What’s the goal of your marketing?  Is it to simply make a sale, or make money?  It seems like an obvious question, every business wants to make more money, and that is the bottom line, however that’s not what your marketing mission should be.

The only purpose of your marketing should be to win customer over.  The customer is the real value of your business.  The more customers (happy customers) you have, the more potential there is to create future sales, through back end marketing. 

Most businesses I’ve seen only focus on making a sale, and not on a strategy to develop and retain customers.

Since whatever you focus on, you attract, then it makes sense to focus on the overall vision of your business’ marketing plan.  If the goal is create and retain customers, then focusing on how to make a sale as quickly as possible is short-term thinking, and will cost future sales.

In my financial services career, when I began to understand that, I made that focus my sole purpose, which as a result led to not just happy clients, but very loyal advocates, who not only did business with me, but referred me to others like them.

It’s all an attraction process, and with this type of attraction marketing mentality, I was able to sustain my financial services business for years on mostly referrals, without any kind of specific advertising.

This entry was posted on Tuesday, December 4th, 2007 at 2:54 pm and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.