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What's Your Marketing
Attitude? |
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With my own clients, I often discover that their knowledge of marketing
techniques is quite good already. What they might lack is the right kind of
marketing attitude.
Do any of the attitudes described below sound
familiar? If so, you may be sabotaging your own marketing efforts. Read on
for some possible solutions.
1. "I shouldn't have to market."
If you are good enough at what you do, you tell yourself, clients should just come to you. Marketing is for products, not professionals. You have years of training and experience in your specialty, why should you have to spend your precious time on marketing?
This perception is
extremely common among
consultants and professionals, although many won't admit it. The fact is
that successful marketing is a necessary part of business ownership. If
you could get all the paying work you wanted without having to market,
why wouldn't everyone be self-employed?
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2. "I don't have time for marketing."
There are only two situations where this can really be true: you're too busy doing the client work you already have, or you have other important responsibilities (e.g. an outside job or young children) taking up your time.
It's easy to believe that doing client work
already contracted for is more important than marketing, especially when
deadlines are tight. But if you always follow this policy, you will be
locked into a feast or famine cycle, with no new clients waiting for you
when the work is finished.
Whether your responsibilities preventing you from
marketing are within the business or outside it, you need to allocate a
minimum amount of time each week, no matter what. Even two hours per
week can make a significant difference, if you consistently use that
time for marketing.
Imagine that you have overslept, and are late for
an appointment. You might skip breakfast, but would you leave the house
without brushing your teeth? Of course not. If you are going to be
successful in business, that's how automatic marketing needs to become
for you.
3. "My marketing isn't working." I find,
though, that for the majority of business owners who say this, the real
problem is not that their marketing isn't working but that they aren't
working their marketing.
Let's say your business needs two new clients a
month, on average. If, in your experience, you must make a detailed
presentation, proposal, or initial consultation to three potential
clients for one to say yes, you will need to make six of these
presentations per month.
How many prospects do you need to have contact
with for one to be interested in a presentation? Ten, maybe? That means
you need to make contact with 60 prospects each month to land your two
new clients.
If you do this math for yourself, About the Author:
Author's First and Last name: C.J. Hayden, MCC
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