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Customer Centric Marketing - No Selling Required!

Although less espoused, but far more effective, the ideal marketing approach for small business is customer centric marketing. Customer centric marketing is as its name says, it centers on the needs and wants of the customer, and not about what the person doing the selling wants you to buy.

Customer centric marketing focuses on understanding the problems, concerns, needs and wants of your customer not yours. It assumes nothing and seeks to gain insight into the concerns of your potential customer, leading to a mutually beneficial business relationship and a well-satisfied customer. It recognizes the sale is the natural result of forging a solid relationship built on listening and problem solving, not forcing someone to buy. It begins with building customer rapport and ends with a lasting business relationship.

People often confuse the method used to deliver a marketing message with a type of marketing. Many people equate telemarketing, direct mail, print advertising, radio, TV, public relations, seminars, newsletters, audio and video presentations, email, and Web sites as marketing. These are not marketing approaches they are delivery methods used to distribute marketing messages. People can and do use all of these delivery methods to send various types of marketing messages. You can send a capabilities/capacities message, a consultative/informative message or a customer-centric message using any of these delivery methods.

The key to successful B2B small business marketing is not about how you deliver the marketing message, it is all about the marketing message you deliver, to the right audience, at the right time. We call delivering the right message to the right audience at the right time achieving "perfect marketing message alignment".

Understanding the differences between and among marketing approaches, (capabilities/capacities, consultative/informative, or customer centric), the application of the appropriate approach to your target audience, (B2C or B2B), and a multi-layered approach to utilizing delivery methods all at the proper time is the formula for marketing success.

1. Potential customers do not respond to your marketing because it all sounds, looks and says the same thing.

2. People avoid meeting with you because they do not want to “be sold” anything.

3. Prospects lack trust because they are tired of sales people who put themselves first with their own agenda and will say or do anything for a sale.

4. Prospective clients take a defensive posture immediately because they don’t want to be "hustled" into purchasing unneeded or wanted products/services.

1. Understand the problems, concerns, needs and wants of your customer. Ask a lot of probing questions to understand the real problem issues. Assume nothing and seek to gain insight into the all concerns of your potential customer, explicit and implied.

2. Focus solely on building a well-satisfied customer and a mutually beneficial relationship will follow.

3. The sale is the natural result of forging a solid relationship built on listening, caring and problem solving. Prospects ask you to help them. Never ask for an order.

4. Don’t be concerned with over coming objections, avoid any objections in the first place. Trying to over come objections often leads to arguments & lost sales opportunities.

5. Customer acquisition begins with building rapport and ends with a lasting business relationship.

1. Selling becomes effortless because there is no sales pitch. You simply offer to help a person become more successful and by doing so you benefit too.

2. Enjoy increased referrals the best form of marketing and least expensive

3. Reach prospects before they have begun to seek solutions from others

4. Eliminate wasting marketing dollars on ineffective marketing approaches

5. Pre-qualified sales prospects actually call you

6. Earn profits not response rates. Quality not quantity is the way to a profitable ROI on your marketing investment. One hundred responses and no sales = $0.00 profits. Ten responses and three sales is money in the bank.