|
Introduction:
Outsmart Your Competition, Don't Outspend Them!
Chapter 1:
Getting Ready: Research & Planning
Target
Marketing: Absolutely Your
Most Important Task
Business
Demographics
Market Segmentation
Selection
of the Segmentation Method
Positioning:
What Makes You Unique
Eight
Ways to Position Your Product or Service
The Sales Process
Phase 1: Lead Generation
Phase 2. The Inquiry
Phase 3: Prospect Service
Phase 4: The Sale
Phase 5: Customer Service
Identify
& Assemble Your Tools
Put Tracking & Evaluation Systems in Place
Take Inventory
Avoid Costly Mistakes When Developing Ads & Materials
Plan Ads & Brochures so They Work!
Learn What Makes Effective Ads
Learn How to Evaluate Creative Work
Selling Copy
Shortcuts With Few Shortcomings
Layout Guidelines
Examples of Ads With Analysis
Involve The Troops
FREE Downloadable Worksheets
(downloadable
"Word" or "Excel" files - you MUST sign
in to access these files. Once you do, bookmark the location for
future access.)
Target
Marketing
Market Segmentation
Define Demographics
Define Psychographics
Positioning
Assess Competition
How to Create a Positioning Strategy
Create a USP (Unique Selling Proposition)
Structure Tests in Your Marketing Program
Define Your Sales Process
Analyze Your Sales Force
Chapter
2. Phase 1 of the Sales Process: Lead Generation
Using
Media To Make Money
Direct Mail
Trade Publications
Consumer Magazines
Radio
Newspaper
Television
Yellow Pages
Trade Shows
Trade, Professional & Community Associations
Networking
High-Tech
Media: The Marketing Superhighway
Fax
Email
World Wide Web
On-hold Marketing
Multimedia CD ROM Brochures
Media
Stats - What Really Works & Why
How Effective is Advertising? The Cahners Publishing Company Study
Buyer Behavior Patterns
Media
Without Money: To Pay or Not To Pay, That is the Question
Pay Per Inquiry or Sale
Barter
Cooperative or Strategic MARCOM Partners
Public Relations
What's Involved in a PR Program?
Worksheets (sign
in for access)
Promotion &
Communication Strategies
Media Planning
Evaluate Media Options (Excel)
Develop Cooperative Advertising Opportunities
MARCOM Planning Calendar
PR Planning Calendar
Ad Agencies & Consultants
Chapter 3.
Phase 2 of the Sales Process: Inquiries
Fulfillment
Houses
Preparing for The Inquiry
Demand Fax
Interactive Voice Response
Email & World Wide Web Inquiries
5 Steps to Turn Inquiries Into Sales
Praise the Troops
Track Everything!
Worksheets
(sign
in for access)
Sales Call Report Forms
Chapter
4. Phase 3 of the Sales Process: Prospect Service
Inquiry Management
Inquiry Fulfillment
Build Relationships
Worksheets
(sign
in for access)
Inquiry Management
How to Create a Follow-up System
Chapter 5.
Phase 4 of the Sales Process: Sales Strategies that Work
Develop Sales Strategies
Sales Strategies in Action
Successful Sales Strategies
Needs Analysis
Presentation
Appearance
Sales Calls - Leveraging Your Time Sales
Environment
Attitude & Policies
Optimize Your Sales Cycle
Worksheets
Refine Your
Sales Process
Chapter 6. Phase 5 of the Sales Process: Customer Service
Seven
Steps To Success
Worksheets
(sign
in for access)
Develop
a Marketing Plan
Conclusion
|