Would you like to know why your customer acquisition strategy isn’t working? Would it be beneficial to learn how to maximize your efficiency with each and every customer you encounter?
First, let me begin by defining the difference between a tactic and a strategy. A tactic is a method or technique used to achieve an immediate gain. A strategy is a carefully defined plan of action to achieve a long-term goal. In essence, a strategy includes tactics and tactics are not strategies at all.
Most business owners are purely tactical and they confuse their tactics with strategies. Running ads and sending direct mail pieces are tactics. They are not strategies. Attending trade shows, conferences, and networking events are tactics. They are not strategies. Cold calling to potentially acquire leads or customers is a tactic. It is not a strategy.
The answer to why your customer acquisition strategy isn’t working is very simple. More than likely you are confusing the tactics you’ve implemented with strategies.
You see, it’s not about making a sale today. That’s tactical thinking and while it’s important that you make a sale today, it’s more important that you set up a system that allows you to make sales on a consistent basis instead of succumbing to the pressure of having to make a sale every day.
Strategic thinking is the mindset of big ideas. This is where the shift begins to occur. This way of thinking allows you to think about the effect of today’s activities on tomorrow’s profits. High-level strategy thinking allows you to put all the necessary pieces in place to ensure that every tactic fits into an overall strategy that is designed to make sales on a consistent basis.
While strategic thinking sounds like the best way to go, you have to keep one thing in mind. There are millions of people who have great ideas and can think strategically. Very few of them have the presence of mind to execute on these big ideas without the help of a brilliant tactician. Once the strategy has been created, life must be injected into it through definite plans and immediate action.
In order to maximize your efficiency with each and every customer it is imperative that a strategy is created, broken down into individual tactics and immediately implemented.
It’s very likely that the strategy will require fine tuning and optimization as it is executed. Do not be discouraged. This is normal. Within the fine tuning and the optimization you will find your groove. Profits will increase, customer service will become effortless, and your business will gain increased exposure. But most importantly, you will be serving your customers with the absolute best quantity and quality of which you are capable.
Now that you know why your customer acquisition strategy isn’t working and how to fix it, will you commit to making the necessary changes?
Let me know in the comments.