“In short, the organization must learn to think of itself not as producing goods or services but as buying customers, as doing the things that will make people want to do business with it.” ~ Theodore Levitt, Marketing Myopia
Every business executive or owner knows what product they sell. They may even know the best way to sell it. Surprisingly, they often do not know how to get the customer through the proverbial front door to properly start the sales process.
This is where the ‘marketer’ comes in. Grandiose visions and huge budgets. “You’ll have to spend money to make money!”
We all wish we had the pockets deep enough to conduct marketing in a blanket fashion, where we go after every possible prospect, leaving no stone un-turned. Unfortunately this method is not practical for most companies. So what do you invest in?
- Print advertising? Newspapers, magazines, phone books, or industry newsletters?
- Television? Cable, local, or something unique?
- Online? Cost per click advertising, banner ads, or email?
- Direct marketing? Call center, targeted mail, or trade shows and conferences?
Everything works, and nothing works. It all depends on who you talk to and what they are selling. But what you need is results. What is working, and how can we prove it by connecting it to sales?
The obvious answer is technology, but there are a lot of decisions to be made in that field as well.
- Direct mail database filtering.
- Online analytical tools.
- Targeted marketing tracking tools.
- Customer relationship management software.
- Digital lead generation tools.
Everything works, and nothing works. It all depends on who you talk to and what they are selling. (Haven’t we been here before?)
So, here is the answer to all of your questions! Unfortunately it is an answer that is simply another question.
Who is your customer?
Most executives are sales people. They know who their customers are. If you can answer this question succinctly, then call us at Renovo Technology, and we can help you answer the other questions and provide you with the prospects, leads, and sales that will make your company successful. We guarantee it!