Just be there when a decision is made

Make sure you're in the mix

This is both one of the most obvious and profound statements you can hear about marketing.

When somebody is making a decision to buy your product, they need to know about your product and know that it is available as a choice.

Let’s start with something simple to illustrate. When you walk to the drinks fridge at the shops you know you want a drink. You look at the available options and choose which one to buy. The chances are that you will buy one of the major brands because they are rich enough to spend enough on advertising to keep it front of mind for you. However, if they see a lesser known alternative then some people will try that just to see what it is like.

To take an example from the other end of the spectrum, if a company is looking to buy a product then their procurement process will allow them to identify available suppliers. They will usually go with the usual suspects, but as they are mandated to be fair, they will also consider newer suppliers. How are you making sure that they are aware that you exist and that you offer the product they want?

Really, this is the essence of all marketing. Your product needs to be present either physically, or in their minds when they are making a decision. If you want to get ahead learn to think like your buyers.