marketing beyond limits
Pie in the Sky is not a marketing strategy.
After working 20 years with traditional marketing modalities I have come to an important realization. The model of “target marketing” based on selecting external goals with known clients with known problems is antiquated. It is a “hunter-gatherer” approach and doesn’t work well in today’s complex business environment, largely because it is really expensive for companies to sustain. The emphasis on capturing market share and stealing customers away from competitors requires a mind-set of constantly acquiring more client share. This never ending push to seek out new customers to get their “ piece of the pie” requires time, money and resources that most companies don’t have. And also accounts for the high burn-out rate of marketing and sales professionals today.
Over the last decade there have been a number of books on “relationship marketing.” Many of them coming to the conclusion that companies must spend less time trying to find new customers and instead spend more time defining who they are and what they stand for. Once a company clearly articulates it’s mission and values then they can put in the organizational practices that support building upon customer loyalty.
Many of us have heard of the 80/20 principle or Pareto’s Law . 80% of a company’s profits come from 20% of existing clients. 80% of the results come from 20% of the effort and time. Then why are companies putting much of their focus on the 80% when getting even 5% increase in client retention can affect the bottom line anywhere from 25 -95%. It doesn’t really make sense does it?
A new marketing model is emerging for doing business in the new millennium. It involves transformational work where neither the problem or the solution is understood. I am not talking about some magical formula here. It is where clients seek you out as an advisor to work through their challenges together with them. But in order for you to be sought out in ally/advisor role you must absolutely be clear on the “raison d’etre” of your business- your reason for being. What gets you up every morning to do what you do? What inspires you? Your hardest job in the art of marketing is to be as clear as you can in answering these basic questions.
This inside-out marketing approach
is key to the SKY Marketing process. I show entrepreneurs and
individuals how to attract the business they want easily and
gracefully. I create strategies that create customer loyalty and
retention. Working as your chief strategist, I help you gain clarity
and direction faster thereby saving you time and unnecessary pain.
If working smarter appeals to you, please call me for a free
one-hour consultation at 602-909-0157.
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