By Mike English
In the last few articles, we’ve discussed marketing for small ISOs, how to dress up your business, and keys to successful advertising. Today we will discuss the attributes of a successful marketing-oriented company.
Here are some tips that have come in handy:
Use
both sides of your business cards, you can print your value
statement, corporate motto, or product suite descriptions on the
back.
Your
collateral: business cards, brochures, window stickers, etc.
should have a similar look and color scheme. You may want to
consider going to a local printer to get some ideas. It will cost
you less than going to an advertising agency.
Strongly
consider implementing a web site. It is an excellent tool to
communicate your message. There are simple and inexpensive web
designers available at computer stores today.
Make
sure you have an e-mail address.
Ask yourself these questions:
1. Do you offer window stickers to your customers with your logo? They provide free advertising for your business and make your customers feel as if you’re a much larger organization.
2. Do you have a newsletter, make frequent mailings, and do your salespeople make recalls on customers?
3. Have you gotten to know the property management people in your town? They know when leases are coming due and who is moving.
4. Have you ever thought about supporting a little league or youth soccer team? If you make the shirts "cool" the kids will wear them to movies, out to play, school and everywhere.
5. Do you use the non-media? Join the local Rotary other similar organizations.
6. Do you hold seminars at local hotels and invite special speakers? It a great way to solicit new business and keep in touch with current customers.
Remember, repetition is the key to selling:
2%
of sales closed: one sales call
3%
of sales closed: two sales calls
4%
of sales closed: three sales calls
10%
of sales closed: four sales calls
81%
of sales closed: five or more sales calls
A consistent message is the key to successful marketing. Repeat your message in each marketing message, repeat your marketing to each prospect, repeat your sales training to your sales people, repeat your marketing goals to your employees, and repeat to business goals to yourself and your employees.
Next time we will discuss how to create an effective marketing plan.
Mike English is the Director of Corporate Communications for IVI Checkmate. Mike was formerly with NCR Corporation for 17 years in sales and marketing management and also served as the VP of Marketing at Dassault AT. He can be reached at menglish@ivicm.com or 800-252-1140 x 1139.
