HEDDINGER & Others
Getting more from Marketing
Advertising
Sales
How we can improve each area of your offensive team
It is true that the Marketing-Advertising-Sales competencies must function well together to be successful. However, it is not unusual for one of these areas to be operating at an unacceptable level. In that case, some remedial action must be taken to repair that area, before a proper synchronization of the three areas can be accomplished.
We can help you maximize the performance of any of the three areas, then get them performing together to reach the organization's goals. Here is how.
Marketing
Marketing is simply defining the advantages of the product or service you have to sell and identifying the most likely people to buy that product or service.
A good marketing plan will also define the key specific advantages of your product or service which will draw a prospect to it.
The plan must be as specific as possible in order to give advertising the best defined target to shoot at.
Using market research, testing and some applied common sense, we can help refine your marketing plan to give you an extremely well-defined target market.
Advertising
Advertising is the art of communicating the advantages of your product or service in a way that motivates your audience to respond favorably.
There are three elements to outstanding advertising:
First, it must be intrusive; it must break through the thousands of messages we receive every day.
Second, it must be informative. It must clearly show how the product or service solves a prospect's problem.
Third, it must be memorable. The message must be unique, in style and substance.
We have long experience creating such advertising.
Sales
Sales is the art of converting the favorable response to your advertising into a solid order or relationship.
There are three key elements in developing a successful sales effort: hiring, training and incentivizing. In other words, you must be sure you have appropriately qualified people representing your organization, that they are thoroughly knowledgable about your product or service and correct sales techniques, and that your sales compensation program is designed to cause your sales force to strive to reach the proper goal.
We have built and trained successful sales teams.
Interfacing
The most effective Marketing/Advertising/Sales plans are grown organically and functions as a single team with one objective. Like a tree, where the marketing plan functions as the root, serving as the anchor and feeding the direction to the advertising plan. The advertisers put together the best message to communicate the organizatiions advantages and choose the best media to reach the desired group of prospects, much like a trunk. Then sales, like the branches, takes the message, answers the questions and obtains the commitment, providing the fruit, which is the reason the tree exists.
How well the connection works between the root, the trunk and the branches determines the abundance of the fruit. In the same way, the integrity of the Marketing-Advertising-Sales interface determines the success of your organization.
We can look at the communication links between the three functions, including the feed-back loops, and determine whether you are seeing an undiluted message flow through the system. We can make sure each function understands its critical place in the process. By suggesting ways to improve this continuity, we can make sure you are getting top-notch performance from your entire offensive team and maximizing their results.