You know that one of the most significant distinctions between persistence and stubbornness is the willingness to incorporate feedback intelligently, right?
Roberto, a persistent leader set a goal to open a new market for his company’s managed service for networks and high-end office machines. It had achieved robust success with a regional market in Baltimore and now he wanted to test in Philadelphia.
So he tried 8 different ways to break into the market, from targeted introduction letters to trade show appearances. That cost over $12,000 and resulted in only a few customers. That was the first month.
He made some modifications and tried again, allocating a similar budget. Still, only meager returns.
When we met, he was in his fourth month of market penetration. He was determined, yet struggling and the reason for the struggle was his marketing was in a word…terrible!
We halted the efforts immediately and got to work, designing a flow, unifying the message, and validating the assumptions with prospective customers. CTAs (calls to action) were woven into the fabric of each campaign.
In a few weeks, he relaunched and started getting much better responses: prospects were asking for meetings, making commitments, and joining his mailing list to stay in touch. Roberto needed to find ways to make a better return on his marketing investment in order to continue his market expansion, especially since he could not “drop-in” as easily as he could when he was local.
Remember, to Grow Business Now, you’ve got to have smart plans not just a lot of effort and activity in order to succeed.