What's Your Marketing
With my own clients, I often discover that their knowledge of marketing techniques is quite good already. What they might lack is the right kind of marketing attitude.
Do any of the attitudes described below sound familiar? If so, you may be sabotaging your own marketing efforts. Read on for some possible solutions.
1. "I shouldn't have to market."
If you are good enough at what you do, you tell yourself, clients should just come to you. Marketing is for products, not professionals. You have years of training and experience in your specialty, why should you have to spend your precious time on marketing?
This perception is
extremely common among
consultants and professionals, although many won't admit it. The fact is
that successful marketing is a necessary part of business ownership. If
you could get all the paying work you wanted without having to market,
why wouldn't everyone be self-employed?
2. "I don't have time for marketing."
There are only two situations where this can really be true: you're too busy doing the client work you already have, or you have other important responsibilities (e.g. an outside job or young children) taking up your time.
It's easy to believe that doing client work already contracted for is more important than marketing, especially when deadlines are tight. But if you always follow this policy, you will be locked into a feast or famine cycle, with no new clients waiting for you when the work is finished.
Whether your responsibilities preventing you from marketing are within the business or outside it, you need to allocate a minimum amount of time each week, no matter what. Even two hours per week can make a significant difference, if you consistently use that time for marketing.
Imagine that you have overslept, and are late for an appointment. You might skip breakfast, but would you leave the house without brushing your teeth? Of course not. If you are going to be successful in business, that's how automatic marketing needs to become for you.
3. "My marketing isn't working."
though, that for the majority of business owners who say this, the real
problem is not that their marketing isn't working but that they aren't
working their marketing.
Let's say your business needs two new clients a month, on average. If, in your experience, you must make a detailed presentation, proposal, or initial consultation to three potential clients for one to say yes, you will need to make six of these presentations per month.
How many prospects do you need to have contact with for one to be interested in a presentation? Ten, maybe? That means you need to make contact with 60 prospects each month to land your two new clients.
If you do this math for yourself,
About the Author:
Author's First and Last name: C.J. Hayden, MCC
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