How Creative Are You? How Small Business Marketing Consultant, Jack Kaser, Turned A Doctor’s Appointment Into An Income Opportunity
October 31, 2009 by admin
Jack Kaser, a small business marketing consultant and graduate of the TopLine Business Solutions consulting course, did something unusual. He took a chance and turned a doctor’s appointment into a marketing opportunity.
Jack is an amazing man. Always learning, always testing, always implementing. But more importantly, he relies on systems, strategies and solutions that have been proven over and over again to get results. Then he adds his own twists and tweaks to fit his style and preference.
To begin with, Jack had to have some type of marketing tool or presentation piece created. In his case, he had what we call a “You-In-The-Box”… an audio interview about you, who you are, what you do, and how it can benefit the listener. When you attend the TopLine Business Solutions Marketing and Business Development Consultant’s Training Workshop, we give you an entire script… the questions and the answers that make up the interview.
Of course, you are free to tailor the questions and/or answers to whatever you’d like them to be, but most of our consultants use the exact format we give them. We do the interview with you, record it, edit it to clean up all the um’s and ah’s, and put music at the beginning and the end to make it very profesional.
We also provide you with a CD label template and professionally designed DVD case graphics to make it quick and easy for you to create your finished product. Then you receive a 54-page Script Book that gives you ideas on who to give this to, how to do it, and the exact words to use when you give it to them.
So that’s one of the most important things… have something to give to a potential prospect that let’s them know what you do and how they can benefit from working with you. Business cards aren’t enough. You’ve got to have something that provides real value, that creates interest, and has a compelling call to action to get them to respond.
The next thing Jack did was to have them with him. The greatest marketing tools in the world won’t do you any good if they are sitting in a box in your office, a corner of your room, or in your garage. In Jack’s case, he had a half-dozen of them in his car because he said, “You never know who you’re going to meet.”
Jack also realized that having them in his car wasn’t enough. If they were going to do any good, he had to have one with him ready to present if the opportunity was right. So he took one with him in to see the doctor.
Next, Jack didn’t wait for opportunity to knock, he created the opportunity himself. When the doctor opened the door to conclude the appointment, Jack stepped up and took control by asking the doctor if he knew anyone who owned a business that might be interested in generating a high level of profits. Notice that Jack didn’t try to pitch the doctor. Instead, he asked the if the doctor knew anyone, then reached in his pocket and handed him his “You-In-The-Box.”
A very non-threatening and non-salesy approach, and one that didn’t put the doctor on the defensive. But as the doctor looked at what Jack described as his “fabulous marketing masterpiece” (and it really is!), the doctor asked if HE could keep that one for his wife, and then opens up about wanting to start another business, and asks for another meeting with Jack.
How nice is that? And how much easier can it get? Jack didn’t make a sales presentation or pitch to the doctor. Instead, he gave him a very well-done and professional marketing piece and asked if the doctor knew anyone who could use it. Then the doctor continued the conversation from that point, and Jack was in!
The bottom line is, Jack followed the exact model we teach at TopLine, then he put his own spin on it, and it worked! So what about you? What can you do to promote yourself in a non-salesy way so your clients or potential clients take over the conversation and actually ask you to do business with them?
What’s that? You don’t have a consulting business or a service that can help others in the way Jack did?
Well, with the market and the economy the way it is now, times have never been better for consultants to get started very quickly in creating a sustainable high-level income. And as you just saw how easily Jack did it with just ONE marketing tool, when you attend the TopLine Workshop, you’ll have tons of tools to choose from that will allow you to do the same.
Martin Howey
Founder and CEO
TopLine Business Solutions
To Martin Howey…one of this most chrismatic, innovative & consistent brand marketers of our time.
After 25 years as an entrepreneur in the advertising & marketing business, I thought I knew a great deal about positioning, differentiation and strategic marketing. That is, until I met Martin in January of 2008. You see, after all the years of being a self-employed ad agency guru and a coach to small business owners, I had hit the wall of uncertainty in my career. I felt as if I had stopped growing mentally. I had become stagnate. Unbeknownst to me, this negative state of mind was affecting everyone around me. Little did I realize, my personality had changed from high-performance, to high-maintenance. I was having a difficult time trying to figure out what I was best at and what I was passionate about beyond the unconditional love for my family. My client base seemed to be disappearing. At first, I was not cognizant to the realization that it was ME. I had allowed myself to believe it was everything but me. In the past, my clients had referred to me as a “creative marketing genius”. I had spent nearly 25 years building brands of distinction for highly recognized companies in the Fortune 500 market place and was paid very well for my contributions. My lifetime goal of building my “dream home situated in a nature sanctuary” for my family had already been achieved. Yet, something was holding me back from realizing my full potential. If you’re familiar with the book “The Secret”, it focuses on “The Law of Attraction”. I think you’ll appreciate what I’m about to share with you. One night, I was reading FASTCompany, “the only magazine I subscribe to”. It just so happened that in the back of “this issue”, Martin was advertising TopLine. It was the testimonial strategy he used that got my attention and built my curiosity to learn more. Like many of you who may or may not have gone through the TopLine program yet, I wasn’t sure what to expect. My gut feeling told me this was EXACTLY what I had been looking for. In essence, it was what I believe to be “The Law of Attraction” working in my behalf. I told my wife that I needed to seek the advice of a mentor. Someone who could uncover the “hidden assets” inside my head. So I made the decision and made the investment and flew to Phoenix. There’s an old saying: “When the student is ready, a teacher will appear”. In a small meeting room in a Phoenix hotel, I met Martin, a diamond in the rough. You can ask Martin, “Even with the level of experience I had, I was so excited to learn something new, I was the first one in the room every day”. And for me, it paid off.
In summary, let me say this. I am extremely fortunate that I had the opportunity to meet Martin Howey. I will end the same way I started out. I have found him to be a charismatic individual that is dedicated and passionate in helping others “find their way” in the world of business development consulting. There are NO guarantees in life outside of death & taxes. But, as I have personally experienced, the power of your belief system can change your life forever. It’s totally up to YOU! Martin has spent an insurmountable amount of time assembling the “tools” to make anyone who attends his program successful. I found many of the marketing strategies innovative. And, there were some that didn’t apply to me. But take notice. What lessons I have learned from Martin are that “Consistency” in delivering your marketing message, what ever it is, will “position & differentaite” you from all the rest of the “Me-too” consulting competitors. Today, I have yet to reach my full potential. Tomorrow, I will feel the same. Why? Because I am a firm believer that even after being in this business for nearly 30 years…I have way too much to learn. I am thankful and greatful for my personal affiliation with Martin Howey & the TopLine team. I have learned a great deal & hold my time spent in Phoenix acquiring Martin as a “Mentor-for-Life”, as a pivotal point in my life. If you’re interested in taking your business or career to the “NextLevel” (I just love that name), call Martin today!
Respectfully,
Jack Kaser
Founder & CEO
NextLevel Business, LLC
Cincinnati, OH
Another great post Martin, and I really appreciate Jack’s comments added below.
I was impressed with Martin when I met him at a conference in Chicago a couple of years ago. -I was more impressed when he sent a couple of autographed opies of his book over to me in New Zealand!
Since then I have taken heed of everyting that he has said and I have started setting myself up. I have written and published a book, and am doing my “you-in-a-box”.
I am looking forward to getting enough cash together to get back over to the US and do the Topline course.
Thanks again for all the help Martin…
Hey Chris…
So good to hear from you. And so glad that things are going well for you. I absolutely love it when someone takes action with something I’ve written in a blog post, an article, or from an interview I’ve done with someone and takes action on their own. Great job.
When you’re ready for your You-In-A-Box, let me know. I’ll help you with the questions, answers, or even do the interview with you if you like. I just did an interview with Mal Emery from Australia for his high level coaching group. Went very well… a lot of good ideas came out of that conversation.
I checked out your site at http://www.theprofitwizard.com... great job! I love your videos and the way you deliver. Very well done.
And, I bought your book from Amazon. Can’t wait to read it. You talk about one of the most critical things in business… Margins. Something very few business owners know much about, but areas that can very quicky make or break a business.
So… nice job, good to hear from you, and please keep in touch. Let’s make some great things happen for you this year!
Martin Howey
Founder and CEO
TopLine Business Solutions
How can I do this on a shoe string budget?
Excellent question, Al… and thank you for asking. It’s a question that we get a lot… especially in these tough economic times.
I’ve just released a new book called, “Seven Figure Consulting” and two recorded interviews with a couple of consultants who completed training just 2 1/2 weeks ago, and who are already starting to hit it pretty big.
In the book, I answer some very tough questions that people have thrown at me, and go into considerable detail giving you tips, techniques and strategies that you can begin using right away to get started, even if you don’t choose to use our system.
In the interviews, I pull out tons of great information about exactly how these two consultants have gotten their first clients, what steps they took, what questions they asked, how much money they’re making… I tried to make it as transparent as I could so anyone could follow their system on their own.
Take a look at http://www.TopLineBusinessSolutions.com/update.htm for more information.
And if you still have questions, let us know. We’ll be happy to give you what you need to determine how to get started and what kinds of results you can expect.
Martin Howey
Founder and CEO
TopLine Business Solutions