What does sales and marketing strategy have to do with knowing how to make a profit? Frankly, a lot. Very few businesses succeed without some sales and marketing program. When I was a child, the story was that the founder of The Hersey Company, who made Hershey’s chocolate, refused to ever advertise. Well, if you watch any TV today, you know they now do incredible amounts of advertising. But the really important question before you invest in advertising or sales is to ask, “what do you need to know to avoid wasting time and money?”
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You need your sales and marketing strategies thought out. There are several crucial steps to take if you want to maximize your ROI or return on investment for your time and money.
1. Ideal Customer Profile – write it out
2. What’s in it for me? (This is your customer speaking.)
3. Unique Selling Proposition (USP) – unique to you / unique to their wants
4. Use this Information to Guide Your Marketing Efforts
It’s easy in business to want to just plow ahead and assume that you know what people need and that your product will solve their problems. You want to take a short cut to sales. Most often, the real shortcut is the rout that looks longest. Ask yourself, what do you need to know to avoid wasting time and money? You need to know the following: 1) What is your ideal customer profile? 2)“What’s in it for me?” from your prospect’s viewpoint. 3) How can you make yourself stand out from the crowd based on your unique selling proposition – from the viewpoint of your prospects and customers? 4) Apply what you know about what your best prospects are looking for to guide your sales and marketing strategies. Remember that your benefits are important only to the prospects who are looking for them.
If you would like to get more insight into how to develop customer loyalty programs that will work and reinforce your marketing strategy, check out my interview with Gina Gaudio-Graves, the JV Queen, on “How Can You Use Customer Loyalty Programs to Grow Profits?” A JV is a joint venture, a type of affiliate marketing. Gina is highly successful in Internet marketing. She knows how to create programs build raving fans as she personally has a lot of raving fans.
Building profits through strong relationships,
John R. Aberle, Aberle Enterprises
My first Kindle eBook, How Relationship Selling Rewards Small Businesses, went live on April 24, 2012. Until June 11t, 2012, it is available at its introductory rate of $.99. I've lived a lifetime of service and spiritual search so it's natural for me to incorporate these attitudes into my work. I believe that selling and marketing are spiritual service when done with a heart-centered, relationship selling approach. All of business success comes down to building strong relationships.
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