There are a couple of definitions I like, which contrast marketing and selling. Selling is giving people what you’ve got, marketing is having what they want or, put simply, selling is knocking on doors – any doors; marketing is knowing on which door to knock.
Marketing is a planned and consistent approach to produce the sales results you want to achieve. Marketing is not in itself the selling process but rather it is all the activities and initiatives you undertake to ensure that you have a regular supply of prospects generated for you.
If you are prepared to adopt a serious marketing approach to your business then you will have success.
Get Winston’s great audio series on “The “how’s things?” call” for just $8 here!
The “how’s things?” call is one of those techniques every businessperson should use.
It works beautifully for anybody who is serious about making their business successful.
In fact, if you’re not using it you should be.
The trouble is that most of us market, if at all, in spurts. We come to a quiet time with only a few sales on the horizon so that’s when we get out there and stir things up. We generate some business, of course, but then we get so busy handling the business we have generated, that we don’t have time to go out and continue our marketing activities. The consequences of not having time soon manifest themselves and we don’t have any business again.
So we get out there and stir up some activity. It tends for most of us to be cyclical. I would suggest to you that our marketing must be a regular ongoing activity. Better to nominate half an hour every day for marketing rather than two days every few months. Plan time for marketing; consistent planned marketing activity will produce superb results.
Frank Bettger author of that great book “How I Raised Myself From Failure To Success Through Selling” said “Find out what a person needs, show them how to get it and they’ll move heaven and earth to get it.” In other words if you take the time and trouble to identify what the people in your market want, then design your service to answer those needs or wants, they will literally queue up at your door to get what you supply.
To get that to happen all you have to do is make sure they find out about you.
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