When starting a conversation with prospective clients, what do you apply to break the ice – pull marketing or the push?
Pull marketing is the method of effectively gathering leads for your business but minus the aggressiveness and forceful process of persuading your clients to try you out. It differs from the push because you gently convince your target market to learn more of your products and services.
Furthermore, pull marketing is also indirect marketing. It may not be assertive marketing with results taking more time to achieve. But the best thing about it is that it really works.
The tools for this kind of marketing includes media appearances, writing articles and features, non-promotional information placed in your website or other internet sites, being a speaker or expert in seminars, and the most popular – by word of mouth from satisfied clients and associates.
And as I’ve said, it may take a while for the results to come in. But when they do, you’ll be certain to have more positive response than you can ever handle. In fact, with indirect advertising such as this one, you would most likely have more opportunity to explain what you do exactly rather than always defending what you can do for your prospects. Isn’t it great not to have to persuade your prospect that what you have is the one they need? When was the last time you were able to have a prospect call you with already believing that you are the answer to their problem?
And your conversation may not always end in a sale or your prospect may finally feel that the time is not yet right for them; yet the exchange will bring a pleasant and positive reaction not only for you but most importantly to your target clients.
So how do you “pull” market?
For one thing, you can always write articles and features that you can post in local newsletters as well as the Internet. The Internet has a wide and vast number of search engine sites that welcomes article contributions. You just have to choose what you want to write about and then submit to any sites that can post them.
Second, teaching in workshops or speaking at seminars and exhibiting at trade shows can be productive because you are able to draw questions from your clients and prospects, so that you can earn a reputation for being an expert in your field. If you’re a commercial color printing company for example, you might be able to speak about the different colors and how they can affect the kind of response every business owner needs.
But I’m not saying that you should forget about push marketing totally. On the contrary, push marketing is better applied for commercial color printing ads such as postcards and catalogs, especially when you provide a definite call to action for your steady clients. You just have to remember to look at the different factors and elements involved before you try these marketing methods. And consider too your needs because your immediate and long term needs are big factors to take into account when choosing the right marketing method for your business.
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