How We Can Work Together

Identify the sphere of prospects and referral sources that value and want your experience, knowledge, capabilities, expertise, products, services, etc… Find ways to give away bits and pieces of that value for free, and in the process you will position your organization as the ultimate resource and logical solution to their challenges, pain and needs. Strive for your organization to become the premier publisher of content around your core competency.

Ask yourself which of your existing clients you would like to replicate, which ones are the most profitable, the easiest to do business with, the ones purchasing the majority of your products or services. Identify their commonalities and the reasons your organization is valuable to them. Once you’ve done this, focus on communicating that value in their language.

Once you’ve identified your ideal prospects and referral sources, focus on delivering value to them and generating meaningful interaction in the process. By offering knowledge, information and other valuable resources, you can create a dialogue and exchange that brings them closer to your organization and guides them through your sales process.

Campaigns, activities, brochures and even your brand are only tools. Successful marketing like any other part of your business should be a system for communicating with clients, prospects and referral sources with the purpose of guiding them through the desired process. Each marketing effort should have clearly defined goals and measurement of success.

In simple terms, marketing should mimic the first several steps of the sales process that your sales staff guides prospects through. Marketing creates groups of targets that share enough in common that a one-to-one conversation can be had one-to-many. Your marketing system should serve to make your sales staff more efficient by allowing them to focus on solving specific needs and closing business, rather than creating awareness one prospect at a time.