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The Three “Musts” of Marketing

The Three “Musts” of Marketing

Tom Daly

1. You Must Separate Your Business From Your Competitors:
And here’s the catch . . . You must be able to communicate those differences in a compelling way to people who don’t know you, who probably don’t want to listen to you, who are generally skeptical, who hate making decisions, and who resist change at almost any cost. Yes, I’m talking about your future customers.

You see, it doesn’t really matter if your current customers think you’re wonderful. With new business, the challenge is always making them want to listen to you in the first place, to want to make a change. The real masters of business can generate interest, spark action, and create customers first by creating a truly superior business . . . and then communicating to potential customers in a compelling, believable way that it is worth their time and energy to investigate. Do you do this right now?

There are many strategies you can use to differentiate your company from your competitors. Once that is done, then you must create a case for your product or service that leads a prospect to this simple conclusion: “I would have to be insane to buy from someone else.” There must be so much value in what you offer; that the purchasing decision is a foregone conclusion.

2. You Must Teach Customers and Prospects To Buy From You: And you have to know how to do it without spending a gazillion dollars. Customers are a lot more sophisticated than they used to be. They have more choices. They’re more educated. Think about your own buying habits. Do you buy everything from the same store? I don’t. I bought a DVD player from Costco, a phone from Radio Shack, a washing machine from Sears, a color laser printer from Office Depot, a computer from Canton Computers, and an audio CD player from Target . . . all in the last year or so. Most of those places sell all of those products. So why did I go to so many different places?

The answer is simple: Not even these major retail chains have enough brains to market to me and ask for my business on a consistent basis. None of them have contacted me to educate me about the merits of buying from them over their competitors . . . not even once. But you can.

You must get customers to love you… and loathe your competition. If you’re in retail, you have to know how to get the customers to come back. If you sell business to business, you have to know how to drive in new business in droves, and keep it coming back forever. Manufacturers, you have to learn how to sell through to end users . . . even if you have solid middle-man distributors in place. Professionals have to learn how to set them selves apart as the absolute, unquestioned authority in your field . . . and how to let people know it without sounding like a blowhard.

3. You Must Systematize Your Business: But only if you want to really dominate your marketplace. There’s two main advantages of a business system: first, you determine ahead of time how to handle anything that comes up instead of ‘winging it,’ and second, your weakest links will become stronger because the system compensates for their weaknesses.

As for the first, take this mental test . . . honestly, now. Are you always trying to come up with a new advertising slant? Do your salespeople all say the same thing, use the same tools, and receive the same training? Are leads always handled the same way, in a timely fashion? Are your bids and quotes always followed up on the same way? Does anything fall through the cracks? How do you handle problems when they arise? Your business system should answer every one of those questions, in specific, delineated terms. Does yours?

Secondly, let’s talk about your weak links. You know you have them . . . the universal 80-20 rule. The question is how do you make the weakest 80% more effective? The answer: give them sales tools that work for them to compensate for their weaknesses; to make average salespeople good. These same sales tools will make the good sales people great. The key is to create powerful sales tools and procedures that help them sell.

If your company practices the “Three Musts,” then your business will prosper. If you use one (or none) of them, then you are wasting money and missing out on sales that you could, or should, have gotten. You may be able to collect what you need from the wealth on information on the Internet, or if you want faster results, you may want to consult experts in the areas above.

For assistance implementing these ideas, contact Tom Daly of BestFit Solutions at 503-206-0333.