5 great reasons to advertise:
1. To reach new customers.
2. To keep your name before current customers. The National Retail Merchants Association states, “Mobility and non-loyalty are rampant. Businesses must promote to get former customers to return.”
3. Because it pays over the long-term. A 5-year survey of more than 3,000 companies found that advertisers who maintained or expanded advertising over a 5-year period saw their sales increase an average of 100%, and companies which cut advertising experienced sales decreases.
4. To generate traffic. Continuous traffic is the first step toward sales increases and expanding your base of customers.
5. To increase sales and profits. Businesses that succeed are usually strong, steady advertisers.
Never advertise for the wrong reasons:
A. Because your competition is advertising.
B. Because the media representative tells you to.
Advertise for the right reason.
To make a sale.
I think I first started looking for a way to compliment my media advertising when I heard my father telling one of his colleagues, “I know half of my advertising works, I just don’t know which half.”
Knowing it would be a sales disaster to eliminate advertising from my marketing plan, I looked for a means of marketing that would compliment my advertising and enable me to gain new customers, retain present customers and lower my marketing cost.
I discovered the top sales producers increase their sales and profits by complementing their advertising with ‘referral marketing.’
It is as true now as it was when the very first commerce began. “The more referrals you get, the more sales you make.”
Use Referrals because:
1. People like to make purchases from businesses where others they know have been successful and satisfied.
2. The cost of gaining referrals is a fraction of the cost of an advertising campaign.
3. All referral marketing costs is the short time it takes to ask for them and an occasional lunch or thank you gift.
4. One satisfied customer can give you a lifetime of referrals.
You do the math. How many satisfied customers do you have? Put your numbers in.
Example:
You have 1000 satisfied customers.
Let’s say only half of your satisfied customers give you referrals. That would be 500. Now you ask all 500 for five or six referrals, but they only give you two.
2 X 500 = 1000 new quality prospects.
Okay, let’s say you are not all that good at closing, so you only close 25% of the referrals. You still have 250 new customers, and it did not cost you a cent. Plus, after you make your new customer happy by solving their needs and problems, they will give you referrals, if you ask them.
5. Most people love giving referrals when they have been satisfied and have had their needs and problems solved by your products and services. People like to help others.
It’s a no brainier:
Combining Referral Marketing with your Advertising is a Big Win.
Gaining and using referrals,
Cuts your marketing cost
Increases your sales
Increases your profits
So why isn’t everyone in business using referrals? Why are only the top sales producers using referral marketing?
I think for a couple of reasons. One, and the most prevalent, is most salespeople don’t ask for the sale, and asking for a referral is much like asking for a sale, although much less stressful because the person already knows and loves you. After all, you have solved their needs and problems. And second, most salespeople, 80%, are just plain not aggressive. Not aggressive because somewhere along the way to modern day selling someone made aggressive a four letter word. Perhaps it was the loudmouthed, pushy prototype salesperson we all dislike and dislike being compared to. But you do not have to be loudmouthed and pushy to be aggressive. All you have to do is make sure your aggressiveness is a benefit for the customers. I call it professional aggressiveness.
Advertising & Referrals -The Two Big Punches of Marketing - To learn more about this author, visit Bob Janet's Website.
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Bob Janet
(Visit Bob's Website)
ooks and CD’s at www.Bob
Janet.comBob Janet uses 40 plus years
of face-to-face selling and marketing
experiences as owner / operator of
wholesale, retail, manufacturing and
service businesses, combined with his
unique content loaded, fun-entertaining
audience involved keynotes and seminars to
help owners, sales professionals and sales
support staff increase sales and profits
by gaining and retaining their most
profitable customers.
When everyone else tells you what to do to
increase your sales and profits...Bob
Janet shows you how!!
See all Bob's sales growth programs and
top selling sales / marketing
books and CD's www.BobJanet.com<
/a>
Bob Janet
Bob@BobJane
t.com
800-286-1203
www.BobJanet.com<
/a>
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