Article courtesy of Joe Gracia with www.givetogetmarketing.com
Six Major Marketing Concepts You Need to Know (Part 2)
In Part 1 we covered 1) focus on helping rather than selling, 2) the two emotions related to marketing (feeling good and feeling bad) and 3) the power is in your offers.
If you missed Part 1, you can read it here:
Continued from Part 1...
Today we'll continue with our remaining major marketing concepts.
4. Follow Up Seven Times
When it comes to contacting your prospects, once is never enough. The standard today is seven or more times.
People need time to get to know, like and trust you before they will feel comfortable enough to do business with you.
Once a prospect has shown some interest in your product or service there are a number of ways you can follow up. You can do it in-person, phone, fax, mail, e-mail, etc.
You want your prospects to have your business uppermost in their minds when they are ready to buy. To make sure that happens, just remember the magic number seven.
5. Sell What Sells
Sounds so simple. But far too many entrepreneurs try to sell what too few people want to buy.
Too often, business owners come up with an idea for a new product or service, and they fall in love with their idea. They mistakenly believe that everyone will feel the same way they feel about their product or service.
So they invest a great deal of time and money in developing the product, producing it and then promoting it, only to find that no one wants it.
Always test your product ideas first before you invest a lot of time, effort and money in them.
Another variation on this problem is the marketer who tries to sell his product to the wrong people.
We had a client a few years ago who was trying to sell very expensive vacation packages to lower middle income families, because she liked those destinations.
Of course, that wasn't the kind of vacation packages that target group wanted, and so, they didn't buy them.
We showed her how to survey this group to find out what kinds of vacation packages they wanted. With the results she was able to design the types of vacation packages they wanted in the price ranges they could afford.
By simply giving her customers exactly what they wanted, her sales to this target group began to soar.
We then showed her how to target upper middle income people for her more expensive tours. Those tour offerings clicked with her new prospects and she learned a huge marketing lesson--Sell what people want to buy.
To 'sell what sells,' find out what your prospects and customers want . . . and then give it to them.
6. Test and Track
Trying to guess at your marketing strategy and tactics is a guaranteed way to fail. The world and people are just too complicated.
Everything you do to market your business will be a test. When you try something that produces good results, you'll keep doing it. When you try something that doesn't produce results, you need to stop doing it.
To grow your business effectively, it's vital that you know what is working and what isn't. There just isn't enough time, energy and money to waste on things that produce nothing for your company.
Tracking is simply keeping track of what marketing efforts you are using, and exactly how many responses you are getting from each one. Without this information, you'll waste a great deal of time and money, and lose even more in missed sales.