When I worked in advertising and broadcast we always used
to roll our eyes when the client would say, "I KNOW that
this is the best TV program/radio
station/magazine/newspaper to reach my customers." This
of course was usually based on their own viewing, reading
and listening habits and not on any kind of research.
Many people like to make business decisions based on their
"gut reaction". I'm all for listening to your intuition
when it comes to marketing, but you do need to throw in a
very big dose of marketing know-how as well.
Or another way to put it more bluntly - just because you're
footing the bill doesn't mean you always know what's best.
I came to realize quite quickly with the help of my
business coach that sometimes, just because it makes sense
to me, doesn't mean it actually does!
I've seen many small business owners who never achieve the
level of profits and success that their great products and
services could generate. A lot of times it's because they
think that marketing is easy to figure out - that you just
need to apply some common sense.
Read the statements below and decide if you are basing your
marketing decisions on common sense or not.
1. Do you know the most important thing you need to do to
find and keep more clients?
Many small business owners think it's awareness of their
company ' that if people only knew what a great service
they offer, they'd be beating down the door.
This used to be believed as common sense for all businesses
but really, that only works for huge companies with very
well-defined brands like Coca-Cola.
The number one thing that small businesses need today is a
very clear idea of what benefits and solutions you provide
to solve/alleviate the problems of your prospects and
clients. Figure this out and you're on your way.
2. Have you figured out where selling fits into your
marketing process?
Many people mistakenly think that marketing is all about
selling - again, an idea that is taken as being true.
But actually, if your marketing successfully nurtures an
ongoing relationship with prospective clients, selling
becomes almost unnecessary. They come to understand the
value that your products and services can provide and they
don't need to be "sold". In fact, if you are focusing too
heavily on "selling", you could be chasing prospective
clients away.
3. Do you think that marketing's only job is to find new
clients?
Again, another so-called truism from the "old" days of less
competition and no global markets. But nowadays, smart
marketers realize that in order to fully realize your
profit potential, your marketing strategies need to
concentrate on keeping clients as well. We've all heard
that it costs more to find a client than to keep a current
one. One way your marketing can keep them profitable is by
up-selling and cross-selling.
4. Do you give away stuff for free in order to grow your
profits?
Many business people think it flies in the face of common
sense to give products, services and even ideas away for
free. Actually, for small businesses wanting to gain the
trust of prospective clients, allowing them to sample the
value of the company's offerings with a well-thought out
and targeted "freebie" can skyrocket your sales.
There are many advertising and marketing "rules" that just
don't apply anymore to this world that we operate our
businesses in now. Don't let your idea of what constitutes
marketing common sense negatively impact you and your
businesses growth.
----------------------------------------------------
Jody Gabourie, The Small Business Marketing Coach, delivers
simple, innovative and powerful marketing strategies to
help business owners find and keep their most profitable
clients. To learn more about how she can help you take your
business to the next level, and to sign up for her FREE
special report, ezine and articles, visit her site at
http://www.JodyGabourieMarketingCoach.com
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