Create and Keep Customers

Kekich Credo #14 - The primary purpose of business is to create and keep customers. Marketing and innovation produce results. All other business functions are costs. Prospecting and increasing the average value and frequency of sales are the bedrock of marketing and business.

Notes taken while pondering this statement:

1. 1. The primary purpose of business is to create and keep customers.  Create and keep customers.  This makes me think of lead generation.  How to keep customers?  Provide value, build trust, build a relationship with them.   

   2. Marketing and innovation produce results.  Marketing refers to the actions one takes to promote the buying or selling of a product or service. Marketing includes advertising, sales, and fulfillment [delivering products to customers].  Innovation is the process one undertakes to create something new.  It could be a new product, or a new way [a new approach] of doing things. Results. The goal is to get a positive result.  What is the outcome of your marketing?  Customers are interested in results. Why should they buy your product?  What pain point are you solving for them? 

   3. All other business functions are costs. Some business costs are fixed, some are variable, some are direct, and some are indirect. They are all the costs incurred while carrying out the operations of the business.   

• Prospecting and increasing the average value and frequency of sales are the bedrock of marketing and business.  Prospecting is the first step in the sales process.  Identifying your audience, your potential customers.  Who wants or needs your product or offer?  Who wants the result your offer would provide? The goal of prospecting is to create a list of likely customers and then to follow up with them by communicating with them via email, text messaging, and phone calls to build a relationship with them. The goal is to turn potential customers into current customers. 

Create and keep customers.  Identifying your audience.  Who are you targeting?  What result are you offering to your potential customers?  What pain point are you solving?  What actions are you taking to create a list of potential customers? The key is action.  Take that first step and start NOW.  

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