When do you start marketing?

Ken, here. Most of us would answer, “right away”. Get those customers in the door, on the phone, on your website!

But here’s a twist that reveals an often overlooked or or under-appreciated opportunity.

A friend of mine is a very successful entrepreneur whose professional services business is growing at a fast clip based only on referrals. When we met over coffee recently, he said he wants to talk with me about marketing strategy, but… not yet. He says he can’t handle the additional business! (We should all have this problem.) Smartly, he wants to have the organization structure and processes in place first.

But I pointed out that he’s only talking about external marketing – attracting new business. What about the customers he has now?

Too often, businesses think that marketing ends once a customer buys. Actually, you have just entered the next phase of the customer relationship… and it could be the most profitable.

Some may call it CRM. But you’d also better call it Marketing. And you’d better make sure those who handle marketing are involved. And better still, make sure they know HOW to get involved.

This is the time to forge a relationship that turns your customer into a satisfied customer, then into a loyal customer, and then into a raving cheerleader for your company. More transactions, bigger transactions, and powerful referrals.

How? Personalized, relevant, timely communication and offers that help your customer become more successful. (Take a look at our description of PERCs - Personalized Engagement & Response Campaigns - elsewhere on our web site.)

So, when do you start marketing? Right now! And never stop!