Stay Committed To Marketing

Written by Kerry O'Malley Wednesday, 26 August 2009 15:22

When profits are down or other factors threaten your company's stability, it's easy to target marketing as dispensable.  Smart companies understand that  consistent communications, over the long haul, ensures the health and growth of a business.  Here are a few ideas to encourage you in your commitment to your marketing program, regardless of the winds of change.

• Remember that marketing is about "cultivation": Your prospects will buy when they need a product or service, not when you want to sell. Remember that you will win new business by consistently keeping your name in front of prospective customers.
• Follow up with solid information: The worst thing you can do is to ask for a response in your communications, and then not have additional information to provide when your prospect takes action
• Communicate on a regular basis: It's impossible to keep in touch personally with all of your customers and prospects, by phone. You can, however, "touch" these people in many other ways on a regular basis.
• Be patient and don't stop your marketing efforts: The biggest mistake you can make in your marketing (other than not doing it at all) is to stop the cultivation process. Business may be OK today - but what about next year?
• Make your marketing communications program dynamic: In other words, don't just keep doing what you've always done. Evaluate your communications often and keep them fresh and relevant to your prospects' needs.