Environmental Marketer Newsletter
Vol. 3, Issue 10 November 2009
In This Issue
The Follow-Up: Crucial for Sales & Marketing Professionals
IAQA Listserv Gains Hundreds of Subscribers
 
 
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Welcome to the Environmental Marketer.  
 
The mission of this publication is to bring you new ideas to help you grow your environmental business. 
 
If there are ever any future topics you would like us to discuss please drop me a note and we will attempt to address your topic in a future issue.

 
 
 
Cochrane & Associates is the only specialty firm delivering:

Marketing
 
Public Relations
 
Business Development
 
services directly to our industry and your business.
 

 
"Ignore people who tell you 'you can't' or try to discourage you."
- Jeffrey Gitomer
 
"One of the greatest gifts you can give to anyone is the gift of attention."
- Jim Rohn
 
Join Our Mailing List
 
C&A recommends:
 
 
 
UltraViolet Devices, Inc.
advanced UV and molecular filtration for air, surface and water disinfection
 
 
Global Prevention Services
  for outstanding mold remediation and prevention services
 
 
 
EMSL Analytical, Inc.
 for quality laboratory services and sampling products
 
 
 
The American Indoor Air Quality Council/American Council for Accredited Certification
for true industry certifications
 
  
 
Indoor Air Quality Association
the industry's trade association
 
 
 
Indoor Sciences
a premier IAQ course provider 
 
 
 
Legends Environmental Insurance Services
leaders in insurance products
 
 
 
IAQ Radio
the industry's live news source
 
 
 
Indoor Environmental Connections
the industry's news source
 
 
 
 
 
 
Cochrane & Associates are proud financial supporters of Habitat for Humanity International (HFHI) 
 
To learn how you can help make a difference in people's lives
 please visit

NovemberThe Follow-Up: Crucial for Sales & Marketing Professionals 

 

Customers buy when they are ready to buy, not when you are ready to sell.  That in a nutshell is exactly why sales and marketing professionals need to master the art of the follow-up. 
 
During my years in the environmental and indoor air quality industries I have met many talented sales and marketing professionals.  Many of these pros knew the market and their products inside and out. They had the benefits and attributes of their products and services down to a tee.  The one thing that time and again would make some of these professionals stand out above the rest was their ability to regularly and methodically follow-up with clients and prospects.
 
Whether dealing with an existing customer or a potential prospect; you need to develop a system that incorporates and monitors a way of keeping in contact.  Remember the customer will only buy when they are ready, and if your competition is better at keeping in touch they will likely win the sale. 
 
Regular contact and visibility with existing and potential clients will allow you to maximize the growth of your business.  There are numerous ways to do this and fortunately many of the most popular customer contact software programs (ACT, Goldmine) allow you to automate the process.   They can be programmed to remind you to contact specific individuals, or groups of contacts, with a phone call, fax, email or other venue.
 
A great way to stay connected without constantly trying to sell is to send your client or prospect some information that they may find interesting.  An article, business lead, or even something unrelated to work, but of interest to them personally, can get their attention and help differentiate you from the competition.  A simple handwritten note can also go a long way if you remember personal things like a contact's birthday. This also builds trust and friendships and helps solidify your business relationships.  
 
Keeping in touch does not always have to be direct person to person. Having your company's presence in an article or advertisement in a publication also keeps you fresh in people's minds.  The key to effective follow-up is to use as many of these tools as you have at your disposal. 
 
The methods mentioned in the preceding paragraphs ranged from personal to impersonal.  Impersonal methods, such as email blasts work well to reach the masses, but don't forget the personal methods as well, for together they will work most effectively in building your professional relationships and your business.
 
Cochrane & Associates, LLC, the environmental, mold and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm has been working with clients to develop systems to keep in touch with clients and prospects to maximize sales and marketing's ROI.   We hope you make the follow-up process a key component of your business operations and no matter what approaches you choose remember a properly executed follow-up strategy can deliver great results. 
 
About the author:
Paul Cochrane is the founder and president of Cochrane & Associates, LLC.  The company is a business development, marketing and public relations consulting firm specializing in the IAQ and environmental industries.  Mr. Cochrane is a 13 year veteran of the industry and has been a frequent guest author in industry publications and trainer for IAQ and environmental companies.  
 
For more information about how Cochrane & Associates can help your business thrive please visit:

www.cochraneassoc.com,
email info@cochraneassoc.com
or call 602-510-3179

IAQA Listserv Gains Hundreds of Subscribers 
 
From the November: News from IAQA Email
 
"Thank you for responding to the questions I have presented. I have learned more from discussion this past week than spending 3 to 4 days and high conference costs. I will say that the openness, truth, observations and even constructive critique are well appreciated."
 
The quote above came from a post made last month to the IAQA Listserv. The Listserv has quickly become a phenomenal forum to exchange information. If you belong to IAQA and have not subscribed to the Listserv, you are missing out on one of IAQA's best new member benefits!  Hundreds of your fellow members have subscribed. Joining the IAQA Listserv is as easy as sending an email - literally! 
 
Just send an email to iaqa-listserv-on@iaqa.org
 
Shortly after you will be made a Listserv subscriber and receive full instructions on how to take advantage of this valuable IAQA member benefit.

 
Upcoming Environmental Events
  
 
Tampa, FL
November 2 - 4, 2009 
 
Phoenix, AZ
November 10 -13, 2009
 
Pasadena, CA
November 18, 2009
 
San Francisco, CA
December 14 - 16, 2009
 
Las Vegas, NV
January 19 - 22, 2010
 
Phoenix, AZ
January 22 - 23, 2010
 
Orlando, FL
January 25 - 27, 2010
 
Tampa, FL
March 7 - 10, 2010
 
Augusta, ME
March 24, 2010
 
Austin, TX
March 28 - 31, 2010
 
Baltimore, MD
May 11 - 13, 2010
 
Denver, CO
May 22 - 27, 2010
 
 
If you know of additional upcoming indoor air quality or environmental related events, please email them (with a web link) to info@cochraneassoc.com.