Posts

Marketing in Tough Times: Part 3

marketing3 We wrap up our conversation with John Jantsch on today’s Bigg Success Show. John is the author of the fantastic book, Duct Tape Marketing – The World’s Most Practical Small Business Marketing Guide. So far, we’ve discussed:

Part I: getting closer to customers and building your business with strategic partnerships

Part II: how to add value to improve customer loyalty

Let’s continue …

___

___

___

marylynnJohn, what if you’re a business that’s been around since … 1942. You’ve gained trust, you’ve been reliable, but you notice customers trying out your new competitor. What do you need to do?

___

___

johnOne thing that’s happening, just like you described, is that the way in which people are finding companies and the way they are getting information has forever changed because of this little thing called the Internet. I have found that companies may be doing a great job, but they have not embraced the new ways in which people want to get information – the Internet, blogs, search engines, e-mail marketing, and mobile marketing. If you’re not at least trying to understand how your market is changing, you probably are going to get left behind. So when people ask me what they should be doing in 2009, I typically say to embrace the web and create web presence as opposed to thinking that the web site you put up five years ago is good enough.

___

___

georgeIt’s interesting … I was talking with a business owner not long ago whose customer base is 45 and older, very well-to-do and educated. His perception is that his customers aren’t on the Internet because they’re older. But that’s no longer true.

___

___

johnNo, and another misperception, of course, is that “I’m just selling stuff here in town. I don’t need to sell stuff on the World Wide Web.” I read a statistic out of Forrester the other day that said that 83 percent of adults are now going online to search locally for products and services. That’s shoes, legal services, and the plumber across town … as opposed to buying a sweater at some online store across the world.

___

___

georgeIn times like these, advertisers are hungry for that revenue too. With your competition cutting back, isn’t this an opportunity to really stand out in a way you can’t in good times?

___

___

johnWell, I think there are a couple of opportunities. One is that there are deals to be had in print and broadcast advertising. I’m not saying that we want to prey on bad times necessarily. But there are opportunities to buy some lower cost advertising right now, to the tune of ten cents on the dollar. But the thing that I would focus on, in addition to getting closer to your customer, is building a systematic approach to converting leads. In some cases, this doesn’t cost anything. But in most cases it pays the greatest dividend. One thing that happens in good times is that the phone is ringing a lot. You get a little bit lazy. Sometimes you say, “Hey, I could be there on Tuesday … maybe” or “Call me back again. We’re a little bit busy right now.” We get some bad selling habits, bad lead conversion habits. When the number of leads starts drying up, then it becomes really, really important – when you do get those opportunities – that you turn them into customers. I’ve found that, by creating a systematic approach that really focuses the entire brand on making every sales and marketing touch a positive one, it can dramatically impact the percentage of leads that you’re closing.

___

___

marylynnAnd you have all sorts of systems that small business owners might be interested in – from how to get more referrals to creating a marketing system.

___

___

johnYeah, in essence that’s what Duct Tape Marketing is. Duct Tape Marketing is a brand that is meant to represent very simple, effective and affordable marketing tips, tactics and tools. Essentially it is a system that says, “If you follow these principles and go from Point A to Point Z – then decide that you’re going to do it again next year, but you’ll do it bigger and better – small business owners start to realize that marketing is a system. It’s not an event or the idea of the week, which is how most people treat it. We also have a network of coaches that use our system and actually install our system into small businesses. With a foundation and a set of principles, marketing doesn’t have to be that creative or expensive. It just has to make sense. It has to work and you have to work the system consistently. Once small business owners understand that, then marketing doesn’t seem so hard.

___

___

george
And marketing is everything … all the time. That’s what you’re saying.

___

johnI tell people … it doesn’t matter what your business makes, ships or sells … that you are essentially in the marketing business.

___

We thank John so much for sharing his time and wisdom with all of us. Learn more at his site, Duct Tape Marketing.

___

Get the tips and tools you need to be a BIGG success.
Subscribe to the Bigg Success Weekly – it’s FREE!

___

And we thank you for spending time with us today. According to some people, Monday is the unhappiest day of the year. Join us next time when we discuss how to escape the Monday blues. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00310-011609.mp3

Related posts

Marketing in Tough Times: Part 1

Marketing in Tough Times: Part 2

Get Free Publicity for Your Business as a Radio Expert

Seth Godin on Tribes: Part I

(Image in today's post by duchessa)

Marketing in Tough Times: Part 2

marketing2 Today on The Bigg Success Show, we continue our conversation with John Jantsch, the Duct Tape Marketer. Last time, John talked about the importance of getting closer to customers and strategic partnerships to build business. Let’s get back to the conversation …

___

___

___

georgeJohn, one of the businesses I used to own was a plumbing company. In that business, I learned that many times there are ways to work with competitors – especially if they aren’t direct competition. Even within an industry, people may have specialties and you may find people that you can partner with that are better at something than you are.

___

___

johnThe way to really look at that is, “How can you become more valuable to your customer?” Look at it that way as opposed to, “Who can I go to who will refer business me to me?” That’s the mistake that a lot of people make. They reach out to people and say, “Hey, why don’t you send me some business?” And even though they may be capable of doing so, what’s the motivation in that? If the motivation can be, “How can I help you grow your business? How can I provide more value to my customers?” Building a strong network around everything that your customers might need, with you being the go-to person to recommend other people to them, is a great marketing and business strategy. Your customers will become much more loyal if they can see you as somebody who cares about their success as opposed to somebody who is just there to sell them something.

___

marylynnIt’s all about being real – now more than ever. Going back to what’s been going on in 2008, some of the big guys have fallen and so has trust. People want to feel like they can rely on you.

___

___

johnRight. In fact, my book starts out with my definition of marketing for the small business: finding someone who has a need and getting them to know, like, and trust you. That’s the real business that every small business is in. Well, frankly any business, but certainly the small business who can’t “buy” know, like and trust. If you keep that as the focus, it becomes the filter for every decision that you make that has a customer impact in your business.

___

___

georgeIt seems to me, John, that you’re saying we need to focus on the relationships and not so much on the revenue. The revenue will come.

___

___

johnI certainly believe that. I’m the first to acknowledge that sometimes you have to put food on the table. There is a lot of pressure to actually make the sale. But long-term, the companies that will survive this economic storm will focus on adding value, differentiating, and building a brand that can be trusted. In some cases, these companies won’t experience any downturn and may even find it to be an opportunity. Because people who haven’t been doing things right – not treating people very well, not doing good work, but the phone keeps ringing because people need stuff done – will be the first to go. If you’re in there doing things right in good times and bad, a shakeout in your industry may be an opportunity.

___

Get the tips and tools you need to be a BIGG success.
Subscribe to the Bigg Success Weekly – it’s FREE!

___

We’re so grateful that you took time to read our post today. Join us next time when we wrap up our conversation with John. You’ll hear about the one thing you have to embrace to keep your business from being left behind. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00309-011509.mp3

Related posts

Marketing in Tough Times: Part 1

Marketing in Tough Times: Part 3

Get Free Publicity for Your Business as a Radio Expert

Seth Godin on Tribes: Part I

(Image in today's post by duchessa)