How is it that a business can be really great at sales but not at marketing, or vice versa? Don’t these two skills go hand in hand? The reality is if you are not closing enough new sales it is either a sales or marketing problem and in rare cases both. The solution? Implementation of a “Smarketing” process in your business.
The two statements I hear a lot are:
“If I get in front of a qualified prospect,
A financial advisor called me last week and explained that
he has a marketing problem. His problem is actually fairly typical and very
frustrating. He is spending money on client events, has run several prospect
seminars, is posting on social media, updated his website recently, and has
even tried a series of targeted Facebook ads.
His efforts are not producing new clients, and he is worried
about his book of business shrinking due to the age of his clients.
We often get asked – when is it the best time to post on
social media, advertise, or host an educational event? When is the best time to
send an email? And the answer is…it depends. And, no one wants to hear that. Wouldn’t it be great if there was
one true answer to these questions? But the fact is, it truly requires you
doing some work analyzing your own data.
Standing out typically doesn’t happen on its own. Standing
out requires choice. I chose to name my company Red Zone Marketing, focus on marketing
activities that will impact closing sales now (similar to red zone offensive
strategies in football), and carry through the analogy and thought process in
all that my firm does. I even have a themed football card as a business card
and always wear red. Yes, it’s different,
When people share that they need more
marketing, early on in my career I understood that this is not what anyone
really wants. No one wants more social media posts, advertising, direct mail,
seminars to run, videos created… or more work to do. No, they just want more
interested people to talk with about their services.
Marketing is not about doing more activity, it’s about increasing
the number of people you can impact. In financial services,
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