As part of the marketing analysis, we
implemented 2 new marketing approaches. The result of these efforts
identified his best marketing strategies.
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.
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.