Do
You Own Your Market?
If Not, There Are
only a Few Possible Reasons Why Your Prospects Would
Buy Elsewhere… All
of Which Can Be Remedied With A Few Good Marketing Prescriptions.
Many companies find their marketing
isn’t working
because they have failed to define two key elements of
their business. First is what we call the “Inner
Reality”. This is what makes you valuable from a
product, operations and management perspective. Second
is your “Outer Perception” This is how the
outside world views your business. We would venture to
say that most companies marketing problems -- maybe even
yours can be summed up in one simple statement. Your outer
perception is not an accurate reflection of your inner
reality. When we go to work with your company, we focus
on aligning both sides of your business with our Master
Your Marketplace System. We will implement for both online
and offline marketing strategies to achieve the desired
results. Now more than ever we place a heavy concentration
on introducing our clients to the increasingly valuable
role that a content rich marketing centered website and
the internet play in your low risk product focused
marketing
strategy.
What are the few reasons why people buy elsewhere? Or
at least why most companies think they do?
Reason #1 somebody else has a better deal than what you
offer.
This is not all about price like you might be thinking?
I am talking about overall value here. After all, how can
you expect to win if you are not offering a great deal
or in the very least the best deal in the prospects mind?
Most companies think sales and marketing is like stock
car racing, meaning all the cars are built equally, so
you do not get beat by other cars but by other drivers.
They think the key to the sale is to out -cold call, out
-trick, out persist and out maneuver the other guys. We
disagree with this in a very fundamental way.
What is the difference between sales and marketing or
are they different at all?
For many years people have been using
these two words synonymously and many people I have talked
to think they
mean the exact same thing or that one does not or cannot
exist with out the other. That too is just plain wrong.
Here are the definitions of sales and marketing as we know
them and their fundamental differences. It’s important
you know these in order to capitalize on them.
Sales: This is where you make an
attempt to get someone to listen to you in a selling
environment. Auto sales professionals
are very good at this. Unfortunately in our changing society
we as consumers are not responding to sales pitches like
we used to anymore or at least without being armed with
what? That’s right, information. Today 93% of all
automotive shopping begins online. The days of simple selling
are over. Now you can visit 30 dealerships in 30 minutes
without costing you a dime in gas and without the typical
hassles of dealing with salespeople. Another reason to
highlight why there is nothing more low risk than a website
for marketing and informational purposes.
Marketing: Marketing, good marketing
makes people want to listen to what you have to say therefore
giving you
an opportunity to shorten the sales cycle and make the
deal converting shoppers into actual paying clients because
you have successfully built a case for your products and
services. Thus proving you’re the obvious choice
to do business with if you do it effectively. Now which
would you rather have? A good salesperson or great marketing
that makes average salespeople achieve above average results
without hard selling. I will tell you which is more easily
duplicated and recommended. Great salespeople are in high
demand and low supply. Small businesses must spend their
marketing dollars more efficiently than larger companies.
It’s a shame often times in small business we have
a follow the leader mentality. Let me clarify what I mean.
What that means is that most of us see the commercials
and sometimes cheesy tag lines that giants like General
Motors use. Example: Like A Rock! Or the Budweiser frogs.
Unless your ad budget is north of a billion dollars a year
please don’t advertise your business with plays on
words and other platitudes and generalities like GM or
Budweiser. They can afford the 12,000 road signs and catchy
tunes that you probably can’t. This is what we call
C & R advertising or Creativity & Repetition.
Here are the other two reasons you may not own your market.
The Second reason is because people perceive someone else
has a better deal. And third, people simply do not know
you exist as an option. To remedy these things you have
to innovate your business and take people through the education
process. We do this with well articulated compelling information
and low risk offers that nurture prospects over a period
of time. This will help make sure you are on their mind
when they are ready to make that important buying decision.
Most people when they are exposed to your offer for the
first time are probably not in the market for what you
are selling. If you are in the market this is what we call
being a product of good timing. That is what most companies
pin their very hopes on every month when they are poorly
led and run with little preparation and a good flowchart.
You need to innovate your business so that there is a reason
for people to buy from you. There are hundreds of ways
to do this and we will be happy to share some of those
with you during our free consultation. Innovation can be
summed up as finding a way to provide more overall total
value to your clients than your competition.
What Is Our Inner Reality & Outer
Perception?
This is an important point. I hope it will help you distinguish
the difference between marketing on a website vs. marketing
offline. It is important to know the difference to succeed
in both areas of your business and get a maximum return
on your investment.
Our company’s “inner reality” is
our ability to show our clients how to see their businesses
through the eyes of their prospects and make a contrast
and compare type business evaluation of your products and
services that result in the decision to do business with
you regardless of price. We want you to feel that your
clients would have to be crazy to do business with another
company. How? You will give them all the information they
need to make the best possible decision that you are the
only choice considering the alternatives. When is the last
time you got a call from your friend and they said hey
Joe I went to 6 car dealerships and I bought where I got
the third best deal? It has never happened. If it has happened,
then I hope you are not in business with your friend!
You may have been asking yourself
during the time you’ve
been reading this, that this is great information, but
why aren’t you just advertising your consulting services
and telling me how much they cost? The answer too many
of these questions regarding our consulting can be found
on the programs page, visit it for pricing and complete
details on our offers. Below is an email address to make
a personal; inquiry. We begin with our risk free business
evaluation and go from there.
A very important point to be made
here is that on the Internet, most people, just like
you, are looking for information
right now not a sales pitch! We are committed to helping
you get educated. Then we leave it in your trusting hands
that we did a good enough job of making you confident we
are the obvious choice to do business with. Please do raise
your hand and ask any questions or you can begin the process
to work with us by going to www.mybizevaluation.com on
the home page. Too many companies too soon, start by bludgeoning
people with features and benefits to often talking about
their products and services way to fast. This is simply
the wrong approach. 57% of the people on a web site, your
web site found you through a search engine. They were looking
for information about what you offer. They were not looking
for you. If they already knew you existed they would have
come to you directly to begin with. This is why it’s
important to have the right balance of information to generate
the lead and walk the prospect through what we call the
educational spectrum. If your prospect was directed to
your site from your advertising then they already know
you exist and then they are looking for additional clarifying
information about what they were exposed to. That is why
you need the balance of nice professional graphics, great
content and a search engine submission & optimization
strategy for optimal bottom line results. So if you are
working with an advertising firm their job is to increase
confidence and lower risk. However, I must warn you most
fall well short of expectations, because they fail to build
a case for your product or service. Why, because they usually
work with what you gave them. So if you failed to build
a case for your business to begin with then no amount of
poor advertising is going to help you.
Aggressive sales tactics and tactical marketing strategies
often only result in the advertiser making money and not
you. Someone buying based on good timing rather than good
marketing. So we hope this segment of our site has given
you some thought provoking material to see the value in
seeking more information about how we can help you increase
your bottom line. Over the last 4 years we have over a
98% customer retention rate. Long term relationships are
always our main focus. Please call us at 877-270-7233 ext
80 or email support@prospseritysites.com with questions.
You can also get started immediately by going to the free
business evaluation on the home page and begin asking yourself
the questions that will help us help you go to the next
level. Questions about offline consulting programs should
be directed to bruce@prosperitysites.com . Thank you for
your interest in making us your marketing prosperity partners.
