- What: What exactly does the attendee need? Do they have problems with their existing suppliers? Are they trying to make-do with a product that doesn’t exactly fit their needs? Perhaps the product works perfectly, but it’s too expensive. You need this answer before you can move on to any other questions.
- Why: Why would your company be the best suited to meet the attendees’ needs? If they mention constant technical difficulty, do you offer 24 hour support? If they need a size 3 widget, does your company manufacturer size 3 widgets?
- Who: Relationships are key to business. At the same time, our mobile society means that rapid staff turnover is a fact of life. Two companies may have had – or come near – a business relationship previously, only to have things not work out. Yet this fact could be completely unknown to your booth staff. Arm your team with
Emphasize the Human Relationship
Prospective customers are more receptive to buying from a real person than from an impersonal company. Look for ways to create a personal relationship with your prospective customers. For example:
…If you sell face to face, spend some time early in the selling process getting to know a little about your prospects and letting them get to know you.
…If you sell online or in some other way where you don’t talk with prospects, include some information about you in your presentation. What you say about yourself will have the greatest impact if it highlights why you are uniquely qualified to provide what your customer wants.
Tip: Sell yourself to make prospective customers comfortable with the selling process. But sell your company and its history of producing results to make prospective customers confident of your ability to deliver what you promise.
Trigger Your Customer’s Imagination
You are no longer in control of your branding image
Branding yourself accurately and intentionally is one of the crucial components needed for a successful business to reach its intended markets. Being in control of a brand takes dedicated attention and a strategy that keeps the fundamental mission of the company locked together with the brand in a way that keeps both revitalizing the other. However, sometimes due to competition or changes in the demographics of a market, a brand can begin to lose its impact. It is at these times that the impression of a brand is no longer being controlled by the business that owns it, but by the perceptions or misperceptions of others. If your business loses control of the branding image, it is important to find a successful marketing strategy that can advance and revitalize it.
You are unable to determine your marketing and advertising needs…
Below are some general tips on pricing… However, it’s important that you note the following:
- I am hesitant to recommend universal pricing strategies for all products and services because critical variables differ significantly by industry, geography, personal goals, size, location, and many other reasons. But since you understand your resources, costs, forecasts, and goals better than anyone, you’ll have to fill in the blanks.
- I am not an expert in business (or personal) finance. This website is devoted to helping you become an excellent marketer. So, while it’s appropriate that I cover pricing and financial planning as part of the marketing process it would be irresponsible to delve much further.
- Make sure you consult with an objective financial advisor… one that specializes in small business investment capital, cash flow management, and the like. Many, many small businesses go under due to lack of proper funding. Make sure you have
- Postcard marketing – Use postcards to ask for referrals, announce events, build website traffic, say thanks, and more. Of course, for best results you need a good list.
- News release program – Does your company bring new products or services to market? Publish literature? These are great subjects for news releases. Send releases to editors at relevant publications regularly to get more than your fair share of coverage. Public relations activities like this are time-intensive, but cost much less than advertising.
- Feature coverage – Getting major coverage in the right media outlet can enhance visibility and credibility quickly. Use research and planning to ensure your topic is timely. Then target specific editors.
- Case history articles – Highlight your company’s capabilities with problem/solution articles. Well-written case histories are in demand — by readers and editors alike. These stories make great website content, too.
- Internet – Creating and maintaining a website is
That is a hell of a lot of potential customers, isn’t it? You could actually have a business and only cater to the Hispanic Crowd to stay in business, think about it?
There are Women only clothing businesses, then there are businesses that only cater to over weight women, with large sizes, which you may say limits your market, right? Is it just that we in the automotive business are so darn lucky to have a business that has more cars than people in it?
Did you know in some states there are 2.2 cars for every man, woman and child? CA is one of them. For every kid there is a police car, school bus, Fed Ex van USPS jeep, think about it. Cars, boats, motor homes, motorcycles, etc. everywhere on every street all needing oil changes, wow. There is an interesting book that you should read if you …
A tightly focused “guerrilla” marketing program, when done right, can help a company accelerate its sales at a fraction of the cost of traditional programs and campaigns.
As the economy starts to rebound, now is a great time to re-energize your marketing programs and focus on Marketing that Sells. Start by asking and answering the following questions:
Are my marketing programs maximizing awareness and lead generation at minimum cost?
Do my website, collateral and PR messages clearly communicate my company’s Unique Selling Proposition (USP), and why customers should pick us over the competition?
Is there effective hand-off of sales leads from Marketing to Sales, and am I sure that my Sales team is following up on every lead?
Do I really know what my Return On Investment is from my marketing spending?
Once you’ve answered the above questions, do what top companies are doing today, to maximize marketing ROI through …
Identify a common problem
There are many problems that need to be solved in this world. The problem has to be a common one, so that enough people need a solution to this problem. And the problem has to be important enough so that people are willing to pay for a solution
Provide a solution to the problem
This is the product development phase. You have to solve a product that actually solves the problem that these people are experiencing.
Find people experiencing the problem
This simply means that you need targeted advertising. Where to find your target audience will depend on the specific problem. Maybe you will find them on search engines. Make sure that your keywords are very specifically targeted at those who experience the problem you want to solve. Or maybe you can find your target audience in certain communities, such as online forums or self help …
Attend organization meetings
Where do people in your target market hang out? Research this, and then plan to attend a meeting or two to mix and mingle. What better way to meet and get to know these individuals while learning more about the market?
Offer to speak at a meeting or conference
What do you have to offer that you feel could be of value to those you are trying to reach out to? Present a short talk or slide show on a helpful topic. Be sure you present something of value to the group. What helpful tips or other material would hold ther attention, and entice them to learn more about you and what you do? Just give them a small taste of your skills and knowledge. Chances are, they will want to talk to you after the presentation.
Advertise in publications your target market reads
The Internet is …
A lead service generates success. Marketing executives may disagree on the best form of marketing, but lead executives will tell you to spread the wealth. Traditional marketing such as the telephone book, newspaper advertisements and flyers are not replaced by a lead service, but complemented by it.
If this still doesn’t answer why a business should say yes, then a business needs to understand that a lead service delivers respondents that already want the service. Leads come in a variety of packages from multiples to exclusive, but what a lead service offers a business is a customer that is already primed to buy.
A traditional advertisement costs a significant investment targeted at a specific demographic that may return absolutely nothing. A lead service generates viable leads that are already interested in the service offered. From mortgages to insurance to credit counseling, a lead service is managed marketing that effectively uses …