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How to Get a Meeting with Anyone: The Untapped Selling Power of Contact Marketing
The hard part just got easy.
You know how to sell—that’s your job, after all—but getting CEOs and VIPs to call you back is the tricky part. You’re in That impossible-to-reach person isn’t so impossible to reach after all.
Hall-of-Fame-nominated marketer and Wall Street Journal cartoonist Stu Heinecke discovered that he could get past traditional gatekeepers to reach those elusive executives by thinking outside the box and using personalized approaches he calls “Contact Campaigns.” Including presidents, a prime minister, celebrities, countless CEOs, and even the Danish model who became his wife, Heinecke found that getting meetings with previously unreachable people was easier than ever. Now he shares his tactics and tips in this essential guide for anyone who needs to make contact.
In How to Get a Meeting with Anyone , Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he’s developed after years of experience and from studying the secrets of others who’ve had similar breakthrough results—results that other marketers considered impossible, with response rates as high as 100 percent. Through real-life success stories, Heinecke lays out 20 categories of Contact Campaigns that anyone can research and execute. Tactics range from running a contact letter as a full-page ad in The Wall Street Journal to unorthodox uses of the phone, social media, email, and snail mail to using personalized cartoons to make connections. He also packs in plenty of tips on how to determine your targets, develop pitches, and gain allies in your contact’s circle of influence.
How to Get a Meeting with Anyone provides you with a new toolkit you can put to work right away so you can make the connections that are essential to your success.
You know how to sell—that’s your job, after all—but getting CEOs and VIPs to call you back is the tricky part. You’re in That impossible-to-reach person isn’t so impossible to reach after all.
Hall-of-Fame-nominated marketer and Wall Street Journal cartoonist Stu Heinecke discovered that he could get past traditional gatekeepers to reach those elusive executives by thinking outside the box and using personalized approaches he calls “Contact Campaigns.” Including presidents, a prime minister, celebrities, countless CEOs, and even the Danish model who became his wife, Heinecke found that getting meetings with previously unreachable people was easier than ever. Now he shares his tactics and tips in this essential guide for anyone who needs to make contact.
In How to Get a Meeting with Anyone , Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he’s developed after years of experience and from studying the secrets of others who’ve had similar breakthrough results—results that other marketers considered impossible, with response rates as high as 100 percent. Through real-life success stories, Heinecke lays out 20 categories of Contact Campaigns that anyone can research and execute. Tactics range from running a contact letter as a full-page ad in The Wall Street Journal to unorthodox uses of the phone, social media, email, and snail mail to using personalized cartoons to make connections. He also packs in plenty of tips on how to determine your targets, develop pitches, and gain allies in your contact’s circle of influence.
How to Get a Meeting with Anyone provides you with a new toolkit you can put to work right away so you can make the connections that are essential to your success.
240 pages, Hardcover
First published February 9, 2016
209 people are currently reading
1043 people want to read
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Displaying 1 - 30 of 37 reviews
December 20, 2016
This book had some creative ideas and some very useful information. In the beginning I thought I might end up giving it 4 or even 5 stars. However, it was super repetitive, section 3 especially (which is almost half of the book). This book could and should have been much shorter. If you're interested in the contact strategies in this book, read the first section or two, and skim the third or skip it all together. It was drag to complete this book and grind through the same thing over and over. For someone that talks about the importance of being concise when getting your foot in the door, you would think he would've thought to do the same with his readers.
March 9, 2024
"How to Get a Meeting with Anyone" should have been titled "You Should Really, Really Watch the Movie "Hitch"......"
(I am serious!)
The movie "Hitch" was repeatedly mentioned in this business book, along with other "dated" advice.
(No pun intended!)
Although many of the author's strategies were on point, the book suffered from too much repetition and outdated references.
Special thanks to NetGalley and the publisher for providing me with an ARC in exchange for an honest review.
May 6, 2021
Author introduces something named Contact Marketing:
“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. A Contact Campaign is an instance of usage of Contact Marketing.”
The rest of the book talks about the details of this method and how to implement it in different environments and conditions.
Some of the techniques author explained is based on author skills and I thought it is not suitable for everyone.
“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. A Contact Campaign is an instance of usage of Contact Marketing.”
The rest of the book talks about the details of this method and how to implement it in different environments and conditions.
Some of the techniques author explained is based on author skills and I thought it is not suitable for everyone.
April 12, 2018
A friend recommended this to me. It is repetitive, ridiculous, (unintentionally?) self-parodic, and actually pretty useful. Be prepared to hear the same story about his dang cartoons 100x and wade through endless name-dropping; just ignore all that and learn about getting meetings with busy/important people.
Now, the chapter on self-hypnosis is when the book descends into self-parody, but successful business people are often into that kind of goofy crap. I'm used to being around smart people who are smart in an artistic or academic or military kind of way. A lot of Business People (TM) are smart too, but smart Business People think/act/speak in a way that's very unfamiliar to me. Reading between the lines of this book helped me figure out just how far off I was in how I was approaching Business People, which was well worth all my eye rolling and the low cost of the paperback.
Now, the chapter on self-hypnosis is when the book descends into self-parody, but successful business people are often into that kind of goofy crap. I'm used to being around smart people who are smart in an artistic or academic or military kind of way. A lot of Business People (TM) are smart too, but smart Business People think/act/speak in a way that's very unfamiliar to me. Reading between the lines of this book helped me figure out just how far off I was in how I was approaching Business People, which was well worth all my eye rolling and the low cost of the paperback.
January 19, 2019
Fascinating book. I recommend to anyone in sales and marketing. While most of us in business development are familiar with most channels such as email marketing, direct mail, appointment setting, etc., I am willing to bet many of us have never put together and executed "contact marketing." The idea is very familiar, as it combines most of these channels. However, by combining all forces and supercharging them, conversions from his case studies go through the roof.
A nice bonus to learning about contact marketing is all the product, service, and technology suggestions to help streamline and bolster your output.
A nice bonus to learning about contact marketing is all the product, service, and technology suggestions to help streamline and bolster your output.
September 28, 2016
I won this on Goodreads Giveaways.
This reminded me of a self-help book but there was definitely some useful information in it. I wasn't expecting there to be if I'm perfectly honest because I work in the medical field but marketing is an important part of my professional life. I gave the book to my father, who actually works in business, and he thinks it's an interesting read.
Would recommend!
This reminded me of a self-help book but there was definitely some useful information in it. I wasn't expecting there to be if I'm perfectly honest because I work in the medical field but marketing is an important part of my professional life. I gave the book to my father, who actually works in business, and he thinks it's an interesting read.
Would recommend!
August 17, 2023
If you find the title interesting, run
This is not about meeting more about meeting executives which is not even hinted at in the title.
When you see the book talking about how to call a phone system and press 0 to talk to a receptionist or press 4 or 5 sometimes. When it explains what is Facebook and Twitter, you know the writer is just filling a book with non sense text.
This is not about meeting more about meeting executives which is not even hinted at in the title.
When you see the book talking about how to call a phone system and press 0 to talk to a receptionist or press 4 or 5 sometimes. When it explains what is Facebook and Twitter, you know the writer is just filling a book with non sense text.
October 17, 2017
Even though if the book is repetitive, it is essential to remember that repition is the mastery of all success. I admire this book and will put the strategies into practice.
February 10, 2025
(The English review is placed beneath the Russian one)
Ни о каком маркетинге в этой книге речь не идёт. Книга посвящена продажам в сфере B2B. Если рассматриваться книгу с такой точки зрения, то она больше походит на коллекцию постов из блога.
Согласно автору, ценным сотрудником фирмы становится тот продавец, который может наладить контакты с CEO. Утверждение спорное, ибо окончательное решение о покупке товаров или услуг может принимать совсем другой человек, а не лично CEO. Я конечно не эксперт в продажах на рынке B2B, но предположу, что CEO занимается стратегическими вопросами, а не тактическими. В данной книге автор не приводит пример какой-либо области, поэтому трудно сказать наверняка о каких продажах идёт речь. А что же тогда содержится в книге? К примеру, одна глава посвящена тому, насколько важным является практика ведения блога и прочих социальных сетей. Какая тут связь с B2B продажами? Как пишет автор, наличие блога делает продавца более известным и поэтому с ним чаще идут на контакт CEO.
Или вот другая глава, в которой автор рекомендует собрать всю возможную информацию о CEO, используя его аккаунты в социальных сетях. Не знаю как в США, но в России руководители предприятий, в подавляющих случаях, не имеют аккаунтов в социальных сетях, а те, что имеют, не будут даже открывать сообщение от незнакомого им человека. В мире сейчас идёт тенденция на минимизацию использования социальных сетей (исключением является молодёжь, конечно). Поэтому совет автора выглядит как-то очень странно. Хорошо, но какой смысл от изучения глав различных корпораций? Дело в том, что автор рекомендует использовать нестандартные способы установления коммуникаций с ними, как например один продавец, который отправил пиццу своему клиенту, когда тот заявил ему, что у него нет времени не то что на встречу с этим продавцом, но и просто чтобы поесть. Нестандартные способы коммуникации, согласно автору, являются лучшим способом привлечь внимание CEO и таким образом построить бизнес-отношения. Собственно это и является главной и единственной идеей всей книги. Сама идея не является новой и я много где её встречал, просто никто из авторов не думал, что можно использовать одну эту идею, чтобы написать целую книгу,… пока не появился этот автор. В любом случаи, книга никакого отношения к маркетингу не имеет, а для сотрудников отдела продаж она содержит минимум полезной информации, большую часть из которой можно найти в Интернете и бесплатно.
There is nothing about marketing in this book. The book is about B2B sales. If you look at the book from that perspective, it is more like a collection of blog posts.
According to the author, a valuable employee of the firm is a salesperson who can establish contacts with the CEO. The statement is controversial because the final decision to buy goods or services can be made by a completely different person than the CEO personally. I am not an expert in B2B sales, but I would assume that the CEO deals with strategic issues rather than tactical ones. The author does not give an example of any area in this book, so it's hard to say for sure what sales are being talked about. What, then, does the book contain? For example, one chapter is devoted to how important blogging and other social media practices are. What does this have to do with B2B sales? According to the author, having a blog makes a salesperson more well-known, and therefore CEOs are more likely to contact him or her.
Here is another chapter in which the author recommends collecting all possible information about the CEO using social media. I don't know about the US, but in Russia, CEOs, in the overwhelming majority of cases, do not have social media accounts, and those who have them, will not even open a message from someone they don't know. There is a trend in the world now to minimize the use of social networks (except for young people, of course). So, the author's advice seems kind of really weird. Okay, but what's the point of studying the heads of various corporations? The point is that the author recommends using unconventional ways of establishing communication with them, such as one salesman who sent a pizza to his client when he was told that he didn't have time not only to meet with this salesman but also just to eat. Unconventional ways of communication, according to the author, are the best way to attract the CEO's attention and thus build business relationships. This is actually the main and only idea of the whole book. The idea itself is not new, and I have seen it in many places; it's just that none of the authors thought it was possible to use one idea to write a whole book... until this author came along. In any case, the book has nothing to do with marketing, and for sales staff, it contains a minimum of useful information, most of which can be found on the Internet and for free.
Ни о каком маркетинге в этой книге речь не идёт. Книга посвящена продажам в сфере B2B. Если рассматриваться книгу с такой точки зрения, то она больше походит на коллекцию постов из блога.
Согласно автору, ценным сотрудником фирмы становится тот продавец, который может наладить контакты с CEO. Утверждение спорное, ибо окончательное решение о покупке товаров или услуг может принимать совсем другой человек, а не лично CEO. Я конечно не эксперт в продажах на рынке B2B, но предположу, что CEO занимается стратегическими вопросами, а не тактическими. В данной книге автор не приводит пример какой-либо области, поэтому трудно сказать наверняка о каких продажах идёт речь. А что же тогда содержится в книге? К примеру, одна глава посвящена тому, насколько важным является практика ведения блога и прочих социальных сетей. Какая тут связь с B2B продажами? Как пишет автор, наличие блога делает продавца более известным и поэтому с ним чаще идут на контакт CEO.
Или вот другая глава, в которой автор рекомендует собрать всю возможную информацию о CEO, используя его аккаунты в социальных сетях. Не знаю как в США, но в России руководители предприятий, в подавляющих случаях, не имеют аккаунтов в социальных сетях, а те, что имеют, не будут даже открывать сообщение от незнакомого им человека. В мире сейчас идёт тенденция на минимизацию использования социальных сетей (исключением является молодёжь, конечно). Поэтому совет автора выглядит как-то очень странно. Хорошо, но какой смысл от изучения глав различных корпораций? Дело в том, что автор рекомендует использовать нестандартные способы установления коммуникаций с ними, как например один продавец, который отправил пиццу своему клиенту, когда тот заявил ему, что у него нет времени не то что на встречу с этим продавцом, но и просто чтобы поесть. Нестандартные способы коммуникации, согласно автору, являются лучшим способом привлечь внимание CEO и таким образом построить бизнес-отношения. Собственно это и является главной и единственной идеей всей книги. Сама идея не является новой и я много где её встречал, просто никто из авторов не думал, что можно использовать одну эту идею, чтобы написать целую книгу,… пока не появился этот автор. В любом случаи, книга никакого отношения к маркетингу не имеет, а для сотрудников отдела продаж она содержит минимум полезной информации, большую часть из которой можно найти в Интернете и бесплатно.
There is nothing about marketing in this book. The book is about B2B sales. If you look at the book from that perspective, it is more like a collection of blog posts.
According to the author, a valuable employee of the firm is a salesperson who can establish contacts with the CEO. The statement is controversial because the final decision to buy goods or services can be made by a completely different person than the CEO personally. I am not an expert in B2B sales, but I would assume that the CEO deals with strategic issues rather than tactical ones. The author does not give an example of any area in this book, so it's hard to say for sure what sales are being talked about. What, then, does the book contain? For example, one chapter is devoted to how important blogging and other social media practices are. What does this have to do with B2B sales? According to the author, having a blog makes a salesperson more well-known, and therefore CEOs are more likely to contact him or her.
Here is another chapter in which the author recommends collecting all possible information about the CEO using social media. I don't know about the US, but in Russia, CEOs, in the overwhelming majority of cases, do not have social media accounts, and those who have them, will not even open a message from someone they don't know. There is a trend in the world now to minimize the use of social networks (except for young people, of course). So, the author's advice seems kind of really weird. Okay, but what's the point of studying the heads of various corporations? The point is that the author recommends using unconventional ways of establishing communication with them, such as one salesman who sent a pizza to his client when he was told that he didn't have time not only to meet with this salesman but also just to eat. Unconventional ways of communication, according to the author, are the best way to attract the CEO's attention and thus build business relationships. This is actually the main and only idea of the whole book. The idea itself is not new, and I have seen it in many places; it's just that none of the authors thought it was possible to use one idea to write a whole book... until this author came along. In any case, the book has nothing to do with marketing, and for sales staff, it contains a minimum of useful information, most of which can be found on the Internet and for free.
March 12, 2023
Another incredibly useful book of business advice that I feel awkward recommending because of the self-aggrandizing tone of the author. Nevertheless, I suspect this is one of those books I am going to be referencing in my thinking and in my marketing strategy for a long time to come.
"Contact Marketing" is a term Heinecke makes up to essentially describe individualized outreach under an account-based framework. In fact, reading this shortly after ABM is B2B. was a great one-two combination because they complement each other in useful ways. ABM is B2B. makes a strong case for account-based marketing over demand generation, it's focus is much more on organizational structure and the ideal relationship between sales, marketing, and customer success (accounts, in my case) teams to fulfill the ABM vision. Where it falls down, and where How to Get a Meeting with Anyone picks up, is in the actual execution of one-to-one or one-to-few outreach.
This is a pretty short book. It took me a couple of weeks to get through it because it is full of actionable advice and examples. Here is my best attempt at a summary:
* There are certain people who, if you can get through to them and make them allies, can completely transform your business and life. These are the 10x or even 100x connections and though they might be more difficult to reach than others, they're not 10x or even 100x harder to reach so they should be your focus.
* When selling a product or service, it's best to go directly to the "CEO of the problem" - in other words, the person who owns the problem you are trying to solve and has the most flexibility to marshal resources for a solution. This mirrors everything I've read from Blair Enns about value-based pricing. Junior people simply don't have the ability to make big decisions.
* While the "CEO" is always important, they are often guarded by an executive assistant or other supporting players and it's just as valuable to have them on your side. Treat them as an ally and a target in and of themselves for best results.
* Getting through to people cold takes something special. It needs to feel personal, make a connection, and leave them wanting more. A full third of this book is examples of "contact campaigns" that do this, and they are worth reviewing.
As I said in my review of Who Not How, this is probably a me issue, but I found the authors personality off-putting. He seems to think very highly of himself and it rubbed me the wrong way. That being said, I still learned a ton and will be thinking this book over for months and years to come, I'm sure.
"Contact Marketing" is a term Heinecke makes up to essentially describe individualized outreach under an account-based framework. In fact, reading this shortly after ABM is B2B. was a great one-two combination because they complement each other in useful ways. ABM is B2B. makes a strong case for account-based marketing over demand generation, it's focus is much more on organizational structure and the ideal relationship between sales, marketing, and customer success (accounts, in my case) teams to fulfill the ABM vision. Where it falls down, and where How to Get a Meeting with Anyone picks up, is in the actual execution of one-to-one or one-to-few outreach.
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.
This is a pretty short book. It took me a couple of weeks to get through it because it is full of actionable advice and examples. Here is my best attempt at a summary:
* There are certain people who, if you can get through to them and make them allies, can completely transform your business and life. These are the 10x or even 100x connections and though they might be more difficult to reach than others, they're not 10x or even 100x harder to reach so they should be your focus.
* When selling a product or service, it's best to go directly to the "CEO of the problem" - in other words, the person who owns the problem you are trying to solve and has the most flexibility to marshal resources for a solution. This mirrors everything I've read from Blair Enns about value-based pricing. Junior people simply don't have the ability to make big decisions.
* While the "CEO" is always important, they are often guarded by an executive assistant or other supporting players and it's just as valuable to have them on your side. Treat them as an ally and a target in and of themselves for best results.
* Getting through to people cold takes something special. It needs to feel personal, make a connection, and leave them wanting more. A full third of this book is examples of "contact campaigns" that do this, and they are worth reviewing.
As I said in my review of Who Not How, this is probably a me issue, but I found the authors personality off-putting. He seems to think very highly of himself and it rubbed me the wrong way. That being said, I still learned a ton and will be thinking this book over for months and years to come, I'm sure.
June 24, 2021
- Chào anh Tùng, em là Loan đến từ công ty X, bên em cung cấp dịch vụ ABZ từ A đến Z, anh có thể cho em xin 2 phút để trao đổi sơ bộ về giải pháp bên em được không ạ?
- Cảm ơn em, nhưng anh bận lắm, anh không có nhu cầu em nhé!
Bạn thấy đoạn hội thoại trên có quen thuộc không? Tôi thì thường xuyên phải nghe những cuộc gọi kiểu này, mà đâu chỉ mỗi em Loan, còn em Đào, em Hồng, em Huệ,… Và tôi biết mỗi ngày vẫn có hàng trăm hàng ngàn nhân viên kinh doanh như các em ấy đang miệt mài telesales với hy vọng “đãi cát tìm vàng” đầy mong manh: cứ gọi 10 cuộc rồi bạn sẽ may mắn chốt được 1 lịch hẹn với khách hàng.
Có thể, phương pháp này đã từng hiệu quả.
Nhưng rõ ràng, cũng tương tự cơ chế miễn dịch của người, khi một ai đó liên tục phải nhận những cuộc gọi chào hàng với kịch bản na ná nhau, chắc chắn họ sẽ chẳng hào hứng gì, thậm chí còn thấy phản cảm. Hiện trạng ngày nay đang là như thế.
Vậy giải pháp nào cho người làm Sales tiếp cận khách hàng, đặc biệt với các khách VIP khó tính?
Hãy làm gì đó điên rồ và khác biệt đi! Chẳng hạn gửi tới khách hàng tiềm năng của bạn một chiếc iPad được bật sẵn video giới thiệu dịch vụ dưới dạng animation sinh động, kèm một lời đề nghị gặp mặt đầy thuyết phục?
Có đến 20 ý tưởng thú vị và không kém phần điên rồ được họa sĩ biếm họa Stu Heinecke chia sẻ trong cuốn sách Contact Marketing. Điều đáng kinh ngạc là những ý tưởng này mang lại kết quả thật khó tin, thậm chí ROI của các Chiến dịch Liên hệ theo Contact Marketing được ghi nhận vượt trội hơn nhiều lần so với các phương pháp bán hàng và tiếp thị truyền thống.
Chúng ta hãy cùng điểm qua cuốn sách này nhé!
Dày gần 400 trang với 21 chương, sách được chia làm 3 phần lớn: Contact Marketing là gì, Chiến thuật và cách thức, Thực hành Chiến dịch Liên hệ.
Phần I giúp độc giả hiểu rõ bản chất của Contact Marketing, một hình thức kết hợp giữa bán hàng và marketing từng được nhiều người sử dụng thành công (nhưng ít ai định nghĩa một cách chính thức về nó). Phần này cũng phân tích khá rõ chân dung các CEO – những vị khách hàng đầy bận rộn và khó tính, từ đó hướng dẫn bạn cách để xây dựng hình ảnh cá nhân phù hợp cho việc kết nối các VIP này.
Bước sang Phần II, bạn sẽ học được nhiều chiến thuật và phương pháp Contact Marketing hữu ích. Như tôi đã đề cập ở trên, có tới 20 ý tưởng được Stu Heinecke chia sẻ trong cuốn sách này thông qua những mẩu chuyện và case study thực tế. Tuy nhiên, bạn không nên áp dụng chúng một cách rập khuôn, máy móc mà hãy xem đây như những gợi ý, từ đó sáng tạo cho phù hợp với đặc thù sản phẩm, khách hàng và phong cách bán hàng của mình.
Sau khi đã có ý tưởng và cách thức, bạn cần triển khai như thế nào? Phần III sẽ hướng dẫn bạn từng bước thực hành Chiến dịch Liên hệ: từ xây dựng thư liên hệ, kịch bản, chọn món đồ neo giữ, cho tới việc sắp xếp một cuộc hẹn thành công với khách hàng, và còn nhiều hơn thế nữa!
Đánh giá tổng quan, đây là một cuốn sách hữu ích cho cả dân Sales lẫn Marketing. Stu Heinecke là người quảng giao nên có rất nhiều tình huống thực tế cho ta tham khảo, nhưng đôi khi chính việc có nhiều thông tin như vậy lại khiến người đọc cảm thấy lan man, dài dòng. May mắn tác giả là dân vẽ tranh biếm họa nên phong cách khá hài hước, thêm phần chuyển ngữ của SaigonBooks cũng rất mượt, nhờ vậy mà vẫn giữ được sự tò mò, thích thú cho độc giả.
Nếu bạn là Sales đang đau đầu về việc setup meeting khách hàng, hay một Marketer bị bí ý tưởng tiếp thị, hoặc chỉ đơn giản là tò mò vì sao một ông họa sĩ chuyên vẽ tranh biếm họa lại có thể viết sách dạy bán hàng – hãy đọc cuốn sách này.
~ Tùng Tinh Tấn ~
* Xem thêm các bài viết của tôi tại đây: https://tungtinhtan.wordpress.com/202...
- Cảm ơn em, nhưng anh bận lắm, anh không có nhu cầu em nhé!
Bạn thấy đoạn hội thoại trên có quen thuộc không? Tôi thì thường xuyên phải nghe những cuộc gọi kiểu này, mà đâu chỉ mỗi em Loan, còn em Đào, em Hồng, em Huệ,… Và tôi biết mỗi ngày vẫn có hàng trăm hàng ngàn nhân viên kinh doanh như các em ấy đang miệt mài telesales với hy vọng “đãi cát tìm vàng” đầy mong manh: cứ gọi 10 cuộc rồi bạn sẽ may mắn chốt được 1 lịch hẹn với khách hàng.
Có thể, phương pháp này đã từng hiệu quả.
Nhưng rõ ràng, cũng tương tự cơ chế miễn dịch của người, khi một ai đó liên tục phải nhận những cuộc gọi chào hàng với kịch bản na ná nhau, chắc chắn họ sẽ chẳng hào hứng gì, thậm chí còn thấy phản cảm. Hiện trạng ngày nay đang là như thế.
Vậy giải pháp nào cho người làm Sales tiếp cận khách hàng, đặc biệt với các khách VIP khó tính?
Hãy làm gì đó điên rồ và khác biệt đi! Chẳng hạn gửi tới khách hàng tiềm năng của bạn một chiếc iPad được bật sẵn video giới thiệu dịch vụ dưới dạng animation sinh động, kèm một lời đề nghị gặp mặt đầy thuyết phục?
Có đến 20 ý tưởng thú vị và không kém phần điên rồ được họa sĩ biếm họa Stu Heinecke chia sẻ trong cuốn sách Contact Marketing. Điều đáng kinh ngạc là những ý tưởng này mang lại kết quả thật khó tin, thậm chí ROI của các Chiến dịch Liên hệ theo Contact Marketing được ghi nhận vượt trội hơn nhiều lần so với các phương pháp bán hàng và tiếp thị truyền thống.
Chúng ta hãy cùng điểm qua cuốn sách này nhé!
Dày gần 400 trang với 21 chương, sách được chia làm 3 phần lớn: Contact Marketing là gì, Chiến thuật và cách thức, Thực hành Chiến dịch Liên hệ.
Phần I giúp độc giả hiểu rõ bản chất của Contact Marketing, một hình thức kết hợp giữa bán hàng và marketing từng được nhiều người sử dụng thành công (nhưng ít ai định nghĩa một cách chính thức về nó). Phần này cũng phân tích khá rõ chân dung các CEO – những vị khách hàng đầy bận rộn và khó tính, từ đó hướng dẫn bạn cách để xây dựng hình ảnh cá nhân phù hợp cho việc kết nối các VIP này.
Bước sang Phần II, bạn sẽ học được nhiều chiến thuật và phương pháp Contact Marketing hữu ích. Như tôi đã đề cập ở trên, có tới 20 ý tưởng được Stu Heinecke chia sẻ trong cuốn sách này thông qua những mẩu chuyện và case study thực tế. Tuy nhiên, bạn không nên áp dụng chúng một cách rập khuôn, máy móc mà hãy xem đây như những gợi ý, từ đó sáng tạo cho phù hợp với đặc thù sản phẩm, khách hàng và phong cách bán hàng của mình.
Sau khi đã có ý tưởng và cách thức, bạn cần triển khai như thế nào? Phần III sẽ hướng dẫn bạn từng bước thực hành Chiến dịch Liên hệ: từ xây dựng thư liên hệ, kịch bản, chọn món đồ neo giữ, cho tới việc sắp xếp một cuộc hẹn thành công với khách hàng, và còn nhiều hơn thế nữa!
Đánh giá tổng quan, đây là một cuốn sách hữu ích cho cả dân Sales lẫn Marketing. Stu Heinecke là người quảng giao nên có rất nhiều tình huống thực tế cho ta tham khảo, nhưng đôi khi chính việc có nhiều thông tin như vậy lại khiến người đọc cảm thấy lan man, dài dòng. May mắn tác giả là dân vẽ tranh biếm họa nên phong cách khá hài hước, thêm phần chuyển ngữ của SaigonBooks cũng rất mượt, nhờ vậy mà vẫn giữ được sự tò mò, thích thú cho độc giả.
Nếu bạn là Sales đang đau đầu về việc setup meeting khách hàng, hay một Marketer bị bí ý tưởng tiếp thị, hoặc chỉ đơn giản là tò mò vì sao một ông họa sĩ chuyên vẽ tranh biếm họa lại có thể viết sách dạy bán hàng – hãy đọc cuốn sách này.
~ Tùng Tinh Tấn ~
* Xem thêm các bài viết của tôi tại đây: https://tungtinhtan.wordpress.com/202...
May 28, 2021
Contact Marketing – Nghệ thuật chinh phục khách hàng không đơn giản là một cuốn sách về marketing hay bán hàng, mà về cả hai. Cuốn sách viết về việc sử dụng Chiến dịch Liên hệ để hỗ trợ trực tiếp cho các chiến dịch bán hàng quan trọng và nhanh chóng mở rộng quy mô doanh nghiệp. Nó mang lại cho bạn một lợi thế không công bằng trên thị trường và là nhiên liệu khiến việc kinh doanh của bạn bứt phá như tên lửa. Và bất kỳ ai cũng có khả năng thực hiện Contact Marketing.
Contact Marketing không chỉ cho phép bất kỳ ai với được tới các CEO và VIP, mà còn có thể giúp bạn trở thành một phần trong cộng đồng của họ. Được một CEO chịu tiếp xúc và lắng nghe cũng chẳng nghĩa lý gì trừ khi bạn biết chính xác mình phải hoàn thành những gì và có thể giúp vị CEO đó đạt mục tiêu như thế nào. Bạn cần biết cách đối đãi với trợ lý giám đốc, những người mà phần nào công việc của họ là giữ chân những người như chúng ta, đồng thời phát hiện ra các cơ hội vàng mà trợ lý giám đốc có thể đã bỏ sót.
Contact Marketing không chỉ cho phép bất kỳ ai với được tới các CEO và VIP, mà còn có thể giúp bạn trở thành một phần trong cộng đồng của họ. Được một CEO chịu tiếp xúc và lắng nghe cũng chẳng nghĩa lý gì trừ khi bạn biết chính xác mình phải hoàn thành những gì và có thể giúp vị CEO đó đạt mục tiêu như thế nào. Bạn cần biết cách đối đãi với trợ lý giám đốc, những người mà phần nào công việc của họ là giữ chân những người như chúng ta, đồng thời phát hiện ra các cơ hội vàng mà trợ lý giám đốc có thể đã bỏ sót.
October 12, 2020
Not bad, especially I would recommend to anyone starting in Sales or BD position. Especially juniors. Expect a nice summary about your potential career and learning, with one central idea. Sales can be anything and everything, but eventually it is communication between people.
So in order to make sales, you need to make human connections. Higher the position you targeting, more difficult is it to get their attention, but also higher opportunity for ROI.
How to get attention? Do your homework, approach them as individuals, be unique in communication, be creative, be funny, etc.
Some of the tips are really good and even though its still quite new, i think this book can age quite well too.
For a senior a bit of too much repetition. Could have been much shorter with 95%same impact. It took me months to finish it so, thats why only 3*
So in order to make sales, you need to make human connections. Higher the position you targeting, more difficult is it to get their attention, but also higher opportunity for ROI.
How to get attention? Do your homework, approach them as individuals, be unique in communication, be creative, be funny, etc.
Some of the tips are really good and even though its still quite new, i think this book can age quite well too.
For a senior a bit of too much repetition. Could have been much shorter with 95%same impact. It took me months to finish it so, thats why only 3*
February 8, 2021
While many of the points in this book were helpful, it was very repetitive throughout and contained way too many quotes to be effective. While the beginning chapters were helpful, there were very few references to how to make these practices applicable to other industries than "cartoonism".
While it was also educational for a singular sales cycle, it failed to touch upon recurring sales cycles such as accounting or other types of services that are at the whim of whatever project falls upon someone's desk. I would recommend this book for those just starting their sales careers, or working in single process sales cycles.
While it was also educational for a singular sales cycle, it failed to touch upon recurring sales cycles such as accounting or other types of services that are at the whim of whatever project falls upon someone's desk. I would recommend this book for those just starting their sales careers, or working in single process sales cycles.
February 11, 2024
Este, practic, un fel de index al metodelor pe care le poți folosi atunci când vrei să targetezi (pardon my French) top manageri ca să le vinzi ceva. Utilă carte, nu zic nu. Dar parcă prea e pe sistem american. Adică multe din tehnicile alea nu se potrivesc în spațiu european. Că noi suntem în altă ligă ca să îi zic așa. Dar, totuși, să cunoști că aceste tehnici de vânzare există nu îți strică.
Cu ce am rămas din carte: dacă nu știi să vinzi ce faci, ești dispus să accepți riscul că trebe să ai noroc ca afacerea să îți meargă de la sine? Și cât noroc și de cât ori poți avea în viață?
Cu ce am rămas din carte: dacă nu știi să vinzi ce faci, ești dispus să accepți riscul că trebe să ai noroc ca afacerea să îți meargă de la sine? Și cât noroc și de cât ori poți avea în viață?
April 6, 2020
An excellent book for B2B sales. Combining the art of direct response marketing and sales, you get contact marketing. The author guides you through multiple ways to contact your ideal customers. This mode of marketing can yield response rates up to 100%! I read this book as an audiobook and plan to re-read it again to take in more of the lessons. I've already developed a list of 100 target companies to focus my contact marketing efforts on.
May 23, 2020
While focused for prospecting strategies for outside sales professionals and marketers "How to Get a Meeting with Anyone" has a lot of good ideas and tips. The format flows well and each section is well put together. Each chapter is summarized with a Points to Remember which was helpful to come back to for notes.
The biggest drawback is that it does become quite repetitive. You can skim after chapter 12 and still get the main points of the technique. Overall, solid read!
The biggest drawback is that it does become quite repetitive. You can skim after chapter 12 and still get the main points of the technique. Overall, solid read!
June 15, 2024
I didn’t have a name for what I do, other than networking, but “contact marketing,” is a really good description - highly personalized, deeply relational, and unique - of how I go about fundraising and building a support and volunteer network. I do not think this merited a whole book, but I do generally support the insights Stu shares. I recommend reading it for the points oat the end of each chapter and to review a few of his examples.
November 1, 2022
The value in this book - especially for small business owners with limited to no resources - is criminally underrated. Stu shows step by step how to do the things that most people don't do without having to outsmart or outspend the competition. I will be resorting back to the teachings in this book for the rest of my career.
March 1, 2023
The concept in Stu's How To Get A Meeting with Anyone are understandable and easy for a business owner to apply. This book is not just for business owners, but anyone who is trying to land a meeting with a specific individual. The chapters are digestible and easy to follow. The audiobook version was great to listen to.
October 29, 2019
Contact marketing which I started earlier got into low priority as I was not getting any significant progress, but I understood that it can be a very significant way to not only reach more c-suite executives but also to meet anyone with a focused approach in a cost effective way.
April 11, 2020
Great book with actual actionable steps
Great insights into world that most of us wouldn’t dream of accessing.
I’ve just finished reading believing I can actually achieve results from this when the time comes for it.
Great insights into world that most of us wouldn’t dream of accessing.
I’ve just finished reading believing I can actually achieve results from this when the time comes for it.
January 12, 2021
I really like the concept of getting a meeting with anyone, but I don’t know I if a was the only one but the strategies maybe aren’t but for specific people, but I liked a lot the summaries and conclusions!
September 25, 2017
Great book. Many strategies to break into a prospect/account.
October 26, 2018
A good way to prospect executives
November 30, 2018
Used several things from the book after reading
July 6, 2019
Disappointed that I did not see leverage for non sales situations. Lots of borderline over the top examples. It is guerilla marketing with a little panache.
January 18, 2021
Super basic, nothing new.
June 9, 2023
this coupled with Dan Pinks book "everybody sells" is chalk full of info that'll help any & everyone...
I am really glad I read this.
I am really glad I read this.
August 26, 2024
Una manera audaz de obtener una cita con gente que no has conocido o tienes algún interés.
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