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Overflow Model vs Production Model

 

I was in a meeting with a big grocery chain and while talking to them I found out that they plan their marketing activities 1 year in advance. All the promotions, deals, specials etc. are planned and also what media will be used for what campaigns. But I find service based businesses like Lawyers, Dentists, Accountants etc. don’t practice this religiously.

Alot of service based businesses approach marketing with Overflow Model, which means they react when they are in trouble. Example:

  • Plumber is usually booked 3 days in advance and all of a sudden they are not even booked 1 day in advance
  • Dentist is usually booked 30 days in advance and all of a sudden they are not even booked 2 weeks in advance
  • Realtor has usually 10 deals in a pipeline. but now he just has 3 deals
  • Mortgage broker usually have 15 clients in processing and right now she has just 2 files in processing…

 

Most of the entrepreneurs and service businesses follow Overflow Model in marketing. They don’t care unless they are in trouble and then they react. Problem is when they react, they tend to take not strategic decisions.

 

What model you should be following: Production model

Production model means, you are producing and building your pipeline consistently. Before you use to be booked 30 days, not you are trying to be booked for 60 days in advance. Example:

 

  • Plumber is usually booked 3 days in advance and now they want to be booked 3 weeks in advance and take it to 6 weeks
  • Dentist is usually booked 30 days in advance and now they are looking to get 60-90 days booked in advance
  • Realtor has usually 10 deals in a pipeline. but now he is putting a system to have 30 deals in the pipeline
  • Mortgage broker usually have 15 clients in processing and right now she is putting a production model where she has 30 deals in processing

 

Plan your marketing and take strategic decisions because your decisions have implications. Think in a long term rather then thinking in terms of days, think in terms of months and years.

 

 

 


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