My first marketing mentor, Robert Middleton, is calling it quits after 39 years.
Robert is the founder of Action Plan Marketing.
I became aware of Robert in late-2001 when I was finishing my coaching certification.
One of the other coaches said we need to get on Robert's email list because he helps coaches market their coaching practice.
Marketing was a foreign language to me so I signed up for his eZine even though I didn't know what an email list or eZine was.
Every Tuesday morning, I've received Robert's eZine, now called the Getting Out There newsletter, for the past 22 years.
The InfoGuru Marketing Manual taught me the fundamentals of marketing.
Robert taught me the fundamentals of marketing using his baseball analogy (I don't think Robert even likes baseball but his analogy was easy to understand).
In baseball, you have to touch first base before you touch second base then third base then home plate.
Landing a new client is equivalent to crossing home plate after touching all of the other bases in order.
You can't skip a base.
Getting to first base is meeting someone online or in-person at a networking event.
The casual conversation, getting to know each other stage.
There's no selling at first base.
As your relationship develops, you move to second base.
Second base is where you move from casual conversation to discussing your businesses.
You start talking about what's working and what needs improvement.
There's no selling at second base.
If you think can help the other person, the relationship moves to third base.
You start talking about ways you can solve their problem.
Here's where you can start the selling process.
If it's a fit, you cross home plate, score a run and you have a brand new client.
Today, people don't have time to touch every base.
On LinkedIn, people try to move you from first base to third base or even home plate in the invitation to connect.
Robert taught me that marketing is a journey, not a destination.
Consistency is key.
Robert is a great teacher and he practices what he preaches.
Thank you, Robert.
I wouldn't be where I am today if it wasn't for meeting you.
- Ted
