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Keep your customers happy and engaged long after the first sale has been reached.
Every client needs attention, and servicing an existing client is far easier than selling to a new one. Client Service means remembering to nurture ongoing relationships with customers after the sales process has been completed.
Identify the right clients to grow your business, and keep data on them current.
If you have the wrong clients, it makes the relationships hard. It’s easier and cheaper to find and service clients who suit your business, and with whom you enjoy working. Client Management is choosing and having the right relationships with the right clients. That means losing the idea of ‘any client is a good client’. As your business grows, this will hold you back.
Build strong revenue in your business with the right products and services.
Product and services are foundations of your revenue-generating activity. You need to regularly review them – and your competitors – so your business keeps up with changing market conditions. Don’t just ask: ‘what are we selling?’ Also ask: ‘what are our clients buying?’ The answers may be quite different. The products and services you sell need to be aligned with your position and understood by everyone in your business.
Nurturing and converting leads takes deep customer relationships. These relationships begin by Starting Conversations.
Starting Conversations is how your business nurtures and converts leads into your direct source of revenue: sales. Your business needs to understand how your customers buy from you in order to maximise conversion opportunities. Measuring the effectiveness of your sales function is crucial to your success because sales as a function has changed. Today, more than ever, it’s about deeper relationships.
To connect to your key stakeholders, your Communication tools should be thoughtful, relevant and appropriate.
Communication is all about the language, messages and materials your business uses to communicate with your internal and external stakeholders. It’s important because it’s your best opportunity to present your business.
Understand Buyer’s Journey and you’ll influence your customers and turn leads into revenue.
Buyer’s Journey means understanding why your stakeholders engage with your business. If you understand this, you’re better placed to influence them and convert more leads into revenue. And once you know the journey, you can better control your pipeline and direct your marketing spend.
Get Channel right and you’ll know, measure and track the right ways to reach your customers.
Channel is how you source new business. These could be third-party relationships, often referred to as ‘word of mouth’, or traditional marketing channels like digital marketing, advertising and PR. Understanding Channel is crucial for revenue generation. It’s also imperative that you market with clarity to your channel partners. Your business needs to have expectations and measures in place for each of its channels because it’s easy to waste time and money-nurturing channels when they’re not delivering us work.
Capability is your marketing engine room: your people, structures, processes, budgets and resources
Capability, in a nutshell, is your business’ ability to develop a long-term marketing strategy. It helps you deliver a focused and consistent marketing plan that supports your business.
Position is the cornerstone of your strategic marketing. It’s the DNA of your business and guides the other 8 boxes.
Position leads your marketing strategy, so make sure you score top marks for Position before you focus on other marketing areas of your business.