She’s a marketing guru, super stylish and extremely client savvy. Diana Zukerman is head of business development for Coles Marketing. She knows exactly what clients need to succeed. Here, we sit down with her to get the intel on her high-level expertise for 2019.
1) How do you start your day? Are you a strong coffee/hit-the-snooze-button person? Or a lemon water cleanse/yoga-up-at-5 a.m. person?
Probably more of the yoga-type person, to be honest. Every morning, it’s important for me to start with a workout. Usually Pilates or the gym. So I grab my workout bag, give my sweet Bernese Mountain dog Janey a hug and head out the door. Here are a few pics of her, if you care to take a look (p.s. – She loves to go to brunch. The first photo below is her at Rosie’s in Zionsville). After my workout, I reward myself with a large iced tea from Starbucks!
2) Tell us a little about your background. How have you parlayed your previous skills into this exciting role with Coles Marketing?
My background is in advertising sales for a luxury lifestyle publication. I also have been involved with several local charities on the fundraising end of things. My experiences both professionally and personally have made my role as the business development lead at Coles a perfect fit.
3) Since you’re the first contact potential clients connect with, it proves just how much of a “people person” you really are! What’s your favorite part about meeting potential clients?
I absolutely love meeting potential clients and learning about their roles with their companies. It’s so interesting finding out what their needs are. Everyone is so different and has different goals. It’s always exciting to learn about each industry. Each client is unique, and I love creating a plan of action to help them succeed!
4) When discussing a potential client’s needs and wants, what are some trends you’ve been seeing from client to client? What kind of help are they seeking?
Everything is digital now. We see a lot of clients who want to increase their digital presence but really don’t understand it. They are seeking more engagement and want help increasing the quantity and quality of traffic to their website. It’s so important! We also have several clients who are looking to redo their existing website. It’s essential to have a strong website. Your website is usually the first point of contact when a potential client wants to learn more about your business. You need to make a good impression.
5) Fourth quarter is coming up. And NOW is the time to start thinking about future marketing efforts! What advice can you give to someone ready to take the next step?
2018 is flying by, and it’s not too late to prepare! As we approach the fourth quarter of 2018, many of our clients are reflecting on the successes of their 2018 marketing plan and how to continue to improve next year. They’re turning their focus toward identifying their 2019 marketing goals and preparing their budgets for the upcoming year.
Just one meeting can make all the difference. I would love the opportunity to visit with you to review your marketing needs. Let’s talk more about how Coles Marketing can provide real value to your business. Please feel free to reach out to me at email@example.com if you would like to set up a time to chat about your marketing needs!Edit this post
Coles Marketing has tapped Diana Zukerman to head up its business development and outreach, building on recent success that has seen a number of notable companies joining the firm’s client base.
Zukerman has deep roots in Central Indiana’s business community, and will use those contacts to bring awareness to the marketplace about the expanded capabilities of Coles Marketing. Over the past year, the firm has staffed up with new talent in Google Analytics and AdWords, copywriting, social media expertise, web development, digital marketing and app creation.
Zukerman most recently was co-owner and sales director for Sophisticated Living Magazine Indianapolis, where she substantially increased ad sales every year. Before that she held several positions in the fashion retail industry, including as sales representative, store manager and buyer.
She holds a bachelor’s degree in marketing and fashion merchandising from Indiana University. Zukerman was also an active volunteer with the Christamore House Guild for several years.
“Integrated marketing firms are always urging clients to tell their story, but fail to adequately share their own. Diana will help us get the word out on how we can bring value to new customers,” said Coles Marketing President Barbara Coles.Edit this post
No matter what business or organization you might be in, there is likely some element of sales or business development involved.
It’s a job not for the faint of heart. You hear “no” many more times than “yes” — or you may not hear back at all. As far as a personality that works best in this environment, you’ve either got it or you don’t.
And Coles Marketing’s Lisa Deremiah has it — in spades.
Doing business with people
“I always have a list of potential clients I want to get in touch with,” Deremiah said. “I look at specific industries we do well with or want to get more involved with, and I do a lot of research online.” What’s she looking for?
An outdated website. No social media presence. Lack of media relations. A sales or business development professional will attempt to make a needs assessment even before reaching out to the client or customer.
“I try to find out who makes the marketing decisions and get them on the phone if possible,” she said. “And if that doesn’t work, I try to capture their email address and reach out to them that way.” But that’s certainly not her ideal situation.
“Technology has, of course, made some things easier and more efficient, but not everything. It’s definitely harder to get a face-to-face meeting now than it was five or 10 years ago, but I think face-to-face contact is still very important. People do business with people.”
Once the connection is made, Deremiah gives her pitch, which includes the reason she is calling, a brief background of Coles Marketing’s services and the opportunity to follow up with a meeting.
Positive pieces of business development
“It’s about follow up and consistency,” she said. “Maybe it’s a brush off, but if I connect with someone who is willing to do a follow-up call or email, that means they might want to work with us in the future.”
She has other advice for being more effective in a sales or business development position:
- Be nice. Have a positive attitude on the phone. And make a good first impression in person — be polite, arrive on time, dress properly and have a firm handshake.
- Listen more. A business relationship is much like a personal relationship. If you don’t click, you’re not going to move forward with the business — so listen to their needs more, and talk about your own accomplishments less.
- Know your product. “I’m the first impression of Coles Marketing to potential clients, so I have to be knowledgeable about all we do and all we can offer,” Deremiah said.
- Find out the answers. Go into your initial meeting as more of a fact finder. And if a question is asked you don’t know the answer to, make it a point to find out.
- Perfect follow-up skills. Whether it’s a handwritten thank you, an email or a phone call, take the time to follow up after your meeting.
- Offer a helpful tidbit. Part of your follow up can be sending a piece of helpful information — a case study demonstrating how your company has solved a problem; a website to check whether or not their website is mobile friendly; or an article appropriate to their industry.
One step closer to a yes
And finally, keep your promises. “I do what I say I’m going to do to the best of my ability,” Deremiah said. “That creates trust and lays a positive foundation.”
What about the frustration of getting all the “no” responses? It’s all part of the job.
“You have to not let it tear you up,” she said. “That’s why having a positive attitude is so important. Plus, every ‘no’ is one step closer to a ‘yes.’”
Interested in talking with Lisa about what Coles Marketing can offer your business? Call her at 317-571-0051 ext. 104 or email firstname.lastname@example.org.Edit this post
Categories: 2015 August Newsletter, Newsletters | Tags: Tags: business development, Coles, Coles Marketing, Coles Marketing Communications, communications, communications Indianapolis, Indiana, Indianapolis, marketing, media relations, photography, Public Relations, sales, social media, web, Web Design, website