Ever feel like your prospects are playing hard to get? You’re not crazy. Prospects ARE harder to reach these days. Think about it. Twenty or twenty five years ago people looking for a product or service HAD to interact with possible suppliers in order to do their research and make informed decisions.
Ever feel like your prospects are playing hard to get? You’re not crazy. Prospects are harder to reach these days -- well, at least through traditional means. Think about it. Twenty or twenty five years ago people looking to make a purchase had to interact with possible suppliers in order to do their research and make informed decisions.
I always liked this quote from Thomas Carlyle, the Scottish philosopher:
In response to my most recent blog Nurturing Existing Contacts - Your Marketing Iceberg? I received this very thoughtful feedback from Dave Mosby, Executive Director of the Keiretsu Forum Academy and Co-Author of The Paradox of Excellence. We touched on several aspects of marketing, especially the importance of nurturing your relationship with your clients between projects. You know, that time when you're assured of a job well done, but out of site - out of mind, the importance of keeping that relationship intact is critical. We would like to share his insight with you as he takes the time to talk about the "Paradox of Excellence."
I recently facilitated a roundtable discussion among small business marketing VPs and Directors. In that meeting we discussed the challenges that small businesses face (and the marketing leaders stress over) in attracting and retaining more of their ideal clients. We covered a lot of ground -- what strategies were working for each business, what aspects of their marketing needed improvement, best practices in nurturing existing contacts, and more.
Often enough we gain perfect clarity about an important business move JUST when it’s too late to do something about it. I’ve done this several times in my entrepreneurial adventure. For example, after successfully ramping up my new business, I got complacent and began to assume that my clients could see the same future as me -- a long relationship of ongoing engagement and mutual growth.
If you have ever been frustrated by the process of marketing your own business, you are certainly not alone. I regularly hear from clients and other business professionals things like:
As they often say, the more things change the more they stay the same. In the world of marketing it may feel like nothing stays the same. The dizzying number of venues, engagement tactics, and technologies can lead a marketer to believe that, in order to create irresistible marketing content he or she has to scrap everything learned more than 6 months ago and think “outside the box.”
Would you agree that using an effective marketing message is wiser than using one that is not effective? Of course! So why are so many independent professionals using a marketing message that is never going to get them good results?
One thing is for sure - there are a whole lot more ways to market our businesses than there used to be. That's exciting, but also overwhelming.
Do you ever feel the constant pressure to be doing more things than you already are? Do you believe that what stands between you and getting more clients and revenue is the money and/or time to get more marketing strategies underway?
Well, that's the hare talking. Whispering in your ear. Trying to convince you that dropping the (50% completed and 25% effective) marketing strategy you've been working on to try some new (hard, untested, time-consuming) approach to getting more clients is a great idea.
And when that proves to be less fruitful than you hoped, guess what the hare is going to whisper to you again? That's right - "Ooh, look over there! Did you see what that company/firm/person is doing? If we want more leads and clients we have to do THAT!"