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~ Team Tip: 7 Marketing PrinciplesViews: 639
May 16, 2009 8:18 am~ Team Tip: 7 Marketing Principles#

T.E.A.M. Mom!
Have a great day, Patricia
5,000 Biz re links, tips, more


"Focus on These Seven Marketing Principles
to Attract More Business and Close More Sales"

2004 Joel Sussman, president Optimal Marketing Communications

1) Gain Customer Confidence: Customer indecisiveness, skepticism, indifference, or confusion are among the top sales killers in the business world. It's up to you to project an image of experience, quality, dependability, excellent customer service, and/or value to your prospective customers in order to win their confidence. If you haven't clearly communicated the advantages and solid reasons for them to do business with you, then they'll be hesitant to commit and the sale will go to your competitor.

2) Penetrate awareness of your target audience by using some form of integrated marketing. In other words, the more ways the public hears about you, the better your chances are for achieving brand recognition, credibility, and greater market share. Effective marketing is partly the result of exposing your target group to your name and your selling points (unique selling proposition) as often as possible(frequency), in as many ways as possible, and as cost-effectively as possible.

3) Enthusiasm, in both print and in person, is contagious (and I'm not talking about using multiple exclamation points after sentences!!! That's just plain tacky.) If you deeply believe in your products, services, your company, and yourself, then your prospects will pick up on that passionate attitude and feel confident and optimistic about doing business with you.

4) Purchasing is an emotional decision: Instill in your prospects good feelings about your company, your business relationship with them, and how you can improve their lives or solve their problem. Accomplishing that is at least as important in the sales process as focusing attention on product features and benefits.

5) Dispel Distrust: Gain customer confidence and overcome potential feelings of distrust by offering written guarantees of satisfaction, customer testimonials, references, and by joining respected and well-known professional organizations, such as the Better Business Bureau, Chambers of Commerce, and industry associations.

6) Impose Deadline: Counteract one of the biggest obstacles to closing a sale known to mankind: procrastination. To overcome the natural human tendancy to deliberate, postpone, and delay, it's often necessary to inject a sense of urgency into your ads, sales presentations, and marketing messages. Whether supplies are limited or prices are going up at the end of the month, some prospects need to have a deadline or an incentive to motivate them to take action now.

7) Create a Marketing Plan to identify and capitalize on your strengths and opportunities. Your strategic plan should also take into account factors such as your weaknesses (and possible remedies), external threats (competition, economic factors, etc.), your marketing mix strategy (products/services, promotional goals, pricing strategy, and distribution decisions), media strategy, sales and expense budgets, and target market analysis (know your customers).


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