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Marketing Advisor | New Stuff for 2010 + Stepping Stones From Prospect to Client Sent Monday, January 11, 2010 View as plaintext
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Sales Improvement Insights for services and technical products.

From: Stuart Ayling, Chief Sales Strategist
 
Hello,
 
The first thing I must do is tell you about the change in name and focus for this newsletter. As you can see, the name has been changed to...
Sales Improvement Insights

Q: Why have I changed the name?
 
A: Because it is a much better reflection of advice I give, the services I provide, and the outcomes my clients are looking for. You don't need to worry that I will only write about 'sales' topics... I will still cover a variety of 'marketing' tips, tools and techniques.
 
Importantly I will continue to tie together the activities of marketing and selling to give you a comprehensive guide on how to win more business.
 
Remember my motto: 'Marketing Creates Leads... Sales Creates Clients'
You need to do both to grow your business.
 
Before I forget... if you want to save hundreds on registration for sales training or presentation skills training coming up in Feb and March make sure you register straight away. Early Bird rates apply only until Jan 15. Details here >>
 
The Marketing Nous website has also been upgraded in line with this new focus. Check it out.
 
Finally, I'm proud to announce this is the 10th year in business for Marketing Nous. Read my anniversary message. To celebrate the anniversary I'll be offering a few special resources during the year... stay tuned for the first one next week.
 
- Stuart.
 
PS. If you want to stop getting this newsletter forever please use the link at the very bottom of this email. Two clicks and it's done.
 Stuart Ayling, Chief Sales Strategist
 
 
 

10 Years in Business in 2010
  
The Stepping Stones from Prospect to Client    (Read this article on website)
 
Recently I was talking with an experienced business colleague (let's call him Dave) about the need to focus his marketing message to attract more clients.
 
Dave wanted my help to review a list of potential marketing tactics he had created.
 
Although Dave had been proactive in creating the list of potential activities, there was a missing link.
 
Before I could review the potential tactics I asked Dave to give me in writing a definition of who his clients are. This should be easy for Dave to do as he has been successful as a business coach for many years.
 
The missing link was Dave not being crystal clear on who he wanted to be marketing to.
 
I asked Dave to define his prospects by whichever criteria he thought most suitable. For example it could be by:
  • Type of industry
  • Turnover of the business (revenue)
  • Number of employees
  • Location or region
  • Psychographics of the decision maker (what are their values)
  • The role of the decision maker (CEO, or Financial Controller, or Sales Manager)
  • Type of culture within the business
  • The problems or challenges the company is facing
But that is just the start.
 
To be successful with your marketing you need to identify the stepping stones a prospect will use to move through the process of knowing, liking and trusting you - so they become comfortable with buying from you, or engaging your services.
 
These stepping stones are the points at which you target your marketing message and marketing activities.
 
Stepping stones for prospects could include:
  • Reading industry journals
  • Asking a business colleague for ideas
  • Asking a professional advisor for a referral
  • Responding to advertisements
  • Searching for reports, articles or whitepapers (to become better educated on the decision)
  • Meeting people at business events, seminars, or networking
  • Attending trade shows or exhibitions (looking for ideas and suitable providers)
  • Reading case studies (to learn how others have solved same/similar problems)
  • Listening to audio recordings (including podcasts and interviews)
  • Watching video on the topic or problem
  • Attending a training seminar
  • ... and the list goes on
How many of these stepping stones are you providing for your prospects?
 
If you don't create a path to your business, it is pie-in-the-sky to expect to attract and win new business. It just won't happen.
 
The solution:
 
Create your marketing materials to address the stepping stones you expect your prospects to take.
 
If you don't know what your prospects are likely to do when they are making a decision to buy your type of service or product, undertake some research and find out. Ignorance is no excuse!
 
 
 
Improve Results From Your Business Development Team
 
 Improve sales results 
Does your technical or professional team need help to:
 
* Stop selling your service or product as a low-price commodity.
* Know exactly what to say and do for effective sales discussions.
* Create account entry strategies to win new business.

To discuss solutions call Stuart Ayling direct on 0407 588 468.
 
 
You're invited to join my online networks
Stay up-to-date with my news and tips. Give me your feedback or comments - any way you like.
 
 
 
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You're getting this newsletter because you or someone from this email address subscribed to it. To manage your subscription, see the link at the end of this email. We don't like unwanted email either, so if you want to stop receiving the newsletter use the link to leave.
 
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Tell me what you think.
If you have you enjoyed this newsletter, I'd like to hear about it. (Constructive criticism is welcome too!) If you have a moment, send me a brief note describing what you like about it (a few sentences). This may be published on my website, or in other promotional material. Please also include your name, title and company.
 
Thank you
Stuart Ayling
Chief Sales Strategist
Marketing Nous
Tel: +61 7 3806 2238
 
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Articles from this issue of Sales Improvement Insights may be distributed or reproduced as long as you follow the reprint guidelines.
 
Copyright (C) 2010 Stuart Ayling. All rights reserved.
 
 



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