The goal is to impress customers with what you know, not drive them away by taking advantage of them. There’s no need to hog-tie prospects when the power of your information will pull the serious ones to you.
8. Watch out for bandwagon thinking. A marketing consultant tells of a meeting where the sales manager said the company needed to get into social media or be left in the dust. Although he was making an important point it’s also “bandwagon” thinking. And it’s dangerous because it’s seductive, taking our minds off reality-based issues.
A few years ago, e-mail “blasts” were the “answer,” before that it was fax “blasts.” Companies wasted billions of dollars on endless lists and frenzied distribution––all with little or no results. The way to avoid such costly traps is to do your homework––first.
Doing business is never easy, in spite of what some may say. The tasks ahead may be more demanding than ever and certainty of success may always be a question. Yet, we have the tools to put a troublesome economy behind us, if that’s what we decide to do.
John R. Graham is president of Graham Communications, a marketing services and sales consulting firm. He writes for a variety of business publications and speaks on business, marketing and sales issues. Contact: 40 Oval Road, Quincy, MA 02170; 617-328-0069; firstname.lastname@example.org; Blog: grahamcomm.com/wordpress; www.grahamcomm.com