Posted by : Amanda Stein Friday, March 22, 2013
1. Customer Perspective – Develop a unique marketing message that conveys the value you give to clients and compels them to contact you. Then use that message in all your marketing efforts including meetings, phone calls, correspondence, websites, advertising, and marketing materials. Be sure every communication comes from the customer’s perspective. Rework all marketing efforts to focus on your perfect customer’s primary concern and the results you provide.
2. Customer Motivation – Give your customers a way to test-drive your product or service. Before people become your customers they want to understand the possibilities and see the results first hand. If you can show them your expertise and the benefits of your product, they are then motivated to take further action. A free test-drive can mean big profits to come.
3. Customer Confidence – Customers want confidence that you will deliver what you promise. Without that confidence, you will never win their business. Collect testimonials from your customers. Reward customers for reviews of your product. Conduct a survey and ask them what you could do to improve. Publish the testimonies on every marketing piece. You can even put one under the signature of your email.
4. Perceived Value – How much is too much? Is $2,000 too much for a guitar? What if it were Jimmy Hendrix’s guitar? Most collectors would trade their mothers for a Hendrix guitar. Do you see how clarifying the value changed the worth? Are you giving the price too soon? Make sure you convey the value of your product or service and demonstrate how your customer would benefit before sharing the price with them. They will see the value outweighs the price and then price won’t be as big as it used to.
5. Marketing Goals – Identify your short term and long term marketing goals. Do you want more sales? More referrals? Choose a course of action that is 1) Urgent 2) Can be accomplished in one to three months 3) Uses existing resources 4) Has a high chance for success & 5) Can be measured. Assign specific tasks and set deadlines. Don’t forget to measure your results.
6. Create Systems – Whatever marketing goals you set, create a system to achieve those goals. Make a low tech way to get referrals or deliver coupons. When you create systems and implement them big things happen. Suddenly, that small marketing task is automatic and isn’t so cumbersome. Automate as much as you can, or even change your way of doing things to incorporate the marketing task.
7. Customer Maintenance – Your relationships with your customers are worth more than gold. Good relationships are enjoyable and generate new customers every day. Bad relationships foster distrust and bad feelings and generate bad review and loss of business. Networking with your target market and those that share your target market can multiply your marketing efforts. Make a point of showing your customers how much you appreciate their business.
8. Re-Evaluate – After you have got some of these ingredients in place, go back and see if you can make them better. Measure each piece of the business pie and see where you can improve it. Is there a better way to do the newsletter? Can the advertising speak to our customers better? Can I streamline this system? Change only one thing at a time so you know what fixed it or what broke it. Always be improving your business.
Taste these ingredients, and see if they don’t improve the flavor of your business. It won’t take long before you are a marketing gourmet, whipping up profits and referrals in no time flat. And the next time someone asks how did you make such a delicious business you can reply, “a little of this, a little of that.” For more cooking tips email me at - MarkCombs@Cre8iveDept.com
By Mark Combs, Cre8iveDept.com