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The 10-Point Marketing Checkup

Copyright (c) 2007-2021

A couple months ago, someone sent me this email:

"Hi Judy, I am a personal trainer and I want to get more clients. What do you suggest I do?"

I really appreciate when people are interested in getting my advice and take the time to contact me.

But I get kind of stuck answering the question, "how do I get more customers?" because it's a big question with a lot of potential answers depending on the asker's particular situation.

=======================================
There is No "Take Two Aspirins and Call Me in the Morning" in Marketing
=======================================

There can be hundreds of reasons a small business isn't attracting enough customers. For that reason, it's really difficult to pinpoint one specific solution.

This would be like someone calling their doctor and saying, "I have a terrible headache, what should I do?"

Unless the doctor knows the patient very well, she is going to ask several questions to hone in on what may be causing the headache. For example, she may ask questions like:
  • How long have you had this headache?
  • Did the pain gradually get bad or has it been bad from the beginning?
  • Have you gotten headaches like this in the past
  • Is your vision blurred?
  • and so on. Asking these questions helps the doctor determine whether the caller's headache is because they missed their morning Starbucks or because of a potentially serious medical condition. The former situation can be solved by a couple aspirins. The latter can be a 911 emergency.

    Although we joke that doctors always say, "take two aspirins and call me in the morning," no matter what the complaint, the truth is, they rarely do. They ask questions until they're reasonably sure it the problem doesn't require immediate attention.

    The problem of not getting enough new customers is not a 911 emergency. It is, however, potentially threatening to the longevity of your business depending on the cause. This is why, I too, ask questions rather than giving a "one size fits all" answer such as "attend more networking events" or "hire someone so you get a better page rank in Google."

    =======================================
    The 10-Point Marketing Checkup
    =======================================

    Getting new customers is the process of building a trusting relationship with people who need your products and services so that you have a strong foundation to do business. For this to happen, you need to:

  • become visible to people who don't know you

  • cultivate credibility with those who want to learn more about you

  • encourage those hanging out with you to become customers

    If you aren't getting enough customers, your marketing isn't doing its job at one of these three points. The Marketing Checkup tells you where in the customer attraction process your marketing needs help. When you know where the problem areas are, you can take action to address them.

    The ten questions are: 1. How many strangers are learning about my business?

    If you have a website, how many new visitors do you get each week. If you attend networking events, how many new people do you meet that you would like to get to know better?

    2. Is the number of people learning about you getting larger?

    For example, are you getting more and more first time visitors to your website?

    3. How many strangers become prospects that you know about?

    A prospect may know about you but it's even more important that you know they know. Why? Because it's hard to convert a prospect to a customer if you don't have multiple opportunities to demonstrate what makes you credible.

    4. Do you ask prospects how they found out about you?

    5. Do get in touch with your prospects on a regular basis?

    6. Do you offer free, no obligation opportunities that allow you to demonstrate how you help customers solve their problems?

    7. When a prospect contacts you and is clearly interested in buying something from you, do you ask questions to learn more about them?

    For example, do you ask them about the problem they need your product to solve, the results they want, the expectations they have so that you understand exactly what they see as "value added?"

    8. Do you explain formally, in a proposal or informally, in conversation what needs to happen for your prospect to attain the results they want?

    9. Do you have a way to clearly "ask for the sale?"

    If you are feeling "yes, I can help this person get what they want" then you need to let them know that and what the next steps are.

    10. Do you have a way to "close the deal" and tell your prospect what the next steps are?

    Closing the deal means you both formally acknowledge "Yes we want to work together to accomplish this," that your prospect knows what they need to do to start the process. Common next steps are signing an agreement, making an initial or entire payment, etc.

    =======================================
    How Did You Do?
    =======================================

    Your results from taking the ten-point check up indicate where you need to work on your marketing program to attract more clients.

    If you don't know how many people are learning about your business and checking you out, (Questions 1-3) you need to find out how many first time visitors (or new contacts) you are getting.

    And, if you're getting a lot of visitors (strangers to prospects) who aren't sticking around, you need to begin creating low cost, low risk opportunities to demonstrate to prospects what you can do for them. (Questions 4-7)

    Finally, if you have lots of ezine subscribers, class participants, blog comments, who have not yet become customers, you need to do more to make it clear, easy, and rewarding to buy. (Questions 8-10)

    No matter where you are in the process, there are actions you can take to advance.


    About The Author: Shop Amazon - Top Gift Ideas
    Judy Murdoch helps small business owners create low-cost, effective marketing campaigns using word-of-mouth referrals, guerrilla marketing activities, and selected strategic alliances. To download a free copy of the workbook, "Where Does it Hurt? Marketing Solutions to the problems that Drive Your Customers Crazy!" go to http://www.judymurdoch.com/workbook.htm
    You can contact Judy at 303-475-2015 or judy@judymurdoch.com

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    Internal ID: #5318





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