The Lead Generation Advantage for Small Businesses
According to John Jantsch, small businesses have a decided advantage [over big companies] to do highly personal marketing. I tend to agree. The bigger an organization gets, the harder it is to be highly personal.
Jantsch writes, “You don’t market to the masses, you don’t really market to segments, you market, when you’re effective, to one person at a time. Like every great teacher I ever had, I wondered how anyone else in the class learned a thing with all the attention I was receiving. …If you think about it, the marketing that always gets to you is marketing that feels like it is directed to you and only you. It’s when you find yourself thinking – how did they know?"
If you have a complex sale, it’s essential to be highly personal with your sales, marketing, and lead generation. Still, few companies are doing it consistently. Why? It requires strong leadership, the right mindset and consistent collaboration between marketing and sales. I’ll be sharing more on "how to" aspects of this topic in the coming months.
Link: Duct Tape Marketing Blog – One person at a time – great teachers are great salespeople .
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The problem is that big company marketers are trained to be resistant to direct customer relationships. Most are much more comfortable with the “institution to many” approach as opposed to “one to one”.
The other problem is the tools that they have to work with. It’s used to be a lot easier for the owner or long time employee at Joe’s Hardware to know all the faces and have relationships with the folks coming through the door.
Home Depot would have a lot harder time accomplishing that…until the internet. Now with Email, Web Analytics and dynamic web pages it is in fact not only possible but easy and inexpensive for at least the online experience to make is seem like you are the only one they are serving.