Competition. Our business would be king of the hill if it wasn’t for all those other guys.

So, what do we have to do to ensure that our clients choose us over all our competitors?

This process goes by many names: lead generation, customer acquisition, seeding, getting them into the funnel, but it all boils down to one thing: marketing.

It starts with the promise that we’re making to our potential customers. It continues with the way things happen once they become our client, it comes to a head with delivery of our product, and it continues with the way we follow up and interact with our clients after the sale.

How well all these parts work together, how intertwined and seamless the process appears from the outside, determines how successful we’ll be at getting those customers back in the door.

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