0816_TOEFL-Test-and-Score-Manual-1997

168 ● 201 Great Ideas for Your Small Business
working with an independent insurance broker because he responded to a
card I sent and then scheduled a time to talk.
You might have great salespeople, but often they dislike and resist filling
out the after-sale paperwork. And when they mess it up, it creates more
problems down the line. So consider hiring an assistant to take care of
the after-sale details. This expedites orders and frees the salesperson to
move on to the next sale.
Smart managers know exactly what everyone’s time is worth and provide
all the necessary tools and support to maximize productivity.
GREAT
Hire a Celebrity Spokesperson
About 15 years ago, David Blumenthal, president
IDEA
of Lion Brand Yarn Co. in Manhattan, heard that
Wheel of Fortune hostess, Vanna White, loved to crochet.
He immediately contacted her agent to ask if White would be interested
in becoming the spokesperson for a line of yarns and crochet patterns.
She said yes and they crafted a deal that has endured through the years.
White works with Lion to write illustrated pattern books. She appears at
trade shows on behalf of Lion Brand Yarns, demonstrating her crocheting
skills and emceeing a fashion show of crocheted creations.
Not everyone can land a major celebrity like Vanna White, but you
might benefit from the third-party endorsement of a spokesperson. For
example, when companies sponsor my speaking engagements or other project,
I always mention their products and services, which is an endorsement.
Remember, connecting your product with an expert or celebrity provides
a great cobranding opportunity and can attract some media attention.
Look around to see which well-known celebrities might be a good fit for
your business.
You can also work with product placement companies that charge a
fee to get your product into the hands of a famous person. There are also
companies that put together celebrity “swag bags” for high-profile events
like the Oscars®.