What is the secret to success?
That's a question I get asked a lot from people all across the country. And while I can't claim to have a silver bullet, one size fits all answer, I can say this: The secret to marketing in general, and word of mouth marketing in particular, is recognizing that it's a process oriented endeavor.
In other words, marketing is not a one shot Direct Mail piece. Or a one and done networking event, where people swoop in and swoop back out, never to be heard from or seen again.
And it's certainly not getting a lead while networking, and never following up with that prospect after the fact.
That's not marketing. That's just an ad hoc, reactionary series of events people do in the hopes of getting more business.
Instead, I'd like to submit that marketing is a more process oriented endeavor, and that the real "secret" is finding the two or three processes that work with your business - and focusing on them with laser-like precision.
As an example, let's look at networking or "word of mouth" marketing, since that's something I recommend a lot of Realtors&Reg; try. Outlined below is a highly effective process that can greatly enhance your business building results.
- Identify your ideal target market, and make sure you're networking at places where those folks might be.
- Attend an event and create a Visible Identity with everyone you meet.
- Listen carefully to each new contact, and jot down notes on the back of their business card at the end of the conversation.
- Return to your office and review the 3-7 business cards you picked up. Prioritize them from the most important to the least, based on their potential to be a client or legitimate Referral Partner.
- Email them asking if they would like to get together for coffee.
- Engage in a forty five minute "Coffee Connection" at your local coffee shop. Be sure to listen for how they get business, so you can help them out in some way to accomplish that. Talk a little bit about what you do, and ask for their help.
That is the process you should use each and every time you go out to network.
And not because I said so, but because I know it works. I've used it myself with great success, and have encouraged all my clients to do the same.
Can you see how by having a process like this for say, a Direct Mail campaign, or farming your local neighborhood, or any other marketing related activity can make your life considerably easier … especially in a market as tough as this?
This way, it's no longer you trying to figure out what to do next, while simultaneously trying to find the time to do it in. But rather asking yourself, "What step am I in with this particular prospect, and what do I need to do next?"
And as a matter of fact, if you'd like some more ideas on how to get more business in today's tough market, just email info@agitoconsulting.com (Subject: More Buyers in Today's Tough Market) and we'll shoot you a copy of our free report.
But remember, by focusing on the process -- and the specific steps you need to do that day -- you'll become less overwhelmed with everything that needs to get done and you'll become more focused on what you need to do.
And when that happens, you'll realize that getting more business isn't the impossible task you might think it to be – even in a market as tough as this.
Author: Brian Hilliard
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