I was reading a book on the merits (or lack thereof) of cold calling and came across some poignant points that made me stop and pause for a moment to reflect on the difference between more traditional (ok, some will say old fashioned) methods of selling and newer methods fueled by the Internet, the power of Search, and the influence of the consumer.
I will paraphrase a few of these concepts from a book written by Frank Rumbauskas …
“A certain percentage of the market is predisposed, ready, and willing to buy your product [or use your service]. Instead of wasting time [reaching out to] a bunch of people who will NEVER buy your product, you need to find and perfect ways and means of attracting the people who WANT to buy your product before they call your competitors and buy from them instead.”
That is what Search offers small businesses; a perfect way of attracting the people who WANT your product or services. With Online Search, consumers actively search for businesses who can solve their problem or provide a service or product. They Search for you – imagine how effective this type of advertising and marketing actually is. You place your business in front of customers searching for you. Local Search is even more targeted and effective since consumers are looking for a product or service in a specific location (city/town/zip code).
The secret to sales success is no longer in television, classifieds, radio, or direct mail, (although I really believe that online mixed with traditional advertising is a great way to grow businesses and I will blog on it in another post) instead the secret is to “create and enact systems to uncover people who WANT to buy your product” or service.
Online search marketing does just that .. a way to reach interested, qualified, and motivated customers searching for YOU!
