Communicating

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Communicating
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Communicating

• Positioning your company for profit!

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The Product life Cycle (PLC)
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The Profitability Curve
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The BCG Matrix

• High Investment
• High Risk
• Need Expert Management

• Not a success
• Might be!
• Invest time expertise?

Rising Star
Problem Children
?

• Low Investment
• Generates a lot of cash
• Limited life time

• Consumes money
• Takes up management time
• Divest sell or scrap?

Cash Cow
Dogs
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Positioning Your Company

• Develop a unique Quality position
• Introduce a unique Guarantee
• Develop Unique Selling Points for
• Your products
• Your services
• Your marketing

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The Ansoff Matrix
Market Penetration
Product Development

• Sell more to existing customers
• Increase prices
• Find new customers
• Risk factor 1

• Produce higher quality
• Produce lower quality
• Package differently
• Risk factor 4

Marketing Development
Diversification Strategy

• Find new markets
• Export
• Appoint Distributors
• Franchise
• Risk factor 8

• Find new products to sell to
• New Markets
• Buy companies
• Risk factor 16

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Who do you want to sell too?Business to business

• Vertical market
• Market segmentation
• Decision Making Unit (DMU)
• What motivates the buyer
• Match product to the need in the market

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Who do you want to sell too?Consumer

• Sex
• Age
• Position in family (responsibilities)
• Problems
• Income
• Lifestyle
• Interests

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Develop a Sales Continuum

• Business to business
• Clean database
• Qualify prospect
• Send information
• Follow up asking research questions identify
  need
• Make appointment
• Send detailed info or quote
• Be in the right place at the right time!
• Customer, advocate, testimonial on your website!

• Consumer
• Meet lots of people
• Make friends
• What makes them tick?
• Help them achieve their goals
• Personal service
• Re-sell benefits
• Ask for referrals

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Marketing Methods

• Network design business cards and a brochure to
  help your network refer you
• Build a database of customers and prospects and
  service the database with direct mail, reply
  cards, telephone and email
• Set targets for building the database and
  servicing it buy in lists
• Employ a Part Time Marketing Assistant
  Telephone Canvasser
• Look at local or specialist media and sample
  advertising
• Press Releases got an interesting story?
• Consider MOSAIC (Lifestyle - consumer) marketing
• Have a clear strategy the three questions

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Writing compelling copy for websites, direct
mail, brochures and fliers

• What is the IQ of your audience?
• How much IQ are they going to spare you?
• How much time will they give you?
• What motivates/interests them?
• Is your communication easy to read?
• Does your communication get inside your target
  markets mind?
• Does it use the same terminology?

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The Product life Cycle (PLC)
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Creating Copy that Sells

• Dont tell people how long you have been in
  business or when you qualified! Nobody is
  interested! You have already decided
• Who is your market
• What are you going to sell them
• Remember your unique
• Quality position, Guarantee, and the
• USPs for your products, services and marketing

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• Dear Mr Solicitor,
• Would you like to know
• How much is in each of your Client Accounts
• How much is in your Office Account, and
• How much is owed in Vat?
• At the moment you probably get this information
  monthly but with Solpack you can have the
  information daily.
• Solpack will also tell you (by matter)
• When the matter was started
• The last transaction date
• The amount on Deposit
• As a Partner in the business you can also print
  out reports that will tell you
• Which Fee Earners earn the most
• Which matter types are the most profitable
• Which matters appear to have been forgotten?
• According to the Law Society, more Solpack
  systems have been sold than ..

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Structure - AIDA

• Identify with your market
• Identify with the markets problems
• Offer solutions
• Get commitment to
• You
• Your offer
• Your company
• Your price if you must!
• Call to action tell them what to do next!

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Start With a Question!

• Do you suffer from headaches?
• Have you got an Aston Martin DBS V8 with Bosch
  injection?
• Are you fed up with poor quality office
  furniture?
• Are you fed up calling Call Centres?
• Do you use Apple Macs?
• Do you spend over 4,000 a month on telephone
  calls?
• Are you refurbishing, extending or building?
• Are you fed up with your reps getting lost?
• Do not start with I would like to introduce you
  to.

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Share of Mind Share of Market

• Write copy that sells!
• Build share of mind
• From share of mind comes share of market
• From share of market come profitable sales
• Good Luck!

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Summary

• Belief In your Product Portfolio
• Vision Positioning your company
• Planning Decide on marketing methods
• Action Build Share of Mind Market

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Communicating

• Chris Robinson
• Communicating
• Business to business marketing
• 023 8028 2366
• www.communicating.co.uk
• Chris_at_communicating.co.uk
• My business is marketing your business