Do some research about how to grow as a company and organization, and you’re bound to come across more than a few articles on culture and company core values – probably pretty quickly! Not only is company culture a buzzy phrase these days, it also does matter, and in a pretty big way. Things like company values, mission statement, core pillars and culture are all part of the essence that makes up the soul of your organization.
A well-conceived marketing plan takes into consideration a whole slew of angles, from the hyperlocal to the World Wide Web. Each has the power to greatly influence your potential customer’s path to your door, and the easier and more positive you make that journey, the more likely you are to hear them knocking!
For most successful businesses, market research is a cornerstone of their business strategy. It influences and informs everything from marketing strategy and advertising budgets to sales efforts and service decisions. In a world where too many businesses rely on bureaucratic hierarchy, “gut” feelings, hunches and egos to make critical business decisions, market research stands apart as a data-driven, objective, factual bedrock on which to base your organization’s plan of action.
We Are Pleased to Welcome Jennifer Lottis, Senior Living Marketing & Sales Consultant
Our professional staff is growing yet again with the addition of Jennifer Lottis. As a consultant, Jennifer will serve the marketing and sales needs of our growing numbers of client-partners in the senior living and senior care industry – our company’s exclusive focus.
Sales is a tricky thing. You can have an amazing product, backed by decades of experience in the field, supported by the top marketers in the business, but unfortunately, if you’re putting yourself in front of the wrong prospective customer, all of those wonderful things mean nothing. You could be the best turkey sandwich-maker in all the world, but if you’re trying to sell your sandwiches to a group of folks who follow a vegetarian diet, you’ve lost the battle before it even started.
The term “landing page” is widely misunderstood in today’s world of digital marketing – not to mention in the senior living industry. Worse yet, its critical role and value in the lead capture and prospect conversion process is often disregarded or marginalized… big mistake!
Your Landing Page Has as Critical Purpose
Unlike other pages in a website that you might “land on,” true landing pages exist for a very specific, purposeful business reason – to identify and engage prospects that can become your buyers.
In Part 1 of our series on Prospect-Centered Selling℠, we discussed the current senior living sales environment; why the conventional wisdom on sales is very limiting; and the basic concept behind Prospect-Centered Selling℠ – an evidence-based process that has proven to achieve much improved “tour to sale” rates. In Part Two, we’ll address how the Prospect-Centered Discovery Process works.
Years ago, one of my professors at the Wharton School used the expression, “garbage in, garbage out” to describe the importance of using high quality data as the foundation of actionable market research. His point was that your research findings and conclusions are only as good as the information you are basing them on.