For many of us the problem with marketing and strategy is that it just doesn’t seem to be working as well as it could. Typically our clients say things like:
- ‘We don’t have a clear view of the future…’
- ‘Our pricing is easily matched/bettered by our competitors who seem to surpass and outflank us…’
- ‘Too much time and money is spent on sales promotion and we don’t know how effective it is…’
- ‘Our so-called ‘innovative’ projects often don’t look much different from those of our competitors…’
- ‘A lot is being given away…’
What is to be done?
- Throw away the textbooks.
- Dig deep to understand why people should bother to buy from you. If you are the same as the competition then there is no reason why they should buy from you… so what makes you different from the rest?
- Talk to your customers
a. What do they love about you?
b. What do they hate?
c. What do you need to get more business? - Don’t tolerate contented or satisfied customers – they will leave you. Seek to get customers who love what you do – what would ‘raving fans’ look like for your business?
- Categorise your clients by profitability – 80% of profits come from 20% of your clients (the law of the vital few)… where can you find more clients with the characteristics of the top 20%? What would happen if you sacked, say, the bottom 20 or 30% of your clients?
- Create a focus on client benefits – tell them what they will get if they buy from you and tell them about the benefits (how will it make them feel happier or better off?)
OUR LITTLE AD:
Directors' Centre Business Club now available at www.directorscentre.co.uk
11 comments:
Re "your little ad", may I quote you:
Quote "tell them what they will get if they buy from you and tell them about the benefits (how will it make them feel happier or better off?)" Unquote
Pete
Peter
The 'little ad' is just reminder. No need to go on endlessly. To find out more just go to the link.
Robert
Your argument is:
1)The problem is that marketing doesn't seem to work.
2)One solution is to focus on benfits to client problems.
That's the point. Yes?
Let's turn this around and look at you Mr Craven.
"1. Throw away the textbooks."
Confess you do read a lot.
"2. Dig deep to understand why people should bother to buy from you. If you are the same as the competition then there is no reason why they should buy from you… so what makes you different from the rest?"
Not convinced about how different you are or rather how you demonstrate this.
"3. Talk to your customers
a. What do they love about you?" moustache?
"b. What do they hate?" You tell us
"c. What do you need to get more business?" More accessible. More available.
"4. Don’t tolerate contented or satisfied customers – they will leave you. Seek to get customers who love what you do – what would ‘raving fans’ look like for your business?"
No problem with your audience - they clearly love you. However what do your sponsors think of you?
"5. Categorise your clients by profitability – 80% of profits come from 20% of your clients (the law of the vital few)… where can you find more clients with the characteristics of the top 20%?"
Do you do this or is Biz Club a step in the opposite direction?
What would happen if you sacked, say, the bottom 20 or 30% of your clients?
Your move.
"6. Create a focus on client benefits – tell them what they will get if they buy from you and tell them about the benefits (how will it make them feel happier or better off?)"
Your task, should you wish to accept it is: ?
Keith, I will try to be succinct.
1 I read but not text books. Mainly new stuff to see what others are saying.
2 RC and DC are always reviewing our 'offers'.
3 'More available' is a limited available resource issue. Hence The DC does a lot of consulting work I might have done it the past (and they do it even better).
4 We stay v close to 'sponsors'.
5 80:20 and BizClub are not mutually exclusive - be patient as the model roles out and develops!
6 Yes our focus is customer benefits but we avoid the 'Get Rich Quick' claims so we under-promise/over-deliver which reflects our style and the preferences of our client base.
Robert
OK - re my previous comments which must make me sound like a grumpy old man - this aricle is helpful. This does actually help. Will pass this on.
Nice sentiments.
Is it possible to do all this? I am not convinced.
Business is currently about survival, competing on price and being quicker, cheaper and faster than the competition.
You can not compete with free and that is where so much is heading.
Throw away the text books?
Yvonne
Nice sentiments.
Is it possible to do all this? I am not convinced.
Business is currently about survival, competing on price and being quicker, cheaper and faster than the competition.
You can not compete with free and that is where so much is heading.
Your argument is:
1)The problem is that marketing doesn't seem to work.
2)One solution is to focus on benfits to client problems.
That's the point. Yes?
Let's turn this around and look at you Mr Craven.
"1. Throw away the textbooks."
Confess you do read a lot.
"2. Dig deep to understand why people should bother to buy from you. If you are the same as the competition then there is no reason why they should buy from you… so what makes you different from the rest?"
Not convinced about how different you are or rather how you demonstrate this.
"3. Talk to your customers
a. What do they love about you?" moustache?
"b. What do they hate?" You tell us
"c. What do you need to get more business?" More accessible. More available.
"4. Don’t tolerate contented or satisfied customers – they will leave you. Seek to get customers who love what you do – what would ‘raving fans’ look like for your business?"
No problem with your audience - they clearly love you. However what do your sponsors think of you?
"5. Categorise your clients by profitability – 80% of profits come from 20% of your clients (the law of the vital few)… where can you find more clients with the characteristics of the top 20%?"
Do you do this or is Biz Club a step in the opposite direction?
What would happen if you sacked, say, the bottom 20 or 30% of your clients?
Your move.
"6. Create a focus on client benefits – tell them what they will get if they buy from you and tell them about the benefits (how will it make them feel happier or better off?)"
Your task, should you wish to accept it is: ?
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