How do you define “good marketing?”
Gil Effron
Through his books and mentoring, bestselling author focuses on improving your marketing and sales outcomes.
Too often, “good marketing” is in the eye of the beholder (aka, the author). So, consider my definition and feel free to share yours with me on LinkedIn.
Here how I dissect it: ?
Good means effective—something that’s capable of affecting or changing behavior in a positive way in order to help you win new business, better business, and more profitable business and to close more business in less time.
?Activity means many things. A direct mail campaign to your current clients is an activity. But so is a simple one-page visual aid that you use in your sales presentation to compare your features and benefits against those of your competitors. It’s also the way you greet a prospect when he or she visits your office for the first time. As you’re looking for marketing activities, solutions, tactics, or tools to support your sales process, you have a wide range of activities to choose from.
When the time comes to deploy new marketing activities to support your new marketing goal is any activity that speeds, shortens, streamlines, or favorably influences the positive outcome of the sales process.
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Speeds, shortens, streamlines, and favorably influences means exactly what it says. Your mission in rebuilding the sales process is to anticipate objections, eliminate points of constraint, simplify, and accelerate the transaction, and compress the sales process into a shorter sales cycle so that things move faster, more smoothly than they previously did and get you to Yes sooner, more consistently, and with fewer objections and fewer hurdles than ever before.
Positive outcome means making progress. More importantly, it means not only gaining a new client for a single transaction, but also retaining that client for life so that you derive maximum value along with your fair share of referrals from that happy, satisfied, and extremely loyal client.
Above all, positive outcome means a profitable outcome.
Want to dig deeper into this topic? I highly recommend a book entitled How to Close More Business in Less Time. It’s a guide for start-ups and experienced businesses by providing a logical, digestible process any business owner or marketing director. The Kindle edition is only six bucks. Search BOOKS on Amazon by my name or use this link: bit.ly/45cOffq.
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Distinguished Professor - Rushmore University - Online MBA in Entrepreneurship
1 年Good marketing is understanding changing customer requirements and modifying product offerings and processes to continue to make it "easy" for customers to do business with your company. Basically, migrating with changing customer requirements and buying preferences. Professor Robert M. Donnelly.