Cold Calling is Dead! Are you still cold calling? Well, while you were sleeping, the world changed. Using social media, your clients can now find YOU. And, if they aren’t finding you, they are finding your competitors. Wake up and get with the program.
About Stewart Friedman
Stew is the Director of Operations at Pay Per Visit Email. He has owned and operated his own business and held several service and marketing & sales positions in mid to large sized companies. As an entrepreneur and seasoned executive with over 25 years of experience in sales and management in the software/services industry, he brings a unique perspective to the email service provider industry. His Blog provides practical advice to anyone involved in email marketing.
Daring to be different - Pay Per Visit Email
Any new business starts with an idea. The more unique, disruptive, or interesting the idea, the greater your chance for success. Additionally, if you are entering a mature market, you must have a better mousetrap as they say.
Clayton M. Christensen and Michael E. Raynor, in their book The Innovator's Solution, discuss the disruptive innovation model and various disruptive strategies. These concepts have been implemented by companies such as Amazon, Charles Schwab, Dell, eBay, Google, Sony, and Southwest Airlines. In every case, a disruptive business model gives an advantage to the company over its competitors.
My latest company, Pay Per Visit Email, is a good example of using disruption to enter in a mature market. The email marketing industry has a large number of players which makes it very cost competitive. New entrants are constantly driving cost of service down. For customers, this is good; for businesses, not so good.
I had used some of these email service companies in the past and found them to be very inefficient. Because they all charged based on some variation of number of emails sent, you end up wasting money on emails that never got delivered, or opened. I thought "why doesn't anyone charge only for the emails that get some result?" Google AdWords does this for Internet ads when they charge for each click to a website, rather than each ad impression. I did some research and found no one offering such a pricing model. Thus, I came up with the idea for a new company.
When you start a new company, I think it is best to start with a unique or disruptive concept. Then, all of your marketing needs to focus on that concept to tell potential clients why you are better than anyone else in the industry. Otherwise, you will be fighting the low cost battle daily and typically, those results are not good.
So, dare to be different, and start something unique.
