What’s the one critical networking skill that can make or break your career?
Your ability to Get the Meeting!
Hall-of-Fame-nominated marketer and Wall Street Journal cartoonist Stu Heinecke’s innovative concept of Contact Marketing—using personalized campaigns to create alliances with executive assistants and reach the elusive VIPs who can make or break a sale, with response rates as high as 100 percent —has helped professionals around the world open more doors in their careers and reach new heights of success.
Now, in Get the Meeting!, Heinecke, author of the groundbreaking How to Get a Meeting with Anyone, shares the latest tips, tools, and tactics to help readers break through to their top accounts in the most effective ways possible. With more than 60 fully illustrated case studies and tactical examples, this new book takes you inside successful contact marketing campaigns—from strategy, through execution, to results—and forecasts the contact marketing campaigns of the future based on cutting-edge technology. Full-color photography and in-depth interviews with the campaigns’ designers provide unparalleled insight into how to get those critical conversations that can change your life. Plus, step-by-step how-to sections help you get started creating your own contact marketing campaigns.
From Hollywood to the search for Amazon’s HQ2, from a surprising new Contact Marketing model, to “Pocket Campaigns,” which could replace traditional business cards, and persistence elements that run throughout a sales cycle, and from LinkedIn to virtual reality, Get the Meeting! will spark your imagination and give you the tools you need to get the meetings—and life-changing results—you always wanted.
|Publisher:||BenBella Books, Inc.|
|Product dimensions:||6.90(w) x 8.90(h) x 0.70(d)|
About the Author
Stu Heinecke is a Wall Street Journal cartoonist, Hall of Fame-nominated marketer and author. Heinecke discovered the magic of "Contact Marketing" early in his career, when he launched a Contact Campaign to just two dozen Vice Presidents and Directors of Circulation at the big Manhattan-based magazine publishers. That tiny $100 investment resulted in a 100% response rate, launched his enterprise and brought in millions of dollars worth of business.
Heinecke is the host and author of the How To Get A Meeting with Anyone podcast and blog, and founder and president of Contact, a Contact Marketing agency, and cofounder of Cartoonists.org, a coalition of famed cartoonists dedicated to raising funds for charity, while raising the profile of the cartooning art form. He lives on an island in the pristine Pacific Northwest with his wife, Charlotte, and their dog, Bo.
Table of Contents
CONTENTS Foreword XIII Introduction 1 PART 1 Contact Marketing Basics Chapter 1 Making Contact 9 Chapter 2 The Power of Perseverance 19 Chapter 3 Learning from Celebrities 43 PART 2 Tangible Tactics Chapter 4 Personalization: Going Deep and Wide 65 Chapter 5 Gift Giving and Jewel Boxing 89 Chapter 6 Visual Metaphors 121 Chapter 7 Pocket Campaigns 135 Chapter 8 Unsolicited Proposals 161 PART 3 Tech’s Toolbox Chapter 9 Digital Marketing 181 Chapter 10 Social Media 197 Chapter 11 Video 219 Chapter 12 AI/AR/VR 241 PART 4 Putting It All Together Chapter 13 The Perfect Contact Campaign 271 Last Word 287 Acknowledgments 291 Index 294 About the Author 303
What People are Saying About This
“ Get the Meeting! is one of those rare books where ideas literally leap off the page, sparking your creativity to ignite campaigns as you star in the role of a very successful contact marketer.”
—Willis Turner, president/CEO of sales and marketing at Executives International, Inc. (SMEI)
“I’ve always admired the way Stu Heinecke thinks. He has a no-limit mind-set. He makes the impossible happen. There is no person on this Earth he can’t reach with his engaging approach. He crafts an emotionally significant experience and if you read this book and follow his advice you’ll be empowered to get out of this world response rates.”
—Gerhard Gschwandtner, founder and CEO of Selling Power magazine and Sales3.0 Conferences
“ Get The Meeting! is hands-down the most innovative and practical book on achieving meetings with hard-to-reach prospects I’ve ever read. Every strategic sales professional and marketer should read this book.”
—James Muir, CEO of Best Practice International and author of The Perfect Close
“IStu Heinecke has written one of the most innovative and cutting-edge guides on marketing I have ever read. Get The Meeting: An Illustrative Contact Marketing Playbook gives you very powerful strategies that completely reinvent your marketing plan. Finally a guidebook that gives you exactly what you need to get above the white noise, stand out, get noticed, and create raving fans in a marketplace that is so overcrowded.”
—Meredith Elliott Powell, business growth strategist and sales expert
“You’re so lucky you only have to seek meetings here on Earth—and you have a book like Get the Meeting! to help you do it.”
—Seth Shostak, senior astronomer at The SETI Institute
“If you are a marketer or seller who needs to get someone’s attention (and who doesn’t?), the one book you need is Stu Heinecke’s Get the Meeting! It’s a jam-packed lovefest of audacious ideas that real people dreamed up and harnessed to produce brilliant results, complete with step-by-step how-to’s that you can follow.”
—Dr. Barbara Weaver Smith, coauthor of Whale Hunting
“Choose any account, take aim, and get the meeting! Stu’s book makes it that simple.”
—Sangram Vajre, author, podcast host, and founder of FlipMyFunnel
“Gene Simmons once said, ‘Rock stars have a license to be outrageous.’ Get the Meeting! gives sellers that same license. Be outrageous; get meetings! Peace, cheers, I’m out.”
—Kraig Kleeman, “the world’s greatest cold-caller”
“In sales, you can’t win if you can’t connect with buyers their way, and that’s getting tougher every day. Breaking through the noise of messages that buyers simply ignore will be made so much easier if you read Stu’s new book, Get the Meeting!, a companion to How to Get a Meeting with Anyone. You can thank me later!”
—Barb Giamanco, vice president of sales/marketing at ECHO Listening Intelligence
“Stu’s nonconventional but results-driven advice truly stands out. If you want to get a meeting with anyone to launch a business, close a deal, start your nonprofit, or anything else, then this is the book for you.”
—Nicholas Loise, president, Glazer-Kennedy Insider’s Circle
“When you’re faced with filling a gaping pipeline with leads and sales, it can be intimidating. The remedy is smart and fanatical prospecting, and that starts with getting the right meetings with the right people at the right time. Get the Meeting! can help you do just that.”
—Jeb Blount, author of Fanatical Prospecting
“It is getting increasingly harder to cut through all the clutter for your salespeople to get a meeting with the right people. That’s why I loved Stu Heinecke’s book Get the Meeting! He blends his experience as a Wall Street Journal cartoonist and skilled marketer to offer really fantastic strategies to get a meeting with anyone. His perspective is both pragmatic and modern—the right mix of practical and strategic for our new digital age of selling.”
—Scott Santucci, founder of Sales Enablement Society
“Empathy is key in securing meetings with potential buyers. If you can’t demonstrate that you understand a day in your buyer’s life, you will be quickly disqualified. In Get the Meeting!, Stu Heinecke gives the reader a trove of delightfully unique ways ways to demonstrate to prospects that they do indeed ‘get them.’”
—Colleen Stanley, author of Emotional Intelligence for Sales Success