One-on-One: Micro-Marketing

This rule is about marketing to prime prospects.
Prime prospects are the people most likely to
make a purchase right at this very instant.

They are looking for someone like you and they
want to buy what you're selling.

Because it is easy to serve these people when
you have what they want, it is worth your time
and effort to identify them and market to them
one-on-one.

One-on-one marketing works by providing
needed information with a desire to help. This
is often referred to as consultative selling,
because you act more like a counsellor and
advisor than a salesperson.

When you go one-on-one, you market not by
selling, but by helping.

The key to successful one-on-one marketing
is building relationships by providing valuable
information. The challenge is to figure out what
information will be valuable to each prospect,
and giving them only that information.

Of course, marketing to one person at a time
requires you to direct your energy to marketing
to the right people. Levinson identifies 5 Steps
to help you be most successful in your one-on-one
marketing:

1.Identify your prime prospects.
2. Create marketing materials
(all in the form of useful information)
to help your prospects.
3. Secure an appointment with the right person (at the
right company, after determining who that person
is and how he or she will benefit from your offering).
4. Establish rapport with that person.
5. Provide them with constant attention and help.

When you focus your marketing efforts on
providing valuable information to, and building
trusted relationships with, prime prospects --
you all but eliminate the sales process.

(c) 2006 Steve Brewster
Executive & Business Coach
403.283.5706
www.brewsterconsulting.com
steve@brewsterconsulting.com