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Attracting Perfect Clients
Most small businesses take a rather scattershot approach to marketing. They have a few ads here, a few telephone book entries there, and maybe some sponsorships thrown in for good measure. Big businesses, though, have a much more methodical approach to marketing, three pillars for increasing profits. The good news is that this structure is one that small businesses can implement, too. In fact, it is one that you must put in place if you want to stay successful over the long term. Here is what you need to keep in mind.The first pillar in an effective marketing structure is the offer - or, more specifically, numerous offers. An offer can be a product, a service, or a package of products and services. Obviously, all small businesses have offers, otherwise they would not be businesses. Offers become a part of your marketing structure, though, when you are constantly expanding and improving them to meet the needs of your clients. New offers also please existing clients while welcoming new ones into the fold. Thus, the offers pillar is actually a foundation for the other two pillars of your marketing structure.The second pillar is marketing to your existing clients. Well-branded businesses usually have a fan base that is ready to buy whatever they sell, but nothing new every come out. Recently, I read a remarkable example: Bentley owners like to buy cars every two years. Naturally, they want to buy something different, not the same set of wheels over and over again. The problem is that the car industry has product cycles and lead times that are anywhere from four to seven years. Bentley’s answer to this dilemma is quite clever: every two years or so the make sure that they come out with some kind of "special edition" of an existing model. They re-package it with new colors, perhaps a sport-tuned engine, and a few detail changes, and, voila, they have got something new to offer a client who simply wants something new. A consultant can do the same thing by recording teleseminars and re-packaging them as an information product. In any case, it is key that you always remember to continue to market to your existing clients.The third pillar of your marketing structure is new clients. The benefits of new clients are obvious. Many small businesses fall into a rut, though, in which they do not spend enough time and effort attracting new clients. When you are planning your company development and marketing efforts, you absolutely have to make sure that all three pillars are included - new offers, promotion to existing clients, and attracting new ones. If you are stuck on getting new clients, do not succumb to the temptation to simply work on the other two pillars and hope that word of mouth will carry you through. Take active steps to achieve your goal. If you simply do not know where to start, one place could be Enlightened Marketing's attracting perfect clients membership program.So, to wrap this up, if you want your small business to compete the smart way, the way big businesses do, make sure that you are paying attention to the three pillars of marketing structure. With new offers marketed both to existing and to new customers, you are laying a foundation for long-term business success. Take a look now – here’s the link: http://attractingperfectclients.com.

10:45 28-07-2010 -- Last modification 05:23 29-07-2010 -- This page has been seen 75 times -- size : 3.3ko -- Admin

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