MARKETING MATTERS
Thank You !
Show gratitude in the traditional way to continue to stay connected with your prospects , customers and referral sources while you ’ re planning how you ’ ll support them through your marketing . You don ’ t want to lose the relationship you just started to rekindle in the discovery phase . Showing gratitude used to be so easy . Now you ’ re going to have to be more creative with it . You ’ d shake hands at tradeshows , take folks out to a steak dinner , introduce an associate to a few other business contacts in the hope that they might be able to do business together in the future . How can we turn that into something we can do now ?
• Could you mention your referral sources on your website ?
• Could you give them a testimonial about how great they are to work with ?
• Send an email checking in to see if there ’ s anything you can do to help them get more business .
• You might send them a thank you card or letter .
• Make a fun thank you video . Do whatever fits into your company culture and skill set . Get creative and show these people that you really appreciate them .
( 1 ) Discovery ( 2 ) Gratitude & ( 3 ) Support .
3 . Support
The support phase is honestly where the real marketing gets underway . Most businesses when they tackle their marketing think , “ how can I sell this ?” When what they should really be thinking is , “ how can I help someone solve a problem ?” Because solving a problem will not only sell your products and services , it will build a lasting relationship . How you plan your “ support style ” marketing looks different for each business . To figure out what you should do , ask yourself : what were the problems that I could solve for them ? And what talents or skills do you have that you can use to support them and help them solve these problems ? Here ’ s an example : One paving company , Rose Paving , does a great job of using support style marketing on their website . They offer white papers , free PDF downloads covering topics like : Is Your Parking Lot Legal ?, 10 Factors That Affect The Outcome Of Any Paving Procedure and Got Potholes ? Crack Sealing To The Rescue . With those white papers they not only support the business owners making decisions about their parking lots , they also support their own sales people and referring general contractors by giving them the tools that they need to share with business owners to sell Rose Paving ’ s product . Now support isn ’ t always a white paper though . It could be a webinar to explain your products or handle common buying objections that are barriers of entry for purchase . It could be an online tool to estimate services or materials . For some people , it looks like a Frequently Asked Questions section . And other people , it ’ s a blog , podcast , or educational email campaign . Once you decide upon your support-style marketing tactics build the resource then share that information everywhere you have access to . And most of all , make sure that your salespeople and referral sources are equipped to talk about it . So every time that they hear a person talking about this problem they can present your marketing as a solution . So there you have it , my three part plan to rekindle your relationships in 2020 so you ’ re ready to handle 2021 : ( 1 ) Discovery ( 2 ) Gratitude & ( 3 ) Support . A little bit of marketing , a little bit of sales and little bit of psychology to keep you on track to keep your business going now and in the future .
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