Most marketers like to drop bombs and hope for a hit. There’s not much to be accountable for in such an approach. Hiding behind anonymity and effort is safer than doing the hard work of precision marketing.
Thomas Edison stated, “Opportunity is missed by most people because it’s dressed in overalls and looks like work.” What if you got rid of the strategy of hope and replaced it with hard work and thinking through a true marketing strategy? What if you could engage, nurture and lead a buyer based on preferences to a sale in an intimate fashion? This takes leadership, thought and strategic thinking. It requires a step-by-step understanding of the movements of your prospective customer and the decision trees associated with various buyer profiles.
It’s difficult, not to mention largely inappropriate, for salespeople to call and bug the buyer to comply with your sales process. Without permission and trust, the buyer puts up defenses and uses tactics to avoid your value proposition, especially in today’s economy.
However, putting on the metaphorical overalls Edison alludes to can help drive a system which delivers qualified and ready buyers. That is, of course, if the hard work of one-to-one marketing process and systems are implemented. In your marketing approach, don’t throw money and time away as a disservice to your organization and your prospects. Pay the brain bill and focus it on a system, repeatable way to automate how a stranger turns into a friend. It’s easy to get attention. The real work begins to convert the attention to revenue. This means putting on the overalls. The opportunity to separate yourself from your competition can be within reach through a precision marketing approach. Why opt for brainless?
