6 Key Ways to Kick-start your Growth Marketing Strategy in Tough Economic Times

Don’t Just Focus On Activity

If you’re not converting as many sales as you would like to, then you need to change what you do. It does seem like common sense; however I have seen many business owners simply resort to doing ‘more of the same’ to try and obtain better results. It is the equivalent of banging your head against a wall, only a lot harder. If it’s not working, doing more of it won’t make much difference!

There is often an emphasis – especially in uncertain times – to focus on closing, closing, closing; and quickly, quickly, quickly! However, a raggedy, ‘this is how it’s done people’ approach from you, or your management team will not work, especially not in the long term. Activity is key, but activity alone is not the answer. Instead, focus on getting better results from what you have, not doing even more with what you’ve got!

Increasing the activity of your staff is not always the answer. Instead focus on coaching your staff. Maybe even coach yourself!

Always look to invest in both you and your staff. It is a strategy that, regardless of the economic climate, plays a major role in the ongoing development of your business.

If the business is underperforming, then the greatest risk to the company is your failure to market your business effectively: so invest in this process.

Further, examine every part of the “prospect to client” process – from a lead to a ‘sale’. Essentially the sales process involves six key stages, as follows:

  • Prospecting
  • Initial Contact
  • Sales Presentation
  • Handling Objections
  • Closing the Sale
  • Follow-Up and Service after the Sale

Which of the above steps would you honestly admit to underperforming in – and what do you need to do, from today, to improve?

In tentative times, there will be a tendency to close any and every sale. However, don’t forget that you get out what you put in. So keep ‘filling the funnel’, but give greater thought and practice to generating qualified and quality-based leads: your business will be better placed for long term survival if you do this.

Andrew Ludlam is a qualified business adviser, marketing consultant and trainer, specialising in helping business owners position themselves as authorities in their field. To discover more, visit Maverick Marketing Consultancy

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