An Introduction to Reverse Marketing
Reverse marketing is a way of using a proactive approach to finding business and is considered by many to be a very innovative way to sell products and services.
The traditional method of hard selling involved capturing the potential purchasers’ attention and extolling the virtues of the product or service till the potential purchasers felt convinced that they had to purchase it. Though effective, this method is very aggressive and can put off potential customers because they feel that they are pressurised to purchase something they do not really want.
Reverse marketing is more customer than product oriented. The marketers are not as concerned about selling products and services as they are about solving potential customers’ problems. In fact, they go out of their way to make the customers feel as if they have got their best interests at heart. The most likeable, considerate and compassionate reverse marketers are also the most successful.
Reverse marketing, therefore, is creating a set of circumstances in which customers contact the marketers expressing interest in their products or services. The best way for marketers to do this is to advertise or offer a free product that introduces the paid product and invite potential customers to contact them if interested.
Reverse marketing is a much more agreeable form of marketing that the traditional form of hard selling, which several marketers as well as potential purchasers dread. This is a form of relationship marketing in which the marketers attract people who are really need their products or services, establish a relationship with them and then sell their products only if potential customers desire to purchase them.
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