Page 3 - Schooley Mitchell Marketing Manual

SCHOOLEY MITCHELL
MARKETING MANUAL
Centers of Influence .................................................................................................................................... 96 Tell & Ask................................................................................................................................................. 97 Relationship Building .............................................................................................................................. 98 Paid Referral letter – Accountant .......................................................................................................... 100 Client Accountant ................................................................................................................................. 101 Relationship Building Best Practices .................................................................................................... 102
Sales Strategies ........................................................................................................................................ 104 Professional Coffee Meetings............................................................................................................... 104 CHEAT SHEETS – PROFESSIONAL COFFEE MEETINGS .......................................................................111 Paid Referrals .............................................................................................................................................113 Referral Source Checklist ......................................................................................................................113 Referral Source Correspondence .........................................................................................................114 Word of Mouth........................................................................................................................................... 120 Building Your Network................................................................................................................................121 Networking Commandments .....................................................................................................................127 Open Twos – Open Threes – Open Groups ...............................................................................................131 Networking Questions............................................................................................................................... 132 Networking Questions............................................................................................................................... 133 Don't Go To Sell ........................................................................................................................................ 134 BNI & Referral Groups............................................................................................................................... 135 BNI First Meeting Script ............................................................................................................................ 136 Specific Ask For Every BNI Meeting ..........................................................................................................137 Know Your Members................................................................................................................................. 138 BNI Member Tracking Sheet ..................................................................................................................... 139 BNI Members Referral Letter .....................................................................................................................141 BNI – Two Purposes ...................................................................................................................................142 Memory Hooks.......................................................................................................................................... 143 Additional Meeting Scripts ........................................................................................................................ 144 Envelope Presentation............................................................................................................................... 145 BNI Script – Flaming $100 Bill ................................................................................................................... 146 Individual Meetings/Lunches with BNI Members...................................................................................... 148 Getting To Know You................................................................................................................................. 149 General Questions Discussion Topics ...................................................................................................... 156 Contact Spheres ....................................................................................................................................... 158 BNI Contact Spheres ................................................................................................................................ 163 Chamber of Commerce............................................................................................................................. 164 Strategy................................................................................................................................................. 165 Service Clubs ............................................................................................................................................ 166 Sales Statistics.......................................................................................................................................... 167 THE BRIEFING ........................................................................................................................................... 168 Reference Stories ...................................................................................................................................... 168 Three Levels of Need ............................................................................................................................ 168 Why Stories Work.......................................................................................................................................170 Questioning Protocol..................................................................................................................................171 Summary of Questions...............................................................................................................................172 DEFINE THE PROJECT...............................................................................................................................173 IDENTIFYING PRIORITIES ............................................................................................................................176 CHEAT SHEETS – TELECOM .....................................................................................................................178 CHEAT SHEETS – WASTE ......................................................................................................................... 182 CHEAT SHEETS – MERCHANT SERVICES .............................................................................................. 185 CHEAT SHEETS – SMALL PACKAGE SHIPPING..................................................................................... 189
Manual Revised: April 3 2025 Confidential
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