return to www.MartinWales.com - Customer Catcher Tips  

Customer Catcher™ Tips

---

Greater Success with "One More Question" - Part 1
By Martin Wales
September 2, 2003

You want a successful product launch. You want to the right people to receive your marketing message and still keep within a fixed budget. How are you going to achieve these goals sooner rather than later? What enables a company to outperform its competitors with limited resources? There are no single answers of course, but the recurring theme amongst industry leaders is their inquisitiveness about what could be, rather than what is.

To work through sales plateaus when falling short of growth objectives, companies need to incorporate a marketing technique called "One More Question." Let's look at applying the power of questions in the quest for increased productivity and profit.

Experience greater results and save time and money by asking one more question. It is applicable to every aspect of your business. Questions are a powerful tool that can reveal overlooked resources and opportunities by readjusting your focus.

Look at different areas in your business development and marketing. The following are suggestions to trigger more of your own questions, using your personal knowledge of your company, products and customers.

Ultimate Strategic Positioning (USP)
Your USP is a defining statement identifying your corporate uniqueness. Companies tend to base their marketing around products, especially product features, rather than the strengths of the company itself. Your ultimate strategic positioning should clearly state the unique benefits experienced by clients as a result of your corporate expertise. First ask if you have a statement that truly reflects the corporate message you want to send, regardless of your products. How did you arrive at your current positioning? What would your best customers say if asked to describe what sets you apart? And finally, has your USP changed over time as the company has grown or changed focus?

Direct Mail
Direct mail is most effective when the marketing message is powerful and sent to a qualified list. Consider creating an appropriate list of questions for your qualification process, starting with which prospect lists to buy or even which list brokers to approach.

There are many things to keep in mind. For example, do you buy a list from an industry magazine or from a more general source like Dun & Bradstreet? What single message could get your prospects’ attention? What is the measurement of any mailing's success? If you do a follow-up telemarketing campaign, what would be considered an effective script? What kind of drip marketing is implemented if prospects are somewhat interested, but not yet ready?

© MMIII Customer Catcher All rights reserved.
Customer Catcher is registered in US Patent & Trademark office.
Permission is granted to reprint or distribute as long as this full copyright notice is included.

Site & Products Managed by The Customer Catcher Institute ™