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Staying Top of Mind
By David Owens, Director of Business Development, Justice & Young

As they say timing is everything - especially in sales. To be the right solution at the right time with the right potential prospect is priceless in today's competitive world. Unfortunately, many leave those intersections when the stars align to chance because they are too busy with other critical elements of running a successful business.

For Justice & Young, our business development approach is to offer meaningful ideas to improve our potential client's marketing communication results. We undertake a proactive strategy of “staying in touch” with our targeted prospects based on our ideas and proven solutions. Our goal is to stay “top of mind” so when the prospect is ready to address a marketing challenge, Justice & Young is considered a strategic solution provider.

This is critical because we not only compete against individual marketing, advertising, and public relations firms, but against other business priorities that are currently causing more pain. While prospects recognize that we add value, they may not be in a current position to engage in our integrated marketing strategies and services due to other pressing priorities or satisfaction with their current resources, either internal or external. At the end of the day prospects will move at their pace to address their business priorities.

Therefore, we stay in touch in a meaningful way by letting them know, for example, that a journalist is seeking an expert opinion in their industry, or by recognizing a recent event affecting their business, and by constantly communicating through our bi-monthly e-newsletter, the Compass. These touch points are an opportunity to emphasize our knowledge base and our expertise on current marketing trends, which puts our client's success first and foremost.

The Compass is an opportunity to provide an on-going spotlight on our client results, thought leadership articles, marketing tips, agency news and to showcase our work. We currently have over 600 subscribers who receive six annual e-mails that are archived on our website, www.jymarketing.com.

The ensuing Small Business Success Story: Justice & Young - Tip of the Month feature goes into further detail of strategies for constant and consistent communication ideas to clients, prospects and strategic partners by utilizing an e-newsletter.

Additional benefits to Justice & Young publishing the Compass is the self-imposed discipline of generating fresh content, keeping our website as an updated information tool, improving our organic Search Engine Optimization key word rankings, keeping our associates current on marketing trends through the research of authoring articles, and keeping traffic consistently flowing to our website. 7 out of 10 people say a website has some influence over an initial discussion with a service provider, therefore it is important to keep adding fresh, meaningful content designed for your target market to your website.

Staying in touch with meaningful strategies and ideas aimed at achieving your prospects objectives will increase your odds of being in the right place at the right time - when it comes to business development leave nothing to chance.

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