Marketing is everything that we do before we make a sale. It
is every word that we say, every promotion that we offer, and every smile,
frown, and other gesture that we make. It is all the words of appreciation and
gratitude that we offer to others and gestures of support that we put forth.
Marketing is also everything that we do after the sale, all
the communications, verbal or non-verbal that we utilize. The words that we
speak and the gestures that we show only reinforce the sale that has taken
place previously. Whatever we do will only make someone happy or sad that they
engaged with us in business.
So what exactly is the sales part of this equation? Marketing
is everything that we do up to the point that a prospect signs their name and
becomes a customer. Marketing is also everything that we do after the sale
takes place. The sale is only the point that the prospect agrees to become the
customer that we desire. Don’t blink; you might miss the moment.
Is that correct?
The sale is that moment when the prospect decides that whatever we offer is
what they want and they want it enough to actually make a purchase. It only is
a fleeting moment that changes the relationship from one where our prospect
changes to a customer, one of the most valuable assets of any business.
The sales moment
may be one of the most rewarding moments for any business; it also may be the
moment that allows us to build the self confidence that we need to be
successful in further marketing efforts. Marketing brings us sales, which
require more marketing to retain the customer’s loyalty. If we do our marketing
right, the sale falls into our lap.
So why must we
continue our marketing after the sale is made? We should make every effort to
make our new customer happy and glad that they decided to exchange their money
for our offering, whether it is a product or service. We must attempt to change
the customer to a client. What is the difference between someone who is a
customer vs someone who is a client?
A customer is
someone who buys from us, maybe for the first time, who we want to convert into
a repeat customer. We want them to be on a renewing contract, or subscription,
and they may call us regarding upgrades or extensions of their purchase. They
will tell others about how happy they are with their relationship with us,
suggesting that their business partners or clients become our customers.
A customer of a
restaurant will be seated at the first available table, even maybe the one near
the kitchen. A client will be seated at a favored table, by the window or with
a favorite waitperson. A client will be willing to wait for their favorite
waitperson, knowing that they may not need to even see a menu or hear about the
specials. The restaurant personnel know what a client wants or prefers.
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