“There are two ways of spreading light: to be the candle or the mirror that reflects it.” -Edith Whorton
Imagine if you could have others promote you to their customers, who just happen to be your target market.
Well you can if you if you ask these simple questions when setting up a cross promotion.
P.T. Barnum (who according to Joe Vitale http://www.mrfire.com (from The Secret http://thesecret.tv/ fame) in his book “There’s a Customer Born Every Minute” http://www.amazon.com/exec/obidos/ASIN/0814479537/ref=sim_books/103-6167366-1778230, said that P.T. Barnum invented cross promotions.) would ask the following questions before setting up a cross promotion.
Question #1: Who are my potential customers? Those customers that are most likely to buy from you.
Question #2: Who else wants to reach these same people? Who else serves those same type of customers.
Question #3: How can we reach our potential customers more effectively? By cross promoting our products and services.
and I would add:
Question #4: How am I goint to win with this promotion? Marketing is simple, if you don’t win, you shouldn’t be playing.
Question #5: How will my marketing partner win with this promotion? Same goes for your marketing partner, if they don’t receive benefit in the deal… why would they go ahead.
Queston #6: How will my marketing partner’s customer win with this promotion? If their customer’s will need extra benefit (value) from the promotion in order to take the action that is needed to make the promotion a success.
The benefits of cross promoting to your target customer can be amazing and very cost effective.
So ask the right questions and grow your business.
“When the will comes in conflict with the imagination, the imagination invariably carries the day.” – Emile Coue
“Courage is not absence of fear, but absence of self.” – Erwin McManus
“We place value on things in the same proportion as it took to acquire it.” – Richard Elmes, The Sales Dating Guy http://www.SalesDatingGuy.com
There is a thought in sales that in order to have a happy customer, you need to under promise and over deliver.
The problem is that in order to obtain the business many salespeople over promise or over sell and then can’t deliver on what they promised.
Doing this is a real short term strategy, and usually a kiss of death to the customer relationship…. and possibly your career.
My friend Chris briefly sold hot tubs and home spa equipment. He told me that the reason he left the company was because he was told to quote a 4-week delivery time on the hot tubs.
Imagine if you just purchased of a hot tub and were planning a party the weekend after it is to arrive.
You invite all your friends. You stock up your fridge. And you wait in excitement.
And then you wait.
And you wait.
4 weeks later, you are concerned because there is no hot tub.
5 weeks later you you are embarrassed because you had to postpone your party, because the hot tub still hasn’t arrived.
6 weeks and a number of phone calls to the store, your hot tub finally arrives.
The problem was that they couldn’t possibly deliver in that time frame. In fact the owner knew that the soonest they could deliver was 6 weeks
Are you excited to receive your purchase. Not anymore!!!
“Frustration happens when there is a gap between expectations and reality.” – David Ralph
In fact you are frustrated, embarrassed and you vow to never purchase from that store again. And when you finally have your hot tub party the conversation has gone from what a great purchase you made to a gripe session on how badly you were treated.
When Chris discovered this truth and he immediately left that company.
He left because he knew that not being able to walk his talk and deliver on what he promised, would produce upset customers.
He left because he knew that breaking trust would kill any chance for repeat business.
And he knew that letting his customer down would kill any chance for referral business.
Oh his customers were talking about him… but not in a way that would allow him to build his reputation, his business and his bank account.
Plus he realized that if he kept working for this company, he would have to check his ethics and values at the door.
“Values are what you will or will not do in order to get what you want and still be able to look yourself in the mirror and like who you see.” – Richard Elmes
And he was just not willing to do that.
So if you want to build your business, your career and your bank account… remember over promising and under delivering is not the way to do it.
Oh, and by the way Chris’ next job turned out to be his dream job.
A job where he could be proud of.
A job where he could build trust with his customers by delivering on his promises.
And a job where his personal income more than doubled. Imagine that.
“If you believe in yourself and have dedication and pride, and never quit, you’ll be a winner. The price of victory is high, but so are the rewards.” -Paul “Bear” Bryant, Legandary Football Coach