You Need More than Marketing to Complete the Sale
The Sprocket Report
Marketing works. You know marketing works because when you sit in front of the tv late at night watching restaurant commercials you say to yourself: "By golly, do I have a taste for deep-fried chicken wings right now!" But creating the urge to buy doesn’t necessarily translate into making the sale. Other factors influence that final decision you hope your customer will make. Whether you are brick-and-mortar, online, retail, service or not-for-profit, you need more than marketing to be successful.
Before stressing your budget with marketing costs, make certain you have covered these business basics:
Your service or product fills a good niche
If you jumped into your business without a business plan this would be a good time to create one. Your local library or the mentors at SCORE can help. You might need to tweak your focus to create a unique offering and a sustainable business model.
You and your company inspire trust
Is your place of business appealing? Are your employees friendly? Do you have a branded domain name and an attractive website? Don’t overspend, but do make the effort. Taking care of your own business demonstrates how you can care for your clients.
You and your colleagues act professionally
Some people bristle when you call them “honey” and saying “not a problem” does not send the same message as “you’re welcome.” Be as friendly as you can, but air on the formal side when addressing clients. Let them set the rules for a more casual relationship.
You are prepared for the worst customers
People remember good service, but they remember bad service even longer. Yes, it’s tough to deal with cranky customers, but don’t lower yourself to that level. Get plans in place for how to act when things go wrong and make sure the whole team is prepped and ready.
Marketing isn’t meant to trick people into buying what they don’t want. Rather, marketing helps folks find the product or service that they truly want and need. It takes work to determine your target market, create a winning message, and find the best way to deliver that message. You’ll make better use of your marketing budge if your business is working with instead of against your marketing efforts.
We can’t give your shop a new look, but we can spruce up web sites that need a fresh look. If you’re looking to add new flair or functionality, contact us today. We’re happy to help!
This is an update to "What Marketing CAN’T Do” dated 2/6/2012.