VALUE ADDED MARKETING
First, let’s define the term “Value Added”. It means that you know what your target market needs and have translated the characteristics of your product/service into benefits. Their needs are identified by observing, listening, discovering and understanding the pains and gains that are being experienced as of a specific time. It’s important to be aware of the ever changing needs that your target market has and is currently experiencing. The COVID-19 pandemic has certainly created many visible changes across all businesses. The important thing to realize is that the identification of your clients’ pains and gains should be reviewed every six months, with or without the occurrence of a major crisis.
Please note I used the term marketing, not selling. I believe that true Value-Added Marketing provides useful, beneficial information to a target market. Its purpose is to identify yourself and your firm as a reliable and knowledge source of support and at the same time provide immediately applicable information at no cost.
We use this concept of Value-Added (Giving) Marketing as a method of creating inbound calls. Inbound calls then have to be treated with the utmost respect and care. The process Strategic Duck recommends is as follows:
- Have a uniform, dynamic on-boarding process for all calls.
- Create an unexpected and positive experience for each individual.
- Continue to provide useful content on a consistent basis.
- Create interaction opportunities for your prospects.
- Implement a relationship building data base process.
- Share your personal story intertwined with business success.
Success is not an instantaneous process, but “a small step at a time all the time.” It requires a vision based business plan, systemization, self-discipline, some calculated risk taking, and working 10 times harder than you ever thought you could.
I totally agree with this quote from Matthew Kelly: “Success at almost anything rests upon this single principle: Do the basics, do them well, and do them every day, especially when you don’t feel like doing them.”
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Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack
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