There’s an old saying that every cloud has a silver lining and too often we tend to forget the truth of this. In times when many can only see doom and gloom there may have never been a better opportunity to mine that silver lining through good marketing effort.
So what is the marketing approach? The problem with “marketing” is that most people confuse it with “selling” because they don’t really know the difference.
Let’s differentiate between selling and marketing. Selling is taking whatever product you have and flogging it to a customer, any customer. For example, you “sell” your business if, no matter what your capabilities and products, you offer them to anybody who looks like a potential client. That’s selling.
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Marketing, on the other hand, means that you first examine what your potential clients need. You then modify or alter your product or service to suit… and give them clear powerful reasons showing them how it answers their needs and thus why they should buy it.
Then there’s a good chance that people will accept what you offer.
So, right now reassess your products and services in the light of your customers’ needs. Make sure they match up. By doing so you will find ready acceptability and sustained business, income and profit.
But, first, you must get your attitude right… and we’ll talk about how to do that in our next article.
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