He's - The Sales Divas

TickledPink
T H E S E C R E T S O F A T T R A C T I N G D E L I G H T F U L C U S T O M E R S !
Kim Duke

Tickled Pink
THE SECRETS OF ATTRACTING DELIGHTFUL CUSTOMERS!
By Kim Duke
Illustrations by Dennis Goshinmon
PLUNKETT PRESS

Text copyright © 2006 by Kim Duke.
Illustrations copyright © 2006 by Dennis Goshinmon.
All rights reserved. No part of this book may be reproduced in any
form without written permission from the publisher.
ISBN 0-9736712-0-3
Printed in Canada 5 4 3 2 1
Typeset in Garamond and Edwardian Script
Designed by Ignition Industries Inc.
Distributed in Canada by The Sales Divas Inc.
P.O. Box 21115 Edmonton, Alberta T6R 2V4
Canada
Plunkett Press
www.salesdivas.com

Acknowledgments
A small book made possible by people with BIG hearts:
To Jo-Ann Vacing – who believed in this book long before I wrote it!
To Alexandria Brown for sharing her great insight on e-zine marketing.
To Joan Stewart for being so willing to share her tips about publicity.
To Dennis Goshinmon for his wonderful artwork and friendship.
To Susan Hart for being an amazingly talented editor – you took the
book to a new level.
To Wayne Cotton for encouraging me from the beginning and sharing
his time and big brain.
To Johwanna Alleyne for the true tickled pink photography!
To Sarah Classen Stickland – for her hard work designing the original
e-book.
To all my Diamond Mind members who inspired me to write Tickled Pink.
To my partner Rob Labossiere, who believes I will be in the New York
Times someday! And I will – with his loving support and coffee!
To Macy for keeping me company while I wrote frantically outside.
Last but not least…
To all my family and friends who have always stood by me. I love you.

Contents
Training Queen Profile ............................................... 8
Introduction ............................................................. 10
THE 12 TICKLED PINK RULES
1. Know who You want to Attract ................................ 16
2. Don’t Blend in with the Wallpaper ........................... 22
3. Branding Just isn’t for the Big Boys .......................... 28
4. Writing Your Way to Expertville...............................
36
5. Beeee a Master of Insect Networking ....................... 42
6. The Big Boots of Publicity........................................
50
7. E-zines Heat Up Your Business! ................................ 58
8. Hors d’oeuvres Lead to Entrees ................................ 66
9. Your Customer has to Love You! .............................. 72
10. Understand Flocks, Rocks and Hooks ...................... 84
11. Develop Strategic Alliances ...................................... 96
12.
Your Future Depends upon Follow-Up .................. 102
Ending..................................................................
110

Training Queen Profile
It all began in the media. I spent 15
years working behind the scenes as a
salesperson for CTV and CBC Television – Canada’s national
television networks. It was fun, it was exciting and I loved helping
my clients. And my clients rewarded me. I became a national
award winning salesperson and then a successful sales manager.
I also knew I could do more.
When I started my own company “The Sales Divas Inc.” I knew
there were many people who were terrified of the sales process.
Even the thought of contacting a potential customer made them
feel a little queasy.
So my mission is to help you learn how to sell.
My way.
Helping customers with what they need and being an idea-generator.
You’ll learn how to be different. You’ll learn that integrity
and creativity mean everything. The bonus? You get to work with
8 | Tickled Pink

customers who are absolutely delightful - just as I do every day!
I am a writer, a problem solver, an idea generator, and a coach.
I am also a bit of a goof - I like to have fun in a seminar.
My articles have appeared on international websites and newsletters
(I usually write while I am wearing flannel pajamas and red
lipstick. In fact, this book was written with Chanel Rouge Noir.)
Please enjoy the book - get ready to be Diva-Dized!
“My tastes are simple.
I am easily satisfied by the best.
– WINSTON CHURCHILL
”
TRAINING QUEEN | 9

Introduction

Let’s start off with a little quiz:
Does cold calling give you shivers?
Does the thought of selling make your stomach tie up in knots?
Do you wonder how some business people make it look so easy?
Are you afraid your customers will think you’re pushy?
Are you tired of chasing customers?
Do you ever feel like this little guy? He’s running hard but not
getting anywhere!
How did you do?
“Even if you win the rat
race
”
– you’re still a rat.
– LILY TOMLIN
If you checked off even one circle – you are ready to jump off
The Sales Divas diving board – hey the water is warm!
| 11

Jurassic Selling:
THE DINOSAUR THAT NEEDS TO BECOME EXTINCT!
Jurassic selling is the traditional, outdated dinosaur approach to
getting customers. It’s big, ugly, expensive, time consuming and
its odds of survival are low. It’s why you checked off all those
circles a few seconds ago.
This is the “Me Salesperson – You Customer” method where the
customer is hunted down and dragged into the cave. No wonder
customers are leery of salespeople!
Jurassic Selling encourages salespeople and entrepreneurs to
spend lots of money in mass marketing, cold call until they drop,
collect piles of testimonial letters and dump information on the
customer.
12 | Tickled Pink
Are you tempted to cold call?

If and when the potential customer does contact you they are
worn down slowly through pestering – COUGH! – I mean persistence!
And don’t forget to CLOSE, CLOSE, CLOSE!
The dinosaur way will provide you with high rejection, a few
ulcers and maybe some gray hair to boot. It also isn’t easy on
your wallet or your day timer. The focus of a Jurassic Salesperson
is to always be SEEKING new customers. Each month, they are
frantically looking for new people to add to the sales funnel.
DESPERATION – IT’S NOT PRETTY
I know one thing for sure – the Jurassic Salespeople always have
the gleam of desperation and aggression in their eye. They’re
hungry and looking for their next unsuspecting meal.
These dinosaurs constantly emit an odor of desperation – must
hit next month’s target – must get my bonus. And the customer
can smell it a mile away.
The least of the Jurassic Salesperson’s worries is how they are
treating the customers they already have. They are more interested
in dragging home a new meal.
I’d like to introduce you to the next and BEST form of
ATTRACTING CUSTOMERS.
Yes – I mean ATTRACTING and not SEEKING!
INTRODUCTION | 13

Tickled Pink:
HOW TO ATTRACT DELIGHTFUL CUSTOMERS
The concept may sound crazy – but it works!
Learn the activities that can make your business a tickled pink
magnet – drawing in the perfect customers for you. I call them
delightful! This guide is based on the many strategies I have used
to become a national-award winning salesperson and now – a
successful business owner. You will learn the activities I use on a
daily basis to create Tickled Pink Attractions around my business.
Except you won’t have to learn it the hard way – like I did!
Prepare to be stretched, challenged and even Diva-Dared to
begin ATTRACTING delightful customers to your business.
Warm Diva Regards,
14 | Tickled Pink

Common Definitions used in this Book:
Tickled Pink:
1. Very pleased; delighted
Delightful (de•light•ful):
1. Highly pleasing, affording great pleasure and satisfaction
Magnet (mag•net):
1. An object that is surrounded by a magnetic field and has the property, either
natural or induced, of attraction.
2. A person, place or object, a situation that exerts attraction.
A Diva Lesson on Magnetism
Imagine a table with several piles of nails on top. In your hand
you hold an extremely powerful magnet. The kind that can pull
in the average family car! When you hold a magnet over the table
– the nails will be drawn with a WHOOSH – and presto – they
are glued to the magnet.
You could have picked the nails up one by one – or scooped
them off the table and into your hand. But isn’t it easier and
energy-saving to let the magnet do the work? Now IMAGINE
the nails are your potential CUSTOMERS and YOU and your
BUSINESS are the magnet!
Complacency isn’t the name of the game. Some people think
attracting customers is lazy – that you are just waiting for the
phone to ring. Waiting for customers to do business with you.
This is absolutely NOT the case!
INTRODUCTION | 15

#1
DIVA RULE
Know who You want
to Attract
“It’s better to be looked over, than overlooked.”
– MAE WEST

Don’t make these Dinosaur Mistakes:
WOOD YOU, COULD YOU?
If you put a magnet in front of a piece of wood – does anything
happen?
No matter how hard you try – that piece of wood isn’t going to
jump through the air and be attracted to the magnet.
Yet it is very common in business to go after wood customers.
They aren’t the right customers for us – yet we think if we just
keep trying – they will finally see how we can help them.
Soorrrrrrrrrrrrrrrrrrrrry
– it just doesn’t work that way!
ANNIE DON’T GET YOUR GUN!
Another common mistake businesses make is SHOTGUN
FLIRTING. Years ago I had a friend I affectionately called the …
“SHOTGUN FLIRT.”
A shotgun shell has thousands of tiny little lead pellets – that
once fired – spread everywhere.
| 17

Why was my friend a Shotgun Flirt? Because wherever she was
– she consistently flirted with all the men in the room. Big,
small, fat, skinny, short, tall, nice and not-so nice.
What was the result?
She had all sorts of men interested in her
– but no one she really wanted!
Bulls Eye Principle Hits the Mark
”
“In the long run, we only hit what we aim at.
– THOREAU
I’ve always been a believer of the Bulls Eye Principle.
You must focus ALL your attention and energy on what you
WANT. It is the first Rule of Tickled Pink Selling!!
18 | Tickled Pink

”
“Luck is when preparation meets opportunity.
– OPRAH WINFREY
In order to apply the Bulls Eye Principle to your business you
must realize you don’t need every customer in the world.
In fact – you don’t even need all the customers in your area!
What you need are the PERFECT CUSTOMERS for you. I call
them Delightful!
Then, as Oprah says – LUCK starts to come your way!
So what is the definition of a DELIGHTFUL CUSTOMER?
It will be different for everyone; however the basics remain the same.
Your Delightful Customer is someone who…
You enjoy working with!
Values what you are providing to them.
Is willing to make the investment.
Pays on time.
Views you as an important resource – an expert.
Sees you as the PERFECT PARTNER for their business.
Is loyal to you and isn’t easily swayed by competitor’s products
and prices.
Has a wide sphere of influence.
Is TICKLED PINK to do business with you!
KNOW WHO YOU WANT TO ATTRACT | 19

Delightful customers are best suited to your product or service.
Most people contort themselves into a pretzel attempting to fit
what the customer needs.
The far more effective solution is to attract the customers that
best suit you!
20 | Tickled Pink
You’ll have less STRESS,
work SMARTER not harder
and will make more MONEY!!
What Do You Know About Your Delightful Customer?
What industry are they in?
Are they local, provincial or statewide,
national or international?
What are their biggest needs?
Are you selling business to business
or to the consumer?
Who are their competitors?
What are the biggest challenges
your customer is facing?
What are their plans for the upcoming
90 days? 6 months? Year?

Diva Rule #1 Summary:
Don’t chase “Wood” customers – they aren’t who you need to
attract.
Know the difference between Shotgun Flirting and The Bulls Eye
Principle.
Understand who your delightful customers are.
Tickled Pink customers are the goal for your business.
Understand the industry your customer is in.
Acknowledge where you want your client base to be: local, provincial
or state-wide, national or international clients.
Understand if you are selling business to business or to the consumer
directly. In some cases – both areas can be served.
Understand your customer’s needs and plans for the future.
KNOW WHO YOU WANT TO ATTRACT | 21

#2
DIVA RULE
Don’t Blend in with
the Wallpaper
“We’re frightened of what makes us different.”
– ANNE RICE

What Sets You Apart?
Many times when I ask this question in a seminar – I see a crowd
of blank faces looking back at me!
Common responses I get back:
Excellent customer service
Great product
We’ve been around for 25 years
There is no other product like ours
SERIOUS CASE OF BORING–I–TIS
}
Blah Blah Blah!
The responses mentioned above are the exact responses I would
receive if I asked your competitor. BORING. Everyone says they
provide superior customer service! EVERYONE says they have a
great product!
You probably do have a great product and I’m sure you provide
great customer service. The problem is when everyone is saying
the same thing – you blend in with the wallpaper! Instead think
like a customer. They’re looking for something different.
You Only Need To Be 1 -10% Different!
Your company is a STRONGER MAGNET when you focus on
the differences that MAKE A DIFFERENCE to your customer.
You ensure they are Tickled Pink!
| 23

HERE’S HOW THE DIVA DOES IT:
There are a million sales trainers out there. Heck – maybe even
a zillion. It doesn’t matter to me. What I focus on is what my
customers tell me they LOVE about my training.
They tell me…
“It takes the fear out of selling!”
“I had instant results using your strategies.”
“You increased the callbacks by 100%!”
“You make learning fun!”
I could talk about my awards, my background, my tiara
… but that isn’t why people choose me!
24 | Tickled Pink

ASK YOUR CUSTOMERS WHAT THEY LIKE ABOUT YOU!
Also ask them what else they would like to see! Feedback is
critical to continue on the path of growing new customers and
keeping the ones you already have.
Diva Suggestions For Escaping Wallpaper Purgatory:
Be creative! For example: Include a free coffee gift certificate
when you send your invoice.
Surprise your customer with a little “extra” – it should be something
that delights them! For example: The Baker’s Dozen always
meant you’d receive 13!
Create a unique work atmosphere. For example: A friend of mine
has had a new marketing tip of the day on her voicemail for the
past 10 years! People call in to learn something every day!
REMEMBER – Your marketing materials must be a WOW!
Case Study:
ED’S GARAGE BELIEVES IN ELBOW GREASE AND SMILES
A shining example of a business that goes the extra mile is Ed’s
Garage. It is a locally owned mechanic’s shop that is anything but
ordinary.
Normally a garage is not a place you want to hang out. However,
Ed will change your mind! As soon as you open the door you
notice it doesn’t look like a grungy repair shop.
DON’T BLEND IN WITH THE WALLPAPER | 25

Spotless, gleaming floors, flowers, retro memorabilia, magazines
for both men and women, a spotless bathroom that actually
smells nice, and the waiting area is made entirely of old barber
chairs!
Ed and his mechanics not only fix the car – they come out and
hand polish it as well! They are competitively priced, consistently
friendly and provide customer service that puts the other repair
shops to shame.
Ed Isn’t Interested In Being Wallpaper!
REMEMBER – If you are blending in with the wallpaper you
aren’t being memorable. And what your customers can’t remember
– they can’t tell their friends about.
Start painting your world pink instead!
26 | Tickled Pink

Diva Rule #2 Summary:
Know what sets you apart.
Be creative with how you set yourself apart from your competition.
Eliminate Boring-I-Tis.
You only need to be 1-10% different.
We are stronger magnets when we focus on what makes a
DIFFERENCE to our customers.
All components of your business provide opportunities to be different.
If you aren’t setting yourself apart you aren’t being memorable.
DON’T BLEND IN WITH THE WALLPAPER | 27

#3
DIVA RULE
Branding Just isn’t
for the Big Boys
“Image has everything to do with attitude and
almost nothing to do with being color coordinated.”
– DALE CARNEGIE

You’re thinking, “I‘m good at what I
That’s great. However, there are hundreds and thousands of
customers who don’t have a CLUE what you do. If they don’t
know who you are and how you can help them … the phones
don’t ring. Period.
When I worked in television advertising – the Golden Rule was
developing Top of Mind awareness.
So if I say ketchup … you think Heinz.
If I say peanut butter … you think Kraft.
If I say clothing … you think Gap.
If I say sales trainer extraordinaire … you think Sales Divas!
Get the picture?
You don’t require a multi-million dollar advertising budget to
create Top of Mind Awareness with your customers. It can be
achieved with a small investment of money and a larger investment
of time.
So where do you start?
Let me throw my high heel on the desk and we’ll begin!
| 29

The Sales Divas’ Branding Basics
MARKETING MATERIALS
You never get a second chance to make a first impression. So
make the first one count!
REMEMBER – Your brand must reflect what you charge for
your product and services. Make sure it reflects quality!
THE BUSINESS CARD: YOUR UNPAID SALESPERSON
We’ll all been handed one. A beat-up business card with frayed
edges. Or one with the phone number or name scratched out.
Perhaps you’ve seen a card that has every square inch filled up
with words. Or cards that are simply just boring.
Usually the people who hand them to you start off their
introduction with …
These are just my temporary cards – I am getting new ones printed.
That’s my old number – ignore that.
My website address isn’t on the card – I can write it on the back
for you!
It’s kind of a boring card but at least you have my name and number.
Let me ask you a question.
30 | Tickled Pink
Does your business card look like
a lazy day outfit?

If you were getting married, or making a big presentation to a
client you realllllllllllllllly wanted to impress – would you wear
your scruffiest outfit? The one you paint the garage in? Would
you wear the outfit that isn’t at all flattering, the one you save for
Lazy Days? It probably is beige and doesn’t fit that well.
I didn’t think so.
You have to take the same approach to your marketing materials.
And your business card has to make people say – WOW!
Because guess which cards your potential customers keep?
A professionally made business card is your first step in establishing
credibility with your current customer as well as potential
customers.
Forget about the Swiss cheese look. A homemade business card is
like a piece of SWISS – it’s cheesy and full of holes! EGAD!
Don’t even think of creating your own business card on the
computer. Perforated edges, thin card stock, improper alignment
and cutting, grainy color, too much copy … the problems are
endless. Hire a professional graphic designer to design your card
and get it professionally printed. It is one of the first steps in
creating MAGNETISM!
If you can’t afford to develop a professional business
card then you aren’t ready to be in business.
BRANDING JUST ISN’T FOR THE BIG BOYS | 31

The old expression – You don’t get a second chance to create a
first impression – is sooooooooo true. Second chances are hard to
come by and they have barriers built in.
Your business card should absolutely reflect what you are charging
for your product or service.
32 | Tickled Pink
What is your current business card
saying about you?
CONSISTENCY:
WHY THE TURTLE WILL ALWAYS BEAT THE HARE
OK – it’s time to get dirty! Go into the room from hell (I know
you have one!) and drag out all of your marketing materials.
Let’s have a look at this stuff. What makes it different? How
polished is it? All of your marketing materials should have a consistent
look based upon theme, logo, tag line, colors etc.
You are Judged from Head to Toe
Recently a client said to me in a meeting, “Kim – You ARE the
Sales Divas brand – even how you dress depicts your company.”
She said, “Each time I see you - you are consistent with your
look.”

Not that I show up in a purple cocktail dress complete with tiara
but a prim navy suit wouldn’t suit me either!
My customers expect a professional saleswoman with a sense of
style and flair and that is what I deliver. In fact – I once made the
mistake of wearing a “normal outfit” in a seminar … and it really
threw the participants. They kept asking:
“Where are the rhinestones?”
I quickly realized I let them down and I have never made that
mistake since.
20 Marketing Materials You Need To Be Consistent With:
Website
Business cards
Letterhead
Envelopes
E-mail
Thank you cards
Signage/ Name Badges
Any form of advertising
Brochures
E-proposals
Fax sheets
E-zines
Printed Newsletters
Postcards
Invoices
Power Point Presentations
Media Kits
Folders
Displays
Your vehicle
BRANDING JUST ISN’T FOR THE BIG BOYS | 33

34 | Tickled Pink
Did I forget anything????
Yes – I did. Last but definitely not least … YOU and your staff
(if you’re lucky enough to have some!) are the most powerful
pieces of marketing material.
False Advertising is Only for Gel Bras
I can see your eyebrows are raised! Gel bras, padded bras, water
bras are all about advertising something that is “Bigger than Reality.”
Mainly the person wearing it! (Don’t even think of asking
how I know this!)
IS YOUR BUSINESS “FALSE ADVERTISING?”
False advertising is when a company advertises one thing … and
then when the customer shows up – it is replaced with inferior
product, service or pricing. The customer can’t purchase what
was advertised or it has been replaced with a more expensive
product, or the other side of the coin, a cheap version.
Are you consistent with what your
marketing materials are telling your customer?
REMEMBER – Everything you use in your business needs to be
treated as a Tickled Pink magnet.

Take It Up A Notch! Some Miscellaneous Magnetism Tips:
Make sure your logo is media friendly. Does it reduce and enlarge
well?
Don’t use stickers on the front of folders. Either use a high gloss
folder or get one professionally printed.
What does your voice-mail sound like? Does your customer hear
an upbeat voice? Is it easy to reach you?
What does your vehicle look like? If you are using company
logos on the side – it had better be creative and spotless.
Diva Rule #3 Summary:
Your brand must be reflected in everything you do.
Your brand MUST reflect what you charge for your services.
Top of Mind Awareness is your goal.
Your marketing materials act as an unpaid salesperson for you.
Create a business card that reflects your company and makes an
AMAZING first impression!
DON’T create your own marketing materials.
There are 20 areas your marketing materials must be consistent in.
Make sure your business doesn’t act like a Gel Bra and False
Advertise.
BRANDING JUST ISN’T FOR THE BIG BOYS | 35

#4
DIVA RULE
Writing Your
Way to Expertville
“If I waited for perfection … I would never
write a word.”
– MARGARET ATWOOD

1
2
3
4
5
OK – I just heard you!
You’re thinking, “I can’t possibly write – I’m not talented.” Or
“Are you nuts! I barely have enough time to run my business!”
Attracting Delightful Customers does NOT include talking
about yourself until your customer gets the “deer in the headlights”
look. In fact – if you talk too much - it can work the
opposite way and repel customers away from you!
Telling isn’t selling.
Customers want us to SHARE our knowledge – show them how
they can benefit from us. We don’t decide we are an expert. Our
customer does. They decide if the information you and your
company provides is useful and relevant.
There are 5 ways customers discover you are an expert.
They see you in action.
You are referred to them by someone they know.
They see you in an interview, news story or feature in the media.
They read an article you’ve written.
You consistently provide top notch info and results.
What do customers find powerful? Articles that provide tips,
strategies, observations, humor, statistics and food for thought
help them with their daily lives.
| 37

And they like writing that is short and snappy – for example,
Four Steps to 400,000 miles: How To Make Your Car Last
Longer.
Customers value information more WHEN it doesn’t COME at
them like a head-on collision! They trust it – and trust you as a
credible resource. This leads them to contact you.
The Power of Tickled Pink Selling
Customers you never even knew existed will be attracted to you.
I write for international newslettera and e-zines. This has proven
to be a very powerful key in developing my reputation as a sales
professional and sales trainer. Plus I get to write while wearing
flannel PJ’s and red lipstick!
I write for the following and so can you. All you have to do is
ask them.
E-zines/newsletters
Community Newspapers
Associations
Your own website
Other websites that have a similar target audience as your own.
Your customer’s e-zine/newsletter … and THEIR customer’s
newsletter etc.
38 | Tickled Pink

Promise Yourself! You must write and submit
at least one article per month.
So What Should I Write About?
Even if you can’t write – you probably know someone who can.
Or you hire a freelance writer to help you out. Make sure you get
someone to edit it for you – and have mini-headlines throughout
the article. Just as I do in this program!
WHERE DO YOU START?
Only write about what you know. Also make sure it offers a new
perspective – no one will want information they have read a zillion
times before. What new spin can you offer?
There are many different formulas you can use:
Tips:10 Easy Ways To Decorate Your Home On A Shoe String
How To articles: How To Grow Your Investments by 30% Per Year
Lists: Seven Reasons Why You Need To Paste This Article To
Your Fridge
The Shocking Statement: The Secret Your Car Dealer Doesn’t
Tell You!
The Question: Are You Overjoyed With Your Sales Success?
The Newest, Latest Breakthrough: Chocolate Helps You Lose Weight!
Hey – if David Letterman can write
a Top 10 List so can you!
WRITING YOUR WAY TO EXPERTVILLE | 39

Oh! I forgot to mention this …
You’re going to offer to do this for FREE!
OK - drag yourself off the floor and back in your chair and I’ll
tell you why offering FREE articles is such an important component
of selling.
By offering FREE ARTICLES:
You will reach the TARGET AUDIENCE you desire – magnetizing
more people to your business and website.
It is FREE advertising!
It provides you with added CREDIBILITY you can leverage in
your marketing materials. For example: Kim writes for several
e-zines and newsletters in the United States and Canada.
You can use 1 article and send it to 20 non-competing websites
or newsletters!
See how powerful an article can be?
REMEMBER – The articles don’t have to be long – 200-300
words are all you need. Tips are even less!
40 | Tickled Pink

Diva Rule #4 Summary:
Telling isn’t selling! Customers want us to share our knowledge.
Writing articles positions you as an expert – but only if they offer
useful information to the reader.
Keep it simple – create Tips, How To articles or a short story that
emphasizes your main points.
Submit your articles to relevant associations, organizations, corporate
newsletters that have newsletters, websites etc.
Post your articles on your website – it provides a way for people
to get sense of your expertise.
WRITING YOUR WAY TO EXPERTVILLE | 41

#5
DIVA RULE
Beeeeee a Master
of Insect Networking
“Do you think I could buy back my
introduction to you?”
– GROUCHO MARX

Insect Networking
Whether you own your own company, work for a company or
like having company over for roast beef – you have probably
heard of the word NETWORKING.
Instantly images of people with sweaty hands and polyester suits
thrusting business cards come to mind. Ugh. There is an alternative!
Imagine yourself as the Queen Bee (you run the joint, someone
is fanning you and you get fed nothing but the best!)
Insects. Those interesting little creatures that outnumber humans
by 12 Zillion. You’re thinking … “Insects!”
What the heck do bugs have to
do with networking?
BUGS ARE SMARTER THAN YOU THINK!
Bees and ants as well as a good portion of the bug kingdom that
like to hang out together are incredible at networking.
A PICNIC MADE FOR TWO … OR TWO THOUSAND?
Imagine yourself at the perfect picnic. The sun is shining, you’re
having a cool, tantalizing glass of wine with some brie and a
lonely little ant decides to walk by. He sees there is a good thing
going so he has a little appetizer and then heads back to tell his
buddies.
| 43

As he gets closer he emits a chemical perfume and does a little
dance to attract his friends. He tells them of the picnic party they
are missing and before you can say “Cheese” you have some party
crashers at your perfect picnic.
IT’S ALL ABOUT THE BUZZ
This really is what networking is all about. Creating a buzz about
your business and also discovering what “goodies” out there
would be of interest to you.
We alternate between being the lonely ant spreading the word
and the army of ants coming to the picnic. Either way is a win/
win situation for all involved.
WHY IS INSECT NETWORKING CRITICAL TO
ATTRACTING DELIGHTFUL CUSTOMERS?
I’d like you to think of the last time you were going to make a
major or medium purchase.
My bet is you asked a few of your friends if they knew a …
realtor … someone who was selling their lawnmower … great
Japanese restaurant … drycleaner … hair salon … life insurance
sales person… . See what I mean???
44 | Tickled Pink
We all like to
take risk out of buying.

During the process of buying we:
Ask if other people have purchased something we are considering
Ask their opinion of how the product/service worked for them
See if we TRUST and LIKE the person/company we’re buying from
Seek recommendations from friends, family, co-workers and fellow
business owners FIRST
EVEN BUGS STAY FOCUSED.
Have you ever watched a little ant carrying a crumb? No matter
what – 100% of his attention is focused on the food and bringing
it back to his house. He’s not carrying WOOD (unless he’s a
termite of course!); he knows his mission is to bring back food.
The Biggest Networking Mistake
Remember your tickled pink customer? Too many business
people attend every event under the sun. They forget about their
tickled pink customer. Unless you are focused on the customers
you want to attract and the events they are attending – you are
back to being a …
SHOTGUN FLIRT!
Sales Diva Dare!
What kind of events, associations, meetings and organizations do
your customers belong to or attend on a regular basis?
BEEEEEE A MASTER OF INSECT NETWORKING | 45

1
2
Ask your customers/friends/associates if they would take you to
their next meeting.
2 Reasons:
Risk reduction
You’ll be using the full power of Magnetism because your
customers will be introducing you to their associates. They will
share how you have helped them – and this greatly reduces the
time it takes your new potential customers to trust you.
You get the floor
Well – at least for 30 seconds anyway! Most association meetings
etc. allow you to introduce yourself and your company.
Networking Conduct
DON’T BE A PUCK HOG
OK – I am from Canada so it makes sense to use a hockey analogy!
Someone who hogs the puck during a hockey game is only
interested in themselves. They don’t pass the puck to any of their
team mates during a play. They want the benefit of the group
dynamic without contributing to it.
When you are given an opportunity to introduce yourself to a
group or to an individual – keep it SHORT AND SIMPLE.
Everyone likes to introduce themselves but it’s not a soap box.
Recently I attended a meeting where a new member actually
46 | Tickled Pink

RAN to the front and gave us all a cheesy speech about his company
for 3 minutes.
Not only did he annoy the heck out of everyone – he overstepped
his welcome. People actually said afterward they would never hire
him based on what he did. He made an impression all right – a
negative one! He was a puck hog – he forgot to pass the puck!
CHEESE BALLS STAY AT HOME!
Remember Herb Tarleck from the TV show WKRP in Cincinnati?
Loud mouthed, slick and always looking for a way to
schmoooooooze a customer! So many people believe networking
is being FAKE. All smiles, no action – and that you have to be a
smooth talker.
REMEMBER – No one likes talking to a CHEESE BALL!
A Sales Divas Hint:
JUST BEEEEEEEEEEE YOURSELF!
Be friendly. Be open. Be warm. Be Yourself! Have a great handshake
and look people in the eye when you shake their hand.
Many people actually watch their OWN hand shaking!
Your goal is to meet 1-3 people.
Exchange 3 business cards.
Follow-up with 3 people.}
The Rule of 3
BEEEEEE A MASTER OF INSECT NETWORKING | 47

1
2
YOU’RE NOT A POKER PLAYER!
I was at an association meeting recently and saw a woman with a
massive stack of business cards in her hand. She walked around
to each plate at the tables and left her business card. TACKY!
Unless someone knows who you are by meeting you or they
come up to you and ask for a card –
48 | Tickled Pink
Your card is meaningless.
Shuffling the deck and dealing cards will guarantee 2 things:
You’ll waste your money on cards.
People will either leave the card behind or throw it out at the office.
REMEMBER – Join the right associations. Focus on 1-3 people.
Follow-up with an e-mail or card afterward. Ask them if they
would like to receive your monthly tip or newsletter.
The Divas know networking in the right areas and with the right
people is the secret to success.
Take it from the Queen Bee – creating a buzz about your business
is easier than you think!

Diva Rule #5 Summary:
Insect networking creates a buzz about your business.
We all like to take the RISK out of buying.
Only attend events where your Delightful Customer has a high
likelihood of being there as well.
Don’t be a Puck Hog.
Be Yourself!
The Rule of 3: meet 1-3 new people, exchange 3 business cards,
follow-up with 3 people.
BEEEEEE A MASTER OF INSECT NETWORKING | 49

#6
DIVA RULE
The Big Boots of Publicity
“There is only one thing in the world worse than being
talked about, and that is not being talked about.”
– ANONYMOUS

Big Boot Theory
As a kid – I always loved wearing my dad’s boots. I would clomp
around the yard – take a RUNNING JUMP into a mud puddle
and walk everywhere looking at the big footprints I made. I was
in total awe of the marks left behind.
Of course, now I wear high heels but I still like wandering in
areas where I can leave a mark!
In the world of Attracting Delightful Customers – Publicity is
how you get to make your mark!
Becoming known as an expert is defined by how others perceive you
– and how they perceive you starts with how you position yourself.
LET OTHERS WALK IN THE BIG BOOTS FOR YOU
The media has the weight, the credibility and the access to large
numbers of people. The media wears the BIG BOOTS for you!
There are many colors of boots!
When I say media I am referring to:
Television (my old stomping ground)
Radio
Daily Newspapers
Weekly Newspapers
Community Newspapers
Magazines
Cable Television
Newsletters
E-zines
The Internet
| 51

One of the major ways of attracting Delightful Customers is by
developing credibility through publicity.
A Sales Diva PR Story
I am a FIRM believer in PR. So I make sure I consistently send
out news releases and articles that are relevant to the media. Early
this year – I received a call from a reporter of a major weekly
business paper. He had discovered me through some articles I
had written.
He asked me, “Could I interview you for a full page story?”
52 | Tickled Pink
Gee … I had to think about
that for a second …
YES!!!!
We organized an interview for the next day.
I researched the paper and the reporter on the web beforehand.
The paper had information and news that was very “businesslike”
however in the special section my story was running in
– they wanted to see what made an entrepreneur tick.

THANK YOU CARRIE FISHER!
I wanted to make sure the article represented who I really am. A
fun-loving, hard-working individual who left the safety of a big
corporate world for … the unknown.
I love quotes and made sure to use ones with impact.
For example:
“Instant gratification doesn’t come fast enough!” – Carrie Fisher
The reporter and I instantly connected and he appreciated that I
provided a slice of fun as well as insight for the article.
CARRIE FISHER AND I ARE BOTH FLYING IN OUTER
SPACE!
The results of the article were absolutely immediate. Phone calls
and e-mails from across the country poured in. I was asked to
write a book!
Bookings for seminars, coaching and tele-coaching were flying in
from all directions.
I still receive calls and business because people ripped the article
from the paper and saved it in a file. This happens with all publicity
that I have received – and it will happen for you too!
THE BIG BOOTS OF PUBLICITY | 53

1
Sales Diva Introduces:
The Publicity Hound!
Creating a powerful magnetic business is not built upon your
expertise alone. One of the most powerful magnets in the Public
Relations world is Joan Stewart, otherwise known as the Publicity
Hound! The following are some words of advice from one of
the most magnetic PR people on the planet! (how’s THAT for
alliteration???) She reinforces why it is critical to position yourself
as an expert and also shares some new ideas on how to do it.
11 WAYS TO POSITION YOURSELF AS AN EXPERT
By Joan Stewart
If you’re a salesperson or entrepreneur who wants to be considered
an expert, it’s time to start acting like one.
Here are 11 ways to position yourself as an expert online and
offline so that people buy your products and services, and so
the media cover you.
Create a dynamic, content-rich website that gets high ranking
in the search engines, is media-friendly, and is loaded with free
advice. On the homepage, call yourself an expert and explain
how you can help people. Check out the headline and positioning
statement on my home page at http://www.PublicityHound.
com. It concentrates not on what I do, but how I offer solutions
to a variety of publicity problems.
54 | Tickled Pink

2
3
4
5
6
Write articles for your own website. Give each article its own
page, with its own keywords, so it can be found by the search
engines. At the end of each article, tell readers to email you for
permission to reprint the article in their own print newsletters or
e-zines.
Include a “Media Room” at your website and let people access
it from a button on the home page. Include articles, story ideas,
trends you are seeing in your industry, topics on which you can
comment as an expert, your electronic photos scanned at 300 dpi
or higher, recent news releases and an interesting, upbeat professional
profile. Read the long and short versions of my bio at
http://publicityhound.com/publicity/about.html
Write articles for other people’s e-zines. Check out the email
newsletter directory at EzineUniversity.com to find out who
publishes newsletters in your area of expertise.
Publish a free, content-rich electronic newsletter and distribute
it at least every other week. Offer lots of helpful advice, answer
questions from readers and let people know what products and
services you offer that can help them.
Write tip sheets (“9 Tips on How to Get Close to Your Employees”)
and submit them regularly to print and online publications.
Also post them at your website. Be sure to include your contact
information and URL at the bottom.
THE BIG BOOTS OF PUBLICITY | 55

7
8
9
10
11
Write articles for print publications. In the identifier paragraph
at the bottom, give your URL, and offer a free electronic product,
like a list of 10 free tips, to anyone who visits your website
and signs up for your newsletter.
Participate in online discussion boards where people in your
target audience congregate. Offer lots of helpful advice, but don’t
promote yourself. If they are impressed with the information
you offer, they will contact you.
Refer to yourself as an expert in your email signature file, at your
website, in the identifier paragraph at the end of articles, at discussion
boards, and in your printed and online marketing
materials.
Write letters to the editor and opinion columns for newspapers,
magazines and trade publications read by people in your target
audience and refer to yourself as an expert.
Contact reporters who cover your industry. Introduce yourself,
tell them your areas of expertise and suggest a few ways you
might be able to help them. Invite them to call on you if they
need background, commentary or story ideas on your topic of
expertise.
Joan Stewart is a publicity expert who publishes “The Publicity Hound’s Tips
of the Week,” a free e-zine on how to work with the media and generate thou-
sands of dollars in free publicity. Subscribe at www.PublicityHound.com and
receive free the handy checklist “89 Reasons to Send a News Release.” Email
jstewart@PublicityHound.com. Or call 262-284-7451.
56 | Tickled Pink

WOW! Thanks Joan!
REMEMBER – As Joan identified, there are a myriad of ways to
attract attention and publicity. Make sure you do your homework.
What media do you want to attract? Where would you be
the best resource for a reporter?
Diva Rule #6 Summary:
Becoming an expert is defined by how others perceive you.
One of the methods to attract delightful customers is through
publicity.
The media wear the big boots of publicity but don’t disregard the
power of the internet as well.
Review Joan’s tips to take you to a new level!
THE BIG BOOTS OF PUBLICITY | 57

#7
DIVA RULE
E-zines Heat Up
Your Business!
“It isn’t what I do, but how I do it.
It isn’t what I say, but how I say it,
and how I look when I do it and say it.”
– MAE WEST

Don’t be Ashamed of Being an
E-zine Virgin!
One of the biggest mistakes I made when I first created The Sales
Divas – was NOT to launch an e-zine at the same time.
Thousands of people later – I finally realized OOPS!
I had a system of keeping track of my clients and potential clients
– however – it was an administration nightmare. Too much
time spent at the computer, filing, e-mailing … it was enough to
wear a Diva down.
The worst part was that each month I DIDN’T have an e-zine
in front of my customers – I had to work that much harder to
maintain Top of Mind Awareness.
Enter the E-zine Queen Zone
Alexandria Brown, The E-zine Queen, has been a tremendous
resource in developing my Sales Divas Pearls of Wisdom e-zine
– it now attracts subscribers from around the world. Sign up for
it at www.salesdivas.com. Let’s see what Alexandria has to say
about taking the BIG STEP into the E-zine Zone.
Alexandria, why do you feel an e-zine is an
effective marketing tool?
| 59

1
2
There are 5 major reasons WHY you need an e-zine.
An e-zine will STAY IN TOUCH with your clients and prospects
for you on a regular basis.
Unless you continually follow up with clients and prospects,
they’ll soon forget about you. But imagine calling or writing each
and every one of them every week! That would be nearly impossible
to pull off.
Well, an e-zine achieves the same goal – keeping you on their
‘radar screens,’ but in an unobtrusive way. This constant contact
makes these folks more likely to think of YOU – not someone
they heard about yesterday – when they need to hire someone
who provides your services or products.
An e-zine will effortlessly SPREAD THE WORD about you
and your business. If you write a decent e-zine, your readers will
be very likely to pass it on to friends and colleagues. Remember
that old shampoo commercial that went, ‘And I told two friends,
and she told two friends, and so on, and so on...’? That principle
– clients passing on the word about your product or service – is
called ‘viral marketing’ these days.
Most publishers begin with only a few dozen subscribers who
are their clients and associates. But after several months, you can
have thousands of readers on your list – thanks to viral marketing
mixed with some promotional legwork.
60 | Tickled Pink

3
4
5
An e-zine CREDIBLY and SUBTLY promotes your services or
products. Instead of simply “saying” how great your business
is, an e-zine lets you “show” how great you are by sharing your
expertise through tips or client stories. (As my old journalism
professor used to say, ‘Show me, don’t just tell me!’) You’re avoiding
simple bragging, and are instead offering useful information
that demonstrates your knowledge. Bravo!
Publishing an e-zine instantly positions you as an EXPERT in
your field. By showcasing your knowledge and skills, you’re likely
to attract more and better clients. And by sharing what you
know well, you’re saying, ‘Hey, I know my stuff! I’m an expert.’ If
you make a living by providing a service, you’re an expert in your
own right. If you’re still uncomfortable with that term, try on the
word ‘resource.’ (Okay, feel better?)
An e-zine is the ideal way to CAPTURE the e-mail addresses of
your WEB VISITORS.
This one’s a biggie: If I visit your site today but aren’t ready to
buy from you today, you’ve likely lost me forever when I click
away. BUT if you invite me to sign up for your free newsletter
that features helpful information on the topic at hand, I’ll be
happy to sign up.
NOW you’ve got me to market to, over and over, as long as you
continue to give me the practical content you promised. I’ll get
to learn all about your services and products while you gain my
trust. This is especially powerful because statistics show that
E-ZINES HEAT UP YOUR BUSINESS! | 61

1
2
consumers don’t usually purchase a product or service until after
they’ve seen multiple messages about it!
Studies show that the #1 reason people turn on their computer is
to check their e-mail – why not be in front of them?
Alexandria, do some people think an e-zine
62 | Tickled Pink
is the quick fix for their business?
Absolutely! But no one marketing tool can be your savior. Remember
the drip factor – slowly, consistently drip away – then
your potential customers are more likely to think of you as compared
to a competitor. It is all about repetition.
What are the common mistakes
entrepreneurs make with an e-zine?
There are 3 major mistakes they make.
Two mistakes occur with content:
Many e-zines are too self promotional – all about you – and
people don’t have time for that. They want useful info they can
apply to their business or life.
Some entrepreneurs work so hard to provide content that they don’t
promote themselves. You have every right to toot your own horn. A
great formula to remember is 75% content, 25% promotion.

3
One mistake occurs with technology:
Entrepreneurs decide to send out their e-zine with their own e-mail.
This is a Big NO NO! Your ISP (Internet Service Provider) won’t
allow you to send out to more than 15-20 names at a time. Some
ISPs will block it and won’t tell you that it didn’t go out. Can you
imagine NOT KNOWING if your customers and potential customers
are receiving your e-zine?
REMEMBER – Make sure you back up your list every day! You
could lose your entire hard drive – if your cat decides to walk
across your computer or something major like a fire happens – all
the gold you have been working so hard for will be GONE!
The best way to manage your e-zine database is through a list service
or software. Most list services start around $20 per month – others
like Yahoo are free – but you have to put up with ads.
Content is so critical, how do we keep coming up
with amazing content for our e-zine subscribers?
One of the common mistakes I see is that people try to combine
TOO MUCH in one article. Usually there are 2-3 articles
jammed into one.
For 11 quick and good e-zine content ideas go to
www.ezinequeen.com.
E-ZINES HEAT UP YOUR BUSINESS! | 63

Alexandria, what is a reasonable
growth expectation for an e-zine?
A few years ago your e-zine would have grown much faster.
In the first year with your e-zine – aim to get over 1,000 subscribers.
After you hit 1,000 subscribers is when you really start
to see the results.
If you have a niche area it may be slower – but remember it is all
about providing the best information for the subscribers you DO
HAVE.
Set yourself apart by:
64 | Tickled Pink
In these days of SPAM – how
do you set yourself apart?
Having a recognizable or fun brand. Examples: The Sales Divas
and The E-zine Queen!
Being human and being personal! Share something about yourself.
Publishing in HTML. It gets far more attention than text.
Alexandria K. Brown, “The E-zine Queen,” helps entrepreneurs and small
business owners create dynamic e-zines that attract new clients, build
customer relationships, and increase sales. Visit her at www.ezinequeen.com
and sign up for her free e-zines, articles and tele-classes. Check out her award
winning book - Boost Business With Your Own E-zine.

Thank you so much Alexandria!
E-zines at first can seem like an overwhelming task, but … as I
mentioned earlier – the biggest mistake I made was not getting
my e-zine launched as soon as I started my business. There are
always a few glitches as you get started but don’t let that hold you
back. Hey – mistakes happen – as long as you know when and
how to fix them!
REMEMBER – How do you eat a cheesecake? One bite at a time!
(OK – maybe in my case I inhale it but that is another story!)
Diva Rule #7 Summary:
It will take approximately ONE YEAR to develop a subscriber
base of 1,000.
If you haven’t started an e-zine yet – don’t kick yourself – just
start small and start NOW.
E-zines are fabulous tools for developing Top of Mind Awareness
and Databases.
Two mistakes occur with content: The e-zine is too self promotional.
The e-zine doesn’t have ANY promotion.
Alexandria’s success ratio: 75% content, 25% self promotion.
One BIG mistake occurs with technology: Sending out the e-zine
with your own computer.
E-ZINES HEAT UP YOUR BUSINESS! | 65

#8
DIVA RULE
Hors d’oeuvres
Lead to Entrees
“Once I get started – who knows what will happen?”
– IAN JAMIESON, THE LONELY CHEF

Invite your Customers to a
“Cocktail Party”
I love cocktail parties. Fancy waiters strolling by with a variety of
hors d’oeuvres for me to sample. A little bit of this, a little a bit
of that – it really is a fabulous way of trying out new food!
Imagine your business as a cocktail party. Samples of what your
company offers give your customers a TASTE of what it’s like to
work with you.
SO HOW CAN YOU DO THIS?
I speak at least once per month at an association meeting etc. for
NO FEE. Notice I didn’t say FREE! In exchange I am provided
with an opportunity to e-mail their database, provided with
a membership to the organization and also an opportunity to
submit articles to their e-zine.
Hors d’oeuvres reduce risk for your customer. Companies that
take the RISK out of the buying decision attract more customers!
GM TAKES TEST DRIVES TO A NEW LEVEL
I don’t know about you – but purchasing a car is a hellish experience
for me! Test drives have either been based on a 10 minute
spin or with the salesperson crammed in the back seat advising
you where the cup holder is.
Not exactly the time needed to make a decision about the second
largest purchase next to your house!
| 67

GM Wants To Come Home With You
When GM launched its 24 hour test drive I actually clapped as I
watched the commercial!
Finally – a car dealer that puts itself in the customer’s shoes.
Have you ever purchased a car and then discovered the trunk was
too small for your golf clubs?
GM is encouraging potential customers to “spend an entire
day and night with one of their vehicles. Use it as you would
use your own vehicle and then sleep on it.” Now GM is on the
Tickled Pink Path!
68 | Tickled Pink
BRILLIANT!!
Giving Hors d’oeuvres is Putting
Confidence on a Cracker
When you are willing to offer a taste of what your company can
provide for a customer – you are showing them the PASSION
and BELIEF you have in your product/service.
You are showing your customers you are willing to be judged on
just a small amount of performance. You are exuding confidence

in your product and also in your customer.
Because if they don’t like your product/service; you are confident
enough to handle the objections. You are also confident enough
to say perhaps the product or service isn’t the best fit for them
based upon their needs.
POWERFUL STUFF!
COSTCO HAS BUILT-IN MAGNETS WEARING HAIR NETS
Food suppliers have known the hors d’oeuvres strategy for years.
Ever gone to Costco? As soon as you walk through the door,
pushing your cart built for 50, there are numerous people wearing
hair nets offering you a food sample.
They know people have a tendency to stick with only what they
KNOW! So if they want to introduce a new product or even get
you to TRY a product you have never used before – they have to
offer a sample.
Hors d’oeuvre ideas are everywhere. Let’s have a look at what
could be on your tray:
Mini-seminars or workshops
Free article packages given to companies
No fee speeches at relevant meetings
Limited time offers for a Free Sample of your product
Tradeshows – give the customer something relevant to your company
Free consultations that don’t have any PRESSURE!
HORS D’OEUVRES LEAD TO ENTREES | 69

Door hangers in target areas that offer a sample
Special samples given to current customers for passing on to their
friends i.e. salon certificate for a free cut or mini-manicure
Certificates of your product/service that can be used as prizes for
charitable events, golf tournaments, silent auctions etc.
DON’T GIVE AWAY THE WHOLE CHEESE TRAY
Remember attracting delightful customers using hors d’oeuvres
is about generating curiosity. Samples of your product/service
are used to tantalize your customer; it gives them a taste of the
benefits you offer. It is not supposed to be the full meal deal.
Remember What Your Mother Told You
My mom was affectionately called “The Snack Police” as she was
always watching what we ate before dinner. If you give away too
many free hors d’oeuvres your customer will be too FULL for the
ENTRÉE!
Which Hors d’oeuvres Were Eaten?
A common mistake is to not get ANY information about the
customer that tried your sample product/service. Make sure you
establish a follow-up strategy. Offering free services is only effective
when it is part of an overall plan.
Questions To Ask Yourself:
Do they have my contact information?
Is there a limited time offer to create a sense of urgency?
70 | Tickled Pink

Do I have a “Call To Action” built into my promotional materials
relevant to this “Cocktail Party?”
What measurement system do I have in place to track the leads
generated from this promotion?
Why Hors d’oeuvres Follow-Up Is Critical:
Ask customers what they like/dislike about your product.
Create a sense of urgency to purchase.
Discover which hors d’oeuvres suit your customers best.
Uncover new customers you hadn’t even dreamed of!
Diva Rule #8 Summary:
Invite your customers to a “cocktail party”: Give your potential
customers a “sample” of what is like to work with you.
Hors d’oeuvres put confidence on a cracker.
Hors d’oeuvres reduce risk for your customer.
Don’t give away the entire cheese tray.
Know which hors d’oeuvres were eaten – make sure you receive
their contact information.
A follow-up strategy is critical for success.
HORS D’OEUVRES LEAD TO ENTREES | 71

#9
DIVA RULE
Your Customer
has to Love You!
“He who hesitates is a damn fool.”
– MAE WEST

Remember the Cola Wars?
At one time Coke and Pepsi went head to head, or bottle-neck to
bottle-neck competing against each other. (Eeesh – I think I’m
showing my age here!)
THE BLIND FOLD BATTLES
Each of these products had blind-fold taste tests – trying to show
people that they actually liked Coke vs. Pepsi or vice versa.
Millions even billions of dollars were spent in aggressive advertising
campaigns around the world.
Coke even created a product “The New Coke” that tasted just
like Pepsi. Coke drinkers everywhere went crazy with disgust (I
was one of them!) and very quickly the New Coke was dropped.
Coke Classic was reborn.
Taste testers weren’t the only ones wearing blindfolds! Finally
someone stepped back and said …
“Why are we doing this?”
Their research showed people weren’t switching products and the
few that did – definitely weren’t enough to justify the millions
spent on advertising.
| 73

WAKE UP AND SMELL THE COFFEE … ERRR … COLA
The cola companies discovered that to increase their profit margins
– they didn’t need to attract their competition’s customer.
They needed to spend more time with their OWN! Motivating a
Coke or Pepsi drinker to purchase 2 additional litres per year was
all they needed to do.
It costs 6 – 10 times more to attract a
new customer.
During the Cola Wars, Coke and Pepsi forgot all about their
delightful customers.
Their delightful customers were the people who were already
drinking their product.
Now, years later, both companies have clubs for their loyal fans –
Pepsi Products can be earned through a point system. How do you
get points? You guessed it – by drinking more Pepsi product.
Treat your Customers like your
Favorite Aunt
We treat the people we care about with respect, appreciation and
gratitude. We make sure to keep track of the things they like
to do, favorite foods, music, movies – so when an opportunity
74 | Tickled Pink

arises we can surprise them with a treat! We want them to be
Tickled Pink!
YOUR CUSTOMERS DESERVE TO BE TREATED THE
SAME WAY!
Companies and salespeople that have strong relationships with
their customers are always in a position of strength. Why? Because
they can speak to those customers with special announcements,
design promotions for certain target groups and MORE.
Are you spending time and energy promoting yourself and your
company and NOT keeping track of your customers?
Tickled Pink Questions to ask Yourself:
Do we know who our Top 20% customers are? The ones who
generate 80% of our income?
How are we capturing information about our customers?
How are we USING this information?
How are we REWARDING our TOP CUSTOMERS?
How are we growing the next level of customers – the ones “on
the cusp” of being in the Top 20%?
The Courtship of a Customer
My friend, Jo-Ann Vacing, of CCMSS Solutions is one of Canada’s
leading experts in customer retention. I call her the Queen!
Here are her thoughts on why Tickled Pink Customers are the
foundation of long term existence and revenue.
YOUR CUSTOMER HAS TO LOVE YOU! | 75

IT TAKES DEDICATION AND COMMITMENT!
By Jo-Ann Vacing
I believe there is a strong parallel between dating, becoming
engaged, marrying, and networking, sales and long-term business
relationships. The elements for success are the same – it is all
about connection and the value of creating longterm profitable
relationships. Enjoy!
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Networking … Dating
While Networking is the first step in building individual, business
relationships there is a strong correlation between the elements
of networking and dating. A similar feeling of uneasiness
yet cautious optimism resides in your stomach, as you want the
relationship to start off on the right foot. Both sides try to say
the right thing, make no mistakes, and ensure that their best face
is forward. Once the spark has been lit, the relationship ignites.
Dating is also known as the phase of rose-colored glasses: a time
when we think all is perfect. Think back to when you first started
dating the person of your dreams. Were they not perfect in every
way? The time apart seemed like eternity and yet when you were
together the time went so quickly? OK, enough already, you get
the picture.

Sales … Engagement
So, if networking typifies dating, then sales is the engagement of
the relationship process. As the relationship intensifies and feelings
of mutual satisfaction increase decisions are made as to the
benefits of committing to a deeper level. The dating phase has a
very short shelf life!
Eventually we must move to the next level or move on. As we
develop the relationship we continue to construct the foundation
of each element required for a long-term relationship. In successfully
doing so we proceed to the proposal. We must be careful
that nothing is taken for granted and if either party fails
to maintain the basic elements for the relationship the engagement
will be off … and it is back to dating.
So let’s say you have met and exceeded all the elements of building
a long-term relationship. You are now headed down the aisle
to declare your commitment.
Business Relationship … Marriage
Wedding day!!! Everyone shares in the excitement of joining
together with enthusiasm and anticipation of great days ahead.
The documents are signed and a new partnership has formed.
Marriage requires commitment, dedication, loyalty, respect,
YOUR CUSTOMER HAS TO LOVE YOU! | 77

understanding, appreciation, and meeting the needs of your spouse.
Long-term profitable relationships have the same requirements.
It is amazing that many organizations date and engage yet they
never marry any!
The cost of dating and getting engaged without the establishment
of a process that ensures the development of a long-term
profitable relationship with your perfect customers is a serious
miscalculation and will cause you nothing but frustration and
difficulty.
78 | Tickled Pink
What can I do to create
long-term relationships?
By now, you have unlocked the many secrets to Kim’s success on
attracting the perfect customer. Those secrets will assist you in
the first and second phase of relationships.
However before we look at that, let’s look at why the establishment
of such a process is so important.
Returning customers spend 20-30 per cent more each time they
do business with you. The longer the relationship, the more this
amount increases … this is known as the Customer Lifeline Value.
It costs 6-10 times more to acquire new customers … so keep the
ones you have.

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Your delighted customer will be your volunteer sales force. This
means more business at no cost to you! Referrals become a way
of doing business because of your relationship.
Acknowledging all of these rewards one wonders why all organizations
don’t build the process to ensure long-term profitable
relationships? The answer is, it takes work, dedication and a
desire to meet and “delight” customers consistently! Please note
the use of the word delight vs. satisfy ... in order for there to be a
true relationship you must delight the customer.
It is interesting to note that both internal (staff ) and external
customers have moved from once being content (if their needs
were satisfied), to now demanding to be delighted.
6 WAYS TO DELIGHT A CUSTOMER
Delighting a customer may sound difficult and even unrealistic
to some, but there are ways to ensure success.
The following information lists elements that are critical and
important. (“Critical” points are must do’s and “Important”
points are should do’s.)
Critical: Begin with your internal customers for they represent
the organization to your external customers. Make sure they are
feeling valued and appreciated.
Result: Creating a winning team of Ambassadors for your organization.
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Critical: Know your customers and what really matters to
them … by that I mean gather and document either on paper or
software - who they are and what they like. Note important dates
such as birthdays, anniversaries, store opening dates, etc… .
Result: If you know who they are and what really matters, loyalty
increases.
Critical: Once you have this knowledge make sure when marketing
a new product or service, you contact those customers who
have expressed an interest. Imagine the power of knowing and
delivering exactly what is wanted! As a customer what you would
think of an organization that seems to have the right products all
the time?
Result: Customer “Delight” reduces marketing costs, increases
sales and increases bottom line.
Critical: Contact your customers to see how you are doing and
what could be improved. Ask and listen carefully to what they
tell you and then make changes where possible. This process
should be done more than once a year, I would suggest at least
2-3 times per year. Also critical is that the contact, whether in
person or otherwise, be made independently of an invoice.
Result: Strengthening the relationship and showing your commitment
to working together in excellence.
Important: When thinking about changing a product line or
service, consult the customers who are currently using that
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product or service. Tell them what you are thinking about doing
and why. You may be surprised and delighted by the suggestions
your clients may offer.
Result: Customers will feel valued and will be sure to tell others
of your concern about them.
Important: Send out information that may help them in the
growth of their business or something that is of interest to them.
Result: Strengthen the relationship.
The results of these activities:
Your customers will refer more customers … and they will become
your volunteer sales force.
You will be the standard by which your competitors are judged.
Your competitors will want to know your secret or say you are lucky.
Your engagements and marriages will increase.
Jo-Ann is President and CEO of CMS Consulting, one of Canada’s top
customer retention experts. Visit her website at www.ccmss.com and sign up
for her weekly e-zine.
Thanks Jo-Ann!
REMEMBER – The difference you offer is your unique relationship
and that is the one thing NO competitor can EVER duplicate.
YOUR CUSTOMER HAS TO LOVE YOU! | 81

Hmmm … comparing customers to the Dating Game of Life – I
love it! Jo-Ann’s suggestions are to help you grow your business as
well to help you avoid this …
Customer Break-Down … The Divorce
Gives me the shivers just thinking about it. So why do customers
divorce businesses they used to be married to? Barbra Streisand
and Neil Diamond said it best!
“You don’t bring me flowers anymore …”
Customers divorce businesses for the same common reasons
that happen in our personal lives:
We’ve taken them for granted.
No communication.
Instead of treating them like our favorite aunt – we treat them
like our Black Sheep Cousin.
We stopped asking them questions about what they want from us.
Broken promises.
No recognition, acknowledgement, or celebration of what they
bring to our business.
The customers have outgrown us and what we can offer them.
Notice I didn’t mention that we
married the wrong person!
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If you apply The Diva Rules of Knowing Who You Want To Attract
as well as Don’t Blend In With The Wallpaper – you won’t
land in hot water with your customer.
But to avoid the drama of Divorce Court – I suggest you tape
Jo-Ann’s article to the bathroom mirror!
Diva Rule #9 Summary:
It costs 6 – 10 times more to attract new customers.
You MUST know who your Top 20% customers are as well as
the ones who are “On The Cusp.”
The Customer Lifeline Value: Returning customers spend 20-
30% more – and it increases with each return visit.
A customer relationship can go through all the stages: Dating,
Engagement, Marriage and even Divorce.
YOUR CUSTOMER HAS TO LOVE YOU! | 83

#10
DIVA RULE
Understand Flocks,
Rocks and Hooks
“What have you done for me lately?”
– JANET JACKSON, LYRIC

Mother Nature Knows all About
Customer Service
I absolutely love being outside. In fact, the majority of this book
was written while I was outside with a cup of coffee in my pergola,
listening to the birds!
Nature is really full of lessons for us. As my dog Macy was running
around the backyard being the official “Bug Chaser” – I noticed
the bird feeders were attracting even more attention than usual.
THE FLOCK THEORY
Little brown and white sparrows reinforced my belief about
attracting customers. Initially the feeder attracted a few birds.
Within a short period of time, however, an entire metropolis of
sparrows had moved into the tree beside the feeders.
Day after day I filled the feeders, and day after day the sparrows
cleaned them out. There was an entire condo development living
in the tree! They kept telling all their relatives and friends to
come for dinner.
Before I knew it – I had a BIRD HOTEL.
Empty bird feeders don’t bring in business.
I was away on business for a few days and the feeders went
empty. Within 48 hours – the sparrows and all their family and
| 85

friends moved out. I obviously had disappointed them as a landlord!
They dropped me like a hot potato and moved onto the next
hotel. They definitely weren’t tickled pink by the empty feeders!
86 | Tickled Pink
It takes time to woo them back.
I went from having a tree virtually exploding with song every
morning – to one with just a few chirps.
So I diligently filled those feeders and slowly they came back.
Thankfully, the sparrows are a chatty bunch and were willing to
give me a second chance!
What are You Doing to Attract
the Flock?
In order to have a business that attracts customers – we always
need to avoid getting complacent. Delightful customers are loyal –
however, just like the sparrows, they too will drop you like a hot
potato if you disappoint them.
Think of the last time you stopped going to a favorite restaurant,
retail store or coffee shop. Initially the store provided you with
superior service and then gradually over time that service went
out the window. All of a sudden you didn’t have the warm fuzzies
about spending your TIME or MONEY there.

AVOID THE RAISING AND LOWERING THE BAR
SYNDROME!
I love books. Reading to me is as important as breathing. So
a few years ago I was delighted when a major book franchise
entered the city where I live. It was a HUGE store, with several
large, over stuffed chairs placed around the store. Friendly staff
encouraged you to read the magazines and books at your leisure.
They had a marvelous kids section with a talking tree – little kids
just loved it! The store provided me an opportunity to preview
the books I was interested in before I purchased them.
They really created an experience for their customers. And I
rewarded them! Each year I spent over $2,000 dollars in their
location – purchasing all the books I needed for both business
and personal interests.
HAVE YOU DONE THE LIMBO LATELY?
A merger occurred and the company was bought out by another
large bookstore. This new company decided that they like to play
the LIMBO with their customers.
You know what I mean – they kept lowering the bar to see how
far I could bend over backward to accommodate their rules.
How did they lower the bar?
The large overstuffed chairs disappeared as did most of the chairs
in the store. The wonderful tree left the kids section and the
UNDERSTAND FLOCKS, ROCKS AND HOOKS | 87

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friendly staff became sparse. Announcements that the store was
closing started over 30 minutes before it actually closed.
So I did what all customers will eventually do. I quit going and
renewed my library card for $12. A new library had been built
close by and guess what it had inside?
Several well placed large over-stuffed chairs, friendly staff, and a
talking tree in the kids section.
Take a step back from your company and ask yourself these 2
questions:
What areas am I raising the bar for my customer?
Are there any areas where I’m asking them to do the limbo?
88 | Tickled Pink
They turned a delightful experience
into a dreadful one!
You guessed it!
Everything matters in how you position yourself as an expert,
a company, a business or business person that naturally attracts
flocks of delightful customers.

Time to Drop a Rock
Imagine you’ve dropped a rock in a pond – the ripples gradually
extending outward from the rock. This is the same effect you
want to take place in your business.
THE RIPPLE EFFECT THAT‘LL MAKE YOUR MOUTH
DROP
In Mark Victor Hansen’s book The One Minute Millionaire he
stresses a database of 10,000 people can make you a millionaire if
used properly.
OK – take a deep breath!
If you’re thinking, “10,000 people – YIKES – I only have 20 customers!”
you are not alone. But remember – those 20 customers
know people in associations, who know other people, and so on
and so on … just like that ’70s hair shampoo commercial.
VIRAL MARKETING: THE VIRUS YOU WANT!
When we get a cold it is because we have touched someone or
something that was a VIRAL CARRIER. Just one person with a
cold has the ability to make many people sick.
Let’s give this phenomenon a positive twist! By creating a foundation
of customers and potential customers you have the ability
to spread the word about your products and services.
UNDERSTAND FLOCKS, ROCKS AND HOOKS | 89

You have a CAPTIVE audience – people who have given you
permission to contact them.
This has happened through a variety of ways:
They are existing customers.
They purchased products/services from you in the past.
They have signed up for your e-zine.
They have been forwarded information about you by someone else.
Just Because You have a Hook
Doesn’t Mean They’ll Bite
As a kid my family often went on fishing trips to the many beautiful
northern lakes of Canada.
When I first learned to fish – I thought the same hook would
work for all species of fish! I kept trying to catch a Northern Pike
with a Lake Trout hook and fly.
My Dad was laughing at me as he changed the hooks. He said,
“Kimmer – you have to offer something this fish WANTS.”
Of course, as soon as I had the MOST ATTRACTIVE hook on
the line I dramatically increased my chances of catching a fish! If
a skinny little kid from Canada can attract the perfect fish – just
imagine what you can do to attract customers.
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3 FISHING RULES TO APPLY TO YOUR BUSINESS
My partner Rob is an avid fisherman. Hmmm. Maybe the word
OBSESSIVE fisherman is more realistic! Ha!
Rob is well-known for “being where the fish are” – sort of like
Canada’s famous hockey player, Wayne Gretzky – who always
anticipated where the puck was going to be.
Rob’s Rules:
You must be where the fish are.
You must have a properly baited hook.
You must have your hook in the water as much as possible.
Let’s have a look at how these rules apply to YOUR business.
You Must Be Where The Fish Are
To attract delighted customers you must BE where they are.
This is why knowing who your customers are and what associations/organizations
they support are so important. Tradeshows,
luncheons, websites, a catalogue in your customer’s home – they
must all be activities that put YOU where your customer is.
You Must Have A Properly Baited Hook
Just as my dad told me all those years ago – you must have something
on the hook that the fish WANTS.
Where is the value on your hook?
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One of the biggest mistakes businesses and salespeople make is to
bombard their customers with useless contact. Correspondence
by snail mail, e-mail, telephone or in person is simply an annoyance
unless there is solid value for the customer.
REMEMBER – Selling is not about chasing. It is the Art of
Attraction – your product or service is such a perfect fit it just
makes sense for your customer to buy.
92 | Tickled Pink
Sorry operator – we seem to have
lost a connection.
When I worked in television I had a sales manager of a company
call me and leave a message on my voice mail: “Kim – why hasn’t
your company done business with us yet?”
This was from a sales manager! I couldn’t believe what I had
just heard. The main reason why I wasn’t doing business with
their company – I didn’t have a compelling reason why I should.
There wasn’t an obvious benefit.
You Must Have Your Hook In The Water As Much As Possible
You can be following the first two rules to a tee – but if your
hook IS STILL INSIDE the boat you will never catch a fish.
Many businesses create their marketing materials, attend events
– but never ASK the customer to consider them. Your phone

isn’t going to ring by just looking at it. Fancy marketing materials
only work when they are being USED.
Just think of all the millions of websites that are out there in cyberspace
… with NO ONE to look at them. It is pretty difficult
to sell product and services from your website if you aren’t doing
anything to attract customers there in the first place.
AN EXAMPLE OF A POORLY BAITED HOOK
I received an e-mail recently from a company that basically said
they needed $10,000 so they could travel this summer!
The entire first portion of the sales letter was completely about
them – and then they dove into the discounted rates the customer
would receive.
First off – this sales letter depicted desperation. The first question
that arises in the customer’s mind is, “Why is this company desperate
for $10,000? Don’t they have it in the bank already?”
If the customer thinks you AREN’T SUCCESSFUL – they
won’t be attracted to you!
So what do you offer?
UNDERSTAND FLOCKS, ROCKS AND HOOKS | 93

Ideas To Offer Your Customers:
New, helpful information relevant to their business
Tips, articles
Special offers that really ARE special offers for your customers
Product launches
Limited time offer promotions
Customer appreciation gifts
Thank you cards, birthday cards and any other card that is
relevant to their business and situation
Free samples, coupons, certificates
Postcard promotions that are invitations to a special event
Knowledge is Not Power!
It is impossible to create a powerful magnetic business if you
just read, attend seminars and get a lot of information on the
Internet. Unless your customer information is used properly – it
is just a list of names gathering dust.
APPLIED KNOWLEDGE CREATES A POWERFUL
MAGNETIC FIELD
You must create a plan. Even if it first appears to be a problem.
“ I stay with problems longer.
”
It’s not that I am so smart, it’s just that
94 | Tickled Pink
– ALBERT EINSTEIN

My wonderful mentor, international speaker Wayne Cotton
has an expression, “If you have a problem turn it into a process.
Good-bye problem.”
Develop a strategy of how you want to connect with customers
or potential customers. Who are you going to spend the most
time with initially? How often are you going to be in contact
with them? What new, exciting, valuable information/offer do
you have for them? How can you tickle them pink?
What can you do to ensure you’re not yesterday’s news?
Diva Rule #10 Summary:
The flock theory is based on offering consistent value to your
customers.
Rocks create a ripple effect for your business.
Viral marketing effectively spreads the word to a captive audience.
Rob’s Rules of Fishing: You must be where the fish are, you must
have a properly baited hook, and your hook must be in the water
as much as possible.
What unique added value are you bringing to your customers?
Only applied knowledge can create a powerful magnetic business.
UNDERSTAND FLOCKS, ROCKS AND HOOKS | 95

#11
DIVA RULE
Develop Strategic Alliances
“Surround yourself only with people
who are going to lift you higher.”
– OPRAH WINFREY

Your Competition –
Love ‘em or Hate ‘em?
One of the Jurassic methods of selling was to hate your competition,
act like the lone wolf and use everyone you could on the
way to the top.
MEET THE BONE CRUSHER!
My career as a salesperson started in the newspaper industry. I
will never forget the day I met the salesperson from a competing
newspaper.
Naïve little thing that I was, with a big smile I introduced myself
and he took my hand and proceeded to crush the hell out of it!
Thankfully I have a stubborn streak that wouldn’t allow me to
show this guy how much my hand was killing me. So I just kept
shaking his hand and told him what a pleasure it was to meet him.
What did he accomplish? Nothing.
He didn’t intimidate me and he threw all opportunities of referrals
down the drain. Because you guessed it – strategic alliances
REFER business to each other!
There is no such thing as a self-made millionaire. The most successful
people are those who recognize the talents and products
of others – and who think of amazing ideas to work together.
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SO WHAT IS A STRATEGIC ALLIANCE?
It’s a business relationship based upon the following
5 characteristics:
A person or company that has a product/service which complements
your company.
Typically, you are both targeting the same market.
You respect each other’s reputation, ideas, values and ethics.
Temporary alignment. You come together to work or bid on a
project, advertise together or create a promotion together. Once
the event or project is over – you both go your separate ways.
Until the next time!
It makes sense to your customers that you work together.
What is essential in a Strategic Alliance?
Expectations, roles, duties, and expenses are clearly defined on paper.
You mutually believe the other company is bringing a superior
product/service to the table which you can offer your customers.
“
The more I traveled the more I realized that
fear makes strangers
of people who should be friends.
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– SHIRLEY MACLAINE
WATCH THE LESSONS IN NATURE!
”
I live in Western Canada –prairie seas, endless blue sky, the
Rocky Mountains – we call it God’s Country. It also means lots

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of miles on the highway!
As I was driving to another city recently, I noticed two horses
hanging out together in a field. The heat was intense that day as
were the flies. But these two horses didn’t seem to have a care in
the world.
They were standing opposite of each other, so that their long,
graceful tails could swat the flies away from each other.
Together they accomplished 3 things:
Got rid of the flies
Acted like air conditioning units
Provided companionship
They had a strategic alliance!
You may have noticed the Strategic Alliances I have developed in
this book. Jo-Ann, Alexandria and Joan are professional women
I greatly respect. So it made complete sense for their individual
expertise to be included.
All four of us are focused on the same goal …
Attracting delightful customers!
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WHAT DO CARS, TIRES AND LIGHT BULBS HAVE IN
COMMON?
These three friends: Henry Ford,
Harvey Firestone and Thomas Edison.
These three innovative men knew the power of strategic alliances.
Every 90 days the trio would go on a fishing trip together
and forget to bring hooks. They were not only friends – they all
were inventors and had visions for the future.
By brainstorming and problem-solving together they were able to
combine the unique talents, strengths and idiosyncrasies of three
different industries.
Look around you – Who could you
develop an alliance with?
6 Diva Suggestions To Find Strategic Alliances:
Suppliers
Competitors
A college or university
A customer – Could you be their sponsor or sponsor them?
Associations
Sports teams
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In advertising, strategic alliances have been happening for years.
Tim Horton’s and Wendy’s, Jell-O and Cool Whip or Chapters
and Starbucks are just a few of the strategic alliances that brought
added value and convenience to their customers.
By promoting each other, sharing expenses, and brainstorming –
each member of the alliance should grow its business faster than
it would have done SOLO.
One plus one now equals 10!
This is my kind of math!!
Diva Rule #11 Summary:
A strategic alliance is based upon 5 characteristics:
Complementary product or service, target the same market,
respect, temporary alignment, it makes sense to your customer.
Roles, expectations, duties and expenses are clearly defined.
Henry Ford, Thomas Edison and Harvey Firestone had strategic
alliances – why can’t you?
There are many ways to develop strategic alliances: Customers,
suppliers, post-secondary institutions, associations, sports teams,
and competitors. And many more!
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#12
DIVA RULE
Your Future Depends
upon Follow-Up
“The respect that is only bought by gold
is not worth much.”
– FRANCES E.W. HARPER

The Mistake that Costs You
Money and Reputation
Over the years I have seen many people prospect for new customers
like crazy. They may even eventually sell something to a customer.
And then they never contact them again.
Think back to the last car you purchased or leased. Since you purchased
the vehicle – have you heard from the salesperson since?
I know I haven’t – and it is the main reason I won’t purchase
from the dealer again.
If you have been contacted by your car salesperson – HOORAY! –
you have found yourself someone who values their customers. As
for the others – will you seek them out for your next car purchase?
Refer them to friends, family and business associates?
I doubt it.
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Follow-up works 3 ways:
On average it takes 5-6 contacts with a customer before they purchase.
Most sales people quit after 2. What are YOU doing?
Even if someone didn’t choose your product or service – you
don’t drop off the planet.
Once you HAVE a customer (remember you NEVER really do –
they are only with you while they are DELIGHTED) – you
must stay in front of them in a valuable way. Out of sight – out
of mind.
She Doesn’t Sell Houses –
She Sells Homes
A good friend of mine is a realtor who understands the power of
follow-up. Susan has only been selling real estate for six years –
before that she was a dental hygienist – and yet she is blowing
the doors off of her industry. 85% of Susan’s business comes
from referrals from previous customers and her goal is 100%.
So How Does She Do It?
Instead of buying advertising – Susan has made a commitment
to take all of her current and existing customers out for lunch
once a year.
When you sell or purchase a home – Susan sends a beautiful gift
and thank-you card.
She follows up with a phone call after you’ve moved in.
Sends a Christmas gift and card every year to all of her customers.
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Has a monthly newsletter mailed to all her customers (past and
present) that is filled with helpful tips on how to clean your
furnace to making your home more energy efficient.
She allows her customers to advertise on her website for free.
She holds an annual party on a River Boat for over 300 of her
previous, current and potential customers. Food, beverages, music
and a draw for a $5,000 trip to anyone who gave her a referral.
AVERAGE IS MEDIOCRE
Susan’s philosophy is radically different from a realtor I met
several years ago. He felt he shouldn’t have to give anything to
customers who listed or purchased with him. I will never forget
his words: “Selling or finding them a house is good enough.”
Hmmmmm … not exactly words to get tickled pink over!
He was average – which of course is everything you don’t want
to be!!
Attracting delightful customers only happens when
you are making delightful offers!
TIME TO STRUT YOUR STUFF
Businesses spend thousands of dollars on tradeshows each year.
I think tradeshows providing value is an amazing way to meet
potential customers.
YOUR FUTURE DEPENDS ON FOLLOW-UP | 105

Thousands of dollars … on the booth, design, advertising,
product give-aways, catalogues, staffing, time away from their
business – have I forgotten anything?
MOST OF THESE BUSINESSES ARE LIKE MY NEAR
SIGHTED UNCLE
“ ”
I have such poor vision I can date anybody.
106 | Tickled Pink
– GARRY SHANDLING
The entire focus of a tradeshow is to position a business in front
of potential customers. The danger is when you become nearsighted
– you are so focused on getting leads NOW – that you
forget to follow-up with them LATER!
This reminds me of my Uncle George, the one who could only
see what was right in front of him. Believe me – he was not
someone you wanted to go for a drive with!
So Why do Most Businesses Fail to
Follow-Up on Leads?
It’s incredible. After spending so much time, money and effort
on attracting new business – many people fail to contact the
leads within the first 30 days.
Why?

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Ultimately I believe there are 2 reasons:
Complacency. The businesses think they are so popular/in demand
they can take their sweet time in contacting the potential
customers.
Fear of Rejection. They don’t know what to say on the phone,
and are worried they will be rejected.
Customers can’t get tickled pink about you and your
business if they don’t hear from you!
REMEMBER – Follow-up always has to provide added value to
your customer – just calling to say, “Hi!” doesn’t count.
Follow-up methods:
Snail Mail
Yes - in these days of instant gratification – how often do we
receive something personal in the mail? Keep track of birthdays,
anniversaries, promotions, new locations, births etc. so you can
mail an appropriate card. And don’t just sign your name at the
end either! Add a line or two that is personal and relevant for the
receiver.
Seeding
Just as a gardener must plant seeds to grow his garden – so must
we to develop Delightful Customers! Read 3-4 magazines each
month that would interest your customers and send out
YOUR FUTURE DEPENDS ON FOLLOW-UP | 107

photocopies of recipes, websites, articles, cartoons, quotes that
they would like. Add a sticky note with your handwriting saying,
“Darren – saw this and thought of you!” Include your signature
at the bottom and your business name.
Seeding is not about plugging your business – it is about showing
your customers that you are listening and care about their
interests and needs.
E-Mail
Sending a personal e-mail always has more value than one
with a million recipients. Use the person’s name if possible.
Identify why you are contacting them. Use a creative subject
line that shows what the e-mail is about. Create curiosity! Use
e-greeting cards and invites that are suitable for your customer.
Strrrrrrrrrrrrrrrrretch the possibilities!
108 | Tickled Pink
What seeds are you planting?

A phone call
Often overlooked in these days of e-mail, the phone is still a
powerful tool in contacting your customers. Make sure you know
the best times to contact them and remember – you must be offering
them some new information in order for the conversation
to have value. Make an appointment to see them in person!
Make it your business …
to attract and create tickled pink customers!
Diva Rule #12 Summary:
A common mistake of salespeople is spending all their time chasing
new customers and once they have sold them – they never
contact them again.
On average it takes 5-6 contacts with a customer before they
purchase you. Most salespeople quit after 2 contacts.
You still maintain contact with customers that didn’t choose your
product or service THIS time.
Once you do have a customer – you must stay in front of them –
otherwise the philosophy of Out of Sight – Out of Mind kicks in!
Snail mail, e-mail, seeding and the phone can be used in unique
ways to follow-up and through with your customer.
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Ending …

Need a Paper Bag?
Whew! Do you feel like you are hyperventilating? No worries –
the best way to work through Tickled Pink is to do it one step at
a time. Or one BITE at a time – just as you would a cheesecake!
Attracting rather than seeking customers isn’t about being lazy –
in fact – it is something that requires tremendous focus. The
best part is you can accomplish it slowly – as long as you are
being consistent. And the results happen much faster than using
traditional methods.
Read through the book once and then go back and start doing
one Rule at a time.
SEND THE DIVA AN E-MAIL
Make sure to visit my website www.salesdivas.com and sign up
for my saucy and smart FREE e-zine and receive my FREE
Bonus Report “The 5 Biggest Sales Mistakes Women Make”
at http://www.salesdivas.com
I provide savvy, sassy sales training for women small biz owners
and entrepreneurs. I work with clients internationally, showing
them The Sales Diva secrets to success! Please let me know which
tips helped you attract delightful customers – I’d love to hear from
you!
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