A two step approach to marketing may be much more successful than the one step marketing strategy currently used my most companies. Employing a two part marketing strategy may often require a radical departure in thinking for many business people. Having prospects self select themselves as customers is just too appealing to pass up, however, even for the most traditional marketer.
An entrepreneur often must be convinced to try a two step marketing program. The two or more step system will very often run counter to the instincts of many business people. Two step marketing is based on giving something away for free, with the hope of getting something back in return. For many business owners and managers, the idea of giving away freebies with no guarantees of returning revenue, runs counter to their nature. There will almsost certainly be objections to this innovative relationship marketing plan.
One objection, as expected, will be that the current marketing program is working very well already. While the current system may be capturing customers, it is very likely not a targeted approach. When you ask the one step marketer who are their customers, they will usually respond that everyone is a prospect. Of course, this is easily proven incorrect. For example, people who don't own homes are not prospects for home improvements or lawn care. A targeted approach will not only bring in more customers and clients, but may also be cheaper to operate as well.
The next objection will be one based on cost. The concern will state that if a business offers free booklets of information, e-books, courses, guides, and samples of products or services, the company's out of pocket expenses will rise. While the initial cost may appear to be higher, very often the overall expenditure will remain the same. Advertising and marketing costs can be transferred from previously unproductive areas to the newer systems. At the same time, many of the items offered as giveaways may have no cash costs involved in delivery.
A third objection will regard the time delay between the giving of the item and the receiving of any business. Of course, the person requesting the information may not be in the market for your product or service immediately. The value of the two step system regarding time is how business prospects are developed over time, creating future customers and clients. While some customers may not appear for a year or more, there will always be some arriving almost immediately. Once the first time lag is past, there will be a steady stream of customers and clients at your company's doorstep.
Another objection arises as to why anyone would believe a two step system would ever work at all in the real world. When a person requests your free booklet on travel safety advice for women, for example, you are providing real value to people. You are also building a relationship built on trust.
The free information recipient will now trust you as a source of knowledge and valuable information. At the same time, the woman needing safe travel tips is very likely to be in the market for travel in the near future. Instead of contacting any of a myriad of travel services, your business will be the first one considered by the female traveler. You have already demonstrated that you have her individual needs and concerns in mind.
It's time to put a two step marketing system in place for your company. Give a little and the rewards will be great for both you and your company's customers.
It's a win-win relationship marketing plan where everyone benefits in the end.
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