This threesome has the power to grow your business as much as you would like.

The choice is yours to make.

The buying process is different in many companies today. Some companies come right out of the gate yelling, “Buy our product.” Other companies plan and then plan some more before tipping their toes in the customer prospect pool with a form of marketing.

The winners in the game of selling are direct marketers. They want to learn more about their potential customers. This is a creative process on how to connect with prospective customers, build a solid relationship and relevant engagement in each buying opportunity. Plus, the process is a team approach, so you can expect a little fun along the way.

Connect.

ThreeWayOneAs we say in direct marketing speak, All Marketing Is Direct. Anyone who has or in the near future is starting a business, struggles with whom to connect.

Within your marketing plan, you should have a picture painted on what will be a good customer. There’s no better place to start. More than likely, the plan is dated months ago, but see what you have and update, trial by error.

Find people online in social media that may represent your newly created customer profile. This is not the right time to sell unless that person is your brother or sister. Just say hi and send them to look at your social media or web page. Always take good notes.

If you’ve already assembled a team, by all means give them the same data you are using to connect. Make sure there is a passion present and a personality to match.

AWOC (a word of caution): You may never nail what is a good connection, Study your data. Test your assumptions. Write down everything you find. Start again. The market is always under change.

Relationship.

ThreeWayTwoThere are many reasons why people buy. As the connections increase you may even find out why people buy.

For example, there was a sales person in the B2B market who spent months calling on an account, stopping by whenever in the area to drop off content. Then one day he received a letter from the account asking for his proposal.

The sales person wrote what he felt was his best proposal ever, only to see the similar proposal come across his desk many weeks later. It was labeled as a request for proposal. Not a happy ending to the story. Evidently he did not build the right relationship. An ending like this may result from a lack of client data in the customer buying pattern or a lack of trust.

How about the customer service rep, checking in with a customer regarding when they can expect the next product order only to hear, “I thought you folks went out of business?”

Or my favorite, “I didn’t know you provided that service.”

Today, many people decide their purchasing decision based not only on trust, but on value to the purchaser.

AWOC (a word of caution): Your key as a marketer is to find the right combination of channels your customers prefer to use. Once you determine the channels, you need to know what to say, how to say it and when. Learn from your mistakes.

Engagement.

ThreeWayThreeIn order to succeed in engaging with your customers using direct marketing successfully, you need to create a marketing culture within your company. A marketing culture is formed by the collective behavior of an organizations employee’s, that are customer focused, and goal oriented. They are a central part of change for a company to engage with customers in their marketplace.

First of all, engagement with a customer is a result of the many steps made to get to this point. Prior to engagement, much data is collected in the connect stage and even more in the relationship stage. At this point, messages become more relevant.

Employees are viewed as a selective and vital community, a team within your organization. Every employee shares their success with other employees in serving customers for the benefit of the company. This attitude adds a little treasured frosting on top of the cake, creating value to the customer during the buying experience.

Building a marketing team strengthens a company’s marketing culture. Plus, it helps to ensure change within your organization is always embraced when it’s beneficial to success.

AWOC: As I learned way too often, people tend to give up early in the process. If you have a good product and service, people will buy. Your marketing team may need to develop a better understanding of your customers.

Please share with others, except of course, your competition.

If you liked this post, check out this one: How to select the right marketing options for your company…

“Together, Innovation, Motivation and Collaboration is the Now.”

MCGTwitBorderNeed help? Just ask in the comment section or email marketingdoc@live.com.

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About MarketingDoc 396 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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