Systematic Marketing entails paying attention to all aspects of marketing, and ensuring that an appropriate amount of attention is consistently applied to each aspect this cycle:

Lead Generation

Entails enticing ’suspects’ (people who you suspect may want your product) in your market segment to provide you with some indication of their interest, typically through:

• Responding to an advertisement,
• Asking for a free report,
• Listening to a pre-recorded message,
• Watching a webinar on your website.

The most essential thing to do here is to capture their name and contact details.

Lead Harvesting

You need to build up the trust of your leads before they will buy from you. Very few people buy at the first contact – most people shop around. To ensure that you get the sale, you may need 7 up to 20 ‘touches’/contacts, so an ability to contact them, and systematically remain is contact with them is essential.

Lead Conversion

Your sales skill is what affects this stage.

Listening to customers, and responding to their wants, not what you think they need, or what you want to sell, will help you improve your conversion ratio.

Customer Profiling

A neglected aspect of marketing by many businesses, and yet one than can have a tremendous impact on profitability.

By understanding customer behaviour, and who your best and worst customers are, and why, you can direct your marketing efforts towards those areas of the market that provide the most lucrative prospects.

Campaign Management

Proactive cross selling, up selling, and repeat selling is what campaign management is all about. Customer Profiling will have provide indications of opportunities within your current customer base – to add more of your products to your customers’ portfolios, or to upgrade the product to the next level.

Very much an action phase – to convert opportunities identified in Customer Profiling into higher customer values.

Actively Soliciting Referrals

A very neglected aspect of marketing, and yet one that can provide you with your best quality prospects.

Rather than passively waiting for satisfied clients to refer you, there are steps you can systematically take to increase your number of referrals, thereby adding more leads to your lead pipeline. The difference with these leads, however, is that they will have been pre-qualified by your better customers, and therefore will usually be of a higher quality.

---

This section of the site has articles in the following sub categories:

• Lead Generation (20)
• Sales (7)
• Customer Analysis (6)
• Customer Relationships (2)
• Referrals (6)