One of the most frequent questions I get when I tell people what I do is: "what is that?"
For years, our clients have spent their marketing budgets on pretty much the same “proven” tactics sold to them by the account reps from the standard go-to “marketing experts” like the Yellow Pages, trade shows, trade magazines, and radio stations.
Year after year, they continued to renew these cookie-cutter tactical approaches because of the fear of missing out on reaching their customers if their company was not being visible where their competitors were.
The result: their company was listed alongside their competitors in the same section of the Yellow Pages, two rows over at the same home or trade show, or three pages earlier in the same magazine.
What if I told you there is a way to increase sales without crossing your fingers, just hoping to meet your sales budget?
That creating a way to cultivate customer referrals can generate the same amount of sales as opening ten new accounts.
By following these seven steps you can create your own referral campaign that will create word-of-mouth leads you can convert easily and effortlessly...
For years I have listened to our clients, small to medium sized manufacturers, tell me that the best way to generate new sales opportunities is to create new products. This emphasis on production related activities without equal or great attention to customer facing marketing strategies is like building a house of stone on a bed of sand - it is unstable and unsustainable.
Now, more than ever, product-related advantages are rapidly eroding. Products are important, of course, but leading with product development without well-designed services and sales processes is pointless and can be disastrous to a company's culture, reputation, and long-term viability.
The shifting source of competitive advantage is an important business concept, and this article, When Marketing Is Strategy, by Niraj Diwar provides insight into why reorienting your strategy around customer interactions to create and capture unique value is cumulative and continuously building over time.
Topics: advantages of downstream focus