I don’t know if you’re a college basketball fan, but in case you missed it (hard to do); it’s March Madness time again.
Each year as the calendar points towards spring, a field of 65 college basketball teams square off to determine the national champion. And every game is sudden death. Win and you play on, lose and you’re season is over.
It’s a fine, if dramatic, metaphor for what you face every day. Jim Valvano, the late coach of North Carolina State coined the phrase “survive and advance.”
No kidding.
Where are they coming from?
Even as some competitors are shutting their doors, others are still advancing. And some of the survivors aren’t the same competition you’re used to seeing.
The CEO of Dollar Stores recently said that he is seeing customers in his stores that were once regulars at Target. Former Macy’s customers are now helping to create big sales at WalMart.
Seen the deals at Caribbean resorts lately? They’re cheap. That’s because Wall Street execs are staying home or loading up the Volvo station wagon and crying their way to the dude ranch. It’s creating business for more cost-effective lodging such as owner rentals.
And that doesn’t count new competitors from around the globe showing up on customers’ desktops.
Even as the field of traditional competitors narrows, the overall competitive landscape is actually getting more crowded. That puts a premium on focus.
Among many other factors, advancing depends on your ability to:
- protect and defend your customer base,
- finely tune your target prospects and your marketing message,
- choose your allies wisely. It’s never been more important because the margin for error has narrowed.
Focus on your sales funnel. Recognize that the number of steps to completing a sale have increased…and take longer. Have a plan:
- - Define specific target names and locations: attack your competitors
- Fine tune your relevant message and call to action
- Be ready to “welcome” inquiries
- Use a series of messages to move them closer to a meeting or visit
- Make targets an offer and ask them to take action
- Ask for the business and be ready to adjust
- Make a client – and nurture the rest
- Continue to communicate to your clients
- Thank clients for their loyalty and ask for referrals
Keep focused. Keep moving forward. Survive and advance.
Want to Know More about Albany Marketing firm Burst Marketing?
Visit us at www.burstmarketing.net