Do you experience marketing as an effort where you are always “chasing” your target market and they don’t seem to have much interest in your services? That’s no fun. You want to create a situation where your target market is chasing you. You may be thinking, “Sure, like that’s going to happen.” Well, yes, it does happen for some businesses. If you are selling your services, and you want to get out of the marketing “chase”, here are a few quick ideas for you.
1. Be the best at what you do.
Make sure that all the work you turn out is excellent and superior to that of your competitors. If you turn out second-rate work, your market will sense it. They pick up on a sloppiness in your attitude or approach and they “head for the hills”. Present your business professionally, and make sure that you follow through on all your promises. Don’t make promises you can’t keep and keep all the promises you do make.
2. Be there for your clients.
This does not mean that you necessarily “hold their hands” about their personal problems, but let them know that once they start working with you, they are no longer alone in solving the problem you can help them solve. There are times when doing that might not be convenient, but it is what will result in referrals and loyalty.
3. Respond immediately to all contacts from prospects and clients.
If you don’t want to respond to a prospect or client, perhaps you are not working with your target market. It’s OK to refer problem clients on to someone who is better at working with those types. Make a point of getting back to all business contacts immediately – even if all you can do is make an appointment for when you could talk to them.
4. Check out your attitudes, and see if you may be driving prospects away from your business.
When you have direct contact with prospects, do you demonstrate that you are scattered, frazzled, unfocused, inconsistent, unorganized or not on top of the business? Remember that you are representing your business at all times, even when you are at social gatherings. Get centered and get in control of the business issues before you go out to network. Think about what you’re saying about your business and your clients when you talk to others.
5. Be sure you have professional-quality marketing writing and website writing.
Get a target market profile together that describes exactly those issues and prospects that you want to work with. Try it out on a few prospects before you finalize any printing. Be sure you have all the basics of your business in place and up to date (marketing writing and website writing). Don’t expect to attract clients without these professional tools working for you.
If you feel that you have to “chase” prospects, take a look at these ideas and see what you could do to reverse that trend. Some businesses do not have the “prospect chasing” experience, so that means you could correct this problem.
Suzi Elton provides business writing that attracts targeted prospects to your service business and converts them into clients for you. She is a Robert Middleton Certified Action Plan Marketing Coach, as well as a professional writer. Her website offers a free series of 8 assessments you can use to analyze your own site.
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