The purpose of successful marketing is to create a personal relationship with every customer – so that they believe you understand their needs and feel gratification in doing business with you. Remember, companies don’t buy from you – people do.
The purpose of superior marketing – the kind that wins more and better business – is to build a multi-channel dialog that conveys an irresistible message: “We know who you are…and we are interested in your well-being.”
The secret to marketing success is quite simple; make every prospect and every customer feel like they are your most important prospect or customer.
If you think that’s an impossible chore, ask yourself these three questions: • How often does a prospect or customer contact you? • How long does each contact last? • What response or information do they need to be totally satisfied?
For most companies, the answers are: • A couple times per year (if we’re lucky). • A few minutes. • We’re not really sure. (Remember, we didn’t ask what resources and information you have on the self already to provide to customers)
Although it is natural for a business to think in terms of the things that it believes make it valuable, like products, people, and processes. This is your Inside Reality. The customer does not usually think in the same terms and perceives value based on highly personal criteria. This is their Outside Perception. Unlimited marketing success requires that you learn to think like your customer in order to anticipate their need and send powerful, instantly accepted, marketing messages.
The Four C’s of Credibility • Customer need and values drive your business • Character of your business conduct is beyond reproach • Communication is always relevant and two-way • Commitment to resources needed to deliver customer value
We ourselves are entrepreneurs who empower other entrepreneurs to build and grow their business quickly, efficiently and more easily than they ever thought possible.
