Seeing Your Customers Through New Eyes
It’s always better to make large decisions from a position of strength. Right now, your products and services in the marketplace may not be in a position of strength based upon their current level of sales. What may be needed now is a strong “BIG IDEA” that will drive everything else to the desired height of success.
Eliminating all but one strategic marketing idea may be what has been missing from your strategic marketing program. Eliminating marketing strategies is a practice that many companies have a difficult time implementing. And yet, it’s the single, most-important part of the strategic planning process. Determining one solid strategy to deliver throughout your marketing mix will generate more customer interest and related sales than using a dozen different strategies.
Insight #4: Nothing great is ever accomplished without great enthusiasm.
Your customers will immediately feel the excitement you bring to them as an excited and well-coordinated organization. And vice versa—they will know when you are just walking through the necessary steps of making a sale without the high-energy that comes from being excited about your products, services, etc. A full and comprehensive strategic approach will continuously improve your business results.
Insight #5: You can only manage what you measure, assess, refine and redeploy.
Pushing brand messaging into the market is a good practice—if it’s part of a much grander idea. Remember, marketing is a means to an end, but it’s not the end goal. What will energize your customers is delivering exceptional service that they weren’t expecting the first time they engaged your company and then improving on it with each and every interaction that follows. Doing that will continue to build their faith in you and your company. Knowing how you are doing, from your customer’s perspective, puts you on a path of continuous improvement with them.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.