|
|
|
 |
|
 |
|
If You Don’t Define
Yourself Someone Else Will
In a competitive
market, businesses who don’t do a good job of marketing find themselves on
defensive most of the time. What ends up happening is their business
becomes defined by other forces in the market and results in a
misconstrued identity.
No business exists in a
vacuum. If you are not communicating with your prospects and clients who
you are and how you can solve their problems they will find someone who
will. Today’s consumers are very fickle and will judge you by what they
hear from these others. Opinions are often formed on small bits and pieces
of information we haphazardly gather from unreliable sources. When your
marketing fails to communicate with your prospects, too often, they will
believe what they hear without all the facts.
Many competitors will
take advantage of a situation and tell prospects that their product is
better than yours. This is a natural marketing tactic used by all
companies. However, when they support their claim of superiority most sales
people will point out your product’s weaknesses instead of their own
strengths. This technique is simple and it works!
As you should know, w e
tend to deselect product’s during our decision making process. The sales
person is only nudging us along toward selecting theirs and deselecting
yours. The only way to guard your self from this diabolical marketing
tactic is to make sure your benefits and value are known to the prospect.
When you properly
market, you have positioned your product in the mind of the prospect as the
best choice they can make. That way, when presented with misinformation on
your product benefits, it can work against the competitor because you have
armed the prospect with the facts.
Without a strategic
marketing plan in action you will not have a strong message that creates an
advantageous position for your product. You allow the prospect to find out
their information from others. If you don’t make the effort to influence
and inform them you will lose the sale to your competitor. It’s your
responsibility to educate them and give them the compelling reasons to
select you.
In small business
marketing, perceptions are everything. They are easily swayed by many
factors. Don’t leave your identity, benefits, and value position flailing
in the wind to the forces of your competitors. Be aggressive and define who
you are and what you offer to your target market. It’s a critical job you
can’t leave to others.
|
|
Starting a business is not easy. These free
marketing tools are full of ideas, strategies, and information.
|
|
|
 |
|
 |
|
|
