You can make the sale. You know your core message. You know your target market inside out, right?
But if you have even one employee than you've got another sales job to do. Everyone in your organization must also be sold on the dream you have. Everyone who answers the phone, walks the sales floor, attends that Chamber event, or follow-up on a sales lead in your company's name must be sold first.
Let's start to think of your employees and strategic partners as internal prospects. What have you done to really light their fire about what your company does, about how it is different, about the unique value you can bring to a service relationship?
Most of the time small business owners completely neglect the notion of what might be called "marketing training." But then they wonder why no one in the organization get pumped up about providing over the top service. Or why no one really has a clear picture of who or what makes a good lead.
I can stress this notion enough. Any person in your organization that comes into contact with a client or prospect in any fashion is performing a marketing function.
So, now that you know who the first target market is, get out there and start pounding the isles, cubicles, break rooms, and conference tables looking for prospects who are just dieing to to be sold on the vision you have for the business.
What if everyone if your company was made to understand that part of their job, no matter what else they did, was marketing.
Can you imagine an organization with a culture like that?
Picture this. Your head of operation is at a cocktail party and someone asks them what they do for a living and instead of this: "I'm the head of operations for a small electrical contractor" they utter these words: "I make contractors look brilliant."
Or what if a field technician was confronted with a problem and instead of passing that problem on they saw to it that the problem was addressed and then they called the client back and made sure they were happy and offered to send the client some movie passes for their trouble.
Here's an idea. Go out and print up new business cards for everyone at your firm that say vice-president of field operations and marketing fanatic. The marketing fanatic now becomes a part of everyone's title.
Of course, now you actually have to do the sales job or, like any good selling, the process of educating your internal clients. But here's the good news. They want to be sold. They are dieing to be sold.
I suggest you look at setting up quarterly meeting that focus on all aspects of marketing your firm ? lead generation, selling, and customer service. Then maditorily invite your entire staff for marketing seminars.
Build marketing training into your hiring meetings and staff orientation. Make it a part of your routine reviews. Write a entire chapter on marketing into your employee manual.
If you meet resistance to this notion it is because you have not made it priority in the past and people will always resist change. The key is that make sure they understand that this isn't just another chapter from the latest business article you read. You must make the new found emphasis on marketing an expectation and a requirement.
Teach you people who makes a great client, the exact words they should use to describe your firm, how your firm is different, the promotions you have planned for this month and next month, the challenges your prospects face, the goals you have set for your marketing.
Finally, find a way to turn your marketing into a game. If you can find a way to motivate everyone in the organization to help grow the enterprise, think what a machine you could create. And if you find that you have people that don't want to play the game?do them a favor and get rid of them. Let your folks know from day one that they are part of the marketing team.
Copyright 2004 John Jantsch
About The Author
John Jantsch is a marketing coach and creator of the Duct Tape Marketing System. You can get more information about the Duct Tape System and download your free copy of "How To Create the Ultimate Small Business Marketing System in 7 Simple Steps" by visiting http://www.DuctTapeMarketing.com
![]() |
|
![]() |
|
![]() |
|
![]() |
Your customers don't know what they want. And to assume... Read More
If you need evidence that a testimonial or referral can... Read More
After spending 30 minutes in a coffee shop with a... Read More
60+ hour workweeks, cash flows that constantly keep you up... Read More
Two years ago I started my small Virtual Assistant business... Read More
Benefits, that's what!Whether you're selling in print or in person,... Read More
Just because you have to stretch your marketing dollars doesn't... Read More
As best you can, answer the following twenty-five questions. There's... Read More
Before you ever get on the telephone, send a marketing... Read More
It's where your employees are in a 'special place' when... Read More
"Get your positioning and your programs implemented properly, and the... Read More
There are many psychological reasons why people will buy from... Read More
1. Know your purpose: What do you want your direct... Read More
While I am not talking about the movie "Matrix", you... Read More
When marketing themselves to leads and prospects there are five... Read More
One particularly hot south Texas day, I was making a... Read More
Never tell people how to do things. Tell them what... Read More
It was a real eye-opener to hear the perceptions people... Read More
If you're just dipping your toes into the waters of... Read More
This really and truly is the easiest (and most profitable)... Read More
Oh come on! FREE is free. Zero, zip, nada, zilch.... Read More
Everything happens Quickly and Instantly on the Internet. In the... Read More
Sometimes you can use a guarantee effectively in your headline.... Read More
What's in a name?Think of your business name as an... Read More
It's 1954. Yes, Mrs. Patricia Smith has been a good... Read More
Gain the exposure you need to succeed with these ten... Read More
1. Determine the goals of your promotional products program. Do... Read More
"Make money for taking surveys"," Cash for your opinion", "Make... Read More
Buying your promotional products and corporate apparel online provides five... Read More
Marketing is a vital aspect of a business' operations. It... Read More
Do sales come from your ezine regularly? How many well-written... Read More
No, customers aren't bloodsuckers (well, maybe a few are!) and... Read More
With the increased challenges that all companies are faced with,... Read More
The buzzword these days is "relationship" marketing. Just what is... Read More
Market research is a critical component of any marketing strategy.... Read More
The most crucial aspect of having a high response rate... Read More
When commercials come on the television do you get up... Read More
All small businesses can benefit from inexpensive off the shelf... Read More
There's really only one thing that separates Image advertising from... Read More
Do you have an elevator speech? Does it get people's... Read More
I met a lady who said she received a notice... Read More
Preparing a Marketing Plan for your product or service is... Read More
Traditional marketing and advertising assumes that all of your customers... Read More
Do you own a small business? Do you wish to... Read More
"There is only one way to judge the effectiveness of... Read More
Referrals are an extension of Networking. If people like you... Read More
All too often people look at marketing ROI in terms... Read More
Your local Chamber of Commerce.Now before you stop reading, I... Read More
Your market is who you want to reach. Your customer.... Read More
It takes money to make money is an adage we... Read More
Have you ever chosen to pay attention to someone just... Read More
A seasoned networker knows the real meaning of networking --... Read More
Quit spreading those chain letters, nothing is going to happen... Read More
In my experience, there are two kinds of small business... Read More
Your business depends on the success of your marketing efforts.... Read More
Stuart from Colorado had talked to a number of marketing... Read More
What benefits will you get from flyers?Flyers are much different... Read More
How many of your customers are loyal customers? More importantly... Read More
Last month we looked at what you need to do... Read More
The United States Post Office in the past had some... Read More
Marketing is a business process about which much is written,... Read More
Which sale is the most important one you will ever... Read More
John's a freelance photographer in Ohio who called to tell... Read More
How Toyota Captured the #1 Market Share . . .... Read More
If your company doesn't have a direct marketing program in... Read More
Of all the web sites belonging to coaches, consultants and... Read More
Marketing |