The Marketing Paradox

maccam

We humans are a strange lot. We loath junk mail, door knockers, flyers, and telemarketers. We get all in a tizzy though when we can’t find a product or service we want ASAP. We run when a salesman at the store asks “can I help you” and we chase them down in anger when we can’t find something. There lies the conundrum, we hate to be sold but we demand to find it when we want it. If I had a dollar for every time I heard “you can’t find anyone to do the work” I would be rich but where are these whiners when you are slow. It’s a strange dance between consumer and businesses.

Double-A

Well, you have to thank the telemarketing industry and their curious talent for calling at dinner for killing the sales industry.

They did more to damage the profession of sales than any 20 used car salespeople could do in 20 lifetimes each.

As for where the folks are that want work done, they are still out there. You just don't have them breaking your door down.

When you stop to consider what clientèle you really want to work for, and hone in on that, you'll find your flat spots getting fewer and further between.

__________________
"My clients’ wishes are the center of my attention." -- David Guido, a contractor in Woodstock, N.Y.
New York Times, July 20, 2006

wackman

Agreed.

hvacman

Great point maccam. How do you make sure you are there when the customer is looking but not intrusive and annoying to them when they are not? Its a fine line in marketing and advertising for sure.

Publisher1

There's lots of stuff out there on "permission marketing". Seth Godin is a major guru in this area. Search engine placement coupled with great web pages work, as do (if you are inclined and have the patience), Blogging. The goal is to create an atmosphere where potential clients find you, feel comfortable about your values and quality, and then elect to call you and do business. "Older" media approaches include obtaining positive publicity in the media, etc -- and of course as noted elsewhere, the best form of marketing is word of mouth!
The nifty thing about all these options is they cost very little in cash. I think they are much more effective than most conventional advertising, offer far greater value than paid lead services, and are much less intrusive and offensive than "in the face" canvassing, telemarketing and the like. (The latter forms of marketing work quite well if can stomach them, but they aren't my thing.)
The biggest challenge in most of these marketing variations is that you need to learn how to do them and of course since there is no money to be made selling advertising or leads -- you aren't going to find people coming to you to make it easy to implement the strategies. (And worse, so called 'experts' in things like search engine optimization or PR/Communications may take you for a ride and give you very little value in return. Yuk.)
Solutions: Read the forums here, ask peers in other cities for guidance, and perhaps (if you have the budget) use some of the good consultants out there. Then, and this is the biggest challenge, you are going to have to discipline yourself and be patient as these effective resources take time to mature and generate results.