We use this feedback to refine the value proposition, making the most of the effective elements and looking again at those that were less successful.
Find the Right Customers and Provide Something they Value
How We Work With You
Our approach varies depending on your business and the way you prefer to work. Typically, we work with the business owner and other relevant team members, facilitating discussions, bringing ideas together and supporting you as you work through questions based on proven B2B marketing best practice.
A typical B2B marketing programme might look like this:
Day One – Exploring your Market
Working through a set of questions with you and key members of your team.
What are your real target markets? What products and services can you offer and what key needs you are meeting? How can you differentiate your offer and make it more valuable? What should your pricing structure be? Are the clients you have now the best ones for your business in the longer term? Are the products and services you currently promote the ones that will bring you greatest success?
This stage enables us to really drill down into what you have to offer and who you could be selling to most successfully.
Day One – Developing your Value Proposition
Following our discussions, we put together a written value proposition that gives you a foundation on which to base all your sales and marketing activity. Use this to create consistent messages that tell people exactly what you do and what benefits you offer, and you have a great opportunity to establish yourselves as the ‘go to’ source for your particular product or service.
After we have together created your value proposition, you try out your new approach on existing contacts and ask for their feedback. This is the quickest and most accurate way to find out whether your value proposition and message will succeed. We’ll provide you with the questions to ask, so you can be sure you will get useful information back.
Not only is this hugely helpful as research to guide future sales activity, but you may start to see results right from the start. We often find that when our clients go out and explain themselves differently, they get appointments from current contacts who haven’t previously shown an active interest in the full range of what’s on offer.
Day Two – Refining the Approach
Bringing your own and your potential customers’ feedback together, we evaluate what’s working and what isn’t.
Are you getting different responses than you have in the past, and if so, what made the difference? Did you have ‘Eureka’ moments, where the contact suddenly saw how your product or service could fit into his or her business? Did people get the wrong idea at any point?