Realities to Success in Your Sales, Marketing & Advertising in 2010

Its a beautiful sunny day and I’m sitting outside feeling the warm sunshine on my skin. Kids are on a field trip at nature study today. And there are signs of activity in the local shopping center as several new businesses are moving in.

The sound of a jackhammer confirms that. Its a much welcome sound around here.

So many local merchants had been moving or going out of business that it was starting to look like a ghost town.

The local merchants that were left were deeply concerned as there was more vacant spots than occupied ones. Not a good sign.

All of a sudden 2 new businesses are set to move in and there are signs of others following.

My question is: What happened?

It seems odd that right after there was a change in the management company that handles all the leases that vacancies started being filled.

Or maybe not…

Maybe the new leasing company, Cushman & Wakefield (verify spelling) are professionals and know how to get things done. I don’t know for sure but it sure seems that way doesn’t it?

When a professional steps in, things get done and results flood in.

That’s a major trend that is going on in 2010. In 2009 there was a major exiting of ‘B’ players. In 2010, only the strong, the professionals will survive.

No longer can you cut it by being “good enough”, no you must find innovative ways to market and sell your products or services. You are leaving serious money on the table if you are not breaking your marketing message into niches and sub-groups. This is the easiest way to create a strong and powerful advantage and to separate you from competition.

I have been saying for over a year now that the competition has become fierce. Businesses are more savvy. Their marketing smarter. Gone are the days when just being online was good enough to win in your market.

I was talking to someone that said that in sales it is brutal for someone that doesn’t know what they are doing or has only had basic training.

In marketing & advertising, the “one-size-fits-all” approach is not working. With email marketing running rampant, the open rates, click through rates and opt-in rates have being plummeting while costs are soaring.

If you’re offline, don’t worry, the same thing is happening in postcards, ads and mail pieces. Results have been getting worse for you too.

What’s going on?!!!??

Consumers are being wiser about what they are buying and how they are buying it. Which translates into more work for you to get them to buy. You cannot be lazy or lackadaisical in your message or your market.

With the use of technology and so many businesses being online, you need a targeted approach. (If you’re not online its like showing up to a knife fight with no knife – you will get killed. At least give yourself a fighting chance and get started… Email me for different resources that will help you according to your budget)

According to Google, over 82% of all searches start online. In technology driven California and other parts of the country I bet its even higher.

Yes people are searching using more specific search terms. And the vocabulary they are using is unique and must be sought out. Simply guessing at keywords will end in failure and waste.

5 Key Points to avoid getting creamed in 2010 and ensure your business will survive and thrive…

1. There is no such thing as one single ideal marketing message, anymore. Just like in face-to-face sales, your marketing needs a toolbox of different hooks and angles that work with different kinds of people in different situations.
2. Customers are more savvy and are making wiser purchasing decisions. If you can’t talk directly to what they REALLY want – their hidden fears, worries and desires – if you don’t talk to these you will get slaughtered.
3. Just like in old school sales, follow up is crucial. Well crafted emails and autoresponders will grow your profits by about 25%.
4. If you slash prices to stay competitive, you will get creamed. You must deliver an entire customer experience that will separate you from everyone else and allow you to charge more. Why do you think Starbucks can get away with chargine $5 for a cup of Joe?
5. Market Research is vital to your success. Gone are the days of slinging mud against the wall. In 2010, ask your prospects the right 3 questions and correctly sort the data and your chances of success in a new market startup go from 5% to 50% overnight.

Any of these points are a good topic for a future article eh?

… keep coming back, more to come….

Be great eh!
Chris

P.S. Post your comments below, love to hear you thoughts and other observations you are seeing.