Often I see marketing confused with sales, and where these is confusion there is frustration!
Marketing is the process towards the sale. When you are an active part of marketing your business (i.e. networking, blogging, cold calling, etc) your frame of mind should be one of relaxing into the situation and not always trying to manipulate it to your advantage.
Spending energy always looking for the ‘angle’ not only feels desperate, it looks desperate.
Yes we want to make the sale, and no we don’t want to be wasting our time. That only leads to more frustration.
To counter that, it’s important to have a marketing process that moves toward the sale. I know you’re thinking, yes Tami everyone knows that. But do they do it?
What if you took today to create a marketing process for each of your points of contact. For example:
Cold Calling A Stranger:
What is your goal when you pick up the phone to call someone you’ve never met… to make the sale, qualify the call into a potential lead or book the appointment?
How you handle the call will depend on your marketing process. If you’re a telemarketer you’re going to go for the sale. If you want to know a meeting would be worth it you’re going to work a few qualifiers into the call. If you know you want to pursue a business relationship with the call then you’ll present an opportunity to meet face to face.
Each call has any number of possibilities so having a basic marketing process helps you know which path to take the potential lead down. And this works with any number of “touches”.
I don’t know the exact number, but I do know that people usually need to see a message a number of times before they’ll spend their hard earned money. Creating a marketing process that helps you get your message in front of the right people a few times is a solid plan.
Think of your marketing process as one those “pick your ending” books from our childhood. Can you tell I was someone that would check out all my options before picking a page to continue! Take control of your marketing process and wait to ask for the sale when you’ve pre-sold your prospect.