Tag Archives: Marketing

Working with an Off-Shore Business Partner – Six Recommendations

Situation:  The Company has an off-shore business partner. Primary concerns involve team performance, process documentation and anticipating sales/marketing problems before they become issues. What have you found effective to monitor these areas?

Advice from the CEOs:

  • At the executive level, keep things simple – identifying the major goals and pieces of projects that are the make-break points.
  • Simplify the high level summary and make sure that all of the supporting activity is aligned with and supports key project or company goals. Some members manage projects with weekly or bi-weekly meetings.
  • The benefit of keeping it simple in your own mind is that you can always return to this simplicity when dealing with detail level queries from the partner. It keeps you grounded and on track.
  • One company uses project timelines that clearly show each of the teams where they fit into the project and how important it is for them to complete their portion of the project on time and to spec. Keep everything simple and direct.
  • Sales tracking and management is different from development projects. Drive monitoring off forecasts, pipeline, and achievement of metrics that track with the forecasts.
  • In working with your off-shore partner, organize your presentations so that the key points of emphasis are readily visible. Have back-up slides to show detail aspects of particular projects or initiatives, and be prepared to cover the details if needed. This will help to build confidence between you and your business partner.

Key Words: International, Partner, Performance, Process Documentation, Sales, Marketing, Alignment, Project Management, Communications                 [like]

We Want to be Different – Not a Commodity! Five Important Steps

Situation:  The Company has had success with a few large clients but wants to expand their customer base for long-term growth. How do they differentiate their products in what is perceived as a commodity market?

Advice of the CEOs:

  • One company created differentiation by getting to know everyone in the business – building long term relationships, based on reputation and trust.
    • They spent time up front understanding the needs of customers that they wanted to develop.
    • As opportunities arose, they built relationships and asked questions to clearly define client needs.
    • While it takes time and patience, the objective is to be able to say “We know your business” – with credibility.
  • The steps:
    • Study the business, sector, and customers that you wish to serve.
    • Leverage the success that you have had with large customers. Talk about how you helped subunits within your large customers. This makes a big customer seem more like a collection of small customers similar to your prospects and makes your experience relevant.
    • Let prospective customers know, when appropriate to the situation, that you are hungry and will go the extra mile for their business. Simply out-serve your competition.
    • Learn who currently serves your prospective clientele. Study these competitors, their strengths and weaknesses. Talk to their customers – learn what they love about competitors’ service, and what they would like to see changed. Find the holes in what they provide and fill these holes with a better offer.
    • Look for and encourage repeat business and references to new business.

Key Words: Commodity, Differentiation, Sales, Marketing, Business Development, Customer Needs, Competition [like]

Positive Marketing Messages vs. FUD (Fear, Uncertainty and Doubt) – Five Suggestions

Situation: IBM and others established the value of preaching FUD (Fear, Uncertainty and Doubt) within their marketing campaigns – “choose IBM, the brand that you can depend on, because who knows what others will actually deliver.” Is it still worthwhile to use FUD, or are we better off emphasizing the positive benefits of our services and keeping our image positive?

Advice from the CEOs:

  • When considering whether it is better to sell the time that your system or product is “up” or the time that it is “not down,” you need to understand your customer’s perspective.
    • If they are cautious and skeptical, then FUD may work. If they are positive and upbeat, then they will more likely respond to a positive, upbeat message.
    • Match your marketing message to the attitude of the key decision makers within your customer companies. Learn their hot buttons during ambassadorial visits.
  • Companies sometimes use FUD when they sell “the future.”
    • Being “in”: if you haven’t got our product/service you won’t be with it!
    • Insurance companies sell protection from the unknown.
  • Mix the message. Sell the positives, with an appreciation of the cost of the negatives to reinforce the positives.
  • Be the “Mr. Goodwrench” of your marketplace. Educate and reinforce.
  • Consider positive health care analogies in your marketing:
    • Rapid Response – mimic messages from urgent care.
    • The value of maintenance programs – mimic messages from wellness programs.
    • Develop metrics to substantiate what your customers are hearing from your message.

Key Words: Marketing, Messaging, Brand, Image, Research, Validation  [like]

WOW – Great Press! Now what do we do? Five Follow-ups

Situation: We just issued a press release that generated great media coverage. This resulted in increased call traffic and “hits” to our web site. How can we to leverage this response into sales?

Advice from the CEOs:

  • Everything starts with a Marketing Plan. Without a plan, there may be little that you can do right now. The most important benefit is that you’ve established a presence in your market that may make it easier to gain coverage from future press releases.
    • What can you do short-term? Try to use reverse DNS to look up the email addresses of those who recently viewed your site. These will enable you to send email materials to capitalize on interest once you have a plan.
  • Develop a holistic marketing plan, including incentives for prospective customers to respond to your product or service offering.
    • When your marketing plan is in place, send out a series of timed press releases to develop and maintain interest in your technology.
    • Feature your offering and incentives both on your web site and in non-web collateral for prospects and leads.
    • When interested customers respond by visiting your web site or calling, use the incentives to convert this interest into sales.
    • Put different response codes on web, snail mail and other collateral so that you can track the source of leads. This will tell you which channels generate the most and highest quality leads and will improve future planning, budgeting and allocation of resources.

Key Words: Press Release, Lead Management, Lead Conversion, Lead Tracking, Marketing Plan  [like]