Marketing Strategy - Whats Your System?

Where Do Most of Your Clients Come From?

Is it from your marketing and sales system?

When I meet people for the first time and they understand that I'm a marketing consultant, I'm frequently asked, "Where do most of your clients come from?" Many times I believe the question is asked innocently enough. But, quite often I feel like the person asking wants to know if I have a magic answer that might work for them.

Most small business owners are passionate about the services they provide - not the marketing it takes to consistently find more clients. Many service businesses will admit that they're not really sure what works best or how to get going with marketing.

With that as your starting point, marketing can sure seem like a lot of work that takes too much time and energy for the return on investment.

Too often the result is a scatter gun approach. I refer to it as episodic marketing - a series of unfocused and hastily-planned, one-shot episodes (or campaigns). For example, throwing together a tri-fold brochure that you can start mailing or handing out to everyone you meet; or sending out a direct mail piece to try and stir up some interest.

It's not uncommon that the motivation for these marketing episodes is a slow down in business. And then when business picks up, you quickly scrap the current campaign (until the next slow down).

No System, No Consistency

What's missing for most small service businesses is a system to break marketing down into a series of connected small steps to generate a consistent supply of leads and convert them into new clients.

I think a lack of a system might be one reason why so many small businesses conclude that word-of-mouth is their best source of new clients. It's kind of funny because when I ask others where the business comes from, 99% say that it's referrals (word-of-mouth). But, when someone asks me, I actually have to pause and think about it.

There's no doubt that referrals are one of the most effective ways to grow any business, but most service business owners would have to admit that they don't have any system for consistently generating word-of-mouth business.

So Where Do Most of Your Clients Come From?

For me, the answer is that they are coming as a result of my marketing and sales system. The same system I'm using to help teach my clients how to get better, more consistent results from their marketing is the system I'm using to build my own business.

Having a system allows me to dependably follow simple, but proven and effective processes to consistently generate leads and convert them into more business.

It is not one or two great ideas or strategies. It's breaking marketing and sales down into a series of connected strategies and tactics to gain attention from prospects and help them to become clients. The system helps move prospects forward that are ready to say "Yes", and lets those who are not motivated or ready to make the investment move on.

Why Do You Need A System?

If you don't have a marketing and sales system, you'll never be able to grow your business to its full potential.

Most businesses address their primary business functions with systems. You have your billing system, accounting system, payroll system, and time management system. It's likely you have systems to manage client or project work. One primary business function that seems to go without a system is Marketing.

There's a great misconception that to be an effective marketer, you need to be creative. And most small business owners will tell me that they're just not good at that. But I've come to believe that marketing should be more of a science (a system) than an art.

Without a marketing and sales system, most service businesses end up reactively marketing when business is slow and stop when they are busy. This mindset usually lends itself to episodic marketing.

With a system, you'll be better prepared to generate inquiries and convert new clients all year round.

Marketing and Sales

Notice that I've said you need a Marketing and Sales system. Marketing and sales are NOT the same thing, but you need a system that addresses both seamlessly.

One of the notions I hear over and over again is that Marketing is about creating name recognition or brand awareness. I would argue that these are simply welcome side-effects of marketing. When you are a small business and all of your time, energy, and money count, then what you really need is for marketing to produce a consistent stream of good quality leads.

Sales then is the process(es) you use to convert as many as possible of those high-quality leads into clients.

This is why the two should be seamlessly addressed in your system. Too many businesses jump forward to selling before a potential lead is even established as a qualified prospect. Conversely, many leads go uncultivated when there's no means to explore the prospect and move them towards becoming a potential buyer.

A System is The Key To Reaching Your Full Business Potential

Now just imagine if you had a system to drive these vital functions in your business ? a system that breaks down the marketing and sales process into smaller, more manageable, interrelated steps.

Think about your own business. Where do most of your clients come from? Is it from your marketing and sales system? It should be.

(c) - Kevin Dervin, KPD Marketing

About the Author:

Kevin Dervin is focused on helping small businesses that are ready to grow, but struggle with how to consistently attract more clients. Visit http://www.proven-small-business-mar keting-solutions.com for more great marketing information you can put to use in growing your business today.

Find Kevin's Kansas City based KPD Marketing practice at http://www.ABCDgrowth.com and subscribe to his free ezine called ABCD Grow.

---

Integrity and Marketing - Finding the Right Balance

When marketing themselves to leads and prospects there are five... Read More

Unique Marketing Ideas That Generate Cash!

First of all - keep in touch with your customers!... Read More

Neuromarketing: Smart Marketing Or Jedi Mind Control Trick?

In the international bestseller "Blink," Malcolm Gladwell explains why our... Read More

Postcards: Awareness Tool or Selling Tool?

Are postcards better for building awareness or for selling?In my... Read More

Five Mistakes Absolutely Guaranteed to Drive Away Your Best Clients

We all work hard to attract even one paying client.... Read More

Ten Deadly Proposal Preparation Pitfalls

Let's face it, the name "proposal" is a great misnomer,... Read More

T.E.A.M Profit

As you network and meet other business owners, keep this... Read More

Key Marketing Questions - Planning Your Marketing Campaign

So you started a business. How's it going? Did you... Read More

How to Manage Your Marketing Mix

Here's the deal: advertisement is not marketing. It's like saying... Read More

Do You Make These 5 Common Marketing Mistakes?

The famous P.T Barnum once said, "Without promotion, something terrible... Read More

Stop Searching - Joint Ventures are the Solution to Doubling Your Business

First, define the end user (or ideal client) of your... Read More

How to Use Your Newsletter to Research Your Market

A few decades ago, in the early days of automatic... Read More

Finding a Brochure Printing Company

A brochure can be a great promotional tool, whether it... Read More

Marketing Tips 101 - Where Can I Get Clients From?

The following tips have come from a wide variety of... Read More

Looking for Sky In All The Wrong Places

Ever sit with a single puzzle piece of clouds and... Read More

Why Direct Mail Advertising Works And How To Lower Your Costs

I met a lady who said she received a notice... Read More

9 Highly Effective Marketing Tips

Here are 9 low-cost but highly effective marketing tips to... Read More

Know Thy Competition

BREAK FROM HO-HUM MARKETING ? IT'S TOO BORING! Once you... Read More

Improving Lead Generating and Conversation Rates: Think Like a Farmer

John's a freelance photographer in Ohio who called to tell... Read More

Celebrity Product Placement: A Primer

With more and more companies wanting to integrate their products... Read More

Why Insight and Flexibility is More Important than Perseverance in Marketing

Marketing successfully requires not only insight into how a product... Read More

Where to Find Cheap Brochure Printing

Whether it is for is a real estate listing, a... Read More

Guerrilla Marketing in Action

Guerrilla Marketing is using time, energy and imagination to market... Read More

How To Turn $100,000 Into $1,191,817 In Just One Year Part II

Turning a modest $100,000 annual turnover into $1,191,817 may sound... Read More

Profitable Marketing Programs (Part 1)

Deciding whether a particular marketing program is profitable to your... Read More

Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types of lists, determined by... Read More

URL Everywhere? Offline Marketing For Online Success

Your URL (www) should be everywhere and more.I know many... Read More

Newsletters are Marketing Machines!

Is your business publishing a print or e-newsletter? An informative... Read More

What to be Successful? Marketing Makes the Difference

When you hear the word "marketing" what comes to mind?... Read More

Grab Your Audience by Focusing on Benefits

Have you ever chosen to pay attention to someone just... Read More

Timing and the Right Product Will Make Your Dreams Come True

Are you looking to erase your debt, buy that new... Read More

Discount Promotional Items ? How to Save Money

It takes money to make money is an adage we... Read More

Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

Here is an example of a business-to-business sales letter mailed... Read More