CHOOSING WHERE TO FOCUS
The Universal Marketing Cycle is a clever diagnostic tool to help you choose where to focus your marketing efforts. The key to marketing success is narrowing your focus to work with just one stage of the cycle at a time, even when you are following up on many possibilities. Think about your own situation as you review the cycle. Where in the system are you stuck? What stage of your marketing needs the most work:
1. Filling the Pipeline—knowing enough people to contact?
2. Following Up—contacting the people you already know, or know about?
3. Having Sales Conversations—getting from follow-up to conversation?
4. Closing Sales—getting from conversation to sale?
In most businesses, contacting prospective clients directly is ...
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