Marketing Mindsets pt 3

August 29, 2012 — Leave a comment

3. Problem solver mindset

You are selling solutions to problems, you’re not selling products or services. This is a very important distinction. I’ll be spending more time on this in another chapter. But it needs to be mentioned here so you can begin to think about it.

If you can accurately identify the pains, problems and issues of your customer and then present a solution you’ll be doing great.

People hate to be sold but they love to buy. When you present solutions to their problems they will sell themselves and enjoy giving you money to solve their problem.

4. Action taking versus brand recognition

 Marketing is about getting people to take action. It’s not about making your name known or your product’s name known. All your marketing should be designed to get your customer to take some form of action.

They can make a phone call for more information, come to your store for a free gift, or go to a website to make a purchase,

It’s not about cute and creative, it’s not about design and being impressive, it’s about getting people to respond to your offer.

Getting people to remember your name is secondary to getting them to take action.

5. Diligence and Persistence

 Jesus taught the principle of persistence. He said that if we keep asking and keep knocking we will receive. That is true in every area of life including our business.

Diligence is “the constant and earnest effort to accomplish what is undertaken; persistent exertion of body and mind.”

Persistence is “to continue steadfastly or firmly in some state, purpose, course of action, in spite of opposition, or protest.”

In the proverbs we read, “The hand of the diligent will rule.”, and, ”the hand of the diligent makes rich.” Proverbs 12:24, 10:4

Samuel Johnson said; “Great works are performed not by strength, but perseverance.”

Many an excellent marketing tool has failed because of a lack of persistence and diligence. There wasn’t a stubborn pressing forward to accomplish the task of getting the message out to the right people.

You tried once and didn’t get the response you hoped for so you gave up.

You called and someone said no so you stopped all forms of marketing.

A great mistake in marketing is giving up too soon.

It takes on the average seven to twelve contacts before a person decides to make a purchase. Most businesses give up after one or two contacts.

A persistent marketer who is average in their presentation will always surpass the skilled communicator who has no persistence.

When you make a marketing plan you need to commit to a persistent follow-up.

 Patience and persistence is a key element to successful marketing. Decide now that when doing marketing you’re going to stick to it for the long term. Determine that you will not be knocked off course.

Persistence in marketing will allow you to build trust with your market and people buy from those they know and trust.

I’ve wasted money over the years because I’d do one mailing and then stop with no follow up. But there have been other times that I was diligent in my follow up and it increased my sales three fold.

In some of my businesses when I persistently stayed in contact with my customer list I was able to stop all advertising because of repeat business and referrals.

It’s not unusual to advertise one time and get no response, even two or three times but if you keep at it with the right message and offer you’ll begin to see results. It will start small and begin to snow ball.

A persistent marketer who is average will always surpass a skilled communicator who has no persistence.

Louis Pasteur the famous inventor said. “Let me tell you the secret that has led me to my goal. My strength lies in my tenacity.”

Jeff

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