Things Don't Work The Way They Used To Anymore. Business has changed drastically in the last 20 years and so have the demands on marketing and advertising. Unfortunately, little change has occurred in those fields, regardless of the fact that marketing has become even more important, in some ways, than salespeople. There are many more businesses these days and people have little to differentiate between them except the advertising they see. If all they find is companies screaming about how they are the best, the greatest, the most incredible, they will default to the lowest price. It’s time for things to change.
“We’re the best. We have the lowest price, the best selection, the highest quality…” The screaming slogans have become meaningless, lost in a sea of copycat advertising. People need to hear what they actually need to know: what makes your company special, what makes you different from the competition, why come to you instead of your competition?
Trinity builds a case for you, showing through your marketing and advertising who you are and why you’re the best company to do business with. We do so using concise, well articulated, powerfully stated content aimed at educating the perspective customer, not just trying to get his attention.
You will pay just as much for a full page ad of informative material about your company as you can for cute animals and women in bathing suits. So why not make the most of your advertising dollar? Trinity will show you how to implement this type of no-nonsense advertising, making an airtight case for you and showing it to perspective customers.
Once people know who you are and what you do, it’s time for your salespeople to kick in. Many companies gain most of their sales from 20% of their salespeople. While we can’t make your poorest salesperson sell like your best, we can kick them all up a notch. Poor salespeople can be good. Great salespeople can be incredible. It’s not magic; it’s a system. By giving them strong, hard-hitting material (brochures, videos, follow-up letters, phone scripts) to work with, you’ll find even your weakest links can work wonders for your business.
What about keeping the customers you already have? Most businesses put tremendous amounts of time into gaining customers for one sale and don’t do anything to keep them around and sell more to them. Your best customers can often be those you already have. Keep a database of their contact information, send them thank you notes and special offers, set up reward and referral systems. They already know how good you are and if you’ve treated them well and kept in contact with them, they are more likely to buy more and tell their friends. Your own customers can be your most effective salespeople.
The marketing function of a business can offer tremendous leverage. These concepts can be applied to almost any kind of business successfully as long as you keep an open mind and continue to think outside the box.
