When Did You Last Question Your Marketing Focus?

Are you starting to run out of new prospects? Do you have a marketing communications strategy?

Maybe senior decision-makers are no longer responsive to your marketing message or marketing propositions that have previously been successful. Sometimes the competition comes in with new ideas and propositions and slowly starts to erode your customer base. If either of these sounds familiar, you need to question your focus. Ask yourself whether you have a marketing strategy and if your propositions could help you to find new markets, which could certainly help to lift your sales.

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These are just some of the questions you need to ask:

• Why are you successful in the market?
• What types of companies do you sell to successfully and why?
• Could your product or service be positioned as a horizontal solution?
• How are current customers structured? What titles do they use for their senior people? Who is your key sponsor in an account?
• Why do people buy from you?
• What do you offer customers that others are not able to offer?
• Why do customers keep coming back to you?
• What could you do to change and improve what you offer?
• What are the future trends in your industry sector?

There are literally dozens of further questions you could ask that will help you to understand what characteristics, past the normal marketing ones, your customers typically display. Asking these questions you will soon find that many of your customers display similar characteristics, such as that they all have a Head of IT who sits on the board, or they operate the same technical systems.

Also, by carrying out a market proposition test, you can establish why previous customers have bought from you, and in doing so you may be quietly surprised and find another unique selling point you weren’t previously aware of that you can start to use in your sales and marketing messages.

So, why not take a step back now, stop what you’re doing, and ask yourself the above questions. You should find the answers quite interesting.

Incognate can help you focus your marketing and provide a selection of marketing and communication solutions to help. Contact us now to find out more.