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guerrilla marketing for consultants

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The Tipping Point - Success in Sight

The tipping point, a term coined by others which represents a very important concept. It is the point in a business life when repeat business and referrals create adequate cash flow, revenue, and profits to propel the business forward on its own merit. This is a key indicator and is important for many reasons.

First, it may mean you need not invest heavy dollars in traditional advertising as you have created the ultimate guerrilla marketing plan: word of mouth marketing and referrals. This is the most valuable form of promotion possible and cannot be purchased, it must be earned. This and repeat business from established customers.

Once you have accomplished this benchmark, you need to cultivate it, honor it and preserve it as it too can erode to your competition if you are not constantly watering these sprouts.

In fact getting there, while sometimes a happy accident, can and should become part of a purposeful marketing program, using every aspect of direct communication and indirect communication available to self promote and support repeat business and referrals. It requires a plan of attack to accomplish and should be a first priority.

Of course the ultimate referral is one made directly to a friend or neighbor, which results in additional business as opposed to a referral given to you by an existing client which you then pursue. Both are valuable, but if you are doing a good enough job of delivering your product or service and if your clients feel good enough about the relationship to pass the word along... you have hit the mother lode and success is knocking at your door. But you must cultivate this, nurture it and achieve it.

Caution: this does not happen by accident, and while it is crucial to have a great product or service, you must promote repeat business, word of mouth recommendations and referrals as seriously as you might promote your product or service in traditional advertising to new customers.

Newsletters, Web 2.0, social networking, video, blogging, Facebook, insider special deals, surveys, rewards for referrals and recommendations and on the list goes. But as important as all these are, delivering unprecedented super service counts for a huge amount of successful word of mouth marketing, all adding to your reaching the tipping point, when your market propels you to financial success.

It does not happen by accident. You must orchestrate and promote such success. It is a way to market successfully and supports ongoing growth and development and long term success. And it cost much less than dragging in new customers to reach your financial goals. It deflects competition very successfully and promotes enormous long term success.

There is no other way better to secure success. Make this objective one of your goals.

About the Author

Donald Todrin is the CEO and Founder of Second Wind Consultants, Inc. who specializes in SBA Loan Workouts, business debt forgiveness and solving difficult business problems in general. Don has authored dozens of articles on SBA loan default and debt workouts.
Follow Don on Twitter and join his Facebook fan page.

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