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Marketing Myth #27:
Our clients know how to reach us, if they need to. |
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 Year in and year out, the statistic is the same: the #1 reason why people or companies change vendors is Lack of Attention.
Remember, marketing isn't logical; it's emotional. Just because someone knows how to reach you, doesn't mean he or she will call or send an email. People might be annoyed that they're spending a considerable amount with your company and not hearing from you. They might be cynical about the fact that you call only when you have something new to sell.
You've read it here before, but I'm going to repeat this until I'm blue: marketing is a new ballgame today. The old unknown-to-unknown methods are increasingly ineffective. Waiting for someone to call is simply too passive. Pro-active marketing is the key.
The marketing rules of the new ballgame are very simple: face-to-face, voice-to-voice and education. When what you're doing falls into one or more of these categories, you'll be delighted by the success of your marketing.
Let's imagine that you're feeling guilty because you haven't stayed in touch. Call and say you really messed up; you should have called weeks (or months) ago. I promise you, and there's not much I can promise, the person you called will let you off the hook. "Oh, don't worry about it; we've both been busy" or something to that effect.
What makes them so forgiving? They're pleased to hear someone admit a mistake or oversight. What all of us hear routinely are excuses and defensiveness. Often someone tries to pin the blame on another. When we actually apologize - even if we did nothing wrong - people cut us plenty of slack.
We're close to the final quarter of the year. It's time to think of a Marketing Plan. It's time to include in your Plan how you'll pro-actively stay in touch and not wait for the phone to ring. It's time to build and maintain relationships. After all, people buy from you because of confidence, comfort level and trust. Don't let them down.
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Visit Adrienne Zoble at www.azobleassoc.com. Check out her Do-able Marketing Plan workbook and her 10-Minute Marketing Plan Program. Her Schmoozing Calendarwill provide ideas for productive ways to build relationships and form alliances.
Perhaps
your organization or company is looking for a dynamic,
tell-it-like-it-is speaker; or you need an article/column for your
publication or newsletter.
Adrienne Zoble will help you sell more in less time,
even in these challenging times.
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Adrienne Zoble Associates, Inc. azoble@azobleassoc.com
1060 Sailors Reef www.azobleassoc.com
Fort Collins, Colorado 80525 970/282-1150
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