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Year-End Marketing Assessment -- Make This Year Better Than Last!
At the beginning of
every year or anytime, it's a good idea to look at where you have been,
where you are now, and where you are going, says Vistage speaker and
customer service expert Arnold Sanow. To enhance your marketing prowess,
answer the following questions.
1.
What
business am I really in?
In other words, what are the client needs that your business meets?
"One travel agency I
worked with realized that they were not only in the travel business but also
in the education business. By taking a broader view, they started 'Seminars
at Sea,' and increased their income by also handling the speakers and
training programs for the companies they were soliciting," says Sanow.
2.
Where
can I diversify?
Every time a customer does business with you, there is an opportunity to
offer them additional services and products, explains Sanow. "By
subcontracting and forging strategic alliances, you can offer these products
and services without spending a lot of money or time."
3.
What
is the perceived quality of the service or merchandise I sell?
People buy for their reasons, not yours. "Remember the saying, 'To sell Jack
Jones what Jack Jones buys, you need to see Jack Jones through Jack Jones'
eyes.'"
4.
What
kind of image do I want to project?
"The marketing term positioning means how you want your product or
service to be seen in the consumer's eyes. Depending on the image you want,
all your marketing efforts should focus on this marketing strategy."
5.
How do
I compare with the competition?
Sanow advises: "Make sure you review your competition in relation to
product/service characteristics, price, promotion strategies, place,
packaging and personnel."
6.
What
benefits do I offer my customers?
In other words, what can your clients save, gain or accomplish by using your
product or service?
7.
Who
are my customers?
"Most people try to be
everything to everyone. This dilutes the marketing message and costs time
and money. You need to focus on the 20 percent of customers who give you 80
percent of your income."
8.
Why do
they buy from me?
"There is one main reason why people buy from you. This is your unique
selling advantage. Determine what you're doing differently from all the
other competitors and make that your primary focus."
Arnold Sanow is
president of The Business Source, Inc., a Vienna, Virginia-based customer
service consulting firm.
Created for Vistage View. Copyright 2002, Vistage International, Inc.
All rights reserved.
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