Page 71 - Duct Tape Marketing

Duct Tape Marketing

Process as a Marketing Tool

Any successful business got that way because they practiced system-
atic approaches to marketing, selling, manufacturing, implementing,
consulting, delivering, and customer service. When I say “systematic,”
in this case I often mean unconsciously systematic. A business or sales-
person finds a strategy or tactic that works and repeats it, at least to
some degree. Really successful businesses take this a step further—
they document this successful system so it can be accurately duplicated
by many other people.

When you begin to understand that your business is really a
marketing business, you see these documented systems for what they
really are—proof that you know what you are doing or, better still, a
tool to help communicate how your firm is unique.

Every one of your marketing, fulfillment, delivery, and customer
service processes or systems should become a marketing element.
How about a name? Give each of your systems and processes names,
and they will become valuable marketing assets.

A sales call: Our Two-Step Internal Seminar
Your guarantee: White Glove, We-Don’t-Rest-Till-You’re-

Happy System
Your service call: Annual ROI (return on investment)

Guarantee Evaluation
Your customer service: Postsale Satisfaction Checkup
Your delivery of a service: Ten-Point Value Implementation

Process
Your referral process: 100 Percent Refund Process
Your customer loyalty tactic: Birthday Surprise Bash

Naming a simple system may seem like overkill in some busi-
nesses, but it forces several very positive marketing activities. When

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