No two services are exactly the same
They can’t be, they are delivered at different times by different people, circumstances alone dictate that they must differ.
When you ask a director/partner of a service company, “What makes your service different?” you often get an unclear response.
“Honestly, nothing. We’re all pretty much the same.”
Well, that’s wrong.
We hear people say all the time, ‘we’re going to position our business as the market leader.’ We say to them, ‘good luck trying.’ You might think that’s a bit dismissive or unfair on our part. It’s not as simple as a business deciding it’s just going to change its positioning. There’s more to it.
You see, your market position is something that your customers and prospects decide for you. You can try to influence them, but they ultimately decide where your business sits within the market hierarchy, not you. Once they have weighed up your offering and decided how your business compares with your competition, your position is fixed. Continue reading
We are often asked to define what we mean as strategy. It provides a sense of unity, direction and purpose for an organisation and the marketing strategy should seamlessly plug into the business strategy, embracing the objectives of the organisation.
Webinars have been around for at least ten years now and have advanced from the “dubious” dial-up connection, where people were unsure how much it would cost them to attend once call changes etc had been applied, to today’s very savvy online events where you simply click to show you have joined – you would usually have registered in advance.
You can attend a webinar from the comfort of your own office
In essence they are an online version of a traditional seminar. They can be used for training, promotion, corporate announcements, press conferences, focus groups, presentations and much more.
Healthy competition can be good to keep you on your toes!
Having competitors is a fact of life for most businesses; few can genuinely claim they have none – and if they do they must question why. You have to be aware of the rules of competition in your chosen markets in order to win business when the prospect has a choice of many suppliers.
Somebody once told me to imagine my path towards a goal as a straight line with A as the start point and B as the finishing point. He told me to imagine myself walking along this path with random objects flying at me and tempting me away from my route – these random objects were opportunities.
If you’re the sort of person who is open to opportunities then they will always be around, the trick is to make sure that the opportunities you explore fit in with your business and marketing objectives.
Straight on for success
Is there one thing that you keep putting off that you know if you tackled it you would get great results? Is this your biggest marketing challenge?
It isn’t uncommon to have this “huge” obstacle or challenge in place. What it actually is will be different for each of us. There are many diverse activities involved in marketing and often you have to swap caps at an alarming rate. Do you need to be creative? Analytical? Maybe stern? Sympathetic? Whatever you need, some of these skills don’t come naturally to us all.
What does success mean to you?
We all know what we should be doing but sometimes a quick recap revitalises our focus.
The best marketers channel their efforts at the front end of the sales and marketing process and here are 5 ways to revitalise lead generation in your own business.