=============================================
   ~ Sales Improvement Insights ~
Sales improvement advice for service firms and
companies selling technical or complex products.
Phone +61 7 3806 2238  |  www.marketingnous.com.au
=============================================
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
 
The Marketing Nous website has also been upgraded in line with this
new focus. Check it out.
http://www.marketingnous.com.au/

Finally, I'm proud to announce this is the 10th year of business
for Marketing Nous. To celebrate the anniversary I'll be offering a
few special resources during the year... stay tuned for the first
one next week.
http://www.marketingnous.com.au/info/10years.htm
 
- 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.
=============================================
The Stepping Stones from Prospect to Client
 
Reecently I was talking with a 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!
 
 
=============================================
DO YOU WANT BETTER RESULTS FROM YOUR TEAM?
If you have a team of technically trained or professional staff
that need help to be more effective at holding sales conversations
and winning new business - call now to discuss options. Bookings
currently being taken for February and later.
To reserve your date don't delay. Call Stuart Ayling direct on 0407
588 468.
http://www.marketingnous.com.au/
=============================================
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.
Twitter: http://www.twitter.com/stuartayling
LinkedIn: http://www.linkedin.com/in/sayling
Subscribe to my blog: http://marketingnous.blogspot.com/
=============================================
Why are you getting this newsletter?
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.
Subscribers: Please "whitelist" us by adding
news@marketingnous.com.au to your list of authorised senders
or address book so you'll be sure to receive every issue.
=============================================
HAVE YOU ENJOYED THIS ISSUE?
If you have, 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 organisation.
Thank you
Stuart Ayling
Please send your comments to:
mailto:contact@marketingnous.com.au
Also, you might pass the word on to someone else, and encourage 
them to subscribe too.
=============================================
SUBSCRIBE TO SALES IMPROVEMENT INSIGHTS
Bonus - Get my free 20-page Client Attraction Workbook
http://www.marketingnous.com.au/newsletter.htm
WANT TO GET OFF THIS LIST?
See the link at the end of this message.
=============================================
Articles from this Newsletter may be distributed or reproduced
according to our reprint guidelines at:
http://www.marketingnous.com.au/press/reprints.htm
Copyright (C) 2010 Stuart Ayling. All rights reserved.