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‘Don’t hide your light under a bushel…’
BUSINESS philosophers have said it enough times to make
you feel it’s their mantra. What’s that?
Marketing is the single most important discipline in business.
Marketing isn’t just about getting your product or
service into the client’s hands. It’s infinitely more than that. It’s
about how you plan to advertise your product, how you present it, how
you deliver it, and how you explain to the user the way it works before
the sale. Yet there’s one more thing.
What is it? It’s service. I read something in an e-zine
recently which pointed out that 80% of businesses don’t deliver on
service. That’s simply mind-blowing and it creates a marketing
opportunity that’s better than the enterprising shoe salesman who
visited a place where people weren't wearing shoes!
No matter what your business is, service or the lack of
it, is the single key element which can mean either a bread-and-butter
living or delivering a boost which can take it into the stratosphere.
Let’s take an example.
According to American marketing guru, Dan Kennedy, the
Disney Companies excel in this area. He says when people visit
Disneyland or Disney World they’re struck by the service-oriented
attitude of staff. But it goes deeper. As well, visitors comment on the
cleanliness of the parks.
This may not seem like service but it is. Remember, these
parks have been opened for decades now. After that length of time it’s
only natural they’d be looking a little jaded. Not so with Disney parks!
Maintenance and good service are hallmarks of their marketing
programme
and it is a winner.
Kennedy also says that it’s the little things that, taken
together, add up to a hard-to-resist marketing offer. He says there’s
not much point in looking for a big edge because they’re mostly gone
now. But if you do the little things extraordinarily well, you’ll be in
the 20% who will always make a success of their businesses.
Little things like returning phone calls, getting back to
those who you say you will, and following through until the job is
done. This, in its purest sense, is what marketing
is.
Paul Herring Dip FS, Adviser Principal of life-risk insurance and
superannuation advisory firm PCH Financial, supplied this article.
PCH
Financial is the developer of the LEAP© Concept. Paul says this
means the firm’s advisers:
—
Listen...to your key
aspirations, your goals and your concerns
—
Evaluate...where you are
now and what you might need to do to get where you want to be
—
Advise...and if the above
indicates it’s necessary, we suggest a...
—
Procedure...which will
free you up to do what you do best - work on the other things
You can
contact Paul on 07 3814 3815, 0422 885 349 or email
paulherring@bigpond.com
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