Communicating…
Communicating
Positioning your company for profit!
The Product life Cycle (PLC)
The Profitability Curve
The BCG Matrix
Rising Star
• High Investment
• High Risk
• Need Expert Management
Cash Cow
• Low Investment
• Generates a lot of cash
• Limited life time
Problem Children
• Not a success
• Might be!
• Invest time & expertise?
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Dogs
• Consumes money
• Takes up management time
• Divest – sell or scrap?
Positioning Your Company
• Develop a unique Quality position
• Introduce a unique Guarantee
• Develop ‘Unique Selling Points’ for
– Your products
– Your services
– Your marketing
The ‘Ansoff’ Matrix
Market Penetration
Product Development
• Sell more to existing
customers
• Increase prices
• Find new customers
• Produce higher quality
• Produce lower quality
• Package differently
• Risk factor 1
• Risk factor 4
Marketing Development
Diversification Strategy
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Find new markets
Export
Appoint Distributors
Franchise
• Risk factor 8
• Find new products to sell to
• New Markets
• Buy companies
• Risk factor 16
Who do you want to sell too?
Business to business
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Vertical market
Market segmentation
Decision Making Unit (DMU)
What motivates the buyer
Match product to the need in the market
Who do you want to sell too?
Consumer
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Sex
Age
Position in family (responsibilities)
Problems
Income
Lifestyle
Interests
Develop a Sales Continuum
• Business to business
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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
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Meet lots of people
Make friends
What makes them tick?
Help them achieve
their goals
– Personal service
– Re-sell benefits
– Ask for referrals
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
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?
The Product life Cycle (PLC)
Creating Copy that Sells
• Don’t 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
– USP’s for your products, services and marketing
Dear Mr Solicitor,
Would you like to know:
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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):
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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:
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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 ……..
Structure - AIDA
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Identify with your market
Identify with the markets problems
Offer solutions
Get commitment to:
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You
Your offer
Your company
Your price – if you must!
• Call to action – tell them what to do next!
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….’
Share of Mind – Share of Market
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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!
Summary
• Belief – In your Product Portfolio
• Vision – Positioning your company
• Planning – Decide on marketing methods
• Action – Build Share of Mind & Market
Communicating
Chris Robinson
Communicating
Business to business marketing
023 8028 2366
www.communicating.co.uk
Chris@communicating.co.uk
My business is marketing your business