Recently, while discussing marketing with some attendees at a networking event, one of them said that their business had too many customers and didn’t need to market. Marketing is not a priority for their business, and they don’t believe that any change is needed at this time.
The people who overheard this reacted with quizzical looks.
Several of them were shocked that anyone would make such a statement when customers
are the lifeblood of any business. Many realized that this person had just
engaged in marketing when voicing these feelings, but this was negative
marketing.
Marketing is everything that you do from the time your feet
hit the floor in the morning until your head rests on the pillow at night. It
can be positive, intended to draw your prospects, customers, and others deep
into a business relationship as engaged clients. It can also be negative,
causing others to turn away from any relationship.
There are customers, prospects, and other people with whom
you have no business partnership.
You want other people and businesses to become clients, not customers. You have a business relationship with customers; you should have a business partnership with clients, and you cannot have too many
clients.
Your customers should become clients, and your clients
should have a vested interest in your business success. They should believe that
your continued success will mean success for everyone. Cross referrals and
support for new ideas and theories result from a client partnership. The great shoe and clothing company,
Zappos, establishes a partnership with its clients and vendors, believing in everyone’s
mutual success.
Some businesses have a season that is busier than the other
times of the year, when they have a great influx of customers. Their
professional practices and procedures are their best marketing efforts. The
fact that they can handle a vast increase of business at certain times is a
testimony to their customer service.
These businesses realize that the remainder of the year may
be leaner for customer activity and that they must be productive during the
busiest periods. These customers are a great marketing opportunity in that they
bring other referrals to the business when their relationship is handled
properly. Plus, these businesses anticipate this increased activity, and are not
surprised by it. They are ready for it.
Return to the conversation that started this posting. Upon
hearing a comment from anyone that they didn’t need any new customers, many
observers would have stopped referring others to them. Why should anyone pass
referrals to a business that does not want any new customers or cannot handle
any increase in business? After all, referring partners have their own
reputations to consider.
Remember that marketing is everything that you do, positive
or negative. Every word that comes out of your mouth may influence someone who
hears what you say. Make sure that your marketing reflects positively on your
business and on yourself. Potential customers may not hear what you say, but
possible referring partners might.
Please leave me your comments, or email me at Jim@JimTeasley.com,
or call me at 360-314-8691. Let’s succeed together through partnerships.
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