Not all customers are created equal. Find out who your very best customers are—the ones who buy the most, fastest, and most frequently—and then figure out what they have in common. Do they live in the same neighborhood, frequent the same websites, or share some other trait that you can use to find them. This is where your marketing budget is best spent.
Marketing is about building top-of-mind awareness among your potential customers. It’s more effective to get your message in front of the same “dream customers” three times than it is to get it in front of three times as many customers just one time.
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In The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies, Chet Holmes reminds us that the organization exists to make sales. This is why this book doesn’t just focus on sales techniques, but all the ingredients that must be in place to create an effective sales machine. Contains practical advice on hiring, training, running meetings, marketing, and yes sales.
