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Jerseys[/url] , Ray does build 'it' and 'they' do indeed
come.
Unfortunately, it doesn't work the same in business. Many business
owners have the false idea that if they have the very best product or service,
they are guaranteed instant success. In essence, 'if [they] build 'it', 'they'
will come.
An
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success.
If you're like most small business owners, you've doing
everything you know how to do, but you're still not attracting enough new
customers. You've tweaked your website. You've increased the size of your yellow
pages ad. You've even sent out direct mail pieces designed to generate some
quick holiday business, but none of it seems to be working.
What most
small business owners fail to realize is that there is a very specific process
for creating demand for your 'it' so that in turn 'they' will come. Just as they
miraculously did for Ray Kinsella. This process is called the Sales and
Marketing Cycle.
By understanding each step in the Sales and Marketing
Cycle, you will have the knowledge necessary to create a marketing 'system' that
will allow you to build your very own 'Field of Dreams'.
Step 1. Create a
Marketing Plan
This step is undoubtedly the most important step in the
cycle. You must clearly define where you want to go and how you plan to get
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To create a
clear vision of what you want to accomplish, you must define your target market,
determine your Unique Selling Proposition (USP), write out your goals, and
finally establish a marketing budget. Without each of these ingredients clearly
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your vision will be murky and you won't know when it's time to make course
corrections.
Step 2. Get the Attention of Your Target Market
If
you've done your homework in Step 1, you're well on your way to capturing your
prospects attention because you already know who your ideal customers are and
what problems they're trying to solve. Now it's just a matter of finding the
proper medium to convey these benefits to your target prospects.
If
you're an offline business, a sequence of mailings to a targested list, lead
generation advertising, television or radio
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to let your target prospects know that you have the answer they seek. For online
businesses there is 'Pay Per Click' advertising such as Google AdWords, ezine
advertising, joint ventures, or writing and submitting articles to online
publishers.
One key to keep in
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want to stress the BENEFITS. Sell the sizzle, not the steak.
Step 3.
Educate Your Prospect about Your Product or Service
This step is more
often than not the most OVERLOOKED step in the cycle. This step is where you
begin to actually convert your prospects into paying customers.
Each day
consumers are bombarded with hundreds, if not thousands of advertisements and
offers for competing products and services. Often times the consumer is unsure
of how to differentiate between competing solutions. By educating your customer
about the benefits offered by your solution, you set yourself apart from your
competition and it will go a long way towards gaining their trust and ultimately
their business.
Some of the ways that you can educate your prospects
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snail mail, or delivered via email spread out over several days. Tele-seminars
are also popular these days and are an excellent way to educate your prospects
about the benefits of using your product or service.
Step 4. The Sales
Transaction Occurs
If you've been able to successfully educate your
prospect and have shown how your solution can fill their 'need', a sales
transaction should be the likely result. Keep in mind however, that this is not
always the case. When possible, you want to try to find out what it was that
kept your prospect from becoming a customer. Some of these reasons may include
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educated about the benefits your solution offered.
r the ONLY possible solution to their
problem.
Step 5. Deliver Exceptional Customer Service
I don't know
if you've noticed this or not, but the meaning of the phrase 'Customer Service'
has changed con
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