Establishing Customer Relevance Drives Sales, Spells Relief
Establishing Customer Relevance Drives Sales, Spells Relief
“Except marketing.”
Marketing has evolved. But most corporate marketing approaches have not. And in a tough economy, those who have not are feeling the pressure – but who’s taking the heat? Why, the CEO, of course.
Marketing has grown from the most simple, measurable tactics (put a sign in your window and see how many people come in), to a world of complexity never envisioned even a decade ago. Buyers are better informed, more savvy and with more options than at any time in history. Higher levels of product innovation, increased personalization of services, and cheaper foreign competition set the performance standards higher for all of us. As a result, the customer is much more difficult to hold onto. Most companies have not kept up; the outcome is increasing frustration at their inability to tie marketing to results.
Those companies that have a tighter grip on the customer than their competition know the key to keeping and winning customers is what it has always been – relevance. Relevance is at the center of your customer’s buying decision. Is your product or service directly aligned with their need? Companies seeing sales stagnate or decline are finding out the answer is no. CEOs are struggling to produce more predictable outcomes in the modern marketing environment. But they have not taken the time to understand how to configure these elements for control. And configuring the elements involves a new look at relevance as the heart of any marketing effort.
Here is a quick way to understand the product, market and customer relationship and the importance of relevance to getting the outcome you desire. Envision a crowded cocktail party (the marketplace). You (the product) are on one side of the room, and you have agreed to deliver a message you know is important (the promise) to a person (the customer) on the other side of the room. The party is noisy (the status quo), and crowded (the competition), so they cannot hear you shouting, or see you waving your arms.
You are irrelevant to their discussion, and even though the information you have is more valuable, they’re still having a good time. Unable to penetrate the crowd, you find a chair (the innovation), stand up on it (the strong position), and now that everyone has stopped what they were doing to pay attention (the alignment) to you (the market leader), you deliver your message (the marketing), “IT’S A BOY!” The person smiles, laughs, and then weeps with joy (the relevance), crosses the room pushing the crowd out of the way, gives you a hug (the adoption), and then hands you a cigar (the sale).
There are many marketing elements at work in coordination in the above example, but relevance closes the deal.
Companies that are succeeding in the marketing war right now are focused on strengthening customer relevance first by methodically and systematically understanding the full customer need, and demonstrating total commitment by building an offering that meets every aspect of that need completely.
The truth is, once relevance has been established (and it’s not easy), marketing can deliver more meaningful and measurable returns than any other function inside of your business. For sales, relevance offers a stronger position. For marketing, relevance develops context. For the CEO, relevance spells relief.
Establishing Customer Relevance Drives Sales Spells Relief - To learn more about this author, visit Michelangelo Celli's Website.
Like this article? Share it with your friends
 |
Free Download - The True 4 P’s of B2B Marketing for CEOs By Michelangelo Celli |
There’s an old axiom: “Nothing happens before you make the SALE.”
“Except marketing.”
Marketing has evolved. But most corporate marketing approaches have not. And in a tough economy, those who have not are feeling the pressure – but who’s taking the heat? Why, the CEO, of course.
Marketing has grown from the most simple, measurable tactics (put a sign in your window and see how many people come in), to a world of complexity never envisioned even a decade ago. Buyers are better informed, more savvy and with more options than at any time in history. Higher levels of product innovation, increased personalization of services, and cheaper foreign competition set the performance standards higher for all of us. As a result, the customer is much more difficult to hold onto. Most companies have not kept up; the outcome is increasing frustration at their inability to tie marketing to results.
Those companies that have a tighter grip on the customer than their competition know the key to keeping and winning customers is what it has always been – relevance. Relevance is at the center of your customer’s buying decision. Is your product or service directly aligned with their need? Companies seeing sales stagnate or decline are finding out the answer is no. CEOs are struggling to produce more predictable outcomes in the modern marketing environment. But they have not taken the time to understand how to configure these elements for control. And configuring the elements involves a new look at relevance as the heart of any marketing effort.
Here is a quick way to understand the product, market and customer relationship and the importance of relevance to getting the outcome you desire. Envision a crowded cocktail party (the marketplace). You (the product) are on one side of the room, and you have agreed to deliver a message you know is important (the promise) to a person (the customer) on the other side of the room. The party is noisy (the status quo), and crowded (the competition), so they cannot hear you shouting, or see you waving your arms.
You are irrelevant to their discussion, and even though the information you have is more valuable, they’re still having a good time. Unable to penetrate the crowd, you find a chair (the innovation), stand up on it (the strong position), and now that everyone has stopped what they were doing to pay attention (the alignment) to you (the market leader), you deliver your message (the marketing), “IT’S A BOY!” The person smiles, laughs, and then weeps with joy (the relevance), crosses the room pushing the crowd out of the way, gives you a hug (the adoption), and then hands you a cigar (the sale).
There are many marketing elements at work in coordination in the above example, but relevance closes the deal.
Companies that are succeeding in the marketing war right now are focused on strengthening customer relevance first by methodically and systematically understanding the full customer need, and demonstrating total commitment by building an offering that meets every aspect of that need completely.
The truth is, once relevance has been established (and it’s not easy), marketing can deliver more meaningful and measurable returns than any other function inside of your business. For sales, relevance offers a stronger position. For marketing, relevance develops context. For the CEO, relevance spells relief.
Establishing Customer Relevance Drives Sales Spells Relief - To learn more about this author, visit Michelangelo Celli's Website.
Like this article? Share it with your friends
 | |
 |
The information was helpful and useful. Thank you!
Commented on Establishing Customer Relevance Drives Sales Spells Relief. |
| |
Leave Your Feedback |
 | |
| |||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
|||
John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
|||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Michelangelo's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Sample Credit Application 9 Questions From New Marketers Personal Leadership Make Money Online Leadership 2.0 |
|
 | ||
 |
Top 50 Blogs For Startups
Top Blogs To Watch In 2008 | |
 |
Choose A PR Topic
Press Release Builder | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
