VINCE KOSTELNIK
LUFTIG WARREN
What Is Marketing Supposed To Do?
In our last newsletter we explained how Strategic Marketing, Tactical Marketing and Sales all work together to form a cohesive system to increase sales (see Sales & Marketing). We also stated the purpose of marketing is to generate qualified leads.
Is There a Formula?
Unless the Strategic Marketing issues are dealt with first ---- it is absolutely impossible to implement a Tactical Marketing system that works.
And if Tactical Marketing is not bringing interested parties to the Sales people ---- they will be wasting time trying to find qualified prospects...and your sales volume will suffer for it.
So How Do You Do It?
- Define "qualified" lead. Is it a company in a certain industry, using a certain material, product or service? Is it a company in a certain geographic region? Make a list of the things this lead "must" be and a list of what they "may" be. Don't try to sell to anyone or everyone --- then no one will pay attention to you!
- Do your homework. You need to learn what is and is not important to this target market. What level of quality do they need? What is their delivery expectation? What service or support systems do you need to have in place?
Position Your Company as the Expert
Once you have determined all of the important issues, you can begin to think about educating the prospects in your marketing program. You must show how your company will do exactly what they want, better than the competition.
Show how your company is the one who has all the answers when it comes to buying what you sell. Then provide the proof to back it up and you will have their attention. If you can establish your credibility, it will boost their confidence in you!
Communication Is the Key
You are an expert at what you do. Are you a communications expert? Probably not. That's where Luftig Warren comes in. We focus on communicating all the right information --- in the right way ---- to the prospect. What is the right way?
All of our minds work in the same way. There are specific decision-making processes we go through to make the best decisions possible. We offer a formula that will bring your prospects through the buying process, positioning your company as the obvious choice with which to do business.
The Marketing Formula
- Cut through the clutter | Get the attention of the prospect by being specific about what you do and then identifying what problems you will solve.
- Engage with education | Make them believe that by continuing to pay attention to what you have to say, that you will give them valuable information about making the best decision that they can.
- Offer low-risk next step | Offer low risk ways for them to move forward in the buying process, step by step.
- Bring them into the fold | Capture their contact information so you can continue the process of educating them about the benefits of buying from you.
All of these things listed above are relatively simple to understand, however bringing it all together into a cohesive plan is not always easy.
Luftig Warren specializes in doing this. To learn more, request your FREE copy of "15-Steps to Effective Marketing".
Or if you prefer, we would be happy to meet with you personally and discuss your marketing program. Contact us to schedule an appointment today.
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Vince Kostelnik is a senior marketing advisor for Luftig Warren, specializing in strategic marketing development.
Luftig Warren is a marketing advisory firm' specializing in business growth strategies and tactics. Luftig Warren applies a comprehensive understanding of marketing principles to solve clients' specific business challenges in three key areas: revenue growth, new client acquisition, and client retention.
For more information on implementing a full marketing system into your organization, contact us or visit us on the web at www.luftigwarren.com