Marketing ensures that you do not need to "sell". You address needs and provide accurate information. You communicate with your clients/customers. The information about what you can do for them assists him/her to make a buying decision.
The purpose of marketing is to inform potential clients how you could meet their needs and solve their problems and provide benefits. They will reward you financially for doing so.
Marketing by service companies
ABPLAN uses an approach which makes the practice of marketing very understandable. Robert Middleton developed an intriguing diagramme based on the game of baseball (or rounders). Middleton specialises in teaching service companies to get clients.
Core marketing message
The development of a Core Marketing Message lies at the heart of marketing. Middleton argues that this message should state the type of problems which the client may have and your solutions to them. The client is not interested in your mission or vision, but only in his needs and problems and in solutions.
Middleton's diagram in a very clear manner explains the five stages of marketing: Positioning, Packaging, Promotion, Persuasion and Performance. Any company has to perform against very high personal and client standards in each of the stages.
People
ABPLAN added a sixth "P" to emphasize the central importance of People throughout the process. Start with people and develop client value propositions and buyer personas.
Simplified Game
Middleton some years ago simplified his diagramme.
- From home plate to 1st base: As service professional, prior to getting to the home plate, you have worked out you positioning and have done your packaging. Your objective is simply to get the attention of the prospective client and the right to bring your services to his attention.
- The sole pupose of moving from base 1 to base 2 is the provision of accurate information The prospective client needs to get to know you, like and trust you.
- On arriving at 2nd base, the prospective client is ready to discuss matters. This is the persuasion phase. It consists mainly of the service professional listening and understanding problems and needs before suggesting solutions (backed by proof or case studies).
- From 3rd base to the home plate you and your new client would come to an agreement on the detail of the services required and the fee of the project.
Back in the dugout, your dedicated hard work to deliver the needed outputs. begins. If you do it successfully to the client's total satisfaction you could expect a referral - for certain, if you followed a Referral Strategy. (ABPLAN could assist you in developing a Marketing Strategy and a supportive Referral Strategy.)
Selling is superfluous
This marketing process or game is aimed at ensuring that selling becomes superfluous as the product or service sells itself. You simply have to furnish truthful, appropriate and clear information about the type of problems you address and assist others in solving. In conversation and negotiation ensure that you address the specific needs and problems of the prospective client. Offer solutions. Your products and services are simply a means for doing so.
Understand that old-fashioned hard sales techniques are passé and even suspect.
We suggest that you next visit...brand.
For details about Robert Middleton's InfoGuru Manual (which I recommend without reservation) please visit ... worth reading.
Last modified: 14-11-2009