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Marketing and Sales
The following are a number of questions, talking points and suggestions which you may find helpful in management discussions:
I. Designing a marketing program: What is the Market?
1. Describe what is being sold • What is the product? • What are the value added services? • What is the guarantee? • What differentiates you from your competition?
2. Identify the target client • Who are they? • Where are they? • What kind of person are they? • What are they motivated by? • What are their fears? • Where can they be reached the easiest? • Radio • Direct mail • Networking • Client referral • Professional referral • Other
3. Design experiments and test the results • Who is not the client?
4. The office environment • Neatness counts • Creating a comfortable conference center • Using photos to sell satisfaction • Training for client satisfaction
5. Building a reputation • Describe it • Speak it • Train employees • Advertise it • Make it true
6. Creating customer satisfaction • Neatness counts • Employees matter • Contact the neighbors • Communication, communication • Dot the i's and cross the t's • Get the job done on time • Bill early, bill often • Handling complaints • Slow down • Ask for more • Thank them • Have a plan • Keep your promises • Guarantee your work • Give a gift of appreciation
II. The sales process:
1. The first contact • What do they hear, see and feel? • Where do you go from here? • What to say? • What not to say? • Educating the client • Using language to your advantage
2. The presentation • Dress the part • The presentation folder • Liking your clients • Professional proposals • Schedules and other documents • Taking on the consultant role • Using language to your advantage • Key words and phrases • Asking questions • Selling success • Empathy for the client • Added value • Financing • Insurance • Others • Creating urgency • Closing the sale
3. Selling change work • Who is the competition? • The price must be right
4. Negotiations • Active listening • Asserting your value • Understanding your costs • Standing your ground • Negotiating the terms • Negotiating away risk
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