Marketing Delivery Levels

November 19, 2008 · Filed Under Marketing 

MoneyMoz.com presents you “Marketing Delivery Levels”, an article written by Daniel Wadleigh. We hope you’ll find a lot useful information in here.

MoneyMoz.com will present you every article we find interesting and educating, and which has no copyright protection. If available we’ll link the source.

There is a tendency among businesses, especially larger businesses that are well established, to claim to do a lot of wonderful things for customers and they end up being a little to a lot disappointed in the results. I guess that this is another spin-off from stockholder pressure for higher profits, yesterday. It has at least a long-term detrimental effect upon sales and profits, as well as a permanent effect on credibility. There is an old phrase “if your word is no good, neither are you!” Dr. Demming professed “Total Quality Management” for decades and it obviously had a positive affect upon the standards of industry in every area but one; marketing claims made as to the promised results.

There are three levels of performance by any business.

MoneyMoz recommended article:
Cleaning Employee Safety: Keep the Doors Locked

As a professional cleaning company your employees will most likely be working in offices after business hours. Your employees' safety and keeping the building secure are vital to your company's reputation. Have your employees follow a few simple guidelines to make sure the building they are working in stays secure! For employees' safety and the security of the building, make sure employees lock all entrances when working in the building. Make sure they also know which inner doors are required to be locked (if any). Employees need to report any suspicious person or activity to a supervisor immediately. Employees should always keep all keys in their possession. Never place keys on a desk or table and never leave keys in a door. When leaving an office employees should make sure that all lights that are to be turned off, are indeed off. Employees should take that extra few seconds to glance back and make sure the lights are out. Employees need to double check all entrances/exits on leaving to make sure they locked all doors. The last step is to turn on the security system. Some buildings may have keyboxes in janitorial closets where keys kept. Make sure that your employees return the keys to the keybox before they leave the building. Keeping the doors locked and an eye out for suspicious activity are two small ways to help your employees stay safe and your client's happy! Steve Hanson is co-founding member of The Janitorial Store (TM), an online community for owners and managers of cleaning companies who want to build a more profitable and successful cleaning business. Sign up for Trash Talk: Tip of the Week at http://www.TheJanitorialStore.com and receive a Free Gift!



Marketing Ideas For Small Businesses

The resources of any given firm are usually limited. As such, no firm can normally afford to attack the entire market without any delimitation whatsoever. It would be better if the efforts are concentrated on the most productive and profitable segments of the market. By focusing sharply on each of the different customer groups within a market, market segmentation would make the marketing effort more efficient and economical. It will ensure that the marketing effort is concentrated on well defined and carefully chosen market segments, instead of being frittered away over irrelevant segments or unproductive and unprofitable territories and markets. As a matter of fact, some marketing experts have described market segmentation as the strategy of dividing the markets in order to conquer them.

1) under-deliver from claims

2) deliver as promised

3) over-deliver what’s expected

Level one is also common for ruthless telemarketers, unscrupulous direct mail businesses and a lot of pro-active marketing efforts particularly if the element of “fear” is a part of the marketing message. Larger businesses usually can afford to adjust to long term declines easier and less painfully than most small businesses, had better beware, what goes around comes around. Don’t get classified with those deceptive groups of businesses, there are too many choices for consumers.

Level two is the minimum for delivery. If you say you’re going to save them $20 per month, you better save them at least $20 per month. People don’t usually say thank you for delivering what is expected, they say it with repeat business.

MoneyMoz recommended article:
Training: 7 Tips to Guarantee that Your Training Dollars Double Your Business Results

In spite of the changes in business world, training is still viewed by many small businesses to larger ones as an unnecessary expense. Yet, if a company or even an individual truly wants to grow to reach that next level of success, then training and development should be the number one item budget instead of the last one. These 7 tips may help you to keep training as the number one line item on the budget.

Level three is where extra growth comes from doing the “extra thing”. Even though we want to promise as much as possible in order to get the business in the first place, it still behooves you to be a wise marketer. Hold out some little extra service or a supplemental little product or a piece of useful information that means something to the customer but does not lead to more income for you. If you’re a cleaner, tell them that all sugar stains must be removed before three months or else they will become permanent. People like to tell others about any exceptional service they received.

If you can’t deliver a pre-arranged “extra”, at least have your people looked for ways to help as policy. Under delivering is deceptive and leads to abandonment. Delivering as expected leads to repeat sales.

Over-delivering is appreciated and leads to referrals. Referrals are like found money, at the very least, the easiest way to acquire more business.

More on the three ways to develop referrals will be included later.

Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.

Go to: http://www.more-new-customers.com to get free copy of “Marketing to Men vs. Women- the 8 different responses” and a Free copy of “Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business.”

Keywords assigned to this article by MoneyMoz: marketing,start-up,web creation,small business,retail,web hosting,grow profits,strategic planning

MoneyMoz recommended article:
The Benefits of Display Mannequins

Mannequins are primarily used in stores to display clothing. A display mannequin is usually a full-size dummy in the shape of a person. A display mannequin will normally include all parts of the human body including a head and feet. Display mannequins can be made of several different materials, including fiberglass, wood, plaster, or wax. Nearly every clothing store has at least one display mannequin. They are commonly found in the front windows of stores at the mall to show off the store's newest fashions. Display mannequins must be life-sized in order for the clothes to fit well over them. Most mannequins are full figures including the head, torso, arms, and legs, but some are only a torso. These types of display mannequins are perfect for saving space while modeling shirts and blouses. The full-size mannequins do take up more room, but they are more versatile in that they can be used to display entire outfits including hats, shirts, pants, and shoes.



Lead By Example, Not Just Talk

Great leaders lead by example, not just talk or orders. Leading by example will garner respect and admiration from the troops as well as compliance. In a network marketing company, recruits join voluntarily so it's up to them whether they will follow you or quit. You can't use force or order them around like a boss does in a traditional job. The best way to get recruits to do things is to motivate them with their goals dangling in front of them like a carrot by remind them why they joined. Praise a good recruit generously in front of others, with hold praise to others who don't perform or try. Reward good recruits with plagues, certificates, trophies, awards etc. in front of the entire team. Keep everyone on the same page by making sure everyone knows what the company's purpose is and why they should work hard to reach their individual goals.

Comments

Comments are closed.