Do you have a Customer Attraction System (CAS) as part of your business model? Does it generate a steady stream of conversations, sales enquiries and sales? Is it predictable? During the last century, marketing was largely all about pushing. Companies pushed the (unwilling) customer towards their brands, using expensive advertising, telesales, direct mail and sales forces. In the 21st century, pushing has become more difficult, due to the fragmentation of media, an explosion of communication channels (i.e. TV and radio stations, websites, blogs etc), laws to protect consumers from overactive marketers and more educated buyers.
Smart companies realise that getting customers to come to them is way better than the old style ‘hunt and kill’ methodology. Broadly speaking, an attraction based approach includes customer education and knowledge sharing. It is co-operative, trusting, interactive and more female than male in nature. It also happens to be ideal for the world wide web – which was originally conceived as a way of sharing files amongst scientists.
I know that this approach does not appeal to everyone. “Why should I share my hard won knowledge?” they say to me. “That’s fine,” I reply. “Keep all of your professional knowledge locked up in a darkened room. Lock and chain the door. Let some large, angry dogs wander around the corridors putting the fear of God into anyone who enters the building. What will happen? The knowledge will shrivel and die, as it needs interaction with others to flourish and grow (just like you do). Mind you, you’ll have to go and bang on all of the doors in the neighbourhood to find new business. By the way, how will your neighbours know that you are so brilliant at what you do, as they can’t see your expertise?”
My advice is to share a little more. If you need any more encouragement, I am sure that your competitors are already doing this.
Nigel Temple is a marketing consultant, speaker and trainer. He shows business owners, professionals and teams how to get better results from 21st century marketing – including brand awareness, website traffic and sales enquiries. To find out more about Nigel’s services email: joanna@nigeltemple.com
He welcomes media enquiries about 21st century marketing, social media and digital marketing. He has appeared within the national press and broadcast media.
