MARKETING BEGINS AND ENDS WITH SERVING YOUR PRESENT CUSTOMERS.   

If this is done faithfully and creatively, you may never need to do anything else in the way of marketing. Each of your existing customers will become your sales and marketing force. If many business owners would expend as much time, money, and energy improving their quality of service to present customers as they spend trying to get new customers, the results would be much more rewarding. The worst thing you can do is take your present customers for granted. 

IF YOU WANT TO EXPAND OR IMPROVE YOUR MARKET:

1.  IDENTIFY who is worthy of your services. Define who most needs your services, who is willing and able to pay for it, who will understand and appreciate it, who will benefit the most from it, AND, most of all, who you will enjoy working with most.

2.  REACH OUT to those you have identified. Take the initiative, make contact, gain their attention, and communicate what you have to offer.

3.  DEMONSTRATE TO THEM the quality of your services. GIVE them an illustration, a sample, a demonstration or some other kind of evidence which will give them a taste of what they might expect from you.

4.  EXPLAIN benefits, costs, and options. Make sure the cost is high enough to provide a fair profit for you and low enough to provide exceptional value for them.

5.  DISCERN WHAT FITS BEST. Customize your product/service and costs, benefits and options so that it “fits” each individual to whom you offer it.

6.  CLARIFY YOUR COMMITMENT. Communicate exactly what you will provide and what will be expected from those to  whom you offer your services.

7.  PROVIDE SERVICE THAT EXCEEDS THEIR EXPECTATIONS.

8. OBTAIN TEN TO TWENTY QUALITY REFERALS FROM EACH CUSTOMER.

WHAT KIND OF MARKETING IS BEST FOR YOU?

Marketing means much more than  generating business. The best marketing is like FARMING. It involves PLANTING seeds of information, CULTIVATING relationships, and HARVESTING preferred business from a healthy crop of quality customers. It requires above all else that you develop a UNIQUENESS that will lift you above your competition. This uniqueness should come from your quality of character, level of commitment, and your willingness to serve.

ABOVE ALL, FOCUS UPON BUILDING RELATIONSHIPS.

If all you have to offer is the lowest price, you will be continually running after the worst class of customers. But if you can offer and deliver a quality, enjoyable, and lasting relationship, you will eventually have the best class of customers running after you.