If marketing is about attracting new clients, how can it possibly mean maintaining the status quo?
Don’t new clients … and the new revenue that they generate … result in business growth?
New clients are the lifeblood of a healthy business. It is the revenue from new clients that takes the place of the income from clients whose service engagements have ended.
Similarly, new clients can help fill unused capacity. If for example you have the capacity to effectively serve 10 clients at any given time, but you consistently serve fewer than 10 clients, you are operating under-capacity, like a airplane flying with empty seats.
Marketing will help attract new clients to fill this unused capacity. With new clients and the resulting income that they generate, you can operate more efficiently and profitability, without making any significant change to your business operation.
It’s the same kind of things that the airlines do fill those empty seats…focus the marketing effort to attract passengers without making any change in operations.
Like the airlines, you are marketing to maintain the status quo.
If however you are marketing a new service, you are starting to step away from the status quo. It’s like an airline introducing a new aircraft to its fleet.
To deliver the new service, you will require new resources, the very least of which are the skills necessary to deliver the new service.
In stepping away from the status quo, we are also taking steps to growing our businesses, moving them in a new direction.
Certainly marketing to attract new clients is a key element in growing a business. However, without the proper systems and procedures in place to serve and support these new clients, any growth will be more difficult than necessary.
Marketing to maintain the status quo is the simplest and most straightforward marketing approach.
If however, you want to attract more clients in order to grow your business, it will take more than new clients to achieve this growth.
