Regardless of what form your firm’s marketing takes–be it through face-to-face contacts, on-line, or a combination…(Join Bruce La Fetra leading PATCA in “Take Back Your Market From Creeping Commodization” Thursday 3/10/16 6PM Meetup ) of the two–much of the time, money and other resources firms put into their marketing creates little or no benefit in the form of additional sales and profits. The big question is, which activities are valuable and which are wasted? For B2B and professional firms depending on seller-doers, the stakes are especially high.
Finding the marketing that works is critical to your firm. It’s also anything but an exact science so there’s not a precise formula to dial in. The resulting fear, uncertainty, and doubt paralyzes many firms into dangerous inaction, or the pressure to “do something” lures them to the Siren-song of consultants eager to gobble up your budget. Just because it’s hard to accept doesn’t make it not true The first step to discerning where you should commit resources and where you can safely prune is accepting four hard truths. It may take you awhile to see the wisdom, but once you do, your perspective is forever altered. It’s not your prospects’ job to care about your firm . It’s your job to make them see your product or service as essential. Your customers more than likely see your firm as a blip in the much larger effort of running their business. You’re never as big on their radar screen as you imagine. Accept that and you’ll re-orient your perspective around how you fit into your customer’s business rather than how they fit into yours. On paper, your competitors are just as good as you are . Your prospects have heard it all before. If you don’t believe me, go look at your top competitors’ web sites. If you’re saying you are the “best value,” chances are strong that other companies […]