|
Marketing and Selling |
Creating, Winning and Retaining Customers
By: Vadim Kotelnikov
Founder, Ten3 Business e-Coach – Your 360 Achievement Catalyst!
|
"Any fool can paint a picture but it takes a wise man to be able to sell it." – Samuel Butler |
|
|
|
|
|
|
Your Business is Ruled by the Marketplace "You don't decide what business you are in; the marketplace decides that for you... People will only buy what they want to buy, or are afraid not to buy, at a given moment in time."1 Tailoring your business plan to what the market will buy is always a better, more successful strategy than developing a new product or service without knowing precisely the customers for it and hoping that people would buy it because it's good. Many things are good, and people need many things. But the "need" is not enough. "Nobody buys what they need. Before people will buy something they "need", two things have to happen:
Before people know they need something, you often have to spend lots of money educating them about why they need it."1 While preparing your business and marketing plan, anticipate also the curveballs that the marketplace will throw at you and may cause you to change direction. Marketing is positioning. You need to learn to position your product or service in the mind of the prospect. Remember also that test marketing of your product or service is a very important component of your entrepreneurial success.
Your company should deliver a particular customer value proposition to a definable market in order to exist. The delivery of the customer value proposition relies on a business design, which uses key business processes to harness the distinctive capabilities, competences and resources of your firm to deliver superior value to relevant markets. Customer value propositions and business designs compete and collaborate for customers, resources, infrastructures and skills on strategic landscapes.4... More Modern System Approach To Marketing and Selling Source: "Agenda", Michael Hammer Selling, in the old days, was largely and act of personal heroism. The key to successful selling was knowing the products and the customers. The effective sales rep would present his or her product or service in the best possible light, forge a bond with the buyer, and triumph over the competition.
This approach has little to do with the way sales are made in today's real world. Today's customers don't want products; they demand solutions, and solutions don't come in a box. They must be designed, fashioned to meet the customer's specific needs. Making such sales takes a lot more than personal charisma. Today's selling is system selling, solution selling, consultative selling; it entails analyzing customer needs, designing alternative solutions, scrutinizing costs, developing and implementing systems, and more. This is not the work of a heroic individual sales rep. Modern selling is a team sport, and a complex one at that. Winning at it takes discipline and structure. Making it up as you go along is a recipe for disaster. Case in Point Coca Cola Coca-Cola's national accounts program has long been noted as a leader in integrated marketing, sales, and any other group that might touch the customer. Coca Cola devotes to each national account a team that includes employees from marketing, sales, support, operations, and finance. They converge on a market, research the culture, people, and sociology, and then debrief each other. Through this process they understand their objectives and tasks better and are able to outsmart the competition. Leveraging Your Service-Profit Chain The service-profit chain is a powerful phenomenon that stresses the importance of people - both employees and customers – and how linking them can leverage corporate performance. The service-profit chain is an equation that establishes the relationship between corporate policies, employee satisfaction, value creation, customer loyalty, and profitability... More Customers for Life By: Brian Tracy
The purpose of a business is to
create and
keep a customer. If a business successfully creates and keeps customers
in a cost-effective way, it will make a profit while continuing to survive
and thrive. If, for any reason, a business fails to attract or sustain a
sufficient number of customers, it will experience losses.
Too many losses
will lead to the demise of the enterprise.
According to Dun and Bradstreet, the single, most important
reason for the failure of businesses in America is lack of
sales. And, of course, this refers to resales as well as
initial sales. So your company’s job is to create and keep a
customer, and your job is exactly the same. Remember, no matter
what your official title is, you are a salesperson for yourself
and your company...
The market leader
is dominant in its industry and has substantial market share. If you want to
lead the market, you must be the industry leader in developing
new
business
models
and How To Achieve High Visibility In Your Target Market 10 Strategic Tips By: Glenn Ebersole Strategic Tip #8: DON’T expect prospects to come to you without you reaching out to them. Don’t expect anything to happen if you don’t initiate contact... More
Discover much more in the
FULL VERSION of e-Coach Marketing & Selling Strategy at Different Company Growth Stages... Market Research: Defining Market Segment & Customer Profile... The Best Technique to Win the Customer Over... Understanding Risks Perceived by Customers... Define Your Internal Core Marketing Message (CMM)... Three R's of Marketing... Marketing and Selling Is All About Perceptions... Apply 80/20 Principle... "When" Is a New "What"... Three Stages of the Marketing Process... Five Components of Marketing... Get the Most Out Of Information Technology Tools... Learning from Successes and Failures... Two Main Ways to Grow Revenue... Credibility Marketing... Customer Intimacy... Listening to Your Customer... Effective Market Segmentation – Divide and Conquer... Experiential Marketing... Emotional Marketing... Differentiating With Different Types of People... Buzz Marketing... Case in Point Nike... Case in Point Palm... Case in Point Dell Computers... Case in Point Guiness... Case in Point Half.com...
|
||||||||||||||||||||||||||||||||
|
References:
|
|
