June 12, 2000
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Building a Great Marketing Strategy
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Building a Great Marketing Strategy
Archive
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Building a Great Marketing Strategy
by "Wild Bill"
The key to a building a great Marketing Strategy is knowing how to
find and filter your prospects to finely selected customers and
clients. This is not to say you can't and won't accept customers
that come by any other means, but your business won't survive by
relying on walk-in customers.
You want to ask yourself, "Where do I find prospects"? You find them
where they normally go. I know, what a lame answer. But, it happens
to be the right answer. Many entrepreneurs don't give this simple
fact enough consideration. A few ways to reach these prospects could
be Publishing a Newsletter, Writing Articles, Discussions Lists,
Direct Mailing, Chat Rooms, Newsgroups, Calling them on the Phone,
Sending letters or brochures, Free & Paid Advertising, Joining
Online Clubs and Organizations, Attending Conferences and Conventions,
Ad and Banner Swaps, Link trades, Search Engines and Directories,
and make yourself available to help others as much as time allows.
These are just a few ideas. You have to know where to look and who
you are looking for. Remember your target group. I mean you wouldn't
join a technical list if you wanted to interact with prospects that
were getting married.
You must qualify the prospect by making them realize that you are
talking about them. You can find more about this in a recent article
I wrote: HEY! You're Talking About Me!
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This article will offer an example of getting the prospect to
realize that they should be listening to what you have to say.
Once you have their attention then what? You have to get them to see
the benefit of your product or services. Here are 3 crucial questions
you must answer to make your prospect see your benefits.
- What exactly is the benefit of your product or service
- How will you go about making this benefit work for them.
- Why they will be more successful with your product or service.
As soon as you have the prospect's attention, tell them the benefit
(your product or service) that you provide. Keep it clear, easy to
understand, short and to the point. Describe your service or product
in such a way that there is no mistaking yours will make the
difference. Offer proof of competence, experience and testimonials.
Don't over do it. Just a little invites interest, too much invites
suspicion.
To turn a prospect into a customer you must make them an offer and
show them how to respond to the offer. There are two ways to get
the response. The hard and soft response request. The difference
between them is the commitment you require from them. A hard request
might mean that they must commit to speaking with a representative
or even committing to the product or service at that time. A Soft
Response on the other hand could mean getting a free brochure. The
value of each response differs as well. The CPP (Client Per Prospect)
Rate is much lower from a Soft Response Request than a Hard Response
Request. The way you decide to go will depend on your circumstances.
Direct sales should always close with a Hard Request. Whereas a
department store would work better with a soft response. You must
decide on your best Response Requests.
Gaining the response is what we call activating your prospect.
Important rules to calling a prospect to action:
- Be Prepared and know the answers.
- You must show, tell and/or demonstrate to the prospect what
he/she/they are buying.
- You must make an offer that is too good to be ignored.
A few techniques used in activating a prospect:
- The "Free Sample"
- The "Great Introductory Deal"
- The "No-Risk Offer"
In Closing: My goal here is to open your eyes to a process in action.
These are just a few ideas to help you along in the process of gaining
response. As always I invite you to read more of my articles on
marketing tips to help you succeed in business. Find more of my
articles at "The InfoZone", the largest Business & Marketing Article
Archive on the Internet.
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