With the understanding of the 4Ps of marketing, namely, product, price, place and promotion, getting about marketing your business will come down to basic concepts and practices.
Initially and in quite basic terms, your customers can only buy from you if they know that you exist! Hence, you will need to 'educate your market' about your products / services.
Never Give Up!
Selling your products or services is a tough job. Don't lose your spirit by the countless refusals and let downs by potential customers. Very often people are too polite to say 'no' when they are not interested in your business proposals. Being 'led up the garden path' is just another aspect of sales and, if you have researched your market properly, you will soon find buyers.
Deadlines!
Whatever method of promotion that you will be using, always aim to stimulate an immediate action. An advert is far more effective if it has some kind of deadline or 'incentive to act now' before the customer loses interest. e.g. 'Sale Ends Bank Holiday Monday' or 'Free Gift If You Book Now'.
Reputation and Loyalty
It’s important that you understand that your customers are your most cost-effective advertisers. If they are pleased with your products / services they would be the first to recommend you to their peers. They are even more efficient messengers if they are displeased so be sure to present a good image at all times.
Various methods can be used for marketing.
Mail and Leaflet Droplets
There are many firms that can supply mailing lists. Always try to ascertain how they were compiled; this factor will have a huge impact on response. This is a relatively low-cost method of marketing but don't expect to reap more than 2 or 3% response.
Advertising
Don't go overboard with your advertising budget. The more you can identify your market, the more you will be able to target potential customers directly. Any money spent on promoting your product / service to the wrong people will be wasted.
Direct Sales
Telesales and Door-to-Door sales give you more control over your market than other methods of promotion. A team of sales people, in constant contact with customers and decision makers, is also a great research tool. Learn from their experience and adapt your products / services to suit.
Exhibitions
Most industries have one or two major exhibitions in the year. They are often expensive but can be a way to make contact with a vast quantity of potential customers, in a short time and under one roof. The visitors often travel miles and make a lot of effort to attend, thus qualifying themselves as 'high quality leads'. Many exhibitions sell a mailing list of visitors, a good method of targeting a prime market on a budget.
|
