Marketing … The Most Misunderstood Word in Business

In this crazy business climate we are currently experiencing, business owners need to look beyond traditional methodologies and into the mirror to see how they can win more business and just as importantly, keep the business they have already worked so hard for. In fact, due to the state of our economy, right now is the best time to introduce new ideas since everyone is questioning the status quo.

So often, when you mention the word “marketing” to a businessperson the first thoughts that come to mind are advertising, public relations and branding. That ís very true, but the one thread that runs through all of these phases of marketing is how you market yourself as a person – not a businessperson, but as an individual.

What are the unique traits that separate you from the crowd? Regardless of your position on the corporate totem pole, you need to think of yourself as a complete entity that provides the impetus for a business relationship to flourish … or flounder! Keep some of these points in mind:

What influence does your personal appearance play?

We have all heard the phrase “people judge a book by its cover.” And, regardless of whether we think this is right or not, the fact is, it ís true. Why put yourself at a competitive disadvantage by not looking professional?

Another phrase that we have all heard many times is that “first impressions are lasting impressions.” So ask yourself the following questions each and every day:

Am I overweight? Do I have a sloppy appearance? Do I practice good personal hygiene? Are my teeth well kept? Are my clothes clean and pressed or do I look like I just awakened from a long winter nap? Your appearance can make or break you right from the start.

And if you own your own business, keep in mind that your employees are watching how you present yourself. They will copy what you do, so it is vital to be aware of your own actions and appearance, especially if you want it duplicated over and over again.

2. What influence do my business habits have on continued business?

After I have worked hard to create a sale, do I follow up with details to fulfill the terms of the sale? Do I return phone calls promptly? Do I return emails promptly? Do I become proactive when a mistake is made or do I go into hiding hoping the problem will go away?

How you handle the first sale has a direct correlation to any future sales. Follow up is critical. If you do it right the first time the results will follow. If you do it wrong the first time then those results will follow as well.

3. What sets me apart from the competition?

Let’s put it this way, what makes you, YOU? What separates you from the others in your category that are selling to the same audience? It should be a positive element that folks associate with you.

Do I attempt to learn the business of my clients or do I just “push” deals onto them that will earn me a trip?

Today, so many businesses are only concerned with prepackaged deals that they try to force on to the client and never really care if it is what the client needs. That is the wrong way to go about creating a long term relationship. It is vital to find out the specific needs of the client and then create a plan exclusively for them. This individualized way to work with clients will lead to repeat and referral business. Slamming them with the deal of the week will not.

Do I volunteer to do extra for the client or just barely live up to the letter of the contract?

There will be times when the client forgot to mention something to you that was part of their original needs. So when this happens, be sure to tell the client that you can make an adjustment to their plan without any additional inconvenience to them. Make it easy for them to like you and want to tell others.

Am I ahead or behind the curve in technology to make the task of communicating to the client and partners easy and pleasant?

In these uncertain economic times, all of our actions and reactions need to be examined.   FBA

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John DiPietro is a marketer, author and speaker and President of the Boston area based marketing firm, ABC/D. He is the author of “You Don”t Have To Be Perfect To Be Great.” Currently he offers training in the field of using social networks as a marketing tool for your business. He may be contacted at originaljohndipietro@gmail.com.