The Three Purposes Of Marketing
It’s funny that if I were to ask what is the purpose of marketing, I’d get different answers from everyone.
Most answers or possibly all the answers would be right. For instance if one answered; marketing’s job is to “make money” or marketing is to “generate leads,” they would both be partially right.
To get the best answer it is important to remember Marketing is to do three things. Or as we say – The Three Purposes of Marketing.
It is important for marketing to capture the attention of your target market who are your prospects. Unfortunately most businesses do this wrong 99% of the time.
You must teach and train your prospects how to make the best purchasing decision by giving them enough information to facilitate them making the best decision possible when buying what you have to sell. Your customers are not experts at what you do and they don’t know the relevant issues needed to be considered in making an intelligent decision. This gives you the opportunity to guide them through the process. Your job is to share pertinent information to guide them to make the best decision possible. You are the fountain of knowledge. Their best possible decision should be to do business with you.
You as a business person want to grow your business an in the process make more money. Your prospects and customers want to feel comfortable and confident that their money is well spent and they are making a wise purchasing decision. Both parties have much in common. When you match them up you have a profitable sale in a non confrontational environment.
The problem today is that most businesses don’t understand this process. Instead of using the non confrontational marketing , they max out on self serving advertising and salesmanship that completely turns customers off and alienates them.
Give your customers a low risk and easy to take action plan that further facilitates their ability to make a good decision. You can’t cram everything that a person needs to know to make an intellignet buying decision. Use all tools available; reports, surveys, why buy here book, testimonials, websites, CD’s, etc. to win their business and facilitate their decision making process. I’m not saying that every buyers needs or wants to know everything, but they would like to be aware of the relevant issues that are important to them and their decision buying decision. Your presentation must be inclusive of all relevant issues to your buyer.
The bottom line is; in line with the philosophy of the Monopolize Your Marketplace® Sales Sales System you want your prospects to conclude that they would be an absolute fool to do business with anyone else but you regardless of price.
Paul R Hauke BA MBA , president of Iffpf Media ® , as a leader in the Automotive Retail Business, provides this website and information free of charge. Feel free to check out the Iffpf Media® website for all services and products offered.
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