This is where the most dramatic customer impact occurs. The 4Ps (product, price, place and promotion) are no longer what marketing is about. Marketing is not the pushing of products and services at the customer, but is the frontline for opening conversations with customers and that takes a whole new model and set of customer-focused practices that were barely thinkable 5 years ago. What they are and how technologies like search and SEO can be used effectively will be covered in this chapter

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What Should Be Included and Why?

 

 

 You should address the practice of "selling solutions" before knowing the problem.  I have a real issue with cold calls that begin, we have a solution that ....

It has to be the most frustrating experience to take a call fom someone reading from a script who does not even know the industry you are in, let alone whether the solution is even relevant to your environment.  Case in point would be the numerous calls we get for the solution to reaching more customers through better mailing lists or other propsect lists.  This is fine if you sell something to consumers !!  How many people would respond to our mailing asking if they need an electical or mechanical system installed in a hospital or school ?  We are commercial contractors.   It is a bid business.  What do I need with mailing lists.   Don't try to sell me someehing that makes no sense in my environment. Do your homework for crying out loud before calling me and wasting my time.

 

 

 

 

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