There’s an old Scottish truism:
If you need to figure out a job or process hire the lazy man. The lazy man will find the most efficient way to complete the task.
The lazy marketer understands this by focusing on activities from the least amount of energy required to the most amount required in order to gauge the best Return on Investment (ROI).
Read on about 5 activities that require the least amount of energy to market to present clients to activities that require the most amount of energy… or how to be a lazy marketer and get away with it…
1. Present Clients – 100% of your business comes from your Present client
2. Up sell to your Present clients
3. Cross Sell to your Present Clients
4. Old clients , reactivate past relationships
You are probably wondering why number 5 has not appeared just yet. Like the thumb being one of five digits on the hand is also the one that stands out for the Lazy Marketer as requiring the most energy. So, we’ve purposely wrote a paragraph to ostracize this bad boy.
5. New client acquisition
The lazy marketer chooses number 1 over number 5 because the amount of energy required to sell a stranger is much greater than selling to someone who knows you. Or, a more personal analogy, the amount of energy to woo that special someone into a first date as opposed to your life partner of 5 years. From a business context the Lazy Marketer doesn’t just stop with client relationships, however.
We read all the time about organizations claiming to put the customer first or ones that project that their employees are their number 1 asset. Clients or staff, the Lazy Marketer is concerned about all relationships. For all intents and purposes the Lazy Marketer treats each of these relationships equally:
Customer = Employee = Suppliers = Relationship
Now, let’s be realistic, here. Any Database Marketer knows that not all relationships are created equal. Database Marketers employ tools and methodologies to measure and segment relationships. Below are some familiar ones…
RFM – Recency, Frequency, Monetary Value
LTV – Life Time Value of customer
AI – Area of Influence-referral potential
PITA – Pain in the Ass factor
These tools are normally used for external clients (i.e. customers and consumers). They can also be used for internal clients (i.e. employees, suppliers). They are all tools that help with maintaining long term relationships. It’s important to prolong the longevity of your relationship with your clients as the best path to sustainable profits. However, the same is true with respect to the relationships you develop with your employees. Any HR manager knows that turnover is costly. Costs eat into profits. Employee retention can be maintained using similar techniques that can be employed by marketers. However, let’s set aside for now how concepts like Life Time Value or RFM but focus more on understanding your employee’s preference with respect to how like to work. For this I would like to present one of several tools in development that have been developed for both clients and employees to maintain long term relationships (longevity)…
The W8 is a survey to help determine work styles. Link takes you to fourm8.com. There’s no charge to do the survey and get a mini-profile. Just use promo code: orange.
Employing style techniques with both your customers and your employees you close the gap to building stronger more intimate relationships and the results will pay financially. And with the tools that are out these days it’s a dream job for the lazy marketer.