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Long Cycle Marketing with John Williams

  • Broadcast in Business
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John tells us about an article he read in the Washington Post and the implications for the economy and for aviation marketing.

We also outline Long Cycle Marketing, (we made up the term to describe ABCI’s specialty) to describe the methods we use to help our clients sell large ticket, highly technical and/or business to business products.

Long Cycle Marketing can be defined as the following:

  • We respect the intelligence of our clients and prospects by not rushing the process.
  • We don’t try to make a sale on the first contact with a prospect. We use some kind of informational “bait” as the call to action in our marketing efforts.
  • We use a long “marketing funnel.”
  • We make several contacts with prospects throughout the sales cycle, all informative, content-rich, cost-effective to our clients, and low-pressure to their prospects. .
  • We recommend a variety of media to add credibility and keep the cost low.
  • We always respect the prospect’s role in taking the next step in the process when the time is right for him or her.
  • We continue the relationship after the sale for referrals, repeat purchases, and good customer service.

Since the goal of business is to make money, long-cycle marketing may seem counterintuitive. But we’ve found that it’s the best, most reliable way to have a steady cash flow even in poor economic climates.  The key is using a “bigger funnel” so that there are always prospects coming to the point where they are ready to buy.

Another update after we recorded this podcast-

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