Most businesses almost make it difficult for a prospect or
customer to buy from them. Most businesses do business from
9 to 5. This is a common mistake.
You must be prepared to do business when the prospect is
ready to do business. With the technologies that are now
available, especially with the Internet, there's no excuse
for a business not to have a 24-hour phone service center.
Even a simple answering machine can work wonders if
utilized as a marketing tool.
To do this you must persist so that your prospects never
have the opportunity to forget who you are and what you can
do for them. The only way to discover what it is your
prospects want is to test. You can't know what your target
market wants, what the best price is, what the best selling
package is, or what the best approach is until you test.
As a marketer, you have the obligation to find out from
your market what it is they want. The way to find out what
they want is to test one marketing approach against
another, one ad concept against another, one headline
against another, one television or radio commercial against
another, one price against another, and the list goes on
and on.
You cannot guess what your market will buy. It is something
you must discover by testing one approach against another,
and by carefully analyzing and tabulating the results. Once
you do this, you will be amazed that one approach always
substantially out-pulls all the others by a tremendous
margin.
You must demand maximum return from every marketing dollar
you spend. Testing is what tells you where to spend your
marketing dollars. Remember, an ad costs you the same
amount of space, production time, or air time whether it
produces 20 prospects, 100 prospects or 1,000 prospects. It
only makes sense that you should test different ad
approaches to maximize your investment. Testing takes
persistence, but it will payoff big if you do it.
Marketing is never an event, it is always a process. Keep
this in mind when you consider selling something to your
market. Your business will never succeed on a large scale
basis unless you commit to writing a plan that guides you
to success.
This is a fact that all too many businesses will never
accept, to their own demise. If you don't have a marketing
plan, you'll never reach any truly substantial objectives.
Establishing a marketing plan for you approach cna be done
bt writing down the following:
¤ A specific, clear, precise dollar objective for each year
for each of your products or services.
¤ A specific dollar amount for each month for each of your
products or services.
¤ An objective evaluation of all of the different marketing
alternatives that will help you reach your monthly and
yearly goals.
¤ An exact indication of which marketing alternatives you
have decided to use, in what ways, and how often, and how
much these alternatives will cost you in money, time and
materials.
¤ Techniques to use that will help you keep track of your
customers and prospects.
¤ Techniques to use to help you sell the "back-end" to a
new customer.
These are the basics that you need in your plan. With this
information alone, you'll probably perform head and
shoulders above your competition. If you want to take the
plan further, make sure you include precise deadlines for
each step. Then take each of these steps and break them
down into action steps that you can take on a daily basis
to reach your monthly and yearly
goals.
About
The Author
Abe Cherian is the founder
of Multiple Stream Media,
a company that helps online
businesses find new
prospects and clients, who
are anxious to grow
their business fast, and
without spending a fortune
in marketing and automation. http://www.multiplestreammktg.com
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