As 2009 gets close and 2008 comes to an endr, I am having to review my 2008 goals and achievements. Luckily I do this each quarter, so its not as time consuming as it could be. Not only do you need to review your goals, but also your marketing statistics. What worked? What didn't?
In order to prepare, I have been reading up on some marketing books which will help me fine tune my skills. Even if I have read something a few times, it is still refreshing to hear it again. Some of the key points I have been reading about, I'd like to share with you. Perhaps this will pertain to you as well.
One of the most important things I had pointed out to me was that marketing was not always a top priority. They called it 'Marketing Reluctance', which is a lack of marketing activity. The concept of marketing reluctance describes a tendency we have to accomplish just about everything else first before we undertake our marketing activity. For this, I suggest reading "Seven Habits of Highly Effective People" by Stephen Covey. In this book, Stephen explains we must take first things first, which means we must make a priority of important activities.
Is marketing important? Without marketing, our business becomes less consistent. When the phone is ringing off the hook in very busy times, we tend to think that marketing activities are not as important. Yet, when business slows down it is sometimes too late to gear up actions that are not as effective when not delivered consistently. This is true even if most of your business comes from referrals. For business to stay consistent, you must market those who deliver these referrals.
In our everyday life, we tend to take care of fires first. It is our reasoning that we will never have more business unless we take care of the everyday details such as getting our pipelines to closing. This is true, but bringing in more business is an important priority as well.
Here is one test regarding how high a priority you have given your marketing activities. Look at your calendar. You would expect to see scheduled medical appointments, sales meetings, closings, etc. But do you have scheduled the time necessary for marketing activities such as calling your previous customers? If not, it is less likely that these activities will be undertaken.
Not to sound like certain credit card commercial but... 'what's in your calendar?'
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John Cannata p# 214.545.5604
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This is a very good book. I have read it. There are great tips.
Gita - I agree. I've read it 4 times, although the 4th time I really scanned through my highlights so I recall the key points that were important to me. Its a good reminder of the things we need to get done in order to be successful.
My wife was obsessed with this book, I haven't read it yet, but I'm sure I will.
JL, its a very motivating book. I suggest doing the 'workshop' so that you really absorb the information. I did both, read the book and completed the workshop. You will probably find yourself referencing the book when you are done.
You know I have this book, have read through parts but need to sit down and read it in its entirety. It is full of great information. I have a friend in Orlando whose elementary school uses the principles of this book to guide the entire school - kids included, it's very effective! Highly!
I have heard that Karen. I think its great that school show kids how to manage their day. Time management is what makes you successful compared to the 'lets see what happens' approach. :-)
I know John, you have a restraining order on any contact with me but I wanted to comment anyway. We Realtors, try to connect with our sphere at least once a month, and a 1/4 my marketing dollars go into reminding my sphere what business I'm in. Maybe this could work for you...
Paul - You are always welcome to comment, I just don't want you to feel obligated. I am actual one that stays in constant contact with my past clients. Not only through a monthly newsletter, but with periodicals throughout the year. Only about twice a year do I send something soliciting myself for referrals. The other items are more focused towards them - up keep to their home due to season changes, credit fraud activity in the area, etc.