You've seen the advertisements in the yellow pages, newspapers, and on brochures. You know the ones. They have several common and recurring themes. There is usually a featured photo of the business owner; and is very often accompanied by a picture of the store or company head office. The ad states prominently how many years the company has been in business, and lists proudly any award received since the beginning of time.
Stating that their business service is the best, their people superior, and their products unmatched is almost required by law for ads of this type. All too often, these traditional style ads provide results that are very disappointing. The owner is left in head scratching mode, and at a loss to explain the ineffectiveness of the expensive marketing program. There has to be a better way to market your products and services.
The advertisements mentioned have several factors in common. The first and most obvious similarity, is the focus being placed on the business, and not on the potential customer or client. While the company is important to the entrepreneur, it is not the centre of the universe in the eyes of the customer. In fact, neither the business nor the owner is important to the prospect at all. For many business owners, that realization is like a splash of cold water in the face.
Customers care about themselves and their needs. The concerns and accomplishments of the business are irrelevant at best. More likely, the company-centric marketing approach turns away more new customers than it gains. If the customer doesn't see their concerns being met, then the customer moves on to the next business. If the entrepreneur fails to focus on the customer or client, an untold amount of business is being let walk past the door, straight to a customer focussed competitor.
There has to be a better way. It's time to try the two step.
Two step marketing is different fundamentally from the ubiquitous single step marketing employed by most companies. One step marketing place an advertisement or places a cold call, for example and expects a resulting sale. Very often, the one step system will work well. All too frequently, however, one step marketing brings in fewer customers than projected by the marketing plan. It's time for a two step approach.
From the beginning, many advertisements and sales calls do not focus on the needs and desires of the potential customer. One step marketing practices are notorious for self concern, rather than on the needs of the prospects. Two step marketing programs, not only shines the spotlight on the needs of the clients, but has the customers select themselves for you as well. Self selected clients are not just found in a dream world, but they are a realistic idea for your business. Two step marketing is practical and can be easily applied to any business plan.
In Part 2, we examine two step marketing in more detail. We'll look at how this marketing strategy can be put to work for your business success.
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