Imagine telephoning someone that you don’t know.
“Hello,” you say to them, “I was wondering whether you would like any (insert your product / service here)?”
What sort of reception do you think that you would receive?
In the markets that I have studied, only about 5% of the people in that market are looking for a new supplier or to change brand. That equates to 1 person in 20.
The challenge is that if you call them or knock on their door, they probably won’t reveal that they are in the market for the products or services that you are selling, as most people are somewhat coy (and they don’t like cold callers).
This is where marketing comes in. Effective marketing creates brand awareness, which is worth its weight in gold. Brand awareness goes a long way to explaining the groceries in your kitchen, the clothes that you are wearing and the products that you use in your personal and professional life.
Marketing can bring customers to you who are interested in what you do. It usually takes several messages / visits to your website until they feel comfortable with your name. If you are lucky, they may give you a go. If they enjoy the experience, they may buy again. Sometimes, they love you so much that they become customers for life.
This is why big companies tend to invest so much in marketing. They want to keep their name out there, bind current customers to their chest with hoops of steel and find new customers.
In order to do this, they need a marketing strategy, promotional campaigns and effective selling processes.
The questions to ask yourself are:
* Is our marketing working?
* Do sufficient people know about us?
* Can customers easily find us?
* Are we attracting sufficient sales enquiries / first time buyers?
If you are not happy with your answers, email me via nigel@nigeltemple.com or call me on: 01628 773128
