By Bob Martel, JMB Marketing Group
That big zipping sound you just heard was the sound
of your clients closing their wallets. It can be
down right depressing, can’t it? Not a good sign,
indeed, for us marketers, but I suggest you merely
take that zipping sound as a major motivating force
to make your company the best marketer in your
industry, bar none. Get started right now. Don’t
lose your marketing mojo!
Forget about all of this doom and gloom economic
news that stares you in the face at every bend.
Forget about the fact that it’s so depressing.
Besides, what choice do you have? If you let it
happen, all of this bad news can force you into
ruin. Forget that your CEO just sliced your
marketing budget in half or decided to spend it
elsewhere. Therapy won’t help you bring customers in
the door (okay, maybe it will), but there is no
magic marketing pill.
You can decide to hunker down and ride out this
marketing storm – and run the high risk of crashing
into the rocky shoreline, or you can face the storm
head-on by deciding to finally implement true
marketing leadership. Use that ‘zipping sound’ as an
anchor to motivate and program the best minds in
your company to step up to the challenge and when
the wallets open up – your prospects choose to do
business with you (because of the high perceived
value you deliver and your smart marketing).
In spite of the times, it’s time to get your
marketing mojo rising again. No more marketing
blues, okay? Come in off the ledge and get to work!
Whether ‘mojo’ conjures up the sounds of Jim
Morrison’s LA Woman or Muddy Waters’ Got My Mojo
Working… it’s time to get enthused about loving your
customers! Your marketing mojo is going to be the
rocket fuel that propels you forward while everyone
else is standing still. If you are standing still
you are not going to survive. Period.
Consider these points in helping you find your
• Marketing strategy is king – and you need a
marketing action plan that you can get excited
about! Tough in today’s world, but you can’t run
away from the challenge. What could be a higher
priority that having the smartest marketing
strategy? It worked for Big Blue back when IBM
sold typewriters (way before my time). They were
the best marketer of typewriters. Remember when
the first electric typewriter came out?
• Would you invest your own money in your
company, knowing what you know about the current
state of your marketing system? Your marketing
system is the cash machine (or not) for your
business. Stop waiting for the phone to ring or
for a customer to walk in the door. Take massive
marketing action to create business now. Status
quo marketing efforts won’t help you anymore.
Put a plan together you can believe in and ‘sell
it’ to your employees. Everyone is in sales and
marketing now, regardless of their job function.
• Gather your brain trust and explore all ideas,
past and present. Whether your company is a
large enterprise or a small business, it’s time
to stop treating marketing as a necessary evil,
and it’s time to make every marketing dollar
work overtime to generate qualified
your sales team. Look at your industry and
outside your industry for new ideas.
• Tap into your trust capital, and the marketing
success of others who have access to your
prospects. Look at joint ventures and leverage
the goodwill that others have spent a fortune
on. Trust is a company asset that I’ll bet you
Send me an email with
Endorsement in the subject line and I’ll send
you a roadmap for leveraging trust and how you
can turn an investment in postage and letterhead
into serious cashflow.
• Get real clear on the ‘benefits of the
benefits’ of your products and services. More
than ever, although it should always be the
case, you have to believe in your products and
services, your company’s ability to consistently
deliver high value, and you have to know the
underlying subconcsious reasons people buy and
don’t buy from you. Know the core desires.
• Now is the time to make every customer
relationship count. Aside from the
software you use to stay in touch with
customers, what are you doing with key accounts?
Use this slower time to educate them, use it to
build trust in new ways, look for other ways to
serve your existing accounts. What’s your plan
for customer retention, and for winning back
lost customers? Are you focused on the longer
term, lifetime value of a customer? Show your
current customers how much you care – because
they are feeling the same pinch – and you risk
losing them when the economy improves – because
you took them for granted! They will remember
those who worked with them during this time.
They face the same challenges and they hear the
same zipping sound you hear. Every lead, every
Doing more of the same marketing and sales
activities that are producing marginal results is
not going to carry your company through these slow
times. Be careful not to start rearranging the deck
chairs on the Titanic. Don’t panic either. Instead,
focus on the marketing action that is going to keep
your business afloat.
Remember, the wallets will zip open when the value
of your products and services are evident. Of
course, you still have to practice (and master) the
fundamentals of smart marketing, smart sales and
smart customer service. There’s a lot to it, but
it’s not that difficult when you decide it’s
critical to your survival.
Keep that mojo rising.
---Source: Bob Martel is the
principal consultant at JMB Marketing Group, in
Sterling, MA. JMB Marketing works with business
owners and principals to help them take their
business where they want it to go, ultimately to
help them generate all of the business they can
handle. Bob can may be contacted at (508) 481-8383,
or through his web site,
www.jmbmarketing.com, where you can sign up to
receive his Marketing With Ease newsletter.
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