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Marketing is anticipating, identifying, designing,
evaluating and satisfying customer needs profitably.
It is the continuous educating of the customer or
prospect on the benefits, advantages and results
they will receive, in order to win and retain them.
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Anticipating
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Benefits |
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Identifying |
Advantages |
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Designing |
Results |
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Evaluating |
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Satisfying |
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1 |
The return from your investment in marketing can be
as great as 1000 to 1. |
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2 |
One of the most important questions in business is,
"what is your vision?" Without a vision your
business will perish. |
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3 |
The purpose of a business is to gain and keep
customers and this is done through marketing and
innovation. |
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4 |
One of the most important questions
in marketing is,
"who are your customers?" You must be
able to pinpoint your customers with precision. Who
are your customers in terms of:
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a.) |
age |
d.) |
occupation
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g.) |
location |
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b.) |
interest |
e.) |
education |
h.) |
etc |
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c.) |
status |
f.) |
income |
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5 |
Customers do not buy products or services they buy:
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Benefits, |
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Advantages
and |
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Results. |
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6 |
The only reason why people allow
you to do business with them is because they can see
an advantage or benefit for themselves. Customers
are not concerned about how well your business is
doing. |
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7 |
Who are your competitors and what do
you do better than them?
Why should your customers or
prospects do business with you? In other words what
are your:
Unique
Selling
Advantages? |
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8 |
List 5 to 10 reasons why someone
should do business with you. |
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9 |
The better you are at expressing,
demonstrating and articulating how you can provide
benefits, advantages and results to satisfy
customers needs the more your business will grow. |
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10 |
How do you get customers to
hunger and thirst for your products and services? Do
you add value? |
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11 |
You must be enthusiastic and excited
about the benefits, advantages and results of your
products and services. The personal make-up of a
great sales person is:
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a.) |
enthusiasm |
51% |
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b.) |
empathy & understanding |
25% |
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c.) |
charm, fun & manners |
17% |
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d.) |
product knowledge |
7% |
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12 |
How much is a customer worth to
your business? |
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13 |
Customers are busy and intelligent,
always on the look out for bargains, so remember to:
Keep
It
Short and
Simple. |
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14 |
One of the most important functions in business is a
marketing strategy. If you fail to plan you plan to
fail. |
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15 |
Build your business on multiple
pillars or multiple streams of income. |
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16 |
Everyone in your company is involved in marketing
whether they realise it or not. Regard every contact
your organisation makes with a customer or prospect
as an act of marketing, either by letters, telephone
calls, sales, promotional souvenirs or personal
contacts. |
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17 |
Do not put down your competition,
rather respect, imitate and learn from them. |
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18 |
Your biggest competitor is market
ignorance. Always remember that it pays to know. |
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19 |
Communicate continuously to your customers in order
to win them
and to establish an identity in the market place. |
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20 |
It is very difficult to manage
something you cannot measure. Therefore test, test,
and retest. If something works, do not change it,
improve it. Failing to evaluate will result in you
not knowing where you went wrong, therefore:
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B |
Build |
on your |
S |
Strengths |
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E |
Eliminate |
your |
W |
Weaknesses |
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E |
Exploit |
your |
O |
Opportunities |
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R |
Remove |
all |
T |
Threats |
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21 |
Always ask yourself how many
customers do not come back and why. How many new
customers do you get over a period of time. |
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22 |
You must be obsessed with quality
and customer care. |
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23 |
Is your business benefiting from
these three major areas of business longevity:
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Repeat business: |
do the same customers come
back again and again?
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Enlarged customer base: |
how many customers come
through your door? |
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Volume of sales: |
how much do they spend? |
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24 |
The four critical factors for
generating leads are:
a.)
the cost of the lead
b.)
the conversion cost
c.) unit
of sale
d.)
residual value of a customer. |
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25 |
The three overall functions of
marketing are:
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a.) |
segmentation:
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which part of the market do
you serve? |
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b.) |
unique selling advantage:
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your benefits, advantages and
results. |
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c.) |
concentration:
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applying your effort, time
and resources to the above. |
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26 |
Good
Advertising and promotion
Sells |
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27 |
Leverage and optimisation. The ability to obtain
maximum benefits from your time, resources and
effort. |
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28 |
One of the best ways to get more
business is to get your customers to give you
referrals or to let your customers speak directly to
the prospects on your behalf.
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29 |
Always remember the 80/20 rule
that states 80% of your business comes from only 20%
of your customers. Therefore concentrate 80% or more
of your time, resources and efforts on the 20% that
give 80% benefit. |
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30 |
A customer or prospect is more
convinced to do business with you when you guarantee
your products or services.
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31 |
Become a master at asking
questions and listening carefully to customers and
prospects. |
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32 |
The four fundamental parts of a
marketing plan (marketing mix) are: product, price,
place and promotion. Continually question yourself,
how are we going to promote this
product, at this price, at
this place? |
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FOCUS ON THE BUSINESS OF TOMORROW
AND NOT THE PROBLEMS OF YESTERDAY! |
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MARKETING STRATEGY |
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1 |
What is our vision? |
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2 |
Who are our customers and where
are they? |
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3 |
What are the benefits, advantages
and results that our customers will receive? List 5
to 10 reasons and put them in order of importance.
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4 |
How will we identify, formulate,
implement and evaluate the training needs of our
staff. What attitude, skills and knowledge must they
possess? |
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5 |
How will we measure success and
reward extraordinary performances? |
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6 |
Who are our competitors and what
do they do better than us? |
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7 |
What are the major challenges
that stand between us and the marketing success that
we desire? |
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8 |
How will we keep ourselves
up-to-date with the changing needs of our customers? |
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9 |
How will we communicate to our
customers? |
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10 |
Where and how will we advertise
and promote the benefits, advantages and results of
our products or services? |
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11 |
What guarantee will we give to
our customers? |
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12 |
What time-scale will we work
within? |
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13 |
What resources will we require? |
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14 |
What is the cost? |
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15 |
What are the risks? |
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