Are You Educating All of the Buyers
Find a Consultant Become a Consultant

Are You Educating All of the Buyers

Are You Educating All of the Buyers

By John Jantsch

Many companies define there target market and then go about creating marketing material and sales processes aimed at demonstrating just why they have the answer to this market’s prayers.

The problem in some markets though is that the person being sold isn’t the person who actually makes the decision to buy.

For example, a home remodeler may have a perfectly constructed argument to convince hubby to buy, but the reality is, if momma isn’t convinced, the deal won’t move forward.

In many doctor’s offices, equipment and software is marketed to the doctor, but if the administrator or receptionist doesn’t see how it will make their life better, the doctor may never know it exists.

Many product and service providers need to understand every person in the buying and decision making chain for their target market and create and communicate the appropriate benefits to each. If your product is put out to the end user through a distribution channel, then the end user must understand and desire what you have, but the distributor must also understand and desire what you have, from their point of view.

This certainly calls for understanding all of the buying dynamics in your markets and it may in fact require separate web sites and marketing materials personalized for all who must understand your “what’s in it for me.”

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND


6 Simple Ways to Get Your Customers Talking
Word of mouth marketing is considered by many to be the most desired form of marketing. The trust, referrals, and overall brand-building buzz that’s garnered by customers spreading the good word to prospects are worth its weight in gold. Some products, services, and experiences naturally produce chatter, but there are certain things that any company […]
Why Marketing Needs to Be A Part of Everyone’s Job (and Job Description.)
Far too often businesses of all sizes leave the official job of marketing to, well, the marketing department, which is frequently known as the owner of the business or top salesperson turned into the marketing person.  But, here’s a little newsflash – marketing is everybody’s job. Anyone associated with your business that comes into contact […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.