But, as anyone on business knows, building trust doesn’t happen overnight. In doing so, they become an educational resource for their industry. Today, IMPACT helps businesses do the same thing Marcus did: shift their marketing focus to answer customer questions. These answers were posted on his company website and, in time, began driving thousands of visitors to his site. With a bleak future on the horizon, Marcus began to openly and honestly answer any customer question he had ever heard.
In modern business, there’s so much focus on short-term successes (are we meeting our goals for this month? For this quarter?) that undertaking an initiative that unfolds more slowly can require a leap of faith.Īt IMPACT, we guide clients to use our They Ask, You Answer framework, developed by partner Marcus Sheridan when his pool business faced closure during the Great Recession.
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