None of us have enough time in the day to get everything done, but small business owners and entrepreneurs like you are particularly pressed. You wear so many hats; there is a seemingly infinite list of tasks to accomplish each day, from providing services to clients, managing product distribution and delivery, to keeping accounting in order.
You try to fit in some marketing when you can, but you're not sure which activities are essential to do each week or each month to build a steady stream of clients. You make some calls, send out a mailing or put up a web site, but you still have that nagging feeling that if you knew which marketing activities translated into the most new business, you could be more successful.
You want more clients or, if not more clients, higher paying clients. So, what are the most important marketing tasks to do in order to attract more of the right type of prospects?
Build and Maintain Relationships with Prospects
Your number one marketing priority should be to build relationships with lots of qualified prospects. It sounds obvious, but remember that the reason to advertise, network or to have a web site is to generate leads, leads you can then convert to sales. Take a look at the number of years you've been in business and the size of your prospect list.
If your advertising, networking and web site are working, you should be able to generate new leads and a growing list of qualified prospects each month. A successful website, for example, can generate hundreds, if not thousands, of new leads monthly.
George recently signed up for my coaching services. He has been in business for over ten years, but his prospect list consists of less than 150 names. George should have contact information for thousands of prospects by now. Even without an active web based lead generation strategy, if George had added every prospect and client to his list over ten years his list should contain over a thousand interested people.
How many more sales could you close if twice as many - or ten times as many- people know how you could help them?
The first step is to get prospects' attention with your marketing message and materials. Then you want prospects to take the next step; to contact you, buy from you right away, or add their name to your mailing list. Offering free, relevant information such as a report or free workshop will prompt your prospects to give you their contact information and increase the results generated by your advertisements and mailings.
How big is your target market? What percentage of this group is on your mailing list?
Your goal is to help as many people in your target market learn what you do and to get them to give you their contact information. Once you have their permission to stay in touch, you can go to work building a relationship with them.
Demonstrate what you do so they understand its value and you establish your credibility. When they know and trust you, they'll be happy to tell you what they need and to buy your products and services.
So how can you incorporate lead generation and building relationships with prospects into your weekly schedule?
1. Each week reach out to get the attention of people who haven't heard from you. Do this through your advertising, web site marketing, articles, mailings or cold calls (if you know how to use them). But don't spend a dime on any of these unless you have a strategy in place for converting this attention into sales and qualified leads.
2. Set aside time each week or at least each month to stay in touch with your list of qualified prospects and past clients. As your list grows, use your time to focus on past clients first and use a mass mailing or email to stay in touch with other prospects. Share an idea your prospects they can use and they'll be reminded again and again how much you know and why they should buy your products and services.
3. Use your communication with prospects and clients to help them identify what they need and understand how your products and services can help them. You may think that doing this once should be enough, but most people are too busy to read every mailing they get or to remember the details until its pressing or important for them to act on. With regular correspondence you'll increase the chances of putting your information in front of your prospects when they are ready to buy.
4. Set aside time each day to contact qualified prospects. If someone has sent you an email, left a phone message or otherwise expressed interest in your products, pick up the phone and call them. Quickly identify whether they have the authority and interest to contract with you and either continue the conversation or move on to your next lead.
Get attention; build your list of qualified leads; regularly help prospects with your ideas; and respond to your most qualified prospects promptly when they request services. Do these four things every week and every month and you'll soon have many more prospects eager to learn how you can help them, eager to buy from you and more new clients than you ever thought possible.
Charlie Cook 2005 © In Mind Communications, LLC. All rights reserved.
The author, Charlie Cook, helps service professionals, small business owners and marketing professionals attract more clients and be more successful. Sign up to receive the Free Marketing Plan eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com
![]() |
|
![]() |
|
![]() |
|
![]() |
Why does your business need to be in the Search... Read More
Sometimes, experiencing bleak sales is a matter of failing to... Read More
If you are a mobile auto detailer or mobile car... Read More
1. Know your purpose: What do you want your direct... Read More
While focused, strategic networking is usually the most efficient way... Read More
As an educated professional, your success is based on what... Read More
But more importantly, watch what they do. If you do... Read More
New Year's is a good time for strategic planning or... Read More
Earlier in my career, I worked for a training and... Read More
Don't get me wrong. I certainly don't think the majority... Read More
Article marketing is the latest buzzword for marketers... Read More
"You can make more friends in two months by becoming... Read More
Building business relationships through networking is a great way to... Read More
Sometimes we loose site of the small things in life... Read More
Do you have a list of marketing ideas that you'd... Read More
Every company searches to lure customers to their product. Unless... Read More
Many a home business owner has spent sleepless nights thinking... Read More
Turning a modest $100,000 annual turnover into $1,191,817 may sound... Read More
The N-word! We all know the value of networking and... Read More
Are postcards better for building awareness or for selling?In my... Read More
What Is A Joint Venture?A joint venture is an agreement... Read More
The trick to a good promotion is to attach your... Read More
Are there really ways you can get valuable marketing exposure... Read More
I don't know about you, but I am still waiting... Read More
Toby is one of our two family pets (both cats).... Read More
This is a pretty tough global economy and it is... Read More
How smart is your marketing? Do you follow the crowd... Read More
In your marketing efforts, be they on or offline, it's... Read More
Each and every day those of us on the Internet... Read More
Lots of people network but few reap the rewards of... Read More
Grant Businesses have a love-hate relationship with the Yellow Page... Read More
Do you think you don't have enough time to market?... Read More
To be your own marketing expert you first need to... Read More
Each year, advertisers with super sized budgets sink millions of... Read More
Want a simple, low-cost way to boost your sales? Just... Read More
Do you know your audiences? I mean really know... Read More
Joint Venture marketing has become a highly popular way for... Read More
Far too often we see small businesses rush into doing... Read More
There are many different ways to market offline, each important... Read More
A business card makes a statement about who you are... Read More
"Make money for taking surveys"," Cash for your opinion", "Make... Read More
Benefits! They're what marketing is all about. No doubt you've... Read More
Motivating strangers to give their money away is one of... Read More
I read an article recently about how many mainstream retail... Read More
A lot of small businesses make the mistake of thinking... Read More
It seems nowadays every marketing guru and their brother-in-law has... Read More
The steps to creating an effective marketing plan begin with... Read More
One of the biggest mistakes coaches, counselors and other healing... Read More
Direct Mail CampaignsDespite the proliferation of communication facilitators--mobile phones, faxes,... Read More
1. It costs less to delegate to a professional than... Read More
Multi-level marketing is really a partnership. You go into... Read More
One of my favorite quotes is often used to describe... Read More
I attended a "Sales Focus" seminar a few years back... Read More
The Logo: a little historyLogotype, commonly know as a logo,... Read More
With so much money invested on innefective advertising, it's time... Read More
IntroductionMany businesses and organisations have a perception that marketing means... Read More
Develop These Six Critical Marketing Traits...And Success Will Surely Follow.If... Read More
Tactical marketing processes are once again undergoing fundamental shifts from... Read More
Do you have a list of marketing ideas that you'd... Read More
Loyalty marketing has been around for as long as retailing... Read More
Skilful business writing involves getting your message across simply and... Read More
Will postcards be an advantage for you?The latest craze these... Read More
There's a saying that half of all marketing efforts are... Read More
Picture this. You develop some product or service, spend countless... Read More
People are making a fortune on pamphlets. If you go... Read More
I vaguely remember a particular story from my childhood. It... Read More
Marketing |