By Catherine Franz
Have you ever had a conversation with a person who
wasn't listening to anything you said?
This one-way communication experience is a big
turn-off and many times frustrating to cope with at the time.
Is this occurring in your marketing? Oops, no one
wants to think of their business as turning a deaf ear to their market. Yet
it can be easy to do since most of us have a jammed packed life already,
with little time to spare let alone to listen to what our market is saying.
Yet, we can't afford not to, or we lose our revenue. Relying even 40 percent
on push marketing turns off the sound to your market. Okay, Catherine, what
is push marketing?
Push marketing is when you use brochures, flyers and
other material -- including your business card -- and you push them out into
the market praying all the time you are doing it, hoping they read them and
will take the action you want them to. This is an easy rhythm to get into
because it allows you to hide and not feel any rejection. Yes, if you don't
know who they are, they can't reject you.
Materials are supporting documentation and should
never be used to push what people need to buy from you. Yet, business
owners, especially independent professionals and newbie’s (under 3 years in
business) use push marketing to frequently to "feel" like they are
marketing. Then when the response rate is nil or real small, which is always
the case, they get disappointed, give up (major reason for dissolutions in
the first 3 years of businesses), and begin to think they can't market, or
marketing is "t-o-o" hard.
Then they walk around pointing out why people aren't
buying. Take a moment, do it now before you forget, and make a quick list of
what you use to market your service -- brochures, business card, flyers,
what else? Yes, most web sites are push marketing -- you need to push people
to get them to visit. Of course, there are some exceptions.
Now ask, "How much do I count on for these materials
to market for me? Do you go to networking events and push your business card
into everyone’s hand?" Oh, did you feel that whoosh of negative energy with
that sentence? I sure did. Next time, keep those business cards in your
pocket until asked for one and then still hesitate to give it out without
some boundaries or criteria.
Why, because a business card has all your contact
information on it. U-know, name, phone number, and maybe a logo that took
you a year or two to develop that your market could care less about.
Your business card doesn't say how kind,
understanding, caring or what you know or the value you bring to your
clients. Its just flat energy.
Well, then, Catherine, how can you do this
differently? Thought you would never ask.
Be creative. Think of a few things you would prefer
to do to establish a relationship with your market. How about printing a
copy of your ebook or latest article and discussing the topic instead of
handing out a business card. Take one or two copies with you to give to
qualified leads.
If someone else sees you giving the ebook out, and
you want them to, invite them to a free upcoming teleclass and say its part
of the handouts (even if it isn't). Take out a small note sheet that has
your name, web site, and phone number printed on them (here's a vendor I
recommend if you don't have any of these already -- various sizes -- Day
Timer
http://www.daytime.com), and write down the name, date and
time of the next teleclass and tell them they can register by visiting your
web site.
KEY: The moment you use ink and take the time to
write it down it, you move from push marketing to relationship building
marketing.
Make it your goal to connect and begin building a
relationship with your market. Look around and take measurement on how you
are using with your material. Create a "measurement moment" and check in
regularly. I do. Ask, "How can I do something different this week that
builds connections?" Make a list of one or two you can do differently. Then
test them. Be creative.
Ask, "How can I learn about at least one of their
challenges?" After you do, spend some quality time thinking how your product
or service answers that challenge. If not, and it fits into your niche, then
ask the universe to send you some options on how you can. This will open new
doors of creative flow for you.
Remember, this is a learning curve, behavioral
change, and shift in mentality. So, adapt and adopt with patience and love.
When you connect with others you double, even triple
your attractiveness and money. Solo attracts solo.
Questions to support your evolution
- Is your marketing communication two way?
- Is your push marketing percent too high?
- How can I ask prospects to share with me their
biggest problems or challenges?
- How does that relate to what I am offering?
- How can I change this right now?
- Have I put my "measurement moment" on my regular
agenda for next week, next month?
- What 3 questions can I have in my arsenal for my
next point of contact (include e-mail in this as well)?
About the author:
ABOUT AUTHOR: Tired of trying to figure out a
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