Partnering with Customers


  1. Pick high-visibility, vocal customers as your research partners and test sites. When you succeed together, they’ll spread the word quickly to their peers and pave your way into the market.
  2. As your customer list grows, organize their names and phone numbers by product and geographic area so you can easily provide references keyed to a prospect’s interests.
  3. Gather passive (i.e., written testimonials and quotes from customers to use in your sales materials, ads, and proposals. Remember to use videos.
  4. Use active testimonials with important prospects: Ask two or three present customers to call a prospective one, rather than waiting for the prospect to call them.
  5. Use on-site testimonials. Arrange a tour of customer premises where prospects can see your products performing.
  6. Find customers willing to meet prospects on your turf to endorse you and your products.
  7. Conduct joint presentations with your customers at industry meetings. Coauthor articles to automatically share the limelight with your customers.
  8. Bring your customers together at least once a year to share ideas with each other, give you feedback, critique new product concepts, and have a good time. Invite a few key prospects—they’re likely to come away sold.
  9. Take customers to trade shows and go to theirs. The better you know each other, the more value you both receive.
  10. Treat your customer-partners as heroes. Thank them—and more. For example, feature them in your newsletter, mail them a poster-sized letter signed by all your employees, or send a dozen balloons to their offices.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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Cost-effective Promtions


Promotions form an integral part of any marketing strategy and, if properly structured, cost very little to implement. Some expense is usually involved, since it’s hard to implement a sales promotion without advertising it. One drawback to many sales promotions is that managing them takes a fair amount of time, and in businesses with very few employees, that time just isn’t available.

 Before spending money to advertise a sales operation, try to visualize how the mechanics will work and that benefits can be expected. It is all too easy to begin a sales promotion without giving any thought to who will manage it. As with every business activity, someone must be in charge. Someone must have the responsibility for putting all the pieces together and making sure that the promotion gets implemented as planned. And someone must be accountable for the problems and miscalculations that always come up.

 In larger companies, sales managers can be assigned the task of managing promotions; however, the smaller the company, the greater the probability that the owner must take the responsibility for:

  • Being on the premises to greet customers, if that’s part of the promotion
  • Coordinating and following up to make sure deliveries are made on time, if that’s part of the program
  • Personally handling any barter arrangements or questions that arise from customers

 My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight