Marketing Tips Tricks and Traps

1. Marketing Steps

* Classifying your customers' needs.
* Targeting your customer(s).
* Examining your "niche".
* Identifying your competitors.
* Assessing and managing your available resources.
* Financial.
* Human.
* Availability.

2. Marketing Positioning

* Follower versus leader.
* Quality versus price.
* Innovator versus adaptor.
* Customer versus product.
* International versus domestic.
* Private sector versus government.

3. Sales Strategy

* Use customer-oriented selling approach - by constructing agreement.
* Phase one: establish rapport with customer - by agreeing to discuss what the customer wants to achieve.
* Phase two: determine customer objective and situational factors - by agreeing on what the customer wants to achieve and those factors in the environment that will influence these results.
* Phase three: recommend a customer action plan - by agreeing that using your service will indeed achieve what customer wants.
* Phase four: obtaining customer commitment - by agreeing that the customer will acquire your service.
* Emphasise customer advantage.

4. Benefits vs. Features

The six "O's" of organising customer buying behaviour:

* Origins of purchase: who buys it?
* Objectives of purchase: what do they need/buy?
* Occasions of purchase: when do they buy it?
* Outlets of purchase: where do they buy it?
* Objectives of purchase: why do they buy it?
* Operations of purchase: how do they buy it?