Everything is going great. Our business customers are satisfied. We have value. The sun is shining each day. We are waking up on the right side of the bed. Everyone is smiling. Business relationships are good. We are starting to swagger. Complacency, also seems to be settling in. What is wrong with this picture; other than we are in it. “All things come to he/she who waits.” Some of these things may not be good. Change in business relationships produce market changes. In a dynamic business system, change is constant. Business leadership should have the on button on all of the time, seeking to enhance creativity, innovation and value. So now what?
At times we are all sellers as well as buyers. We probably can relate to sometime in our life of being both a seller of goods or/and services as well as a buyer of goods or/and services. What perspective do you have as a seller? What perspective do you have as a buyer? How are they different? How are they similar? Why?
When we look at the big picture or systems thinking perspective we have an opportunity to view the sales process and its environment from all sides including the buyers and sellers. This can lead to new collaborative opportunities, a greater understanding of the sales process and increased value to the participants. Collaboration can lead to value and value is what we really want, isn’t it?
Strategic Marketing Management: Enhancing Innovation, Creativity and Value Series for Marketing and Sales
The strategic marketing management template detailed below includes a number of sales and marketing processes that can be used in applying a systematic approach to strategic sales and marketing. Your business management situation, inventive opportunity and business planning will dictate what areas of the template will be the most useful. A feedback systems process is indicated by the arrows (simplified) demonstrating exchanges in communications and information through out the system.
A number of components such as: PEST Analysis (Factors – Political, Economic, Social, Technology, Legal and Environmental); SWOT Analysis (Factors – Strengths, Weaknesses, Opportunities and Threats); Marketing Mix (The Four P’s – Product, Price, Place (Distribution) and Promotion); and Product Life Cycle Analysis (Introduction, Growth, Maturity and Decline) are standard in the marketing industry. Sustainability is included within the processes demonstrated by such factors as end of product strategies, cradle to grave and corporate social responsibility.
Dec 052009
A Competitive Advantage in Marketing and Sales: Enhancing Innovation, Creativity and Value Series for Marketing and Sales
Inventive Opportunity – Finding ways for competitive advantage and Inventive Opportunity by adding value and enhancing differentiation capabilities are a constant and ongoing challenge for the individual and organization. In times of constraint such as recessions or financial hardships accomplishing more with less becomes a necessity. Differentiation is used in product marketing to make the product or service attractive in specific markets or segments. In sales we differentiate our products and services that are offered to clients by looking for unique features and moving these features to benefits that a client will value.
Nov 302009
We were in the midst of a recession. It was bad. The recession hit the automotive, forestry, steel, construction and manufacturing industries and the opportunities did not look good. These industries made up a large amount of our existing business. Some of the company’s product lines were getting squeezed to as low as 5% gross profits. My technical product line offered our company much higher gross profits, but had to be a utilized as a problem solver to receive this value.