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Martial Arts Marketing

Written by: Neil Mahoney

Article Overview: Two Basic steps to knowing your key markets & prospects so well, your message matches their needs and helps assure the sale: 1.Identify those few, key major segments that account for most all market sales. 2.Determine that unique position that gives you dominance.

Martial Arts Marketing

Identify your major segments:



1. Break down total market sales into major user groups:

There are always a few groups of heavy users who account for most all sales.

Focus your efforts to be the best in meeting the needs of the top 2 or 3 of these groups -- not just one or all.

2. Make sure you have included all related influences in your analysis:

Dealers, Resellers & Distributors can be a key segment and are often overlooked.

Also often overlooked are key subordinates in the prospect's firm

Influences vary from industry to industry: Commercial Building Construction is one example of complexity.

3. Assess and factor in the growth potential of the various customer groups:

In the Ceramics industry, for example, there are two major segments: Traditional & Advanced.

The Traditional segment, while large, is in steep decline in the US, and prices are falling

Advanced Ceramics is presently small but is growing very rapidly and prices are relatively high

4. Consider related markets where you can compete effectively:

Sidestepping into related markets can usually be done with little effort & expense

determine that unique position that gives you dominance

1. Determine the likely responsiveness of these key segments to your major strengths

How well does your offering meet the special needs of the users in these key segments?

How well does it stack up against the competition in these segments?

2. Prioritize these key segments according to their suitability for your business situation

Do you have demonstrable advantages that allow you to compete in your chosen market?

Will your advantages allow you to compete successfully in markets where the heavy users reside?

Do you have the resources that will let you compete in that arena?

3. Can you situate your product so it's easy for prospects to find it; try it; buy it?

Conditions will vary from market to market. Be sure to evaluate all your options.

4. Bear in mind that a minor advantage in a benefit that is very important to your prospects

will likely generate more sales than a major advantage in a benefit that is less important to them

Walmart dominates its categories with prices that are slightly lower than their competitors

even though quality and selection are largely the same, and customer service is not as good.

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Article Tags: advanced ceramics, amp, break down, building construction, business situation, ceramics industry, complexity, customer groups, dominance, nbsp, prioritize, resellers, responsiveness, segments, special needs, steep decline, subordinates, suitability, traditional segment, user groups



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