A Paradigm Shift for Sales, Marketing, and Communication

Many entrepreneurs complete business reviews several times a year. Are your reviews hittin’ the bull’s-eye? Think about this… When you review your sales techniques, your marketplace, and your communication, you’re also reviewing that of your competition. Common thought exercises include questions like: How do my sales fare with those in my region and in my industry? Do customers know we’re here? How do we embed our business in their minds? Do I have the right people to drive our vision? Am I servicing the customer?

Without proper benchmarking, your plan is inadequate. Consider some of these techniques when reviewing your business and your competition’s business.

Have you asked your customer base what they really need? There is always a need that’s overlooked. As your vision develops, don’t cloud it with a unilaterally conceived goal. Seek the insight of others. Your products should always satisfy a market need. Think of it this way. For every need out there, how is it currently addressed in the market? You must be able to answer this question before you continue. Ask this of yourself and your competition.

Hot topic: Social Media. Social Media is a remarkable tool; I use it all the time. It’s even more remarkable that people think it’s a haphazard tool. Social Media is a resource like any other marketing tool. Foresight is one of the best attributes of an entrepreneur. Don’t forsake it… especially in your Marketing!

Consider these Social Media traits and thoughts:

• It’s free

• Although there are great time preserving tools, it does take time

• You can target an audience

• Its ability to interact with your customers and potential customers in real time can save your reputation and offer ideas

• Will Social Media always be here? How will evolve? Will it always be free and the best tool?

It’s no wonder we’re gravitating toward this success. I do ask for my clients to consider some basics about their visibility. Is it Social Media or Social Media Marketing? It’s the latter. Remember the marketing element! The steps of successful business have not changed. (1) Start with a Business Plan (2) Research, build, and incorporate your Marketing Plan (3) Identify your customer (4) Think about where your customer is and how to reach them (5) Go to the mediums where your customers will be found. If your customers are in Social Media and use it congruently to your business model, then great, you’re ready to speak with an expert. If not, what is the best way to find them? Use your research to find your customers and adopt the necessary tools. Now, do this exercise for your competition.

So many people shy away from customer and market pushback. No need to do this. Welcome it! You will never close a deal unless you directly find out what your customers’ issues are. You can’t compete unless you really know what’s out there. Sometimes the objections are concrete and other times they’re not. It’s your mission to demystify your customer’s concerns. The only way to do this is to ask.

It’s a detriment to sell, broadcast, & communicate inappropriately. Know your game!

O. Ross Outbox Tip:

Create a comparison chart. Map a column for your business and one for your competition. Then subdivide those into advantage and disadvantage categories. How do you measure up? Start tweaking!

Oriel Ross is the Director of O. Ross Business Consulting – www.orossenterprises.com. Turn your ideas into action. Try our Conceptual Consulting Session!

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