Strategies For Your Business

The Retail Business Model

Marketing Challenges:

The ease of purchase is the focus for the retail model. This model is best developed with the idea that comparisons are the focus.  Your prospects need something. They want to make the best decision, and have information concerning the product, but desire more.

The prospects are feeling confusion as to who is actually any good at providing the items sought for.  It may be difficult to decipher the information concerning the solution.  There appears to be little reliable information. There is a fear of getting an awful deal or product and they are skeptical.  There might also be a lack of time in which to make a decision.  Every retail situation deals with the same emotions and decision making process, the difference is only in frequency.  The less frequent the purchase the more intense the emotion - especially if the value is high.  Your marketing challenge is to overcome these issues in a very credible, easy-to-understand way, so your sales people’s primary function is to close sales.

The most important factor to the prospect is results and education.  The prospect wants the item that they purchase to match the expectations they have developed.  Plus the prospect wants to be educated about the item and what options are available.  The important factors center around selection or options and this also applies to niche businesses.

The biggest problem for the prospect is a lack of information, or not trusting the information that is coming from a sales rep.  Not having enough options and selection can be a problem to the prospect.
The typical experience is mixed, but generally positive for the retail industry.

Any objections will be of the "Educate me..." type.  Tell me a story and then prove it.  The prospect needs to get a story they can validate. They need to see the options and selection and then to be educated about the product.

The prospect expects results - the ultimate selection with education to facilitate a good decision.  Your marketing needs to convey this if they are ever to set foot in your store or click to your e-commerce site, let alone make a purchase when they arrive.

Contact us today to arrange a free assessment of your marketing requirements.

The Service Industry Model

Marketing Challenges:

The Service Industry model is similar to the professional; each service provider wants to be perceived as the expert in the services they provide.  The model differs in that this model is lower in emotional intensity but is more frequent.

Your prospect needs someone to do something for them.  Something that they don't know how to do, don't want to do, or don't have time to do.

Your prospects are feeling confusion as to who is actually any good.  It is difficult to decipher the information concerning the solution.  There is a fear of getting awful service, they are skeptical, and have more than likely had a negative experience with a service provider in the past.  If your marketing is not credible it will not overcome their skepticism and your closing ratio will be low.

The most important factors to your prospect are results and education.  Fix it right, fix it the first time and don't fix what doesn't need to be fixed.  Your prospect wants to be educated about the service and what options are available.  Honesty is important as well.

The typical experience is negative for the service industry.  Any objections will be of the "Educate me..." type.  Your prospect needs to get a story they can validate. They need to see the options and be educated on the service.

Your prospect expects results and your marketing has to remove their skepticism and give assurances that the solution they seek is best delivered by you.

Contact us today to arrange a free assessment of your marketing requirements.

The Professional Business Model

Marketing Challenges:

The professional has one goal – they must prove that they have more expertise than anyone else - they are the expert.  This is your marketing challenge.

Your prospect’s situation is that they have a problem and they do not have the information or skill to solve it.  They cannot economically get the information themselves in a reasonable time, and the outcome is critical.  "We don't have the knowledge or expertise, so we want an expert."

The prospect feels confused; they have a fear of loss or damage.  There could be liability.  The prospect has no way of knowing if the information they are receiving is valid or not.  They are concerned about paying for the wrong result.  Your marketing must overcome these fears and anxieties in order for it to work for you.The prospect considers the expected results of the greatest importance.  Other considerations include; general customer service, affordability, and guarantee of results.  (Or at least the greatest probability of a successful outcome.) The biggest problem is that the prospect could pay for a solution that brings no results.  Plus it is difficult to verify the information.

The greatest objection from the prospect is, "How can I trust you? Your marketing has to invoke trust.  The prospect needs to hear a credible story they can validate.

The professional needs to expose the problem, be familiar with all the options and show case studies.  If at all possible the prospect’s risk should be removed or at least minimized.

Contact us today to arrange a free assessment of your marketing requirements.

The Manufacturer Business Model

The business model for the Wholesaler is the same as that of the Manufacturer.  In the eyes of the prospect the wholesaler is like an extension of the manufacturer. This model is almost always business to business but may at times be dealing with a business to an end user.

Marketing Challenges:

The prospect may feel as though they already have a manufacturer providing the same or similar product.  The prospect has no time to investigate the options.  He is skeptical of upsetting his clients, and is always being hit up by sales reps.

The prospect wants the product to move, and make higher margins.  He wants a quality product and general customer support.  But most important to the prospect is the ability to make more money.  They will judge you on your own marketing as well as the marketing tools you offer to them to help them move the product off their shelves and into the hands of their customer’s.

The biggest concern for the prospect is the risk of your product staying on his shelf and low margins.  This is a loss of income for your prospect.  The opposite of what is important.

Most prospects have had extensive experience in dealing with manufacturers and have heard it all.  They are concerned about damage to goods in transit, the availability, range of selection and modification to the product.  They want assurance that the product will be delivered as ordered and undamaged.

The biggest objections deal with the standard issues concerning the quality of the product.  If the product stays on the shelf because of poor quality, that is a big problem.

Your prospect wants to see quantifiable evidence of the result, that the margins are there and that the risk is low.  Your marketing has to be credible if you are to accomplish that goal.

Contact us today to arrange a free assessment of your marketing requirements.

The Opportunity/ Franchise Business Model

Marketing Challenges:

Your prospect wants to make a change in their lives. They want to make the best decision, and may have some information concerning the opportunity, but desire more.  Often the information they have was conveyed by word of mouth and is sketchy or inaccurate.  They want to make a change with something new and challenging.

Your prospects are feeling confused as to what is actually a good opportunity.  It is difficult to decipher the information concerning the solution.  There appears to be little reliable information.  There is a fear of getting an awful deal and they are skeptical.  There might also be a lack of time in which to make the decision.

The most important factor to the prospect is results and evidence proving that they could be successful.  The prospect wants the opportunity that they enter into to match the expectations they have developed.  Your marketing must deliver credible, educational information about the opportunity and what options are available.  The important factors center around evidence.  This even applies to niche businesses.

The biggest problem for the prospect is the lack of information, or not trusting the information that is coming from the franchisor.  Lack of options and information can be a problem to the prospect too.

The typical experience is mixed, but generally, most individuals have not had very much experience with franchises or opportunities and need clear and effective marketing to educate them and make them feel comfortable with their decision.

Any objections will be of the "Educate me..." type.  Tell me a story and then prove it.

The prospect needs to get a story they can validate. They need to see the options and selection and then  be educated on the products or services.

Your prospect expects to achieve results with your opportunity.  Your marketing has to give them the confidence that they can do it with your system.  You will be judged on your marketing materials to them and those that you provide to help them succeed in your opportunity.

Contact us today to arrange a free assessment of your marketing requirements.

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