- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
Use the 8 Ps of Marketing when Setting Strategy
Our marketing classes in college taught us about 4 Ps of Marketing – the guiding tenets of Product, Place, Pricing and Promotions – to help create our marketing strategies and plans.
But the world – and marketing – has changed and that list now needs to be expanded to encompass new ways of thinking about and planning for marketing. The four newest Ps include:
People: Thinking about your employees is more than just your marketing team’s talent and your salespeople’s selling skills, though those two groups are vitally important. Any employee who ‘touches’ a client or prospective client falls into this category. Are they prepared to talk to clients about your firm and its services? Do they understand the process for handling client interactions? Do they have the communication skills to be effective? Is there any training required to make them better? Are they empowered to act on the company’s behalf? Do they live the brand?
Process: Do your marketing personnel have a process to follow? Are they strategic? Are they proactive? Do they create and follow a plan and budget… and then report against it? Are they measuring their efforts? Same goes for your sales team… do they have a plan? Do they prioritize their clients? Are they recording/tracking their efforts? Is there a plan for generating and nurturing leads? Is there a clear territory and commission plan in place?
Permission: It used to be that between advertising and direct mail, you could almost beat a prospective buyer into submission and turn them into a client. But starting with the advent of email, followed by spamming rules and now with social media, interacting with a prospective buyer requires getting permission to communicate with them. Do you have a process for doing that? Are you actively inviting clients to ‘sign on?’ Is it easy for new clients to get ‘on the list?’ Do you safeguard client data and not share it? How do you handle clients that want off your list (hint: it should be as easy to get off as it was to get on)?
Positioning: Maybe the most important of these additional Ps, positioning relates to your brand in the marketplace and specifically, defining and communicating that one thing that sets your firm apart from your competition. In Sales parlance, it’s been called the USP – Unique Selling Proposition. This is not a catchy marketing slogan or promotional campaign that changes regularly, but gets to the core of who you are, what you do and what your clients should expect when working with you. Do you have a unique position? Do you know what it is? Do you know what your clients believe it is? Do you aspire to a position you don’t yet have… and have a plan for getting there?
As you go about setting your marketing strategy, use the 8 Ps as sort of a checklist… to make sure you take the time to think through all facets of your business before making your final decisions.