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As part of the marketing analysis, we implemented
2 new marketing approaches. The result of these efforts identified his best
marketing strategies. Customer
Analysis
We completed an exercise that identifies his
current customers. Who are they? How do they buy? How many are there? What do
they buy? Where do they come from? Why do they buy from him? The result of these
efforts was an understanding of his current customer base and the foundation for
his new business niche.
Customer Referral Program
We worked with the business owner to develop a
customer referral program. Th customer referral program added another tool to
increase the current customer base. The result of these efforts was in increase
in his current customers.
Unique Marketing Message
We developed with the business owner a unique
marketing message. Why and how did he differ from his competitors? Why should
customers buy from him and not his competitors? What benefits do customers
receive from his services and products? The result of these efforts was a
marketing message that was unique and special. This will be used as a foundation
for future marketing efforts.
Customized Selling Model
We completed an analysis of the current one on
one selling model he was using with customers in their home. What materials did
he use? What was the sales presentation? What were the words used? How can this
sales model be made more effective? What materials will help to distinguish his
business from other bidders? The result of these efforts customized a sales
model that made him more effective in his current selling situations.
Management System
We create a simple management reporting
process. This involved record keeping, goal setting and testing the different
strategies being used by the business owner. The result of these efforts will be
ongoing data on what is working and what is not working for his business.
By using these six steps over a 3 month period
of time, the business was able to increase the number of customers and create
the foundations for building a business niche.
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