Stop pushing and start pulling.

Your customers and potential customers are bombarded with pushy sales messages every day. Difficult times lead to desperate measures leading businesses to focus more and more on the push, destroying trust and loyalty as they go.

What if instead you positioned yourself as a leader in your industry, someone who could be trusted, someone potential customers would keep in mind and come to when they were ready to buy.

But surely the pull process takes time? Well yes it does, that’s why our process delivers both short term sales opportunities and the longer term pull process. Step1 and 2 are designed to deliver some short term sales (without destroying trust) while Steps 3 – 6 build a pull marketing campaign designed to deliver a longer term sales pipeline

Step 1

Use your existing customers to find more customers. Use a non-confrontational system to generate referrals and recommendations, testimonials and genuine customer feedback. Convert the referrals to sales.

This is a one time exercise, not a long term process, designed to generate short term sales.

Step 2

Raise your profile on the major search engine (Google). A basic website on Page 1 of Google.

No – not a full website with all the associated costs and guesswork on ROI - but a simple, low cost and effective medium to display your company details, what you do, examples of your work, offers (if any) and past customer reviews. Publish the reviews and testimonials generated in step 1.

Be found, project a professional image, bring customers to you.

Step 3

While generating some short to medium term sales it is now time to sit down and review your marketing. This does not need to be some time consuming, expensive exercise but it is important to think through where you would like to take your business, answer the basic marketing questions, review the effectiveness of your current marketing activities and understand the potential for up sell / cross sell to your existing customers. Understand who are your key customers and where you could find more of them.

It is also important to review how you can be a help to your customers – What information helps them use your product/service more effectively? What knowledge can you share about what is happening in your industry? What resources can you point your customers towards which may be of use to them? Are white papers on potential new products / services relevant for your industry? and (perhaps most important) do you have case studies which illustrate what you have done for others. If not we have a process to collect them on your behalf.

Step 4

A central point is required to showcase the information and resources created in Step 3. This could be your existing website, it could be a blog or it could be a new website (basic versions are now available at low cost)

Step 5

Point your existing customers to your information resource and bring in subtle up sell opportunities. The most effective, low cost method is an E-Newsletter delivered on a regular basis.

A contact management system (CRM) will be required to achieve the above. It is also crucial to understand the legal (and moral) implications of E-Mail marketing before you start.

Step 6

Your resources should be focused on finding more key customers. To achieve this it is vital to understand why your current key customers buy from you and what information influenced their purchasing decision.

List potential key customers, gain their permission to communicate with them, deliver them case studies and articles of interest. Stay in touch until they are ready to buy.

It will not be possible to reach all your potential key clients so, if it fits with your business / services, some precisely targetted advertising may well be appropriate. Pay per click advertising is ideal for this process.

Should you wish to discuss any of the above in more detail then call 01670 513378 or E-Mail phil@striga.co.uk

 
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