Do it right!

Marketing is everything a company does to acquire customers and maintain a relationship with them. Even seemingly minor tasks like writing thank-you letters, spending time with a prospective client doing something that interest them, returning calls promptly and meeting with a past client can be thought of as marketing. The ultimate goal of marketing is to match a company’s products and services to the people who need and want them, thereby ensuring profitability.

If you are investing maximum resources into your marketing and your business seems to be benefiting minimally from this, then something is not right.

Suffice it for me to say that giving should be the primary approach of your brand’s marketing. It is much more powerful & effective than asking, asking and more asking. What you can offer to your customers is much more powerful as a marketing tool than what you can gain from them. In case you haven’t noticed, your customers are not the one trying to meet your needs, it is the other way round, so they don’t head out to the market place with how they help your business make benefits in mind.

When making purchases that have a significant effect on the standard living as well as the bank account of a prospect, say, buying a car, or a house, such prospect would not take chances with a marketer who is all about landing the big sale. They would rather transact with a business that they see has their interest at heart. As a brand, you should care enough to listen to someone’s needs even when they are seemingly not saying anything and show what you can do in response. Chances are the customer will be much more receptive to working with you or buying from you in the future. And you never know, what they might need at the time might just be what you sell.

If you are going to ‘just ask’, then you might as well do it right. Asking has the potential to be effective sometimes, depending on the circumstance. Push marketing has proven to work and below is an experience shared by Mark Victor Hansen in his book; The Power of Focus:

We are playing golf on a hot sunny July afternoon. The tea-off are at the sixth hole is close to a perimeter fence. On the other side of the wire mesh is a six-year old girl sitting at a small wooden table. On the table are two plastic jugs, one filled with iced tea and the other with lemonade. As our foursome waits for the players ahead to finish the hole, the little girl asks, “Would you like a nice cool drink while you’re waiting?” she stands there holding a plastic cup in one hand and wearing a great big smile. Her name is Melanie. It’s hot and we’re all thirsty, so we walk over to the fence. “Would you prefer iced tea or lemonade?” she asks. After we make our selections, she pours the drinks, holds out her hand and says, “That’s fifty-five cents each, please.” We pass four one-dollar bills through the wire mesh. When she has her cash carefully tucked away in a little money pouch, she passes the drinks through a hole in the fence and says, “Thank very much, have a nice day.” None of us receives any change! And who would complain? After all, she’s worth the 45 percent tip with a presentation like that. How often do you think she asks? You’re right, every time someone shows up at the sixth tee.

Although the ‘marketer’ landed the sale and left almost immediately, careful thought was given to the marketing mix:

Place- a golf course, product- a cold drink, price- ridiculously affordable for those who play golf, promotion- an epic presentation.

I hope you found this useful.

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