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MARKETING AND SALES

MARKETING AND SALES. Marketing and Sales concepts differ only slightly with the type of service you are attempting to market What we do to attract and keep customers is the key! Sales is a byproduct of effective marketing !. MARKETING. How do you market your business? Networking

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MARKETING AND SALES

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  1. MARKETING AND SALES Marketing and Sales concepts differ only slightly with the type of service you are attempting to market What we do to attract and keep customers is the key! Sales is a byproduct of effective marketing!

  2. MARKETING • How do you market your business? • Networking • Direct marketing • Sales person/mailers • Indirect marketing • Web site • Company newsletter • Association interaction • Trade Shows • Public speaking 6/27/2007

  3. TARGET MARKETING • Basic marketing principal • Most effective with new sales people • Helps maintain focus • Vertical markets • By Industry • By Occupation • By service/products

  4. EVALUATE YOUR MARKET POSITON • What is your position within the marketplace? Or, how do you compete/compare in the market? • High-end • Mid-range • Low-end • Is this consistent with management’s objectives? Marketing materials? Sales/Business development? • Does Client/Prospect perception match your position? • Who are your target audiences? • Are your unique selling propositions (USP) considered value-added by clients? Prospects?

  5. INTERNAL STRUCTURE • Do internal structures exist for growth? • Sales/Lead follow-up • Customer relationship management • Operational • Management and administrative support • Financial and accounting expertise • Equipment, uniforms, etc. • Are you adequately prepared for growth, success?

  6. WHAT IS YOUR BRAND? • Represented by entire organization • every contact • Long-term commitment • cumulative effect • Can brand everything • Differentiating

  7. WHAT IS YOUR BRAND? • Industries dominated by BIG brand • Work-in-Progress • always evolving • Relevance to clients • Can you be ALL things to ALL people; often recognized or identified with one product and/or service

  8. WHAT IS YOUR BRAND? • Design and message consistency • look and feel of ALL materials, correspondence, reports, business cards, etc. • Subcontracting/Licensing may weaken the brand • everything you do must focus on positive positioning of the brand, the client (perception) owns the brand, NOT US!

  9. CREATING OPPORTUNITIES • Combining/ Services to Increase Sales Potential • Developing niche markets • Establishing your company as the “expert” agency in your market • Developing strategic alliances or partner with agencies outside of your areas of expertise to offer a one stop shop

  10. MARKETING TIPS • Always research companies you are considering doing business with • Always think “strategically” continually positioning your company for growth • Hire those in sales with a “passion” for the business • Develop true partnerships with your client, staff & officers (external & internal clients)

  11. HIGH TECH TIPS • Web Page • Develop your own domain and web page • Encourage your prospects to visit your web page • Use it to highlight your strengths • Staying in Touch • Cellular (Sell) phone • Blackberry • E-mail access; yet control your impulse • Laptop computer

  12. FACTS • Global market for contract security services is projected to advance 7.3% per annum through 2010 • By 2010 total security services revenue will surpass $160 Billion • Contract guarding remains the largest segment of the market; accounts for over 40% of total security revenue

  13. FACTS • U.S. will remain largest single consumer of private contract security services • U.S. will account for 30% of total world demand • Global acquisitions still only control 30% - 35% of U.S. market share • Acquisitions creating sales opportunities for regional and local companies

  14. THE END Gary H. Kuty CEO Kuty and Associates, LLC Office (937) 395-3059 gary@kutyassociates.com www.kutyassociates.com

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