I’ve read several articles lately with topics like: getting the most out of your media plan; how to create a marketing plan (complete with a company culture review - THAT'S helpful!), and of course a call to NOT give up on your marketing. All of these articles make some great and valid points, but realistically, we need to sell product NOW without investing a lot of cash. So how do we do THAT?
A few weeks ago we talked about ‘taking dead aim;’ identifying a very specific target and with a very specific focus, attacking that target. But what should our target be?
Years ago when I was a Sales Manager, I would ask my consultants every morning, "Who is most likely to buy from us today?"
How about: an existing customer; someone who has had a great experience with you in the past; someone who, statistically speaking, should be ready to trade-in/trade-up? Our ability to persuade this prospective customer to buy from us should be easier; we’ve already earned their trust; they like our product/service; and we know where to reach them (without spending money I might add!).
So now that we’ve narrowed down a target, figuring out how to reach them and what to present becomes simpler doesn’t it?
We already have their contact info because they are an existing customer. Do we call them? Email them? Send them a postcard? All of the above? That’s up to you and your budget.
But, what do we say?
Well, what would it take to get someone to trade-in/trade-up in today’s market? A great price on a new boat with a reasonable offer for their existing boat? By running some initial numbers, you might discover that they may have enough equity in their boat to act as a sufficient down payment leaving their monthly payment close to what they have now; eliminating a major barrier to buying a brand new boat. The message could be simple. “Why do that next service, which you of course you’re going to do as a responsible boat owner, when you can be in a brand new boat that’s under warranty; and you’ve got no out of pocket cash and your monthly payment stays virtually the same?” Gee, new boat, no money down and I keep my same payment? Sounds easy to me.
The narrower you make your target, the more precise your offer can be. The more precise your offer, the more relevant and personalized your message can be. The more personal and relevant the message, the more likely the customer will be to act.
Voila, we just sold a boat, or two, and we didn’t spend a penny on media, creative, or ad production. Narrow your focus, define some immediate next steps, and watch how “easy” it is to sell a few boats.
Pro Lead Management has been creating effective marketing plans yielding exponential growth in both market share and profit for more than a decade. Find out how we can help you grow your business in 2009; call 888.836.8567 or contact us by clicking here for a FREE consultation.
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