6 Reasons Why Marketing Fails and How to Prevent It
Third: Failure to Follow Through Timely
Your marketing message, if done correctly, will have a call to action. Remember your client or prospect is being bombarded with information, and if you fail to follow up or be available when you when you say you will be, you will lose momentum and derail your effort. The suggestion is to market in small chunks, say three to five pieces at a time, follow up, track the responses, tweak where needed and repeat. The size of your business will dictate the amount you send out at any given time—always err on the notion that less is more. Make sure your marketing campaign is not time sensitive. If it is, you’ll need to rethink your distribution methodology.
Fourth: Lack of Sales Skills or Ability to Close the Sale
You need to constantly look at ways to increase your knowledge base and hone your sales skills. Some of the best marketing campaigns die on the vine because the individual lacks the skills of questioning, listening and following through with the client or prospect. Find a mentor, someone who can give you positive feedback on ways you can better craft your elevator speech and your company’s message. Too often salespeople will develop these amazing campaigns that speak to creativity and helping clients gain market share only to go in, throw a catalog on their desk and lead with product. If you do this, you have just managed to disassemble your entire message. Taking an introspective look at your sales skills is not a weakness, it’s strength. It takes guts and insight to look inward and not point the finger out.
If you launch a campaign in the height of a busy season like tax time or around the holidays, it can have horrible results. This is why preparation is so critical. If a client is looking to do a custom order offshore in China quickly, we certainly would want to avoid the month of February given that the factories in China are closed for a month during Chinese New Year. By doing adequate research and asking great questions, you will avoid the pitfall of bad timing.