For most businesses, customers don't buy in isolation.
There are other people involved who also have to be persuaded for the sale to go ahead. There are referrers who might recommend people towards your organisation.
Who those people are will vary greatly depending on what you sell and to whom. It might be a partner or spouse, a business partner, a boss, a Company Director (the FD is a common one), a team of users, or even our own inner critic.
If all these stakeholders aren't persuaded and nurtured then you're probably missing out on sales and profit. So what should you do about it?
I've pulled together my favourite blogs from Watertight Marketing on the subject, along with an excellent case study where this was a big issue for the business.
Have you ever felt the pain of having a sale you thought was a done deal snatched away at the last minute?
Often this happens when someone other than the primary customer gets involved and throws up some unexpected hurdles. This Watertight Marketing blog by Joshua Morse explains what you need to do about those hidden powers of veto.
I'm sure you already know that referrals are the best way to win new customers. Many small businesses survive on word-of-mouth marketing alone - but why is it such a powerful strategy?
Bryony Thomas explains the 3 reasons why referred customers are worth more to a small business.
Now we know WHY word-of-mouth is so valuable, how do you support and actively encourage this? If you currently rely on word-of-mouth for your business, don’t leave it to chance!
Accredited Consultant Peter Baynes highlights a few simple things you can do to proactively support word-of-mouth marketing in this interesting blog post.
How a simple question completely reframed who a technology business saw as their real customer.
"When you talk about marketing, everyone has an opinion about how things should be done. But opinions can be based on hunches, which can turn out to be costly. We wanted to be taken through a proven marketing process – and it’s already had a big impact.”
Darren Macdonald, Head of Sales, MRG Systems.
Read the full case study here.
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