s to discover which half. You don't know - so do it all.
Make your marketing personal. Relate to people because people buy .companies don't buy. But don't take rejections - real or imagined - personally.
One of my good clients stopped returning my calls. I
continued to call and send information. I felt discouraged. I thought she didn't like me any more. A year later she called to say, "I had a major operation and I did not feel like talking to anyone." Boy, did I feel stupid for thinking it was about me. Often when we don't hear back from our clients and prospects -we think it is us. How can we be so self centered. The world does not revolve around us. Just ask my teenager - it revolves around her.
Fine-tune your database of clients, prospects and contacts. Treat your best clients special. Offer them special services. Airlines do this with their frequent flyer points and special status. Stay close to your best clients, keeping them informed and staying informed about them and their business.
Be unique. Discover the 'unwritten rules' of
Your business then break them to be different. Dell broke the 'rule' tha.computers must be sold through dealers. Dell is now a leader i.computer direct sales. Stand out from the crowd. Watch for changes in your industry that may threaten your market. If the crowd goes down you don't have to go with it. The leaders in any market do well even in downswings.
Network with leaders in other business to learn about changes - threats and opportunities in their industries. These are people who may or may not actually buy your product - but you gain information, prestige and inspiration from them. You might partner with them for a joint promotion. It builds your credibility to be seen with leaders.
Build your credibility as an expert with the help of the media. Develop your media contacts. You will get the best results from appearing in print. Print has the greatest credibility and you can photocopy it for those who did not see it. Build relationships with editors, writers and reporters in the publications your prospects and clients are most likely to read - or respect. Include these media contacts in your database and treat them like your best clients. Keep them informed of changes in
Your business. Meet them for lunch or coffee. Offer to introduce them to some of your other contacts they may be interested in meeting.
Write articles about your expertise for the publications. Don't expect to be paid for the articles - you want to get your name out often. The easiest articles to write are tips lists. Editors like them and readers love them - easy to read and use. Once you get published - recycle the articles and offer to other publications. Photocopy the articles and send them to everyone on your database - or at least to your best clients so they receive useful information and see what an expert you are. You must be an expert if your words are in print!
Keep
Your business alive, invest in future growth through smart marketing.
About The Author
© George Torok is coauthor of "Secrets of Power Marketing", Canada's first guide to personal marketing for 'non-marketers'. He delivers
seminars & keynotes across North America. To arrange a speech or training program you can reach George Torok at 800-304-1861 For more information about
seminars visit
Torok.commailto:
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