How you can develop a controlled 7 step marketing strategy, to leap-frog the competition…

by John Morley on 8 June 2012

1. Allocate a 3 month budget to get started. Every marketing effort must not dissipate capital, without a compensating return.

2. Identify and focus on the most probable and productive singular sources of relationships to acquire and manage. Producing a scalable pipeline of prospects for your products and services. The ratio between relationships and sales stays the same, so the outcome is to acquire and manage as many relationships as possible.

3. Find something that gets you into rapport with them and manage the relationships by sending them a newsletter or item of interest every month or so. Don’t try to sell, just educate.

4. Identify and focus on the most probable and productive opportunities (for the relationships), you acquired and manage. Producing a scalable pipeline of opportunities of products and services for them.

5. Prepare the most leveraged, strategic methods and mechanisms to get those relationships favorably ready to be sold. Don’t just look at the initial sale, but at the “total-lifetime-transactions”. Develop a controlled steady stream of continuous dealings with your prospects and customers.

6. Develop persuasive tools that give your company, and sales people, the ability to “effectively communicate” an advantage or a “Unique Selling Proposition” to prospects & customers, so they will single you out and see more advantage or benefit in dealing with your company over your competitors.

7. Install appropriate post sales reassurance mechanisms, techniques and processes to retain your customers. Manage the relationships.

***Systemize all these steps so that everything runs on automatic.

The 80/20 Principle says that 80% of the purchasing risk is on the customer and only 20% on the business… in most cases this is true.

I don’t believe you can, as some marketing people or businesses would suggest, create a totally risk free product… because people still invest their time even if they don’t outlay any money. And time is money!

What you must do however, is reverse the risk so that 20% is on the customer and 80% on the business.
It has been proven that the more you guarantee the less people will use it and the extra sales will far outweigh the refunds. I have created many powerful guarantees that have increased sales dramatically.

For example a guarantee I created for a liquor store:
“If you are not 100% satisfied with any wine you buy from us, then return it opened or unopened and we will exchange it for another of your choice, or refund you money in full, plus you’ll receive a special gift for your trouble”.

How willing are you, or your people, to answer questions and render truly informative advice, even if it does not immediately benefit you?

How much do you take your customers for granted?
Can the person who first talks to the prospect or customer answer questions about your business or product?
Is it easy to order your products?

You cannot service too much
You cannot make the customer feel too much at home or at ease, or feel good!
You cannot make ordering too easy
You cannot educate too much
You cannot make phoning or coming into your business too desirable