This book had 32 page fold overs! If you are a regular reader of my book reviews you know that when I find something of value, I will turn the corner of the page after underlining the key learning point. 32 is one of the highest number of page turners I have ever done! This book, How to Get a Meeting with Anyone, by Stu Heinecke, is a must read for Executives, Sales and Marketing people on your team.
First, as a Hall of Fame nominated marketer and Wall Street Journal cartoonist, Stu’s approach in getting to the CEO/Top Person in any organization is creative yet logical. Running his own marketing company, Stu is both the rainmaker, marketer and executive and using what Stu has titled Contact Marketing: is the discipline of using micro-focused campaigns to break through to specific people of strategic importance, often against impossible odds, to produce a critical sale, partnership or connection, he has built a successful firm. Using his approach himself, his first two clients were Rolling Stone and Bon Appetit.
Second, why this book has been so popular is the author does not simply discuss concepts or theories, but Stu shares with the reader 20 potential campaigns that includes tactics and actual resources/URL’s where you can access additional information to actually execute the selected campaign. As an example under Category #1: Art, Humor and Film, Stu estimated the cost/contact to be between $1-$500, as you progress you read about various real world examples that Stu or others have implemented to achieve amazing results rates. In Category #1 there are six resources listed ranging from the Cartoonlink to Office Depot! Each of the 20 categories provides thought provoking ideas along with a re-examination of what you are currently doing to drive lead generation. Taking this micro-view vs mass marketing can lead to amazing cost/actual high level lead generation results. Stu has even experienced 100% response rates.
If you are selling B2B larger ticket items or selling at Executive levels and you have not read this book you are making a major mistake. I promise you find multiple levels of value for this investment. When you read how Sandler Sales used the concept to drive huge returns or even how Paul McCord wanted to attract local builders to his business generated $1.1M for a total investment of $175 (including postage) you will quickly become focused on what Stu is focused on with this book.
Stu’s straight forward writing style with a combination of examples, along with interviewing over 40 major sales and marketing super star’s on their approach and reaction to Contact Marketing makes the book easy to follow yet blends in the credibility of the concept of Contact Marketing.
In Chapter 20: Social Media’s Expanding Role in Contact Campaigns, Stu admits he was slow to use social media but then moves through how to utilize social media in “breaking through”. Essentially using social media effecting a person or organization can become a thought leader, a resource to their market, building their own level awareness to potential clients.
What made this book for me was it was thought provoking, fresh and yet there was game plan with tactics to help the reader not only think about a concept but actually put it into play. This book will change your mind, your game plan and generate new levels of sales for your organization.
Ken Thoreson “operationalizes” sales management systems and processes that pull revenue out of the doldrums into the fresh zone. During the past 19 years, our consulting, advisory, and platform services have illuminated, motivated, and rejuvenated the sales efforts for organizations throughout the world.
He was recently ranked for the third year in a row by Top Sales World magazine as one of the Top 50 Sales & Marketing Influencers for 2015. His blog has been rated in the sales blogs in the world!
Ken has written 5 books, his latest book is: SLAMMED! for First Time Sales Managers, Ken provides Keynotes, consulting services and products designed to improve business performance. Need more sales management resources? Check out his Sales Management Tool Kit or the Acumen Project and his new Ignite Your Sales Team online video training program for sales leaders.