[aageneral] Market Planning -- Getting The Word Out
Please consider this free-reprint article written by: Bill
Willard
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Article Title: Market Planning -- Getting The Word Out
Author: Bill Willard
Category: Marketing
Word Count: 794
Article URL: http://www.isnare.com/?id=3253&ca=Marketing
Format: 64cpl
Author's Email Address: w.willard3@knology.net
Article Source: http://www.isnare.com
Online Publisher Tool: http://www.isnare.com/html.php?id=3253
------------------ ARTICLE START ------------------
There are those who get things done and those who think about
getting things done.
--Col. Wesley L. Fox, USMC (Ret)
Marketing cannot be hit or miss; it must be part of your
business model. Formal market planning systematically addresses
getting profitable new business while maintaining and increasing
the profitability of your current business (busy people often
overlook opportunities that are right in front of them).
That means, if selling is reaping the harvest, marketing is
sowing the seeds.
Some SBOs and independent professionals try getting by with an
unfocussed, transactional approach; the savviest among them
zero in on well-defined, validated market segments with good
numbers and other favorables, not the least of which are
clear-cut needs for their products and services. By
intensifying their resources and expertise in these areas and
adopting market-appropriate strategies, systems and tactics,
they achieve dominance in their targeted groups.
In short, they have a marketing vision and follow that vision
until its a reality.
But thats not all.
Developing a marketing plan also inspires SBOS and
professionals to focus on the big-picture need for planning and
productivity throughout their practices, especially their roles
in engineering their own success.
Successful men and women research, strategize, plan, and act
(mostly on revenue-generating activities). Then they manage
their resources so they can spend as much time and energy as
possible on the bottom line: doing what they do best!
About Your Marketing Vision
Marketing vision means looking at everything you do from a
personal marketing perspective so that everything you do is
true to your vision. Think of it as your conceptual framework
for offering your products and servicesand yourselfto
prospective clients over the long term:
What are your best markets?
What makes them tick?
How to position yourself most competitively?
How to make the most of what you already have?
How to build your name recognition and reputation, and stand
out in the competitive traffic jam?
How to approach qualified prospects and make them want to see
you?
What should you say; what should you sell?
How to service your business profitably?
How can you get clients to refer you to others in their
group?
When will you review your market planning to be sure its
getting you where you need to go?
When you do business this way and are responsive to the
language of your marketplace, special things start to happen.
Your prospects and clients feel good about doing business with
you. You begin selling more effectively and efficiently and,
over time youll achieve deeper market penetration, more
profit, more referrals and a larger client base.
But remember: Your vision is only as good as your ability to
implement and sustain it. When financial services professionals
get ahead of themselves by setting the bar too high, they can
find it difficult to meet their clients raised expectations,
as well as their own.
Like a marketing strategy, your vision should be progressive
but realistic.
In following a vision, a bit of reality always helps.
The way you do business, market planning included, has to adapt
to changing market forces, emerging technologies, new
information. The quicker you change when change is called
for--or as opportunities arise--the more likely youll thrive
in a volatile, competitive marketplace.
There may be no better way to demonstrate that kind of
resiliency and business savvy than by embracing technology,
especially the Internet and specifically a personal website,
which can become your marketing HUB and swiftly shift your
productivity into high gear.
Try This: Create a Web presence. For established SBOs and
independent professionals, that means developing your own
website, and promote your email and Web addresses on all
marketing and communications materials.
It Can and Does Pay Off!
For example, according to the American Interactive Consumer
Survey from Dieringer Research, 63% of people who researched
personal finance products and services online actually applied
for such products offline. However, the remaining 37% applied
for these products online, says Dieringer. Specifically, as
reported by eMarketer, The E Business Research Source, the
Consumer Survey determined that 9.9 million applied online for
credit cards, 5 million applied online for mortgages, 4.2
million applied online for loans and 4 million applied online
for insurance products.
It is important to note that the people who applied online
could have applied for more than one product.
Want More? Send questions and comments to
w.willard3@knology.net
About The Author: Bill Willard has been writing high-impact
marketing and sales training for the financial services
industry for over 30 years. Through interactive, Web-based
"Do-While-Learning" programs, e-Newsletters and
straight-talking articles, Bill helps agents and advisors get
the job done: profitably improving performance, skipping
expensive mistakes, and making the journey to success faster,
smoother, easier. And fun!
------------------ ARTICLE END ------------------
For more free-reprint articles by Bill Willard please visit:
http://www.isnare.com/?s=author&a=Bill+Willard
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