Differentiating: Boosting sales

Written by Nicole Meloche

Thanksgiving week kicks off the holiday season. It also kicks off a lull in the selling cycle with the inevitable “it can wait until next year” mindset.

We might not come out and say it, but everyone is thinking it. Why not be different? Why not take advantage of the holiday lull to get a jump start on 2012 – and your competition?

Connect, reconnect, and seek out those who have been on your marketing radar. Remember the clients, not just the top 20, but the ALL of the clients who made 2011 a success. How are you going to thank them? Is a digital greeting card or a traditional holiday gift enough to make you stand out?

The holiday lull often follows year-end planning meetings where an additional 20% or more has been tacked on to your 2011 number as your 2012 sales target. Are you wondering “how am I going to hit this number?” If so, here are seven (7) tips for the next six (6) weeks. Yes, you need to get started today!

1.Make a List: When was the last time you sat down to develop a marketing plan? Start a list of items that go wrong or right during the day from customer experience to winning a deal and what you can change.

2.Identify Market Competencies: What is your niche market. Yes you sell XYZ, but so do you competitors. Write down at least three areas of competency when comparing your company to others. What are your differentiators?

3.Listen to Customers: Organic marketing starts from the inside out. It allow you to work with your current customers to gain new customers. Spend time with select customers (good and bad experiences) with you company. Start listening to what they are saying about your company. You might not like what they have to say, but listen.

4.Resources: Once you understand how and when your clients want to be marketed to then you can effectively acquire new clients. Do you have resources to help you think strategically? You will also need a graphic designer, web developer, content writer, event coordinator and PR company you can contact and trust when needed.

5.Develop Plan: Don’t bog yourself down by thinking it needs to be a 20 page report. Start thinking as an outline and add in the information you found above.
Highlights:
•Section 1: Situation Analysis.
•Section 2: Target Audience.
•Section 3: Goals.
•Section 4: Strategies and Tactics.
•Section 5: Budget Breakdown.

6. Be creative and specific: Remember MOST business owners make decisions based on the company, not the client– STAND OUT. Use new media sources such as social media, mobile technology, transmedia in the plan to reach YOUR customers, not what everyone else is doing. OR if your clients want more of a handholding..call them, stop by and see them.

7.Measurable Marketing: Implement your marketing plan slowly, but make it tactical and accountable on a weekly basis. Make sure every media event you do is measurable. Without having an idea of what worked and what did not, your plan will fail when you run out of time or money on events that are not working.