Push versus Pull in Sales and Marketing

Remember the story of Dr. Doolittle and the pushmi-pullu (Push Me-Pull You), the two-headed llama?

The theories behind "push" and "pull" sales and marketing make me think of Dr. Doolittle's llama. That poor animal never knew whether it was coming or going, and it's survival was dependent upon learning when to PUSH and when to PULL.

Just like the pushmi-pullu, if you PUSH when you should be PULL-ing, you'll lose ground and/or your balance...and, ultimately, the sale!

One of the biggest mistakes made in marketing is to PUSH information about products and services in the hope this will result in attracting prospects. Unless your brand is already a household name (like Coca-Cola or Proctor and Gamble), PUSH-ing rarely attracts real numbers of new customers that you need.

An alternative to PUSH marketing is to PULL prospects in. If you want prospects to remember your brand when they have a need for your products or services, start by attracting their interest first. Generate interest by focusing on what your potential customers want and their problems that need to be solved. Use this "customer-centered" marketing strategy to PULL prospects in. Give ideas that can be really used . Repeat your focus again and again. Create the kind of interest that draws customers to you and your brand.

After you develop a relationship, then you can PUSH useful information out to your customers.

Are you PULL-ing prospects in or just PUSH-ing your information out? Review your marketing materials to see if you have it right. Take a look at your web site, brochures, newsletters, correspondence and proposals.

PULL Tactics: "Customer-Centered"
Use a blog...make it interesting enough to encourage people to subscribe.
In your marketing materials:
Begin with a clear identification of the niche market(s) you work with.
Lead with customer problems and concerns that you can solve.
Create a picture of your brand that your target market can identify with.
Provide useful ideas that your target market can use and that demonstrates your expertise. Offer something for free (even if it's just information) that is useful to your target market.

PUSH Tactics: "You-Centered"
Use a website that is simply an on-line brochure.
In your marketing materials:
Focus on you, your services and staff.
Focus on glowing testimonials and your client list.
Use business "speak", instead of language that anyone would understand.

While both tactics work, the challenge is knowing which to use and when.

The PUSH then PULL marketing sequence works when you want to get prospects to give you their contact information. You PUSH useful information out to select prospects on a regular basis. (Remember, most buyers won't make a purchase until they've had up to 9 contacts from you). When your prospects have a compelling need, they'll turn to you since they’ve had regular communication from you. At some point prospects will want more details about your services, credentials and testimonials. But this is often the last information they need.

Use PULL and then PUSH marketing strategies to get your sales really moving in the right direction.