| One of the biggest myths as it relates to business | | | | this is not always the case. When possible, you want |
| comes from one of my favorite movies of all time, | | | | to try to find out what it was that kept your prospect |
| 'Field of Dreams'. In the movie, Ray Kinsella, is inspired | | | | from becoming a customer. Some of these reasons |
| by a mysterious voice telling him to follow his dreams. | | | | may include price, skepticism, they no longer have a |
| The voice says, 'If you build it, they will come'. True to | | | | need, or they weren't fully educated about the benefits |
| Hollywood storytelling, Ray does build 'it' and 'they' do | | | | your solution offered.Once you're able to determine |
| indeed come.Unfortunately, it doesn't work the same in | | | | WHY they chose not to purchase and if you've seen |
| business. Many business owners have the false idea | | | | a pattern with other customers, you should then work |
| that if they have the very best product or service, | | | | to improve your Step 3 in order to better educate |
| they are guaranteed instant success. In essence, 'if | | | | them as to why you offer the ONLY possible solution |
| [they] build 'it', 'they' will come.An incredible, 'knock your | | | | to their problem.Step 5. Deliver Exceptional Customer |
| socks off' product or service does not guarantee | | | | ServiceI don't know if you've noticed this or not, but the |
| success.If you're like most small business owners, | | | | meaning of the phrase 'Customer Service' has |
| you've doing everything you know how to do, but | | | | changed considerably over the years. No longer do |
| you're still not attracting enough new customers. | | | | you see 'Full Service' gas stations. Receptionists have |
| You've tweaked your website. You've increased the | | | | been replaced by automated phone systems. Airlines |
| size of your yellow pages ad. You've even sent out | | | | no longer offer complimentary meals on flights. This |
| direct mail pieces designed to generate some quick | | | | decline gives you a significant opportunity to stand out |
| holiday business, but none of it seems to be | | | | from the crowd and create immediate loyalty by going |
| working.What most small business owners fail to | | | | above and beyond expectations.'Thank You' notes, gift |
| realize is that there is a very specific process for | | | | baskets, courtesy calls, or special discounts are a few |
| creating demand for your 'it' so that in turn 'they' will | | | | examples of ways to provide service that goes |
| come. Just as they miraculously did for Ray Kinsella. | | | | 'above and beyond.'Step 6. Encourage Your |
| This process is called the Sales and Marketing | | | | Customers to 'Spread the Word'While Step 3 might be |
| Cycle.By understanding each step in the Sales and | | | | the most overlooked step in the cycle, this step is |
| Marketing Cycle, you will have the knowledge | | | | undoubtedly the most powerful step if done properly. If |
| necessary to create a marketing 'system' that will | | | | your customer has had a positive experience with |
| allow you to build your very own 'Field of Dreams'.Step | | | | your solution, it is possible to enlist this customer into |
| 1. Create a Marketing PlanThis step is undoubtedly the | | | | your very own unpaid sales force.There are many |
| most important step in the cycle. You must clearly | | | | ways to create this army of marketers for you and |
| define where you want to go and how you plan to get | | | | here are two that I use quite frequently. The first is to |
| there. As Steven Covey says, 'begin with the end in | | | | simply ASK for referrals. If you don't ask, they may |
| mind.'To create a clear vision of what you want to | | | | never know that you expect them to spread the |
| accomplish, you must define your target market, | | | | word.The second way is to ask for and use |
| determine your Unique Selling Proposition (USP), write | | | | testimonials. A short, but concise testimonial from a |
| out your goals, and finally establish a marketing budget. | | | | satisfied customer is a very powerful tool for removing |
| Without each of these ingredients clearly defined, your | | | | skepticism in other prospects considering your |
| vision will be murky and you won't know when it's time | | | | solution.Step 7. Repeat Steps 3-6 with Your Existing |
| to make course corrections.Step 2. Get the Attention | | | | Customer BaseAfter going through the effort and |
| of Your Target MarketIf you've done your homework | | | | expense of identifying, educating, and ultimately selling |
| in Step 1, you're well on your way to capturing your | | | | to your customer, does that mean the relationship |
| prospects attention because you already know who | | | | must end? Absolutely not! A sad but true fact is that |
| your ideal customers are and what problems they're | | | | the asset most often overlooked by businesses today |
| trying to solve. Now it's just a matter of finding the | | | | is their existing customer base.Once you have a |
| proper medium to convey these benefits to your | | | | customer that has purchased products or services |
| target prospects.If you're an offline business, a | | | | from you, simply begin steps 3-6 again with bigger and |
| sequence of mailings to a targested list, lead | | | | better products. Marketing to your existing customer |
| generation advertising, television or radio spots, joint | | | | base is the cheapest marketing you can do and it has |
| ventures, and even leaving flyers on car windows are | | | | the potential for delivering the greatest returns.What do |
| ways to let your target prospects know that you have | | | | you do if you don't have additional products or |
| the answer they seek. For online businesses there is | | | | services to offer your existing customers? In two |
| 'Pay Per Click' advertising such as Google AdWords, | | | | words, FIND SOME. Create an information product. |
| ezine advertising, joint ventures, or writing and | | | | Assemble smaller, related products into a 'package |
| submitting articles to online publishers.One key to keep | | | | deal'. Become an affiliate or licensee of someone |
| in mind, no matter the medium selected to convey | | | | else's product or service. Whatever it takes, you |
| your message, you always want to stress the | | | | MUST find more opportunities to sell more 'stuff' on a |
| BENEFITS. Sell the sizzle, not the steak.Step 3. | | | | more frequent basis to your existing |
| Educate Your Prospect about Your Product or | | | | customers.Understand These 7 Steps and You Will Be |
| ServiceThis step is more often than not the most | | | | Able to 'Go The Distance'As a small business owner, |
| OVERLOOKED step in the cycle. This step is where | | | | it's imperative that you understand this 7 step Sales |
| you begin to actually convert your prospects into | | | | and Marketing Cycle and how it relates to growing |
| paying customers.Each day consumers are | | | | your business. Once you do, you will no longer wonder |
| bombarded with hundreds, if not thousands of | | | | why even though you've built 'it', 'they' aren't coming. |
| advertisements and offers for competing products | | | | You will instead know the exact steps needed to not |
| and services. Often times the consumer is unsure of | | | | only fulfill the first prompting Ray Kinsella received, but |
| how to differentiate between competing solutions. By | | | | you will also have the knowledge and understanding |
| educating your customer about the benefits offered | | | | needed to fulfill the next prompting the mysterious |
| by your solution, you set yourself apart from your | | | | voice whispered to Ray: 'Go the Distance.'Chestin |
| competition and it will go a long way towards gaining | | | | Salisbury is President of Lawn Care Marketing Magic, |
| their trust and ultimately their business.Some of the | | | | a direct response marketing consultancy located in |
| ways that you can educate your prospects include | | | | Charlotte, NC that focuses on the lawncare and |
| free reports via recorded messages, snail mail, or | | | | landscaping industry. He has been helping small |
| delivered via email spread out over several days. | | | | businesses grow for 5+ years by creating marketing |
| Tele-seminars are also popular these days and are an | | | | systems that use time-tested direct response |
| excellent way to educate your prospects about the | | | | marketing principles. Lawn Care Marketing Magic has |
| benefits of using your product or service.Step 4. The | | | | access to 100+ years of experience and is capable of |
| Sales Transaction OccursIf you've been able to | | | | creating a marketing plan that grows YOUR business. |
| successfully educate your prospect and have shown | | | | Chestin is also the chief-editor of 'The Lawn Care |
| how your solution can fill their 'need', a sales transaction | | | | Marketing Magic Minute', a weekly e-newsletter that |
| should be the likely result. Keep in mind however, that | | | | focuses on helping your grow your business. |