Page 295 - Duct Tape Marketing

279Chapter 17: Making the Sale

Winning at Sales

The cost of your marketing program is the price you pay to play in the busi-
ness arena, and the sale is your first point of investment return. Weigh your
efforts well and you’ll end up with a trifecta payoff.

ߜ Make the sale and you’ll win a new customer and immediate revenue.
ߜ Exceed the customer’s value expectations and you’ll reap repeat pur-

chases — each at a fraction of the cost of recruiting a new customer.

ߜ Develop loyalty and you’ll achieve word-of-mouth leading to prospect
referrals, starting your chance at the three-way payoff all over again.

Figure 17-2 illustrates a marketing cyclotron within the marketing process —
a circle within the marketing cycle where sales and service efforts intensify
to convert prospects to customers, customers to loyalists, and loyalists to
ambassadors who recruit new prospects to your business.

That’s how to leverage your marketing investment!

CUSTOMER, PRODUCT
& COMPETITIVE RESEARCH

CUSTOMER PRODUCT
SERVICE DEVELOPMENT

SALE SE RVICE SALE PRICING

THE SERVICE LABELS &
PACKAGING
Figure 17-2: MARKETING THE
Intensify CYCLOTRON MARKETING

sales and SALES REFERRAL PROCESS
service
DISTRIBUTION
efforts to

create

customers, ADVERTISING,
win repeat PROMOTIONS &
business, PUBLIC RELATIONS

and gain

referrals.