The 7 myths of marketing a service business
The 7 myths of marketing a service business
When you spend time and money randomly on marketing, then it probably is an expense because you're not generating a return on the resources invested in it. Many people make the mistake of emulating the marketing tactics of large companies (such as image advertising) that just don't produce good returns for small businesses. The fact of the matter is that small businesses have to produce BETTER marketing than large businesses because they can't afford to make mistakes by dropping hundreds or even thousands of pounds/dollars onto campaigns that don't work.
What often happens is that business owners spend lots of money on ineffective campaigns, then erroneously conclude that marketing is an expense, or not worth doing at all.
However, the secret to marketing success is to create a marketing system. A system of activities, strategies, tactics and automation that reliably and predictably create measurable results and positive ROI. I call this the "marketing slot machine". It's a slot machine that for every £1/$1 you put in, you get £1.50, or £2 or £5 or more back out. Once you've created this system (which requires a small amount of experimentation and testing), you should be able to turn it on and off at will, and invest as much as you can to gain maximum returns.
Myth 2: Marketing is expensive
Marketing is only expensive (and therefore an expense rather than an investment) when it is either unaccountable or ineffective. There are myriad ways to market you business inexpensively that are highly effective, once you know how. The key is to understand the elements or variables that go into each activity or campaign, and how they affect the ultimate outcome. This is where most people go wrong, and that's why their marketing fails to produce the results that they'd hoped for. Often the message is weak or confusing, it's being sent to the wrong people, or they fail to follow up. Get the formula right, and marketing can be very inexpensive - I spend less than £100 per month on marketing and I'm getting great results.
Myth 3: Marketing means I have to be pushy and salesy
Good marketing, done the right way is neither pushy nor salesy. It's a complete myth that pushy, "gift of the gab" people make the best sales people. Why? Because they spend most of the time talking about themselves or their products and then manipulating people into buying from them. Whilst this used to work, and still does occasionally, it often results in buyers remorse and a general sense of uneasiness on the part of the buyer. Much of the time it creates resistance and a feeling of wanting to run for the hills - have you ever felt like that?
Ironically, the best marketers and salespeople are those who listen. They listen to what potential clients are saying and see if there's a match between what they offer and what the buyer needs. They build relationships and educate their prospects about how they can help them. The art is to get in front of people who have demonstrated a need or want for what you offer, and who will gladly learn more about what you do and how you can help them.
Myth 4: Marketing produces instant results
Some people believe that if they keep running their adverts/campaigns that they'll "increase their profile", and somehow, magically one day, a stampede of clients will come rushing to their door. I don't subscribe to that theory, because I believe that all marketing should produce a measurable result that can be observed in a fairly short time frame. If you're marketing efforts are not producing obvious, tangible results then you need to look at the elements that aren't working.
Having said that, marketing is not something you can usually achieve overnight success in. It's somewhat like rolling a snowball down a hill - there's a cumulative effect and momentum increases over time. To create the cumulative effect and momentum requires sustained and consistent effort. Marketing isn't something you do occasionally, and then put on the back burner. It's something that you need to do constantly, bit by bit, in the same way that a sportsperson needs to train every day to be good enough for the Olympics.
Myth 5: Once my diary is full, I can stop marketing
It's human nature that once you've got some well-paying work you feel rather pleased with yourself, and focus most of your time on servicing your new clients. However, if you have a sales cycle that's usually more than a couple of weeks long, then you're going to come a cropper once the project finishes. Because if you don't continue to do your marketing whilst you're working on the project, then at the end of the project you may find that your sales pipeline is empty and you have to start up your marketing all over again. It may then be a number of weeks before people start to progress down your sales pipeline towards actually doing business with you. This is what is commonly referred to as the "feast and famine" syndrome.
If you prefer to avoid these peaks and troughs of income producing activity, then you need to think about how you can do a little bit of marketing on a consistent basis. Even better - create a marketing system that easily and reliably entices prospects into your sales pipeline without huge amounts of effort from you.
Myth 6: My business is small, so I don't need a marketing plan
I tried some marketing plan software once. It asked me a lot of questions about market share, mission statements plus product, price, promotion and place. Great fun, if your mind likes to chew on such imponderables. As a graduate of a business studies degree I knew exactly what it was referring to, but had no idea how that was useful to a small business. And guess what - that's because it isn't!
No wonder then, that most small businesses don't have written marketing plans, when traditional style marketing plans seem convoluted and esoteric. However, this doesn't mean that a marketing plan in your head is any better. The question is whether this results in any organised activity.
And to me, that's the essence of a marketing plan - a blueprint for organising your marketing activities. It doesn't have to be high-falutin' or fancy, or be filled with marketing-jargon, but what it does need to do is focus resources on specific action steps that need to be taken to achieve specific goals. There's a world of difference between carrying ideas around in your head, and writing them down into an organised plan of action.
If you don't have a written marketing plan, then I urge you to consider this: research suggests that businesses that create a written marketing plan increase their revenue by about 30% after having created one.
Myth 7: External marketing help is expensive
If you enlist the help of what I refer to as "traditional" marketing consultants, then it probably is expensive. You're probably looking at thousands down in one shot, rather than hundreds and probably no guarantees of success. It's quite possibly a stark choice between taking the family on holiday, or paying for your PR or marketing consultant.
If giving up your family holiday doesn't appeal, then you may choose to go down the route of taking training courses, reading books, attending seminars, enrolling on e-courses and all manner of other self-study options. The problem with all of this, is that there is rarely any hands-on, customised support for you and your business. And, there's no accountability - or as I like to say - a friendly kick in the pants to keep you on track. It may also take you quite literally years of trial and error to find out what works for your business. And that's assuming that you even implement what you've learnt, which, sadly, most people don't.
However, a new alternative has emerged in recent years - marketing mentoring or coaching. Rather than paying thousands to have a marketing consultant do it all for you, or struggling up the learning curve by yourself, you now have the option to work with a coach or mentor who can advise you, guide you and show you how to do your marketing for yourself. Plus they'll make sure you stay on track. If attracting more clients is important to you, and you haven't yet created your own "marketing slot machine" then I highly recommend you find a marketing coach who will help you create a marketing system that works for you.
The 7 myths of marketing a service business - To learn more about this author, visit Jane Hendry's Website.
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Myth 1: Marketing is a cost, not an investment
When you spend time and money randomly on marketing, then it probably is an expense because you're not generating a return on the resources invested in it. Many people make the mistake of emulating the marketing tactics of large companies (such as image advertising) that just don't produce good returns for small businesses. The fact of the matter is that small businesses have to produce BETTER marketing than large businesses because they can't afford to make mistakes by dropping hundreds or even thousands of pounds/dollars onto campaigns that don't work.
What often happens is that business owners spend lots of money on ineffective campaigns, then erroneously conclude that marketing is an expense, or not worth doing at all.
However, the secret to marketing success is to create a marketing system. A system of activities, strategies, tactics and automation that reliably and predictably create measurable results and positive ROI. I call this the "marketing slot machine". It's a slot machine that for every £1/$1 you put in, you get £1.50, or £2 or £5 or more back out. Once you've created this system (which requires a small amount of experimentation and testing), you should be able to turn it on and off at will, and invest as much as you can to gain maximum returns.
Myth 2: Marketing is expensive
Marketing is only expensive (and therefore an expense rather than an investment) when it is either unaccountable or ineffective. There are myriad ways to market you business inexpensively that are highly effective, once you know how. The key is to understand the elements or variables that go into each activity or campaign, and how they affect the ultimate outcome. This is where most people go wrong, and that's why their marketing fails to produce the results that they'd hoped for. Often the message is weak or confusing, it's being sent to the wrong people, or they fail to follow up. Get the formula right, and marketing can be very inexpensive - I spend less than £100 per month on marketing and I'm getting great results.
Myth 3: Marketing means I have to be pushy and salesy
Good marketing, done the right way is neither pushy nor salesy. It's a complete myth that pushy, "gift of the gab" people make the best sales people. Why? Because they spend most of the time talking about themselves or their products and then manipulating people into buying from them. Whilst this used to work, and still does occasionally, it often results in buyers remorse and a general sense of uneasiness on the part of the buyer. Much of the time it creates resistance and a feeling of wanting to run for the hills - have you ever felt like that?
Ironically, the best marketers and salespeople are those who listen. They listen to what potential clients are saying and see if there's a match between what they offer and what the buyer needs. They build relationships and educate their prospects about how they can help them. The art is to get in front of people who have demonstrated a need or want for what you offer, and who will gladly learn more about what you do and how you can help them.
Myth 4: Marketing produces instant results
Some people believe that if they keep running their adverts/campaigns that they'll "increase their profile", and somehow, magically one day, a stampede of clients will come rushing to their door. I don't subscribe to that theory, because I believe that all marketing should produce a measurable result that can be observed in a fairly short time frame. If you're marketing efforts are not producing obvious, tangible results then you need to look at the elements that aren't working.
Having said that, marketing is not something you can usually achieve overnight success in. It's somewhat like rolling a snowball down a hill - there's a cumulative effect and momentum increases over time. To create the cumulative effect and momentum requires sustained and consistent effort. Marketing isn't something you do occasionally, and then put on the back burner. It's something that you need to do constantly, bit by bit, in the same way that a sportsperson needs to train every day to be good enough for the Olympics.
Myth 5: Once my diary is full, I can stop marketing
It's human nature that once you've got some well-paying work you feel rather pleased with yourself, and focus most of your time on servicing your new clients. However, if you have a sales cycle that's usually more than a couple of weeks long, then you're going to come a cropper once the project finishes. Because if you don't continue to do your marketing whilst you're working on the project, then at the end of the project you may find that your sales pipeline is empty and you have to start up your marketing all over again. It may then be a number of weeks before people start to progress down your sales pipeline towards actually doing business with you. This is what is commonly referred to as the "feast and famine" syndrome.
If you prefer to avoid these peaks and troughs of income producing activity, then you need to think about how you can do a little bit of marketing on a consistent basis. Even better - create a marketing system that easily and reliably entices prospects into your sales pipeline without huge amounts of effort from you.
Myth 6: My business is small, so I don't need a marketing plan
I tried some marketing plan software once. It asked me a lot of questions about market share, mission statements plus product, price, promotion and place. Great fun, if your mind likes to chew on such imponderables. As a graduate of a business studies degree I knew exactly what it was referring to, but had no idea how that was useful to a small business. And guess what - that's because it isn't!
No wonder then, that most small businesses don't have written marketing plans, when traditional style marketing plans seem convoluted and esoteric. However, this doesn't mean that a marketing plan in your head is any better. The question is whether this results in any organised activity.
And to me, that's the essence of a marketing plan - a blueprint for organising your marketing activities. It doesn't have to be high-falutin' or fancy, or be filled with marketing-jargon, but what it does need to do is focus resources on specific action steps that need to be taken to achieve specific goals. There's a world of difference between carrying ideas around in your head, and writing them down into an organised plan of action.
If you don't have a written marketing plan, then I urge you to consider this: research suggests that businesses that create a written marketing plan increase their revenue by about 30% after having created one.
Myth 7: External marketing help is expensive
If you enlist the help of what I refer to as "traditional" marketing consultants, then it probably is expensive. You're probably looking at thousands down in one shot, rather than hundreds and probably no guarantees of success. It's quite possibly a stark choice between taking the family on holiday, or paying for your PR or marketing consultant.
If giving up your family holiday doesn't appeal, then you may choose to go down the route of taking training courses, reading books, attending seminars, enrolling on e-courses and all manner of other self-study options. The problem with all of this, is that there is rarely any hands-on, customised support for you and your business. And, there's no accountability - or as I like to say - a friendly kick in the pants to keep you on track. It may also take you quite literally years of trial and error to find out what works for your business. And that's assuming that you even implement what you've learnt, which, sadly, most people don't.
However, a new alternative has emerged in recent years - marketing mentoring or coaching. Rather than paying thousands to have a marketing consultant do it all for you, or struggling up the learning curve by yourself, you now have the option to work with a coach or mentor who can advise you, guide you and show you how to do your marketing for yourself. Plus they'll make sure you stay on track. If attracting more clients is important to you, and you haven't yet created your own "marketing slot machine" then I highly recommend you find a marketing coach who will help you create a marketing system that works for you.
The 7 myths of marketing a service business - To learn more about this author, visit Jane Hendry's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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