College marketing professors spend their days researching which promotional techniques and strategies work, and which don’t. They’re unbiased sources of information with a deep understanding of what drives sales, referrals and bottom-line profits. So we searched out some of the collegiate world’s most respected marketing experts and gathered their best advice below:
Stop soliciting everyone and anyone and instead identify a specific category of clients you want to acquire. Figure out what that target audience really wants, then build a reputation for doing that better than anyone else. Write articles, give speeches and send marketing materials that all position you as the best of the best in those key areas.
Tip #2 – from Jeffrey Pfeffer (Professor of Organizational Behavior at Stanford):
Too often, sales people view networking as something uncomfortable and inauthentic; a marketing effort cloaked in personal friendship. But it doesn’t need to be that way. Before trying to network with someone, use social media to learn as much as you can about them. Once you find something(s) you both have in common, it will be far easier to strike up an honest, heartfelt conversation that could lead to a long-lasting and productive working relationship for the both of you.