................................................................................................................... 10 Miscellaneous...............................................................................................................................................11 Credos......................................................................................................................................................... 12 We Implore You To ...................................................................................................................................... 13 Small Client Examples................................................................................................................................. 14 Your Community Vendors ........................................................................................................................... 15 Client Evaluation Criteria ............................................................................................................................. 24 Schooley Mitchell 4x4 Concept................................................................................................................... 27 The Four Cornerstones ............................................................................................................................... 30 WII – FM ...................................................................................................................................................... 31
SCRIPTS........................................................................................................................................................ 32 Ask for a Briefing ......................................................................................................................................... 32 Two Line Intro – What We Do ...................................................................................................................... 33 Elevator Speech Sample – Core Service .................................................................................................... 34 Telecom or IT Manager................................................................................................................................ 35 Fee Based Job ............................................................................................................................................ 36 Service Agreement Description – Common Language Short Version ........................................................ 37
DISTINCTIVE VALUE .................................................................................................................................... 38 Formula ....................................................................................................................................................... 38 Stress and Knowledge ................................................................................................................................ 39 High Touch .................................................................................................................................................. 40 Connect in a Meaningful Way ..................................................................................................................... 41 High Touch .................................................................................................................................................. 42
Introduction to The Pulse........................................................................................................................ 42 The Pulse Library .................................................................................................................................... 43 Drip Marketing Campaigns ..................................................................................................................... 44 DV Items.................................................................................................................................................. 45
Business Distinctive Value........................................................................................................................... 46
DV Program ................................................................................................................................................. 47 REFERRALS.................................................................................................................................................. 50 Endless Chain – Existing Clients ................................................................................................................. 50 Looking vs Not Looking .......................................................................................................................... 53 Welcome Letter....................................................................................................................................... 56 Tell & Ask ..................................................................................................................................................... 57 Relationship Building................................................................................................................................... 59 Promote Your Clients................................................................................................................................... 60 SMARRT Introduction ............................................................................................................................. 60 IT/Computer Company ................................................................................................................................ 73 Associations .................................................................................................................................................74 Client Relationship Tracking Sheet ........................................................................................................ 75 Tell & Ask ..................................................................................................................................................... 76 Referral Strategy ..................................................................................................................................... 76 Great News Memo ...................................................................................................................................... 77 Know Your Source....................................................................................................................................... 78 Paid Referral Source Tracking Sheet .......................................................................................................... 79 Specific Ask - Email to Paid Referral Source .............................................................................................. 82 Individual Meetings/Lunches with Paid Referral sources ........................................................................... 83 Getting To Know You................................................................................................................................... 84 Drip - Paid Referral Sources ....................................................................................................................... 90 Verticals....................................................................................................................................................... 91 Vertical Marketing Strategy..................................................................................................................... 91
Manual Revised: April 3 2025 Confidential
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