The three phases of small business marketing are as
predictable as the phases of the moon. Work with the small business marketing
cycle to generate a steady stream of prospects and to convert prospects
to clients.
You want to attract more clients to grow your business, but you're not sure where
to start or where to focus your efforts. You've tried advertising in various
media, a web site, cold calling, brochures, and direct mail, but none of these
are generating as much new or repeat business as you'd like.
Marketing is costly and can be frustrating when its not working; to get more
out of your investment of time and money, understand how marketing can and should
work to drive prospects to your door.
Understanding the Marketing and Sales Cycle
Marketing progresses through a series of steps to get to a sale or repeat sale.
No matter how much you might like to have a full moon on any one night, you can't
skip the quarter moon and half moon to get there.
The first phase of marketing is Getting Attention. People need to know that you
exist and what it is that you do or offer before they can buy. The second phase
is Positioning; before a prospect will part with their hard earned dollars, they
need to get to know and trust you and learn the value of what you provide. The
final phase of the marketing cycle is Selling, getting first time and repeat
sales.
Unlike the moon, you can affect the marketing and sales cycle. You can influence
your prospects to generate a steady stream of clients and customers.
Learn how to attract more prospects and convert
them to clients by putting the marketing cycle to work for you. In "Earning
More by Marketing Smarter" I detail what how do this.
Getting Attention Step 1 - Generating Awareness
Introduce yourself to prospects and tell them what you do and how you
can help them. Make sure your marketing message addresses your prospects'
interests, and then use it to write ads that pay for themselves, whether
you are using google/adwords, ezine ads, newspaper ads, or radio spots.
Step 2 - Motivating Prospects to Action
Use everything from your ads, to your business card to your web site
to stimulate a contact or a conversation. Give prospects a reason to
take the next step and respond by emailing or calling you or visiting
your store.
You can get attention to grow your business in just
15 seconds. The key is having a brilliant
marketing message, one that prompts people to contact you.
Learn how with "15
Second Marketing."
Positioning
Step 3 - Establishing Credibility
People won't buy from you until they feel confident that they know and
trust you. Use your articles, books, interviews, and testim0nials to
establish your credibility and help prospects feel confident in buying
from your firm.
Step 4 - Clarifying Your Value
Whether you are selling a $15 book, a $10,000 business consultation,
or a $50,000 car, prospects won't make a commitment unless they understand
in their own terms the value you are providing. Use your small business
marketing materials, your web site, and your conversations to help prospects
define the value of your goods or services. Selling
Step 5 - Receiving Commitments
Whether it is helping a prospect to sign up for your free ezine, scheduling
a conversation, buying a manual or sending you a check for your services,
to move the process forward you need to ask for and get a commitment.
Learn how to use your web site to Get Attention,
Position your business and increase Sales with "Creating
Web Sites that Sell". I wrote this manual to show you
to make better use of the web to grow your business.
In "Creating
Web Sites that Sell" you'll learn how to avoid common web marketing
mistakes that can kill your sales and how to structure your site and content
to motivate prospects to contact you and buy your products and services. Here's the link to get your copy.
Step 6 - Providing Service that Generates More Revenue
You'll sell your products or services if they solve a problem or satisfy
a need. Your objective is to give people what they want. Do so and
they'll be happy. The second objective is to sell them what they need.
Do this and they'll come back to buy your other products and services.
Step 7 - Maintaining the Relationship
Once a prospect has become a paying client, you want them to stay with
you and continue learning and buying from you. Continue to stay in touch,
clarify the value of your products and services and prompt prospects
and clients to buy from you and refer new clients to you.
Getting Attention, Positioning, Selling; a three-step cycle that
you can anticipate and influence using the seven steps outlined above. Put
these steps in order and you'll move many more prospects through the marketing
cycle to increase sales.
Email Charlie Cook Helping you attract more clients
and be more successful
