In educational circles the word “sales” is usually followed by the words “and marketing”. Practical reality, however, clearly illustrates that the order of operations is backwards. I’ll even go one step further and say that marketing is the more important element of the two. Marketing is what makes you familiar. It builds your pipeline. Sales empty it. An empty pipeline equals zero sales which equals no money for you. I don’t care how good you are at closing a deal. You can’t close what doesn’t exist. So pull up your suspenders, put on your boots, grab your spade, and go plant some seeds. If you’re from my part of the world you’ll also need a trellis system and some ½ gallon emitters.
There are a multitude of strategies when it comes to marketing and you’ve probably tried most of them at one point in your career. What’s interesting is that, to an extent, it doesn’t really matter what methods you employ. What matters is if anyone knows who you are. Recognition and reputation is the key to a successful marketing strategy.
Recognition comes through consistent marketing efforts focused on your target market. Markets change, people forget, and your competition won’t quit. If you’re not in front of your customer your competition is. Heck, even if you are in front of your customer your competition is too. If you were there first you have the advantage. If not, be persistent because when your competition screws up you’ll get the call. Remember the opposite is true as well.
Reputation is earned through great service and by delivering results beyond expectations. It takes a long time to build a solid reputation, but once built it makes your marketing efforts much more effective. Your reputation allows you to leverage you existing customer base for referrals and references. Prospects are more likely to believe your customer when they say how great you are versus you telling them how great you are.
Here are the top three strategies I employ, in order:
Current Customers – I reach out to my customer database at least once a quarter through telephone calls and e-mail. The top 20% get a phone call AND an e-mail. The rest just get e-mails. I’m not just calling to see “How they’re doing?” I’ve got specific information that they need; market research, economic news, recent industry developments. I don’t waste my money on paper (newsletters, postcards, etc…). They just get thrown away anyway. Save some trees. If my clients ask for a hard copy then I’ll send them one.
Professional Referral Network – I draw a circle on a whiteboard and put the name of my company in the middle. Then I draw ten circles around my circle. In each circle I write the name of a business line my customers use or might need. Then I make a list of everyone I know that operates such a business. I want to know at least three people in each category. For example, my clients use CPA’s, Insurance Agents, and Real Estate Brokers. Then I reach out to my network and explain to them that my clients might have a need for their services and that I want to understand their specialty or differentiation. It’s important that each business have a slightly different flavor in order to accommodate the different personalities of your clients. Approach it from a perspective of what you can do for those in your network. You must give in order to receive.
Professional Organizations - Join a professional organization. Good options include your local Chamber of Commerce, local Economic Development Agencies, and local Business Networking Groups. Join a Service Club like Rotary or Kiwanis. Be mindful that service clubs are not business networking groups. Do go there expecting referrals. That will happen over time commensurate to your involvement. The key is to stay local. Most of your business will come from within a 10 – 20 mile radius of your office. So focus your efforts there.
While these are my top three strategies they are most definitely not the only ones I employ. My marketing plan has ten core strategies and five alternatives. Included in those strategies are direct marketing, seminars (in person, online, and recorded), e-mail campaigns, writing articles for publication, press releases, and blogging. Get creative. Be Persistent. And TAKE ACTION!!!
Call Me:
Chris Cappeto
(707) 888-4402
e-mail me:
chris@baltimore-financial.com
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