I’ve been writing a lot about marketing lead generation, but I have been doing it with the assumption that the business owner knows what they want to be marketing. Now, if you are selling a product – yours or someone else’s - knowing what you are trying to do lead generation for is relatively easy. Products have features and benefits and solve problems. If you are selling a service, it gets much more complicated. If a potential customer asked you what your business does well, how many things would you tell them you do well or are expert in? 3 ? 5 ? 14 ?
You may be an expert in 14 different services that you provide, but you can’t market yourself that way – your sales staff can’t remember them all and your customers won’t believe you are that good in that many things. So pick the top 3 things you want to focus on saying you are expert in – and market those. If you can’t pick just 3, you get the +1 as tie breaker, so there are 4. But stop there. Hone your message; your value proposition; your profitability around the 3 or 4. The other 10 services – well those are the upsell to the existing customers.
What do you think? Talk Back.
