Business Marketing Today: We Need A New Tool Chest

In Mastermind groups and client meetings I’ve noticed two things.

First, most companies (by the time we actually meet them) acknowledge and embrace the changing marketing landscape.  They get it…and are eager to learn how to adapt before competitors. Second, the first instinct is to use old techniques in a new paradigm. I see it because I sometimes do it myself.

Seth Godin blogged about the need to “change hammers” based on the situation.  We all tend to go to the same old tools based on training, comfort or experience.  This new normal of marketing requires a new kind of professionalism.  This is about customer focus, flexibility, dedication, insight and smarts.  Out-shouting your competitors does not necessarily work, and can in fact do more harm than good.

Taking old school tools and putting them into a new paradigm will not work either.  Instead of interrupting prospects and outshouting competitors, focus on education with your prospects. Give them something really valuable, your unique knowledge about how to solve a problem they have. Instead of continually washing the same message over prospects, get into a relationship where you nurture, build trust and authority.

The cool thing about this new normal is that technology makes it possible to automate most of the tasks so you can focus on the marketing.

Trust me, if you do this right you will not only get more leads and customers, but your business will gain a huge economic advantage. More on that later…