Issue 1 of Preventing Marketing Paralysis
Marketing paralysis is a syndrome commonly seen in small business owners and providers of personal and professional services, who have little or no knowledge of marketing.
Marketing paralysis is similar to analysis paralysis. Analysis paralysis is over-analyzing a situation or idea to the point that nothing ever gets done. Those individuals or groups who suffer from analysis paralysis usually say something like, “We need more data. Let’s start from the beginning again. We need to get the right people to work on this.” Consequently, the project or idea stagnates and in many cases, no decision is made. Marketing paralysis occurs when, in the process of creating a marketing campaign, you stop dead in your tracks, unable to move forward.
Marketing Paralysis Cause #I
Using the wrong model of marketing. Most marketing models are based on strategies and tactics aimed at selling products, not services. Selling products entails a completely different strategic approach. For example, if you are building a marketing plan to sell gardening supplies, your marketing and sales tactics are based on straightforward transactions. When you sell a product such as a garden hose, your customer shops for a certain brand, price, or specific features (length and thickness, type of material, etc.). There is more than one option to buy. It’s easy to sell value. There is little or no emotional involvement in the sale. The sale is a simple transaction and uses traditional sales techniques.
On the other hand, if you provide personal or professional services such as financial planning, tutoring, or any type of consulting, your marketing and sales tactics are consultative, not transactional. It’s hard to sell a single option service (accounting). Consultative selling requires you to build a relationship with potential clients or customers. There is high emotional involvement in the relationship. When promoting services, word-of-mouth and referral-based strategies are used.
Have you applied the wrong marketing model’s strategies and tactics in your business? What happened?