Working through a set of questions with you and key members of your team.
What are your real target markets? What products and services can you offer and what key needs you are meeting? How can you differentiate your offer and make it more valuable? What should your pricing structure be? Are the clients you have now the best ones for your business in the longer term? Are the products and services you currently promote the ones that will bring you greatest success?
This stage enables us to really drill down into what you have to offer and who you could be selling to most successfully.
Day One - Developing your Value Proposition Following our discussions, we put together a written value proposition that gives you a foundation on which to base all your sales and marketing activity. Use this to create consistent messages that tell people exactly what you do and what benefits you offer, and you have a great opportunity to establish yourselves as the ‘go to’ source for your particular product or service.
Practice Time!After we have together created your value proposition, you try out your new approach on existing contacts and ask for their feedback. This is the quickest and most accurate way to find out whether your value proposition and message will succeed. We’ll provide you with the questions to ask, so you can be sure you will get useful information back.
Not only is this hugely helpful as research to guide future sales activity, but you may start to see results right from the start. We often find that when our clients go out and explain themselves differently, they get appointments from current contacts who haven't previously shown an active interest in the full range of what's on offer.
Day Two - Refining the ApproachBringing your own and your potential customers’ feedback together, we evaluate what’s working and what isn’t.
Are you getting different responses than you have in the past, and if so, what made the difference? Did you have ‘Eureka’ moments, where the contact suddenly saw how your product or service could fit into his or her business? Did people get the wrong idea at any point?
We use this feedback to refine the value proposition, making the most of the effective elements and looking again at those that were less successful.
Day Two - Making it Happen
Develop the tactics.
What marketing activities will you undertake? What promotional material do you need? Who will take responsibility for different aspects? Do you have the skills in house? If not, do you need training, or would it make more sense to outsource specific activities?
By the end of the Get Results programme, you will have a marketing strategy and an action plan. You will understand who your best customers are and how to find them, and you will be able to focus on growing a pipeline that will bring a long term future for your business.
Keeping the Momentum We provide additional support at any stage. It’s one thing to launch a new approach to finding customers; it’s another to keep the momentum going. Also, it’s important to remember that what works today might not be successful tomorrow. Market opportunities can change overnight, and it’s vital to be ready to change direction and adapt to new circumstances.
Those businesses who managed to ride the recession by serving the same thing to the same customers are few and far between. Marketing strategy isn’t a one-off activity. To grow a business, looking for and incorporating learning and feedback must become a habit. Whenever you need support and advice we are there to help you.
To have an informal chat about Business to Business (B2B) Marketing and how this process can help your business move forward, call us on 01625 329 319 or contact us to arrange for us to call you.
RESULTS deliver business strategy courses in the North of England
including Cheshire, Derbyshire, Manchester and the North West. We also
deliver Business Coaching
and Business Mentoring
to companies in the North West