What is Marketing?

Eric GilboordBy Featured Speaker Eric Gilboord

I am often asked what the difference is between sales and marketing. Marketing researches the opportunity, prepares the strategy, produces the tools to inform the prospect and places the potential sale on the table. The Salesperson then picks up the ball and confirms the opportunity, contributes to the strategy, uses the tools to inform the prospect and moves the opportunity off the table and into the cash register. Marketing is everything from how you answer the telephone, correct spelling in your correspondence, and SEO to the words and graphics of your emails, website and brochures.

The essence of marketing is very simple. It is saying the right thing to the right person at the right time. However, knowing what to say, when to say it and who to say it to is much tougher.

Marketing is a collaboration. In small business you often wear both the sales and marketing hats. It is important to maintain objectivity. I urge you to include others at as many stages of the process as possible. They may see something you don’t or they could add ideas you haven’t thought of. Mistakes can be minimized and opportunities capitalized upon.
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Making Voice Mail Work For You Not Against You

Eric GilboordBy Featured Speaker Eric Gilboord

It is becoming the norm to work at home for all or some of your business activities. Pretty much every company and most consumers, have the ability to receive voice mail messages whether through an answering machine or an invisible machine from a telephone service provider. Some small businesses consider this a hindrance or a roadblock to getting to their prospect or customer. I consider voice mail to be a great aid in reaching people. If you learn to use voice mail to your advantage it could become a wonderful addition to your bag of marketing tools. Voice mail offers you the ability to communicate with your staff, suppliers and allied companies. I have moved many projects ahead by reducing the number of face to face meetings and utilizing voice mail to exchange details with my associates.

The following are common questions about using voice mail as part of the sales & marketing process:

Q. What do I do when I reach a voice mail message?
A.
The secret is to prepare yourself prior to making the call. There is no need to be stumped by an electronic message vs a human voice on the other end of the line. You should have a plan of action and a specific message already in place in case the person is not available.

Q. Should I bother to leave a message or not?
A.
To not take advantage of the capabilities of modern electronics is a waste. If you had a legitimate reason to make the call in the first place, then you owe it to the recipient and yourself to leave a message.
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Business Cards

Eric GilboordBy Featured Speaker Eric Gilboord

One of the most cost-effective forms of marketing today is the business card. It is an inexpensive, easy to use, and usually welcome advertising medium. Business cards can come in many shapes, sizes and colours. They can be horizontal standard format and vertical (theory being they will stand out from mostly horizontal), or have an extra cover flap. Traditional cards are 2 colour, some embossed, and a few 4 colour. Some people include photos of themselves or their products on the card. Many professionals whose business is based on repeat appointments, like dentists, design the back for writing in your next appointment.

Unlike “junk mail” most people want your business card. But remember, handing out a poorly designed, crumpled card with food on it can leave the wrong impression. Keep your cards crisp and clean in a protective container and proudly take it out and present it to the recipient. Allow them time to read it and absorb the information. Give them time; you don’t want to rush things. This may be the first exposure they have had to you and your company information.
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