Attracting Clients With Incremental Marketing

Writen by Stuart Ayling

Do you ask prospective clients to go too far?

Must your new clients take a "leap of faith" when they engage you?

Or do you gradually draw them closer using a series of pre-planned contacts designed to address their concerns and build their trust in you.

Too many service providers wait for potential clients to take that leap of faith. And in doing so, they force their would-be clients into making an all-or-nothing choice.

Prospects either say, "Yes, we want you" or they never contact you.

This is a high-risk strategy for both your prospect and yourself. It is risky for your prospect because they could feel as though they have to make a decision before they feel comfortable about working with you. They haven't got to know you yet. Do they have all the information they need? How do they know if they do?

It's a risky position for you because all your effort in attracting a prospect is hanging on this one all-or-nothing decision. Have you spoken with your prospect and impressed them with your insight and expertise? Have you had a chance to understand what your prospect really wants to achieve? Probably not.

A more effective way to attract clients is to create a path of contact points. At each point you give your prospect a reason to proceed to the next point.

I call this "Incremental Marketing".

When you practice incremental marketing your focus should be on helping your prospects make incremental steps towards engaging you. At each step you build trust, enhance your credibility, and answer any concerns.

Get them to take the next step, not a leap of faith.

With this approach you'll also have the opportunity to explain how you work with clients and suggest the best starting point for that particular prospect, such as – signing an agreement; conducting an evaluation or assessment; interviewing key stakeholders; making an appointment; conducting a demonstration etc.

Incremental marketing is about creating a structure for prospects to make smaller, safer steps towards finalising a commitment with you.

The "path of contact points" will vary from business to business, depending upon on the services you provide, and the type of clients you are working with.

Examples

A business management consultant may create this path:

1 - Article published in industry journal.

2 - Link to web site for more information.

3 - Contact page on web site (or a phone call/message from prospect).

4 - Personal contact #1 - initial discussion with prospect over telephone (or in person); and arrange appointment for detailed meeting.

5 - Send supporting documents (such as business profile or report).

6 - Personal contact #2 - meeting with prospect in person.

7 - After meeting provide service agreement, notice of engagement, or additional detail as required; suggest starting point.

8 - Client agrees to commence.

A computer support technician may create this path:

1 - Referral from client or networking contact.

2 - Personal contact #1 - by phone. Ring prospect to:

2a - Request meeting.

2b - Provide introductory information/background.

3 - Send additional written information via post or email (a report, profile, or link to web site information).

4 - Personal contact #2 - meeting with prospect. Discuss the clients computer environment; suggest a "System Diagnosis" as a starting point to identify areas that need attention.

5 - Client agrees to commence.

Remember, in most cases prospects are looking to minimise their risk in choosing a service provider. They want to feel secure with their decision. Incremental marketing helps you to work with human nature, instead of fighting against it.

Don't force prospects to take a leap of faith to choose you, because usually they won't.

(c) 2005 Marketing Nous Pty Ltd

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. Stuart also offers telephone consultations and runs regular marketing seminars. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at http://www.marketingnous.com.au.

7 Surefire Ways To Make A Positive Impression With Your Business Cards

Writen by Calvin Golden

What does your business card say about you? Most of the time, it is not as positive or business-building as you think. Do not, under any circumstances, under estimate the power of your business card. Follow these sure-fire branding tips to transform your business card into a marketing and branding power-house.

1) Stick with the standard size

Larger format or odd shaped cards can be rather unwieldy and cumbersome. A Standard size card will definately be easier for your prospective clients or business partners to put in a business card holder.

2) Consider offset printing

Though digital printing is cheaper if you need less than 1,000 business cards, you may want to choose the design options and greater variety of color that offset printing can provide.

And if you are printing more than 1,000 cards, the cost difference between offset and digital printing is negliable.

3) Have a logo professionally designed

A logo is like your fingerprint or face. It is a unique representation of your business.

What ever you do, do not use clipart, which is the easy route. Clip art is not a logo! It is used by vaious kinds of businesses, and does not aid in distinguishing yours at all.

4) Choose high-quality paper.

Today's standard for business cards is 100- to 110-pound paper stock. You should use the type of paper that is common in your industry.

Glossy stock is most often used by people in entertainment- related businesses. Those with more of a corporate type of business usually use matte stock.

5) Use the back of your card.

By all means do not neglect the back of your business card. You can have marketing tools scuh as maps to help customers find your establishment.

Another trick that you can use to embellish the back is your own unique logo.

6) Keep the design simple.

This is where the K.I.S.S. principle really comes into play. Try to avoid making your business card looking cluttered or confusing.

Basic contact information, and maybe your slogan or other marketing message, should suffice.

7)Embellish the card

Embossing or hot foil stamping are expensive, but may be worth the cost. anything that makes your card stand out and lessens the chance of it being thrown out is a great business expense and will pay out in the long run.

These 7 simple steps will surely improve the marketability and networking prowess of your business cards.

Cal Golden is a business owner, Internet marketer and webmaster of Business Card Primer. For cutting-edge news, tips, and information on how to get the most out of the marketing and networking power of your business cards, be sure to visit http://www.businesscardprimer.com

Marketing Tools For Successgetting Back To Basics

Writen by Melinda Salzer

Much of today's business world focuses on technology and how it can help us be more profitable and productive. As a result, basic marketing principles tend to get overlooked. The most effective way to help you get back on track is to review your Marketing Basics—the foundation for business success.

Marketing Basics refers to the 4 P's-- Product, Price, Place & Promotion. It's essential that all elements be in balance, because they all lead back to the same thing—Your Customers!

Here are some questions you should be asking yourself.

Product

Are you offering any new products/services?

Does your product/service need improvement?

Do you offer any warrantees/guarantees?

Price

Is your price justifiable?

Is it profitable?

Are you priced competitively?

Place

Are your distribution channels effective?

Are you adding locations?

Are you selling on the Internet? Should you be?

Promotion

Do consumers know about your products/services?

Is your advertising reaching your potential customers?

Do your marketing materials need updating?

When all 4 P's are coordinated, your marketing and sales efforts will be more effective and you will create higher levels of success. Additionally, it's important to review these aspects of your business on a yearly basis, which will help you maintain your competitive edge, keep your customers happy and ensure that your business stays on the right track.

Melinda Salzer is Vice President and co-owner of Advanced Information Services, Inc., a software and marketing consulting firm. Melinda works with small and medium-sized businesses to help them achieve business growth and success through targeted marketing programs. She also conducts a series of workshops called "Speaking of Marketing", which cover a wide range of marketing topics. Melinda is the founding President of the Central Jersey Chapter of the National Association of Women Business Owners and the winner of the 2005 Greater Media's Greater Women of Central Jersey Award--Business Category. She recently successfully completed her first triathlon. She can be reached at 732-617-1499. Please visit her websites at www.advinfoserv.com and www.speakingofmarketing.com.

Everything Is Marketing Is Everything

Writen by Georg Michael Richter

Whatever we do as individuals especially also when acting for a company -, it will characterize us in the public/with our clients.

Whether it is

* the receptionist on the phone,

* the production manager,

* the driver of a company car,

* a field representative, or

* the owner/CEO himself ...

... all that 'impresses' the public - even a very good advertising campaign can not really be successful against this ! (whereas 'advertising' is often misunderstood/misinterpreted as being all of 'marketing').

Examples:

1. The receptionist - or whoever talks on the phone - is polite or unpolite - the client/ caller will be impressed 2. The manager of the production department is arrogant, or not - the supplier possibly talks about it during his cracker barrel or may be even being with a competitor 3. The driver of a labelled company car takes the priority from someone - possibly it was the best client !? 4. A slovenly dressed and arrogant field representative - who doesn't identify with the problems of the client (or even makes unbearable promises) - wants to be successful with a client - I can't believe this, even if the client urgently needs a product comparable to ours

5. Happened some days ago: An arrogant editor in chief doesn't answer a question correctly during a panel discussion but insists on his 'political view' - what happens, if this influences his readers !?

and much more.

... marketing is everything

I like this example:

Imagine you could produce gold (artificial and not to be used for jewelry but a perfect replacement for industrial purposes) at the price of copper and you want to sell it - with a very good profit - at the price of silver.

You would not sell it if nobody knew it !!

Big advertising campaigns or similar action would lead in this case possibly only to some kind of unbelief or would initiate a 'run' (of unwanted and not suitable clients) respectively which we could not live with/reply orderly to.

Consequently it would be necessary to sell this gold especially to such clients who barely need it for their products.

And ... all the ways to them - ideally in whatever region of this world - are known by the marketing department (see >> 'Marketing ~#~ sales'- www.marketing-und-vertrieb-international.com/en/news/selling-versus-marketing__8.htm)

* from market analysis and market segmentation, via

* the choice of the selling route accepted by such clients and the 'right' pricing, to

* talking to the customer, knowing/acknowledging HIS problems

and much more.

Of course this is impossible without the development department (describing the possibilities to use 'the artificial gold'), and the production department (being responsible for a permanently perfect quality)

and

of course all such things are very much depending on the company itself as we cannot generalize them, but provided everything is in order,

to get the 'right' client, in the 'suitable' market segment/s, and the 'right' requirements, which can be fulfilled by us ... you need Marketing

IMHO:

Everything is ... marketing ... is everything

With more than 30 years practical experience in marketing in/to all 5 continents I offer assistance and/or training in internationalizing >> market research, marketingplan, practical implementation - Europe and/or worldwide on the spot