What You Must Know When Marketing Your Business
Marketing is both an art and a science. Anyone who says differently probably isn’t doing very well marketing his or her business. On the art side, intuition definitely plays into the equation. On the science side, it is about systems, strategies and plans. Outlined below are some areas of consideration when you decide to market your business.
Determine where your business is currently
Determine where you want to be
Know who your market is and/or needs to be
Identify what is important to your clients
Identify and evaluate threats and opportunities. For example, lack of experience in the marketplace, budget, competition, no clear direction.
Assess existing and potential appeal of your product or service to current and future clients or customers
Select growth strategies and a competitive strategy
Develop a plan of action
Commit to focused action for results
Identify and evaluate strengths and weaknesses in the areas that determine success to achieve this outcome. If you are unable to do this, get outside assistance.
Determine a budget
CREATING DIRECTION WHERE DO YOU WANT TO BE?
Where do you want to be as an organization?
What kind of image do you want to project?
What are the benefits of doing business with you?
Purpose and function of your product or service
What makes your business unique from other similar businesses?
What does your business have in common with other organizations?
Biggest threat to the success of the organization?
What you must know about the current market?
Why do people buy from you?
Why don’t they buy from you?
Assumptions by current staff about the market?
What can you predict about the future? What to do about it?
How attractive is your product or service to the consumer?
HOW DO YOU GET THERE?
Most effective strategies for marketing and selling your services/product
What is your plan of action?
Are you committed to your success?
WHEN YOU MAY NEED TO CONSIDER HIRING A BUSINESS COACH
When it is difficult to stay committed consider hiring a business coach.
When you just don’t know what to do
When you get sidetracked on your goals
When you want more success
WHY PEOPLE DO BUSINESS WITH YOU
Increase income or revenue
Increase quality of their personal or professional life – or both
Who is my market?
What am I selling?
Can our company service what I sell?
How do I keep ahead of the competition?
How do I get my customers to remember me?
Why would they buy from me?
How do we keep visible?
WAYS TO INCREASE BUSINESS
Time in the business
Check beliefs – do you believe you deserve to succeed?
Sponsorships or strategic partnering
Write articles for publications your target market reads
Presentations at association meetings
Track where your business comes from if you are diversified in your marketing and advertising efforts
Get everyone into the sales and marketing attitude
Have employees give you ideas
Under promise, over deliver
Give back to the community
Become an expert the media calls on
Treat the gatekeepers like gold
Know what makes you stand apart from the competition
Get to know the competition
Ask for the sale when appropriate
Sell them only what they need
Keep a great attitude
Copyright: © 2004 by Kathleen Gage
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