BACK TO FRONT MARKETING: WHY YOU NEED TO ADDRESS YOUR MARKETING COUNTER-INTUITIVELY

If you want to increase your sales, the obvious answer is to tell more people about your product or service. Right?

Well actually, logically, that’s the last thing you should do.
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As business owners, it’s almost instinctive: more sales has to come from more prospects, they come from more leads and they come from more inquiries. So that’s where I need to start.

And if all of your enquiries eventually convert into customers then, yes, that is all you’d need to do. But let's face it, our “sales funnels” are not really funnels. If only they were! That’s why I call them “buyer journeys”, because it helps us picture our customer’s experience as they move through it.
If you’re spending money on promotion, but you are losing customers further on in the buying journey, then you’re wasting money.

And if, like most businesses, you’re losing customers at a number of different points in your journey then where do you start?

You start at the end.

I know instinctively you’ll want to start at the beginning of the journey, but I urge you to resist it: if you spend money on promotion before you fix the gaps in your marketing, then that’s money wasted.

By starting from the end of the journey, with your loyal customers (even if you only have a few), making sure that they’re the happiest customers alive, then two things will happen:

1. They’ll buy more from you.
2. They’ll be happy to provide you with testimonials and case studies, and they’ll tell their friends, colleagues and associates about you, all of which will help you generate more business.

By working your way backwards through your buyer journey, you’ll be optimising each stage of your marketing machine, so that when you do start spending money on generating leads, it’ll be money well spent.

If you would like some help approaching your marketing counter intuitively in order to optimise your marketing machine then get started with my free guide and free email training course ‘How to do marketing that actually works’!