5 Marketing Moves for Business Success - If you don't...
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If you don't lose some unprofitable clients, you won't have room to serve the more profitable ones when they come along. It's professional suicide to continue focusing on serving a market sector "that can afford" to pay your old (low) prices. Price doesn't find clients. VALUE finds clients. And those clients that value your work should - and will - pay according to that value.
Free is also a powerful price point. And, of course, free is remarkable. Which is another facet to moving up - you move up when you give VALUE first. For free. Got a great idea for a prospect? Great! SEND IT TO THEM. Even better, got a business lead for them? Hand it over! Did you come across an article, a profile, or a piece of research that directly impacts their business? Clip it and mail it to the top person with a brief note. That prospect's door is now open.
Move 2: Move In
Moving in means moving closer to the customer. Live in their world, think about their problems, and think about their clients and prospects. What's the first step? Research. Preparation. Homework. Industry, regional, business, and company news is now at every salesperson's fingertips on the Internet. If you're not intelligently researching your prospect's issues, challenges, and pressures, how can you possibly come in with a credible solution?
Don't like sitting at the computer all day? An even better idea is to hit the street. Visit businesses, talk to your contacts in the fields you serve, get some firsthand information about what's going on in their world - what are their challenges, perspectives, obstacles, priorities; what are their dreams, their "only-ifs," and their biggest aspirations?
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