The Savvy Entrepreneur

As discussed in my article 3 Elements You Need To Get Clients the very first step to successfully marketing your service-based business is to figure out where you’re stuck in the marketing cycle, or what area of marketing your services needs more work.

Today, I’ll help you figure out where you may be stuck and what steps you can take right now to getting unstuck.

The Marketing Cycle
As I’ve said before, the cycle is the same for everyone marketing professional services. The stages of the Universal Marketing Cycle, in order, are:

1. Filling the Pipeline
2. Following Up
3. Getting Presentations
4. Closing Sales

Why is it important to figure out where you’re stuck? By identifying what needs more work, you’ll know where to focus and which strategies you should start implementing (and leaving other strategies for when you’re further in the cycle).

How do you know where you’re stuck? The answer is mostly instinctual. Most entrepreneurs whom I coach are stuck at filling the pipeline or following up. But if you’re still not sure, go over these questions:

• Are you a new entrepreneur? If you sat down this morning to call all your contacts, would you be done by noon (or sooner)? If you answered yes to these questions, chances are, you’ll want to concentrate on Filling the Pipeline with prospects, leads, contacts and referrals.
• Do you have a stack of business cards from people you haven’t got around to calling since you first met? Are there prospects in your database whom you haven’t contacted in the past 3 months? If you answered yes to these questions, you may be ready to concentrate on Following Up.
• Are you having a difficult time getting an initial meeting, despite repeated follow up? Are your calls ignored or quickly brushed off? A yes to these questions may indicate that you’ll want to focus on strategies that will get you in the door to Getting Presentations.
• Does one objection after another keep you from walking your client through the sales process? Do you give lots of presentations, but are having a hard time closing? If so, chances are you’ll want to direct your marketing efforts to Closing Sales.

So where are you stuck? If you feel like you need to concentrate on more than one area, choose the first one in the order given. If you’re still not sure, start from the beginning.

Now that you know which area to concentrate your marketing efforts on, you’re now ready to move on to the next step — determine which marketing strategies you’ll use to help get you unstuck, regain momentum and get more clients.

What are the best strategies for your situation? Find out next month, when I discuss the second step to successfully marketing your service-based business – choosing marketing strategies that best fit your area of “stuckness” and match your personal preferences.

Until next time, I wish you much success.

Copyright. Cristina Favreau. All rights reserved.

ABOUT CRISTINA
Cristina Favreau specializes in teaching independent service professionals who struggle with marketing, so they get more visibility, build their credibility and increase their self-confidence. Get her complimentary “12 Mistakes To Avoid in Your 30-Second Intro” ecourse at http://www.cristinafavreau.com/index.htm

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