28 Successful Marketing Practices

Steps 15-28

Return to steps 1-14

15. Generate Referrals

Referrals are a great way to generate new business. Don't just wait for people to refer you. Proactively ask for referrals from existing customers, acquaintances, family and friends. Don't forget to graciously thank anybody who refers your business to someone.

16. Have Fun

Frustration and stress will slow you down. You will succeed far better when you're doing something that you love.

17. Talk to Your Customers About Them and Their Needs

Most company publications, ads, letters and sales literature are filled with words, photographs and information that do nothing more than toot the company's horn. Talk about your customers needs instead. Rather than using the words, "I," "me," "my," use "you" and "your."

18. Develop Customer-Oriented Relationships

Take an interest in your prospects and customers. Send them helpful articles that you think would interest them. If you know of an event that your prospect or customer will be celebrating, such as an anniversary or birthday, send them a card or small gift. They will appreciate your generosity and will think of you when they need your service, or if they know someone else who may need your service.

19. Tell Your Prospects and Customers What to Do

Getting your message into the marketplace is important, but getting prospects/customers to respond is the real test. Tell your prospects exactly what you want them to do next (e.g. call for your free brochure, drop your reply card in the mail, etc.)

20. Take Advantage of Testimonials

Whenever an existing or potential customer says something positive about your company, ask them if you could use their statement in your marketing materials. Your company's credibility will increase with the use of testimonials from happy customers.

21. Make it Easy for People to do Business with You

Your customer is not going to work for you. You have to work for them. Do anything you can to make doing business with your company easy and a pleasure.

22. Content First, Form Second

When developing your sales materials and literature, spend less time worrying about the graphics and colors, and more time working on the content -- what's in it for your customers. As long as your message is enticing, black ink on white paper could work just as effectively as expensive four-color materials.

23. Give to Get

There's an old saying, "You can get everything you want, by helping enough people get what they want." Listen carefully to your prospects and customers so you'll know exactly what they want and be generous in your offers. That way you'll be sure to reap the maximum rewards.

24. Learn a New Marketing Technique Every Day

Read, go to seminars, listen to audio tapes. Continuously improving your sales and marketing skills will help you to increase your sales and profits.

25. Associate with Positive, Successful People

Talking to and learning from people who are always striving for and meeting their goals, will help you commit to and achieve your own objectives.

26. Believe in the Product or Service You Sell

If you don't believe in the quality and benefits of your product and service, your prospects won't either. Present the benefits of your product/service with confidence and enthusiasm.

27. Focus on the Lifetime Value of Your Customers

Don't focus on generating one-time customers. Build a relationship so that a prospect becomes a repeat, lifetime customer.

28. Learn from Someone Who Has Experience

Marketing is an important skill based on both knowledge and experience. The fastest way to gain that knowledge is to find someone who knows what works and has done it successfully. Ask about his or her specific experience in generating marketing results, as well as references, or testimonials. Reasonably priced marketing materials, like books, courses, workbooks, newsletters, audio cassettes, etc. can be excellent resources, that allow you to learn and apply effective marketing systems at your own pace.

All the best in your practice!

About this Contributor: Dr. Daniel Payne in a holistic pastoral counselor in private practice, and the event organizer for the International Conference of Alternative Therapies 2008 in Seoul, South Korea.