Why you need a strategy for your marketing – part one


Chantal Cornelius, Appletree MarketingWhy do you need a strategy? For the very same reason that you set goals for your marketing and your business. You could just set off and try lots of different marketing activities, in the hope that they will take you to your goals – a bit like just turning up at a bus stop and hoping that one of the buses that stops there is going your way. Or you could plan the best approach and only spend your valuable time and money on what you know will work. Having a strategy and following it is much cheaper in the long run than the scatter-gun approach to marketing.

There are four strategies you can use and the first two are explained in this blog. I’ll explain the other two another time!

1.       Selling Existing Services to Existing Clients

The first of the four strategies to consider is the simplest and most cost effective for many consultants and coaches. It is about selling more of your existing products and services to your existing clients.

If you provide one day of consultancy to a client each month, can you sell them more of your time and give them two days a month? If you sell coaching programmes of 10 sessions over 10 weeks to your clients, can you provide an additional 10 sessions over the next 10 weeks, to the same clients?

This strategy is the simplest and most cost effective because it involves you doing more of what you’re already doing, with clients you already have. Your clients know and trust you, making them the people who are the most likely to buy more from you. Your services are already established and getting good results, so they are the easiest to promote to your clients, who already know that they work.

Selling more of your existing services to your existing clients doesn’t need a huge investment in marketing or time. It’s about spending time with your clients – outside the time you spend working with them – to tell them how investing in more of your time will benefit them. It’s about keeping in touch with your clients on a regular basis and treating some of them to lunch now and then!

How can you sell more of your existing services to your existing clients?

2.       Selling New Services to Existing Clients

Strategy number two is about selling some new products and services to your existing clients. These people already know and trust you – and hopefully you keep in touch with them on a regular basis. This means that you can talk to your happy clients about the sort of new products and services they’d like you to provide for them. You can create new things to sell them, based on how you’re already helping them and other problems they need help with. Because they know and trust you and know that what you already do for them works, they will be open to hearing about how else you can support them.

What new products and services can you create? If your service is based around your time, think about how you can package your knowledge into products, like books, fact sheets and workshops. If you provide 10 face to face coaching sessions in a package, could you create a ‘quick start’ programme of 4 shorter, more intensive sessions, to help clients get started with a new project?

What new products and services can you create for your existing clients?

This is an excerpt from my new book about Marketing Planning, which will be published on 16 November 2011.  Pre-launch orders now being taken – click here to reserve your copy.

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