You’re growing fast. What a great problem to have. You’re working very hard to process the new business. One might say you could be on the edge of imploding if you don’t do it well. Marketing needs to help. Their job is not done. It now has to become a functional, not a client-retrieval one. Although in essence, it becomes both. (another blog)
What role does ‘marketing’ play in the business during this time? Producing ‘Damage Control’ and ‘Steps to make your experience amazing…” pieces.
Your marketing should now become more functional than a brag book. So you’ve just sold MasterCard and FedEx your IT professional services, or did a community event and brought in 50 new patients to your medical practice.
You grew fast because you have successfully advertised your service/product as a great solution and captured a large share of the target market.
Next thing that may happen. You now have many details upon you brought in a short amount of time and need tools to process the new leads. This is when marketing’s purpose shifts.
Now during your first few new scenarios (with the new customers), you need to be documenting any stumbling blocks. Then bring this to the marketing department.
The marketing department at this point should be putting together ‘Damage Control’ pieces.
For example:
Problem A keeps coming up. The processing agent in your company asks a series of questions to find out how the candidate arrived at the problem. This is where marketing can be used. An email goes out prior to the conversation, retrieving information.
If you’re the IT firm, the question could be “What new software have you downloaded in the last month?” Or, “What series of actions did you think you did to cause the problem?” In the case of the doctor’s practice, “Here are the 10 things we need to know prior to your arrival, in order to cut your visit time in half.”
The point is that you save time and make the processing more efficient, thus handling the influx of new business, and taking the next steps to grow a smart and sustainable business.
Let me know if this was helpful or if you have any questions.
