What do the entrepreneurs who do not have time for marketing

His Work / by admin / December 26, 2019

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Natalia Sviridova

The former director of marketing for IBM in Russia and the CIS, co-founder of the consulting company Marketing Freedom.

Stephen Covey, in his book "7 Highly Effective People Skills"Tells a story. A man saw a woodcutter in the forest, with great difficulty pilivshego blunt saw wood. He asked the woodcutter:

- Dear, why do not you sharpen your saw?
- I have no time to sharpen the saw, I saw! - moaned a woodcutter.

Very often, instead of thinking about a handy tool to achieve the goal we are trying to achieve that same goal completely without tools. What if there is a business and do not have time for marketing? The office is rented, people employed and small orders. Urgent new customers and sales needs, committed many chaotic movements, given some advertising, create an account in social networks, because friends say - it should be. No results.

However, the most urgent, most urgent in this situation - is to stop throwing from side to side, trying to sell everything to everyone everywhere in the hope that "shoot". You need to sit down and plan promotion. Ie (bingo!) To do thus marketing for which there is no time.

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Why? Everything is very simple. No customers - no business.

Have a home sewing machine and to be the most popular tailor in the city - different things. Even if you are doing something that is in demand, and you have all the necessary resources to turn it into a product or service, it does not mean that you have a business.

Business - it is when you sell products or services and get paid for it money. And people bought from you (not once, miraculously find you and not because you traded water in the desert), they need to get information about your offers. It was at a time when they need it. So we are back to the key task of marketing - business development.

What do you mean "my business is developing well"? Very simple. Get new customers. Those whom you have already sold, come back to buy from you more. The average check for the purchase increases.

What about those who have little time for marketing? It is necessary to answer the eight questions. Asked a good question determines the course of action to be taken to boost sales. Some of them can be done right now, the other - to plan for the future or to discuss with partners.

1. Who are your customers? What do you know about them?

Modern marketing concept is quite far removed from the usual socio-demographic characteristics of "women aged 25-35 with higher education who live in big cities." Knowledge of customer interest to determine where to look for them. Knowledge of their needs helps to formulate a proposal. Understanding what it looks like their normal day, it determines the communication strategy. Even the tone of communication should reflect how expresses itself in your audience.

12 real-life examples of how to not have to work with clients comments →

2. Why do they buy from you? How to make a purchase decision?

What needs to close your product? What customer problem does it solve? Are you sure that you know the reasons for the purchase? After all depends on how to talk about the product and where to promote it.

How to determine that the client is ready to recommend you to others, and to measure the rate →

3. Which product is the most popular? Why it sells well?

This is the fact that you have a good work out. Analyze why. See if you can improve something, to make special. And communicate with those who buy. They will tell all you need to know.

4. Whether you are promoting a product or he "sells itself"?

If you believe that the goods are sold well and nothing should be done to promote it, look on the bright side: how much money you can earn if invested in the promotion of such a successful goods. How many new customers come and buy this product, if you receive the information about it.

5. As you find your customers?

Analyze where they come: through advertising at point of sale, advertising on the Internet, a group or a page on social media, print ads? Can I do something to those channels for which you have come, have become even more convenient? Plan to promote through them, especially in resource-limited settings.

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6. What should a person who saw your ad?

Check if there is a call to action in your promotional messages ( "Buy and get a discount / gift", "Register to our event," "sign up and the first to know about all our offers"). Is it clear to everyone who saw what to do if the message is of interest to him (if there is a phone number, the form to fill out, buy button or check)? Only a very interested buyer will search your phone or address. Do not lose at this stage all the others.

7. Do you have any discounts for regular customers, the program recommendation?

It offers like 'Refer a friend and receive a gift "and the like. Keep customers who have already bought cheaper than to attract a new one. Give him a discount, points, special offers. Enter it into CRM. Stay in touch, but do not bother. Gently remind about themselves and offer a bonus.

8. Who are your competitors? What can they learn?

It scares many entrepreneurs competition. In fact, it is a sign that the product or service is good demand, which in this niche a lot of money. Let's look at the competition as an opportunity for development, rather than as a problem. What do they do better than you? What interesting ideas implemented? Especially useful to observe the competitors who are on other geographic markets, and in fact are not competitors. If you creatively borrow their idea, maybe you will become a bright star in his market. Steal like an artist!

Pareto Law in this case, works like this: 20% of your actions generate 80% of the profits. Determine which 20% bring you money, and focus on them. Promotion (ie marketing) brings one of the most significant contributions to the development of the business. That is, if you put just 20% more effort into your marketing, the result will be stunning.