Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
Bust the Sales Barrier
with a Breakthrough Strategy
Part 2
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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If you missed Part 1 in our last issue, click here.
...continued from our last issue:
Marketing Strategy Examples
Let me give you a few examples to make the point clear.
Frank, the owner of a custard stand, believed that his customers were aware that he sold his custard in bulk volume -- pints, quarts and half gallons -- even though this fact wasn't promoted anywhere.
'Our store has been in business for over 60 years. We've always sold a small quantity of pints, quarts and half gallons to our customers who want them. There just isn't that much call for them.' Frank said.
If Your Marketing Strategy is Weak, It is Costing You Thousands in Lost Sales
Frank's strategy was to just wait for his customers to ask if he had any bulk custard for sale -- only then would he sell any.
That was an ineffective strategy, and it was costing Frank thousands of dollars in lost sales.
Just because people aren't buying one or more of your products or services doesn't necessarily mean they don't want them. It could mean that they aren't aware of them.
We changed Frank's strategy.
We created a large sign -- marketing vehicle -- for Frank, clearly listing his bulk custard products and their prices.
Immediately Frank's bulk custard sales shot up. His monthly bulk sales tripled -- all because he changed his strategy.
You can keep changing your marketing vehicles forever, and never change your results.
But the minute you change your strategy to an effective one, your results will change instantly.
Do you think this is an extreme example? It's not.
There is a coffee shop we stop at once in awhile. The first few times I stopped in I noticed something unusual. There wasn't a hanging menu listing what was for sale, and there wasn't even a display case of products for sale.
Oh sure, there were dozens of bags of specialty coffees on display shelves, and a few other specialty items, but that was it.
I finally asked the owner about this and she said, 'Oh, our menus are on that little rack over in the corner.'
I had never seen that rack before. I never saw a menu.
When I opened one of her menus I was surprised at all she was offering. Regular coffees, specialty coffees, sandwiches, bagels, breakfast, etc. -- a wide variety of products.
But I knew a secret she apparently didn't know. Her strategy was flawed. Her strategy was to save money by just making folded paper menus and not putting up a clearly visible hanging menu of her products.
She Assumed That Her Customers Would Figure Out What She Sold
She assumed that her customers would all find her menus and order from them.
But time after time, I watched as customers walked in and went up to the counter and ordered coffee to go, or a bag or her specialty coffees which were clearly on display. Rarely did I see someone find one of her menus and order items from the menu.
The last time I was in the owner confided that she might have to reduce her hours of business. Why? Because she wasn't generating the kind of sales she had hoped for.
'This poor economy is really hurting our sales, and the location isn't the greatest.' she said.
Poor strategy equals poor results.
Here's one more example.
Bob sold landscaping and lawn care services. His strategy was to send out brochures to targeted areas and then -- wait. That was it.
Every once in a while Bob would get a call from someone who had received his brochure, but he wasn't getting nearly enough business with this strategy to make it worthwhile.
A Simple Change of Strategy Boosts Bob's Sales
We taught Bob that a more targeted and pro-active strategy would produce much better results.
His new strategy was to target people who were building new homes in his marketplace. These people would need a lawn soon and very possibly complete landscaping services.
By targeting these people he stood a much better chance of acquiring lucrative projects.
Bob also learned that timing was critical with his new strategy. If he waited too long to initiate contact, he found that one of his competitors could beat him to the sale. His new strategy included a mailed letter and a brochure as soon as he obtained the new home owner's name. It also included a personal visit within a week or two of their moving into their new home.
Bob's new marketing strategy produced instant results. His sales continue to grow, year after year.
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
(c) Copyright 2000-2011 by Joe Gracia
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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