If you were to look up the meaning of promotion in the American Marketing Association Online Dictionary, you would find the term being defined as “coordinated promotional messages and related media used to communicate with a market.”2 Whenever you promote your business, you answer a few key questions.
- How do I get known by my target market?
- Where do I need to be (location, presence, and exposure wise) so that my target market can find me and find my message?
- Once found, what is the message that will resonate with the buyer so that he will “want” to do business with me?
At the end of the day, you want to effectively communicate your values to your potential buyers, because remember, if potential customers don’t have a compelling reason for selecting you over another vendor of equal quality and comparable pricing, then they won’t. You also need to ensure you are clear on the goal(s) of your promotional effort and whether or not you should promote. And finally, you must make informed decisions about the various communicational or promotional channels you will use in order to motivate buyers to initiate these all-important sales conversations. Such a deep dive on the topic of promotion is beyond the scope of this book. I know. I know. I know. I am sorry to have to disappoint. However, what is within the scope of this book is a detail discussion on prospecting, the second major way of generating leads.
Do you struggle to keep your pipeline full of the right quality and quantity of prospects?
Are you not getting “in front of” enough potential buyers?
Are you missing your sales target because you lack a strong sales pipeline?
If you answered, yes to even one of these questions, click below to get your copy of The Playbook on Fixing Anemic Sales Pipelines, Volume 1: Prospecting. and learn the secrets of building a strong and bottomless sales pipeline in 90 days or less.