Win ‘Top-of-Mind’ Positioning

Last time we introduced the concept behind this blog and gave you a quick rehash of the story of Prometheus. This week, Marka the marketer and Zoot the salesperson discuss the importance of “top-of-mind” in the fire industry. Remember: fire = print.

Today’s FIRE! Point:
Printing companies compete in super tough, service-based business environments. Winning “top-of-mind” market position is critically important for long-term success in this or any industry. When a “key business influencer” has a project that you’re equipped to handle, your name should immediately come to mind. Useful communications regularly delivered to these influencers are essential to winning “top-of-mind” positioning. Over the coming weeks and months, Marka, Zoot, Org and the rest of the tribe from Olympus will discover how to achieve this.

* * *

Marka and Zoot sat across from each other in the cavernous boardroom of Fire Enterprises, Inc. (FEI). Sales were slower than a chariot with one wheel and worry was pervasive through the organization.

“All players in the hearth and fire lighting industry compete in a super-tough, service-based business environment,” Marka started. “Therefore, winning ‘top-of-mind’ market position is critically important for our long-term success. If a ‘key business influencer’ needs what we provide and our name immediately comes to mind, then we’ve won ‘top-of-mind’ market position in that individual’s head. Does this mean we’ll get the business? Not necessarily, more than likely, we’ll get a sales inquiry and business opportunity. What we do with this depends on how comfortable our prospect is with FEI and our value proposition.”

“How do we start?” Zoot asked. “Olympus is a big area with lots of people and hearths. It’s too much territory for my sales runners.”

“That’s what we’ve been talking about,” Marka said. “Marketing is a cheaper way of influencing more people than our runners ever can.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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