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A Call to Action (For Fleet Providers): Earning a Great Reputation Through Promotion and Education
2014-08-03 18:59:02| AutomotiveDigest.com - Automotive Industry News
Before leaving last months topic of earned media (marketing communications your company pays to deliver in media that reach your prospects and customers), here are a few considerations that I promised to address in greater detail: First, lets talk about form and style of promotional messages by specific media tactics beyond advertising, which I spoke about last month. Ed Pierce, Its The Arts Marketing As I did last month, I am borrowing concepts from some of our industry's best salespeople, but establishing an effective relationship with a prospect or customer -- especially in a B2B market -- is adaptive. A great salesperson can shift easily from one type of sales approach to another based on the environment (exhibit floor, customers office, home office visit) and on-the-spot customer feedback. Likewise, effective marketing communications must adapt to the situation. Last month, I noted that an effective ad provides a snapshot of product value in terms that are important to the fleet manager. But an ad can only promise value, it cannot provide enough substantiation to close a sale (again, in B2B markets). Direct marketing and trade shows also constrain the message. Answer the Questions that Fleet Managers Want to Know READ MORE The Article A Call to Action (For Fleet Providers): Earning a Great Reputation Through Promotion and Education appeared first on Automotive Digest.
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Category:Automotive