Is your Marketing Strong or Weak?
- Selling is more difficult. When you look the same as your competitors and you don't have a strong reputation, selling is more difficult and you often discount to get business. You may have a few producers, but too many people struggle to sell your products or services to the good customers you really want. Selling becomes much easier when your your value proposition appeals to good customers and you develop a strong reputation.
- Because you have no reputation or relationship with many prospects, your company is not really considered unless you discount heavily. You participate in too many opportunities at the last minute; participating and NOT WINNING is frustrating, it’s a huge waste of time, and it’s very expensive. By helping you develop relationships and build your reputation, Relationship Marketing gets you serious consideration and increases your Win Rate.
- You compete for a fraction of the opportunities (10% or less) in your market because most prospects don’t know your company. Without identifying the good prospects in your market and targeting them with consistent marketing, you miss most opportunities. When you market to good prospects consistently, you gain Top of Mind with them, and they contact you when they are ready. Your Opportunity Volume surges, and because your value proposition is strong and you have built a relationship, you win significantly more customers. (See Marketing ROI page for details)
Consequences of Weak Marketing
- The hunt for “low hanging fruit” results in price-oriented, barely profitable customers that aren’t a great fit, don’t refer you to others, and don’t stay with you as long as your good customers.
- Your margins are lower than you’d like because your prospects don’t perceive higher value from your products or services and because you need to be competitive to win business.
- Costly Sales Turnover. When selling is more difficult, more salespeople fail. When lost opportunities are considered, high sales turnover is extremely costly.
- Higher Customer Defection and Negative Word of Mouth. When marginally profitable customers are not a great fit, they don't much attention, so their experience is poor. They leave quickly, and many of them give negative referrals. Both are very costly in lost business.
- Profitable growth is challenging because your company does not keep enough good customers, and it is not getting a steady stream of profitable new customers.
Assess your company’s Marketing on your own or with our input:
View the Marketing Assessment
If you already know your marketing needs improvement, and if you are looking for a proven program to help you learn and implement Business to Business marketing best practices, read on.
Ready to Overcome Your Marketing Challenges?
Introducing MarketingEdge – A Marketing Training and Personal Coaching Program that Really Works
- Transform your business. MarketingEdge helps you understand what is most important to your best customers, target more of them, and implement marketing that attracts, grows, and keeps these valuable customers.
- Learn and implement marketing best practices. Each month’s action is designed to deliver the logical building blocks to construct your own marketing program: Market Research, Differentiation, Messaging, Lead Generation, Relationship Building, Website Utilization and Marketing Tactics.
- Benefit from a proven learning experience developed by a former Microsoft marketing executive with over 10 years of experience in designing and implementing marketing programs for Microsoft and its partners.
- A virtual program with custom one on one coaching and feedback. You receive feedback on your company’s differentiation, targeting and messaging from our team of marketing experts.
- Proven marketing training and personal coaching that produces a MarketingEdge for participants.
Discover the Rewards of Gaining a Marketing Edge
Go to Marketing ROI |
