Principal of Mainspring Marketing
Effective brands don’t always require big budgets to promote
themselves, just a single-minded passion to deliver an outstanding customer
experience every time. Brands are everyone’s responsibility.
You can expect to gain a strong reputation by controlling
what customers can come to expect each time from you.
Brand promise – defining what the customer can expect to
experience and delivering it consistently. Small branding requires a passion
and commitment from every employee. Each employee holds the potential to erode
or sustain the brand by how well he or she delivers on the brand promise.
Consequently, brand management has more to do with personnel management and
organizational development than which logo you select. Take care of the
employees and they will take care of the customers.
Family Business: James Lea (firstname.lastname@example.org)
Don’t play by the competition’s rules, make the competition
play by yours. Upgrade your operations and modernize your management if they
need it (and many do); then put your competitive advantages as a family
business right in the center of your strategy. Demonstrate to your customers
that they aren’t really saving money when they buy second-best quality, service
or after-sale support. Use a few commonsense tactics and tools:
grow too much.
easy to do business with.
Whom do you really trust? Rob Smith, Editor (email@example.com)
influence of advertising is waning considerably. A scant 5 percent of
respondents believed information presented to them in advertisements.
Internet’s popularity has soared, making it the No. 3 media source.
vast majority don’t believe information unless they see or hear it from
trust friends, colleagues, family members and nongovernmental
organizations far more than traditional institutions and figures of
who have no vested interest in the welfare of a company are the most
philanthropy is the top behavior that earns trust in the US and Europe.
CEOs need to engage stakeholders in a very personalized way,
through local media and direct dialogue via the Internet, using credible third
parties as spokespeople.
Institutions, including businesses, must engage the public
in meaningful and honest dialogue to become or remain successful.
Laura Laama (02/11/05)
Cold calls grow sales, market share and your income.
Assumptive actions – Fill out the forms before
the meeting; create a file folder; picture getting the appointment and the sale
Assumptive vocabulary – When you; Once you; By
setting up; After we;
Practice – tone of voice,
articulation, expressions, body language and choice of words
Joyce Rosenberg (04/10/05)
Determine who you need to market to
methods that match your business
sure your product is in top condition
publicity for your company
value added service
want to be cared about
Joyce Roenberg (06/05/05)
Look beyond the pitch to get sales moving
sales start to slip, the problem could be a failure to keep developing new
sources of revenue or a decline in your customer service or other
- Take a
look at all aspects of the business:
you focused on client service and not on business development?
you sidetracked with operational issues, human resource issues, by
problems with a particular client?
- In search
from satisfied customers
there anything about your offering or company that needs to be fine-tuned
your competition providing better products or services.
your clients to find out how you are doing.
of individual sales, work on establishing relationships for long term clients.
it takes to keep a client:
from the beginning on the client’s ongoing needs.
in touch with the client to make sure s/he remains happy with the