by Dr Greg Chapman
In the last post I described The Five Profit Driver Marketing System. The first of the Five Profit Drivers is Increasing Enquiries.
What marketing strategy are you going to use to communicate with your customers and entice them to contact you? There are really only four types of enquiry generation marketing strategies.
- Public Relations
- Word of Mouth
- Cold Calling
Advertising can be cost effective if you are talking to your best buyers. However, I heard of one business that spent $50,000 on television ads, and got just one enquiry. The Cost per lead for this campaign was $50,000. Just about anything you could think of would be more effective, including standing on a street corner and shouting. I would like to tell you that this story had a happy ending and that the business made a massive sale from this one enquiry, but the enquirer needed to think about it, and is still thinking about it today!
On a Cost per Lead basis, Public Relations can produce a large amount of enquiries for very low cost, because what others say about you is more important than what you say about yourself. Of course, it is much harder to get publicity than just paying someone to take your ad. There needs to be some angle, some novelty in your story so sending out media releases to every outlet you can think of will be a waste of time if you have no story to tell, except that your mum thinks you’re great.
Word-of-Mouth is probably the most powerful form of marketing there is, but it is not enough just to do a good job for your customers and expect the world to beat a path to your door. You need to be proactive in your Word-of-Mouth strategies so that your customers or other businesses are encouraged to sing your praises.
The last of these strategies is Cold Calling. However picking numbers out of the phone book at random is highly inefficient and produces a poor response. Targeted Cold Calling strategies can be effective, particularly if you combine it with one of the other strategies. This is also the most difficult of the strategies for a salesperson as the rejection rate will be high, particularly if there is no carefully designed script and they have not been properly trained.
Generally a business will use a portfolio of these tactics and not rely on any single one. In different industries a different mix of strategies will be used, tailored for their potential customer profile.
How do you tell which is the right mix for your business? No one can guarantee marketing results so you must design each strategy so you can measure the response rate, the quality of the responses and determine the Cost per Lead, and ultimately the Cost per Sale. So when you create a new campaign, Test and Measure. Over time, with controlled testing, you will improve you results from the First Profit Driver.
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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